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.
Missing a term? Send me a message and I’ll add it.
Suggest a term127 terms · Page 3 of 6 · D to I
Also: Campaign budget
The daily budget sets how much a Google Ads campaign may spend per day on average. On individual days, Google may spend more, but over a month no more than about 30.4 times the daily budget.
See also: Bid strategy, CPC, Google Ads
Also: DPA, AVV
A data processing agreement governs, under Art. 28 GDPR, how a service provider processes personal data on behalf of a business. It is mandatory when, for example, your web host, a newsletter service or an AI phone assistant works with data of your customers or patients.
See also: GDPR, Hosting, AI phone assistant
Also: Domain name, Web address
The domain is the address of a website on the internet, for example kg-webmedia.de. It is registered with a provider, renewed every year and should be registered in the name of your own business.
See also: Hosting, SSL certificate
Duplicate content is identical or nearly identical content under several addresses. Google then usually shows only one version, and doesn’t always choose the one you want.
Example: Three location pages on which only the name of the town has been swapped.
See also: Canonical tag, Indexing, On-page SEO
Also: EEAT, Experience, expertise, authoritativeness, trustworthiness
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. Google uses these criteria to assess the quality of content, especially strictly for health topics.
Example: An article about wrinkle treatments names the treating physician with her qualifications and the date of the last review.
See also: Content marketing, GEO, SEO
Also: Content calendar, Content plan
An editorial calendar sets out which posts appear on which channel and when, for social media as well as the blog. It ensures regular content and prevents hectic last-minute posts.
See also: Social media marketing, Content marketing, Community management
Also: Interaction rate
The engagement rate measures how strongly people interact with posts, that is, how often they like, comment, share or save them. It is usually given in relation to reach or to the number of followers.
See also: Reach, Community management, Social media marketing
Also: Knowledge Graph
An entity is something clearly identifiable, such as a person, a company or a place, that search engines and AI systems know along with its attributes. Consistent business information, structured data and profiles help them recognize a practice as an entity of its own.
See also: Structured data, Google Business Profile, GEO
Also: Position zero
A featured snippet is a highlighted answer that Google shows above the regular results, for example a paragraph, a list or a table from a website. Clear answers placed directly below a question used as a subheading increase the chance of getting one.
See also: Snippet, Zero-click search, Structured data
Also: General Data Protection Regulation, DSGVO
The General Data Protection Regulation governs how businesses in the EU may collect, store and use personal data. For websites, this affects contact forms, cookies, analytics tools and embedded services, among other things.
See also: Privacy policy, Data processing agreement, Health data
Also: Generative engine optimization, AI SEO
GEO stands for generative engine optimization: preparing content so that AI search tools such as ChatGPT, Perplexity or Google’s AI Overviews understand it and cite it as a source. This includes clear answers, structured data and visible expertise.
Example: When a patient asks ChatGPT for a practice offering wrinkle treatment in her city, the answer names only a few practices and links to their websites.
See also: Citation, AI Overviews, AI crawler
Also: Google AdWords
Google Ads is Google’s advertising platform. Ads appear above and below the search results, in Google Maps or on YouTube, and in search they only cost money when someone clicks on them.
See also: SEA, CPC, Quality Score
Also: Google My Business, GBP
The Google Business Profile is a business’s free listing in Google Maps and Google Search, with address, opening hours, photos and reviews. A fully maintained profile is the foundation of local visibility.
See also: Local pack, Local SEO, Review management
Also: Search Console, GSC
Google Search Console is a free tool from Google that shows which searches a website appears for, how often it is clicked and whether there are technical problems. It is also where you submit the XML sitemap.
See also: Indexing, XML sitemap, Ranking
Also: AI hallucination
A hallucination is when an AI states false information convincingly, for example made-up opening hours. Good AI agents therefore only answer based on stored, verified information and otherwise refer to a human.
See also: Language model, Knowledge base, Prompt
Also: Data concerning health
Health data is information about a person’s physical or mental health, such as symptoms, diagnoses or treatment requests. The GDPR protects it particularly strictly (Art. 9), and this also applies to contact forms, chatbots and phone assistants used by practices.
See also: GDPR, Medical confidentiality, Data processing agreement
Also: Web hosting
Hosting means running a website on a server that makes it available on the internet around the clock. For websites with personal data, a provider with servers in the EU and a data processing agreement is recommended.
See also: Domain, Backup, Data processing agreement
Also: Heilmittelwerbegesetz, German healthcare advertising law
The HWG is the German law on advertising in the health sector. It governs how medicines, medical devices and treatments may be advertised, prohibits misleading advertising and promises of success, among other things, and sets additional limits for cosmetic procedures.
Example: Claims such as “guaranteed wrinkle-free” are off-limits on the website of an aesthetic practice.
See also: Before-and-after photos, Practice marketing
Also: Impressions
An impression is a single display of an ad, a search result or a post. It only says that something was shown, not that anyone noticed it or clicked on it.
Also: Index
Indexing means that Google adds a page to its search index. Only indexed pages can appear in the search results; Google Search Console shows whether a page is in the index.
See also: Crawler, Google Search Console, robots.txt
Also: Internal links
Internal linking means links between the pages of a website. They help visitors keep reading and show Google which pages belong together and which are particularly important.
Example: An article about local SEO links to the SEO service page and to the glossary entry on the local pack.
See also: Topic cluster, Backlink, On-page SEO
In a free first call, we clarify which of these topics really matter for your website. I reply within 8 hours on business days.
Satisfaction guarantee: final payment only once you are satisfied.