Online Marketing Lexikon
ONELINE’s comprehensive online marketing glossary is a valuable guide to the diverse world of digital marketing. Whether you are new to this field or want to deepen your knowledge, here you will find clear and concise explanations of the most important technical terms.
Our glossary covers a wide range of topics, including search engine optimization (SEO), search engine advertising (SEA), social media marketing, web design, web development, lead generation, email marketing, and many other aspects of online marketing.
A
Artificial intelligence
Artificial intelligence refers to systems or machines that mimic human-like abilities such as learning, problem solving, or decision making. It is based on algorithms and data that enable it to recognize patterns and develop solutions independently. In online marketing, AI is used for personalized recommendations, chatbots, and the analysis of large amounts of data, among other things.
Affiliate marketing
Affiliate marketing is a commission model in which companies reward partners (affiliates) for acquiring customers through their marketing channels. Affiliates usually promote products or services via websites, blogs, social media, or newsletters and receive compensation per sale, lead, or click. This model enables companies to efficiently increase their reach and provides affiliates with an attractive source of income.
Accessibility standards
Accessibility standards are guidelines and requirements that ensure digital content is accessible to all people, regardless of any limitations they may have. These include specifications for the design of websites, apps, and digital documents, such as high-contrast colors, clear navigation, and screen reader compatibility. Compliance with these standards improves the user experience, expands the target audience, and meets legal requirements in many countries.
Alt text
Alt text, also known as alternative text, describes the content of an image on a website in the form of a short text. It is displayed when an image cannot be loaded and helps screen readers make the image content accessible to visually impaired users. Alt text also plays an important role in SEO, as search engines use the text to index and evaluate images.
B
B2B lead generation
B2B lead generation refers to the process of identifying and acquiring potential business customers (leads) for a company. This is done through various marketing strategies such as content marketing, email campaigns, social media, and networking to attract qualified leads and convert them into paying customers.
Backlinks
Backlinks are incoming links from one external website to another and serve as references. They play an important role in SEO, as they can increase the credibility and visibility of a website in search engines. High-quality backlinks from trustworthy sites can significantly improve a website’s ranking.
Business development
Business development encompasses the strategic advancement of a company through new markets, partnerships, or products. The goal is sustainable growth, improved market positioning, and the development of new revenue potential through analysis, planning, and targeted implementation.
Black hat SEO
Black Hat SEO refers to unethical or manipulative methods that aim to quickly improve a website’s ranking in search engines. These include practices such as keyword stuffing, cloaking, or purchasing low-quality backlinks. These techniques violate search engine guidelines and can result in penalties or complete deindexing of the website.
Breadcrumb navigation
Breadcrumb navigation is a navigation element that shows users the path within the structure of a website. It makes orientation easier, as visitors can quickly see which level they are on and can easily return to previous pages. Clear breadcrumb navigation also supports user-friendliness and can have positive effects on a website’s SEO.
B2C lead generation
B2C lead generation is the process by which companies identify potential end customers and spark their interest in products or services. This is done through marketing strategies such as social media, online advertising, and content marketing to attract leads and convert them into paying customers.
Brevo
Brevo, formerly Sendinblue, is a comprehensive digital marketing platform that offers tools for email marketing, SMS campaigns, marketing automation, and customer relationship management (CRM). It enables companies to create and manage personalized and targeted marketing campaigns.
Brand ambassador
A brand ambassador is a person who represents a brand externally and actively communicates its values and products. This can be done through public appearances, social media activities, or personal recommendations. The goal is to build trust, increase brand awareness, and promote a positive perception among the public.
Browser
A browser is a software that allows users to access websites and display content from the internet. Well-known browsers include Google Chrome, Mozilla Firefox, Safari, and Microsoft Edge. They translate the code delivered by the web server into a graphical interface and offer features such as bookmarks, tabs, and security mechanisms for surfing the internet.
C
Cache
A cache is a temporary storage location that stores frequently used data such as images, files, or website content in order to speed up access to it. This means that information does not have to be reloaded from the server every time, which reduces loading time and improves the user experience. Regularly clearing the cache can be helpful in removing outdated data and displaying current content correctly.
Campaign analysis
Campaign analysis involves evaluating and measuring the effectiveness of an advertising campaign. It includes analyzing key figures such as click-through rate, conversion rate, and return on investment (ROI) in order to assess the success of the campaign and identify potential for optimization. The aim is to make informed decisions for future marketing strategies.
