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“the digital dictionary”

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Digi - Wiki by SINNUP

“the digital dictionary”

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z

A

A/B test
An A/B test is a standardised test method in which two variants of a programmed system are compared with each other. A system is understood to be, for example, software or a website. A modified version B is created from the original system A. Both systems are tested by the users according to certain parameters, the results are compared and the best possible solution is found.

Above the Fold (dt. oberhalb der Falz)
The term originally comes from the printing industry for newspapers. The content that is above the centre fold (i.e. in the upper area of a newspaper) receives more attention. In the context of website design and programming, this corresponds to the immediately visible area that is perceived without having to scroll. Relevant, informative content on a website should therefore always be “above the fold”.
→ see Below the Fold

Ad (en. Display, Advertising)
The abbreviation “ad” (from “advertisment”) refers to advertisements placed on a website.

Ad blocker
Refers to software that can be integrated into the internet browser to block advertisements.
→ see Ad

Ad-Burnout
If visitors to a website are confronted with too much advertising content, they may turn away from it. This effect is called “ad-burnout”.
→ see Ad

Advertorial (en. Advertising-financed contribution)
Advertorial is the term used for articles on websites and in print magazines that appear to be editorial (visually and in terms of content) but carry advertising messages for providers of products and/or services. These providers pay for the placement of their advertorials.
→ see Ad

Affiliate Marketing (en. associated, affiliated marketing)
In this form of marketing or sales, advertisements are placed on websites with comparable or otherwise relevant content. This creates a partnership cooperation between different commercial providers. If a partner is able to generate revenue through the advertising placed by the other partner, the partner will receive a percentage of the revenue in the form of a commission.
→ see Inbound Marketing
→ see Content Marketing

Algorithm
Algorithms are instructions for action that serve to solve a defined problem or even a class of defined problems. Algorithms are an essential part of any software programming.

Alt-Tag (dt. alternative Auszeichnung)
Images on web pages can be provided with so-called “alt-tags”, i.e. alternative labels that become visible when the mouse pointer is moved over them. However, it is far more important that these awards contain a short text description of the image, which is recorded by the search engines, first and foremost Google, of course. Images should therefore always be provided with meaningful alternative tags.

Anchor-Text (dt. Anker-Text)
An anchor is a text behind which there is a link. This can be called up by clicking on it. This means that the full internet address is not integrated into a text, but lies invisibly “behind” the text, so to speak. At the same time, the anchors can be controlled in the HTML programming. Another term is “link text”.
→ see Hyperlink / Link
→ see Hypertext Markup Language / HTML
→ see Extended Markup Language /XML

App (dt. Applikation)
Originally, “apps” were relatively small computer programmes for smartphones or tablets. However, the English term, an abbreviation of “application”, is increasingly replacing the term “programme” and is thus also used for complex software executed on PCs and laptops.

Article Spinning (en. Paraphrasing tool)
Paraphrasing tools can be used to automatically rewrite existing editorial texts (i.e. articles). Based on existing algorithms and data sets, the paraphrasing software automatically creates easy-to-read content, thus new articles. The so-called “article spinning” is assigned to “content publishing” or “content creation”.
→ see Content Publishing
→ see Content Creation

B

B2B marketing
Business-to-business (B2B) is the form of distribution where the customer base of a commercial supplier also consists of commercial suppliers.
→ see B2C-Marketing

B2C marketing
Business-to-Customer (B2C) represents a form of distribution in which the customers of a company are the end consumers. Thus, it is a different business concept than B2B.
→ see B2B-Marketing

Backend (en. back end)
In information technology, a backend is the system-related level of digital applications, such as websites. For example, the core programming, the databases, the interfaces to other programmes or websites etc. are located on the backend systems. So while programmers and administrators work on the backend, web designers, for example, are busy with the frontend.
→ see Frontend

Bad Neighbourhood (en. bad neighbourhood)
If websites are marked and thus devalued by search engines, especially by Google, due to critical content or violations of rules and laws, they are in “bad neighbourhood” and sink in the ranking.

