A66 terms

• A/B TestingA/B testing is a controlled experiment that shows two versions of an ad, a page or a message to similar audiences and measures which one performs better.
• Above the FoldAbove the fold is the part of a web page that is visible before anyone scrolls: the first screen a visitor gets, and the one that decides whether they stay.
• Accelerated Mobile Pages (AMP)Accelerated Mobile Pages (AMP) is an open-source framework from Google for building stripped-down web pages that load almost instantly on phones.
• Account ExecutiveAn account executive is the agency's day-to-day point of contact for a client, responsible for keeping the work moving, the client informed and the...
• Account ManagerAn account manager is the agency's day-to-day owner of a client relationship, responsible for understanding what the client needs and making sure the...
• Account PlannerAn account planner is the strategist in an advertising agency who represents the audience in the room and turns research into the insight a campaign is...
• ActivationsAn activation is a live, physical or digital brand experience, such as a pop-up, a stunt, a reveal or a takeover, designed to bring a campaign idea into the...
• Ad AgencyAn ad agency is a company that plans, creates and places advertising on behalf of brands.
• Ad CopywritingAd copywriting is writing the words in advertising, from a headline to a script to six words on the side of a bus, so that a stranger notices, understands...
• Ad Operations SpecialistAn ad operations specialist is the person who sets up, traffics, monitors and troubleshoots digital ad campaigns so that the right creative runs in the...
• ADR RecordingADR recording is the re-recording of dialogue in a studio after the shoot, performed to picture so the new lines replace what the microphones caught on set.
• AdvertisingAdvertising is paid communication that puts a brand's message in front of an audience to change what they think or do.
• Advertising Account ExecutiveAn advertising account executive is the agency's day-to-day link to a client, managing the relationship, the brief and the delivery of a campaign from...
• Advertising AgencyAn advertising agency is a company that plans, creates and places advertising on behalf of brands.
• Advertising CampaignAn advertising campaign is a coordinated series of ads built around one idea and run across chosen channels for a set period to achieve a specific goal.
• Advertising Project ManagerAn advertising project manager runs the schedule, the budget and the hand-offs on a campaign so that the creative work reaches every placement on time and...
• Advertising StrategyAdvertising strategy is the plan that decides who a brand needs to reach, what it has to say to them and where that message will land, before a single ad is...
• Advertising TrafficAdvertising traffic is the crowd that shows up because you paid to put your brand in their path.
• Advertising Traffic ManagerAn advertising traffic manager routes every creative asset through the agency, from brief to approval to delivery, so that the right version reaches the...
• Advocacy CampaignsAn advocacy campaign is a sustained communications effort built to change what people believe or do about an issue, rather than to sell a product.
• Advocacy MarketingAdvocacy marketing is the practice of turning satisfied customers, fans and employees into people who recommend a brand in their own words.
• AffiliateAn affiliate is a partner who promotes your product to their own audience and earns a commission on the sales or sign-ups they send you.
• Affiliate Marketing ManagerAn affiliate marketing manager runs a brand's affiliate program, recruiting the publishers, creators and partners who earn a commission on the sales...
• Agency ERPAgency ERP is the software an agency uses to run the business side of its work: time, people, budgets, billing and reporting in one system.
• Agency Finance SystemAn agency finance system is the connected set of tools and routines an agency uses to estimate, bill, track and report the money on its work.
• Agency Holding CompaniesAn agency holding company is a corporation that owns a portfolio of advertising, media, PR and creative agencies and runs them as one financial group.
• Agency KPIAn agency KPI is one of the few numbers an agency chooses to judge the health of its own business, such as utilization, margin, client retention or new...
• Agency ManagementAgency management is the running of a creative agency as a business: its people, clients, pipeline, finances, process and culture, so that good work and a...
• Agency MetricsAgency metrics are the numbers an agency collects to understand how its business actually runs, from hours and costs per project to revenue, pipeline and...
• Agency OwnerAn agency owner is the founder or principal who owns a creative, advertising or production business and is responsible for its work, its culture and whether...
• Agency PricingAgency pricing is the way an agency turns its work into a number: by the hour, by the project, by the month or by the value the work creates.
• Agency Pricing ModelAn agency pricing model is the way an agency turns its work into a price, whether by the hour, by the project, by a monthly retainer or by the value the...
• Agency Pricing StrategyAn agency pricing strategy is the set of decisions behind how an agency prices its work: what it charges for, how it charges and what it refuses to compete on.
• Agency ProcessAn agency process is the repeatable sequence of steps a creative agency uses to take a project from brief to delivery, so that the work is consistent...
• Agency Project ManagementAgency project management is the discipline of moving creative work from brief to delivery on time, on budget and without losing the idea along the way.
• Agency Rate CardAn agency rate card is the published list of what an agency charges for its people, services and deliverables, used to scope and budget work before a...
• Agency RatesAgency rates are the unit prices an agency attaches to its people and services, by the hour, the day or the deliverable, from which budgets and proposals...
• Agency SoftwareAgency software is the set of tools an agency runs on to manage clients, projects, people, time, money and the delivery of the work.
• Agency Time TrackingAgency time tracking is the practice of recording the hours people spend on each client and project so the agency knows what its work really costs.
• Agency WorkflowAn agency workflow is the repeatable sequence of steps a piece of work follows from brief to delivery, including who does what, in what order, and where...
• Agile MethodologiesAgile methodologies are ways of running work in short, repeated cycles, so that a team ships something usable early, learns from it and adjusts rather than...
• AI ContentAI content is copy, imagery or video produced by a generative model from a prompt, usually to fill a channel faster than people can.
• AI Optimization (AIO)AI Optimization (AIO) is the practice of shaping content and its structure so that AI models and assistants understand it, trust it and cite it when they...
• AI-Generated ContentAI-generated content is any text, image, video, voice or music made by a generative model rather than captured or authored by a person.
• Alt TextAlt text is the written description attached to an image in a web page's code, read aloud by screen readers and used by search engines to understand...
• Anchor TextAnchor text is the visible, clickable wording of a link, and it tells both readers and search engines what the page on the other end is about.
• Animation (2D and 3D)Animation is the craft of creating movement from drawn, designed or computer-modeled images, in two dimensions on a flat plane or in three dimensions in a...
• Answer Engine Optimization (AEO)Answer Engine Optimization (AEO) is the practice of structuring content so that search engines and AI assistants can lift a direct answer from it and...
• Apparel DesignApparel design is the design of clothing and wearable goods, from a brand's merch line to a full retail collection.
• ArtArt is the practice of making something expressive and original, and in a creative agency it is the raw material every campaign is built from.
• Art DirectionArt direction is the craft of deciding how creative work looks, and then directing the photographers, designers and crews who make it look that way.
• Art DirectorAn art director is the person responsible for how a piece of creative work looks, from the composition and typography to the photography, color and set.
• Article SpinningArticle spinning is the practice of rewriting an existing piece of content, by hand or by software, to produce many near-duplicate versions that pass as...
• Article SyndicationArticle syndication is republishing an article you have already published on other sites and platforms to reach readers who would never have found the original.
• Artificial Intelligence (AI)Artificial intelligence (AI) is software that performs tasks which used to need human judgment, from recognizing a face to writing a paragraph, by learning...
• AssigneeAn assignee is the one person named as responsible for a task, so that everyone knows who is doing it and who to ask when it is not done.
• ATL/BTLATL and BTL are the two halves of a traditional split in advertising: above the line for mass media that builds reach, below the line for targeted activity...
• AudienceAn audience is the group of people a piece of work is made for, defined by who they are, what they care about and where they will see it.
• Audience InsightsAudience insights are the useful truths about who a brand's audience is, how they behave and what they want, drawn from data and research and sharp...
• Audio BrandingAudio branding is the use of sound to make a brand recognizable, through sonic logos, music, voice and the small sounds a brand makes wherever it shows up.
• Audio Post-ProductionAudio post-production is every stage of sound work that happens after the shoot, from cleaning the dialogue to the final mix that goes out with the picture.
• Audio Recording BoothAn audio recording booth is a small, acoustically isolated room built to capture clean voice recordings for voiceover, podcasts, dialogue replacement and music.
• Augmented Reality (AR)Augmented reality (AR) is technology that overlays digital images, information or effects onto a live view of the physical world, usually through a phone...
• Automatic Time TrackingAutomatic time tracking is software that records the hours people work by watching what they do on their computer, rather than relying on them to fill in a...
• AutomationAutomation is the use of software to carry out repeatable tasks without a person doing each one by hand.
• Automation SoftwareAutomation software is a tool that runs recurring tasks on its own, moving data, sending messages or starting the next step whenever a set condition is met.

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B68 terms

• B2B Marketing SpecialistA B2B marketing specialist is the marketer who sells to companies rather than consumers, building the campaigns and content that move a buying committee...
• B2C Marketing SpecialistA B2C marketing specialist plans and runs the campaigns, content and channels a brand uses to reach consumers directly and turn attention into purchases and...
• Back-End DevelopmentBack-end development is the building of the server-side systems, databases and logic that run behind a website or app and make everything on the screen work.
• Backlink ProfileA backlink profile is the complete set of links pointing to a website from other sites, read as a whole for its size, quality, relevance and health.
• BacklinksBacklinks are links from other websites to yours, and they remain one of the strongest signals search engines use to judge a site's authority.
• Below the FoldBelow the fold is the part of a web page a visitor only sees after scrolling, a term borrowed from newspapers, where the lower half of the front page is...
• BERTBERT is a natural language model that Google added to its search ranking in 2019 so it could understand the context and intent of words in a query rather...
• Billable HoursBillable hours are the hours of work an agency can charge to a client, as distinct from the hours it spends running itself.
• Billable Time TrackingBillable time tracking is the practice of logging the hours spent on client work so they can be invoiced, or checked against a fixed fee.
• Billable UtilizationBillable utilization is the share of a person's or a team's working hours that is spent on work a client pays for.
• Billable WorkBillable work is the time and effort an agency can charge a client for under the terms of the engagement, as opposed to the work it absorbs as a cost of...
• BillboardA billboard is a large-format outdoor advertisement, printed or digital, placed where a lot of people will pass it and designed to be understood in a glance.
• Billing and InvoicingBilling and invoicing is the process of turning agreed work into a request for payment, and getting that payment in.
• Billing PlanA billing plan is the agreed schedule of when a client pays for a project and how much each payment covers.
• Billing SoftwareBilling software is the application an agency uses to create, send and track invoices and to record the payments that come in against them.
• Billing ToolA billing tool is any application, from a simple invoice generator to a full platform, that helps a freelancer or a creative team record charges and send...
• Bing Webmaster ToolsBing Webmaster Tools is Microsoft's free dashboard for site owners, showing how Bing crawls, indexes and ranks a website and offering tools to fix what...
• BingbotBingbot is the web crawler Microsoft uses to discover and fetch pages for the Bing search index, which also feeds Yahoo, DuckDuckGo and Microsoft's own...
• Black Hat SEOBlack hat SEO is the use of tactics that break search engines' rules to gain rankings faster than the quality of a site would earn, at the risk of...
• BlockchainBlockchain is a shared digital ledger, copied across many computers, in which records are grouped into linked blocks so they cannot be quietly changed after...
• Blockchain in AdvertisingBlockchain in advertising is the use of shared, tamper-evident ledgers to record how ad money and impressions move through the supply chain, with the aim of...
• Blog CommentingBlog commenting is the practice of leaving comments on other sites' articles, with a link back to your own, as a way to build links, visibility and...
• Blog CreationBlog creation is the work of planning, writing, designing and publishing articles on a brand's own site, so the brand has something worth reading that...
• Blog WritingBlog writing is the craft of producing regular articles for a brand's own site, written to be found by search and read by people.
• Bottom of the Funnel Content (BOFU)Bottom of the funnel content is the material built for people who are ready to decide: case studies, demos, pricing, the reel and the brief.
• Bounce RateBounce rate is the percentage of visits to a website that end on the page where they started, without the visitor clicking through to anything else.
• Boutique Creative AgencyA boutique creative agency is a small, specialist agency where the people who pitch the work are the people who make it.
• BrandA brand is the sum of what people think and feel about a company, product or person, built from everything it says, makes and does.
• Brand Activation ManagerA brand activation manager plans and runs the live moments, from pop-ups and launch events to stunts and sponsorship activations, where people meet a brand...
• Brand AlignmentBrand alignment is the state in which a brand's messaging, visuals, behavior and values all say the same thing, everywhere people meet it.
• Brand ArchitectureBrand architecture is the structure that defines how a company's brands, sub-brands and products relate to each other and to the parent.
• Brand AuditsA brand audit is a structured review of how a brand presents itself and how it is actually perceived, across every touchpoint, used to find what is working,...
• Brand AwarenessBrand awareness is how many people in a target audience recognize a brand, or can recall it unprompted when they think of its category.
• Brand CollaborationsA brand collaboration is a partnership in which two or more brands, or a brand and an artist or creator, make something together that neither would make alone.
• Brand DevelopmentBrand development is the ongoing work of defining what a brand stands for, giving it a voice and a look, and growing it consistently over time.
• Brand EquityBrand equity is the commercial value a brand holds beyond its products, built from recognition, trust, loyalty and the associations people carry in their heads.
• Brand FilmsA brand film is a short film made to show what a brand stands for, built to be watched by choice rather than skipped like an ad.
• Brand GuidelinesBrand guidelines are the documented rules for how a brand looks, sounds and behaves, so that everyone who makes work in its name makes it the same way.
• Brand IdentityBrand identity is the designed system of logo, color, type, imagery, voice and motion that makes a brand recognizable everywhere it appears.
• Brand MentionsBrand mentions are the places online where a company, product or person is named, whether or not the mention includes a link.
• Brand Partnership ManagerA brand partnership manager finds, negotiates and runs the collaborations between a brand and other companies, creators or properties that extend its reach.
• Brand PerceptionBrand perception is what people actually think and feel about a brand, built from every experience, message and rumor, whether the brand intended it or not.
• Brand PositioningBrand positioning is the specific place a brand chooses to occupy in its audience's mind, relative to its competitors.
• Brand StorytellingBrand storytelling is the practice of expressing what a brand believes through real narratives, people and moments, rather than through claims about the...
• Brand StrategistA brand strategist is the person who decides what a brand stands for, who it is for and how it should sound, before anyone designs a logo or shoots a frame.
• Brand StrategyBrand strategy is the long-term plan for what a brand stands for, who it is for and how it will be distinct from everything else in the category, set before...
• Brand VoiceBrand voice is the consistent personality a brand expresses in its words, so that everything it says sounds like it came from the same character.
• Branded ContentBranded content is entertainment or editorial funded by a brand and made to be watched or read for its own sake, carrying the brand through the story rather...
• Branded KeywordsBranded keywords are search terms that include a company's name, product names or recognizable variations of them, used by people who already know what...
• BrandingBranding is the deliberate work of shaping how a company is seen, through its strategy, identity, voice and every expression of them.
• Branding AgencyA branding agency is a company that defines, designs and launches brands, from positioning and naming to identity and guidelines.
• BreadcrumbA breadcrumb is the row of links near the top of a web page that shows where the page sits in a site's hierarchy, from the homepage down, so people and...
• Bridge PageA bridge page is a thin page created only to catch search traffic and pass it on to another destination, offering nothing of its own along the way.
• Broad MatchBroad match is a keyword match type in paid search that lets an ad show for searches related to the keyword, not just the keyword itself.
• Broken LinkA broken link is a hyperlink that points to a page which no longer exists or cannot be reached, so the person who clicks it lands on an error instead of the...
• BTS PhotographyBTS (behind-the-scenes) photography captures the making of a shoot, a film or a campaign, giving a brand a second layer of content and a record of the work.
• BudgetA budget is the amount of money set aside for a project and the plan for how it will be spent.
• Budget AllocationBudget allocation is the decision about how a fixed sum of money is split across campaigns, channels, projects and line items so that it does the most work.
• Budget CreepBudget creep happens when a project's costs rise beyond what was agreed, usually through untracked work, small additions and unclear terms rather than...
• Budget OverrunA budget overrun is when a project costs more than the amount that was approved for it, usually because the scope grew, the estimate was wrong or something...
• Budget ProposalA budget proposal is the document that lays out what a project will cost, line by line, so a client can approve the spend before the work begins.
• BudgetingBudgeting is the process of estimating what a piece of work will cost, deciding how to spend the money, and keeping the spend inside that plan as the work...
• Business Core ValuesBusiness core values are the small set of principles a company commits to, which guide its decisions, its culture and the way its brand behaves.
• Business DevelopmentBusiness development is the work of finding, winning and growing the relationships that bring new revenue into a company, from the first conversation to a...
• Business Development ManagerA business development manager is the person who finds new clients and new kinds of work for an agency, builds the relationships and brings each opportunity...
• Business ListingA business listing is a public entry for a company on a directory, map or review platform, giving its name, address, phone number, hours and category so...
• Business MetricsBusiness metrics are the measurements a company uses to judge its health and progress, such as revenue, margin, customer acquisition cost, retention and growth.
• Business ObjectiveA business objective is a specific, measurable goal a company sets for itself, such as growing revenue in a category, entering a market or winning back...

