Dictionary of the Internet - Digital Dictionary
Common technical terms simply explained
A
A/B-Testing:
What is A/B testing?
In A/B testing, two versions of a website, ad or email are compared with each other to find out which performs better. Version A is the original, version B contains a change (e.g. different button text).
Why is A/B testing important? It enables data-based optimization – instead of relying on gut feeling, you test what really works (e.g. higher click-through rate or conversion rate).
Example: Version A: Button text “Buy now” Version B: Button text “Save 10% now” → The version with better performance wins.
Above the Fold
What does Above the Fold mean? “Above the fold” refers to the area of a website that is visible without scrolling – in other words, what users see directly when they access it.
Why is this area important?
It influences the first impression and often decides whether visitors stay or bounce. Important content (headline, CTA, USPs) should be placed there if possible.
AEO – Answer Engine Optimization:
Definition: Answer Engine Optimization (AEO) describes the targeted optimization of content for answer systems such as Google Featured Snippets, AI-supported search systems (e.g. Google SGE, Bing AI, ChatGPT) or voice assistants. The aim is to provide structured, precise answers to frequently asked questions so that content is displayed directly in the search – without users having to click on the website. AEO is a strategic building block within modern SEO and is becoming increasingly important with the shift from search to answers. *** Translated with www.DeepL.com/Translator (free version) ***
SEO practice tip: Structure content in a clear and user-oriented way: Use H2 questions as subheadings, followed by precise, short answer sections (max. 40 – 50 words). Use structured data (Schema.org), bullet points and FAQs to make your content “machine-readable” – ideal for AI overviews or featured snippets.
Example: A blog article on the topic “What is SEO?” ( ⇒ click here for the blog article “What is SEO” ) uses the H2 “What does SEO mean?” with a clear, short answer underneath. This structure increases the likelihood that Google will display the section as a featured snippet or AI overview answer. In addition, frequently asked questions are included as FAQ snippets at the end of the article.
Synonyms / related terms: Featured Snippet Optimization, Zero-Click SEO, AI Overviews, Voice Search Optimization, SERP Optimization.
Category: SEO, content strategy, AI, structured data
AD Rank:
Definition:
The AD Rank is a key figure in the Google Ads system that determines the position in which an ad appears. The AD Rank is calculated from the bid, the ad quality (quality factor) and the expected effects of ad extensions.
SEO practice tip:
By optimizing ad text, relevance and landing page quality, the AD rank can be improved even with lower bids – which saves costs and enables better rankings.
Example:
A company increases the click rate of its ad through an optimized ad text. Despite a lower bid, the ad position improves thanks to the better AD rank.
Synonyms / related terms:
Google Ads, quality factor, CPC
Category:
SEA, Google Ads
ADS controlling tool:
Definition:
An ADS controlling tool supports the monitoring, analysis and optimization of paid advertisements, e.g. Google Ads or social ads. It collects data on performance, budget and conversion and identifies optimization potential.
SEO practice tip:
The use of controlling tools enables early recognition of budget wastage and performance weaknesses. This allows campaigns to be continuously optimized.
Example:
A company uses a controlling tool to recognize that certain keywords generate high costs but low conversion – and adjusts the bid accordingly.
Synonyms / related terms:
campaign analysis, performance tracking
Category:
SEA, Analytics
AI Content
Definition:
AI content is content that is created automatically or semi-automatically with the help of artificial intelligence. AI tools analyse data, user intent and linguistic patterns to generate SEO-optimized texts, meta descriptions, headlines, product texts or entire blog articles.
SEO practice tip:
AI content can help with fast content production. Nevertheless, an editorial review is necessary in order to fulfill the Google E-E-A-T criteria (Experience, Expertise, Authoritiveness, Trustworthiness) and to avoid duplicate content and incorrect content.
Example:
An e-commerce store automatically generates product descriptions for thousands of items with the help of an AI tool, but has them finally checked and optimized by SEO editors.
AI Overviews (AIO)
The term “AI Overviews” generally refers to summaries or overviews of artificial intelligence (AI) in various contexts Such overviews can refer to technologies, products, research work, trends or applications of AI. They serve to create a broader understanding of the topic of AI, explain current developments and point out future directions.
AI Overviews are particularly useful for people who want to quickly find out about the basics and current trends in the field of AI without having to delve into the technical details. They also serve as a decision-making aid for companies and organizations that are considering implementing AI solutions.
⇒ Learn more about Google AI Overview
AI Overviews optimization
Definition:
Ai Overview Optimization refers to the targeted content and structural adaptation of websites in order to continue to achieve clicks, visibility and conversions despite the automated AI summaries in Google (AI Overview).
Goal:
Not only to be mentioned in the overviews – but to create incentives through a clever content strategy so that users still click on the website.
Example:
A service provider does not formulate its blog article as a complete answer, but offers clear indications that further tips, checklists or comparisons can be found on its website. This creates curiosity – despite AI answers in the search result.
⇒ More on AI overviews optimization and how to stay visible despite AI
AI Search Visibility
Definition:
Ai Search Visibility describes the visibility of a website in modern, AI-controlled search systems such as Google (with AI Overviews), ChatGPT (e.g. via Bing or plugins) and Perplexity. It is no longer just about classic rankings – but about how and whether a website is taken into account in AI-generated responses.
Objective:
Ensure that content is not lost in the new search formats, but can be found in a targeted manner – using technical, linguistic and strategic means.
Example:
A company also provides its content as a structured knowledge base (e.g. via a wiki or FAQ) so that it can be used more easily as a source by ChatGPT and Perplexity.
Algorithmus
Definition:
An algorithm is a defined sequence of rules and calculations that are used to solve problems or process data. In search engines, algorithms control the evaluation and placement of content in the search results.
SEO practice tip:
Understanding the basic logic of search engine algorithms helps with content optimization: relevance, user intention, page quality and backlinks play key roles.
Example:
Google regularly adjusts the algorithm with core updates, which can cause rankings to rise or fall depending on how well content meets the new requirements.
Synonyms / related terms:
Google Algorithm / Core Update
Category:
SEO, Technology
Alt-Attribut
What is an alt attribute?
The alt attribute (alternative text) is a text description for images in HTML code. It is displayed if the image cannot be loaded – and it helps search engines to understand the content of the image.
Why is the alt attribute important?
- SEO: Images with meaningful alt text can rank in the Google image search.
- Accessibility: Screen readers read out the alt text for visually impaired users.
- Usability: If an image is not displayed, the browser shows the text as a replacement.
Example:<img src="seo-grafik.jpg" alt="Infografik zum SEO-Prozess von Keyword bis Conversion">
API (Application Programming Interface)
What is an API?
An API is an interface through which different software systems can communicate with each other. It enables data exchange and the connection of tools, services or apps.
Example: You can integrate an interactive map on your website via the Google Maps API. Or link your marketing tools (e.g. CRM & email system) via an API.
Attribution
What does attribution mean? In web analytics, attribution describes which channel or touchpoint a conversion is attributed to. It is therefore about finding out what really contributed to the conversion.
Models: – Last Click – First Click – Linear – Time course – Data-driven attribution
Example: A user first clicks on a Google ad, later on an organic search and converts via the newsletter – which channel does the “credit” belong to?
Automation
Definition:
Automation refers to the use of software and systems to carry out processes without manual effort. In online marketing, this includes campaign management, content creation, reporting and email marketing.
SEO practice tip:
Automation can help to complete recurring tasks more efficiently, but must not jeopardize the quality and individuality of the content.
Example:
An SEO tool automatically creates technical audits for all websites and reports critical errors at an early stage.
Synonyms / related terms:
Marketing Automation, Workflow
Category:
Content creation, Technology
B
Backlink
What is a backlink?
A backlink is an external link that points from another website to yours. It is considered a kind of “vote of confidence” and is an important ranking factor for Google.
Quality over quantity: Not every backlink is valuable – links from high-quality, topic-relevant pages (with authority) are particularly helpful for SEO.
Tip: Actively build backlinks through guest posts, digital PR, content with added value and linkable assets.
BERT-Algorithmus
BERT stands for Bidirectional Encoder Representations from Transformers. BERT has been an important part of the Google algorithm since 2019 and helps to better understand the context of words within a search query – especially for longer, naturally formulated sentences.
What makes BERT special?
BERT not only analyzes a word alone, but also the words before and after it – and does so bidirectionally. This allows Google to understand much better what a user means by their question.
Example: Search query: “Can I travel to the USA with a visa that is about to expire?” In the past, the focus may have only been on the keywords “visa”, “USA” and “expiring” – without understanding that this is about a time restriction. With BERT, Google recognizes the context – that it’s about the possibility of entering the US despite a visa expiring soon – and delivers much more accurate, helpful results.
