[{"data":1,"prerenderedAt":5675},["ShallowReactive",2],{"glossary-influencer-marketing-en":3,"glossary-all-en":74},{"id":4,"title":5,"aliases":6,"autolinkTitle":7,"body":8,"category":56,"description":57,"extension":58,"fullName":59,"lang":60,"meta":61,"navigation":7,"path":62,"published":7,"related":63,"seo":69,"stem":70,"translationSlug":71,"updated":72,"__hash__":73},"glossary\u002Fglossary\u002Fen\u002Finfluencer-marketing.md","Influencer marketing",[],true,{"type":9,"value":10,"toc":50},"minimark",[11,21,26,35,38,42],[12,13,14,15,20],"p",{},"It does not have to be a celebrity. For a local business, a profile with a few thousand followers in the area can hit the mark better than a big name. The point is that the recommendation comes from a person the followers trust, as a kind of ",[16,17,19],"a",{"href":18},"\u002Fen\u002Fglossary\u002Fsocial-proof","social proof",".",[22,23,25],"h2",{"id":24},"the-labelling-rules","The labelling rules",[12,27,28,34],{},[16,29,33],{"href":30,"rel":31},"https:\u002F\u002Fwww.forbrukertilsynet.no\u002Flov-og-rett\u002Fveiledninger-og-retningslinjer\u002Fsomeveiledning",[32],"nofollow","The guidance from Forbrukertilsynet, the Norwegian Consumer Authority, on labelling advertising in social media"," (in Norwegian) is concrete. The post must be labelled \"reklame\" or \"annonse\", the Norwegian words for advertising, and the label must come first in the post, visible without anyone having to scroll or tap \"read more\". Words like \"sponset\" (sponsored), \"i samarbeid med\" (in collaboration with) and \"#ad\" are not recommended, because they are too vague.",[12,36,37],{},"It counts as advertising even when the payment is a free product, a loan, a trip or a discount. And you as the advertiser carry the main responsibility, even though the influencer writes the post. Forbrukertilsynet also recommends that you do not use influencers under 18.",[22,39,41],{"id":40},"before-you-send-a-free-product","Before you send a free product",[12,43,44,45,49],{},"Agree in writing what will be published, and that the post will be labelled \"reklame\" first. Give the influencer their own discount code or a link with ",[16,46,48],{"href":47},"\u002Fen\u002Fglossary\u002Futm-parameters","UTM parameters",", so you can see what the collaboration actually delivered. Check the post once it is published, and ask for a correction if the label is missing.",{"title":51,"searchDepth":52,"depth":52,"links":53},"",2,[54,55],{"id":24,"depth":52,"text":25},{"id":40,"depth":52,"text":41},"annonsering","Influencer marketing is when you pay or give perks to someone with a social media following so that they show off what you sell.","md",null,"en",{},"\u002Fglossary\u002Fen\u002Finfluencer-marketing",[64,65,66,67,68],"meta-ads","target-audience","social-proof","brand","utm-parameters",{"title":5,"description":57},"glossary\u002Fen\u002Finfluencer-marketing","influencermarkedsforing","2026-09-27","apGd8TBbdwbH0YpuZ5jdatRQksmKbi-TnEKfs25ywQ0",[75,145,202,257,309,369,425,478,533,587,649,702,764,822,877,936,988,1050,1106,1168,1211,1261,1303,1354,1401,1454,1496,1547,1594,1643,1690,1739,1785,1836,1909,1961,2033,2085,2130,2174,2224,2268,2327,2383,2438,2490,2535,2577,2621,2679,2735,2780,2820,2850,2904,2949,2995,3039,3079,3131,3179,3237,3296,3343,3394,3435,3496,3574,3619,3667,3725,3782,3830,3877,3957,4007,4051,4088,4131,4174,4228,4270,4319,4362,4405,4450,4500,4556,4615,4678,4719,4762,4805,4848,4900,4956,5014,5074,5123,5174,5232,5282,5322,5381,5423,5465,5516,5565,5621],{"id":76,"title":77,"aliases":78,"autolinkTitle":7,"body":82,"category":132,"description":133,"extension":58,"fullName":134,"lang":60,"meta":135,"navigation":7,"path":136,"published":7,"related":137,"seo":141,"stem":142,"translationSlug":143,"updated":72,"__hash__":144},"glossary\u002Fglossary\u002Fen\u002F301-redirect.md","301 redirect",[79,80,81],"301 redirects","permanent redirect","permanent redirects",{"type":9,"value":83,"toc":127},[84,96,100,108,112,120,124],[12,85,86,87,91,92,20],{},"301 is the status code the server replies with when a page has moved for good. The browser jumps on to the new address without the visitor noticing. You need it when you change ",[16,88,90],{"href":89},"\u002Fen\u002Fglossary\u002Fdomain","domain",", build a new website or give a page a new ",[16,93,95],{"href":94},"\u002Fen\u002Fglossary\u002Furl","URL",[22,97,99],{"id":98},"what-you-lose-without-it","What you lose without it",[12,101,102,103,107],{},"If you change a page's address without a redirect, everyone arriving via the old one gets an error page. That includes bookmarks, old search results and links from other websites. The ",[16,104,106],{"href":105},"\u002Fen\u002Fglossary\u002Fbacklinks","backlinks"," you spent years collecting suddenly point at nothing.",[22,109,111],{"id":110},"the-difference-between-301-and-302","The difference between 301 and 302",[12,113,114,119],{},[16,115,118],{"href":116,"rel":117},"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fcrawling-indexing\u002F301-redirects",[32],"Google states"," that a permanent redirect is a signal that the new address should be treated as the main one. A temporary redirect (302 or 307) does not send that signal, and the old address then often stays in the search results. If the move is for good, it should be a 301.",[22,121,123],{"id":122},"how-to-check","How to check",[12,125,126],{},"Type an old address into your browser. If you land on the right new page, and not on the front page or an error page, all is well. If you are replacing your website, ask for a list of all old and new addresses before launch, so nothing falls through the cracks.",{"title":51,"searchDepth":52,"depth":52,"links":128},[129,130,131],{"id":98,"depth":52,"text":99},{"id":110,"depth":52,"text":111},{"id":122,"depth":52,"text":123},"seo","A 301 redirect automatically sends visitors and Google from an old address to a new one, and says that the move is permanent.","Permanent redirect",{},"\u002Fglossary\u002Fen\u002F301-redirect",[138,139,106,140,90],"url","canonical-url","indexing",{"title":77,"description":133},"glossary\u002Fen\u002F301-redirect","301-videresending","SJD0dSdVUNyVQRQMAAVYNPLF-d6AHbwuWa1S6h8kiO8",{"id":146,"title":147,"aliases":148,"autolinkTitle":7,"body":152,"category":188,"description":189,"extension":58,"fullName":59,"lang":60,"meta":190,"navigation":7,"path":191,"published":7,"related":192,"seo":198,"stem":199,"translationSlug":200,"updated":72,"__hash__":201},"glossary\u002Fglossary\u002Fen\u002Fab-testing.md","A\u002FB testing",[149,150,151],"A\u002FB test","A\u002FB tests","A\u002FB-testing",{"type":9,"value":153,"toc":184},[154,157,161,169,172,176],[12,155,156],{},"Half your visitors see version A, the other half see version B. Everything is the same except one thing, such as the headline or the text on a button. After a while you see which one brought in more enquiries, and keep it.",[22,158,160],{"id":159},"numbers-instead-of-opinions-if-you-have-the-traffic","Numbers instead of opinions, if you have the traffic",[12,162,163,164,168],{},"A\u002FB testing replaces opinions with numbers. But it needs traffic. With 50 visits a week and the odd enquiry, it takes months before the difference means anything, and chance can easily fool you. On small websites it often pays more to fix the obvious mistakes first: an unclear headline, a ",[16,165,167],{"href":166},"\u002Fen\u002Fglossary\u002Fcta","CTA"," that is hard to find or a form with too many fields.",[12,170,171],{},"Google Optimize, which many used for such tests, was shut down on 30 September 2023. Google Ads and Meta both have their own testing features for ads.",[22,173,175],{"id":174},"what-you-can-do-today","What you can do today",[12,177,178,179,183],{},"Test your ads before you test your website. Ads get many impressions faster than a small website gets visits. Write two versions of the ad copy with different promises and run them side by side for two weeks. The one with the better ",[16,180,182],{"href":181},"\u002Fen\u002Fglossary\u002Fctr","click-through rate"," and more enquiries wins, and you can use the winning message in the headline on your website.",{"title":51,"searchDepth":52,"depth":52,"links":185},[186,187],{"id":159,"depth":52,"text":160},{"id":174,"depth":52,"text":175},"analyse","A\u002FB testing means showing two versions of a page or ad to different visitors and measuring which one brings in the most results.",{},"\u002Fglossary\u002Fen\u002Fab-testing",[193,194,195,196,197],"conversion-rate","cro","landing-page","cta","ctr",{"title":147,"description":189},"glossary\u002Fen\u002Fab-testing","ab-testing","7y4B0c6-HJvWXAvsxiSgOq7QeHrW6qDdxo3wiXDSleo",{"id":203,"title":204,"aliases":205,"autolinkTitle":7,"body":207,"category":243,"description":244,"extension":58,"fullName":245,"lang":60,"meta":246,"navigation":7,"path":247,"published":7,"related":248,"seo":254,"stem":255,"translationSlug":243,"updated":72,"__hash__":256},"glossary\u002Fglossary\u002Fen\u002Fai.md","AI",[206],"artificial intelligence",{"type":9,"value":208,"toc":239},[209,217,221,224,232,236],[12,210,211,212,216],{},"AI is an umbrella term, used for everything from the spam filter in your email to ChatGPT. When people say AI today, they usually mean tools that write, answer and summarise in plain language. The engine behind them is a ",[16,213,215],{"href":214},"\u002Fen\u002Fglossary\u002Flanguage-model","language model",". In Norwegian you will also see KI, short for kunstig intelligens. It means the same thing.",[22,218,220],{"id":219},"what-ai-is-good-and-bad-at","What AI is good and bad at",[12,222,223],{},"AI is quick at first drafts, summaries, translations and answers to questions it has been given material for. It is weaker on facts it does not have, and it rarely tells you when it is guessing. An answer can sound completely right and still be wrong. That is why a person should read through everything that goes out to customers.",[12,225,226,227,231],{},"For a small business, the gain is usually in the dull work: emails that resemble each other, texts that need rewriting, and questions that come up again and again. The last of these is what an ",[16,228,230],{"href":229},"\u002Fen\u002Fglossary\u002Fai-chat","AI chat"," on your website is built for.",[22,233,235],{"id":234},"try-it-on-a-real-task-today","Try it on a real task today",[12,237,238],{},"Take an email you answer almost every week. Remove names and other personal data, paste it into the free version of ChatGPT, Claude or Gemini, and ask for a draft reply in your tone. Correct whatever you would have said differently. You will quickly see what the tool can take off your plate, and where it misses.",{"title":51,"searchDepth":52,"depth":52,"links":240},[241,242],{"id":219,"depth":52,"text":220},{"id":234,"depth":52,"text":235},"ai","AI is computer programs that do tasks we used to need a person for, such as writing text, answering questions and recognising images.","Artificial intelligence",{},"\u002Fglossary\u002Fen\u002Fai",[249,250,251,252,253],"language-model","generative-ai","ai-chat","automation","ai-search",{"title":204,"description":244},"glossary\u002Fen\u002Fai","yc1hl5pRD27dqbaZ_w8Z8quOV5pzNfZYiOt_DD-zS5Q",{"id":258,"title":259,"aliases":260,"autolinkTitle":7,"body":262,"category":243,"description":300,"extension":58,"fullName":59,"lang":60,"meta":301,"navigation":7,"path":302,"published":7,"related":303,"seo":305,"stem":306,"translationSlug":307,"updated":72,"__hash__":308},"glossary\u002Fglossary\u002Fen\u002Fai-agent.md","AI agent",[261],"AI agents",{"type":9,"value":263,"toc":296},[264,267,271,279,285,289],[12,265,266],{},"An ordinary AI chat answers questions. An AI agent acts. It gets a goal, such as \"find an electrician nearby who can come next week\", and decides for itself which steps are needed. It can search, open websites, compare and sometimes fill in forms for the person who asked. Agents still make mistakes, so it is wise to have a person approve before anything is bought or sent.",[22,268,270],{"id":269},"when-the-customer-sends-an-agent","When the customer sends an agent",[12,272,273,274,278],{},"Whether the customer reads your website in person or sends an agent, it matters more and more that the information is spelled out in plain text. An agent cannot ring and ask what a job usually costs. If nothing is said about price, availability or area, it has nothing to compare you on. ",[16,275,277],{"href":276},"\u002Fen\u002Fglossary\u002Fstructured-data","Structured data"," helps machines read opening hours, address and services correctly.",[12,280,281,282,20],{},"Agents can also work for you, for example sorting incoming enquiries. That is a form of ",[16,283,252],{"href":284},"\u002Fen\u002Fglossary\u002Fautomation",[22,286,288],{"id":287},"test-your-site-like-an-agent","Test your site like an agent",[12,290,291,292,20],{},"Open your website and try to find three things in under a minute: what a typical job costs, when you can deliver, and how to order. If it is slow going for you, who knows the site, the information is not clear enough, for people or for machines. We have written more about ",[16,293,295],{"href":294},"\u002Fen\u002Fblog\u002Fai-agents-change-what-your-website-needs-to-do","how AI agents change what your website needs to do",{"title":51,"searchDepth":52,"depth":52,"links":297},[298,299],{"id":269,"depth":52,"text":270},{"id":287,"depth":52,"text":288},"An AI agent is an AI tool that carries out tasks on its own in several steps, such as finding quotes, filling in forms or booking appointments.",{},"\u002Fglossary\u002Fen\u002Fai-agent",[249,252,253,304,243],"structured-data",{"title":259,"description":300},"glossary\u002Fen\u002Fai-agent","ai-agent","T-VzKUTaDSVSMbEs5q0uCG8A5Ky-aLRnk7l7x2O-JRs",{"id":310,"title":230,"aliases":311,"autolinkTitle":7,"body":316,"category":243,"description":359,"extension":58,"fullName":360,"lang":60,"meta":361,"navigation":7,"path":362,"published":7,"related":363,"seo":366,"stem":367,"translationSlug":251,"updated":72,"__hash__":368},"glossary\u002Fglossary\u002Fen\u002Fai-chat.md",[312,313,314,315],"chatbot","chatbots","AI chatbot","AI chatbots",{"type":9,"value":317,"toc":354},[318,324,328,336,340,347,351],[12,319,320,321,323],{},"The old chatbots knew a few fixed phrases and gave up as soon as you worded something a little differently. An AI chat is built on a ",[16,322,215],{"href":214},", so it understands the question even with typos and loose wording. It answers from what it has been given about your business: services, prices, opening hours and how to book.",[22,325,327],{"id":326},"when-it-pays-off","When it pays off",[12,329,330,331,335],{},"An AI chat does the most when you get the same questions again and again, have many services to keep track of, or get visitors outside opening hours. It can take an enquiry in the middle of the night, so you have a ",[16,332,334],{"href":333},"\u002Fen\u002Fglossary\u002Flead","lead"," to follow up the next morning. If you have few visitors and simple services, a good contact form is often enough.",[22,337,339],{"id":338},"the-limits-are-half-the-job","The limits are half the job",[12,341,342,343,20],{},"A chat that answers freely can make things up. It needs clear limits on what it should answer, and it should hand people over to a person when the question is important or difficult. That is how we build them. Read more in ",[16,344,346],{"href":345},"\u002Fen\u002Fdocs\u002Fwebsite-ai-chat","AI chat on your website",[22,348,350],{"id":349},"start-with-your-inbox","Start with your inbox",[12,352,353],{},"Go through your last 30 enquiries and write down the ten questions that keep coming up. Check whether the answers are on your website today. If they are missing, add them yourself if you have access, or send the list to whoever runs the website. It helps visitors straight away, and it is the same groundwork an AI chat needs.",{"title":51,"searchDepth":52,"depth":52,"links":355},[356,357,358],{"id":326,"depth":52,"text":327},{"id":338,"depth":52,"text":339},{"id":349,"depth":52,"text":350},"An AI chat is a chat window on your website where an AI answers visitors in plain language, based on information about your particular business.","Chatbot",{},"\u002Fglossary\u002Fen\u002Fai-chat",[249,364,334,365,252],"rag","contact-form",{"title":230,"description":359},"glossary\u002Fen\u002Fai-chat","k5p1fiMeLnnmedOmR9eZMo7dRpqHXUyZSpGs35pFCkU",{"id":370,"title":371,"aliases":372,"autolinkTitle":7,"body":376,"category":132,"description":414,"extension":58,"fullName":415,"lang":60,"meta":416,"navigation":7,"path":417,"published":7,"related":418,"seo":421,"stem":422,"translationSlug":423,"updated":72,"__hash__":424},"glossary\u002Fglossary\u002Fen\u002Fai-search.md","AI search",[373,374,375],"GEO","generative engine optimisation","generative engine optimization",{"type":9,"value":377,"toc":410},[378,381,385,388,401,403],[12,379,380],{},"When someone asks ChatGPT, Perplexity or Google's AI Overviews and AI Mode, they get a written answer instead of ten links. The answer shows links to the sources it is built on. GEO is about being one of those sources.",[22,382,384],{"id":383},"why-it-matters-to-you","Why it matters to you",[12,386,387],{},"If the answer is already in the summary, people have less reason to click through. The business used as a source still gets the visibility, and if someone does click through, they have already read about you.",[12,389,390,391,395,396,400],{},"Most of it is good old ",[16,392,394],{"href":393},"\u002Fen\u002Fglossary\u002Fseo","SEO",". Google writes that there are no additional requirements or special optimisations for appearing in AI Overviews or AI Mode, and that you do not need special AI files or new code. The page must be ",[16,397,399],{"href":398},"\u002Fen\u002Fglossary\u002Findexing","indexed"," and eligible to be shown with a snippet. The rest is clear answers, concrete facts and content that shows you know your trade.",[22,402,175],{"id":174},[12,404,405,406,20],{},"Ask ChatGPT or Perplexity the question your customers ask most often, ideally with a place name. See who gets mentioned and which pages are used as sources. Also check that the robots.txt file on your website does not shut out OAI-SearchBot. OpenAI writes that sites that block it will not appear in ChatGPT search answers. If you want to read more, we have written about ",[16,407,409],{"href":408},"\u002Fen\u002Fblog\u002Fzero-click-search-geo-strategy-2026","zero-click search and GEO",{"title":51,"searchDepth":52,"depth":52,"links":411},[412,413],{"id":383,"depth":52,"text":384},{"id":174,"depth":52,"text":175},"AI search is when people get a finished answer from ChatGPT, Perplexity or Google instead of a list of links. GEO is the work of becoming one of the sources.","GEO (Generative Engine Optimization)",{},"\u002Fglossary\u002Fen\u002Fai-search",[132,419,140,304,420],"e-e-a-t","serp",{"title":371,"description":414},"glossary\u002Fen\u002Fai-search","ai-sok","i7Jo9I89DejMwOrKo0PySLGvD6oefiNgjIURM55uhyA",{"id":426,"title":427,"aliases":428,"autolinkTitle":7,"body":430,"category":465,"description":466,"extension":58,"fullName":467,"lang":60,"meta":468,"navigation":7,"path":469,"published":7,"related":470,"seo":474,"stem":475,"translationSlug":476,"updated":72,"__hash__":477},"glossary\u002Fglossary\u002Fen\u002Fapi.md","API",[429],"APIs",{"type":9,"value":431,"toc":461},[432,435,439,451,454,458],[12,433,434],{},"Think of an API as the hatch at a café. You do not walk into the kitchen. You order at the hatch, from a menu, and get back what you asked for. When your website takes card payments, shows a map or adds a new customer to another system, it nearly always happens through an API.",[22,436,438],{"id":437},"when-it-becomes-your-concern","When it becomes your concern",[12,440,441,442,446,447,20],{},"As soon as you have two systems that ought to talk to each other. A contact form that puts the enquiry straight into your ",[16,443,445],{"href":444},"\u002Fen\u002Fglossary\u002Fcrm","CRM system",", or an online store that updates the stock in your accounts. Without an API, you are the one copying between two windows. With an API, the job can be done by an ",[16,448,450],{"href":449},"\u002Fen\u002Fglossary\u002Fintegration","integration",[12,452,453],{},"An API is also a question of who is in charge. The supplier can change it, charge for it or shut it down. And a system without an API is a dead end the day you want to connect something to it.",[22,455,457],{"id":456},"check-this-before-you-buy-your-next-system","Check this before you buy your next system",[12,459,460],{},"If you are choosing a new booking, accounting or customer system, search for its name plus \"API\" or \"integrations\". If you find a public documentation page, other systems can be connected later. If you find nothing, ask the supplier directly before you sign.",{"title":51,"searchDepth":52,"depth":52,"links":462},[463,464],{"id":437,"depth":52,"text":438},{"id":456,"depth":52,"text":457},"nettside","An API is a fixed, agreed way for two programs to talk to each other, so they can fetch and send data without a person in between.","Application Programming Interface",{},"\u002Fglossary\u002Fen\u002Fapi",[450,252,471,472,473],"web-application","frontend-and-backend","crm",{"title":427,"description":466},"glossary\u002Fen\u002Fapi","api","nssFcUqHXEvSAmPiIeBj7dvCRvsfHFtvAdBFbVd6Jh0",{"id":479,"title":480,"aliases":481,"autolinkTitle":487,"body":488,"category":188,"description":521,"extension":58,"fullName":59,"lang":60,"meta":522,"navigation":7,"path":523,"published":7,"related":524,"seo":529,"stem":530,"translationSlug":531,"updated":72,"__hash__":532},"glossary\u002Fglossary\u002Fen\u002Fattribution.md","Attribution",[482,483,484,485,486],"marketing attribution","attribution model","attribution models","data-driven attribution","last-click attribution",false,{"type":9,"value":489,"toc":517},[490,493,496,500,507,511],[12,491,492],{},"A customer sees an ad on Instagram, searches for your name on Google a week later and orders after a newsletter. All three channels played a part, but the analytics tool has to decide how the sale is counted. The rules for that are called attribution models.",[12,494,495],{},"In Google Ads, data-driven attribution is the default. It shares out the credit based on the data in your own account. The other option is last click, which gives all the credit to the click just before the sale. Google removed the first click, linear, time decay and position-based models from both Google Ads and Google Analytics in 2023.",[22,497,499],{"id":498},"every-platform-counts-itself-first","Every platform counts itself first",[12,501,502,503,20],{},"Each platform prefers to count its own contribution. Meta and Google can both claim the same sale, and together report more sales than you actually had. If you only look at the last click, you can also end up cutting a channel that did its work early in the ",[16,504,506],{"href":505},"\u002Fen\u002Fglossary\u002Fcustomer-journey","customer journey",[22,508,510],{"id":509},"one-simple-check","One simple check",[12,512,513,514,516],{},"Add up the sales the ad platforms report for last month, and compare with what you actually sold according to your accounts or till system. If the total is higher than reality, you know the channels are sharing the credit. Tag your links with ",[16,515,48],{"href":47},", and you have one shared place to see where your customers came from.",{"title":51,"searchDepth":52,"depth":52,"links":518},[519,520],{"id":498,"depth":52,"text":499},{"id":509,"depth":52,"text":510},"Attribution is how you share the credit for a sale between the channels the customer passed through, such as ads, search and newsletters.",{},"\u002Fglossary\u002Fen\u002Fattribution",[68,525,526,527,528],"google-analytics","roas","customer-journey","sales-funnel",{"title":480,"description":521},"glossary\u002Fen\u002Fattribution","attribusjon","ITcgD4iVkQGlfbtT7v6_rUIlIPoS2NDouXRGfpO9jbA",{"id":534,"title":535,"aliases":536,"autolinkTitle":7,"body":538,"category":243,"description":579,"extension":58,"fullName":59,"lang":60,"meta":580,"navigation":7,"path":581,"published":7,"related":582,"seo":583,"stem":584,"translationSlug":585,"updated":72,"__hash__":586},"glossary\u002Fglossary\u002Fen\u002Fautomation.md","Automation",[537],"automations",{"type":9,"value":539,"toc":574},[540,543,547,553,557,567,571],[12,541,542],{},"Anything you do the same way every time can, in principle, be automated. Someone books an appointment, and the calendar updates, the customer gets a confirmation by email and a reminder the day before, without you lifting a finger. Automation does not need AI. Much of it is simple rules: when X happens, do Y.",[22,544,546],{"id":545},"what-doing-nothing-costs-you","What doing nothing costs you",[12,548,549,550,552],{},"Do the sums. If you spend ten minutes every working day copying enquiries from email into a spreadsheet, that comes to 40 hours a year over 240 working days. And every time something is copied by hand, something can slip: a phone number with a wrong digit, or a ",[16,551,334],{"href":333}," that was never followed up.",[22,554,556],{"id":555},"ready-made-tool-or-your-own-system","Ready-made tool or your own system",[12,558,559,560,562,563,20],{},"Tools like Zapier and Make connect services without programming, and are often enough for simple flows. If the task spans many systems, or has to fit the way you work, an ",[16,561,450],{"href":449}," or a small tool of your own can pay off. That is among the things we build as ",[16,564,566],{"href":565},"\u002Fen\u002Fservices\u002Fweb-application","web applications",[22,568,570],{"id":569},"find-the-first-task","Find the first task",[12,572,573],{},"Keep a simple log for one week of everything you do on the computer that is the same each time, and write down how long it takes. The task that takes the most time in total and follows fixed rules is the one to automate first.",{"title":51,"searchDepth":52,"depth":52,"links":575},[576,577,578],{"id":545,"depth":52,"text":546},{"id":555,"depth":52,"text":556},{"id":569,"depth":52,"text":570},"Automation is letting a system handle repeating tasks, such as sending confirmations, moving data or creating invoices, so you do not do them by hand.",{},"\u002Fglossary\u002Fen\u002Fautomation",[450,307,473,476],{"title":535,"description":579},"glossary\u002Fen\u002Fautomation","automatisering","2QYma2Vk2ZKz_zhXkn4MG12qmuIPs10Psm30XosxDWk",{"id":588,"title":589,"aliases":590,"autolinkTitle":7,"body":593,"category":638,"description":639,"extension":58,"fullName":640,"lang":60,"meta":641,"navigation":7,"path":642,"published":7,"related":643,"seo":645,"stem":646,"translationSlug":647,"updated":72,"__hash__":648},"glossary\u002Fglossary\u002Fen\u002Fb2b-and-b2c.md","B2B and B2C",[591,592],"B2B","B2C",{"type":9,"value":594,"toc":634},[595,600,604,613,622,626],[12,596,597,598,20],{},"An electrician can work for a homeowner one day and for a housing cooperative the next. The job is the same, but the purchase is different. A private individual often decides alone and quickly. A business often has several people who need to say yes, wants a quote on paper and pays by invoice. That is why the two groups often need different pages, different arguments and a different ",[16,599,506],{"href":505},[22,601,603],{"id":602},"the-rules-are-not-the-same","The rules are not the same",[12,605,606,607,612],{},"Private individuals have rights that businesses do not. ",[16,608,611],{"href":609,"rel":610},"https:\u002F\u002Flovdata.no\u002Fdokument\u002FNL\u002Flov\u002F2014-06-20-27",[32],"The Cancellation Act (angrerettloven)"," (in Norwegian) applies only when a trader sells to a consumer, and as a main rule gives 14 days to cancel purchases made online, by phone or away from business premises.",[12,614,615,616,621],{},"Prices must also be shown differently. ",[16,617,620],{"href":618,"rel":619},"https:\u002F\u002Flovdata.no\u002Fdokument\u002FSF\u002Fforskrift\u002F2012-11-14-1066",[32],"Section 3 of the Price Information Regulations (prisopplysningsforskriften)"," (in Norwegian) says that every price you give to consumers must include VAT (mva). When selling to businesses, it is common to quote prices without VAT.",[22,623,625],{"id":624},"check-your-website","Check your website",[12,627,628,629,633],{},"If you sell to both, that should be obvious at once. Look at your front page: can a private customer and a purchasing manager each tell where to click? Check that the prices private customers see include VAT. Also check that it says clearly which prices exclude VAT, so no ",[16,630,632],{"href":631},"\u002Fen\u002Fglossary\u002Ftarget-audience","target audience"," gets a surprise.",{"title":51,"searchDepth":52,"depth":52,"links":635},[636,637],{"id":602,"depth":52,"text":603},{"id":624,"depth":52,"text":625},"merkevare","B2B means you sell to other businesses. B2C means you sell to private individuals. Many businesses do both.","Business to business and business to consumer",{},"\u002Fglossary\u002Fen\u002Fb2b-and-b2c",[65,527,644,528,334],"value-proposition",{"title":589,"description":639},"glossary\u002Fen\u002Fb2b-and-b2c","b2b-og-b2c","Ga1Tj9x1cmg4Y5kKg2A_nZCWw5H2GKcxIvcK4uaKWPc",{"id":650,"title":651,"aliases":652,"autolinkTitle":7,"body":656,"category":132,"description":692,"extension":58,"fullName":59,"lang":60,"meta":693,"navigation":7,"path":694,"published":7,"related":695,"seo":698,"stem":699,"translationSlug":700,"updated":72,"__hash__":701},"glossary\u002Fglossary\u002Fen\u002Fbacklinks.md","Backlinks",[653,654,655],"backlink","inbound links","inbound link",{"type":9,"value":657,"toc":688},[658,661,665,672,683,685],[12,659,660],{},"A backlink is the same as someone else mentioning you and pointing the way. A link from the municipality, a trade association, the local paper or a supplier tells Google that someone other than you thinks your site is worth a visit. Google itself writes that links and mentions from well-known websites are one of the signs it uses to assess quality.",[22,662,664],{"id":663},"quality-over-quantity","Quality over quantity",[12,666,667,668,20],{},"Quality counts for more than numbers. One link from a well-known, relevant website in your industry or your local area is worth more than a pile of links from random directories. Links also bring visits directly, from people who actually read the other site. For a local business, this is part of ",[16,669,671],{"href":670},"\u002Fen\u002Fglossary\u002Flocal-seo","local SEO",[12,673,674,675,679,680,20],{},"Be careful about buying links. Google's spam policies say that paying for links, or exchanging goods and services for links, in order to influence ranking breaks the rules. Paid links should be marked with ",[676,677,678],"code",{},"rel=\"sponsored\""," or ",[676,681,682],{},"rel=\"nofollow\"",[22,684,175],{"id":174},[12,686,687],{},"Make a list of everyone you already work with: suppliers, trade associations, the sports club you sponsor, networks you belong to. Check whether they have a page of partners or members, and whether you are listed there with a link. Often you only need to ask. In the Links report in Google Search Console you can see which websites already link to you.",{"title":51,"searchDepth":52,"depth":52,"links":689},[690,691],{"id":663,"depth":52,"text":664},{"id":174,"depth":52,"text":175},"Backlinks are links from other websites to yours. Google uses them as one of several signs that your content can be trusted.",{},"\u002Fglossary\u002Fen\u002Fbacklinks",[132,696,419,697],"local-seo","organic-traffic",{"title":651,"description":692},"glossary\u002Fen\u002Fbacklinks","tilbakelenker","pLx8tTLq1hkHvphju5iOew4UD0VOF_DnG_qebyVz714",{"id":703,"title":704,"aliases":705,"autolinkTitle":487,"body":709,"category":465,"description":753,"extension":58,"fullName":59,"lang":60,"meta":754,"navigation":7,"path":755,"published":7,"related":756,"seo":760,"stem":761,"translationSlug":762,"updated":72,"__hash__":763},"glossary\u002Fglossary\u002Fen\u002Fbackup.md","Backup",[706,707,708],"backups","website backup","website backups",{"type":9,"value":710,"toc":748},[711,714,718,726,729,733,736,740],[12,712,713],{},"A backup is the insurance you do not think about until you need it. An update goes wrong, someone deletes the wrong page, or the site gets hacked. With a fresh copy, it is an annoyance. Without one, it is a new project.",[22,715,717],{"id":716},"a-copy-in-the-same-place-is-no-copy","A copy in the same place is no copy",[12,719,720,721,725],{},"If the backup sits on the same server as the website, it can disappear along with it. A good setup takes copies automatically and regularly, and stores them somewhere else. It must also include the ",[16,722,724],{"href":723},"\u002Fen\u002Fglossary\u002Fdatabase","database",", not just the files, because that is often where orders, posts and customer details live.",[12,727,728],{},"Websites built from version-controlled code also have their whole history stored. Any earlier version can be brought back from there.",[22,730,732],{"id":731},"a-copy-nobody-has-tried","A copy nobody has tried",[12,734,735],{},"You only know a backup works once someone has restored from it. The files may be incomplete, or nobody remembers how to put them back. A copy that has never been tested is a hope, not a plan.",[22,737,739],{"id":738},"three-questions-to-send-today","Three questions to send today",[12,741,742,743,747],{},"Send an email to whoever runs your website, or to your ",[16,744,746],{"href":745},"\u002Fen\u002Fglossary\u002Fhosting","hosting provider",": Where are the copies kept, on the same server or somewhere else? Is the database included? When was a restore last tested? At the same time, export the customer list and the images you are responsible for yourself, and put them on a drive you own.",{"title":51,"searchDepth":52,"depth":52,"links":749},[750,751,752],{"id":716,"depth":52,"text":717},{"id":731,"depth":52,"text":732},{"id":738,"depth":52,"text":739},"A