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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...
AI Overviews (SGE)
AI Overviews (formerly SGE — Search Generative Experience) are AI-generated summaries that Google displays directly above search results. They synthesize inform...
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 (Alternativtext)
Der Alt-Text ist eine Textbeschreibung, die im HTML einem Bild zugeordnet wird. Er hilft blinden Menschen über Screenreader, dient als Ersatz, wenn ein Bild nic...
Anchor-Text (Ankertext)
Der Anchor-Text ist der sichtbare, klickbare Text eines Links. Er gibt Nutzern und Suchmaschinen einen Hinweis, worum es auf der verlinkten Seite geht — und ist...
Above the Fold
«Above the Fold» bezeichnet den Bereich einer Webseite, der ohne Scrollen sofort sichtbar ist. Dieser erste Eindruck entscheidet massgeblich darüber, ob Besuche...
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
Eine Breadcrumb-Navigation ist eine sekundäre Navigation, die den Pfad von der Startseite zur aktuellen Seite anzeigt (z. B. Start › Dienstleistungen › Webdesig...
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 is software that allows you to create and edit website content without programming knowledge. Well-known examples: WordPress, Sanity, Strapi, or Contentfu...
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)
Das Canonical Tag ist ein HTML-Hinweis (rel=canonical), der Google die bevorzugte Version einer Seite nennt, wenn identische oder sehr ähnliche Inhalte unter me...
Crawl-Budget
Das Crawl-Budget ist die Anzahl Seiten, die Google auf einer Website in einem bestimmten Zeitraum crawlt. Bei grossen Websites entscheidet es mit, wie schnell u...
Content-Cluster (Themencluster)
Ein Content-Cluster ist eine Gruppe thematisch verwandter Inhalte, die um eine zentrale Pillar-Page herum organisiert und untereinander verlinkt sind. Diese Str...
CPC (Cost-per-Click)
CPC (Cost-per-Click) ist der Betrag, den ein Werbetreibender für jeden Klick auf seine Anzeige bezahlt. Er ist die zentrale Abrechnungsgrösse im Suchmaschinen-M...
Call-to-Action (CTA)
Ein Call-to-Action (CTA) ist eine gezielte Handlungsaufforderung, die Besucher zu einer gewünschten Aktion bewegen soll — etwa «Jetzt Offerte anfragen» oder «Te...
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 all people — including those with disabilities. From 2025, it is legally...
Duplicate Content (doppelter Inhalt)
Duplicate Content bezeichnet identische oder sehr ähnliche Inhalte, die unter mehreren URLs erreichbar sind — innerhalb einer Website oder über mehrere Domains ...
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...
Entitäten-SEO (Entity SEO)
Entitäten-SEO optimiert nicht mehr nur auf einzelne Keywords, sondern auf klar definierte Entitäten — Marken, Personen, Orte, Konzepte — und ihre Beziehungen. Z...
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
Ein Featured Snippet ist eine hervorgehobene Antwortbox ganz oben in den Google-Ergebnissen — noch über dem ersten organischen Treffer, oft «Position 0» genannt...
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...
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 ist ein HTML-Attribut, das Suchmaschinen die Sprache und Zielregion einer Seite mitteilt. Bei mehrsprachigen oder länderspezifischen Websites sorgt es ...
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 (interne Verlinkung)
Internal Linking bezeichnet die Verlinkung von Seiten innerhalb derselben Website. Interne Links führen Nutzer durch die Website, verteilen Ranking-Signale auf ...
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...
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
Der Knowledge Graph ist Googles Wissensdatenbank, die reale Entitäten — Personen, Unternehmen, Orte, Konzepte — und ihre Beziehungen zueinander erfasst. Er spei...
Keyword-Kannibalisierung
Keyword-Kannibalisierung entsteht, wenn mehrere Seiten einer Website auf dasselbe Keyword optimiert sind und sich dadurch gegenseitig Konkurrenz machen. Google ...
Keyword Difficulty (Keyword-Schwierigkeit)
Keyword Difficulty ist eine Kennzahl, die schätzt, wie schwer es ist, für ein bestimmtes Keyword in den organischen Top-Ergebnissen zu ranken. Sie hilft, Aufwan...
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
Ein Long-Tail-Keyword ist eine längere, spezifische Suchphrase aus mehreren Wörtern mit meist geringerem Suchvolumen, aber klarer Absicht. Solche Keywords sind ...
Lazy Loading (verzögertes Laden)
Lazy Loading ist eine Technik, bei der Bilder, Videos oder andere Ressourcen erst geladen werden, wenn sie in den sichtbaren Bereich rücken — statt sofort beim ...
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...
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 und Dofollow
Dofollow- und Nofollow-Links unterscheiden sich darin, ob sie Ranking-Signale weitergeben. Ein normaler («dofollow») Link vererbt Autorität an das Ziel; ein Lin...
Negative Keywords (auszuschliessende Keywords)
Negative Keywords sind Suchbegriffe, die man in Google Ads gezielt ausschliesst, damit die eigenen Anzeigen dafür nicht erscheinen. Sie verhindern unpassende Kl...
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 ist ein Meta-Tag-Protokoll, das steuert, wie eine Webseite beim Teilen in sozialen Netzwerken und Messengern dargestellt wird — mit Titel, Beschreibu...
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 (Themenseite)
Eine Pillar-Page ist eine umfassende, übergeordnete Seite zu einem breiten Hauptthema. Sie gibt einen strukturierten Überblick und verlinkt auf tiefergehende Cl...
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
Die robots.txt ist eine Textdatei im Web-Root, die Suchmaschinen-Crawlern mitteilt, welche Bereiche einer Website sie aufrufen dürfen und welche nicht. Sie steu...
Rich Snippet (Rich Result)
Ein Rich Snippet ist ein mit Zusatzinformationen angereichertes Suchergebnis — etwa mit Sternebewertungen, Preisen, Verfügbarkeiten oder FAQ. Es entsteht aus st...
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 (Suchergebnisseite)
SERP steht für Search Engine Results Page — die Seite, die eine Suchmaschine nach einer Suchanfrage anzeigt. Moderne SERPs enthalten neben den klassischen blaue...
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 (Seitentitel)
Der Title Tag ist der HTML-Seitentitel einer Webseite. Google zeigt ihn als anklickbare blaue Überschrift im Suchergebnis an — er ist damit einer der wichtigste...
Topical Authority (Themenautorität)
Topical Authority beschreibt, wie umfassend und glaubwürdig eine Website ein Themengebiet abdeckt. Wer ein Thema in seiner ganzen Breite und Tiefe behandelt, gi...
UX/UI Design
UX (User Experience) Design shapes the entire usage experience of a website or app. UI (User Interface) Design is the visual implementation: colors, typography,...
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 ...
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...
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