Digital marketingglossary

A way of telling browsers and search engines that a URL has changed permanently — anyone who visits the old address is automatically sent to the new one.

Essential when changing a site's structure or domain: without a 301 redirect, the visibility built up by the old address simply disappears.

An error page shown when a user tries to visit an address that doesn't exist - deleted, moved, or mistyped.

A customized 404 page with a suggested next step for navigation limits visitor frustration and reduces the chance they simply close the tab.

A method of comparing two variants of a page element - a headline, content, a form - to see which one produces better results.

Allows design decisions to be made based on data about real user behavior, not just intuition or team preference.

A term from web design. It refers to the part of a site visible on screen without scrolling. It is the first element a user focuses on, so it determines whether they stay on the page.

When designing a page, it is worth placing the most important information there: a headline, a call to action, and proof. It is not about cramming everything in - it is about letting the visitor understand within a few seconds where they have landed and what they can do next.

An approach focused on individual, key clients. Instead of directing the message at a broad segment, each company is treated as a separate market and activities are tailored to its specific situation.

It works well in B2B with a long sales cycle and high per-deal value, where the number of potential clients is small enough that it pays to prepare communication for each one individually.

A metric used on Amazon to measure the effectiveness of advertising campaigns. Calculated as the ratio of ad spend to the sales revenue generated by that ad, expressed as a percentage.

Formula: ACoS = (advertising cost / sales revenue) × 100%.

A related concept is TACoS (Total Advertising Cost of Sales), the overall impact of ad spend on total sales revenue - not just the revenue attributed to the campaign.

Paid advertising is the fastest way to get traffic - and it disappears just as fast once the budget is switched off. Platforms such as Google Ads, Allegro Ads, or Meta Ads let you target the message precisely and measure the effect of every dollar spent.

What matters is not launching the campaign itself, but establishing the threshold beyond which the cost of acquiring a customer no longer fits within the margin.

A company gives partners (affiliates) unique links or codes to its products. The partner promotes them on their own channel - a blog, a social media account, a newsletter - and earns a commission on every sale that link generated.

Cost arises only from an actual sale, not from a mere impression or click, so the risk sits mainly with the partner rather than the advertiser.

A project management method based on flexibly responding to changing needs instead of sticking to a plan set at the outset. Work proceeds in short, repeatable cycles, and the result is reviewed after each one.

In practice this means a set of methodologies - Scrum, Kanban, Lean - and an emphasis on communication and delivering working increments rather than a complete whole at the end.

A term for low-quality content generated en masse by artificial intelligence, most often with the aim of increasing search visibility. Such material is shallow, of little use, and duplicated across many sites.

Google is increasingly good at recognizing this pattern and lowers the rankings of such sites. From an SEO standpoint, quality pays off, not the number of characters published.

Allegro's advertising platform, letting sellers promote listings in the platform's search results and on product pages. It reaches users who are already in purchase mode, so the path to a sale is shorter than with ads directing to your own store.

Text, display, and product campaigns are available. Effectiveness depends above all on the quality of the listing itself - the ad amplifies what already sells, and rarely rescues a listing that does not.

A program for agencies specializing in advertising on Allegro. To join, an agency must meet the platform's requirements and obtain a certificate confirming knowledge of its advertising solutions.

The status is subject to review, so it is not a one-time listing - it is maintained through the results of the campaigns run.

An HTML attribute describing the content of an image. It has two audiences: people using screen readers, for whom it is the only access to the image's content, and search engines, which cannot see the image.

A good description is short and specific - it says what is in the image, not which keywords you want to rank for. It does not start with "image" or "photo," since a screen reader already announces that it is a graphic.

A purely decorative image should have an empty attribute - otherwise the screen reader reads it out unnecessarily.

A technology that limits the amount of scripts and styles so a page loads on a phone instantly. It is based on a stripped-down version of HTML.

AMP's relevance has dropped sharply since Google stopped favoring it in search results. Today the same effect is achieved with ordinary performance optimization and a good Core Web Vitals score.

The text a user clicks on. For a search engine it is a signal about the topic of the destination page, which is why "click here" wastes that signal while a descriptive anchor makes use of it.

When building links, it is worth varying the anchors. Hundreds of identical, exact-match phrases look unnatural and can be read as manipulation.

A set of rules that let one program use another's data or functions. It is the API that lets a store issue an invoice, update stock levels, and hand a parcel to a courier automatically, without human involvement.

An API can be public - available to any developer - or private, open only to selected partners. The lack of an API in a tool is usually a strong argument against choosing it if you are planning automation.

A status granted to companies that integrate Arlity's solutions: augmented reality, 3D modeling, and product visualizations. Used mainly in industry, construction, and the automotive sector.

In practice this means product configurators and the ability to view goods in the customer's own space before purchase - which shortens the decision for products that are hard to picture from a photo.

An identifier assigned to products on Amazon, which lets multiple sellers offer the same item on a single product page.

ASIN is different from a seller's own SKU, which the seller assigns independently. It can be linked to the product's EAN code, provided that has been verified.

A concept describing how valuable a site is in a search engine's assessment. Higher authority translates into easier ranking gains, including for competitive keywords.

It is built through content quality and uniqueness, the inbound link profile, and usability signals. It is worth remembering that popular authority metrics - DA, DR - are third-party tool metrics, not figures that come from Google.

A status granted to companies specializing in integrating Autopay payment systems - including recurring payments and billing automation.

In practice it means access to technical support from the provider, which, in the event of a payment gateway failure, can be the difference between an hour and a week of downtime.

A tool that sends a message automatically in response to an event: a signup, placing an order, an abandoned cart. It works without human involvement, so the reply arrives instantly.

The most common uses are confirmations, welcome sequences, and cart recovery. It is usually the first scenario worth setting up, since it has the shortest path to measurable revenue.

The layer of an application responsible for business logic, databases, and integration with other systems. The user does not see it, but it determines whether an order saves correctly and whether stock levels match reality.

In an online store, the backend is usually where most performance and integration problems get resolved - more often than in the visible layer.

A list of tasks to be done, ordered by priority. It lets the team see the scope of work in one place and track progress without having to ask for status updates.

In practice, a backlog is useful not only to the delivery team - on the client's side it shows directly what has been requested, what is in progress, and what has been deliberately deferred.

A system that integrates e-commerce platforms, marketplaces, and warehouse and accounting systems. Orders from different channels land in a single panel, together with stock levels and sales documents.

It makes sense when sales run in parallel across several channels. With a single store, it usually adds a layer that is hard to justify.

A program for companies that integrate and optimize the Baselinker platform. It covers support for sales synchronization and order-processing automation.

A set of techniques that violate Google's guidelines - including cloaking and keyword stuffing. They can produce a short-term boost in visibility, followed by a filter, a drop in rankings, or removal from the index.

The cost of that growth comes due later and is usually higher than the benefit: recovering visibility after a penalty takes longer than building it honestly from the start.

A section of a site with regularly published posts. It builds a relationship with the audience and serves informational search queries - the ones where the user is not ready to buy yet.