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C147 terms

• Cached PageA cached page is a stored copy of a web page, kept by a browser, a server or a search engine so the page can be served again without being rebuilt or...
• Calculate Overhead RateTo calculate overhead rate is to work out how much of an agency's indirect costs each hour of billable work has to carry, so that prices cover the...
• Calendar IntegrationCalendar integration connects a project or production tool to the team's calendars so that deadlines, shoot days and reviews show up where people...
• Call to Action (CTA)A call to action is the line that tells the audience what to do next, and the button that makes it easy to do.
• Camera Motion SynchronizationCamera motion synchronization is the technique of locking a camera's movement to another moving element, such as a second camera, a turntable or a...
• Camera Precision TechnologyCamera precision technology is the family of motorized heads, sliders, robotic arms and control software that moves a camera along an exact, repeatable path...
• Camera Rigging TechnologyCamera rigging technology is the hardware that mounts, supports and moves a camera on set, from tripods and cranes to car mounts, cable systems and robotic...
• Campaign ManagementCampaign management is the discipline of planning, running, monitoring and adjusting a marketing campaign from the brief to the wrap report.
• Campaign OptimizationCampaign optimization is the ongoing work of improving a live campaign by testing, measuring and adjusting creative, targeting and spend while it runs.
• Campaign PhotographyCampaign photography is the set of still images shot to carry a marketing campaign across advertising, retail, social and press.
• Campaign ReportingCampaign reporting is the structured account of what a marketing campaign did: what was spent, what was delivered, what happened as a result and what should...
• Campaign StrategyCampaign strategy is the plan that decides what a campaign is for, who it is talking to, what it will say and where it will run, before any creative is made.
• CampaignsA campaign is a coordinated set of creative work, released across channels over a defined period, built to move a specific audience toward a specific result.
• Cannes AwardA Cannes award is a Lion won at the Cannes Lions International Festival of Creativity, the advertising industry's most recognized prize for creative...
• Cannes Lions AwardsThe Cannes Lions are the advertising industry's most prestigious awards, given each June at the International Festival of Creativity in Cannes, France.
• Canonical TagA canonical tag is a line of HTML that tells search engines which URL is the preferred version of a page when the same content is reachable at more than one...
• Case StudyA case study is a short account of a finished project, covering the problem, the idea, the work and what happened, used to show future clients how an agency...
• CashflowCashflow is the movement of money into and out of a business over time, and the measure of whether it can pay what it owes when it comes due.
• Chatbots and Conversational AIChatbots and conversational AI are software that talks with people in natural language, answering questions and completing tasks through a chat window, a...
• ChatGPTChatGPT is OpenAI's conversational AI assistant, which answers questions, drafts and edits text, writes code and works with images and files in...
• Chief Creative Officer (CCO)A chief creative officer (CCO) is the executive responsible for the creative standard of an entire company: every idea, every piece of work and every...
• Chief Digital Officer (CDO)A chief digital officer (CDO) is the executive responsible for how a company uses digital technology, data and channels to change the way it works, sells...
• Chief Experience Officer (CXO)A chief experience officer (CXO) is the executive responsible for how every interaction with a brand feels, from the first ad to the last support call.
• Cinematic AutomationCinematic automation is the use of programmable rigs, motorized lights and triggered effects to run a shot from a stored plan rather than by hand, so...
• Cinematic ChoreographyCinematic choreography is the planned movement of camera, subject and light within a shot, designed so the motion itself tells the story.
• Cinematic ExpressionCinematic expression is the sum of the choices, from lens and light to format, movement and rhythm, that give a film a feeling beyond what it literally shows.
• Cinematic Motion ControlCinematic motion control is the use of a computer-driven rig to move a camera along a programmed path that can be repeated exactly, take after take.
• Cinematic RoboticsCinematic robotics is the use of programmable robotic arms and motion control rigs to move a camera with a precision and repeatability no human operator can...
• Cinematic Robotics RentalCinematic robotics rental is the hire of a camera robot, with its technician and software, for a shoot that needs fast, repeatable camera moves without the...
• Cinematic StorytellingCinematic storytelling is the use of film craft, from light and lens to pacing and sound, to make a brand's story something you watch rather than...
• Click Through Rate (CTR)Click through rate (CTR) is the percentage of people who click on an ad, a link or a search result out of everyone who saw it.
• ClientA client is the company or person who hires an agency and is responsible for the brief, the approvals and the budget.
• Client BriefsA client brief is the document a brand gives its agency at the start of a project, setting out the objective, the audience, the message, the deliverables,...
• Client Collaboration ToolA client collaboration tool is a shared workspace where an agency and its client exchange files, feedback, approvals and updates in one place instead of...
• Client Holding AreasA client holding area is a private, controlled space where an agency shares work in progress with a client for review, separate from the agency's...
• Client PerformanceClient performance is the measure of how a client's campaigns and account are doing, both in the results the work delivers for the brand and in the...
• Client PitchA client pitch is the meeting in which an agency presents its thinking and creative ideas to a prospective client in order to win a project or an account.
• Client RelationshipA client relationship is the working bond between an agency and the people who hire it, built on trust, delivery and honest communication over time.
• Client RetentionClient retention is an agency's ability to keep the clients it has, turning single projects into relationships that last for years.
• Client Services CoordinatorA client services coordinator is the person on an agency account team who keeps timelines, deliverables and client requests tracked and moving, so the...
• Client Services DirectorA client services director leads an agency's client relationships, owning the accounts, the people who run them and the health of the business they...
• Client StrategyClient strategy is the plan an agency builds for a specific client: where the business needs to go and what creative work will get it there.
• Client Time TrackingClient time tracking is the practice of logging hours against each client so an agency can bill accurately, report on retainers and see which relationships...
• CloakingCloaking is the practice of showing search engine crawlers different content from what human visitors see, in order to rank for things the real page does...
• Co-Branding CampaignsA co-branding campaign is a marketing campaign in which two or more brands promote a shared product, collection or message together, each lending its...
• Co-citationCo-citation is the pattern of two websites or brands being mentioned together by a third source, which search engines read as a signal that the two are related.
• Collaboration PlatformsCollaboration platforms are the shared online tools, such as messaging, project management, file sharing and review software, that let teams and clients...
• CollaboratorA collaborator is a person or company that works alongside an agency on a project, contributing skills, ideas or resources the core team does not have.
• Color CorrectionColor correction is the first pass in post-production that fixes exposure, white balance and contrast so every shot in a film matches and looks true to life.
• Color GradingColor grading is the final shaping of a film's color and tone, done shot by shot after the edit, so the picture carries a consistent mood and a...
• Color SchemeA color scheme is the defined set of colors a brand or project uses, chosen to work together and to carry a specific mood.
• Commercial QueryA commercial query is a search made by someone who intends to buy and is comparing options before they do, which makes it the most valuable kind of search...
• CommercialsA commercial is a short, paid film made to sell a product, a service or a brand, built to earn attention it was not asked for.
• CommissionCommission is a payment calculated as a percentage of a sale or a spend, paid to whoever brought the business or delivered the result.
• Community ActivationCommunity activation is the work of turning a brand's audience into participants, through events, content and partnerships that give people something...
• Community EngagementCommunity engagement is the ongoing, two-way work of listening to, talking with and showing up for the people who care about a brand, so that an audience...
• Community ManagerA community manager is the person who speaks for a brand in its online spaces, answering, moderating and starting the conversations that turn an audience...
• Competitive AnalysisCompetitive analysis is the structured study of the brands you compete with, covering what they say, where they show up, how they are perceived and what...
• Competitor ResearchCompetitor research is the study of what rival brands say, make, charge and win, done so you can choose where to be different.
• ConceptA concept is the single big idea a campaign is built on, the one line every visual, word and cut has to answer to.
• Concept DevelopmentConcept development is the stage of creative work where a strategic brief is turned into a single, workable idea that a campaign or film can be built on.
• Concept TestingConcept testing is putting an idea in front of its audience before it is produced, to learn whether it lands and why.
• Construction Budget ManagementConstruction budget management is the planning and control of costs for physical builds, including set construction, event structures, retail installations...
• Consumer Behavior AnalysisConsumer behavior analysis is the study of how and why people choose, buy and use products, so that a brand can shape what it makes and how it speaks.
• Content AgencyA content agency is a creative company that plans, produces and publishes an ongoing stream of films, stories, articles and social posts for a brand, rather...
• Content CalendarsA content calendar is the schedule that lays out what a brand will publish, where and when, so that every channel stays consistent and nothing goes out by...
• Content CreationContent creation is the making of videos, photographs, writing, graphics and other material that a brand publishes to reach and hold an audience.
• Content Delivery Network (CDN)A content delivery network (CDN) is a set of servers spread around the world that stores copies of a website's files and serves each visitor from the...
• Content HubA content hub is a central section of a website that gathers everything a brand publishes on a subject into one organized, linked destination.
• Content LocalizationContent localization is the adaptation of content for a specific language, region or culture, so that it reads as if it had been made there in the first place.
• Content Management System (CMS)A content management system (CMS) is software that lets people create, edit, organize and publish digital content, usually a website, without writing code...
• Content MarketingContent marketing is the practice of earning an audience's attention by making things worth their time (films, articles, guides, series) and letting...
• Content Moderation SpecialistA content moderation specialist reviews the comments, posts and submissions around a brand and decides what stays, what goes and what needs a reply,...
• Content Production ManagerA content production manager runs the machine that turns a brand's content plan into finished work, coordinating people, budgets, platforms and...