Bias reduction
Bias mitigation refers to the measures and techniques that aim to reduce biases or unfairness in systems, especially in artificial intelligence systems. In AI, these biases are often caused by uneven or biased data used to train the systems. Bias mitigation is important because it helps to ensure fair and accurate results so that all users are treated equally regardless of gender, race or other characteristics. This can be achieved through various methods, including revising data sets to ensure they represent a broad and representative sample of the population and developing specialized algorithms that actively seek out and correct for bias in the training data.
Bias distortion
Definition: Bias refers to systematic errors in AI systems caused by unbalanced or incomplete training data. Bias can lead to AI systems acting in an unfair or discriminatory manner.
Example: An application system that discriminates against women because the training data contained predominantly male candidates.
Big Data
Definition: Big data refers to huge amounts of data that are too extensive or complex to process using traditional methods. AI uses big data to train models and enable precise analyses.
Example: Analysis of social media data to identify trends or opinions.
Bottom of Funnel
Definition:
The lowest phase of the content funnel, in which users have already made a purchase decision. Content is aimed at trust, concrete offers and conversion.
Example:
Case studies, customer references, product comparisons, demo requests.
Further information:
Content funnel: How to turn readers into customers
FAQ:
What content is suitable for the bottom of the funnel?
Success stories, free demos, testimonials, offer details.
Bounce Rate
What is the bounce rate? The bounce rate measures the percentage of users who visit a page and leave without further interaction.
Example: A user lands on your blog article, reads it briefly and closes the page – this counts as a “bounce”.
Tip: A high bounce rate is not always bad – e.g. if the information you were looking for was delivered directly. The context is important!
Branding on Google:
Definition:
Branding at Google includes measures to make your own brand visible and known in search results – e.g. through brand searches, knowledge panels, brand ads or optimized snippets.
SEO practice tip:
Targeted optimization of brand searches, Google My Business and structured data can significantly increase brand presence in the SERPs.
Example:
A company appears in a search for its name with an extended knowledge panel, sitelinks and positive reviews.
Synonyms / related terms:
Brand Visibility / brand building
Category:
SEO, Brand Marketing
Buyer Persona
What is a buyer persona? A buyer persona is a fictitious but data-based profile of your ideal customer. It helps you to better understand target groups and address them in a targeted manner.
Typical characteristics: – Age, profession, education – Goals, challenges – Information sources – Online behavior
Why is it important?
The better you know your target group, the more effectively you can target content, ads and products to them.
⇒ Learn more about the topic: Difference between buyer persona and target group
C
Canonical Tag
What is a canonical tag? A canonical tag is an HTML tag that tells search engines which version of a page should be considered the “original” or preferred one. This is particularly useful for pages with similar or identical content.
Why is the canonical tag important? It helps to avoid duplicate content and prevents ranking signals from being distributed across several URLs. Instead, they are concentrated on the canonical (main) version.
Example:<link rel="canonical" href="https://www.deineseite.de/beispiel/" />
CDN (Content Delivery Network)
What is a CDN? A content delivery network is a network of globally distributed servers that delivers content such as images, videos, JavaScript or CSS files to users faster – depending on where they are geographically located.
Advantages: – Faster loading times – Relief of the main server – Better user experience worldwide
Example providers: Cloudflare, Akamai, Amazon CloudFront
Chatbots
Definition: Chatbots are software applications that make it possible to hold automated conversations with users. They can be text or voice-based and are often used in customer service, marketing and sales. Using artificial intelligence (AI) or rule-based systems, chatbots simulate human communication and offer fast, scalable solutions for interacting with users. They improve the user experience and play an important role in modern SEO and content strategies as they increase interactivity and engagement rates.
SEO practice tip: Use chatbots on your website to dynamically customize content and provide answers to frequently asked questions (FAQs) directly. By equipping chatbots with SEO-relevant keywords and personalizing the conversation, you can promote targeted user interactions and collect valuable data for your content strategy at the same time. Make sure that the bot is also search engine friendly by using structured data. *** Translated with www.DeepL.com/Translator (free version) ***
Example: An e-commerce store uses a chatbot that answers questions about products during the ordering process, offers voucher codes and makes recommendations based on user behavior. The chatbot recognizes specific search queries and directs users to suitable products, which increases both the user experience and the conversion rate.
⇒ How to write content for chatbots
Cliffhanger
Definition:
A cliffhanger is a narrative stylistic device that deliberately builds suspense by ending a text, video or other content at a particularly exciting or open point. The aim is to maintain the user’s interest and encourage them to continue interacting – e.g. to read on, click through or come back.
In SEO and content marketing, a cliffhanger can help to increase the length of stay, boost the click rate on subsequent pages or support the development of a content series. This tool is often used for blog series, newsletters, YouTube videos or social media posts in particular.
Example:
At the end of a blog article on “5 strategies for better conversion rates”, the following is announced:
“We will present the most effective method in the next article – stay tuned!”
This makes the reader curious to read the next article as well.
CLS (Cumulative Layout Shift)
Definition:
Cumulative Layout Shift (CLS) is a measured value for visual stability on websites. It shows how much elements shift when a page is loaded. CLS is part of the Core Web Vitals and influences the user experience as well as the Google ranking.
SEO practice tip:
Static size specifications for images and fonts, lazy loading and optimized loading of ads help to minimize layout shifts and improve the CLS value.
Example:
An article loads advertising banners with a delay and thus shifts the text – which has a negative impact on the CLS. After optimization, all elements remain stable.
Synonyms / related terms:
Core Web Vitals, Page Experience, loading time
Category:
SEO, Technology
Cloaking
Definition:
Cloaking is a prohibited SEO technique in which different content is displayed to search engines and users in order to manipulate rankings. Cloaking violates the Google Webmaster Guidelines and can lead to penalties.
SEO practice tip:
Always provide identical content for search engines and users. Use structured data for personalization or dynamic content to ensure transparency for the Googlebot.
Example:
A website shows the Googlebot pure keyword content, but users only images – this is considered cloaking and can lead to a loss of ranking.
Synonyms / related terms:
Black Hat SEO, spam, penalty
Category:
SEO, Guidelines
CMS (Content Delivery System)
What is a CMS?
A CMS is software for the simple management of website content – without programming knowledge. Content such as text, images or videos can be created, updated and published using an editor.
Popular CMS: WordPress, TYPO3, Joomla, Webflow, Contao
Why does it make sense?
A CMS enables teams to manage websites flexibly and efficiently – even without developers.
⇒ Learn more: Web design for freelancers & SMEs
Computer Vision
Definition: Computer vision is an area of AI that enables machines to analyze images and videos and derive information from them. This is particularly useful in areas such as surveillance or medical image analysis.
Example: Diagnosis of diseases based on X-ray images.
Content audit
Definition:
A content audit is the systematic analysis and evaluation of existing content in terms of quality, performance and topicality.
Example:
A blog archive is checked for outdated articles, ranking losses and optimization potential.
Further information:
Content audit: How to optimize your existing content
FAQ:
When should you carry out a content audit?
At least 1-2 times a year or after Google updates.
Grupo de contenidos
What is a content cluster? A content cluster (also known as a “topic cluster”) is a structured content strategy in which a central main article (the so-called pillar page) is supplemented by several thematically relevant subpages or blog articles and linked internally.
Target: ➡️ Let Google better understand what your website is about ➡️ Create thematic depth AND breadth ➡️ Guide readers through your offer in a targeted manner
A content cluster always consists of: 1. pillar page = comprehensive lead article that deals with a topic holistically
2. cluster articles = Thematically appropriate subpages or blog articles that go into more detail on certain aspects
3. internal linking = all cluster articles link to the pillar page – and vice versa
Why is a content cluster important?
- Better visibility on Google (topic authority)
- Clearer user guidance
- Stronger internal linking → more SEO power
- Visitors stay longer on your site
- A clearly recognizable competence structure is created
⇒ Find out more in the guide: Content marketing for visibility
Content Distribution
Definition:
Content distribution refers to the active dissemination of content via various channels in order to increase reach and visibility.
Example:
A blog article is also distributed via LinkedIn, newsletters and guest articles.
Further information:
Content distribution: How to distribute your content correctly.
FAQ:
What channels are there for content distribution?
Owned, earned and paid media (website, social media, PR, advertisements)
Content Funnel
Definition:
A content funnel describes the stages that a potential customer goes through in content marketing: from initial attention to the purchase decision. Content is aligned appropriately depending on the funnel phase.
Example:
A blog article describing the problem (top of funnel), a guide to finding a solution (middle of funnel), an offer comparison (bottom of funnel).
Further information:
Content funnel: How to turn readers into customers
FAQ:
How does a content funnel work?
Coordinated content guides the user step by step to conversion.
