Digital Marketing Glossary.
The most important terms from web design, SEO, Google Ads and digital marketing — simply explained.
Agent-Ready Website
An agent-ready website is built so that AI agents can not only read its content but also perform actions — through structured data, semantic HTML, llms.txt/ai.t...
ai.txt
ai.txt is a text file in the style of robots.txt that specifically signals to AI crawlers and agents which content they may read, summarise and cite.
AEO (Answer Engine Optimization)
AEO is the optimization of website content so that it appears as direct answers in AI-powered search systems — such as ChatGPT, Google AI Overviews, or Perplexi...
AI Agents
AI Agents are autonomous AI systems that can independently plan, execute, and optimize tasks — without human step-by-step instructions. They combine Large Langu...
A/B Testing
A/B Testing (Split Testing) is a method where two variants of a webpage, ad, or email are shown to different user groups to measure which variant performs bette...
AI Overviews (Google)
Google AI Overviews are AI-generated answer summaries that Google shows directly above the classic search results. They answer the query in their own words and ...
Alt Text (Alternative Text)
Alt text is a written description attached to an image in the HTML. It lets blind and partially sighted people understand the image through a screen reader, sta...
Anchor Text
Anchor text is the visible, clickable text of a link. It tells both people and search engines what to expect on the linked page, which makes it an important rel...
Above the Fold
Above the fold is the part of a web page a visitor sees immediately, without scrolling. That first screen largely decides whether someone stays — and because it...
Atomic Design
Atomic design is a model for structuring user interfaces described by Brad Frost in 2013. It breaks an interface down into five levels (atoms, molecules, organi...
Ad Rank
Ad Rank is the value Google Ads uses in every single auction to decide whether an ad is shown at all and in which position it appears. It is made up not only of...
Attribution Model
An attribution model is the rule by which an advertising account or an analytics tool distributes the value of a conversion across the preceding touchpoints. It...
API (Application Programming Interface)
An API (Application Programming Interface) is a defined interface through which two programs exchange data without needing to know each other's inner workings. ...
App (Application)
An app, short for application, is a program that performs a specific task for its users. In everyday use, the word usually means a mobile app on a smartphone or...
AIDA Model
The AIDA model describes four stages that advertising should trigger in a person: Attention, Interest, Desire and Action. It is one of the oldest advertising mo...
Account-Based Marketing (ABM)
Account-based marketing (ABM) is a B2B strategy in which marketing and sales jointly work a short list of selected target companies, with content, ads and outre...
Agentic Commerce
Agentic commerce describes purchases that an AI agent researches, compares and completes on behalf of a person, instead of that person clicking through a shop t...
Agent Skill
An agent skill is a folder containing instructions (usually SKILL.md) and optional scripts, templates or reference files that an AI agent loads when needed. It ...
AI Slop
AI slop describes AI content produced in bulk without care or substance: interchangeable texts, generic images and websites that all look the same. In web desig...
Backlinks
Backlinks are links from other websites that point to your website. Google evaluates them as a trust signal: those who are linked frequently and from strong sou...
Bounce Rate
The Bounce Rate measures the percentage of website visitors who visit a page and leave again without further interaction. In GA4, it was replaced by the Engagem...
Breadcrumb Navigation
Breadcrumb navigation is a secondary navigation trail that shows the path from the home page to the current page, for example Home › Services › Web Design. It h...
Brand Mention
A brand mention is any reference to a brand name on someone else's website, with or without a link. For AI systems the unlinked mention already counts as eviden...
Black Hat SEO
Black hat SEO covers methods that deliberately deceive search engines in order to force rankings, and in doing so violate Google's spam policies, for example bo...
Image SEO
Image SEO is the optimisation of images so that they are found in Google Images, in Google Lens and in the normal search results without weighing down a page's ...
Bing Webmaster Tools
Bing Webmaster Tools are the free counterpart to Google Search Console for Microsoft's Bing search engine. They show clicks, impressions and search queries from...
CLS (Cumulative Layout Shift)
CLS is one of Google's three Core Web Vitals and measures the visual stability of a page. It quantifies how much elements shift during loading — e.g., a button ...
CMS (Content Management System)
A CMS (content management system) is software that lets you create and change a website's text, images and pages through an interface, without touching code. Th...
CDN (Content Delivery Network)
A CDN is a global network of servers that delivers your website files as close to the user as possible. Instead of all visitors accessing a single server in Zur...
Conversion Rate
The conversion rate measures what percentage of your website visitors perform a desired action — e.g., filling out a form, purchasing a product, or calling. Wit...
Core Web Vitals
Core Web Vitals are Google's three official metrics for user-friendliness: LCP (loading time of main content), INP (response time to inputs), and CLS (visual st...
CTR (Click-Through Rate)
The CTR (Click-Through Rate) measures how often a user clicks on your search result after seeing it. Formula: Clicks ÷ Impressions × 100. A high CTR signals rel...
Cookieless Tracking
Cookieless Tracking describes methods for user tracking and analytics without third-party cookies. Due to the removal of third-party cookies in modern browsers,...
Canonical Tag (rel=canonical)
The canonical tag is an HTML hint (rel=canonical) that tells Google which version of a page you prefer when identical or near-identical content is reachable und...
Crawl Budget
The crawl budget is the number of pages Google crawls on a website within a given period. On large sites it helps determine how quickly and how completely new a...
Content Cluster (Topic Cluster)
A content cluster is a group of thematically related pages organised around a central pillar page and linked to one another. The structure helps search engines ...
CPC (Cost-per-Click)
CPC (cost-per-click) is the amount an advertiser pays for each click on their ad. It is the central billing unit in search engine marketing and a key figure for...
Call-to-Action (CTA)
A call-to-action (CTA) is a deliberate prompt that asks visitors to take a specific step — such as 'Request a quote' or 'Book an appointment'. CTAs are one of t...
Citation Rate (AI Citation Rate)
The citation rate measures the percentage of tested AI answers in which a domain is named or linked as a source. It is the metric that makes GEO work verifiable...
Context Window
The context window is the maximum amount of text a language model can take into account in a single request, measured in tokens. It covers everything at once: t...
Corporate Design
Corporate design is the formally defined visual identity of a company: logo, colour palette, typefaces, imagery, layout grid and the rules for applying them, re...
Corporate Identity
Corporate identity is a company's self-image and the sum of all the signals with which it presents itself to the outside world, usually divided into behaviour (...
Cost per Lead (CPL)
Cost per lead (CPL) is the average cost of generating a contact: the costs incurred divided by the number of leads won. The figure is only as reliable as the de...