Campaign optimization
Campaign optimization in online marketing refers to the continuous improvement and adjustment of advertising measures to maximize their effectiveness. This includes analyzing performance data, testing different approaches, and adjusting elements such as target groups, ad texts, and budgets.
Customer loyalty
Customer loyalty refers to strategic measures aimed at retaining existing customers in the long term. Personalized emails, exclusive offers, and loyalty campaigns create a stronger brand relationship, which encourages repeat purchases, strengthens loyalty, and supports the long-term success of the company.
Content
Content refers to all digital content used to address and engage target groups. This includes text, images, videos, infographics, and more, which are designed to be informative, entertaining, or promotional. The aim is to increase the visibility and reach of a brand and attract potential customers through high-quality content.
Corporate identity (CI)
Corporate identity is the uniform appearance and behavior of a company both internally and externally. It encompasses visual design (logo, colors, fonts), communication, and behavior in order to create a consistent and recognizable brand identity. The aim is to convey the image and values clearly and coherently.
Color theory
Color theory describes the basics of how colors interact and their effect on perception and emotions. It deals with color wheels, contrasts, harmonies, and the symbolic meaning of colors. In design and marketing, color theory is used to create moods, draw attention, and visually support brand messages.
Content curation
Content curation refers to the systematic collection, selection, and sharing of relevant content from external sources on a specific topic. The aim is to provide valuable information to your target audience while highlighting your own expertise. In online marketing, content curation is often used via social media, blogs, or newsletters to increase reach and engagement. In contrast, content creation means that content is created from scratch rather than being compiled from existing sources.
Content creation
Content creation is the process of creating content in the form of text, images, videos, infographics, and other formats. This content is published on the internet to appeal to and reach a specific target audience. The goal of content creation is to increase brand awareness, generate leads, and retain customers.
Cost per click (CPC)
Cost per click (CPC), also known as pay-per-click (PPC), is a payment model for online advertising. With this model, the advertiser pays a certain amount per click on their ad. The CPC amount is determined by an ad auction in which advertisers bid against each other. The highest bidder receives the best placement for their ad.
CMS
A CMS (content management system) is software that can be used to create, manage, and publish digital content such as text, images, or videos. It allows users without programming knowledge to easily maintain and customize websites. Well-known CMSs include WordPress, Joomla, and Drupal, which can be flexibly adapted to individual needs using extensions and templates.
CSS
CSS (Cascading Style Sheets) is a stylesheet language used to design the look and layout of websites. It separates the structure of the content (HTML) from its presentation and allows colors, fonts, spacing, and responsiveness to be customized. Unlike HTML, which is responsible for structuring the content, CSS determines how it is visually presented.
D
Data-driven marketing
Data-driven marketing is a strategy in which decisions and marketing measures are made on the basis of data analysis and interpretation. By using data from various sources, companies can respond to customer needs in a more targeted and effective manner and create personalized campaigns.
Display publisher
Display publishers are websites or platforms that provide advertising space for display ads. They enable advertisers to distribute their visual ads to a wide audience by placing them on the publishers’ pages. The aim is to maximize the reach and visibility of the ads.
Digital marketing
Digital marketing refers to all marketing activities that take place via digital channels such as social media, search engines, websites, or email. The aim is to reach specific target groups, increase brand awareness, and achieve measurable success such as leads or sales.
Display banner
A display banner is a graphic online advertisement that appears on websites or in apps. It can consist of images, text, animations, or videos and serves to attract attention and redirect users to a landing page or an offer. Display banners are a central component of display marketing and can be targeted according to target groups, interests, or locations.
Double opt-in:
Double opt-in is a procedure for confirming a newsletter subscription or registration. The user first enters their email address and then receives a confirmation email with an activation link. The registration only becomes effective after clicking on this link. This procedure increases data security, prevents misuse, and ensures that only users who are actually interested are registered.
Deliverability
Deliverability refers to the ability of emails to successfully reach the recipient’s inbox instead of being blocked in the spam folder. Factors such as the reputation of the sender domain, technical settings (SPF, DKIM, DMARC), and the quality of the content influence the delivery rate. High deliverability is crucial for the success of email marketing campaigns and the reach of newsletters.
