Plain-English definitions of the AI and digital marketing terms you’ll meet in real remote jobs, with examples, tools and where each skill is used at work.
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- 301 RedirectA 301 redirect is an instruction from a web server that tells browsers and search engines a page has moved permanently to…
- 404 ErrorA 404 error is the "Not Found" response a web server sends when it cannot find the page someone asked for.
A
- A/B TestingA/B testing is a method of comparing two versions of something, such as a web page, email or ad, by showing each…
- Abandoned Cart EmailAn abandoned cart email is an automated message sent to a shopper who added items to their basket or started checkout, then…
- Account-Based Marketing (ABM)Account-based marketing (ABM) is a B2B strategy where marketing and sales pick a set list of target companies and run campaigns made…
- Ad CreativeAd creative is everything people see or hear in an advert: the image or video, the headline, the main text and the…
- Ad Extensions (Assets)Ad extensions are extra pieces of information, such as links to other pages, a phone number, a location or short selling points,…
- Ad FatigueAd fatigue is the drop in results that happens when the same people see the same ad too many times.
- Ad GroupAn ad group is a container inside a Google Ads campaign that holds a set of ads and the keywords or targets…
- Ad LibraryAn ad library is a public, searchable database where an ad platform shows the ads that advertisers are running, along with details…
- Ad RankAd Rank is the set of values Google Ads uses in each auction to decide whether your ad can show and where…
- Ad ScheduleAn ad schedule is a campaign setting that controls which days and hours your ads can show, and lets you raise or…
- Ad SetAn ad set is the middle layer of a paid social campaign, where you decide who sees your ads, where they appear,…
- Ad StrengthAd Strength is a rating in Google Ads that tells you how relevant, varied and complete the headlines, descriptions and other assets…
- Advantage+ AudienceAdvantage+ audience is Meta's automated targeting setting for Facebook and Instagram ads, where Meta's AI decides who sees your ads instead of…
- Advantage+ CampaignAn Advantage+ campaign is a Meta ads campaign for sales, app installs or leads in which Meta's AI automatically manages the budget,…
- Affiliate MarketingAffiliate marketing is a type of performance-based marketing where a business pays a partner, called an affiliate, a commission for each sale…
- Affinity AudiencesAffinity audiences are groups of people that Google Ads identifies by their long-term passions, habits and interests, such as yoga lovers, cricket…
- Agentic AIAgentic AI is a type of artificial intelligence that can work towards a goal with limited supervision, by planning steps, taking actions…
- Aggregated Event MeasurementAggregated Event Measurement is Meta's method for measuring website and app actions from people on Apple devices who have chosen not to…
- AI Ad CreativeAI ad creative is advertising content, such as headlines, images, video and copy, that is made or changed with the help of…
- AI AgentAn AI agent is a software system that uses an AI model to work towards a goal by planning steps, using tools…
- AI APIAn AI API is a way for software to send a request to an AI model, such as a prompt, and get…
- AI AssistantAn AI assistant is a software tool that understands requests written or spoken in everyday language and responds by answering questions, drafting…
- AI AutomationAI automation is the use of artificial intelligence inside automated workflows, so software can handle tasks that need judgement, such as reading…
- AI AvatarAn AI avatar is a digital presenter, made by artificial intelligence, that can speak and move on screen from a script you…
- AI ChatbotAn AI chatbot is a software program that uses artificial intelligence to understand what people type or say and reply in natural…
- AI CitationAn AI citation is a link or reference to a source that an AI tool, such as ChatGPT search, Perplexity or Google's…
- AI Content DetectionAI content detection is the use of tools and signals to judge whether artificial intelligence made a piece of text, an image,…
- AI CopywritingAI copywriting is the use of generative AI tools to draft, edit or test marketing text, such as ad headlines, emails, product…
- AI CrawlerAn AI crawler is an automated bot that visits web pages for an AI company, to collect training data, power AI search…
- AI EthicsAI ethics is the set of values and rules that guide how artificial intelligence should be built and used so that it…
- AI GovernanceAI governance is the set of rules, roles and processes an organisation uses to decide how artificial intelligence is chosen, used and…
- AI HallucinationAn AI hallucination is when an AI tool gives an answer that sounds confident and believable but is false or made up.
- AI Image GenerationAI image generation is the use of generative AI models to create new images, or edit existing ones, from a written description…
- AI Lead ScoringAI lead scoring is a way of ranking leads by how likely they are to become customers, using a machine learning model…
- AI ModelAn AI model is a program that has learned patterns from data so it can make predictions, decisions or new content without…
- AI OverviewsAI Overviews are AI-generated summaries that Google shows at the top of some search results, with links to the web pages behind…
- AI PersonalisationAI personalisation is the use of artificial intelligence to tailor messages, offers and content to each person based on their data and…
- AI SearchAI search is a way of searching where an AI model reads information from the web and writes a direct answer, usually…
- AI Sentiment AnalysisAI sentiment analysis is the use of artificial intelligence to read text, such as reviews, comments or social posts, and judge whether…
- AI SummarisationAI summarisation is the use of artificial intelligence to turn a long piece of text, audio or video into a shorter version…
- AI TranscriptionAI transcription is the use of speech recognition software to turn spoken audio, such as a video, podcast, call or meeting, into…
- AI Video GenerationAI video generation is the use of artificial intelligence to create video clips from a text prompt, an image or another video,…
- AI Voice CloningAI voice cloning is the use of artificial intelligence to copy a real person's voice from recorded samples, so software can then…
- AI WorkflowAn AI workflow is a planned series of steps in which an AI model handles one or more tasks, such as reading,…
- Algorithm (Social Media)A social media algorithm is the set of automated ranking systems a platform uses to decide which posts each person sees, and…
- Alt TextAlt text is a short written description of an image, added to the image's HTML code, that tells people and search engines…
- Anchor TextAnchor text is the visible, clickable text of a link on a web page.
