Insights from the Studio

Glossary.

The most important terms related to websites, SEO, advertising, and AI, explained simply. No jargon—just what you really need to know as a business.

404 Error

A 404 error is a response from a web server indicating that no page exists at the requested address, perhaps because it has been deleted, moved, or linked incorrectly.

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A/B Test

An A/B test compares two versions of an ad or webpage under the same conditions by showing each version to a random subset of people in order to determine which one is more effective.

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Agentic AI

"Agentic AI" refers to AI systems that plan a task on their own across multiple steps, independently using tools such as email, calendars, or software, rather than simply providing a single answer.

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Alt Text

Alt text is a short textual description of an image in the code. Screen readers read it aloud, and Google uses it to understand what the image shows.

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Backlinks

Backlinks are links from other websites to your site. Google uses them as a signal of relevance and to find new pages; purchased links, on the other hand, are considered spam.

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Call to Action

A call to action is a specific prompt encouraging visitors to take the next step, such as “Request a Quote” or “Call Now,” usually presented as a button or link.

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Canonical Tag

A canonical tag is a piece of code on a page that tells search engines which of several URLs with the same content is the primary version that should appear in search results.

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ChatGPT

ChatGPT is an AI assistant developed by OpenAI that answers questions in natural language and writes, summarizes, translates, or edits text.

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CMS

A CMS, short for content management system, is software that allows you to manage a website's text, images, and pages without any programming knowledge.

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Conversion Rate

The conversion rate is a percentage that indicates how many visitors or sessions result in a desired action, such as an inquiry or a purchase.

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Core Web Vitals

Core Web Vitals are three metrics developed by Google that evaluate a website's loading time, responsiveness, and visual stability from the perspective of real users.

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Corporate Design

Corporate design is the consistent visual identity of a company—comprising its logo, colors, fonts, and design guidelines—that appears the same on its website, vehicles, stationery, and advertisements.

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CPC

CPC (Cost Per Click) is the amount you pay for a single click on your ad. In Google Ads, it is determined through an auction and is often lower than your maximum bid.

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CPM / CPC

CPM (Cost per Mille), also known as the cost per thousand impressions or TKP, indicates how much 1,000 ad impressions cost—that is, 1,000 times the ad appears on a screen.

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Crawler

A crawler is an automated program that retrieves web pages, follows links, and collects content for search engines or AI services—such as Googlebot for Google Search.

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CTR / Click-Through Rate

The CTR (click-through rate) indicates, as a percentage, how often a displayed ad was clicked; it is calculated as clicks divided by impressions.

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Customer Journey

The customer journey is the path a customer takes from their first contact with a business through to an inquiry or purchase, including all touchpoints along the way.

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Domain

A domain is your website's address on the Internet—such as yourcompany.de—and serves as a substitute for the server's IP address, which is difficult for people to remember.

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Favicon

A favicon is the small icon for a website that browsers display in tabs and bookmarks, and that Google also displays in search results next to the page name.

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Funnel

A funnel describes the stages through which people who first become aware of you turn into prospects, inquiries, and ultimately customers.

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Generative AI

Generative AI refers to AI systems that generate new content—such as text, images, audio, or video—in response to an input, rather than simply sorting or analyzing existing data.

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Google Company Profile

A Google Business Profile is a free listing that allows a business to appear on Google Maps and in Google Search with its address and contact information.

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Hosting

Hosting refers to the process of storing a website on a server that is permanently connected to the Internet, which stores its files and delivers them to visitors as soon as someone accesses the website's address.

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Keyword

A keyword is the word or phrase that people type into Google, and it is also the search term for which you optimize a specific page on your website.

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Landing Page

A landing page is a page that visitors land on after clicking an ad or a link, and it is designed to prompt exactly one action.

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Specifications

A statement of requirements describes, from the client's perspective, what a project—such as a new website—must achieve, and serves as the basis for comparing bids.

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Lazy Loading

Lazy loading means that the browser doesn't load images and other content until they come into view as you scroll, rather than downloading everything immediately when the page loads.

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Lead Generation

Lead generation means turning anonymous prospects into contacts who voluntarily provide you with their name, phone number, or email address so you can make them an offer.

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LLM

An LLM (Large Language Model) is an AI language model that has been trained on very large amounts of text and generates text by continuously predicting which piece of text is most likely to come next.

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Local SEO

Local SEO encompasses all measures that help a business appear in location-based searches on Google Maps and in local search results, from the business profile to the website.

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Meta Description

The meta description is a short descriptive text in a page's code that Google may—but is not required to—display as a snippet below the title in search results.

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Meta-pixel

The Meta Pixel is a JavaScript code from Meta that tracks visitors' actions on a website to measure Meta ads and deliver them in a more targeted manner.

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One-pager

A one-pager is a website where all the content appears on a single long page that visitors scroll through instead of navigating between subpages.

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Specifications

A scope of work describes, from the contractor's perspective, how the contractor will implement the requirements specified in the requirements specification—that is, using which solution, which technology, and in which steps.

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Prompt

A prompt is the input you use to tell an AI what to do: a question, a set of instructions, or a text that includes background information, examples, and the desired format.

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Responsive Design

Responsive design is a design approach in which a website's layout automatically adapts to the screen size, ensuring that the same page is easy to use on a cell phone, tablet, and computer.

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Retargeting

Retargeting means showing ads again to people who have already interacted with your business—for example, by visiting your website, watching a video, or filling out a form.

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ROAS

ROAS (Return on Ad Spend) shows how much revenue each euro invested in advertising generates; it is calculated as advertising revenue divided by advertising expenses.

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SEO

SEO, short for search engine optimization, encompasses all measures that help search engines understand a website and display it in relevant search results.

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Sitemap

A sitemap is a file, usually in XML format, that tells search engines which pages a website contains and which of them should appear in search results.

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SSL Certificate

An SSL certificate is a digital certificate that verifies that a website belongs to its domain and enables the encrypted HTTPS connection between the browser and the server.

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Structured Data

Structured data consists of standardized information embedded in a webpage's code that tells search engines what a piece of content is—such as a business with its address and hours of operation, or an event.

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USP

The USP (Unique Selling Proposition) is what sets an offer apart—in other words, the specific reason why customers choose to contact you rather than your competitors.

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UX Design

UX design is about shaping the entire experience people have with a product, a website, or a company—not just the interface.

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Vibe Coding

Vibe coding refers to the process of creating an application solely by giving instructions to an AI, without reading the generated code yourself. The term was coined by Andrej Karpathy in February 2025.

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WCAG

WCAG stands for Web Content Accessibility Guidelines, the W3C guidelines that use testable criteria to define how websites can be perceived, operated, and understood by people with disabilities.

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Webhook

A webhook is an automated message that one program sends to another via a web address as soon as a specific event occurs, such as a new request or order.

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WebP

WebP is an image format developed by Google that stores photos and graphics at a significantly smaller file size than JPEG or PNG while maintaining comparable quality, and supports transparency and animation.

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Wireframe

A wireframe is a simplified, usually gray sketch of a page that defines its structure, content, and order before colors, fonts, and images are designed.

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