Recipe for success for international SEO texts Why do I need international SEO texts? The internationalization of one's own business holds great potential. Especially for industries that are subject to high competitive pressure in the German market, foreign countries...

White Hat SEO White Hat SEO is the term used to describe all search engine optimization measures that are based on the rules of the search engines. The opposite of White Hat SEO is Black Hat SEO. In online and search engine marketing, it is important to avoid methods...

Thin Content Thin content is the term for "thin" digital content that offers the user little or no added value. Officially, Google rates websites as irrelevant and thus as thin content if they do not meet the requirements of the Webmaster Guidelines. The term Thin...

Search Engine Advertising (SEA) Search engine advertising (SEA) is a subsection of search engine marketing and is therefore part of online marketing. Search engine advertising covers the area of paid advertisements that are primarily displayed on the results pages of...

What does SERP mean? SERP is the abbreviation of Search Engine Result Page and refers to the pages where search results are listed in search engines like Google. Ranking in SERPs is essential to the success of websites. Website operators want their offers to be...

Semantic Search Semantic search is a method by which the algorithms of search engines such as Google can draw conclusions about the user's intentions or objectives. To do this, they place the components of the query in context with one another and analyze the...

Seeding Seeding is the planned distribution of content on the Internet. To do this, the content creator contacts thematically relevant influencers in a targeted manner in order to persuade them to distribute his content further. The influencers use their own networks...

Search Term In online marketing, "search term" refers to the word or words that users enter in a search engine such as Google to find content related to that term. Search terms play a central role in online marketing because the keywords that are crucial for...

Robots.txt The robots.txt is a text file that is important for indexing website content. With the file, webmasters can specify which of the subpages should be captured and indexed by a crawler such as the Googlebot and which should not. This makes robots.txt extremely...

Return on Investment The return on investment (ROI) puts the profit in relation to the capital employed. The return on investment is one of the most important key figures in business administration, marketing and controlling. The ROI provides a statement about the...

What is Retargeting Retargeting, often referred to as remarketing, is an online marketing tool. In this process, Internet users who have visited a certain website or clicked on a certain product are addressed with targeted advertisements on their way through the web....

Responsive Content The term "Responsive Content" describes website content that adapts to the individual characteristics of the website visitor. In this way, users of a website see different content depending, for example, on which device they are using, how often...

Referral-Marketing Referral marketing is a form of recommendation marketing that is actively initiated by companies. Existing customers of a company recommend a product or service, e.g. to their family or friends. The company usually offers an incentive or reward for...

Rank Brain RankBrain is a part of Google's algorithm that is used in processing search queries and determining SERPs. However, RankBrain is not just any piece of the algorithm, but a subsystem that contains the first beginnings of artificial intelligence and can...

Product description Product descriptions are texts that explain the features and characteristics of products. As a rule, product descriptions are used in web stores and serve to inform potential customers and reinforce their intention to buy. The e-commerce industry...

Plagiarism If someone else's intellectual property is taken over and passed off as their own work, this is known as plagiarism. This can be, for example, texts, images or melodies. Often, plagiarism is a violation of copyright law, which protects personal intellectual...

Pillar Content Pillar content is a content marketing strategy that intelligently structures central content and secondary content. The basic content is the actual pillar content, around which topic clusters are grouped. The long-term effect of this approach is the...

Google Panda Google's Panda Update describes a series of algorithm changes with which the search engine provider reorders its search results. The Panda Update first appeared in 2011 and, according to Google, is primarily intended to address the quality of content on...

Outbound Marketing Outbound marketing is often referred to as the traditional form of advertising. Here, the advertising company contacts the target group directly and provides them with an advertising message. The difference to inbound marketing lies in the...

Onpage Optimization Onpage optimization (also: onpage optimization) is a part of search engine optimization (SEO). It describes the measures website owners apply to the actual website to make it as findable, usable and readable as possible for search engines and the...

Online Editor An online editor creates content and prepares it for publication on the Internet. This usually involves texts. However, multimedia content such as videos, images and graphics are also an important part of the work of online editors. Online editors can...

