Digital Marketing Wiki
300+ terms – straight from the marketing engine room.
Comprehensible.
Precise.
No hot air.

The footer is the bottom section of a website. It often contains mandatory information such as legal notices, privacy policy, contact details, but also additional information such as opening hours, logos, social media links or seals.

A well-designed footer helps visitors find their way around, builds trust, and is also considered a relevance signal by Google.

After adding direct contact details and opening hours to the footer, the number of direct calls via mobile devices increased by 32%. People who read the bottom of a page usually want to take action.

 The footer is like the last word in a conversation – it sticks around longer than you think.

The frequency cap determines how often a user can see a particular ad within a period of time – e.g., a maximum of three times per week. This prevents the same ad from being displayed too often and becoming annoying.

This limitation is particularly important in remarketing campaigns in order to maintain a balance between recall and fatigue. Example from a pizza delivery service:

After introducing a frequency cap of 2 impressions per user per week, the click-through rate increased by 14% – fewer annoyed customers, more curiosity.

 Frequency capping is like good advertising in the newspaper – it works once or twice, but after ten times it becomes boring.

A funnel describes the journey of a potential customer – from initial awareness (e.g., advertisement) to interest (e.g., landing page) to action (e.g., inquiry, purchase, appointment). Each step is a stage – and with each stage, the number of interested parties shrinks. A well-planned funnel loses few along the way – thanks to clear guidance, targeted content, and compelling offers. Example from a gym:

A funnel started with a free training plan sent by email, followed by a consultation. 19% of those interested became new customers – significantly more than with traditional advertising.

 A funnel is like a good salesperson – it takes customers by the hand and leads them to the checkout.

Functional design means that the design of a website is not only visually appealing, but also specifically guides user behavior. Colors, spacing, typography, and structures are used deliberately to ensure clarity, readability, and conversion.

So it's not just about "beautiful," but about "effective." Good design leads to clicks, inquiries, and purchases – almost imperceptibly, but measurably. Example from a bookstore:

The new website was given clear categories, a large search field, and a prominent "Reserve now" button. The number of online pre-orders rose by 71% within two weeks.

 Functional design is like a well-organized bookshelf – you find what you're looking for and often take more with you.

Geotargeting allows online advertising to be displayed only in specific geographical regions – e.g., only in Zurich, within a 10 km radius, or even in a specific zip code area. This means that only relevant users see your ad, minimizing wastage.

This is a must for local service providers in particular, because no one from Berlin is looking for a pizzeria in St. Gallen. Example from a drywall construction company:

After limiting the Google Ads campaign to a 30 km radius, not only did the number of enquiries increase, but so did adherence to deadlines – because customers from the region were able to plan more realistically.

 Geotargeting is like a map – why spread your ads across Switzerland when your customers are just around the corner?

Google Ads is Google's advertising platform. It enables companies to place targeted ads in Google search results or on partner sites based on search terms, location, time of day, or device type.

You only pay when someone clicks – pay-per-click (PPC). Ideal for companies that want to be visible when potential customers are looking for specific solutions. Example from a fitness studio in Thun:

With Google Ads for "back training Thun," the studio was visible in the top results within 48 hours. Within the first week, there were 12 trial training sessions – with an 80% conversion rate.

 Google Ads is like a shop window right on the main street – anyone looking for you will see you immediately.

Google Ads Editor is free software from Google that allows you to create, edit, and manage advertising campaigns offline. Everything is synchronized once you're happy with it – ideal for agencies or complex campaign structures.

Particularly useful for multiple ads, ad groups, or accounts – changes can be made faster, more systematically, and offline. Example from a web shop for precision tools:

Over 120 products were added to campaigns. Thanks to Ads Editor, this was done five times faster – and errors in URLs or budgets were corrected before uploading.

 Ads Editor is like a toolbox for advertising tinkerers – refine offline, shine online.

Google Analytics is a free web analytics tool that helps you understand user behavior on your website: Where do they come from? How long do they stay? What do they click on? Where do they drop off?

It provides data for better decisions – for example, for optimizing page content, advertising campaigns, or user guidance. Example from a restaurant business:

Analytics showed that over 70% of website visitors were using mobile devices – but the mobile menu was only available as a PDF. After adding a mobile menu, the average time spent on the site increased by 45%.

 Google Analytics is like video surveillance for your website – only it's compliant with data protection regulations and provides useful figures.

Google My Business (now Google Business Profile) is a free tool from Google that lets you manage your business information directly in Google Search and Google Maps, including opening hours, reviews, photos, and offers.

Essential for local businesses: If you enter "hairdresser Lucerne" in Google, you won't find a website – you'll find a My Business profile. Those who shine there win. Example from a painting business:

After adding 10 project photos and collecting targeted customer reviews, organic inquiries increased by 38%. Previously, the profile was barely visible – now it's a door opener.

 Google My Business is like a shop window right on the digital high street – clean, well-maintained, and inviting.

Search Console is a free Google tool that shows website operators how Google sees their site: Which search terms generate clicks? Which pages have errors? Is everything indexed correctly? And where can technical improvements be made?

It is the most important tool for search engine optimization—especially for anyone who doesn't have an SEO agency but wants to know how things work. Example from a window manufacturing company:

Search Console suddenly reported an increase in 404 errors. After fixing the issue, the ranking of individual product pages rose significantly. The cause: outdated links after the relaunch.

 Search Console is like a flight instrument – it shows whether your website is taking off or crashing before customers even notice.

Growth hacking is an approach that aims to achieve maximum impact with minimal effort – often through clever ideas, data analysis, automation, and unconventional tactics. The goal: more users, more revenue, more awareness – quickly and measurably.

Ideal for startups or SMEs that don't want to spend millions on advertising but still want to grow. Example from a fitness studio:

A free online fitness plan was sent out by email – along with an automatic voucher for the first training session. 42% of recipients came in. No advertising budget – just a clever idea with good timing.

 Growth hacking is like MacGyver marketing – few resources, big impact.

GUI stands for "graphical user interface" – the graphical user interface through which people interact with computers, apps, or websites. Buttons, menus, sliders – all of these are part of the GUI. The better it is designed, the easier it is to use.

Without a GUI, we would all be stuck in command lines – GUIs make technology accessible to normal users. Example from a web shop for natural cosmetics:

After redesigning the product view with clear buttons, a zoom function, and intuitive color selection, the conversion rate increased by 27%. Easy to use sells better.

 A good GUI is like a friendly salesperson – it shows, explains, and doesn't get in the way.

A hashtag is a keyword preceded by a hash symbol (#) that sorts posts on social networks by topic. This allows users to quickly find content on specific topics, e.g., #HandwerkSchweiz or #Sommerterrasse. Hashtags increase the visibility and reach of your posts.

But remember: less is more. Three targeted hashtags are more effective than 30 random ones. Example from a swimming pool construction company:

Before and after pictures were posted with the hashtag #Traumpool2025. Within two months, the company gained 140 new followers and received two requests for quotes via Instagram alone.

 A hashtag is like a digital place name – it shows what something is about and who wants to be part of it.

