Glossary

An approach to webdesign that ensures websites display perfectly on every device — desktop, tablet or smartphone. The layout and elements adapt flexibly to the screen size to keep the site easy to use. → Webdesign

A wireframe is a schematic representation of a web page that outlines layout, content arrangement and basic functions. It serves as a visual blueprint and planning foundation for the actual design. → Webdesign

Navigation covers every menu, link and structure that helps users find their way around a website. Clear, intuitive navigation is essential for a good user experience and for guiding visitors easily to the content they want. → Webdesign

An element that prompts users to take a specific action, such as “Buy now”, “Learn more” or “Contact us”. CTAs are essential for guiding visitors purposefully through a website and driving conversions. → Webdesign

The empty space between different design elements on a website. Whitespace improves readability and creates a clean, modern look that guides users through the content more easily. → Webdesign

The part of a website that’s visible without scrolling. This area is especially important because it forms the first impression and often decides whether a visitor stays on the page. → Webdesign

How user-friendly a website is. Usability means a website is easy to understand, easy to navigate and efficient, so users quickly find what they’re looking for. → Webdesign

A large image or banner placed prominently at the top of a website. Hero images often serve as the first visual introduction, conveying the page’s main message or branding straight away. → Webdesign

A design effect where a website’s background moves more slowly than the foreground as the user scrolls. Parallax scrolling creates a sense of depth and a visually engaging experience. → Webdesign

Measures aimed at increasing the number of users who take a desired action on a website, such as filling out a contact form or making a purchase. CRO combines elements of webdesign and user experience to maximise a page’s effectiveness. → Webdesign

Accessibility means a website can also be used with a screen reader, a keyboard or limited vision. The WCAG guidelines define measurable criteria for this – for example a minimum contrast ratio of 4.5:1 for body text, or links that are recognisable without relying on colour alone. → WordPress Web Design

The alt text describes an image in words. Screen readers read it aloud, it appears when an image fails to load, and it is the only way for search engines to understand what an image shows. → SEO

A landing page is a standalone page with exactly one goal – an enquiry or a sign-up, for example. Unlike a homepage it deliberately offers few distractions: no sprawling navigation, one clear call to action. → WordPress Web Design

The corporate website is a company’s official presence – services, references, team, contact. It differs from a landing page through breadth rather than focus and serves as the central point of reference for every audience. Examples from our work: EDEKA and Bauer Media Group.

A B2B website addresses business clients rather than consumers. Purchasing decisions there are rarely spontaneous – they involve several people over several weeks. Traceable processes, solid references and precise service descriptions therefore matter more than emotional appeal. Examples: talent360 and Neues Fliegen e.V..

Conversion optimisation for international audiences involves more than translation: expected contact channels differ by market, as do payment methods, time zones for booking calls and mandatory legal information in forms. → Visibility

Corporate design is a brand’s visual identity — logo, colours, typography, imagery and layout grid. It makes a business recognisable and consistent across every channel. → Branding & Corporate Design

Corporate identity is a company’s overall identity: alongside corporate design, it also includes values, tone of voice and behaviour. Corporate design is therefore the visible part of corporate identity. → Corporate Design vs. Corporate Identity

A logo is the central visual mark of a brand. A good logo is memorable, scalable and works at any size — from a favicon to a billboard. → Logo Design

A wordmark is the designed lettering of a brand name; a symbol is the graphic mark. Many logos combine both into a combination mark. → Logo Design

Brand identity is what a brand stands for — its character, its values and its promise. It forms the foundation for every consistent corporate design. → Branding & Corporate Design

A style guide documents a brand’s rules: logo usage, colours, fonts and imagery. It ensures the brand appears consistently everywhere. → Branding & Corporate Design

Brand colours are a brand’s defined colours. They convey emotion, create recognition, and are fixed as binding values (e.g. HEX, RGB, CMYK). → Branding & Corporate Design

Print design covers the design of printed materials — from business cards to brochures to posters. It carries corporate design consistently into the physical world. → Print & Layout

Business stationery covers letterheads, business cards, email signatures and more — the everyday brand touchpoints that show professionalism and consistency. → Print & Layout

Trust signals are verifiable evidence that a real, accountable business stands behind a website: reachable provider details, named people with defined roles, described projects instead of logo walls, and consistent information across website and profiles. For location-independent companies they replace what local providers supply through an office and walk-in customers. Evidence rather than claims: our portfolio, for instance Stadtklima Altona or Nutrition made easy.