Display ads graphics
Display ads graphics are visual advertisements that appear on websites or apps and consist of images, text, and often interactive elements. They serve to attract users’ attention and motivate them to take action. These ad formats are an essential part of online advertising campaigns.
Domain Authority
Domain Authority (DA) is an SEO metric that measures the reputation and trustworthiness of a website in the eyes of search engines such as Google. It is influenced by various factors, such as the age of the domain, the number and quality of backlinks, on-page optimization, and content quality.
Display banner
A display banner is a graphic online advertisement that appears on websites or in apps. It can consist of images, text, animations, or videos and serves to attract attention and redirect users to a landing page or an offer. Display banners are a central component of display marketing and can be targeted according to target groups, interests, or locations.
Duplicate content
Duplicate content refers to identical or very similar content that appears on multiple URLs on the internet. This can occur within a website (internal duplicate content) or on different websites (external duplicate content). Search engines view duplicate content negatively, as it can make indexing more difficult and worsen rankings. Duplicate content can be avoided by creating unique content and using canonical tags.
E
Email automation
Email automation is the process of automatically sending emails based on predefined rules and triggers. This enables companies to send personalized and targeted messages to their recipients at the right time without manual intervention. The goal is to increase the efficiency and effectiveness of email marketing campaigns.
E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness and is an important quality concept used by Google. It describes how search engines evaluate the credibility and relevance of content and its authors. Websites that demonstrate expertise, authority, and trustworthiness have a better chance of achieving a good ranking. E-E-A-T plays a particularly important role in sensitive areas such as health and finance.
External newsletters
External newsletters, also known as third-party newsletters, are newsletters that are created and sent by an external company but contain content from your company. This can be a good way to increase your reach and attract new customers, as you can leverage the external company’s subscriber list.
Entities
Entities are clearly identifiable objects or concepts that have a clear meaning in a specific context, such as people, places, brands, or products. Entities play an important role in search engine optimization because search engines understand content not only by keywords but also by their contextual meaning. By using entities, content can be better structured, classified more relevantly, and placed more visibly in search results.
F
Facebook is a social network that was founded in 2004 and is now one of the largest platforms worldwide. Users can create profiles, share posts, exchange messages, and interact in groups. Facebook offers companies numerous marketing opportunities such as targeted advertising, company pages, and insights for analyzing user behavior.
Facebook ads
Facebook Ads are paid advertisements on Facebook and Instagram that allow you to showcase your business to a wide audience. You can target your ads based on demographic characteristics, interests, and behaviors to attract the attention of potential customers who are likely to be interested in what you have to offer.
G
Gamification
Gamification describes the use of game-like elements such as points, rewards, or rankings in a non-game context. The aim is to increase motivation, engagement, and user retention by making tasks more playful and attractive. Gamification is often used in marketing and e-learning to encourage interaction and increase participation.
Geo-targeting
Geo-targeting is a digital marketing strategy in which content or advertising is delivered based on the user’s geographic location. By using geo-targeting, companies can tailor their advertising messages specifically to certain regions, cities, or even specific areas such as shopping centers or neighborhoods.
Google shopping
Google Shopping is a product search engine that allows users to find products online and compare prices. You can search for products in a variety of categories, including clothing, furniture, and books. Google Shopping then shows you results from different retailers so you can find the best price for the product you want.
Google ads tracking:
Google Ads Tracking refers to the measurement and analysis of user interactions that arise from ads in Google Ads. With the help of tracking codes or tools such as Google Tag Manager, clicks, conversions, and user paths can be recorded. This data helps companies evaluate the success of their campaigns, use budgets efficiently, and continuously optimize performance.
Google analytics
Google Analytics is an analysis tool from Google that tracks and analyzes visitor behavior on a website. It provides data on key figures such as visitor numbers, length of stay, bounce rate, and conversion rates. Companies use this information to better understand user behavior, optimize marketing measures, and continuously improve the performance of their website.
Google search console
Google Search Console is a free tool from Google that helps website operators monitor and optimize the visibility of their site in search results. It provides data on search queries, clicks, impressions, and indexing status, and highlights technical errors or security issues. With this information, webmasters can make targeted improvements to their sites and boost their performance in Google Search.