A blog works when it answers real customer questions. Publishing just to hit a post count costs time and does not translate into visibility.

A payment method where the customer receives the purchase immediately and pays at a later date, usually in installments. On the Polish market it is offered by, among others, Klarna, PayPo, and Afterpay.

It raises conversion especially for higher-value carts and among younger consumers. It comes with a fee on the seller's side - profitability depends on margin.

The percentage of visitors who leave a page without going any further. A high value can be a signal of a problem with the content, layout, or load time.

The metric alone does not settle anything out of context, though. On a subpage that fully answers a question, a high bounce rate is natural - the user got what they came for.

A brand isn’t a name or a logo, but the sum of associations a given company, product, or service evokes. It includes visual identity, but also tone of communication, quality of service, and what customers say about the company when no one from the team is listening.

A strong brand shortens the purchase decision - the customer picks the known risk over an unknown alternative, even at a higher price.

A navigation element showing the current subpage's position within the site's structure. It makes it easy to go up one level without using the back button.

For a search engine it is additional information about content hierarchy - when properly marked up with structured data, it can even be shown directly in search results.

A link pointing to an address that no longer exists. The user lands on an error message, and the search engine loses the path to the content the link pointed to.

It appears most often after a site rebuild or a change in URL structure. The fix is a 301 redirect map and regularly checking links.

Software that enables browsing the web — displaying content, handling forms and media, downloading files.

Differences between browsers (rendering engine, support for new standards) are one reason a site is tested in several of them before it is published.

The element of an Amazon product page with the add-to-cart and buy buttons. When one listing is served by multiple sellers, the Buy Box goes to one of them - and that seller captures the vast majority of sales.

The award depends on, among other things, total price including shipping, fulfillment method, and service-quality history. Holding the Buy Box is usually more important than the listing's position in the platform's search results.

The place where the browser stores copies of pages already visited. On a repeat visit it does not have to fetch everything from the server again, so the page loads faster and the server saves bandwidth.

This is controlled by HTTP headers - mainly "Cache-Control" and "Expires". Set incorrectly, they work the other way: the user keeps seeing an old version of the page long after the content has been updated.

An HTML tag specifying which URL is the primary version of a given piece of content. It is used when several different URLs lead to the same content.

Without it, a search engine indexes the variants separately, and link equity gets split between them instead of consolidating on one URL. It is worth checking that all duplicates point to the same canonical.

A description of how a specific company solved a specific problem. In marketing it is used to demonstrate a service's effectiveness through an example instead of a claim.

It works when it includes the starting point, the steps taken, and numbers at the end. A case study without figures is a story, not proof.

A shopping model combining the convenience of an online store with immediate pickup. The customer reserves a product online and picks it up themselves, without waiting for a courier and usually without a delivery fee.

It makes sense with a network of physical locations or a warehouse that allows pickup. It requires accurate stock levels - promising pickup "right away" when the item is not in stock costs more than not offering the option at all.

A technique that serves search-engine crawlers different content than what a human sees. The goal is a higher ranking earned on content the user will never actually see.

Directly against Google's guidelines and punished with removal from the index. It belongs to the Black Hat SEO toolkit - the cost of getting caught is higher than the benefit of a short-lived boost.

A metric estimating how much a customer will bring a company over the entire duration of the relationship. It is calculated from average transaction value, purchase frequency, relationship length, and the cost of maintaining it.

It determines how much can be spent to acquire a customer. High CLV justifies investment in retention and loyalty programs; low CLV shifts budget toward acquiring new customers.

It is a forecast, not a fact. It needs to be recalculated regularly, since it changes along with margin and customer behavior.

Software that lets you add, edit, and remove content on a site without writing code. It consists of an admin panel and an engine that displays that content.

The most popular CMS is WordPress. The choice of system should follow from who will be editing the content and how often - not from how popular a solution is.

A strategy of creating and distributing content that answers audiences' real questions, instead of selling directly. The formats vary: articles, video, podcasts, e-books, webinars.

It serves the stage where a customer is not ready to buy yet but is already looking for information. Along the way it builds organic visibility, since this content gets indexed by search engines.

A form of advertising displayed on pages whose subject matter matches the current visitor's interests — for example, an ad for fishing gear on a blog about fishing.

Thanks to a relevant context, it is usually more effective and cheaper per result than advertising shown with no connection to the page's content.

An event counted as a goal: a purchase, a submitted form, a phone call, a signup, a download. What counts as a conversion follows from the business model, not from the analytics tool.

The most common mistake is counting everything the same way. If a click on a phone number weighs as much as a purchase worth several thousand, the report stops saying anything about money.

Creating content whose job is to grab attention and drive a specific action. It covers research into the target audience, concept, the text itself, and testing what works.

Good copywriting requires understanding the product and the customer, not just language skill. In practice, the biggest improvements usually come from talking to the person who sells that product day to day.

A set of three metrics developed by Google: LCP (loading time of the largest element), FID (response time to the first interaction), and CLS (layout stability during loading).

Since 2021 they have been an official ranking factor. In practice, though, what matters most is what the user sees - a page that jumps around while loading puts people off regardless of its search ranking.

A way of billing campaigns where a cost is incurred only when someone clicks the ad - the impression itself is free. The standard model on Google Ads, Allegro Ads, and social-media advertising systems.

It lets you control budget precisely, but on its own it says nothing about profitability. A click costs the same whether or not it turns into a sale - which is why CPC needs to be read together with conversion and ROAS.

The pool of resources a search engine allocates to crawling a site. On large sites, it determines whether all subpages even make it into the index.

It gets wasted on things that should not be indexed at all: 404 errors, redirect chains, duplicates, filters generating thousands of URLs. A clean sitemap and clean URLs work in the opposite direction.

A tool that gathers the history of contact with a customer: calls, quotes, orders, service tickets. It lets sales run without relying on a rep's memory or their personal inbox.

The value of a CRM depends directly on the discipline of entering data. A system filled in sporadically produces reports that decisions cannot be based on.

Systematically improving a site to raise the share of users who take the intended action: buying, filling in a form, calling. It is based on analyzing where users drop off and A/B testing successive versions.

Usually cheaper than increasing traffic. Raising conversion from 1% to 2% has the same effect as doubling the ad budget, except the cost is one-time.

Offering a customer products related to their purchase - accessories, consumables, service add-ons. It raises cart value without the cost of acquiring a new customer.

It requires a genuine link between the products. Suggestions picked at random lower trust and can be worse than not showing any.

A style language describing how content written in HTML should look. It separates the visual layer from the document's structure, so changing the look does not require touching the content.

Cascading means rules inherit and override each other according to a defined hierarchy. That is the source of both the system's flexibility and most of the hard-to-trace bugs in a page's layout.

A button or line telling the user exactly what to do: buy, fill in a form, download a resource, call. The element the rest of the subpage is built around.

An effective CTA is singular, visible, and specific. "Learn more" says nothing - "Order an audit" says what will happen after the click.

A metric showing what share of people who saw an ad or a search result clicked on it. With 1,000 impressions and 50 clicks, CTR is 5%.