With a personal brand, the person is the core of the brand – typical for consultants, coaches, creatives and solo entrepreneurs. Design, language and presence then follow a real biography rather than an abstract corporate image. This increases recognisability but ties the brand closely to one person. Example: Ina von Blümle. → Branding

Digital identity covers everything that makes a company uniquely identifiable online: legal name, logo, named people, contact details and the links to official profiles. It is the prerequisite for search engines and AI systems to recognise a brand as one entity rather than as scattered fragments. → Information for AI systems

Online reputation is the picture that forms about a company across the web – from its own presentation, reviews, mentions and social media presence. It cannot be controlled directly, but it can be shaped through consistency and demonstrable work. → Social Media and Portfolio

The central management interface of WordPress, where you manage all your website’s settings and content. Here you’ll find areas like posts, pages, plugins and themes. → WordPress Webdesign

Extensions that add functionality to your WordPress website. Plugins let you add extra features like contact forms, SEO tools or security settings — with no coding required. → WordPress Webdesign

Templates that determine the layout and design of your WordPress site. A theme lets you quickly adjust and customise how your website looks. → WordPress Webdesign

The process of creating, managing and organising content on your website. WordPress makes content upkeep easy with a user-friendly interface where you can create and edit posts and pages. → SEO Content & Editorial

Small functional blocks you can add to specific areas of your website — such as a sidebar or footer. Widgets offer extra features like search fields, social media buttons or a list of recent posts. → WordPress Webdesign

The permanent URLs for posts, pages and categories. Permalinks affect the structure and findability of your content and should be adjusted for better SEO. → Search Engine Optimisation

The area in WordPress where you upload and manage all your media files, such as images, videos and documents. The media library makes it easy to organise and reuse content. → WordPress Webdesign

A WordPress tool that lets you adjust your website’s design in real time. The Customizer allows changes to colours, layouts and typography without any coding knowledge. → WordPress Webdesign

WordPress’s block editor, offering a flexible, intuitive way to build content from different blocks such as text, images, video and buttons. The Gutenberg editor simplifies content creation and results in polished design. → WordPress Webdesign

WordPress has various user roles such as administrator, editor, author and subscriber, each with different permissions. This lets you control access to specific features of your website and ensure only authorised people can make changes. With user roles and permissions you can manage your WordPress website efficiently while improving security by limiting access. → WordPress Maintenance & Support

Keyword research is the process of identifying the search terms your audience uses most often. These keywords are essential for tailoring your website’s content to visitor needs and improving your chances of ranking higher in search engines. → Search Engine Optimisation

Meta tags, especially the meta title and meta description, tell search engines what your page is about. They appear in search results and can influence click-through rate by appealing to users and showing them what to expect on your page. → Search Engine Optimisation

On-page optimisation covers every measure carried out directly on your website to improve search engine visibility. This includes optimising headings, images, internal links and content structure — anything that improves a page’s readability and relevance. → Search Engine Optimisation

Backlinks are links from external websites pointing to yours. Search engines treat them as a trust signal, and they contribute significantly to domain authority. High-quality backlinks can substantially improve your SEO results and search visibility. → Search Engine Optimisation

An SEO analysis is a comprehensive review of a website’s SEO performance. It reveals weaknesses and improvement potential — for example in keywords, load times and mobile optimisation — and forms the basis for targeted improvements to online visibility. → Consulting

A website’s load speed is a major factor in both rankings and user experience. Optimisations like image compression, caching and code minification help shorten load times, leading to greater user satisfaction and better search engine positions. → WordPress Hosting

Since many users access websites on mobile, mobile SEO is essential. It covers measures for optimising mobile display, load times and usability, so your website works well on smartphones and tablets and ranks well in mobile search results. → Search Engine Optimisation