• Content SchedulingContent scheduling is the practice of deciding in advance when each post goes live and on which channel, then setting it up to publish on time.
• Content StrategistA content strategist decides what a brand should say, in what form, on which channels and how often, so that every piece of content serves a plan rather...
• Content StrategyContent strategy is the plan that decides what a brand publishes, for whom, on which channels and to what end, so every piece serves the same story.
• ContractorA contractor is a person or company hired for a defined piece of work under a contract rather than employed, bringing a specific skill to a project for as...
• Conversion FunnelsA conversion funnel is the sequence of steps a person moves through from first noticing a brand to taking the action the brand wants, with fewer people at...
• Conversion Rate Optimization (CRO) SpecialistA conversion rate optimization (CRO) specialist studies how people behave on a site, a landing page or an ad, then changes the content and design so more of...
• Conversion TrackingConversion tracking is the measurement of the actions a brand wants people to take, such as purchases, sign-ups or inquiries, and the attribution of those...
• CopilotA copilot is an AI assistant built into a piece of software that drafts, suggests and completes work alongside a person, who stays in charge of the result.
• CopywriterA copywriter writes the words a brand uses to sell, explain and persuade, from a headline and a script to a product page and the line at the end of a film.
• CopywritingCopywriting is the craft of writing words meant to persuade: the headline, the script, the line under the logo and every sentence a brand uses to sell.
• Core Web VitalsCore Web Vitals are three measurements Google uses to judge the real-world experience of loading a web page: how fast the main content appears, how quickly...
• Cornerstone ContentCornerstone content is the small set of comprehensive, long-lived pages that define what a website is about, which the rest of the site links to and builds on.
• Corporate BrandingCorporate branding is the work of building the identity and reputation of a company as a whole, as distinct from the brands of the products it sells.
• Corporate Social ResponsibilityCorporate social responsibility (CSR) is the commitment a company makes to operate ethically and to improve its impact on people, communities and the...
• Corporate Social Responsibility (CSR) CampaignsA corporate social responsibility (CSR) campaign is a communications effort built around a company's commitment to a social or environmental cause,...
• CPA (Cost Per Action)CPA, or cost per action, is the amount an advertiser pays for each completed action a campaign produces, such as a sale, a signup or a lead.
• CPC (Cost per Click)CPC, or cost per click, is the amount an advertiser pays each time someone clicks on an ad, and the core pricing unit of paid search.
• CPMCPM is the cost of one thousand ad impressions, the standard unit for pricing and comparing reach in display, video and out-of-home advertising.
• Crawl BudgetCrawl budget is the number of pages a search engine is willing and able to fetch from a website in a given period, set by how much the server can handle and...
• Crawl DelayCrawl delay is a robots.txt setting that asks search engine bots to wait a set number of seconds between requests, to stop crawling from overloading a server.
• Crawl ErrorsCrawl errors are the problems a search engine hits when it tries to fetch a page, from broken links and server failures to pages blocked by mistake.
• CrawlabilityCrawlability is how easily a search engine's crawler can reach, fetch and move through the pages of a website.
• CrawlerA crawler is an automated program that visits web pages, reads their content and follows their links to discover more pages, feeding what it finds into a...
• Creating a Project BudgetCreating a project budget is the work of turning a scope into a costed plan: every phase, role and expense priced, totaled and approved before the project...
• Creative AdvertisingCreative advertising is advertising built on an idea strong enough to be noticed, felt and remembered, rather than on the media weight behind it.
• Creative Advertising AgencyA creative advertising agency is an agency whose main product is the idea behind an ad campaign and the craft of bringing it to life.
• Creative AgencyA creative agency is a company brands hire to come up with ideas and turn them into work: campaigns, films, identities, content and the strategy behind them.
• Creative Agency Capacity PlanningCreative agency capacity planning is the practice of matching the work an agency has committed to against the hours its people actually have, so projects...
• Creative Agency ERPA creative agency ERP is a single system that runs an agency's projects, people, time, budgets and billing together, so the business side of creative...
• Creative Agency MarketingCreative agency marketing is how a creative agency promotes itself to win new business, using its own work, its point of view and its reputation as the product.
• Creative Agency ProcessA creative agency process is the way an agency takes an idea from a client's problem to finished work, covering how it pitches, plans, makes, reviews...
• Creative Agency SoftwareCreative agency software is the set of tools an agency uses to run its work, from briefs and schedules to reviews, budgets, time and billing.
• Creative BriefsA creative brief is the short document that tells a creative team what the work has to achieve, for whom, and within what constraints, before a single idea...
• Creative Cinematic ToolsCreative cinematic tools are the cameras, lenses, rigs, lights and software that filmmakers choose not just to capture an image but to shape how it feels.
• Creative ConceptsA creative concept is the central idea behind a campaign or film, the thought that sets its tone, message and look before anything is made.
• Creative ConsultancyA creative consultancy is a firm that advises brands on creative strategy, positioning and direction, often without producing the final work itself.
• Creative Department StructureCreative department structure is the way an agency organizes its creative people, from the creative director down to copywriters, designers and editors, so...
• Creative DirectionCreative direction is the discipline of deciding what a piece of work should be, then holding every choice along the way to that decision until it reaches...
• Creative DirectorA creative director does not just approve ideas: they architect them, and they carry the work from the first brief to the final frame.
• Creative Effectiveness ReviewsA creative effectiveness review is a structured look back at how a piece of creative actually performed against its goals, used to decide what to keep,...
• Creative ManagementCreative management is the work of leading a creative team and its output: setting the standard, assigning the right people, protecting the idea and...
• Creative Project ManagementCreative project management is project management adapted to creative work, where the deliverable is an idea, the approvals are subjective and the deadline...
• Creative Project ManagerA creative project manager runs the schedule, scope, budget and communication on creative work so that the team can make the thing instead of managing it.
• Creative R&DCreative R&D is the time and budget an agency sets aside to explore new formats, tools and ideas before any client asks for them.
• Creative Resource ManagementCreative resource management is the planning of who works on what and when across a studio's projects, so deadlines are met without burning the team out.
• Creative SoftwareCreative software is the set of applications a studio uses to design, edit, animate, grade, mix and deliver the work, from Adobe Creative Cloud and Figma to...
• Creative Team Org ChartA creative team org chart is the map of who does what in a creative department or agency, from the creative director down to the people making the work, and...
• Creative Team StructureCreative team structure is the arrangement of roles, reporting lines and responsibilities within the team that makes an agency's or a brand's...
• Creative Traffic ManagerA creative traffic manager routes every job through an agency's creative department, assigning the people, setting the deadlines and clearing the...
• Creative Workflow ManagementCreative workflow management is the active running of a creative team's workflow: keeping tasks, approvals and handoffs moving so work reaches delivery...
• Creative Workflow ProcessA creative workflow process is the repeatable set of steps a piece of creative work follows from brief to launch, written down so every job runs the same way.
• Creative Workflow SolutionsCreative workflow solutions are the software and systems a creative team uses to plan, track, review and deliver work so projects stay on schedule and on...
• Creative Workspace RentalCreative workspace rental is the booking of a studio, stage or production space by the hour or the day for photography, filming, recording or creative work.
• Creative-for-EquityCreative-for-equity is an arrangement in which an agency is paid partly or wholly with a share of a client's company instead of cash, most often when...
• CreativityCreativity is the ability to produce ideas that are both new and useful, and in a creative agency it is the thing the client is actually buying.
• Crisis CommunicationCrisis communication is how an organization speaks to the public, the press and its own people when something goes wrong, to protect trust and limit the damage.
• Crisis Communications ManagerA crisis communications manager leads a brand's response when something goes wrong in public, shaping what is said, by whom and when, to protect trust...
• CRM AgencyA CRM agency helps clients manage customer data, marketing automation, and lead nurturing for growth.
• CRM for Advertising AgencyCRM for an advertising agency is the system an agency uses to track every prospect, client, contact and conversation, from the first hello to the renewal.
• CRM ToolsCRM tools are the software a business uses to hold its contacts, track its sales pipeline and record every conversation with a customer in one place.
• Cross FunctionCross function is collaboration across the departments of a business, where people from different disciplines work on the same problem at the same time...
• Cross Functional Team ManagementCross-functional team management is the work of leading a team drawn from several disciplines, such as strategy, creative, production and development,...
• Cross FunctionalityCross functionality is the ability of a team or a person to work across different disciplines, so that collaboration between roles happens naturally rather...
• Cross PromotionCross promotion is a marketing arrangement in which two or more brands promote each other to their own audiences, extending each one's reach at little...
• Cross-Department CollaborationCross-department collaboration is the practice of getting teams with different jobs, from strategy to production to finance, working on the same problem at...
• Cross-Platform Content CreationCross-platform content creation is making one idea for many places at once, so a campaign arrives on television, in the feed, on a billboard and in a store...
• CTR (Click-Through Rate)CTR (click-through rate) is the share of people who click a link, result or ad after seeing it, and in search it measures how well a page's listing...
• Cumulative Layout Shift (CLS)Cumulative Layout Shift (CLS) is a Core Web Vitals metric that measures how much the visible content of a page moves around unexpectedly while it loads and...
• Custom FieldA custom field is an extra piece of structured data attached to a page, post or product in a content management system, beyond the standard title, body and...
• Custom IllustrationsCustom illustrations are original drawn or painted artworks made specifically for a brand, so that its visual world belongs to no one else.
• Custom SoundtracksA custom soundtrack is music written and produced specifically for a film, campaign or brand, rather than licensed from a library or a catalog.
• Customer Experience (CX) DesignerA customer experience (CX) designer maps every point where a person meets a brand, from the first ad to the last support email, and designs those moments to...
• Customer Retention StrategiesA customer retention strategy is the deliberate plan for keeping the customers you already have: buying again, staying subscribed and recommending you to...

