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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


Adsense is a well-known advertising program from Google. It allows webmasters to display targeted ads on their site that are relevant either to the content of the site or to (previous) search queries by users, based on certain algorithms.


An advertiser is an advertiser and can be either a company or an individual. It is the party in affiliate marketing that has an offer to advertise. In doing so, it relies on traffic that is provided via websites of affiliates or publishers.

Affiliate Marketing

Affiliate marketing (or partner marketing) is one of the classic disciplines of online marketing. Affiliates (partners) advertise products and services of companies on their websites and receive a commission in case of success, whereby different remuneration models are applied.

AIDA Formula

AIDA is the abbreviation for the English words Attention, Interest, Desire and Action. The term stands for one of the best-known advertising effectiveness principles and pre-sales models, which, translated into German, is based on the levels of attention, interest, desire and action.


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.


The backend is the "back" part of a website, which is not accessible for the ordinary visitor. In this area the page is managed and filled by the administrator or operator (content management system). The users can only see the other end, which is called the frontend analogously.


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 term Black Hat SEO refers to the use of methods to increase the ranking of a website in the search engine results, and these measures are in violation of the terms of use of the search engines. The implementation of Black Hat SEO tactics may result in the site being blocked by search engines.

Bounce Rate

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

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

Brand Building

Brand building is the term for all measures to establish and improve the identity of a brand. The brand is given values that the user wants and identifies with. It is all about recognition and trust. The term is often equated with branding.


Breadcrumb is a certain type of navigation on a website, which helps the user to find his way back to the initial page or to other orders or levels of the page. This makes it easy for the user to jump to previously visited hierarchical levels.


The term cache usually refers to the browser cache. This is a place on the hard disk of a computer where the browser used stores downloaded content in case it is needed again.

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.

Canonical Tag

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

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.

Corporate Identity

Corporate Identity (CI) stands for a clear identity of a company. It is a desired uniform corporate identity, both internally and externally. The goals are a high recognition value and an unmistakable corporate personality.

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 Click (CPC)

In online marketing, the term cost per click (CPC for short) is used to describe a specific billing of advertising costs. Each click on the advertisements causes costs for the advertisers. The CPC method can be used to calculate exactly how high these costs are.

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 Mille (CPM)

Cost-per-mille (CPM) is a form of billing for advertisements in media planning. In this method, which is alternatively known as thousand-contact price (CPM), the price of an ad is billed per thousand views.

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.


A crawler (or web crawler) is an Internet bot that automatically scans information across the Web to create an index of data. These crawlers are operated by search engines like Google and Bing. In this way, relevant web page results can be presented after user searches.

Customer Experience

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).

Customer Journey

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 Lifetime Value (CLV)

Customer Lifetime Value (CLV) is an important business key figure. Generally speaking, it is the value that a customer can represent for a company over his or her entire "lifetime". Both past and future sales can be included in the calculation.

Customer Relationship

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.


All advertising activities aimed at directly addressing potential customers are referred to as direct marketing. In this context, products, services or information are offered directly to certain target groups and the responses are recorded for further processing

Display Marketing

The term display marketing or display advertising covers all marketing techniques in which graphic elements are included in advertising and which are displayed on screens. These include videos and animations as well as more traditional media such as banners, buttons and images.


Dofollow links are outbound links that are used by search engines like Google to calculate link popularity. In contrast to nofollow links, they do not have the link attribute nofollow. The search engines should therefore "follow" these links to reach the linked website.


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.

Double Optin

Double opt-in is a procedure in online marketing in which potential subscribers to newsletters and similar advertising circulars confirm their consent once again in a second step. Only after this confirmation is the recipient also on the distribution list

Duplicate Content

In search engine optimization, duplicate content is content that appears identically on more than one website. If these same contents are accessible via different URLs, this can cause great problems for Google and the respective site operators.


Classical eCommerce means nothing else than doing business online. So if you are looking for a developer for online shops, RH-Webdesign is your contact

E-Mail Marketing

E-mail marketing has long proven to be an effective tool of online marketing and is part of outbound marketing. It is characterized by the sending of e-mails, especially for information and advertising purposes. Even for smaller companies it can be implemented without great effort.

Eye Tracking

Eye-tracking refers to methods used to record and evaluate the eye movements of test persons. By means of this eye tracking of users, research is conducted in the area of user experience, among others. The results of the eye-tracking are often displayed in heat maps.

Facebook Advertising

Facebook advertising is paid advertising on the social platform Facebook. Due to the very high number of active accounts on this platform, companies can reach their target groups faster and better than with traditional forms of advertising.


A favicon is a small icon used in browsers to mark web pages and increase recognition. This artificial word, which originates from English, can be translated as favourite symbol. This icon or logo is usually 16×16 or 32×32 pixels in size


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

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

Google Bot

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.


The hashtag (appears with the symbol "#") is an essential part of social media. Basically, it is a designation / label or categorization for content. Hashtags help with the search and can be particularly useful in marketing


A heatmap is a map or diagram that visualizes data and makes it easy to understand. Similar to the images of a thermal imaging camera, these are displayed with different colours and point clusters. The data displayed in this way in the heat maps show the user behaviour of a website.


We speak of impressions when a user sees certain elements on his screen, i.e. when a visual contact is established. From the generated clicks and the number of impressions, one can then calculate another important value, the click-through rate.

