Search Engines & Performance
Glossary
German – English Terms
From A to Z. English technical term in small print above the German term.
All technical terms from the course from A to Z, with the English equivalent as used in tools, reports, and specialist articles.
A
Alt text
Alt text
Text description of an image. Helps screen readers and search engines.
B
Backlink
Backlink
A link from an external website to your own. Considered a recommendation.
BREADCRUMB
Breadcrumb
Breadcrumbs like Home › Kitchens › Made to measure. Shows where you are.
C
CANONICAL
Canonical
Indicates the canonical version if the same content is accessible at multiple addresses.
CLS
Cumulative Layout Shift: How much the layout shifts while loading. Good up to 0.1.
CORE WEB VITALS
Core Web Vitals
Three metrics for user experience: LCP, INP, and CLS.
CRAWLER
Crawler
A program that follows links and loads pages for the search engine.
Thu
DUPLICATE CONTENT
Duplicate content
Same content under different URLs. Confuses search engines.
I
INDEXING
Indexing
Inclusion of a page in the search engine's index.
INP
INP
Interaction to Next Paint: Response time to inputs. Good up to 200 ms.
K
KEYWORD
Keyword
Search term for which a page should be found.
L
LCP
LCP
Largest Contentful Paint: Time until the largest element is visible. Good up to 2.5 s.
M
Meta description
Meta description
Short description of a page, often displayed under the title in search results.
O
OFF-PAGE
Off-page
Everything outside your own website: links, mentions, reviews.
ON-PAGE
On-page
Everything on your own website: content, structure, technology.
P
PERFORMANCE BUDGET
Performance budget
Defined upper limit for page weight and load time.
R
RANKING
Ranking
Position of a page in the search results.
REDIRECT
Redirect
Permanent redirect from one address to another using 301.
ROBOTS.TXT
Robots.txt
File that tells crawlers which areas they should not search.
S
SITEMAP
Sitemap
List of all pages intended to be found, usually as sitemap.xml.
SNIPPET
Snippet
The search result consisting of title, address, and description.
STRUCTURED DATA
Structured data
Machine-readable data according to Schema.org, usually in JSON-LD format.
Search intent
Intent behind a search: to know, compare, buy, or find a location. Determines the appropriate page type.
T
TITLE TAG
Title tag
Page title in code. Appears in the browser tab and as the headline in search results.
TRACKING
Tracking
Tracking visits and actions on a website.
TRAFFIC
Traffic
Volume of visits to a website, often broken down by source.
TTFB
TTFB
Time to First Byte: The time it takes for the server to send the first response.
U
UTM parameters
UTM parameters
Parameters added to a link that indicate the source, medium, and campaign of a visit.
Z
ZERO-CLICK SEARCH
Zero-click search
A search that is answered directly on the results page, without clicking through to a website.