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
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
The collection, measurement, and interpretation of data used to understand marketing performance and audience behavior. The foundation for making informed decisions and identifying opportunities for improvement.
The process of assigning credit to the marketing interactions that contributed to a conversion or sale. A method for understanding which channels and touchpoints influence business results.
A rule or framework used to distribute conversion credit across the touchpoints in a customer’s journey. Different models can produce very different views of which marketing efforts appear most valuable.
The practice of dividing a broad audience into smaller groups based on shared characteristics, behaviors, or needs. A way to make messaging, targeting, and offers more relevant to different groups.
