TYPO3 placeholder in text

To define a short text fragment at a single, central place and use it within text content elements you define within your template setup:

page.stdWrap.parseFunc.short {
  XXMY_PLACEHOLDERXX = This goes to the browser
}

And you can type anywhere in text elements that string (XXMY_PLACEHOLDERXX) and it gets replace while rendering the output.

Note: It doesn't replace text in objects like HTML.