Digital marketing terms A–Z

Mobile-first indexing means Google uses a page's mobile version for indexing and ranking.

A static, high-detail visual of a design showing its final look but not interaction.

Conversions estimated by statistical models when they cannot be directly measured or observed.

A usability session guided live by a facilitator who observes and asks questions.

Content built from reusable, self-contained blocks that can be mixed across channels.

The consideration stage where interested prospects compare their options.

A promise to refund a buyer's payment if they are unsatisfied within a stated period.

Recording cursor movement and position to infer where visitors focus attention.

A lead that meets agreed marketing criteria for likely sales relevance.

A model that distributes conversion credit across multiple recorded interactions.

A form split into several smaller screens completed in sequence.

Using several separate channels to reach customers, each managed on its own.

A test that varies several page elements at once to find the best-performing combination.

A test that compares many combinations of page elements to find the best mix.

Google's AI model built to answer complex questions across languages and formats.

A link whose clickable text is the raw web address itself.

A creator with a very small following, often roughly 1,000 to 10,000 followers.

Keeping a business's name, address, and phone number identical across all online listings.

The path a story follows from setup through rising tension to resolution.

Paid ads designed to match the look and feel of the surrounding content.