It measures how relevant the message is to the audience, not the quality of the offer. A high CTR combined with low conversion usually means the ad promises something different from what the user finds after clicking.

A representation of the customer's entire path, marking touchpoints with the company, communication channels, needs, and points of friction.

The map's value lies in showing the handoffs between departments - most customers are lost not within a stage, but at the boundary between marketing, sales, and service.

A program for companies and specialists who implement cyber_Folks e-commerce and hosting solutions - from store setup to payment integrations and sales-process optimization.

Partners go through a review process and get access to priority technical support and the platform's training materials.

An organized set of design rules: palette, typography, grid, interface components, and patterns for using them. It replaces decisions that would otherwise be made from scratch for every screen.

It delivers the most value at the intersection of design and development - designers and developers work from the same names and values, so fewer things get lost along the way.

Lets a site owner report to Google a list of links they do not want counted in the site's evaluation. Useful when a site has fallen victim to mass linking from spammy domains.

A last-resort tool, not a routine one. Disavowing valuable links by mistake can lower visibility more than the links you meant to remove - which is why it is preceded by an analysis of the entire link profile.

The layer that translates a memorable domain name into the IP address where the server actually sits. Thanks to it, changing hosting does not require changing the site's address.

DNS misconfigurations are among the most costly, since they result in the entire site and email being unavailable. Changes can take up to several dozen hours to propagate, so they should be planned in advance.

A unique name typed into the browser's address bar. It is registered with a registrar for a set period and renewed - expiry means the site and company email disappear.

The domain should be registered in the client's name, not the agency's or the contractor's. That is the one record that actually determines who owns the address.

A signup model where, after filling in a form, the user receives a message asking them to confirm. Only clicking that link completes the subscription.

It shrinks the list at the start but raises its quality and deliverability. It also protects against signing someone up to an address that is not theirs - which, without confirmation, can be treated as spam.

A measure of domain authority calculated by Ahrefs based on the number and quality of inbound links. Used mainly to compare sites against each other and to assess the value of a potential link placement.

A commercial metric, not an official one - Google does not publish or use it. A high DR does not guarantee rankings, just as a low one does not rule them out.

A model where the seller takes the order and passes it to a supplier, who ships the goods directly to the customer. It lets you start selling without investing in stock or a warehouse.

The price for that low entry barrier is a lack of control over shipping time, packaging quality, and returns - that is, over everything the customer judges after the purchase. Complaints land with the seller, not the supplier.

Content available at more than one address. Internal duplicates arise most often from filters, sorting, and parameterized URL versions; external ones from multiple sellers copying manufacturer descriptions.

A search engine has to pick one version to show, and it makes that call itself. Pointing it to the right one with a canonical tag takes that decision out of chance's hands.

The length of time a user stays on a page before going back to the search results. A short dwell time can signal that the content does not match the query that brought the user there.

Google does not confirm using this metric outright, so it is treated as a diagnostic clue, not a goal in itself. Artificially padding time on page does not improve anything.

Sales conducted through digital channels: your own store, marketplaces like Allegro or Amazon, and direct sales on social media.

The outcome does not depend on merely having a store, but on three things at once: visibility where the customer is looking, a frictionless purchase path, and post-sale service.

Four criteria from Google's quality-rater guidelines: the author's experience, their expertise, the site's authoritativeness on the topic, and the source's trustworthiness.

In practice this means content written by someone with first-hand knowledge of the subject has an edge over a text assembled from other people's work. Hence the value of talking to an expert on the client's side before writing an article.

Removing bouncing addresses, duplicates, and people who haven’t opened a message in a long time. A smaller but active list delivers better than a large, neglected one.

This isn’t a one-time cleanup but an ongoing part of the work - addresses fall out of use on their own, without any signal from the recipient.

A rating that mail providers (such as Gmail or Outlook) assign to a sender's IP address or domain based on its sending history.

This rating decides whether the next email lands in the inbox, the spam folder, or is rejected altogether — which is why IP warm-up matters for new sending addresses.

Software that integrates a company's processes - from procurement and production to sales, warehousing, and accounting - on shared data instead of separate spreadsheets.

In e-commerce, integrating the ERP with the store and marketplaces is key. Without it, stock levels drift apart between channels and orders get re-entered by hand.

A link where the anchor text matches the target subpage's keyword word for word. Once considered the strongest signal, now treated with caution.

Overusing such anchors is easy to detect and looks unnatural. A healthy link profile has varied text: brand names, URLs, descriptive phrases, and natural wording.

An address in the process of expiring, which, once released, can be registered by someone else. It is sometimes bought for the history of links pointing to the former site.

A risky practice: along with the links, you inherit the domain's past, including any prior penalties and spammy link profile. The gain is often illusory, and the consequences hard to reverse.

INBOUND links are recommendations from other sites and one of the strongest ranking factors. Acquiring them is the job of link building; what matters is the authority and topical fit of the source.

OUTBOUND links are the ones we place in our own content ourselves. They don’t weaken a page - citing a source actually raises a text’s credibility. Paid links need to be marked with the `sponsored` attribute, or they violate the guidelines.

A brand's page on Facebook or another social network, used for publishing content and staying in touch with customers. It is often also the first place a customer checks to see whether the company is still active.

An outdated fanpage does more harm than not having one - a last post from two years ago signals something about the company's health.

The icon representing a site in the browser tab, the bookmarks list, and a phone's home screen. A visual-identity element that lets a user find a tab among a dozen open ones.

It has to be legible at 16 × 16 pixels. A full logo usually does not fit at that size - a shortened mark or a single letter works better.

The process of stripping out of the code what a developer needs but a browser doesn’t: comments, whitespace, long variable names. The file becomes smaller and downloads faster, while working identically.

One of the lowest-cost, highest-payoff steps in speed optimization - usually automated by the build tool rather than done by hand.

An Adobe technology once used for animation, games, and video players. Discontinued at the end of 2020 due to performance and security issues.

Modern browsers and mobile devices do not support it. Sites built on Flash are today unreadable to users and invisible to search engines - HTML5 has replaced it.

A complete set of letters, digits, and symbols designed in one style. They are divided into serif (Times, Georgia), sans-serif (Arial, Montserrat), script, and decorative.

On screen, what matters most is legibility and the number of available weights. It is worth checking whether a typeface supports Polish diacritical marks - not all of them do.

A technique for splitting the browser window into areas with separate HTML documents. Removed from the standard - search engines struggle to attribute content to a URL, and users cannot link to a specific view.

The modern equivalent is the iframe element, used selectively to embed maps, videos, and forms from external systems.

A ready-made set of structures and tools within which the actual application is written. It dictates how code is organized, so a team does not have to settle the same questions from scratch on every project.

In the interface layer, React, Vue, and Astro are popular; on the server side, Laravel, Django, or Ruby on Rails. The choice has consequences for years - it determines who can later be hired to maintain it.

Regularly publishing new or updated content on a site - a signal to the search engine that the site is active and valuable to users.

It's not about publishing for its own sake - fresh content works when it genuinely addresses the current needs and questions of the audience.

