Terms | EQwise

A

A/B testing (A/B testing, split testing, split test): A test in which two versions of a page or element are shown to different visitors simultaneously to measure which one performs better.
Accent Color (accent, signal color, action color): The striking color in a brand identity that draws attention, for example for buttons.
Ahrefs: A paid SEO tool for keyword, link, and competitor research.
AI (artificial intelligence): Computer programs that perform tasks normally requiring human intelligence, such as writing text or answering questions.
AI Act (AI Act): The European law establishing rules for the creation and use of AI.
AI Agent (AI agents, agent, agents, build agent, measurement agent, writing agent): An AI program that independently performs a series of tasks, such as checking pages or conducting measurements.
AI Answer (AI responses): The generated response provided by an AI assistant in answer to a query.
AI Answer Engine (answer engine): A system that provides a single synthesized answer to your question instead of a list of websites.
AI Assistant (AI assistants, AI system, AI systems, AI platform, AI platforms, AI search engine, AI search engines): A chat program such as ChatGPT, Claude, Gemini, or Perplexity that you can ask questions in natural language.
AI crawler (AI crawlers, GPTBot, CCBot): A program from an AI company that reads websites to provide its AI with information.
AI Mode: A Google search mode where you engage in a conversation with AI instead of receiving a list of links.
AI Overviews (AI overview, AI overviews): The summary that Google places at the top of search results using AI, above the standard links.
AI slop: A derisive term for low-quality, rapidly generated AI text.
AI Tracker: A measurement tool that tracks how often a brand appears in AI-generated responses.
AI Visibility (AI Visibility): How frequently and effectively your business appears in the responses provided by AI assistants.
AI Watermark (watermark, watermarking): An invisible marker in a text or image that identifies it as AI-generated.
Algorithm (algorithms, search engine algorithms): The set of mathematical rules Google uses to determine which page ranks at the top.
ALT text (alt text, alt texts, ALT texts, alt attribute): A short description of an image in the code, for screen readers and search engines.
Anchor Text (anchor text, anchor texts, link text): The clickable text of a link.
API (APIs): A connection that allows two programs to automatically exchange data.
Audit (audits, website audit, website audits, platform audit, SEO audit, GEO audit): A thorough check of your website for errors and opportunities.
Authority (domain authority, brand authority): How much trust search engines and AI have in your website.

B

Backlink (backlinks, inbound link): A link on another website that points to your website.
Backup (backups, backup): A backup copy of your website, allowing you to restore it if something goes wrong.
Base Color (supporting color): The calm primary color of a corporate identity that fills large areas and backgrounds.
Baseline Measurement: The measurement of the initial situation before any changes are implemented.
Benchmark (benchmarks): A comparative figure, such as the average within your industry.
Bidding Strategy: The way Google determines for you how much you want to bid per click.
Bing: Microsoft's search engine.
Blocking time: The time during loading when a page does not respond because it is processing code.
Body font (body text, body copy): The font used for standard body text.
Bounce rate (bounce rate, bounce): The percentage of visitors who leave a site without taking any action.
Broken link (broken links, dead link, dead links, broken link): A link that points to a page that no longer exists.
Browser (browsers, web browser): The program you use to view websites, such as Chrome, Safari, Firefox, or Edge.