Online Marketing Online marketing is a marketing discipline that, in contrast to classic advertising, is based solely on the medium of the Internet. In online marketing, search engine marketing, banner advertising, e-mail marketing, affiliate marketing and social...

Onepager A onepager is a website that consists of a single HTML page. Navigation on the onepage website is usually done by scrolling or jump labels. Onepagers are most suitable as single-topic pages or landing pages for clearly defined campaigns. As far as the design...

Offpage Optimization Offpage optimization is a part of search engine optimization (SEO) and is considered the counterpart to onpage optimization. It includes all the measures that the webmaster takes away from his own page to prove a good search engine ranking. On the...

Newsletter Content Newsletters are a communication tool in marketing and corporate communications. Today, a newsletter is usually sent as an e-mail by companies in order to promote content or products of a company or to spread news about the sender. With the help of a...

Newsjacking The term newsjacking is made up of the English words "news" and "hijacking" and was coined by author and marketing expert David Meerman Scott. He used it to describe a PR strategy in which companies "hijack" news in order to attract attention and...

Neuromarketing Neuromarketing is a marketing field that uses findings from brain research and psychology to optimize advertising. Neuromarketing experts use various methods to investigate which processes in the consumer's brain influence purchasing decisions. This...

Net Promoter Score (NPS) The Net Promoter Score (NPS) is a key figure that is intended to provide information about the success and customer satisfaction of a company. A simple, standardized customer survey is used to obtain an assessment and feedback from customers...

Natural Language Processing Natural Language Processing (NLP) is the processing of human language by a machine. In today's everyday life, people talk more and more often with machines - for example, with computers, smartphones or chatbots on websites. NLP optimization...

Native Advertising Native advertising is a form of advertising in which the user of a website is offered content that does not originate from the operators of this website themselves. However, it is very similar in form and design to the editorial content of the...

Microsite Microsites are small websites with only a few subpages and clear navigation. They are independent of the parent company website. A microsite usually deals with a specific topic or is created for a specific campaign. A small page with a clearly defined focus...

Micro Content Micro content is the term used to describe content for the web in mini format. This includes text, images, videos and e-mails. The main task of micro content is to whet the appetite for more. Micro content elements are also used as part of websites,...

Metadata Metadata provides search engines with information about the content of a website. Metatags or meta elements are used to specify metadata. For example, the preview texts that search engines such as Google display in their search results pages (SERPs) can be...

Linkbuilding Linkbuilding summarizes the methods used by website owners, SEOs and other net creators to bring about links from other pages to a target website. Linkbuilding describes various methods that are used to generate links from other websites. Thus, link...

Lead Marketing Lead marketing or lead generation marketing describes the process of arousing the interest of potential customers and subsequently converting them into buyers. As a rule, this is done via various online marketing channels. Needs-based marketing with a...

Latent Semantic Optimization Latent Semantic Optimization (LSO) is a term used in search engine optimization. LSO means optimizing website texts also with regard to their semantic environment. This is intended to improve the ranking position in the organic search...

Landingpage A landing page is a website to which a potential customer is directed via a search engine or an advertisement. The website is used to encourage the user to take a targeted action (conversion), which the website operator defines in advance. Goals can be,...

Creative Writing Creative writing is a concept in which the writing of texts is understood as a creative process. It assumes that writing is a craft whose tools can be learned by anyone. There are many methods for creative writing. These are closely related to...

KPI KPI is the abbreviation for Key Performance Indicator. The term refers to key performance indicators that can be used to determine the performance of activities in companies. Which KPIs should be looked at to measure success or failure depends on the company, the...

Proofreading Proofreading refers to checking texts for errors with the aim of obtaining error-free texts. In contrast to editing, proofreading only improves errors, for example in spelling, grammar and punctuation. Changes in content are not made. No author is immune...

Knowledge Graph The term "Knowledge Graph" generally refers to a system for searching for and linking information. As a rule, however, the term "Knowledge Graph" refers to Google's implementation of such a system. The Internet giant has chosen a name for it that is as...