Everything visible in the browser: layout, typography, buttons, forms, animations, and navigation. It is built with HTML, CSS, and JavaScript, often with the help of a framework.

A good frontend is not just about looks - it is also responsible for loading speed, accessibility for screen-reader users, and correct behavior on phones.

Identifying where a user is connecting from. It allows ads to be targeted to a specific area, the nearest pickup point to be shown, and currency or language to be matched accordingly.

In local SEO, it decides who even gets to see a business listing in the first place - for services that cover a single region, this usually matters more than nationwide ranking.

A technique for showing different content, prices, or language depending on where the user is connecting from - which country, region, or city - based on IP address or a device’s location permission.

In advertising, it lets a campaign be limited to a business’s actual service area, avoiding payment for clicks from places where the order or service couldn’t be fulfilled anyway.

A program for agencies and specialists running email campaigns and marketing automation workflows on the GetResponse platform. It includes access to technical support and training materials.

A platform for showing ads in search results, on YouTube, in Gmail, and across a network of partner sites. Billed mainly on a CPC (cost-per-click) basis.

Its biggest advantage is intent: the ad reaches someone who is actively looking for a solution. Profitability depends on correct conversion tracking - without it, the account optimizes for clicks instead of sales.

A program awarded to agencies that exceed a set threshold of managed ad spend, keep their team’s certifications current, and demonstrate campaign performance.

It requires annual renewal. It doesn’t guarantee results on any given project, but it filters out agencies without a documented track record.

The reverse of Google Ads: here the site owner provides space for ads and earns from clicks and impressions. Ads are chosen automatically by Google’s system.

A sensible model for sites with heavy informational traffic. On a company website it works against its own interest - it sends the visitor to a competitor for a fraction of a cent.

A complex set of rules that determines a page's position in search results. Google updates it regularly to better match results to user intent.

It takes into account, among other things, content quality and uniqueness, the inbound link profile, loading speed, and behavior on mobile devices.

SEO optimization means adapting a page to these expectations - not outsmarting the algorithm, since that only works briefly and ends in a drop.

A free Google tool showing where users come from, what they do on the site, and which paths end in a conversion.

The value of its reports depends on correctly configured events and goals. Without them, analytics only measures pageviews - which says the least about revenue.

A free informational listing for a business shown in Google Search results and Maps - with address, opening hours, photos, and customer reviews.

For local businesses, this is often the first point of contact with a potential customer, even before they visit the website.

A snapshot of a page saved by Google the last time its bot visited it. It used to be used to check how the search engine sees a site.

Google discontinued the public cache preview in 2024. The URL Inspection report in Search Console now serves the same purpose.

A mechanism that lowers the visibility of, or removes from the index, sites that do not comply with Google's quality guidelines. It can be applied algorithmically or manually by a reviewer.

The most common causes are duplicate content, an unnatural link profile, and Black Hat SEO techniques. Getting out from under a filter requires removing the cause and can take longer than building visibility from zero.

A filter that lowers the rankings of sites with thin, duplicated, or search-engine-only content. Folded permanently into the core algorithm since 2016.

The practical takeaway still holds: a site built from hundreds of similar pages targeting keywords performs worse than a dozen or so pages written for people.

A filter aimed at unnatural link profiles: link farms, directories, link-exchange schemes, and mass exact-match anchor text.

Since 2016 it has run in real time as part of the core algorithm, and it more often devalues suspicious links than penalizes the entire domain.

A profile with an address, opening hours, photos, and reviews, shown in Google Maps and local search results. The service now operates under the name Google Business Profile.

For businesses serving local customers, this can matter more than the website itself. What decides it is data completeness, up-to-date hours, and steadily collecting reviews.

A free tool reporting the queries a page shows up for, its rankings, click counts, and indexing and structured-data issues.

The only source of keyword data that comes directly from Google. The starting point of every SEO audit - it shows the real state, not estimates from third-party tools.

One of the placements for Google Ads campaigns - ads appear among Google's search results, in response to users' specific queries.

Effectiveness in this network depends mainly on how well keywords match and on ad quality relative to search intent.

Shows the relative popularity of queries over a chosen period and region. Reveals seasonality, rising trends, and the point where interest in a topic fades.

It reports relative values, not search volumes. It’s used to choose timing and direction, not to forecast traffic volume.

A change Google introduces to its search algorithm - from minor tweaks to major updates that noticeably shift the rankings of many pages at once.

Tracking such updates and adapting SEO strategy to them is part of ongoing work on a site's visibility, not a one-time action.

A program that crawls the web and collects page content for the search engine’s index. It revisits sites periodically to check whether their content has changed.

What it sees is shaped by the robots.txt file, noindex tags, internal link structure, and the sitemap. Blocking the bot by mistake can knock an entire site out of the results.

A graphic technique of gradually changing color along an axis or radius. Used for backgrounds, transitions, and depth effects.

Practices not explicitly banned but at odds with the spirit of the guidelines: buying sponsored articles without disclosure, mass-generated content, artificially built link profiles.

The risk is that the line shifts along with the algorithm. What’s tolerated today can be penalized retroactively after the next update.

An approach that starts with a blank slate, without having to maintain existing code, plugins, or integrations. The opposite is brownfield - working on top of an existing system.

It can be faster and cleaner, but it requires migrating data, URLs, and content. On a project like this, a neglected redirect map can cost all the visibility that had been built up.

WordPress’s default editor since version 5.0. Content is assembled from blocks - paragraphs, images, galleries, columns - instead of a single text field.

The name references Johannes Gutenberg. For an editor, it means assembling pages faster without a developer’s help, as long as the available block set is limited to what the design allows for.

A bounce with an unrecoverable cause: the address doesn’t exist, the mailbox has been deleted, or the recipient’s server rejects the message permanently. Unlike a soft bounce (full mailbox, temporary outage), resending won’t help.

Addresses with a hard bounce need to be removed from the list right away. Persistently sending to them signals to mail providers that the list isn’t being maintained.

The percentage of messages rejected permanently. A high rate points to an old list, or one built from addresses no one has verified.

Mail providers read it as a sender-quality signal - once a threshold is crossed, they start throttling delivery even of messages that would have reached valid addresses.

HTML tags that divide content into levels of importance, from H1 to H6. They make it easier for readers to scan a page, and for search engines to understand what is the main topic and what is a subtopic.

The H1 should appear only once on a page and contain the most important keyword — of all the headings, it is the strongest signal of the page's topic.

A model in which WordPress is used solely to manage content, which is then fetched via an API (REST or GraphQL) and rendered by a front end built in a different technology - Astro, React, Vue.

It gives performance and flexibility on the front end while keeping an editing panel the content team already knows. It costs more upfront and requires maintaining two layers instead of one, so it makes sense where speed or a non-standard interface matters.

An overlay on a page screenshot showing the intensity of clicks, cursor movement, and scroll depth. It reveals things numbers alone don’t show: buttons nobody notices, and elements clicked even though they aren’t links.

