Letter J2 terms in the glossary

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.