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Online Marketing for SMEs – A Glossary

Are you new to the world of online marketing or do you want to improve your knowledge? Then you are right here. Online marketing is also becoming increasingly important for SMEs, B2B and industrial companies in order to reach the target group. Almost all B2B buyers start their search for suppliers online. Simply click through the terms that you are not yet familiar with.


08 June 2021

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A / B test

In A / B testing, two different variants of an online marketing activity are switched on alternately. This is why A / B testing is also called a split run test. For example, it can be seen which website, graphic or which contact form is better received by the user.


Google Adwords is an online marketing service that enables paid ads to be displayed on Google and its partner networks.


Links to your own website are referred to as backlinks. Backlinks play a role in the search engine ranking of a website.

Paid search results

Paid search results are the search ads that were purchased through Google Adwords or other providers.

Bounce rate

According to the evaluation by Google Analytics, the bounce rate (also called the bounce rate) shows the percentage of visitors who only visited a single website from a provider, i.e. after clicking on the page, they left the domain immediately.


Call-to-actions are elements on a website that invite the visitor to a desired interaction.

Click-through rate (CTR)

What is also referred to as click rate or click through rate refers to the percentage of clicks on an advertising measure in relation to the number of impressions.

Content marketing

Content marketing describes a marketing technique in which visitors reach a website via as much relevant content as possible. Content can be written in the form of blog articles, white papers, infographics, etc.


Conversion refers to the conversion of people who have reached a further level in an order or purchase process.

Conversion rate

The percentage of visitors who have reached a further level in the buying process is known as the conversion rate.

Conversion rate optimization

Conversion rate optimization (also: conversion rate optimization) describes changes to a marketing measure in order to increase the number of interactions and deals.


CPC means cost per click and is a form of billing in which the costs of a campaign are measured according to how often a user clicked on it.


CPL means cost per lead and is a form of billing in which the costs of a campaign are measured according to how many leads, i.e. potential customers, were gained through the ad, e.g. through inquiries on the website.


CPM means cost per mille and is a form of billing in which the costs of a campaign are billed after 1,000 advertising media contacts.


CPO means cost per order and is a form of billing in which the costs of a campaign are measured according to how many purchases were made after a visitor came from the ad to the shop.

Crawler (also: bot, robot, spider)

Crawler is, among other things, the name for a search robot that searches content in the network and indexes, analyzes and processes this data. On the basis of crawlers, pages can be rated according to their visibility.

Display marketing

Display marketing or display advertising refers to online advertising with graphic elements such as banners, images, buttons, etc. Suitable spaces are then booked on relevant websites for the display ads.

Duplicate content

Duplicate content refers to content that occurs more than once on a domain (internal) or on different domains (external). Duplicate content can have a negative impact on the ranking of the page in search engine rankings.

Google algorithm

The Google algorithm, also PageRank algorithm (not from English “Page”, but from developer Larry Page) is the method with which websites are rated.

Google Analytics

Google Analytics is a free web analysis service from Google Inc. that can be used to collect website data.


An impression is a display or a call to an advertising medium. For example, if someone is looking for “red shoes” and he is shown several advertisements from shoe suppliers, an impression is assigned to all of the suppliers.

Inbound marketing

Inbound marketing is a marketing method that aims to meet potential new customers exactly where they are looking. Relevant information and content are used as a tool to attract the attention of customers and thus draw their attention to one’s own product or service. Thus, inbound marketing specifically addresses those who are interested in the product, service or service of the advertising company in advance.

Keyword density

The keyword density indicates how often a term occurs in a document.

Keyword optimization

Keyword optimization describes the process of distributing previously defined keywords on the company website in such a way that they are indexed below, i.e. that they can be found in the organic results with your website below.

Landing page

A landing page is the page that a visitor lands on after clicking an ad. Landing pages are often created specifically for the respective advertisements.


A lead describes the successful initiation of contact with a potential prospect. In B2B marketing, a lead is created, for example, by submitting a contact form.

Lead generation

Lead generation describes the process of attracting interested parties.

Lead management

Lead management follows lead generation and includes all measures that a company takes to turn potential customers into real buyers. Therefore, lead management is more likely to be assigned to sales.

Link building

Link building aims to generate as many external links as possible on your own website in order to improve the ranking in the search engine.

Meta Description

The meta description is displayed in search engines with the snippet (excerpt in the search engine results) of a website. The meta description is intended to encourage people to click on the website.

Meta title

The meta title is the first element of the snippet (excerpt in the search engine results). The title of the website is usually displayed there.

Mobile Marketing

Mobile marketing refers to activities in which providers provide services on the basis of mobile devices.


Nofollow is an instruction in HTML that causes search engine crawlers not to index references to other pages, i.e. not to include them in the rating.

Organic search results

Organic search ads are non-paid results that are displayed based on their relevance.

Performance Marketing

Performance marketing is a marketing approach in which marketing measures lead to measurable reactions.


PIM stands for product information management. So-called PIM systems or software solutions contain all product information on one platform in order to keep it ready for different areas of application in e.g. marketing and sales. While product master data and prices are more likely to be recorded in an ERP system (Entreprise Resource Planning), a PIM system contains all other product data – from the individual attributes to all product texts and images.

Portal marketing

Portal marketing describes an online marketing strategy for international lead generation. With the help of company entries in industry and region-specific online portals, company directories and marketplaces, B2B companies in particular can generate inbound leads. Companies can store company and product data on the portals so that they can be found at an early stage of the supplier search. In comparison to other marketing measures, portal marketing is characterized by high efficiency and low wastage due to the specific target group of B2B online portals.

Quality factor

In addition to the maximum CPC, i.e. what an advertiser would like to spend for a click, the quality factor is decisive for the ranking of an ad. The quality factor arises from data based on click rate, relevance of the ad text and relevance of the landing page.

Responsive web design

Responsive web design is a web design that adapts to different end devices (e.g. smartphones, tablet computers). The presentation is adapted in such a way that the user-friendliness of the page is not impaired.


SEA comes from Search Engine Advertising and refers to paid advertising on search engines.


SEM comes from Search Engine Marketing and includes all marketing measures related to search engines. This can be paid ads (SEA), but also efforts to optimize your own page for organic results (SEO).


SEO stands for Search Engine Optimization and refers to the optimization of websites in order to appear in the top positions for relevant search terms.


SERP is the abbreviation for Search Engine Result Page. This means the results page in a search engine.


In online marketing, traffic refers to the number of visitors to a website.


Usability refers to user friendliness. This is elementary for the design of a website or marketing measure, as one should always orientate oneself to the needs of the user. A badly designed, confusing website can cause the visitor to leave the website again.

Length of stay

The length of stay indicates how long a visitor stays on a specific website. The length of stay can provide information about how much the visitor is interested in the product or service offered. The time between the first and the last access to the website is measured.


A white paper is a document used to educate readers about a highly specific topic. White papers are often used as part of a content marketing strategy.

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