- Answer Engine Optimisation (AEO)Answer engine optimisation (AEO) is the practice of shaping your content so search engines and AI assistants can pull a clear, direct…
- Appointment SettingAppointment setting is the work of contacting potential customers, checking that they are a good fit, and booking a meeting or call…
- Artificial Intelligence (AI)Artificial intelligence (AI) is technology that lets computers learn from data, spot patterns and make decisions in ways that used to need…
- Attribution ModelAn attribution model is the rule or method that decides how much credit each marketing touchpoint gets when someone converts, such as…
- Attribution WindowAn attribution window is the period after someone clicks or views an ad during which a later conversion, such as a purchase,…
- Audience Segments (Google Ads)Audience segments in Google Ads are groups of people you can add to campaigns based on who they are, their interests, what…
- Audience TargetingAudience targeting is the practice of choosing who sees your ads, based on facts such as where people live, who they are,…
- AutoresponderAn autoresponder is software that sends an email automatically when something happens, such as a person joining your list, filling in a…
B
- B2B MarketingB2B marketing is marketing that one business does to sell products or services to other businesses, rather than to individual consumers.
- B2C MarketingB2C marketing is marketing aimed at individual consumers who buy for themselves or their households, rather than at other businesses.
- BacklinkA backlink is a link on another website that points to a page on your website.
- Bid StrategyThe bid strategy is the rule an ad platform uses to set how much you are willing to pay for each click,…
- Boosted PostA boosted post is an existing organic post on Facebook or Instagram that you pay to show to more people, turning it…
- Bottom of Funnel (BOFU)The bottom of funnel (BOFU) is the final stage of the marketing funnel, where people are ready to choose a supplier and…
- Bounce RateBounce rate is the share of visits to your website or app that end without meaningful engagement.
- Brand AwarenessBrand awareness is how familiar your target audience is with your brand, from simply recognising your name or logo to remembering you…
- Brand GuidelinesBrand guidelines are a written set of rules that explain how a brand should look, sound and behave everywhere it appears.
- Brand IdentityBrand identity is the set of visible and audible parts a business uses to present itself, such as its name, logo, colours,…
- Brand PositioningBrand positioning is the place a brand aims to hold in a customer's mind compared with its competitors.
- Brand Voice (AI)A brand voice is the consistent personality a brand uses in its words, from social posts to emails and product pages.
- BreadcrumbsBreadcrumbs are a short trail of links, usually near the top of a web page, that show where the page sits in…
- Broad MatchBroad match is the Google Ads keyword setting that lets your ad show for searches related to your keyword, even when the…
- Broad TargetingBroad targeting is a way of running ads with few or no audience filters, so the ad platform's algorithm decides who sees…
- Buyer PersonaA buyer persona is a short, realistic profile of one type of customer, built from research about your real buyers.
C
- CachingCaching is the practice of saving a copy of data, such as a web page, image or database result, so it can…
- Call to Action (CTA)A call to action (CTA) is a short prompt, such as "Shop now," "Book a call" or "Save this post," that tells…
- Campaign BudgetA campaign budget is the amount of money you set for an advertising campaign to spend, either as an average per day…
- Campaign ObjectiveA campaign objective is the main result you want an ad campaign to achieve, such as awareness, website traffic, leads or sales.
- Canonical TagA canonical tag is a line of HTML that tells search engines which URL is the main version of a page when…
- CaptionA caption is the text that goes with a social media post, such as the words under an Instagram photo, or the…
- Carousel AdA carousel ad is a single advert that holds several images or videos, called cards, which people swipe through one at a…
- Case StudyA case study is a short, evidence-based story that shows how a business helped a real customer solve a specific problem, and…
- Chain-of-Thought PromptingChain-of-thought prompting is a technique where you ask an AI model to work through a problem in a series of steps before…
- Chatbot MarketingChatbot marketing is the use of automated chat assistants on websites and messaging apps to start conversations, answer questions, capture leads and…
- ChatGPTChatGPT is an AI assistant made by OpenAI that answers questions and writes text in a chat, based on large language models.
- Churn RateChurn rate is the percentage of customers who stop using or paying for your product during a set period, such as a…
- ClaudeClaude is a family of AI models and an AI assistant made by Anthropic that can read, write, analyse and reason with…
- Click-Through Rate (CTR)Click-through rate (CTR) is the percentage of people who click your ad, search result or email link after they see it.
- Click-to-Open Rate (CTOR)The click-to-open rate (CTOR) is an email metric that shows what share of the people who opened an email went on to…
- Click-to-WhatsApp AdsClick-to-WhatsApp ads are Meta ads on Facebook and Instagram that open a WhatsApp chat with your business when someone taps them.
- Cold EmailA cold email is a first-contact email sent to someone who doesn't know you yet and hasn't signed up to hear from…
- Community ManagementCommunity management is the work of building and looking after the relationships between a brand and the people who follow, comment on…
- Competitor AnalysisA competitor analysis is a structured look at the businesses that compete for your customers.
- Consent ModeConsent mode is a Google feature that tells Google tags, such as Google Ads and Google Analytics, whether a visitor has agreed…
- Content AuditA content audit is a structured review of all the content on a website, where you list each page, check how well…
- Content BriefA content brief is a short planning document that tells a writer what a piece of content should achieve, who it is…
- Content CalendarA content calendar is a schedule that shows what content you will publish, where and when, along with who is responsible for…
- Content Delivery Network (CDN)A content delivery network (CDN) is a group of servers spread around the world that store copies of your website's files and…
- Content Management System (CMS)A content management system (CMS) is software that lets you create, edit and publish website content without writing code for every page.
- Content MarketingContent marketing is the practice of creating and sharing useful content, such as articles, videos, guides and emails, to attract a clear…
- Content PillarsContent pillars are the three to five core themes a brand posts about again and again on social media.
- Content RepurposingContent repurposing is the practice of taking one piece of content, such as a blog post, webinar or video, and turning it…
- Content WriterA Content Writer is a person who researches and writes text for websites, blogs, emails, social media and other marketing channels, so…
- Context WindowA context window is the amount of text, measured in tokens, that an AI language model can look at in one go…
- Conversational AIConversational AI is the group of technologies that let computers understand human language and respond in a natural, back-and-forth way, by text…
- ConversionA conversion is any valuable action you want a person to take, such as buying a product, signing up for a newsletter…
- Conversion RateThe conversion rate is the percentage of people, visits or ad interactions that end in a desired action, such as a purchase,…
- Conversion Rate Optimisation (CRO)Conversion rate optimisation (CRO) is the process of increasing the share of website visitors who take a desired action, such as buying,…
- Conversion TrackingConversion tracking is the setup that records when someone takes a valuable action after interacting with your ad, such as buying, signing…
- Conversions API (CAPI)The Conversions API (CAPI) is a Meta tool that sends customer actions, such as purchases and sign-ups, straight from your server to…
- Cookie ConsentCookie consent is the permission a website asks for before it stores or reads cookies and similar tracking files on a visitor's…
- CopywritingCopywriting is the craft of writing words that persuade someone to take an action, such as clicking an ad, joining a list…
- Core Web VitalsCore Web Vitals are three Google metrics that measure how a page feels to visitors: how fast the main content loads, how…
- Cost per Acquisition (CPA)Cost per acquisition (CPA) is the average amount you spend on advertising to get one conversion, such as a sale, sign-up or…
- Cost per Click (CPC)Cost per click (CPC) is the amount an advertiser pays each time someone clicks one of their ads.