Banner / Banner advertising
A banner is a graphic element that can be integrated on websites and usually has sizes defined by the website operator. The contents of these banners are either links to the landing page of your own website or advertisements of other companies that can be called up by clicking on them.
→ see Landing Page

Below the Fold (en. below the fold)
This term, also from newspaper printing, refers to the content that lies below a fold and is therefore less quickly captured. For the programming and design of web pages, this means that less relevant or critical content should be placed in the lower area, which can be reached by targeted scrolling.
→ see Above the Fold

Black Hat SEO (en. black hat seo)
So-called “black hat SEO” involves search engine optimisation that does not comply with the applicable rules of a search engine (mostly Google). Although this is very efficient, it is tracked by search engine providers and can lead to deletion in the ranking.
→ see Search Engine Optimization (SEO)
→ see Ranking
→ see Suchmaschine

Blog (en. blog)
The word “blog” is derived from “web” and “log”. A blog is a website that is designed in the form of an online diary. Blogs are run by both companies and private individuals. For companies, blogs offer the possibility to publish further information on products, services or the company environment in addition to the usual web content.

Brand (en. brand)
A brand is the figurehead of a product or a company (“company brand”). Consumers identify products and/or companies by their brand, their recognition value and by the attributes attributed to this brand. Thus, good, functioning brands should always be placed online in a highly perceptible way.

Bounce Rate (en. Bounce rate)
The bounce rate is the number of visitors who leave a website after visiting an area of it. Thus, the lower the percentage bounce rate (measured against the total number of visitors), the higher the interest in the content.

Breadcrumbs (en. Breadcrumbs / breadcrumbs)
The breadcrumb is the specific place where the users of a website are currently located. Breadcrumbs are a simple way to navigate a web page and go to other content by simply clicking on it.

Browser (en. browser)
A browser is a computer application that allows you to access web pages. A browser translates instructions from the HTML programming language into elements visible to users. For example, included texts can be displayed and formatted, images and videos can be placed, dynamic and interactive content such as forms can be integrated. However, derived from “to browse”, browsers are generally understood as the computer programs that can be used to “browse” the internet. Well-known browsers are, for example, Safari (Apple), Firefox, Opera, Edge (Microsoft) or Chrome (Google).
→ see Hypertext Markup Language / HTML
→ see Suchmaschine

C

Call to Action (en. call to action)
A call to action is a procedure that asks the users of a website to do something. It is therefore a marketing tool that is used for sales purposes. For example, the classic “Order now!” placed on a website is a typical “call to action” element.
→ see B2B-Marketing
→ see B2C-Marketing

Canonical Tag (canonical distinction)
If there is duplicate or multiple content on web pages (canonical principle), this is usually registered and negatively ranked by the search engines. This is to avoid that multiple use of identical content improves the ranking.
→ see Suchmaschinenoptimierung / SEO
→ see Suchmaschine
→ see Black Hat SEO
→ see Ranking

Click Rate / Click Through Rate (en. Click rate)
How often is a particular element clicked on by visitors to a website? This is important to know and is determined by the “click rate”. A relationship is established between the frequency of clicks and the frequency with which the corresponding advertising content is displayed. This key figure, abbreviated as CTR, is therefore very important for measuring the efficiency of online marketing.
→ see Hyperlink / Link
→ see Anchor Tag

Content (en. Content)
In abstract terms, “content” is any content that is thematically available on websites. Content always refers to all media formats from text and images to audio and video content.
→ see Content-Creation
→ see Content-Publishing

Content Creation (en. Content creation)
Content creation” refers to all manual, semi-automated and automated processes to generate content on a specific topic for websites.
→ see Article Spinning
→ see Content Publishing

Content Marketing (en. content marketing)
Content-based marketing is advertising that is often not perceived as such by the viewer. Advertising messages are integrated into supposed information content that is consumed. These can be texts on blogs, videos, etc.
→ see Blog
→ see Content
→ see Content Creation
→ see Content Publishing

Content Management System / CMS (en. Content management system)
Content management systems are such applications that allow content to be stored in a structured, versioned, identifiable and findable way. These content management systems are used, for example, for programming web pages, but also to store necessary content in a described form. Thus, CMSs are a common component of internet shops, for example.

