Letter M5 terms in the glossary

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.