49 SEO-, Marketing- & KI-Begriffe — erklärt.
Jeder Begriff, den Sie im täglichen SEO-Standup verwenden — auf Deutsch erklärt, mit Beispiel und Verlinkung zum nächsten Konzept, das Sie kennen sollten.
AI Citation
An AI citation is a reference or source link inside an AI-generated answer that credits your page as the basis for what the model said. Google AI Overviews, Perplexity, ChatGPT with browsing, and Bing Copilot all display them, and the brands cited most often earn traffic that traditional rank tracking never records.
AI Overviews
AI Overviews are Google's machine-generated answer boxes that synthesize content from multiple web pages and display it above the traditional results. They trigger on roughly 30% of US searches and over 50% of informational queries, which pushes the classic first organic result well down the page.
Alt Text
Alt text is a short written description of an image, added to the HTML alt attribute. Screen readers read it aloud, Google uses it to understand and index images, and browsers display it when an image fails to load. Aim for one specific sentence describing what the image actually shows.
Anchor Text
Anchor text is the clickable text of a hyperlink. Google has used it as a ranking signal since the original PageRank algorithm, and pages with descriptive, keyword-relevant anchors in their backlinks tend to rank higher for those terms. Over-optimize it across many links and the Penguin system discounts them.
Answer Engine Optimization (AEO)
Answer Engine Optimization (AEO) is the practice of structuring content so AI assistants, voice-search devices, and Google AI Overviews select it as the definitive answer to a question. SEO gets you ranked; AEO gets you quoted. It relies on direct answers, clean heading structure, and machine-readable markup.
Backlinks
Backlinks are links from other websites that point to yours. Google treats them as votes of confidence and uses their quality, relevance, and anchor text as core inputs to search rankings. A handful of links from trusted, topically related sites outweighs hundreds from low-quality directories.
Call to Action (CTA)
A call to action (CTA) is a specific prompt — usually a button, link, or short sentence — that tells the reader exactly what to do next. Emails with a single CTA increase clicks by 371% and sales by 1,617% compared to emails with multiple CTAs (WordStream).
Canonical URL
A canonical URL is an HTML link element (rel=canonical) that tells search engines which version of a page is the preferred, authoritative copy when the same or near-duplicate content is reachable through multiple URLs. It consolidates ranking signals to a single URL.
Citation (Local SEO)
A local citation is any online mention of a business's name, address, and phone number (NAP) on websites, directories, or social platforms. Citations act as third-party validation that helps search engines verify business legitimacy and are one of the top 5 local pack ranking factors.
Click-Through Rate (CTR)
Click-through rate (CTR) is the percentage of people who click a link, ad, email, or search result out of everyone who saw it, calculated as clicks divided by impressions times 100. It is the standard efficiency metric across organic search, paid ads, and email, and it exposes weak messaging quickly.
Content Marketing
Content marketing is a strategic approach that attracts and retains customers through useful content such as articles, videos, guides, and case studies rather than interruptive advertising. It costs 62% less than outbound marketing and generates roughly three times more leads over time, though the returns compound over months rather than weeks.
Conversion Rate
Conversion rate is the percentage of visitors who complete a desired action, calculated as conversions divided by total visitors, times 100. The average website converts at 2-3%, while the top quarter of landing pages clear 5.31%. Doubling this number moves revenue as much as doubling traffic, usually faster and cheaper.
Core Web Vitals
Core Web Vitals are Google's three real-user metrics for page experience: Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift. Together they measure how fast, how responsive, and how visually stable a page feels to actual visitors. They became an official Google ranking signal in June 2021.
Crawl Budget
Crawl budget is the number of URLs Googlebot will fetch from a site during a given period. It equals crawl rate limit, the server capacity Googlebot can safely use, multiplied by crawl demand, how much Google wants to recrawl your pages. It matters most on sites above roughly 10,000 URLs.
Customer Journey
The customer journey is the complete path a person takes with a brand, from the first ad or search result through purchase, onboarding, renewal, and referral. It spans five stages: awareness, consideration, purchase, retention, and advocacy. Unlike the buyer journey, it does not stop at the sale.