- Cost per Mille (CPM)Cost per mille (CPM) is the price an advertiser pays for every 1,000 times an ad is shown.
- Crawl BudgetCrawl budget is the number of URLs a search engine can and wants to crawl on your site in a given time.
- CrawlingCrawling is the process search engines use to discover pages on the web, where automated programs called crawlers visit URLs and download…
- Creative TestingCreative testing is the process of running different versions of an ad, such as new images, videos, hooks or headlines, against each…
- Creator MarketingCreator marketing is when a brand partners with social media creators to make content that promotes its products, often for both the…
- Cross-SellingCross-selling is a sales technique where you suggest extra products or services that go well with what a customer is already buying.
- Cumulative Layout Shift (CLS)Cumulative Layout Shift (CLS) is a Google metric that measures how much the content on a web page moves around unexpectedly while…
- Custom AudienceA custom audience is a group of people you already know, such as customers, website visitors or app users, that you build…
- Custom GPTA custom GPT is a version of ChatGPT set up for one specific job, using your own instructions, reference files and chosen…
- Customer Acquisition Cost (CAC)Customer acquisition cost (CAC) is the average amount a business spends on sales and marketing to win one new customer.
- Customer Experience (CX)Customer experience (CX) is the sum of every interaction a person has with a business, from first seeing an ad to buying,…
- Customer FeedbackCustomer feedback is the information customers share about their experience with your product, service or brand, through surveys, reviews, support chats, social…
- Customer JourneyA customer journey is the full set of steps a person goes through with a brand, from first hearing about it to…
- Customer Lifetime Value (LTV)Customer lifetime value (CLV or LTV) is the total amount a customer spends with your business over the whole relationship.
- Customer MatchCustomer Match is a Google Ads feature that lets you upload contact details your customers shared with you, such as email addresses,…
- Customer Relationship Management (CRM)Customer relationship management (CRM) is the way a business stores and manages everything it knows about its leads and customers, usually in…
- Customer RetentionCustomer retention is a business's ability to keep existing customers buying from it over time, rather than losing them to competitors or…
D
- Data-Driven AttributionData-driven attribution is an attribution model that uses your own conversion data to work out how much each ad interaction contributed to…
- DeepfakeA deepfake is an image, video or audio clip made or changed with AI so that it looks or sounds like a…
- Demand Gen CampaignsDemand Gen campaigns are a Google Ads campaign type that shows image and video ads across YouTube, Discover, Gmail and the Google…
- Demand GenerationDemand generation is the marketing work of creating interest in your product among people who are not yet looking for it, so…
- Digital MarketingDigital marketing is the promotion of products, services and brands through online channels such as search engines, social media, email and websites.
- Digital Marketing AgencyA digital marketing agency is a business that plans and runs online marketing for other companies, such as paid ads, SEO, social…
- Digital Marketing ManagerA Digital Marketing Manager is a professional who plans, runs and improves a company's online marketing across channels such as search, social…
- Digital Marketing SpecialistA Digital Marketing Specialist is a marketer who plans, runs and measures online campaigns across channels such as search, social media, email…
- Digital Nomad VisaA digital nomad visa is a permit that lets you live in a country for a set time while you work remotely…
- Direct Response MarketingDirect response marketing is advertising designed to get people to take a specific action straight away, such as buying, calling or signing…
- Display AdsDisplay ads are visual adverts, such as images, banners or short videos, that appear on websites, apps and platforms while people browse.
- DKIMDKIM (DomainKeys Identified Mail) is an email security method that adds a hidden digital signature to each message, so receiving servers can…
- DMARCDMARC (Domain-based Message Authentication, Reporting and Conformance) is an email standard that tells receiving servers how to treat mail that claims to…
- DNSDNS, short for Domain Name System, is the system that turns a domain name such as example.com into the numeric IP address…
- Domain AuthorityDomain authority is a score from 1 to 100, created by the SEO software company Moz, that predicts how likely a website…
- Domain NameA domain name is the human-friendly address people type to reach a website, such as digitalmarketingskill.com.
- Double Opt-InA double opt-in is a sign-up process where a new subscriber must confirm their email address or phone number, usually by clicking…
- Drip CampaignA drip campaign is a series of automated emails or messages that go out to people over time after a trigger, such…
- Duplicate ContentDuplicate content is the same or very similar content that appears at more than one URL, either on your own site or…
- Dynamic AdsDynamic ads are ads that build themselves from a product feed, so each person sees the items most relevant to them.
E
- E-E-A-TE-E-A-T stands for experience, expertise, authoritativeness and trustworthiness, the four qualities Google uses to describe helpful, reliable content.
- EcommerceEcommerce, short for electronic commerce, is the buying and selling of goods and services online, through websites, apps, marketplaces and other digital…
- ElementorElementor is a drag-and-drop website builder plugin for WordPress that lets you design pages visually, using widgets and templates instead of code.
- Email AutomationEmail automation is the use of software to send emails automatically when a person does something, or when a set time or…
- Email DeliverabilityEmail deliverability is your ability to get emails into subscribers' inboxes, rather than their spam folder or nowhere at all.
- Email ListAn email list is a collection of email addresses from people who have agreed to receive messages from a business or creator.