Content KPIs
Definition:
Content KPIs (Key Performance Indicators) are the most important key figures in content marketing that precisely measure the degree of target achievement.
Example:
Number of leads generated per month as a KPI for lead generation.
Further information:
Content marketing KPIs: Which key figures really count?
FAQ:
How many KPIs should you track at the same time?
3-5 KPIs per target area are usually sufficient.
Content marketing key figures
Definition:
Content repurposing involves transferring existing content to new formats and channels in order to increase reach and efficiency.
Example:
A webinar is also prepared as a blog article, infographic and social media carousel.
Further information:
Content Repurposing: Getting more out of your content.
FAQ:
Why is content repurposing useful?
More reach with less effort through repurposing.
Content Marketing Trends
Definition:
Content marketing trends are current developments and best practices that determine how content is created, distributed and marketed most effectively today. They are based on changes in user behavior, new technologies, algorithm updates (e.g. Google), platform innovations (e.g. social media) and innovative formats.
SEO practice tip:
If you recognize and integrate content marketing trends early on, you can gain a competitive edge, achieve better rankings and address your target group more precisely. Current trends include, for example, optimization for voice search, the use of AI tools, short-form video and interactive content.
Example:
A blog integrates interactive tools (calculator, quiz) to increase user loyalty and at the same time increase the length of stay as a positive user signal for Google.
Content Performance
Definition:
Content performance describes the specific performance and effectiveness of content based on defined KPIs and targets.
Example:
A blog post with a high dwell time and high conversion rate shows good content performance.
Further information:
Content Audit & KPIs
FAQ:
How do you improve content performance?
By optimizing content, structure, keywords, design and distribution.
Content Repurposing
Definition:
Content marketing metrics are measurable variables that evaluate the success and performance of content marketing measures.
Example:
Page views, leads, dwell time, conversions, rankings.
Further information:
Content marketing KPIs: Which key figures really count?
FAQ:
Why are content marketing metrics important?
Only measurable success allows for targeted optimization.
Conversational Content Marketing:
Definition: Conversational content marketing refers to a form of content strategy in which content is designed in such a way that it acts as a natural dialog with the target group. The focus is on direct, personalized and interactive communication styles – often supported by chatbots, AI or social media. The aim is to increase user loyalty, build trust and increase conversion rates. The approach is particularly relevant for modern SEO strategies in which user intention and engagement play a central role. *** Translated with www.DeepL.com/Translator (free version) ***
SEO practice tip: Integrate conversational elements into your content, e.g. through questions and answers, interactive FAQs or chat-like text flows. Use long-tail keywords in natural language, as they also occur in voice searches. This way you can improve search queries.
Example: An online store for sustainable fashion uses a Q&A-style blog article to answer typical questions about fair production. The article is supplemented by an AI-supported chatbot that gives visitors personalized recommendations. The content specifically addresses search queries such as: “What does GOTS-certified mean?” and thus ensures visibility and interaction.
⇒ More information on conversational content marketing
Conversational Search:
Conversational search describes a new type of search query in which users not only enter keywords, but also ask questions in natural language – similar to a real conversation.
In contrast to classic keyword searches (“tax return tips”), users formulate entire sentences in conversational searches, e.g:
“What do I need to consider when filing my tax return as a self-employed person?”
or
“Which SEO measures will still really make a difference in 2025?”
How it works:
Conversational Search is primarily used in AI-based search queries such as ChatGPT, Perplexity or the Google Search Generative Experience (SGE). These tools not only analyze keywords, but also connections, context and follow-up questions – similar to a dialog.
Why is this important?
This means for content creators:
- Texts must be formulated more naturally
- Content should be structured contextually
- Related questions, follow-up questions and logical transitions are crucial
Example:
- User asks:“What is a Pillar Page?”
- Then: “How is it different from a normal blog article?”
- Then: “Are there tools to create something like this?”
→ In a conversational search, the context remains – the system recognizes that all questions are related.
Conversion:
What does conversion mean? A conversion is a desired action that a visitor performs on your website – e.g. a purchase, a registration, a download or filling out a contact form.
Examples of conversions: – Newsletter subscription – Product purchase – Contact request – Appointment booking
Conversion Funnel
What is a conversion funnel? The conversion funnel (also marketing funnel) describes the phases of the user journey – from initial awareness to final conversion.
Typical phases: 1. awareness (attention) 2. interest 3. desire 4. action
Tip: Every funnel step needs suitable content and measures.
⇒ Learn more about conversion optimized funnels
Conversion rate:
What is the conversion rate?
The conversion rate measures the proportion of website visitors who perform a specific desired action.
Formula:Conversion Rate = (Anzahl Conversions / Anzahl Besucher) × 100
Example: 100 visitors, 5 purchases → conversion rate = 5 %
Conversion Rate Optimization
What is CRO?
Conversion Rate Optimization includes all measures to improve the conversion rate – in other words, to get more out of your traffic.
Typical measures: – A/B testing – Optimized CTAs – Trust elements – Usability optimization – Faster loading times
Goal: More leads, more sales – with the same traffic.
Core Web Vitals
What are Core Web Vitals? The Core Web Vitals are three Google metrics that evaluate the user experience on websites:
The 3 key figures: – LCP (Largest Contentful Paint): Loading speed – FID (First Input Delay): Interactivity – CLS (Cumulative Layout Shift): visual stability
Why is it important? They are direct ranking factors – Google favors pages that are fast and user-friendly.
CPA (Cost per Acquisition)
CPA stands for cost per acquisition – in other words, how much money you spend to acquire a customer or lead.
Formula:CPA = Werbekosten / Anzahl Conversions
Example: 500 € advertising costs, 10 purchases → CPA = 50 €
Tip: The aim is to keep the CPA as low as possible – while maintaining the same quality.
CPC (cost per click):
What is CPC? The CPC indicates how much a single click on your ad costs – e.g. in Google Ads or Social Ads.
Differentiation: – Max. CPC (bid) – Actual CPC (determined by auction)
Why is it important?
The more efficient your CPC, the cheaper it is to reach relevant target groups with your ads.
Crawling & Indexierung
What is crawling? Crawling is the process by which search engines such as Google search the internet for new and updated content using so-called crawlers or spiders. They follow links from one page to the next and “read” the content.
What is indexing? After a page has been crawled, the search engine decides whether and how it is stored in the index – i.e. in the huge database of all websites that can be found. Only indexed pages can be displayed in the search results.
Tip: A good page structure, clean internal linking and an up-to-date sitemap help to ensure that your content is crawled and indexed quickly and reliably.
Cross Sells
Definition:
Cross-selling refers to the sale of complementary products to a main product. In e-commerce, cross-selling is used specifically to increase the basket value and customer satisfaction.
SEO practice tip:
Sensible cross-sell offers on product pages can increase the length of stay and boost sales. Clever internal linking also strengthens the page structure.
Example:
When buying a smartphone, matching cases, chargers and headphones are suggested as cross-sells.
Synonyms / related terms:
upselling, additional sale, product recommendation
Category:
E-Commerce, Conversion optimization
CTA (Call-to-Action)
What is a CTA? A call-to-action is a specific request for action – e.g. a button, link or text that is intended to encourage users to take a certain action.
Examples of CTAs: – “Buy now” – “Subscribe to newsletter” – “Learn more”
Tip: CTAs should be clear, active and visible – adapted depending on the funnel level.
CTR (Click-Through Rate):
What does CTR mean? CTR stands for click-through rate and describes the ratio of clicks to impressions – i.e. how often a search result was seen in comparison to how often it was clicked on.
Formula:CTR (%) = (Klicks / Impressionen) × 100
Example: If your snippet has been displayed 1,000 times and 120 users have clicked on it, your CTR is: 12 % .
How can the CTR be improved? – Meaningful meta titles – Clear, appealing meta descriptions – Emojis, special characters or power words (used sparingly) – Rich snippets (e.g. star ratings, FAQ boxes)
Customer Journey
The behavior of customers who are on their website. A user is on your website as if on a journey. There are several points of contact there.
– The attention phase (Awareness)
– The Consideration Phase
– The decision phase (Decision)
– The service phase (service phase)
– The Promoter Phase (Loyalty)
Cyber attack
Definition:
A cyber attack is a targeted attempt to damage, manipulate or steal data from IT systems, websites or networks. For websites in particular, this can also cause SEO damage (e.g. malware, spam, server downtime).
SEO practice tip:
Regular security updates, SSL certificates, secure passwords and backups help to protect websites from attacks and minimize SEO risks.
Example:
A hacked website is removed from the index by Google due to malware until the damage has been repaired.
Synonyms / related terms:
hacking, malware attack, website security
Category:
Technology, SEO security
D
Data Layer
What is a data layer? The data layer is a structured data layer on a website that provides important information for tracking and analysis tools – e.g. Google Tag Manager.