Content Publishing (en. Content publication)
Content publishing” stands for the target group-focused publication of content on specific content on the internet. This content is mostly created manually, but increasingly also partially automated or automated, for example with “article spinning” tools.
Article Spinning
Content Spinning

Conversion (en. Conversion)
Conversion is described as the conversion of accesses to certain web content into factors that are valuable in terms of sales. Customers who are persuaded to make a purchase through a newsletter are therefore attributable to conversion.
→ see Conversion Rate

Conversion Rate (en. Conversion rate)
The rate of conversion of accesses to certain content into actions that can be used for sales purposes, usually stated as a percentage, is referred to as the conversion rate. So if out of 100 viewers of an online advertisement, 12 people also order the advertised product, the conversion rate is 12%.
→ see Conversion

Cookie (en. Biscuits / Cookies)
These are small text files stored on a local computer (or smartphone or tablet). These are generated by the websites that are accessed. These cookies can be used to register and store information about the usage behaviour of visitors to websites. This helps to present targeted content later on. Among other things, the duration of a website visit, the total number of websites visited, etc. can be stored.
→ see Browser
→ see Content

Corporate Identity / CI (en. Corporate identity)
The corporate identity is the identity of a company, which is primarily represented by graphic, textual but also ideal values. Naturally, logos, graphic designs, text content and the image conveyed by a company are all part of the CI.
→ see Brand

Cost per Click / CPC (en. Cost per click)
If viewers of websites click on advertisements placed by companies, they incur costs. These costs are charged to the third party – i.e. the company on whose website an advertisement was placed. If company A places an advertisement on the website of company B and this is clicked on by potential customers, company B receives a certain amount per click. Clicking regularly redirects to Company A’s websites.
→ see Content
→ see Banner

Cost per Mille / CPM (en. Cost per thousand)
In contrast to CPC (cost per click), billing is based on how often an advertisement from one company is displayed on the websites of another company. The payment is made in increments of thousands – hence the name “mille”.
→ see Content
Banner
Cost per Click

Crawler / Webcrawler (en. Crawler)
The so-called “web crawlers” are programmes of search engine providers that automatically search the internet for defined content. In order to be better perceived by these “crawlers” and to obtain a good ranking in the search engines, it is necessary to carry out search engine optimisation.
→ see Search Engine Optimization
→ see Browser
→ see Suchmaschine

Cross Selling (en. overall sale)
If customers buy a certain product on a commercial website and are offered similar, possibly interesting products, this is called “cross selling”. The same also applies, of course, if a purchase has already been made and further purchase offers are made to the customer, for example, with delivery by e-mail or in paper form.
→ see Ad
→ see Banner

Customer Journey (en. Journey of the customers)
What path do customers take when they visit a website and eventually make a purchase through it? This question is answered by the customer journey. It is therefore important to know these and to be able to optimise them in case of doubt.
→ see Sitemap und XML-Sitemap
→ see Property

D

Display network
The “display network” is an advertising network of the company Google, which currently includes about two million websites, videos and also applications on which companies can place their own offers via Google Ads.
→ see Google Ads
→ see Search Engine Optimization / SEO

Domain and Domain Name System (DNS)
A domain name is the readable internet address of websites and is held in the complex Domain Name System (DNS). This way, each website can have a globally unique and unambiguous name that users can enter in the browser instead of having to know a complex IP address.
→ see IP-Adresse
→ see Browser
→ see Hypertext Markup Language / HTML

Duplicate Content(en. duplicate content)
If certain text content is identical but can be accessed via two (or more) different websites, this is “duplicate content”. This increases visibility, but is negatively evaluated and penalised by search engines when such duplicate content is found.
→ see Canonical Tag

Dynamic websites
With dynamic websites, only limited static content exists. With dynamic websites, only limited static content exists. The parameters identified via cookies or other tools such as Google Analytics are helpful here in order to individualise the dynamic content.
→ see Google Analytics
→ see Content
→ see Cookie

E

Extended Markup Language / XML
The Extended Markup Language, XML for short, is, like HTML, a markup language with identical capabilities for displaying content in browsers. Beyond the possibilities of HTML, however, XML offers the possibility of a structured, hierarchical tree structure for web programming.
→ see Hypertext Markup Language / HTML
→ see Browser

