Knowledge with Substance.
Terms with meaning.

Anchor texts (link texts) are the clickable words of a link. They provide context for users and search engines, improve accessibility, and influence SEO: externally, vary naturally, internally, link clearly and consistently.

AJAX loads content interactively and makes pages faster. For SEO, this can be problematic because crawlers often only index the initial content. Solutions include HTML snapshots to ensure all content is captured.

Above the fold is the immediately visible area of a website without scrolling. It should load quickly, be well-organized, and prioritize content over advertising – important for users and SEO.

API (programming interface) provides functions and data so that software can communicate with other systems. Web APIs integrate external services like Maps or YouTube. Shopware 6 relies on API-First with Admin, Sync, and Sales Channel API.

Affiliate marketing connects merchants and affiliates: The partner places tracked links/advertising materials and receives commissions based on the model for clicks, leads, or sales – performance marketing like Amazon, for example.

The bounce rate measures the percentage of visitors who leave quickly after viewing one page without clicking further. High values can indicate issues with content, design, loading time, or tracking and can affect SEO as well as campaigns.

Backlinks are links from other websites to your domain and an important SEO factor. They consist of URL and anchor text; good links occur relevantly to the topic and naturally. Beware of link buying, "bad neighborhood," and incorrect link attributes.

Backlink analysis checks the quality and origin of your links: Tools like Sistrix & Co. show popularity values, anchor texts, deep links vs. homepage, and country sources. This way, you can identify risks and plan link building in a targeted manner.

A CMS (Content Management System) allows the creation and maintenance of websites without programming knowledge. Content is managed in the backend, and designs/features are supplemented by themes and plugins – e.g., WordPress, TYPO3, or Drupal.

SEO consulting clarifies goals and expectations, analyzes the website (technology, content, links), researches keywords, recommends appropriate on-page/off-page measures, and supports implementation, monitoring, and reporting.

CSS (Cascading Style Sheets) is the design language for the web: It controls layout, colors, and typography and separates design from content. This makes code leaner, changes easier, and pages often faster.

A crawler (bot/spider) automatically searches the web, follows links, and includes pages in the search engine index – for example, the Googlebot. For SEO, it's important that the bot can reach content; areas can be restricted using robots.txt or nofollow.

Cookies are text files that websites store on the device to enable sessions, settings, and tracking. A distinction is made between first- and third-party. In the EU, only necessary cookies are allowed without opt-in.

The conversion rate shows how many visitors perform a desired action (purchase, lead, registration). Conversion optimization increases this value through analysis, better usability, suitable content, faster pages, and A/B tests - measured.

Conversion optimization improves a website or shop when there are too few completions despite many visitors. It includes analysis, usability, content, technology, checkout, and tests (e.g., A/B) to achieve more purchases, leads, or sign-ups.

Content includes all web content: text, image, audio, and video. It is central to SEO and user satisfaction because it answers search queries and triggers actions. Paid content costs, user-generated content is difficult to control.

Content marketing excites and engages target audiences with helpful content instead of direct advertising. It uses texts, videos, images & co., supports SEO and pursues clear goals like leads, sales, or brand building – planned and measurable through KPIs

Cloaking shows different content to search engines than to users in order to manipulate rankings. This is considered Black Hat SEO, violates Google guidelines, and can lead to ranking loss or de-indexing.

The CTR (click-through rate) shows how many clicks an ad/URL receives per impressions (e.g., 10 out of 1000 = 1%). Important KPI in ads, SEO & newsletters – but only valuable with conversion.

The Canonical Tag identifies the preferred (canonical) URL for duplicate content. This way, search engines know which version should be indexed – e.g., with or without www, parameters, or print versions. Alternatively, redirects help.

SEO (Search Engine Optimization) includes technical and content measures that increase the visibility and rankings of a website in organic search results. Part of SEM alongside SEA; On-page/Off-page, goal: reach and conversions.

Duplicate content are identical or very similar contents on multiple URLs. This harms SEO because Google cannot recognize the "correct" page: ranking loss possible. Avoid with unique content, canonical tags, redirects, and clean URL structure.

