Visable 360
The B2B magazine for digital sales
Visable 360
The B2B magazine for digital sales

The most important terms in online marketing

From backlink to traffic, from conversion to SEO – the key terminology in digital marketing is now easy to understand. 


Backlinks are digital links from external, in other words third-party, websites to the own website. The more backlinks which lead to the website of a company, the more relevant the company’s website is in the Google search – and the higher it is listed in the search results.

Call to action (CTA)

A call to action serves to inspire the user to do something. On a simple level, this could be a click on a link, but it also covers a download, subscribing to a newsletter or requesting information.

Customer journey

Describes all the stations which a user goes through on their path to purchasing a product or service. It begins with collecting information and the user’s initial contact with the company or brand.

Content hub

A collection of content, which is clearly focused on the same or similar topics, and text on a website that is available to visitors. 

Content marketing

Content marketing speaks to the target group of a company using useful or entertaining content which matches the company and its products or services. It ultimately aims to convince the user to become a customer of the company. Direct advertising is avoided.


Changing, for instance, a visit to a website into a concrete request – for material, an appointment, a purchase or a business contract. The precise definition of a conversion therefore depends on the concrete marketing measures, which vary depending on the company’s goals.

Google Ads

Online advertising that uses the advertising offers from Google, mainly in the form of broadcasting ads which appear at the top or bottom of the hits list during a Google search.


A key element of à search engine optimisation. Important keywords are determined based on an analysis of Internet users’ search behaviour. An optimal placement of the most significant keywords on a website is a key measure for improving a company’s position in the search results.

Landing page

A special website which is created to communicate a certain product or service and that leads the user directly to the content they are searching for. Landing pages increase awareness and visibility of new product highlights and special promotions.


The contact information willingly provided by a visitor to a website, usually in the form of an email address. The success of online marketing measures is frequently measured according to the number of leads gained.

Meta description

Short descriptive text which appears in the hits list on the search engine, below the à meta title, and that aims to animate the user to click to visit the website, often with the help of a call to action.

Meta title

The title of a main page or sub-page which appears in the hits list of a search engine and that briefly describes the content of the page. It must contain the main à keyword for the purpose of search engine optimisation.

On-page optimisation

Measures which are taken to optimise the awareness of the company’s own website, such as technical, content or structural changes. These allow the website to be found and used more easily.

Off-page optimisation

Measures that take place on an external website which aim to achieve a better placement of the company’s own website. This is mainly through creating links; in other words, organising backlinks, a high number of which has a positive impact on the search engine’s ranking.

Page visits

General, non-qualified number of visitors to a website within a certain period of time. Compare to page impressions.

Page impressions (PI)

Number of times an individual page – main page or sub-page – on a website has been visited. It provides an indication of the page’s appeal and its visibility. The user remains anonymous within this analysis.


Targeting the user again. This is advertising which appears, for instance on news portals or a free email account, to advertise a website which the user previously visited. The identification of the user takes place based on the cookies stored during their first visit to the website.

Search engine advertising (SEA)

The broadcasting of fee-based advertising (digital ads) on search engine results lists, usually Google (Google Ads). The ads are labelled as such and appear at the top or bottom of the search results.

Search engine optimisation (SEO)

The optimisation of the company’s own website content to ensure it is easier to find and rank by search engines. Important SEO measures are the use of important keywords in the text or the generation of backlinks from high-reach or credible sources.


The frequency of visits to a website. The intensity of the traffic influences the ranking of the website in the Google hits list. Compare to page impressions.


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