E-Commerce (en. electronic commerce)
E-commerce is the totality of online-based trade. It is thus a suitcase term that is on the one hand business-related and on the other technical. All activities that serve the sale of products or services via the Internet are to be classified as e-commerce. Thus, there are links to all points in this glossary.
→ see B2C-Marketing
→ see B2B-Marketing

Email marketing
Email marketing is a sales-related sub-discipline of online marketing, which is, however, less responsive and immediate than other measures. Potential customers and leads are informed about products and services via email. The emails regularly contain links to the companies’ websites. Caution is advised in the case of e-mail advertising not authorised by customers, as this is liable to a warning.
→ see Hyperlink / Link
→ see Newsletter

Earned Media (en. earned media)
If editorial media content is published without payment being made for this publication (by companies or private individuals), this is referred to as “earned media”. Publication on mostly high-reach platforms takes place when the responsible publicists consider their content to be valuable.

F

File Transfer Protocol (FTP)
The “file transfer protocol” is the file transfer protocol with which files can be exchanged between computers. Thus, it is of central importance for the operation of websites, as files can be uploaded to the web servers via FTP clients.
→ see Webserver

Flutter
Flutter is an open source development kid from Google. This is based on the Dart programming language, which was also developed by Google. Flutter is used to translate a source code into a usable / applicable programming language. Flutter is thus not a wrapper for Android and iOS, rather UI is rendered from scratch using a C++ library called Skia (https://skia.org).

Follower (dt. Supporters, the following)
In social media, followers are people who follow the content of other people, companies or other entities for various reasons. By following, followers are always kept up to date. When companies use social media, a high number of followers is important not only to gain reach but also to increase sales opportunities.

Frequency Capping (en. Frequency Capping)
Frequency capping” algorithms allow website operators to determine how often ads are displayed in a defined time window. This approach is important to prevent negative effects such as ad burnout.
→ see Ad
→ see Ad-Blocker
→ see Ad-Burnout
→ see Google Ads

Frontend (engl. front end)
The frontend represents the front end of a software environment and is also called the presentation layer. Web designers or designers of graphic interfaces create them and the users or visitors use them.
→ see Backend

G

Google Ads
“Google Ads” (with “ad” for “advertisement”) is a system with which companies can place advertisements on the Internet. The most important goal is to increase the visibility of companies and their products or services. This increases the ranking and the sales opportunities. Google Ads are closely linked to search engine optimisation and Google’s display network.
→ see Displaynetzwerk
→ see Search Engine Optimization / SEO
→ see Ad
→ see Google Analytics

Google Analytics
Companies that use Google’s services (for example Google Ads, the display tool, etc.) naturally want to know how successful their measures are. The number of hits on web pages, the length of stay, the individual content viewed and much more are important for companies to improve their offers. Google Analytics can be used to query this and other information. For this purpose, the corresponding algorithms can be built into one’s own website. However, data protection considerations must be taken into account here, as sensitive information is collected.
→ see Ad
→ see Google Ads
→ see Displaynetzwerk
→ see Cookie

Google My Business
Google provides a free online business directory. Companies can and should register here to increase their visibility and findability. Together with Google Ads and Google Analytics, this makes it possible for companies to achieve high efficiency in findability and reach.
→ see Google Ads
→ see Google Analytics

H

Hashtag (en. Rhombus)
A hashtag (indicated by the grid symbol #) is a tagging of keywords in social media (for example, Twitter, which introduced this mechanism) and within other internet services. A hashtag is always followed by a specific keyword, which is then used to publish and disseminate content. The use of hashtags is thus a very effective way to find and disseminate information on a particular topic.
→ see Hyperlink / Link

Hyperlink / Link
A “hyperlink” or “link” for short is understood to mean links that are programmed in HTML. These links lead to other content on your own website or on external websites and can be behind texts and also behind images, videos and other content (such as buttons). These are activated by clicking on them.
→ see Hypertext Markup Language / HTML
→ see Anchor Tag
→ see Extended Markup Language / XML

