Letter R11 terms in the glossary

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.