Helpful Online Marketing Terms
Online Marketing – Lexicon
Above the fold
Above the fold refers to the area of web pages directly visible to the user. The term originally comes from the newspaper industry, where important or special content and headlines were placed above the fold. Applied to Internet pages, this means that the user does not have to scroll down for content Above the fold, but notices it immediately when calling it up
B2B Marketing is the short name for Business-to-Business Marketing. It includes all marketing measures that are aimed at companies or organizations. B2B is thus distinguished from B2C marketing, which is aimed at private end customers. For this reason, the marketer has to pay attention to some special features, even if there are similarities.
B2C is the short name for Business-to-Consumer Marketing. This includes all measures which are intended to win over private consumers for products or services. B2C therefore describes those marketing relationships that occur in transactions between consumers and companies. The target group for B2C marketing is rather broad.
A backlink is a link from one website to another. Search engines such as Google use the backlink as a ranking signal. This is because when one website is linked to another, it means that they consider the content of the latter to be remarkable. In SEO, high-quality backlinks can help to improve both the ranking and the visibility of a page in the search engine results.
Banner ads, or banners for short, are image or multimedia-based advertisements and a very popular form of Internet advertising on websites. The aim and purpose of this type of advertising is to induce visitors to the host website to go from there in turn to the advertisers site. Banners advertise companies, products, services and brands.
Black Hat SEO
The bounce rate is the percentage of sessions on the website at which users access and leave the page. The value describes how many visitors enter the page and then turn their backs on it again - without carrying out a specific action. The bounce rate indicates the percentage of visitors who leave a website before they continue to interact with it in any way. This metric can be important for certain websites, as it mainly gives an idea of the first impression the page makes. It tells you whether the target page meets the expectations of the visitors who landed there.
The English word brand stands for brand and is a central term in marketing. It refers to all properties in which objects associated with the brand name differ from other competing objects (with other brand names). Such objects can be goods and services, but also, for example, companies, persons and sports teams.
Brand awareness, also known as brand awareness, is a value that expresses the degree of awareness of brands. This figure is usually expressed as a percentage and reflects how many people are aware of or can remember a particular brand - with or without support. Brand awareness primarily expresses how familiar consumers are with a brand
Call to Action
A call-to-action is the area of the website that calls for action. A call-to-action for contacting, buying, for further information, etc. These elements are important for structure and profit maximization. The aim is to convert as many potential buyers as possible into buyers. Call-to-Actions are a great help in this.
A Canonical tag tells search engines like Google that a certain URL is the master copy of a page. Its use prevents problems caused by identical or "duplicate" content on multiple URLs. In practice, the canonical tag tells search engines which version of a URL to display in search results.
Click Through Rate (CTR)
The click-through rate (CTR) or click-through rate is a measure that relates the clicks on an ad medium to the impressions of the ad medium. The CTR is usually expressed as a percentage. The click-through rate provides the online marketer with an important key performance indicator.
Communication design is the communication of visual content with a specific effect. Images and texts arouse emotions in the viewer. For example, if I have a dark and dreary picture in combination with a serif text, I arouse a very gloomy mood in the viewer. Good communication design manipulates the potential customer in a profit-optimized way for the company
Content Management System (CMS)
A Content Management System (CMS) is software that allows content on a website to be created, managed and changed without requiring special technical knowledge and skills. A CMS therefore ensures that you only have to worry about the content and not about programming.
Conversion refers to the change from an originally neutral observer to a new customer or client. If these conversions of prospective customers are accompanied by high traffic figures, then high profits are achieved. A typical example is an online shop that converts the visitor into a buyer. In addition, a variety of other actions can mean a conversion, such as signing up for a newsletter, a successful download or filling out a form. Whenever a marketing message triggers a clear and desired action from a visitor, we speak of a conversion. It tells us if and how often certain goals are achieved, which every website has.
Cookies are short data records or texts that are exchanged between browsers and servers. With the help of cookies, the surfing behaviour of users can be determined. They are used to identify users. Pages store certain information that can be retrieved at a later time. Cookies play an important role in online marketing.
Cost per Acquisition (CPA)
Cost per Acquisition (CPA) stands for a specific pricing model in digital marketing. By acquisition we mean a predefined action. The costs incurred per acquisition via various channels are called cost per acquisition. Simplified and translated analogously, one can also speak of costs per new customer acquired.