ChatGPT Ads
ChatGPT Ads are paid ads that OpenAI displays below a chat answer, set apart by a dividing line and labelled 'Sponsored', not inside the answer text itself. In ...
Context Hints
Context hints are descriptions of conversations, topics and needs for which an advertised offer is relevant. They are stored at ad group level in the OpenAI Ads...
Conversational Advertising
Conversational advertising is advertising that appears in a dialogue-based interface rather than in a list of results or on a web page. The ad space sits in the...
Cache
A cache is a temporary store that keeps data that has already been loaded or calculated, so that it does not have to be fetched from the server again or regener...
CAPTCHA
A CAPTCHA is a check on websites designed to tell humans apart from automated programs (bots) — before a contact form is submitted, for example. Well-known vari...
Cookies
Cookies are small text files that a website stores in the visitor's browser so it can recognise them on later visits — for a login, a shopping basket or a langu...
CPM (Cost per Mille)
CPM (cost per mille) is the price for a thousand impressions of an ad. The formula: advertising costs divided by the number of impressions, multiplied by 1,000....
CPA (Cost per Acquisition)
CPA (cost per acquisition, also cost per action) states how much advertising money was spent on average for one conversion — for example an enquiry, a purchase ...
Conversion
A conversion is a predefined, valuable action by a website visitor — for example an enquiry, a purchase, a booking or a call. Each company decides for itself wh...
Customer Journey
The customer journey is the entire path a customer travels from first becoming aware of a problem through to purchase and beyond — with all the touchpoints alon...
Cookie Banner
A cookie banner is the notice and consent window a website uses to inform visitors about the cookies and tracking it uses and — depending on the legal situation...
Customer Lifetime Value (CLV)
Customer lifetime value (CLV) is the total value a customer generates for a company over the entire duration of the business relationship. It answers the questi...
Chatbot
A chatbot is a program that communicates with people in text form — on a website, in WhatsApp or in internal tools. Simple chatbots follow fixed flows; modern A...
CRM (Customer Relationship Management)
A CRM (customer relationship management) system is software in which a company manages all information on customers and prospects in one place: contacts, enquir...
Conversion Tracking
Conversion tracking measures whether a visit leads to a desired action: an enquiry, a call, a booking or a purchase. It is the basis for aligning ad budget, SEO...
Content Marketing
Content marketing is a marketing method in which a business publishes useful content, such as guides, how-tos, checklists, videos or studies, to attract prospec...
Content Strategy
A content strategy defines which content a business publishes, for whom, with what goal and through which channels, and how success is measured. It is the plan ...
Content Audit
A content audit is a systematic inventory of all the content on a website, with the aim of deciding for each page: keep, update, merge or remove. It is based on...
Consent Mode v2
Consent Mode v2 is the interface through which a website tells Google services (Analytics, Ads, Tag Manager) whether and for what a visitor has given consent. S...
Conversions API (CAPI)
A Conversions API is a server-to-server interface through which a company reports events such as enquiries or purchases directly from its server to an advertisi...
Customer Match
Customer Match is a Google Ads feature that lets a company upload its own customer lists, such as email addresses or phone numbers, in hashed form in order to t...
Content Pruning
Content pruning is the deliberate trimming of a website: pages without value are deleted, merged, redirected or improved. The aim is a smaller, stronger website...
Coding Agent
A coding agent is an AI system that works on software autonomously: it reads a project's code, plans changes, writes and edits files, runs commands and tests, a...
CLAUDE.md and AGENTS.md
CLAUDE.md and AGENTS.md are text files in the root folder of a software project that a coding agent reads at the start of every session. They record how the pro...
Domain Authority
Domain Authority (DA) is a metric developed by Moz (0–100) that predicts the 'strength' of a domain. Developed as an estimate of Google ranking potential. Impor...
Design System
A Design System is a collection of reusable UI components, design tokens, guidelines, and documentation that ensure a consistent visual appearance across all of...
Digital Accessibility
Digital accessibility (web accessibility) ensures that websites and apps can be used by everyone — including people with disabilities. The benchmark is WCAG 2.2...
Duplicate Content
Duplicate content means identical or very similar content reachable under several URLs — within one website or across several domains. It dilutes ranking signal...
Digital PR
Digital PR is public relations work aimed at earning mentions and links on editorial websites. Unlike classic link building, it starts from content a newsroom w...
Discovery Phase
The discovery phase is the stage before implementation in which the problem, the users, the workflows, the constraints and the risks are clarified before any de...
Design Token
A design token is a named variable for a single design decision: a colour, a spacing value, a font size, a corner radius, an animation duration. Instead of repe...
Disavow
Disavow refers to devaluing backlinks using a tool in Google Search Console: you upload a list of links or domains that Google should ignore when assessing your...
DNS (Domain Name System)
The DNS (Domain Name System) is the address book of the internet: it translates a domain name such as example.ch into the IP address of the server the website r...
Domain
A domain is the unique name of a website on the internet, such as example.ch. It consists of the freely chosen name (second-level domain) and the ending (top-le...
Swiss Data Protection Act (FADP / DSG)
The Federal Act on Data Protection (FADP, German: Datenschutzgesetz, DSG) governs how companies and federal bodies in Switzerland may process personal data. The...
Digital Transformation
Digital transformation refers to reshaping a company's processes, offerings and collaboration with the help of digital technology. It is not about replacing pap...
Display Advertising
Display advertising means image, banner and video ads on websites, in apps and on platforms such as YouTube or Gmail. It reaches people while they are reading c...
Double Opt-in
Double opt-in is a two-step sign-up process: anyone who subscribes to a newsletter first receives an email with a confirmation link. Only after that link is cli...
Dynamic URL
A dynamic URL is a web address whose content is determined by parameters after a question mark, such as /products?category=bikes&sort=price. It typically arises...
Deep Link
A deep link is a link that points directly to a subpage of a website rather than the homepage, for example to a specific service, an article or a product. In ap...
Privacy Policy
A privacy policy tells the visitors of a website which personal data is processed for what purpose, who it is passed to and what rights the people concerned hav...
Design Debt
Design debt is the sum of all the small inconsistencies and compromises in the design of a website or software that accumulate over time: inconsistent buttons, ...
Dark Patterns
Dark patterns (also called deceptive patterns) are design patterns in websites and apps that deliberately push people towards decisions they would not make if t...
E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness, Trustworthiness — Google's quality framework for evaluating content. Particularly important for YMY...
Edge Computing
Edge Computing moves data processing from the central server to the 'edge' of the network — closer to the user. In web terms, this means: your website logic run...