Why is it important?
It enables data (e.g. shopping cart values, user actions, product details) to be recorded centrally and transferred flexibly to tools such as Google Analytics, Meta Pixel or Conversion APIs – without constant intervention in the source code.
Example (simplified):
window.dataLayer = [{
event: "purchase",
transactionId: "12345",
value: 79.90
}];
Amount of data (dataset)
Definition: A dataset is a collection of information that is used to train and test AI systems. Data can be structured (e.g. tables) or unstructured (e.g. text or images).
Example: An image database with thousands of cat photos that trains a model to distinguish cats from other animals.
Domain Authority (DA)
What is domain authority?
The Domain Authority is a score developed by Moz (scale 0-100), which estimates how strongly a domain can rank in comparison to other websites.
Important factors: – Number & quality of backlinks – Link structure – Age of the domain – Relevance of the content
Tip: Although not an official Google value, DA is a good indicator of SEO potential and competitive comparisons.
Deep Learning
Definition:
Deep learning is a branch of machine learning that is based on neural networks with many layers. It is used in image recognition, language processing and complex AI applications – also in the SEO context (e.g. Google RankBrain, Bert, Gemini)
SEO practice tip:
Understanding deep learning helps to understand how search engines are increasingly able to grasp semantic correlations. Content should therefore be geared towards user intent and holistic topic coverage.
Example:
Google uses deep learning to better interpret search queries contextually and rank suitable content higher.
Synonyms / related terms:
Neural network, AI, machine learning
Category:
AI, SEO technology
⇒ To delve deeper into this important topic, we recommend our blog article on machine learning & AI
Duplicate content
What is Duplicate Content?
Duplicate content refers to content that is identical or very similar on several urls – either on the same domain or on different websites.
Why is duplicate content problematic?
In such cases, Google does not know which page should be prioritized. This can lead to lower rankings or even non-indexing.
Typical causes:
- Print versions of pages
- HTTP/HTTPS or with/without www
- Parameter urls or sorting in the store
- Copied content from other sites
What to do? You can counteract this with canonical tags, redirects or targeted content maintenance.
E
Engagement Rate
What is the engagement rate? The engagement rate measures how much users interact with your content – e.g. through likes, shares, comments, clicks or saves.
Formal (Social Media):Engagement Rate = (Interaktionen / Reichweite oder Follower) × 100
Why relevant?
It shows how well your content is received by the target group – and helps you to identify successful formats.
E-E-A-T (Experience, Expertise, Authoritiveness, Trustworthiness)
What does E-E-A-T mean? E-E-A-T is a quality concept from Google and stands for Experience, Expertise, Authoritativeness and Trustworthiness. It helps Google to evaluate whether a website or its content is of high quality and trustworthy.
What is E-E-A-T relevant for? A high E-E-A-T is particularly important for so-called “Your Money or Your Life” topics (e.g. health, finance). But the following also applies to companies: show your expertise and strengthen your authority, e.g. through author profiles, external mentions and high-quality content.
Evergreen Content
What is evergreen content? Evergreen content is timeless content that remains relevant and valuable over time – e.g. guides, tutorials or FAQs.
Advantages: – Long-lasting SEO traffic – Low maintenance effort – Ideal for linking and recycling
Examples: – “What is content marketing?” – “Tips for keyword research”
⇒ Learn more: Content marketing for the self-employed
⇒ Learn more about evergreen content – what it is and how to use it
Event-Tracking
What is event tracking? Event tracking is the recording of specific user actions on a website – e.g. clicks, scrolls, video views or downloads – using tools such as Google Analytics or Matomo.
Example events: – Click on the “Buy now” button – Opening a pop-up – Scroll depth reaches 50%
Advantage: Event tracking gives you deeper insights into the behavior of your users – ideal for conversion optimization.
Experience (Part of E-E-A-T)
What does “experience” mean in the SEO context? Since the expansion of E-A-T to E-E-A-T, Google also takes into account the personal experience of an author or a source on the respective topic.
Example: An experience report on the use of a product or a travel blog with personal impressions – this signals to Google that real experiences are being shared here.
Tip: Experience-based content strengthens trust and relevance – especially in combination with expertise & authority.
F
Featured Snippet
What is a featured snippet? A featured snippet is a highlighted search result that appears above the organic results – often in the form of a text excerpt, a list or a table. It is pulled directly from a website and is intended to answer the user’s question directly.
Example: Are you looking for ” How does content marketing work? “, Google may show a short answer field with keywords from a suitable website – this is the featured snippet.
Tip: You can increase your chances of getting a featured snippet by answering questions clearly, using structured data and organizing your content logically.
FID (First Input Delay):
Definition:
First Input Delay (FID) measures the time between the first user interaction (e.g. click, scroll) and the browser’s response. FID was part of the Core Web Vitals until March 2024 and was replaced by Interaction to Next Paint (INP).
SEO practice tip:
Even though FID has been officially replaced, fast loading times and immediate interactivity remain crucial for SEO and user experience. Optimization of JavaScript, caching and server response times help here.
Example:
A website loads complex scripts after the first call, which leads to a delay in clicks – the FID deteriorates.
Synonyms / related terms:
Core Web Vitals, Page Experience, INP
Category:
SEO, Technology
Friction Points
What are friction points? Friction points are hurdles or frictions in the user experience that prevent visitors from carrying out a desired action – e.g. unclear forms, long loading times or complicated navigation.
Example: – Checkout with 5 steps – Missing payment methods – Pop-ups that block content
Why is it important?
Friction points reduce the conversion rate – they should be systematically identified and eliminated (e.g. through UX tests or session recording).
Funnel (Conversion Funnel)
What is a funnel?
A funnel describes the user journey from the first interaction to the desired action (e.g. purchase, inquiry). The term “funnel” stands for the fact that many users enter at the top, but only a few convert at the bottom.
Typical funnel stages: 1. awareness (attention) 2. consideration 3. conversion (action)
Tip: Each funnel step needs its own content, approach and CTAs.
G
Generative AI
Definition:
Generative AI refers to AI systems that can independently generate content such as text, images, videos or code. In content marketing, generative AI is used for text production, image creation, idea generation and personalization, among other things.
SEO practice tip:
Generative AI can help with content creation, but should always be checked editorially to ensure quality, unique content and E-E-A-T criteria for Google.
Example:
A company has drafts of blog articles written by an AI such as ChatGPT, which are then finalized by the editorial team.
Synonyms / related terms:
AI content, AI-supported content, artificial intelligence
Category:
AI, content creation, SEO
Google Ads
Google Ads is an online advertising platform that enables companies to place ads on Google search, videos on YouTube, apps, websites and more. With Google Ads, companies can advertise their products and services by placing ads that are displayed for specific search terms, websites and apps. This enables companies to reach their target groups and increase their sales.
Google Analytics 4 (GA4)
What is GA4?
GA4 is the latest version of Google Analytics and the successor to Universal Analytics. It is based on an event-driven data model and offers deeper insights into user behavior across different platforms.
Innovations compared to Universal Analytics: – Event-based instead of session-based measurement – Cross-device tracking – More data protection-friendly – Integration with Google BigQuery
Important: GA4 has been the standard since July 2023 – Universal Analytics has been discontinued.
Google Display Netzwerk
What is the Google Display Network?
The GDN is a network of millions of websites, apps and YouTube channels on which Google delivers graphical ads (display ads). The aim is to increase visibility and reach – usually in the upper funnel.
Example: Banner advertising on news portals, blogs or apps
Advantages: – Wide reach – Visual forms of advertising (banner, video) – Precise targeting (e.g. according to interests, demographics, remarketing)
GPT
Definition:
GPT stands for “Generative Pre-trained Transformer” – an AI language model that was developed by OpenAi and is used in ChatGPT, among other things. GPT analyzes, understands and generates texts by drawing on large amounts of data and language patterns.
Why this is important:
Many SEO and content processes are now supported by GPT tools – e.g. for keyword ideas, text creation, structure planning or meta descriptions.
Example from practice:
A self-employed person uses GPT to get 10 blog title suggestions based on her Pillar Page – saving time and gaining new perspectives.
H
H1, H2, H3 – Use headings sensibly
Definition:
HTML headings (H1 to H6) give a website its content structure – comparable to chapters and subchapters in a book. Search engines such as Google and AI systems such as ChatGPT analyze this structure in order to better understand topics, contexts and answers.
Basic structure:
- H1: → Main heading of the page (only 1 x per page)
- H2 → Sub-topics or main sections
- H3 → Detailed content or enumerations within an H2 block
- H4 – H6 → Usually not necessary (only for very complex content)
Hashtag strategy
What is a hashtag strategy?