Hypertext Markup Language / HTML
Hypertext Markup Language is the standard programming language used to programme web pages. It is a markup language that is able to display texts, links and also images, videos or interactive content in a browser. Moreover, an extension by other mark-up languages such as XML is possible.
→ see Extented Markup Language / XML
→ see Browser

Hypertext Transfer Protocol (HTTP) / Hypertext Transfer Protocol Secure (HTTPS)
These protocols (in the unsecured and secured versions) ensure that data is transported from the web servers to the local computers and their browsers, where it can be displayed in HTML.
→ see Webserver
→ see Hypertext Markup Language / HTML
→ see Browser

I

Inbound Marketing (en. Inbound, outbound marketing)
If customers are directed to company websites via other marketing channels such as email marketing, search engine optimisation, content marketing or even affiliate marketing, then obviously successful “inbound” marketing has taken place.
→ see Content Marketing
→ see Affiliate Marketing

Influencer (en. Influencer)
Especially in social media, so-called “influencers” are placed. These are employed, but mostly freelance people who specifically try to put certain products and services in a positive light on Twitter, YouTube, Instagram and the like.

IP address
The “internet protocol” address is, in a sense, the unique address of every website. It consists of a sequence of numbers in a specific syntax that can be uniquely identified and enables communication between the websites in the first place. Visitors to websites do not usually see this address because it is converted into a readable domain name within the Domain Name System (DNS).
→ see Domain-Name und Domain Name System
→ see Hypertext Markup Language / HTML
→ see Browser

J

Java Script
Script-based programming language that is used in particular for programming websites or dynamic parts of them. The code elements are integrated into the HTML code. Widgets in particular are often implemented with Java Script.
→ see Widgets
→ see Hypertext Markup Language / HTML

K

Keyword / Short Tail Keyword (en. Keyword)
The term “keyword” is understood to mean the terms that people search for on the Internet. Thus, one’s own website should be clearly found via these keywords and use them frequently. A “short tail keyword” is a search term that consists of only one or very few words. They are the counterpart to the “long tail keyword”.
→ see Ranking
→ see Long Term Keyword
see Search Engine Optimization / SEO
→ see Suchmaschine
→ see Keyword Density
→ see Conversion Rate

Keyword Density (en. Keyword density)
Of course, keyword density refers to the frequency with which certain key words (“keywords”) occur in texts on a web page. Although it can be assumed in principle that a high density has a positive effect on the findability in search engines, too frequent use can be interpreted negatively by search engine providers.
→ see Ranking
→ see Search Engine Optimization / SEO
→ see Suchmaschine
→ see Keyword

L

Landing Page (en. Country page, homepage)
The landing page is the page of a website that is displayed first when it is called up. The landing page should be as interesting as possible to keep visitors on the website.
→ see Banner
→ see Above the Fold

Lead / Lead-Generierung
From the world of sales, of course, comes the English term “lead”. This refers to potential customers (also companies in the case of B2B) who are interested in the products or services of a provider. All activities that serve to gain leads are attributed to the field of “lead generation”. Typically, leads are qualified depending on the level of interest present.

Link Building (en. Link building)
In abstract terms, so-called “link building” is a mechanism outside of search engine optimisation (SEO) that aims to make a website easier to find. Thus, no action is taken on one’s own website in the backend, but an attempt is made, for example, to get other websites to link to one’s own website. In part, this approach falls into the area of “black hat SEO” and is thus negatively evaluated by Google, among others.
→ see Search Engine Optimization
→ see Backend
→ see Black Hat SEO

Link Power
The so-called “link power” is the degree of effectiveness and reach of links to specific web content. For example, if a company’s website is addressed by many other websites via links, strong and efficient link power is created.
→ see Hyperlink / Link
→ see Link Building

Link-Text
→ see Anchor-Text
Hyperlink / Link

Long Tail Keywords (en. Long Tail Keywords)
If search terms consist not only of one, but of several keywords, these are “long tail keywords”. So they literally drag a long tail, a rat’s tail. This makes the search more complex, of course, but also more diverse and accurate. Conversion increases noticeably as a result.
→ see Conversion Rate
→ see Keyword
→ see Keyword Density
→ see Search Engine Optimization / SEO

