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
A reference or source link inside an AI-generated response that credits your content. Perplexity, Google AI Overviews, ChatGPT, and Bing Copilot all show them — and the brands earning them capture a new form of organic traffic that doesn't show up in rank tracking.
AI Overviews
Google's machine-generated answer boxes that synthesize content from multiple web pages and display it above traditional results. They now trigger on roughly 30% of US searches and over 50% of informational queries.
Alt Text
A short written description of an image added to the HTML alt attribute. Read aloud by screen readers, used by Google to index images, and shown when an image fails to load.
Anchor Text
The clickable text in a hyperlink. Google has used anchor text as a ranking signal since the original PageRank algorithm — pages with keyword-rich anchors in their backlinks consistently rank higher, but overdo it and Penguin steps in.
Answer Engine Optimization (AEO)
Structuring content so AI assistants, voice search, and Google AI Overviews pick it as the definitive answer. SEO gets you ranked. AEO gets you quoted. In a world where nearly 65% of searches end without a click, being the cited source is how brands stay visible.
Backlinks
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.
Call to Action (CTA)
A prompt — usually a button, link, or short sentence — that tells the reader exactly what to do next. Emails with a single CTA drive 371% more clicks and 1,617% more sales than multi-CTA emails.
Canonical URL
The HTML tag that tells Google the preferred version of a page when the same or near-duplicate content is reachable through multiple URLs. Consolidates ranking signals to one authoritative URL.
Citation (Local SEO)
Any online mention of a business's name, address, and phone number (NAP) on directories, websites, or social platforms. A top-5 ranking factor for the Google Local Pack.
Click-Through Rate (CTR)
The percentage of people who click a link out of everyone who saw it. The industry-standard efficiency metric across search, ads, and email — averaging 3.17% on Google Ads and 39.8% for the #1 organic position.
Content Marketing
A strategic marketing approach that attracts customers through useful content instead of interruptive ads. Costs 62% less than outbound and generates 3x more leads over time.
Conversion Rate
The percentage of visitors who complete a desired action. Average sits at 2-3%; top quartile at 5.31%. The single metric every growth team optimises.
Core Web Vitals
Google's three real-user metrics for page experience: LCP, INP, CLS. Pages that pass all three see 24% fewer abandonments and, for publishers, up to 15% more ad revenue.
Crawl Budget
The total number of URLs Googlebot fetches from your site in a period. Determined by crawl rate limit × crawl demand - and the single biggest lever for how fast large sites get indexed.
Customer Journey
The complete end-to-end experience a customer has with your brand — from the first touch to advocacy. Unlike the buyer journey it does not stop at the sale; it optimises the entire lifetime value curve.
Domain Authority
A Moz metric on a 1–100 logarithmic scale that predicts how likely a website is to rank in Google. Powered by more than 40 signals, weighted heavily toward referring-domain quality.
Email Marketing
Sending targeted messages to a subscriber list to promote, inform, and convert. Still the highest-ROI digital marketing channel — ~$36 return per $1 spent (DMA, 2024).
Featured Snippet
The boxed answer Google shows above organic results — position zero. Appears in roughly 12% of queries and captures about 8% of all clicks. Now feeds AI Overviews too.
Generative Engine Optimization (GEO)
The practice of optimising content to be cited by AI-powered search engines — Google AI Overviews, ChatGPT, Perplexity, and Gemini. AI Overviews now appear in 50%+ of Google searches. And 97% of citations come from pages already ranking in the top 20.
Google Business Profile
A free tool from Google that lets businesses control how they appear in Google Search and Maps. The single most important platform for local SEO — your listing is often the first thing customers see before your website.
Google Reviews
Customer star ratings and written feedback on Google Business Profiles that directly influence local pack rankings. 87% of consumers read them before choosing a local business.
Hreflang
An HTML attribute that tells Google which language and country a page version targets. Prevents duplicate content penalties for multilingual sites and ensures the right audience sees the right page.
Inbound Marketing
A strategy that attracts customers by creating useful content and experiences that pull them toward your business — rather than pushing messages out through ads, cold calls, or interruption marketing. Coined by HubSpot in 2006.