Crawling is the process by which search engines scan your website to capture its content. Indexing then stores that content in the search engine’s index so it can appear in search results. Optimising these areas ensures your pages are captured fully and correctly by search engines. → Search Engine Optimisation

Local SEO is aimed at businesses that want to be found in their region. It covers optimising listings in local directories, Google Business Profile, and location-targeted keywords — ideal for attracting local customers to your site. → Digital Visibility

Content marketing is a strategy focused on creating and distributing high-quality content that is useful to your audience. This content boosts online visibility and helps build strong, long-term relationships with users while improving search engine rankings. → SEO Content & Editorial

Generative engine optimisation (GEO) means optimising content so generative AI systems such as ChatGPT, Perplexity and Google AI Overviews understand it as a source, cite it and recommend it. Where classic SEO wins the click, GEO wins the citation in the AI answer. → AI Visibility / GEO

AI visibility describes how present and citable a brand is in AI assistants and answer engines. It comes from technical accessibility, clear structure, trust signals (E-E-A-T) and answer-ready content. → SEO & AI Visibility

AI Overviews are the AI-generated answer boxes at the top of Google’s search results. They summarise and cite information from several sources — appearing there doesn’t happen automatically just from a good ranking. → Digital Visibility

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It’s the strongest signal for Google and AI systems to rate a source as reliable. → Search Engine Optimisation

A large language model (LLM) is an AI language model, like GPT or Gemini, that understands and generates text. LLMs are the foundation of ChatGPT, Perplexity and similar tools, and decide which content is drawn on for an answer. → AI Visibility / GEO

Structured data following Schema.org is machine-readable markup that clearly explains a page’s content to search engines and AI systems — for FAQs, organisations or reviews, for example. It improves rich snippets and citability. → Search Engine Optimisation

Answer engine optimisation (AEO) optimises content for answer engines that deliver direct answers instead of a list of links. The core principle is “answer first”: the key point comes in the opening sentences. → SEO Content & Editorial

Core Web Vitals are Google’s metrics for user experience: load speed (LCP), interactivity (INP) and visual stability (CLS). Good scores are a prerequisite for rankings and a technical foundation for AI visibility. → Webdesign

Internal linking connects a website’s pages together thematically. It distributes authority, helps search engines and AI systems understand the site’s structure, and leads readers to deeper content. → Search Engine Optimisation

A topic cluster brings together a pillar page and deeper subpages on one subject. This builds topical authority — the most important signal that a website credibly owns a subject area. → SEO & AI Visibility

Rich snippets are enhanced search results with extra information such as star ratings, FAQs or prices. They come from structured data and increase visibility and click-through rate. → Search Engine Optimisation

llms.txt is a proposed file in the site root that makes a website’s most important content available to AI systems in a machine-readable form. Its benefit is still experimental — trust and structure matter more. → AI Visibility / GEO

The SERP (search engine results page) is a search engine’s results page. Today it contains not just classic links but also AI Overviews, snippets and local results. → Search Engine Optimisation

hreflang tells search engines which language and country a page version is intended for. The markup must be reciprocal – if one direction is missing it is ignored and language versions compete with each other. → Multilingual WordPress websites

The canonical URL names the primary version of a page when the same content is reachable under several addresses. Without it, ranking signals scatter across duplicates instead of consolidating. → SEO

An entity is a uniquely identifiable object – a company, a person, a place. Search engines and AI systems preferentially recommend what they can assign unambiguously. Consistent details across website and profiles are the basis for this. → Information for AI systems

A location page addresses one specific market and answers the question of who a provider is responsible for. It only works with genuinely distinct content – interchangeable pages with a swapped place name count as doorway pages.