Domain Authority
Domain Authority (DA) is a proprietary Moz metric on a 1–100 logarithmic scale that predicts how likely a website is to rank in Google. It blends more than 40 signals, weighted heavily toward referring-domain quality. DA is not a Google ranking factor; treat it as a benchmark for link prospecting and competitive analysis.
Email Marketing
Email marketing is the practice of sending targeted messages to an opted-in subscriber list to acquire, engage, retain, and re-activate customers. Unlike paid ads or organic social, it runs on infrastructure the marketer controls: their own list, ESP, and sending domain. DMA put the 2024 return at roughly $36 per $1 spent.
Featured Snippet
A featured snippet is the boxed answer Google shows above the standard organic results, often called position zero. Google extracts the text from a page already ranking in the top 10; you cannot submit one. Snippets appear in roughly 12% of queries, capture about 8% of all clicks, and now feed AI Overviews.
Generative Engine Optimization (GEO)
Generative Engine Optimization (GEO) is the practice of structuring content so AI-powered search engines — Google AI Overviews, ChatGPT search, Perplexity, and Gemini — cite it inside their generated answers. GEO extends SEO rather than replacing it, because most AI citations come from pages that already rank in the top 20.
Google Business Profile
Google Business Profile is a free tool from Google that lets businesses control how they appear in Google Search and Maps. The listing controls what shows in the Local Pack, Knowledge Panel, and Maps results, which makes it the first thing most local customers see before your website.
Google Reviews
Customer star ratings and written feedback on Google Business Profiles, visible in Search, Maps, and the Local Pack. They are the second-largest local pack ranking factor: review count, average rating, velocity, recency, and keywords in review text all feed the algorithm. 87% of consumers read them before choosing a local business.
Hreflang
Hreflang is an HTML attribute that tells Google which language and country a specific page version targets. It prevents duplicate content issues for multilingual and multi-regional sites, ensuring German speakers land on the German page and US visitors get the US page rather than a random version.
Inbound Marketing
Inbound marketing is a strategy that attracts customers with useful content and experiences that pull them toward your business, rather than pushing messages out through ads, cold calls, or interruption. It works by answering problems prospects already search for, building trust before asking for anything. HubSpot coined the term in 2006.
Indexing
Indexing is the process where Google stores, organises, and catalogues a web page in its database so the page can be retrieved and ranked when someone searches a relevant query. Crawling alone is not enough. A page that never gets indexed cannot rank, however good the content on it is.
Internal Link
An internal link is a hyperlink connecting one page on a website to another page within the same domain. Internal links distribute link equity, help Google discover and index content, establish topical authority, and keep users engaged. Top-ranking pages receive 3.5x more internal links than pages ranking on page two.
Keyword
A keyword is a word or phrase that people type into search engines to find information, products, or services. In SEO, keywords are the bridge between what searchers look for and the content created to capture that search. Google processes 8.5 billion searches per day, each starting with a keyword.
Keyword Research
Keyword research is the process of finding, analysing, and prioritising the search terms people type into search engines. It reveals what your audience is looking for, the volume of that demand, how competitive each query is, and what content format searchers expect — making it the foundation of every SEO and content strategy.
Landing Page
A landing page is a standalone web page built for a single conversion purpose — getting visitors to take one specific action such as requesting a demo or making a purchase. It strips away navigation and competing CTAs to focus on one offer. Well-optimized landing pages convert at 10–25%, versus 2–5% for general pages.
Large Language Model (LLM)
A large language model (LLM) is an AI system trained on massive amounts of text data to understand, generate, and reason about human language. LLMs like GPT-4, Claude, and Gemini power the AI search tools — Perplexity, ChatGPT, Google AI Overviews — that are reshaping how users find information online.
Lead Generation
Lead generation is the process of attracting potential customers and capturing their contact information so you can nurture them toward a purchase, across organic, paid, referral, and outbound channels. 61% of marketers say it is their single biggest challenge, yet inbound leads convert at 5–10x the rate of cold outreach.
llms.txt
llms.txt is a plain-text file placed at the root of a website that instructs large language models and AI crawlers on what content exists, what is allowed to be used, and how the site prefers its content to be attributed or summarised.
Local Keywords
Local keywords are search queries that contain a geographic modifier — a city name, neighborhood, or "near me" — or carry implied local intent that triggers Google to show location-based results. They convert 5-10x better than generic terms because the searcher is actively looking for a nearby provider right now.