backup is a saved copy of your website or data, which can be restored if something is deleted, damaged or hacked.",{},"\u002Fglossary\u002Fen\u002Fbackup",[757,724,758,759],"hosting","wordpress","uptime",{"title":704,"description":753},"glossary\u002Fen\u002Fbackup","sikkerhetskopi","ztFuioqo80XwGfGJ1f5R48Pz4h7FLUt7YcKX0KjKkZw",{"id":765,"title":766,"aliases":767,"autolinkTitle":7,"body":770,"category":465,"description":811,"extension":58,"fullName":812,"lang":60,"meta":813,"navigation":7,"path":814,"published":7,"related":815,"seo":818,"stem":819,"translationSlug":820,"updated":72,"__hash__":821},"glossary\u002Fglossary\u002Fen\u002Fbooking-system.md","Booking system",[768,769],"booking systems","online booking",{"type":9,"value":771,"toc":807},[772,775,779,786,789,793],[12,773,774],{},"A booking system shows your available times, lets the customer pick one and sends a confirmation. Hairdressers, therapists, garages and consultants use one so they do not have to answer the phone in the middle of an appointment. The customer can book at eleven at night, when it actually suits them.",[22,776,778],{"id":777},"simple-or-advanced","Simple or advanced",[12,780,781,782,20],{},"For many, a calendar where the customer picks a time and enters a name and email is enough. Others need several staff with their own calendars, services of different lengths, payment in advance or text message reminders. Each of these requirements makes the system bigger, so write down what you actually need before you choose. We have explained the difference in ",[16,783,785],{"href":784},"\u002Fen\u002Fdocs\u002Fbooking-and-appointments","Booking and appointments",[12,787,788],{},"Our booking customers get their own booking page on booking.ibenta.no, with their own logo and colour. Their customers need neither an app nor an account to book.",[22,790,792],{"id":791},"put-the-link-where-customers-look","Put the link where customers look",[12,794,795,796,800,801,806],{},"A booking system only helps if people find it. ",[16,797,799],{"href":798},"\u002Fen\u002Fglossary\u002Fgoogle-business-profile","Google Business Profile"," lets you add a dedicated booking link, as ",[16,802,805],{"href":803,"rel":804},"https:\u002F\u002Fsupport.google.com\u002Fbusiness\u002Fanswer\u002F6218037?hl=en",[32],"Google explains here",". If you do not see the option, it may be down to your business category, or the profile may not be verified yet. Add the link to your Facebook page and your email signature too. You can do all of this yourself today, without touching the website.",{"title":51,"searchDepth":52,"depth":52,"links":808},[809,810],{"id":777,"depth":52,"text":778},{"id":791,"depth":52,"text":792},"A booking system lets customers book an appointment online themselves, around the clock, by choosing a service and a free slot without calling you.","Online booking",{},"\u002Fglossary\u002Fen\u002Fbooking-system",[471,816,196,365,817],"google-business-profile","conversion",{"title":766,"description":811},"glossary\u002Fen\u002Fbooking-system","bookingsystem","j2nJZh1Uq39d_9RoKoUjI670S8f2pyoXeqWTt20vDSk",{"id":823,"title":824,"aliases":825,"autolinkTitle":7,"body":827,"category":188,"description":867,"extension":58,"fullName":59,"lang":60,"meta":868,"navigation":7,"path":869,"published":7,"related":870,"seo":873,"stem":874,"translationSlug":875,"updated":72,"__hash__":876},"glossary\u002Fglossary\u002Fen\u002Fbounce-rate.md","Bounce rate",[826],"bounce rates",{"type":9,"value":828,"toc":863},[829,832,836,839,852,856],[12,830,831],{},"The definition has changed. In the old Universal Analytics, a bounce was a visit with only one pageview. In GA4, a visit counts as engaged if it lasts longer than 10 seconds, has a key event or has at least two pageviews. Bounce rate is the share of visits that meet none of these.",[22,833,835],{"id":834},"high-is-not-always-bad","High is not always bad",[12,837,838],{},"A high bounce rate is not always bad. If someone is looking for your phone number, finds it in five seconds and calls, that is a bounce in GA4 and a customer for you. The number has to be read alongside what the page is meant to do.",[12,840,841,842,846,847,851],{},"On a ",[16,843,845],{"href":844},"\u002Fen\u002Fglossary\u002Flanding-page","landing page"," for ads, a high bounce rate is a warning. You are paying for clicks that disappear. Slow ",[16,848,850],{"href":849},"\u002Fen\u002Fglossary\u002Fpage-speed","page speed"," and a headline that does not match the ad are the first two things to check.",[22,853,855],{"id":854},"how-to-find-the-number","How to find the number",[12,857,858,859,20],{},"In GA4, bounce rate is not included in most reports by default. You have to customise a report and add the metric yourself, and that requires editor or administrator access. Add it to the pages report, look at the ten pages with the most traffic and start with the one that is meant to get people to act and has the highest bounce rate. You find the numbers in ",[16,860,862],{"href":861},"\u002Fen\u002Fglossary\u002Fgoogle-analytics","Google Analytics",{"title":51,"searchDepth":52,"depth":52,"links":864},[865,866],{"id":834,"depth":52,"text":835},{"id":854,"depth":52,"text":855},"Bounce rate is the share of visits where people leave your website without engaging. In GA4 it is the opposite of engagement rate.",{},"\u002Fglossary\u002Fen\u002Fbounce-rate",[525,871,195,193,872],"page-speed","ux",{"title":824,"description":867},"glossary\u002Fen\u002Fbounce-rate","avvisningsrate","gMJOpngs44XFZhE4h18-mGarBp_PHgC4natTozRfXbw",{"id":878,"title":879,"aliases":880,"autolinkTitle":7,"body":882,"category":638,"description":927,"extension":58,"fullName":59,"lang":60,"meta":928,"navigation":7,"path":929,"published":7,"related":930,"seo":933,"stem":934,"translationSlug":638,"updated":72,"__hash__":935},"glossary\u002Fglossary\u002Fen\u002Fbrand.md","Brand",[881],"brands",{"type":9,"value":883,"toc":923},[884,887,891,894,904,906,909],[12,885,886],{},"A brand is built from everything the customer meets. How you answer the phone, what the invoice says, what the van looks like and what people say about you to the neighbours. Logo, colours and website are what you control most directly, but they have to match the rest. A great website does little good if the customer waits three days for a reply.",[22,888,890],{"id":889},"chosen-without-being-cheapest","Chosen without being cheapest",[12,892,893],{},"A clear brand makes it easier to be chosen without being the cheapest. When the customer knows what you stand for, price is no longer the only thing you are compared on. Marketing gets easier too, because everything you make pulls in the same direction.",[12,895,896,897,899,900,20],{},"A small business needs no thick strategy document for this. You need to know who you are for, your ",[16,898,632],{"href":631},", and what you want to be known for, your ",[16,901,903],{"href":902},"\u002Fen\u002Fglossary\u002Fpositioning","positioning",[22,905,175],{"id":174},[12,907,908],{},"Send a short message to three good customers. Ask why they chose you, and how they would describe your business to a friend. Note the words they use, and compare them with what your front page says. Use your customers' own words the next time you write about yourself.",[12,910,911,912,917,918,922],{},"If you also want a language for how your brand should feel, take our free ",[16,913,916],{"href":914,"rel":915},"https:\u002F\u002Fbrand.ibenta.no",[32],"archetype test at brand.ibenta.no",". Fifteen questions and a couple of minutes, and you will know which ",[16,919,921],{"href":920},"\u002Fen\u002Fglossary\u002Fbrand-archetype","brand archetype"," suits your business.",{"title":51,"searchDepth":52,"depth":52,"links":924},[925,926],{"id":889,"depth":52,"text":890},{"id":174,"depth":52,"text":175},"Your brand is what people think and feel when they hear the name of your business. The logo is only a small part of it.",{},"\u002Fglossary\u002Fen\u002Fbrand",[903,931,932,644,65],"visual-identity","brand-archetype",{"title":879,"description":927},"glossary\u002Fen\u002Fbrand","J6La4biTzlgkoinUtSjTIgiIVlHTRsEz2JT392Hr0ZU",{"id":937,"title":938,"aliases":939,"autolinkTitle":7,"body":943,"category":638,"description":980,"extension":58,"fullName":59,"lang":60,"meta":981,"navigation":7,"path":982,"published":7,"related":983,"seo":984,"stem":985,"translationSlug":986,"updated":72,"__hash__":987},"glossary\u002Fglossary\u002Fen\u002Fbrand-archetype.md","Brand archetype",[940,941,942],"brand archetypes","archetype","archetypes",{"type":9,"value":944,"toc":976},[945,948,952,955,960,964],[12,946,947],{},"The model builds on the ideas of Carl Jung. Margaret Mark and Carol S. Pearson connected it to brands in the book The Hero and the Outlaw from 2001. The idea is that some characters recur in stories everywhere, and that people recognise them without thinking about it. Each of the twelve, such as the Explorer, the Creator and the Jester, points in its own direction for tone, word choice and expression.",[22,949,951],{"id":950},"a-language-for-something-vague","A language for something vague",[12,953,954],{},"An archetype gives you a language for something that is otherwise vague. Instead of saying the business should be \"professional, but warm\", you can say it is a Caregiver. Then you know more about which words, images and colours fit, and it gets easier to keep the same tone on your website, in ads and in email.",[12,956,957,958,20],{},"The archetype is a tool for thinking more clearly, not an answer key. It does not replace the work on ",[16,959,903],{"href":902},[22,961,963],{"id":962},"find-yours-in-a-couple-of-minutes","Find yours in a couple of minutes",[12,965,966,967,971,972,20],{},"We have made a free test at ",[16,968,970],{"href":914,"rel":969},[32],"brand.ibenta.no",". You answer fifteen questions about your business and find out which archetype fits best. If you want to see all twelve and the method behind them, read ",[16,973,975],{"href":974},"\u002Fen\u002Fdocs\u002Fthe-twelve-archetypes-and-method","The twelve archetypes and the method",{"title":51,"searchDepth":52,"depth":52,"links":977},[978,979],{"id":950,"depth":52,"text":951},{"id":962,"depth":52,"text":963},"A brand archetype is one of twelve basic characters, such as the Hero or the Caregiver, that give a brand a clear personality.",{},"\u002Fglossary\u002Fen\u002Fbrand-archetype",[67,903,931,644],{"title":938,"description":980},"glossary\u002Fen\u002Fbrand-archetype","merkevarearketype","qTG7nFu6d2RXMSNPc6RTLmuj227WHxIGfVd10DIV97o",{"id":989,"title":990,"aliases":991,"autolinkTitle":7,"body":995,"category":132,"description":1040,"extension":58,"fullName":59,"lang":60,"meta":1041,"navigation":7,"path":1042,"published":7,"related":1043,"seo":1046,"stem":1047,"translationSlug":1048,"updated":72,"__hash__":1049},"glossary\u002Fglossary\u002Fen\u002Fcanonical-url.md","Canonical URL",[992,993,994],"canonical URLs","canonical tag","canonical tags",{"type":9,"value":996,"toc":1036},[997,1004,1008,1015,1018,1022],[12,998,999,1000,1003],{},"The same page can often be reached in several ways: with and without www, over http and https, or with a ",[16,1001,1002],{"href":47},"UTM parameter"," on the end. To you it is one page. To Google it is several addresses with the same content, and Google then has to pick one of them to show in search.",[22,1005,1007],{"id":1006},"how-to-say-which-one-counts","How to say which one counts",[12,1009,1010,1014],{},[16,1011,118],{"href":1012,"rel":1013},"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fcrawling-indexing\u002Fconsolidate-duplicate-urls",[32]," that a redirect is the strongest signal, that a canonical tag in the code is also strong, and that an address in the sitemap is a weak signal. Google can still choose a different address from the one you suggest. The tag is a recommendation, not an order.",[12,1016,1017],{},"Without clear signals, the wrong variant can end up in the search results, and links and other signals get split across several addresses.",[22,1019,1021],{"id":1020},"check-a-page","Check a page",[12,1023,1024,1025,1030,1031,1035],{},"Type your address into the browser with and without ",[16,1026,1029],{"href":1027,"rel":1028},"http:\u002F\u002Fwww",[32],"www",". Both should end up at the same address. Then open the page, press Ctrl+U to view the source code and search for \"canonical\". The address there should be the page's own, without extra parameters. If you have access to ",[16,1032,1034],{"href":1033},"\u002Fen\u002Fglossary\u002Fgoogle-search-console","Google Search Console",", URL Inspection shows both the address you declared and the one Google chose.",{"title":51,"searchDepth":52,"depth":52,"links":1037},[1038,1039],{"id":1006,"depth":52,"text":1007},{"id":1020,"depth":52,"text":1021},"A canonical URL is the address Google should treat as the main version when the same content exists at several addresses.",{},"\u002Fglossary\u002Fen\u002Fcanonical-url",[138,1044,140,1045,68],"301-redirect","google-search-console",{"title":990,"description":1040},"glossary\u002Fen\u002Fcanonical-url","kanonisk-url","Zjba9lmghSDtGzUwTI0g3poSpdc83HrKU3njAKuf3pk",{"id":1051,"title":1052,"aliases":1053,"autolinkTitle":7,"body":1057,"category":465,"description":1095,"extension":58,"fullName":1096,"lang":60,"meta":1097,"navigation":7,"path":1098,"published":7,"related":1099,"seo":1102,"stem":1103,"translationSlug":1104,"updated":72,"__hash__":1105},"glossary\u002Fglossary\u002Fen\u002Fcdn.md","CDN",[1054,1055,1056],"CDNs","content delivery network","content delivery networks",{"type":9,"value":1058,"toc":1091},[1059,1062,1066,1072,1081,1085],[12,1060,1061],{},"Without a CDN, your website sits on one server, in one place. Visitors in Tromsø and in Tokyo fetch everything from there. With a CDN, images, scripts and often whole pages are copied to many servers in different places, and each visitor gets the files from the nearest one. That saves time on every single file.",[22,1063,1065],{"id":1064},"does-it-help-a-local-business","Does it help a local business?",[12,1067,1068,1069,20],{},"If all your customers are in Norway and your server is in Norway, the speed gain is smaller than for an online store selling to all of Europe. But a CDN does more than shorten the distance. Many requests are answered from the copies and never reach your server, so a traffic spike is easier to handle. Many CDNs also filter out attacks and bots. That is good for your ",[16,1070,759],{"href":1071},"\u002Fen\u002Fglossary\u002Fuptime",[12,1073,1074,1075,1080],{},"It does not have to cost anything either. ",[16,1076,1079],{"href":1077,"rel":1078},"https:\u002F\u002Fwww.cloudflare.com\u002Fplans\u002Ffree\u002F",[32],"Cloudflare has a free plan"," that includes CDN, SSL and protection against DDoS attacks.",[22,1082,1084],{"id":1083},"ask-then-measure","Ask, then measure",[12,1086,1087,1088,1090],{},"Ask whoever runs your website: is the site behind a CDN, and if so, which one? If the answer is no, ask why. It is worth measuring your ",[16,1089,850],{"href":849}," with Google's free PageSpeed Insights before and after a change, so you can see whether it actually helped.",{"title":51,"searchDepth":52,"depth":52,"links":1092},[1093,1094],{"id":1064,"depth":52,"text":1065},{"id":1083,"depth":52,"text":1084},"A CDN is a network of servers around the world that keeps copies of your website, so it loads from a place near whoever is visiting.","Content Delivery Network",{},"\u002Fglossary\u002Fen\u002Fcdn",[757,871,759,1100,1101],"core-web-vitals","dns",{"title":1052,"description":1095},"glossary\u002Fen\u002Fcdn","cdn","K9Tz_R3VIRC2QOZV-y4ZsMLEpuwiX2AH8Umtm7sV8f8",{"id":1107,"title":1108,"aliases":1109,"autolinkTitle":7,"body":1113,"category":188,"description":1156,"extension":58,"fullName":1157,"lang":60,"meta":1158,"navigation":7,"path":1159,"published":7,"related":1160,"seo":1164,"stem":1165,"translationSlug":1166,"updated":72,"__hash__":1167},"glossary\u002Fglossary\u002Fen\u002Fclv.md","CLV",[1110,1111,1112],"LTV","customer lifetime value","lifetime value",{"type":9,"value":1114,"toc":1151},[1115,1118,1122,1125,1129,1137,1140,1144],[12,1116,1117],{},"Most businesses earn little on the first purchase and more on the customer who comes back. CLV puts a number on that. Calculate with profit, not revenue, or the figure comes out too high.",[22,1119,1121],{"id":1120},"a-worked-example","A worked example",[12,1123,1124],{},"A hairdresser makes NOK 300 in profit per visit. A typical customer comes six times a year and stays for three years. CLV is then NOK 300 times six visits times three years, which is NOK 5,400 in profit per customer.",[22,1126,1128],{"id":1127},"how-clv-and-cpa-fit-together","How CLV and CPA fit together",[12,1130,1131,1132,1136],{},"If you only look at the first visit, you can spend at most NOK 300 to win a customer. With CLV in hand, you can afford a higher ",[16,1133,1135],{"href":1134},"\u002Fen\u002Fglossary\u002Fcpa","CPA"," per customer. If you pay NOK 1,000 for a new customer, you are still left with NOK 4,400 over three years. That assumes customers actually come back. Guess cautiously, and err on the low side.",[12,1138,1139],{},"It also makes keeping the customers you have pay off. A reminder by email or text message when it is time for the next appointment raises CLV without you having to buy a single new customer.",[22,1141,1143],{"id":1142},"work-out-your-own","Work out your own",[12,1145,1146,1147,1150],{},"Pull out 20 customers from a year or two back from your booking system, your ",[16,1148,1149],{"href":444},"CRM"," or your accounts. Count how many times each of them has bought, and multiply by the profit per purchase. The average is your approximate CLV per customer.",{"title":51,"searchDepth":52,"depth":52,"links":1152},[1153,1154,1155],{"id":1120,"depth":52,"text":1121},{"id":1127,"depth":52,"text":1128},{"id":1142,"depth":52,"text":1143},"CLV is how much a customer is worth to you over the whole customer relationship, not only on the first purchase.","Customer lifetime value",{},"\u002Fglossary\u002Fen\u002Fclv",[1161,1162,473,1163,526],"cpa","roi","email-marketing",{"title":1108,"description":1156},"glossary\u002Fen\u002Fclv","clv","PQvtCrq2Wjfzla0IzpHsj-WhxqWGxqRLRRUB5PrOJDk",{"id":1169,"title":1170,"aliases":1171,"autolinkTitle":7,"body":1174,"category":465,"description":1202,"extension":58,"fullName":1203,"lang":60,"meta":1204,"navigation":7,"path":1205,"published":7,"related":1206,"seo":1207,"stem":1208,"translationSlug":1209,"updated":72,"__hash__":1210},"glossary\u002Fglossary\u002Fen\u002Fcms.md","CMS",[1172,1173],"content management system","content management systems",{"type":9,"value":1175,"toc":1198},[1176,1179,1183,1186,1193,1195],[12,1177,1178],{},"WordPress is a well-known example. Wix and Squarespace are content management systems too, just bundled with hosting and templates in one subscription. What they have in common: you log in, write in something that looks like a text document, and press publish.",[22,1180,1182],{"id":1181},"what-it-means-for-you","What it means for you",[12,1184,1185],{},"A CMS makes you independent of a developer for small changes. New opening hours, a new employee or a summer offer should be something you can post yourself in five minutes.",[12,1187,1188,1189,20],{},"But a CMS is also software that needs looking after. WordPress with lots of plugins needs regular updates, or the site gets slow or vulnerable. If you change your site twice a year, you may not need a CMS at all. We wrote more about that in ",[16,1190,1192],{"href":1191},"\u002Fen\u002Fblog\u002Fdoes-your-website-need-a-cms","a separate post about CMSs",[22,1194,175],{"id":174},[12,1196,1197],{},"Think back over the last twelve months and write down how many times you changed something on your website. If the answer is \"almost never\", a simple, fast site is often a better choice than a heavy CMS. If the answer is \"every week\", you should have a CMS you actually like using. Also check that you have your own login, and that you do not depend on someone else remembering the password.",{"title":51,"searchDepth":52,"depth":52,"links":1199},[1200,1201],{"id":1181,"depth":52,"text":1182},{"id":174,"depth":52,"text":175},"A CMS is the program you use to change text, images and pages on your website yourself, without writing code.","Content management system",{},"\u002Fglossary\u002Fen\u002Fcms",[757,871,872,90],{"title":1170,"description":1202},"glossary\u002Fen\u002Fcms","cms","YCPW713qtuOx5ivxy4SS33HSaH8Fn5Pk2-ruxRJP1lU",{"id":1212,"title":1213,"aliases":1214,"autolinkTitle":7,"body":1216,"category":465,"description":1252,"extension":58,"fullName":59,"lang":60,"meta":1253,"navigation":7,"path":1254,"published":7,"related":1255,"seo":1257,"stem":1258,"translationSlug":1259,"updated":72,"__hash__":1260},"glossary\u002Fglossary\u002Fen\u002Fcontact-form.md","Contact form",[1215],"contact forms",{"type":9,"value":1217,"toc":1248},[1218,1223,1227,1230,1241,1245],[12,1219,1220,1221,20],{},"A contact form lowers the threshold for getting in touch. The visitor does not have to open an email program, copy the address and think up a subject line. They write a few lines and press send. The enquiry lands in your inbox as an ordinary email, and each one is a potential ",[16,1222,334],{"href":333},[22,1224,1226],{"id":1225},"fewer-fields-lower-threshold","Fewer fields, lower threshold",[12,1228,1229],{},"Every field you add is a reason not to bother. Name, email or phone, and a message are enough for most. Ask about budget, address and organisation number later, once the conversation is under way.",[12,1231,1232,1233,1237,1238,20],{},"An open form also attracts bots that fill it with junk. A good spam filter stops them without forcing real people to click on traffic lights. And because the form collects personal data, your ",[16,1234,1236],{"href":1235},"\u002Fen\u002Fglossary\u002Fprivacy-policy","privacy policy"," should say what you do with it. How we set up forms is described in ",[16,1239,1213],{"href":1240},"\u002Fen\u002Fdocs\u002Fcontact-form",[22,1242,1244],{"id":1243},"send-yourself-a-test-today","Send yourself a test today",[12,1246,1247],{},"Open the website on your phone, fill in the form as a customer would and send it. Did the email arrive within a couple of minutes? Check your spam folder too. If nothing came, the form is not necessarily broken. The message may have been caught in a filter, or sent to an old address nobody reads. Tell whoever runs the website, and repeat the test every time something changes.",{"title":51,"searchDepth":52,"depth":52,"links":1249},[1250,1251],{"id":1225,"depth":52,"text":1226},{"id":1243,"depth":52,"text":1244},"A contact form is a form on your website where visitors enter their name, email and a message, which is then sent straight to your inbox.",{},"\u002Fglossary\u002Fen\u002Fcontact-form",[334,196,193,1256,872],"privacy-policy",{"title":1213,"description":1252},"glossary\u002Fen\u002Fcontact-form","kontaktskjema","kA0B_Kx8LMMjyCmX3J0QLcBwRkod4KNdyR4KuSvowuc",{"id":1262,"title":1263,"aliases":1264,"autolinkTitle":7,"body":1265,"category":638,"description":1294,"extension":58,"fullName":59,"lang":60,"meta":1295,"navigation":7,"path":1296,"published":7,"related":1297,"seo":1299,"stem":1300,"translationSlug":1301,"updated":72,"__hash__":1302},"glossary\u002Fglossary\u002Fen\u002Fcontent-marketing.md","Content marketing",[],{"type":9,"value":1266,"toc":1290},[1267,1270,1274,1277,1285,1287],[12,1268,1269],{},"Instead of shouting \"buy\", you answer the questions your customers actually have. An accountant writes about VAT deadlines. A dentist explains what happens during a root canal. The content lives on your website, and can be shared onwards in newsletters and on social media.",[22,1271,1273],{"id":1272},"good-content-keeps-working","Good content keeps working",[12,1275,1276],{},"Good content works for a long time. An article that answers a common question well can bring in visits from Google long after it was written, and build trust before the customer has got in touch. Someone who has learnt something from you is more likely to choose you when the need arises.",[12,1278,1279,1280,1284],{},"The downside is that it takes time, and half-hearted content does nothing for you. Three good answers beat thirty thin posts. Think about ",[16,1281,1283],{"href":1282},"\u002Fen\u002Fglossary\u002Fsearch-intent","search intent",": what does the person searching actually want to know?",[22,1286,175],{"id":174},[12,1288,1289],{},"Write down the five questions you get most often by phone or email. Pick the one you answer most often, and write the answer as its own page on your website, with the question as the heading. The next time someone asks, send them the link. Then you have started.",{"title":51,"searchDepth":52,"depth":52,"links":1291},[1292,1293],{"id":1272,"depth":52,"text":1273},{"id":174,"depth":52,"text":175},"Content marketing is making useful content, such as articles, guides and videos, that helps your customers before they are ready to buy.",{},"\u002Fglossary\u002Fen\u002Fcontent-marketing",[132,1298,1163,527,334],"search-intent",{"title":1263,"description":1294},"glossary\u002Fen\u002Fcontent-marketing","innholdsmarkedsforing","mrIkMWyAp6IaoHM7QnDkn9iWJupYkY2S8DtFPj100FQ",{"id":1304,"title":1305,"aliases":1306,"autolinkTitle":7,"body":1308,"category":1346,"description":1347,"extension":58,"fullName":59,"lang":60,"meta":1348,"navigation":7,"path":1349,"published":7,"related":1350,"seo":1351,"stem":1352,"translationSlug":1346,"updated":72,"__hash__":1353},"glossary\u002Fglossary\u002Fen\u002Fconversion.md","Conversion",[1307],"conversions",{"type":9,"value":1309,"toc":1342},[1310,1313,1317,1320,1332,1336],[12,1311,1312],{},"You decide what counts as a conversion. For an online store it is a purchase. For a plumber it is a phone call or a request through the contact form. Smaller steps can count too, such as someone downloading your price list.",[22,1314,1316],{"id":1315},"visits-alone-say-little","Visits alone say little",[12,1318,1319],{},"Visitor numbers on their own say little. A thousand visits without a single enquiry are worth less than a hundred visits with five. Once you know what a conversion is for you, you can measure it. Then you can also see which pages, ads and channels actually bring in customers.",[12,1321,1322,1323,1327,1328,20],{},"It is the basis for your ",[16,1324,1326],{"href":1325},"\u002Fen\u002Fglossary\u002Fconversion-rate","conversion rate",", and for all work on making your website better at selling, known as ",[16,1329,1331],{"href":1330},"\u002Fen\u002Fglossary\u002Fcro","CRO",[22,1333,1335],{"id":1334},"how-to-get-started","How to get started",[12,1337,1338,1339,1341],{},"Write down the two or three actions that matter most to your business. Set them up as things you measure in ",[16,1340,862],{"href":861}," or Matomo, for example submitted forms and taps on your phone number. Phone calls are hard to track fully, so simply ask new customers where they found you. It is free, and the answers often tell you more than the numbers.",{"title":51,"searchDepth":52,"depth":52,"links":1343},[1344,1345],{"id":1315,"depth":52,"text":1316},{"id":1334,"depth":52,"text":1335},"konvertering","A conversion is when a visitor does what you want on your website, such as order, call, send a form or sign up for your newsletter.",{},"\u002Fglossary\u002Fen\u002Fconversion",[193,194,196,334,528],{"title":1305,"description":1347},"glossary\u002Fen\u002Fconversion","Ha_Su7mMmcLRnIgjV0rsLm-fAuZSBba9gN7wSUHqZRc",{"id":1355,"title":1356,"aliases":1357,"autolinkTitle":7,"body":1359,"category":188,"description":1392,"extension":58,"fullName":59,"lang":60,"meta":1393,"navigation":7,"path":1394,"published":7,"related":1395,"seo":1397,"stem":1398,"translationSlug":1399,"updated":72,"__hash__":1400},"glossary\u002Fglossary\u002Fen\u002Fconversion-rate.md","Conversion rate",[1358],"conversion rates",{"type":9,"value":1360,"toc":1388},[1361,1368,1372,1375,1378,1382],[12,1362,1363,1364,1367],{},"Conversion rate is the number of ",[16,1365,1307],{"href":1366},"\u002Fen\u002Fglossary\u002Fconversion"," divided by the number of visits. One visit is what Google Analytics calls a session, and one person can account for several. If you count people instead, you get a different number, so pick visits and stick with it. You decide what counts as a conversion: a purchase, a booking, a completed form or a phone call. The number tells you how well your website does its job once people are there.",[22,1369,1371],{"id":1370},"double-the-rate-double-the-result","Double the rate, double the result",[12,1373,1374],{},"Doubling your conversion rate gives the same result as doubling your traffic, and it can be far cheaper. If the rate goes from 1 to 2 percent, you get twice as many enquiries from the same number of visits and the same ad budget.",[12,1376,1377],{},"Compare yourself with yourself over time, not with numbers you find online. Industry, price and type of enquiry make the numbers vary widely. A page selling NOK 200 courses and a page selling houses cannot be measured with the same ruler.",[22,1379,1381],{"id":1380},"how-to-check-yours","How to check yours",[12,1383,1384,1385,1387],{},"Find the number of enquiries last month, from your inbox or booking system. Divide by the number of visits the same month in your analytics tool. That gives you a baseline. If you want to improve the number, ",[16,1386,1331],{"href":1330}," is the next term to look up.",{"title":51,"searchDepth":52,"depth":52,"links":1389},[1390,1391],{"id":1370,"depth":52,"text":1371},{"id":1380,"depth":52,"text":1381},"Conversion rate is the share of visits where people do what you want, such as book or get in touch. 