Letter E8 terms in the glossary

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.