Keyword Density Keyword density is the ratio of keywords to the total number of words within a text. It used to be considered an important ranking factor in search engine optimization (SEO) by many SEO experts, but today it is considered more of a low effect factor...

Keyword Keyword is a term used in search engine marketing. Keywords are the search terms that Internet users enter in the input field of search engines such as Google. The placement of suitable keywords in the right places plays a decisive role in the ranking of a...

Influencer Marketing Influencers are opinion leaders and multipliers on the social web. They are influential people on the web, such as bloggers. Accordingly, influencer marketing is a marketing method that involves these influencers. In order to disseminate their...

Inbound Marketing Inbound marketing refers to marketing activities in the online sector on the basis of which customers find a company. The provision of high-quality content on the part of the company is the main focus here. Inbound marketing is the opposite of...

HTTP status code An HTTP status code is the response of a server to a request by a client. There are three-digit codes for this response, which provide information about the success or failure of a request. Negative effects of error messages can be prevented by...

HTML HTML is the abbreviation for Hypertext Markup Language. This standard markup language for the Internet describes the structure of a website. Every browser "reads" HTML and outputs these instructions on the screen or display - in the form of pages with fonts,...

Hreflang Hreflang is an HTML attribute that is included in the HTML code. It tells search engines which language or region a page or file is targeted at. In this way, it helps to provide users with the appropriate content - tailored to the respective language or...

Hashtag The term hashtag is made up of the two words hash and tag. A hashtag stands for a double cross in social media channels such as Twitter, which users place in front of a specific term or string of characters. Hashtags, for example in tweets, are used to gather...

Follower In social networks such as Twitter, Facebook or Instagram, a follower is a subscriber to an account. The term was coined by Twitter, but it has since become accepted as a general term for fans or followers. The follower was originally an invention of the...

Featured Snippets A Featured Snippet answers a question directly after it is entered into the Google search box. The content of the answer is usually taken directly from a website. It is clear that this highlighted position is very attractive. That is why Featured...

Facebook Advertising The term "Facebook Advertising" refers to marketing measures that are used on the large social media portal. In principle, all methods and variants of marketing that are also used elsewhere online come into question. However, there are some...

Eye Tracking Eye tracking refers to methods used to register eye movements of test persons. Eye tracking is used to research the user experience (UX). It provides information about the processing of visual information and the usability of a website or user software....

Evergreen Content Evergreen content is content that remains relevant to a topic over a very long period of time. It is always useful - both for the reader and for the operator of the page. The latter benefits from the fact that evergreen content repeatedly attracts...

Employer Branding Employer branding is a marketing measure that aims to make your company attractive to applicants and to present you as an attractive employer overall, in order to strengthen the recruitment of new personnel in the long term and to improve the quality...

E-mail Marketing Email marketing is one of the tools of outbound marketing and refers to the sending of emails for advertising purposes. This method has proven to be very effective, especially in the B2B sector, and can also be implemented by small companies without...

E-Book An e-book (also EBook, Ebook or eBook) is a digitally created book that users can read using PCs, notebooks, tablets, smartphones and, most importantly, e-book readers. E-books are digital publications in text and images, usually distributed over the Internet...

Dynamic Content Dynamic content describes content on websites that automatically adapts to various predefined conditions, such as certain user signals. The content is thereby dynamically played out by the website or CMS so that different users see different content....

Duplicate Content Checker Simply copying from someone else's work is not acceptable. Whether it's a student doing a class assignment or a politician writing a dissertation, it's socially unacceptable to use plagiarism to adorn oneself with someone else's feathers....

Duplicate Content Duplicate content (also abbreviated as DC) refers to web content that can be accessed in identical form under different URLs on the Internet. Duplicate content, also known as "duplicated content," is content from different websites that is very...

Domain A domain is the name of an address on the Internet that is internationally unique. It consists of a top, second and third level domain and is part of a URL. Domains are used for simplification. For example, an IP address such as 123.456.789.012 is more...