Grid layout
A grid layout is a design grid that arranges content on a website in rows and columns. It provides a clear structure, facilitates the creation of responsive designs, and improves clarity for the user. Grid layouts are used particularly in web design to display text, images, and other elements in a flexible and consistent manner.
Google account setup
Google account setup is the process of creating a Google account. This allows you to access a variety of Google services, including Gmail, Google Drive, and YouTube. To set up a Google account, you simply need to provide some basic information, such as your name, email address, and a password.
Google business profiles
A Google Business Profile, formerly Google My Business, is a free online presence for businesses. It allows you to display your business in Google search results and Google Maps. This enables potential customers to find your business details such as address, phone number, opening hours, and website.
Google AI overview
Google AI Overview is a feature in Google Search that uses artificial intelligence to display enhanced answers directly in the search results. Instead of just displaying links to websites, the feature provides summary information, further references, and relevant sources. The aim is to answer search queries more quickly and comprehensively and to improve the user experience.
Google core update
A Google Core Update is a major change to the Google search engine algorithm that affects the evaluation and ranking of websites. These updates take place several times a year and can lead to noticeable fluctuations in search results. The aim of Core Updates is to improve the relevance and quality of search results by giving greater consideration to content with a high level of expertise, authority, and trustworthiness.
H
Hosting
Hosting, also known as web hosting, is like renting a house on the internet. It allows you to store your website on a server so that it is accessible to all users. The hosting provider provides the infrastructure and ensures constant availability. There are different types of hosting, such as shared hosting, VPS, and dedicated servers, depending on your requirements.
Heat map
A heat map is a visual representation of data that uses colors to show the intensity of certain user actions on a website. Typical heat maps record clicks, scrolling behavior, or mouse movements and reveal which areas are used particularly frequently or infrequently. Companies use heat maps to improve user-friendliness and uncover potential for optimization in web design or conversion optimization.
I
Influencer analysis
Influencer analysis is the process of identifying and evaluating influential individuals on social media who can reach and influence a specific target audience. It involves analyzing metrics such as reach, engagement, and relevance in order to select the most effective influencers for marketing campaigns.
Instagram ads
Instagram Ads are paid advertisements that appear on Instagram in the feed, Stories, Reels, or Explore section. Companies use them to reach their target audience and pursue specific marketing goals such as reach, website visits, app installations, or sales.
Influencer campaigns
Influencer campaigns are marketing strategies in which companies collaborate with influential individuals on social media to promote their products or services. These influencers use their reach and credibility to reach and influence the company’s target audience.
J
K
Keyword analysis
Keyword analysis forms the foundation of search engine optimization. It involves identifying terms and phrases that the target group uses when searching for products or information on search engines. This allows relevant keywords to be determined in order to optimize content and generate more traffic.
Key performance indicators (KPIs)
Key Performance Indicators, or KPIs for short, are measurable metrics that reveal the success of strategies, campaigns, or processes. They help companies track progress and evaluate goals based on concrete data. Typical KPIs in online marketing include conversion rate, click-through rate, and customer acquisition cost.
Keyword stuffing
Keyword stuffing refers to the excessive and unnatural use of keywords in texts with the aim of manipulating a website’s ranking in search engines. This practice impairs the readability of content and violates search engine guidelines. Instead of achieving better rankings, keyword stuffing can lead to ranking losses or even penalties.
Keyword
A keyword is a search term that users enter into a search engine to find information, products, or services. Keywords play a central role in online marketing, as they form the basis for search engine optimization (SEO) and search engine advertising (SEA). Selecting relevant keywords helps to make content more visible and target the right audience.
L
Landing page
A landing page is a specially designed web page that users are directed to after clicking on an advertisement or link. It is designed to promote a specific action, such as purchasing a product or filling out a form. The goal is to maximize the conversion rate by making the page clear and focused on the respective target action.
Logo design
Logo design is the creation of a visual trademark that represents the identity, values, and personality of a company. It creates recognition, trust, and forms the basis for a consistent image across all marketing and communication channels.
Large language models (LLM)
Large Language Models, or LLM for short, are AI models that are trained on huge amounts of text data and are therefore able to understand and generate human-like language. They are usually based on neural networks such as the Transformer architecture model and are used in chatbots, text generation, translation, and automated analysis. In marketing, LLMs can be used to efficiently create content, improve customer service, and evaluate data more quickly.