5 out of 200 visits is 2.5 percent.",{},"\u002Fglossary\u002Fen\u002Fconversion-rate",[817,194,195,200,1396],"kpi",{"title":1356,"description":1392},"glossary\u002Fen\u002Fconversion-rate","konverteringsrate","RevkCGP884kOdcL-EhuTm-DkVrhN2mZiyO9Hr9vSva8",{"id":1402,"title":1403,"aliases":1404,"autolinkTitle":7,"body":1407,"category":465,"description":1445,"extension":58,"fullName":59,"lang":60,"meta":1446,"navigation":7,"path":1447,"published":7,"related":1448,"seo":1451,"stem":1452,"translationSlug":1406,"updated":72,"__hash__":1453},"glossary\u002Fglossary\u002Fen\u002Fcookies.md","Cookies",[1405,1406],"cookie","informasjonskapsler",{"type":9,"value":1408,"toc":1440},[1409,1415,1419,1422,1426,1429,1433],[12,1410,1411,1412,1414],{},"Some cookies are needed for the site to work, like the one that remembers you are logged in. Others are used for statistics, ads and tracking, for example from ",[16,1413,862],{"href":861}," or the Meta pixel. The rules also cover other technologies that store or read information on the visitor's device. In Norwegian they are called informasjonskapsler.",[22,1416,1418],{"id":1417},"what-the-law-says","What the law says",[12,1420,1421],{},"The new Electronic Communications Act (ekomloven) has applied since 1 January 2025. Under section 3-15, you need consent before you store or read such information, and the consent must meet the same standard as in the General Data Protection Regulation (GDPR). Browser default settings no longer count as consent, and saying no must be as easy as saying yes. The exception is what is strictly necessary for a service the user has asked for. Nkom, the Norwegian Communications Authority, and Datatilsynet, the Norwegian Data Protection Authority, share supervision.",[22,1423,1425],{"id":1424},"who-it-applies-to","Who it applies to",[12,1427,1428],{},"If you have Google Analytics, the Meta pixel or an advertising tool on your site, it applies to you. A banner with only an \"OK\" button is not enough.",[22,1430,1432],{"id":1431},"how-to-check-your-own","How to check your own",[12,1434,1435,1436,20],{},"Open your website in a private window in Chrome. See whether \"Reject\" is as easy to find as \"Accept\". Right-click, choose Inspect, and look under Application and Cookies to see whether anything is stored before you have answered. You will find more about the setup in ",[16,1437,1439],{"href":1438},"\u002Fen\u002Fdocs\u002Fcookies-and-consent","Cookies and consent",{"title":51,"searchDepth":52,"depth":52,"links":1441},[1442,1443,1444],{"id":1417,"depth":52,"text":1418},{"id":1424,"depth":52,"text":1425},{"id":1431,"depth":52,"text":1432},"Cookies are small files a website stores in the browser. They can remember a shopping basket, but they are also used to track visitors.",{},"\u002Fglossary\u002Fen\u002Fcookies",[525,1449,64,1450],"retargeting","attribution",{"title":1403,"description":1445},"glossary\u002Fen\u002Fcookies","k27pOfSCA0BO_rviChJjzASQchk9BxxTNdkBFtjzvgU",{"id":1455,"title":1456,"aliases":1457,"autolinkTitle":7,"body":1458,"category":465,"description":1488,"extension":58,"fullName":59,"lang":60,"meta":1489,"navigation":7,"path":1490,"published":7,"related":1491,"seo":1493,"stem":1494,"translationSlug":1100,"updated":72,"__hash__":1495},"glossary\u002Fglossary\u002Fen\u002Fcore-web-vitals.md","Core Web Vitals",[],{"type":9,"value":1459,"toc":1483},[1460,1463,1467,1470,1472,1475,1477],[12,1461,1462],{},"LCP (Largest Contentful Paint) is the time before the largest element, often an image or a heading, is visible. INP (Interaction to Next Paint) is how quickly the page responds when someone taps or clicks. It replaced the older measurement FID in 2024. CLS (Cumulative Layout Shift) measures how much the content jumps around while the page loads.",[22,1464,1466],{"id":1465},"the-thresholds-google-counts-as-good","The thresholds Google counts as good",[12,1468,1469],{},"According to Google's own site web.dev, LCP should be 2.5 seconds or less, INP 200 milliseconds or less and CLS 0.1 or less. The thresholds should hold for at least 75 percent of page views, measured separately on mobile and desktop.",[22,1471,384],{"id":383},[12,1473,1474],{},"The numbers measure things the customer actually feels. That annoying jump when a button moves just as you press it is poor CLS. Google uses the measurements in ranking, but a relevant answer to the search still carries the most weight.",[22,1476,1432],{"id":1431},[12,1478,1479,1480,1482],{},"Open Google Search Console and the Core Web Vitals report. There you can see which pages are good, need improvement or are poor, based on real visits. If the site has too little traffic for the report to show anything, paste the address into pagespeed.web.dev instead. See ",[16,1481,850],{"href":849}," for the most common fixes.",{"title":51,"searchDepth":52,"depth":52,"links":1484},[1485,1486,1487],{"id":1465,"depth":52,"text":1466},{"id":383,"depth":52,"text":384},{"id":1431,"depth":52,"text":1432},"Core Web Vitals are three measurements Google uses to assess the experience on a page: loading, responsiveness and how stable the content is.",{},"\u002Fglossary\u002Fen\u002Fcore-web-vitals",[871,132,872,1492],"responsive-design",{"title":1456,"description":1488},"glossary\u002Fen\u002Fcore-web-vitals","cNM7jcbZQwMdR1V9xrglU8-zp0MMX_B1sILBLEGWMqU",{"id":1497,"title":1135,"aliases":1498,"autolinkTitle":7,"body":1501,"category":56,"description":1538,"extension":58,"fullName":1539,"lang":60,"meta":1540,"navigation":7,"path":1541,"published":7,"related":1542,"seo":1544,"stem":1545,"translationSlug":1161,"updated":72,"__hash__":1546},"glossary\u002Fglossary\u002Fen\u002Fcpa.md",[1499,1500],"cost per acquisition","cost per action",{"type":9,"value":1502,"toc":1534},[1503,1506,1510,1518,1521,1524,1528],[12,1504,1505],{},"CPA is ad spend divided by the number of actions. You decide what counts as an action. For a hairdresser it might be a booking, for an accountancy firm a completed contact form, and for an online store a purchase. The point is to measure something that resembles money in the till, not just traffic.",[22,1507,1509],{"id":1508},"the-number-that-says-whether-ads-pay","The number that says whether ads pay",[12,1511,1512,1513,1517],{},"CPA answers the question of whether your ads are profitable. A campaign with expensive clicks can have a low CPA if many of the clickers get in touch. A campaign with cheap clicks can have a sky-high CPA if nobody does. ",[16,1514,1516],{"href":1515},"\u002Fen\u002Fglossary\u002Fcpc","CPC"," alone does not tell you which one is better.",[12,1519,1520],{},"You also need to know what a customer is worth. If you earn NOK 4,000 on a typical job and want to spend a fifth of that on winning the customer, your limit is NOK 800 per customer. If you sell goods at NOK 300, it is far lower.",[12,1522,1523],{},"Watch what you divide by. If you count completed forms, CPA is the price per enquiry, not per customer. If one in five enquiries becomes a customer, the limit becomes NOK 800 divided by five, which is NOK 160 per enquiry.",[22,1525,1527],{"id":1526},"how-to-find-your-limit","How to find your limit",[12,1529,1530,1531,1533],{},"Write down what a new customer brings you in profit, not in revenue. Decide how much of that you are willing to spend on winning the customer. That is your maximum CPA per customer. If you measure enquiries, multiply the limit by the share of them that become customers. Then set up ",[16,1532,817],{"href":1366}," tracking in your ad account, so you can see whether you stay below it.",{"title":51,"searchDepth":52,"depth":52,"links":1535},[1536,1537],{"id":1508,"depth":52,"text":1509},{"id":1526,"depth":52,"text":1527},"CPA is what it costs to win one customer or one action, such as a booking or a completed form, through advertising.","Cost per acquisition (cost per customer or action)",{},"\u002Fglossary\u002Fen\u002Fcpa",[1543,526,817,193,1162],"cpc",{"title":1135,"description":1538},"glossary\u002Fen\u002Fcpa","ka7AvQRv-IcysdNM6-OE-fhB9dVZSyPRM2ttRkembiI",{"id":1548,"title":1516,"aliases":1549,"autolinkTitle":7,"body":1552,"category":56,"description":1583,"extension":58,"fullName":1584,"lang":60,"meta":1585,"navigation":7,"path":1586,"published":7,"related":1587,"seo":1591,"stem":1592,"translationSlug":1543,"updated":72,"__hash__":1593},"glossary\u002Fglossary\u002Fen\u002Fcpc.md",[1550,1551],"cost per click","cost-per-click",{"type":9,"value":1553,"toc":1579},[1554,1557,1561,1564,1569,1573],[12,1555,1556],{},"CPC is ad spend divided by the number of clicks. In Google Ads you set the most you are willing to pay, but the price you actually pay is decided in an auction every time someone searches. That is why CPC varies from keyword to keyword and from day to day.",[22,1558,1560],{"id":1559},"why-the-price-varies-and-why-that-is-fine","Why the price varies, and why that is fine",[12,1562,1563],{},"Searches where many advertisers compete for the same customers tend to be expensive per click. That is not necessarily a problem. A NOK 80 click from someone searching \"emergency plumber\" can be worth far more than ten NOK 5 clicks from people who are only curious.",[12,1565,1566,1567,20],{},"A low CPC is not a goal in itself. What you really want to know is what each customer costs. That number is called ",[16,1568,1135],{"href":1134},[22,1570,1572],{"id":1571},"how-to-use-the-number","How to use the number",[12,1574,1575,1576,1578],{},"Pull three figures from your ad account for last month: cost, clicks and number of enquiries. Divide cost by clicks, and you have CPC. Divide cost by enquiries, and you have CPA. If CPC is low and CPA is high, the problem probably sits in the keywords or on the website, not in the price. Then it helps more to tidy up the keywords and improve the ",[16,1577,182],{"href":181}," and the landing page than to bid lower.",{"title":51,"searchDepth":52,"depth":52,"links":1580},[1581,1582],{"id":1559,"depth":52,"text":1560},{"id":1571,"depth":52,"text":1572},"CPC is what you pay on average for one click on an ad. Spend NOK 1,000 and get 20 clicks, and your CPC is NOK 50.","Cost per click",{},"\u002Fglossary\u002Fen\u002Fcpc",[1588,197,1589,1161,1590],"ppc","google-ads","cpm",{"title":1516,"description":1583},"glossary\u002Fen\u002Fcpc","l120CMVcz_D0jlMYbYAljZz2n7E2T1M7mi1XobLiQJE",{"id":1595,"title":1596,"aliases":1597,"autolinkTitle":7,"body":1600,"category":56,"description":1635,"extension":58,"fullName":1636,"lang":60,"meta":1637,"navigation":7,"path":1638,"published":7,"related":1639,"seo":1640,"stem":1641,"translationSlug":1590,"updated":72,"__hash__":1642},"glossary\u002Fglossary\u002Fen\u002Fcpm.md","CPM",[1598,1599],"cost per mille","cost per thousand impressions",{"type":9,"value":1601,"toc":1631},[1602,1605,1609,1612,1621,1623],[12,1603,1604],{},"The M stands for the Latin word mille, meaning thousand. CPM is used mostly for ads on social media, video and banners, where the goal is often for many people to see you. You pay for the ad being shown, whether anyone clicks or not.",[22,1606,1608],{"id":1607},"seen-is-not-the-same-as-sold","Seen is not the same as sold",[12,1610,1611],{},"CPM tells you what it costs to be seen, not what it costs to win customers. A low CPM can mean the ad is shown to people who will never buy. A high CPM can be worth it if the audience is narrow and right, for example homeowners in one municipality.",[12,1613,1614,1615,1618,1619,20],{},"The number makes most sense alongside ",[16,1616,1617],{"href":181},"CTR",". With both, you can work out what a click actually costs, and compare with ads where you pay per click, known as ",[16,1620,1516],{"href":1515},[22,1622,1121],{"id":1120},[12,1624,1625,1626,1630],{},"CPM is NOK 60 and CTR is 1 percent. Then 1,000 impressions cost NOK 60 and give 10 clicks, so each click costs NOK 6. If CTR drops to 0.5 percent, the price per click doubles to NOK 12, even though CPM is unchanged. So always look at both numbers in your ",[16,1627,1629],{"href":1628},"\u002Fen\u002Fglossary\u002Fmeta-ads","Meta ads"," before you decide whether an ad works.",{"title":51,"searchDepth":52,"depth":52,"links":1632},[1633,1634],{"id":1607,"depth":52,"text":1608},{"id":1120,"depth":52,"text":1121},"CPM is the price for 1,000 impressions of an ad. Pay NOK 600 for 10,000 impressions, and your CPM is NOK 60.","Cost per mille (cost per thousand impressions)",{},"\u002Fglossary\u002Fen\u002Fcpm",[1543,1588,64,197,67],{"title":1596,"description":1635},"glossary\u002Fen\u002Fcpm","inqokkt-q_d9sqK2cDPG9kZizbQQE_cAc0rXsc6YhGg",{"id":1644,"title":1149,"aliases":1645,"autolinkTitle":7,"body":1648,"category":638,"description":1682,"extension":58,"fullName":1683,"lang":60,"meta":1684,"navigation":7,"path":1685,"published":7,"related":1686,"seo":1687,"stem":1688,"translationSlug":473,"updated":72,"__hash__":1689},"glossary\u002Fglossary\u002Fen\u002Fcrm.md",[445,1646,1647],"CRM systems","CRMs",{"type":9,"value":1649,"toc":1678},[1650,1653,1657,1663,1671,1675],[12,1651,1652],{},"A CRM replaces the sticky notes, the spreadsheet and your memory. Each customer gets a card with a history: when you last spoke, what you promised and which quote is still open. Well-known examples are HubSpot, Pipedrive and Zoho CRM. Some industry booking systems also have a simple customer register built in.",[22,1654,1656],{"id":1655},"where-sales-go-missing","Where sales go missing",[12,1658,1659,1660,1662],{},"Sales are easily lost in the follow-up. A quote nobody chased, or a ",[16,1661,334],{"href":333}," from the website that sat in the inbox. A CRM reminds you of the next step, and lets a colleague take over without starting from scratch.",[12,1664,1665,1666,1670],{},"Remember that a customer register is full of personal data. You need a legal basis for storing it, and you should delete what you no longer need. See ",[16,1667,1669],{"href":1668},"\u002Fen\u002Fdocs\u002Fprivacy-and-gdpr","Privacy and GDPR"," for the basics.",[22,1672,1674],{"id":1673},"start-simple-today","Start simple today",[12,1676,1677],{},"You do not need to buy anything to begin. Make a spreadsheet with five columns: name, contact details, what they asked about, last contact, and next step with a date. Add everyone who has contacted you in the past month, and look at the next-step column every Monday. When the spreadsheet gets too cramped, you will know what you need from a real CRM.",{"title":51,"searchDepth":52,"depth":52,"links":1679},[1680,1681],{"id":1655,"depth":52,"text":1656},{"id":1673,"depth":52,"text":1674},"A CRM is a system where you keep everything about customers and prospects: contact details, conversations, quotes and what happens next.","Customer Relationship Management",{},"\u002Fglossary\u002Fen\u002Fcrm",[334,528,1163,527],{"title":1149,"description":1682},"glossary\u002Fen\u002Fcrm","Q_v1yDUiggbqTmvPlJrtQkbY1k_mMD24cCgfBhhQgk0",{"id":1691,"title":1331,"aliases":1692,"autolinkTitle":7,"body":1696,"category":1346,"description":1731,"extension":58,"fullName":1732,"lang":60,"meta":1733,"navigation":7,"path":1734,"published":7,"related":1735,"seo":1736,"stem":1737,"translationSlug":194,"updated":72,"__hash__":1738},"glossary\u002Fglossary\u002Fen\u002Fcro.md",[1693,1694,1695],"conversion rate optimisation","conversion rate optimization","conversion optimisation",{"type":9,"value":1697,"toc":1727},[1698,1701,1705,1711,1718,1720],[12,1699,1700],{},"CRO stands for conversion rate optimisation. Instead of attracting more visitors, you get more out of the ones you have. That can mean shortening the form, moving the phone number up, writing a clearer headline or showing the price where people look for it.",[22,1702,1704],{"id":1703},"same-traffic-more-customers","Same traffic, more customers",[12,1706,1707,1708,1710],{},"The maths is simple. If you have 1,000 visits a month and 1 percent become customers, you get 10 customers. Raise your ",[16,1709,1326],{"href":1325}," to 2 percent, and you get 20 customers without spending a krone more on ads. Every ad click becomes worth more.",[12,1712,1713,1714,1717],{},"If you have enough traffic, you can test changes against each other with ",[16,1715,147],{"href":1716},"\u002Fen\u002Fglossary\u002Fab-testing",". With little traffic, it usually pays more to fix the obvious mistakes first.",[22,1719,175],{"id":174},[12,1721,1722,1723,20],{},"Open your website on your phone and try to order or get in touch, as if you were a new customer. Count how many taps it takes, and notice where you hesitate or have to search. Each of those spots is a candidate for improvement. We have written about ",[16,1724,1726],{"href":1725},"\u002Fen\u002Fblog\u002Fconversion-optimisation-simple-steps-2020","the simple steps that actually work",{"title":51,"searchDepth":52,"depth":52,"links":1728},[1729,1730],{"id":1703,"depth":52,"text":1704},{"id":174,"depth":52,"text":175},"CRO is the work of getting more of the people who already visit your website to order, call or get in touch.","Conversion rate optimisation",{},"\u002Fglossary\u002Fen\u002Fcro",[817,193,200,196,195],{"title":1331,"description":1731},"glossary\u002Fen\u002Fcro","A4zxcS3CqadObI4ns6OFdawenKD_BF8KLkPTQdlbv50",{"id":1740,"title":167,"aliases":1741,"autolinkTitle":7,"body":1745,"category":1346,"description":1777,"extension":58,"fullName":1778,"lang":60,"meta":1779,"navigation":7,"path":1780,"published":7,"related":1781,"seo":1782,"stem":1783,"translationSlug":196,"updated":72,"__hash__":1784},"glossary\u002Fglossary\u002Fen\u002Fcta.md",[1742,1743,1744],"call to action","calls to action","call-to-action",{"type":9,"value":1746,"toc":1773},[1747,1750,1754,1757,1766,1768],[12,1748,1749],{},"A CTA is the next step you want the reader to take. Often it is a button, but it can also be a link, a phone number or a sentence at the end of a text. A good CTA says what happens when you tap it, not just \"Send\" or \"Read more\".",[22,1751,1753],{"id":1752},"without-one-the-visitor-has-to-guess","Without one, the visitor has to guess",[12,1755,1756],{},"A page without a clear CTA leaves it to the visitor to work out the next step. That is an unnecessary hurdle for someone who was actually ready to get in touch.",[12,1758,1759,1760,1762,1763,1765],{},"Too many choices are a problem too. Five buttons with equal weight make it harder to choose. One main button per page, ideally repeated at the bottom, shortens the path to a ",[16,1761,817],{"href":1366},". On a ",[16,1764,845],{"href":844}," there is often only one.",[22,1767,1381],{"id":1380},[12,1769,1770,1771,20],{},"Go through your most important pages and find the button you want people to tap. Is it visible on a phone without scrolling? Does the text say what happens, such as \"Book an appointment\" instead of \"Submit\"? Does it say nearby what it costs or how long it takes? Changing text is free, and if you have enough traffic, you can test versions against each other with ",[16,1772,147],{"href":1716},{"title":51,"searchDepth":52,"depth":52,"links":1774},[1775,1776],{"id":1752,"depth":52,"text":1753},{"id":1380,"depth":52,"text":1381},"A CTA is the button or text that asks the visitor to do something, such as \"Book an appointment\", \"Call us\" or \"Get a quote\".","Call to action",{},"\u002Fglossary\u002Fen\u002Fcta",[817,195,194,200],{"title":167,"description":1777},"glossary\u002Fen\u002Fcta","W-njAg6ULwk9WO3qXEOsA85Kl5uspGnlju1_RBLg9xg",{"id":1786,"title":1617,"aliases":1787,"autolinkTitle":7,"body":1790,"category":188,"description":1826,"extension":58,"fullName":1827,"lang":60,"meta":1828,"navigation":7,"path":1829,"published":7,"related":1830,"seo":1833,"stem":1834,"translationSlug":197,"updated":72,"__hash__":1835},"glossary\u002Fglossary\u002Fen\u002Fctr.md",[182,1788,1789],"click-through rates","clickthrough rate",{"type":9,"value":1791,"toc":1822},[1792,1795,1799,1802,1807,1809],[12,1793,1794],{},"CTR is clicks divided by impressions. The number is used for ordinary search results, ads and newsletters alike. It says something about how tempting your link looks where it appears, but nothing about what happens after the click.",[22,1796,1798],{"id":1797},"visible-but-not-clicked","Visible, but not clicked",[12,1800,1801],{},"You can rank on the first page of Google and still get few visits. Then it is often the title and description that fail to convince. A page with a high position and a low CTR is one of the cheapest improvements you can make, because the work of becoming visible is already done.",[12,1803,1804,1805,20],{},"In ads, CTR also affects the price. Google Ads rewards ads that people actually click, so better ad copy can give a lower ",[16,1806,1516],{"href":1515},[22,1808,1381],{"id":1380},[12,1810,1811,1812,1816,1817,1821],{},"Open Google Search Console and go to the Search results report. Sort the pages by impressions. Find pages with many impressions and a low CTR, and rewrite the ",[16,1813,1815],{"href":1814},"\u002Fen\u002Fglossary\u002Ftitle-tag","title tag"," and ",[16,1818,1820],{"href":1819},"\u002Fen\u002Fglossary\u002Fmeta-description","meta description"," so they answer more clearly what people are searching for. Check the numbers again after a few weeks.",{"title":51,"searchDepth":52,"depth":52,"links":1823},[1824,1825],{"id":1797,"depth":52,"text":1798},{"id":1380,"depth":52,"text":1381},"CTR is the share of people who click after seeing your link or ad. 20 clicks on 1,000 impressions gives a CTR of 2 percent.","Click-through rate",{},"\u002Fglossary\u002Fen\u002Fctr",[420,1831,1832,1543],"title-tag","meta-description",{"title":1617,"description":1826},"glossary\u002Fen\u002Fctr","hCoEgJr6FwYfdjleI127mU61O6aibGk_9_0pC2AgHKs",{"id":1837,"title":1838,"aliases":1839,"autolinkTitle":7,"body":1842,"category":465,"description":1900,"extension":58,"fullName":59,"lang":60,"meta":1901,"navigation":7,"path":1902,"published":7,"related":1903,"seo":1905,"stem":1906,"translationSlug":1907,"updated":72,"__hash__":1908},"glossary\u002Fglossary\u002Fen\u002Fcustom-domain-email.md","Email on your own domain",[1840,1841],"custom domain email","email address on your own domain",{"type":9,"value":1843,"toc":1896},[1844,1855,1859,1868,1882,1889,1893],[12,1845,1846,1847,1849,1850,1854],{},"The address uses the same ",[16,1848,90],{"href":89}," as your website. Settings in ",[16,1851,1853],{"href":1852},"\u002Fen\u002Fglossary\u002Fdns","DNS"," decide which service receives the mail. You can read and send in the browser, or connect the address to Outlook, Apple Mail or the mail app on your phone.",[22,1856,1858],{"id":1857},"more-than-a-matter-of-image","More than a matter of image",[12,1860,1861,1862,1867],{},"A Gmail address works, but it is tied to a personal account. With your own domain, the business owns the address. If you change email provider, you keep the address, because the domain is yours. Use shared addresses such as post@ and invoice@ for business matters, so important mail does not sit in one employee's mailbox. You cannot simply open or forward an employee's own work mailbox when they leave, as ",[16,1863,1866],{"href":1864,"rel":1865},"https:\u002F\u002Fwww.datatilsynet.no\u002Fpersonvern-pa-ulike-omrader\u002Fpersonvern-pa-arbeidsplassen\u002Finnsyn-epost-filer\u002F",[32],"Datatilsynet, the Norwegian Data Protection Authority, explains"," (in Norwegian).",[12,1869,1870,1871,1876,1877,1881],{},"The setup also has to be right for the mail to arrive. ",[16,1872,1875],{"href":1873,"rel":1874},"https:\u002F\u002Fsupport.google.com\u002Fa\u002Fanswer\u002F81126?hl=en",[32],"Google requires"," everyone who sends to Gmail addresses to have set up SPF or DKIM. If you send more than 5,000 emails a day, all three are required: ",[16,1878,1880],{"href":1879},"\u002Fen\u002Fglossary\u002Fspf-dkim-dmarc","SPF, DKIM and DMARC",". It is wise to have all three in place anyway.",[12,1883,1884,1885,20],{},"With us, email is an add-on to the website, and we set up the DNS records for you. See ",[16,1886,1888],{"href":1887},"\u002Fen\u002Fdocs\u002Femail-at-ibenta","Email at Ibenta",[22,1890,1892],{"id":1891},"check-what-you-have-today","Check what you have today",[12,1894,1895],{},"Look at which email address appears on your website, on your invoices and in your Google profile. If it is a free address, first check what comes with the provider you pay for your domain or web hosting. Some include email, and then the job is mostly setting it up.",{"title":51,"searchDepth":52,"depth":52,"links":1897},[1898,1899],{"id":1857,"depth":52,"text":1858},{"id":1891,"depth":52,"text":1892},"Email on your own domain means an address like post@yourcompany.no instead of yourcompany@gmail.com. It looks more serious, and the business owns it.",{},"\u002Fglossary\u002Fen\u002Fcustom-domain-email",[90,1101,1904,757],"spf-dkim-dmarc",{"title":1838,"description":1900},"glossary\u002Fen\u002Fcustom-domain-email","e-post-pa-eget-domene","XXlEQ9fmUGhtXWX9HX67pcuIf_HUR_mD_Hf4yt4Tekk",{"id":1910,"title":1911,"aliases":1912,"autolinkTitle":7,"body":1914,"category":1346,"description":1953,"extension":58,"fullName":59,"lang":60,"meta":1954,"navigation":7,"path":1955,"published":7,"related":1956,"seo":1957,"stem":1958,"translationSlug":1959,"updated":72,"__hash__":1960},"glossary\u002Fglossary\u002Fen\u002Fcustomer-journey.md","Customer journey",[1913],"customer journeys",{"type":9,"value":1915,"toc":1949},[1916,1919,1923,1926,1938,1942],[12,1917,1918],{},"A customer journey rarely runs in a straight line. Someone who needs new gutters might ask the neighbour, search on Google, read reviews, look at your website twice and finally call from Google Maps. Each of those encounters with your business is often called a touchpoint.",[22,1920,1922],{"id":1921},"the-whole-journey-shows-the-gaps","The whole journey shows the gaps",[12,1924,1925],{},"When you see the whole journey, you also see the gaps. Maybe the website is good, but the newest reviews are five years old. Maybe people find you, but cannot find the price. One weak link can cost you the customer even when everything else is in place.",[12,1927,1928,1929,1932,1933,1937],{},"The customer journey also explains why it is hard to say which channel brought in the sale. That is what ",[16,1930,1450],{"href":1931},"\u002Fen\u002Fglossary\u002Fattribution"," is about. A ",[16,1934,1936],{"href":1935},"\u002Fen\u002Fglossary\u002Fsales-funnel","sales funnel"," is a simplified version of the same picture.",[22,1939,1941],{"id":1940},"how-to-map-yours","How to map yours",[12,1943,1944,1945,20],{},"Ask your five most recent new customers how they found you, and what they did before they got in touch. Write down the steps. Then walk the same journey yourself: search the way they did, read what they read and try to get in touch. We have written more about why ",[16,1946,1948],{"href":1947},"\u002Fen\u002Fblog\u002Fcustomer-journey-before-google-search-2026","the customer journey starts before the Google search",{"title":51,"searchDepth":52,"depth":52,"links":1950},[1951,1952],{"id":1921,"depth":52,"text":1922},{"id":1940,"depth":52,"text":1941},"The customer journey is every step a customer goes through, from noticing a need to buying and perhaps recommending you to others.",{},"\u002Fglossary\u002Fen\u002Fcustomer-journey",[528,1298,817,1450,334],{"title":1911,"description":1953},"glossary\u002Fen\u002Fcustomer-journey","kundereise","gTPpFSGKt7aNg8XaJ6SAPADD6ZAXC8Yu1s4QsEUd9qQ",{"id":1962,"title":1963,"aliases":1964,"autolinkTitle":7,"body":1969,"category":1346,"description":2025,"extension":58,"fullName":59,"lang":60,"meta":2026,"navigation":7,"path":2027,"published":7,"related":2028,"seo":2029,"stem":2030,"translationSlug":2031,"updated":72,"__hash__":2032},"glossary\u002Fglossary\u002Fen\u002Fcustomer-reviews.md","Customer reviews",[1965,1966,1967,1968],"customer review","online reviews","online review","user reviews",{"type":9,"value":1970,"toc":2020},[1971,1979,1983,1991,2000,2004,2007,2011],[12,1972,1973,1974,1976,1977,20],{},"People read reviews before they choose a tradesperson, a dentist or an accountant. The reviews on your ",[16,1975,799],{"href":798}," appear right in search and on the map, so they are often the first thing a new customer sees of you. They are also the most common form of ",[16,1978,19],{"href":18},[22,1980,1982],{"id":1981},"what-the-rules-say","What the rules say",[12,1984,1985,1990],{},[16,1986,1989],{"href":1987,"rel":1988},"https:\u002F\u002Fwww.forbrukertilsynet.no\u002Flov-og-rett\u002Fveiledninger-og-retningslinjer\u002Fbrukeromtaler-i-markedsforing",[32],"The guidance on user reviews from Forbrukertilsynet, the Norwegian Consumer Authority"," (in Norwegian), is clear. Only real customers may write reviews. You cannot write them yourself or have employees or anyone else do it for you. You cannot delete negative reviews and publish only the positive ones, and showing only the positive ones can be misleading.",[12,1992,1993,1994,1999],{},"You may ask for reviews, but the request must be neutral, and you cannot ask only the people you expect to be especially happy. Rewards are trickier than they look. Under the guidance, a review only counts as an ordinary one when the incentive is small and offered to everyone, whether the review is positive or negative. Otherwise it can become advertising, which must be clearly labelled, kept apart from ordinary reviews and left out of the star rating. ",[16,1995,1998],{"href":1996,"rel":1997},"https:\u002F\u002Fsupport.google.com\u002Fbusiness\u002Fanswer\u002F7400114?hl=en",[32],"Google prohibits rewards for reviews"," altogether. The simplest approach is to ask every customer the same way and give nothing in return.",[22,2001,2003],{"id":2002},"answer-the-sour-ones","Answer the sour ones",[12,2005,2006],{},"A calm, factual reply to a bad review is read by everyone who comes after. Thank them for the feedback, say what you are doing about it, and offer to talk it through offline.",[22,2008,2010],{"id":2009},"do-this-today","Do this today",[12,2012,2013,2014,2019],{},"In Google Business Profile you will find a ",[16,2015,2018],{"href":2016,"rel":2017},"https:\u002F\u002Fsupport.google.com\u002Fbusiness\u002Fanswer\u002F16816815?hl=en",[32],"link for asking for reviews",". Copy it and send it to every customer from the past month, not only the happy ones.",{"title":51,"searchDepth":52,"depth":52,"links":2021},[2022,2023,2024],{"id":1981,"depth":52,"text":1982},{"id":2002,"depth":52,"text":2003},{"id":2009,"depth":52,"text":2010},"Customer reviews are ratings from customers, with stars and text, on Google, Facebook, Trustpilot or your own website.",{},"\u002Fglossary\u002Fen\u002Fcustomer-reviews",[66,816,696,193],{"title":1963,"description":2025},"glossary\u002Fen\u002Fcustomer-reviews","kundeomtaler","yxUb0Lehk_8QBH5U1zTZIZZCMPwZBHiHfdX5zAa5D28",{"id":2034,"title":2035,"aliases":2036,"autolinkTitle":7,"body":2038,"category":465,"description":2078,"extension":58,"fullName":59,"lang":60,"meta":2079,"navigation":7,"path":2080,"published":7,"related":2081,"seo":2082,"stem":2083,"translationSlug":724,"updated":72,"__hash__":2084},"glossary\u002Fglossary\u002Fen\u002Fdatabase.md","Database",[2037],"databases",{"type":9,"value":2039,"toc":2074},[2040,2048,2052,2055,2058,2062],[12,2041,2042,2043,20],{},"A spreadsheet is a kind of small database. The difference is that a real database copes with many people writing to it at once, keeps track of how the tables relate to each other and finds one order among millions in an instant. WordPress, for example, stores your pages and posts in a MySQL or MariaDB database, according to ",[16,2044,2047],{"href":2045,"rel":2046},"https:\u002F\u002Fwordpress.org\u002Fabout\u002Frequirements\u002F",[32],"the requirements on wordpress.org",[22,2049,2051],{"id":2050},"websites-with-and-without-a-database","Websites with and without a database",[12,2053,2054],{},"A simple website does not necessarily need a database. The pages can sit ready-made as files, and then there is less that can break or be attacked. As soon as the site has to remember something, such as a booking, a customer account or an order, it needs somewhere to store it. That is where a database comes in.",[12,2056,2057],{},"It is also where your valuable data lives. The customer list and the order history are often worth more than the website itself.",[22,2059,2061],{"id":2060},"ask-who-holds-the-key","Ask who holds the key",[12,2063,2064,2065,2068,2069,2073],{},"If you use an online store, a booking system or a ",[16,2066,1170],{"href":2067},"\u002Fen\u002Fglossary\u002Fcms"," from a supplier, send them one question today: can you get a full export of your data, for example as CSV, if you want to switch? The answer tells you a lot about how locked in you are. Ask at the same time whether the database is included in the ",[16,2070,2072],{"href":2071},"\u002Fen\u002Fglossary\u002Fbackup","backup",", not just the files.",{"title":51,"searchDepth":52,"depth":52,"links":2075},[2076,2077],{"id":2050,"depth":52,"text":2051},{"id":2060,"depth":52,"text":2061},"A database is an organised store of information such as customers, orders and products, where programs can quickly search, save and change it.",{},"\u002Fglossary\u002Fen\u002Fdatabase",[471,1209,2072,472,757],{"title":2035,"description":2078},"glossary\u002Fen\u002Fdatabase","RfLwBCP6qFGg57o_j1pAtw1l5KKdIMXh8D28dB9zLQ8",{"id":2086,"title":1853,"aliases":2087,"autolinkTitle":7,"body":2089,"category":465,"description":2122,"extension":58,"fullName":2088,"lang":60,"meta":2123,"navigation":7,"path":2124,"published":7,"related":2125,"seo":2127,"stem":2128,"translationSlug":1101,"updated":72,"__hash__":2129},"glossary\u002Fglossary\u002Fen\u002Fdns.md",[2088],"Domain Name System",{"type":9,"value":2090,"toc":2118},[2091,2094,2096,2099,2107,2111],[12,2092,2093],{},"When someone types in your domain, the browser asks DNS where to go. The answer sits in a few lines called DNS records. An A record points to the server for the website. MX records say where email should be delivered. TXT records are used for several things, among them showing that email from your domain is genuine.",[22,2095,384],{"id":383},[12,2097,2098],{},"DNS is often what goes wrong when you switch provider. One wrong line can make the website disappear or stop email from arriving, even when everything else is in order. Changes can also take a while to reach everywhere, because the answers are cached around the internet.",[12,2100,2101,2102,2104,2105,20],{},"That is why you should know who controls your DNS. It is not always the same company that holds your ",[16,2103,90],{"href":89}," or your ",[16,2106,757],{"href":745},[22,2108,2110],{"id":2109},"how-to-find-out-where-yours-is-managed","How to find out where yours is managed",[12,2112,2113,2114,20],{},"Open the Dig tool in Google Admin Toolbox, which is free. Type in your domain and choose NS. You will see which name servers the domain uses, and the name usually tells you which company controls the DNS. Write it down, along with who has the login, before you need it. To understand more, read ",[16,2115,2117],{"href":2116},"\u002Fen\u002Fdocs\u002Fdns-explained","DNS explained",{"title":51,"searchDepth":52,"depth":52,"links":2119},[2120,2121],{"id":383,"depth":52,"text":384},{"id":2109,"depth":52,"text":2110},"DNS is the internet's address book. It translates your domain into the address of the server where your website and email actually live.",{},"\u002Fglossary\u002Fen\u002Fdns",[90,757,2126],"ssl-certificate",{"title":1853,"description":2122},"glossary\u002Fen\u002Fdns","04X0UO6QPAD7aclp9Y1BQvfy6DWURHWC36xkJW2-a1Q",{"id":2131,"title":2132,"aliases":2133,"autolinkTitle":7,"body":2137,"category":465,"description":2166,"extension":58,"fullName":59,"lang":60,"meta":2167,"navigation":7,"path":2168,"published":7,"related":2169,"seo":2170,"stem":2171,"translationSlug":2172,"updated":72,"__hash__":2173},"glossary\u002Fglossary\u002Fen\u002Fdomain.md","Domain",[2134,2135,2136],"domains","domain name","domain names",{"type":9,"value":2138,"toc":2162},[2139,2142,2144,2147,2153,2155],[12,2140,2141],{},"The domain is also what comes after the @ in your email address. For .no domains, the registry is run by Norid, but you do not register directly with them. You go through a registrar, such as your web host or your agency. A business needs an organisation number and a Norwegian postal address to get a .no domain.",[22,2143,384],{"id":383},[12,2145,2146],{},"The domain is one of the few things online you should own outright. If it is registered to a former web designer or an employee who has left, you can be locked out the day something needs changing. If it is not renewed, both your website and your email can stop working.",[12,2148,2149,2150,2152],{},"The domain does not point to a server by itself. That is the job of ",[16,2151,1853],{"href":1852},", which tells the rest of the internet where your website and email live.",[22,2154,1381],{"id":1380},[12,2156,2157,2158,20],{},"Look up your domain in the domain lookup on norid.no. There you can see who the domain is registered to, and which registrar manages it. If your business is listed, all is well. If it says someone else, sort it out now, while everyone still answers their email. You will find more in ",[16,2159,2161],{"href":2160},"\u002Fen\u002Fdocs\u002Fdomains-explained","Domains explained",{"title":51,"searchDepth":52,"depth":52,"links":2163},[2164,2165],{"id":383,"depth":52,"text":384},{"id":1380,"depth":52,"text":1381},"A domain is your website's address, like yourcompany.no. You subscribe to it through a registrar and must renew it to keep it.",{},"\u002Fglossary\u002Fen\u002Fdomain",[1101,757,2126,67],{"title":2132,"description":2166},"glossary\u002Fen\u002Fdomain","domene","yt8INiysZLqpfhBp3SAAQlUNPiiUQjccRsX92-W-lQ0",{"id":2175,"title":2176,"aliases":2177,"autolinkTitle":7,"body":2180,"category":132,"description":2215,"extension":58,"fullName":2216,"lang":60,"meta":2217,"navigation":7,"path":2218,"published":7,"related":2219,"seo":2221,"stem":2222,"translationSlug":419,"updated":72,"__hash__":2223},"glossary\u002Fglossary\u002Fen\u002Fe-e-a-t.md","E-E-A-T",[2178,2179],"E-A-T","EEAT",{"type":9,"value":2181,"toc":2210},[2182,2185,2189,2192,2196,2205,2207],[12,2183,2184],{},"The