| Backlink |
A link from an external page to your own website. Backlinks are a ranking factor for search engines. |
| Black Hat SEO |
Manipulative measures that violate the guidelines of search engine providers (e.g., backlink purchases). |
| Conversion |
Conversion of a prospect into a customer; in online marketing, this can also be a click on a page, a download, a registration or similar. |
| Crawler (also web crawler, spider, searchbot, robot) |
Computer program (bot) that searches the Internet (more precisely: World Wide Web) for data; analyzes content and indexes it to improve the performance of search engines. |
| CTR |
Click-through rate; expressed as a percentage, it is the number of clicks divided by the number of impressions. |
| Description |
Description text for pages or images. The description for pages can be displayed in the snippet. |
| Impression |
A link to a website that is visible to a user. |
| Indexing |
Inclusion of data/content in an index (own search directory) for faster findability; prerequisite for visibility in search engines.
|
| Keyword |
Search term |
| Meta information |
This includes title and description, meta tags and URLs |
| Meta tag |
Help search engines better understand website information; invisible to users. They can contain, for example, information about the content, publisher, author, and copyright.
|
| Offpage measures |
Subarea of search engine optimization (SEO); can only be influenced outside the own website, e.g. backlinks. |
Onpage measures
|
Subarea of search engine optimization (SEO); directly customizable on your own website. |
| Organic search result |
Search result of a search engine on a search engine results page (SERP) that is not paid for. |
| PPC |
Short for Pay-Per-Click, a form of payment for online advertisements. Payment is based on the number of clicks on the ad. |
| Ranking |
(Search Engine) Ranking is the positioning of a website within the search results (SERP). The first 10 search results on Google are visible on page 1. |
| Rich snippet |
Display form of a search result on Google that contains more than just a link. It can contain carousels, images, or other non-text-based elements. |
| SEA |
Short for Search Engine Advertising |
| SEO |
Short for Search Engine Optimization |
| SERP |
Abbreviation for Search Engine Result Page. This refers to the page with the search results that the search engine displays.
|
| Snippet |
Snippet refers to the page preview of a website in the search results (SERP) of the search engine. Google has different display formats, such as text snippets, rich snippets or featured snippets. An optimized snippet can have a positive effect on the click-through rate.
|
| Search volume |
Number of search queries for a specific search term (keyword) in a specific period of time. |
| Title |
Page title of a website; belongs together with the description to the snippet optimization. |
| URL |
Short for Uniform Resource Locator; adress of a single webpage. |