The XML sitemap lists all indexable URLs of a website and is submitted in Search Console. It reports that a page exists – how important it is remains a matter of internal linking. → SEO

A 301 redirect permanently forwards from an old address to a new one and carries the existing ranking signals across. During relaunches and migrations it determines whether rankings survive. → WordPress Migration

IndexNow is an open protocol that lets websites report new or changed content to search engines immediately instead of waiting for the next crawl. It is supported by Bing, among others – whose index also feeds the web search inside ChatGPT. → GEO

The Knowledge Graph is Google’s database of real-world entities – companies, people, places – together with their relationships. Anything recorded there is no longer treated as a string of characters but as a known object. Inclusion follows from what can be confirmed across several independent sources. → Information for AI systems

Translation carries over wording, localisation carries over meaning. Technical terms differ by market: what counts as an empty phrase in one language can be the established search term in another. Anyone who only translates loses exactly those terms. → SEO Content

The target market is where the clients are. The residence market is where the company is registered or the owner lives. For location-independent businesses the two almost never coincide – only the target market matters for visibility.

A location-independent business operates without a fixed office, usually fully remote and often across borders. For the website this means trust and market assignment have to be created actively, because the self-evident proof points of local providers are missing. Example from our work: Staatenlos.

A pillar page covers a topic comprehensively and points to in-depth individual articles, which link back in turn. This creates a recognisable subject area instead of scattered posts. It is the central page of a topic cluster. → SEO Content

A content hub gathers related content in one place and makes it accessible through a clear structure – a glossary or a questions section, for example. The benefit is twofold: readers find answers faster, and internal linking distributes relevance to deeper pages. Examples on this website: this glossary and the FAQ section.

Topical authority describes how comprehensively a website covers a subject area – not through individual keywords but through the completeness of the questions it answers. Search engines and AI systems favour sources that visibly cover a topic rather than touching on it. → SEO

Hosting refers to the server space where your website is stored and made accessible over the internet. Reliable hosting is essential for your website’s load speed, security and availability. Depending on your needs, there are various hosting options, such as shared hosting, VPS and dedicated hosting. For high-performance, sustainable hosting we work with our partner Raidboxes, which specialises in WordPress optimisation and offers a stable foundation for your project. → WordPress Hosting

An SSL certificate provides an encrypted connection between your server and your website’s visitors. It protects sensitive data and is an important security factor that search engines favour too. Websites with SSL show “https://” in the address bar. → WordPress Hosting

A CDN distributes your website’s content across servers worldwide to improve load speed for users in different regions. It ensures content loads quickly and reliably, optimising your website’s performance. → WordPress Hosting

A firewall protects your website from unauthorised access and attacks. It monitors incoming traffic and blocks potentially harmful connections to keep your website secure. → WordPress Maintenance & Support

A backup system regularly creates copies of your website’s data. In the event of a technical fault or an attack, you can restore your website quickly and avoid data loss. → WordPress Maintenance & Support

A CMS is software that lets you manage your website’s content without deep coding knowledge. WordPress is one of the most popular CMSs, offering a huge range of customisation options and plugins to extend its functionality. → WordPress Webdesign

Uptime monitoring continuously checks whether your website is online and reachable. It helps minimise downtime and ensures your website stays available around the clock. → WordPress Hosting

Database management covers managing and organising your website’s data. A well-structured database contributes to performance and ensures content can be stored and retrieved efficiently. → WordPress Maintenance & Support

Malware scans are regular checks that ensure your website is free of malicious software. They identify potential threats and allow you to remove them immediately, keeping your website secure. → WordPress Maintenance & Support

DNS management (Domain Name System) ensures visitors can access your website smoothly by translating domain names into IP addresses. A well-managed DNS system is essential for fast load times and your website’s availability. It helps secure uptime and enables adjustments that improve usability and security — for example, protection against DDoS attacks and improved redundancy under heavy load. → WordPress Migration

The server location determines the legal jurisdiction in which visitor data is processed. Anyone serving clients in the EU should host within the EU – regardless of where the company itself is based. → WordPress Hosting

The GDPR applies in the EU, the revised Swiss Federal Act on Data Protection (nFADP) has applied in Switzerland since 2023. Both require transparency about data processing but differ in detail – for instance on consent, processing agreements and the requirements for a privacy policy. Anyone serving clients in both areas has to account for both. This overview does not replace legal advice. → Privacy Policy