Letter K7 terms in the glossary

A phrase or single word that users most often search for in Google in the context of a given topic, product, or service.

It should appear in a page's content naturally and in moderate amounts - overusing it raises Google's suspicion of spamming and hurts rather than helps.

A situation where a search engine has several of our own pages to choose from that answer the same query. Instead of one strong ranking, we get several weaker ones, and Google swaps which page it shows from week to week.

The most common cause is a blog that grew without a plan: successive articles answer the same question in different words. The fix is merging the content under one URL and redirecting the rest.

The ratio of how many times a phrase appears to the total word count on a page. A metric from the days when algorithms counted repetitions - today a search engine judges whether the text answers the query, not how many times a given phrase appears in it.

Raising the density doesn’t improve rankings, and past a natural level it becomes keyword stuffing, a penalized technique. At most, the metric is useful for spotting text where a keyword is obviously missing.

Determining what words an audience uses to describe the problem a product solves - and basing a site's content on them. This often diverges from the industry jargon used inside the company.

In advertising systems the term also refers to a keyword's match type: exact, phrase, or broad. The match type chosen determines how wide a range of queries the ad will show for.

Repeating a phrase more often than the content warrants - in the text, in tags, in image descriptions, sometimes hidden from the user. Falls under Black Hat SEO.

Search engines have been detecting this for years and treat it as spam. The result is lower rankings or removal from the index, along with text that’s unreadable.

A program for companies integrating and optimizing Klarna’s payment solutions - from gateway implementation to configuring installment and deferred payments.

A measure tied to a specific business goal, set before work begins. It settles arguments about effectiveness with numbers instead of impressions.

A good KPI can be measured, assigned to a person, and tied to revenue. A set of KPIs swapped out midway, once the original stops looking good, is worse than having none at all.