Local Pack
The local pack is a Google Search feature displaying a map alongside three business listings for location-based queries. It appears above organic results and captures approximately 42% of all local search clicks, making it the most valuable search real estate for location-based businesses.
Local SEO
Local SEO is the practice of optimizing a business's online presence to attract customers from location-based searches. It focuses on ranking in Google's Local Pack and local organic results through Google Business Profile optimization, NAP citation consistency, review management, and location-specific content.
Map Pack
The Map Pack is the block of three local business listings, with an embedded Google map, that appears at the top of Google results for local-intent searches. Also called the Local Pack or Google 3-Pack, it sits above the traditional blue links and captures most local clicks.
Meta Description
A meta description is an HTML attribute that provides a 150-160 character summary of a page, shown as the snippet text below the title in Google search results. Not a direct ranking factor, but a major driver of click-through rate. Google rewrites it when the page text answers a query better than the tag does.
NAP (Name, Address, Phone)
NAP stands for Name, Address, and Phone number — the standardized trio of business identity data that search engines use to verify and rank local businesses. Consistent NAP across directories is a foundational Local Pack ranking signal — and 80% of consumers lose trust in a business with incorrect online information.
Off-Page SEO
Off-page SEO is every action taken outside your own website that influences how search engines judge your authority, relevance, and trustworthiness. Links, brand mentions, reviews, and digital PR all count. Backlinko's analysis found the #1 ranking result has 3.8x more backlinks than positions two through ten.
On-Page SEO
On-page SEO is the practice of optimizing individual web pages — content, HTML, and user experience — so search engines can understand what a page is about and rank it accordingly. Every ranking signal Google reads from the page itself falls under on-page SEO.
Prompt Engineering (for Marketing)
Prompt engineering is the skill of writing instructions that get usable output from AI tools. For marketing work it means framing context, naming the audience, specifying the output format, and constraining what the model may not do, then testing variations rather than guessing at wording.
Robots.txt
Robots.txt is a plain-text file at the root of a domain (yoursite.com/robots.txt) that tells search engine crawlers which URLs they may request. Google and Bing check it before crawling. It protects crawl budget, but it does not keep a linked page out of Google's index.
Schema Markup / Structured Data
Schema markup, also called structured data, is standardised code — usually JSON-LD using Schema.org vocabulary — added to a web page so search engines understand what the content means rather than only what it says. It is what makes a page eligible for rich results and easier for AI systems to cite.
Search Intent
Search intent is the underlying goal behind a query — what the person actually wants when they type it. Google sorts intent into four categories: informational, navigational, commercial investigation, and transactional. It matches results to that intent rather than to keywords alone, so mismatched intent is the fastest way to fail to rank.
Semantic Search
Semantic search is search technology that interprets the meaning, context, and intent behind a query rather than matching the literal words typed. Google uses natural language processing, the Knowledge Graph, and vector embeddings to rank content by what the user means, which changed how pages should be written.
SEO
SEO (search engine optimization) is the practice of improving a website so it ranks higher in organic search results and attracts unpaid traffic. It covers on-page content, technical foundations like speed and crawlability, and off-site signals like backlinks. Organic search drives 53% of all web traffic, and SEO compounds over time.
SERP
A SERP (Search Engine Results Page) is the page a search engine displays after a user submits a query. Modern SERPs mix organic results, paid ads, featured snippets, AI Overviews, knowledge panels, and local packs. With 58.5% of searches ending without a click, SERP features matter as much as position one.
Technical SEO
Technical SEO is the practice of optimising a website's infrastructure — crawlability, indexability, page speed, security, structured data, and site architecture — so search engines can efficiently discover, render, and rank its content. It sits beneath on-page work and link building: technical faults can keep good content out of search entirely.
Value Proposition
A value proposition is a concise statement that explains what benefit a product or service delivers, who it is for, and why it beats the alternatives. It answers the customer question of why they should choose you, in one or two sentences, before any feature list appears.
XML Sitemap
An XML sitemap is a file that lists every URL on your website along with optional metadata — last modified date, change frequency, and relative priority. It gives search engines a complete, machine-readable map of your site so they can discover and schedule crawls of pages that might not be reachable through normal link-following alone.
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