Domain popularity measures how many backlinks come from different domains (each domain counts once). It serves as a quality indicator for the link profile and can strengthen rankings. Important: natural, topic-relevant links instead of buying/exchanging.

The meta description briefly summarizes a page and appears as a snippet in Google results. It should accurately reflect the content and focus keyword and motivate clicks. Although not a direct ranking factor, it is important for the CTR.

Doorway pages are bridge pages between Google and the actual website. They are optimized only for ranking and redirect users. Google views them as Black Hat SEO – risk: loss of ranking or deindexing.

A domain is the easily memorable name of a website (e.g., beispielseite.de) instead of the IP address. It consists of a subdomain (www), second-level (name), and top-level domain (.de/.com). Domains create trust and are uniquely registered.

Dofollow links pass on "link juice," nofollow do not. Google introduced nofollow to combat link spam. For a natural link profile, a mix of dofollow, nofollow, as well as ugc (user-generated content) and sponsored (paid links) is needed.

A data center concentrates servers and IT resources for the secure processing of large amounts of data. Redundancy, cooling, power supply, and security are central, but energy-intensive. Alternative: cloud or hybrid solutions.

Meta-tags are information in HTML that show search engines the content and control of a page. Important: Title (ranking/snippet), Meta-Description (CTR), and Robots (index/follow; also sponsored/ugc). Meta-keywords are hardly relevant.

Search engine entries are mostly unnecessary today: crawlers find new pages themselves. Better: Google/Bing Webmaster Tools for indexing & analysis. Web catalogs often risky.

FTP (File Transfer Protocol) is a client-server protocol for uploading and downloading files over TCP/IP. It has existed since 1971, uses port 21 among others, and can be operated via tools or browsers; it becomes more secure with encryption (e.g., TLS).

Google Sitemaps (mostly XML) list all important URLs of a website along with metadata. They help the Googlebot find and index pages faster – especially for large, new, or poorly linked projects. Upload in the Search Console.

Google SEO optimizes websites according to Google's guidelines to help them rank better. Focus: technology, content quality, user intent, and natural links. Since Google continually makes updates, SEO is an ongoing process.

Google Sandbox Effect: Alleged phenomenon where new, optimized websites lose rankings after a good start and are "dampened" for months. Not officially confirmed; patience, good content, and a natural link profile are recommended.

Google Webmaster Guidelines define requirements for content, technology, and quality. Those who follow them are crawled more easily and ranked better; Black-hat tricks like cloaking or keyword stuffing risk penalties up to deindexing.

Google ranking is the order of search results in the SERPs. It arises from many (partly secret) factors such as content quality, links, and technology, and can change through updates. SEO aims for better positions.

Google Penalty = Penalty by algorithm update or manual action. It can affect keywords, URLs, directories, or the entire domain – up to deindexation. Common causes: spam, unnatural links, Black Hat, weak content.

Google PageSpeed Insights measures the loading time of a URL and rates it (0–100). It shows Core Web Vitals like FCP, LCP, CLS, and TBT for mobile/desktop and provides optimization tips—as a guide, not as dogma.

PageRank is a link evaluation principle developed by Larry Page: Links convey authority, quality counts more than quantity. Google has not shown the public PageRank value since 2016; internally, the concept continues to influence the ranking.

Google Optimization (SEO) adjusts technology, content, meta tags, and linking to Google's guidelines so that pages are better crawled, indexed, and found in the SERPs. Goal: more relevant traffic and conversions.

Google Guidelines (Webmaster Guidelines) are rules for technology and content: clean structure, fast loading times, helpful content, and natural links. Black Hat practices like cloaking/link buying can lead to penalties up to deindexing.

Google Dance refers to ranking fluctuations because Google updates and data centers play out new index data with a time delay. Previously stronger, today usually less so. Large drops shouldn't be blamed on this, but SEO should be checked.

Googlebot is Google's web crawler and indexes pages for search, mostly with Mobile-First. It follows links, uses sitemaps, and is controlled by robots.txt as well as Follow/Nofollow. Crawl budget and technique determine what ends up in the index.