C

Caching (cache): The temporary storage of a ready-made version of a page, allowing it to be displayed faster.
Call-to-action (CTA, CTAs, call-to-actions): A button or phrase that prompts the visitor to take action, such as 'Request a quote'.
Canonical (canonicals, canonical): A directive in the code that specifies which version of a page is the primary one.
Chatbot (chatbots): A program that automatically responds to visitor questions within a chat window.
ChatGPT: OpenAI's AI assistant, which allows you to ask questions and receive answers in natural language.
Citation Flow (CF): A Majestic score from 0 to 100 that measures the link equity of a website, primarily based on the number of links pointing to it.
Citing (quoted, citable, citation, quote, quotations): An AI assistant that uses your page as a source and typically includes a link to it.
Claude: The AI assistant from Anthropic.
Click Budget (daily budget, advertising budget): The amount you pay directly to Google for clicks on your advertisements.
CLS (Cumulative Layout Shift, shifting): The extent to which page elements shift while it is loading.
CMS (content management system, website builder): A program that allows you to manage your website's text and pages yourself, without any programming knowledge.
CMYK (CMYK value, CMYK reference value): A method of defining colors for printing as a mixture of four ink colors.
Compliance (compliance function, compliance questions): Ensuring that a company adheres to laws, regulations, and internal agreements.
Content (content strategy, content plans): All content on your website, such as text, images, and videos.
Content Marketing (content marketing): Attracting customers with useful content, such as articles, videos, or guides, rather than through direct advertising.
Contrast (contrast ratio, contrast value, contrast number, contrast measurement): How much a color differs from the background, and therefore how well something can be read.
Conversion (conversions, converts, convert): The moment a visitor does what you hope for, such as calling, filling out a form, or making a purchase.
Conversion Optimization (conversion-optimization, CRO): Improving your website so that more visitors get in touch or make a purchase.
Conversion Rate (conversion percentage, conversion percentages): The percentage of visitors who complete a conversion.
Copilot (Microsoft Copilot, Bing Copilot): Microsoft's AI assistant, which utilizes Bing search results, among other sources, for its responses.
Core Web Vitals (Web Vitals): Three Google metrics that indicate how fast and user-friendly a page is for visitors.
Cost per click (CPC, cost per click, click prices, pay-per-click, PPC): What you pay each time someone clicks on your advertisement.
CPM (CPM impressions): What you pay for every thousand times your advertisement is shown, even if no one clicks.
Crawler (crawl, crawling, crawled, crawlers): A program that automatically visits websites and reads the pages.
CRM (CRM system): A program used to track all customer contacts and inquiries.
CTR (click-through rate, click-through, click ratio, click percentage, click percentages): The percentage of people who click on your link or advertisement after seeing it.
Customer Journey (customer journey): All the steps a person takes from the initial search to becoming a customer and beyond.

D

Dashboard (dashboards): A screen that clearly organizes and displays the most important figures.
Data Model: The way data is organized and interconnected within a system.
Deposit guarantee scheme: A scheme that protects your savings up to 100,000 euros per person per bank in the event of a bank failure.
Design System (design system, style guide, pattern library): A collection of fixed rules and components used to ensure everything is created in a consistent style.
Design tokens (tokens, token set): Fixed names for design choices, such as 'action color' instead of a loose color code.
Direct traffic: Visitors who type your web address directly or use a bookmark.
Disavow (disavow file, Disavow Tool, reject links): A Google feature that allows you to indicate that certain links to your site should not be taken into account.
Disclaimer (disclaimers): A short text indicating what a company is not responsible for or which limitations apply.
Display Advertisement (display ads, Display Advertisements): A visual advertisement that appears on other websites or within apps.
Display typeface (Headline fonts): The font used for titles and subheadings.
DNS (DNS settings): The internet's address book that links a website name to the server where the site is hosted.
Dofollow (dofollow link, dofollow links, dofollow backlinks): A standard link without a nofollow tag, which search engines count as a recommendation.

E

E-E-A-T (E-E-A-T signal, EEAT): The four factors Google considers to determine if information is trustworthy: experience, expertise, authoritativeness, and trustworthiness.
Engine (engines, AI engine, AI engines): The system that generates answers or search results, such as Google or ChatGPT.
Entity (entities, entity): A clearly defined thing that a search engine or AI recognizes, such as a company, person, place, or product.
Events (event, occurrence, occurrences): Visitor actions measured in Google Analytics, such as a button click, a download, or a submitted form.
Exclusion List (exclusions, exclusion lists, negative keywords): A list of keywords for which your advertisement should specifically not appear.
External Backlinks (external backlink): The total number of links pointing to a website or page, including multiple links from the same page.