Indexing
The process where Google stores, organises, and catalogues a web page in its database so it can be retrieved and ranked when someone searches for a relevant query. No indexing = no rankings, no matter how good the content.
Internal Link
A hyperlink from one page on your website to another page on the same domain. Internal links distribute link equity, build topical authority, and help Google discover and index your content.
Keyword
A word or phrase people type into search engines to find information, products, or services. Keywords are the bridge between what searchers look for and the content you create to capture that search.
Keyword Research
The process of finding and analysing search terms people use to find content online. The foundation of every SEO strategy — reveals demand, competition, intent, and what content format Google actually rewards.
Landing Page
A standalone web page built for one conversion goal — one offer, one CTA, no nav. Well-optimized landing pages convert at 10–25%, versus 2–5% for general website pages.
Large Language Model (LLM)
An AI system trained on massive text data to understand and generate human language. LLMs power ChatGPT, Perplexity, and Google AI Overviews — the AI search tools reshaping how users find your brand online.
Lead Generation
The process of attracting potential customers and capturing their contact information so you can nurture them toward a purchase. 61% of marketers say it is their single biggest challenge — yet inbound leads convert at 5–10x the rate of cold outreach.
llms.txt
A plain-text file at your site root that tells AI crawlers what your content contains, what can be summarised, and how to attribute it. The robots.txt for AI systems — small file, big visibility impact.
Local Keywords
Search queries with a geographic modifier or implied local intent that trigger Google to show location-based results. They convert 5-10x better than generic terms because the searcher is actively looking for a nearby provider.
Local Pack
Google's boxed map section with three business listings that appears above organic results for local queries. It captures 42% of local search clicks and is the most valuable real estate in local search for service businesses.
Local SEO
The practice of optimizing your online presence to attract customers from location-based searches. 46% of all Google searches have local intent — Local SEO is how service businesses compete for that traffic without paying per click.
Map Pack
The block of 3 local business listings that appears at the top of Google for local-intent searches. Also called the Local Pack or Google 3-Pack. Draws 42% of all local search clicks — it is the highest-value position in local SEO.
Meta Description
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.
NAP (Name, Address, Phone)
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
Every action taken outside your website that influences how search engines perceive your authority. The #1 result has 3.8x more backlinks than positions 2-10 — making this the primary differentiator in competitive search.
On-Page SEO
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)
The skill of writing effective AI instructions to get the outputs you need. The gap between marketers who have this skill and those who don't is the productivity gap of 2026.
Robots.txt
A plain-text file at yoursite.com/robots.txt that tells search engine crawlers which pages they can access. Misuse it and you can block your entire site from Google — but used correctly it protects crawl budget and keeps junk pages out of indexing queues.
Schema Markup / Structured Data
Schema markup is standardized code (usually JSON-LD) added to web pages that helps search engines understand your content's meaning, enabling rich results.
Search Intent
The underlying reason behind every search query. Google matches results to intent — not just keywords — which means getting intent wrong is the fastest way to fail to rank regardless of how good your content is.
Semantic Search
Search technology that interprets the meaning, context, and intent behind a query — not just the literal words. The shift from keyword matching to semantic understanding changed how Google ranks content and how SEOs should write it.
SEO
Search engine optimization — the practice of improving your website so it ranks higher in organic search results and attracts unpaid traffic. Organic search drives 53% of all web traffic, making SEO the highest-ROI long-term marketing channel for most businesses.
SERP
The search engine results page — what Google returns after every query. Modern SERPs mix organic results, paid ads, featured snippets, AI Overviews, and local packs. 58.5% of searches end here without a click — making SERP features as important as position #1.
Technical SEO
The practice of optimising a website's infrastructure — crawlability, indexability, page speed, security, and structured data — so search engines can efficiently discover and rank your content. The foundation every other SEO discipline depends on.
Value Proposition
A clear statement of the specific benefit your product delivers, who it's for, and why it's better than alternatives. The single most conversion-critical sentence on your website — and the one most brands get wrong.
XML Sitemap
A structured file that lists every URL you want search engines to crawl, with optional metadata about when each page was last updated. The fastest way to ensure no page gets left behind during Googlebot's crawl.
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