The header is the top section of a website – usually containing the logo, navigation, contact information, and sometimes a call to action. It appears on every page and is part of the first impression. It often determines whether a visitor stays or leaves.

A strong header is clear, optimized for mobile devices, and provides immediate orientation. p> Example from a dental practice: p>

After adding a fixed header with a "Make an appointment" button that is directly visible on mobile devices, bookings increased by 35% – simply through improved usability.

 The header is like the reception in a store – those who find their way around immediately stay longer.

Header bidding is an online marketing technique in which multiple advertising providers bid for an advertising space at the same time – before the page content is loaded. The highest bidder wins. This ensures greater transparency and better revenue for website operators.

Used primarily on large news or industry portals, it is a complex but lucrative mechanism.

After introducing header bidding, advertising revenue per page view increased by 18% – with no change in user experience.

 Header bidding is like a flash auction house – fast, transparent, profitable.

A hero image is a large, often screen-filling banner image at the top of a website. It is designed to attract attention, evoke emotions, and immediately clarify the theme of the page. It is often combined with a claim or a call to action.

Important: It must not only be attractive, but also relevant, quick to load, and optimized for mobile devices. Example from an interior design firm:

A hero image with a high-quality before-and-after comparison resulted in a 62% longer visit duration – and twice as many initial inquiries via the contact form.

 A hero image is like a first handshake – impressive, concise, unforgettable.

The Hreflang tag is an HTML attribute that tells search engines which language and country version of a page is intended for which target audience. This is particularly important for websites with multilingual or international content.

It prevents duplicate content issues and ensures that users from Zurich see the German version – and not accidentally the French or English version. Example from a hotel business:

After correctly integrating Hreflang for German, English, and French, visibility increased in all language regions. Bookings from abroad increased by 21%.

 Hreflang is like a signpost in a language maze – clear, precise, and indispensable for Google.

HTML stands for "Hypertext Markup Language" and is the markup language used to structure websites. It describes content, headings, paragraphs, links, images – and thus forms the basic framework of every website.

Although mostly invisible to visitors, it is essential for browsers and search engines. No HTML means no internet as we know it. Example from an IT consulting company:

After correcting incorrect HTML tags, the mobile display was finally error-free – which immediately led to better rankings and more inquiries.

 HTML is like the skeleton of a house – no one sees it, but everything depends on it.

HTTPS stands for "Hypertext Transfer Protocol Secure" and is the encrypted version of the classic HTTP protocol. It protects data that is transferred between browsers and websites – for example, in contact forms, logins, or online purchases.

Recognizable by the small padlock symbol in the browser – and mandatory for all websites that want to inspire trust. Without HTTPS: Warning. With HTTPS: Security. Example from a law firm:

After switching to HTTPS, the bounce rate on the contact page fell by 22%. The message is clear: trust starts with the protocol.

 HTTPS is like a door lock with a security seal – not a luxury, but standard.

An iFrame ("inline frame") is an HTML element that allows you to display content from other websites within your website – e.g., a YouTube video, a Google Maps excerpt, or a booking calendar.

Practical, but technically tricky: iFrames load external content, which can affect loading times, data protection, and mobile viewing. Use with caution. Example from a tanning salon:

An online appointment booking tool was integrated via iFrame. Customers could book directly on the website without being redirected. The booking rate increased by 43%.

 An iFrame is like a window to the neighboring page – practical, but not without risk.

Impressions indicate how often an ad, post, or search result has been displayed on a user's screen. It's all about visibility – not interaction.

An important indicator for measuring reach – especially for branding campaigns or social media posts. Example from a security company:

A LinkedIn campaign was viewed 23,000 times – even though there were only 150 clicks. Nevertheless, brand awareness increased significantly, as evidenced by website traffic with the company name as a search term.

 Impressions are like advertising posters – you don't click on them, but you remember what you see often.

Indexing means that Google "knows" a website and stores it in its search index. Only indexed pages can appear in search results, regardless of how good the content is.

Technical errors, noindex tags, or missing internal links can prevent pages from being indexed – a common SEO pitfall. Example from a trust office:

The newly created subpages for "Payroll accounting" and "VAT consulting" were invisible for weeks. Reason: They were accidentally excluded from crawling. After correction: 3 new customers per month via Google.

 Indexing is like a phone book entry on Google – without it, no one will find you, even if you have the best offer.

In influencer marketing, companies cooperate with people who have a large reach and credibility on social networks – so-called influencers. They present products, services, or brands authentically to their community.

Whether it's a beauty blogger, a DIY craftsman or a TikTok chef, it's important that the influencer fits the target group and brings not just likes, but genuine trust. Example from a garden center:

A well-known Swiss gardening YouTuber tested a new raised bed kit. After her video, online orders for this product increased by 320% within two weeks.

 Influencer marketing is like word-of-mouth recommendations – only digital and multiplied a thousandfold.

An infographic is a visual representation of information, statistics, or processes. It helps to make complex issues quickly understandable – especially in social media, blog posts, or presentations.

Good infographics combine design, structure, and clear language – and are often more popular than long texts. Example from a roofing company:

An infographic on the topic "When is the right time to renovate your roof?" was shared over 1,200 times and generated several direct inquiries via Facebook.

 A good infographic is like an espresso: small, strong, and sticks in your mind.

Instagram Insights is the analytics tool available to business accounts. It shows which posts are performing well, when your target audience is online, and how many users are interacting with your content. Perfect for turning gut feelings into data-driven marketing.

Example from a window manufacturer: Insights reveal that short installation videos in the evening have a greater reach than pictures taken in daylight. Posting times and formats are then adjusted – with measurable success.

 Insights are like looking through a window – if you look, you understand who is really outside.

The interaction rate shows how many users actively interact with your content – relative to its reach. It is considered a quality indicator of whether content is generating interest or being ignored. Social media platforms in particular reward high rates with greater visibility.

Example from a security company: Instead of dry security reports, stories from everyday operations are posted – such as how a runaway dog stumbled into the warehouse at night. The number of interactions skyrockets.

 The interaction rate shows whether people like your content – or whether they prefer to swipe on.

Internal linking refers to links within your website that direct users from one page to another, such as from your blog to your product page. This reinforces important content, improves your SEO structure, and makes it easier for users to find their way around.

Example from a painting business: The blog explains the effects of colors and links directly to the offer page. The result: more inquiries from readers who want to find out more and then book right away.

 Internal links are like signposts in a house – if you use them wisely, you can turn visitors into customers.

A keyword is a term or combination of words that users enter into search engines. If you optimize for the right keyword, you will be found – if you write about the wrong topic, you will remain invisible. Keywords are at the heart of every SEO and SEA strategy.

Example from a law firm: Instead of just "legal advice Zurich," the site is also optimized for "divorce advice Zurich region" – making it much easier to find for specific search queries.

 The right keyword is like a door sign – it shows Google that you are the right person to contact.

Keyword density indicates how often a particular keyword appears in relation to the entire text – usually as a percentage. Too few and Google does not recognize the focus. Too many and the text seems unnatural. Today, less is often more – quality beats quantity.

Example from a dental center: In a blog article about dental implants, the term appeared too often. The page slipped in the rankings. After rewriting with synonyms and natural language, it rose back to page 1.