term comes from the guidelines Google gives its quality raters, people who check whether the search results are good. The first E, for experience, was added in December 2022. Before that it was E-A-T.",[22,2186,2188],{"id":2187},"what-it-is-and-what-it-is-not","What it is, and what it is not",[12,2190,2191],{},"E-E-A-T is not a ranking factor in itself. Google says so plainly on Search Central. The quality raters' assessments are not used directly in ranking either. Instead, Google uses a mix of signals that together aim to find content with these qualities. Of the four, trustworthiness is the most important, according to Google.",[22,2193,2195],{"id":2194},"where-a-small-business-has-the-edge","Where a small business has the edge",[12,2197,2198,2199,2201,2202,20],{},"For a small business, this is often where you are ahead. You have done the work yourself, many times. You can show that: write in your own words, use your own photos and say who is behind the business. Generic text that could sit on any website shows none of it. That applies as much to ",[16,2200,394],{"href":393}," as to ",[16,2203,371],{"href":2204},"\u002Fen\u002Fglossary\u002Fai-search",[22,2206,175],{"id":174},[12,2208,2209],{},"Look at your service pages through a new customer's eyes. Do they say who does the work, what training or certification they have, and how to get hold of you? Add a name, a photo and a couple of lines about experience on your about page, and link to it from the service pages.",{"title":51,"searchDepth":52,"depth":52,"links":2211},[2212,2213,2214],{"id":2187,"depth":52,"text":2188},{"id":2194,"depth":52,"text":2195},{"id":174,"depth":52,"text":175},"E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. Google uses it to describe content that can be trusted.","Experience, Expertise, Authoritativeness, Trustworthiness",{},"\u002Fglossary\u002Fen\u002Fe-e-a-t",[132,106,253,2220],"content-marketing",{"title":2176,"description":2215},"glossary\u002Fen\u002Fe-e-a-t","NvdyDPFZG3VzQK6ZKemJqtbWVLhZ4-4JF5Y_IXufTSc",{"id":2225,"title":2226,"aliases":2227,"autolinkTitle":7,"body":2229,"category":638,"description":2260,"extension":58,"fullName":59,"lang":60,"meta":2261,"navigation":7,"path":2262,"published":7,"related":2263,"seo":2264,"stem":2265,"translationSlug":2266,"updated":72,"__hash__":2267},"glossary\u002Fglossary\u002Fen\u002Femail-marketing.md","Email marketing",[2228],"e-mail marketing",{"type":9,"value":2230,"toc":2255},[2231,2234,2238,2241,2245,2248,2252],[12,2232,2233],{},"Your email list is one of the few channels you own yourself. Your reach on Facebook can change overnight, but the addresses on your list are yours. Tools such as Mailchimp, Brevo and MailerLite make it easy to build and send your mailings, and show how many people open and click.",[22,2235,2237],{"id":2236},"the-rules-you-need-to-know","The rules you need to know",[12,2239,2240],{},"Under section 15 of the Marketing Control Act (markedsføringsloven), you cannot send marketing by email or text message to individuals without their prior consent. The consent has to be an active choice. The exception is existing customers: if you got the email address in connection with a sale, you can market your own goods and services of the same kind. The customer must then get a simple, free way to say no, both when you collect the address and in every email. Forbrukertilsynet, the Norwegian Consumer Authority, enforces the rules.",[22,2242,2244],{"id":2243},"small-and-willing-beats-big-and-silent","Small and willing beats big and silent",[12,2246,2247],{},"A small list of people who actually want to hear from you is worth more than a big list that never opens. One useful tip a month keeps you in mind for the next time they need you.",[22,2249,2251],{"id":2250},"check-your-sign-up-form-today","Check your sign-up form today",[12,2253,2254],{},"Open the sign-up form on your website. The tick box should be empty when the page loads, and it should say clearly what people are agreeing to. Then open the last email you sent and check that the unsubscribe link is easy to find.",{"title":51,"searchDepth":52,"depth":52,"links":2256},[2257,2258,2259],{"id":2236,"depth":52,"text":2237},{"id":2243,"depth":52,"text":2244},{"id":2250,"depth":52,"text":2251},"Email marketing is sending newsletters and offers by email to people who have agreed to receive them, to stay in touch and sell more.",{},"\u002Fglossary\u002Fen\u002Femail-marketing",[473,334,2220,197],{"title":2226,"description":2260},"glossary\u002Fen\u002Femail-marketing","e-postmarkedsforing","PBhCLZ564PN2e-EnG_yRWgazOns1Cs8Wi6fcyrr0Aa4",{"id":2269,"title":2270,"aliases":2271,"autolinkTitle":7,"body":2274,"category":132,"description":2318,"extension":58,"fullName":59,"lang":60,"meta":2319,"navigation":7,"path":2320,"published":7,"related":2321,"seo":2323,"stem":2324,"translationSlug":2325,"updated":72,"__hash__":2326},"glossary\u002Fglossary\u002Fen\u002Ffeatured-snippet.md","Featured snippet",[2272,2273],"featured snippets","position zero",{"type":9,"value":2275,"toc":2313},[2276,2279,2283,2290,2294,2302,2306],[12,2277,2278],{},"The box shows a paragraph, a list or a table taken from a web page, with a link to the source. It is also called position zero, because it sits above first place. Click it, and you are often taken straight to that paragraph on the page.",[22,2280,2282],{"id":2281},"you-cannot-book-the-spot","You cannot book the spot",[12,2284,2285,2289],{},[16,2286,118],{"href":2287,"rel":2288},"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Ffeatured-snippets",[32]," that its own systems decide whether a page works as a snippet. There is no code that turns your page into a featured snippet. What you can do is write an answer that is easy to lift out.",[22,2291,2293],{"id":2292},"visibility-or-clicks","Visibility or clicks",[12,2295,2296,2297,2301],{},"The spot gives a lot of visibility, but not always visits. If the answer is complete in the box, people have no need to click. That is called a ",[16,2298,2300],{"href":2299},"\u002Fen\u002Fglossary\u002Fzero-click-search","zero-click search",". You gain the most when the question leads further, like \"what does it cost to replace a roof\", where the answer is \"it depends\" and the details are on your site.",[22,2303,2305],{"id":2304},"try-it-today","Try it today",[12,2307,2308,2309,20],{},"Write down a question customers often ask. Search for it on Google in a private window and see what sits at the top. Then make a page with the question as the heading and a direct answer in the first two sentences, with the details below. We have written more about this in ",[16,2310,2312],{"href":2311},"\u002Fen\u002Fblog\u002Fposition-zero-featured-snippets-2019","Position zero",{"title":51,"searchDepth":52,"depth":52,"links":2314},[2315,2316,2317],{"id":2281,"depth":52,"text":2282},{"id":2292,"depth":52,"text":2293},{"id":2304,"depth":52,"text":2305},"A featured snippet is a box at the top of Google that shows an excerpt from one web page as the answer to the search, above the regular results.",{},"\u002Fglossary\u002Fen\u002Ffeatured-snippet",[420,2322,1298,197,253],"zero-click-search",{"title":2270,"description":2318},"glossary\u002Fen\u002Ffeatured-snippet","featured-snippet","BTVWOaoZJcaLPNNmzWs25Wz3AwKAsYIscVHM8XycJCM",{"id":2328,"title":2329,"aliases":2330,"autolinkTitle":7,"body":2335,"category":465,"description":2374,"extension":58,"fullName":59,"lang":60,"meta":2375,"navigation":7,"path":2376,"published":7,"related":2377,"seo":2379,"stem":2380,"translationSlug":2381,"updated":72,"__hash__":2382},"glossary\u002Fglossary\u002Fen\u002Ffrontend-and-backend.md","Frontend and backend",[2331,2332,2333,2334],"frontend","backend","front-end","back-end",{"type":9,"value":2336,"toc":2369},[2337,2343,2347,2355,2359,2362,2366],[12,2338,2339,2340,2342],{},"The frontend is everything that happens in the browser: text, buttons, images, menus and forms. The backend is what happens on the server afterwards: the order is saved in a ",[16,2341,724],{"href":723},", the confirmation goes out by email and the price is calculated. In a restaurant, the frontend is the dining room and the backend is the kitchen.",[22,2344,2346],{"id":2345},"why-the-words-are-worth-knowing","Why the words are worth knowing",[12,2348,2349,2350,2354],{},"You will hear them from developers and read them in quotes. \"We do the frontend, you have the backend\" means someone else is responsible for what stores your data. A plain information site has little backend. An online store or a ",[16,2351,2353],{"href":2352},"\u002Fen\u002Fglossary\u002Fweb-application","web application"," has a lot, and that is usually where the security work and the day-to-day running sit.",[22,2356,2358],{"id":2357},"where-is-the-fault","Where is the fault?",[12,2360,2361],{},"The words also help you report problems. If a button looks odd on your phone, that is frontend. If the order does not arrive, even though the customer got a thank-you page, the fault is usually in the backend. If you describe what you saw and what you expected, the developer finds the fault faster.",[22,2363,2365],{"id":2364},"ask-one-question","Ask one question",[12,2367,2368],{},"If you have a quote on the table, or a supplier today, ask: who is responsible for the backend, and where is the data stored? The answer should be a company name and a country, not just \"in the cloud\".",{"title":51,"searchDepth":52,"depth":52,"links":2370},[2371,2372,2373],{"id":2345,"depth":52,"text":2346},{"id":2357,"depth":52,"text":2358},{"id":2364,"depth":52,"text":2365},"Frontend and backend are the two parts of a website or app: what you see in the browser, and the machinery on the server that stores and fetches data.",{},"\u002Fglossary\u002Fen\u002Ffrontend-and-backend",[471,724,476,2378,757],"ui",{"title":2329,"description":2374},"glossary\u002Fen\u002Ffrontend-and-backend","frontend-og-backend","nJYv3Wp--pBPFhEI_Ub57h951Tsam3s6V_W1c0lzldk",{"id":2384,"title":2385,"aliases":2386,"autolinkTitle":7,"body":2388,"category":465,"description":2430,"extension":58,"fullName":2387,"lang":60,"meta":2431,"navigation":7,"path":2432,"published":7,"related":2433,"seo":2434,"stem":2435,"translationSlug":2436,"updated":72,"__hash__":2437},"glossary\u002Fglossary\u002Fen\u002Fgdpr.md","GDPR",[2387],"General Data Protection Regulation",{"type":9,"value":2389,"toc":2426},[2390,2399,2403,2408,2416,2420],[12,2391,2392,2393,2398],{},"GDPR stands for General Data Protection Regulation. Norway is not in the EU, but the regulation applies here through the Personal Data Act (personopplysningsloven). The act implements the regulation in Norwegian law, so it applies as Norwegian law, as ",[16,2394,2397],{"href":2395,"rel":2396},"https:\u002F\u002Flovdata.no\u002Fdokument\u002FNL\u002Flov\u002F2018-06-15-38",[32],"Lovdata sets out"," (in Norwegian). The act came into force on 20 July 2018. It covers every business that processes personal data, including the small ones.",[22,2400,2402],{"id":2401},"what-it-means-for-your-website","What it means for your website",[12,2404,2405,2406,20],{},"A contact form collects names, email addresses and phone numbers. That is personal data. So you need a purpose for collecting it, you must not ask for more than you need, and you must store it securely and delete it when you no longer need it. People have the right to access and deletion. And you must say openly what you do, which is the job of your ",[16,2407,1236],{"href":1235},[12,2409,2410,2411,2415],{},"Tracking with ",[16,2412,2414],{"href":2413},"\u002Fen\u002Fglossary\u002Fcookies","cookies"," and ad pixels also has its own consent rules in the Electronic Communications Act (ekomloven), and that consent must meet the same standard as under GDPR.",[22,2417,2419],{"id":2418},"three-things-to-check-today","Three things to check today",[12,2421,2422,2423,20],{},"Open your website and find the privacy policy. It should be easy to find, ideally linked from the footer of every page. Then look at the contact form: does it ask for anything you do not need, like date of birth or home address? Finally, think about where the enquiries end up, and how long they stay there. If you want to read more, we have written about ",[16,2424,2425],{"href":1668},"privacy and GDPR",{"title":51,"searchDepth":52,"depth":52,"links":2427},[2428,2429],{"id":2401,"depth":52,"text":2402},{"id":2418,"depth":52,"text":2419},"GDPR is the EU's data protection regulation. It applies as Norwegian law and sets how businesses may collect and use information about people.",{},"\u002Fglossary\u002Fen\u002Fgdpr",[1256,2414,365,473],{"title":2385,"description":2430},"glossary\u002Fen\u002Fgdpr","gdpr","m0McJmoIdFUroakJ08oHirerzb8CFCwzgQTSGvz8zdY",{"id":2439,"title":2440,"aliases":2441,"autolinkTitle":7,"body":2443,"category":243,"description":2482,"extension":58,"fullName":59,"lang":60,"meta":2483,"navigation":7,"path":2484,"published":7,"related":2485,"seo":2486,"stem":2487,"translationSlug":2488,"updated":72,"__hash__":2489},"glossary\u002Fglossary\u002Fen\u002Fgenerative-ai.md","Generative AI",[2442],"GenAI",{"type":9,"value":2444,"toc":2478},[2445,2452,2456,2459,2467,2471],[12,2446,2447,2448,20],{},"Older AI was mostly built to sort and recognise, such as telling spam apart from ordinary email. Generative AI produces. ChatGPT, Claude and Gemini write text, while other tools make images, voices and short videos. What you type in is called a ",[16,2449,2451],{"href":2450},"\u002Fen\u002Fglossary\u002Fprompt","prompt",[22,2453,2455],{"id":2454},"what-a-small-business-can-use-it-for","What a small business can use it for",[12,2457,2458],{},"First drafts of service texts, headline suggestions, illustrations for a blog post or a summary of a long quote. It saves time on the blank page. But what comes out is a draft. Text can contain mistakes that sound right, and images can show things that do not exist, like a workshop you do not have or staff who do not work for you.",[12,2460,2461,2462,2466],{},"Content that looks like everything else does not make you any easier to choose, either. Use AI for the raw material and add what only you know: prices, examples, local knowledge and how you actually work. That applies to ",[16,2463,2465],{"href":2464},"\u002Fen\u002Fglossary\u002Fcontent-marketing","content marketing"," too.",[22,2468,2470],{"id":2469},"go-through-what-you-have-already-published","Go through what you have already published",[12,2472,2473,2474,20],{},"Look over your website for texts and images made with AI. Check that every number and claim is correct, and that the images do not show anything that is not yours. Fix what is wrong. Rules on labelling AI content are also on the way, and we have written about ",[16,2475,2477],{"href":2476},"\u002Fen\u002Fblog\u002Fai-labelling-eu-act-2026","what applies in Norway and the EU",{"title":51,"searchDepth":52,"depth":52,"links":2479},[2480,2481],{"id":2454,"depth":52,"text":2455},{"id":2469,"depth":52,"text":2470},"Generative AI is AI that creates something new, such as text, images, audio or video, from a description you type in.",{},"\u002Fglossary\u002Fen\u002Fgenerative-ai",[243,249,2451,2220],{"title":2440,"description":2482},"glossary\u002Fen\u002Fgenerative-ai","generativ-ai","inQrGebTHIZU7tHElSZwficc8DBng9h-4NLtRSJ75gU",{"id":2491,"title":2492,"aliases":2493,"autolinkTitle":7,"body":2494,"category":56,"description":2527,"extension":58,"fullName":59,"lang":60,"meta":2528,"navigation":7,"path":2529,"published":7,"related":2530,"seo":2532,"stem":2533,"translationSlug":1589,"updated":72,"__hash__":2534},"glossary\u002Fglossary\u002Fen\u002Fgoogle-ads.md","Google Ads",[],{"type":9,"value":2495,"toc":2523},[2496,2499,2503,2508,2516,2520],[12,2497,2498],{},"Google Ads runs ads in Google Search, on YouTube and on websites that show Google's ads. For a local business, the search ads are usually what matters most. You decide which searches the ad should show on, how much you want to spend per day and where in the country it should appear.",[22,2500,2502],{"id":2501},"strength-and-weakness","Strength and weakness",[12,2504,2505,2506,20],{},"Google Ads can bring you visits from people looking for exactly what you sell, the same day you start. That is the strength. The weakness is that it is easy to spend money on clicks that never become customers, especially if the ad sends people to the front page instead of a separate ",[16,2507,845],{"href":844},[12,2509,2510,2511,2513,2514,20],{},"So measure the result in enquiries or sales, not in clicks. The ",[16,2512,1326],{"href":1325}," and the cost per customer show whether the campaign pays off. What you pay per click is called ",[16,2515,1516],{"href":1515},[22,2517,2519],{"id":2518},"how-to-check-your-competitors","How to check your competitors",[12,2521,2522],{},"Google has a public overview of the ads it shows, the Ads Transparency Center, at adstransparency.google.com. Look up a competitor and see which ads they have run and what they promise. It is free, and you learn a lot about what your market responds to before you set up your first campaign.",{"title":51,"searchDepth":52,"depth":52,"links":2524},[2525,2526],{"id":2501,"depth":52,"text":2502},{"id":2518,"depth":52,"text":2519},"Google Ads is Google's advertising tool. You choose keywords, set a budget and usually pay when someone clicks on the ad.",{},"\u002Fglossary\u002Fen\u002Fgoogle-ads",[2531,1588,1543,195,193],"sem",{"title":2492,"description":2527},"glossary\u002Fen\u002Fgoogle-ads","T9ez73tryQ_XZufbmGxS9SXkPZKxIK3OHckrnSQuErQ",{"id":2536,"title":862,"aliases":2537,"autolinkTitle":7,"body":2539,"category":188,"description":2569,"extension":58,"fullName":2538,"lang":60,"meta":2570,"navigation":7,"path":2571,"published":7,"related":2572,"seo":2574,"stem":2575,"translationSlug":525,"updated":72,"__hash__":2576},"glossary\u002Fglossary\u002Fen\u002Fgoogle-analytics.md",[2538],"GA4",{"type":9,"value":2540,"toc":2565},[2541,2544,2548,2554,2560,2562],[12,2542,2543],{},"Google Analytics shows how many people visit your website, where they come from and what they do there. The old version, Universal Analytics, stopped processing data on 1 July 2023. If nobody has set up GA4 since then, you are probably measuring nothing. GA4 is built around events, and actions that matter to you, such as a submitted form, can be marked as key events.",[22,2545,2547],{"id":2546},"measuring-beats-guessing","Measuring beats guessing",[12,2549,2550,2551,2553],{},"Without measurement, you are guessing. With GA4 you can see which pages bring in enquiries and which channels send people who actually get in touch. Tag the links in your newsletters and ads with ",[16,2552,48],{"href":47},", and the picture gets even clearer.",[12,2555,2556,2557,2559],{},"GA4 uses ",[16,2558,2414],{"href":2413}," and sends data about your visitors to Google. Think through consent and privacy before you start using it. One alternative is Matomo, which is open source, can run on your own server and can measure without cookies. That is what we use on ibenta.no.",[22,2561,1381],{"id":1380},[12,2563,2564],{},"Log in at analytics.google.com and open the realtime report. Visit your website from your phone. If the visit shows up in the report shortly after, tracking works. If it does not, first check whether you declined statistics in the consent banner, or whether an ad blocker is stopping the tracking. In that case the visit should not be counted. If you still see nothing after accepting, the code may be missing or set up wrong, and it is wise to fix that before you make decisions based on the numbers.",{"title":51,"searchDepth":52,"depth":52,"links":2566},[2567,2568],{"id":2546,"depth":52,"text":2547},{"id":1380,"depth":52,"text":1381},"Google Analytics is Google's free tool for measuring visits to your website. The version in use today is called GA4.",{},"\u002Fglossary\u002Fen\u002Fgoogle-analytics",[2573,193,68,2414,1450],"bounce-rate",{"title":862,"description":2569},"glossary\u002Fen\u002Fgoogle-analytics","4ndKU4PM_qJdy5pgwN4SSwOaJ1eW3f-gf99L2QSkyEM",{"id":2578,"title":799,"aliases":2579,"autolinkTitle":7,"body":2583,"category":132,"description":2613,"extension":58,"fullName":59,"lang":60,"meta":2614,"navigation":7,"path":2615,"published":7,"related":2616,"seo":2617,"stem":2618,"translationSlug":2619,"updated":72,"__hash__":2620},"glossary\u002Fglossary\u002Fen\u002Fgoogle-business-profile.md",[2580,2581,2582],"Google Business Profiles","Google My Business","Google Bedriftsprofil",{"type":9,"value":2584,"toc":2609},[2585,2588,2592,2597,2600,2602],[12,2586,2587],{},"The profile was called Google My Business until Google renamed it in 2021. It is the box that appears when someone searches for your company name, and it is what shows on the map when people search for a service nearby. You create and manage it yourself with a Google account, and it costs nothing.",[22,2589,2591],{"id":2590},"often-the-first-thing-customers-see","Often the first thing customers see",[12,2593,2594,2595,20],{},"For many local businesses, the profile is the first thing customers see, before they even open the website. That is where they check opening hours, call directly and read reviews. If the opening hours are wrong, you may have lost the customer before you knew they existed. The profile is also the foundation of ",[16,2596,671],{"href":670},[12,2598,2599],{},"It is made for businesses that meet their customers, either at a premises or out at the customer's location. Businesses that only sell online cannot get one, according to Google.",[22,2601,1432],{"id":1431},[12,2603,2604,2605,20],{},"Search for your company name on your phone. Are the address, phone number, opening hours and web address correct? Do the photos show what it actually looks like at your place? Are there reviews you have not replied to? Fix whatever is wrong today. If you want to go into more depth, we have a ",[16,2606,2608],{"href":2607},"\u002Fen\u002Fdocs\u002Fgoogle-business-profile-guide","guide to Google Business Profile",{"title":51,"searchDepth":52,"depth":52,"links":2610},[2611,2612],{"id":2590,"depth":52,"text":2591},{"id":1431,"depth":52,"text":1432},"Google Business Profile is the free listing that shows your business in Google Maps and Search, with address, opening hours and reviews.",{},"\u002Fglossary\u002Fen\u002Fgoogle-business-profile",[696,420,132,527],{"title":799,"description":2613},"glossary\u002Fen\u002Fgoogle-business-profile","google-bedriftsprofil","IXCUAQrywDJmSR_2N-tINgfqPhSFfOx2CMBhz48N598",{"id":2622,"title":1034,"aliases":2623,"autolinkTitle":7,"body":2625,"category":132,"description":2671,"extension":58,"fullName":59,"lang":60,"meta":2672,"navigation":7,"path":2673,"published":7,"related":2674,"seo":2676,"stem":2677,"translationSlug":1045,"updated":72,"__hash__":2678},"glossary\u002Fglossary\u002Fen\u002Fgoogle-search-console.md",[2624],"Search Console",{"type":9,"value":2626,"toc":2667},[2627,2639,2643,2648,2652,2661],[12,2628,2629,2634,2635,2638],{},[16,2630,2633],{"href":2631,"rel":2632},"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F9128668?hl=en",[32],"Google calls it a free service"," for monitoring your site's presence in search. You can see which search terms bring impressions and clicks, what position you hold, and which pages Google has left out of the ",[16,2636,2637],{"href":398},"index",". You also get an email when Google finds errors.",[22,2640,2642],{"id":2641},"how-it-differs-from-google-analytics","How it differs from Google Analytics",[12,2644,2645,2647],{},[16,2646,862],{"href":861}," shows what people do after they arrive on your website. Search Console shows what happens in Google before the click. You do not need the tool to be found, but it is the only place where Google tells you how it sees your site.",[22,2649,2651],{"id":2650},"how-to-get-access","How to get access",[12,2653,2654,2655,2660],{},"Go to search.google.com\u002Fsearch-console and sign in with a Google account. You have to prove that you own the site. ",[16,2656,2659],{"href":2657,"rel":2658},"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F9008080?hl=en",[32],"Google describes the methods",": a DNS record with your domain provider gives access to the whole domain, while an HTML file, a line of code on the front page or an existing Google Analytics account is enough for a single address.",[12,2662,2663,2664,2666],{},"If you do not manage ",[16,2665,1853],{"href":1852}," or the website yourself, the route is simpler. Ask whoever runs your website to add your Google account under Users and permissions in Search Console. Ask to be an owner, not just a user. That way you keep access if you change provider.",{"title":51,"searchDepth":52,"depth":52,"links":2668},[2669,2670],{"id":2641,"depth":52,"text":2642},{"id":2650,"depth":52,"text":2651},"Google Search Console is a free tool from Google that shows which searches your website appears for, and whether Google can read your pages.",{},"\u002Fglossary\u002Fen\u002Fgoogle-search-console",[525,140,2675,197,132],"sitemap",{"title":1034,"description":2671},"glossary\u002Fen\u002Fgoogle-search-console","OPsnj1gZB-bdJbjTvm6C6mgE1NbGbTV32fF-RZKgoMY",{"id":2680,"title":2681,"aliases":2682,"autolinkTitle":7,"body":2686,"category":188,"description":2726,"extension":58,"fullName":59,"lang":60,"meta":2727,"navigation":7,"path":2728,"published":7,"related":2729,"seo":2731,"stem":2732,"translationSlug":2733,"updated":72,"__hash__":2734},"glossary\u002Fglossary\u002Fen\u002Fheatmap.md","Heatmap",[2683,2684,2685],"heatmaps","heat map","heat maps",{"type":9,"value":2687,"toc":2721},[2688,2691,2695,2698,2702,2714,2718],[12,2689,2690],{},"Warm colours mean a lot of activity, cold colours little. A click map shows where people click and tap. A scroll map shows how many people reach each part of the page. You see what the numbers in Google Analytics leave out, namely whether people notice your button at all.",[22,2692,2694],{"id":2693},"what-the-map-tends-to-reveal","What the map tends to reveal",[12,2696,2697],{},"People click on images and headings that are not links, because they look clickable. Important information sits below the point where most people stop scrolling. A button nobody clicks is placed where nobody sees it. All three are cheap to fix once you know about them.",[22,2699,2701],{"id":2700},"consent-first","Consent first",[12,2703,2704,2705,2707,2708,2713],{},"Heatmap tools store information in the visitor's browser, so you need consent. Read more under ",[16,2706,2414],{"href":2413},". ",[16,2709,2712],{"href":2710,"rel":2711},"https:\u002F\u002Flearn.microsoft.com\u002Fen-us\u002Fclarity\u002Ffaq",[32],"Microsoft Clarity"," is free and has heatmaps. According to Microsoft, Clarity requires consent from visitors in the EEA, and without it every page visit is recorded as a separate visit, which makes the maps less useful.",[22,2715,2717],{"id":2716},"get-started","Get started",[12,2719,2720],{},"Clarity is added as a line of code on your website. If you have access, add it yourself behind the consent banner. Otherwise ask whoever runs your website to do it. Wait until the front page has had a few hundred visits, then look at the scroll map. If the contact button sits below the point where most people stop reading, that is the first thing to move.",{"title":51,"searchDepth":52,"depth":52,"links":2722},[2723,2724,2725],{"id":2693,"depth":52,"text":2694},{"id":2700,"depth":52,"text":2701},{"id":2716,"depth":52,"text":2717},"A heatmap is a colour map of a web page that shows where visitors click, and how far down the page they actually scroll.",{},"\u002Fglossary\u002Fen\u002Fheatmap",[872,194,2730,2414,2573],"user-testing",{"title":2681,"description":2726},"glossary\u002Fen\u002Fheatmap","heatmap","HeyfnL3KXzxIEw4AFud-xks795hSfjFwSRIEZqEPXPI",{"id":2736,"title":2737,"aliases":2738,"autolinkTitle":7,"body":2742,"category":465,"description":2772,"extension":58,"fullName":2773,"lang":60,"meta":2774,"navigation":7,"path":2775,"published":7,"related":2776,"seo":2777,"stem":2778,"translationSlug":757,"updated":72,"__hash__":2779},"glossary\u002Fglossary\u002Fen\u002Fhosting.md","Hosting",[2739,2740,2741,746],"web hosting","web host","web hosts",{"type":9,"value":2743,"toc":2768},[2744,2747,2749,2754,2757,2761],[12,2745,2746],{},"Your website is a collection of files, and often a database. They have to sit on a machine that is connected to the internet all the time. That is hosting. It ranges from cheap shared hosting, where many websites share the same server, to dedicated servers and cloud services. With Wix and Squarespace, hosting is built into the subscription.",[22,2748,384],{"id":383},[12,2750,2751,2752,20],{},"Hosting affects how fast the site loads, how often it is down and who takes backups. Cheap shared hosting can work fine for a simple site. But if you share a server with someone who gets a lot of traffic, your site can slow down without you having done anything. And a slow site costs visitors, see ",[16,2753,850],{"href":849},[12,2755,2756],{},"Responsibility varies too. Some providers update the software for you. With others it is your job, whether you know it or not.",[22,2758,2760],{"id":2759},"five-questions-for-your-provider","Five questions for your provider",[12,2762,2763,2764,20],{},"Send your provider an email today and ask: How often are backups taken? How long are they kept? Who restores the site if it gets hacked? Who updates the software? What does it cost to move out? The answers say more about the subscription than the price list does. It is also worth reading ",[16,2765,2767],{"href":2766},"\u002Fen\u002Fdocs\u002Fhosting-and-performance","Hosting and performance",{"title":51,"searchDepth":52,"depth":52,"links":2769},[2770,2771],{"id":383,"depth":52,"text":384},{"id":2759,"depth":52,"text":2760},"Hosting is renting space on a server that runs around the clock, so your website is available to everyone who visits it.","Web hosting",{},"\u002Fglossary\u002Fen\u002Fhosting",[90,1101,871,1209],{"title":2737,"description":2772},"glossary\u002Fen\u002Fhosting","bHAhBbsAY8wa4SStrQpMInoceuLnrtbwhzMBMfZ8ric",{"id":2781,"title":2782,"aliases":2783,"autolinkTitle":7,"body":2785,"category":132,"description":2812,"extension":58,"fullName":59,"lang":60,"meta":2813,"navigation":7,"path":2814,"published":7,"related":2815,"seo":2816,"stem":2817,"translationSlug":2818,"updated":72,"__hash__":2819},"glossary\u002Fglossary\u002Fen\u002Findexing.md","Indexing",[399,2784],"indexation",{"type":9,"value":2786,"toc":2808},[2787,2790,2794,2797,2803,2805],[12,2788,2789],{},"Before a page can show in Google, Google has to find it, read it and add it to the index. Think of the index as an enormous library catalogue. A page that is not in the catalogue does not exist for the person searching, however good it is.",[22,2791,2793],{"id":2792},"why-pages-go-missing","Why pages go missing",[12,2795,2796],{},"Pages can fall outside for thoroughly boring reasons. A setting that tells search engines to stay away was switched on while the site was being built and never switched off again. A new page has no links to it from the rest of the website. Or two pages are so similar that Google only picks one of them.",[12,2798,2799,2800,2802],{},"This applies to ",[16,2801,371],{"href":2204}," too. Google writes that a page must be indexed and eligible to be shown with a snippet to be used as a supporting link in AI Overviews and AI Mode.",[22,2804,1432],{"id":1431},[12,2806,2807],{},"Add your website to Google Search Console, which is free. Paste the address of an important page into the URL Inspection search bar at the top. If it says the page is on Google, it is indexed. If it says it is not, you get an explanation and can request indexing. Google says this can take up to a week or two, and that a request is no guarantee.",{"title":51,"searchDepth":52,"depth":52,"links":2809},[2810,2811],{"id":2792,"depth":52,"text":2793},{"id":1431,"depth":52,"text":1432},"Indexing is when Google has stored a page in its register. Only pages that are indexed can appear in the search results.",{},"\u002Fglossary\u002Fen\u002Findexing",[132,420,697,253],{"title":2782,"description":2812},"glossary\u002Fen\u002Findexing","indeksering","hewAd02rurdhPNc_gJsgEFJhwU885lfdu3F_6dQfuX8",{"id":4,"title":5,"aliases":2821,"autolinkTitle":7,"body":2822,"category":56,"description":57,"extension":58,"fullName":59,"lang":60,"meta":2847,"navigation":7,"path":62,"published":7,"related":2848,"seo":2849,"stem":70,"translationSlug":71,"updated":72,"__hash__":73},[],{"type":9,"value":2823,"toc":2843},[2824,2828,2830,2835,2837,2839],[12,2825,14,2826,20],{},[16,2827,19],{"href":18},[22,2829,25],{"id":24},[12,2831,2832,34],{},[16,2833,33],{"href":30,"rel":2834},[32],[12,2836,37],{},[22,2838,41],{"id":40},[12,2840,44,2841,49],{},[16,2842,48],{"href":47},{"title":51,"searchDepth":52,"depth":52,"links":2844},[2845,2846],{"id":24,"depth":52,"text":25},{"id":40,"depth":52,"text":41},{},[64,65,66,67,68],{"title":5,"description":57},{"id":2851,"title":2852,"aliases":2853,"autolinkTitle":7,"body":2857,"category":243,"description":2895,"extension":58,"fullName":59,"lang":60,"meta":2896,"navigation":7,"path":2897,"published":7,"related":2898,"seo":2900,"stem":2901,"translationSlug":2902,"updated":72,"__hash__":2903},"glossary\u002Fglossary\u002Fen\u002Fintegration.md","Integration",[2854,2855,2856],"integrations","system integration","system integrations",{"type":9,"value":2858,"toc":2891},[2859,2869,2873,2876,2882,2886],[12,2860,2861,2862,2864,2865,2868],{},"Without an integration, you are the connection. You read the enquiry from the contact form and type it into your ",[16,2863,1149],{"href":444},". You see the order in your online store and create the invoice by hand. An integration does the moving for you, usually through an ",[16,2866,427],{"href":2867},"\u002Fen\u002Fglossary\u002Fapi",", which is the door a system has for talking to other systems.",[22,2870,2872],{"id":2871},"common-connections-in-a-small-business","Common connections in a