Dofollow & Nofollow By default, every link is considered a recommendation by Google - unless the link is set to Nofollow. This measure prevents website operators from influencing the link popularity of a third-party website. Nofollow links can also be used to...

Data-Driven Marketing: brief explanation Data-driven marketing is about collecting, analyzing and interpreting data in order to use it strategically for marketing. Data is used to better understand user behavior. Based on these insights, marketing decisions can be...

Customer Relationship Management The term Customer Relationship Management, or CRM for short, refers to systems and processes within companies that aim to standardize and improve customer service with the help of customer data in order to achieve greater customer...

Customer Journey Map A customer journey map is a visual representation of the experiences that customers have during their interaction with a brand or on the way to a product purchase. It shows the individual steps and the touchpoints between the company and the...

Crowdsourcing Crowdsourcing is a combination of the terms "outsourcing" and "crowd". What is meant is that certain tasks and work processes are outsourced to the mass of Internet users, the crowd. Crowdsourcing can be used in a variety of areas. The term crowdsourcing...

Cost Per Click The term cost per click (also cost-per-click or CPC for short) describes a method of billing advertising costs in online marketing. The CPC model is used to determine how much an advertiser has to pay if his advertising costs are billed according to the...

Corporate Identity The term corporate identity (CI for short) describes the identity of a company. It stands for a uniform corporate image both internally and externally. The aim of a corporate identity strategy is to create an independent and unmistakable corporate...

Corporate Blog A corporate blog is a blog maintained by a company or one or more of its employees. The basic mode of operation is no different from "normal" blogs: The person in charge creates content and publishes it. Users usually have the opportunity to rate and...

Cornerstone Content Cornerstone content is the most important content for a specific topic on a website - the cornerstone for content. Cornerstones set the basis for keyword-oriented onpage optimization and are therefore also important for online marketing and SEO....

Copywriting Copywriting is the marketing term for writing advertising copy. In advertising language, copy stands for the text. Copywriters are therefore the advertising copywriters who write slogans, taglines and other advertising messages. They provide the content...

Cookies Cookies are short texts that are exchanged between the server and the browser. Websites thus store relevant information in the Internet browser of the person doing the research, which can then be retrieved at a later time. Instead of delicious cookies, in the...

Conversion Rate The conversion rate describes the percentage frequency with which visitors to a website perform a specified action. Common conversion goals in online marketing or e-commerce are, for example, the purchase of products from an online store, the provision...

Conversion Funnel The term "conversion funnel" comes from online marketing and describes the steps that a user goes through from the first contact with a website to a conclusion. This is referred to as a "funnel", as more and more potential customers are usually lost...

Content Marketing Strategy What exactly is a content marketing strategy? And do I really need one? Quality content! When you create content for your website, you are certainly pursuing certain goals: For example, you want to arouse emotions in readers and convince...

Content Manager The term content manager refers to a fairly new job description. Content managers are responsible for the content on a website. The tasks of a content manager include the strategic planning and creation of digital content as well as the input of...

Content Siloing Content siloing is a search engine optimization (SEO) technique. It involves optimizing the structure of a website in order to positively influence its ranking with search engines such as Google. This is to be achieved by clearly structuring the...

Content Republishing Content Republishing is the republishing of already existing content. For example, articles or contributions on a topic are put online again in a blog - updated or slightly changed, but sometimes also in a completely new format. Content...

Content Nudging With intelligent content marketing, companies reach their customers on their customer journey on the Internet. At appropriate touchpoints, they provide information about their products and related topics. They offer answers and solutions to the...

Content Marketing Content marketing is a marketing technique in which companies publish content that is intended to offer added value to the target group. Among other things, content marketing aims to improve the public's perception of the company and build customer...

Content Management System A content management system (CMS for short) is software that is used to create and manage content - in text, image, video or other form. CMS are mainly used for operating websites, but also for "offline platforms" (in intranet networks). Open...

Content is King "Content is king" is a frequently cited quote from the fields of online marketing, search engine marketing and content marketing. Behind it is the belief that content, especially text, is crucial to the success of a website on the Internet. The quote...