- Email MarketingEmail marketing is the use of email to promote a business, build relationships and sell to people who have agreed to hear…
- Email SequenceAn email sequence is a set of emails that send automatically, in a fixed order and on a schedule, after someone takes…
- Email TemplateAn email template is a reusable design for marketing emails, with a fixed layout, brand colours, fonts and sections that you fill…
- EmbeddingsEmbeddings are lists of numbers that an AI model creates to represent the meaning of a piece of text, an image or…
- Engagement RateEngagement rate is a social media metric that shows what share of people interacted with your content, such as by liking, commenting,…
- Enhanced ConversionsEnhanced conversions is a Google Ads feature that improves conversion tracking by sending scrambled, or hashed, customer details such as an email…
- Event MarketingEvent marketing is the use of live experiences, such as webinars, workshops, conferences, launches and pop-ups, to promote a brand, product or…
- Evergreen ContentEvergreen content is content that stays useful and relevant long after you publish it, because it covers a topic people keep searching…
- Exact MatchExact match is the Google Ads keyword match type that gives you the most control, showing your ad only on searches with…
F
- Featured SnippetA featured snippet is a special box at the top of some Google results that shows a short extract from one web…
- Few-Shot PromptingFew-shot prompting is a way of instructing an AI model by including a small number of worked examples in your prompt, so…
- Fine-TuningFine-tuning is the process of taking an AI model that has already been trained on a huge amount of general data and…
- First-Party DataFirst-party data is information a business collects directly from its own customers and audience, through its website, app, emails, shop or customer…
- Freelance Digital MarketerA freelance digital marketer is a self-employed professional who runs online marketing work, such as ads, SEO, email or social media, for…
- FrequencyIn advertising, frequency is the average number of times each person sees your ad over a given period.
G
- GA4 EventsGA4 events are the individual actions that Google Analytics 4 records on your website or app, such as a page view, a…
- Gated ContentGated content is content that people can only access after they give something in return, usually their name and email address in…
- GDPRThe GDPR (General Data Protection Regulation) is the European Union's law on how organisations collect, use and protect personal data about people.
- Generative AIGenerative AI is a type of artificial intelligence that creates new content, such as text, images, audio, video or code, in response…
- Generative Engine Optimisation (GEO)Generative engine optimisation (GEO) is the practice of shaping your content so AI tools that write answers, such as ChatGPT search or…
- Go-to-Market StrategyA go-to-market strategy is a plan for how a business will bring a new product or service to market and reach the…
- GoHighLevelGoHighLevel is an all-in-one marketing and sales platform, often called HighLevel or GHL, that combines a CRM, funnels, email and text automation,…
- Google AdsGoogle Ads is Google's online advertising platform, which lets businesses show ads on Google Search, YouTube, Maps and partner websites and apps.
- Google Ads CertificationA Google Ads Certification is an official credential from Google that shows a person has passed an online assessment on a part…
- Google Algorithm UpdateA Google algorithm update is a change Google makes to the systems that rank pages in its search results.
- Google Analytics 4 (GA4)Google Analytics 4 (GA4) is Google's free analytics platform that tracks how people find and use your website or app, by recording…
- Google Business ProfileA Google Business Profile is a free listing that shows your business details, such as name, address, opening hours, photos and reviews,…
- Google GeminiGoogle Gemini is Google's family of AI models and the AI assistant app built on them, which can work with text, images,…
- Google Merchant CenterGoogle Merchant Center is a free Google tool where online and local shops upload details about the products they sell.
- Google Search ConsoleGoogle Search Console is a free service from Google that shows how your website performs in Google Search and helps you find…
- Google TagThe Google tag is a single piece of tracking code, also called gtag.js, that you add to every page of your website…
- Google Tag ManagerGoogle Tag Manager (GTM) is a free tool that lets you add and manage tracking tags on your website, such as Google…
- Growth MarketingGrowth marketing is an approach that uses testing and data across the whole customer journey, from first visit to repeat purchase, to…
- Guest PostingGuest posting is writing an article for another website in your field, published under your name, usually with a short bio and…
- Gutenberg (Block Editor)Gutenberg is the name of the WordPress project that created the block editor, the default way to write and design content in…
H
- Hard BounceA hard bounce is an email that cannot be delivered for a permanent reason, such as an address that does not exist…
- HashtagA hashtag is a word or phrase written after the # symbol, with no spaces, that tags a social media post with…
- Header TagsHeader tags are the HTML elements H1 to H6 that mark the headings on a web page, from the main title down…
- HeatmapA heatmap is a visual report that shows where visitors click, tap, move and scroll on a web page, using warm colours…
- Helpful ContentHelpful content is Google's term for content made mainly to help people, rather than to rank in search engines.
- Hook (Content)A hook is the opening moment of a piece of content, such as the first line of a post or the first…
- HTMLHTML (HyperText Markup Language) is the code that gives every web page its structure, telling the browser which parts are headings, paragraphs,…
- HubSpotHubSpot is a customer platform that combines a CRM with tools for marketing, sales, customer service and content, so a business can…
I
- Image CompressionImage compression is the process of making image files smaller so they load faster, while keeping them looking good enough for their…
- Impression ShareImpression share is the percentage of impressions your ads actually received compared with the total number they were eligible to receive.
- ImpressionsImpressions are the number of times your ad or post is shown on a screen, whether or not anyone clicks or even…
- In-Market AudiencesIn-market audiences are groups of people that Google Ads identifies as actively researching and considering buying a particular type of product or…
- Inbound MarketingInbound marketing is a way of attracting customers by creating content and experiences that help them, so they come to you instead…
- Inbox PlacementInbox placement is the share of your emails that land in the main inbox, rather than the spam folder or nowhere at…
- IndexingIndexing is the stage where a search engine analyses a page it has crawled and stores the information in its index, a…
- IndexNowIndexNow is an open protocol that lets a website tell search engines straight away when a page is added, updated or deleted.
- Influencer MarketingInfluencer marketing is when a brand works with people who have an engaged social media following to promote its products or services.
- Instagram MarketingInstagram Marketing is the use of Instagram to promote a brand, product or service through posts, Reels, Stories, messages and paid ads.
- Instagram ShoppingInstagram Shopping is a set of Instagram features that lets businesses tag products in posts and Reels, so people can see product…
- Interaction to Next Paint (INP)Interaction to Next Paint (INP) is a Google metric that measures how quickly a web page responds when someone clicks, taps or…
- Interest TargetingInterest targeting is a way of choosing who sees your ads based on the topics, hobbies and products people show an interest…
- Internal LinkingInternal linking is the practice of adding links from one page on your website to another page on the same website.
J
- JavaScript SEOJavaScript SEO is the part of technical SEO that makes sure search engines can crawl, render and index content that a website…
- Jobs-to-be-Done (JTBD)Jobs-to-be-Done (JTBD) is a way of understanding customers that focuses on the progress a person wants to make in a given situation,…
- Journey MappingJourney Mapping is the process of drawing out, step by step, what a person does, thinks and feels while they try to…
K
- Key Events (GA4)Key events are the actions in Google Analytics 4 that you mark as most important to your business, such as a purchase,…
- Key Performance Indicator (KPI)A key performance indicator (KPI) is a number you track to see whether you are making progress towards an important goal.