small business",[12,2874,2875],{},"The form on your website can go straight into your CRM or onto your email list. A booking can land in your calendar and send a confirmation to the customer. Sales in your online store can be passed on to your accounting system, so you do not record them twice.",[12,2877,2878,2879,20],{},"Many systems have ready-made integrations you can switch on yourself. Always check for one before you pay for something custom. If no ready-made connection exists, or it does not do what you need, we build integrations as part of ",[16,2880,2881],{"href":565},"web applications and internal tools",[22,2883,2885],{"id":2884},"draw-your-flow","Draw your flow",[12,2887,2888,2889,2466],{},"Take a sheet of paper and write down the systems you use: website, email, calendar, accounting, maybe a CRM. Draw an arrow for every time information moves between them. Circle the arrows where you are the one doing the moving. Those are the candidates for an integration, and often for ",[16,2890,252],{"href":284},{"title":51,"searchDepth":52,"depth":52,"links":2892},[2893,2894],{"id":2871,"depth":52,"text":2872},{"id":2884,"depth":52,"text":2885},"An integration connects two systems so they share data automatically, such as your website and your CRM, or your booking system and your calendar.",{},"\u002Fglossary\u002Fen\u002Fintegration",[476,252,473,2899],"booking-system",{"title":2852,"description":2895},"glossary\u002Fen\u002Fintegration","integrasjon","BheZLTeDAgOkFc8FGb2-11VH4uZaucsWekqy_8uBr5w",{"id":2905,"title":2906,"aliases":2907,"autolinkTitle":7,"body":2910,"category":132,"description":2941,"extension":58,"fullName":59,"lang":60,"meta":2942,"navigation":7,"path":2943,"published":7,"related":2944,"seo":2945,"stem":2946,"translationSlug":2947,"updated":72,"__hash__":2948},"glossary\u002Fglossary\u002Fen\u002Finternal-linking.md","Internal linking",[2908,2909],"internal links","internal link",{"type":9,"value":2911,"toc":2937},[2912,2920,2924,2929,2932,2934],[12,2913,2914,2915,2919],{},"Internal links do two jobs. They help visitors on to the next natural step, and they help Google find your pages and understand what they are about. ",[16,2916,118],{"href":2917,"rel":2918},"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fcrawling-indexing\u002Flinks-crawlable",[32]," that every page you care about should have a link from at least one other page on your site.",[22,2921,2923],{"id":2922},"the-cheapest-seo-you-have","The cheapest SEO you have",[12,2925,2926,2928],{},[16,2927,651],{"href":105}," have to come from others. Internal links are entirely up to you, and they cost nothing. A blog post about winter tyres that links to the page where you sell tyre changes sends both readers and signals to where the money is made.",[12,2930,2931],{},"The words you link with matter. \"Book a tyre change in Drammen\" tells both people and Google what to expect. \"Click here\" tells them nothing.",[22,2933,2010],{"id":2009},[12,2935,2936],{},"Pick the service that earns you the most. Find the pages and posts on your website that mention it, for example by searching Google for \"site:yourdomain.no tyre change\". Add a link with descriptive words from two or three of them to the service page. If you do not have access yourself, send the list to whoever runs your website.",{"title":51,"searchDepth":52,"depth":52,"links":2938},[2939,2940],{"id":2922,"depth":52,"text":2923},{"id":2009,"depth":52,"text":2010},"Internal linking means links from one page on your website to another page on the same website, in the menus and in the text.",{},"\u002Fglossary\u002Fen\u002Finternal-linking",[106,132,195,2675],{"title":2906,"description":2941},"glossary\u002Fen\u002Finternal-linking","intern-lenking","tmIlH3pw9om0jGcWnH08kJVwCqI6Spow7UY3OUuY36M",{"id":2950,"title":2951,"aliases":2952,"autolinkTitle":7,"body":2956,"category":132,"description":2987,"extension":58,"fullName":59,"lang":60,"meta":2988,"navigation":7,"path":2989,"published":7,"related":2990,"seo":2991,"stem":2992,"translationSlug":2993,"updated":72,"__hash__":2994},"glossary\u002Fglossary\u002Fen\u002Fkeywords.md","Keywords",[2953,2954,2955],"keyword","search terms","search term",{"type":9,"value":2957,"toc":2983},[2958,2961,2965,2968,2976,2980],[12,2959,2960],{},"A keyword can be a single word, but more often it is several: \"hairdresser Grünerløkka\", \"price new website\" or \"remove mould in bathroom\". The longer phrases have fewer searches each. In return, the people typing them often know exactly what they want.",[22,2962,2964],{"id":2963},"your-words-are-not-your-customers-words","Your words are not your customers' words",[12,2966,2967],{},"You and your customers rarely use the same words. You might call it \"physiotherapeutic treatment\", while the customer searches \"back pain help\". If only your word is on the website, it is harder for Google to connect the page to the search.",[12,2969,2970,2971,2973,2974,20],{},"It is not about repeating the word many times. It is about using the customer's language in headings, in the ",[16,2972,1815],{"href":1814}," and in the text. And about understanding what people actually want when they search, which is called ",[16,2975,1283],{"href":1282},[22,2977,2979],{"id":2978},"how-to-find-your-own","How to find your own",[12,2981,2982],{},"Open Google Search Console and go to the Performance report for search results. There you can see which searches actually show your website in Google, and how many people click. Look for words you did not know you were found for, and words you miss. Also write down how customers phrase things when they call or email. Those are often the best keywords you have.",{"title":51,"searchDepth":52,"depth":52,"links":2984},[2985,2986],{"id":2963,"depth":52,"text":2964},{"id":2978,"depth":52,"text":2979},"Keywords are the words people type into Google when they are looking for something. Your website should use the same words as your customers.",{},"\u002Fglossary\u002Fen\u002Fkeywords",[1298,132,697,1831],{"title":2951,"description":2987},"glossary\u002Fen\u002Fkeywords","sokeord","hho1QCOjAEjJ9pyqEA7tQr3AkbCG2MMnWMbzVZ0A0Yw",{"id":2996,"title":2997,"aliases":2998,"autolinkTitle":7,"body":3002,"category":188,"description":3031,"extension":58,"fullName":3032,"lang":60,"meta":3033,"navigation":7,"path":3034,"published":7,"related":3035,"seo":3036,"stem":3037,"translationSlug":1396,"updated":72,"__hash__":3038},"glossary\u002Fglossary\u002Fen\u002Fkpi.md","KPI",[2999,3000,3001],"KPIs","key performance indicator","key performance indicators",{"type":9,"value":3003,"toc":3027},[3004,3007,3011,3014,3022,3024],[12,3005,3006],{},"Almost everything can be measured. Your KPIs are the few numbers you have decided actually matter. For a hairdresser it might be the number of online bookings per week. For an online store it might be revenue per visitor, and for a consultancy the number of good enquiries a month.",[22,3008,3010],{"id":3009},"few-numbers-the-right-ones","Few numbers, the right ones",[12,3012,3013],{},"An analytics tool gives you hundreds of numbers. Without a few fixed KPIs, you soon end up looking at what is easiest to measure, such as pageviews and followers, instead of what brings in money. Followers on Instagram are nice, but they do not pay the rent.",[12,3015,3016,3017,1816,3019,3021],{},"A good KPI is closely tied to income, and it is something you can influence yourself. ",[16,3018,1356],{"href":1325},[16,3020,1135],{"href":1134}," are typical examples. The number of visits is rarely a good KPI on its own, because visits that do not become customers pay nothing.",[22,3023,175],{"id":174},[12,3025,3026],{},"Pick three numbers at most. Write them down with today's value and a target for next quarter. Set aside ten minutes on the first Monday of each month to check them. For a small business, that is all it needs to be.",{"title":51,"searchDepth":52,"depth":52,"links":3028},[3029,3030],{"id":3009,"depth":52,"text":3010},{"id":174,"depth":52,"text":175},"A KPI is a key number you have chosen to track, to see whether your business or your marketing is heading in the right direction.","Key performance indicator",{},"\u002Fglossary\u002Fen\u002Fkpi",[193,1161,1162,525,334],{"title":2997,"description":3031},"glossary\u002Fen\u002Fkpi","iN7TMhRYHcCnKckoLuOuTRRDTsCB6FehsH8q31n68x0",{"id":3040,"title":3041,"aliases":3042,"autolinkTitle":7,"body":3044,"category":465,"description":3071,"extension":58,"fullName":59,"lang":60,"meta":3072,"navigation":7,"path":3073,"published":7,"related":3074,"seo":3075,"stem":3076,"translationSlug":3077,"updated":72,"__hash__":3078},"glossary\u002Fglossary\u002Fen\u002Flanding-page.md","Landing page",[3043],"landing pages",{"type":9,"value":3045,"toc":3067},[3046,3049,3051,3057,3060,3064],[12,3047,3048],{},"Your front page has to help every kind of visitor move on. A landing page has only one job. It receives people from a specific source, such as an ad, a newsletter or a campaign, and asks them for one thing.",[22,3050,384],{"id":383},[12,3052,3053,3054,3056],{},"If you send ad traffic to your front page, people have to hunt for what the ad promised. Many will not bother, and you pay for the click regardless. A landing page that repeats the promise from the ad and has one clear ",[16,3055,167],{"href":166}," makes it easier to say yes.",[12,3058,3059],{},"It also makes things easier to measure. When all traffic from one campaign lands on one page, you quickly see whether the campaign pays off.",[22,3061,3063],{"id":3062},"how-to-make-a-good-one","How to make a good one",[12,3065,3066],{},"Start with the headline from the ad, so the person who clicks recognises it. Say what they get, what it costs and what happens next. Remove the menu if it only leads people away. Finish with one button, not three.",{"title":51,"searchDepth":52,"depth":52,"links":3068},[3069,3070],{"id":383,"depth":52,"text":384},{"id":3062,"depth":52,"text":3063},"A landing page is a separate page built for one purpose, such as getting visitors from an ad to book or get in touch.",{},"\u002Fglossary\u002Fen\u002Flanding-page",[196,193,1589,200],{"title":3041,"description":3071},"glossary\u002Fen\u002Flanding-page","landingsside","Pbm4jRJtGZ3mDE1eaaaFaxHuB8R2t8nw7MRZNZnhwrE",{"id":3080,"title":3081,"aliases":3082,"autolinkTitle":7,"body":3088,"category":243,"description":3122,"extension":58,"fullName":3123,"lang":60,"meta":3124,"navigation":7,"path":3125,"published":7,"related":3126,"seo":3127,"stem":3128,"translationSlug":3129,"updated":72,"__hash__":3130},"glossary\u002Fglossary\u002Fen\u002Flanguage-model.md","Language model",[3083,3084,3085,3086,3087],"language models","LLM","LLMs","large language model","large language models",{"type":9,"value":3089,"toc":3118},[3090,3093,3097,3100,3111,3115],[12,3091,3092],{},"A language model has read more text than any person could in a lifetime, and has learned the patterns in language. When you write something to it, it works out which words most likely belong in a good answer. That makes it good at writing, summarising and explaining. It does not look things up in a database of facts, unless someone has connected it to one.",[22,3094,3096],{"id":3095},"why-it-can-be-wrong-with-great-confidence","Why it can be wrong with great confidence",[12,3098,3099],{},"The model is built to give an answer that sounds right. If it does not know, it often fills the gap with something that seems likely. This is often called hallucination. Opening hours, prices and names are typical places it happens, because they are small details that vary from business to business.",[12,3101,3102,3103,3105,3106,3110],{},"That is also why an ",[16,3104,230],{"href":229}," on a website should get access to the business's own texts, for example with ",[16,3107,3109],{"href":3108},"\u002Fen\u002Fglossary\u002Frag","RAG",", instead of answering from memory.",[22,3112,3114],{"id":3113},"see-what-the-models-think-of-you","See what the models think of you",[12,3116,3117],{},"Ask ChatGPT, Claude or Gemini about your business: what you do, where you are based and what it costs. Write down what is wrong. Then check that the correct information is clearly stated on your website. AI tools that search the web can only pick up what is actually there.",{"title":51,"searchDepth":52,"depth":52,"links":3119},[3120,3121],{"id":3095,"depth":52,"text":3096},{"id":3113,"depth":52,"text":3114},"A language model is the AI behind tools like ChatGPT, Claude and Gemini. Trained on huge amounts of text, it answers by working out what fits best.","LLM (Large Language Model)",{},"\u002Fglossary\u002Fen\u002Flanguage-model",[243,250,2451,364,251],{"title":3081,"description":3122},"glossary\u002Fen\u002Flanguage-model","sprakmodell","XEvW7uvTVEAiMvzNFdppY_Z7yIq2MbEc6iawFTP8SXU",{"id":3132,"title":3133,"aliases":3134,"autolinkTitle":487,"body":3139,"category":1346,"description":3171,"extension":58,"fullName":3172,"lang":60,"meta":3173,"navigation":7,"path":3174,"published":7,"related":3175,"seo":3176,"stem":3177,"translationSlug":334,"updated":72,"__hash__":3178},"glossary\u002Fglossary\u002Fen\u002Flead.md","Lead",[3135,3136,3137,3138],"sales lead","sales leads","new leads","qualified leads",{"type":9,"value":3140,"toc":3167},[3141,3144,3148,3154,3160,3164],[12,3142,3143],{},"A lead appears when someone fills in a contact form, asks for a quote, books a no-obligation call or signs up for a newsletter. They have raised their hand. Now it is up to you to follow up. The word is used both for the person and for the enquiry itself.",[22,3145,3147],{"id":3146},"warm-and-cold-leads","Warm and cold leads",[12,3149,3150,3151,3153],{},"Not all leads are equally warm. Someone asking for a price on a specific job is closer to buying than someone who downloaded a free checklist. Both are a ",[16,3152,817],{"href":1366},", but they deserve different follow-up. Call the warmest ones first.",[12,3155,3156,3157,3159],{},"Leads that are not followed up are wasted money, especially if you paid for the ads that brought them in. A simple ",[16,3158,1149],{"href":444},", or just a spreadsheet, makes it easier to keep track of who you have spoken to and what happens next.",[22,3161,3163],{"id":3162},"a-worked-example-and-a-check","A worked example, and a check",[12,3165,3166],{},"If you spend NOK 3,000 on ads and get 15 leads, each lead costs NOK 200. If 3 of them become customers, each customer has cost NOK 1,000. Count how many enquiries you got last month, and how many of them got a reply the same day. Response time is often easier to improve than the number of enquiries.",{"title":51,"searchDepth":52,"depth":52,"links":3168},[3169,3170],{"id":3146,"depth":52,"text":3147},{"id":3162,"depth":52,"text":3163},"A lead is a person or business that has shown interest and given you their contact details, but has not bought yet.","Potential customer",{},"\u002Fglossary\u002Fen\u002Flead",[817,528,473,196,1163],{"title":3133,"description":3171},"glossary\u002Fen\u002Flead","K7ncglEEz2UJELtZJLmhh2Axj4ReRExK3e3RbX_pPBQ",{"id":3180,"title":3181,"aliases":3182,"autolinkTitle":7,"body":3184,"category":1346,"description":3229,"extension":58,"fullName":59,"lang":60,"meta":3230,"navigation":7,"path":3231,"published":7,"related":3232,"seo":3233,"stem":3234,"translationSlug":3235,"updated":72,"__hash__":3236},"glossary\u002Fglossary\u002Fen\u002Flead-magnet.md","Lead magnet",[3183],"lead magnets",{"type":9,"value":3185,"toc":3224},[3186,3192,3196,3199,3202,3206,3215,3219],[12,3187,3188,3189,3191],{},"Most people who visit your website are not ready to buy today. A lead magnet gives them a reason to leave their contact details anyway. You then get a ",[16,3190,334],{"href":333}," you can follow up, instead of a visitor who disappears.",[22,3193,3195],{"id":3194},"what-makes-a-good-lead-magnet","What makes a good lead magnet",[12,3197,3198],{},"It solves one small, concrete problem for exactly the people who could later become customers. A plumber gets more out of \"Checklist before you renovate your bathroom\" than out of a general ebook about renovation. It should take five minutes to read, and it should show that you know your trade without giving away the whole job.",[12,3200,3201],{},"Formats that work: checklist, template, price overview, calculator or a short quiz with a result.",[22,3203,3205],{"id":3204},"an-email-address-is-not-a-yes-to-your-newsletter","An email address is not a yes to your newsletter",[12,3207,3208,3209,3214],{},"Someone downloading your checklist does not mean you can send them advertising. ",[16,3210,3213],{"href":3211,"rel":3212},"https:\u002F\u002Flovdata.no\u002Flov\u002F2009-01-09-2\u002F%C2%A715",[32],"Section 15 of the Marketing Control Act (markedsføringsloven)"," (in Norwegian) requires prior consent before you market by email to private individuals. Ask clearly and separately, for example with its own tick box for the newsletter that is not ticked in advance.",[22,3216,3218],{"id":3217},"start-today","Start today",[12,3220,3221,3222,20],{},"Write down the question customers most often ask before they decide. The answer, as a one-page checklist, is your first lead magnet. Put it on the service page where the question belongs, with a simple form and a clear ",[16,3223,167],{"href":166},{"title":51,"searchDepth":52,"depth":52,"links":3225},[3226,3227,3228],{"id":3194,"depth":52,"text":3195},{"id":3204,"depth":52,"text":3205},{"id":3217,"depth":52,"text":3218},"A lead magnet is something useful you give away for free, like a checklist or a template, in return for people giving you their email address.",{},"\u002Fglossary\u002Fen\u002Flead-magnet",[334,1163,195,528,196],{"title":3181,"description":3229},"glossary\u002Fen\u002Flead-magnet","leadmagnet","051G4oliWEewzGLUR1_srG3Hl5N3iAvzSG08hb7XPTA",{"id":3238,"title":3239,"aliases":3240,"autolinkTitle":7,"body":3241,"category":243,"description":3287,"extension":58,"fullName":59,"lang":60,"meta":3288,"navigation":7,"path":3289,"published":7,"related":3290,"seo":3292,"stem":3293,"translationSlug":3294,"updated":72,"__hash__":3295},"glossary\u002Fglossary\u002Fen\u002Fllms-txt.md","llms.txt",[],{"type":9,"value":3242,"toc":3283},[3243,3246,3250,3267,3276,3280],[12,3244,3245],{},"The file sits at the address yourdomain.no\u002Fllms.txt. It is written in Markdown, which is plain text with a little simple formatting. The content is a short introduction to the website and a list of links to the most important pages, ideally with a sentence about each.",[22,3247,3249],{"id":3248},"a-proposal-not-a-rule","A proposal, not a rule",[12,3251,3252,3253,3258,3259,3264,3265,20],{},"llms.txt was ",[16,3254,3257],{"href":3255,"rel":3256},"https:\u002F\u002Fllmstxt.org\u002F",[32],"proposed by Jeremy Howard in September 2024",". It is a proposal for a shared practice, not a standard the search engines have committed to. ",[16,3260,3263],{"href":3261,"rel":3262},"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Fai-features",[32],"Google writes"," that you do not need new machine-readable files or special AI text files to appear in AI Overviews or AI Mode. So the file gives no guarantee of visibility in ",[16,3266,371],{"href":2204},[12,3268,3269,3270,3275],{},"We still have ",[16,3271,3274],{"href":3272,"rel":3273},"https:\u002F\u002Fibenta.no\u002Fllms.txt",[32],"one on ibenta.no",", along with clean Markdown copies of our articles. It costs little to make, and it makes the content easy to read for tools that look for it.",[22,3277,3279],{"id":3278},"check-your-own","Check your own",[12,3281,3282],{},"Type your website's address followed by \u002Fllms.txt in the browser. If you get an error page, you do not have one. If you want to make one, the format is described on llmstxt.org. Put it up yourself if you have access to the files on the server, or send it to whoever runs the website. More important than the file is that the pages it points to clearly answer what customers want to know.",{"title":51,"searchDepth":52,"depth":52,"links":3284},[3285,3286],{"id":3248,"depth":52,"text":3249},{"id":3278,"depth":52,"text":3279},"llms.txt is a proposed text file at the root of a website that gives AI tools a short overview of what the site is about and where the content is.",{},"\u002Fglossary\u002Fen\u002Fllms-txt",[253,3291,2675,249],"robots-txt",{"title":3239,"description":3287},"glossary\u002Fen\u002Fllms-txt","llms-txt","Lh8bPvQ53Q0L-4AM6H7Eo1BmUMaZMp4lP3y9z1jQ71k",{"id":3297,"title":3298,"aliases":3299,"autolinkTitle":7,"body":3300,"category":132,"description":3335,"extension":58,"fullName":59,"lang":60,"meta":3336,"navigation":7,"path":3337,"published":7,"related":3338,"seo":3339,"stem":3340,"translationSlug":3341,"updated":72,"__hash__":3342},"glossary\u002Fglossary\u002Fen\u002Flocal-seo.md","Local SEO",[],{"type":9,"value":3301,"toc":3331},[3302,3305,3309,3312,3315,3317],[12,3303,3304],{},"Local SEO applies to anyone with customers in a particular area: the hairdresser, the dentist, the electrician who drives out to jobs. When someone searches \"dentist Lillestrøm\", or just \"dentist\" on a phone, Google often shows a map with a few businesses before the ordinary results. That spot is what local SEO is about.",[22,3306,3308],{"id":3307},"what-google-looks-at","What Google looks at",[12,3310,3311],{},"Google itself names three main factors for local results. Relevance is how well your profile matches the search. Distance is how far you are from the person searching. Prominence is how well known the business is, based on things like links, reviews and ratings.",[12,3313,3314],{},"You cannot do anything about distance. The other two you can influence. And you cannot pay for a better local ranking, which Google also states plainly.",[22,3316,175],{"id":174},[12,3318,3319,3320,3322,3323,3327,3328,3330],{},"Check that your ",[16,3321,799],{"href":798}," has the right category, opening hours, phone number and address, and that the same details are on your website. Send a neutral review request to every customer from the past month, not just the ones you think are happy, and reply to what you get. ",[16,3324,3326],{"href":1996,"rel":3325},[32],"Google prohibits"," asking only satisfied customers for reviews. Google writes that more reviews and positive ratings can help local ranking. Links from local websites, see ",[16,3329,106],{"href":105},", count too.",{"title":51,"searchDepth":52,"depth":52,"links":3332},[3333,3334],{"id":3307,"depth":52,"text":3308},{"id":174,"depth":52,"text":175},"Local SEO is the work of being found when people search for a service nearby, in Google Maps and in the map in the search results.",{},"\u002Fglossary\u002Fen\u002Flocal-seo",[816,132,106,1298],{"title":3298,"description":3335},"glossary\u002Fen\u002Flocal-seo","lokal-seo","wyF6QFZV5RP0I2IcYr_GMxL4uSxIwmRI9wLJzGQ983A",{"id":3344,"title":1629,"aliases":3345,"autolinkTitle":7,"body":3350,"category":56,"description":3385,"extension":58,"fullName":3386,"lang":60,"meta":3387,"navigation":7,"path":3388,"published":7,"related":3389,"seo":3390,"stem":3391,"translationSlug":3392,"updated":72,"__hash__":3393},"glossary\u002Fglossary\u002Fen\u002Fmeta-ads.md",[3346,3347,3348,3349],"Meta ad","Facebook ads","Facebook advertising","Instagram ads",{"type":9,"value":3351,"toc":3381},[3352,3358,3362,3369,3376,3378],[12,3353,3354,3355,3357],{},"Meta owns Facebook and Instagram, and the ads for both are set up in Meta Ads Manager. A campaign has three levels. At campaign level you choose the objective. In the ad set you choose ",[16,3356,632],{"href":631},", budget and placement. At the bottom sit the ads themselves.",[22,3359,3361],{"id":3360},"where-meta-fits-and-where-it-does-not","Where Meta fits, and where it does not",[12,3363,3364,3365,3368],{},"Google Ads reaches people who are looking for you. Meta reaches people who are not looking yet, but who fit your target audience. That makes Meta well suited when you want to become known locally, launch something new or bring back visitors with ",[16,3366,1449],{"href":3367},"\u002Fen\u002Fglossary\u002Fretargeting",". It makes Meta weaker when you want to catch someone who needs a plumber today.",[12,3370,3371,3372,3375],{},"\"Boosting\" a post straight from your Facebook page is the quick route. Ads Manager gives you more choice over objective, audience and measurement. The price is often given as ",[16,3373,1596],{"href":3374},"\u002Fen\u002Fglossary\u002Fcpm",", meaning per thousand impressions.",[22,3377,175],{"id":174},[12,3379,3380],{},"Open Meta's Ad Library at facebook.com\u002Fads\u002Flibrary. Anyone can see which ads a page is running right now, without logging in. Look up three competitors. See what they promise, which images they use and what they ask people to do. It is free market research.",{"title":51,"searchDepth":52,"depth":52,"links":3382},[3383,3384],{"id":3360,"depth":52,"text":3361},{"id":174,"depth":52,"text":175},"Meta ads are paid ads on Facebook, Instagram and Messenger, set up in one shared tool: Meta Ads Manager.","Ads on Facebook and Instagram",{},"\u002Fglossary\u002Fen\u002Fmeta-ads",[1449,1590,65,1589,526],{"title":1629,"description":3385},"glossary\u002Fen\u002Fmeta-ads","meta-annonser","4oBylp5kNV7rQHUcYL19I83Iq7Y-NketLpqgIQz8jQ8",{"id":3395,"title":3396,"aliases":3397,"autolinkTitle":7,"body":3399,"category":132,"description":3427,"extension":58,"fullName":59,"lang":60,"meta":3428,"navigation":7,"path":3429,"published":7,"related":3430,"seo":3431,"stem":3432,"translationSlug":3433,"updated":72,"__hash__":3434},"glossary\u002Fglossary\u002Fen\u002Fmeta-description.md","Meta description",[3398],"meta descriptions",{"type":9,"value":3400,"toc":3423},[3401,3407,3409,3412,3415,3417],[12,3402,3403,3404,3406],{},"The meta description is written in a separate field, usually right below the field for the ",[16,3405,1815],{"href":1814}," in Wix and in SEO plugins for WordPress. It does not show on the page itself. It is a small advert for the page, placed where people choose what to click.",[22,3408,384],{"id":383},[12,3410,3411],{},"A description that answers what people are wondering and says what they get gives them a reason to choose you over the link next door. One that only repeats the company name does not.",[12,3413,3414],{},"Be prepared for Google to choose for itself quite often. According to Google Search Central, the text in the search result is created mainly from the content on the page, and the meta description is used when Google thinks it describes the page better. That is why it also pays for the first paragraphs on the page to be clear.",[22,3416,175],{"id":174},[12,3418,3419,3420,3422],{},"Go through your five most important pages. Write a separate meta description for each one, a couple of sentences about what the page offers and who it is for. If you have access to edit the website, add them yourself. If not, send them to whoever runs it. Google gives no length limit, but the text is cut when it does not fit, so get the most important part in early. Check ",[16,3421,1617],{"href":181}," for the pages in Google Search Console after a few weeks.",{"title":51,"searchDepth":52,"depth":52,"links":3424},[3425,3426],{"id":383,"depth":52,"text":384},{"id":174,"depth":52,"text":175},"The meta description is a short text in the code that sums up the page. Google may show it below the title in the search result.",{},"\u002Fglossary\u002Fen\u002Fmeta-description",[1831,197,420,132],{"title":3396,"description":3427},"glossary\u002Fen\u002Fmeta-description","metabeskrivelse","6s6nqJfb2e_FEqHYtLBU85Cg9eUoh-NgVBfBjN_SzAQ",{"id":3436,"title":3437,"aliases":3438,"autolinkTitle":7,"body":3441,"category":465,"description":3488,"extension":58,"fullName":59,"lang":60,"meta":3489,"navigation":7,"path":3490,"published":7,"related":3491,"seo":3492,"stem":3493,"translationSlug":3494,"updated":72,"__hash__":3495},"glossary\u002Fglossary\u002Fen\u002Fmobile-first.md","Mobile first",[3439,3440],"mobile-first","mobile-first indexing",{"type":9,"value":3442,"toc":3483},[3443,3446,3450,3460,3464,3472,3476],[12,3444,3445],{},"The term is used for two things that are connected. For people who build websites, it means designing for the small screen first and then expanding for desktop. For Google, it means the search engine reads the mobile version of your site when it decides where you rank.",[22,3447,3449],{"id":3448},"what-google-actually-says","What Google actually says",[12,3451,3452,3456,3457,3459],{},[16,3453,3263],{"href":3454,"rel":3455},"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fcrawling-indexing\u002Fmobile\u002Fmobile-sites-mobile-first-indexing",[32]," that it uses the mobile version of a site's content, crawled with the smartphone agent, for ",[16,3458,140],{"href":398}," and ranking. Content that only shows on desktop is left out. If you have removed text, images or price lists from the mobile version to save space, they do not count in Google.",[22,3461,3463],{"id":3462},"why-it-makes-better-sites","Why it makes better sites",[12,3465,3466,3467,3471],{},"Starting with the phone forces priorities. There is no room for everything, so you have to choose what matters most. That usually makes the desktop version better too. ",[16,3468,3470],{"href":3469},"\u002Fen\u002Fglossary\u002Fresponsive-design","Responsive design"," is the technique. Mobile first is the order you think in.",[22,3473,3475],{"id":3474},"compare-for-yourself","Compare for yourself",[12,3477,3478,3479,20],{},"Open your website on a computer and on your phone, side by side. Go through the service pages and check that the same content is in both places, especially prices, opening hours and contact details. If something is missing on the phone, it is missing for Google too. We wrote about the shift when it began, in ",[16,3480,3482],{"href":3481},"\u002Fen\u002Fblog\u002Fmobile-first-indexing-google-2017","our 2017 post on mobile-first indexing",{"title":51,"searchDepth":52,"depth":52,"links":3484},[3485,3486,3487],{"id":3448,"depth":52,"text":3449},{"id":3462,"depth":52,"text":3463},{"id":3474,"depth":52,"text":3475},"Mobile first means a website is planned for the phone screen first, and that Google uses the mobile version of a page to index and rank it.",{},"\u002Fglossary\u002Fen\u002Fmobile-first",[1492,140,132,872,871],{"title":3437,"description":3488},"glossary\u002Fen\u002Fmobile-first","mobil-forst","K_IipxUUkKdddYSAu0RG0f9xjIxVgXDjMfleYZ6JMgs",{"id":3497,"title":3498,"aliases":3499,"autolinkTitle":7,"body":3507,"category":465,"description":3565,"extension":58,"fullName":3566,"lang":60,"meta":3567,"navigation":7,"path":3568,"published":7,"related":3569,"seo":3570,"stem":3571,"translationSlug":3572,"updated":72,"__hash__":3573},"glossary\u002Fglossary\u002Fen\u002Fonline-store.md","Online store",[3500,3501,3502,3503,3504,3505,3506],"online stores","online shop","online shops","webshop","webshops","e-commerce","ecommerce",{"type":9,"value":3508,"toc":3560},[3509,3512,3516,3523,3527,3530,3552,3554],[12,3510,3511],{},"An online store is more than a product catalogue with a pay button. Behind it are variants, stock, shipping, payment, receipts and returns. The more of this that has to happen automatically, the bigger the solution gets. Shopify, WooCommerce for WordPress and Wix are common choices for small shops.",[22,3513,3515],{"id":3514},"start-smaller-than-you-think","Start smaller than you think",[12,3517,3518,3519,1816,3521,20],{},"Five handmade products and five thousand items with stock control are two completely different projects. It is tempting to buy everything at once. The smallest thing that does the job is often enough, and the store can grow over time. A fast site and a short checkout matter more for sales than a long feature list. See ",[16,3520,850],{"href":849},[16,3522,1326],{"href":1325},[22,3524,3526],{"id":3525},"six-questions-that-decide-the-solution","Six questions that decide the solution",[12,3528,3529],{},"Before you choose a platform, you need answers to these:",[3531,3532,3533,3537,3540,3543,3546,3549],"ul",{},[3534,3535,3536],"li",{},"How many products do you have, and how often do they change?",[3534,3538,3539],{},"Do they have variants, such as size and colour?",[3534,3541,3542],{},"Which payment methods do customers expect, for example card, Vipps or invoice?",[3534,3544,3545],{},"How should shipping be calculated?",[3534,3547,3548],{},"Should stock be counted automatically?",[3534,3550,3551],{},"Should the store talk to your accounting system?",[22,3553,2010],{"id":2009},[12,3555,3556,3557,20],{},"Write the answers on one sheet of paper. If most of them are \"few\", \"no\" and \"fixed price\", a simple solution will do. The sheet is also the first thing any supplier will ask about. How we think about it is set out in ",[16,3558,3498],{"href":3559},"\u002Fen\u002Fdocs\u002Fonline-store",{"title":51,"searchDepth":52,"depth":52,"links":3561},[3562,3563,3564],{"id":3514,"depth":52,"text":3515},{"id":3525,"depth":52,"text":3526},{"id":2009,"depth":52,"text":2010},"An online store is a website where customers can choose products, pay and have them delivered or collected, without you having to be there.","E-commerce",{},"\u002Fglossary\u002Fen\u002Fonline-store",[193,871,450,872,758],{"title":3498,"description":3565},"glossary\u002Fen\u002Fonline-store","nettbutikk","23BVgKHwOI2BjEvYgE0ua6r3CeZ_S51CrKPBrDEQMF8",{"id":3575,"title":3576,"aliases":3577,"autolinkTitle":7,"body":3580,"category":132,"description":3610,"extension":58,"fullName":59,"lang":60,"meta":3611,"navigation":7,"path":3612,"published":7,"related":3613,"seo":3615,"stem":3616,"translationSlug":3617,"updated":72,"__hash__":3618},"glossary\u002Fglossary\u002Fen\u002Forganic-traffic.md","Organic traffic",[3578,3579],"organic search traffic","organic visitors",{"type":9,"value":3581,"toc":3606},[3582,3585,3587,3590,3596,3600],[12,3583,3584],{},"When someone searches and clicks an ordinary result, that is an organic visit. If they click an ad, it is paid traffic. Both can come from the same search on the same results page, but they are measured