Entity SEO
Entity SEO optimises for clearly defined entities — brands, people, places, concepts — and the relationships between them, rather than for individual keywords a...
Evergreen Content
Evergreen content is content whose demand stays stable for years because it answers a lasting question rather than commenting on a current event. Evergreen does...
Error 404 (404 Error Page)
An error 404 is the HTTP status code a server returns when the requested address does not exist. The 404 error page is the page visitors see in that case: at be...
EU AI Act
The EU AI Act (Regulation (EU) 2024/1689) is the first comprehensive law regulating artificial intelligence. It classifies AI applications by risk, bans certain...
ERP (Enterprise Resource Planning)
An ERP (enterprise resource planning) system is business software that brings core business processes together on a shared database: purchasing, stock, sales, p...
Email Marketing
Email marketing is the sending of promotional and informational emails to people who have given their consent — newsletters, offers, welcome series or reminders...
Employer Branding
Employer branding is the deliberate building of a company's reputation as an attractive employer. It shows, externally and internally, what the firm stands for ...
Enhanced Conversions
Enhanced Conversions is a Google Ads feature that supplements conversion data with hashed customer details such as an email address or phone number. Google matc...
Engagement Rate
The engagement rate measures what share of visits or contacts leads to genuine interaction. In Google Analytics 4 it is the share of engaged sessions among all ...
End-to-End Test
An end-to-end test (E2E test) checks an application the way a person uses it: an automated browser opens the website, clicks, fills in forms and verifies that t...
FCP (First Contentful Paint)
FCP measures how long it takes until the first visible content (text, image, SVG) appears in the browser. Target value: under 1.8 seconds. FCP is a sub-metric o...
First-Party Data
First-Party Data is data that a company collects directly from its own customers and website visitors — e.g., through forms, purchase history, newsletter sign-u...
Funnel (Marketing Funnel)
A Marketing Funnel visualizes the customer journey from first contact to purchase and beyond. It helps to address each phase (Awareness, Consideration, Decision...
Featured Snippet
A featured snippet is the highlighted answer box at the very top of Google's results, above the first organic listing — often called 'position zero'. Google fil...
Fine-Tuning
Fine-tuning is the further training of an already pre-trained language model on your own examples, so that it reliably hits a particular behaviour, format or sp...
Favicon
A favicon is the small icon that represents a website in the browser tab, in bookmarks, on a smartphone's home screen and next to the site name in Google's mobi...
Front End and Back End
The front end is the part of a website or app that users see and operate — layout, text, forms, animations. The back end is the part behind the scenes that stor...
Feature Flag
A feature flag is a switch in the code that turns a feature on or off without shipping the software again. A new feature can first be released only to your own ...
GEO (Generative Engine Optimization)
GEO is the optimization of content to appear and be cited in AI-generated search answers (Google AI Overviews, ChatGPT, Perplexity). GEO complements traditional...
Google Business Profile
Google Business Profile (formerly: Google My Business) is the free Google tool for managing your local business presence. It controls what is displayed in Googl...
Google Search Console
Google Search Console (GSC) is a free tool from Google that shows website operators how their pages perform in Google Search — including clicks, impressions, ra...
Google Tag Manager
Google Tag Manager (GTM) is a free tool from Google for managing tracking tags on your website — without having to change code. It enables centralized managemen...
Google AI Mode
Google AI Mode is Google's conversational search mode, in which a Gemini model breaks a question into sub-questions, queries the search index in parallel and wr...
Grounding
Grounding means anchoring an AI answer in verifiable external sources: the language model answers from documents retrieved at runtime and placed into its contex...
Google Ranking
Google ranking is the position at which a page appears in Google's search results for a particular search query. It results from many signals, above all the rel...
Google Discover
Google Discover is a personalised content feed in the Google app and on Google's home page on mobile devices that suggests articles, videos and news matching a ...
Google Core Update
A Google core update is a comprehensive change to Google's central ranking systems, introduced several times a year, that alters how content is assessed across ...
Googlebot (Crawler)
Googlebot is Google's web crawler: an automated program that fetches web pages, follows links and captures content for the Google index. A crawler (also called ...
Git (Version Control)
Git is a version control system that records every change to the code of a piece of software or a website, with time, author and description. This makes it poss...
Google Fonts
Google Fonts is a free library of open-source typefaces that can be used on websites. The fonts can either be loaded directly from Google's servers or downloade...
Google Reviews
Google reviews are ratings of one to five stars, with optional text, that customers leave on a company's Google Business Profile. They appear in Google Search a...
Google Merchant Center
Google Merchant Center is the free tool online retailers use to submit their product data to Google. Only through this product feed can items appear with image ...
Google Analytics 4 (GA4)
Google Analytics 4 (GA4) is Google's web analytics tool, which has fully replaced its predecessor Universal Analytics since July 2023. GA4 measures every intera...
Generative AI
Generative AI is the part of artificial intelligence that creates new content — text, images, video, music, program code — rather than only analysing or classif...
Google Ads
Google Ads is Google's advertising platform. Businesses use it to run ads in Google Search, on YouTube, across the Display Network, in Gmail and in Google Maps....
Google Shopping
Google Shopping shows products with an image, price and shop name directly in Google Search and in the Shopping tab. It is based on a product feed in Google Mer...
Growth Hacking
Growth hacking is an approach in which a team uses many small, fast and measurable experiments to find out what drives growth, across product, marketing and sal...
Git Worktree
A Git worktree is an additional working folder linked to the same Git repository but with a different branch checked out. It lets you work on several states of ...
Headless CMS
A headless CMS is a content management system without an integrated frontend ('head'). Content is provided via an API and can be used by any frontend (React, Ne...
HTTPS & SSL
HTTPS (HyperText Transfer Protocol Secure) means that data transmission between browser and server is encrypted — secured by an SSL/TLS certificate. Recognizabl...
Headless Architecture
Headless Architecture separates the frontend (the visible website) from the backend (database, CMS, logic) via APIs. This enables maximum flexibility and perfor...
Heatmap
A heatmap visualizes user behavior on a webpage through color codes: Red shows areas with high activity (clicks, scroll depth, mouse movement), blue shows areas...
Hreflang
Hreflang is an HTML attribute that tells search engines the language and target region of a page. On multilingual or country-specific websites it makes sure eac...
Hallucination
A hallucination is an AI answer that reads perfectly well and sounds plausible but is factually wrong or entirely invented, with no visible sign of that uncerta...
