E-Commerce Glossary

Open-source framework for mobile websites aimed at speeding up page load times.

HTML element used to describe images. Alt attributes help search engines understand the content of images.

The visible and clickable text of a hyperlink.

A backlink is a hyperlink from one website to another.

Search engine from Microsoft and the second largest search engine in Germany.

A link pointing to a target that is no longer reachable.

HTML element that points to a canonical URL.

Click-through rate (CTR) is a metric showing the ratio between impressions and clicks.

A form of marketing that aims to gain reach through published content. A classic example is blog articles.

A conversion is a clearly defined completion. It can be a purchase on an online shop or the submission of a contact form.

Conversion rate is a metric showing the ratio between visitors and completions (e.g., purchases).

Conversion optimization (CRO) refers to all measures in layout, design, content & usability aimed at increasing the conversion rate.

Cookies are files stored on a visitor’s local computer when visiting a website.

Crawlers are programs that scan the internet and write results into an index.

Umbrella term for digital marketing activities. Also called online marketing.

Domain Authority is a score from 0 to 100 that rates a website and its backlink strength.

A KPI that indicates how strongly a website is linked.

Duplicate content refers to content that appears multiple times on one website or across different websites.

Featured snippets are specially highlighted snippets in Google search results.

Htaccess is a text file containing instructions for a server. It is used, among other things, to define redirects.

Index usually refers to the Google Index, which contains the crawled results of the internet.

Internal links are links within a domain that point to other pages within the same site.

Keywords refer to search terms used by search engine users.

Keyword density is a metric showing the ratio of a keyword to the total number of words on a page.

Keyword stuffing refers to the excessive use of specific keywords on a page to artificially increase its relevance for those terms.

Link juice refers to the strength of a backlink that passes authority to another page.

The meta description describes the content of a website. Meta descriptions also appear in search engine result pages (SERPs).

Meta tags are HTML elements that provide information about a website.

The meta title is a unique title of a website. Meta titles are crucial for search engine ranking.

NAP stands for Name, Address, Phone and relates to local SEO and consistent business data.

Links usually pass some of their authority to the linked page. The nofollow attribute tells search engines not to follow such links and not to pass authority.

Offpage optimization is part of SEO that takes place outside of your own website.

Onpage optimization refers to SEO measures performed directly on the website to improve visibility.

A PWA (Progressive Web App) is a hybrid website with the characteristics of a mobile app but accessible via a browser.

RankBrain is a Google algorithm designed to deliver results for previously unanswered queries.

Ranking factors are factors that directly or indirectly influence search engine results.

Ranking refers to a website’s position in a search engine for a specific query.

Redirect refers to a server- or client-side forwarding from one URL to another.

Special enhanced snippets in Google search results.

Robots.txt is a text file containing instructions for crawlers about which pages to crawl or not.

Search Engine Optimization (SEO) includes all measures taken to improve a website’s ranking in search engine results.

Search Engine Results Page (SERP) refers to the display of a page in search results.

A sitemap lists all pages of a domain to facilitate crawling by search engines.

SSL (Secure Sockets Layer) is an encrypted connection between a server and a client.

A URL (Uniform Resource Locator) is the direct path of a domain or subpage.