separately.",[22,3586,384],{"id":383},[12,3588,3589],{},"Organic traffic costs nothing per click. It shows that your content answers something people are actually looking for. If it falls over time, that is a warning worth taking seriously. Perhaps a competitor has taken your spot, or an important page has dropped out of Google.",[12,3591,3592,3593,3595],{},"Paid clicks stop the day you stop paying. Organic traffic is built up over time with ",[16,3594,394],{"href":393},", and it does not disappear as abruptly.",[22,3597,3599],{"id":3598},"how-to-see-your-own","How to see your own",[12,3601,3602,3603,3605],{},"In Google Search Console, the Performance report for search results shows clicks from Google for the last three months, and you can choose a longer period. Compare with the same period last year, so seasonal swings do not fool you. In ",[16,3604,862],{"href":861}," or Matomo you can also see what organic visitors do next. Look especially at which pages they land on. Those are the pages doing the work for you today.",{"title":51,"searchDepth":52,"depth":52,"links":3607},[3608,3609],{"id":383,"depth":52,"text":384},{"id":3598,"depth":52,"text":3599},"Organic traffic is visitors who come from the ordinary search results in Google or Bing, not from ads you pay for.",{},"\u002Fglossary\u002Fen\u002Forganic-traffic",[132,420,3614,525,2531],"keywords",{"title":3576,"description":3610},"glossary\u002Fen\u002Forganic-traffic","organisk-trafikk","tuEbXxidyEMZSJC3FBLapRuoehYA16ms3jkN0xTwfig",{"id":3620,"title":3621,"aliases":3622,"autolinkTitle":7,"body":3627,"category":465,"description":3659,"extension":58,"fullName":59,"lang":60,"meta":3660,"navigation":7,"path":3661,"published":7,"related":3662,"seo":3663,"stem":3664,"translationSlug":3665,"updated":72,"__hash__":3666},"glossary\u002Fglossary\u002Fen\u002Fpage-speed.md","Page speed",[3623,3624,3625,3626],"site speed","load time","loading time","page load time",{"type":9,"value":3628,"toc":3655},[3629,3638,3642,3645,3648,3652],[12,3630,3631,3632,3635,3636,20],{},"Speed is several things at once: how long it takes before anything appears, when the main content is in place, and how quickly the page responds when you tap. Google measures this with ",[16,3633,1456],{"href":3634},"\u002Fen\u002Fglossary\u002Fcore-web-vitals",". The usual culprits are large images, lots of WordPress plugins, heavy third-party scripts and slow ",[16,3637,757],{"href":745},[22,3639,3641],{"id":3640},"what-a-slow-page-costs","What a slow page costs",[12,3643,3644],{},"A slow page costs visits you never see. Someone staring at a white screen presses back and picks the next result. It does not arrive as a complaint, only as fewer enquiries.",[12,3646,3647],{},"Speed is also part of what Google looks at. But Google itself says it will show the most relevant content even when the page experience is mediocre. A good answer to the search counts most, and a fast page helps when several answers are equally good.",[22,3649,3651],{"id":3650},"how-to-measure-your-own","How to measure your own",[12,3653,3654],{},"Go to pagespeed.web.dev and paste in the address of your front page. It is free. Look at the mobile result first, and scroll down to the suggestions. If something there mentions images, that is often the easiest win. You can take it yourself, by saving images at a smaller size before you upload them.",{"title":51,"searchDepth":52,"depth":52,"links":3656},[3657,3658],{"id":3640,"depth":52,"text":3641},{"id":3650,"depth":52,"text":3651},"Page speed is how quickly your website loads and becomes ready to use. It shows most on a phone with poor coverage.",{},"\u002Fglossary\u002Fen\u002Fpage-speed",[1100,757,1492,2573],{"title":3621,"description":3659},"glossary\u002Fen\u002Fpage-speed","sidehastighet","5bTI-tZBXuGvR_-aZsRRJ0JQgGYrXjsFIcB5g3sMX4M",{"id":3668,"title":3669,"aliases":3670,"autolinkTitle":7,"body":3674,"category":188,"description":3716,"extension":58,"fullName":59,"lang":60,"meta":3717,"navigation":7,"path":3718,"published":7,"related":3719,"seo":3721,"stem":3722,"translationSlug":3723,"updated":72,"__hash__":3724},"glossary\u002Fglossary\u002Fen\u002Fpageview.md","Pageview",[3671,3672,3673],"pageviews","page view","page views",{"type":9,"value":3675,"toc":3711},[3676,3684,3688,3691,3695,3701,3705],[12,3677,3678,3679,3683],{},"Pageviews are the simplest number in your statistics. Every time a page loads, it is counted. If the same person reloads the page, it is counted again. In Google Analytics 4 the metric is called Views, and ",[16,3680,118],{"href":3681,"rel":3682},"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics\u002Fdevguides\u002Fcollection\u002Fga4\u002Fviews",[32]," that a measurement is sent every time someone loads a page.",[22,3685,3687],{"id":3686},"three-numbers-that-get-mixed-up","Three numbers that get mixed up",[12,3689,3690],{},"Pageviews, visits and visitors are not the same thing. Picture 300 visitors who together make 400 visits and view 1,000 pages. That is 1,000 pageviews divided by 400 visits, or 2.5 pageviews per visit. If you compare with last year, compare the same number.",[22,3692,3694],{"id":3693},"more-is-not-always-better","More is not always better",[12,3696,3697,3698,3700],{},"Lots of pageviews can mean people are interested. It can also mean they are searching and not finding what they need. The number says nothing about whether anyone got in touch. Measure ",[16,3699,1307],{"href":1366}," instead, and use pageviews to see which pages get attention. Remember too that the numbers are almost always lower than reality, because many people say no in the consent banner and some use ad blockers.",[22,3702,3704],{"id":3703},"check-this-today","Check this today",[12,3706,3707,3708,3710],{},"Open the pages report in ",[16,3709,862],{"href":861}," or whichever tool you use. Look at the ten most visited pages. Are the pages that make you money among them? If not, you know where to add more links.",{"title":51,"searchDepth":52,"depth":52,"links":3712},[3713,3714,3715],{"id":3686,"depth":52,"text":3687},{"id":3693,"depth":52,"text":3694},{"id":3703,"depth":52,"text":3704},"A pageview is one load of a page on your website in a browser. Someone who reads three pages produces three pageviews.",{},"\u002Fglossary\u002Fen\u002Fpageview",[525,3720,2573,817,1396],"traffic-source",{"title":3669,"description":3716},"glossary\u002Fen\u002Fpageview","sidevisning","IUHXEdc4KMtURmClF3BKCtbo8x3Yq5y_d-y1emVomlk",{"id":3726,"title":3727,"aliases":3728,"autolinkTitle":7,"body":3732,"category":465,"description":3774,"extension":58,"fullName":59,"lang":60,"meta":3775,"navigation":7,"path":3776,"published":7,"related":3777,"seo":3778,"stem":3779,"translationSlug":3780,"updated":72,"__hash__":3781},"glossary\u002Fglossary\u002Fen\u002Fplugin.md","Plugin",[3729,3730,3731],"plugins","plug-in","plug-ins",{"type":9,"value":3733,"toc":3770},[3734,3748,3752,3755,3760,3764],[12,3735,3736,3737,3741,3742,3747],{},"A publishing system comes with the basics. You add the rest with plugins: a contact form, SEO help, an image gallery, a cookie banner or a whole online store. In the Norwegian version of ",[16,3738,3740],{"href":3739},"\u002Fen\u002Fglossary\u002Fwordpress","WordPress"," they are called \"utvidelser\", according to ",[16,3743,3746],{"href":3744,"rel":3745},"https:\u002F\u002Ftranslate.wordpress.org\u002Fprojects\u002Fwp\u002Fdev\u002Fadmin\u002Fnb\u002Fdefault\u002F",[32],"the official translation",". Wix and Shopify call them apps.",[22,3749,3751],{"id":3750},"every-plugin-is-a-new-supplier","Every plugin is a new supplier",[12,3753,3754],{},"A plugin is code written by someone else, often a small developer you have never heard of. It gets access to your site and has to be updated when someone finds flaws in it. If the developer stops maintaining it, the holes stay open.",[12,3756,3757,3758,20],{},"Many plugins on the same site can also slow it down, because each of them can load its own files. That shows up in your ",[16,3759,850],{"href":849},[22,3761,3763],{"id":3762},"clear-out-the-list","Clear out the list",[12,3765,3766,3767,3769],{},"If you have access to WordPress yourself, open \"Plugins\" (\"Utvidelser\" in the Norwegian admin) and go through the list. Delete the ones that are deactivated, and ask yourself whether you need the rest. Look each one up on wordpress.org\u002Fplugins and see when it was last updated. More than a year is a warning sign. If you do not have access, ask whoever runs the website for the list and those dates. Make sure there is a fresh ",[16,3768,2072],{"href":2071}," before anything is deleted.",{"title":51,"searchDepth":52,"depth":52,"links":3771},[3772,3773],{"id":3750,"depth":52,"text":3751},{"id":3762,"depth":52,"text":3763},"A plugin is an add-on you install in a publishing system such as WordPress to give your website a new feature, like a form or an online store.",{},"\u002Fglossary\u002Fen\u002Fplugin",[758,1209,871,2072],{"title":3727,"description":3774},"glossary\u002Fen\u002Fplugin","plugin","0dYqN4WzJXWqQeXgvfcNxqiDFLqikBidcB18WZMXC60",{"id":3783,"title":3784,"aliases":3785,"autolinkTitle":7,"body":3788,"category":638,"description":3822,"extension":58,"fullName":59,"lang":60,"meta":3823,"navigation":7,"path":3824,"published":7,"related":3825,"seo":3826,"stem":3827,"translationSlug":3828,"updated":72,"__hash__":3829},"glossary\u002Fglossary\u002Fen\u002Fpositioning.md","Positioning",[3786,3787],"brand positioning","market positioning",{"type":9,"value":3789,"toc":3818},[3790,3793,3797,3800,3811,3815],[12,3791,3792],{},"You get positioned either way, whether you choose it yourself or not. Say nothing, and the customer puts you wherever suits them, often as \"one of many\". Good positioning is a choice about what you want to be known for, and just as much about what you will not be.",[22,3794,3796],{"id":3795},"small-businesses-win-by-being-the-obvious-choice","Small businesses win by being the obvious choice",[12,3798,3799],{},"A small business rarely wins by being slightly better at everything. It wins by being the obvious choice for someone. An accountant for hairdressers. An electrician who answers on Saturdays. A workshop that only takes electric cars.",[12,3801,3802,3803,3807,3808,3810],{},"A narrow choice can feel scary. But it makes your ",[16,3804,3806],{"href":3805},"\u002Fen\u002Fglossary\u002Fvalue-proposition","value proposition"," easy to understand, and it makes it easier to reach the right ",[16,3809,632],{"href":631}," with your marketing.",[22,3812,3814],{"id":3813},"how-to-test-yours","How to test yours",[12,3816,3817],{},"Open the websites of three competitors and your own. Ignore the logos and read only the headlines on the front pages. If you cannot tell which one is yours, you do not have a position yet. Write down one thing you do differently or better than those three, and that customers actually care about. That thing is a good place to start.",{"title":51,"searchDepth":52,"depth":52,"links":3819},[3820,3821],{"id":3795,"depth":52,"text":3796},{"id":3813,"depth":52,"text":3814},"Positioning is the place you want in the customer's mind compared with competitors, such as the fastest, the most affordable or the expert in one thing.",{},"\u002Fglossary\u002Fen\u002Fpositioning",[644,67,65,932],{"title":3784,"description":3822},"glossary\u002Fen\u002Fpositioning","posisjonering","pxd3nkrWWCwonK9iXNzf7AlamCVt5nB-26a4eePvm_s",{"id":3831,"title":3832,"aliases":3833,"autolinkTitle":7,"body":3836,"category":56,"description":3869,"extension":58,"fullName":3870,"lang":60,"meta":3871,"navigation":7,"path":3872,"published":7,"related":3873,"seo":3874,"stem":3875,"translationSlug":1588,"updated":72,"__hash__":3876},"glossary\u002Fglossary\u002Fen\u002Fppc.md","PPC",[3834,3835],"pay per click","pay-per-click",{"type":9,"value":3837,"toc":3865},[3838,3843,3845,3848,3851,3857,3859],[12,3839,3840,3841,20],{},"PPC is the way you pay, not a tool of its own. Search ads in Google Ads are the best-known example, and many other ad platforms offer the same model. The price you pay for each click is called ",[16,3842,1516],{"href":1515},[22,3844,1182],{"id":1181},[12,3846,3847],{},"With PPC you only pay when someone actually lands on your website. That is a good starting point. But a click is not a customer. If you pay NOK 30 per click and none of the visitors get in touch, you have paid anyway.",[12,3849,3850],{},"So PPC stands or falls on the page people land on. A good ad that sends people to a slow or unclear page is an expensive hobby.",[12,3852,3853,3854,3856],{},"The alternative is paying per thousand impressions, ",[16,3855,1596],{"href":3374},". That suits you better when the goal is for many people to see your name, not for them to click straight away.",[22,3858,1121],{"id":1120},[12,3860,3861,3862,3864],{},"Set aside NOK 3,000 for a month of ads. At NOK 30 per click, that buys 100 visits. If 5 of them get in touch, each enquiry has cost NOK 600. That number is called ",[16,3863,1135],{"href":1134},". Work out what an enquiry is worth to you before you start, and you will know how much you can afford to pay per click.",{"title":51,"searchDepth":52,"depth":52,"links":3866},[3867,3868],{"id":1181,"depth":52,"text":1182},{"id":1120,"depth":52,"text":1121},"PPC is a pricing model for ads where you pay each time someone clicks, not for the ad being shown.","Pay per click",{},"\u002Fglossary\u002Fen\u002Fppc",[1543,1589,2531,1590,1161],{"title":3832,"description":3869},"glossary\u002Fen\u002Fppc","Ia0-vb10kU2lhTzejOAmATd7o-jof7Usfr7gO0SajMI",{"id":3878,"title":3879,"aliases":3880,"autolinkTitle":7,"body":3883,"category":465,"description":3948,"extension":58,"fullName":59,"lang":60,"meta":3949,"navigation":7,"path":3950,"published":7,"related":3951,"seo":3953,"stem":3954,"translationSlug":3955,"updated":72,"__hash__":3956},"glossary\u002Fglossary\u002Fen\u002Fprivacy-policy.md","Privacy policy",[3881,3882],"privacy policies","privacy notice",{"type":9,"value":3884,"toc":3944},[3885,3888,3892,3900,3920,3929,3933],[12,3886,3887],{},"If your website collects personal data, you have a duty to say so. That covers contact forms, newsletter sign-ups, online stores and tools that track visitors. The privacy policy is where all of this is gathered, usually on its own page linked from the footer of the site.",[22,3889,3891],{"id":3890},"what-it-has-to-say","What it has to say",[12,3893,3894,3899],{},[16,3895,3898],{"href":3896,"rel":3897},"https:\u002F\u002Fwww.datatilsynet.no\u002Frettigheter-og-plikter\u002Fvirksomhetenes-plikter\u002Finformasjon-og-apenhet\u002Fhva-skal-virksomheten-gi-informasjon-om\u002F",[32],"Datatilsynet, the Norwegian Data Protection Authority, lists"," (in Norwegian) what you must inform people about. The essentials for an ordinary website:",[3531,3901,3902,3905,3908,3911,3914,3917],{},[3534,3903,3904],{},"who you are, and how people contact you",[3534,3906,3907],{},"what information you collect, and the purpose of each piece",[3534,3909,3910],{},"the legal basis, meaning what gives you the right to process it",[3534,3912,3913],{},"who you share it with, such as your accountant, your newsletter tool or Meta",[3534,3915,3916],{},"how long you keep it",[3534,3918,3919],{},"the right to access, correction and deletion, and the right to complain to Datatilsynet",[12,3921,3922,3923,3928],{},"Datatilsynet ",[16,3924,3927],{"href":3925,"rel":3926},"https:\u002F\u002Fwww.datatilsynet.no\u002Frettigheter-og-plikter\u002Fvirksomhetenes-plikter\u002Finformasjon-og-apenhet\u002F",[32],"also states"," (in Norwegian) that the language must be clear and simple. A copy of another business's policy rarely fits, because it describes their tools, not yours.",[22,3930,3932],{"id":3931},"hold-it-up-against-what-the-site-does","Hold it up against what the site does",[12,3934,3935,3936,3938,3939,3943],{},"Open your privacy policy next to your website. Go through every form and every tool you know about, such as ",[16,3937,862],{"href":861}," or a ",[16,3940,3942],{"href":3941},"\u002Fen\u002Fglossary\u002Ftracking-pixel","tracking pixel",", and check that each one is mentioned. Write down what is missing. Fix it yourself if you have access, otherwise send the list to whoever runs your website.",{"title":51,"searchDepth":52,"depth":52,"links":3945},[3946,3947],{"id":3890,"depth":52,"text":3891},{"id":3931,"depth":52,"text":3932},"A privacy policy is the page where you explain what information you collect about people, why, how long you keep it and what rights they have.",{},"\u002Fglossary\u002Fen\u002Fprivacy-policy",[2436,2414,365,3952],"tracking-pixel",{"title":3879,"description":3948},"glossary\u002Fen\u002Fprivacy-policy","personvernerklaering","faMn4K9PdE2aftxhnNVKk4TaJF7MEJXxs-vulIC0Mss",{"id":3958,"title":3959,"aliases":3960,"autolinkTitle":487,"body":3963,"category":243,"description":4000,"extension":58,"fullName":59,"lang":60,"meta":4001,"navigation":7,"path":4002,"published":7,"related":4003,"seo":4004,"stem":4005,"translationSlug":2451,"updated":72,"__hash__":4006},"glossary\u002Fglossary\u002Fen\u002Fprompt.md","Prompt",[3961,3962],"AI prompt","AI prompts",{"type":9,"value":3964,"toc":3996},[3965,3968,3972,3975,3978,3989,3993],[12,3966,3967],{},"The answer is rarely better than the instruction. If you type \"write a text about plumbing\", you get something generic that could sit on anyone's website. The AI does not know who you are, who you are writing to or what the text is for, unless you tell it.",[22,3969,3971],{"id":3970},"what-goes-into-a-good-prompt","What goes into a good prompt",[12,3973,3974],{},"Think of it as a brief for a new employee. Say who you are and who the text is for. Say what it should achieve. Paste in the facts it should use, such as services and area, so it does not have to guess. And say what the result should look like: length, tone and format.",[12,3976,3977],{},"\"Write a text about plumbing\" then becomes something like this: \"You are writing for a plumbing firm with three employees in Drammen. Write a 100-word front page text for homeowners thinking about a new bathroom. The firm takes jobs in Drammen and the surrounding area and can start in January. Write plainly and without superlatives.\"",[12,3979,3980,3981,3983,3984,3988],{},"The same thinking applies whatever the tool, whether it is a ",[16,3982,215],{"href":214}," writing text or ",[16,3985,3987],{"href":3986},"\u002Fen\u002Fglossary\u002Fgenerative-ai","generative AI"," making images.",[22,3990,3992],{"id":3991},"try-two-versions-today","Try two versions today",[12,3994,3995],{},"Pick a text you need, such as a reply to a complaint or a new service description. First write a short prompt, then a long one with everything above. Compare the two answers. Always edit the result yourself, and check the facts before anything is published.",{"title":51,"searchDepth":52,"depth":52,"links":3997},[3998,3999],{"id":3970,"depth":52,"text":3971},{"id":3991,"depth":52,"text":3992},"A prompt is the instruction you give an AI tool, meaning the text you type into ChatGPT or similar to get an answer or a draft.",{},"\u002Fglossary\u002Fen\u002Fprompt",[249,250,243,307],{"title":3959,"description":4000},"glossary\u002Fen\u002Fprompt","81z58VrXyza7ykeHA-vVKRY1idCnKxDpp6kEaktLjVI",{"id":4008,"title":3109,"aliases":4009,"autolinkTitle":7,"body":4011,"category":243,"description":4043,"extension":58,"fullName":4044,"lang":60,"meta":4045,"navigation":7,"path":4046,"published":7,"related":4047,"seo":4048,"stem":4049,"translationSlug":364,"updated":72,"__hash__":4050},"glossary\u002Fglossary\u002Fen\u002Frag.md",[4010],"retrieval-augmented generation",{"type":9,"value":4012,"toc":4039},[4013,4019,4023,4026,4032,4036],[12,4014,4015,4016,4018],{},"A ",[16,4017,215],{"href":214}," knows a lot in general, but it knows nothing about your price list or when the garage closes for the holidays. With RAG, the system first searches a collection of texts you have given it, such as the pages on your website, a price list or a PDF with your terms. The most relevant pieces are sent to the model along with the question, and the model answers from them.",[22,4020,4022],{"id":4021},"rag-versus-training-a-model","RAG versus training a model",[12,4024,4025],{},"Training your own model is expensive, takes time and has to be redone with every change. With RAG, you only update the documents. If you change the opening hours on your website, the chat can answer correctly as soon as the new text has been picked up. The answer can also show which page it is based on, so the customer can check for themselves.",[12,4027,4028,4029,4031],{},"It is a common way to build an ",[16,4030,230],{"href":229}," that has to answer questions about one particular business. But it is never better than the texts it looks things up in. If the website has the wrong price, the chat repeats the mistake.",[22,4033,4035],{"id":4034},"check-your-groundwork","Check your groundwork",[12,4037,4038],{},"Write down the five things customers ask about most often, and find out where the answer is written down today. If it is missing, or only exists in your head, that is where to start. It pays off whether or not you ever get an AI chat, because the same answers help people reading your website.",{"title":51,"searchDepth":52,"depth":52,"links":4040},[4041,4042],{"id":4021,"depth":52,"text":4022},{"id":4034,"depth":52,"text":4035},"RAG is when an AI looks things up in your own documents before it answers, so the answer rests on your facts, not just on what the model learned.","Retrieval-augmented generation",{},"\u002Fglossary\u002Fen\u002Frag",[249,251,243,2451],{"title":3109,"description":4043},"glossary\u002Fen\u002Frag","p_qTcD11Rz_11qA-vIuLnCF6484Ld22VX7TetU5YyS4",{"id":4052,"title":3470,"aliases":4053,"autolinkTitle":7,"body":4055,"category":465,"description":4079,"extension":58,"fullName":59,"lang":60,"meta":4080,"navigation":7,"path":4081,"published":7,"related":4082,"seo":4084,"stem":4085,"translationSlug":4086,"updated":72,"__hash__":4087},"glossary\u002Fglossary\u002Fen\u002Fresponsive-design.md",[4054],"responsive web design",{"type":9,"value":4056,"toc":4075},[4057,4060,4062,4065,4068,4072],[12,4058,4059],{},"A responsive site does not have one version for mobile and another for desktop. It is the same site, rearranging its content according to how wide the screen is. Three columns on a PC become one column on a phone. The menu shrinks to a button, and the images scale down.",[22,4061,384],{"id":383},[12,4063,4064],{},"The customer who finds you on the bus sees your site on a small screen, with a thumb as the only tool. If they have to zoom and drag to find your phone number, the next result in Google is one tap away. Google also uses the mobile version of your site when it indexes and ranks your content.",[12,4066,4067],{},"Responsive is still not the same as good on mobile. A site can adapt to the screen and still have buttons that are too small, or a contact form that is a nightmare to fill in.",[22,4069,4071],{"id":4070},"how-to-test-your-own","How to test your own",[12,4073,4074],{},"Take out your phone and open your website on mobile data, not wifi. Do what a customer would do: find the phone number, look at the prices and send an enquiry. If you manage all of it with one thumb and no zooming, you are off to a good start. Note everything that was fiddly, and start with whatever sits at the top of the page.",{"title":51,"searchDepth":52,"depth":52,"links":4076},[4077,4078],{"id":383,"depth":52,"text":384},{"id":4070,"depth":52,"text":4071},"Responsive design means your website adapts to the screen it is shown on, so it is as easy to read and use on a phone as on a PC.",{},"\u002Fglossary\u002Fen\u002Fresponsive-design",[872,871,1100,4083],"web-accessibility",{"title":3470,"description":4079},"glossary\u002Fen\u002Fresponsive-design","responsivt-design","PtMQwQYfw9BiREsdXVNwJoWCZYyhoPx8tPFY3QXMd5k",{"id":4089,"title":4090,"aliases":4091,"autolinkTitle":7,"body":4093,"category":56,"description":4123,"extension":58,"fullName":4124,"lang":60,"meta":4125,"navigation":7,"path":4126,"published":7,"related":4127,"seo":4128,"stem":4129,"translationSlug":1449,"updated":72,"__hash__":4130},"glossary\u002Fglossary\u002Fen\u002Fretargeting.md","Retargeting",[4092],"remarketing",{"type":9,"value":4094,"toc":4119},[4095,4098,4102,4105,4111,4113],[12,4096,4097],{},"When someone visits your website, a tracking code from Google or Meta can record the visit. Later you can show ads to exactly those people, for example on Facebook, Instagram or YouTube. Google has called it remarketing, and at Meta the tracking code is called the Meta Pixel.",[22,4099,4101],{"id":4100},"why-a-second-chance-pays","Why a second chance pays",[12,4103,4104],{},"Few people decide on their first visit. They compare, get interrupted and forget. Retargeting is an affordable way to show up again when they are ready. It does need some traffic. In Google Ads, a list must have at least 100 active visitors in the last 30 days before it can be used on Search, YouTube and the Google Display Network.",[12,4106,4107,4108,4110],{},"The tracking codes use ",[16,4109,2414],{"href":2413}," and collect data about your visitors. So get consent in order before you switch them on. And set a limit on how long and how often the ads are shown. Someone who sees the same ad for four weeks soon gets tired of it.",[22,4112,175],{"id":174},[12,4114,4115,4116,20],{},"Check whether your website already has a Meta Pixel. Meta's free Chrome extension Meta Ads Data Advisor, formerly called Meta Pixel Helper, shows you in seconds. If it is there, check that it only loads after the visitor has said yes in the consent banner. We have written more about that in ",[16,4117,4118],{"href":1438},"cookies and consent",{"title":51,"searchDepth":52,"depth":52,"links":4120},[4121,4122],{"id":4100,"depth":52,"text":4101},{"id":174,"depth":52,"text":175},"Retargeting is ads shown to people who have already visited your website, to remind them of you and bring them back.","Remarketing",{},"\u002Fglossary\u002Fen\u002Fretargeting",[64,1589,2414,528,527],{"title":4090,"description":4123},"glossary\u002Fen\u002Fretargeting","bHtxNCUujwC7fwyMN0kZ1QkmALJMsy7yQwZAYM22cyo",{"id":4132,"title":4133,"aliases":4134,"autolinkTitle":7,"body":4136,"category":56,"description":4166,"extension":58,"fullName":4167,"lang":60,"meta":4168,"navigation":7,"path":4169,"published":7,"related":4170,"seo":4171,"stem":4172,"translationSlug":526,"updated":72,"__hash__":4173},"glossary\u002Fglossary\u002Fen\u002Froas.md","ROAS",[4135],"return on ad spend",{"type":9,"value":4137,"toc":4162},[4138,4141,4145,4152,4157,4159],[12,4139,4140],{},"ROAS is revenue from ads divided by ad spend. It is given as a ratio, such as 5, or as a percentage, such as 500 percent. The ad platforms can calculate it for you if you track sales with their value.",[22,4142,4144],{"id":4143},"revenue-is-not-profit","Revenue is not profit",[12,4146,4147,4148,20],{},"ROAS measures revenue, not profit. A ROAS of 3 sounds good, but if cost of goods, shipping and fees eat two thirds of the sale price, you break even. So you need to know your margin before you know what ROAS you need. If you want to know what you actually keep, look at ",[16,4149,4151],{"href":4150},"\u002Fen\u002Fglossary\u002Froi","ROI",[12,4153,4154,4155,20],{},"The number is also never better than the tracking behind it. Google and Meta count sales by their own rules, and the same purchase can be counted by both. How credit for a sale is shared out is called ",[16,4156,1450],{"href":1931},[22,4158,1527],{"id":1526},[12,4160,4161],{},"Divide 1 by your gross margin. With a 40 percent margin, the limit is 1 \u002F 0.4 = 2.5. With a ROAS below 2.5, you lose money on ad sales before you have paid a single other cost. Write the number on a sticky note and compare it with what your ad account shows the next time you log in.",{"title":51,"searchDepth":52,"depth":52,"links":4163},[4164,4165],{"id":4143,"depth":52,"text":4144},{"id":1526,"depth":52,"text":1527},"ROAS is how much revenue you get back per krone spent on ads. NOK 10,000 in sales on NOK 2,000 in ads gives a ROAS of 5.","Return on ad spend",{},"\u002Fglossary\u002Fen\u002Froas",[1162,1161,1450,1589,64],{"title":4133,"description":4166},"glossary\u002Fen\u002Froas","vixHp-2qDTaWPNWrvY7FtLLO0H88291eFr0jX0bNzH4",{"id":4175,"title":4176,"aliases":4177,"autolinkTitle":7,"body":4178,"category":132,"description":4221,"extension":58,"fullName":59,"lang":60,"meta":4222,"navigation":7,"path":4223,"published":7,"related":4224,"seo":4225,"stem":4226,"translationSlug":3291,"updated":72,"__hash__":4227},"glossary\u002Fglossary\u002Fen\u002Frobots-txt.md","robots.txt",[],{"type":9,"value":4179,"toc":4217},[4180,4188,4192,4195,4200,4204],[12,4181,4182,4183,4187],{},"The file always lives in the same place: straight under the domain, as in yourdomain.no\u002Frobots.txt. It consists of simple lines saying which robots a rule applies to, and which folders they should stay out of. ",[16,4184,118],{"href":4185,"rel":4186},"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fcrawling-indexing\u002Frobots\u002Fintro",[32]," that the file is mainly used to avoid overloading your site with requests.",[22,4189,4191],{"id":4190},"it-does-not-hide-pages","It does not hide pages",[12,4193,4194],{},"A block in robots.txt looks like it keeps a page out of Google. It does not. According to Google, a blocked page can still appear in search results if other websites link to it. If you want to keep a page out, a noindex tag or a password is the right tool.",[12,4196,4197,4198,20],{},"The most common mistake is the opposite one. A line blocking the whole site is left behind after development, and the site drops out of the ",[16,4199,2637],{"href":398},[22,4201,4203],{"id":4202},"check-yours-in-one-minute","Check yours in one minute",[12,4205,4206,4207,4212,4213,4216],{},"Open yourdomain.no\u002Frobots.txt in your browser. If it says \"Disallow: \u002F\" right under \"User-agent: *\", the whole site is closed to search engines. Tell whoever runs your website straight away. If the file does not exist, that is not a problem. ",[16,4208,4211],{"href":4209,"rel":4210},"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fcrawling-indexing\u002Frobots\u002Frobots_txt",[32],"Google treats it as if there are no restrictions",". If you see a line starting with \"Sitemap:\", it shows where your ",[16,4214,2675],{"href":4215},"\u002Fen\u002Fglossary\u002Fsitemap"," lives.",{"title":51,"searchDepth":52,"depth":52,"links":4218},[4219,4220],{"id":4190,"depth":52,"text":4191},{"id":4202,"depth":52,"text":4203},"robots.txt is a text file on your website that tells search engine robots which parts of the site they are allowed to visit.",{},"\u002Fglossary\u002Fen\u002Frobots-txt",[140,2675,1045,132],{"title":4176,"description":4221},"glossary\u002Fen\u002Frobots-txt","yFiJ5otErAOf4N9sklyHGJ6j2V4R1XAoFiZxawe291o",{"id":4229,"title":4151,"aliases":4230,"autolinkTitle":7,"body":4232,"category":188,"description":4262,"extension":58,"fullName":4263,"lang":60,"meta":4264,"navigation":7,"path":4265,"published":7,"related":4266,"seo":4267,"stem":4268,"translationSlug":1162,"updated":72,"__hash__":4269},"glossary\u002Fglossary\u002Fen\u002Froi.md",[4231],"return on investment",{"type":9,"value":4233,"toc":4258},[4234,4237,4241,4247,4250,4253,4255],[12,4235,4236],{},"ROI is gain minus cost, divided by cost. If you spend NOK 10,000 and the investment brings in NOK 15,000 in gross profit, you are left with NOK 5,000. ROI is then 5,000 \u002F 10,000 = 50 percent. The number works for anything from an ad campaign to a new website or a new machine.",[22,4238,4240],{"id":4239},"the-difference-between-roi-and-roas","The difference between ROI and ROAS",[12,4242,4243,4246],{},[16,4244,4133],{"href":4245},"\u002Fen\u002Fglossary\u002Froas"," measures revenue per krone spent on ads. ROI measures what you keep once costs are deducted. The difference can be large.",[12,4248,4249],{},"You spend NOK 5,000 on ads and sell for NOK 20,000. ROAS is 20,000 \u002F 5,000 = 4, and that looks good. But the goods cost you NOK 12,000, so gross profit is NOK 8,000. Deduct the ad spend, and you are left with NOK 3,000, so ROI is 3,000 \u002F 5,000 = 60 percent.",[12,4251,4252],{},"Had the goods cost NOK 16,000, ROAS would still have been 4. But you would have lost NOK 1,000, and ROI would have been minus 20 percent.",[22,4254,175],{"id":174},[12,4256,4257],{},"Pick one thing you have spent money on in the last year, such as ads or a new website. Write down what it cost, including your own time, and how many customers it brought. Multiply the number of customers by what a customer is worth in profit, subtract the cost and divide by the cost. That gives you a rough ROI and a better basis for your next budget.",{"title":51,"searchDepth":52,"depth":52,"links":4259},[4260,4261],{"id":4239,"depth":52,"text":4240},{"id":174,"depth":52,"text":175},"ROI is how much you earn on an investment, measured against what it cost. It counts profit, not just revenue.","Return on investment",{},"\u002Fglossary\u002Fen\u002Froi",[526,1161,1396,193],{"title":4151,"description":4262},"glossary\u002Fen\u002Froi","-JBuRxNu4PDKYsijuNxxKBW6XEZgoeBM8CSlZP3lz14",{"id":4271,"title":4272,"aliases":4273,"autolinkTitle":7,"body":4276,"category":1346,"description":4310,"extension":58,"fullName":4311,"lang":60,"meta":4312,"navigation":7,"path":4313,"published":7,"related":4314,"seo":4315,"stem":4316,"translationSlug":4317,"updated":72,"__hash__":4318},"glossary\u002Fglossary\u002Fen\u002Fsales-funnel.md","Sales funnel",[4274,4275],"sales funnels","marketing funnel",{"type":9,"value":4277,"toc":4306},[4278,4281,4285,4288,4297,4299],[12,4279,4280],{},"The funnel is a picture of people dropping off along the way. At the top is everyone who sees you, for example in search or on social media. Further down are those who visit your website, then those who get in touch, and at the bottom those who buy. Each