Link spam
Link spam refers to the artificial and mass placement of links with the aim of manipulating a website’s ranking in search engines. This often occurs via low-quality directories, purchased links, or automated comments in forums and blogs. Search engines consider link spam to be a violation of their guidelines, which can lead to penalties or ranking losses.
LinkedIn is a social network that specializes in professional contacts and careers. Users can create profiles, present their career history, network with other professionals, and share content. LinkedIn offers companies a wide range of opportunities in the areas of employer branding, B2B marketing, and targeted advertising.
LinkedIn ads
LinkedIn Ads are paid advertisements on LinkedIn that companies use to target professionals and decision-makers. They enable ads to be placed in various formats, such as sponsored content, text ads, and InMail messages. The aim is to increase brand awareness, generate leads, and expand professional networks.
Language models optimization
Language Models Optimization, or LMO for short, describes strategies and methods for improving the performance of language models. It involves adjusting training data, parameters, and application scenarios to achieve more accurate, relevant, and efficient results. In marketing, LMO can be used to create personalized content, optimize chatbots, or better prepare search engines for complex language queries.
Latent semantic indexing (LSI)
Latent Semantic Indexing, or LSI for short, is a method used by search engines to analyze the relationships between terms and their meanings. The aim is to better understand the context of content and recognize semantically related words. In SEO, LSI is used to make content more relevant by incorporating thematically relevant terms in addition to keywords.
M
Magento
Magento is an open-source e-commerce platform that allows businesses to create and manage online shops. It offers a variety of features, such as product catalog management, payment processing, and marketing tools. Magento is known for its flexibility and scalability, which makes it particularly attractive for growing businesses.
Mobile-first indexing
Google primarily uses the mobile version of a website for indexing and ranking. Desktop content is considered secondary. Websites that are not optimized for mobile risk ranking losses. Therefore, a mobilefriendly website is essential for long-term SEO success.
Mood board
A mood board is a visual collection of images, colors, fonts, and other design elements that convey a specific mood, idea, or design direction. It serves as a source of inspiration and helps present creative concepts in a clear and organized way. Mood boards are especially used in branding, web design, and marketing to create a shared understanding between teams and clients.
Meta data
Meta data are structured information that provide additional details about a website’s content. This includes elements such as the meta title and meta description, which appear in search results and have a significant impact on click-through rates. Meta data help search engines better understand a page’s content and are a key component of search engine optimization (SEO).
Mailchimp
Mobile SEO
Mobile SEO optimizes websites specifically for smartphones through responsive design, fast loading times, appropriate touch elements, and mobile-friendly content. The goal is to provide a better user experience and improve visibility in Google’s Mobile-First Index. This is crucial for both rankings and conversions.
Media buying
Media buying refers to the strategic purchase of advertising space across various media channels such as online platforms, social media, television, radio, or print. The goal is to deliver advertising messages as efficiently and precisely as possible to the desired target audience. Professional media buying includes selecting the right channels, negotiating prices, and continuously optimizing budget allocation.
Micro influencer
Micro influencers are social media users with a relatively small but highly engaged community, usually between 1,000 and 100,000 followers. They are considered especially authentic and approachable because they maintain close interaction with their audience. For businesses, micro influencers are valuable since their recommendations often appear more credible and achieve high engagement rates.
N
Newsletter audience
A newsletter audience is the target group that has subscribed to a specific newsletter. This group consists of people who have shown an interest in the content of the newsletter and want to be kept informed regularly by email. The aim is to strengthen the bond with this audience and engage them in the long term through targeted content and communication.
Newsletter pop-up
A newsletter pop-up is a window that appears on a website and encourages visitors to subscribe to a newsletter. It helps generate email contacts, increases reach, and supports the development of long-term customer relationships.
Newsletter automation
Newsletter automation is the process of automatically sending emails to subscribers based on specific triggers or schedules. This can include welcome emails, birthday greetings, or follow-up emails after a purchase. The goal is to increase efficiency and enable personalized communication without manual effort.
Native advertising / native Ads
Native advertising, also known as native ads, refers to paid advertisements that blend seamlessly into the environment of a website or platform in terms of both appearance and content. They look like editorial content or organic posts and are less disruptive to the reading flow than traditional banner ads. The aim of native ads is to attract attention without appearing intrusive, thereby achieving higher click-through rates and greater trust among users.