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D59 terms

• Daily Productivity TrackerA daily productivity tracker is a tool or habit for recording what was done each day, so a person or a team can see where their time and output actually went.
• Daily Time TrackerA daily time tracker is a tool for logging the hours of a working day against tasks and projects as they happen, instead of reconstructing them at the end...
• Dashboard SoftwareDashboard software is a tool that pulls data from several sources into one live screen of charts and figures, so the people running a business or a campaign...
• Data AnalystA data analyst collects, cleans and interprets the numbers behind a campaign or a business and turns them into findings a team can act on.
• Data VisualizationData visualization is the practice of turning numbers into charts, maps, diagrams and graphics so that a pattern, a comparison or a result can be seen at a...
• Data-Driven MarketingData-driven marketing is marketing in which decisions about audience, message, channel and spend are made from measured behavior rather than assumption.
• Data-NosnippetData-nosnippet is an HTML attribute that tells Google not to show a marked section of a page's text in its search result snippets.
• DeadlineA deadline is the date by which a deliverable has to exist, and in client work it is the one date everything else in the project is planned backward from.
• Decision MakerA decision maker is the person on the client side who has the authority to approve the work, the budget and the direction, and whose yes actually ends the...
• Define Billable HoursTo define billable hours is to set, in writing, which kinds of work on a client engagement can be charged and which are absorbed by the agency.
• DeindexingDeindexing is the removal of a page or a whole site from a search engine's index so that it no longer appears in results.
• Deliverables in Ad AgenciesDeliverables are the finished things an agency hands over at the end of a project, from films and ads to copy and design files, each one defined in the...
• Demand GenerationDemand generation is the long-term marketing work of making people aware of a problem and interested in a brand that solves it, well before they are ready...
• DemographicsDemographics are the measurable characteristics of a population, such as age, gender, income, education and location, used to describe and target an audience.
• DesignDesign is the practice of shaping how something looks and works so that it communicates clearly and does its job well.
• Design Retainer AgreementA design retainer agreement is a contract in which a brand pays a design team a regular fee for an agreed amount of ongoing design work and priority access...
• Design SprintsA design sprint is a structured, time-boxed process, usually five days, in which a small team defines a problem, sketches solutions, builds a realistic...
• Design StudioA design studio is a specialist practice that shapes how a brand looks, feels and functions, from identity and typography to packaging, interfaces and...
• Design ThinkingDesign thinking is a problem-solving method that starts with the people who have the problem, works through ideas quickly as prototypes, and tests them...
• Desktop PublishingDesktop publishing is the design and layout of print and digital documents on a personal computer, using page-layout software in place of a typesetter and a...
• Desktop TimerA desktop timer is a small application that sits on a computer and records working time against tasks or projects with a start and a stop.
• Digital AdvertisingDigital advertising is paid media that runs on internet-connected channels, including search, social, display, online video and connected TV, and can be...
• Digital AgenciesA digital agency is an agency that plans, designs and builds a brand's presence in online channels, from websites and apps to social and paid media.
• Digital Agency ERPA digital agency ERP is a system that manages a digital agency's projects, resourcing, time, billing and client work in one place, so operations and...
• Digital Asset ManagerA digital asset manager organizes, stores, tags and distributes a brand's creative files, from footage and photography to logos and finished campaigns,...
• Digital CampaignsA digital campaign is a coordinated push for a brand, product or idea that runs across online channels such as paid social, search, video, email and the web...
• Digital DownloadsA digital download is any file a person can get instantly from a brand's site or store, such as a guide, template, media kit, wallpaper or track.
• Digital EcosystemA digital ecosystem is the connected set of channels, platforms, content and data through which a brand exists online, designed so that each part feeds the...
• Digital KPIsDigital KPIs are the handful of online metrics a brand chooses to judge whether its marketing is working, such as traffic, conversions, cost per acquisition...
• Digital MarketingDigital marketing is every way a brand reaches, persuades and keeps customers through connected channels, from search and social to email, video and paid...
• Digital Marketing KPIsDigital marketing KPIs are the handful of numbers a brand agrees to judge its online marketing by, chosen so that each one connects a channel's...
• Digital Media CoordinatorA digital media coordinator plans, schedules and publishes a brand's content across its digital channels and keeps the whole output consistent.
• Digital OutreachDigital outreach is the practice of reaching people directly through online channels, from email and social media to creator partnerships and press, to...
• Digital PRDigital PR is public relations aimed at online publications, creators and search engines, earning coverage and links that build a brand's reputation...
• Digital StrategistA digital strategist plans how a brand shows up online, choosing the channels, content and campaigns that connect business goals to the way its audience...
• Digital TransformationDigital transformation is the rebuilding of how a business operates, serves its customers and makes decisions around digital tools and data, rather than...
• Direct MarketingDirect marketing is communication sent straight to individual people, by mail, email, text or phone, with a clear offer and a way to respond.
• Direct Response AdvertisingDirect response advertising is advertising designed to make the viewer act right away, by clicking, calling, signing up or buying, so that every result can...
• Direct TrafficDirect traffic is the share of website visits that arrive with no referrer, typically from a typed URL, a bookmark or an untagged link.
• Directory SubmissionDirectory submission is the practice of listing a website in online directories to earn citations, referral visits and backlinks.
• Disavow ToolThe Disavow Tool is a Google Search Console feature that lets a site owner ask Google to ignore specific backlinks when assessing the site.
• Display AdsDisplay ads are visual ads, such as banners, images, animations and short videos, shown in reserved spaces on websites and in apps.
• Display AdvertisingDisplay advertising is paid visual advertising, in the form of banners, images, animations and video units, placed on websites and apps and targeted by...
• DNS (Domain Name System)DNS is the system that translates a human-readable domain name into the numeric address of the server that actually holds the website.
• Documentary FilmmakingDocumentary filmmaking is the craft of telling true stories on film, with real people and real events shaped into a narrative that holds an audience.
• Dofollow LinkA dofollow link is an ordinary hyperlink with no nofollow attribute, so search engines may follow it and pass ranking signals to the page it points to.
• Domain AgeDomain age is the length of time a domain name has existed, measured from its registration or from the first time search engines saw it live.
• Domain AuthorityDomain Authority is a score from 1 to 100, created by Moz, that predicts how likely a website is to rank compared with other sites based on its link profile.
• Domain NameA domain name is the human-readable address of a website, such as riot.nyc, that points to the server where the site lives.
• Doorway PageA doorway page is a page created to rank for specific searches and funnel visitors to a single destination, offering little value of its own.
• DowntimeDowntime is any period when a website or app is unavailable to its users, whether through a crash, a server failure, an attack or planned maintenance.
• Drag and Drop PlanningDrag and drop planning is a way of building schedules and project plans by moving tasks, people and dates around a visual board with the mouse instead of...
• Drip CampaignA drip campaign is a series of automated messages, usually emails, sent on a schedule or in response to what a person does, to guide them toward a decision...
• Drone VideographyDrone videography is the capture of video from an unmanned aircraft, giving filmmakers aerial and moving perspectives that once required a helicopter or a...
• Duplicate ContentDuplicate content is substantial text that appears at more than one URL, either within a site or across different sites.
• Dwell TimeDwell time is the length of time a searcher spends on a page after clicking a search result and before returning to the results page.
• Dynamic ContentDynamic content is content that changes depending on who is looking, based on what a brand knows about their location, behavior or history.
• Dynamic SitemapA dynamic sitemap is an XML sitemap generated automatically from a site's content so that it updates whenever pages are added, changed or removed.
• Dynamic URLA dynamic URL is a web address generated by a server from parameters, so the same page can appear under many query-string variations.

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E51 terms

• E-booksAn e-book is a long-form digital publication, usually a designed PDF, that a brand offers to teach a subject in depth and, often, to capture a lead.
• E-books and Digital DownloadsE-books and digital downloads are content assets such as guides, reports, templates and lookbooks that a brand offers for download, usually in exchange for...
• E-Commerce DesignE-commerce design is the design of online stores: the product pages, navigation, cart and checkout that turn a visitor into a buyer.
• E-commerce MarketingE-commerce marketing is the set of tactics that bring shoppers to an online store, turn them into buyers and bring them back, from paid and organic traffic...
• E-commerce PlatformsAn e-commerce platform is the software an online store runs on, handling the catalog, cart, payments, orders and storefront in one system.
• E-Commerce StrategistAn e-commerce strategist plans how a brand sells online, from which platforms and channels to use to how products are presented, found and converted.
• E-E-A-TE-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, the qualities Google's quality raters use to judge whether content...
• Earned MediaEarned media is the attention a brand gets without paying for it directly, such as press coverage, reviews, social shares and word of mouth.
• Earned Media TacticsEarned media tactics are the ways a brand gets covered, shared and talked about without paying for the placement.
• EditingEditing is the craft of choosing and ordering what was captured, in film or in copy, so the finished piece says only what it needs to.
• Editorial LinkAn editorial link is a link a writer or editor chooses to give because your page is worth referencing, not because you paid for it, traded for it or asked...
• Editorial PhotographyEditorial photography is photography made to tell a story alongside writing, in magazines, features and brand journals, rather than to sell a product directly.
• Editorial StrategyEditorial strategy is the set of decisions that gives a brand's content the point of view, voice and standards of a publication.
• Effective Resource ManagementEffective resource management is the practice of matching people, skills and time to the work in hand so that projects are delivered well without...
• Effective Team CollaborationEffective team collaboration is the way a group of people with different skills works together on the same piece of work, sharing information, feedback and...
• Email MarketingEmail marketing is sending planned, permission-based messages to a list of subscribers to build a relationship with them and move them to act.
• Email Marketing CampaignsAn email marketing campaign is a planned message or series of messages sent to a list of subscribers to inform them, build the relationship and drive an action.
• Email Marketing SpecialistAn email marketing specialist is the person who plans, writes, builds, sends and measures a brand's email, from the weekly newsletter to the automated...
• Email NotificationsEmail notifications are automatic messages sent by a system to tell someone that something has happened: a task assigned, a comment left, a file approved, a...
• Email OutreachEmail outreach is the practice of sending personal, one-to-one emails to people a brand does not yet know, such as journalists, creators, partners or...
• Email ToneEmail tone is the personality that comes through in how a brand writes its emails, from the subject line to the sign-off, and it should sound like the same...
• Emoji ReactionsEmoji reactions are the one-tap responses, such as a heart, a laugh or a flame, that people add to posts, comments and messages instead of writing a reply.
• Employee EngagementEmployee engagement is the degree to which people care about the work they do and the place they do it, which shows up in retention, effort and the quality...
• Employee Utilization ReportAn employee utilization report shows how much of each person's working time went to billable client work over a period, and where the rest of it went.
• End-to-End InvoicingEnd-to-end invoicing is a billing process in which logged time, expenses and milestones flow straight into invoices, payment tracking and the accounts...
• EngagementEngagement is the measurable response an audience gives to a piece of work, from watching and liking to commenting, sharing and acting on it.
• Enterprise MarketingEnterprise marketing is marketing at the scale of a large corporation: many products, markets, audiences and teams, coordinated under one brand and one set...
• Enterprise Resource Planning (ERP)Enterprise resource planning (ERP) is business software that runs a company's core operations, such as finance, purchasing, people and projects, from...
• Entries On TimeEntries on time is a measure of punctual submission: time entries logged the day the work happened, or award and competition entries delivered before the...
• Entry PageAn entry page is the first page a visitor sees in a session, whichever page on the site it happens to be.
• Environmental GraphicsEnvironmental graphics are the designed visual elements applied to a physical space, such as wall murals, wayfinding, signage, window displays and...
• Equipment Rentals (Creative)Equipment rentals are the cameras, lenses, lighting, grip, sound and specialty gear a production hires for the days of a shoot instead of owning outright.
• Event CoordinatorAn event coordinator manages the logistics of a brand event, from vendors and venues to schedules and on-the-day operations, so that the experience the...
• Event MarketingEvent marketing is the use of live experiences, in person or online, to bring a brand face to face with its audience and create moments people remember and...
• Event Marketing SpecialistAn event marketing specialist plans and runs the events, activations and live moments a brand uses to meet its audience in person, and makes sure those...
• Event PhotographyEvent photography is the coverage of a live brand moment, from a launch party to a conference, captured as it happens for press, social and the archive.
• Event ProductionEvent production is the planning, staging and running of a live experience, from the creative concept to the venue, the technology and the content shown on...
• Event TrackingEvent tracking is the practice of recording specific user actions on a website or app, such as clicks, video plays, scrolls and form submissions, so that...
• EventsAn event is a live moment, in person or online, that a brand creates to bring an audience together around an experience.
• Evergreen ContentEvergreen content is content that stays accurate and useful long after it is published, so it keeps finding readers and viewers for years.
• Exact Match Domain (EMD)An exact match domain is a domain name that is identical to the keyword phrase a site wants to rank for.
• Exit RateExit rate is the percentage of views of a page that were the last view in a session, showing where visitors leave a site.
• Expense CenterAn expense center is a unit of a business, such as a department, a team or a project, whose costs are tracked together so that spending can be allocated and...
• Expense TrackingExpense tracking is the practice of recording every cost a project or a business incurs, as it happens, against the budget it belongs to.
• ExpensesExpenses are the costs a business incurs to do its work, from the crew on a shoot to the rent on the building, and the first thing revenue has to cover...
• Experiential DesignExperiential design is the design of physical and hybrid spaces, from pop-ups and installations to retail environments and events, where people experience a...
• Experiential MarketingExperiential marketing is marketing that people take part in rather than watch: events, installations, pop-ups and live moments built so that an audience...
• Experiential Marketing ManagerAn experiential marketing manager plans and runs the live events, pop-ups, installations and activations where people meet a brand in person.
• Extended Reality (XR)Extended reality (XR) is the umbrella term for technologies that blend digital content with the physical world or replace it entirely, covering augmented,...
• External LinkAn external link is a hyperlink that points from a page on one website to a page on a different website.
• External ProductionExternal production is the practice of hiring an outside agency or studio to plan, shoot, edit or finish content rather than making it with an in-house team.

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F29 terms

• Facebook MarketingFacebook marketing is the use of a brand's Facebook presence and Meta's advertising tools, organic and paid, to reach people, build a following...
• Faceted NavigationFaceted navigation is a filtering system that lets visitors narrow a large set of items, such as products or videos, by combining attributes like size,...
• Fashion PhotographyFashion photography is photography of clothing and accessories made to sell a mood as much as a garment, in campaigns, editorials, lookbooks and e-commerce.
• Featured SnippetA featured snippet is a highlighted block at the top of Google's results that answers the query with text pulled from one page.
• Features of Project ManagementFeatures of project management are the core capabilities a project management system provides: task tracking, scheduling, resourcing, collaboration,...
• FeeA fee is the amount an agency charges for its own services, as distinct from the costs it passes through, and the part of a price that pays for the thinking...
• Film ProductionFilm production is the whole process of making a film, from the first idea and script through pre-production, the shoot and post-production to the finished...
• Filmmaking AutomationFilmmaking automation is the use of software and programmable hardware to do the repeatable parts of making a film, from camera moves and versioning to...
• Filmmaking InnovationFilmmaking innovation is the adoption of new tools, techniques and workflows that change what a film can show, how fast it can be made or what it costs to make.
• Filmmaking TechnologyFilmmaking technology is the set of tools, from cameras and lighting to editing software and production platforms, that decides what a crew can capture and...
• FinanceFinance in a creative agency is the management of the money that moves through the business: what it earns, what it spends, what it owes and what it needs...
• Finance ManagementFinance management is the ongoing work of planning, controlling and reviewing an agency's money, from budgets and payroll to pricing, cash and profit,...
• Financial AccountingFinancial accounting is the recording, summarizing and reporting of a business's transactions in a standard form, so that owners, lenders, investors...
• Financial Advertising AgencyA financial advertising agency is an agency that specializes in marketing for banks, fintechs, insurers, asset managers and other financial services brands.
• Financial ForecastingFinancial forecasting is the practice of predicting a business's future revenue, costs and cash from what it knows today, so that decisions are made...
• Financial MarginsFinancial margins are the share of revenue a business keeps at each stage after costs are deducted, expressed as a percentage, and the clearest measure of...
• Financial MetricsFinancial metrics are the numbers an agency tracks to understand how it is performing: revenue, margin, cash, utilization, profitability by project and...
• First Contentful Paint (FCP)First Contentful Paint is the time from when a page starts loading to the moment the first text or image is drawn on screen.
• First Input Delay (FID)First Input Delay is a retired web performance metric that measured the delay between a visitor's first interaction with a page and the browser...
• Focus KeywordA focus keyword is the single search term a page is written and optimized to rank for.
• Foley Sound ProductionFoley sound production is the recording of everyday sounds, such as footsteps, cloth and handled objects, performed live to picture in a studio so a...
• Forecasting in BusinessForecasting in business is the use of past data, current commitments and informed assumptions to predict what will happen to revenue, costs, demand and...
• FreelancerA freelancer is a self-employed creative or specialist who works for clients and agencies on a project or day basis, without being on anyone's payroll.
• Front-End DevelopmentFront-end development is the building of the part of a website or app that runs in the browser: the layout, the typography, the motion and the interaction a...
• Full StackFull stack describes a developer, or a team, able to build both the front end that visitors use and the back end that runs behind it.
• Full-Service AgencyA full-service agency offers strategy, creative, design, production and media under one roof, so a brand can run its marketing through a single partner.
• Full-Service Creative AgencyA full-service creative agency is a company that can take a brand from strategy through identity, campaigns, film, content and digital without sending the...
• Full-Time Work ScheduleA full-time work schedule is the standard arrangement of around 35 to 40 working hours a week that defines a salaried role, as opposed to part-time,...
• FunnelA funnel is a model of the customer journey that follows people from first hearing about a brand to buying from it, with fewer of them at each stage.