- Keyword CannibalisationKeyword cannibalisation happens when two or more pages on the same website target the same or very similar search, so they compete…
- Keyword DifficultyKeyword difficulty is a score that estimates how hard it would be for a page to rank on the first page of…
- Keyword Match TypesKeyword match types are settings in Google Ads that control how closely a person's search must relate to your keyword before your…
- Keyword PlannerKeyword Planner is a tool inside Google Ads that helps you find keywords for search campaigns and see estimates of how often…
- Keyword ResearchKeyword research is the process of finding the words and phrases people type into search engines, then deciding which ones your website…
- KlaviyoKlaviyo is a marketing platform for email and SMS that online shops use to send campaigns and automated messages based on customer…
L
- Landing PageA landing page is a standalone web page built for one marketing campaign, where visitors arrive after clicking an ad, email or…
- Landing Page ExperienceLanding page experience is Google Ads' estimate of how relevant and useful your landing page will be to people who click your…
- Large Language Model (LLM)A large language model (LLM) is a type of AI that has learned from huge amounts of text so it can predict…
- Largest Contentful Paint (LCP)Largest Contentful Paint (LCP) is a Google metric that measures how long it takes for the biggest image, text block or video…
- Lazy LoadingLazy loading is a technique that delays loading images, videos and other content until a visitor is about to see them, instead…
- Lead AdsLead ads are social media ads that let people share their contact details through a form that opens inside the app, without…
- Lead CaptureLead Capture is the process of collecting contact details, such as a name and email address, from people who show interest in…
- Lead EnrichmentLead enrichment is the process of adding extra, useful details to a lead's record, such as job title, company size or industry,…
- Lead FormA lead form is a short online form that collects contact details, such as a name and email address, from people who…
- Lead GenerationLead generation is the process of attracting people who might buy from you and getting them to share their contact details.
- Lead MagnetA lead magnet is a free, useful resource, such as a guide, checklist, template or short course, that you offer in exchange…
- Lead NurturingLead nurturing is the process of building a relationship with potential customers who are not ready to buy yet, by sending them…
- Lead Qualification (BANT)Lead qualification (BANT) is the process of checking whether a lead is a good fit to buy, often by asking about their…
- Lead ScoringLead scoring is a way of ranking your leads by giving them points for who they are and what they do, so…
- Link BuildingLink building is the work of getting other websites to link to your pages, so search engines can find your content and…
- LinkedIn AdsLinkedIn Ads are paid adverts that businesses run on LinkedIn to reach professionals by job title, company, industry, skills and other work…
- LinkedIn MarketingLinkedIn marketing is the use of LinkedIn's free and paid tools to build a brand, share content and reach professional audiences for…
- List HygieneList hygiene is the regular work of cleaning your email list, so it only holds real, reachable people who want your emails.
- LLM Optimisation (LLMO)LLM optimisation, also called LLMO, is the practice of making your content easy for large language models and AI search tools to…
- llms.txtllms.txt is a proposed plain-text file, written in Markdown, that a website places at /llms.txt to give AI tools a short summary…
- Local SEOLocal SEO is the work of helping a business show up when people nearby search for what it offers, such as "plumber…
- Local Services AdsLocal Services Ads are Google ads for service businesses, such as plumbers and electricians, that appear at the top of search results…
- Location TargetingLocation targeting is an ad setting that lets you choose the countries, cities, regions or radius around a point where your ads…
- Long-Tail KeywordA long-tail keyword is a specific search query that only a small number of people type each month.
- Lookalike AudienceA lookalike audience is a group of new people that an ad platform picks because they resemble a list of people you…
- Looker StudioLooker Studio is Google's free tool for turning data from sources such as Google Analytics, Google Ads and spreadsheets into interactive dashboards…
- Loyalty ProgrammeA loyalty programme is a scheme that rewards customers for buying from you again, usually with points, discounts, perks or special access.
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- Machine LearningMachine learning is a way to train software to spot patterns in data, so it can make predictions or create content without…
- MailchimpMailchimp is an email and SMS marketing platform that lets businesses collect contacts, design campaigns and send automated messages from one account.
- Manual CPCManual CPC is a Google Ads bidding method where you set the maximum amount you're willing to pay for each click, rather…
- Market ResearchMarket research is the process of gathering and analysing information about customers, competitors and demand, so you can make better business and…
- Marketing AutomationMarketing automation is the use of software to send the right message to the right person at the right time, automatically, based…
- Marketing BudgetA marketing budget is the amount of money a business sets aside for marketing over a period, along with a plan for…
- Marketing DashboardA marketing dashboard is a single screen that shows your most important marketing numbers in one place, such as leads, sales, cost…
- Marketing Mix (4Ps)The marketing mix is the set of decisions a business makes about how to bring a product to market, usually grouped as…
- Marketing OperationsMarketing operations (often called MOps) is the team and set of processes that keep a marketing department running smoothly behind the scenes.
- Marketing ProposalA marketing proposal is a document that a freelancer or agency sends to a potential client to explain the problem they will…
- Marketing Qualified Lead (MQL)A marketing qualified lead (MQL) is a lead that your marketing team judges ready to pass to sales, because it fits your…
- Marketing StrategyA marketing strategy is a business's long-term plan for how it will reach the right customers, stand out from competitors and grow…
- Maximise ClicksMaximise Clicks is an automated Google Ads bid strategy that sets your bids to get as many clicks as possible within your…
- Maximise ConversionsMaximise conversions is a Google Ads bid strategy that automatically sets your bids to get as many conversions as possible while spending…
- Media BuyingMedia buying is the process of purchasing advertising space and time, such as social media placements, search ads, banners or video slots,…
- Merge TagA merge tag is a short placeholder code in an email, such as *|FNAME|*, that your email tool replaces with each contact's…
- Meta Ads ManagerMeta Ads Manager is Meta's tool for creating, running and measuring ads on Facebook, Instagram and the rest of Meta's apps.
- Meta Business SuiteMeta Business Suite is a free tool from Meta that lets businesses manage their Facebook Page and Instagram account in one place.