Good for forming hypotheses, not for settling them. Conclusions drawn from a heatmap are verified with an A/B test - the map alone shows what’s happening, not why.

The main, usually first subpage of a site - a company's virtual storefront and often a visitor's first contact with the brand.

The arrangement of elements, consistent design, and clear, distinct messaging on the home page determine whether a visitor stays and goes further, or closes the tab within seconds.

The foundational language of web pages. It describes what a given piece of content is: a heading, a paragraph, a list, a table, a link, or an image. CSS handles appearance, but without HTML there is nothing to style.

Correct HTML structure is the foundation of accessibility and SEO - a screen reader and a search engine’s bot understand a page exactly the way its markup describes it.

A graphic or photo that functions as a link. Since there is no anchor text here, its role is taken over by the image’s `alt` attribute - for the search engine and for the screen reader alike.

An image link without an `alt` description is an empty spot for both of those audiences. It’s one of the more common accessibility mistakes in online stores, where entire product tiles are sometimes nothing but an image.

A creator whose opinion genuinely influences followers’ decisions. What determines the value of a collaboration is topical fit and audience engagement, not reach alone.

An account with a hundred thousand followers and zero discussion under its posts can be a worse choice than a few thousand people who actually talk to the creator.

Collaboration with social media creators, where the message goes out in their voice and to their community. It works because a recommendation from a known person carries different weight than an ad message.

In Poland, a paid collaboration must be clearly disclosed as advertising - failing to disclose it is a risk for both sides. Results are best tracked with discount codes or parameterized links; otherwise the effect stays unmeasurable.

Material combining numbers, a diagram, and short text into a single image. It works well where a relationship is easier to show than to describe: a process, a comparison, a timeline.

It also tends to get cited by other sites, which brings natural links. The condition is original, verified data inside it - an infographic built from other people’s numbers gives no one a reason to link to it specifically.

The network of connections within a site. It guides users to related content and shows the search engine the hierarchy - which pages we consider most important.

The only ranking factor we have full control over - it requires no one’s permission. A page with no internal links pointing to it is practically invisible to a bot.

The process of gradually increasing the volume of messages sent from a new IP address in order to build its reputation with mail providers and avoid being flagged as spam.

Skipping this step and sending a large volume right away from a new address is the most common reason an entire campaign lands straight in spam.

A Google employee responsible for communicating with website creators. He runs webmaster meetings and answers questions about how the search engine works, which is why his statements are treated in the industry as authoritative guidance.

Worth reading carefully: Mueller often answers in general terms and notes that it depends on the case. A sentence taken out of context can end up circulating in the industry as a rule he never actually stated.

An approach in which timing, not the content itself, determines effectiveness. A message about product availability sent an hour after someone searched for it works differently than the same message in a recurring newsletter.

In practice it relies on automation scenarios that react to behavior: an abandoned cart, a return to a product page, an approaching subscription renewal.

A phrase or single word that users most often search for in Google in the context of a given topic, product, or service.

It should appear in a page's content naturally and in moderate amounts - overusing it raises Google's suspicion of spamming and hurts rather than helps.

A situation where a search engine has several of our own pages to choose from that answer the same query. Instead of one strong ranking, we get several weaker ones, and Google swaps which page it shows from week to week.

The most common cause is a blog that grew without a plan: successive articles answer the same question in different words. The fix is merging the content under one URL and redirecting the rest.

The ratio of how many times a phrase appears to the total word count on a page. A metric from the days when algorithms counted repetitions - today a search engine judges whether the text answers the query, not how many times a given phrase appears in it.

Raising the density doesn’t improve rankings, and past a natural level it becomes keyword stuffing, a penalized technique. At most, the metric is useful for spotting text where a keyword is obviously missing.

Determining what words an audience uses to describe the problem a product solves - and basing a site's content on them. This often diverges from the industry jargon used inside the company.

In advertising systems the term also refers to a keyword's match type: exact, phrase, or broad. The match type chosen determines how wide a range of queries the ad will show for.

Repeating a phrase more often than the content warrants - in the text, in tags, in image descriptions, sometimes hidden from the user. Falls under Black Hat SEO.

Search engines have been detecting this for years and treat it as spam. The result is lower rankings or removal from the index, along with text that’s unreadable.

A program for companies integrating and optimizing Klarna’s payment solutions - from gateway implementation to configuring installment and deferred payments.

A measure tied to a specific business goal, set before work begins. It settles arguments about effectiveness with numbers instead of impressions.

A good KPI can be measured, assigned to a person, and tied to revenue. A set of KPIs swapped out midway, once the original stops looking good, is worse than having none at all.

A page we send campaign traffic to, designed to lead to one specific action: a purchase, a submitted form, a signup. Everything beyond that action is stripped out, including full navigation.

What matters most is that the ad’s promise matches what’s shown after the click. Traffic sent to the homepage instead of a landing page usually costs several times more per conversion.

A guide, calculator, template, or service sample offered in exchange for an email address. It turns anonymous traffic into a contact that can be followed up with.

It works when it solves a narrow, specific problem for the recipient. A generic "marketing e-book" collects addresses of people who will never buy anything.

An element that lets you move from one address to another. For a search engine it is both a path to further pages and a signal about what the destination page is about - a signal carried by the anchor text.

Working to get valuable sites to link to our content. Links remain one of the strongest ranking factors, because they are a recommendation you can’t issue to yourself.

What matters is the source, not the count. One link from an industry site that people actually read outweighs a hundred from directories - and the latter can actually cause harm.

A method of acquiring backlinks based on exchanging links between websites, intended to increase their authority in the eyes of a search engine.

Requires moderation and choosing valuable, topically related sites - mass, indiscriminate link exchange is often treated by Google as a violation of its guidelines.

A group of sites that exist solely to pass links to one another. Their content is superficial or mass-generated.

A pattern search engines recognize and have penalized since the Penguin update. Taking part in such a network risks a filter that takes longer to lift than it would take to build visibility honestly.

An overall picture of the links pointing to a site — which domains they come from, how strong they are, and how well they fit the site's subject matter.

Analyzing the link profile helps to understand how a search engine "sees" a site from the outside, and where the weak points are in a link-building strategy.

The gradual process of links stopping to work: destination pages disappear, change addresses, or entire sites get rebuilt. It affects both outbound links and the ones pointing to us.

It requires periodic checking, not a one-time fix. The most decay happens after a site rebuild without a redirect map - then everything breaks at once, in a single day.

Detailed, specific queries - instead of "shoes," it’s "waterproof women’s hiking shoes size 8." Each one individually has few searches, but together they make up most of a search engine’s traffic.

Competition here is lower, and purchase intent noticeably higher: someone asking this precisely usually knows what they want. For smaller businesses, this is often the only viable way in, alongside broad terms.

The distance between content and the edge of a page or another layout element. Margins that are too narrow make text feel cramped on screen, especially on a phone - descenders touch the edge, and lines feel denser than they actually are.

A search engine doesn’t judge margins directly, but a page that’s harder to read has worse engagement metrics - and those do affect rankings.

