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: CTA
A call to action is a clear prompt to act, usually a button such as “Book an appointment” or “Request a quote”. It shows visitors the next step and helps decide whether a visit turns into an inquiry.
See also: Conversion, Above the fold, Landing page
Also: Canonical URL, Canonical
The canonical tag tells search engines which address is the original version of a page when the same content is available under several addresses. This way, Google consolidates the signals on one page.
Example: A page can be reached with and without an addition such as “?utm_source=newsletter”. The canonical tag always points to the address without the addition.
See also: Duplicate content, Indexing, UTM parameters
Also: AI chatbot
A chatbot answers questions in a website’s chat window automatically, around the clock. Modern AI chatbots understand freely worded questions and answer based on the information the business has provided.
Example: In the evening, a visitor asks whether the practice is open on Saturdays and immediately gets an answer with a link to the appointment request.
See also: AI agent, Knowledge base, Language model
Also: Source citation, Source link
A citation is the link an AI search uses to show which website its answer is based on. For businesses, it is the goal of GEO: whoever appears as a source gains trust and often visitors too.
Example: Below the answer to “Which practice offers wrinkle treatment in Düsseldorf?”, a practice’s website is listed as the first source.
See also: GEO, AI Overviews, AI Mode
Also: Content management system
A CMS is a program that lets you change the texts, images and pages of your website without programming skills. Well-known examples are WordPress and TYPO3.
Community management is looking after the people who follow a business on social media: answering comments and messages, clearing up questions and handling criticism objectively. Quick, friendly replies strengthen trust and reach.
See also: Social media marketing, Engagement rate, Editorial calendar
Content marketing wins customers with helpful content instead of direct advertising, for example with guides, videos or checklists. If you answer your target audience’s questions well, you get found on Google and in AI search and are seen as an expert.
See also: Topic cluster, Search intent, Social media marketing
Also: Color contrast
The contrast ratio describes how much the text color and the background color differ. The WCAG require at least 4.5 to 1 for normal text so that people with low vision can read it too.
Example: Light gray text on a white background looks elegant but often fails.
See also: WCAG, Accessibility
A conversion is a desired action by a visitor, for example an inquiry, a call or an appointment booking. It makes it measurable whether a website or ad achieves its goal.
See also: Conversion rate, Conversion tracking, Call to action
The conversion rate is the share of visitors who take a desired action. It is given as a percentage and shows how well a page turns visitors into inquiries.
Example: Of 1,000 visitors to the “Implants” page, 20 send an inquiry. The conversion rate is 2 percent.
See also: Conversion, A/B test, Landing page
Conversion tracking measures which ads, keywords or channels led to inquiries, calls or bookings. Only then can an advertising budget be directed to where it works.
See also: Conversion, Bid strategy, Cookie banner
Also: Consent banner, Cookie consent banner
A cookie banner asks visitors whether a website may use cookies or similar technologies, for example for analytics or advertising. In Germany, Section 25 TDDDG requires this consent for everything that isn’t technically necessary, and rejecting should be as easy as accepting.
See also: GDPR, Web analytics, Remarketing
Also: Google core update
A core update is a major change to how Google ranks search results, announced by Google several times a year. Afterwards, rankings can rise or fall significantly without anything having changed on your own website.
Also: LCP, INP, CLS
Core Web Vitals are three Google metrics for the user experience of a website: loading time of the largest content element (LCP), responsiveness to input (INP) and layout stability (CLS). They are part of how pages are evaluated and can be measured for free.
Example: If a button jumps down during loading because an image pushes in above it, this worsens the CLS score.
See also: Page speed, PageSpeed Insights, User experience
Also: CD, Visual identity
Corporate design is the consistent visual appearance of a business: logo, colors, fonts, imagery and design rules. It ensures that the website, business card and practice sign are instantly recognized as belonging together.
See also: Corporate identity, Style guide, Logo
Also: CI, Brand identity
Corporate identity is the identity of a business: what it stands for and how it presents itself, communicates and acts. Corporate design is its visible part.
See also: Corporate design, Positioning, Tagline
Also: Cost per click
CPC is the price you pay in Google Ads for a single click on your ad. It is set in an auction and depends on the competition for the keyword and on the quality of your ad.
See also: Quality Score, Daily budget, Google Ads
Also: Bot, Spider, Googlebot
A crawler is a program that automatically visits websites, follows links and reads content, at Google for example the Googlebot. What the crawler can’t reach can’t appear in the search results.
See also: Indexing, robots.txt, XML sitemap
Also: Click-through rate
CTR indicates what percentage of the people who see an ad or a search result click on it. A high click-through rate shows that the title and text appeal to searchers.
Example: 1,000 impressions and 50 clicks result in a click-through rate of 5 percent.
See also: Impression, Quality Score, Snippet
Also: Patient journey
The customer journey is the path a person takes from first contact with a business to a decision, for example via Google, reviews, the website and a phone call. If you know these steps, you can improve each one in a targeted way.
See also: User experience, Conversion, Review management
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