Topic
Search & Ads
Article
Glossary
Quality Score (Google Ads)
The Quality Score is a diagnostic metric in Google Ads that rates the quality of a search ad on a scale from 1 to 10. It is based on the expected click-through rate, the relevance of the ad, and the user experience on the landing page. The Quality Score helps identify areas for improvement. However, it is not the metric that Google uses to calculate ad position in each auction.
Keyword Research
Keyword research examines the terms and questions people use when searching for information, products, or services on search engines. It’s not just about finding frequently searched words, but also about understanding the intent behind a search. The results help you plan website content and select appropriate keywords for Google Ads campaigns.
Google Ads
Google Ads is Google's advertising platform, which allows businesses to run paid ads on Google Search and other advertising spaces. For search ads, factors such as search terms, bids, and ad quality determine when an ad appears. Costs are often charged per click. Unlike organic search results, visibility here is funded through an advertising budget.
SEO Audit
An SEO audit is a systematic review of a website to identify problems and opportunities for improvement in search engine optimization. It examines, for example, technical errors, indexing, page structure, and content quality. An SEO audit reveals why certain pages are difficult to find and what measures would be effective. It thus serves as the foundation for targeted SEO optimization, but does not yet involve the implementation of those improvements.
Search Intent
Search intent describes the goal a person is pursuing with their search query. For example, they may want to learn something, compare different offers, or book a service directly. Someone searching for “How much does SEO cost?” expects different information than someone who types in “SEO agency Vorarlberg.” Content that aligns with the search intent answers the actual question rather than simply repeating the search term that was entered.
Search Engine Optimization (SEO)
Search engine optimization (SEO) encompasses all measures designed to make a website more visible in search engines’ organic search results. This includes technical improvements, relevant content, and a clear site structure. The goal is for people to find your website when they’re searching for relevant information, products, or services. Good rankings aren’t an end in themselves—what matters most is whether you’re reaching the right visitors.