Human-in-the-Loop
Human-in-the-loop describes a system design in which a person checks, approves or corrects at defined points of an otherwise automated AI process. The person is...
HTML
HTML (Hypertext Markup Language) is the markup language used to describe the content and structure of every web page: headings, paragraphs, links, images, forms...
Hyperlink
A hyperlink, or link for short, is a reference in a digital document that leads to other content when clicked: another page, a position on the same page, a file...
Hydration
Hydration is the step in which a JavaScript framework such as React makes an already rendered HTML page interactive in the browser: it attaches click handlers, ...
Headless Commerce
Headless commerce is a shop architecture in which the visible interface (the front end) is separated from the shop system in the background (products, cart, pay...
Indexing
Indexing is the process by which search engines like Google add web pages to their index. Only indexed pages can appear in search results. Without indexing, a p...
INP (Interaction to Next Paint)
INP is the newest Core Web Vital from Google and measures the responsiveness of a website: How quickly does the page react to user interactions (clicks, taps, k...
Internal Linking
Internal linking means linking pages within the same website. Internal links guide users through the site, distribute ranking signals to important pages and hel...
Custom Software
Custom software is software developed for one specific business and its processes, rather than sold as a finished product to many customers. It fits exactly, bu...
Information Architecture
Information architecture is the way the content of a digital offering is organised: which pages exist, how they are grouped and named, how they relate to each o...
Impressum (Legal Notice)
An Impressum (legal notice or imprint) is the statement on a website of who is behind the offering and how to reach that person or company — with name or compan...
Impressions
An impression is a single display: a search result, an ad or a post was shown to someone. In Google Search Console, an impression is counted as soon as a link t...
IndexNow
IndexNow is an open protocol with which a website immediately informs search engines about new, changed or deleted pages instead of waiting for the next crawl. ...
Information Gain
In search engine optimisation, information gain refers to the additional value a page offers compared with the content that already exists for a search query. A...
ISR (Incremental Static Regeneration)
ISR (Incremental Static Regeneration) is a technique from Next.js in which statically pre-rendered pages are regenerated individually while the site is live, wi...
JSON-LD (Structured Data)
JSON-LD is a format for implementing structured data (Schema.org) on websites. It helps Google understand what a page is about — and enables Rich Snippets: star...
JavaScript Framework
A JavaScript framework is a structured codebase that provides developers with pre-built tools and conventions for web development. React, Vue, Angular, and Svel...
JavaScript SEO
JavaScript SEO deals with making sure that websites whose content is generated wholly or partly by JavaScript can be read in full by search engines and AI crawl...
Keyword
A keyword (search term) is the word or phrase that a user enters into a search engine. Keywords are the foundation of every SEO strategy. A distinction is made ...
KPI (Key Performance Indicator)
KPIs are measurable metrics that quantify the success of a measure or strategy. In digital marketing, typical KPIs include: conversion rate, cost per lead, orga...
Knowledge Graph
The Knowledge Graph is Google's knowledge base, which records real-world entities such as people, companies, places and concepts, along with the relationships b...
Keyword Cannibalisation
Keyword cannibalisation happens when several pages of one website are optimised for the same keyword and end up competing with each other. Google cannot tell wh...
Keyword Difficulty
Keyword difficulty is a metric that estimates how hard it is to rank in the organic top results for a given keyword. It helps you judge effort and realistic pro...
Keyword Research
Keyword research is the systematic search for the terms and questions potential customers type into search engines, together with an assessment of search volume...
AI Crawlers
AI crawlers are bots run by AI providers that fetch websites in order to train language models or to retrieve content for answers in real time. Examples are GPT...
AI Search Engine
An AI search engine answers search queries with an answer formulated by a language model, compiled from current web sources and usually accompanied by source re...
Artificial Intelligence (AI)
Artificial intelligence, AI for short (German: künstliche Intelligenz, KI), refers to computer systems that solve tasks which previously required human thinking...
Competitor Analysis
A competitor analysis systematically examines which competitors are courting the same customers, how they position themselves and where they are stronger or wea...
Customer Portal
A customer portal is a protected area on a company's website where customers, after logging in, can view and manage their own data, documents, orders or request...
Keyword Mapping
Keyword mapping is the assignment of every important search term to exactly one responsible page on a website. It prevents several pages from competing for the ...
Knowledge Panel
A knowledge panel is the information box Google shows next to or above the results when people search for well-known people, organisations, places or things. Th...
AI Referral Traffic
AI referral traffic is visits that reach a website through links in AI assistants and AI search tools such as ChatGPT, Perplexity, Microsoft Copilot, Gemini or ...
Keyword Match Types
Keyword match types determine in Google Ads how closely a search query must match a booked keyword for an ad to be eligible to appear. There are three options: ...
LCP (Largest Contentful Paint)
LCP is one of the three Core Web Vitals and measures how long it takes for the largest visible element (image, text block, video) of a page to load. Target valu...
Local Pack
The Local Pack (also: Map Pack or Google 3-Pack) is the block in Google search that displays three local businesses with a map — for search queries with local i...
Lighthouse Score
The Lighthouse Score is a rating from Google that measures the quality of a website in four categories: Performance, Accessibility, Best Practices, and SEO. A s...
Lead Generation
Lead Generation describes the process of identifying potential customers and capturing their contact information — through forms, newsletters, calculators, down...
llms.txt
llms.txt is a standardized text file in a website's root directory that summarizes the most important content for AI systems like ChatGPT, Perplexity or Claude ...
LLM (Large Language Model)
A Large Language Model (LLM) is an AI model trained on vast amounts of text that can understand and generate natural language. LLMs like GPT (ChatGPT), Claude o...
Long-Tail Keyword
A long-tail keyword is a longer, specific search phrase of several words with lower search volume but clear intent. Such keywords are less contested and often c...
Lazy Loading
Lazy loading is a technique in which images, videos or other resources are only loaded once they come close to the visible area, instead of immediately on page ...
Local Citations
Local citations are entries for a business in directories, map services and industry portals that carry its name, address and phone number. They confirm indepen...
Lead Scoring
Lead scoring assigns points to contacts in order to rank them by their likelihood to buy. The points come from two sources: information about the person and the...
Local SEO
Local SEO is optimisation for search queries with a local reference, such as 'electrician Uster' or 'dentist near me'. The aim is to appear in the local pack wi...
Landing Page
A landing page is a standalone web page focused on exactly one goal — an enquiry, a booking, a download or a purchase — on which visitors arrive from a particul...
LinkedIn Ads
LinkedIn Ads are paid ads on LinkedIn, run through Campaign Manager. Their advantage is professional targeting: audiences can be narrowed by job function, senio...