A hashtag strategy defines how you use hashtags specifically to increase the visibility of your posts on social networks (especially Instagram, LinkedIn, TikTok).
Types of hashtags: – Community hashtags (#veganlife) – Brand hashtags (#mybrand) – Campaign hashtags (#summerchallenge2025) – Niche hashtags (#b2bcontentstrategy)
Tip: Use a mixture of large, medium and specific hashtags – and regularly test new combinations.
Heatmap
What is a heatmap? A heatmap shows where users click, scroll or hover with the mouse on a website. It visualizes the “hottest” (most frequently used) areas and is an important tool in UX design.
Typs: – Click-Heatmap – Scroll-Heatmap – Move-Heatmap
Tools: Hotjar, Microsoft Clarity, Crazy Egg
Benefit: Heatmaps help you to identify which elements are working – and where there is potential for optimization.
Headless CMS
What is a headless CMS? A headless CMS separates the content management (backend) from the presentation (frontend). The content is played out to any end device via an API – e.g. websites, apps, smartwatches.
Advantages: – Maximum flexibility – Technological freedom in the front end – Ideal for omnichannel projects
Examples: Contentful, Storyblok, Strapi, Sanity
Helpful Content Update
Definition:
The Helpful Content Update is Google’s algorithm update that favors high-quality, helpful and user-centered content over purely SEO-driven content.
Example:
Detailed instructions, practical tips and specialist knowledge are rated better than superficial texts.
Further information:
Create a content marketing strategy
FAQ:
How can I respond to the Helpful Content Update?
Write content for real readers, show expertise, keep content up to date.
HTTP-Statuscodes
What are HTTP status codes?
HTTP status codes are three-digit numbers that are returned by the web server and indicate whether a request was successful or not.
Important codes: – 200: OK (page found) – 301: Permanent forwarding – 302: Temporary redirection – 404: Page not found – 503: Server not available
SEO tip: Use 301 redirects for permanent changes and regularly fix 404 errors via the Search Console.
I
Impressions
What are impressions? Impressions indicate how often a piece of content was displayed – e.g. an ad, a search result or a social media post. Every visibility counts, regardless of whether it was clicked or not.
Example: Your Google snippet is displayed for 500 search queries → 500 impressions.
Tip: In combination with the CTR, impressions help to evaluate the visibility and relevance of content.
Influencer Marketing
What is influencer marketing? Influencer marketing involves companies working with opinion leaders (influencers) who promote products or services on their channels – usually via social media.
Advantages: – High credibility – Reach in specific target groups – Authentic content
Arten: – Nano-Influencer (unter 10k Follower) – Mikro-Influencer (10k-100k) – Makro-/Mega-Influencer (100k+)
Internal Linking
What is internal linking? Internal linking describes links within the same domain – i.e. from one page of your website to another.
Why is it important? – Better usability & orientation – Distribution of link juice – Help with crawling & indexing
Tip: Use descriptive anchor texts (“SEO tips for beginners” instead of “click here”) and link thematically in a meaningful way.
J
JavaScript SEO
What is JavaScript SEO? JavaScript SEO deals with the technical optimization of websites that load content via JavaScript – i.e. on the client side instead of directly in HTML.
Challenges: – Delayed rendering – Googlebot must understand & execute JavaScript – Content must remain crawlable & indexable
Tip: Use server-side rendering (SSR) or dynamic rendering to avoid indexing problems.
K
Keywords
Definition:
Keywords are search terms that users enter into search engines. They form the basis of search engine optimization, as content is targeted to relevant keywords in order to achieve visibility in the SERPs.
SEO practice tip:
In addition to selecting suitable keywords, it is important to consider search intent, keyword combinations (long tail), synonyms and semantic terms for holistic content.
Example:
For the term “buy shoes”, an online store optimizes its category and product pages as well as matching blog articles on trends and buying advice.
Synonyms / related terms:
Search terms, search queries, keyword research
Category:
SEO, Content optimization
Keyword relevance
Keyword relevance is a term used in search engine optimization. It refers to the importance of the keywords used to optimize a website. A website with a high keyword relevance will appear higher in the search results, as search engines take the relevance of keywords into account when indexing websites.
Keyword Stuffing
What is keyword stuffing? Keyword stuffing is the excessive repetition of keywords in a text – usually unnatural, in order to artificially influence the ranking.
Example: “Our gym is the best gym for gym seekers.” 😅
Consequence: Google recognizes this and classifies it as spam – can lead to a loss of ranking. Write naturally & user-oriented instead!
KI-Content
Definition:
AI content is content (text, image, video) that has been created or optimized using artificial intelligence – e.g. with ChatGPT or an image generator.
Why this is relevant:
AI content can save time – but it must always be checked, supplemented and brought into line with your own tone.
⇒ Learn more: Understanding AI SEO: How ChatGPT, Perplexity & Co rank websites
Example from practice:
An entrepreneur uses GPT to obtain initial drafts of product texts – and then formulates them manually.
⇒ You can find more information about AI SEO here
AI ethics
Definition:
AI ethics deals with ethical issues in dealing with artificial intelligence – e.g. transparency, responsibility, data protection, bias and fairness in AI-generated content.
SEO practice tips:
When using AI content, it should be made transparent where AI is used. Sensitive topics require particularly careful checking of the content for correctness, bias and ethical justifiability.
Example:
A company indicates that a product text has been generated by an AI and editorially checked to ensure transparency for users and search engines.
Synonyms / related terms:
AI Responsibility, AI guidelines, AI Transparency
Category:
AI, Content quality, Law & ethics
AI glossary
Definition:
An AI glossary is a collection of terms relating to artificial intelligence, machine learning, content automation and search systems. It provides orientation and a quick understanding of complex contexts.
Example from practice:
A visitor to your website searches for “What is GPT?” – finds the term in the glossary – then clicks on to “Prompt” and “AI content”.
This is how the term becomes understanding and visibility.
KI-SEO
Definition: AI SEO describes search engine optimization under the influence of artificial intelligence – both on the search system side (e.g. ChatGPT, Perplexity) and in the content process itself.
The focus is no longer just on optimization for classic Google rankings, but on visibility in AI-generated search results, chat responses and semantic knowledge systems.
Typical measures for AI SEO:
- Structured content (pillar pages, clusters, wiki)
- Answers to real questions (FAQs, How-Tos)
- Linking of thematically related content
- Comprehensible language & semantic depth
- Originality & author:
Example from practice:
One website not only explains: “What is SEO?” but also links to related terms such as “Keyword”, “OnPage SEO” and “Google Ranking”.
As a result, ChatGPT recognizes: This page has context – and displays it preferentially.
⇒ Learn more: Understanding AI SEO: How ChatGPT, Perplexity & Co rank websites
KPI (Key Performance Indicator)
What is a KPI? A KPI is an indicator-based measure that you can use to evaluate the success of your online marketing measures.
Typische KPIs: – Konversionsrate – CTR – Absprungrate – ROAS – Kosten pro Lead (CPL)
Tip: Define clear goals & KPIs in advance – only then can you optimize sensibly.
Artificial intelligence (AI)
Definition:
Artificial intelligence refers to systems that independently perform tasks that normally require human intelligence – e.g. language processing, pattern recognition, decision-making or text creation.
SEO practice tip:
AI can automate many processes in content creation, SEO analysis and performance optimization. Human quality assurance and strategic management remain crucial.
Example:
An AI creates automatic meta descriptions for thousands of pages based on the respective content.
Synonyms / related terms:
AI, machine learning, deep learning, generative AI
Category:
AI, SEO, content automation
⇒ Further information and an interesting article on AI and machine learning
L
Loading time
What is the loading time? The loading time describes how quickly a website loads – i.e. when it is fully visible and usable for visitors.
Why is it important? – Influence on SEO ( ⇒ Core Web Vitals ) – Fewer bounces – Better user experience
Tip: Optimize images, use lazy loading, minimize JS/CSS and use a CDN if necessary.
Lead magnet
Definition:
A lead magnet is a free added value (e.g. e-book, checklist, webinar) that is offered to users in exchange for their contact details.
Example:
A download PDF “10 content marketing mistakes to avoid” in exchange for an e-mail address.
Further information:
Content funnel: How to turn readers into customers
FAQ:
Which lead magnet funnels work well?
Checklists, whitepapers, templates, webinars, email courses
LCP (Largest Contentful Paint):
Definition:
Largest Contentful Paint (LCP) measures when the largest visible element (e.g. image, text block) of a page is loaded. LCP is one of the Core Web Vitals and a ranking factor for Google.
SEO practice tip:
Optimization of image sizes, server response times, caching and load prioritization help to improve the LCP value. Fast LCP values lead to a better user experience and ranking advantages.