M

Manual intervention by Google
The search engine optimisations and findability algorithms within the powerful search engine Google are of course automatic. In the case of activities that do not comply with the company’s regulations (such as so-called “black hat SEO”), however, the company also intervenes manually and can, for example, downgrade websites in the ranking or even prevent them from being found on Google.
→ see Black Hat SEO
→ see Search Engine Optimization / SEO

Meta Tag
A meta tag is a markup in the HTML code of web pages that contains certain keywords that can be identified and referenced by search engines.
→ see Hypertext Markup Language / HTML
→ see Search Engine Optimization / SEO

Multimedia
Refers to the totality of media content that can be used in digital form and how it is linked together. This therefore refers to text, image, audio and video content. Modern browsers can display this content without any problems.
→ see Browser

N

Newsletter
In a newsletter, companies can inform about their products and services, but also about the company as such. Typically, newsletters are sent at regular intervals and in email format and contain further links. Here too, however, caution is advised, as only customers who have subscribed to newsletters should be sent them. Otherwise, a severe warning may be issued. Thus, the options to unsubscribe from the newsletters must also be integrated.
→ see E-Mail-Marketing
→ see Hyperlink / Link

NFC
Near Field Communication – abbreviated to NFC – is a technology that makes it very easy to transmit small amounts of data over short distances. Smartphones that can use NFC are very widespread. A creative use of NFC can therefore open up new possibilities for your company, for example through NFC print products or NFC stickers with deposited content.

Nofollow Link (en. Links that are not followed)
Links marked with the tag “nofollow” cannot be identified by the search engines in the course of crawling. These links are used to refer specifically to advertising content.
→ see Hyperlink / Link
→ see Crawler / Webcrawler

O

Online Marketing
In simple terms, “online marketing” refers to all marketing activities that are carried out with the help of and on the internet in order to successfully launch and sell products and / or services on the market. There are, of course, overlaps with e-business in terms of content, even though the focus of online marketing is on sales and marketing-related factors. Online marketing thus encompasses all areas from A for affiliate marketing to Z for target URL.
→ see E-Business

Online Reputation
Once your reputation is ruined, it’s easy to live… this saying does not apply to business on the Internet! The worse the reputation on the internet, the worse the business prospects. Thus, it is important for companies to keep an eye on the ratings of their own services and products, to take action against possibly false bad ratings (e.g. by the competition), but basically to convince through quality and service.
→ see Trust Elements

P

Page Impressions (en. Page impressions)
The number of times a website is accessed within a certain time frame is measured by the so-called “page impressions”. The higher it is, the more likely it is to be a commercial success. The number of page impressions can be increased if external pages also link to your own page.
→ see Search Engine Optimization / SEO
→ see Ranking
→ see Hyperlink / Link
→ see Link Building

Persona
This abstract term refers to non-real persons who are created in order to understand the view and behaviour of potential customers and, in conclusion, to improve one’s own web presence.

Property (en. Ownership, possession, share)
Certain parts of an internet presence, i.e. certain web pages within it, are referred to as “property” and can be provided with a “tracking code”. In this way, it is possible to analyse in a very differentiated way what visibility, frequency and ultimately also what success this particular page has.
→ see Google Analytics
→ see Tracking Code

Q

Quick Link (en. quick link)
Form of a link (hyperlink) that leads quickly and directly to a specific content that is of interest to the visitor. Often used on websites where users with different backgrounds or interests are looking for information.
Hyperlink / Link

R

Ranking und Ranking-Faktoren (en. Ranking)
Ranking is the ranking of existing websites that are listed by a search engine such as Google. The higher the ranking, the faster users become aware of a website.
→ see Suchmaschine

React Native
React Native comes from Facebook and is based on the React JavaSript Library. It is a framework and was first published in 2015.
It allows developers to design and develop JavaScript with native mobile applications.