Lead Magnet
A lead magnet is a free, useful offer — such as an e-book, a checklist, a calculator or a free check — that a company provides in exchange for contact details. ...
Lead
A lead is a contact who has shown interest in an offer and left their contact details in the process, for instance through a form, a phone call or a download. A...
Log File Analysis
Log file analysis evaluates a web server's access logs to see which pages search engine and AI crawlers actually visit, how often and with what result. It shows...
Link Building
Link building covers all the measures a website uses to gain links from other websites. Clean link building earns links through content, relationships and prese...
Link Profile
The link profile is the totality of all links pointing to a domain from other websites, together with their characteristics: linking domains, topics, anchor tex...
Low-Code and No-Code
Low-code and no-code describe platforms on which applications, forms or automations are created with visual building blocks instead of conventional programming....
Meta Description
The meta description is an HTML tag that contains a brief summary of a webpage for search engines. In Google search results, it appears below the title as grey ...
Mobile-First Index
Since 2019, Google primarily crawls and indexes the mobile version of a website (no longer the desktop version). Websites without mobile optimization are ranked...
Multimodal Search
Multimodal Search enables searching with different input formats simultaneously: text, image, voice, or video. Google Lens, Circle to Search, and ChatGPT Vision...
MCP (Model Context Protocol)
The Model Context Protocol (MCP) is an open standard through which AI applications access external tools, data and services in a uniform way. Instead of buildin...
Multi-Agent System
A multi-agent system is an arrangement in which several specialised AI agents work on one task, each with its own instructions, tools and context. A coordinatin...
MVP (Minimum Viable Product)
A minimum viable product (MVP) is the smallest working version of a product that already delivers complete value to real users and therefore produces meaningful...
Make-or-Buy
Make-or-buy is the decision whether to build a capability yourself or purchase it. With software the honest starting point is this: buying is the default, build...
Marketing Qualified Lead (MQL)
A marketing qualified lead (MQL) is a contact who, according to criteria defined in advance, shows enough fit and interest for marketing to hand them over to sa...
Mockup
A mockup is a visually finished but non-functional representation of a website, app or product. It shows colours, fonts, images and layout as the final result i...
Moodboard
A moodboard is a collage of images, colours, fonts, materials and examples that captures the desired mood and visual language of a design project. It serves as ...
Meta Ads (Facebook and Instagram Advertising)
Meta Ads are paid ads on the platforms of the Meta group, above all Facebook and Instagram, managed in Meta Ads Manager. Unlike search ads, they do not reach pe...
Machine Learning
Machine learning is a branch of artificial intelligence in which computers learn patterns from example data and apply them to new cases, without every rule bein...
Microsoft Advertising (Bing Ads)
Microsoft Advertising, formerly Bing Ads, is Microsoft's advertising platform. Ads appear in the Bing search engine, with partners such as Yahoo and DuckDuckGo,...
Marketing Automation
Marketing automation refers to software and workflows that carry out recurring marketing tasks automatically — email series after a sign-up, reminders, lead sco...
Marketing Mix (4Ps and 7Ps)
The marketing mix is the combination of instruments a company uses to position an offer in the market. The classic model names four areas, the 4Ps: Product, Pri...
Brand Search
A brand search is a search query that contains the name of a company, brand or product, for example 'Muster AG opening hours' instead of 'plumber Zurich'. Brand...
Magic Link
A magic link is a passwordless sign-in method: the person enters their email address and receives a single-use, short-lived link that signs them in directly whe...
Microcopy
Microcopy is the short text in a user interface that guides people through actions: labels on buttons, form fields and menus, hints, error messages, confirmatio...
navigator.modelContext
navigator.modelContext is the browser JavaScript API behind WebMCP. With registerTool() a website provides tools for AI agents, and with unregisterTool() it rem...
NAP (Name, Address, Phone)
NAP stands for Name, Address, Phone Number — the three fundamental contact details of a business. In local SEO, NAP consistency is critical: the same data must ...
Next.js
Next.js is a React-based web framework by Vercel that offers Server-Side Rendering (SSR), Static Site Generation (SSG), and API routes. In 2026, it is the most ...
Nofollow and Dofollow
Dofollow and nofollow links differ in whether they pass ranking signals. An ordinary ('dofollow') link passes authority to its target; a link carrying rel=nofol...
Negative Keywords
Negative keywords are search terms you deliberately exclude in Google Ads so that your adverts do not appear for them. They stop irrelevant clicks, save budget ...
noindex
noindex is an instruction to search engines not to include a page in their index and therefore not to show it in the search results. It is set as a meta robots ...
Native App
A native app is an app developed in the programming language and with the tools of a specific platform — today usually Swift for iPhone and iPad, Kotlin for And...
Weighted Scoring Model (Utility Analysis)
A weighted scoring model (in German Nutzwertanalyse, also known as utility analysis) is a decision method for comparing several alternatives against weighted cr...
Organic Traffic
Organic traffic describes visitors who come to your website through unpaid search results — i.e., via Google, Bing, or other search engines, without any adverti...
Open Graph (og: tags)
Open Graph is a meta-tag protocol that controls how a web page appears when it is shared on social networks and messengers — with a title, a description and a p...
OpenAI Ads Manager
The OpenAI Ads Manager is the interface in which ads for ChatGPT are created, managed and evaluated. It organises an account into three levels: campaign, ad gro...
OpenAI Pixel
The OpenAI Pixel is a JavaScript tracking tag that reports events on your own website from the browser to OpenAI, making conversions from ChatGPT Ads measurable...
oCPC (Optimised Cost per Click)
oCPC is the billing and optimisation type behind the Conversions campaign objective in the OpenAI Ads Manager. Delivery is optimised towards a conversion event,...
On-Page Optimisation
On-page optimisation covers all SEO measures that take place directly on your own website: content, page titles, headings, internal links, images, structured da...
Off-Page Optimisation
Off-page optimisation refers to all SEO measures outside your own website that strengthen a domain's trust and recognition: backlinks from other websites, brand...
Online Reputation Management
Online reputation management covers everything a company does to monitor and influence how it is perceived on the internet: in reviews, search results, social m...
Online Marketing
Online marketing covers all marketing activity on the internet: website, search engine optimisation, search ads, social media, email, content and advertising in...
Offline Conversion Import
With an offline conversion import, a company reports sales that happen outside the website back to an advertising platform such as Google Ads after the fact. Th...