Influencer Marketing

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

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

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.


Certain keywords are entered in search engines by users, single or even combinations of them are therefore called keyword(s). By means of the keyword the user tries to get to certain information, products or services. Therefore these keywords are very important for the webmaster.


The word landing page is often listed in connection with search engine optimization. Landingpages for certain keywords achieve a high advertising effect. A product or a service or terms can be described in detail once again in order to achieve a higher visibility or conversion

Lead Generation

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

Length of stay

The dwell time is the complete period of time that a user or visitor spends on a certain page on the Internet. Together with the bounce rate, the length of stay is one of the most important indicators for the quality assessment of


Linkbait belongs to link building and is a part of SEO, which includes actions that increase the number of backlinks on a page. Linkbaiting is a common practice to create the content that is used to get other content producers to link to it.


Linkbuilding or link building is the process of creating links from other websites to a specific target website. This generic term covers all methods used by webmasters, site operators and SEOs to generate (high-quality) links for their own sites.


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.

Longtail Keywords

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)

Marketing Automation

Marketing Automation (or Marketing Automation) is a software-based method for customer acquisition and retention. This is done via software platforms that include communication, workflow, databases, web controlling and CRM synchronization.


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.

Messenger Marketing

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.


Metadata are generally structured superordinate data, which contain essential additional information in order to describe the actual user data in summary form. In the context of websites, metadata provide search engines with detailed information about the content of a particular page

Mobile Friendly

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.

Mobile Websites

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

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

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

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

Page Rank

The Page Rank is a value from the method of the same name for evaluating web pages. The Page Rank algorithm works on the basis of the incoming links by counting and weighting them. The eponym and co-developer of the method introduced by Google is Larry Page.

Page Speed

Page Speed is the loading speed of a website. This loading time or performance is now one of the most important ranking factors, especially in mobile search. In the field of technical SEO, improving page speed is one of the most urgent tasks.

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

Performance Marketing

Performance Marketing is all about measurable user reactions and the tools to achieve them. In this marketing approach, which belongs to the large field of online marketing, performance or results are measured and then optimised.


A publisher is the party in affiliate marketing that receives commissions for successes such as brokered purchases, leads or deals. This is usually done by the publisher providing advertising space in his media and placing banners or links for the advertisers offers there.

QR Code

QR Code is a two-dimensional code, a further development of the bar code, so to speak. QR stands for Quick Response - the information can be read quickly from the source by anyone with a smartphone and app.

Quality Score

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


By the term ranking we understand the position of a website in the list of search results of a search engine. This means the current position in a ranking that reflects the importance of the page in question and its subpages. A higher ranking is always accompanied by higher traffic

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

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

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


Robots.txt is a file linked to a web page that prompts web crawlers to crawl or not crawl parts of your website. This text file can therefore set different rules for different crawlers. It is recommended that you check this file, which has become the standard.

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

Search Engine Result Page (SERP)

The term SERP stands for the abbreviation Search Engine Result Page(s) and means in English as much as Search Result Page(s). Search engines like Google list the results of a search query in their SERPs in descending order of relevance

Search Operators

Search operators are specific commands that can be used in the search engines to further refine the search results. They have been around since the early days of the Internet. The search operators are intended to provide even more appropriate results in searches.

SEO Analysis

A professional and sound SEO analysis is the basis for a successful SEO strategy. The SEO analysis is about determining the status quo as well as the possible potential of a website.

Short Tail

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

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

Social Proof

Social Proof is a phenomenon where customers take over the (buying) actions of other people. From a psychological point of view, the customer perceives the (social) "proof" that if other people decide to buy certain products or services, this decision must also be good for himself.


In principle, spam is associated with unwanted and excessive information in the e-mail area, which obtrusively covers up other meaningful messages. This form of electronic mass messages is unsolicited and usually anonymous, using fake or stolen sender addresses.


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

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

Unique User

By a Unique User or also single visitor or user we understand a single user of a page within a certain period of time. Often these persons are also called Unique Visitors. These individually counted visitors of a website are an important variable in online marketing.


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

User Expectations

User Expectations (UE) or user expectations are the expectations that users have of products, services or digital offerings. These can vary greatly from user to user and cover a very broad spectrum (objectives, use, dialogue, information, etc.)

User Signals

In search engine optimization, all signals that are generated by Internet users during the use of websites are called User Signals. Since Google and other search engines are able to register such signals, User Signals are also one of the most important ranking factors.

Video Advertising

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

Viral Marketing

Viral Marketing (engl. Viral Marketing) is a form of marketing in which a mostly extraordinary advertising message is spread within a very short time - similar to a virus. The persons spreading the message act as voluntary carriers, usually via social media or word of mouth.

Visibility Index

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


Webdesign is the design on the web. Homepages, online shops or e.g. browser games have their own design, which triggers stimuli in the viewer. A modern stylish design shows competence and usually convinces by itself. For the external appearance web design is essential nowadays


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.

White Hat SEO

White Hat SEO means all measures in search engine optimization, which are based on the rules and principles of search engines. A rule-compliant and serious optimization leads in the long run to good, fair and secure ranking positions in the search result lists (e.g. of Google).


XML is the abbreviation for Extensible Markup Language and a data format. This versatile markup language was created when HTML reached its limits. The big advantages of XML are the low learning effort as well as the wide distribution. XML is used to store, describe and exchange data