- Meta DescriptionA meta description is a short summary of a web page that you add to its HTML code, so search engines can…
- Meta PixelThe Meta Pixel is a small piece of JavaScript code that you add to your website to track what visitors do there…
- Meta TitleA meta title is the title you give a web page in its HTML code, inside the title element.
- Micro-InfluencerA micro-influencer is a social media creator with a mid-sized, focused following, often described as somewhere between 10,000 and 100,000 followers.
- Microsoft AdvertisingMicrosoft Advertising is Microsoft's pay-per-click ad platform, formerly called Bing Ads, which shows your ads on the Bing search engine and its…
- Microsoft CopilotMicrosoft Copilot is Microsoft's AI-powered assistant that helps you write, search, summarise and create content through chat and inside Microsoft apps such…
- Middle of Funnel (MOFU)The middle of funnel (MOFU) is the stage of the marketing funnel where people already know their problem and are comparing ways…
- Mobile MarketingMobile marketing is any marketing designed to reach people on their smartphones and tablets, through mobile websites, apps, text messages, social feeds,…
- Mobile-First IndexingMobile-first indexing means Google uses the mobile version of your website to index and rank your pages.
- Model Context Protocol (MCP)The Model Context Protocol (MCP) is an open-source standard that lets AI applications connect to outside tools and data, such as files,…
- Multichannel MarketingMultichannel marketing is the approach of reaching customers through several channels at once, such as search, social media, email, your website and…
- Multimodal AIMultimodal AI is artificial intelligence that can take in and combine more than one type of data, such as text, images, audio…
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- Natural Language Processing (NLP)Natural language processing (NLP) is the branch of artificial intelligence that helps computers read, understand and produce human language.
- Negative KeywordsNegative keywords are words or phrases you add to a Google Ads campaign to stop your ads showing for searches that include…
- Net Promoter Score (NPS)Net Promoter Score (NPS) is a customer loyalty metric based on one question: how likely are you to recommend us to a…
- NewsletterA newsletter is a regular email that a business or creator sends to everyone who has subscribed, with news, tips, stories or…
- No-Code AINo-code AI means building and using AI tools, such as chatbots, assistants and automated workflows, without writing any code.
- Nofollow LinkA nofollow link is a hyperlink with the attribute rel="nofollow" added to its HTML, which tells search engines you don't want to…
- NoindexNoindex is an instruction you give search engines, through a meta tag or an HTTP header, telling them not to show a…
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- Off-Page SEOOff-page SEO is the work you do outside your own website to show search engines that your pages are trusted, useful and…
- Omnichannel MarketingOmnichannel marketing is an approach where a business connects all its channels, such as its website, app, social media, email and shop,…
- On-Page SEOOn-page SEO is the work you do on a web page itself to help search engines understand it and to help people…
- Online Reputation ManagementOnline reputation management (ORM) is the work of monitoring, protecting and improving how a business or person is seen online, across reviews,…
- Online ReviewsOnline reviews are public ratings and comments that customers post about a business, product or service on sites such as Google, marketplaces,…
- Open RateOpen rate is the percentage of delivered emails that recipients opened.
- Opt-InAn opt-in is a clear, active choice a person makes to receive marketing from you, such as ticking an unticked box or…
- Optimised TargetingOptimised targeting is a Google Ads feature that looks beyond the audiences you choose to find other people who are likely to…
- Organic ReachOrganic reach is the number of unique people who see your social media content without you paying to promote it.
- Organic TrafficOrganic traffic is the visitors who reach your website from unpaid search results, rather than from ads or paid links.
- Orphan PageAn Orphan Page is a page on your website that no other page on the same site links to.
- Outbound MarketingOutbound marketing is any marketing where the business reaches out to people first, rather than waiting for them to find it.
- OutreachOutreach is the practice of contacting people you don't yet work with, such as potential clients, journalists, bloggers or partners, to start…
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- Page BuilderA page builder is a visual tool that lets you design web pages by dragging and dropping elements, such as headings, images,…
- Page SpeedPage speed is how quickly a web page loads its content and becomes ready to use after someone opens it.
- Paid SocialPaid social is advertising you pay to show on social media platforms such as Facebook, Instagram, LinkedIn and TikTok.
- Pay-Per-Click (PPC)Pay-per-click (PPC) is a type of online advertising where you pay each time someone clicks your ad, rather than each time it…
- People Also AskPeople Also Ask is a Google search feature that shows a box of related questions, each of which expands to reveal a…
- Performance MarketingPerformance marketing is online advertising that aims to drive a specific action, such as a click, a lead or a sale, and…
- Performance MaxPerformance Max is a goal-based Google Ads campaign type that lets you advertise across all of Google's channels from a single campaign.
- PermalinkA permalink is the permanent web address of a single page, post or archive on your website, such as example.com/what-is-seo/.
- PerplexityPerplexity is an AI-powered search engine that answers your questions in plain language and shows links to the web sources it used.
- Personal BrandingPersonal branding is the work of shaping how people see you professionally, through what you share, what you are known for and…
- PersonalisationIn marketing, personalisation means tailoring a message, offer or piece of content to the person receiving it, using what you know about…
- Phrase MatchPhrase match is a Google Ads keyword match type that shows your ad on searches that include the meaning of your keyword,…
- Pillar PageA pillar page is a broad, in-depth page that covers a main topic from end to end and links out to more…
- Pinterest AdsPinterest Ads are paid posts that businesses place on Pinterest so their images, videos and products appear in the home feed, search…
- Pipeline (Sales)A sales pipeline is a visual view of every open deal, grouped by the stage it has reached, from first contact to…
- Podcast MarketingPodcast Marketing is the use of podcasts to reach and grow an audience, either by running your own show or by advertising…
- Portfolio (Marketing)A portfolio in marketing is a collection of your best work, such as campaigns, ads, content and results, that shows employers or…
- PPC SpecialistA PPC specialist is a digital marketer who plans, runs and improves pay-per-click ad campaigns on platforms such as Google Ads, Microsoft…
- Predictive AnalyticsPredictive analytics is the use of past data, statistics and machine learning to estimate what is likely to happen next, such as…
- Preheader TextPreheader text is the short line of copy that appears after the subject line in most inboxes, giving people a preview of…
- Programmatic AdvertisingProgrammatic advertising is the automated buying and selling of digital ad space, where software decides which ad to show, to whom and…
- PromptA prompt is the instruction or question you give an AI tool, such as ChatGPT, Gemini or Claude, to tell it what…
- Prompt EngineeringPrompt engineering is the practice of writing and refining instructions for an AI model so that it gives accurate, useful answers in…
- Public Relations (Digital PR)Public relations (PR) is the work of managing how an organisation is seen by the people who matter to it, by earning…
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- QR Code MarketingQR Code Marketing is the use of scannable QR codes on printed or digital materials to send people straight to a web…
- Quality ScoreQuality Score is a 1 to 10 rating in Google Ads that shows how your ads and landing pages compare with other…
- Quiz FunnelA Quiz Funnel is a lead generation path where people answer a short online quiz, get a personal result, and are then…
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- Re-engagement CampaignA re-engagement campaign is a series of emails or messages sent to subscribers or customers who have gone quiet, to win back…
- ReachReach is the number of unique people (or accounts) who saw your content or ad at least once.