O
Off page SEO
Off page SEO encompasses all activities aimed at improving search engine rankings that take place outside of your own website. These primarily include building high-quality backlinks, social media marketing, and influencer collaborations. The goal is to increase the authority and trustworthiness of the website.
Online competition
Online competitions are creative, interactive lead generation campaigns: they increase visibility, user engagement, and brand awareness. A specialized agency takes care of the concept, platform, execution, and analysis. This enables companies to gain high-quality, interested contacts.
On-page SEO
On-page SEO refers to all measures taken to optimize a website that are carried out directly on the page. This includes improving content, meta tags, headings, internal links, and loading speed. The aim is to increase the visibility and relevance of the website for search engines.
Open graph protocol
The Open Graph Protocol is a standard that enables website content to be optimally displayed on social networks. Special meta tags in a page’s source code can be used to define titles, descriptions, images, or videos that are displayed when shared on platforms such as Facebook, LinkedIn, or X (formerly Twitter). The Open Graph Protocol thus improves display, increases click-through rates, and provides greater control over shared content.
P
PageSpeed / Loading speed
Loading speed (PageSpeed) is the time it takes for a website to load completely in a browser. It affects the user experience and is an important factor for search engine ranking. Fast loading speeds contribute to lower bounce rates and higher visitor satisfaction.
Performance marketing
Performance marketing is a form of online marketing in which measures such as search ads, social ads, or affiliate programs are geared toward measurable goals such as leads or sales. Campaigns are continuously optimized to maximize efficiency and impact.
Product digitization
Product digitization refers to the conversion of physical products or analog processes into digital formats. It enables more efficient marketing, new sales channels, and personalized customer experiences, which is a key step for companies on the path to digital transformation.
Paid social
Paid social refers to paid advertising measures on social networks such as Facebook, Instagram, LinkedIn, or TikTok. Companies use paid social to increase their reach, address specific target groups, and boost conversions. Detailed targeting and analysis options allow campaigns to be managed efficiently and continuously optimized.
Personalization
Personalization refers to the individual adaptation of content, offers, or experiences to the needs and interests of individual users. It is based on data such as demographic characteristics, behavior, or previous interactions, thereby increasing relevance and user satisfaction. In online marketing, personalization is used, for example, for product recommendations, personalized emails, or dynamic website content.
Programmatic advertising
Programmatic advertising refers to the automated, data-driven purchasing and delivery of digital advertising in real time. Target groups are precisely addressed based on data such as demographics, interests, or behavior, while algorithms take care of ad placement and optimization. This technology enables more efficient budget utilization, greater reach, and personalized advertising experiences.
Performance
Performance in digital marketing refers to the measurement and evaluation of the effectiveness of marketing campaigns using metrics such as click-through rate, conversion rate, and ROI. It shows how well a campaign is achieving its goals and where there is potential for optimization. High performance means that the marketing measures are efficient and successful.
Product description
A product description is a brief, concise description of a product. It provides information about features, benefits, and possible uses, helps potential customers make purchasing decisions, and supports companies in presenting their offerings clearly and convincingly.
Performance max
Performance Max is a campaign type in Google Ads that uses artificial intelligence to automatically serve ads across various Google channels such as Search, Display, YouTube, Discover, and Maps. Advertisers provide goals, budget, and creative assets, while Google optimizes delivery to achieve the best results. The goal is to maximize reach, increase conversions, and simplify advertising efforts.
Podcast marketing
Podcast marketing refers to the use of podcasts as a communication and advertising channel to reach target groups and convey brand messages. Companies can produce their own podcasts or be present in existing podcasts through sponsorship and advertising. Through personal communication and regular engagement with listeners, podcast marketing is particularly suitable for building trust and brand loyalty.
Prototyping
Prototyping describes the process of creating initial designs or models of a product in order to visualize ideas and test them at an early stage. Prototypes can range from simple sketches to interactive click dummies and help to test functions, design, and user-friendliness. In web and app design, prototyping supports collaboration between teams and reduces errors and costs in later development stages.
Q
R
Responsive web design
Responsive web design is a technique that ensures websites adapt to the screen size of the device on which they are viewed. This means that the website always looks good and is intuitive to use on a smartphone, tablet, or desktop computer. The content is arranged and displayed flexibly to ensure user-friendliness on all devices.
