Dictionary of the Internet - Digital Dictionary

Common technical terms simply explained

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


A/B test:

A procedure in which two versions of a website or app are compared to determine which website performs better in a given test.

AD Rank:

A Google metric that determines where your ad appears. The AD Rank is based on your bid, the quality of your ad and the landing page.

ADS controlling tool:

A tool for monitoring and analyzing your online advertising campaigns to optimize their performance and efficiency.


Branding on Google:

This refers to building and strengthening your brand presence across Google platforms, including search results pages and advertising networks.



A chatbot is able to understand and respond to your questions using pre-built answers or algorithms. Some chatbots can also learn and adapt to the user’s needs and preferences to provide even better answers. Chatbots can be deployed on a variety of platforms, including websites, social media, and messaging apps.
Chatbots are particularly useful for companies looking to improve their customer support by providing quick and effective answers to frequently asked questions. But chatbots can also be used for other purposes, such as personalized recommendations, sales and marketing, or even entertainment.
Overall, chatbots are a type of artificial intelligence designed to help people and meet their needs in a simple and quick way.

CLS (Cumulative Layout Shift)

Measures the frequency and extent to which elements on a page change position during the loading process. it assesses the visual stability of a website.


A CMS is a content management system. Through a content management system, web content such as text, images and videos can be displayed on a website. No programming knowledge is required.

Content audit

Content Audit is a content analysis. In the context of a website relaunch, it is to be understood as a target-performance analysis.


Action that a user performs on your website and that corresponds to a predefined goal, e.g. purchase, registration or download.

Conversion rate:

The conversion rate is a measure of how well your website or marketing campaign achieves target user actions. It is calculated by dividing the number of visitors who perform a desired action (such as making a purchase, filling out a form or signing up for a newsletter) by the total number of visitors. The result is usually given as a percentage.

For example, if out of 100 visitors to your website, 5 make a purchase, your conversion rate would be 5%. A high conversion rate means that your website or campaign is effective in getting visitors to take specific actions, which is often a key goal in online marketing.

Core Web Vitals

These are important metrics that Google uses to evaluate the user experience on a website. They include aspects such as loading speeds, interactivity and visual stability.

CPC (Cost per Click):

A pricing model in online advertising in which the advertiser pays each time his ad is clicked on.

Cross Sells

Cross sells are additional products that are offered in addition to a product. For example, an online retailer could recommend a customer who buys a book to buy a matching book or notebook. Cross sells are a way of persuading a customer to buy more.

CTR (Click-Through Rate):

The percentage of users who click on an ad or link in relation to the total number of views. It measures how effective your ad or content is.

Customer Journey

The behavior of customers who are on their website. A user is on your website as if on a journey. There are several points of contact there.

– The attention phase (Awareness)

– The Consideration Phase

– The decision phase (Decision)

– The service phase (service phase)

– The Promoter Phase (Loyalty)

Cyber attack

A cyber attack is an attempt by one or more attackers to gain unauthorized access to a computer system or network. This can be done through a few different methods, such as malware, phishing or denial of service attacks. The attack can infect the system or network, steal data, block or damage resources. The consequences of a cyber attack can be very serious, ranging from financial losses and data loss to the complete loss of control over the system or network.


Duplicate content

Duplicate content is content that is available on several websites or several times on one website. Search engines recognize duplicate content and downgrade it because the information is not unique and therefore offers no added value.


FID (First Inupt Delay):

Shows the time from the first interaction of a user (e.g. clicking on a link) until the page responds. It is a measure of interactivity and responsiveness.


Google Ads

Google Ads is an online advertising platform that enables companies to place ads on Google search, videos on YouTube, apps, websites and more. With Google Ads, companies can advertise their products and services by placing ads that are displayed for specific search terms, websites and apps. This enables companies to reach their target groups and increase their sales.



Keywords are catchwords resp. Keywords. Keywords are searched for in Google’s search engine. The entered keyword is matched by search algorithms and we get our results in Google search.