Example:
By optimizing image compression, the header image loads faster, which reduces the LCP value below the recommended limit of 2.5 seconds.
Synonyms / related terms:
Core Web Vitals, loading time, page speed
Category:
SEO, Technology, Performance
Linkjuice
What is Link Juice?
Link juice (also: link power) is an SEO term for the ranking power that a link passes on. The higher the quality of a linking page, the more “juice” is passed on to the linked page.
Influencing factors: – Authority of the linking page – Number of other outgoing links – Position of the link in the text
Tip: Use targeted internal linking to distribute link juice sensibly to important pages.
Local SEO
What is local SEO? Local SEO is search engine optimization for local search queries – e.g. “hairdresser in Berlin” or “pizzeria nearby”.
Measures: – Maintain Google Business profile – Local keywords – Ratings & reviews – Consistent NAP data (name, address, telephone number)
Goal: Increase visibility in local search results & on Google Maps.
Long-Tail-Keyword
What is a long-tail keyword? Long-tail keywords are search queries with several words that are very specific – e.g. “buy vegan protein bars without sugar” instead of just “protein bars“.
Advantages: – Less competition – Higher conversion rate – Better understanding of user intent
SEO tip: Long-tail keywords are perfect for blog posts, FAQ pages or product descriptions with a targeted user approach.
M
Malware
Definition:
Malware is harmful software that infects websites or systems and steals or destroys data. In SEO, malware can cause pages to be deindexed by Google or to receive warnings.
SEO practice tip:
Regular security checks and rapid removal of malicious code prevent SEO damage and loss of reputation.
Example:
After a malware attack, Google displays a warning in the SERPs: “This website may contain malware.”
Synonyms / related terms:
Malware, virus, cyber attack
Category:
Security, SEO, Technology
Machine learning (ML)
Definition:
Machine learning is a branch of AI in which systems learn from data and improve themselves independently without being explicitly programmed. In search engines, ML is used for ranking, language processing and spam detection, among other things.
SEO practice tip:
ML-supported algorithms help search engines understand content better. Holistic, user-generated content is crucial for long-term SEO success.
Example:
Google uses machine learning in RankBrain to better interpret search queries and display suitable content.
Synonyms / related terms:
AI, deep learning, neural network
Category:
AI, SEO technology
Meta Title & Description
What is a meta title? The meta title is the title of a website that is displayed in Google’s search results. It is an important ranking factor and has a significant influence on the click-through rate.
What is the meta description? The meta description is the short description text under the title. It should encourage people to click, but is not directly evaluated for the ranking.
Tip: Both should be clear, relevant and have a high click-through rate – with the main keyword as far forward as possible.
⇒ Learn more: SEO for the self-employed & SMEs
Micro-Conversion
A micro-conversion is a small but measurable user action that indicates a subsequent main conversion – e.g. playing a video, scrolling depth, clicking on a CTA or adding a product to the shopping cart.
Why is it important?
They show how committed a user is – and help to approach funnel optimization in a more targeted way.
Mobile First Indexing
What is mobile first indexing? Since 2019, Google has been crawling and evaluating websites primarily based on the mobile version – no longer the desktop version. This is known as mobile first indexing.
What does that mean? – Your mobile website must be fully functional, fast and complete – Content, metadata & structured data must be identical on mobile and desktop
Tip: Check regularly with Google’s Mobile-Friendly-Test!
N
Neural network:
Definition:
Neural networks are computer-based models that process information in a similar way to the human brain. They form the basis of many AI applications, e.g. image recognition, speech processing and generative AI.
SEO practice tip:
Neural networks improve search engines’ understanding of semantic correlations, search intentions and user behavior – making high-quality, topic-covering content increasingly important.
Example:
Language models such as GPT (e.g. ChatGPT) are based on neural networks that have been trained on billions of text data.
Synonyms / related terms:
Deep learning, machine learning, AI
Category:
AI, SEO technology
NLP (Natural Language Processing):
Definition:
Natural Language Processing (NLP) is an AI sub-area that deals with the understanding, processing and generation of natural language by machines. In SEO, NLP is used in Goole BERT and MUM, for example.
SEO practice tip:
content should be linguistically natural, thematically comprehensive and user-oriented in order to be optimally captured by NLP systems.
Example:
Thanks to BERT, Google can also better understand complex questions and display suitable answers.
Synonyms / related terms:
language processing, text analysis, AI
Category:
AI, SEO technology, content creation
Noindex / Nofollow:
What is Noindex?
With the <meta name="robots" content="noindex"> tag you tell search engines: “This page should not appear in the index.“
What is Nofollow?
With the attribute rel="nofollow" you give search engines the hint not to follow a link and not to transfer an SEO rating.
Example:<a href="https://externe-seite.de" rel="nofollow">Link</a>
O
Offsite Relevanz:
Definition:
Offsite relevance describes the importance of a website based on external factors such as backlinks, social signals or mentions on other sites. It is an essential component of the Google ranking evaluation.
SEO practice tip:
Building high-quality backlinks through relevant content, collaborations and PR measures increases offsite relevance and supports domain authority.
Example:
A blog article is linked to by several specialist magazines, which increases the offsite relevance of the page and improves the rankings.
Synonyms / related terms:
Offpage SEO, backlinks, link building
Category:
SEO, Offpage
Onsite Relevanz:
Definition:
Onsite relevance describes the content quality and thematic accuracy of an individual page for a specific keyword or topic. It is influenced by content, structure, internal linking and technical factors.
SEO practice tip:
To strengthen onsite relevance, keywords should be used strategically, topics should be treated holistically and semantic terms and structured data should be used.
Example:
A product page contains comprehensive information, images, FAQs and reviews – which increases the onsite relevance for the search term “buy 4K TV”.
Synonyms / related terms:
Onpage SEO, content relevance, page quality
Category:
SEO, Onpage
Open Graph Tags:
What are Open Graph tags? Open Graph tags are special meta tags that determine how content is displayed when shared on social networks – e.g. title, image, description.
Example:<meta property="og:title" content="10 SEO-Tipps für Anfänger" />
Benefit: – More control over social shares – Higher click probability
Overfitting:
Definition: Overfitting occurs when a Ki model learns the training data so well that it fails with new data. It recognizes patterns that only exist in the training data and thus becomes inflexible.
Example: A model that memorizes every small exception during training, but fails with new data.
P
Page Speed
What is PageSpeed? PageSpeed describes the loading speed of a website – a key UX and SEO factor.
Optimization options: – Compress images – Use caching – Minimize JavaScript & CSS – Use CDN
Tip: Test your site regularly with Google PageSpeed Insights .
⇒ Learn more: SEO for the self-employed
Performance Marketing
What is performance marketing? Performance marketing comprises measurable, targeted online marketing measures in which success is evaluated on the basis of clear KPIs – e.g. clicks, leads or sales.
Channels: – SEA (Google Ads) – Social Ads – Affiliate Marketing – Retargeting
Goal: Maximum success with efficient use of resources.
⇒ Learn more: Google Ads that generate sales
Perplexity
Definition: Perplexity is an AI-based search engine that not only lists search results, but also directly generates semantically linked answers – similar to ChatGPT, but with active web linking and source citation.
It analyzes content for structure, clarity and context – and prefers pages that answer questions, explain terms and are thematically linked.
Why this is important:
Perplexity can cite or recommend pages directly – but only if they are clearly structured and thematically strong.
Example from practice:
Your page has a pillar page about “content marketing” and links to wiki terms such as “editorial plan”, “content formats” and “target group”. Perplexity recognizes this structure and shows your page in a response. “How do I plan content for my company?”
⇒ Learn more: Create an editorial plan
Pillar Page
What is a pillar page? A pillar page is an extensive, central page on a core topic that serves as a content hub. It links to deeper subpages (cluster content) and thus strengthens the internal SEO structure.
Example: Pillar Page = “SEO Guide 2025” Cluster: “Keyword research”, “Onpage SEO”, “Link building”
Advantages: – Better ranking for main topics – Clearer content structure – Stronger internal linking
⇒ Learn more: Create a Pillar Page
Pixel (e.g. Meta Pixel
What is a pixel? A pixel is a tracking code that is embedded on your website to record user actions – e.g. purchases, page views, leads.
Examples: – Meta (Facebook) Pixel – TikTok Pixel – Pinterest tag
Benefit: Conversion tracking, target group formation, retargeting campaigns
PPC (Pay per Click)
PPC is a billing model in online marketing where you pay per click on your ad – regardless of the impression.
Examples: – Google Ads – LinkedIn Ads – Instagram Ads
Tip: Combine PPC with conversion tracking and target group targeting for the best possible results.
Prompt
Definition : A prompt is an input, instruction or question used to get an AI like ChatGPT to generate a specific type of response.