F

FAQ (FAQs, FAQ page, frequently asked questions): A list of frequently asked questions and concise answers, usually on a separate page or at the bottom of a page.
FCP (First Contentful Paint): The time until the first piece of content, such as text or an image, appears on the screen.
Featured snippet (featured snippets, featured fragment, recommended fragment, recommended fragments, position 0): A short answer that Google displays above the regular search results, including a link to the source.
Flow Metrics (Flow Metric): Majestic's collective term for Trust Flow and Citation Flow, both of which are scores ranging from 0 to 100.
Footer (footers, footer, footer bar): The fixed bottom section of every page, featuring contact details, important links, and social media.
Fresh Index: Majestic's index containing recently discovered links, covering approximately the last four months.

G

GDPR (GDPR, General Data Protection Regulation): The European privacy law that regulates how organizations must handle personal data.
Gemini: Google's AI assistant and language model.
GEO (generative engine optimization): Ensuring that AI assistants like ChatGPT recognize, mention, and recommend your business when someone asks them for advice.
Google Ads (AdWords, AdWords ads, Ads campaigns, Google Ads): Google's advertising system, formerly known as AdWords.
Google Analytics (Analytics, GA4, Google Analytics 4): A free measurement tool from Google that tracks how many visitors your site has and what they do.
Google Business Profile (Google Business Profile, Google My Business): Your free business listing in Google Maps and search results, featuring your address, opening hours, and reviews.
Google Search Console (Search Console): A free service from Google that shows how your website is performing in search results.
GTmetrix (GTmetrix measurements): An online measurement tool that tests how quickly a web page loads.
Gutenberg (Gutenberg block editor, block editor, Gutenberg blocks, blocks): The default WordPress editor where you build a page using individual blocks.

H

H1 (h1 header, h1 headers, main title, main titles): The main title of a page, as defined within the code.
Heading Structure (heading levels, heading level): The organization of titles and subheadings on a page, ranging from H1 to H2 and H3.
Heatmap (heatmaps): A color-coded map of a page that shows where visitors click, tap, or scroll.
HEX (HEX code, color code): A six-character code that precisely defines a color on a screen, such as #3B3DFF.
Historic Index: The largest Majestic index, containing links discovered over a period of many years.
Homepage (home page): The first page of a website, which you see when you only type in the domain name.
Hosting (hosting provider, web hosting): The location, a server at a company, where your website is stored and from which it is delivered.
Hover (focus ring): How a button or link appears when you hover over it with a mouse or navigate to it using a keyboard (focus).
Hreflang (hreflang link, language links): A code that informs search engines which page corresponds to a specific language or country.
Hummingbird (Google Hummingbird, Hummingbird update): A major Google algorithm update from 2013, focused on the meaning of search queries rather than individual words.

I

Impressions (impression, impressions, views): The number of times your site was displayed in search results.
In-depth Audit: A comprehensive measurement of a small number of pages, analyzed in detail.
Inbound marketing (inbound): An approach where customers find you through valuable content, rather than you approaching them with advertising.
Indexing (indexing, indexation, indexed, indexability, indexes): The process of including your page in a search engine's database so that it can be found.
Information Architecture (page structure): The way in which all pages and information on a website are organized and interconnected.
INP (Interaction to Next Paint): How quickly a page visibly responds when you click or tap on something.
Internal link (internal links, link structure): A link from one page on your site to another page on your site.
Interstitial (interstitials, pop-up, pop-ups): A window that appears over the entire page, such as a pop-up that must be dismissed first.

J

JavaScript: A programming language that makes web pages interactive, such as a drop-down menu.

K

KEI (KEI value, KEI weighting, Keyword Effectiveness Index): A score that indicates whether a keyword is worthwhile: high search volume and low competition.
Keyword (search terms, keyword, keywords, core keyword, main keyword): The word or phrase that someone types into a search engine.
Keyword Cluster (keyword clusters, keyword cluster): A group of keywords that cover the same topic and are addressed with a single page or a series of related pages.
Keyword Density (keyword density): The frequency with which a keyword appears in a text, expressed as a percentage of the total word count.
Keyword Research (keyword research): Identifying which words your customers actually type in and how often.
Knowledge Graph (knowledge graph): Google's knowledge base containing facts about people, companies, places, and things, and how they are interconnected.
KPI (KPIs): A metric used to determine whether a goal is being achieved.