Cost per Lead (CPL)
Cost per lead (pay-per-lead, contact remuneration, abbreviated CPL) is the name given to a billing model in the field of online marketing. In this model, the advertising partners pay the advertisers for leads generated, i.e. not for a direct sale, but for the pure contact made by users.
Cost per Order (CPO)
In e-commerce, the key figure Cost per Order (CPO, costs per order) indicates the costs for an order, for a completed sale or for a generated lead. In online marketing, this key figure is used both to calculate all costs incurred in connection with an order, from marketing costs to shipping costs, and as a reliable measure of how effective certain marketing measures are.
Cost per Sale (CPS)
Cost per Sale (CPS) describes a billing model for Internet advertising in online marketing. Translated, CPS means cost per sale. In this model, the commission is calculated on the basis of sales transactions that have taken place. Cost per sale is a term that is used especially in affiliate marketing.
The term means translated as customer experience and describes the totality of all experiences that a customer has with a brand or a company. This includes the time span from the first contact with the company and its product or service, through many other touch points, to the last contact (conclusion of contract).
The term customer journey refers to the entire path of potential customers through various touch points with brands, companies or products until a desired target action (e.g. a purchase) takes place. In marketing, the Customer Journey - the "journey" of the future customer - is used to map the exact route via these contact points.
Customer Relationship means customer relationship, i.e. the contact between customers and companies. It is important to maintain this contact, whereby the personal contact between the company and the customer is the main focus. Excellent customer relations are still a central corporate success factor.
A domain is a unique and unambiguous name for a website or other part of the Internet. For Internet users, such domain names are much more practical than long sequences of numbers in IP addresses. As an essential part of the URL, domain names serve as usually well remembered website addresses.
The part of a website that a user gets to see is called the frontend. Alternatively, it is also called the Graphic User Interface (GUI) or the user interface. This is where the presentation of content to visitors takes place, and the frontend (front end) also receives the input of the users.
In online marketing, funnel stands for funnel, sieve or filter. It is used to guide a user of a website through a process until he finally buys a product or service. The funnel is focused on acquisition and on perfectly coordinated sequences of measures with which the respective person in the target group is to be convinced.
Geotargeting is about the location-based switching of advertising, content and services. This important sub-area of targeting in online marketing, also known as geolocation, is intended to address the users of a specific region. This is achieved, for example, via the users IP addresses.
Google Analytics is one of the most used web analysis tools. With it the webmaster has the development of his site always in view. He can control it with Google Analytics and optimize it continuously. It offers statistical data on the number of visitors, visitor behaviour and duration and much more. This allows meaningful conclusions to be drawn about the strengths and weaknesses of the site
The term Google Bot stands for the most used web crawler of the company Google. It collects documents on the net and compiles them for the Google index and Google search. The computing power of the Google Bot is distributed over a gigantic system of data centres so that it can crawl enormous amounts of web pages at the same time
Google Keyword Planner
The Google Keyword Planner is an important tool from the Google toolbox. With it you can, for example, compare costs and visitor numbers for various search queries (keywords) and book advertising campaigns. With the much used Google Keyword Planner one can find out the search volume for special keywords
Google Search Console
With the free platform Google Search Console (GSC), formerly known as Google Webmaster Tools, webmasters can monitor and manage their sites via an official portal with numerous useful statistics. Access to tools and data provided directly by the search engine makes it much easier to optimize the website.
Influencer marketing involves the integration of high-reach opinion makers or influencers, who are active in social networks or as bloggers, into the marketing strategy of the company. Influencers have a certain number of loyal followers who consider and appreciate their recommendations and opinions.
Key Performance Indicator
The term Key Performance Indicator (KPI) covers key figures with which the performance of corporate activities can be described and determined. In individual cases, it always depends on the company and its measures and objectives which KPIs need to be considered in order to measure success or failure. A key performance indicator is therefore a measurable value that shows how effectively a company achieves its most important business objectives
Keyword research is the determination of suitable and meaningful keywords for which a website - for example a landing page - should be optimized. The aim is to rank for the correct keywords and their combinations so that traffic is brought to your own site. The keyword research especially for Google is of utmost importance for SEO optimization
Keyword stuffing is the artificial increase of keyword density and relevance, which Google considers to be a spam measure and can result in devaluations up to the exclusion of such websites from the index. Stuffing link texts, metadata and textual content with keywords is therefore an illegal SEO technique.
