Marketing Glossary
Why an online marketing glossary?
Your target audience is within reach, but the call to action is missing and the click through rate could be better? Booking advertising is simple - once the vocabulary of online marketing is familiar. Only with the right background knowledge can a webmaster pick the measures that make advertising effective. This glossary explains the key terms of online advertising in plain English and shows how to advertise on eBesucher in a targeted way. It is extended continuously - read up, fill the gaps and advertise successfully on the web.
Affiliate Marketing
What is affiliate marketing? How commission-based advertising works, which payout models exist and how publishers and advertisers earn with it.
Backlinks
What are backlinks and how does SEO link building work? Good links, bad links, nofollow and how search engines read a link profile.
Banner Advertising
What is banner advertising? Standard formats, design rules, pricing models and how to run display campaigns that actually get clicked.
Bounce Rate
What does the bounce rate tell you? How it is measured, why a high value is not always bad and which measures reduce it for real.
Click Through Rate
What is the click through rate? How to calculate the CTR, what a realistic value looks like and how to improve the click rate of your ads.
Conversion Rate
What is a conversion rate? How to calculate it, why there is no universally good value and how to increase the conversion rate of a website.
Domain Authority
What is Domain Authority and how does it differ from Page Authority? How the score is calculated and what it really says about Google rankings.
Generative Engine Optimization
What is Generative Engine Optimization (GEO) and how does a page get cited in AI answers? Measures, crawlers and the limits of measurement.
Inbound Marketing
What is inbound marketing and how does it differ from outbound? The four phases, the instruments and a realistic time horizon for results.
JavaScript SEO
Why do search engines struggle with JavaScript, what does rendering mean and how do dynamic pages become findable? Basics and solutions.
OnPage Optimization
What is OnPage optimization? Titles, headings, internal links, speed and content - the checklist for everything you control on your own pages.
Open Graph
What is the Open Graph protocol? Which OG tags exist, what they do to link previews on social networks and how to set them correctly.
Pay per Click
What does pay per click (PPC) mean? How CPC billing works, what it costs and where you can book click-based advertising for your website.
Placeholder Text
What is placeholder text? Where Lorem Ipsum comes from, how much of it a layout needs and why it must never reach a live page.
Target Audience
What is a target audience and how do you determine yours? Criteria, personas and how to target your visitors precisely on eBesucher.
URL
What is a URL? Definition, structure and the parts of a web address - plus how to build SEO-friendly URLs that people and crawlers understand.
UTM Parameters
What are UTM parameters and how do you track the links of an advertising campaign? The five parameters, naming rules and common mistakes.
Website Traffic
What is website traffic? The difference between organic and paid traffic, how it is measured and what to watch out for when buying traffic.
What is Advertising
What defines advertising and which principles must it follow? The basics every webmaster needs before optimising a single campaign.
