What Is Search Engine Optimization? – A Small SEO Lexicon

What Is Search Engine Optimization - A Small SEO Lexicon

A Small SEO Lexicon

To get a lot of clicks, a website has to land as high as possible in the search engine results. And for that, you need search engine optimization or SEO (Search Engine Optimization) for short. The subject is complex, and there are correspondingly many technical terms. They are often not easy to see through newcomers to the field. Therefore, here is our little lexicon with the most critical words on the topic of SEO:

Anchor Text

Also called anchor for short—text of a hyperlink that redirects to a target page when clicked.

In SEO, a distinction is made between:

  • Brand anchor text (brand or domain name in the text)
  • Money anchor text (money keyword in the text)
  • Compound anchor text (brand and money keyword in the text)
  • Non-money-non-brand anchor text (text without a brand or money keyword)

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Backlink / Inbound Link

An inbound link that leads from one website to another website. Backlinks from trustworthy sites increase the rating by the algorithm and thus improve the search engine ranking. Therefore, the backlink profile of a page is a decisive SEO factor.

The targeted profile building is called link building. To find out more information about how link-building agencies work, we recommend this workflow overview.

Black Hat SEO

These are unfair search engine optimization strategies in which search engine guidelines are deliberately defrauded. There is a risk of sanctions and, in the worst case, exclusion from the search engine index if the search engine operator discovers such a procedure. Examples are backlinks bought from foreign sites (“Russian links) or so-called cloaking, in which different versions of a website are used to fool the search engine algorithm. The opposite is the strictly guideline-oriented white hat SEO. The practices of gray hat SEO lie between the two extremes.

Duplicate Content

Very similar or identical content on different websites negatively affects the ranking of the duplicating page. Therefore, high-quality “unique” content is preferred in SEO.

Internal Link

Internal links refer to other sub-pages of a website. This increases the reader’s added value and is another quality criterion in search engine evaluation.


In SEO, one or more key terms are typically used as search terms by search engine users. The optimization of the keyword usage increases the relevance for the search query and improves the ranking.

Link Power / Link Juice

The search engine’s evaluation of the number and quality of backlinks on a page influences its effectiveness. The better the source of a backlink, the more link power.

Money Keyword

Keywords with a high search volume, for which a high ranking can mean a substantial competitive advantage (e.g., “buy furniture online”). They are correspondingly popular with website operators but should not be used in an inflationary way (“keyword stuffing”), as search engine operators can punish this.


It is an HTML attribute introduced by Google in 2005, used to mark links that are not intended to be relevant for the search engine’s indexing. The manipulation of backlink profiles should be contained in this way. In the meantime, such links are explicitly used to build natural link profiles.

Onpage SEO Vs. Off Page SEO

A distinction is made between SEO measures that take place directly on the page to be optimized and those that affect external factors. On-page SEO focuses on the page’s structural, technical, and content-related aspects. The main focus is on link building when it comes to off-page optimization.

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A mathematical formula can be used to provide a meaningful benchmark for the frequency of a keyword on a page. This should give the signal effect for the search engine but avoid keyword stuffing.

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