Google Image Search and Google Lens generate traffic through images: Lens recognizes subjects and displays information. For image SEO, alt text, file name, title, caption, appropriate text context, and good accessibility for the Googlebot are important.

Google Analytics measures website and campaign performance via tracking code: visitors, sources, devices, time on site, bounce rate, and conversions. GA4 focuses more on events, privacy, and predictions.

An algorithm controls processes in programs and determines, for example, with Google, which pages appear at the top of search results. Ranking factors are partly secret and updates change criteria, SEOs must continuously optimize content, tech & links.

Google Ads (formerly AdWords) brings paid traffic through ads in Google Search and the advertising network. Placement by auction: max. CPC + Quality Score. Formats: Search, Display, Shopping, Video, App among others.

Google AdSense displays Google ads on external websites. Operators integrate code and earn per click/impression; ads are chosen based on themes and users through auctions. Rules against click incentives, criticism: Lack of transparency/competition.

Traffic = Number of website visitors. It's not just about reach, but also conversions. More traffic is brought by SEO (rankings/snippets, content, backlinks), SEA/ads, and social media. Measure with GA4, Search Console, Sistrix.

Hyperlinks are clickable references that lead users and crawlers to internal pages or external destinations. Internally, they structure navigation, externally, backlinks act as recommendations and can influence the SEO ranking.

HTTP is the standard protocol for the web: browsers (clients) send requests to a server, which delivers data such as HTML, images, etc. via response. HTTPS is the encrypted version.

The .htaccess is an Apache configuration file that allows you to set rules per directory: redirects, access protection, error pages, or IP filters. Changes take effect immediately, many rules can slow down performance.

HTML is a markup language that structures web content with tags (e.g., headings, paragraphs, links). CSS designs the layout; HTML5 is the standard.

IP address = unique number for devices/servers. Static stays the same (servers/websites), dynamic changes regularly (routers) and rather protects privacy. IPv4: 4 numbers 0–255, IPv6: 8 hex blocks; DNS turns these into domains.

Internal link popularity describes the quality and extent of a domain's internal linking. It guides users and crawlers to important pages, strengthens on-page SEO, and benefits from clear, appropriate, varying anchor texts.

In-house SEO: Search engine optimization is conducted by an internal specialist instead of an agency. He develops the strategy, coordinates content & technology, monitors rankings/KPIs, and works closely with teams.

An index is the directory of a search engine: crawlers like the Googlebot capture pages, store them, and only then make them discoverable. Only indexed URLs can rank in search results.

Inbound links are incoming backlinks from other websites. Search engines consider them a recommendation: quality, thematic relevance, and natural growth count. Purchased/exchange-based links can be harmful.

Keyword density describes how often a keyword appears in relation to the text. Too little weakens relevance signals, too much seems like keyword stuffing and can devalue. Nowadays, write more naturally, if necessary, check via WDF*IDF.

Keyword tools provide search volume, competition, and ideas for related terms. They assist with website planning, content, and trend/seasonal topics. It is useful to compare several tools (e.g., Google Keyword Planner, Trends, Semrush).

Keyword research is the basis for SEO/SEA: Only suitable search terms bring traffic and conversions. In the Google Keyword Tool/Planner, you can see search volume, competition, and ideas by topic – exportable, for example, to Excel.

Keyword optimization means: Aligning a website with a main keyword plus suitable secondary terms. The basis is research. Integrate keywords sensibly into URL, title/description, headings, text, media (alt text), and link texts—without stuffing.

Keyword density is the proportion of a keyword in the entire text. It can signal relevance, but it quickly becomes keyword stuffing. Today, semantically appropriate, user-oriented content is more important than fixed percentage values.

Keyword analysis is the basis of SEO: research, check search volume & competition, consider search intent (info/transaction) and long-tails. Assign keywords to pages and continuously adapt to trends/updates.

Keyword density measures how often a keyword appears in the text. Previously important, today more of a warning signal: no stuffing, focus on utility, semantic environment, and long tails. Place main keyword sensibly in the title, URL, H1, and meta.