Reach and visibility
Reach is the key figure that describes the degree to which one’s own content is visible to a specific target group. That is why we also speak of visibility. The target group is not only to be defined in terms of content, but also geographically. For example, it makes little sense for a local provider from Austria to advertise its services online in Australia if it cannot carry them out there. Usually, the reach is measured as a percentage of the entirety of the defined target group on the Internet.
→ see Search Engine Optimization / SEO
→ see Ranking

Re-Marketing
This term simply describes the procedure of recording the user behaviour of potential customers via cookies and offering targeted further products or services on the basis of this information.
→ see Affiliate Marketing
→ see Inbound Marketing
→ see Cookies

Robots.txt
The small, inconspicuous text file called “robots.txt” is used to tell the automated crawlers of the search engines which URLs and other content they can access.
→ see Uniform Resource Locator (URL)
→ see Crawler / Webcrawler

RSS-Feed
The so-called RSS feeds (RSS stands for “real simple syndication”) are technologies for automatically obtaining certain online content. This is similar to a subscription and is offered by many website operators.

S

Search Engine Optimization / SEO (en. Search engine optimisation)
Search engine optimisation is the sum of all measures to make a website easier to find on the Internet. These can be optimised texts that contain certain search terms, defined indices with included keywords, links and also commercial algorithms such as “Google Ads”. The better the optimisation, the better the findability on the web.
→ see Bad Neighbourhood
→ see Black Hat SEO
→ see Ranking
→ see Suchmaschine

Sitemap and XML-Sitemap
In a sense, a “sitemap” is the geography, the navigation map of a website. In the past, these site maps were often displayed on the web pages for orientation purposes and the individual branches were visualised and provided with links. XML sitemaps are based on the “extended markup language” and make it easier for search engines to find content and are also easy for humans to read in their structured form.
→ see Extended Markup Language / XML
→ see Hypertext Markup Language / HTML
→ see Browser
→ see Search Engine Optimization / SEO

Snippet und Rich Snippet (en. Snippet)
A snippet is an excerpt from a search engine result. This is displayed under the actual keyword and name of the website in the search engine and is intended to help searchers classify whether the website is relevant to them. The so-called “rich snippets” are able to additionally display a preview of the website.
→ see Search Engine Optimization
→ see Ranking
→ see Keyword
→ see Keyword Density

Social Bookmarks (en. Social bookmarks)
If collections of links to content from social media on a certain topic area are compiled and made available, these are so-called “social bookmarks”. These “social bookmarks” are an efficient way to offer large amounts of information based on interest.
→ see Social Media

Social Media (en. social media)
Twitter, Instagram, Pinterest, but also video platforms such as YouTube and messenger services such as WhatsApp or Signal – all these services can be classified as social media. In these, people can network simply and easily, share content (texts, images, audio and video data). Social media are therefore also very relevant for companies, which should use them efficiently in the course of online marketing.
→ see Online Marketing
→ see Hashtag
→ see E-Business
→ see Social Media Marketing

Social Media Marketing
Refers to the sum of all marketing activities of companies in social media. It is not uncommon for social media marketing to be more important for individual companies than the sum of all other sales management measures combined.
→ see Online Marketing
→ see Hashtag
→ see E-Business
→ see Social Media

Social Plug-In
If the content of social media is to be integrated on one’s own website, in e-mails or newsletters or made accessible via a link, this is done by means of “social plug-ins”. These are simply buttons to the content in the social media in the form of corresponding icons with links behind them.
→ see Online Marketing
→ see Hashtag
→ see E-Business
→ see Online Marketing
→ see Social Media
→ see Social Media Marketing

Suchmaschine
A search engine is a complex, algorithmic application that searches the Internet for specific text-based content, images, videos or other content such as scientific articles, commercial offers, etc. using terms. The most powerful search engine is Google.
Browser

T

Tag (en. Tag)
Technically, a “tag” refers to a specific functional area in the code of a website. In addition to content tags, specific tags such as “meta tags” or “title tags” should also be used.
→ see Hypertext Markup Language / HTML
→ see Extended Markup Language / XML
→ see Meta Tag
→ see Title Tag

Title Tag (en. title-tag)
This distinction describes the title as it is given to an HTML document. This title gives the content of a web page briefly and concisely, attracts attention and is therefore relevant for the ranking.
→ see Hypertext Markup Language / HTML
→ see Extended Markup Language / XML
→ see Ranking
→ see Browser
→ see Search Engine Optimization / SEO