OAuth 2.0
OAuth 2.0 is an open standard that lets an application access a person's data at another service on their behalf without knowing their password. The person conf...
Open-Source Licence
An open-source licence sets out the conditions under which open-source software may be used, modified and distributed. Common licences are MIT, Apache-2.0 and G...
PageSpeed Insights
Google PageSpeed Insights is a free tool that analyzes the loading speed and Core Web Vitals of a website and rates them on a scale of 0–100. Score 90–100 = goo...
Programmatic SEO
Programmatic SEO is the automated creation of large volumes of SEO-optimized pages based on data and templates. Instead of writing each page manually, hundreds ...
Predictive Analytics
Predictive Analytics uses historical data, statistical algorithms, and machine learning to predict future events and trends. In marketing, it helps forecast cus...
PWA (Progressive Web App)
A PWA is a web application that behaves like a native app: installable, offline-capable, and with push notifications. It combines the reach of the web with the ...
Prompt Engineering
Prompt Engineering is the art of giving AI systems like ChatGPT, Claude, or Gemini precise instructions (prompts) to achieve optimal results. It is a key compet...
Pillar Page
A pillar page is a comprehensive, top-level page on a broad main topic. It gives a structured overview and links out to deeper cluster pages on the individual s...
Passage Ranking
Passage ranking is Google's ability to evaluate and surface a single section of a page independently of the whole document. A long page can become visible for a...
Prompt Injection
Prompt injection is an attack in which instructions are hidden inside data that an AI system processes — a website, a PDF, an email or a tool result. The model ...
Proof of Concept (PoC)
A proof of concept (PoC) is a tightly bounded test that answers a single question: does the technically riskiest part of a planned solution work at all? It is b...
Product-Market Fit
Product-market fit describes the state in which a product solves a problem so well that demand carries itself: users stay, they recommend it, and they would be ...
Persona
A persona is a condensed model of a user group: a fictional person derived from real data, with a goal, a task, prior knowledge and obstacles. It is used to tes...
PageRank
PageRank is a method developed by Google's founders Larry Page and Sergey Brin that assesses the importance of a web page based on the number and quality of the...
Pagination
Pagination is the division of a long list of content, such as products, blog articles or references, across several numbered pages. For SEO, what matters is tha...
Perplexity
Perplexity is an AI search engine that answers questions in natural language with a fully formulated answer and displays numbered source references with links t...
People Also Ask
People Also Ask (called 'Ähnliche Fragen' in German-language Google search) is an expandable block in the search results that shows related questions about the ...
Payment Service Provider (PSP)
A payment service provider (PSP) connects online shops and websites to various payment methods — such as credit cards, TWINT, PayPal, Apple Pay or invoice — and...
Passkey
A passkey is a way of signing in without a password: instead of typing a password, you confirm the login with Face ID, a fingerprint or the device PIN. Technica...
Performance Max
Performance Max (PMax for short) is a Google Ads campaign type that uses a single budget and one set of texts, images and videos to advertise across all Google ...
Functional and Requirements Specification
The requirements specification (Lastenheft) describes what a client expects from a solution and why. The functional specification (Pflichtenheft) describes how ...
Performance Marketing
Performance marketing is online advertising geared to measurable results: clicks, enquiries, purchases or revenue. Every activity is measured, and budget is shi...
Paid, Owned and Earned Media
Paid, owned and earned media is a way of classifying marketing channels by where the visibility comes from. Paid media is bought (ads), owned media belongs to t...
Page Builder
A page builder is an extension for a content management system that lets you assemble pages from building blocks by drag and drop. Well-known examples for WordP...
Quality Score
The Quality Score is Google's assessment of the quality and relevance of your Google Ads keywords, adverts and landing pages, on a scale from 1 to 10. A high Qu...
Query Fan-Out
Query fan-out is the process by which Google's AI search breaks a single input into several sub-queries and runs them against the search index at the same time....
ROAS (Return on Ad Spend)
ROAS (Return on Ad Spend) measures revenue per advertising franc invested. Formula: Revenue ÷ Ad Spend. A ROAS of 4 means: for every franc invested, CHF 4 in re...
Responsive Design
Responsive design means that a website automatically adapts to the screen size of the device — desktop, tablet or smartphone. Since Google's Mobile-First Index,...
RAG (Retrieval-Augmented Generation)
RAG is an AI architecture that connects Large Language Models with external data sources. Instead of relying solely on training data, the model retrieves curren...
Retargeting
Retargeting (Remarketing) shows targeted ads to users who have already visited your website — but haven't converted yet. It reminds potential customers of your ...
robots.txt
robots.txt is a text file in the web root that tells search engine crawlers which areas of a website they may visit and which they may not. It controls crawling...
Rich Snippet (Rich Result)
A rich snippet is a search result enriched with extra information — star ratings, prices, availability or FAQs. It is generated from structured data (schema mar...
Editorial Calendar
An editorial calendar sets out bindingly which piece of content appears when, for which search intent, by whom and on which channel. It is not a store of ideas ...
Rank Tracking (Ranking Check)
Rank tracking is the regular measurement of the position a website holds in the search results for defined search terms, often also called a ranking check or po...
ROI (Return on Investment)
ROI (return on investment) states how much profit an investment generates in relation to its costs. The formula: (profit from the investment minus costs) divide...
RPA (Robotic Process Automation)
RPA (Robotic Process Automation) is software that automatically carries out recurring, rule-based office work on screen — it clicks, copies, types and reads dat...
Rebranding
A rebrand is the realignment of a brand: from a refreshed logo to a new positioning with a new name, new message and new presence. It becomes necessary when the...
Responsive Search Ads (RSA)
Responsive search ads are the standard format for text ads in Google Search: you provide up to 15 headlines and up to 4 descriptions, and Google automatically c...
Reverse Engineering
Reverse engineering means examining an existing system from the outside in to understand how it works: software, an interface, a file format or a device. The ai...
Schema Markup
Schema Markup (Schema.org) is a semantic vocabulary for structuring website content. It helps Google understand whether a page describes a business, a product, ...
SEO (Search Engine Optimization)
SEO (Search Engine Optimization) encompasses all measures to make a website more visible in the organic (unpaid) search results of Google & Co. Goal: more quali...
Server-Side Rendering (SSR)
Server-Side Rendering (SSR) means that HTML pages are generated on the server and sent fully rendered to the browser — as opposed to Client-Side Rendering (CSR)...
Search Intent
Search Intent describes the goal behind a search query: Does the user want to get informed, find a website, buy something, or compare options? Correctly interpr...