Content for Voice Search The term "voice search" stands for search queries using spoken language, such as those possible with Apple's Siri. These queries pose new challenges for content providers, because both the processing and the response here are different from...

Content Curation Content curation describes a marketing measure that is particularly widespread in the social media sector. Content from other sources that is thematically relevant is disseminated on the company's own website, blog, or social media channels. As part...

Content Advertising The term "content advertising" originates from online marketing and describes a method of distributing content with the help of active advertising measures. Due to the terminology and methods used, content advertising is often equated with content...

Clickbaiting The term clickbaiting, sometimes also referred to as "clickbait" in German, describes a technique of advertising content on the Internet with headlines or images that usually arouse exaggerated expectations in the user. In general, this practice is viewed...

Click-Through Rate The click-through rate, often abbreviated to CTR or referred to as "click rate" in the German variant, describes the ratio of impressions and clicks, i.e. the relationship between the number of page impressions and the number of clicks on a...

Churn Rate It describes the proportion of customers who no longer use a product or cancel a contract during the period under review. This could be, for example, an app that is no longer used after an initial hype. The opposite of the churn rate is the retention rate,...

Chatbot A chatbot is a dialog system - a program that enables text- or voice-driven communication between humans and machines. Chatbots are the basis of virtual assistants such as Alexa, Google Assistant or Cortana. Dialog-based supports on websites also use speech...

Case Study A case study is a description of a typical case from practice (usually that of a company). On the basis of the examination of the representative example, generally applicable rules can be derived. Case studies are used in various fields and industries....

Call-to-Action A call-to-action, also abbreviated to CTA, is a request for action. It can therefore be used for many different purposes, but is particularly important in marketing. Here, the call-to-action is used to directly persuade the customer to make a purchase...

Branded Content Branded content is a form of marketing that attempts to build a bond with the target audience in a rather subtle way. As the name suggests, content plays a major role in branded content. For example, a company could upload a film or video to the...

Brand Awareness Brand awareness is a term from market research that describes the awareness of a brand. The percentage value indicates which part of the people surveyed recognized a brand. For more in-depth studies, brand awareness, for which the term "Brand...

Bounce Rate The bounce rate is a value that describes how many users enter a website and leave this domain without performing any further (specified) action. Bounce rate, also known as bounce rate, is used to describe the number of users who enter a website and leave...

Blog Marketing Blog marketing is considered the success factor par excellence for online marketing. Thus, the term refers to the monetization of a blog - for example, through SEO and the placement of advertising. Since informative, advisory and entertaining blog...

Black Hat SEO The term "Black Hat SEO" describes methods of search engine optimization that do not comply with the guidelines for webmasters that Google has established. It goes back to old western movies, where the color of the hat was often used to characterize the...

Behavioral Targeting Behavioral targeting is a method in online marketing that works with behavior-based targeting. The advertising displayed to the user on the Internet is selected on the basis of an online chronology. This is because the pages visited allow...

Accessible Website An accessible website is designed technically and in terms of content so that it can be used despite physical disabilities such as impaired vision or blindness. It can be displayed and easily navigated on all Internet-enabled devices in any browser....

Bad Neighbourhood Bad Neighbourhood is a term from search engine optimization. The proximity of a website to bad neighborhoods is mainly conveyed by outbound and inbound links (backlinks). A bad neighborhood is considered a potentially negative factor for the ranking...

Backlinks The term "backlink", also known as a return link, refers to a link that leads from one website to another. In contrast to a "normal" link, however, a backlink is an inbound link - the user is thus redirected from another page to your own website. Such...

B2C Marketing B2C marketing stands for business-to-consumer marketing and refers to measures designed to win over private consumers for a specific product, service or brand. In terms of content, the term is to be distinguished from B2B marketing, i.e....

B2B Marketing B2B marketing stands for business-to-business marketing and describes all marketing measures aimed at companies as customers. The term is used in distinction to B2C marketing, business-to-consumer marketing, which targets end customers. Although the same...

