SEO FAQ: Want to get your SEO right?

These terms and information help you get the job done.


The visible text in a link that points to another web page.

Links from other websites to your own website, which can improve search engine rankings.


An HTML tag that specifies which version of a web page should be considered the original version.


The content on a web page that should be relevant and informative.


The process by which search engine bots crawl and index a web page.

Duplicate Content

Identical content on multiple web pages, which can negatively affect search engine rankings.

Google Analytics

A free tool from Google that allows you to analyze website traffic and other metrics.

Google Search Console

A free tool from Google that helps webmasters optimize their website in search engines.


Storing a web page in the index of a search engine so that it can be displayed in search results.


Keywords that users enter into search engines to search for specific content.


The relationship of keywords to other words on a web page.

The process of building backlinks to improve search engine rankings.

Local SEO

Optimizing content and structure on your own website to improve ranking in local search queries.


Detailed keywords that consist of multiple words and are more specific than single keywords.

Meta Description

A brief summary of the content of a web page displayed in search results.

Meta Tags

Tags that contain information about the content of a web page, such as title and description tags.

Mobile Optimization

Optimizing content and structure on your own website to improve ranking in mobile search queries.


Optimizing content and structure on your own website to improve search engine rankings.


Optimizing factors outside of your own website, such as backlinks, to improve search engine rankings.

Page Rank

A metric developed by Google that determines the ranking of web pages in search engines.

Page Speed

The speed at which a web page loads, which can affect search engine rankings.

Picture size
  • Your first choice is the file format. Icons should be SVG; images with less details and colors should be PNG (no compression) and images with a lot of detail should be JPEG (compressed).
  • DPI (dots per inch) needs to be set to 96 for images for the web. (Using 300 or 600 DPI would result in unnecessary file sizes).
  • If you have a large full-width image like a photography it should be JPEG and compression maybe 60-80% depending on the individual photo. We use these tools to compress easily: and
  • The width depends on the design, but I would go for 1920px wide for full width.
  • Your file size should NOT exceed 150-200kb for hero pictures and be less than 100kb for body pictures.

A redirect from one web page to another, e.g. 301 redirects are permanent redirects.


A text file that tells search engine bots which pages of a website should not be indexed.

Search Engine

A website that allows searching content on the Internet, such as Google, Bing or Yahoo.

Search Engine Results Page (SERP)

The page where search results are displayed.

SEM (Search Engine Marketing)

The use of paid advertising to improve a website’s search engine ranking.

SEO (Search Engine Optimization)

The optimization of content and structure of a website to be found better by search engines.

Short-Tail-Keyword, also general keyword or head keyword

consists of one or a few words and is usually very general.

Title Tag

The title of a web page that is displayed in search results.

User Experience (UX)

The experience users have on a website that can influence search engine rankings.