SEO assistance by professionals includes audits, keyword and content optimization, technical improvements (structure, URLs, loading time), as well as sustainable link building. Additionally, SEA/Google Ads can provide traffic and leads in the short term.

Local SEO improves visibility in location-based searches (e.g., "Pizza nearby"). Important levers: city keywords, maintained Google Business Profile, consistent NAP data, reviews, local backlinks/citations, and Mobile-First.

Link text/anchor text is the clickable part of a hyperlink. It should explain the target to users and search engines: more descriptive rather than "click here," sensibly incorporate keywords, vary anchor texts, and naturally place links within the content

Link exchange can work, but it quickly seems unnatural. Since Penguin, Google evaluates links more strictly: thematically relevant, high quality, no bad neighborhood, no reciprocal mirror links, varying anchor texts.

Link popularity measures the strength and quality of backlinks; relevant, high-quality links boost rankings. Link exchange/purchase can trigger penalties. Internal links distribute link juice; clear, varied anchor texts help users and Googlebot.

Link juice describes the "power"/authority that is passed on through links: Many and high-quality backlinks strengthen pages, internal links distribute the value. Through link sculpting, you control which subpages receive more link juice.

Link building strengthens SEO through backlinks. Previously often buying/link farms, today the focus is on natural, topic-relevant links via high-quality content & outreach. A mix of follow/nofollow/sponsored/ugc appears natural and reduces penalty risk.

Link building: Gaining backlinks. Previously often bought/through link farms, today due to Google updates (Penguin) more natural: linkable, high-quality content and topic-relevant recommendations that bring qualified traffic.

Landing page: Page after clicking on an ad or search result. It focuses on an offer/theme, builds trust, and leads to conversion (purchase, lead, contact) through a clear call to action. Often optimized via A/B tests.

Matt Cutts led the Webspam team at Google and shaped the SEO scene with blogs and videos on updates and best practices. Since 2000 at Google, he worked on SafeSearch, among other things; in 2014, he took a leave of absence.

Bad Neighborhoods are dubious websites (spam, malware, link farms, illegal content). Backlinks from there can damage rankings. Check link sources and remove/disavow harmful links.

Mobile-optimized websites are essential for ranking: Google evaluates using the Mobile-First Index. Fast loading times, good usability, and responsive design reduce bounce rates, increase conversions, and improve local SEO visibility.

Negative SEO harms competitors: Spam backlinks, duplicate content, or hacks are intended to trigger penalties/deindexing. Detect via monitoring (visibility, link profile, Search Console) and respond: clean up, disavow, request, security.

On-page optimization includes all content-related and technical measures directly on a website: clean keyword and heading structure, appropriate meta tags, unique content, internal linking, fast loading times, and good usability.

Online shop SEO improves technology, content, and backlinks so that products rank better and more conversions occur: clear structure, fast loading time, unique product/category texts, clean URLs, internal links, sitemap, and 404 fixes.

Off-page optimization includes SEO measures outside the website: primarily natural link building, social signals, and brand building. Goal: increase reputation and visibility, achieve more qualified traffic, and improve rankings.

Professional SEO is a holistic, continuous process involving analysis, on-page/off-page measures, content, technology, usability, and controlling. Goal: Top rankings for relevant keywords and more conversions.

Google Penguin (since 2012) combats web spam: unnatural backlinks (link buying, link farms, too rapid link growth) and over-optimized anchors/keywords. Affected sites lose rankings – better: natural link building + good content.

Google Panda (Feb. 2011) is an update against thin and duplicate content. It downgrades keyword stuffing, many weak subpages, and too much advertising, and rewards unique, user-oriented content. Today, it is part of the core algorithm.

PageRank Update = public update of the (formerly visible) Google PageRank. Today there is no more Toolbar PageRank; internally, Google still evaluates links, but for SEO, quality, relevance, and user signals are particularly important.

Page Impressions (PI) are page views: Each loaded subpage counts. A visit can generate multiple PIs. Important for CPM advertising and for analyzing the performance of individual pages.

robots.txt is a file in the root directory that instructs crawlers using User-agent and Allow/Disallow which directories they are allowed to crawl. It does not securely protect against indexing; for exclusion, it's better to use noindex/authentication.

