Letter P14 terms in the glossary

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.