Online Marketing Glossary

Optimize your online strategy with A/B testing. Our guide shows you how to effectively compare two variants and improve performance.

Experience ad-free web browsing with ad blockers. Our guide explains how they work and can improve your online experience.

Ad Rank determines where your Google ad appears and what you pay per click. Learn the six factors, why quality beats bidding, and how to lower your CPC.

Ad scheduling (dayparting) in Google Ads explained: what it is, how it differs from bid adjustments, and why phone-lead businesses should use it.

Advertorials are a common form of content marketing that blurs the lines between advertising and editorial content.

Affiliate marketing is a multi-faceted method in online marketing that makes it possible to generate a continuous and scalable income with comparatively little effort.

Agentic commerce: AI agents that research, compare, and transact on your behalf. What the term means and what your B2B website needs to stay visible to them.

AI bias is a systematic error in AI outputs that skews results against specific groups. Learn the definition, types, and marketing countermeasures.

AI citations are the source references AI systems like ChatGPT, Perplexity, and Google AI Overviews include in their answers. Learn what they are, how they

The AIDA model describes the four phases that a customer goes through before making a purchase decision.

‍ The anchor text, also known as anchor, link text or link title, is the visible, clickable text of a hyperlink.

Optimize your B2B marketing with our guide. Learn how to build and maintain successful business relationships.

Learn how backend and frontend work together to create seamless digital experiences. Our guide makes it easy to get started in software development.

Boost your website authority with our guide to effective backlinks in your SEO strategy. Discover best practices.

Black Hat SEO includes techniques for optimizing search engine rankings that violate the guidelines of search engines such as Google.

This metric is often used to measure the effectiveness of a website and to understand how well or poorly a page meets visitors' expectations.

Brand equity is the added commercial value of a recognisable brand. Learn what drives it, how the Aaker model breaks it down, and why it matters in B2B.

Learn what brand identity means and how to develop a strong brand identity. Discover the components of brand identity and their influence on brand positioning and corporate success.

Discover how effective brand management differentiates your company and builds customer trust. Our guide to successful branding.

Brand keywords are search queries containing a brand name. Learn why separating branded from non-branded terms matters for accurate search reporting.

Breadcrumbs are internal links on a website that serve as a secondary navigation element.

A broken link (dead link) is a hyperlink returning a 404 error. Learn how it differs from redirects and link rot, why it hurts SEO, and what causes it.

A browser cache stores website files locally for faster repeat visits. Learn what it is, how cache hits and misses work, and when to clear your browser cache.

CTA - is a call to action. These calls to action are typically buttons on websites or ads.

Call tracking connects every inbound call to the campaign or keyword that triggered it. Learn how static and dynamic tracking work, and what GDPR requires.

A canonical tag is a special HTML element that helps webmasters tell search engines which version of a web page is considered the “official” or “original.”

A content delivery network (CDN) is an extensive network of servers that is used to speed up the loading times of websites through geographical proximity.

What exactly is ChatGPT and how does it work? Learn how OpenAI's AI chatbot operates, what tasks it can handle, and why it is considered a pioneering technology.

Churn rate measures the percentage of customers or subscribers lost per period. Learn the formula, the distinction from retention rate and CLV, and three levers

The goal of clickbait is for you to click on the ad because it allows websites to get more visitors and generate more advertising revenue.

A Content Management System (CMS) simplifies the creation and management of website content. Find out how CMSs work, what advantages they offer and which systems might be right for you.

Cookies are small text files that websites use to store information about visitors and their preferences.

Copywriting is writing designed to move readers toward a specific action. Learn what sets it apart from content writing, SEO copy, and UX writing.

In the digital world, page speed and load time are decisive factors for user experience and SEO.

Cost per lead (CPL) measures what each new contact costs your business. Learn the formula, how CPL differs from CPA and CAC, and why a low CPL can mislead.

Maximize your ad efficiency: Discover everything about CPC in online advertising with our comprehensive guide.

CAC is the total cost to acquire one paying customer. Learn the formula, the distinction from CPA, and why the CLV-to-CAC relationship drives profitability.