Software that sends emails, SMS messages, or notifications based on a customer’s actions (e.g. an abandoned cart, opening an email, 30 days of inactivity), rather than on a fixed schedule.

It allows hundreds of parallel, personalized communication paths to run without manual work - a scenario set up once runs for every customer who meets the given condition.

A carefully considered plan of marketing activities, based on analysis of the target audience, competition, and business goals - not on a random choice of channels.

Without a strategy, individual activities - campaigns, content, social media - easily start pulling in different directions instead of reinforcing each other.

A piece of text in a page’s code (a meta tag) that a search engine may show under the title and URL in search results. It isn’t a ranking factor, but a well-written one raises CTR - more people click, even without a change in position.

Google sometimes generates its own snippet from the page content anyway, if it judges that to answer the query better - a meta description is a suggestion, not a guarantee.

A realistic image showing how a website, app, or product will look before it is built. It shows layout, colors, and typography, but doesn’t function - it’s a visualization, not an interactive prototype.

Used to gather feedback and sign-off on a graphic design before the more costly build phase starts. A change at the mockup stage is quick; the same change after launch can be expensive.

The opposite of SEO - actions aimed at reducing a site's visibility. It can result from a competitor's attack (mass linking from spammy domains), but more often it is the result of one's own optimization mistakes or Black Hat SEO techniques used earlier.

When a drop is suspected to come from outside, the starting point is analyzing the link profile and, if needed, reporting those links via the Disavow Tool.

The process of establishing and maintaining relationships with other people for business benefit — new contacts, referrals, joint projects.

It works best as a regular practice, not a one-off activity tied to a conference or industry event.

An email sent on a recurring basis to a list of recipients who have given their consent. It carries information about the company, its products, or educational content.

One of the most effective channels for staying in touch with an audience, because — unlike social media — it reaches recipients without a platform algorithm deciding whether it's shown.

An HTML attribute added to a link that tells search engines not to treat it as an endorsement passing SEO authority to the page it points to.

Used, among other cases, for links to pages not worth vouching for in SEO terms, for sponsored and affiliate content, and as a safeguard against comment spam.

A meta tag (or HTTP header) telling search engines that a page should not be added to the index or appear in search results.

Used for pages that exist but should not be publicly searchable — for example login panels, staging versions, or duplicate content.

A label in Google Analytics indicating that there is no information about which phrase a user typed to reach the page from search results.

After search moved to encrypted (HTTPS) connections, Google stopped passing this data to destination sites — today this information is partly recovered through Google Search Console, not Analytics.

Any activity that improves a site's visibility and takes place OFF the site itself — the opposite of on-site SEO, which happens within the site's own back end.

The most important element is link building — acquiring links from other sites. Presence on social media and forums also counts, if it genuinely drives traffic and mentions.

Coordinating marketing and sales activity across channels — the website, social media, email, the physical store — so that a customer gets a consistent experience regardless of which channel they happen to be in.

It requires shared customer data across channels — without it, "omnichannel" is in practice just several independent channels operating side by side.

The second branch of SEO, alongside off-site: everything that happens ON the site and in its code to achieve better organic results.

It covers content quality, heading structure, keyword choice, loading speed, image optimization, and HTML tags.

A set of metadata (developed by Facebook) that controls how a page is displayed when shared — the title (`og:title`), description (`og:description`), and thumbnail (`og:image`).

Without configured Open Graph tags, the social platform guesses what to show on its own — usually with a worse result than a deliberately chosen thumbnail and headline.

Software whose source code is publicly available — anyone can view it, modify it, and build on it.

WordPress is an example: a free core, public code, and a huge community that builds plugins and themes for it.

Search results that aren't ads - this is where most SEO efforts are focused.

Search engines try to show organic results that best match the query, regardless of who paid for them (because no one did).

The number of users who reach a site directly from free (non-advertising) search results.

One of the key indicators of SEO effectiveness — high organic traffic means a site is well visible for real queries, not only through paid clicks.

The stage after a bot visits a page: the search engine analyzes the content and stores it in the index. Only an indexed page can appear in search results.

Getting indexed is neither automatic nor guaranteed - a search engine can judge a page too thin or a duplicate of another. Indexing status is checked page by page in Google Search Console.

The time it takes for a page to become visible and usable to a visitor. The faster this happens, the lower the chance that a user closes the tab before the content loads.

Google has treated speed as a ranking signal for years — the specific metrics for this measurement are captured today by Core Web Vitals.

A technique for splitting a large number of items — articles, products, photos — into smaller, numbered chunks spread across several subpages.

It makes browsing long lists easier for users and makes it easier for the site to manage a large volume of content.

An SEO technique that involves publishing content on popular, highly rated domains in order to rank faster for chosen keywords.

It relies on someone else's site authority, not one's own — results can come quickly, but they do not build the long-term value of the marketer's own domain.

A popular server-side programming language used to build dynamic websites and web applications. It integrates well with databases such as MySQL.

WordPress and many other CMS platforms are built on PHP — hence its long-standing, still-current popularity in the web industry.

A series of audio recordings, usually focused on a specific topic, published on a regular schedule and available on demand through platforms such as Spotify or Apple Podcasts.

For a business, it is a channel for building recognition and trust — the audience gets to know the brand through voice, not just text or visuals.

A collection of past work, presented in an accessible and appealing form for potential clients or employers.

Especially important in creative and service industries, where the decision to work together is often made after seeing specific, already-completed projects.

An ad billing model in which the advertiser pays only for clicks on the ad, not for its display alone. It is the basis of how Google Ads and most advertising platforms work.

Every click is a potential visitor interested in the offer — which is why PPC is considered one of the more effective ways to reach customers through paid channels.

A billing model in which the advertiser pays for each potential customer (lead) — for example a completed contact form — rather than for the click on the ad itself.

A good solution for companies that want to generate leads without bearing a cost if the campaign brings in no contacts at all.

An advertising model in which the advertiser pays only when an actual sale takes place — not for a click or a lead.

From the advertiser's perspective, this is the lowest-risk of the three models (PPC, PPL, PPS), because the cost is always covered by the revenue from the sale that triggered it.

Visual material presenting a product in an online store. In online sales it substitutes for physically handling the item, so it accounts for a large share of the purchase decision.

What matters is a complete set of shots, a scale reference, and the details customers ask about most often. A descriptive alt attribute also makes the content available to screen readers and image search.

The process of creating early versions of a product — from simple sketches to interactive models — used to test and validate an idea before the costly implementation stage.

The goal is to catch problems and gather feedback before a design flaw becomes a bug in finished code.

A server that sits between a user and the rest of the internet — traffic passes through it before reaching its destination.

Used to access content unavailable in a given country, or to browse the web anonymously when privacy matters.

A combination of mobile app and website functionality — it runs in the browser, but can be added to a device's home screen like a regular app.

It offers some of the mechanisms typical of native apps, such as push notifications or limited offline mode, without going through an app store.

A measure of the quality of a site and an ad, used by Google in its search algorithm and in Google Ads.

A higher Quality Score usually means a lower cost per click on the ad and a better position - Google "rewards" sites that genuinely meet user needs.

