AI SEO; the practice of adapting search engine optimization strategy to account for AI-powered search features like AI Overviews and chatbot answers, while also using AI tools to support keyword
Answer engine optimization; the practice of structuring content so AI-driven answer engines and chatbots can easily find, understand, and cite it in direct responses to user queries. An emerging strategy
The point in the buyer’s journey when a person first recognizes a need, problem, or opportunity. Marketing at this stage typically focuses on education rather than an immediate sale.
The practice of comparing two versions of a marketing asset to determine which one performs better with a defined audience. A practical way to improve decisions using real audience behavior
A business-to-business strategy that treats selected high-value accounts as individual markets and coordinates personalized outreach to them. A focused approach for aligning marketing and sales around the companies most likely
The process of gaining a new customer, subscriber, user, or lead through marketing and sales activity. A broad term for the work required to turn an unfamiliar audience into new
A single instance in which an advertisement is displayed on a screen, whether or not the viewer notices or clicks it. A basic measure of ad delivery, not necessarily attention
The practice of showing advertisements to people who previously visited a website or interacted with a brand. A way to reconnect with interested audiences who did not convert during an
A performance-based arrangement in which partners earn compensation for driving tracked traffic, leads, or sales to a business. A channel that extends a brand’s reach through publishers, creators, and referral