Responsive design automatically adjusts layout, text, and images to screen size and device (desktop, tablet, smartphone). Flexible grids, CSS/media queries improve mobile usability—important for "mobile first" and SEO.

Reconsideration Request: Request in the Google Search Console for the removal of a manual Penalty. First, fix violations (links, spam, cloaking, etc.), document the measures, and submit briefly and factually. No application in case of algorithm loss.

Ranking is the position of a website in the search results (SERPs) for a keyword. It is determined by many algorithm factors and can be improved in the long term through on-page and off-page SEO; backlinks remain important.

SEA (Search Engine Advertising) places paid ads in search results, usually through keyword auctions. Advantage: immediate visibility, controllable budget, measurable (CPC/CPA, CTR, Conversions). Success depends on the ad, keyword, and landing page.

Search engine ranking shows on which position a page appears for a keyword (SERPs). Crucial: On-page optimization (keywords, relevant content) and off-page signals such as topic-relevant backlinks. Check e.g. with Sistrix/XOVI.

Search engine positioning (ranking) describes how high a page appears in search results. It can be improved through unique content, appropriate keywords, clean technology/structure, good user values, and high-quality backlinks.

Search engine placement (ranking) brings traffic. You will improve with faster, mobile technology, clean structure, unique content tailored to search intent, appropriate keywords/meta-data, and high-quality backlinks (no stuffing, no link farms).

"Search engine optimized" means: the page is technically clean, mobile & fast, clearly structured, and offers appropriate, unique content with relevant keywords/meta-data – so that Google understands it and ranks it high.

Search Engine Conference (SEO Conference): Industry meeting with lectures/workshops on SEO, Google updates, content, technology, links, social & mobile. Serves for exchange, learning, and networking; dates can be found on event pages or with agencies.

Search engine submission (indexing) means submitting URLs/sitemap to Google Search Console or Bing Webmaster Tools. Crawlers often find pages via links, but submission accelerates crawling – especially for new sites or updates.

Search term = user input, Keyword = SEO focus. Many search terms mean one keyword (variants/typos). For SEO: 1 focus keyword per page in title, H1, URL, text. Operators like "", site:, - and filetype: help.

Search queries are terms that users enter into search engines. For SEO, they are the basis of keyword research: trends change, so regularly check keywords and adjust content instead of leaving it unchanged for years.

Eine Subdomain ist ein vorangestellter Namenszusatz wie blog.domain.de. Sie trennt Bereiche (Sprache, Shop, Login) technisch/inhaltlich. SEO: wird meist wie eigene Website behandelt, Trust/Links der Hauptdomain übertragen sich nur begrenzt.

Sitelinks are additional links under a Google result (since 2006). They lead directly to important subpages or an internal search. Controllable in Ads, automatically organic. More visibility/CTR through clear structure and internal linking.

Shop SEO optimizes online shops for search engines: Unique content instead of manufacturer texts (to avoid duplicate content), fast loading times, good usability and navigation, as well as clean meta-data, internal links, and backlinks.

SERP stands for Página de Resultados del Motor de Búsqueda - the search results page (e.g., on Google). It shows organic results, ads, and if applicable, elements like Maps, Shopping, images, or rich snippets.

An SEO workshop provides practical basics of SEO/SEM – usually half-day or full-day, also in-house. Agencies or specialists explain keywords, onpage/offpage, tools and often provide site checks. Check references.

SEO texts today are user-oriented content: unique, clearly structured, with sensibly placed main keywords (H1, intro, meta) plus synonyms. No stuffing; optimize alt-tags, meta-data, and internal links.

SEO in Munich is especially worthwhile with a local focus: on-site workshops or regional content (tourism, specialties). For international companies, competence usually counts more than location – collaboration works online across Germany.

SEO managers plan and control SEO: domain and keyword analyses, strategy for on-page/off-page, coordination of technology, content, link building, monitoring & reporting. Entry is usually through marketing/IT, further training is important.