 Keyword density is like salt in soup – without it, it's bland; too much makes it inedible.

Keyword cannibalization occurs when multiple pages on a website are optimized for the same keyword. Google does not recognize a clear relevance and distributes visibility – often to the detriment of all. Better: Structure topics clearly and make each page unique.

Example from a garden center: Two subpages were optimized for "rose care." Both slipped in the rankings. After merging them into a comprehensive guide with video and download, they returned to second place.

 Keyword cannibalization is like two salespeople in a store approaching the same customer at the same time – chaos is inevitable.

The Google Keyword Planner helps you research search terms: It shows how often a term is searched for, how high the competition is, and provides new keyword ideas. Indispensable for Google Ads and for sound SEO strategies.

Example from a fitness studio: Instead of "back training Lucerne," many more people searched for "back school Lucerne." Based on this insight, the website was adjusted – and inquiries increased significantly.

 The Keyword Planner is like a detective – it finds out what your customers are really typing into Google.

The customer avatar describes your ideal customer – with name, age, profession, goals, challenges, and decision-making behavior. This allows you to sharpen your marketing message and strike exactly the right tone to convince your target group.

Example from a pizza delivery service: Instead of targeting "everyone in town," an avatar named Luca was developed: 35, on the go a lot, loves fast, high-quality food. The result: The advertising text was reworded – and orders increased noticeably.

 A customer avatar is like an ideal customer on paper – the clearer it is, the better you can hit the mark.

Customer loyalty refers to all measures that ensure that customers come back – whether through newsletters, retargeting, loyalty programs, or helpful content. Strong customer loyalty increases customer lifetime value and makes your marketing more efficient.

Example from a tanning salon: Customers who receive an automated reminder for their next appointment with a discount after their first visit are more likely to return – and recommend the service to others. Customer loyalty increased by 27% in just a few months.

 Customer loyalty is like a good relationship with your local bar – the longer it lasts, the more valuable it becomes.

A lead magnet is a free offer that motivates visitors to leave their details – such as a PDF guide, a voucher, a webinar, or a checklist download. The aim is to generate leads and build trust.

Example from an IT consulting agency: Anyone who signed up for the "SME security check for servers and data" immediately received a guide by email and was then actively contacted. Over 40 new customers were generated from a single campaign.

 A lead magnet is like a door opener – friendly, valuable, and with a clear invitation to talk.

Lead nurturing is the process of informing, convincing, and guiding leads step by step toward a purchase decision through targeted content, emails, and interactions. It's all about timing, relevance, and the right amount of value.

Example from a solar panel provider: After downloading a guide, the prospective customer receives a series of emails containing checklists, subsidy tips, and sample calculations. Three weeks later, a consultation appointment is scheduled – and often the purchase is made.

 Lead nurturing is like a good wine tasting – step by step towards a decision, with patience and charm.

Link building is the targeted creation of backlinks – i.e., links from other websites to your own. Google sees such links as recommendations and evaluates them as a sign of trust. Important: Quality counts more than quantity.

Example from an interior design studio: Through a collaboration with a local home magazine, the studio received a backlink from their website – including a picture gallery. This helped boost their Google ranking and also brought in new inquiries right away.

 Good links are like recommendations in real life – if you are linked to by credible sources, you gain trust.

LinkedIn Ads are advertisements on the world's largest business network. They are particularly effective for B2B companies, coaches, or service providers who want to reach decision-makers directly – whether with specialist content, webinars, or offers.

Example of a tax consulting provider for SMEs: A campaign entitled "5 tax traps every entrepreneur should know about" was targeted at managing directors in Switzerland – with great success: over 70 qualified leads in three weeks.

 LinkedIn Ads are like a business breakfast – targeted, professional, with the right audience at the table.

Local SEO improves your visibility in local search results – for example, when someone searches for "hairdresser in Winterthur" or "fiduciary in Zug." This includes your Google business profile, reviews, local keywords, listings in business directories, and location pages on your website.

Example of a garage door supplier: After a targeted local SEO relaunch, the company appeared in the top 3 for search queries such as "buy garage door Lucerne" – with significantly more visitors and requests for quotes.

 Local SEO is like a sign on your door – the clearer and more visible it is, the more visitors will come by.

A lookalike audience is a target group that resembles existing customers based on demographic data, interests, and behavior. Platforms such as Facebook or Google use your data to find new, similar people who are also likely to be interested.

Example from a fitness studio: After uploading the existing member list to Meta, a lookalike target group was created. The ads were delivered in a much more targeted manner – with a conversion rate of over 7%.

 A lookalike audience is like a digital recommendation system – anyone who resembles your customers is automatically invited.

Marketing automation uses tools to automatically execute recurring marketing processes: sending emails, segmenting contacts, evaluating leads, or triggering campaigns. This leaves more time for strategy – and potential customers receive optimal support.

Example from a swimming pool construction company: After a quote request, a series of three emails with FAQs, construction time information, and financing options is automatically sent. The result: fewer inquiries, more qualified deals – fully automated.

 Marketing automation is like a good assistant: it works around the clock, never misses a lead, and knows customers by their first names.

A marketing strategy is a concrete roadmap for your marketing activities based on your overall strategy. It defines which channels you will use (e.g., Google, flyers, recommendations), what messages you will send, how you will address your target audience, and how you will ensure that you have enough margin to make it all worthwhile.

Example from a painting company: The company wants to specifically target owners of old buildings. Instead of just advertising "beautiful colors," the marketing strategy focuses on high-quality consulting, before-and-after photos, and partnerships with architects – with a focus on Instagram, local Google Ads, and craftsman platforms.

 Marketing without strategy is like paint without a brush – it doesn't get anything on the wall.

The meta description is the short description text that appears under the link in the search results. It does not directly influence the ranking, but it does have a huge impact on the click rate – because if you pique people's curiosity here, you will attract visitors.

Example from a roofing company: Instead of "Your partner for roof renovation in Zurich," it now reads: "Get a quote in 48 hours – flat and pitched roof renovation from a specialist company. Secure your consultation now!" The click rate rose by 32% – without a single change in ranking.

 The meta description is like a good book title – if you write it well, people will click on it.

Meta tags are HTML elements that provide search engines with information about your website. These include, for example, the page title (title tag), the meta description, and the robots tag. They influence how your page is displayed – and whether it should be indexed.

Example from a provider of aesthetic medicine: After correcting the meta tags – including individual descriptions for each page – not only did the number of clicks improve, but so did the bounce rate. Visitors found what they were looking for more quickly.

 Meta tags are like entries in a table of contents – the clearer they are, the easier your page will be found and understood.

Micro conversions are small actions that users perform on your website, such as downloading a PDF, playing a video, or clicking on a contact form. They show interest and are often precursors to a real conversion.

Example from an event organizer: The wedding fair page showed many clicks on the program PDF, but hardly any registrations. After integrating a direct registration button, bookings increased significantly. The micro conversion was the key to optimization.

 Micro conversions are like first glances when flirting – those who recognize them understand whether there is genuine interest.

A microsite is a standalone, usually topic-specific mini website that often runs independently of the main site. It is ideal for campaigns, product presentations, or events – wherever clear messages and a strong focus are required.