Lead generation is an important term and process in marketing. There are numerous possibilities of lead generation. What they all have in common is that they all involve the acquisition of interested parties. These voluntarily provide their contact details and are therefore very likely to become customers. The generated data records (leads) enable a further dialogue to take place
The term Linkjuice or link strength describes the distribution of backlinks within a website as well as the reputation or strength of these links. The number and quality of the links define how the link strength is composed and what effect this ultimately has on the corresponding subpages.
A combination of keywords in a search query is called a long tail keyword. The term means translated long tail. The long tail search for information on the web is accompanied by a stronger definition and narrowing down. Long Tail Keywords are much less competitive in search engines than single keywords (Short Tail)
A merchant or advertiser is a provider of products or services who provides advertising material within the framework of affiliate marketing, which is then integrated by publishers in their websites and advertising platforms. If the publisher is successful, the merchant pays him a previously agreed commission.
If instant messaging apps are used for marketing purposes, then this is called messenger marketing. Messages are sent to one or more interested parties or customers for the purpose of individual communication. For automated processes, so-called chat bots are used in Messenger Marketing.
Mobile friendly is the term used to describe those websites that also provide a good user experience on mobile devices such as tablets and smartphones. This means that the pages should always be easy to read and reasonably displayed. Also important is speed in terms of loading times, findability of information and navigation.
In the future, mobile devices will overtake traditional computers as the primary devices for accessing the Internet. However, the majority of small businesses do not have a website suitable for mobile phones. It is imperative to provide customers and potential customers with a seamless and user-friendly experience using smartphones and tablets.
Multichannel or multichannel marketing is a strategy in which retailers and service providers endeavour to address and influence potential customers through various communication channels with their advertising. This multichannel strategy involves different sales and communication measures.
Native Advertising is a special form of paid advertising in which the users of a website are presented with content that is very similar in design and form to editorial content. In reality, however, the embedded advertising content does not originate from the operators of this site, and the difference is usually hardly noticed by the visitors.
The term newsletter means, as much as a letter or circular with news. The newsletter can be thought of as a small electronic newspaper, which is usually sent by e-mail. These digital newsletters usually appear regularly and contain information that is of certain interest to the intended audience
If a link is given the attribute nofollow, then the search engine Google does not follow the link. This has direct consequences for the linkjuice. This option was introduced to give website operators the possibility to control the linkjuice even better. Nofollow links always belong to a natural link profile
Offpage optimization is the term used to describe all search engine relevant settings that are made outside the website. Keywords here are backlinks, Google business and cooperations with topic-relevant providers. Offpage optimization is the supreme discipline of search engine optimization and is a process that can be developed further and further
Onpage optimization is the term used to describe all search engine relevant settings that can be made on the website. This is about visibility for the search engines, content, landing pages, internal and external links etc. A good onpage optimization is essential for search engine optimization
Pay per Click (PPC)
The term Pay-per-Click, PPC for short, means payment per click and represents a billing model in online marketing. Here, the advertising company does not pay for a mere insertion of its advertisement, but only after a user has clicked on the advertisement and been redirected to a target page. In this way, it can be seen whether there is also interest in the product. PPC is widely used in search engine advertising and affiliate marketing
Pay per Lead (PPL)
Pay-per-Lead is a billing method that is mainly used in affiliate marketing. It is an online advertising payment model in which payment is based solely on qualifying leads. The affiliate is remunerated for the fact that a visitor performs a certain action on his site (download of a file, registration newsletter etc.)
Pay per Sale (PPS)
Pay Per Sale (PPS) is an online advertising payment model in which payment is based exclusively on qualified sales. This payment method used in online marketing - payment per sale - is a remuneration model in which commissions are paid as soon as a visitor has generated sales. Other payment methods include pay-per-lead or pay-per-click
Googles Quality Score (or Quality Factor) is a numerical value given to a keyword. Its numerical values between 1 and 10 inform the advertiser about how relevant his keywords, ads and landing pages (in combination) are found by Google. A high quality factor increases the success of campaigns and also reduces their costs
Ranking Criteria (Google)
The search results of search engines like Google are generated and displayed to the users by a special algorithm. The concrete ranking of a web page depends on many ranking criteria that influence this algorithm. Such criteria or factors can both improve and worsen the ranking
Real Time Bidding
Real Time Bidding is an auction procedure in which advertisers place bids for a specific advertising space. In this procedure, an available advertising space is provided with advertising material from the highest bidder in real time. This method from online marketing is also called real time advertising
Responsive Webdesign is the name given to web design that responds to mobile devices. It includes all technical and design measures for the creation of Internet pages, which enables them to react optimally to the specific characteristics and requirements of the corresponding device, primarily modern mobile phones and tablets.
