• Search Engine Advertising (SEA)

Search Engine Advertising (SEA) means search engine advertising. In SEA, the advertiser places targeted ads in the search engine results pages. These ads relate to previously defined keywords. If users search for these keywords, the ad is also visible to them in addition to the search results. Search engine providers generate a large part of their turnover with SEA.

• Search Engine Marketing (SEM)

Search Engine Marketing (SEM) means search engine marketing. SEM includes all measures that contribute to making a website visible in search engines on the basis of both paid and unpaid search results and achieving the best possible ranking. SEM combines search engine optimization (SEO) and search engine advertising (SEA).

• Search Engine Optimization (SEO)

Search Engine Optimization (SEO) means search engine optimization. It comprises all measures that serve to ensure that a website is visible in the non-paid search results of a search engine and, in the best case, achieves an optimal ranking. Important SEO measures include the placement of relevant keywords in the website content, the creation of unique content that is useful for users, a complete meta description or the use of so-called backlinks, which link from other pages to your own.

▶ Video training: Local SEO with Google My Business

▶ Video training: Search engine optimization - SEO for up-and-comers

▶ Video training: SEO for YouTube - increasing reach (tutorial)

• Search Engine Result Pages (SERP)

Search Engine Result Pages (SERP) is the page of a search engine that displays the search results after entering a specific keyword. The order of the search results is based on various criteria. The ranking of a website can be influenced by professional search engine optimization (SEO).

• Page impressions

Page views - or page impressions - indicate how often an individual website has been accessed with a browser. The number achieved is an important value in web analytics in the context of online advertising. The comparative value helps to assess the effectiveness of an advertising medium. If an ad was placed on a website with a high number of Pages Impressions, this ad is usually more successful.

• Page dwell time

The time spent on a page is a value that indicates how long a user spends on a website they have accessed. The higher this value is, the more it usually says about the quality of the page and the content offered to the user.

• Selling center

The selling center includes all the people in a company who are involved in the process of selling a product or service to another company. This includes specialists from various areas - not only from sales, but also from development or research, for example. The selling center is the counterpart to the buying center, which includes all the people in a company who are involved in the purchasing process of a product or service.

• Visibility index

The visibility index is an indicator that shows how visible a website is within the Google rankings. A high value indicates good visibility of the page. The visibility index can be determined using various SEO tools.

• Sitemap

A sitemap is the table of contents of a website. It lists all pages of the website hierarchically and also includes all subpages. Even if a sitemap is rarely used by users, it has an influence on a better ranking within search engines.

• Session

A session - also known as a session - is the term used in online marketing to describe a session on the Internet. A person starts a session by opening the browser and ends the session by closing the browser.

• Session duration

The session duration is the average amount of time a user spends on a website. The session duration extends from the time the page is accessed - e.g. via the search results link on a search engine - until the user leaves the page. The result is an important metric for assessing the attractiveness of a website for a user. The longer a user stays on a particular website, the greater the likelihood that they will like it. Increasing the session duration is therefore the goal of every website operator.

• SMART rule

The SMART rule is a strategy for formulating and implementing realistically achievable goals. This strategy consists of 5 steps. S stands for Specific, i.e. the goals should be as concrete as possible. M stands for Measurable, i.e. the goals should be expressed in figures to make them easier to check. A stands for Accepted, i.e. the goals are formulated in an appropriate and positive way for all those involved. R stands for Realistic, i.e. the objectives can be realistically achieved with the resources available. T stands for Terminated, i.e. the objectives are to be achieved by a certain date.

• Snippet

Snippet means snippet in German. In online marketing, a snippet is a preview of a website in Google's search results. This preview is generated automatically by Google, but can be customized by creating certain metadata such as title, short description and URL. If the content of the metadata is too long, it will be cut off by Google. A well-designed snippet can have a positive influence on the click rate.

• Social media

Social media means social networks. They stand for certain websites and apps that allow users to network and interact with each other on the internet. They can create content themselves, share it with each other and react directly to other content - e.g. in the form of a comment. This content includes text, images, audio or videos. In contrast to communication via a traditional website, where a person publishes content and conducts a media monologue, users can enter into a direct dialog and exchange ideas via social media. This exchange takes place via a previously selected digital communication channel, the social media channel. These include Facebook, Instagram, LinkedIn, TikTok and Twitter, for example.

• Social media advertising/social media marketing

The terms social media advertising and social media marketing describe communication measures with which a company conveys its messages in the social media sector. The aim is - as in traditional marketing - to make the brand, product or service better known. The difference is that a direct dialog with the target group can take place via social media channels. The advantage: companies that interact with the target group via social media are closer to their needs, can create trust more easily and, as part of a large community, trigger a feeling of belonging. Social media marketing offers a cost-effective alternative to traditional marketing. A company can also react much more quickly to trends and current events and place them in the context of its own offering. For example, it can ask specific questions or present its own offer in an unconventional way and thus address its existing and potential customers directly. It is therefore far more flexible in the way it communicates.

▶ E-Book: Copywriting for social media: Text templates and tips

▶ Templates for social media cover images

• Social selling

Social selling basically describes the establishment of relationships with potential customers as part of a sales process. Although social selling also includes the offline area, in this context it primarily refers to building customer relationships in social media channels. The difference to social marketing is that social selling focuses primarily on sales, whereby its measures are carried out indirectly and authentically in the interests of the target group. The advantage over traditional sales is that a company gets closer to its target group in the social media area and a trusting relationship can develop. The primary aim is to generate new leads, i.e. to gain potential customers for the brand, product or service.

• Sponsoring

Sponsoring is the promotion of individuals or entire groups and associations. Sponsorship usually takes the form of financial or material support. Sponsorship helps the sponsored party to achieve its goals more successfully and easily. The sponsor in turn - often a commercial company - hopes that this will result in a positive public perception, combined with a boost to its brand image and a possible increase in sales of its products and services.

• Scatter plan

In marketing, a distribution plan - or media plan - is an overview in which the time-limited use of advertising measures is recorded. Advertising measures include, for example, billposting in public spaces and placing advertisements in print or digital media. The distribution plan defines the start of the advertising measures, their period and frequency as well as their type. Its use should enable efficient advertising that largely avoids wastage.

• Search volume

The search volume is the number of search queries in a search engine for a very specific search term - the so-called keyword. The search volume is determined within a defined period of time. It is more of an estimate. Nevertheless, its value plays a decisive role in drawing conclusions about your own search engine optimization. A distinction is made between general keywords with a high search volume and specific keywords with a low search volume. As a general rule, the higher the search volume, the more difficult it is to get your website to the top of the search engine rankings with the help of such a keyword. A special keyword with a low search volume can have the advantage that instead of addressing the masses, it specifically addresses a need of the target group - and the website ranks optimally for this goal.

• SWOT analysis

A SWOT analysis is a tool for the strategic planning and positioning of a company, start-up or team, for example. The principle: all strengths and weaknesses as well as opportunities and threats within the market environment are compared. The acronym SWOT is made up of the first letters of the words Strengths, Weaknesses, Opportunities and Threats. With the help of a SWOT analysis, the sensible use of your own resources can be accelerated and growth achieved. At the same time, potential threats can be identified. The aim of the SWOT analysis is to create a basis from which sustainable success can be achieved by specifically analyzing certain aspects.

▶ Video tutorial: SWOT analysis in the design thinking process