Example from a garden center: For a spring promotion featuring gardening sets, a separate microsite on the theme of summer gardening was set up – with a competition, promotions, and images. The result: over 12,000 visitors in four weeks – without overloading the main site.

 Microsites are like pop-up stores on the internet – targeted, quick to set up, and effective.

Mobile First is a design and development approach in which websites are first optimized for smartphones – only then for tablets and desktops. This is because the majority of users (including Google) surf on mobile devices – and expect speed, clarity, and convenience.

Example of a pizza delivery service: After switching to mobile-first design with large buttons, short paths to ordering, and optimized loading times, mobile orders increased by 41%. Desktop continued to be supported – but mobile was king.

 Mobile first is like takeaway thinking in web design – fast, direct, and served to the point.

Mobile optimization encompasses all measures that ensure your website works flawlessly on mobile devices: fast loading times, touch-friendly navigation, readable text, clear structure. It's not just about looks – it's about user experience and conversion.

Example of a hair salon: After mobile optimization, appointments could be booked directly from a smartphone, the location map opened in Google Maps, and the home page was reduced to the essentials. Result: 67% more mobile bookings within 3 months.

 Mobile optimization is like a good hairdresser's mirror – it shows exactly what the customer wants to see – no more, no less.

Native advertising is a form of advertising that blends seamlessly into editorial content in terms of both appearance and content – for example, as an article, listicle, or video. The trick is that the advertising is hardly noticeable as such, but adds real value and subtly aims to convert.

Example from a provider of fitness studios: An article in an online magazine entitled "5 simple ways to boost your energy in everyday life" – subtly interwoven with tips from the studio and a link to a free trial week. The article was read over 3,000 times and the conversion rate was 8%.

 Native ads are like good camouflage – they don't stand out, but they work precisely where they're supposed to.

Navigation is your website's menu – main navigation, submenus, footer links. It helps visitors find what they are looking for quickly. Good navigation is clear, self-explanatory, and adapts to both mobile and desktop devices. If you cut corners here, you will lose users – and trust.

Example from an interior design firm: After restructuring the menu from "About us – Services – Gallery – Contact" to "Home ideas – Case studies – Book a consultation," the average time spent on the site increased by 38%. Why? Users were able to find their way around more quickly.

 Good website navigation is like a well-signposted hiking trail – it takes visitors by the hand and guides them to their destination.

A newsletter is a regular email containing information, offers, or tips sent to prospects or customers. Unlike social media, the distribution list belongs to you. If done well, it will be opened, read, and generate clicks or sales.

Example from a security company: Instead of general product updates, a monthly newsletter with "3 tips for more security in business" was sent out – including a link to a free security analysis. The open rate doubled and leads increased noticeably.

 A newsletter is like a personal invitation – if you deliver value, you'll be invited back.

Newsletter marketing is the targeted use of email campaigns to strengthen customer loyalty, promote sales, or turn prospects into leads. Segmentation, timing, content, and analysis are crucial—it's not about quantity, but relevance.

Example of a forklift dealer: Instead of sending the newsletter to all customers, it was divided into target groups – fleet managers, workshop operators, spare parts customers. The content was specific to each group – and sales increased by 27% thanks to greater relevance.

 Newsletter marketing is like a good toolbox – when every part fits, business runs like clockwork.

The open rate indicates how many recipients of a newsletter or mailing actually opened it. It depends heavily on the subject line, the time of sending, and the sender's name – and is the ticket to further interaction.

Example from a tanning salon: Subject line A: "Save 10% now!" – open rate 14%. Subject line B: "Your tan is waiting for you ☀️" – open rate 32%. Conclusion: Personality beats percentages.

 The open rate is like the front door – if it stays locked, even the best content inside won't help.

Opt-out refers to the option for users to actively unsubscribe from an email distribution list, a tracking system, or cookie collection. A clear, easy-to-find unsubscribe link belongs in every email—it's legally required, but it's also a sign of professional marketing.

Example from a fitness studio: After making the unsubscribe link more visible in newsletters, a few unsubscribes were received – but complaints dropped to zero. And the click rate of the remaining readers even increased slightly.

 Opting out is like a clearly visible exit door – those who choose to stay feel more comfortable.

Organic traffic refers to visitors who arrive at your website via unpaid search results – e.g., through Google searches. Unlike paid ads (SEA), organic traffic is based on good content, SEO, and relevance. It doesn't cost any click budget, grows sustainably, and often brings in the most loyal customers.

Example of a bookstore with an online shop: Thanks to a guide section on the topic of "promoting reading among children," the site ranked number 1 on Google—without any advertising budget. Organic traffic tripled in three months.

 Organic traffic is like walk-in customers in your neighborhood – those who feel comfortable come back, recommend you to others, and don't cost you anything in advertising.

Outbound marketing is advertising that is actively targeted at potential customers – without them looking for it. Classic examples include print ads, radio commercials, telemarketing, and TV commercials. In the digital realm, display ads and unsolicited emails also fall into this category. Effective, but often intrusive – depending on the target audience and implementation.

Example from a security company: A personalized postcard with a QR code linking to the offer page was sent to 3,000 local business customers. The response rate was 4.7% – outbound can work if it is done intelligently.

 Outbound is like handing out flyers at the train station – not everyone will look, but the right person at the right time could be your next customer.

An overlay is a graphic element that is superimposed over the actual page – usually semi-transparent, with a note, form, or call-to-action. Often used for cookie notices, newsletter requests, or exit pop-ups. It is important to use them discreetly and let users remain in control.

Example from Vitalstudio: An overlay with a 10% discount code appeared after 45 seconds. The result: 22% more enquiries – without disrupting the flow of reading.

 A good overlay is like a waiter offering free prosecco – surprising, charming, but not intrusive.

Owned media includes all channels and content that belong to you as a company: your website, your blog, your newsletter list, your customer portal. The big advantage: you are independent of platforms such as Facebook, Google, or Instagram – and have full control over content, frequency, and presentation.

Example from an IT consulting firm: After a platform algorithm change, social traffic dropped by 80%. The company's own email list and a well-maintained blog saved the traffic – thanks to owned media, which no one can take away.

 Owned media is like owning your own piece of land in the digital village – you can design it, maintain it, and you don't have to pay rent.

Paid media encompasses all advertising measures for which you pay for reach – e.g., Google Ads, Facebook ads, banner advertising, or paid influencer collaborations. It is the fastest way to gain visibility, but also the most fleeting. Without a strategy, it gets expensive – but with the right target audience, it's a powerful lever.

Example from a garden center: In the spring season, $3,000 was invested in Google Ads for "flower soil Zurich" – within two weeks, the budget was sold out, but so was the warehouse.

 Paid media is like a billboard on the main road – as long as you pay, everyone drives past it.

Performance marketing refers to all digital marketing measures that are designed to achieve measurable results – whether clicks, leads, conversions or sales. This includes, for example, Google Ads, social ads, email campaigns and affiliate marketing. The key factor is that every action is tracked, analysed and optimised.