L

Landing Page (landing pages): The page a visitor arrives at after clicking on a link or advertisement.
Language Model (LLM, language models, AI model, AI models): The computational engine behind an AI assistant that has learned how language works.
Launch: The moment a new or redesigned website becomes visible to everyone.
LCP (Largest Contentful Paint): The time it takes for the largest visible element of a page to appear on the screen.
Lead (leads): Someone who has shown interest and left their contact details, for example via a form or a phone call.
Lighthouse: A free measurement tool from Google that tests a page's speed, accessibility, and SEO.
Link Building (link building campaigns, guest blogging): Deliberately working to acquire more high-quality links from other websites to your own site.
Link Context (link-context): Information from Majestic regarding the placement of a link on a page, including the surrounding text and other nearby links.
Link Density (link density): The percentage of text surrounding a link that consists of links itself.
Link juice (link juice, link equity): The value or authority passed from one page to another via a link.
Link page (linking pages): A page on another website that contains a link to your site.
Link Profile (link profiles): The complete overview of all links pointing to your website.
Link Spam (link spam, spam links): Links that exist solely to influence search engines, such as purchased links, large-scale link exchanges, or lists full of links.
Load time (loading speed, load times): The time it takes for a page to become visible and usable.
Local SEO: Improve your visibility for people in your area, for example with searches like 'hairdresser nearby'.
Long-tail keyword (long tail, long-tail, long-tail keywords, long-tail search terms, long search terms): A longer, more specific keyword with lower search volume, but often a clearer search intent.
Lost Links (lost link, lost backlinks, lost links, disappeared links): Links to your website that have recently disappeared.
Low-hanging fruit (quick win, quick wins): Improvements that require little effort and deliver quick results.

M

Majestic: An SEO tool that maps links to websites.
Majestic Million: A public list from Majestic featuring the million domains that receive links from the highest number of unique subnets.
Margin of Error: The degree to which a measured figure may deviate from reality.
Marketing automation (marketing automation): Software that automatically performs marketing tasks, such as sending emails following a specific customer action.
Mega Menu (mega menu, EQmenu): A large drop-down menu that clearly displays many pages at once.
Mention (mentions, AI mention, AI mentions): A place where your business name is mentioned, with or without a link.
Metadata (meta tags, page title, page titles, meta description): Information about a page that is not displayed on the page itself, such as the title and description shown by Google.
Microsoft Clarity (Clarity): A free tool from Microsoft that shows how visitors use your website, featuring heatmaps and session recordings.
Migration (website migration, platform switch, transfer, relocation): Moving a website to a new system, a new server, or a new address.
Mixed content: A secure page (https) that still loads components, such as images or scripts, via an insecure connection (http).
Moz: An American company that develops SEO tools and publishes extensive research on search engines.

N

Neobank: A bank that operates exclusively online, without physical branches, typically through an app.
Nofollow (nofollow link, nofollow links): A tag on a link that instructs search engines not to count the link as a recommendation.

O

Off-page SEO (off-page): Everything outside of your own website that determines how well you are found.
Offer: A component of structured data in which an offer including price is recorded.
On-page SEO (on-page): Everything you improve on your own website to enhance your visibility.
Organic traffic (organic, unpaid traffic, search traffic): Visitors who arrive at your site through a standard search result without you paying for that click.