Prompts are the central “communication channel” between humans and AI – the better the prompt, the more appropriate the result.
Types of prompts:
- Information queries (” What is a Pillar Page? “)
- Style guidelines (“Explain this to me in simple terms …”)
- Role instructions (“You are an SEO coach…”)
- Creative impulses (“Write me a blog article about …”)
Example from practice:
Instead of:
→ Explain SEO
one uses
→ “Explain SEO so that a self-employed craftsman understands it – without jargon, with practical examples”
The result is clearer, more targeted and more useful.
Prompt Engineering
Definition:
Prompt engineering is the ability to control AI with precise inputs and receive targeted responses. A good prompt delivers better, more relevant results.
Example from practice:
Instead of
“Write an SEO text with“
one uses
“Write an SEO text for solo self-employed healthcare professionals, with examples and clear structure – 700 words.”
Q
Quality Score
What is the Quality Score? The Quality Score is a key figure from Google Ads (scale 1-10) that evaluates the quality and relevance of your ad. It influences the ad rank and the click costs (CPC).
Factors: – Click-through rate (CTR) – Relevance of ad & keyword – Landing page experience
Tip: The higher the Quality Score, the cheaper you can place ads.
R
RankBrain
RankBrain is part of Google’s search engine ranking algorithm and was introduced in 2015. It is a self-learning AI system (machine learning) that helps to better understand search queries and display more relevant search results – especially for unusual or new search queries.
RankBrain analyzes terms that it has never seen before and interprets what the user might mean. In doing so, it pays attention to semantic connections, i.e. the meaning behind the words. It links words with similar meanings and compares new search queries with known patterns.
Example:
A user searches for:
“What do you call someone who grows up between two cultures?”
In the past, Google might have had difficulties delivering relevant results here, as no specific technical term was used. Thanks to RankBrain, the algorithm recognizes that terms such as “third culture kid”, “growing up multiculturally” or “intercultural identity” could be meant – and shows suitable results.
Ranking loss
Definition:
Ranking loss describes the decline of a website in the search results. This can be caused by algorithm updates, technical problems, poorer content or penalties.
SEO practice tips:
In the event of ranking losses, technical errors, content quality, backlink structure and core update effects should be systematically analyzed in order to initiate targeted measures.
Example:
After a Google Core Update, a blog loses visibility because outdated content no longer fulfills the user intention.
Synonyms / related terms:
Ranking drop, traffic loss, penalty
Category:
SEO, Monitoring
Editorial plan
What is an editorial plan? An editorial plan is a planning tool for content marketing. It shows when which content will appear on which channel – including responsibility, format, target group and SEO focus.
Advantages: – Better organization – Strategic content instead of ad hoc – Overview of topics, deadlines & responsible persons
Tool tip: Google Sheets, Notion, Trello or special tools such as CoSchedule
⇒ Learn more: Create an editorial plan
Redirects
A redirect is a forwarding or also a redirection from one url to another. A redirect is used to prevent a link from going nowhere.
⇒ Learn more: Website relaunch with redirects
Reinforcement Learning
Definition: A model learns through trial and error. It is rewarded for correct decisions and penalized for wrong ones, which means that it continuously improves.
Example: AIs that play video games and learn by winning points.
Relaunch
The term relaunch is used when a website is newly created. Reasons for this can be that your website is outdated, the content is out of date or in the worst case that your website has been hacked.
⇒ Learn more about website relaunches
Remarketing
What is remarketing? Remarketing is a strategy in which you retarget users who have already interacted with your website or app – e.g. through banners or ads.
Example: A user adds a product to the shopping cart but does not buy it. Later, he/she sees an ad for this exact product on another page.
Tools: Google Ads, Meta Ads, LinkedIn Ads
Responsive design
What is responsive design? Responsive design means that a website automatically adapts to different screen sizes – e.g. on a desktop, tablet or smartphone.
Why is it important? – Better user experience – Google prefers mobile-friendly pages – Consistent design across all devices
Tip: Test your site regularly with responsive tools or Google’s mobile-friendly test.
Retargeting
What is retargeting? Retargeting is a sub-form of remarketing and describes targeted advertisements for users who have already visited your site – usually triggered by cookies or pixels.
Goal: “Bring users back” and encourage them to convert
Example: Dynamic product ads on Facebook based on shopping cart content
Roas
What is ROAS? ROAS measures the profitability of your advertising campaigns and shows how much revenue you generate per euro invested.
Formula:ROAS = Umsatz durch Werbung / Werbekosten
Example: 1,000 € turnover with 250 € costs → ROAS = 4 (i.e. 400 %)
Tip: The higher the ROAS, the more efficient your campaign.
Robots.txt
The robots.txt is a text file in the root directory of your website that tells search engines which areas may be crawled – and which may not.
Example:
User-agent: *
Disallow: /intern/
Tip: Incorrect entries can exclude pages from the index – check regularly!
S
Schema.org / Structured Data
What is Schema.org? Schema.org is a standard for structured data that allows you to include additional information in the HTML code of your website – e.g. ratings, events, FAQs.
Benefit: – Enables rich snippets – Better visibility in Google searches – Higher click rate
Example types:FAQPage, Product, Article, LocalBusiness
Screaming Frog
Screaming Frog SEO Spider is a powerful website analysis tool. It can perform website audits by analyzing and crawling metadata, links, images, CSS, and JavaScript to detect and fix issues that may affect a website’s SEO. It can also help optimize the website for search engines.
Scroll depth
What is scroll depth? Scroll depth measures how far users scroll down on a page. It is a valuable indicator of content engagement.
Typical measuring points: 25 %, 50 %, 75 %, 100 %
Tip: Combine scroll tracking with other events (e.g. button clicks) for a more in-depth analysis.
SEA
Definition:
Search Engine Advertising (SEA) refers to paid advertisements in search engines such as Google Ads or Microsoft Ads. Ads are displayed above or below the organic search results.
SEO practice tip:
SEA can be used specifically for lead generation, conversion increase and short-term visibility. Close coordination with SEO strategies ensures holistic search marketing.
Example:
An online store places Google Ads for seasonal offers to drive immediate traffic to special landing pages.
Synonyms / related terms:
search engine advertising, paid search, Google Ads
Category:
SEA, Performance Marketing
Semantic depth
Definition:
Semantic depth means that content not only mentions terms superficially, but also explains connections, links terms and puts them into context. AI search systems such as ChatGPT understand this – and rate it positively.
Example from practice:
An article explains “SEO“, links to “OnPage”, “Keywords”; “Content quality” – and shows a concrete example from the everyday life of a self-employed person.
SEO
SEO (Search Engine Optimization) is an approach to improve the visibility of a website or other online offering in search engines. It involves the use of various techniques to improve the rankings of a website in the search engines so that it is placed higher for relevant search queries. This can be achieved by optimizing the content, structure and technical aspects of a website, but also by increasing the number of high-quality links pointing to the website.
⇒ Learn more: SEO for the self-employed
SEO Audit
What is an SEO audit? An SEO audit is a comprehensive analysis of your website with regard to all important SEO factors – from technology and content to backlinks.
Typical components: – Onpage check (meta data, headings, content) – Technical check (indexing, page speed, mobile friendliness) – Backlink analysis – Visibility & ranking tracking
Tools: Screaming Frog, Sistrix, Ahrefs, SEMrush
Serps
What is a SERP?
The SERP is the search results page that appears when someone enters a query into Google or another search engine. It shows organic search results, paid ads (Google Ads), rich snippets, featured snippets, images, videos and more.
Why is the SERP important?
This is where it is decided whether a user clicks on your site or not. A prominent placement with an appealing snippet (e.g. title, meta description, rich snippet) can greatly improve your click-through rate.
Sitemap
What is the Sitemap.xml? The Sitemap.xml is a structured file that informs search engines of all indexable pages on your website.
Benefit: – Better crawl efficiency – Higher indexing rate – Particularly important for large or dynamic pages
Tip: Submit the sitemap regularly to the Google Search Console.
⇒ Learn more about technical SEO
Snippet:
Definition:
A snippet is the text excerpt that is displayed in the search results. It usually contains the title, the meta description and possibly additional information (rich snippets).
SEO practice tip:
Well-optimized snippets with keywords and appealing call-to-actions increase the click-through rate (CTR) and improve performance in the SERPs.
Example:
A snippet with the title “SEO tips 2025: How to boost your Google rankings” appeals directly to searchers and increases the probability of a click.
Synonyms / related terms:
SERP snippet, meta description, rich snippets
Category:
SEO, CTR optimization
Split testing:
A similar method to A/B testing, where different versions of a web page or element are tested to determine the most effective option.