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G54 terms

• GamificationGamification is the use of game mechanics, such as points, levels, challenges, rewards and leaderboards, in products and campaigns that are not games, to...
• Gantt ChartA Gantt chart is a bar chart that lays a project's tasks out against a calendar, showing when each one starts, how long it runs and what depends on what.
• Gated ContentGated content is material a brand only releases after a visitor hands over something in return, usually an email address, so the content doubles as a way to...
• Gateway PageA gateway page is a page built to rank for a search term and pass visitors through to another destination, usually by redirecting them.
• GeminiGemini is Google's family of AI models and the assistant built on them, used across Google Search, Workspace, Android and Google's advertising tools.
• Generative AIGenerative AI is artificial intelligence that creates new text, images, video, audio or code in response to a prompt, based on patterns learned from large...
• Generative Engine Optimization (GEO)Generative engine optimization (GEO) is the practice of shaping a brand's content and presence so that AI answer engines cite it, recommend it and...
• Go-to-market Strategy (GTM)A go-to-market strategy is the plan for how a product or brand will reach its customers, covering who it is for, what it promises, how it is priced and...
• Google AdsGoogle Ads is Google's paid advertising platform, used to reach people through search, shopping, display, video and app campaigns, most often on a...
• Google AdwordsGoogle AdWords was the original name of Google's advertising platform, which was renamed Google Ads in 2018 and is still where most paid search...
• Google AlertsGoogle Alerts is a free service that emails you when new results for a search term you have chosen appear in Google's index.
• Google AnalyticsGoogle Analytics is Google's free web and app analytics platform, which tracks who visits a site, where they came from, what they did and whether they...
• Google AutocompleteGoogle Autocomplete is the feature that predicts and completes a query as a person types it into the search box, based on what others have searched.
• Google BombingGoogle bombing is the manipulation of search rankings by pointing many links with the same anchor text at a page so that it ranks for a phrase it has...
• Google Business ProfileGoogle Business Profile is the free listing that controls how a business appears in Google Search and Google Maps.
• Google CaffeineGoogle Caffeine was a 2010 rebuild of Google's indexing system that let new pages and updates appear in search results within minutes rather than weeks.
• Google DanceThe Google Dance was the period of ranking turbulence that occurred each month in Google's early years while a rebuilt index rolled out across its data...
• Google DiscoverGoogle Discover is a personalized content feed on mobile that shows articles and videos to people based on their interests, without a search query.
• Google HummingbirdGoogle Hummingbird was a 2013 rewrite of Google's core search algorithm that shifted ranking from matching keywords toward understanding the meaning of...
• Google Keyword PlannerGoogle Keyword Planner is a free tool inside Google Ads that shows search volumes, forecasts and keyword ideas for terms people search on Google.
• Google Knowledge GraphThe Google Knowledge Graph is Google's database of real-world entities, people, places, organizations and things, and the relationships between them.
• Google Knowledge PanelA Google Knowledge Panel is the information box that appears in search results for a person, organization or thing, built from Google's Knowledge Graph.
• Google Medic UpdateThe Google Medic Update was a broad core algorithm update in August 2018 that hit health, finance and other Your Money or Your Life sites particularly hard.
• Google Merchant CenterGoogle Merchant Center is the free platform where a retailer uploads its product data so its products can appear in Google Shopping, search results and...
• Google PandaGoogle Panda was a 2011 algorithm update that lowered the rankings of sites with thin, duplicated or low-quality content.
• Google PenaltyA Google penalty is a drop in rankings or removal from search results imposed on a site for violating Google's spam policies.
• Google PenguinGoogle Penguin was a 2012 algorithm update that targeted sites manipulating rankings through spammy or unnatural backlinks.
• Google PigeonGoogle Pigeon was a 2014 algorithm update that improved local search results by tying them more closely to Google's traditional web ranking signals.
• Google SandboxThe Google Sandbox is the widely reported, never confirmed period in which a brand new website struggles to rank for competitive searches no matter how good...
• Google Search AlgorithmThe Google search algorithm is the set of systems Google uses to decide which pages appear for a search and in what order.
• Google Search ConsoleGoogle Search Console is Google's free tool for site owners that shows how a website is crawled, indexed and found in Google search.
• Google Search EssentialsGoogle Search Essentials is Google's published set of requirements and best practices for making a website eligible to appear, and to perform well, in...
• Google Search Quality Rater GuidelinesThe Google Search Quality Rater Guidelines are the public handbook Google gives its human evaluators for judging whether search results are useful,...
• Google StackingGoogle stacking is a link-building tactic that chains together free Google properties, such as Sites, Docs, Drive and Maps, to point links at a target website.
• Google Tag ManagerGoogle Tag Manager is a free tool that lets a marketing team add, change and remove the tracking tags on a website from one dashboard, without editing the...
• Google Top Heavy UpdateThe Google Top Heavy update, also called the page layout algorithm, is a ranking change that demotes pages which push their actual content below a wall of...
• Google TrendsGoogle Trends is Google's free tool for seeing how interest in a search term rises and falls over time, by region and in comparison with other terms.
• GooglebotGooglebot is the web crawler Google uses to discover pages, fetch them and pass them to the index so they can appear in search results.
• Graphic DesignGraphic design is the practice of arranging type, image, color and space to communicate a message clearly and with style.
• Graphic DesignerA graphic designer gives ideas a visual form, arranging type, image, color and space so that a message is understood and remembered.
• Graphics Interchange Format (GIF)A GIF (Graphics Interchange Format) is an image file format that supports simple animation and transparency, which made it the web's default for short...
• Green Room AccessGreen room access is the provision of a private, comfortable space where talent and guests can wait, prepare and recover away from the set or the stage...
• GreenwashingGreenwashing is when a company makes misleading or exaggerated claims about the environmental benefits of its products or practices.
• Grey Hat SEOGrey hat SEO is the use of tactics that are not explicitly forbidden by search engine guidelines but that exist to manipulate rankings rather than to serve...
• Grid LayoutA grid layout is the invisible structure of columns, rows and gutters that designers use to align content consistently across a page, a screen or a system.
• Gross ProfitGross profit is revenue minus the direct costs of delivering the work, before overhead, and the first measure of whether an agency's jobs are priced to...
• Gross Rating Point (GRP)A gross rating point (GRP) is a unit of advertising weight equal to one percent of a target population reached once, calculated by multiplying reach by...
• Group Project SoftwareGroup project software is a shared online workspace where a team plans, assigns, tracks and discusses the work on a project, so everyone sees the same plan...
• GrowthGrowth is the sustained increase in a brand's customers, revenue or reach, and the strategy and creative work that drive it.
• Growth HackingGrowth hacking is a method of growing a product or business through rapid, measurable experiments across marketing, product and data, prioritizing whatever...
• Guerrilla MarketingGuerrilla marketing is unconventional, low-budget marketing that earns attention in public by surprising people rather than by buying space in front of them.
• Guest BloggingGuest blogging is writing an article for someone else's website in exchange for exposure to their audience and, usually, a link back to your own site.
• GuestographicA guestographic is an infographic offered to other websites to publish, with a unique introduction written for each, in exchange for a link back to the source.
• Guiding Metrics DashboardsA guiding metrics dashboard is a single screen that shows the handful of numbers a team has agreed to steer by, updated often enough to change what the team...

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H20 terms

• H1 TagThe H1 tag is the HTML element that marks the main heading of a page, the one line that tells readers and search engines what the page is about.
• HashtagA hashtag is a word or phrase preceded by the # symbol that turns it into a clickable tag, grouping posts on the same subject so people can find and follow...
• Hashtag StrategyA hashtag strategy is a brand's plan for which hashtags to use, create and track, chosen so its posts reach the right audience and its campaigns can be...
• Header TagsHeader tags are the six HTML heading elements, H1 through H6, that give a page its outline so readers can scan it and search engines can understand its...
• HeatmapA heatmap is a visual overlay on a web page that uses color to show where visitors click, move and scroll, so you can see how a page is actually used.
• HeatmappingHeatmapping is the visualization of where visitors click, move, tap and scroll on a page, shown as warm and cool colors laid over the design.
• HierarchyHierarchy is the ordering of elements on a page by importance, so that a reader's eye and a search engine's crawler both understand what matters most.
• High-Speed Camera MovementHigh-speed camera movement is the use of a robotic rig to move a camera through a shot far faster than a human operator could, with the move repeatable to...
• Hire a Project ManagerHiring a project manager means bringing in one person whose whole job is to keep a creative project's scope, schedule, budget and communication on...
• Holistic SEOHolistic SEO is an approach to search that treats the whole site as the thing being ranked: content, technical health, user experience, authority and brand,...
• Hollywood Motion ControlHollywood motion control refers to the high-end, computer-controlled camera rigs developed for feature-film visual effects and now used in commercials and...
• HomepageA homepage is the front page of a website, the one at the root of the domain, where a brand introduces itself and points visitors to everything else.
• HostingHosting is the service that keeps a website's files on a server connected to the internet, and the quality of that service decides how fast, how...
• Hourly RatesAn hourly rate is the price an agency or a freelancer charges for one hour of a person's time, and the unit from which hourly quotes, retainers and...
• Hourly Time TrackingHourly time tracking is the recording of work in hours against tasks, projects or clients, used for billing, measuring productivity and planning who has...
• Hours of AvailabilityHours of availability are the times a freelancer, agency or team member can be reached and can work, agreed up front so clients and colleagues know when to...
• HreflangHreflang is an HTML attribute that tells search engines which language and region each version of a page is meant for, so the right version is shown to the...
• HTTPHTTP (Hypertext Transfer Protocol) is the set of rules browsers and servers use to request and deliver web pages, and the reason every web address starts...
• HTTPSHTTPS is the secure version of HTTP, in which the traffic between a browser and a website is encrypted so that nobody in between can read or alter it.
• HyperlinkA hyperlink is a clickable reference in a page that takes the reader to another page, file or place, and it is the mechanism the web is built on.