Retargeting is a form of online targeting, in which users are marked and when surfing the net are reminded of a previously visited web offer with targeted fade-ins. It is mainly used in the field of e-commerce and is ultimately intended to reduce wastage and increase the conversion rate.
Return on Investment (ROI)
The Return on Investment (ROI) is one of the most important key figures in marketing. It puts the profit generated in relation to the capital employed and is usually expressed as a percentage. However, the ROI (return on investment) or return on capital can also be used to make a statement about when the company starts making profits with the capital employed.
Rich Snippets are an extended type of Snippets and can contain special elements such as price quotations, rating stars, images and various other information. Such additional information can be marked in the source code. By using Rich Snippets the click-through rate of snippets can be increased
Search Engine Advertising (SEA)
SEA (Search Engine Advertising) or search engine advertising is the term used to describe the area around the placement of paid ads on the search results pages of Google and other search engines. These are usually text ads that match the corresponding search queries of users. Together with SEO, SEA belongs to search engine marketing
Search Engine Optimization (SEO)
Search engine optimization means that the website meets all requirements of Google. Google searches the site for errors and information relevant to the topic. With the right approach and insider tips from the expert almost ANY website can be positioned on Google page 1. Because that is important in order to sell the product or service
Short Tail Keywords are search queries from one or two keywords. This type of keywords is generally more competitive than combinations of keywords (long tail) due to their large search volume. Searchers are less likely to find exactly what they were looking for on the net with these one- or two-word entries
A sitemap is a file that lists all (sub)pages of a website. It can therefore also be called a kind of map of the website in question. The sitemap is therefore a hierarchical and complete overview of an entire page and can therefore be useful for search engines (SEO) as well as users (overview).
Social Media includes all websites and apps that allow users to network and communicate. Here users can create and exchange content for an unlimited period of time. The central characteristic is therefore interactivity. The relatively broad term social media includes well-known platforms such as Facebook and Twitter, for example
Targeting is part of online marketing and plays an important role especially in the areas of SEA and display advertising. Targeting (target = aim) is an attempt to direct the advertising as precisely as possible towards customers or target groups. This targeting is intended to avoid large scattering losses
Basically, a testimonial means nothing more than recommendation, reference or testimony. In marketing, this is a special advertising method in which a prominent or even non-prominent person makes a positive statement about the product. The main purpose of testimonials is to create credibility and trust
Tracking is the process of tracking, recording and examining the activities of visitors on a website. In this way, valuable information is collected in online marketing and, as a result, deeper insights into user behaviour, customer journey and conversion rate are gained. Cookies and IP addresses are used for web tracking
Traffic is the traffic on the website. A lot of traffic means that many users are currently on the website. Therefore it is important to keep the traffic as high as possible to get better profits. If there is high traffic, Google also shows more relevance for your website. Traffic, traffic, generate traffic! This is what online business is all about
Trust elements are those elements and contents that are used to build and strengthen the trust of users or visitors of websites or online shops. Such confidence-building measures are particularly important on the Internet and are significant for long-term customer loyalty. Trust elements create the trust necessary for purchases and the conclusion of contracts and increase conversions
Unique Selling Point (USP)
The Unique Selling Point or the Unique Selling Proposition (both abbreviated as USP) is a unique selling proposition. Alternatively, the German term Alleinstellungsmerkmal is often used. The point here is to differentiate a product or service from the competition by highlighting the USP in advertising and sales
By usability we understand the quality of use experienced by the user when interacting with technical systems, for example a website. In such cases, we also simply speak of the usability of a page. It should be as intuitive and simple to use as possible and should be able to be adapted to the various user needs
We speak of Video Advertising, when advertising in Internet media is done in the form of videos. This placement of online video advertisements can be done in different ways. Ever better loading times, flat rates and increasing user numbers on video portals etc. make video advertising a fast growing branch of advertising
The visibility index expresses the visibility of a domain in Google rankings. The higher this index is, the more visitors can be expected for this domain via Google. The visibility index can be used to measure the success of SEO measures, for example. The indicator can also be used for competitive analysis and algorithm update effects of Google
In general, the person who maintains a website is called a webmaster. This includes various tasks, from the conception of the website to its updating. Webmasters are responsible for the planning and execution of web projects of all kinds. Usually the webmaster is also the administrator of the site.