Example from an event agency: Facebook ads were used to target visitors for an open-air festival in Zurich. The goal: 1,000 ticket sales. The result: 1,240 tickets sold and a crystal-clear cost-revenue ratio – thanks to a consistent performance approach.

 Performance marketing is like a fitness tracker for your advertising budget – nothing remains hidden.

PPC stands for "pay per click" – a billing model where you only pay when someone clicks on your ad. It is particularly common with Google Ads and social media advertising. The advantage: if no one clicks, it costs nothing. The disadvantage: poor ad quality can drive up click prices.

Example from a roofing company: With a monthly budget of $500, targeted ads for "flat roof renovation" were placed. Thanks to a high click-through rate and local targeting, each click cost only $1.10 – and two new roofs were sold directly through this campaign.

 PPC is like advertising in a mailbox that only costs money when someone opens the door and reads it.

Programmatic advertising is the automated buying and selling of online advertising space in real time. Algorithms decide where and to whom your ad is shown – based on user behavior, location, device, and interests. The goal: maximum relevance with minimal waste.

Example from a security company: Instead of advertising across news portals as before, programmatic advertising was used to target only visitors who were interested in access systems or burglary protection – reducing waste by 72%.

 Programmatic advertising is like a digital town crier who only calls out where the target audience really is.

A prompt is the input you use to control an AI such as ChatGPT, DALL·E or Midjourney. It determines what the AI should deliver – text, image, structure or style. The more precise and context-rich the prompt, the better the result. Good prompts are like briefings: clear, to the point and to the point.

Example from an IT consultant: Instead of "Create a blog article about cybersecurity," the optimized prompt was: "Write a blog post about the five biggest security gaps at SMEs in Switzerland – with tips for trustees and architecture firms." The result was ready to print.

 A good prompt is like a precise assignment – it determines whether the result is brilliant or gibberish.

Push notifications are short messages that appear directly on the smartphone or desktop screen – even when the app or website is not currently open. They inform, remind or motivate users to take action. They are successful when they come at the right time – and don't annoy users.

Example from a pizzeria: Every Friday at 5 p.m., loyal customers receive a push notification: "Pizza special: 2 for 1 – today from 6 p.m.!" As a result, orders on Friday evenings increased by 36%.

 Push notifications are like a quiet knock on the window – when the moment is right, the door opens.

Quality Score is a rating scale from 1 to 10 that Google uses to evaluate the quality and relevance of your ad in relation to the landing page and the keyword being searched for. A high score lowers the cost per click and improves placement. Click-through rate, ad relevance, and landing page quality all have an influence.

Example from a window manufacturer: After revising the ad text and improving the landing page, the Quality Score rose from 5 to 8. The average click costs fell by 34% – while at the same time improving the placement in the search results.

 The Quality Score is Google's report card for your ad – and good students pay less.

Ranking refers to the position of a website in the organic search results of Google & Co. The higher the ranking for a relevant search term, the more visible the page – and the more clicks. Search engines evaluate content, technology, user behavior, and external links.

Example of a roofing company: After targeted SEO optimization for the term "roof renovation Lucerne," the website jumped from position 22 to position 3 – and the number of quote requests doubled within two months.

 Ranking is like a market stall – whoever is at the front sells more.

A ranking factor is a criterion that Google uses to determine where your website appears in search results. There are over 200 of them – from loading time and text quality to backlinks. Some carry a lot of weight (e.g., mobile-friendliness), while others are more like fine-tuning screws. If you understand how ranking factors work, you can make targeted adjustments to your visibility.

Example from a photo studio: The page loads slowly, is not optimized for mobile devices, and uses hardly any subheadings. Despite beautiful images, it ends up on page 5. After a relaunch with clean code, fast loading times, and precise text, it suddenly lands on page 1.

 Ranking factors are like grades on a report card – those who do well across the board are moved to the top.

Recency describes how long ago a user interacted with a brand, website, or ad. The shorter the time since the last interaction, the higher the likelihood of a renewed response. Recency is often used in retargeting to specifically address "fresh" contacts.

Example from a fitness studio: Customers who had visited the booking page in the last 3 days received a reminder via retargeting ads. This group converted 3 times more often than users whose last visit was over a week ago.

 Recency is like bread from the day before – it simply sells better when it's fresh.

Referral traffic is visitor traffic that comes to your website via external links – for example, from blogs, directories, or partner sites. Unlike paid advertising, these clicks are usually free, but they are often qualified. Referral traffic is an important indicator of network strength and trust.

Example from an aesthetic studio: After an interview in a well-known lifestyle blog with a link to the practice, 38% more visitors came to the website – 12% of whom booked an appointment directly. Referral with impact.

 Referral traffic is like a recommendation between friends – honest, effective, priceless.

Remarketing (also known as retargeting) is an advertising strategy that involves targeting users again after they have already interacted with your website or ad. Cookies or pixels are used to show them targeted ads, for example on Google or Facebook. The goal is to turn visitors into customers.

Example of a pizza delivery service: Users who filled their shopping cart but did not place an order received a Facebook ad saying "Your pizza is still waiting." This increased the conversion rate by 21%.

 Remarketing is like a discreet reminder – "Hey, you were interested..."

Responsive design refers to the technique of designing websites so that they automatically adapt to the size of the screen. Text, images, and menus change depending on the device so that the user experience remains the same everywhere. This has become particularly important since the rise of mobile internet use.

Example of a law firm: The old website was barely readable on mobile devices. After the relaunch with responsive design, the time spent on smartphones increased by 64% – and the number of mobile inquiries doubled.

 Responsive design is like a tailor-made suit for the web – it fits everywhere and always looks good.

ROAS (return on ad spend) measures how much revenue was generated with each dollar invested in advertising. It is calculated as the ratio of advertising revenue to advertising costs. For example, a ROAS of 5:1 means that for every dollar invested, five dollars were earned.

Example from a garden center: For $2,000 in Google Ads revenue, $9,400 was spent on plants and accessories. The ROAS is 4.7, which is a very good value.

 ROAS is like the receipt for advertising – it shows whether the purchase was worthwhile.

ROI (return on investment) measures the ratio of profit to the resources used – whether for marketing, a website or machinery. It answers the question: Was the investment worthwhile? A positive ROI means profit, a negative ROI means loss.

Example from a security company: A new website with a booking module cost $8,000. After one year, it generated orders worth $31,000 – ROI: 287.5%. More than solid.

 ROI is the GPS in the business jungle – it shows whether you are on the right track.

ROI calculation (return on investment calculation) compares how much profit was generated by an investment – for example, a new website, an advertising budget, or a marketing campaign – with how high the investment costs were. The formula: (revenue – costs) / costs × 100.

Example of an electrician: A Google Ads campaign costing $3,000 generated orders worth $12,000 within four months. The profit was $6,000 – a ROI of 200%.

 ROI calculation is like an annual report for individual projects – it shows you in black and white what you have achieved.

A sales funnel describes the individual steps that a potential customer goes through – from initial contact to purchase. Typical phases: awareness, interest, desire, and action. The goal is to minimize wastage and lead to a sale.

Example from an aesthetic medicine studio: Skin treatments are presented via social ads (awareness). A landing page with before and after photos arouses interest. The free consultation appointment is the first step towards booking. Conversion rate: 21%.