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I51 terms

• IdeaAn idea is the central thought that a campaign, a film or a brand is built on, the thing that makes it worth making.
• Ideation SessionsAn ideation session is a structured meeting where a team generates, builds on and narrows down ideas to answer a creative brief or solve a problem.
• IllustrationIllustration is drawn or painted imagery, by hand or digitally, made to explain, decorate or give personality to a brand, a story or a product.
• Image OptimizationImage optimization is the work of making the pictures on a website as small, fast and well described as they can be without losing the quality the brand needs.
• Image SitemapAn image sitemap is an XML file, or a set of image entries inside a regular sitemap, that tells search engines which images a site wants indexed and which...
• Immersive ExperiencesImmersive experiences are physical or digital environments that surround an audience with a brand's story so that people live it rather than watch it.
• Inbound LinksAn inbound link is a link from another website to yours, and the number and quality of them is one of the strongest signals search engines use to judge a...
• Inbound MarketingInbound marketing is the practice of earning customers by publishing what they are already looking for, so they find the brand instead of the brand chasing...
• Independent AgenciesIndependent agencies are creative, media or marketing firms owned by their founders or staff rather than by a holding company, which leaves them free to...
• IndexThe index is the database in which a search engine stores the pages it has crawled and understood, and only pages in the index can appear in search results.
• Index BloatIndex bloat is what happens when a search engine indexes far more pages from a site than have any value, so the pages that matter are diluted by pages that...
• IndexabilityIndexability is whether a search engine is able and permitted to add a page to its index, which is the precondition for that page appearing in any search...
• Industry BenchmarksIndustry benchmarks are reference figures, such as typical engagement rates, conversion rates, costs or margins, that show how a business's performance...
• Industry TrendsIndustry trends are the shifts in technology, consumer behavior, culture and competition that change how an industry works and what its customers expect.
• InfluencerAn influencer is a creator with an audience that trusts their taste, whose recommendation can move that audience toward a brand.
• Influencer CampaignsAn influencer campaign is a planned piece of marketing in which a brand pays or partners with creators to make and share content about it with their own...
• Influencer ContentInfluencer content is content made by or with creators who have their own audiences, published in partnership with a brand to borrow their reach and...
• Influencer MarketingInfluencer marketing is the practice of partnering with people who have a trusted following, so a brand's message reaches an audience through a voice...
• Influencer OutreachInfluencer outreach is the process of finding creators who fit a brand, contacting them and building the relationship that leads to a partnership.
• Influencer Partnership ManagerAn influencer partnership manager is the person who finds, signs and runs a brand's relationships with creators, keeping each partnership on brief, on...
• InfographicAn infographic is a single visual that explains information, data or a process through charts, illustration and short text.
• Infographic DesignInfographic design is the craft of turning data or a complex process into a clear, accurate visual that people can understand at a glance.
• Informational QueryAn informational query is a search made to learn something rather than to buy something or reach a particular site, and it is the largest category of...
• Innovation AgencyAn innovation agency is a firm hired to invent what a brand should make next, from new products and services to new ways of reaching people, rather than to...
• Innovation LabsAn innovation lab is a dedicated team or space, inside a brand or an agency, set aside to experiment with new technology, formats and ideas without the...
• InstagramInstagram is Meta's photo and video app, where people and brands share images, stories and short vertical videos called reels with their followers and...
• Instagram MarketingInstagram marketing is the use of Instagram's posts, stories, reels, ads and shopping tools to grow a brand's audience and turn attention into sales.
• Instagram StrategiesAn Instagram strategy is a brand's plan for what it posts on Instagram, for whom, in which formats and how often, so that the account builds an...
• InstallationsAn installation is a physical work built for a specific space, such as a store, an event or a public site, that lets people experience a brand rather than...
• Integrated CampaignsAn integrated campaign is a marketing campaign that carries one idea consistently across every channel it runs on, from film and social to out-of-home, PR...
• Integrated Marketing AgencyAn integrated marketing agency is an agency that plans and produces a brand's work across every channel from one strategy, so the pieces behave as a...
• IntegrationIntegration is the connection of separate software systems so they share data and trigger each other automatically, instead of people copying information...
• Interaction to Next Paint (INP)Interaction to Next Paint (INP) is the Core Web Vitals metric that measures how quickly a page responds visually after a user taps, clicks or types.
• Interactive AR FiltersInteractive AR filters are camera effects that add digital objects, makeup, games or scenery to a live image, which people play with and share on social...
• Interactive ContentInteractive content is material that asks the audience to do something, such as tap, choose, answer or play, rather than only watch or read.
• Interactive DesignInteractive design is the design of how a digital thing responds to a person: what happens when they click, scroll, drag, type or wait, and how it feels...
• Interactive ExperiencesAn interactive experience is a piece of brand work that responds to what people do, from an installation they can touch to a website they can play.
• Interactive InstallationsAn interactive installation is a physical piece in a store, a lobby, an event or a public space that responds to the people who approach it, blending...
• Interactive Media PlannerAn interactive media planner is the person who decides where a brand's digital advertising should run, building plans across search, social, video,...
• Interactive StorytellingInteractive storytelling is narrative in which the audience makes choices that shape what they see, hear or discover.
• Interactive Video ProductionInteractive video production is the making of video that responds to the viewer, through choices, clickable elements, branching paths or personalized...
• Internal LinksAn internal link is a link from one page on a website to another page on the same site, and together they form the structure that readers and search engines...
• International SEOInternational SEO is the practice of structuring and optimizing a website so that search engines show the right language and country version to people in...
• Internet of Things (IoT)The Internet of Things (IoT) is the network of everyday physical objects, from speakers and watches to cars and store shelves, that carry sensors and...
• Interstitial AdAn interstitial ad is a full-screen ad that appears at a natural pause in an app or website, such as between levels of a game or between pages, and covers...
• Invoice SoftwareInvoice software is an application that creates, sends and tracks invoices and records the payments against them, so that billing takes minutes instead of...
• InvoicingInvoicing is the process of billing a client for work: deciding what is owed, when, under what terms, and sending a document that gets it paid.
• Invoicing SoftwareInvoicing software is a tool that creates, sends and tracks invoices, automates payment reminders and records what has been paid, so a business gets paid...
• IP DevelopmentIP development is the creation of original, ownable creative properties, from series and formats to characters and products, that a brand or studio controls...
• IT Resource Management SoftwareIT resource management software is a system for assigning technical people, equipment and budget to the projects that need them, and for seeing when they...
• IT Time TrackingIT time tracking is the practice of logging developer and technical hours against specific tasks and clients so the work can be billed, planned and improved.

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J4 terms

• JingleA jingle is a short, catchy piece of music written for a brand, usually with the brand name or slogan sung in it, to make its advertising memorable.
• Job CostingJob costing is the accounting method that tracks every hour, expense and overhead charge against a specific project, so a business knows what each job...
• Joint VentureA joint venture is a business arrangement in which two or more companies pool resources to pursue a specific project or enterprise together, sharing its...
• Journey MapA journey map is a visual record of the steps, thoughts and feelings a person goes through while dealing with a brand, product or service over time.

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K29 terms

• Key Account ManagementKey account management is the practice of giving a company's most important clients dedicated senior attention, so each relationship is kept, grown and...
• Key ArtKey art is the single defining image of a campaign or a release, built to carry the whole story in one frame.
• Key AttributesKey attributes are the few features or qualities that make a product or brand worth choosing, and they anchor its positioning and every message built on it.
• Key MessageA key message is the single most important thing a brand wants its audience to understand and remember from a campaign or a piece of communication.
• Key Performance Indicators (KPIs)A key performance indicator (KPI) is a measurable value, chosen in advance, that shows whether a business, a team or a campaign is making progress toward...
• Keyword AnalysisKeyword analysis is the evaluation of search terms by volume, difficulty, intent and value, to decide which ones a site should try to rank for and how.
• Keyword CannibalizationKeyword cannibalization is what happens when several pages on the same site target the same search, so they compete with each other and none of them ranks...
• Keyword ClusteringKeyword clustering is the practice of grouping related search terms into topics so that one page can target a whole cluster instead of a single phrase.
• Keyword DensityKeyword density is the percentage of words on a page that are a given keyword, an early on-page SEO measure that matters far less to search engines now than...
• Keyword DifficultyKeyword difficulty is an estimate, usually scored from 0 to 100, of how hard it would be for a new page to rank on the first page of results for a given...
• Keyword MappingKeyword mapping is the process of assigning each target keyword or cluster of keywords to one specific page on a site, so every search has a home and no two...
• Keyword RankingKeyword ranking is the position a page holds in the search results for a particular term, and tracking it over time is how SEO progress is measured.
• Keyword ResearchKeyword research is the process of finding out what people type into search engines about a subject, how often, and with what intent, so that content and...
• Keyword StemmingKeyword stemming is the way search engines reduce words to their root so that a search for one form of a word also matches its plurals, tenses and variations.
• Keyword StuffingKeyword stuffing is the practice of loading a page with a search term far more often than natural writing would, in an attempt to rank for it, and search...
• KeywordsKeywords are the words and phrases people type into a search engine, and the terms a page is written to be found for.
• Kick OffA kick-off is the meeting that officially starts a project, where the team, the client, the scope, the schedule and the ways of working are set in one room.
• Kick Off Meeting PurposeThe purpose of a kick-off meeting is to align the client and the team on goals, scope, timeline and roles before any work begins.
• Kinetic TypographyKinetic typography is animated text, where words move, grow, shrink and transform on screen to carry rhythm, emphasis and emotion alongside their meaning.
• KPI AdvertisingA KPI in advertising is the number a campaign is judged by, chosen before launch, from reach and click-through rate to conversions and return on ad spend.
• KPI AgencyA KPI agency is an agency whose work, and sometimes whose fee, is judged against key performance indicators agreed with the client at the start of the...
• KPI DevelopmentKPI development is the process of choosing, defining and agreeing the small set of measures that will tell a team whether its work is achieving the business...
• KPI DigitalA digital KPI is a key performance indicator drawn from digital channels, such as website traffic, conversion rate, cost per acquisition or engagement rate,...
• KPI Digital MarketingA KPI in digital marketing is a key performance indicator, a measurable number such as click-through rate, cost per lead, conversion rate or customer...
• KPI ExamplesKPI examples are the concrete measures, such as conversion rate, cost per acquisition, bounce rate and return on investment, that teams use to track whether...
• KPI in Digital MarketingA KPI in digital marketing is a measurable value, such as cost per lead, conversion rate or return on ad spend, that shows whether online marketing activity...
• KPI ProfitabilityKPI profitability is the practice of judging an agency's key performance indicators by whether they lead to profit, so that the numbers a team chases...
• KPI SoftwareKPI software is the category of tools that collect performance data from many sources, calculate key performance indicators and present them on dashboards...
• KPIs (Key Performance Indicators)A key performance indicator (KPI) is a measurable value that shows how effectively a team, a campaign or a business is achieving a specific goal.

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L33 terms

• Landing PageA landing page is a standalone web page built for one audience and one goal, usually the page people arrive on after clicking an ad, an email or a search...
• Landing PagesA landing page is a single web page built for one audience and one action, where visitors arrive from an ad, an email or a search and are asked to do one thing.
• Largest Contentful Paint (LCP)Largest Contentful Paint (LCP) is the Core Web Vitals metric that measures how long a page takes to display its largest visible element, which is usually...
• Latent Semantic IndexingLatent semantic indexing is a technique that maps which words tend to appear together so a search engine can understand what a page is about beyond its...
• Lead GenerationLead generation is the process of attracting people who are interested in a product or service and capturing their contact details so the business can...
• Lifestyle ShootsA lifestyle shoot captures a product or a brand in real-world settings with real-looking people, so the audience sees the thing in use rather than on a...
• Link BuildingLink building is the work of earning links from other websites to yours, which search engines read as votes of confidence.
• Link Building StrategiesLink building strategies are the repeatable approaches a site uses to earn backlinks, from digital PR and guest writing to partnerships and broken link...
• Link EquityLink equity is the ranking value a link passes from one page to another, shaped by the authority of the linking page and how it links.
• Link ExchangeA link exchange is an arrangement where two websites agree to link to each other, which search engines tolerate in small doses and penalize at scale.
• Link FarmA link farm is a group of websites built to link to each other and to paying customers in order to manipulate search rankings.
• Link PopularityLink popularity is a measure of how many sites link to a page and how trusted those sites are, used by search engines as a signal of importance.
• Link ProfileA link profile is the complete picture of every backlink pointing at a website: where they come from, what they say and how natural the mix looks.
• Link ReclamationLink reclamation is the process of recovering backlinks that were lost, broken or never completed, such as a mention of your brand that has no link attached.
• Link RotLink rot is the gradual breaking of links over time as the pages they point to are moved, deleted or taken offline.
• Link SchemeA link scheme is any arrangement intended to manipulate a site's ranking by creating links that were not earned, which violates Google's spam...
• Link SpamLink spam is the mass creation of low-quality or irrelevant links to manipulate search rankings, and search engines are built to ignore or punish it.
• Link TitleA link title is the optional title attribute on an HTML link that shows a short description when someone hovers over it.
• Link VelocityLink velocity is the rate at which a website gains or loses backlinks over time, which search engines compare against what looks natural for a site of its kind.
• Live StreamA live stream is video broadcast over the internet as it happens, letting an audience watch and respond in real time.
• Local CitationsA local citation is any online mention of a business's name, address and phone number, on a directory, a map, a social profile or a news site, that...
• Local PackThe local pack is the block of three business listings with a map that Google shows for searches with local intent, drawn from Google Business Profile data.
• Local Search MarketingLocal search marketing is the practice of reaching customers who search for products and services near them, through local listings, local content and...
• Local SEOLocal SEO is the practice of optimizing a business's online presence so it appears in search results for people looking nearby.
• Localization ManagerA localization manager adapts a brand's content, campaigns and products for different languages, cultures and markets so that the work lands as...
• Location ServicesLocation services are the technologies that let a phone, app or website work out where a user is, using GPS, Wi-Fi, cell towers and Bluetooth, so it can...
• Log File AnalysisLog file analysis is the examination of a web server's access logs to see exactly how search engine crawlers and visitors request pages on a site.
• Logo DesignLogo design is the craft of creating the mark that identifies a brand, built to be recognizable at any size, in any medium, for years.
• Long-Form ContentLong-form content is any piece, written or filmed, that is long enough to go deep: a documentary, a feature article, a guide, a series, rather than a post...
• Long-Tail KeywordA long-tail keyword is a longer, more specific search phrase with lower volume and clearer intent than a broad head term.
• LookbooksA lookbook is a curated set of images that presents a collection or a brand's style, showing how the pieces look together and how they are meant to be...
• Looker StudioLooker Studio is Google's free reporting tool for building live dashboards that pull data from analytics, advertising and search platforms into one view.
• LSI KeywordsLSI keywords are terms and phrases semantically related to a page's main topic, used in SEO to help search engines understand what the content is about...