Site Speed (Website Speed)
Site Speed describes the loading speed of your website — how quickly content becomes visible and usable for visitors. It is a direct Google ranking factor and s...
SERP (Search Engine Results Page)
SERP stands for Search Engine Results Page — the page a search engine returns after a query. Modern SERPs hold far more than the classic blue links: ads, featur...
Share of Model
Share of Model is the proportion of all AI answers on a subject in which a given brand is named or recommended. The metric transfers the classic share of voice ...
Semantic Triple
A semantic triple is the smallest unit of machine-readable knowledge and consists of subject, predicate and object — for example 'DLM Digital – has location – Z...
sameAs Property
The sameAs property is a field in Schema.org markup that points to further official profiles of the same entity — LinkedIn, Wikidata or a commercial register en...
Share of Local Voice (SoLV)
Share of Local Voice measures at how many points of a geographic grid a business appears in the local top three for a keyword. It replaces the single ranking po...
Service Area Business (SAB)
A service area business delivers its work at the customer's premises rather than at its own address, and therefore shows a service area instead of a visible add...
Off-the-Shelf Software
Off-the-shelf software is a finished product that many businesses use in common and adapt to their needs through the settings it provides. For most tasks in an ...
Smart Bidding
Smart Bidding is the umbrella term for the automated bid strategies in Google Ads that calculate a bid in real time for every single auction, with the aim of ac...
SEO Audit
An SEO audit is a systematic review of a website for everything that affects its visibility in search engines: technology, content, structure, internal linking,...
SEO Strategy
An SEO strategy sets out with which topics, pages and measures a website is to become visible in search engines and AI answers, for which target group and in wh...
SEO Reporting
SEO reporting is the regular, transparent evaluation of how a website's visibility in search engines is developing and what the measures implemented have achiev...
Search Query
A search query is the specific text a person types or speaks into a search engine or AI assistant. Unlike a keyword, which sums up a topic, the search query is ...
SEO Copy
SEO copy is web text that answers a specific search query so completely and clearly that search engines classify it as a suitable answer and readers act on it. ...
Semantic Search
Semantic search means that a search engine understands the meaning of a query and the relationships between terms, instead of just looking for matching words. I...
Search Engine
A search engine is a program that automatically captures content on the internet, stores it in an index and, in response to a search query, returns the most sui...
Visibility Index
A visibility index is a metric from SEO tools that estimates how present a domain is in the organic search results. It is calculated from the domain's positions...
SEO Tools
SEO tools are programs and services that provide data for search engine optimisation: measurements for your own website (such as Google Search Console), technic...
Shopify SEO
Shopify SEO is the search engine optimisation of online shops on the Shopify platform. It uses the built-in features such as the automatic sitemap and canonical...
Shopify
Shopify is a hosted e-commerce platform that lets businesses run an online shop without maintaining their own servers or shop software. Products, orders, paymen...
SPF, DKIM and DMARC
SPF, DKIM and DMARC are three entries in a domain's DNS that receiving mail servers use to check whether an email really comes from the stated sender. They prot...
SVG (Scalable Vector Graphics)
SVG (Scalable Vector Graphics) is an image format for vector graphics that stores shapes, lines and text as a mathematical description rather than as pixels. SV...
Staging Environment
A staging environment is a non-public copy of a website or application on which changes are tested and signed off before they go live. It mirrors the production...
Server
A server is a computer or program that provides services to other devices: it delivers websites, stores data, sends emails or answers requests from apps. The re...
Social Proof
Social proof describes people's tendency to orient themselves by the behaviour of others in uncertain situations. In marketing, it means evidence such as testim...
SEA (Search Engine Advertising)
SEA (search engine advertising) means paid ads that appear above or below the organic search results as soon as someone types in a booked search term. In Switze...
Social Media Marketing
Social media marketing is the use of platforms such as Instagram, Facebook, LinkedIn, TikTok and YouTube to build brand awareness, grow a community and win cust...
Snippet
A snippet is the entry with which a page appears in Google's search results: usually a title, the URL or a breadcrumb, and a short description. Extended forms s...
SERP Features
SERP features are all the elements in Google's search results that go beyond the classic ten blue links: AI Overviews, ads, the Local Pack with its map, feature...
SEM (Search Engine Marketing)
SEM (search engine marketing) is the umbrella term for everything a company does to become visible in search engines. It covers search engine optimisation (SEO)...
Server-Side Tagging
Server-side tagging means that measurement and advertising tags no longer send data directly from the visitor's browser to Google, Meta and others, but first to...
Soft 404
A soft 404 is a page that reports the status code 200 ('everything is fine') to the browser and to Google but is empty, broken or non-existent in terms of conte...
Sitelinks
Sitelinks are additional links to subpages that Google shows below a search result, mostly for searches for a company or brand name. There are organic sitelinks...
Single Page Application (SPA)
A single page application (SPA) is a web application that loads an HTML skeleton only once and generates all further views in the browser with JavaScript, witho...
Single Sign-on (SSO)
Single sign-on (SSO) means that employees or customers sign in once and can then use several applications without entering a password again. Sign-in is handled ...
TTFB (Time to First Byte)
TTFB measures the time from sending an HTTP request to receiving the first byte of data from the server. Target value: under 600ms (good) according to Google. A...
Tailwind CSS
Tailwind CSS is a utility-first CSS framework that allows developers to create designs directly in HTML with predefined CSS classes — without needing to write c...
Title Tag (Page Title)
The title tag is a web page's HTML page title. Google shows it as the clickable blue headline in the search result, which makes it one of the strongest on-page ...
Topical Authority
Topical authority describes how comprehensively and credibly a website covers a subject area. A site that treats a topic across its full breadth and depth is re...
Tool Calling (Function Calling)
Tool calling is the mechanism by which a language model triggers an action outside its own text window: instead of prose it returns a structured call with a fun...
Technical Debt
Technical debt describes the extra effort incurred later when a solution is built fast rather than durably, whether deliberately or not. As with financial debt,...
Total Cost of Ownership (TCO)
Total cost of ownership is the full cost of a solution across its lifetime: purchase or development plus operation, licences, training, adaptations, security, m...
Technical SEO
Technical SEO ensures that search engines can crawl, render, understand and index a website without problems. It includes loading time, clean status codes and r...
TF-IDF (WDF*IDF)
TF-IDF (term frequency – inverse document frequency) is a metric from information retrieval that measures how important a term is for a single document compared...
Typography
Typography is design with type: the choice of typefaces and how they are arranged in size, line spacing, line length, weight and hierarchy. In web design it lar...