 A good funnel is like a consultation on autopilot – only without the small talk.

Schema.org is a joint project by Google, Microsoft, Yahoo, and Yandex that defines standardized markups for content. With structured data, you tell Google exactly what a piece of content means—for example, "This is a recipe," "This is a review," or "This is an event." This enables rich snippets and helps improve visibility.

Example from an event agency: Thanks to Schema.org markup for events, dates are displayed directly in Google – including time, location, and price. Click rate: up 43%.

 Schema.org is like a name tag for your content – it tells Google what you really mean.

Scroll depth measures how far a user scrolls down your website. This helps you understand which content is actually being viewed – and where visitors are leaving. Tools such as Google Tag Manager allow you to analyze scroll behavior in detail: 25%, 50%, 75%, 100% – everything is visible.

Example from a swimming pool construction company: Many visitors left the site at 50% scroll depth – exactly where the price was listed. After restructuring the page to highlight the benefits before the price, the scroll rate to the enquiry form increased to 88%.

 Scroll depth shows where your content is getting lost – or convincing.

Search intent describes the intention behind a search query. Does someone just want information (informational), buy something specific (transactional), or visit a specific page (navigational)? If you know the search intent, you can tailor your content and ads perfectly to it – for maximum relevance.

Example from a bookstore: The search query "bookstore Zurich opening hours" used to link to the home page. After adjusting the link to a specific opening hours page, the bounce rate dropped dramatically – because that was exactly what people were looking for.

 Search intent is like reading customers' minds – only data-based.

SEO stands for search engine optimization. The goal is to design your website so that Google understands it, finds it easily, and displays it as high up as possible in search results. This includes technical optimization, high-quality content, a clean structure, backlinks, loading times, and mobile compatibility.

Example of a window manufacturer: Local SEO optimization with location references ("window manufacturer Winterthur") improved the ranking from page 4 to number 1. The number of online inquiries tripled.

 SEO is like a navigation system for Google – the clearer the route, the faster the customer arrives.

SERP stands for the page that is displayed after a search query on Google & Co. – the so-called "Search Engine Results Page." It contains paid ads (SEA), organic hits (SEO), and often special elements such as maps, snippets, or videos.

Example of a security service provider: Thanks to local optimization, the company appears in the search results for "security guard Lucerne" with a Google My Business listing, website link, and FAQ snippet – all on the first SERP.

 The SERP is like a shop window on Main Street – whoever is at the top gets seen.

A sitemap is a structured overview of all the pages on your website. It is created in XML format and helps search engines to index your content more quickly and completely. It is essential for indexing, especially for large or new websites.

Example of a garden center with an online shop: After integrating a current sitemap, the number of indexed product pages in Google Search Console rose from 420 to 790 within a few days – and traffic followed suit.

 The sitemap is like a table of contents – if you have one, you'll be found faster.

Smart Bidding is a feature in Google Ads that automatically sets bids. It uses AI to determine the optimal bid based on the user, device, location, time, and likelihood of conversion, with the goal of making your campaigns more efficient.

Example from an alarm system provider: Instead of entering manual CPCs, the company activated "Target ROAS." After a short learning phase, conversions increased by 41% – with the same budget.

 Smart Bidding is like an intelligent salesperson – it recognizes good customers and automatically negotiates better deals.

Snapchat Ads are paid ads in story format on the Snapchat platform. They appear between user stories or as interactive filters and lenses. Ideal for brands that want to reach teenagers and young adults with creative, fast-paced messages.

Example from a local streetwear store: An AR lens that allowed users to "try on" the latest sneakers led to a 220% increase in store visits within a week – with a minimal advertising budget.

 Snapchat Ads are like commercials on speed – whoever stands out wins in seconds.

A snippet is the text excerpt that Google displays for a search result. It consists of the page title, the URL, and the meta description. A well-written snippet arouses interest, sets you apart from the competition, and significantly increases the click-through rate.

Example from a specialist heat pump company: By replacing a generic meta description with a clear, regionally relevant text highlighting the benefits ("Your heating solution in Aargau – energy-efficient & eligible for subsidies"), the click rate on Google increased by 54%.

 A snippet is like a shop window – people passing by make up their minds in three seconds.

Social listening refers to the systematic observation and analysis of public mentions, comments, and sentiments surrounding your brand or industry on social networks, forums, and blogs. Tools help you identify patterns, evaluate feedback, and recognize opportunities such as shitstorms at an early stage.

Example from a catering service provider: By monitoring comments on Google Reviews and Facebook, the company noticed that the term "vegan options" was mentioned frequently – and developed a new offering with an accompanying social media campaign.

 Social listening is like a regulars' table on the internet – if you listen, you understand the tone.

SOV stands for "share of voice" – in other words, the share of your advertising voice compared to your competitors. For example, if you place 10% of all ads in your industry, your SOV is 10%. This value indicates how present your company is in the advertising market – for example, on Google Ads, social media, or in print. A high SOV means you are being noticed. A low SOV? The phone often stays silent.

Example from a garden center with an online shop: In spring, several providers place ads for "buy plant pots." The garden center invests specifically in Google Shopping and achieves 18% SOV – a clear lead over the competition. Sales are booming.

 If you want to be heard, you have to broadcast – not whisper.

Stories are short formats that are visible for 24 hours on Instagram and Facebook. They show images, videos or polls in portrait format – often spontaneous, creative and personal. Stories are an ideal tool for companies to build rapport, announce promotions or give a glimpse behind the scenes.

Example from a painting business: The Instagram Story showed one step of a large project every day – from wallpapering to the finish. Customers were thrilled: several new inquiries came in with the comment "We saw you on Insta."

 A story is like a peek through the keyhole – those who openly show what's going on gain trust.

The swipe-up link was (and still is on certain accounts) a feature in Instagram or Facebook Stories that allows users to be redirected to an external page by simply swiping up. Today, the "link sticker" is often used, which performs the same function.

Example from a beauty salon: A video showing before and after results was shown in the story – including a swipe up to the booking page. Appointment bookings increased significantly because the barrier to action was removed.

 A swipe up is like a digital door – if you place it cleverly, you no longer need a door handle.

A tag is a small piece of code that is embedded in a website to measure certain user actions, such as clicks, scrolls, page views, or purchases. Tags provide the data basis for analysis, conversion tracking, or remarketing campaigns.

Example from a precision engineering supplier: After installing a conversion tag, it became clear that most enquiries were coming from a specific subpage. This was revised – and subsequently doubled the number of leads.

 Tags are like digital sleuths – they show what works and what doesn't.

Targeting describes the targeted delivery of advertising to specific target groups – for example, based on age, interests, region, occupation, or online behavior. The more precise the targeting, the greater the chance of relevance – and thus of impact.

Example from a security company: Google Ads were initially displayed throughout Switzerland – with moderate success. After switching to targeting only SMEs in the Lucerne area, the click rate rose by 72% – and requests for quotes doubled.

 Targeting is like a navigation system for your advertising – it takes your message exactly where it needs to go.