A type of graphic in which the image is a grid of pixels, each with its own color. Unlike vector graphics (described by mathematical formulas), it loses sharpness when enlarged.

Good for photos and intricate detail, less suited to logos or icons that need to look sharp at any size.

A strategy of reacting instantly with brand content to current events, trends, or situations in the media — provided the connection feels natural, not forced.

Done well, real-time marketing increases engagement and reach; done poorly, it reads as a desperate attempt to jump on a topic.

A form of advertising aimed at people who have previously visited a site — it reaches someone who has already shown interest in the offer, instead of looking for a new audience from scratch.

Especially effective for online stores, where users often compare offers in several places before deciding to buy.

The number of pixels forming an image, crucial to its sharpness and detail. Measured in PPI (pixels per inch) for screens and DPI (dots per inch) for print.

In design it matters in two ways: an image has to look good on high pixel-density screens, while also not turning blurry on paper if it goes to print.

A website that adjusts its own layout to the screen it is displayed on — computer, tablet, or phone — without horizontal scrolling or zooming.

Google has long favored mobile-friendly sites in search results, so responsiveness is not just a convenience but also an SEO factor.

A color model in which every shade is created by mixing three primary colors — red, green, and blue — at varying intensities.

An additive model — full intensity of all three colors produces white, and their absence produces black. The standard for monitors, TVs, and smartphones.

Additional information displayed directly in Google results — star ratings, product prices, photo thumbnails — made possible by structured data (such as schema.org) on the page.

They do not guarantee a higher ranking, but they increase a result's click-through rate — they make it visually stand out among plain, text-only results.

A metric measuring the efficiency of advertising spend — it shows how much revenue was generated for every unit of currency spent on advertising.

It helps assess whether a campaign is actually paying off, and whether it makes sense to increase its budget or scale it back.

A text file in a site's root directory that specifies which parts of it search engine crawlers may access and which they should not crawl.

A misconfigured robots.txt can accidentally block indexing of an entire site — it is one of the first files checked during a technical SEO audit.

A financial metric showing the profit from an investment relative to its cost — the basic measure of whether any expense, not only a marketing one, makes sense.

In marketing, it helps assess whether an activity actually paid off, and makes it easier to plan the budget for future campaigns.

A file format that allows automatic delivery of information about new content published on a site, without needing to visit it regularly.

Useful for blog readers and for tools that automatically process new publications, such as content aggregators.

A software delivery model in which the application is made available to users over the internet - usually via subscription, without installation on a local device.

The provider is responsible for updates, security, and infrastructure, so the user pays for access, not for owning a copy of the program.

A model organizing sales into stages: reach, interest, consideration, decision. At each stage, part of the audience drops off - hence the funnel shape.

Its practical value is pinpointing the stage where the most people drop off. Pouring more traffic into a funnel that’s leaking at the offer stage only raises the cost.

A set of standards for describing structured data on web pages, supported among others by Google and Microsoft. Schema markup tells the search engine that a given piece of text is, for example, a recipe, a review, or a product.

In practice, well-implemented schema often translates into rich snippets - expanded, more attractive results in Google.

A project management method based on iterative work in short cycles called sprints, each with a clearly defined goal.

Used not only in software development but also in marketing - it helps keep the team in rhythm and react faster to campaign results.

A tool that allows information to be found on the internet by crawling pages and cataloging them in a way that enables fast searching.

This is a practical tool not only for internet users looking for information but also for site owners competing for the best possible position in it.

A search experience that combines traditional results with content generated by artificial intelligence, answering the user's query directly within the results.

For a site owner, this poses a new challenge: the user sometimes gets an answer without clicking any link, so a good ranking position alone no longer guarantees traffic.

Promoting a site using paid advertising campaigns in search engines, most often Google Ads - as opposed to SEO, which works on organic results.

An effective way to quickly reach people actively searching for a given product or service, at the cost of an ongoing ad budget (unlike SEO, which builds an effect over the long term).

A set of activities - content optimization, link building, keyword selection, technical fixes - aimed at achieving a higher position in organic search results.

Unlike SEM, the effects aren't immediate, but once achieved, a high organic position doesn't require paying for every subsequent click.

A review of a site's structure, content, and technical setup in terms of search visibility. The goal is to identify exactly what is limiting rankings - and rank those issues by impact, not by ease of fixing.

It covers analysis of headings and metadata, internal and external linking, performance, indexing, and how well content matches search intent.

The audit itself fixes nothing. Its value lies in the order of actions, which keeps budget from being spent on things that matter least.

A collection of activities aimed at improving a site's rankings in organic results - content optimization, link building, keyword selection, technical audit.

The term is also used in a narrower sense - as separate sites/domains built specifically for link building to the main site.

A status granted to companies that have the knowledge and experience to select, configure, and manage SEO-optimized hosting on SeoHost servers.

In practice, this means faster, more stable client websites and access to the provider's priority technical support.

The page displaying search results after a query is entered - a list of pages, ads, and additional modules answering that query.

The higher a page ranks on the SERP, the greater the chance a user will click it - that position is exactly what SEO and SEM aim for.

Hiding or limiting the visibility of posts or an entire account on social media, usually without any clear notice to the user.

Most often the result of violating a platform's terms of service - e.g. hashtag abuse or publishing content treated as spam.

A status granted to companies and specialists who build and optimize online stores on the Shoper platform.

Covers support from design and implementation through integration with payment and marketing tools, with access to the provider's priority technical support.

A status granted to companies that stand out for their knowledge and experience in building and optimizing online stores on the Shopify platform.

Gives access to the latest tools, educational materials, and priority support - in practice this translates into faster, smoother implementations for clients.

An XML file containing a list of URLs and information about a site's structure, making it easier for search engine bots to crawl it.

Especially important for large or new sites - it helps a search engine find subpages that have few internal links pointing to them.

Marketing activities carried out on social media - posts, advertising campaigns, building a community around a brand.

Effectiveness depends on matching the strategy to the specific platform and on the regularity and quality of published content - not on posting frequency alone.

The process of optimizing social media activities, aimed at increasing the visibility and reach of publications.

Includes, among other things, growing followers and interactions - requires regular analysis of results and adapting the strategy to audience behavior.

Internet platforms where users publish content and share it with others - for a marketer, a communication channel through text, photos, and video.

Used well, they build brand awareness and audience loyalty; used poorly, they generate cost without real engagement.

An email message that was not delivered for temporary reasons - e.g. a full recipient inbox, a momentary problem with their server, or a message that's too large.

Unlike a hard bounce, it does not indicate a permanent problem with the address - a subsequent send to the same recipient may still succeed.

The rate of soft bounces relative to all delivered messages from a given send.

A sudden rise in this rate after a specific send suggests a problem with the message itself - its size or content - not with the recipient list.

Unwanted, mass-sent messages or content that can negatively affect a brand's image and a site's rankings if they appear on it (e.g. in comments).

Proper spam filters and content moderation reduce the risk that unwanted entries will damage a site's reputation.

