|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.
|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.|
||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.|