Technical SEO encompasses all measures that ensure your website functions optimally from a technical standpoint – such as fast loading times, mobile-friendly design, correct indexing, structured data, and clean redirects. Without a solid technical foundation, even the best content is of little use.

Example of a pizza delivery service: Despite many positive reviews, the website was difficult to find. Analysis showed that it lacked mobile optimization and had slow page loading times. After technical optimization, the website's Google ranking skyrocketed, along with online orders.

 Technical SEO is like the foundation plan when building a house – invisible, but crucial for stability.

Text ads are paid advertisements that consist solely of text, such as Google search ads. They usually appear above the organic search results and consist of a title, URL, and description. The aim is to generate as many clicks as possible with as few words as possible.

Example from a specialist retailer for power tools: The ad "Buy cordless screwdrivers – delivery within 24 hours" performed significantly better than "Top tools in the shop." Clear benefits and specific promises generate twice as many clicks – with the same budget.

 Text ads are like advertising slogans – when they catch on, they generate clicks instead of noise.

A thumbnail is a preview image of a video, for example on YouTube or embedded clips on a website. It shows at a glance what the video is about – and has a strong influence on whether someone clicks or scrolls on.

Example from a fitness studio: The YouTube video "5 tips for a healthy back" received hardly any clicks – until the thumbnail was redesigned with a clear message ("Pain gone in 10 minutes") and a friendly trainer. The result: click rate doubled, viewing time increased.

 A good thumbnail is like a cover in a newsstand – if it doesn't shine, it gets skipped over.

TikTok Ads are advertisements on the video platform TikTok. They appear between organic content and thrive on quick cuts, bold statements, and a playful style. TikTok Ads are a powerful tool, especially for younger target groups and trendy products.

Example from a pizzeria in Zurich: With an 8-second clip showing a pizza box "beatboxing," the pizzeria landed in local TikTok feeds. Clicks on the delivery service button increased by 420% – and TikTok became an integral part of the marketing strategy.

 TikTok Ads are like flying flyers – those who stand out stick around.

Time on site refers to the average amount of time visitors spend on your website. A long dwell time indicates interest and relevant content, while a short dwell time may indicate disinterest or poor user guidance.

Example from an interior design firm: After installing an interactive room configurator, time on site increased from 42 to 173 seconds. Users stayed longer, interacted more intensively, and contact requests increased noticeably.

 Time on site is like a good espresso in a café – if you stay seated, you like it.

A tracking pixel is a tiny (often 1x1 pixel) invisible image that is embedded in a website. It is used to measure user behavior, such as page views, conversions, or email opens. Common examples include the Facebook pixel and similar marketing tags.

Example from a security technology provider: Thanks to a built-in tracking pixel, the company saw that many visitors were viewing contact pages but not submitting any inquiries. The analysis led to an optimized form – and the conversion rate doubled.

 Tracking pixels are like surveillance cameras for clicks – discreet, but with sharp eyes.

Traffic describes the number and type of visitors to a website. A distinction is made between sources such as Google (organic), advertising (paid), social media, email, or direct entry of the URL. More traffic means more opportunities for contact, sales, or recommendations.

Example of a garden center in St. Gallen: After a targeted SEO campaign for "patio greening," organic traffic increased by 180%. The phone started ringing again – even in the fall.

 Traffic is like walk-in customers in a store – if you don't let anyone in, you can't sell anything.

Trust elements are graphic or content elements on a website that create trust: customer reviews, certificates, seals, well-known references, guarantees, or real customer photos. They reduce uncertainty, especially during initial contact.

Example from a clinic for aesthetic medicine: After incorporating real patient reviews, a Swiss Made seal of quality, and the FMH (Association of Medical Specialists) logo, the booking rate for consultation appointments rose by 52%.

 Trust elements are like handshakes on the internet – they signal: You are safe here.

UI stands for user interface. This includes all visible elements that visitors interact with – menus, buttons, forms, icons. A good UI is clearly structured, intuitive to use, and adapts to the habits of users.

Example from a precision manufacturing provider: After a UI redesign with a clear menu structure, larger buttons, and visual icons, the bounce rate fell by 46%. Prospective customers found what they were looking for more quickly and made more targeted inquiries.

 The UI is like the dashboard of a car – if you don't understand it, you can't drive.

Unique content refers to content that is unique and has not been copied anywhere else. Texts, images, or videos must be original, authentic, and useful for the target audience. Google rewards such content with better rankings – and users with more trust and attention.

Example from a bookstore in Lucerne: Instead of copying the standard text from the publisher's information, the team wrote their own book recommendations – including dialect phrases and seasonal recommendations. The page rose in Google rankings and the store gained regular customers.

 Unique content is like a handwritten letter – personal, rare, and effective.

The Unique Selling Proposition (USP) describes the unique advantage that clearly sets a company or product apart from the competition. The USP answers the question: Why should the customer buy from you – and not from someone else?

Example from a fitness studio: Instead of making general fitness promises, the studio advertised "20 minutes of training per week – scientifically proven, ideal for busy people." The result: 65% more trial sessions – thanks to clear positioning.

 A clear USP is like a lighthouse in the fog – it shows customers where to steer.

Universal Analytics was the standard version of Google Analytics until mid-2023. It collected data on user behavior, sessions, conversions, and sources – but based on page-based tracking. With the switch to GA4 (Google Analytics 4), UA has been officially replaced.

Example from an IT consulting agency: The agency switched from UA to GA4 early on and trained customers on the new event logic. This allowed evaluations to continue smoothly, including new insights such as scroll depth and video interactions.

 Universal Analytics is like Windows 7 – long-used, solid, but no longer up to date.

An algorithm update is a change to Google's ranking system that determines how well websites rank. Updates can specifically strengthen certain criteria – such as user experience, mobile optimization, or originality – and thus have a massive impact on visibility.

Example from a law firm: After a core update, visibility dropped by 42%. The reason: thin content on many subpages. After revision and targeted text optimization, the ranking returned within two months – stronger than before.

 Google updates are like MOT tests for websites – those who have maintained their sites well stay ahead.

The upload rate (also known as upload speed) refers to how quickly data is transferred from the user's device to the internet – for example, when uploading images, videos, or forms. It plays a particularly important role in video calls, live streams, and cloud applications.

Example from an architecture firm: Customers were able to upload building plans using a form, but the uploads regularly failed. After switching to a host with higher bandwidth, the completion rate increased by 29%—technology was finally no longer a stumbling block.

 The upload rate is like the diameter of a pipe – the wider it is, the faster everything arrives.

User intent describes the actual intention behind a search query. Does someone want to buy something, find information, or just browse? If you recognize user intent, you can tailor your content accordingly—and Google will rank you higher. There are three main types: information-oriented ("What is...?"), transaction-oriented ("Buy product"), and navigation-oriented ("Login Swisscom").

Example from a staircase construction company: A page with "Overview of staircase types" covers the information intent. A page with "Request a staircase construction quote" meets the purchase intent. Mixing the two dilutes the goal – and loses customers.

 Search engines are not oracles – they love clear intentions.

UTM parameters are small additions at the end of a URL that allow campaign sources to be tracked accurately – such as newsletters, Facebook ads, or banners. Tools such as Google Analytics recognize that this request came from your spring promotion on Instagram, not by chance.