The customer journey describes a customer's entire journey through various points of contact with a brand, a product or a service.

It's about finding out how much profit a customer can generate after you've deducted the costs you've spent to get them as a customer first — that's customer acquisition costs (CAC).

Domain grabbing (cybersquatting): registering someone's brand name as a domain without a legitimate claim. Learn the legal facts and how to protect your name.

Dark traffic describes visits that appear as Direct in analytics despite coming from a real channel. Understand causes, how it differs from dark social

With the Google Disavow Tool offered in Google Search Console, webmasters have the option to remove potentially harmful backlinks to their website.

Display advertising uses visual banner and video ads placed on websites and apps. Learn how it differs from search ads, what the Google Display Network does

DNS translates domain names into IP addresses. Learn the key record types, DNS propagation, and what to update when migrating to Webflow.

Understand the meaning and function of IP addresses: Our explanation simplifies complex technology, making it easy and understandable for everyone.

Domain Authority and Domain Rating measure backlink strength on a 0-100 scale. Learn the difference, when to use each, and where these SEO scores fall short.

Find the best domain registrar for your website: Our guide will help you make a reliable and cost-effective choice.

Doorway pages rank for a keyword or location query but serve no real visitor purpose. Learn why Google flags them as spam and what genuine location pages look

A drip campaign is an automated email sequence triggered by a user action. See how it differs from newsletters and behaviour-based workflows, with a concrete

If you have a website with many pages, it can quickly happen that you publish content twice. In search engine optimization (SEO), this problem is called “duplicate content.” Search engines like Google don't like duplicate content because it makes them difficult to find the most relevant page for a search query.

Email marketing is like networking at a professional conference, but digital. You start by collecting a list of contacts who are explicitly interested in your offer, similar to collecting business cards. Every email you send is an opportunity to maintain a relationship or open a new business opportunity.

What email open rate measures, how to calculate it, why Apple's Mail Privacy Protection makes it unreliable, and which metrics to use instead.

What engagement rate means in GA4, how Google defines an engaged session, its relationship to bounce rate, and how consent banners affect your numbers.

Exit rate measures what percentage of sessions ended on a specific page. Learn the formula, how it differs from bounce rate, and how to find it in GA4

Reach your target audience precisely with Facebook Advertising. Our guide shows how to create effective campaigns on Facebook.

A favicon is a small image that is used on a website to identify the website in the browser, bookmark menu, and other platforms. Favicons are usually saved in ICO or PNG format and have a size of 16×16 or 32×32 pixels. They're often used as a small version of a website's logo or brand and can be displayed in the address bar, in the bookmark menu, or next to the page heading. Favicons are an important element of website identity and can help make the website easier for users to recognize and differentiate. Using favicons is optional, but it is recommended that you use them on websites to improve the user experience.

Freebies are basically free extras that you offer to draw the attention of potential customers to your product or brand. They're a proven marketing method for generating interest or rewarding customers for their loyalty.

Display advertising uses the method of frequency capping, also known as “frequency capping,” to regulate the number of times an ad is shown to a single user.

The frontend is everything a user sees in their browser: HTML, CSS, and JavaScript. Here is how it differs from the backend and full-stack, with a concrete

Optimize your conversion rate with our guide to creating and fine-tuning funnels for your online business.

GCLID is the click ID Google Ads adds to your URLs via auto-tagging. Learn how it differs from UTM parameters, how it enables offline conversion tracking

Secure your data in compliance with GDPR: Our guide explains the new obligations for businesses and how to implement them. Data protection made easy.

Google Ads assets (formerly ad extensions) expand search ads with sitelinks, callouts, call info and more. What each type does and how assets affect Ad Rank.

Learn how the daily budget works with Google Ads and how you can best use it for your campaigns.

Improve your website marketing with Google Analytics. Learn how to analyze traffic and boost performance.

Google Gemini is Google DeepMind's AI model family powering search overviews, Workspace tools, and the Gemini assistant. What marketers need to know.