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M78 terms

• Machine Learning in MarketingMachine learning in marketing is the use of algorithms that learn from data to predict customer behavior and make decisions automatically, such as who sees...
• Makeup & Wardrobe SpaceA makeup and wardrobe space is the dedicated area on a shoot where talent has hair and makeup done, gets dressed and is kept camera-ready between setups.
• Management SoftwareManagement software is any system that organizes a company's work, people and information so the operation runs on one set of facts instead of a...
• Management ToolsManagement tools are the instruments, from software to meeting rituals, that leaders and producers use to plan work, see its status and keep people pointed...
• Managerial AccountingManagerial accounting is the internal use of financial information, in whatever form helps, to budget, forecast, price and control costs inside a business.
• Managing DirectorA managing director is the senior executive who runs an agency's business day to day, accountable for its clients, its people, its finances and its...
• Manual ActionA manual action is a penalty applied by a human reviewer at Google when a site is found to violate its spam policies, reported in Search Console.
• MarginMargin is the difference between what a business earns on its work and what that work costs, expressed as a percentage of revenue.
• Market IntelligenceMarket intelligence is the ongoing gathering and analysis of information about a market, including its customers, competitors and conditions, to guide a...
• Market Intelligence AnalystA market intelligence analyst is the person who watches a brand's market for it, tracking competitors, customers and trends and turning what they find...
• Market ResearchMarket research is the gathering and analysis of information about customers, competitors and markets, used to make better decisions about products,...
• Market SaturationMarket saturation is the point at which a category has more products than demand, so growth stops coming from new customers and starts coming from taking...
• Market TrendsMarket trends are the sustained directions in which a market is moving, in what people buy, how they buy it and what they expect from brands, observed over...
• MarketingMarketing is the work of understanding what people want and connecting them with a brand, product or service that offers it, through strategy, creative,...
• Marketing Agency ERPA marketing agency ERP is a single system that runs an agency's projects, time, resourcing, billing and reporting, so the business is managed from one...
• Marketing Agency StrategyMarketing agency strategy is the plan an agency uses to position itself, choose which clients and services to pursue, and win and keep the work that fits it.
• Marketing AnalystA marketing analyst measures how campaigns and channels perform and turns the results into recommendations that make the next campaign better targeted and...
• Marketing AttributionMarketing attribution is the practice of working out which ads, channels and touchpoints led to a sale or a sign-up, so a brand can see what is working and...
• Marketing AutomationMarketing automation is the use of software to run repetitive marketing tasks, such as sending emails, scoring leads and triggering messages, automatically...
• Marketing Automation SpecialistA marketing automation specialist builds and maintains the systems that send the right message to the right person without a human pressing send.
• Marketing FunnelsA marketing funnel is a model of the stages people move through on the way to becoming customers, from first awareness to consideration, purchase and beyond.
• Marketing Software For AgenciesMarketing software for agencies is the stack of tools an agency uses to run client work and its own business, covering project management, CRM, automation,...
• Marketing Technology StackA marketing technology stack is the set of software tools a company uses to plan, run and measure its marketing, connected so that data flows between them.
• Marketing Traffic ManagerA marketing traffic manager controls the flow of work through a marketing team, assigning resources, tracking deadlines and clearing bottlenecks before they...
• Marketing TrendsMarketing trends are lasting shifts in how people discover, choose and talk about brands, and in the tools, formats and channels marketers use to reach them.
• MasteringMastering is the final technical pass on a finished audio mix, setting its loudness, tone and format so it plays correctly and consistently everywhere it is...
• Media BuyerA media buyer negotiates and purchases the advertising space where a campaign runs, from social and search to television, out-of-home and streaming, to...
• Media BuyingMedia buying is the work of purchasing advertising space and time, negotiating price and placement, and making sure ads run where, when and how they were...
• Media CostMedia cost is the price paid to place an ad in front of an audience, bought by the impression, the click, the action or at a flat rate, and tracked...
• Media Holding CompaniesMedia holding companies are the large corporations that own networks of advertising, media and marketing agencies, such as WPP, Omnicom, Publicis and IPG.
• Media PlannerA media planner decides where, when and how often a campaign's ads should run so that the right audience sees them enough times, at the lowest cost...
• Media PlanningMedia planning is the process of deciding where, when and how often a brand's advertising should appear to reach its audience within its budget.
• Media Planning and BuyingMedia planning and buying is the work of deciding where, when and how often a brand's advertising should run, then negotiating and purchasing that space.
• Media RelationsMedia relations is the work of building and maintaining relationships with journalists, editors and producers so that a brand's stories reach the press...
• Media Relations CoordinatorA media relations coordinator supports a public relations team by building media lists, tracking coverage, drafting press materials and keeping journalists...
• Meeting ManagementMeeting management is the practice of planning, running and following up meetings so that each one has a purpose, a decision and an owner for what happens next.
• MerchMerch, short for branded merchandise, is the clothing and objects a brand makes so that fans can wear, use and show off their connection to it.
• MessagingMessaging is the framework of what a brand says about itself and how it says it, used to keep every campaign, page and conversation consistent.
• Messaging SystemsMessaging systems are tools for sending real-time messages between people, inside a company through team chat and outside it through messaging apps, SMS and...
• Meta DescriptionA meta description is the short summary of a web page, written into its HTML, that search engines may show beneath the page title in results.
• Meta KeywordsThe meta keywords tag is an HTML element that once listed a page's target keywords for search engines and is now ignored by Google and most major engines.
• Meta RedirectA meta redirect is an instruction in a page's HTML that tells the browser to load a different URL, with or without a delay, instead of a redirect sent...
• Meta RefreshA meta refresh is an HTML tag that makes a browser reload the current page or load a new URL after a set number of seconds.
• Meta TagsMeta tags are snippets of HTML in a page's head that describe the page to browsers, search engines and social platforms without appearing on the page...
• Meta TitleThe meta title is the title tag in a page's HTML head, shown as the clickable headline in search results and the label on a browser tab.
• Metadata OptimizationMetadata optimization is the practice of writing and refining a page's title, description, structured data and other hidden descriptors so search...
• Metrics in BusinessMetrics in business are the measured quantities a company tracks, such as revenue, margin, churn and conversion rate, to judge performance and make decisions.
• MicrodataMicrodata is a way of embedding structured data in HTML by adding attributes to existing tags so search engines can identify entities like products, events...
• MicrositeA microsite is a small, self-contained website, often on its own address, built for a single campaign, product, event or story apart from a brand's...
• Middle of the Funnel Content (MOFU)Middle of the funnel content is the material a brand makes for people who already know it exists and are now deciding whether it is right for them.
• Milestone ReviewsMilestone reviews are the scheduled checkpoints in a project where the client and the team look at the work so far, confirm it is on course and decide...
• MinificationMinification is the process of stripping unnecessary characters from code, such as spaces, line breaks and comments, so that files are smaller and pages...
• Minimalist DesignMinimalist design is an approach that reduces a page, product or identity to its essential elements, using space, restraint and a few strong choices to make...
• Mirror SiteA mirror site is an exact copy of a website hosted on a different server or address and kept in sync with the original, to share load, add redundancy or...
• Mission StatementA mission statement is a short declaration of what an organization exists to do, for whom, and why it matters.
• Mixed Reality (MR)Mixed reality (MR) is technology that places interactive digital objects into a live view of the real world so that they respond to real surfaces, objects...
• MixingMixing is the stage of audio post-production where dialogue, music, effects and atmospheres are balanced, placed and shaped into a single finished soundtrack.
• Mobile Marketing SpecialistA mobile marketing specialist plans and runs the marketing that reaches people on their phones, from SMS and push notifications to in-app campaigns and...
• Mobile-First DesignMobile-first design is the practice of designing a website or product for the smallest screen first, then expanding the layout for tablets and desktops.
• Mobile-First IndexingMobile-first indexing is Google's practice of crawling and indexing the mobile version of a website as the primary version used for ranking.
• Mobile-ResponsiveA mobile-responsive website is one whose layout, images and controls adapt automatically to a phone screen, so it can be used fully without zooming or...
• Monthly RetainerA monthly retainer is a fixed fee paid each month for ongoing access to an agency's time and expertise, instead of pricing each piece of work on its own.
• Motion Capture CinematographyMotion capture cinematography is the craft of recording real human or camera movement as data and using it to drive digital characters, virtual cameras and...
• Motion Control RigA motion control rig is a motorized camera support that stores a camera move as data and replays it exactly, so every take follows the same path at the same...
• Motion DesignMotion design is the craft of bringing graphic design into movement, animating type, shapes, illustration and interface elements so that they communicate...
• Motion GraphicsMotion graphics are animated graphic design: type, shapes, logos and data set in motion to explain, introduce or brand a piece of video.
• Motion Graphics DesignMotion graphics design is the craft of animating type, shapes, illustration and imagery to carry a message on screen, from a title sequence to a product...
• Motion Graphics DesignerA motion graphics designer makes graphic design move, animating type, logos, illustration and data into sequences for film, social, broadcast and screens.
• Motion Path ProgrammingMotion path programming is the plotting of a camera's or an animated element's movement through space as a defined, repeatable path, so a move can...
• Motion-Controlled Camera SystemsA motion-controlled camera system is a computer-driven rig that moves a camera along a programmed path, so the same move can be repeated exactly, take after...
• Multi Project TimelineA multi-project timeline is a single schedule that shows every active project side by side, so overlaps, crunches and free capacity are visible at once.
• Multi-Cam ShootsA multi-cam shoot records a scene with two or more cameras rolling at the same time, so an editor can cut between angles without the subject repeating the...
• Multi-Camera ShootsA multi-camera shoot is a production filmed with several cameras rolling simultaneously, so that fast-moving or live action can be covered from every angle...
• Multi-Disciplinary AgencyA multi-disciplinary agency is a creative company that brings several distinct crafts, such as strategy, design, film, digital and technology, together in...
• Multicultural CampaignsA multicultural campaign is marketing built to reach audiences across different cultural, ethnic and linguistic communities, with creative shaped by each...
• Music CompositionMusic composition is the writing of original music, for a film, a campaign or a brand, by a composer working to a brief and usually to picture.
• Music SupervisionMusic supervision is the craft of choosing the music for a film, campaign or brand, and securing the rights to use it.
• Music VideosA music video is a short film made to accompany a song, built to give the music a visual identity and the artist a face in front of an audience.

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N21 terms

• Name Address Phone Number (NAP)NAP is a business's name, address and phone number, which must appear identically across its website, Google Business Profile and every directory for...
• NamingNaming is the process of creating the name for a company, product or service, chosen to be distinctive, memorable and legally ownable.
• Naming and MessagingNaming and messaging is the verbal identity work that creates what a brand is called and what it says, so that it is introduced and remembered the same way...
• Native AdvertisingNative advertising is paid content designed to match the look, feel and format of the platform it appears on, such as a sponsored article on a news site or...
• Natural LinkA natural link is a link to your site that another site added on its own, because your page was worth pointing to, with no payment, exchange or request...
• NavboostNavboost is a Google ranking system that uses how people actually click on and engage with search results to adjust which pages rank, rewarding results that...
• Navigational QueryA navigational query is a search made to reach a specific website or brand, such as typing a company name into Google instead of the address bar.
• Net ProfitNet profit is what remains of a business's revenue after every cost has been paid, including overhead, interest and tax, and the truest measure of...
• Net Promoter ScoreNet Promoter Score is a customer loyalty metric calculated from one question: how likely are you to recommend us to a friend or colleague, scored from 0 to 10.
• Network AgencyA network agency is an advertising or marketing agency owned by a holding company, operating as part of a global group of agencies.
• New Format ExperimentsA new format experiment is a small, deliberate test of an unfamiliar format, platform or technology, run to learn whether it deserves a bigger investment.
• NewsjackingNewsjacking is the practice of tying a brand's message or content to a breaking news story or trending moment, while it is still unfolding, to gain...
• NewsletterA newsletter is a regular publication, usually sent by email, that a brand shares with its subscribers to keep them informed and engaged between purchases.
• NFT Art CampaignsNFT art campaigns are marketing programs built around digital artworks issued as blockchain tokens, used to create scarcity, ownership and a collector...
• Niche MarketA niche market is a small, clearly defined segment of a larger market, with specific needs that a business can serve better than broader competitors.
• No Image IndexNoimageindex is a robots directive that tells search engines not to index the images on a page, so they do not appear in image search results.
• No SnippetNo snippet is a directive that tells search engines not to show a text preview, or an AI-generated summary, of a page in their results, so the listing...
• NoFollowNofollow is a link attribute that tells search engines a site does not vouch for the page it links to and should not pass ranking credit through the link.
• Noindex TagA noindex tag is a robots directive that tells search engines not to include a page in their index, so it will not appear in search results.
• NoopenerNoopener is a value for a link's rel attribute that stops a page opened in a new tab from accessing or controlling the page that opened it.
• NoreferrerNoreferrer is a value for a link's rel attribute that tells the browser not to pass on the address of the page a visitor came from when they follow the...

