Paid editorial, social, or creator content produced or distributed in partnership with a brand. A promotional format designed to deliver brand messages through content that fits the surrounding platform.
A lead accepted by sales as having enough fit, need, authority, or intent to justify direct sales follow-up. A stage indicating that the opportunity is ready for a more active
The use of paid and sometimes broader search tactics to increase visibility on search engine results pages. In common usage, the term often refers primarily to paid search advertising.
The practice of improving a website’s visibility in unpaid search engine results to attract more relevant traffic. A long-term strategy that combines useful content, technical quality, authority, and search intent.
The page a search engine displays after a user submits a query. It may contain organic listings, advertisements, maps, featured answers, images, and other search features.
The underlying goal a person is trying to accomplish when entering a search query. Understanding intent helps marketers create the type of content the searcher actually needs.
An estimate of how often a keyword or search query is used during a defined period. A directional measure of demand that should be considered alongside relevance, intent, and competition.
Search engine marketing; the use of paid search advertising to increase visibility on search engine results pages. A direct-response channel for reaching people who are actively searching for relevant products
Search engine optimization; the practice of improving a website’s visibility in search engine results to attract more relevant organic traffic. A core digital marketing strategy for increasing discoverability online.