Stakeholder
A stakeholder is a person or group that has an interest or stake in a particular company, project or policy and is therefore affected by the outcomes. Stakeholders can be internal or external parties, such as employees, customers, suppliers, investors, communities and even the general public. In terms of AI developments, it is important to involve stakeholders to ensure that the different perspectives and concerns are taken into account, resulting in fairer, more efficient and more acceptable solutions. Stakeholder involvement promotes transparency and trust in the processes and helps to identify potential problems or ethical concerns early in the development process.
Search intention
Definition:
Search intention describes the intention of a user behind a search query. A distinction is made between informative, transactional and navigational intent.
SEO practice tip:
content should be precisely tailored to the respective search intention in order to achieve high relevance and better rankings.
Example:
For the search query “Best SEO tools 2025”, users expect a comparison page, not a purchase page – the content is structured accordingly.
Synonyms / related terms:
User Intent, Search Intent, User Intention
Category:
SEO, Content strategy
Supervised Learning
Definition: A machine learning approach in which the model is trained with labeled data. It recognizes the correct answers and learns to predict them.
Example: A spam filter that is trained with marked e-mails (“Spam” or “No spam”).
T
Tag Manager
What is a Tag Manager? A tag manager – e.g. Google Tag Manager – is a tool with which you can centrally manage and display tracking codes and marketing tags – without direct code access on the website.
Advantages: – Fast integration of pixels & events – Less developer dependency – Clear management of all tags in one place
TikTok Pixel
What is the TikTok Pixel? The TikTok Pixel is a tracking snippet with which you can record conversion data and user actions on your website – especially for TikTok Ads.
Benefit: – Target groups for retargeting – Performance measurement – Optimization of TikTok campaigns
Example actions: Page views, purchases, form submissions
Topic Authority:
Definition:
Topic Authority describes the thematic authority of a website on a specific topic area, which Google recognizes through comprehensive, high-quality content.
Example:
A website with many well-founded articles on content marketing is classified as an authority on this topic.
Further information:
Content Cluster & Pillar Page Strategy
FAQ:
How do you gain topic authority?
Through complete, structured, high-quality content and internal linking.
Tracking:
The method used to collect data and behavior of users on a website or in an app in order to gain insights into their usage.
Training of AI models
Definition: Training an AI model means providing it with data and adapting it so that it can perform certain tasks. The training process involves finding the optimal parameters to deliver accurate results.
Example: A model that learns to distinguish spam from important messages based on e-mails.
Trigger:
In online marketing automation, an event that triggers a specific action or response, e.g. sending.
Trust Elements:
What are Trust Elements? Trust elements are trust factors on a website that help to reduce doubts and build trust – especially in e-commerce or lead generation.
Examples: – Seal of approval (Trusted Shops, TÜV) – Customer ratings – SSL certificate – Clear return conditions – Contact information
Turing Test
Definition: A test to determine whether a machine can initiate human behavior so well that a human cannot distinguish it from another human.
Example: If a chatbot is not recognized as a machine in a conversation, it has passed the test.
Typo3
What is TYPO3? TYPO3 is a powerful, open-source content management system (CMS) from Germany – particularly popular with large, complex corporate websites and public authorities.
Features: – Very flexible and scalable – Multilingualism – Role & rights management – Technically more sophisticated than WordPress, for example
U
UGC (User Generated Content
What is UGC? User-generated content is content that is created by users – e.g. reviews, comments, social media posts or photos of products.
Advantages: – Authenticity – Free content production – Greater brand loyalty
Example: A customer posts a picture of your product on Instagram – that’s UGC.
⇒ Learn more: Social media for the self-employed
Unsupervised Learning
Definition: This uses data without predefined labels. The model recognizes patterns or groupings independently.
Example: Clustering algorithms that identify customers with similar purchasing behavior.
Upsells
Upsells are a sales technique used to offer a customer a higher value product or service that they can purchase in addition to their original purchase. This can be done either directly in-store or online and is designed to encourage customers to buy more.
Usability
Usability is a word used to describe the degree of user-friendliness. The benchmark is how certain goals can be achieved efficiently and satisfactorily.
User Experience
User Experience is often abbreviated as UX. The term tells the user experience when using your website. The reaction and behavior of a user on your website.
UTM-Parameters
What are UTM parameters? UTM parameters are additions to URLs that allow you to track where a website visitor comes from – e.g. from a campaign, newsletter or social media.
Example URL:https://deineseite.de/?utm_source=newsletter&utm_medium=email&utm_campaign=fruehjahrsaktion
Tip: Use the Google URL Builder or tools like utm.io
UX Design / UI Design
What is UX design? UX stands for user experience – in other words, the entire user experience on a website or app. The aim is to make operation as intuitive, efficient and pleasant as possible.
What is UI design? UI (user interface) refers to the visual appearance – i.e. colors, buttons, layouts and typographic design.
Example: UX = The checkout process is clear and logical. UI = The buttons are large, clearly labeled and clearly visible in color.
V
Hidden text
Embedding text on a web page that is invisible to the visitor, for example by having the same color as the background, but is visible to search engines.
Visibility
What is the visibility index? The visibility index (e.g. from SISTRIX or XOVI) shows how visible a domain is in Google search results. It is based on a weighted set of keywords and rankings.
Benefits: – Measure SEO development – Competitor comparison – Analyze the effects of Google updates
Tip: An increasing visibility value means: more potential for organic traffic!
W
Webflow
What is Webflow? Webflow is a visual website building system that combines design flexibility with clean code – ideal for designers without in-depth developer knowledge.
Advantages: – No templates necessary – Visual front end + CMS – Animation & interaction options – Exportable code
Web-Spam
Web spam, often referred to as search engine spam or SEO spam, includes various methods aimed at artificially improving the ranking of a website in search results. The purpose is that the respective website receives more visitors. However, these are methods that violate the guidelines of search engines of search engines such as Google.
Z
Zero-click traffic – simply explained
Zero-click traffic refers to search queries where users receive a response without clicking on a search result. This means that your website may be displayed in Google Search or another search system, but no visit is made to your website.
This often happens when the answer is already presented in a so-called snippet, a Google AI Overview or directly in a ChatGPT or Perplexity.
Example:
A user googles: “How many calories does a banana have?
Google shows right at the top:“About 89 calories per 100 grams.”
→ The question is answered – without anyone clicking on a website.
The same is increasingly happening with more complex questions – such as tax tips, health issues or marketing knowledge. The result: declining website traffic, even though you are visible.
💡 Important:
Zero-click traffic does not mean that your content is useless – on the contrary. It can still be used as a source in AI overviews or chatbots. The challenge is: Design content in such a way that it triggers clicks and real interaction.
⇒ Find out more in our blog post: “Google AI Overviews – Effects on SME websites”.
Target group analysis
Target group analysis means understanding exactly who you want to reach with your offer. This involves identifying their needs, problems, wishes and behaviors – in order to tailor content, products or services precisely to them.
Example: A yoga teacher analyzing her target group discovers that many of her clients have back problems. She adapts her courses accordingly and gains more bookings.
⇒ Learn more: Content marketing strategically aligned to your target group
Citable writing
Writing in a citable way means formulating content so clearly, completely and comprehensibly that it can be used directly as an answer to a specific question – by humans and by AI systems such as ChatGPT or Perplexity. Unlike opinions or loose paraphrases, a quotable sentence provides a precise explanation, definition or instruction.
Why this is important:
Search engines (Google Featured Snippets) and AI systems prefer to use paragraphs that provide a concise answer to a question – e.g: “What is a buyer persona?” or “How does content SEO work?” Such sentences can then be directly quoted or highlighted.
Example of citable letter :
✅ A buyer persona is a concrete customer profile that is based on real data and assumptions and depicts typical characteristics, behaviors and needs of an ideal customer. ❌ The buyer persona is somewhat like a target group – only more precise and helpful.
Tip:
Quotable are often particularly :
- Definitions
- Lists / Enumerations
- FAQs with H2 questions and complete answer
- Sentences with “A … is …”, “This means …”, “This is how …”
Learn more: Understanding AI SEO: How ChatGPT, Perplexity & Co rank websites
About the author:
My name is Isabel Unger, I am an independent digital strategist with a clear focus: visibility for the self-employed & small businesses. My heart beats for SEO, content, structure – and for explaining complex things in a way that makes them understandable and feasible.
On ixtreme.online I share my knowledge, my experience and a lot of plain language – without any technical gobbledygook.
SEO for the self-employed – everything you need to know
How does your website finally become visible? In my comprehensive SEO guide, you’ll learn everything you need to know: from basics and typical mistakes to strategies for more inquiries.
Content marketing for the self-employed – Your voice on the web
Discover how you can build visibility, trust and genuine customer relationships with well thought-out content.