TikTok Ads
TikTok Ads are video ads in the TikTok app, booked in TikTok Ads Manager. They appear in portrait format between the videos of the 'For You' feed. The ads that ...
Thin Content
Thin content means pages with little independent value: hardly any content, copied or automatically generated text, pages that differ only by a swapped place or...
TYPO3
TYPO3 is an open-source enterprise content management system for large, multilingual websites with many editors. It is widespread in German-speaking countries a...
Template and Theme
A template is a reusable blueprint for the look and structure of a page. A theme is a complete package of such templates, together with colours, fonts and style...
Text-to-Speech (TTS)
Text-to-speech (TTS), or speech synthesis, converts written text into spoken language. Modern TTS systems are based on neural networks and sound natural enough ...
UX/UI Design
UX design (user experience) determines how a digital product works: structure, navigation, the order of the steps. UI design (user interface) determines how it ...
URL Structure
URL structure describes the hierarchical layout of your website addresses. Clear, descriptive URLs like '/services/marketing/seo' help search engines and users ...
User Research
User Research comprises methods used to systematically study the needs, goals and behaviors of real users. It provides the factual basis for good UX design — in...
Usability Testing
Usability Testing is a user research method in which real users complete typical tasks with a product or prototype while being observed. This reveals obstacles ...
User Flow
A user flow is a representation of the path a person takes through a digital offering to reach a specific goal, step by step, with decisions, branches and error...
URL
A URL (Uniform Resource Locator) is the complete address of a single resource on the internet, such as a page, an image or a file. It consists of protocol, doma...
UTM Parameters
UTM parameters are additions to the end of a URL that tell an analytics tool where a visit came from — for example which newsletter, which social media post or ...
USP (Unique Selling Proposition)
The USP (unique selling proposition) is what sets an offer apart from all competitors and matters so much to customers that it influences the buying decision. A...
User-Generated Content (UGC)
User-generated content (UGC) is content created not by the company but by its customers: reviews, photos, videos, testimonials, posts on social networks or answ...
Voice Search Optimization
Voice Search Optimization is the adaptation of web content for spoken search queries via voice assistants like Google Assistant, Siri, or Alexa. Voice searches ...
Vector Embedding
A vector embedding is the translation of text into a sequence of numbers that represents its meaning. Content with similar meaning sits close together in the ve...
Vibe Coding
Vibe coding describes a way of working in which a person describes the desired function in ordinary language and an AI model writes the matching code, without e...
Vector Database
A vector database is a data store that keeps text, images or audio as numeric vectors and searches them by similarity rather than by exact match. It answers the...
Vendor Lock-in
Vendor lock-in describes dependence on a single supplier where switching becomes so expensive technically, contractually or commercially that it effectively nev...
Orphan Page
An orphan page is a page that no internal link on your own website points to. It can be reached at most through the sitemap, external links or by typing the add...
Voice Cloning
Voice cloning is the reproduction of a specific person's voice with AI. From recordings, in some systems just a few seconds, a model learns timbre and speaking ...
WebMCP (Web Model Context Protocol)
WebMCP is an open draft standard that lets a website expose its functions directly as tools for AI agents through the browser API navigator.modelContext. An age...
WebP (Image Format)
WebP is a modern image format by Google that reduces JPEG and PNG images by 25–50% in file size — with equal or better quality. WebP is supported by all modern ...
Web3 Marketing
Web3 Marketing describes marketing strategies based on decentralized technologies: blockchain, NFTs, token-based loyalty programs, and decentralized social medi...
Wireframe
A wireframe is a schematic draft of a page or screen that shows structure, content and functions without final styling. It clarifies early what goes where — bef...
WCAG (Web Content Accessibility Guidelines)
The Web Content Accessibility Guidelines (WCAG) are the W3C's international standard for accessible digital content. They assign every requirement to one of fou...
Question Words (W Questions)
W questions are questions that begin with a question word such as who, what, when, where, how, why, how much or which. In German they are called 'W-Fragen' beca...
Web Hosting
Web hosting is the service of making a website available on a server that is permanently connected to the internet, so it can be reached around the clock. Depen...
Web App
A web app is an application that runs in the browser and is used like a program — with login, data entry, stored data and workflows. Unlike a website, its main ...
WordPress
WordPress is an open-source content management system (CMS) that lets you maintain websites and blogs without programming skills. It is the most widely used CMS...
Website Builder
A website builder is an online service such as Wix, Jimdo, Squarespace or Webflow with which you assemble a website yourself from templates and a visual editor,...
Website Relaunch
A website relaunch is the fundamental renewal of an existing website — its design, structure, content or technology — under the same domain. The aim is a better...
Website Backup
A website backup is a complete copy of every part of a website — files, database, media and configuration — that lets you restore the site to an earlier working...
Web Animation
Web animation refers to movement on websites — from small transitions on buttons and menus, through elements fading in as you scroll, to elaborate interactive s...
Widget
A widget is a small, self-contained element that displays a specific function or piece of information and is embedded in a larger interface: on a website, for e...
WhatsApp Business
WhatsApp Business is the business version of WhatsApp, which lets companies communicate with customers through a company profile. It comes as a free app for sma...
Website, Web Page and Homepage
A website is the entire online presence under one domain, a web page is a single page within it with its own address, and the homepage is, strictly speaking, th...
WooCommerce
WooCommerce is a free, open-source plugin that adds shop functions to a WordPress website: products, basket, checkout, payment methods and order management. The...
Webflow
Webflow is a rented, visual website builder with an integrated CMS and hosting. Design work happens in an interface modelled on HTML and CSS rather than by writ...
Webhook
A webhook is an automatic notification that one system sends to another over the internet as soon as something happens there, such as a new order or a paid invo...
YMYL (Your Money or Your Life)
YMYL stands for 'Your Money or Your Life' — Google's category for web pages where poor information could cause significant harm: health, finance, law, safety. G...
YouTube Ads
YouTube Ads are video ads on YouTube, booked through Google Ads. There are skippable and non-skippable spots before or during a video, short six-second bumper a...
Zero-Click Search
Zero-Click Search refers to search queries where the user finds the answer directly on the search results page — without visiting a website. Featured Snippets, ...
Two-Factor Authentication (2FA)
Two-factor authentication (2FA) is a login method that requires a second, independent proof in addition to the password — such as a code from an authenticator a...
Zero-Party Data
Zero-party data is data that customers share with a company consciously and voluntarily, such as preferences, needs or purchase intentions entered in a form, qu...
Featured Articles.
Start Your Project Now
All these terms sound complex? We translate them into concrete measures for your business.