P

Page Authority (page-authority, pageauthority): A score from the EQwise SEO & GEO platform indicating the level of authority a page holds within your own site.
Page builder (builder, builder-plugin, Divi, Elementor): An additional program in WordPress that allows you to build pages by dragging and dropping components.
PageRank: The method Google uses to calculate a page's value based on the links pointing to it.
PageSpeed Insights: A free tool from Google that measures page speed and provides tips for improvement.
Paid traffic: Visitors who arrive at your site through an advertisement.
Percentage Point (percentage points): The difference between two percentages, calculated by simple subtraction.
Performance Score (speed score, speed scores): A score from 0 to 100 that summarizes how fast a page is.
Perplexity (Perplexity Sonar): An AI search engine that provides answers with numbered citations.
Persona (personas, buyer profile, buyer profiles, customer profile): A detailed description of a typical customer, including their needs, questions, and concerns.
Pixel (pixels, picture element): A single dot on a screen or digital image.
Plugin (plugins, plugin list): An extension you add to WordPress for extra functionality, such as a form or a translation.
Position (positions, Google position, Google positions, ranking, to rank, search engine positions, keyword positions): The location where your website appears in search results, for example, spot 3.
Prompt (prompts): The question or instruction you provide to an AI assistant.
Proxy brand: A brand that serves as a measurement point in a study, without the study being about that specific brand.

Q

Quality Score (Quality Score): A rating from Google that indicates how well your advertisement and page match the keyword.

R

RACE (RACE framework, RACE Framework): A step-by-step plan for online marketing: reach, act, convert, and engage.
Rank tracking (rank tracker, rank tracking, position monitoring): Regularly measuring the position of your website for your most important keywords.
Ranking Signal (ranking factor): A characteristic that Google considers when determining a page's ranking.
Redirect (redirects, referral, referrals, 301, diversion, diversions): An automatic redirection from an old web address to a new address.
Referrer (referrers, referring site, referral traffic): The website a visitor was on before clicking through to your site.
Referring Domains (referring domain, linking domains, referring domains): The number of unique websites (domains) that link to your website or page.
Referring IPs (referring IP, referring IP addresses): The number of distinct IP addresses hosting websites that link to your site.
Referring Subnets (referring subnet, C-subnets, referring C-subnets): The number of different network blocks (C-subnets) linking to your site.
Remarketing (retargeting): Displaying advertisements to people who have previously visited your website.
Responsive design (responsive, responsive design, mobile-friendly design): A design that automatically adapts to the screen, from smartphones to wide desktop monitors.
Retention (user retention, customer retention): The percentage of visitors or customers who return.
RGB: A method of defining screen colors as a mixture of red, green, and blue light.
Rich results (rich result, rich snippet, rich snippets, enhanced search results): Search results with extras, such as stars, prices, FAQs or images.
Robots.txt (robots): A small file on your website that tells search engines and AI crawlers which parts they are and are not allowed to visit.
ROI (yield, return on investment): The return an investment generates in relation to its cost.

S

Sample: A portion of the whole that you examine to draw conclusions about the whole.
Scaled content abuse: The mass production of pages without added value, created solely to be found in search engines.
SEA (search engine advertising, search engine ads): Paying to appear at the top of Google with an advertisement.
Search engine (search engines): A website used to search the internet, such as Google or Bing.
Search intent (intent, purchase intent): What someone actually aims to achieve with a search query.
Search Results (SERP, SERPs, result page, result pages, search result): The page containing links and advertisements that you see after searching for something on Google.
Search Volume (search volumes): The number of times a specific keyword is searched for per month.
Semantic search (semantic search, semantic queries): Searching based on the meaning and context of words, rather than just literal keywords.
Semrush: A paid SEO tool for keyword research, competitor analysis, and rank tracking.
SEO (search engine optimization, SEO): Everything you do to improve your visibility in Google without paying for advertisements.
Serif Font (serif, sans-serif, serif version, sans, grotesque): A typeface featuring small decorative strokes at the ends of the letters, commonly seen in many newspapers.
Server (servers, server time): A computer that is always on and provides websites or other services to visitors.
Session (sessions): A single visit to your website, from entry to exit.
Session Recording (session-recordings): A replayable recording of how a visitor navigates through your site.
Shopping Ad (Shopping Ads, Google Shopping Ads): An advertisement in Google featuring a product photo, price, and store name.
Sitemap (sitemaps): A list of all your website's pages, specifically designed for search engines.
Sitewide link (sitewide links, sitewide): A link that appears on all or nearly all pages of a website, for example in the footer or sidebar.
SME (SME, small to medium-sized business): Small and medium-sized enterprises: businesses with fewer than 250 employees.
Source Code (custom code): The underlying text in programming language from which a web page is constructed.
SSL (SSL/TLS, TLS, HTTPS, SSL certificate): The technology that encrypts the connection between your browser and a website, recognizable by https in the address.
Status Code (status codes, 404, error message): A three-digit code used by a server to indicate whether a page has been found.
Structured data (structured data, schema.org, machine-readable): Additional information in the code that tells search engines and AI exactly what is on a page.
SWOT (SWOT analysis): An overview of your strengths, weaknesses, opportunities, and threats.
Synthetic persona (synthetic personas): An AI-simulated customer that can be used to review a page.