step has fewer people than the one before.",[22,4282,4284],{"id":4283},"where-you-lose-people","Where you lose people",[12,4286,4287],{},"The funnel helps you see where you lose people. If you have many visits but few enquiries, the problem is on the website. If you have many enquiries but few sales, it lies in the follow-up or the offer. Then you know where effort pays off most, instead of doing a little of everything.",[12,4289,4290,4291,4293,4294,4296],{},"Different steps need different content. At the top, useful articles and visibility in search help. At the bottom, people need prices, references and a clear ",[16,4292,167],{"href":166},". The funnel is a simplified version of the ",[16,4295,506],{"href":505},", which is rarely that straight in real life.",[22,4298,1121],{"id":1120},[12,4300,4301,4302,4305],{},"Picture 2,000 visits a month, 40 enquiries and 10 sales. Then 2 percent of visits become ",[16,4303,4304],{"href":333},"leads",", and 25 percent of the leads become customers. Write down your own numbers for last month the same way. The step with the lowest share is often the best place to start.",{"title":51,"searchDepth":52,"depth":52,"links":4307},[4308,4309],{"id":4283,"depth":52,"text":4284},{"id":1120,"depth":52,"text":1121},"A sales funnel is a model of the path from someone hearing about you to becoming a customer. Many start at the top, fewer reach the bottom.","Funnel",{},"\u002Fglossary\u002Fen\u002Fsales-funnel",[527,334,817,193,1449],{"title":4272,"description":4310},"glossary\u002Fen\u002Fsales-funnel","salgstrakt","zsVhjl4VtM2z2tCGNWoLAzoDqpofUwyY0Kyt4UjOmxs",{"id":4320,"title":4321,"aliases":4322,"autolinkTitle":7,"body":4324,"category":132,"description":4354,"extension":58,"fullName":59,"lang":60,"meta":4355,"navigation":7,"path":4356,"published":7,"related":4357,"seo":4358,"stem":4359,"translationSlug":4360,"updated":72,"__hash__":4361},"glossary\u002Fglossary\u002Fen\u002Fsearch-intent.md","Search intent",[4323],"user intent",{"type":9,"value":4325,"toc":4350},[4326,4329,4331,4338,4343,4347],[12,4327,4328],{},"Two searches can look alike and still mean completely different things. Someone searching \"how to replace a tap washer\" wants to do the job themselves. Someone searching \"plumber Bærum\" wants someone else to do it. Google tries to show pages that fit what the person wants, not only the words.",[22,4330,384],{"id":383},[12,4332,4333,4334,4337],{},"A page can contain the right ",[16,4335,2953],{"href":4336},"\u002Fen\u002Fglossary\u002Fkeywords"," and still not rank, because it answers the wrong question. A service page with a price and a booking button suits someone who wants to buy. A guide suits someone who wants to learn. If you try to do both on the same page, often neither turns out well.",[12,4339,4340,4341,20],{},"Intent also tells you how close people are to buying. Searches with a place name, a price or \"book\" come from people who are ready. They deserve a page that makes it easy to get in touch, ideally a separate ",[16,4342,845],{"href":844},[22,4344,4346],{"id":4345},"how-to-check-it","How to check it",[12,4348,4349],{},"Search Google yourself for your most important keyword and look at the top results. Are they service pages, guides, comparisons or a map of local businesses? That is Google's best guess at what people want. If your page looks like what is already showing, your odds are better. If it does not, that is where you should start.",{"title":51,"searchDepth":52,"depth":52,"links":4351},[4352,4353],{"id":383,"depth":52,"text":384},{"id":4345,"depth":52,"text":4346},"Search intent is what the person behind a search really wants: to learn something, find a specific website, compare or buy.",{},"\u002Fglossary\u002Fen\u002Fsearch-intent",[3614,132,195,527],{"title":4321,"description":4354},"glossary\u002Fen\u002Fsearch-intent","sokeintensjon","C9sAv5uQYKja0fNpEaCHExeAFlf-MtgKZ63N1sAECjM",{"id":4363,"title":4364,"aliases":4365,"autolinkTitle":7,"body":4367,"category":56,"description":4397,"extension":58,"fullName":4398,"lang":60,"meta":4399,"navigation":7,"path":4400,"published":7,"related":4401,"seo":4402,"stem":4403,"translationSlug":2531,"updated":72,"__hash__":4404},"glossary\u002Fglossary\u002Fen\u002Fsem.md","SEM",[4366],"search engine marketing",{"type":9,"value":4368,"toc":4393},[4369,4375,4379,4382,4388,4390],[12,4370,4371,4372,4374],{},"The word is used in two ways. Some mean all marketing in search engines, both paid ads and ",[16,4373,394],{"href":393},". Most people who sell you SEM mean only the paid part: the ads above and below the ordinary search results.",[22,4376,4378],{"id":4377},"two-different-purchases","Two different purchases",[12,4380,4381],{},"When an agency offers you SEM, ask what is actually included. If it is only ads, you pay for every click for as long as the campaign runs, and the traffic stops the day you stop paying. SEO builds something that stays. Ads give you visibility tomorrow. Both have their place, but they are two different purchases.",[12,4383,4384,4385,4387],{},"Paid search works well when you need customers quickly, for example right after starting up or in high season. It is also a quick way to find out which ",[16,4386,3614],{"href":4336}," actually bring in enquiries, before you spend time writing content about them.",[22,4389,175],{"id":174},[12,4391,4392],{},"Search Google for your own service and your own town, for example \"accountant Drammen\". See who is advertising and what the ads promise. Then you know what you are up against before you spend a single krone.",{"title":51,"searchDepth":52,"depth":52,"links":4394},[4395,4396],{"id":4377,"depth":52,"text":4378},{"id":174,"depth":52,"text":175},"SEM is marketing in search engines. In practice it usually means paid ads in Google, where you pay when someone clicks.","Search engine marketing",{},"\u002Fglossary\u002Fen\u002Fsem",[1589,1588,132,1543,3614],{"title":4364,"description":4397},"glossary\u002Fen\u002Fsem","mqXlg-f-UD8COEhMQmj9nOi87_BC7w5DrUoo7E9eB_0",{"id":4406,"title":394,"aliases":4407,"autolinkTitle":7,"body":4410,"category":132,"description":4442,"extension":58,"fullName":4443,"lang":60,"meta":4444,"navigation":7,"path":4445,"published":7,"related":4446,"seo":4447,"stem":4448,"translationSlug":132,"updated":72,"__hash__":4449},"glossary\u002Fglossary\u002Fen\u002Fseo.md",[4408,4409],"search engine optimisation","search engine optimization",{"type":9,"value":4411,"toc":4438},[4412,4415,4417,4420,4429,4431],[12,4413,4414],{},"SEO comes down to three things. The content has to answer what people actually search for. The technical side has to make it easy for Google to read and understand the site. And other websites have to link to you, because that is a sign you can be trusted.",[22,4416,384],{"id":383},[12,4418,4419],{},"Traffic from SEO costs nothing per click. Once a page ranks, it can bring in customers for months without you doing anything more. The downside is that it takes time. A new page often spends several months climbing, and no serious provider can promise you a specific position.",[12,4421,4422,4423,4425,4426,4428],{},"For a local business, the gain is often biggest close to home. People searching \"plumber Bærum\" are about to buy, and then ",[16,4424,671],{"href":670}," and an up-to-date ",[16,4427,799],{"href":798}," help more than a blog post about the history of plumbing.",[22,4430,175],{"id":174},[12,4432,4433,4434,20],{},"Write down the five services you earn the most from. Check that each one has its own page with a clear heading that names the service and the place. If you want a basic overview, we have written a ",[16,4435,4437],{"href":4436},"\u002Fen\u002Fdocs\u002Fseo-basics","simple introduction to SEO",{"title":51,"searchDepth":52,"depth":52,"links":4439},[4440,4441],{"id":383,"depth":52,"text":384},{"id":174,"depth":52,"text":175},"SEO is the work of making your website easy to find in Google without paying for ads, through content, technical setup and links.","Search engine optimisation",{},"\u002Fglossary\u002Fen\u002Fseo",[3614,697,106,696,253],{"title":394,"description":4442},"glossary\u002Fen\u002Fseo","i2fhzoiZMaNDHvUqHRM33vYwSMRppe0tDA8UtvkX71A",{"id":4451,"title":4452,"aliases":4453,"autolinkTitle":7,"body":4457,"category":132,"description":4492,"extension":58,"fullName":4493,"lang":60,"meta":4494,"navigation":7,"path":4495,"published":7,"related":4496,"seo":4497,"stem":4498,"translationSlug":420,"updated":72,"__hash__":4499},"glossary\u002Fglossary\u002Fen\u002Fserp.md","SERP",[4454,4455,4456],"SERPs","search engine results page","search results page",{"type":9,"value":4458,"toc":4488},[4459,4467,4469,4472,4478,4482],[12,4460,4461,4462,4466],{},"A SERP is no longer ten blue links. Depending on the search, you can get ads at the top, a map of local businesses, images, videos and, on some searches, an AI-generated summary. The ordinary, ",[16,4463,4465],{"href":4464},"\u002Fen\u002Fglossary\u002Forganic-traffic","organic"," results often start a good way down.",[22,4468,384],{"id":383},[12,4470,4471],{},"Position one means different things on different searches. If there are three ads and a map above you, the first organic result can sit far down the phone screen. That is why it pays to know what the results page looks like for the searches that matter to you, and not only which position you have.",[12,4473,4474,4475,4477],{},"Your result also competes for attention. The title and the text below it are all people see before they decide whether to click. The ",[16,4476,1815],{"href":1814}," does much of that work.",[22,4479,4481],{"id":4480},"look-at-your-own","Look at your own",[12,4483,4484,4485,4487],{},"Take your phone and search for your three most important services, ideally with a place name. Notice everything that shows up before you: ads, maps, competitors. If there is a map at the top, your ",[16,4486,799],{"href":798}," matters at least as much as your website. Take screenshots, so you have something to compare with in six months.",{"title":51,"searchDepth":52,"depth":52,"links":4489},[4490,4491],{"id":383,"depth":52,"text":384},{"id":4480,"depth":52,"text":4481},"SERP is the page you get after a search in Google, with ads, ordinary results, maps and other panels mixed together.","Search engine results page",{},"\u002Fglossary\u002Fen\u002Fserp",[697,197,1831,1832,816],{"title":4452,"description":4492},"glossary\u002Fen\u002Fserp","NCoZ69wG3OGtpirwbLVN3HraglYJBY4RhjuuwyN2nYU",{"id":4501,"title":4502,"aliases":4503,"autolinkTitle":7,"body":4507,"category":132,"description":4549,"extension":58,"fullName":59,"lang":60,"meta":4550,"navigation":7,"path":4551,"published":7,"related":4552,"seo":4553,"stem":4554,"translationSlug":2675,"updated":72,"__hash__":4555},"glossary\u002Fglossary\u002Fen\u002Fsitemap.md","Sitemap",[4504,4505,4506],"sitemaps","XML sitemap","XML sitemaps",{"type":9,"value":4508,"toc":4545},[4509,4512,4516,4526,4535,4539],[12,4510,4511],{},"The sitemap is an XML file meant for search engines, not for people. It shows which pages exist, and often when they were last changed. It is most useful for new sites with few links pointing to them, and for large sites with many pages.",[22,4513,4515],{"id":4514},"a-hint-not-a-guarantee","A hint, not a guarantee",[12,4517,4518,4522,4523,4525],{},[16,4519,118],{"href":4520,"rel":4521},"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fcrawling-indexing\u002Fsitemaps\u002Fbuild-sitemap",[32]," that a submitted sitemap is only a hint. It does not guarantee that the pages will be crawled or end up in the ",[16,4524,2637],{"href":398},". A page that is weak, or much the same as another, will not get in just because it is listed in the sitemap. But without a sitemap, a new page can take longer to be discovered.",[12,4527,4528,4529,4534],{},"Many publishing systems create the file automatically. WordPress has done so ",[16,4530,4533],{"href":4531,"rel":4532},"https:\u002F\u002Fmake.wordpress.org\u002Fcore\u002F2020\u002F07\u002F22\u002Fnew-xml-sitemaps-functionality-in-wordpress-5-5\u002F",[32],"since version 5.5",", at the address \u002Fwp-sitemap.xml.",[22,4536,4538],{"id":4537},"find-yours","Find yours",[12,4540,4541,4542,4544],{},"Try yourdomain.no\u002Fsitemap.xml in your browser. If nothing comes up, open yourdomain.no\u002Frobots.txt and look for a line starting with \"Sitemap:\". Once you have the address, add it under Sitemaps in ",[16,4543,1034],{"href":1033}," if you have access. If you do not, send the address to whoever runs your website and ask them to do it.",{"title":51,"searchDepth":52,"depth":52,"links":4546},[4547,4548],{"id":4514,"depth":52,"text":4515},{"id":4537,"depth":52,"text":4538},"A sitemap is a file that lists the addresses on your website, so Google can more easily find all the pages you want included in search.",{},"\u002Fglossary\u002Fen\u002Fsitemap",[140,1045,3291,138],{"title":4502,"description":4549},"glossary\u002Fen\u002Fsitemap","Y8FwTKyZwPLJY4EPcEJ-13jvjpsz_HKWsdQ6HoyY4dI",{"id":4557,"title":4558,"aliases":4559,"autolinkTitle":7,"body":4560,"category":1346,"description":4606,"extension":58,"fullName":59,"lang":60,"meta":4607,"navigation":7,"path":4608,"published":7,"related":4609,"seo":4611,"stem":4612,"translationSlug":4613,"updated":72,"__hash__":4614},"glossary\u002Fglossary\u002Fen\u002Fsocial-proof.md","Social proof",[],{"type":9,"value":4561,"toc":4601},[4562,4570,4574,4577,4580,4584,4593,4595],[12,4563,4564,4565,4569],{},"When we are unsure, we look at what others have done. A restaurant with people in the window feels safer than an empty one. Your website works the same way: ",[16,4566,4568],{"href":4567},"\u002Fen\u002Fglossary\u002Fcustomer-reviews","customer reviews",", quotes, logos from well-known clients, the number of jobs completed and examples of work you have done.",[22,4571,4573],{"id":4572},"specific-beats-general","Specific beats general",[12,4575,4576],{},"\"Lots of happy customers\" convinces nobody. A quote with a name, a place and what you actually did works better: \"They replaced the roof on our house in Asker in four days and cleaned up after themselves.\" A photo from the job is better still. Always ask permission before you use a customer's name.",[12,4578,4579],{},"Placement matters as much as content. Proof helps most where people make up their minds: next to the price, the contact form or the booking button.",[22,4581,4583],{"id":4582},"it-has-to-be-real","It has to be real",[12,4585,4586,4587,4592],{},"Made-up reviews and quotes are illegal, and any figures you show must be ones you can document. ",[16,4588,4591],{"href":4589,"rel":4590},"https:\u002F\u002Flovdata.no\u002Flov\u002F2009-01-09-2\u002F%C2%A73",[32],"Section 3 of the Marketing Control Act (markedsføringsloven)"," (in Norwegian) requires that claims about factual matters can be documented. If you write \"over 500 jobs\", you need to have the figure.",[22,4594,2010],{"id":2009},[12,4596,4597,4598,4600],{},"Open the page where customers get in touch or book. Is there any proof on it? Find the best review you have on Google, ask the customer whether you may use it with their name, and put it right next to the contact form. Keep an eye on your ",[16,4599,1326],{"href":1325}," over the next few weeks.",{"title":51,"searchDepth":52,"depth":52,"links":4602},[4603,4604,4605],{"id":4572,"depth":52,"text":4573},{"id":4582,"depth":52,"text":4583},{"id":2009,"depth":52,"text":2010},"Social proof is a sign that others have already chosen you, such as reviews, customer stories and well-known clients, and it makes saying yes easier.",{},"\u002Fglossary\u002Fen\u002Fsocial-proof",[4610,193,194,195],"customer-reviews",{"title":4558,"description":4606},"glossary\u002Fen\u002Fsocial-proof","sosialt-bevis","3_Ryf1REPgZ5gJgLdpTAhltCCPoHZ1SqBPlTaO4C_tI",{"id":4616,"title":1880,"aliases":4617,"autolinkTitle":7,"body":4621,"category":465,"description":4670,"extension":58,"fullName":59,"lang":60,"meta":4671,"navigation":7,"path":4672,"published":7,"related":4673,"seo":4675,"stem":4676,"translationSlug":1904,"updated":72,"__hash__":4677},"glossary\u002Fglossary\u002Fen\u002Fspf-dkim-dmarc.md",[4618,4619,4620],"SPF","DKIM","DMARC",{"type":9,"value":4622,"toc":4665},[4623,4629,4633,4636,4640,4658,4662],[12,4624,4625,4626,4628],{},"Anyone can put your domain in the sender field of an email. These three records let the recipient check whether it is genuine. They sit in ",[16,4627,1853],{"href":1852}," for your domain, and you do not notice them day to day.",[22,4630,4632],{"id":4631},"what-the-three-do","What the three do",[12,4634,4635],{},"SPF is a list of the servers allowed to send email for your domain. DKIM puts a digital signature on each email, which the recipient can verify. DMARC tells the recipient what to do if an email fails the checks, and where to send reports about it.",[22,4637,4639],{"id":4638},"gmail-and-yahoo-require-it","Gmail and Yahoo require it",[12,4641,4642,4643,4646,4647,4652,4653,4657],{},"From February 2024, both Google and Yahoo tightened their requirements. ",[16,4644,1875],{"href":1873,"rel":4645},[32]," everyone who sends to Gmail addresses to have SPF or DKIM. If you send 5,000 emails or more a day, you need all three. ",[16,4648,4651],{"href":4649,"rel":4650},"https:\u002F\u002Fsenders.yahooinc.com\u002Fbest-practices\u002F",[32],"Yahoo has similar requirements",". If the setup is missing entirely, even ordinary replies to quotes can end up in spam. If you use a tool for ",[16,4654,4656],{"href":4655},"\u002Fen\u002Fglossary\u002Femail-marketing","email marketing",", your domain usually has to be set up there too.",[22,4659,4661],{"id":4660},"check-it-yourself-in-two-minutes","Check it yourself in two minutes",[12,4663,4664],{},"Send an email from your work address to a Gmail address. Open it in Gmail in the browser, click the three dots next to Reply and choose \"Show original\". There you can see whether SPF, DKIM and DMARC say PASS. If anything says FAIL or is missing, send a screenshot to whoever runs your email or domain.",{"title":51,"searchDepth":52,"depth":52,"links":4666},[4667,4668,4669],{"id":4631,"depth":52,"text":4632},{"id":4638,"depth":52,"text":4639},{"id":4660,"depth":52,"text":4661},"SPF, DKIM and DMARC are three DNS records that let the recipient check that email from your domain really comes from you, so it stays out of spam.",{},"\u002Fglossary\u002Fen\u002Fspf-dkim-dmarc",[4674,1101,90,1163],"custom-domain-email",{"title":1880,"description":4670},"glossary\u002Fen\u002Fspf-dkim-dmarc","xywwDwISzLfSA5DTSuz5BRUpipEQE2TX_-nxXWX4SF4",{"id":4679,"title":4680,"aliases":4681,"autolinkTitle":7,"body":4685,"category":465,"description":4710,"extension":58,"fullName":4711,"lang":60,"meta":4712,"navigation":7,"path":4713,"published":7,"related":4714,"seo":4715,"stem":4716,"translationSlug":4717,"updated":72,"__hash__":4718},"glossary\u002Fglossary\u002Fen\u002Fssl-certificate.md","SSL certificate",[4682,4683,4684],"SSL certificates","TLS certificate","HTTPS",{"type":9,"value":4686,"toc":4706},[4687,4690,4692,4695,4698,4700],[12,4688,4689],{},"You can see it in the address: https:\u002F\u002F instead of http:\u002F\u002F. The certificate shows that the server belongs to your domain, and it is used to encrypt what gets sent, such as contact forms and logins. Technically it is called TLS today, but most people still say SSL. A certificate does not have to cost anything. Let's Encrypt hands out free certificates, and many web hosts set them up automatically.",[22,4691,384],{"id":383},[12,4693,4694],{},"Since Chrome 68 in 2018, Chrome has marked sites without HTTPS as \"Not secure\". That is not what you want a new customer to see just before filling in your contact form.",[12,4696,4697],{},"The padlock, on the other hand, is not a seal of quality. Chrome on desktop replaced it with a neutral icon in version 117 in 2023, because Google's own research showed that few people understood what the padlock actually meant. Scam sites can have HTTPS too. The padlock only said that the connection was encrypted.",[22,4699,1432],{"id":1431},[12,4701,4702,4703,4705],{},"Type your address with http:\u002F\u002F in front, without the s. If you land on the https version automatically, all is well. If you stay on http, or get a warning, contact whoever runs your ",[16,4704,757],{"href":745},". Ask at the same time whether the certificate renews automatically, so it does not expire on a Friday evening.",{"title":51,"searchDepth":52,"depth":52,"links":4707},[4708,4709],{"id":383,"depth":52,"text":384},{"id":1431,"depth":52,"text":1432},"An SSL certificate lets your website use HTTPS, so the traffic between the visitor and your site is encrypted on the way.","HTTPS and the padlock in the browser",{},"\u002Fglossary\u002Fen\u002Fssl-certificate",[90,757,1101,132],{"title":4680,"description":4710},"glossary\u002Fen\u002Fssl-certificate","ssl-sertifikat","ZQN7Bn4_v7xA4zLyn7yRb-oU7TEP_xTh0LisNVKudjw",{"id":4720,"title":277,"aliases":4721,"autolinkTitle":7,"body":4724,"category":132,"description":4753,"extension":58,"fullName":4754,"lang":60,"meta":4755,"navigation":7,"path":4756,"published":7,"related":4757,"seo":4758,"stem":4759,"translationSlug":4760,"updated":72,"__hash__":4761},"glossary\u002Fglossary\u002Fen\u002Fstructured-data.md",[4722,4723],"schema markup","Schema.org markup",{"type":9,"value":4725,"toc":4749},[4726,4729,4733,4741,4744,4746],[12,4727,4728],{},"A person understands that \"Monday to Friday 8 to 16\" is opening hours. A machine has to guess. With structured data you mark up the information in the code, so it says in black and white that these are the opening hours, this is the address and this is the price. Most people use the vocabulary from schema.org, and Google recommends the JSON-LD format.",[22,4730,4732],{"id":4731},"what-it-can-get-you","What it can get you",[12,4734,4735,4736,4740],{},"Structured data can make your page eligible for a richer display in Google, such as the price and stock status of a product or the date of an event right in the ",[16,4737,4739],{"href":4738},"\u002Fen\u002Fglossary\u002Fserp","search results",". But there is no guarantee. Google itself writes that it does not guarantee structured data will show, even when the code is entirely correct.",[12,4742,4743],{},"The markup does not show on the page itself. That makes it easy to forget, and easy to let go stale when you change address or opening hours.",[22,4745,1432],{"id":1431},[12,4747,4748],{},"Paste the address of your front page into Google's free Rich Results Test. It shows which structured data the page has, and whether anything is wrong. If the tool finds nothing, it is worth asking whoever built the website. Some SEO plugins for WordPress add basic markup automatically, but check that what they say matches reality.",{"title":51,"searchDepth":52,"depth":52,"links":4750},[4751,4752],{"id":4731,"depth":52,"text":4732},{"id":1431,"depth":52,"text":1432},"Structured data is code that tells search engines what the content on a page is, for example a business, a product, a price or an event.","Schema.org",{},"\u002Fglossary\u002Fen\u002Fstructured-data",[420,132,140,253],{"title":277,"description":4753},"glossary\u002Fen\u002Fstructured-data","strukturerte-data","zTbeyZSAA1skd5jQfl197gV6ILjhf44duiKiARBH4SY",{"id":4763,"title":4764,"aliases":4765,"autolinkTitle":7,"body":4768,"category":638,"description":4797,"extension":58,"fullName":59,"lang":60,"meta":4798,"navigation":7,"path":4799,"published":7,"related":4800,"seo":4801,"stem":4802,"translationSlug":4803,"updated":72,"__hash__":4804},"glossary\u002Fglossary\u002Fen\u002Ftarget-audience.md","Target audience",[4766,4767],"target audiences","target group",{"type":9,"value":4769,"toc":4793},[4770,4773,4777,4783,4786,4790],[12,4771,4772],{},"\"Everyone who needs a plumber\" is not a target audience. \"Homeowners in Asker with an old bathroom who are thinking about renovating\" is. The more concrete you are, the easier it gets to write copy, pick channels and set up ads. You can have several target audiences, but describe each one separately.",[22,4774,4776],{"id":4775},"talk-to-everyone-reach-no-one","Talk to everyone, reach no one",[12,4778,4779,4780,4782],{},"Talk to everyone, and you reach nobody properly. The copy turns generic, and the ads get expensive because they are shown to people who will never buy. In Google Ads and ",[16,4781,1629],{"href":1628}," you choose who sees the ad. It helps to know the answer before you start paying.",[12,4784,4785],{},"Choosing a target audience does not mean saying no to other customers. You can still sell to anyone. You just make the marketing for the ones you most want.",[22,4787,4789],{"id":4788},"write-one-sentence-today","Write one sentence today",[12,4791,4792],{},"Think of the three customers you most enjoyed working for in the past year, and who paid properly. Find what they have in common. Write one sentence describing them: who they are, where they are based and what problem they had when they came to you. Use that sentence as your yardstick the next time you write copy or set up an ad.",{"title":51,"searchDepth":52,"depth":52,"links":4794},[4795,4796],{"id":4775,"depth":52,"text":4776},{"id":4788,"depth":52,"text":4789},"Your target audience is the customers you most want to reach, described so concretely that you know where they are, what they need and what makes them choose.",{},"\u002Fglossary\u002Fen\u002Ftarget-audience",[644,903,527,64],{"title":4764,"description":4797},"glossary\u002Fen\u002Ftarget-audience","malgruppe","n8Td5pHj5jOwKNwhFS1C0vIvQo5n7-Gg81iClUu2kgc",{"id":4806,"title":4807,"aliases":4808,"autolinkTitle":7,"body":4811,"category":132,"description":4840,"extension":58,"fullName":59,"lang":60,"meta":4841,"navigation":7,"path":4842,"published":7,"related":4843,"seo":4844,"stem":4845,"translationSlug":4846,"updated":72,"__hash__":4847},"glossary\u002Fglossary\u002Fen\u002Ftitle-tag.md","Title tag",[4809,4810],"title tags","title element",{"type":9,"value":4812,"toc":4836},[4813,4820,4822,4825,4828,4830],[12,4814,4815,4816,4819],{},"The title tag sits in the HTML code, in an element called ",[676,4817,4818],{},"\u003Ctitle>",". It does not show on the page itself, but in the browser tab and usually as the blue headline in Google. In Wix, and in WordPress with an SEO plugin, you write it in a separate field for each page.",[22,4821,384],{"id":383},[12,4823,4824],{},"The title is often the first thing a new customer reads about you. It tells both Google and people what the page is about. \"Home\" or \"Services\" says nothing. \"Tyre change and tyre storage in Drammen | Company name\" says most of it.",[12,4826,4827],{},"Google still decides for itself what to show. According to Google Search Central, the headline in the search result can be taken from elsewhere, such as the main heading on the page, if the title tag is poor or missing. Long titles get cut, typically to fit the screen width. Put the most important part first.",[22,4829,1432],{"id":1431},[12,4831,4832,4833,4835],{},"Open your most important pages and look at what the browser tab says. Each page should have its own title, with the service and ideally the place first and the company name last. If every page says the same thing, you have found a free place to start. Keep an eye on ",[16,4834,1617],{"href":181}," in Google Search Console a few weeks later, to see whether the change helped.",{"title":51,"searchDepth":52,"depth":52,"links":4837},[4838,4839],{"id":383,"depth":52,"text":384},{"id":1431,"depth":52,"text":1432},"The title tag is the page's title in the code. Google often uses it as the clickable headline in the search result.",{},"\u002Fglossary\u002Fen\u002Ftitle-tag",[1832,197,420,3614],{"title":4807,"description":4840},"glossary\u002Fen\u002Ftitle-tag","tittel-tag","udNMn8uw1Q7IOxIZNDNComekqG02i7kkXmD-UbtGWuY",{"id":4849,"title":4850,"aliases":4851,"autolinkTitle":7,"body":4852,"category":638,"description":4892,"extension":58,"fullName":59,"lang":60,"meta":4893,"navigation":7,"path":4894,"published":7,"related":4895,"seo":4896,"stem":4897,"translationSlug":4898,"updated":72,"__hash__":4899},"glossary\u002Fglossary\u002Fen\u002Ftone-of-voice.md","Tone of voice",[],{"type":9,"value":4853,"toc":4887},[4854,4861,4865,4868,4872,4882,4884],[12,4855,4856,4860],{},[16,4857,4859],{"href":4858},"\u002Fen\u002Fglossary\u002Fvisual-identity","Visual identity"," is how you look. Tone of voice is how you sound. It covers your website, your ads, your emails, your quotes and the automatic order confirmation. Customers notice when a business is warm on the front page and stiff in the payment reminder, even if nobody says so out loud.",[22,4862,4864],{"id":4863},"same-message-two-voices","Same message, two voices",[12,4866,4867],{},"\"We apologise for any inconvenience this may have caused.\" Or: \"Sorry, that was our mistake. We will fix it today.\" Both are polite. The first sounds like a system, the second like a person. Which one fits depends on who you are and who you are talking to. A law firm and a coffee bar should not sound the same.",[22,4869,4871],{"id":4870},"write-it-down","Write it down",[12,4873,4874,4875,4877,4878,20],{},"A tone of voice only works if several people can use it. Describe it with pairs like \"friendly, but not matey\" or \"expert, but not heavy\". Make a short list of words you use and words you avoid. If you know which ",[16,4876,941],{"href":920}," your brand resembles, that gives you a good starting point. You can find it with our free ",[16,4879,4881],{"href":914,"rel":4880},[32],"brand test",[22,4883,2010],{"id":2009},[12,4885,4886],{},"Read your front page, the last email you sent to a customer and the automatic confirmation customers receive. Do they sound like the same business? Pick the one that sounds most like you, and use it as the template next time you write.",{"title":51,"searchDepth":52,"depth":52,"links":4888},[4889,4890,4891],{"id":4863,"depth":52,"text":4864},{"id":4870,"depth":52,"text":4871},{"id":2009,"depth":52,"text":2010},"Tone of voice is how your business sounds when it writes and speaks: the words it chooses, how formal it is and how personal it is.",{},"\u002Fglossary\u002Fen\u002Ftone-of-voice",[67,931,932,65,903],{"title":4850,"description":4892},"glossary\u002Fen\u002Ftone-of-voice","tone-of-voice","njKRRfAyvVuI9eOQm2y-pOmbi5fectKmYsr9ov9q98I",{"id":4901,"title":4902,"aliases":4903,"autolinkTitle":7,"body":4906,"category":56,"description":4947,"extension":58,"fullName":4948,"lang":60,"meta":4949,"navigation":7,"path":4950,"published":7,"related":4951,"seo":4952,"stem":4953,"translationSlug":4954,"updated":72,"__hash__":4955},"glossary\u002Fglossary\u002Fen\u002Ftracking-pixel.md","Tracking pixel",[4904,4905],"tracking pixels","Meta Pixel",{"type":9,"value":4907,"toc":4943},[4908,4917,4921,4930,4936,4940],[12,4909,4910,4911,4916],{},"The name comes from the days when tracking was an invisible image one pixel by one pixel in size. Today it is usually a piece of JavaScript. ",[16,4912,4915],{"href":4913,"rel":4914},"https:\u002F\u002Fdevelopers.facebook.com\u002Fdocs\u002Fmeta-pixel\u002F",[32],"Meta describes"," its pixel as code that tracks visitor activity on your website. Google Ads, LinkedIn and TikTok have similar code. It reports when someone views a page, adds something to the basket or submits a form.",[22,4918,4920],{"id":4919},"what-you-get-and-what-it-costs","What you get, and what it costs",[12,4922,4923,4924,4926,4927,4929],{},"With the pixel in place, the ad platform can count ",[16,4925,1307],{"href":1366}," from your ads, show ads to people who have already visited, which is ",[16,4928,1449],{"href":3367},", and find more people who resemble your customers. Without it, Meta ads become much harder to measure.",[12,4931,4932,4933,4935],{},"The price is privacy. The pixel shares data about your visitors with the ad platform, so it must be mentioned in your privacy policy, and the consent rules we explain under ",[16,4934,2414],{"href":2413}," apply.",[22,4937,4939],{"id":4938},"see-whether-your-site-has-one","See whether your site has one",[12,4941,4942],{},"Open your website in Chrome, press F12 and choose the Network tab. Reload the page and type \"facebook\" in the filter box. If results appear before you have answered the cookie banner, the pixel is probably loading too early. If you see nothing, you may have no pixel, but an ad blocker could also be stopping it, or it could be waiting for consent. Click \"Accept\" and look again, ideally in a private window without extensions.",{"title":51,"searchDepth":52,"depth":52,"links":4944},[4945,4946],{"id":4919,"depth":52,"text":4920},{"id":4938,"depth":52,"text":4939},"A tracking pixel is a snippet of code from an ad platform, such as the Meta Pixel, that reports to the platform what visitors do on your website.","The Meta Pixel and similar",{},"\u002Fglossary\u002Fen\u002Ftracking-pixel",[64,1449,2414,817,1589],{"title":4902,"description":4947},"glossary\u002Fen\u002Ftracking-pixel","sporingspiksel","2kpvQmMBCOjeaX78-NS4Vuz-fQ8Nfeo0AUSvuiyazsc",{"id":4957,"title":4958,"aliases":4959,"autolinkTitle":7,"body":4961,"category":188,"description":5005,"extension":58,"fullName":59,"lang":60,"meta":5006,"navigation":7,"path":5007,"published":7,"related":5008,"seo":5010,"stem":5011,"translationSlug":5012,"updated":72,"__hash__":5013},"glossary\u002Fglossary\u002Fen\u002Ftraffic-source.md","Traffic source",[4960],"traffic sources",{"type":9,"value":4962,"toc":5000},[4963,4972,4976,4979,4985,4989,4992,4994],[12,4964,4965,4966,4971],{},"Analytics tools sort visits by where they came from. ",[16,4967,4970],{"href":4968,"rel":4969},"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9756891?hl=en",[32],"Google Analytics uses fixed channels"," such as Organic Search (ordinary search), Paid Search (search ads), Referral (links from other websites), Organic Social (social media), Email and Direct. That shows you which channels bring visits, and which ones only cost