The knowledge bank Glossary

The words we use, in plain language

43 terms explained briefly, with a link to the topic where we go deeper. Type in the box to filter, or jump to a letter.

Filter the glossary43 terms

AAI agent: An AI service that does things for a person, for example compares, books or orders, instead of only answering.
AAlt text: A short description of an image for screen readers and Google Images.
CCanonical address: The address that counts as the “original” when the same content is at several addresses.
CCLS: Cumulative Layout Shift: how much things jump around while the page loads. Good: at most 0.1.
CCompetitor: A company in the same industry that shows up for the same searches. Directories such as Hitta.se do not count.
CConsent (cookies): The visitor's active yes to cookies and similar being stored or read for, for example, statistics and ads. Required under the Swedish Electronic Communications Act for everything that is not necessary.
CConsent Mode: Google's way of letting the visitor's choice (yes or no to statistics and ads) control what Google's tags may do.
CCopy (improved copy): Your current site recreated with us with the same look, addresses and texts, plus our improvements.
CCore update: A major change in how Google ranks, several times a year.
CCore Web Vitals: Google's three measures of how the site is experienced: how quickly it shows (LCP), how quickly it responds (INP) and how still it stays (CLS).
CCrawling: When the search engine's program reads a page on your site.
EEXIF: Details that the camera or phone stores in the image file: camera model, time, sometimes serial number and GPS position. Google does not use them to rank pages.
GGEO: Optimisation for AI search (Generative Engine Optimisation): becoming a source that AI services such as ChatGPT and Google's AI Overviews take facts from.
HH1: The page's main heading in the code. Tells Google what the page is about.
IImage sitemap: Image addresses in the sitemap, so that Google finds images it might otherwise miss.
IIndex: The search engine's big register of pages it can show.
IIndexing: When the search engine has understood the page and stored it, so that it can be shown in the results.
IIndexNow: An open way to tell Bing and several other search engines that a page has changed.
IINP: Interaction to Next Paint: how quickly the page reacts to clicks. Good: at most 200 milliseconds.
IIPTC: A standard for details about an image: who took it, who should be credited and who owns the copyright. Google Images can show those details.
LLCP: Largest Contentful Paint: the time until the largest content shows. Good: at most 2.5 seconds.
Lllms.txt: A proposed file that summarises the site for AI services. Not a requirement for Google.
LLocal pack (map results): The companies shown with a map at the top of Google for local searches.
MMeta description: A short summary of the page that Google sometimes shows under the link.
MMeta tag: A line in the page's code (in <head>) that describes the page for search engines, browsers and sharing services without showing on the page itself. Examples: title, description, robots and viewport.
MMetasearch: Our own search in search engines other than Google. Shows how the site appears there, never Google's position.
OOpen Graph: Tags (og:title, og:image …) that decide how a link looks when it is shared on Facebook, LinkedIn and in chat apps.
PParity check: Our check that every address, redirect, title and text in the copy is the same as in the original.
PPixel (tracking pixel): A small script from, for example, Meta, Google or LinkedIn that tells their advertising system what visitors do on the website, so that ads can be measured and targeted.
PPosition (ranking): Where the site ends up in the list of results for a search; place 1 is at the top.
RRedirect (301): A permanent pointer from an old address to a new one, so that visitors and Google get to the right place.
RRendering: When the search engine draws up the page the way a browser does, so that content built with JavaScript also shows.
Rrobots.txt: A file that tells search engines' programs what they may read.
SSearch Console: Google's free tool where the owner of a site sees clicks, impressions and errors.
SSearch volume: How many times a month a keyword is searched for, according to Google's advertising tool. An average, not an exact count.
SSEO: Search engine optimisation: making the site easy for Google and other search engines to find, understand and show.
SServing: The step where the search engine chooses which pages are shown for a certain search.
SSitemap: A file that lists the site's pages so that search engines find them.
SStructured data: Details in the code (for example address, opening hours, prices) in a format that machines read directly.
TTag ID: The short code that points out your account with a measurement tool, for example G-ABC123 for Google Analytics. It is all we need to add the tool correctly.
TThe first page: The first ten ordinary results. Most clicks go there.
TTitle: The page's heading in the tab and usually in the search result. Google may choose to show a different text.
VVolume range: A span (for example 40-120 a month) that we calculate from Bing's data when Google's figure is missing. Always labelled as a model.

Knowledge bank updated 15 October 2026. Found something that is not right? Tell us and we will correct it.