Tracking Code (en. Trackingcode)
These are unique codes that allow a website or parts of it to be continuously examined with regard to certain parameters (such as “page impressions”).
→ see Google Analytics
→ see Property

Traffic (en. traffic)
“What was the traffic like?”. This question is often asked by those responsible for a website. In principle, this Anglicism only refers to the number of all visitors who have visited a website. Thus, the “traffic” has to be differentiated.
→ see Property
→ see Tracking Code
→ see Google Analytics
→ see Reichweite und Sichtbarkeit

Transcript
Intelligent software now exists that is capable of identifying spoken words from videos published online and converting them into text, i.e. transcribing them. This is common, for example, on the video platform YouTube, which belongs to Google. The texts extracted in this way can be used for search engine optimisation or otherwise as texts (for example, by including them on web pages).

Trust Elements (en.Trust Elements)
If certain seals of approval are truthfully placed on a website, this creates trust for potential customers. However, ratings by other customers, awards by product or service testers, etc. also serve the same purpose.
→ see Online Reputation

U

Uniform Resource Locator / URL
The “URL” ensures that a unique name that can be read by users is not only generated in the Domain Name System, but can also be recognised and interpreted by the system in the sense of an assignment to the IP.
→ see IP-Adresse
→ see Domain und Domain Name System

Unique Selling Proposition / USP (en. unique sales proposition)
In a way, the USP is the unique selling proposition of a company. This should always be highlighted and emphasised in online marketing. This is formed by the unique characteristics of companies, products and services, which positively distinguish themselves from the competition.
→ see Online Marketing
→ see E-Business

V

Video Advertising (en. Video advertising)
Video advertising” follows the motto that moving pictures are worth a thousand words. It is part of online marketing and focuses on reaching potential customers through video content. This format addresses the purely consuming attitude of the viewer – reading content is unnecessary. The videos are integrated on the own website as well as in the social media.
→ see Online Marketing
→ see Social Media
→ see Social Media Marketing

Virales Marketing
Basically, this is social media marketing or a part of it. Viral is to be understood in such a way that through the positive evaluation of the customers to the company or to the products, this positive reputation spreads far and wide – like a virus … only in the positive sense!
→ see Social Media
→ see Social Media Marketing

W

Webserver
The web server stores the data from websites that are necessary not only to enable the front-end display, but also to provide all back-end technologies such as databases, interfaces or even shop systems. If a certain page is missing on the web server and a person tries to call it up, a 404 error occurs. Access to the web servers is via FTP or HTTP or HTTPS.
→ see File Transfer Protocol (FTP)
→ see Hypertext Transfer Protocol (HTTP) / Hypertext Transfer Protocol Secure (HTTPS)
→ see 404-Fehler

Widget (en. Thingy, Thingy)
This “thing”, this “gizmo”, to use the colloquial translation, is nothing more than small programmed elements that usually lead to certain functions in a graphically appealing way. For example, the integration of a code snippet on one’s own website, which displays the weather of Austria, is such a “widget”. Widgets (the word is derived from “window” and “gadget”) are written in suitable programming languages and inserted into the HTML source code.
→ see Hypertext Markup Language / HTML
→ see Browser

Y

Yield Optimization (dt. Yield optimisation)
This form of revenue optimisation refers specifically to the traffic that prevails on a website. The goal of the sum of all measures in this area is to generate a maximum of turnover in relation to the concretely existing traffic.
→ see Traffic
→ see Cost per Click (CPC)
→ see Cost per Mille (CPM)

Z

Target-URL
Usually the target URL is identical to the landing page. For example, if users click on a company’s link in a search engine or on another website, it will lead them to the company’s homepage, where further information will be displayed.
→ see Landing Page
→ see Suchmaschine

404-error
This error is the horror of website operators. If this appears, it means that the actual HTML document behind the link is not available on the web server.
→ see Hypertext Markup Language / HTML

301-Redirect
If a particular web page is not present on a web server, it would usually result in a 404 error. To prevent this, redirections can be set up, so to speak, which forward to a substitute page (“redirect”) when a non-existent page is called up.
→ see Webserver
→ see 404-Fehler
→ see Browser

Author: Jürgen Krausgruber, MA, MSc

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