money.",[22,4973,4975],{"id":4974},"direct-is-a-catch-all","Direct is a catch-all",[12,4977,4978],{},"Google defines Direct as visits from a saved bookmark or an address typed straight in. In practice, visits also end up there when the tool does not know where they came from, for example from a link in a PDF or an app that does not pass on where the visitor came from. A newsletter without tagged links can therefore look like direct traffic.",[12,4980,4981,4982,4984],{},"The fix is ",[16,4983,48],{"href":47}," on the links you share yourself. Then the tool knows which campaign the visit came from.",[22,4986,4988],{"id":4987},"look-at-what-counts","Look at what counts",[12,4990,4991],{},"Visits per channel is a fair start. What counts is which channel brings enquiries and sales. A channel with few visits can be the best one if nearly everyone gets in touch.",[22,4993,3704],{"id":3703},[12,4995,4996,4997,4999],{},"Open the traffic acquisition report in Google Analytics, or the equivalent in Matomo. Add ",[16,4998,1307],{"href":1366}," as a column, if they are set up. See which channel brings the most enquiries, not the most visits.",{"title":51,"searchDepth":52,"depth":52,"links":5001},[5002,5003,5004],{"id":4974,"depth":52,"text":4975},{"id":4987,"depth":52,"text":4988},{"id":3703,"depth":52,"text":3704},"A traffic source is where visitors came from before they landed on your website, such as Google search, an ad, Facebook or a newsletter.",{},"\u002Fglossary\u002Fen\u002Ftraffic-source",[697,68,1450,525,5009],"pageview",{"title":4958,"description":5005},"glossary\u002Fen\u002Ftraffic-source","trafikkilde","ZTzG0uP0U6j8SRITRTHQ9D9xqUJMwhiDFiVpvhigLT0",{"id":5015,"title":5016,"aliases":5017,"autolinkTitle":7,"body":5020,"category":465,"description":5065,"extension":58,"fullName":5066,"lang":60,"meta":5067,"navigation":7,"path":5068,"published":7,"related":5069,"seo":5071,"stem":5072,"translationSlug":2378,"updated":72,"__hash__":5073},"glossary\u002Fglossary\u002Fen\u002Fui.md","UI",[5018,5019],"user interface","user interfaces",{"type":9,"value":5021,"toc":5060},[5022,5025,5029,5036,5040,5053,5057],[12,5023,5024],{},"The UI is the surface. How the button looks, how big the text is, what colour the links are and what happens when you tap. A good UI is consistent. Things that are alike look alike and behave alike on every page.",[22,5026,5028],{"id":5027},"ui-and-ux-are-not-the-same","UI and UX are not the same",[12,5030,5031,5035],{},[16,5032,5034],{"href":5033},"\u002Fen\u002Fglossary\u002Fux","UX"," is what it is like to use the site, from the search until the booking is sent. The UI is the concrete parts you use along the way. A pretty UI can hide poor UX: a beautiful button does little good if it sits on the wrong page. And a site with a plain, almost boring UI can give good UX, because everything is where the customer expects it.",[22,5037,5039],{"id":5038},"small-flaws-big-consequences","Small flaws, big consequences",[12,5041,5042,5043,5047,5048,20],{},"Much of what makes a site hard to use comes down to UI mistakes that are easy to fix. Light grey text on a white background is tiring to read. Buttons too small for a thumb cause mis-taps. Links that do not look like links do not get clicked. Contrast is also a requirement in WCAG, the standard behind ",[16,5044,5046],{"href":5045},"\u002Fen\u002Fglossary\u002Fweb-accessibility","web accessibility",": normal text needs a contrast ratio of at least 4.5:1 against its background, according to ",[16,5049,5052],{"href":5050,"rel":5051},"https:\u002F\u002Fwww.w3.org\u002FWAI\u002FWCAG21\u002FUnderstanding\u002Fcontrast-minimum.html",[32],"W3C",[22,5054,5056],{"id":5055},"the-thumb-test","The thumb test",[12,5058,5059],{},"Take your phone outside in daylight and open your website. Can you read all the text without squinting? Do you hit every button on the first try? Note what was difficult, and send the list to whoever builds or runs the site.",{"title":51,"searchDepth":52,"depth":52,"links":5061},[5062,5063,5064],{"id":5027,"depth":52,"text":5028},{"id":5038,"depth":52,"text":5039},{"id":5055,"depth":52,"text":5056},"UI is what you actually see and tap on a website or in an app: buttons, menus, forms, text sizes and colours.","User interface",{},"\u002Fglossary\u002Fen\u002Fui",[872,5070,1492,4083,196],"wireframe",{"title":5016,"description":5065},"glossary\u002Fen\u002Fui","gk6Va4eIHDLxSjPiesS46MADQJv38ERklF_NWwtLhPE",{"id":5075,"title":5076,"aliases":5077,"autolinkTitle":7,"body":5078,"category":465,"description":5115,"extension":58,"fullName":59,"lang":60,"meta":5116,"navigation":7,"path":5117,"published":7,"related":5118,"seo":5119,"stem":5120,"translationSlug":5121,"updated":72,"__hash__":5122},"glossary\u002Fglossary\u002Fen\u002Fuptime.md","Uptime",[],{"type":9,"value":5079,"toc":5110},[5080,5085,5089,5092,5096,5103,5107],[12,5081,5082,5084],{},[16,5083,2737],{"href":745}," providers often promise an uptime, for example 99.9 per cent. That sounds like almost always. Convert it to hours and you see what it means in practice.",[22,5086,5088],{"id":5087},"how-to-work-it-out","How to work it out",[12,5090,5091],{},"A year has 365 × 24 = 8,760 hours. Downtime is what is left when you subtract the uptime from 100 per cent. At 99.9 per cent uptime, downtime is 0.1 per cent of 8,760 hours, which is 8.76 hours a year, or about 44 minutes a month. At 99 per cent, it is 87.6 hours a year, more than three and a half days. At 99.99 per cent, it is just under 53 minutes a year.",[22,5093,5095],{"id":5094},"when-the-downtime-happens-matters-too","When the downtime happens matters too",[12,5097,5098,5099,5102],{},"Nine hours spread over a year in short blips at night are barely noticed. Nine hours in one stretch on a Monday morning are noticed by everyone. So also ask when maintenance is done, and who finds out that the site is down. That should be the provider, not a customer ringing you. A ",[16,5100,1052],{"href":5101},"\u002Fen\u002Fglossary\u002Fcdn"," can also absorb traffic spikes that could otherwise knock the server over.",[22,5104,5106],{"id":5105},"check-the-promise-you-have","Check the promise you have",[12,5108,5109],{},"Find your agreement with your hosting provider, or search their website for \"uptime\" or \"SLA\". Convert the percentage to hours with the sum above. Also check what the agreement says you get if they do not keep the promise, and whether it says anything about that at all.",{"title":51,"searchDepth":52,"depth":52,"links":5111},[5112,5113,5114],{"id":5087,"depth":52,"text":5088},{"id":5094,"depth":52,"text":5095},{"id":5105,"depth":52,"text":5106},"Uptime is the share of time a website is available, given as a percentage. 99.9 per cent uptime allows almost nine hours of downtime a year.",{},"\u002Fglossary\u002Fen\u002Fuptime",[757,1104,2072,871],{"title":5076,"description":5115},"glossary\u002Fen\u002Fuptime","oppetid","2SIT8Scn_eS7960D7BUhkAvaCyHR70kYtmqxviLipZE",{"id":5124,"title":95,"aliases":5125,"autolinkTitle":7,"body":5129,"category":465,"description":5166,"extension":58,"fullName":5167,"lang":60,"meta":5168,"navigation":7,"path":5169,"published":7,"related":5170,"seo":5171,"stem":5172,"translationSlug":138,"updated":72,"__hash__":5173},"glossary\u002Fglossary\u002Fen\u002Furl.md",[5126,5127,5128],"URLs","web address","web addresses",{"type":9,"value":5130,"toc":5161},[5131,5137,5141,5144,5148,5154,5158],[12,5132,5133,5134,5136],{},"A URL has several parts. \"https\" says the connection is encrypted. \"yourcompany.no\" is the ",[16,5135,90],{"href":89},". Everything after the slash, such as \"\u002Fprices\", points to one specific page. The domain is the street address, and the rest of the URL is the flat number.",[22,5138,5140],{"id":5139},"good-urls-are-boring","Good URLs are boring",[12,5142,5143],{},"A good URL is short, readable and describes the page: \"\u002Fservices\u002Fplumber-baerum\", not \"\u002F?page_id=4821\". People see the address in search results and when you share a link. Use lower case and hyphens. Leave out æ, ø and å, which easily turn into cryptic character codes when the link is copied.",[22,5145,5147],{"id":5146},"do-not-change-them-without-a-plan","Do not change them without a plan",[12,5149,5150,5151,20],{},"Once a URL is in use, it sits in Google, in old emails and on other websites that link to you. If you change it, all of these land on an error page. If you have to change it, the old address should send visitors on to the new one with a ",[16,5152,77],{"href":5153},"\u002Fen\u002Fglossary\u002F301-redirect",[22,5155,5157],{"id":5156},"click-an-old-link","Click an old link",[12,5159,5160],{},"Find an old link to your website, for example in an email you sent a couple of years ago or in an old Facebook post. Click it. If you land on the right page, all is well. If you get an error page, you have found something to fix, and an address to send to whoever runs the site.",{"title":51,"searchDepth":52,"depth":52,"links":5162},[5163,5164,5165],{"id":5139,"depth":52,"text":5140},{"id":5146,"depth":52,"text":5147},{"id":5156,"depth":52,"text":5157},"A URL is the full address of one specific page on the web, such as https:\u002F\u002Fyourcompany.no\u002Fprices. It tells the browser exactly where to go.","Web address",{},"\u002Fglossary\u002Fen\u002Furl",[90,1044,2126,139,132],{"title":95,"description":5166},"glossary\u002Fen\u002Furl","09yJ8VI-wpSzZi1qlxtthuLLHGC2vgtb1FmRuNzgkGM",{"id":5175,"title":5176,"aliases":5177,"autolinkTitle":7,"body":5181,"category":1346,"description":5224,"extension":58,"fullName":59,"lang":60,"meta":5225,"navigation":7,"path":5226,"published":7,"related":5227,"seo":5228,"stem":5229,"translationSlug":5230,"updated":72,"__hash__":5231},"glossary\u002Fglossary\u002Fen\u002Fuser-testing.md","User testing",[5178,5179,5180],"user test","user tests","usability testing",{"type":9,"value":5182,"toc":5219},[5183,5186,5190,5198,5202,5212,5216],[12,5184,5185],{},"You know your website too well to see it with fresh eyes. A user test shows where a stranger pauses, hunts around or gives up. You set a task, such as \"find out what it costs to replace your windows\", and watch. You explain nothing along the way.",[22,5187,5189],{"id":5188},"five-people-go-a-long-way","Five people go a long way",[12,5191,5192,5197],{},[16,5193,5196],{"href":5194,"rel":5195},"https:\u002F\u002Fwww.nngroup.com\u002Farticles\u002Fwhy-you-only-need-to-test-with-5-users\u002F",[32],"Jakob Nielsen wrote in 2000"," that a test with five users finds around 85 per cent of the usability problems, and that several small rounds give more than one big one. So you do not need an agency or a lab to get started.",[22,5199,5201],{"id":5200},"how-it-differs-from-ab-testing","How it differs from A\u002FB testing",[12,5203,5204,5205,5207,5208,5211],{},"An ",[16,5206,149],{"href":1716}," tells you which version wins, but not why. A user test tells you why, but with too few people to give reliable numbers. The two complement each other. A ",[16,5209,2733],{"href":5210},"\u002Fen\u002Fglossary\u002Fheatmap"," sits somewhere in between.",[22,5213,5215],{"id":5214},"how-to-do-it-this-week","How to do it this week",[12,5217,5218],{},"Find three to five people who resemble your customers, not colleagues who know the site. Give them two tasks: find a price, and get in touch or book. Ask them to say out loud what they are thinking. A video call with screen sharing works fine. Write down where they hesitate. Fix first the problem that more than one person runs into.",{"title":51,"searchDepth":52,"depth":52,"links":5220},[5221,5222,5223],{"id":5188,"depth":52,"text":5189},{"id":5200,"depth":52,"text":5201},{"id":5214,"depth":52,"text":5215},"User testing means watching real people try to complete a task on your website while they think aloud, without you helping them.",{},"\u002Fglossary\u002Fen\u002Fuser-testing",[872,2733,194,200,527],{"title":5176,"description":5224},"glossary\u002Fen\u002Fuser-testing","brukertesting","wE_pk0xPe3nkp_MuKNQ-tUSSViUDJ7Trpsq2OlIB3aw",{"id":5233,"title":48,"aliases":5234,"autolinkTitle":7,"body":5237,"category":188,"description":5274,"extension":58,"fullName":59,"lang":60,"meta":5275,"navigation":7,"path":5276,"published":7,"related":5277,"seo":5278,"stem":5279,"translationSlug":5280,"updated":72,"__hash__":5281},"glossary\u002Fglossary\u002Fen\u002Futm-parameters.md",[1002,5235,5236],"UTM tags","UTM codes",{"type":9,"value":5238,"toc":5270},[5239,5246,5250,5253,5263,5267],[12,5240,5241,5242,5245],{},"A link with UTM parameters can look like this: ",[676,5243,5244],{},"yourbusiness.no\u002Foffer?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale",". Google recommends always including all three: utm_source says who sent the traffic, utm_medium says what kind of channel it was, and utm_campaign says which campaign it belonged to.",[22,5247,5249],{"id":5248},"without-them-traffic-goes-missing","Without them, traffic goes missing",[12,5251,5252],{},"Without UTM, your analytics tool often does not know where a visit came from. Clicks from email programs, PDFs and QR codes can show up as direct traffic, and then you cannot see what worked.",[12,5254,5255,5256,5259,5260,5262],{},"With UTM you can see, for example, that the Facebook post brought 40 visits and 2 enquiries, while the ",[16,5257,5258],{"href":4655},"newsletter"," brought 25 visits and 4 enquiries. Those are two rather different answers to where you should spend your time. The numbers land in ",[16,5261,862],{"href":861}," or whichever analytics tool you use.",[22,5264,5266],{"id":5265},"how-to-make-one","How to make one",[12,5268,5269],{},"Use Google's free Campaign URL Builder, or write the parameters yourself. Be consistent with spelling. If you write \"newsletter\" one time and \"Newsletter\" the next, you get two sources in the report. Keep a simple spreadsheet of the values you use, and stick to it.",{"title":51,"searchDepth":52,"depth":52,"links":5271},[5272,5273],{"id":5248,"depth":52,"text":5249},{"id":5265,"depth":52,"text":5266},"UTM parameters are small tags you add to the end of a link, so your analytics tool sees exactly where a visit came from.",{},"\u002Fglossary\u002Fen\u002Futm-parameters",[525,1450,1163,64,1396],{"title":48,"description":5274},"glossary\u002Fen\u002Futm-parameters","utm-parametere","JnvElvaDy9sRXUEZhCrmPDVsfdF7WaZzVbddDxEkZJQ",{"id":5283,"title":5034,"aliases":5284,"autolinkTitle":7,"body":5286,"category":465,"description":5314,"extension":58,"fullName":5315,"lang":60,"meta":5316,"navigation":7,"path":5317,"published":7,"related":5318,"seo":5319,"stem":5320,"translationSlug":872,"updated":72,"__hash__":5321},"glossary\u002Fglossary\u002Fen\u002Fux.md",[5285],"user experience",{"type":9,"value":5287,"toc":5310},[5288,5291,5295,5300,5303,5307],[12,5289,5290],{},"UX is less about colours and more about friction. It is about how many clicks it takes to book an appointment, whether the price is where the customer looks for it, and whether it is clear what a button does before you press it. A site can look good and still be hard work to use.",[22,5292,5294],{"id":5293},"why-you-rarely-notice-it-yourself","Why you rarely notice it yourself",[12,5296,5297,5298,20],{},"You rarely spot poor UX on your own site. You know it too well and know where everything is. Your customers do not, and they rarely tell you when they give up. They just leave, and it shows up as a low ",[16,5299,1326],{"href":1325},[12,5301,5302],{},"Good UX is often a little boring, in a good way. The menu uses the words people expect, like \"Prices\" and \"Contact\", not \"Our journey\". The button says what happens, like \"Book an appointment\", not \"Submit\".",[22,5304,5306],{"id":5305},"test-with-one-person-today","Test with one person today",[12,5308,5309],{},"Ask someone who does not know your website to solve one specific task, for example finding out what an appointment costs and booking it. Sit next to them and do not help. Note where they hesitate, what they click by mistake and what they say out loud. Five minutes with one real user teaches you more than an hour of going through the site yourself.",{"title":51,"searchDepth":52,"depth":52,"links":5311},[5312,5313],{"id":5293,"depth":52,"text":5294},{"id":5305,"depth":52,"text":5306},"UX is what it is like to use your website: whether people find what they are looking for, understand what they read and get done what they came for.","User experience",{},"\u002Fglossary\u002Fen\u002Fux",[1492,4083,193,196,527],{"title":5034,"description":5314},"glossary\u002Fen\u002Fux","kQ6dsXmYODfqy1vbsbKicZyIl6rdY2FDruiIAXmJTF8",{"id":5323,"title":5324,"aliases":5325,"autolinkTitle":7,"body":5327,"category":638,"description":5373,"extension":58,"fullName":59,"lang":60,"meta":5374,"navigation":7,"path":5375,"published":7,"related":5376,"seo":5377,"stem":5378,"translationSlug":5379,"updated":72,"__hash__":5380},"glossary\u002Fglossary\u002Fen\u002Fvalue-proposition.md","Value proposition",[5326],"value propositions",{"type":9,"value":5328,"toc":5369},[5329,5332,5336,5342,5346,5366],[12,5330,5331],{},"A good value proposition is about the customer, not about you. \"We have 15 years of experience\" says something about the business. \"You get a fixed price before we start, and we clean up after ourselves\" says something about what the customer gets. It belongs at the top of your front page and should be readable in a few seconds.",[22,5333,5335],{"id":5334},"the-first-seconds-decide","The first seconds decide",[12,5337,5338,5339,5341],{},"Visitors decide quickly whether they are in the right place. If the first thing they see is a generic welcome text, they have to hunt for a reason to stay. A clear value proposition does that job straight away. It also makes ads and ",[16,5340,3043],{"href":844}," easier to write, because you know what to promise.",[22,5343,5345],{"id":5344},"a-simple-template","A simple template",[12,5347,5348,5349,5353,5354,5357,5358,5361,5362,5365],{},"Fill in this sentence: \"We help ",[5350,5351,5352],"span",{},"who"," with ",[5350,5355,5356],{},"problem",", so that they ",[5350,5359,5360],{},"result",", without ",[5350,5363,5364],{},"the thing they dread",".\" An example from a car workshop could be: \"We help busy parents of young children with car servicing, so that the car is ready the same day, without them having to sit at the workshop and wait.\"",[12,5367,5368],{},"Read the sentence out loud. If a competitor could have said exactly the same, it needs to be more specific. Then compare it with what sits at the top of your front page today.",{"title":51,"searchDepth":52,"depth":52,"links":5370},[5371,5372],{"id":5334,"depth":52,"text":5335},{"id":5344,"depth":52,"text":5345},"Your value proposition is the short answer to why a customer should choose you: what you solve, for whom, and why you beat the alternative.",{},"\u002Fglossary\u002Fen\u002Fvalue-proposition",[903,65,195,196],{"title":5324,"description":5373},"glossary\u002Fen\u002Fvalue-proposition","verdiforslag","KHpTScEATAaV74KeR2B9UoB2lwSabYBf2ibxHawUv6k",{"id":5382,"title":4859,"aliases":5383,"autolinkTitle":7,"body":5385,"category":638,"description":5415,"extension":58,"fullName":59,"lang":60,"meta":5416,"navigation":7,"path":5417,"published":7,"related":5418,"seo":5419,"stem":5420,"translationSlug":5421,"updated":72,"__hash__":5422},"glossary\u002Fglossary\u002Fen\u002Fvisual-identity.md",[5384],"visual identities",{"type":9,"value":5386,"toc":5411},[5387,5390,5394,5397,5402,5404],[12,5388,5389],{},"A visual identity is more than a logo. It says which colours you use and how much of each, which typefaces apply to headings and body text, and what kind of images fit. It is often collected in a short brand guide, so everyone who makes something for you, from the sign maker to the web designer, does it the same way.",[22,5391,5393],{"id":5392},"why-consistency-pays","Why consistency pays",[12,5395,5396],{},"Recognition comes from repetition. When the van, the website, the invoice and the Facebook page look like the same business, people remember you more easily. If each thing is made by different people with no shared rules, the business looks less established than it is.",[12,5398,5399,5400,20],{},"The colours also have to work in practice. Light grey text on a white background can look elegant, but it is hard to read and can break the requirements for ",[16,5401,5046],{"href":5045},[22,5403,175],{"id":174},[12,5405,5406,5407,20],{},"Make a simple document with your logo in the versions you have, the colour codes (hex codes such as #1A2B3C) and the names of the fonts you use. If you are missing the colour codes, ask whoever made the logo. Send the document to everyone who makes something for you. There is more on this in ",[16,5408,5410],{"href":5409},"\u002Fen\u002Fdocs\u002Flogo-and-visual-identity","Logo and visual identity",{"title":51,"searchDepth":52,"depth":52,"links":5412},[5413,5414],{"id":5392,"depth":52,"text":5393},{"id":174,"depth":52,"text":175},"A visual identity is the fixed set of rules for how a business looks: logo, colours, typefaces, image style and how they are used together.",{},"\u002Fglossary\u002Fen\u002Fvisual-identity",[67,932,903,4083],{"title":4859,"description":5415},"glossary\u002Fen\u002Fvisual-identity","visuell-profil","xzK87qZGxwgZ9wGcnw5pkAUelV7WJxxlmf5ZgO_dFAo",{"id":5424,"title":5425,"aliases":5426,"autolinkTitle":7,"body":5432,"category":465,"description":5456,"extension":58,"fullName":5457,"lang":60,"meta":5458,"navigation":7,"path":5459,"published":7,"related":5460,"seo":5461,"stem":5462,"translationSlug":5463,"updated":72,"__hash__":5464},"glossary\u002Fglossary\u002Fen\u002Fweb-accessibility.md","Web accessibility",[5427,5428,5429,5430,5431],"WCAG","universell utforming","universal design","website accessibility","digital accessibility",{"type":9,"value":5433,"toc":5452},[5434,5437,5441,5444,5447,5449],[12,5435,5436],{},"In Norway this is a legal requirement, for private businesses too. Section 18 of the Equality and Anti-Discrimination Act (likestillings- og diskrimineringsloven) says that both public and private organisations must have universally designed ICT solutions aimed at their users. The details are in the regulations on universal design of ICT. For private businesses, this means the website must at least meet 35 success criteria in the WCAG 2.0 standard, at levels A and AA. The public sector has stricter requirements.",[22,5438,5440],{"id":5439},"who-checks-and-why-it-matters-to-you","Who checks, and why it matters to you",[12,5442,5443],{},"The Norwegian Authority for Universal Design of ICT (Uutilsynet), which is part of the Norwegian Digitalisation Agency (Digitaliseringsdirektoratet), supervises compliance. The requirement applies to websites and apps that are a main channel to customers, however large or small the business is.",[12,5445,5446],{},"It is also plain good service. Clear contrast, readable text and buttons that work with a keyboard make the site better for everyone, including you, in sunlight on your phone.",[22,5448,4071],{"id":4070},[12,5450,5451],{},"Try using your website with the keyboard only. Press Tab to jump from link to link and Enter to select. Check that you can always see where you are, and that you can get all the way to the contact form and send it. Then paste the address into WAVE from WebAIM, a free tool that shows, among other things, images without alternative text, the short description screen readers read aloud. You do not need any access to the website to use it.",{"title":51,"searchDepth":52,"depth":52,"links":5453},[5454,5455],{"id":5439,"depth":52,"text":5440},{"id":4070,"depth":52,"text":4071},"Web accessibility means as many people as possible can use your website, including people with poor sight, screen reader users and people without a mouse.","Universell utforming and WCAG",{},"\u002Fglossary\u002Fen\u002Fweb-accessibility",[872,1492,931],{"title":5425,"description":5456},"glossary\u002Fen\u002Fweb-accessibility","universell-utforming","f81uHh9DG4Fin0FgDhTddAyRVaTeKnYf67PCsHaY5Qw",{"id":5466,"title":5467,"aliases":5468,"autolinkTitle":7,"body":5471,"category":465,"description":5507,"extension":58,"fullName":5508,"lang":60,"meta":5509,"navigation":7,"path":5510,"published":7,"related":5511,"seo":5512,"stem":5513,"translationSlug":5514,"updated":72,"__hash__":5515},"glossary\u002Fglossary\u002Fen\u002Fweb-application.md","Web application",[566,5469,5470],"web app","web apps",{"type":9,"value":5472,"toc":5502},[5473,5476,5480,5486,5488,5493,5497],[12,5474,5475],{},"A website presents and sells. A web application does something. You log in, fill in, save and pull things up again. Your online bank, the ad you edit on Finn.no and the booking page at the hairdresser are web applications. Everything happens in the browser, on computer and phone, with nothing to install.",[22,5477,5479],{"id":5478},"how-it-differs-from-an-app-in-the-app-store","How it differs from an app in the App Store",[12,5481,5482,5483,5485],{},"An app from the App Store or Google Play has to be downloaded and installed on every phone. A web application opens from a link. One solution covers every device, and everyone gets the new version as soon as you update it. Behind the screen there is usually a ",[16,5484,724],{"href":723}," that remembers everything entered.",[22,5487,327],{"id":326},[12,5489,5490,5491,20],{},"When someone in the business spends hours every week moving information between spreadsheets, email and paper. A tool built for exactly that job can take over, and talk to the systems you already have through an ",[16,5492,427],{"href":2867},[22,5494,5496],{"id":5495},"count-the-hours-first","Count the hours first",[12,5498,5499,5500,20],{},"Write down one fixed task that repeats every week, and how long it takes. If it takes two hours a week and you count 45 working weeks a year, that is 2 × 45 = 90 hours a year. That number is the basis for judging whether a tool pays for itself. If you want to see what such tools can do, we have written about ",[16,5501,566],{"href":565},{"title":51,"searchDepth":52,"depth":52,"links":5503},[5504,5505,5506],{"id":5478,"depth":52,"text":5479},{"id":326,"depth":52,"text":327},{"id":5495,"depth":52,"text":5496},"A web application is a program that runs in the browser, such as a customer portal, a booking system or an internal tool with a login.","Web app",{},"\u002Fglossary\u002Fen\u002Fweb-application",[472,724,476,2899,252],{"title":5467,"description":5507},"glossary\u002Fen\u002Fweb-application","webapplikasjon","yyKoF-xoImEF9wtP5xUmK2vGdJVrh2WLbTERXdQrdYU",{"id":5517,"title":5518,"aliases":5519,"autolinkTitle":7,"body":5521,"category":465,"description":5557,"extension":58,"fullName":5558,"lang":60,"meta":5559,"navigation":7,"path":5560,"published":7,"related":5561,"seo":5562,"stem":5563,"translationSlug":5070,"updated":72,"__hash__":5564},"glossary\u002Fglossary\u002Fen\u002Fwireframe.md","Wireframe",[5520],"wireframes",{"type":9,"value":5522,"toc":5553},[5523,5526,5530,5539,5542,5546],[12,5524,5525],{},"A wireframe looks like a drawing on the back of an envelope, only a little tidier. Boxes for images, lines for text and a box that says \"button\". The point is to agree on content and order before anyone spends time on design. Moving a box on a sketch is much cheaper than rebuilding a finished page.",[22,5527,5529],{"id":5528},"what-to-look-for","What to look for",[12,5531,5532,5533,5535,5536,5538],{},"When someone shows you a wireframe, do not judge how pretty it is. It is ugly on purpose. Check whether the most important thing is at the top, whether the phone number and prices are easy to find, and whether each page has one clear ",[16,5534,167],{"href":166},". Much of the ",[16,5537,5034],{"href":5033}," gets decided here, long before the colours are chosen.",[12,5540,5541],{},"Speak up now if something is missing or in the wrong order. Later in the project, the same change costs more.",[22,5543,5545],{"id":5544},"draw-your-own-in-five-minutes","Draw your own in five minutes",[12,5547,5548,5549,20],{},"Take a sheet of A4 and draw the front page you want, as boxes from top to bottom. In each box, write what it should contain, and what you want the customer to do next. You do not need any drawing skills. The sheet is a good starting point for a conversation with whoever builds the site. If you want more structure, you can use our free ",[16,5550,5552],{"href":5551},"\u002Fen\u002Ftools\u002Fwebsite-brief","website brief template",{"title":51,"searchDepth":52,"depth":52,"links":5554},[5555,5556],{"id":5528,"depth":52,"text":5529},{"id":5544,"depth":52,"text":5545},"A wireframe is a simple grey-and-black sketch of a web page, showing what goes where before anyone thinks about colours and images.","Page sketch",{},"\u002Fglossary\u002Fen\u002Fwireframe",[872,2378,195,196,2730],{"title":5518,"description":5557},"glossary\u002Fen\u002Fwireframe","cpoDo7-36fR3VbsKEtO7-4bH5tHRFJG2lRLLd4gdEo8",{"id":5566,"title":3740,"aliases":5567,"autolinkTitle":7,"body":5568,"category":465,"description":5614,"extension":58,"fullName":59,"lang":60,"meta":5615,"navigation":7,"path":5616,"published":7,"related":5617,"seo":5618,"stem":5619,"translationSlug":758,"updated":72,"__hash__":5620},"glossary\u002Fglossary\u002Fen\u002Fwordpress.md",[],{"type":9,"value":5569,"toc":5610},[5570,5585,5589,5600,5603,5607],[12,5571,5572,5573,5575,5576,5581,5582,5584],{},"WordPress is a ",[16,5574,1170],{"href":2067},". The software itself is free and licensed under the GPL, which gives you the freedom to use, change and redistribute it, as ",[16,5577,5580],{"href":5578,"rel":5579},"https:\u002F\u002Fwordpress.org\u002Fabout\u002F",[32],"wordpress.org explains",". What you pay for is everything around it: ",[16,5583,757],{"href":745},", themes, add-ons and someone who keeps it all up to date.",[22,5586,5588],{"id":5587},"free-to-use-not-free-to-own","Free to use, not free to own",[12,5590,5591,5592,5595,5596,20],{},"The strength of WordPress is that almost anything can be added with a ",[16,5593,3780],{"href":5594},"\u002Fen\u002Fglossary\u002Fplugin",". That is also its weakness. Each plugin is code from a new supplier, and it has to be updated when security fixes come out. A site with 30 plugins has 30 things someone has to keep an eye on. We have written about ",[16,5597,5599],{"href":5598},"\u002Fen\u002Fblog\u002Fwordpress-total-cost-what-ownership-means-2024","what a WordPress site actually costs over time",[12,5601,5602],{},"WordPress suits you well when you want to publish often yourself and have a fixed agreement on who runs the site. Without such an agreement, the updates tend to be left undone.",[22,5604,5606],{"id":5605},"find-out-whether-your-site-runs-wordpress","Find out whether your site runs WordPress",[12,5608,5609],{},"Open your website in a browser on a computer, right-click and choose \"View page source\". Search for \"wp-content\" with Ctrl+F. If you find it, the site runs WordPress. Then ask whoever runs the site when WordPress and the plugins were last updated, and who is responsible for it.",{"title":51,"searchDepth":52,"depth":52,"links":5611},[5612,5613],{"id":5587,"depth":52,"text":5588},{"id":5605,"depth":52,"text":5606},"WordPress is a free, open-source publishing system. You use it to build and edit websites, and can extend it with add-ons.",{},"\u002Fglossary\u002Fen\u002Fwordpress",[1209,3780,757,2072],{"title":3740,"description":5614},"glossary\u002Fen\u002Fwordpress","aeM1JBhiiKIIfwaAQFwIktiy9o5TCdgx4xMj9NujNxY",{"id":5622,"title":5623,"aliases":5624,"autolinkTitle":7,"body":5627,"category":132,"description":5668,"extension":58,"fullName":59,"lang":60,"meta":5669,"navigation":7,"path":5670,"published":7,"related":5671,"seo":5672,"stem":5673,"translationSlug":5626,"updated":72,"__hash__":5674},"glossary\u002Fglossary\u002Fen\u002Fzero-click-search.md","Zero-click search",[5625,5626],"zero-click searches","zero-click",{"type":9,"value":5628,"toc":5664},[5629,5637,5641,5653,5656,5658],[12,5630,5631,5632,5636],{},"Google answers more and more questions itself. Opening hours and phone numbers appear in the business profile, excerpts appear in a ",[16,5633,5635],{"href":5634},"\u002Fen\u002Fglossary\u002Ffeatured-snippet","featured snippet",", and AI Overviews summarise the answer at the top of the results. The person gets what they need and closes the tab.",[22,5638,5640],{"id":5639},"a-search-without-a-click-is-not-always-lost","A search without a click is not always lost",[12,5642,5643,5644,5646,5647,5652],{},"For a local business, a search without a click can be the best outcome. Someone who sees your number in your ",[16,5645,799],{"href":798}," and calls is a customer who never visited your website. That is why counting visits is not enough. ",[16,5648,5651],{"href":5649,"rel":5650},"https:\u002F\u002Fsupport.google.com\u002Fbusiness\u002Fanswer\u002F9918094?hl=en",[32],"Google itself shows"," how many people called, asked for directions or clicked through to your website from the profile.",[12,5654,5655],{},"The losers are pages that only repeat simple facts. Answers that call for judgement, experience or a quote are still something people have to click for.",[22,5657,3704],{"id":3703},[12,5659,5660,5661,20],{},"Search for your business name, and for your service plus your town. Look at what Google shows before the results: are the opening hours, phone number and address right? That is all many people see of you. If you want to read more about adapting your content, we have written about ",[16,5662,5663],{"href":408},"zero-click and AI search",{"title":51,"searchDepth":52,"depth":52,"links":5665},[5666,5667],{"id":5639,"depth":52,"text":5640},{"id":3703,"depth":52,"text":3704},"A zero-click search is a search where the person gets the answer right in Google and does not click through to any website.",{},"\u002Fglossary\u002Fen\u002Fzero-click-search",[2325,253,420,816,697],{"title":5623,"description":5668},"glossary\u002Fen\u002Fzero-click-search","mAfga0QVCp8hX1iKVtIeLHYP01RwujdnxjRS4w9UkKE",1790517614678]