Types of search queries: transactional, navigational, informational Internet users use search engines with different search intentions. Depending on what a searcher intends to do, he or she formulates his or her search query in a different way and therefore also...

Anchor text The anchor text is part of a hyperlink. It is the part of a link that is visible on the website. The choice of anchor text is important for the overall concept of a website and has an impact on the ranking on Google. The anchor text is what the user clicks...

  Affiliate Marketing In affiliate marketing, affiliates advertise the products and services of other companies on their websites and receive a commission for doing so. Affiliate marketing is a tool that can be used for performance marketing, i.e. data-driven...

AdWords ad Texts AdWords is Google's advertising network where advertisers can place paid ads. These ads are displayed for the corresponding search queries on Google's search results pages and on websites with matching content. The ad texts used in the ads follow a...

Advertorial The term advertorial is a portmanteau of the words "advertisement" and "editorial". It is therefore a mixture of advertising and an editorial article. The great advantage of this marketing measure is that the reader usually does not immediately recognize...

Above the fold In web design as well as online marketing, the term above the fold describes the area of a website that is displayed to the visitor at first glance, i.e., it does not become visible only by scrolling. Detailed explanation: Websites can be divided into...

The definition of off-page SEO is that it refers to those things you do outside of your own web pages to enhance their rankings in the search engines. So basically let’s say you built up your site and your searching for other sites or your customers are searching for...

On-Page SEO refers to things you do on your own site to enhance its ranking in the search engines. Here are steps and in detail later of On-Page SEO: Creating content around specific keywords. Formatting/designing your site so that the most important keywords are...

Pауіng аn еxреnѕіvе bundle fоr аn аdvеrtіѕеmеnt іn thе newspaper, оnlу tо hаvе іt recycled thе next day juѕt doesn’t mаkе sense tо me. Whу wоuld уоu wаnt tо ѕреnd ѕо muсh mоnеу оn a fоrm of аdvеrtіѕіng thаt’ѕ so short lived? Nоt tо mеntіоn the ѕрасе constraint аnd...

Introduction To introduce you to this Local Search Ranking Factors Guide I am going to start you off with definitions of words and as you go on you will learn the top 5 factors that have a positive effect on Results and other things like that. So I hope you enjoy this...

The search engine Bing is the number 2 search engine after Google in the western world - the market share for desktop search queries is 13.5% in the USA and 9.5% in Germany. In the online marketing mix, Bing should therefore not be neglected, because Bing users are...

Are you well positioned on the SEO side and thanks to good Google rankings more and more visitors are reaching your website? However, if, despite high traffic, visitors do not turn into buyers and the hoped-for sales fail, you should put your conversion process to the...

Questions from the "Pagespeed" session During the "Pagespeed" session, our participants submitted a number of questions that our experts answered below. Do you have any further questions? Then post it as a comment under this article.1. How do I get the Chrome UX...

Website operators who want to create tailor-made content for users should know the various search intentions. You can read everything about the differences, potentials and best practices for navigational, informational and transactional search queries here in the...

Holistic SEO aims to optimize websites beyond the multitude of ranking factors and to holistically improve the online presence of companies. An essential part of this extensive consideration is dedicated to the topic of user experience. Because: Classic SEO (keywords,...

Google Core Update December 2020 Of course, we didn't miss the latest Google Core update, which Google confirmed a few days ago. As always, many domains have won, others have lost. As already often described here in the blog, it is usually a data refresh of ranking...

  Do you want to use WordPress for your website? A good choice, because with WordPress you can do a lot personally - even without a developer. So that you can do everything right when it comes to search engine optimization, I have put together this SEO checklist...

Away with the old texts! Better rankings by deleting content You want to know an SEO trick that works quickly, brings a lot and that hardly anyone practices? Here you go: delete your poor quality content! How this works and what I mean by it, you will find out in my...

What is the bounce rate? The bounce rate is a term used in web analytics. It is given as a percentage and shows how many visitors leave a website after a short time. According to Google Analytics, this is the case when only one subpage is visited and thus only one...