Digital Marketing Glossary.
The most important terms from web design, SEO, Google Ads and digital marketing — simply explained.
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...
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...
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,...
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...
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...
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...
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...
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...
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...
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...
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...
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 ...
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...
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 ...
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...
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...
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 ...
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...
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