- ReelsReels are short, vertical videos on Instagram and Facebook that you can make with music, effects, text and voiceover, and that play…
- Referral MarketingReferral marketing is a way of winning new customers by encouraging your existing customers to recommend you to people they know, often…
- RemarketingRemarketing is a way of showing ads to people who have already interacted with your business, such as visiting your website, using…
- Remote WorkRemote work is a way of working where you do your job away from a central office, usually from home or another…
- Responsible AIResponsible AI is the practice of designing, building and using artificial intelligence in a way that is safe, fair, transparent and accountable,…
- Responsive DesignResponsive design is a way of building websites so the same page adapts its layout to fit any screen, from a small…
- Responsive Search AdsResponsive search ads are text ads in Google Ads and Microsoft Advertising where you write several headlines and descriptions, and the platform…
- Retainer (Agency)A retainer is an agreement where a client pays an agency or freelancer a fixed fee at regular intervals, usually monthly, in…
- RetargetingRetargeting is a type of online advertising that shows ads to people who have already interacted with your business, such as visiting…
- Retrieval-Augmented Generation (RAG)Retrieval-augmented generation (RAG) is a method that lets an AI model look up information from a trusted set of documents before it…
- Return on Ad Spend (ROAS)Return on ad spend (ROAS) is the revenue you earn from your ads divided by what you spent on those ads.
- Return on Investment (ROI)Return on investment (ROI) is a measure of how much you gain from something compared with what it cost you.
- Rich ResultsRich results are Google search listings that show extra information beyond the usual blue link, title and description, such as review stars,…
- Robots.txtA robots.txt file is a plain text file at the root of a website that tells search engine crawlers which parts of…
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- Sales FunnelA sales funnel is a model of the steps people go through on the way from first hearing about a business to…
- Sales Qualified Lead (SQL)A sales qualified lead (SQL) is a lead that your sales team has checked and accepted as a real potential customer, ready…
- Scarcity MarketingScarcity marketing is a persuasion technique that highlights when a product, place or offer is genuinely limited, so people value it more…
- Schema MarkupSchema markup is code you add to a web page to tell search engines exactly what the page is about, such as…
- Search AdsSearch ads are paid text ads that appear on search engine results pages when someone types a query that matches the keywords…
- Search Engine Marketing (SEM)Search Engine Marketing (SEM) is the practice of winning visits from search engines, mostly by paying for ads that show on search…
- Search Engine Optimisation (SEO)Search engine optimisation (SEO) is the work of helping search engines find, understand and show your pages to people who are searching…
- Search IntentSearch intent is the goal behind a search, or what a person actually wants when they type a query into a search…
- Search PartnersSearch Partners are websites and apps outside Google Search that partner with Google to show your search ads to their users.
- Search Terms ReportA search terms report is a Google Ads report that shows the actual words people typed into Google before your ad appeared.
- Search VolumeSearch volume is an estimate of how many times people search for a particular keyword in a search engine, usually shown as…
- SegmentationSegmentation is the practice of dividing your contacts or customers into smaller groups that share something in common, such as location, interests…
- Semantic SearchSemantic search is a way of searching that tries to understand what a query means, not just which words it contains.
- Sender ReputationSender reputation is the trust score that inbox providers such as Gmail and Yahoo give to the domain and IP address you…
- SEO SpecialistAn SEO Specialist is a marketing professional who improves a website so it earns more visits from search engines, through work on…
- SERPA SERP, or search engine results page, is the page a search engine shows after someone types or speaks a query.
- SessionsIn Google Analytics, sessions are the separate visits people make to your website or app, each one covering a period of activity.
- Share of VoiceShare of voice (SOV) is the percentage of all the attention in a market that your brand captures compared with competitors, from…
- Shopping AdsShopping ads are Google ads that show a product's photo, title, price and shop name directly in the results, built from product…
- Short-Form VideoShort-form video is a brief, usually vertical video made to be watched on a phone in a scrolling feed, such as TikTok…
- Smart BiddingSmart Bidding is a set of Google Ads bid strategies that use Google AI to set a bid for every single auction,…
- SMS MarketingSMS marketing is the sending of promotional or useful text messages to people who have agreed to receive them, such as offers,…
- Snapchat AdsSnapchat Ads are paid adverts that businesses run inside the Snapchat app, set up and managed through Snapchat Ads Manager.
- Social ListeningSocial listening is the practice of tracking what people say online about your brand, your competitors and your industry, then analysing those…
- Social Media AnalyticsSocial media analytics is the practice of collecting and reading data from social platforms to see how your posts, ads and accounts…
- Social Media ManagerA social media manager is the person who plans, creates and runs a brand's presence on platforms such as Instagram, TikTok, Facebook…
- Social Media MarketingSocial media marketing is the use of platforms such as Instagram, TikTok, Facebook and LinkedIn to reach people, build a brand and…
- Social ProofSocial proof is the tendency for people to look at what others do, buy or recommend when deciding what to do themselves.
- Soft BounceA soft bounce is an email that fails to deliver for a temporary reason, such as a full inbox or a receiving…
- Spam TrapA spam trap is an email address used to catch senders who mail people without permission.
- Spark AdsSpark Ads are a TikTok ad format that lets you turn organic TikTok posts, from your own account or a creator's, into…
- SPF RecordAn SPF record is a short line of text in your domain's DNS settings that lists which mail servers are allowed to…
- Sponsored ContentSponsored content is content that a brand pays for but that looks and reads like the normal articles, videos or posts around…
- Squeeze PageA squeeze page is a short landing page with one job: to get a visitor's email address in exchange for something they…
- SSL CertificateAn SSL certificate is a small data file on a web server that proves the website's identity and lets browsers set up…
- Staging SiteA staging site is a private copy of your live website where you can test changes, such as updates, new plugins or…
- StoriesStories are short, full-screen photo and video posts on apps such as Instagram and Facebook that disappear after 24 hours.
