Letter S27 terms in the glossary

A software delivery model in which the application is made available to users over the internet - usually via subscription, without installation on a local device.

The provider is responsible for updates, security, and infrastructure, so the user pays for access, not for owning a copy of the program.

A model organizing sales into stages: reach, interest, consideration, decision. At each stage, part of the audience drops off - hence the funnel shape.

Its practical value is pinpointing the stage where the most people drop off. Pouring more traffic into a funnel that’s leaking at the offer stage only raises the cost.

A set of standards for describing structured data on web pages, supported among others by Google and Microsoft. Schema markup tells the search engine that a given piece of text is, for example, a recipe, a review, or a product.

In practice, well-implemented schema often translates into rich snippets - expanded, more attractive results in Google.

A project management method based on iterative work in short cycles called sprints, each with a clearly defined goal.

Used not only in software development but also in marketing - it helps keep the team in rhythm and react faster to campaign results.

A tool that allows information to be found on the internet by crawling pages and cataloging them in a way that enables fast searching.

This is a practical tool not only for internet users looking for information but also for site owners competing for the best possible position in it.

A search experience that combines traditional results with content generated by artificial intelligence, answering the user's query directly within the results.

For a site owner, this poses a new challenge: the user sometimes gets an answer without clicking any link, so a good ranking position alone no longer guarantees traffic.

Promoting a site using paid advertising campaigns in search engines, most often Google Ads - as opposed to SEO, which works on organic results.

An effective way to quickly reach people actively searching for a given product or service, at the cost of an ongoing ad budget (unlike SEO, which builds an effect over the long term).

A set of activities - content optimization, link building, keyword selection, technical fixes - aimed at achieving a higher position in organic search results.

Unlike SEM, the effects aren't immediate, but once achieved, a high organic position doesn't require paying for every subsequent click.

A review of a site's structure, content, and technical setup in terms of search visibility. The goal is to identify exactly what is limiting rankings - and rank those issues by impact, not by ease of fixing.

It covers analysis of headings and metadata, internal and external linking, performance, indexing, and how well content matches search intent.

The audit itself fixes nothing. Its value lies in the order of actions, which keeps budget from being spent on things that matter least.

A collection of activities aimed at improving a site's rankings in organic results - content optimization, link building, keyword selection, technical audit.

The term is also used in a narrower sense - as separate sites/domains built specifically for link building to the main site.

A status granted to companies that have the knowledge and experience to select, configure, and manage SEO-optimized hosting on SeoHost servers.

In practice, this means faster, more stable client websites and access to the provider's priority technical support.

The page displaying search results after a query is entered - a list of pages, ads, and additional modules answering that query.

The higher a page ranks on the SERP, the greater the chance a user will click it - that position is exactly what SEO and SEM aim for.

Hiding or limiting the visibility of posts or an entire account on social media, usually without any clear notice to the user.

Most often the result of violating a platform's terms of service - e.g. hashtag abuse or publishing content treated as spam.

A status granted to companies and specialists who build and optimize online stores on the Shoper platform.

Covers support from design and implementation through integration with payment and marketing tools, with access to the provider's priority technical support.

A status granted to companies that stand out for their knowledge and experience in building and optimizing online stores on the Shopify platform.

Gives access to the latest tools, educational materials, and priority support - in practice this translates into faster, smoother implementations for clients.

An XML file containing a list of URLs and information about a site's structure, making it easier for search engine bots to crawl it.

Especially important for large or new sites - it helps a search engine find subpages that have few internal links pointing to them.

Marketing activities carried out on social media - posts, advertising campaigns, building a community around a brand.

Effectiveness depends on matching the strategy to the specific platform and on the regularity and quality of published content - not on posting frequency alone.

The process of optimizing social media activities, aimed at increasing the visibility and reach of publications.

Includes, among other things, growing followers and interactions - requires regular analysis of results and adapting the strategy to audience behavior.

Internet platforms where users publish content and share it with others - for a marketer, a communication channel through text, photos, and video.

Used well, they build brand awareness and audience loyalty; used poorly, they generate cost without real engagement.

An email message that was not delivered for temporary reasons - e.g. a full recipient inbox, a momentary problem with their server, or a message that's too large.

Unlike a hard bounce, it does not indicate a permanent problem with the address - a subsequent send to the same recipient may still succeed.

The rate of soft bounces relative to all delivered messages from a given send.

A sudden rise in this rate after a specific send suggests a problem with the message itself - its size or content - not with the recipient list.

Unwanted, mass-sent messages or content that can negatively affect a brand's image and a site's rankings if they appear on it (e.g. in comments).

Proper spam filters and content moderation reduce the risk that unwanted entries will damage a site's reputation.

A method of manipulating search results based on dishonest SEO techniques - hiding text, excessive linking, or duplicating content.

Once detected by a search engine, it usually results in a drop in visibility or a manual penalty, not just a lack of effect.

Content published on an external site in exchange for payment. It must be labeled as advertising or sponsored material - otherwise it misleads the reader.

In SEO it mainly serves to build visibility and acquire links. Google expects links from such publications to carry the `sponsored` attribute.

A standard for encrypting data transmitted between a user and a site - it protects the data from unauthorized access during transmission.

The padlock a user sees next to a site's address is exactly the effect of an SSL certificate - its absence has long been a warning sign in browsers, too.

A status granted to companies specializing in integrating and optimizing payment systems on the Stripe platform.

In practice, this means safer, more efficient payment implementations, with access to the provider's priority technical support.

A strategy combining SEO with user experience - what matters is not only the position in search results but also what happens on the site after the click.

Uses knowledge of user behavior to design pages that not only rank well but also genuinely meet search intent.