T

Tag Manager (tag manager, Google Tag Manager): A program that allows you to place and manage tracking codes on your website without having to modify the site every time.
Tap Target (tap targets, touch target, touch targets, minimum size): The specific area of the screen you must tap with your finger to activate a button or link.
Taxonomy (taxonomy archives, taxonomies): A classification of content into groups, such as categories or tags.
Technical SEO: The aspect of SEO that ensures search engines can crawl your site effectively and that pages load quickly.
Template (templates, layout, layouts): A fixed layout used for an entire group of pages simultaneously.
Theme (block theme, themes): The design package that determines the appearance of a WordPress site.
Three-click rule (three-click rule): The rule of thumb that a visitor should be able to reach any page on a site within three clicks.
TLD (top-level domain, domain extension, domain extensions): The final part of a domain name, such as .nl, .com, or .be.
Topic cluster (topic clusters, subject cluster, subject clusters): A group of pages about related topics that link to each other.
Topical Trust Flow (TTF): A series of scores from Majestic ranging from 0 to 100 that indicates the topics in which a website holds influence.
TOWS (TOWS matrix, TOWS analysis): The next step after a SWOT: you combine your strengths and weaknesses with opportunities and threats.
Toxic link (toxic links, toxic, toxic link): A link from an unreliable or spammy website that can harm your search engine visibility.
Tracking (tracking code): Recording what visitors do on a website, such as which pages they view and what they click on.
Trust Flow (TF): A Majestic score from 0 to 100 that indicates the trustworthiness of the links pointing to a website.
Typography (typographic): The selection and formatting of letters: which typeface, what size, and how much spacing.

U

Ubersuggest: An SEO tool for keyword ideas and search volume estimates.
Unlinked mention (unlinked mentions, unlinked mention): A mention of your company or brand on another website without a link to your site.
URL (URLs, web address, website address): The address of a page on the internet, such as https://eqwise.nl/contact/.
URL Structure: The way your site's web addresses are structured.
Usability Panel (customer panel, panel, panel research): A group of testers, real or simulated, who evaluate your website for ease of use.
User Experience (UX, user-friendliness, usability): How easy and pleasant it is to use a website or app.

V

Vectorization (vectorized, traced, tracing, vector): Converting an image into lines and shapes, allowing you to enlarge it without any loss of quality.
Viewport (meta viewport): The setting in the code that determines how a page adapts to the width of the screen.
Voice search (voice search, voice commands, voice-activated search): Searching by speaking a question out loud, for example to your phone or a smart speaker.

W

WCAG (accessibility guidelines): The international guidelines that define when a website is accessible to everyone, including people with disabilities.
Web search (web search, search function): A mode of an AI assistant in which it searches the internet live while generating a response.
White Paper (white papers): A comprehensive, informative document on a single topic, often available for free download.
Whitespace: The empty space between text, images, and other elements on a page.
Width Axis: A setting in some fonts that allows you to make letters narrower or wider without changing their size.
WordPress (WordPress site, WordPress sites): The world's most widely used system for building and managing websites.

X

X-height (x-height): The height of lowercase letters, measured by the letter x.