What is a Google penalty? Learn the difference between a manual action and an algorithmic adjustment, common causes, and how to file a reconsideration request.

A hard bounce is a permanent email delivery failure. Learn what causes it, how it differs from a soft bounce, and what it means for your sender reputation.

A heat map is a visual tool for presenting large amounts of data.

The hreflang HTML tag indicates in which language a website is written. This tag is used for search engines.

HTML is the markup language that structures every web page. Learn how it differs from CSS and JavaScript, and why semantic HTML matters for SEO and AI.

What counts as an impression in Google Ads, Search Console, and social media, and why high impressions without clicks are a signal worth acting on.

Impression share is the percentage of eligible impressions your Google Ads received. Learn how it is calculated, why Lost IS Budget and Rank differ, and how to

Influencer marketing uses the popularity and trust that certain people enjoy in public to promote products or services.

Learn what JavaScript is, how it works, and why it's essential for interactive websites. Simple explanation with examples and use cases.

Learn how to use Google Keyword Planner for your SEO success: A practical guide for targeted keyword research.

Keywords are key terms that people enter in the Google search engines or similar. The search engine then shows results for the entered keywords.

Keyword stuffing means repeating keywords unnaturally to game rankings. Google treats it as spam. Here's what it looks like and what to do instead.

A Knowledge Panel is Google's automated information box for recognized entities. Discover what triggers one, where the data comes from, and how to claim it.

A landing page is a central component in online advertising campaigns to persuade visitors to take a specific action.

Lead generation is a method of acquiring new customers.

Discover how to effectively generate and convert leads to move your business forward in our guide.

Link building is the practice of getting backlinks from other websites in order to improve your own position in search engines.

Link equity, also known as link juice or link authority, describes the value that an inbound link from one website passes on to another.

Load times, also known as page load times, are crucial for user experience (UX) and user behavior on a website.

The Local Pack is the map block with three business listings Google shows at the top of local search results. Learn what triggers it and how rankings work.

The term “low-hanging fruits” means fruits that are easy to pick without making any effort.

Machine learning is a subset of AI. This entry explains what ML is, how it differs from AI and generative AI, and why it matters for marketing decisions.

Marketing Mix Modeling (MMM) estimates each channel's contribution to revenue using aggregate historical data, independent of cookies or consent tracking.

Learn what a Meta Title is, why it's essential for Search Engine Optimization, and how a good title tag improves click-through rate and website ranking.

Minification removes whitespace, comments, and redundant characters from CSS, JavaScript, and HTML files. Learn what it does, how it differs from compression

Learn what a minimum viable product (MVP) is, how it differs from a Proof of Concept and prototype, and when to apply it in website projects.

NAP data means your business name, address, and phone number. Learn how it differs from NAP consistency and citations, and why keeping this data uniform is

Natural Language Processing (NLP) is the AI field that enables computers to understand human language. What it is, how it differs from ML and LLMs, and why it

Negative SEO (blackhat SEO) refers to tactics that aim to worsen a competitor website's search engine rankings.

Learn how Off-Page SEO improves your website's ranking and increases authority and credibility through link building, content marketing, and social media.

OKR stands for Objectives and Key Results. Learn the definition, how OKRs differ from KPIs and MBO, and see a practical example for marketing teams.

Learn how to improve your website visibility and get more organic traffic through On-Page SEO techniques such as title tags, internal links, and URL optimization.

Open-source software is a computer program whose source code is publicly available to everyone.

Organic traffic is visits from unpaid search results. Learn how it differs from paid, direct, referral, and AI traffic, and how to track it in GA4.

The term “page speed” refers to the speed at which a website is delivered to the user.

Paid, owned, and earned media (POE model) explained for B2B marketers: what each pillar covers, how POE differs from PESO, and why the framework matters

PPC is a billing model where you only pay when someone clicks your ad. Understand how it differs from CPC and SEA, and which platforms use it.

Perplexity AI returns synthesized, cited answers instead of link lists. What it is, how it compares to ChatGPT and Google, and why it matters for B2B content

A proof of concept (PoC) is the practice test of an idea to see if it really works. The aim is to check whether a concept or an idea can be implemented in reality. You could also see it as a kind of experiment that shows whether what you've come up with actually makes sense and can work.