Example from a painting business: After sending out a spring mailing, the link was tagged with UTM tags. Google Analytics showed that 73% of clicks came from mobile devices via Instagram – a targeted mobile campaign followed promptly.

 UTM parameters are like bloodhounds – they track every click back to its source.

Dwell time shows how long a visitor stays on your website – from the first click to the moment they leave the page. It is a clear indicator of relevance, readability, and user engagement. The longer the dwell time, the greater the interest. Low values? Then the content or user guidance is often not right.

Example of an event organizer: After adding a FAQ section, an explanatory video, and customer reviews, the average dwell time increased from 42 to 114 seconds – the page became a digital salesperson.

 The length of time spent on a site is like the applause after a speech – the longer it is, the more convincing the performance was.

Video ads are advertisements in video format that are played on platforms such as YouTube, Facebook, or Instagram. They convey messages faster, more emotionally, and more memorably than text or images – and are particularly effective in the first few seconds. They are ideal for making complex offers or brand values tangible.

Example from a garden center: A 15-second spot shows the transformation of a balcony into a green oasis in fast motion – with products superimposed. Result: 312% more clicks on the spring catalog compared to the static ad.

 Video ads are like shop windows with movement – you stop, look in, and don't forget them.

Video marketing uses videos specifically for customer acquisition and brand building – whether on websites, social media, or via email. From explanatory films to testimonial series, this format conveys information quickly, emotionally, and visually. It increases the time spent on the site, trust – and often also sales.

Example from a law firm: Instead of long texts, a 90-second video explains "What to do in rental disputes." The click rate triples, and the law firm becomes the digital point of contact for tenancy law.

 Video marketing is like a business card in HD – direct, understandable, and appealingly to the point.

Viewability measures whether an online advertisement was actually visible to the user – i.e., whether at least half of it was displayed in the visible screen area for at least one second (according to the IAB standard). It determines whether an impression was really valuable or was only counted for technical reasons.

Example from a security company: A campaign had 40,000 impressions but only 18% viewability. After changing the placement to more visible banner spaces, the value rose to 62% – with the same budget, the number of inquiries doubled.

 Viewability is like a billboard behind a tree – technically there, but completely invisible.

Viral marketing refers to campaigns that spread like wildfire because they are surprising, emotional, or simply entertaining. The user goes from recipient to distributor, sharing content of their own free will. The goal: maximum reach without a media budget – but success cannot be planned.

Example of a pizzeria: A short clip shows the chef throwing a pizza with his eyes closed – including a belly landing. Accompanied by the slogan "We make it fresh. Mostly elegant." The video was shared over 20,000 times – and sales still went up.

 Viral marketing is like a good joke at the bar – if it's good, everyone tells it to someone else.

The Visibility Index measures the visibility of a website in Google's organic search results. The higher the value, the more frequently and better your site ranks for relevant search terms. Tools such as Sistrix or XOVI calculate it based on rankings, search volume, and click probabilities.

Example from a precision manufacturer: The Visibility Index was 0.03 – barely visible. After targeted SEO work and landing pages on "milling for medical technology," the value rose to 0.21. Inquiries increased by 170% – and the website became a magnet for specialist customers.

 The Visibility Index is like a digital market stall – those at the back sell the least.

Web hosting is a service that provides storage space and server resources for your website. Your web host ensures that your site is available 24/7 – with sufficient speed, security, and backup. There are shared hosting, vServer, dedicated server, and cloud solutions.

Example from a trust office: After years of cheap hosting, there were outages – right in the middle of the tax season. Moving to a Swiss provider with guaranteed availability and faster support solved the problem permanently.

 Web hosting is like the power supply for your shop window – without it, it stays dark.

A webpage is a single HTML page on the internet – for example, the home page, a blog article, or the contact page. Several webpages together make up a website. The difference is like a book: a page is not the whole book, but part of it.

Example of a law firm: The firm had a "website" with only a single web page – without navigation. It was only by creating additional pages (services, team, advice) that the digital notice board became a professional presence.

 A web page is like a page in your image brochure – it's good to have several of them.

White Hat SEO refers to search engine optimization that adheres to official guidelines. This includes high-quality content, clear structure, clean technology, fast loading times, mobile optimization, and meaningful links. No cheating, no keyword stuffing, no cloaking – just good craftsmanship.

Example from an interior designer: Instead of SEO tricks, the firm used structured data, helpful content, and local optimization – and within six months, it won two new major contracts through organic Google searches.

 White Hat SEO is like honest craftsmanship – it lasts longer, causes less trouble, and pays off.

A widget is a small, embedded function module on a website. It can be a weather report, an appointment booking, a chat window, or a social media feed. Widgets are often integrated via external providers to make your site more interactive and user-friendly.

Example from a painting business: A widget for quote requests directly on the home page led to more contacts—without customers having to search for a form.

 A widget is like a toolbox on your belt – handy, useful, and quick to access.

A wireframe is a schematic representation of a website – like a floor plan before construction. It shows the layout, arrangement of text, images, buttons, and navigation. No colors, no frills. The goal: to clarify the structure before investing time in design and programming.

Example from an aesthetic medicine practice: Before the design process, a wireframe was created to optimize user guidance. The result: clear menus, quick appointment booking, significantly more patient inquiries.

 A wireframe is like an architect's plan – without it, the website quickly becomes a maze.

An XML sitemap is a machine-readable list of all the important pages on a website. It helps search engines discover and index new or updated content efficiently. It is a must for good visibility, especially for large or dynamic sites.

Example of an online shop for swimming pool accessories: After submitting the XML sitemap to Google Search Console, the number of indexed product pages increased by 35% – and with it, organic traffic.

 The XML sitemap is like a floor plan for a trade fair – those who know their way around can find what they are looking for more quickly.

Xing Ads are advertisements on the Xing career network. Companies can target users by industry, position, education, or region – particularly suitable for B2B offers, specialist recruitment, or high-priced services.

Example of an IT consultant: Xing Ads were used to target CIOs and IT managers in Switzerland – the result: qualified leads for customized software solutions in the SME segment.

 Xing Ads are like an elevator pitch in a business center – short, targeted, and aimed at the right person.

YouTube Ads are paid video advertisements on the YouTube platform. They appear before, during, or alongside videos. There are different formats, such as in-stream ads (before the video), bumper ads (max. 6 seconds), and discovery ads (in YouTube search). Targeting is based on interests, keywords, channels, or demographic data.

Example from a security company: A professionally produced spot with burglary protection tips was played regionally before YouTube videos. The result: high attention, many inquiries, and even press coverage.

 YouTube Ads are like a commercial in the cinema – if it's well done, everyone watches it until the end.

The target audience comprises the people who are specifically being addressed with a product, service, or advertising message. It is defined according to demographic, geographic, or psychographic criteria. Only those who know their target audience can truly reach it—and convince it.

Example of a painting company: In the past, flyers were used to advertise throughout the region. After analyzing the target group, the company focused digitally on homeowners over the age of 45 in the catchment area – and the conversion rate tripled.

 The target group is like the recipient on a package – if you address it incorrectly, it will not be delivered.