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: Loading time, Page load time
Page speed is the time it takes for a page to become visible and usable. Long loading times cost you visitors and inquiries, especially on smartphones; Google measures them with the Core Web Vitals, among other things.
See also: Core Web Vitals, PageSpeed Insights, Hosting
Also: PageSpeed test
PageSpeed Insights is a free tool from Google that measures the loading time of a page on smartphone and desktop and suggests improvements. It also shows the Core Web Vitals from real visits, provided there is enough data.
See also: Core Web Vitals, Page speed, Google Search Console
Also: Buyer persona, Target audience profile
A persona is an invented but realistic picture of a typical customer, with age, life situation, goals and concerns. It helps align the website, texts and advertising with the people you want to reach.
Example: A working woman in her late forties who wants a natural-looking wrinkle treatment and reads up on it on her smartphone in the evening.
See also: Positioning, Customer journey, Corporate identity
Also: Extension, Add-on
A plugin is an extension that gives a CMS such as WordPress additional features, for example a contact form. Every plugin must be kept up to date; outdated plugins are a common cause of security vulnerabilities.
See also: CMS, Update, Website maintenance
Also: Brand positioning
Positioning defines what a business wants to stand for and how it wants to differ from others, for example through a specialty or a target group. Clear positioning makes the website, advertising and recommendations more effective.
Example: Instead of “Your practice for everything”, it says “Aesthetic dermatology with a focus on natural results”.
See also: Corporate identity, Persona, Tagline
Also: PMS, Practice software
The practice management system is a medical practice’s central software for patient data, appointments, documentation and billing. Whether an AI phone assistant or online appointment booking can enter appointments directly depends on its interfaces.
See also: API, AI phone assistant, Online appointment booking
Also: Medical practice marketing, Healthcare marketing
Practice marketing covers everything a medical or therapy practice uses to win new patients and retain existing ones: website, Google Business Profile, reviews, ads and social media. In Germany, it must comply with the professional code for physicians and the HWG.
See also: HWG, Local SEO, Online appointment booking
Also: Privacy notice, Data protection notice
The privacy policy tells visitors which personal data a website processes, for what purpose and on what legal basis. The GDPR requires this information; a link in the footer of every page is common practice.
See also: GDPR, Legal notice, Cookie banner
Also: System prompt
A prompt is the instruction or question you give an AI. For AI agents, fixed prompts in the background determine how they behave, which tone they strike and what they must not do.
See also: Language model, AI agent, Hallucination
Quality Score is a rating from 1 to 10 that Google Ads gives keywords, based on expected click-through rate, ad relevance and landing page experience. A high score usually lowers the cost per click.
See also: CPC, Landing page, CTR
Also: Position
The ranking is the position of a page in the search results for a search term. The top positions get the most clicks, so the goal of SEO is to rank as high as possible for the important search terms.
See also: SEO, SERP, Core update
Reach indicates how many different people have seen a post or an ad. Unlike impressions, each person counts only once.
See also: Impression, Engagement rate, Social ads
Also: 301 redirect
A redirect automatically sends visitors and search engines from an old address to a new one. A permanent redirect passes on the signals of the old page, which is why it is part of every relaunch.
Example: “/get-in-touch/” becomes “/contact/”, and anyone who clicks the old link in a directory still ends up in the right place.
See also: Relaunch, Canonical tag, Indexing
Also: Website relaunch, Website redesign
A relaunch is the redesign of an existing website, often with a new design, new technology and revised content. So that visitors and rankings aren’t lost, every old address must redirect to the new one.
Also: Retargeting
Remarketing shows ads again later to people who have already visited a website. Google severely restricts this personalized advertising for health topics, and it also requires visitors’ consent.
See also: Cookie banner, Google Ads, Conversion tracking
Also: Responsive web design
Responsive design means that a website automatically adapts to every screen size, from smartphone to large monitor. Content is rearranged instead of just scaled down, so that text and buttons remain easy to use everywhere.
See also: Mobile first, User experience, Above the fold
Also: RAG
Retrieval-augmented generation (RAG) means that a language model searches for suitable documents before answering and bases its answer on them. This is how AI search and many AI agents work, so it matters whether your own content gets found.
See also: Language model, Knowledge base, Citation
Also: Reputation management
Review management means actively collecting reviews on Google and review platforms and responding to each one objectively. Reviews influence local visibility and often the decision of new customers or patients.
Example: After their appointment, satisfied patients receive a link that lets them write a Google review in one minute.
See also: Google Business Profile, Local SEO, Social proof
Also: Rich snippets
Rich results are search results with additional information such as review stars, event dates or a breadcrumb trail. Google generates them from structured data but doesn’t guarantee to show them.
See also: Structured data, Snippet, Featured snippet
Also: Robots file
The robots.txt is a text file in the root directory of a website that tells crawlers which areas they shouldn’t visit. It only controls crawling, not indexing: blocked pages can still appear on Google if others link to them.
See also: Crawler, Indexing, XML sitemap
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