RLSA stands for Remarketing Lists for Search Ads and is a powerful feature in Google Ads.

A referring domain is any unique external website that links to your site. Learn how it differs from backlinks and why domain diversity matters for SEO.

Retargeting, also known as remarketing, is an online marketing technique in which advertisers tag visitors to their website so that they can show them targeted advertising as they browse the web.

ROAS, short for “Return on Advertising Spend,” is a key figure in the advertising industry that measures profit in relation to advertising expenditure.

The robots.txt is a text file that is used by webmasters to tell search engine crawlers which areas of a website can and cannot be indexed. This file follows the Robots Exclusion Standard, a protocol that is recognized by most search engines.

The return on investment (ROI) indicates how profitable an investment was or could be. Here is an example of a calculation.

With schema.org markup, webmasters can design their websites in such a way that they can be better captured and interpreted by search engines. This results in better search results that are relevant and helpful for the user.

The Search Terms Report shows the exact queries behind your ad clicks. Learn how it differs from the Keyword Report, how to use it for negative keywords

Search volume shows how often a keyword is searched per month, based on the average of the last 12 months to account for seasonal fluctuations.

Boost your online visibility and performance with search engine advertising (SEA). Our guide shows how SEA can move your business forward.

Optimize your website for top search engine rankings. Our SEO guide shows you how to increase your visibility and reach.

SERPs, short for “Search Engine Result Pages,” are the pages that search engines such as Google, Bing, or Yahoo display after users have entered a search query.

A server is a powerful computer system that is designed to provide resources, data, and services that other computers or users (known as clients) can access.

A sitemap gives search engines a clear overview of how the website is structured and which content can be found where.

In online marketing, “snippet” is a short excerpt of text that is presented as a preview of a website in Google search results (SERPs).

A soft bounce is an email that is temporarily undeliverable for various reasons.

Spoofing describes techniques in which cybercriminals disguise their identity by impersonating trustworthy people or devices.

The stay time is an important key performance indicator (KPI) that shows how long a user stays on a website before leaving it.

A subdomain is a delimited area of a larger domain that is separated from the main domain by a dot and listed before it.

A testimonial is a form of advertising in which prominent personalities recommend products or services.

Thin content is any web page that offers users little genuine value. Learn what it is, how it differs from duplicate content, and what to do about it.

TOFU, MOFU, and BOFU define the three phases of the marketing funnel. Learn which content types belong at each stage and what B2B teams most often get wrong.

A top-level domain (TLD) is the suffix after the final dot in a domain: .com, .de, .shop. Learn the types, how ccTLDs affect local SEO, and how to choose.

Learn how user tracking works and what impact it has on privacy. Our guide explains user tracking.

What transactional emails are, how they differ from marketing emails, and what that means for consent and your sending infrastructure.

The term “unique content” refers to unique and original content on a website.

A unique selling point (USP), also known as a unique selling proposition, describes the unique selling point or unique selling point of a company, product, or service that sets it apart from the competition.

Usability, also known as usability, is a crucial aspect of product and website design.

Improve the user experience of your digital products with our user experience (UX) guide. Make your website or app easy to use.

UGC is content created by real customers, not brands. Learn what counts as UGC, how it differs from influencer content, and what rights brands need to use it.

Vanity metrics look good on paper but don't drive decisions. Learn the definition, common examples, and how to replace them with actionable metrics.

Viral marketing refers to marketing techniques in which content is designed in such a way that users independently and quickly share it on social networks.

Webflow is a cloud-based web design and development platform that allows users to build responsive websites and web applications without the need for extensive programming knowledge.

An API lets two software systems exchange data automatically. Learn the definition, how it differs from a webhook, and where APIs matter in your marketing

White-hat SEO includes ethical techniques for optimizing websites in order to achieve a good ranking in search engine results in a sustainable way. These methods comply with the guidelines of major search engines such as Google and are the opposite of black hat SEO, which produces quick results.