Here you will find the most important terms around websites, SEO, Google Ads, AI agents and social media, explained briefly and with examples from the everyday work of practices and businesses. Search for a term directly or browse from A to Z.
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Also: Split test
In an A/B test, two groups of visitors see two versions of a page, ad or email at the same time. The version that brings more inquiries or clicks is kept.
Example: Half of the visitors see the button “Request an appointment”, the other half “Free first consultation”. After a few weeks, it becomes clear which one gets clicked more often.
See also: Conversion rate, Landing page, Call to action
Also: First screen, Visible area
Above the fold is the part of a website that visitors see without scrolling. This is where people decide within seconds whether to stay, so the most important message and a clear next step belong here.
Example: On her smartphone, a patient immediately sees the specialty, the location and the “Book an appointment” button at the top.
See also: Call to action, Responsive design, User experience
Also: Digital accessibility, Web accessibility, a11y
An accessible website can be used by everyone, including people with visual, hearing or motor impairments. This includes good contrast, keyboard navigation, alternative texts and a clear structure.
See also: WCAG, BFSG, Screen reader
Also: EU AI Act
The EU AI Act regulates the use of artificial intelligence according to its risk. Since August 2026, among other things, people must be able to recognize when they are talking to an AI, for example a chatbot or a phone assistant.
An AI agent is a program based on a language model that doesn’t just answer but completes tasks, such as taking calls, entering appointments or forwarding requests. It works according to fixed rules and hands over to a human when it gets stuck.
See also: Chatbot, AI phone assistant, API
Also: GPTBot, OAI-SearchBot, ClaudeBot, PerplexityBot
AI crawlers are programs run by AI providers that read websites, either to train language models or for the answers of their AI search. In the robots.txt file, you can decide for each crawler individually whether it may visit a website.
Example: If you block OAI-SearchBot in your robots.txt, you will hardly appear as a source in ChatGPT search anymore.
See also: Crawler, robots.txt, llms.txt
Also: Google AI Mode
AI Mode is a Google search feature that answers questions conversationally with a detailed AI answer instead of a list of results. Websites appear in it as linked sources, and follow-up questions are possible.
See also: AI Overviews, Citation, Zero-click search
Also: SGE, Search Generative Experience
AI Overviews are summaries that Google generates above the traditional results for many searches. They cite websites as sources, often without searchers clicking any further.
See also: GEO, Zero-click search, Featured snippet
Also: AI receptionist, Voicebot
An AI phone assistant answers calls with a natural voice, responds to common questions and takes down requests such as appointment requests or prescription orders. It takes work off the team, especially at peak times and outside office hours.
Example: During the lunch break, the assistant takes three appointment requests and sends them to the front desk together.
See also: AI agent, Practice management system, Medical confidentiality
Also: Alternative text, Image description
Alt text describes an image in words. Screen readers read it aloud to blind people, and it helps search engines understand what the image shows.
Example: Instead of “IMG_2034”, it says “Treatment room of the practice with a couch and daylight”.
See also: Accessibility, Screen reader, On-page SEO
Also: Interface, Integration
An API is an interface that connects two programs so they can exchange data, for example an AI agent and a calendar. Without a suitable interface, someone has to transfer the data by hand.
See also: Practice management system, AI agent, Online appointment booking
Also: Inbound link, Incoming link
A backlink is a link from another website to yours. For Google, links from reputable, thematically relevant sites are a sign of trust and relevance.
Example: An article in a medical magazine links to your practice website.
See also: Off-page SEO, Business directory, SEO
Also: Data backup
A backup is a copy of the website with all its files and the database. After an error, an attack or a failed update, the website can be restored from it.
Example: Before every major update, a backup is created automatically and stored in a different location.
See also: Website maintenance, Update, Hosting
Also: Before-and-after images
Before-and-after photos show the result of a treatment side by side. For cosmetic surgery without medical necessity, the HWG prohibits them in advertising aimed at the general public, and according to Germany’s Federal Court of Justice (July 2025), this also covers hyaluronic acid filler injections.
See also: HWG, Practice marketing, Social proof
Also: Accessibility Strengthening Act, European Accessibility Act
Since June 28, 2025, the BFSG, Germany’s version of the European Accessibility Act, has required providers of certain consumer products and online services, such as online shops, to be accessible. Microenterprises offering services are exempt: under 10 employees and at most 2 million euros in revenue or balance sheet.
Example: A purely informational website about a practice is usually not covered, while an online shop selling to consumers often is.
See also: Accessibility, WCAG
Also: Bidding strategy, Smart Bidding
The bid strategy determines how Google Ads sets the bid in each auction, for example for as many clicks or as many conversions as possible. Automated strategies such as “Maximize conversions” need clean conversion tracking.
See also: Conversion tracking, CPC, Daily budget
The bounce rate is the share of visits that end without any real interaction. In Google Analytics 4, a visit counts as a bounce if it lasts less than ten seconds, covers only one page and triggers no inquiry or other key event.
Example: A high bounce rate on the “Services” page can mean that visitors don’t find what they are looking for there, or that the page loads too slowly.
See also: Web analytics, Page speed, User experience
Also: Online directory, Citation
Business directories are online listings such as Gelbe Seiten (the German Yellow Pages), Das Örtliche or 11880. Consistent listings with the same name, address and phone number strengthen local visibility.
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