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: Search term
A keyword is a search term that people type into Google, such as “dermatologist Düsseldorf”. Every page should have a main keyword that appears in the title, in the main heading and naturally in the text.
See also: Search volume, Long-tail keyword, Search intent
Also: RAG
The knowledge base contains the verified information that a chatbot or phone assistant draws on, such as services, opening hours and frequently asked questions. The AI answers from these sources instead of from general knowledge, which lowers the risk of wrong answers.
See also: Chatbot, Hallucination, AI agent
A landing page is the page visitors land on after clicking an ad or a link. Good landing pages pick up exactly the topic of the ad and lead to a single goal, such as an inquiry.
See also: Call to action, Conversion rate, Quality Score
Also: LLM, Large language model
A language model is an AI trained on huge amounts of text that uses this to understand and generate language. Well-known examples power ChatGPT, Claude or Gemini; they form the basis of chatbots and AI agents.
See also: Prompt, Hallucination, AI agent
Also: Impressum, Imprint
The legal notice states who is behind a website, with name, address and contact details. In Germany, commercial websites need one under Section 5 of the Digital Services Act (DDG, formerly the Telemedia Act), and practices also need details such as their medical association and professional title.
See also: Privacy policy, GDPR
Also: LLMs.txt
The llms.txt is a proposed text file in the root directory of a website that summarizes the most important content and pages for language models in Markdown. The major providers haven’t confirmed whether their AI search uses it, so it only supplements good content.
See also: robots.txt, AI crawler, GEO
Also: Map pack, Local map results
The local pack is the map section, usually with three businesses, that Google shows above the other results for searches with a location. The listings come from the Google Business Profile.
Example: Anyone searching for “dermatologist Düsseldorf” sees three practices there with reviews, opening hours and directions.
See also: Google Business Profile, Local SEO, Review management
Also: Local search engine optimization
Local SEO covers all measures that help a business get found in searches with a location, such as “physiotherapy Cologne”. What matters is a well-maintained Google Business Profile, reviews, consistent business information and regional content on the website.
See also: Local pack, Google Business Profile, NAP
Also: Wordmark, Logomark, Signet
The logo is the graphic sign of a brand, as lettering, a symbol or a combination of both. A good logo works small and large, in color and in one color, and on light and dark backgrounds.
See also: Corporate design, Style guide, Tagline
Also: Longtail keyword
A long-tail keyword is a longer, more specific search query made up of several words. Each one is searched less often, but it often brings visitors with a clear intent and has less competition.
Example: Instead of “dentist”, someone searches for “dentist anxious patients Düsseldorf Saturday”.
See also: Keyword, Search intent, Search volume
Also: Keyword match type
In Google Ads, the match type determines how closely a search has to match the keyword: broad match, phrase match or exact match. The more precise the match type, the fewer but more relevant searches trigger the ad.
See also: Negative keyword, Keyword, Google Ads
Also: Doctor-patient confidentiality, § 203 StGB
Medical confidentiality prohibits physicians and their team from disclosing patient secrets without authorization (in Germany, Section 203 of the Criminal Code). External providers such as IT companies or an AI phone assistant may be involved if their work requires it and they are bound to confidentiality.
See also: Health data, AI phone assistant, Data processing agreement
The meta description is a short description of a page that Google often shows below the title in the search result. It doesn’t affect ranking directly, but it does affect whether searchers click; about 160 characters at most is sensible.
See also: Meta title, Snippet, CTR
Also: Title tag, Page title
The meta title is the title of a page that Google shows as the heading in the search result and the browser shows in the tab. It should contain the most important keyword and be no longer than about 60 characters.
See also: Meta description, Snippet, Keyword
Also: Mobile-first design
Mobile first means planning a website for the smartphone first and then extending it for larger screens. Google also evaluates websites based on their mobile version.
See also: Responsive design, Page speed, Above the fold
Also: Uptime monitoring
With monitoring, a service checks around the clock at short intervals whether a website is reachable and responds fast enough. If it goes down, an alert arrives immediately, often before visitors notice.
See also: Website maintenance, Hosting, Backup
Also: Name, address, phone, NAP data
NAP stands for name, address and phone number of a business. If these details match on the website, the Google Business Profile and directories, this strengthens local visibility.
Example: The website says “Hauptstrasse 5”, while a directory says “Hauptstr. 5” with an old phone number. Discrepancies like these should be made consistent.
See also: Local SEO, Business directory, Google Business Profile
Also: Excluded keyword
A negative keyword prevents a Google Ads ad from appearing for certain searches. This way, you don’t pay for clicks from people who are looking for something else.
Example: A dermatology practice excludes “training” and “salary” so that its ad doesn’t appear in job searches.
See also: Match type, Google Ads, CPC
Also: Off-page optimization
Off-page SEO covers SEO measures outside your own website, above all backlinks, mentions and reviews. It shows Google that others know and recommend a business.
See also: Backlink, On-page SEO, Business directory
Also: On-page optimization
On-page SEO covers all SEO measures on your own website: content, headings, meta tags, internal links, loading time and technology. It is the foundation on which all other measures build.
See also: Off-page SEO, Meta title, Internal linking
Also: One-page website, Single-page website
A one-pager is a website whose content sits on a single long page and is reached via jump links. It is suitable for a quick start with few services but is harder to find for many different search terms.
See also: Landing page, Relaunch, SEO
Also: Online scheduling
With online appointment booking, patients or customers make appointments directly via the website, around the clock and without calling. It takes pressure off the phone but should be integrated in a privacy-compliant way and be easy to use on a smartphone.
See also: AI phone assistant, Practice management system, Call to action
Also: Digital marketing, Internet marketing
Online marketing covers all measures a business uses to win customers on the internet: website, search engine optimization, ads, social media and email. For practices and local businesses, a good website and visibility on Google matter most.
See also: SEO, SEA, Practice marketing
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