A method of manipulating search results based on dishonest SEO techniques - hiding text, excessive linking, or duplicating content.

Once detected by a search engine, it usually results in a drop in visibility or a manual penalty, not just a lack of effect.

Content published on an external site in exchange for payment. It must be labeled as advertising or sponsored material - otherwise it misleads the reader.

In SEO it mainly serves to build visibility and acquire links. Google expects links from such publications to carry the `sponsored` attribute.

A standard for encrypting data transmitted between a user and a site - it protects the data from unauthorized access during transmission.

The padlock a user sees next to a site's address is exactly the effect of an SSL certificate - its absence has long been a warning sign in browsers, too.

A status granted to companies specializing in integrating and optimizing payment systems on the Stripe platform.

In practice, this means safer, more efficient payment implementations, with access to the provider's priority technical support.

A strategy combining SEO with user experience - what matters is not only the position in search results but also what happens on the site after the click.

Uses knowledge of user behavior to design pages that not only rank well but also genuinely meet search intent.

A metric used on Amazon that measures the impact of advertising spend on total sales revenue - not only the revenue generated directly by ads.

Formula: TACoS = (advertising cost / total sales revenue) × 100%. Unlike ACoS, it also accounts for organic sales, unsupported by advertising.

A lower TACoS at a constant spending level suggests that advertising is also driving organic sales - a more favorable long-term scenario than sales dependent solely on current campaigns.

A page containing too little content, or content copied from another page - Google treats such pages as low-value for the user.

The result is often weaker rankings for the entire domain, not just that specific subpage - which is why thin content is worth expanding or removing from the index.

An HTML tag containing the page title, displayed in search results and on the browser tab - one of the first elements a user sees in the SERP.

It should reflect the page's content and encourage clicks, while also containing the keyword the page is meant to rank for.

A concept referring to the level of trust a search algorithm places in a given site when determining its position in results.

A high level of trust - built up through, among other things, valuable inbound links and a long, stable domain history - translates into better visibility and higher conversion from organic traffic.

A sales strategy that involves offering a customer a more advanced or more expensive product or service than the one they originally planned to buy.

Increases cart value and can build longer customer relationships - provided the offer genuinely matches their needs and isn't just a push toward a higher price.

A unique address pointing to a specific page on the internet. Its structure and readability affect how easily a user and a search engine understand what a given subpage is about.

A short, understandable address with a keyword reflecting the content works better than a long string of parameters and identifiers.

A key element of UX and SEO - sites that are easy to use and understand gain greater user trust and perform better in search results.

An intuitive interface, readable typography, and a logical arrangement of elements make a visitor feel comfortable and more willing to stay on the site longer.

The overall impression a user takes away from using a site - covers loading speed, ease of use, accessibility, and content quality.

A better user experience increases the chance of a return visit and a higher conversion rate - which is why UX and SEO in practice pull in the same direction.

An analysis of the user experience: structure, navigation, content, and accessibility. It answers the question of where exactly a visitor stops understanding what to do next.

It combines an expert review with analytics data, and in a fuller version, tests with real users too. The result is a list of changes ranked by impact on conversion.

A type of computer graphics in which the image is described by mathematical formulas (shapes, lines, colors) rather than a grid of pixels.

It can be scaled up or down without loss of quality, making it ideal for logos, icons, and illustrations that require precise, sharp shapes at any size.

Ads in the form of video, shown on platforms like YouTube or Facebook - an effective tool for building reach and engagement.

Well matched to the target audience and campaign goal, they can increase brand awareness, interest in the offer, and the number of conversions.

A design principle ensuring a uniform look across an entire product or site - the same colors, fonts, icons, and styles everywhere.

Makes it easier for the user to orient themselves and interact, and for the brand to build recognizability regardless of which subpage a visitor lands on.

Logo, typography, color palette, photo-cropping style, and rules for laying out materials. Together they make a company’s materials recognizable before its name is even mentioned.

The value comes from consistency, not from a single mark. An identity applied inconsistently - different on the website, different in the sales deck, different on social media - doesn’t build recognition, only noise.

A form of blogging in which content is presented as video rather than text.

Allows information to be conveyed in a more accessible way and builds a closer relationship with the audience through the direct, video form of contact.

An international organization dedicated to standardizing internet technologies - it publishes the recommendations for HTML, CSS, WCAG, and other foundations of web development.

Thanks to shared standards, sites work similarly across different browsers and are easier to make accessible to all users.

A set of guidelines ensuring the accessibility of web content for all users, including people with disabilities - covering, among other things, color contrast, readability, and keyboard operability.

In Poland, the WCAG 2.1 AA requirement for the public sector (government offices, institutions) has applied since 2019 under the Digital Accessibility Act, transposing EU directive 2016/2102. Since June 28, 2025, an additional requirement - under the European Accessibility Act (EAA) - also applies to part of the private sector, mainly companies providing certain digital services (e.g. e-commerce, banking, transport). Not every company falls under this second regime - the scope is worth checking individually.

A service collecting site addresses by category. In the years when link count alone mattered, a directory listing was sometimes part of an SEO strategy.

Today directories are a neutral or outright negative signal for search engines - mass listings fit the pattern the Penguin algorithm targeted. That budget is better spent on a single link from a site someone actually reads.

Training or a presentation conducted over the internet, allowing participation from anywhere in the world without leaving home.

A popular way to gain knowledge thanks to easy accessibility - it requires no travel, and a recording often remains available after the event ends.

A status granted to companies specializing in handling and optimizing accounting and HR processes on the wFirma platform.

In practice, this means support in implementing and configuring accounting, invoicing, and HR tools, with access to the provider's priority technical support.

A method of optimizing a site focused on improving its quality and content, in line with search engine guidelines.

Unlike black hat SEO, it produces results more slowly, but lasting ones - without the risk of a penalty for violating Google's rules.

Areas of a design free of content, text, or graphics - despite the name, they don't have to be literally white; what matters is the absence of active elements in that spot.

Used well, it improves readability (separating and grouping content), aesthetics (a less visually cluttered design), and functionality (easier navigation, attention focused on key elements).

A simplified, schematic model of a page or app, showing the layout and structure of interface elements without visual detail.

Used at an early stage of design to establish content placement and user flow before the more costly graphic design stage begins.

The most popular content management system (CMS), built on PHP and MySQL, free and open source, allowing sites to be created and edited without writing code.

A huge library of themes and plugins extends its functionality - from a blog and portfolio to an online store or news site.

Content that delivers a valuable, complete answer without the user needing to leave the platform where they found it - e.g. a social media post containing a full answer to a question.

Related to zero-click search - both concepts respond to the same trend: more and more answers being consumed without a click to the source link.

A type of search in which the user gets an answer to their query directly on the results page, without clicking any link.

Usually involves short answers, definitions, or weather forecasts - for the owner of the source site, this means traffic that never reaches their page.

A technique used in SEO that involves placing links with anchor text that contains no keywords related to the target page.

Often part of a strategy to avoid excessive keyword stuffing in anchors - a link profile looks more natural when not every link screams the same keyword.