Keyword relevance

Keyword relevance is a term used in search engine optimization. It refers to the importance of the keywords used to optimize a website. A website with a high keyword relevance will appear higher in the search results, as search engines take the relevance of keywords into account when indexing websites.


LCP (Largest Contentful Paint):

Measures how long it takes for the most extensive content on a page to be fully loaded and visible. It is an indicator for the loading speed of the page.


An informal term that describes the transfer of value from one website to another through links. Pages with higher authority pass on more “link juice”, which can improve the search engine optimization of the linked page.



Malware is an abbreviation for “malicious software” and refers to any type of software designed to cause damage, steal data or take control of a system. Malware can take the form of viruses, Trojans, worms, spyware, adware, ransomware or other types of malicious software.


Offsite Relevanz:

Refers to factors outside your own website that influence your visibility and ranking in search engines, such as backlinks.

Onsite Relevanz:

Refers to how relevant and useful the content of your website is for visitors. The term on-site relevance is often used in the context of search engine optimization.


Page Speed

Page speed is a measured value that indicates how quickly a web page is loaded. It measures the time it takes to download and display the HTML file, images, CSS and JavaScript files of a website. The higher the page speed, the faster the website is displayed and the better the user experience.


Ranking loss

Is composed of the term ranking. Ranking is a placement of your website in the search engine. As a rule, this is Google.


A redirect is a forwarding or also a redirection from one url to another. A redirect is used to prevent a link from going nowhere.


The term relaunch is used when a website is newly created. Reasons for this can be that your website is outdated, the content is out of date or in the worst case that your website has been hacked.

Responsive design

If your website is created in Responsive Design, this means nothing other than that your website is automatically displayed on all devices such as desktop, tablet & mobile. No matter which device becomes, an optimal and optimized user experience takes place.


Screaming Frog

Screaming Frog SEO Spider is a powerful website analysis tool. It can perform website audits by analyzing and crawling metadata, links, images, CSS, and JavaScript to detect and fix issues that may affect a website’s SEO. It can also help optimize the website for search engines.


SEA (Search Engine Advertising) is a subarea of search engine marketing. Next to or above the organic search results there is space for Google ads. These are dependent on the respective campaign, which keywords and the click price.


SEO (Search Engine Optimization) is an approach to improve the visibility of a website or other online offering in search engines. It involves the use of various techniques to improve the rankings of a website in the search engines so that it is placed higher for relevant search queries. This can be achieved by optimizing the content, structure and technical aspects of a website, but also by increasing the number of high-quality links pointing to the website.


SERPS is the abbreviation for Search Engine Result Page. Easily understandable nothing else than that this is the output in the search mesh due to the input of a search word.


A sitemap is a file that contains a list of all the pages on a website. It is usually stored in XML format and can help search engines to catalog the pages of the website and make them easier to find. In some cases, search engines can also access sitemaps automatically. Sitemaps can also be used to provide more information about a particular page, e.g. when it was last changed or how often it is updated.


A short text snippet that is displayed in search engine results and gives an overview of the content of the page.

Split testing:

A similar method to A/B testing, where different versions of a web page or element are tested to determine the most effective option.



The method used to collect data and behavior of users on a website or in an app in order to gain insights into their usage.


In online marketing automation, an event that triggers a specific action or response, e.g. sending.



Upsells are a sales technique used to offer a customer a higher value product or service that they can purchase in addition to their original purchase. This can be done either directly in-store or online and is designed to encourage customers to buy more.


Usability is a word used to describe the degree of user-friendliness. The benchmark is how certain goals can be achieved efficiently and satisfactorily.

User Experience

User Experience is often abbreviated as UX. The term tells the user experience when using your website. The reaction and behavior of a user on your website.


UX or user experience is a term used in usability and human factors research to describe the user’s experience when interacting with a product, service or system. It refers to the way a user perceives the product and the interaction between user and product. UX design refers to the process used to create a unique and effective user experience. It includes the development and research of user interfaces, the creation of concepts, the optimization of user-friendliness, the collection of user feedback and the creation of functions that meet user expectations.

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