Glossar

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  • AdWords

    AdWords is the advertising software from Google. With Google AdWords you can insert promotional adverts in the Google search results, or on topic-related websites on the Internet. These AdWords adverts are displayed in the search results right at the top or on the right-hand side.

  • Conversion Rate (CR)

    The conversion rate is a very important indicator for visitor analysis. The CR shows how many visitors become paying customers. Calculation: CR= buyers/visitors.

  • Conversion tracking

    Conversions designate all actions associated with online marketing that deliver a benefit to your company. You can define your own conversion targets such as newsletter sign ups, sales, and contact enquiries. Conversion tracking attempts to record these conversions statistically.

  • Copywriting

    Copywriting involves designing a text to meet advertising purposes. The aim is to convince readers about something and to motivate them to take action.

  • CPC

    CPC stands for cost per click. This indicator is used in search engine advertising and lets you know how much you pay for each click on one of your ads.

  • Functional web design

    Functional web design is about the correct presentation of your own website to achieve the intended outcome and benefit. For example, a promotional website has to be designed differently than an online shop or a photography portfolio.

  • Google AdWords campaigns

    AdWords campaigns are advertising campaigns based on Google search results. With Google AdWords you can reach defined target groups directly in the search results.

  • Header

    Essentially the headlines of the web pages including their length, format, keywords and content are primarily responsible for the success of the website.

  • Inbound links

    These are links that lead to your own website. The popularity of your own website grows as the number of links to other websites increases, and in response to the quality and relevance of the websites to which these external links are placed.

  • Indexing

    Indexing indicates how well and how completely your website is detected and recorded on search engines like Google and Bing. A website is ‘completely indexed’ once Google has recorded every sub-page.

  • Internal linking

    Internal linking is the overview of all links that lead to pages on your own website. A carefully thought out domain structure arranged in flat hierarchies constitutes a ranking factor.

  • Keyword

    A keyword is a ‘buzz word’ or slogan (or a combination of several words) that are of prime importance for your text. The key terms define the essence of your website and with these you want to be found on Google.

  • Keyword density

    The keyword density of a page tells you how often a keyword comes up compared to all words used. A keyword density of 2-4% is recommended.

  • Keyword targeting

    Keyword targeting defines the key terms which you could use to reach potential customers. With these keywords you can then start an AdWords campaign.

  • Landing Page

    A landing page is a page specifically set up on your website for a defined target group. For example, after clicking your advert, visitors may be directed right away to a specific Landing Page associated with the search term they used in their search.

  • Metadata

    In metadata, useful instructions for servers, browsers and automatic search programs can be noted that are popular for search engines. They can also include details about the author and contents of files.

  • Mobile marketing

    Mobile marketing is the term designating all marketing measures that attempt to reach customers directly via your mobile device.

  • Multilingual keyword analysis

    With a multilingual keyword analysis, you can search in various language markets for the most promising keywords (in terms of online marketing).

  • Newsletter

    A newsletter is a circular you use to inform interested parties about new developments in your company. With a broad circulation list, you can reach a large number of potential customers.

  • Online communication

    The primary aim of online communication is to incorporate the online media in your marketing and communication management strategy.

  • Online marketing strategy

    Essentially, the online marketing strategy is a ‘normal’ marketing strategy that focuses simply on the entire scope of online communication.

  • Organic ranking

    Organic ranking (=the organic search results) comprise the hits from a search engine that were not paid for. The aim of the SEO is to top the organic ranking.

  • Page title

    Page titles are very important for two reasons: Firstly, they are an important ranking factor. Secondly, in search engines, the page titles are clicked.

  • PageRank

    The PageRank reveals a snapshot of the popularity of a link and takes into account not only the number, but also the quality of return references to your own website. The PageRank is expressed by a number of 0 to 100.

  • ROI

    Der ROI (= ‘Return on Investment’) calculates the return on your advertising investment. It is calculated as follows: (generated sales revenues – capital employed) / capital employed. The result is one decimal place after 0 (e.g., 0.3). The ROI is always expressed as a percentage, i.e. 30%.

  • Scatter losses

    Scatter losses are people who have seen the ad but who do not belong to the target group. The more tailored your ad is to your target market, the lower these scatter losses become.

  • SEA

    SEA (Search Engine Advertising) is used to increase traffic to your website through paid advertising on search engines (e.g., with the help of Google AdWords).

  • SEO

    SEO (Search Engine Optimization) includes all measures that improve the rank of your own website in the organic (= unpaid) search results. The aim is to appear in the top ten of the search results.

  • Sitemap

    Gives visitors as well as search engines an overview of the structure and scope of an Internet presence.

  • Social media

    Social media is the term used to describe the social networks like Facebook, Google+ and Twitter. Nowadays, a presence in these social networks is almost essential if you wish to be successful on the Internet.

  • Social media marketing

    Social media marketing comprises the sub-set of online marketing that takes place in the social networks. The attempt is to reach potential customers via social media.

  • Tracking

    Tracking is the process of monitoring and analysing the flow of visitors to your website. Through visitor tracking you can see precisely how many people visit your website and which links they followed.

  • Traffic

    Traffic expresses the total number of accesses to your website during a defined period of time. The higher the volume of traffic, the greater the opportunity of generating paying customers.

  • Website marketing

    Website marketing describes the technique of reaching as many customers as possible by creating several (smaller) websites.

  • XML sitemap

    Provides only search engines with an overview of the structure and scope of the Internet presence. It also helps to appear on search engines better and faster.