- Storytelling (Marketing)In marketing, storytelling is the use of a narrative, with a character, a problem and a change, to make a message more…
- Subject LineA subject line is the short line of text that tells people what an email is about before they open it.
- SWOT AnalysisA SWOT analysis is a simple planning tool that lists a business's strengths, weaknesses, opportunities and threats, usually in a four-box grid.
- Synthetic DataSynthetic data is fake data made by a computer to copy the patterns of real data, without being a record of real…
- System PromptA system prompt is a set of standing instructions given to an AI model before the conversation starts, telling it what role…
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- Target AudienceA target audience is the specific group of people your marketing message is designed to reach, because they are the most likely…
- Target CPATarget CPA is a Google Ads bid strategy that sets your bids automatically to get as many conversions as possible at the…
- Target ROASTarget ROAS is a Google Ads bid strategy that sets your bids to get as much conversion value as possible while aiming…
- Technical SEOTechnical SEO is the work of making a website easy for search engines to find, crawl, understand and index.
- Thin ContentThin content is a web page that gives visitors little or no real value, because it is too short, copied, or written…
- Third-Party CookiesThird-party cookies are small files set in your browser by a website other than the one you are visiting, usually through an…
- TikTok AdsTikTok ads are paid placements on TikTok that let businesses show videos and other formats to chosen audiences, usually between the organic…
- TikTok ShopTikTok Shop is TikTok's built-in shopping feature that lets businesses sell products directly inside the app, through videos, LIVE streams and a…
- Token (AI)In AI, a token is a small chunk of text, such as a word, part of a word or a punctuation mark,…
- Top of Funnel (TOFU)The top of funnel (TOFU) is the first stage of the marketing funnel, where people first become aware of a brand or…
- Topic ClusterA topic cluster is a group of web pages on one subject, made up of a broad pillar page and several focused…
- Topical AuthorityTopical authority is the trust a website earns as a go-to source on a particular subject, built by covering that subject in…
- Transactional EmailA transactional email is an automated message sent to one person because of something they did, such as an order confirmation, a…
- Trigger (Automation)A trigger is the event or condition that starts an automated workflow, such as a new sign-up, a purchase or a date…
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- Unique Selling Proposition (USP)A unique selling proposition (USP) is the one clear benefit that makes your product, service or brand stand out from its competitors.
- Unsubscribe RateThe unsubscribe rate is the percentage of delivered emails that lead a recipient to opt out of your future messages.
- UpsellingUpselling is a sales technique where you encourage a customer to choose a better, bigger or more complete version of the product…
- Urgency (Marketing)In marketing, urgency is the technique of giving people a genuine reason to act now rather than later, usually through a real…
- URL SlugA URL slug is the last, readable part of a web address that names a specific page, such as "url-slug" in example.com/glossary/url-slug/.
- User Experience (UX)User experience (UX) is how a person feels and gets on when they use a product, website or service, from first impression…
- User-Generated Content (UGC)User-generated content (UGC) is any content about a brand that customers or fans create themselves, such as photos, videos, reviews, comments and…
- Users (Analytics)In web analytics, users are the unique people, or more exactly the unique devices and signed-in IDs, that visit your website or…
- UTM ParametersUTM parameters are short tags you add to the end of a link so that analytics tools can tell where a visit…
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- Value PropositionA value proposition is a clear statement of the value a product or service delivers and why the right customer should choose…
- Vector DatabaseA vector database is a database built to store embeddings, which are lists of numbers that capture meaning, and to find the…
- Video MarketingVideo marketing is the use of video to promote a brand, explain a product or persuade people to take action, on channels…
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- Web HostingWeb hosting is a service that stores your website's files and database on a server connected to the internet, so people can…
- WebhookA webhook is an automatic message that one app sends to another the moment something happens, such as a new form sign-up…
- Webinar FunnelA webinar funnel is a marketing process that uses a free online event to turn strangers into leads and then into customers.
- WebPWebP is an image format created by Google that makes web images smaller than older formats such as JPEG and PNG, while…
- Website BackupA website backup is a saved copy of everything that makes your website work, so you can restore it if something goes…
- Website MaintenanceWebsite maintenance is the regular work of keeping a website updated, secure, fast and working properly after it goes live.
- Website SecurityWebsite security is the set of habits, settings and tools that protect a website, its data and its visitors from hackers, malware…
- Welcome EmailA welcome email is the first automated message a person receives after they join your email list, sign up for an account…
- WhatsApp MarketingWhatsApp marketing is the use of WhatsApp to send customers updates, offers and support messages, and to hold one-to-one conversations that lead…
- WooCommerceWooCommerce is a free, open-source eCommerce plugin that turns a WordPress website into an online shop, with product pages, a cart, checkout,…
- Word-of-Mouth MarketingWord-of-mouth marketing is any effort to get people talking about your product or brand to friends, family, colleagues and followers, in person…
- WordPressWordPress is free, open-source software for building and managing websites, from simple blogs to large online stores.
- WordPress PluginA WordPress plugin is a package of code that adds a feature to a WordPress site, such as a contact form, an…
- WordPress ThemeA WordPress theme is a set of files that controls how a WordPress site looks, including its layout, colours, fonts and page…
- Workflow (Automation)A workflow, in marketing automation, is a set of automatic steps that a tool carries out when something specific happens, such as…
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- XML SitemapAn XML sitemap is a file that lists the important pages on your website so search engines can find and crawl them…
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- Yoast SEOYoast SEO is a WordPress plugin that helps you optimise pages for search engines by checking your content, adding technical SEO features…
- YouTube AdsYouTube ads are video ads you create and manage in Google Ads that play on YouTube and, depending on your settings, on…
- YouTube ShortsYouTube Shorts is YouTube's short-form video format for square or vertical videos up to three minutes long.
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- ZapierZapier is a no-code automation tool that connects thousands of web apps, so that an event in one app can automatically trigger…
- Zero-Click SearchA zero-click search is a search that ends without the person clicking any result, because the answer appears right on the results…
- Zero-Party DataZero-party data is information that customers choose to share with a brand on purpose, such as their preferences, plans and how they…