Marketing terms beginning with S

The typical time and steps it takes to close a sale.

The stages a prospect passes through from lead to closed sale.

A page built entirely to persuade visitors to buy a specific product or service.

A strategy where a sales team drives acquisition and revenue through direct selling.

The number of users or sessions included in a test or analysis.

Estimating report results from a subset of data instead of every record.

A persuasion tactic that highlights limited supply to make an offer feel more valuable and worth acting on.

A message showing limited stock or availability to encourage visitors to act sooner.

Schema markup is code from the Schema.org vocabulary that labels content for search engines.

Scroll depth measures how far down a page visitors scroll, often as a percentage.

A heatmap showing how far down a page visitors scroll.

Text ads shown on search engine results in response to a user's query.

Google's free tool for monitoring how a site performs in Google Search.

The share of possible search ad impressions your ads actually received.

The underlying goal a person is trying to accomplish with a search.

A report listing the actual searches that triggered your ads.

The average number of times people search a keyword in a given period, usually per month.

An auction where the winner pays just above the next highest bid, not their own full bid.

A supporting call to action for users not ready for the main goal.

A badge showing a site uses security measures such as encryption or malware scanning.

A short, broad starting term used to generate a larger list of related keyword ideas.

Dividing an audience into smaller groups that share traits or behavior.

A public file where ad platforms disclose the sellers and intermediaries in their supply.

Search that interprets the meaning and intent behind a query, not just the exact words.

How often you email a subscriber over a given period, such as per week or month.

Choosing when to send each email to raise the chance a recipient engages.

Mailbox providers' assessment of a sender's trustworthiness.

A 0 to 100 reputation rating for a sending IP address, produced by Validity.

Descriptive words tied to sight, sound, touch, taste, or smell to make copy vivid.

Using software to classify text as positive, negative, or neutral in tone.

Writing copy that serves readers well while also helping pages appear in relevant search results.

Running experiments one after another, or evaluating results as data arrives over time.

The page a search engine displays in response to a query.

Any non-standard result element on a search results page beyond plain links.

SERP intent is the goal behind a search, read from the results Google shows.

The degree to which search rankings shift over a short period.

Building the full HTML of a page on the server before sending it to the browser.

Running tags on a server you control instead of only in the visitor's browser.

Collecting and sending marketing data through a server rather than directly from the user's browser.

A business that serves customers at their locations instead of at a storefront.

The portion of the total market a company can realistically serve with its model.

The share of the serviceable market a company can realistically win in the near term.

A group of interactions associated with a visit during a defined period.

A replay of a real visitor's actions on a site, like clicks, scrolls, and movement.

Sessions per user is the average number of visits each user made in a period.

Google's experimental name for AI-generated search results, now called AI Overviews.

Your brand's portion of all social mentions within a defined topic or competitor set.

Your brand's share of total advertising presence in a market or channel.

A single Google Ads budget spread across several campaigns instead of one each.

A sending IP address used by many senders, who collectively influence its reputation.

A social post with tagged products that shoppers can tap to buy or view.

Product ads showing an image, price, and store name, driven by a product data feed.

Brief content, often under a few hundred words or seconds, made for quick consumption.

YouTube's short vertical videos shown in a dedicated feed and app tab.

An audience of new users who resemble an existing customer or visitor list.

A signup method that adds a subscriber immediately, with no email confirmation step.

How a website's pages are organized and linked together into a structure.

A search field shown inside a site's Google result that queries that site directly.

An ad add-on that shows extra clickable links to specific pages on your site.

Extra links to a site's inner pages shown beneath its main search result.

A master XML file that points to several individual XML sitemaps.

A placeholder layout of gray shapes shown while real content loads into a page.

A video ad viewers can skip after a few seconds, typically about five.

A tactic of finding popular content and creating something more thorough to outdo it.

Finding top-performing content, making something clearly better, then asking linkers to point to yours.

A copy structure where each line pulls the reader smoothly into the next, keeping them reading.

Google Ads automated bidding that sets a bid for each auction using machine learning.

A call to action that changes its text or offer based on who the visitor is.

Sending promotional or transactional text messages to customers who opted in.

The drop in ad performance when an audience sees the same creative too many times.

A platform's dashboard for creating, targeting, and tracking paid social media ads.

Assigning credit for conversions or sales to the social media touchpoints that influenced them.

Buying and selling products directly within social media platforms.

The interactions people have with content, such as likes, comments, shares, and clicks.

Monitoring online conversations to identify themes sentiment and audience needs.

Software that monitors social media for mentions, keywords, and sentiment about a brand or topic.

Evidence that other people have chosen valued or trusted an offer.

A cycle where visible engagement attracts more people, who add still more engagement.

An onsite element that shows reviews, ratings, or recent activity to build visitor confidence.

The overall feeling audiences express about a brand or topic across social media.

Your brand's slice of total social mentions in a market compared with competitors.

A shop built inside a social platform where users browse and buy products.

The share of video views that continue all the way to the end of the clip.

A page that looks empty or missing but returns a success status code.

A temporary delivery failure that may succeed if the message is retried later.

The percentage of delivered emails that recipients report as spam.

Moz's percentage estimate of how likely a site is to be penalized or spammy.

An email address used only to catch senders with poor list hygiene.

Meta's classification for ads about sensitive topics that face extra targeting restrictions.

An email standard listing which servers are allowed to send mail for a domain.

Another name for a web crawler that follows links across the web.

A test that sends traffic to separate URLs to compare different page versions.

Content a brand pays a publisher or creator to produce or distribute, clearly labeled as paid.

The rel=sponsored value that marks a link as paid or part of an advertisement.

A social post a creator is paid to publish promoting a brand's product or message.

A lead vetted and accepted as ready for direct sales engagement.

A digital file that enables encrypted HTTPS connections and verifies a site's identity.

A threshold used to judge whether an observed result is unlikely under a null model.

How often monthly users return, measured as daily active users divided by monthly active users.

A call-to-action button that stays visible on screen as the visitor scrolls the page.

A navigation bar that stays fixed at the top of the screen while the user scrolls.

A TikTok feature that clips part of another video into the start of your own.

Full-screen photos or videos that disappear after 24 hours on many social platforms.

Saved Instagram Stories grouped on a profile so they stay visible past 24 hours.

Using narrative structure to share a message so it is engaging and memorable.

Structured data is standardized code that describes a page's content to search engines.

An ad add-on that lists specific aspects of your products or services under a header.

A reference document that sets the rules for how a brand writes and formats content.

A secondary line under a headline that adds detail and supports the main promise.

The short headline of an email shown in the inbox that helps decide whether it is opened.

A rule for automatically removing or pausing subscribers who stay inactive for a set period.

Choosing the most efficient routes to buy the same ad inventory in programmatic advertising.

Software publishers use to sell and manage their ad inventory programmatically.

A list of addresses your system blocks from receiving mail, even if they exist elsewhere.

A personal collection of effective ads, emails, and copy kept for inspiration and reference.

A framework listing strengths, weaknesses, opportunities, and threats to guide strategy.