Redirect
A redirect is an automatic redirection that takes users and search engines from one URL to another. It is used when pages have been moved, content has been merged, or URLs have been changed. Redirects ensure that visitors can still find the content they are looking for and help maintain SEO ranking signals such as backlinks and visibility.
S
SendGrid
SendGrid is a cloud-based email service platform that helps companies send marketing and transactional emails. It offers tools for creating, sending, and analyzing emails, as well as APIs for integration into your own applications. The goal is to improve the deliverability and effectiveness of email campaigns.
SSL certificate
An SSL certificate is a digital lock for websites. It encrypts the connection between your browser and the website you are visiting. This protects your data (e.g., passwords) from third parties. You can recognize it by the “https://” in the address bar and a lock symbol. It creates trust and security.
Script
A script is a structured text that serves as the basis for videos, podcasts, or presentations. It contains dialogues, speaker texts, and action instructions and ensures that content is conveyed clearly, consistently, and purposefully.
Segmentation
Segmentation refers to the division of a target group into smaller, homogeneous groups based on specific characteristics such as demographics, behavior, or interests. This allows marketing measures to be tailored more precisely and personalized content to be created. Clear segmentation improves the efficiency of campaigns and increases the relevance of messages for the respective target groups.
SERP (Search Engine Results Page)
A SERP is the results page of a search engine that is displayed after entering a search term. It contains organic search results, paid ads, and additional elements such as featured snippets, knowledge panels, or images. The design and placement on the SERP are crucial for the visibility and success of websites in online marketing.
Sitemap
A sitemap is a structured overview of all the important pages on a website. It helps search engines crawl and index content and makes it easier for users to navigate the site. A distinction is made between XML sitemaps for search engines and HTML sitemaps for visitors. A well-maintained sitemap supports SEO and ensures that content is captured more quickly and completely.
Search volume
Search volume indicates how often a specific keyword is entered into a search engine within a specified period of time. It is usually given on a monthly basis and is a key metric in keyword research. A high search volume indicates that a term is in high demand, while a low volume often points to niche topics.
SEO content
SEO content is content created specifically for search engine optimization. The aim is to use this content to improve a website’s visibility in search results and thus generate more visitors. The most common formats include blog posts, product descriptions, landing pages, and advice articles.
Storytelling
Storytelling is the deliberate telling of stories to evoke emotions and effectively convey brand messages. It brings content to life, creates proximity to the target group, and remains memorable thanks to authentic narratives.
SEA
SEA (search engine advertising) refers to paid advertisements on search engines such as Google or Bing. Companies place ads that appear above or next to organic search results and are targeted to specific keywords. The goal of SEA is to quickly increase visibility, drive qualified visitors to the website, and increase conversions.
SEM
SEM (search engine marketing) encompasses all measures taken to increase the visibility of a website in search engines. It consists of SEO (search engine optimization), i.e. optimization for organic search results, and SEA (search engine advertising), i.e. paid ads. The aim of SEM is to attract more qualified visitors and increase the reach and revenue of a website.
Visibility
Visibility describes how easily a website or brand can be found in search engines and other digital channels. It is often measured using special tools that show the proportion of rankings for relevant keywords in relation to the competition. High visibility increases reach, strengthens brand awareness, and increases the chance of more visitors and conversions.
Sponsored content
Sponsored content refers to paid content that is published in the form of articles, videos, or posts and blends seamlessly into the editorial environment of a platform. Unlike traditional advertising, sponsored content is more informative and less intrusive because it offers real added value to the user. The aim is to build trust, increase brand awareness, and at the same time subtly promote products or services.
T
TikTok Ads
TikTok Ads are paid advertisements on the social media platform TikTok. These ads allow companies to present their products, services, or brand to a broad target audience on TikTok. There are different types of TikTok Ads, such as In-Feed Ads, TopView Ads, and Spark Ads. TikTok Ads offer a variety of ways to reach users.
Trust Rank
Trust Rank is a rating algorithm that measures the trustworthiness of a website based on backlinks and their origin. Websites that receive many links from reputable, high-quality sites achieve a higher Trust Rank. A good Trust Rank signals to search engines that a site is credible and can have a positive effect on its ranking.
Typography
Typography is the art and technique of arranging and designing text in printed or digital media. It encompasses the selection and use of fonts, the formatting of text, the design of layouts, and the consideration of aesthetic and functional aspects. The goal of typography is to make text clearly legible, appealing, and effective.