SEO conferences gather knowledge on SEO/SEM, mobile, and social media. In Germany, these include SEODAY (Cologne), CAMPIXX (Berlin), and OMR (Hamburg). Internationally, events such as Pubcon or Friends of Search offer networking and trend updates.

Keyword: Search term that users enter in Google & Co. In SEO, it is specifically placed in title, meta-description, headings, URL, and text (plus synonyms/long-tails) to align with search intent and ranking.

SEO Frankfurt: Many agencies in the Rhine-Main area. Local is especially worthwhile for workshops and regional content (tourism, products). For large companies, industry expertise, transparency, and multilingualism are more important.

SEO services: Analysis & goals, keyword/competition research, on-page optimization (content, technology, structure), off-page (backlinks), as well as monitoring/reporting – coordinated with IT and marketing.

SEO Checklist: Technical (HTTPS, Indexing, Speed, Mobile, 404/Redirects), Content/On-page (Keywords, Title/Description, H1, Images, Internal Links, Audit), Off-page (Backlinks, Mentions, Social).

Source code is the human-readable "blueprint" of a website, usually in HTML. Browsers turn it into the visible layout. You can see the code via "view page source"; clean code helps with crawling/indexing.

Search engine optimization (SEO) adjusts websites according to search engine guidelines and proven tests so that they appear high for relevant keywords in the SERPs. Search engines provide recommendations, SEOs supplement them with experience.

Successful SEO combines technology, content, and off-page signals to rank pages high for relevant keywords. Goal: more qualified traffic, better conversion, and revenue – in accordance with search engine guidelines.

Search engines crawl websites, store content in the index, and deliver matching results to search queries. An algorithm evaluates relevance/quality (including content, links, technology, user signals) and sorts the results as SERPs.

SEM (Search Engine Marketing) combines SEO and SEA: SEO improves organic rankings through technology/content/links, SEA provides immediate visibility through paid ads (e.g., Google Ads). Both are pull marketing and aim for traffic & conversions.

SSL (today TLS) encrypts data between the browser and server, e.g., with HTTPS. It combines fast symmetric data transfer with secure asymmetric key exchange. Protection ends at the server.

Traffic in online marketing refers to the flow of visitors and data retrieval on a website. Important metrics include visits/unique visitors, page impressions, and dwell time. Qualified traffic comes through search, ads, links, or social media.

The title tag (meta title) is the page title in HTML and the clickable headline in the Google snippet as well as in the browser tab. It should be unique per page, mention the keyword and benefit early, and is usually about 55–65 characters long.

Universal Search (since 2007) mixes vertical results such as images, videos, news, maps, or knowledge information with organic hits in Google SERPs. As a result, the number of visible organic links may decrease and clicks may diverge.

Unique Content are unique contents that do not exist on any other website like this. It strengthens rankings, trust, and conversion. Duplicate Content (duplicate texts, e.g., manufacturer descriptions) can cost visibility - especially in the shop.

Unique Visitor counts a user only once during the period, regardless of how many page views. Visits/Sessions count each visit. Measurement is usually done via cookie/ID; multiple devices or blocked cookies can distort this.

WordPress SEO: Enable search engine visibility, choose a responsive theme, use a clear page structure, optimize content through keyword research (Title, Description, URL, H1, Alt Texts) and set internal links. Plugins like Yoast help.

White Hat SEO = compliant optimization according to Google guidelines: high-quality content, clean technology, natural link building. Black Hat uses tricks like cloaking/keyword stuffing and risks penalties up to index exclusion.

Website optimization includes technical, content, and UX measures to increase performance, visibility, and conversions: fast loading times, mobile usability, clean on-page/off-page SEO, unique content, and tests (A/B).

WDF/IDF measures the importance of terms in a text by combining word frequency in the document (WDF) with their rarity across comparison documents (IDF). This way, you optimize content semantically instead of just by keyword density.

XML Sitemap: machine-readable list of all URLs including optional metadata (lastmod, priority, video/images). Helps crawlers find pages and is submitted in the Search Console. Limit: 50,000 URLs or 50 MB, otherwise split.