In our articles and SEO analyses we use terms from the world of search engine marketing that not all visitors to our website will be familiar with. Therefore, in the following article we will go into more detail about the online marketing terms used in the articles.
What is search engine optimization (SEO)?
Search Engine Optimization (SEO) is a sub area of search engine marketing and deals with the optimization of organic search results in relevant search engines like Google or Bing.
What is Search Engine Advertising (SEA)?
Search Engine Advertising (SEA) is also a part of search engine marketing and deals with the placement or optimization of paid search ads in relevant search engines such as Google or Bing. In addition to text ads, display and video ads are often used by advertising companies.
What is a keyword?
Keywords are search terms that users enter in relevant search engines such as Google or Bing to search for specific content. In technical jargon, a distinction is made between short head (e.g. glasses) and long tail keywords (e.g. buying black glasses). Longtail keywords are defined by the fact that they consist of several words. Alternatively, you can also use the term keyword phrase for longtail keywords.
What does Pay Per Click (PPC) mean?
In the context of search engine advertising, e.g. at Google, the advertising costs are settled by PPC (cost per click), i.e. that the advertising costs are composed of the clicks and the PPC of the individual keywords.
What is the keyword planner from Google?
Google’s Keyword Planner is a tool that allows users to retrieve data such as search volume, competition and PPC for individual search terms. The tool also suggests new suitable keywords or makes forecasts.
What exactly does the key performance indicator search volume in the Keyword Planner indicate?
In the Keyword Planner, the average monthly number of search queries from users for a specific keyword is shown under Search Volume. This number always refers to a specific geographical area, which can be defined in the tool accordingly.
What exactly does the key figure competition indicate in the Keyword Planner?
In search engine marketing there is a more or less strong competition for keywords among advertisers. The Keyword Planner describes the competition situation for individual keywords through low, medium and high competition. The higher the competition, the higher the PPC for top positions in Google’s paid advertising network will generally be.
What exactly does the key performance indicator PPC in the Keyword Planner describe?
Today, the Keyword Planner specifies a PPC for positions for “upper areas in the upper range” and “lower areas in the upper range”. By setting a certain maximum PPC, advertisers can get an idea of the approximate price they will have to pay to reach certain positions for certain keywords in paid search results. Other factors, such as the quality factor for the order of the individual web pages in the paid search results, also play a role that should not be underestimated.
What is Google Trends?
Google’s “Google Trends” tool allows advertisers to view search volumes for specific keywords for a specific time period and geographic area. In addition to a general web search, advertisers can also display data, e.g. via image, video, shopping or news search. It is also possible to select categories and compare search volumes between 2 or more keywords.
The y-axis of the coordinate system contains a time axis that reflects the defined time period for the analysis. On the x-axis, on the other hand, the extent of the keyword search volume for the defined time period is defined using a factor between 0 and 100 (100 = very high search volume, 0 = very low search volume)
What is the Online Value Index (OVI)?
The “Online Value Index” (short: OVI) is a global key figure of the SEO tool provider Xovi for the visibility of a domain in the organic search result pages (SERPs) of Google and Bing.
The higher the visibility is, the more rankings for keywords a website has in the search engines and the more visitors usually find their way to the website through the different search engines.
What defines the key performance indicator “Keywords” in Xovi’s tool?
The Keywords key figure in Xovi’s tool indicates with how many keywords a website is in the top 100 rankings on Google or other search engines like Bing.
What does the “Ranking Value” in Xovi’s tool define?
The key performance indicator “Ranking Value” indicates how much money advertisers would have to spend per month on paid search ads in order to achieve the same visibility in relevant search engines like Google.