Target group analysis
In online marketing, target group analysis is essential for addressing the right people. It is about understanding who is interested in your product, service, brand, or campaign. Target groups are defined using demographic data, interests, online behavior, and other factors.
Target group expansion
Target group expansion describes the strategy of addressing new customer segments that go beyond the existing target group. The aim is to increase reach, win new customers, and boost sales. This can be achieved by analyzing new target groups, adapting marketing messages, and utilizing new channels.
U
User experience (UX)
User experience, also known as UX, describes the overall experience a user has when interacting with a product, system, or service. This includes both practical and emotional aspects, such as usability, accessibility, efficiency, aesthetics, and emotional impact.
User Interface (UI)
User interface, or UI for short, refers to the graphical interface through which users interact with a website, app, or software. This includes elements such as buttons, menus, icons, and layouts that are designed to make the interface easy to use. Good UI design ensures clarity, a clear structure, and supports the positive perception of a brand.
Usability
Usability refers to the user-friendliness of a website, app, or software. It describes how easy and intuitive a product is to use without the user encountering any obstacles. High usability ensures a positive user experience, increases the length of time users stay on the site, and increases the likelihood of conversions. Factors such as clear navigation, fast loading times, and responsive designs play a decisive role in this.
User-generated content
User-generated content, or UGC for short, refers to content that is created and shared publicly by users, such as reviews, photos, videos, or social media posts. UGC is particularly valuable for companies because it appears authentic, builds trust, and increases brand awareness. In marketing, user-generated content is often integrated into campaigns to engage the community and organically increase reach.
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Visual hierarchy
Visual hierarchy describes the arrangement and weighting of design elements according to their importance. The targeted use of size, color, contrast, and position directs the user’s attention and improves readability. A clear visual hierarchy supports user guidance and ensures that key messages are immediately noticed.
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Website design
Website design is the fundamental planning process for a website. It forms the blueprint for creating a user-friendly and targeted website that meets the requirements of the company and its users. The design phase involves defining objectives, target groups, content, functions, technical requirements, and visual design.
Win4Win
Win4Win is a B2C lead generation model from ONELINE in which several brands jointly run a competition. Double opt-in generates high-quality leads. The campaigns achieve high reach, synergies, and measurable marketing success with minimal effort.
White paper
A white paper is a detailed document that explains a complex topic, solution, or product in detail. It serves to convey expertise, build trust, and support decision-making processes. In marketing, white papers are often used as a lead generation tool, as they are usually made available to interested users after they have registered.
WordPress
WordPress is a free, open-source content management system (CMS) that can be used to create and manage websites and blogs. It is very user-friendly and does not require any programming knowledge. With WordPress, you can create and publish content, design pages, manage users, and expand your website with plugins and themes.
Webinar
A webinar is an interactive seminar that is conducted live over the Internet. Participants can tune in from anywhere, follow presentations, and often ask questions or participate in surveys. In marketing, this format is used to impart knowledge, generate leads, and promote direct exchange with potential customers.
Wireframe
A wireframe is a schematic representation of a website or app that shows the basic structure and arrangement of elements. It omits design details such as colors or images and focuses on structure, navigation, and functions. Wireframes serve as an important basis in the design process for quickly visualizing ideas and planning user guidance before a detailed layout is created.
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X is the renamed version of the social network Twitter in 2023. The platform continues to be used primarily for short text posts, images, videos, and discussions. For businesses, X offers opportunities for brand communication, direct interaction with the community, and paid advertising campaigns.
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YouTube
YouTube is the world’s largest video platform, founded in 2005 and owned by Google since 2006. Users can upload, watch, comment on, and share videos there. YouTube offers companies a wide range of marketing opportunities, including video ads, corporate channels, and influencer collaborations to increase reach and visibility.
YouTube Ads
YouTube Ads are short video advertisements that are shown on the YouTube video platform. They can be displayed before, during, or after other videos, or as banner ads on the YouTube network. Companies can use YouTube Ads to precisely target their audience and effectively promote their products, services, or brand.
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404 error page
A 404 error page appears when a requested web page cannot be found. It informs the user that the desired content no longer exists or that the URL was entered incorrectly. Well-designed 404 pages improve the user experience by providing helpful links or a search function and keeping visitors on the website.