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O31 terms

• Off-Page SEOOff-page SEO is everything done outside a website to raise its authority and visibility in search, chiefly earning links, mentions and reputation across the...
• Omni-Channel ExperiencesAn omni-channel experience is a customer experience in which every channel a brand uses, from stores and websites to apps, social media and customer...
• OmnichannelOmnichannel is an approach to marketing and retail in which every channel a brand uses, online and off, works together as one connected experience for the...
• Omnichannel Marketing CoordinatorAn omnichannel marketing coordinator keeps a brand's campaigns consistent across every channel, so the story in the store, the inbox, the feed and the...
• On RetainerOn retainer means a client pays an agency a fixed fee each month for ongoing access to its people and its time, instead of commissioning each piece of work...
• On-Location PhotographyOn-location photography is photography shot in real places outside a studio, using the setting, its light and its atmosphere as part of the image.
• On-Page SEOOn-page SEO is the optimization of everything within a web page, from its content and headings to its metadata and internal links, so search engines can...
• On-Time TrackingOn-time tracking measures how often work is delivered by its agreed date, turning reliability into a number a team can watch and improve.
• OOH (Out Of Home)OOH, short for out of home, is the media category for advertising people see outside their homes, including billboards, transit, street furniture,...
• OOH CampaignsAn OOH campaign is a coordinated run of out-of-home advertising, such as billboards, transit posters and digital screens, planned around one idea, one...
• Open Graph Meta TagsOpen Graph meta tags are small pieces of code in a web page's head that tell social platforms and messaging apps which title, description and image to...
• Open-Source SystemAn open-source system is software whose source code is publicly available for anyone to use, study, modify and share under the terms of its license.
• Operational EfficiencyOperational efficiency is how much useful work a business produces for the time, money and people it spends, and how little of that spend is lost to friction.
• Operations ManagerAn operations manager keeps an agency's people, processes and tools working together so that projects are delivered on time, on budget and without the...
• Opt-In EmailOpt-in email is email marketing sent only to people who have actively agreed to receive it, which builds trust and keeps a brand on the right side of spam...
• Organic Growth BusinessAn organic growth business is one that grows mainly through its own products, reputation, referrals and search visibility, rather than through acquisitions...
• Organic Search ResultsOrganic search results are the unpaid listings on a search engine results page, ranked by the engine's algorithm rather than purchased as advertising.
• Organic Social GrowthOrganic social growth is the increase in a brand's audience and engagement on social media that comes from its content and community rather than from...
• Organic TrafficOrganic traffic is the visitors a website receives from unpaid search engine results, as distinct from paid ads, social, referrals or direct visits.
• Original ScoresAn original score is music composed specifically for a film or a campaign, written to follow the picture's emotional structure from beginning to end...
• Orphan PageAn orphan page is a page on a website that no other page on the site links to, leaving it reachable only by direct URL or from outside.
• Out-of-Home Advertising (OOH)Out-of-home advertising is the craft of making ads for public spaces, such as billboards, transit, street furniture and digital screens, that people see...
• OutreachOutreach is the deliberate act of contacting people outside your organization, such as press, partners, creators or prospects, to start a relationship or...
• Over-optimizationOver-optimization is pushing SEO tactics past the point of usefulness, with keyword stuffing, forced links and manipulative structure that search engines...
• OverheadOverhead is every cost of running a business that is not tied to a specific project: rent, software, admin, insurance and the hours nobody can bill.
• Overhead CalculationOverhead calculation is the process of totaling the indirect costs of running a business, such as rent, software, insurance and non-billable salaries, and...
• Overhead CostAn overhead cost is any expense a business incurs to operate that is not tied to a specific client job, from rent and software to the salaries of people who...
• Overhead Costs FormulaThe overhead costs formula divides a business's total indirect costs by its total billable hours to give the overhead each hour of sold work must carry.
• Overhead Rate CalculationOverhead rate calculation is the process of working out how much indirect cost applies to each hour, or each dollar, of billable work, so that an...
• Overtime TrackingOvertime tracking is the practice of recording the hours people work beyond their standard day or week, so those hours can be paid, billed and planned for...
• Owned Media StrategiesAn owned media strategy is a plan for using the channels a brand controls itself, such as its website, email list, journal, app and video library, to reach...

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P86 terms

• P&L ReportA P&L report, or profit and loss statement, summarizes a business's revenue, costs and expenses over a period to show whether it made or lost money.
• PackagingPackaging is the physical container and presentation of a product, designed to protect it, explain it and sell it at the moment of purchase.
• Packaging DesignPackaging design is the creation of the containers, labels and unboxing experience for a product, combining structure, graphics and strategy to sell it on...
• Page SpeedPage speed is how quickly a web page loads and becomes usable, measured in seconds and in the metrics Google calls Core Web Vitals.
• Page ViewsA page view is one load of one page by one visitor, counted every time the page is opened or reloaded.
• PageRankPageRank is Google's original algorithm for scoring a page's authority by the number and quality of the links pointing to it.
• Pages Per SessionPages per session is the average number of pages a visitor views in one visit to a website.
• PageSpeed InsightsPageSpeed Insights is Google's free tool that measures how fast a page loads for real visitors and in the lab, and lists what to fix.
• Paid LinkA paid link is a link to your site that you bought, traded for or otherwise compensated someone for, which search engines treat as a vote you are not...
• Paid Media CampaignsPaid media campaigns are advertising a brand pays to place, across search, social, display, video, audio, out of home and connected TV, to drive awareness,...
• Paid Social CreativePaid social creative is the set of videos, images and copy made specifically to run as advertising on social platforms, built to stop the scroll and earn...
• Paid Social Media AdsPaid social media ads are promoted posts and placements a brand buys on social platforms to put its message in front of a chosen audience.
• Parallax ScrollingParallax scrolling is a web design technique in which background and foreground layers move at different speeds as a visitor scrolls, creating an illusion...
• Parasite SEOParasite SEO is the practice of publishing content on a powerful third-party website to borrow its authority and rank for search terms your own site could not.
• Partial BillingPartial billing is invoicing a project in stages, at milestones or fixed intervals, instead of one bill at the end.
• Partial InvoiceA partial invoice is a bill for a portion of a project's total, issued when a phase or a milestone is complete rather than waiting for the whole job to...
• Pay-Per-Click (PPC)Pay-per-click (PPC) is an advertising model in which the advertiser pays a fee each time someone clicks on the ad, most commonly used in search and social...
• People Also AskPeople Also Ask is the box of expandable questions Google shows in its results, each one answered with a snippet from a web page.
• Performance AnalyticsPerformance analytics is the measurement of how a campaign or a piece of content actually performed, in clicks, views, conversions and cost, so the next one...
• Performance CreativePerformance creative is advertising made to be measured: ads, landing pages and variants designed, tested and replaced according to the numbers they produce.
• Performance Marketing ManagerA performance marketing manager leads the paid, measurable side of marketing, running campaigns across search, social and other channels where every dollar...
• PersonaA persona is a fictional but research-based profile of a typical user or customer, used to keep a team's design and messaging decisions focused on real...
• Persona DevelopmentPersona development is the process of turning audience research into a few named, lifelike profiles that a team can design, write and plan for.
• Personal BrandingPersonal branding is the deliberate shaping of how an individual is seen professionally, through what they say, make, share and stand for.
• Personal Time TrackingPersonal time tracking is the habit of logging your own hours, by task or project, to see where your working day actually goes.
• PhotographyPhotography is the making of still images for a brand, from campaign and product shots to editorial, portrait and behind-the-scenes work.
• Pillar PageA pillar page is a long, comprehensive page that covers a whole topic and links out to a cluster of narrower pages on each part of it.
• Pinterest MarketingPinterest marketing is the use of Pinterest's pins, boards and ads to put a brand's products and ideas in front of people who are actively...
• Pitch DeckA pitch deck is a short presentation that sets out an idea, a company or a creative proposal, used to persuade clients, partners or investors in a meeting...
• Pitch Deck CreationPitch deck creation is the process of researching, writing, designing and rehearsing the presentation a company or agency uses to win investment, clients or...
• PlanningPlanning is the work of deciding, before anything is made, what a project will deliver, in what order, by whom, by when and with what money.
• Platform ManagementPlatform management is the ongoing work of running the tools a brand publishes and advertises through, from its content management system to its ad accounts...
• Platform OptimizationPlatform optimization is the work of tuning content, creative and spend to the specific rules, formats and audiences of each platform it runs on.
• PM Scheduling SoftwarePM scheduling software is project management software built around the calendar, used to place every task, person and milestone of a project on specific dates.
• PM SoftwarePM software is the project management software a team uses to plan work, assign it, track deadlines and keep everyone looking at the same schedule.
• PM ToolsPM tools are the software, templates and routines a team uses to plan, assign, track and report on project work.
• PMO Software ToolsPMO software tools are the systems a project management office uses to oversee many projects at once, standardize how they are run and decide where people...
• PO Number TrackingPO number tracking is the practice of recording a client's purchase order number against every project, estimate and invoice so that work is authorized...
• PO Purchase OrderA purchase order (PO) is a document a client issues to confirm what they are buying, from whom and for how much, and the reference every invoice on the job...
• Podcast ProductionPodcast production is the work of planning, recording, editing and publishing an audio or video series that people subscribe to.
• Pogo-StickingPogo-sticking is when a searcher clicks a result, quickly returns to the results page and clicks a different one, because the first page did not answer the...
• Pomodoro TechniqueThe Pomodoro Technique is a time management method that breaks work into 25-minute focused intervals separated by short breaks.
• Pop-UpsA pop-up is a window or overlay that appears on top of a web page to show an offer, a sign-up form or a notice, usually triggered by time, scrolling or an...
• Portable Network Graphics (PNG)A PNG (Portable Network Graphics) is a lossless image format that keeps every pixel exactly as saved and supports transparency, which makes it the standard...
• PortfolioA portfolio is a curated collection of an agency's or a creative's best work, shown to prove what they can do.
• Portrait PhotographyPortrait photography is the photographing of a person, or a small group, with the intent of showing who they are, for use in branding, editorial, campaign...
• Post-Production ServicesPost-production services are the stages of work that turn raw footage into a finished film: editing, color grading, sound, visual effects, graphics and...
• Post-Production SuitesPost-production suites are the purpose-built rooms where films are edited, graded, mixed and finished, each equipped and calibrated for the craft that...
• PPC (Pay-Per-Click) ManagementPPC (pay-per-click) management is the ongoing work of planning, running and optimizing paid advertising in which the advertiser pays each time someone...
• PPC Campaign ManagerA PPC campaign manager plans, runs and optimizes pay-per-click advertising, managing keywords, bids, budgets and ad creative across platforms such as Google...
• PR Software ToolsPR software tools are the platforms public relations teams use to find journalists, manage media lists, distribute news, track coverage and measure results.
• Precision FilmmakingPrecision filmmaking is an approach to production where every camera move, lighting cue and effect is planned, measured and repeatable, so the shot that was...
• Prepayment InvoiceA prepayment invoice is an invoice issued before any work is delivered, usually for a deposit or an advance on a project, so the agency is paid for costs it...
• Press KitA press kit is a ready-made package of information and assets, such as background, facts, images, video and contacts, that makes it easy for journalists to...
• Press Kits and ReleasesPress kits and releases are the packaged materials a brand gives journalists so a story can be covered quickly, accurately and in the brand's own words.
• Press ReleaseA press release is a short written announcement of news, issued by an organization to journalists and the public in a standard format that makes it easy to...
• Primary KeywordA primary keyword is the one search term a page is built to rank for, the phrase that sets its title, its headings and its subject.
• Print DesignPrint design is the design of anything made to be printed, from posters, packaging and books to brochures, signage and stationery.
• Print ProducerA print producer is the person who turns approved artwork into physical objects, managing printers, paper, specifications, proofs and deadlines so that what...
• Private Blog Network (PBN)A private blog network is a group of websites controlled by one owner and built to pass links to a target site so it ranks higher, a tactic search engines...
• Product Base MarginProduct base margin is the gap between what a product costs to make or buy and what it sells for, before discounts, marketing and overhead are counted.
• Product DescriptionA product description is the copy that tells a shopper what a product is, what it does and why it is worth buying, on a product page, in a catalog or on a...
• Product DesignProduct design is the discipline of deciding how a product works, looks and feels, from the problem it solves to the details of its interface, so that it is...
• Product LaunchA product launch is the coordinated campaign that introduces a new product to the market, timed to a moment and built to turn first attention into first sales.
• Product PhotographyProduct photography is the photographing of an object, on its own or in a styled setting, so it can be sold, shown or explained in e-commerce, campaigns and...
• Production Studio RentalProduction studio rental is hiring a purpose-built space for a photo or film shoot, with controlled light, power, height and quiet that a location cannot...
• Productivity WorkflowA productivity workflow is the repeatable set of steps, tools and habits a person or team uses to move work from an incoming request to a finished result...
• Professional Services AutomationProfessional services automation (PSA) is software that runs the operational side of a services business, connecting projects, resourcing, time tracking,...
• Professional Services Automation (PSA)Professional services automation (PSA) is software that helps firms selling time and expertise manage projects, people, time, billing and reporting in one...
• ProfitabilityProfitability is how much of a business's revenue it keeps after all costs, measured across the company, a client or a single project, and the plainest...
• Programmable Camera MovementsProgrammable camera movements are camera moves defined in software and executed by a motorized rig, so the same path, speed and timing can be played back on...
• Programmatic AdvertisingProgrammatic advertising is the automated buying and selling of ad space, where software decides in milliseconds which ad to show to which person, and at...
• Programmatic Media BuyingProgrammatic media buying is the automated purchase of digital advertising, in which software buys individual impressions in real time based on data about...
• Project Budget ManagementProject budget management is the practice of tracking what a creative project is actually costing against what was planned, as it happens, so it stays on...
• Project ManagementProject management is the discipline of planning, organizing and steering a project so it delivers what was agreed, on time and on budget.
• Project ManagerA project manager is the person responsible for delivering a piece of work on time, on budget and to the agreed scope, by planning it, coordinating the...
• Project ProfitabilityProject profitability is the money a single project makes after its direct costs, compared to what the estimate assumed, and the most useful number an...
• Project Time TrackingProject time tracking is the logging of hours against a specific project and its phases, so the work can be billed, budgeted and compared with the estimate.
• Project TimelinesA project timeline is the schedule of a piece of work laid out in order, showing what happens when, who does it and which dates everything else depends on.
• Projection MappingProjection mapping is a technique that projects video onto three-dimensional surfaces, such as buildings, stages or objects, shaping the image to fit their...
• ProposalsA proposal is a document in which an agency sets out how it would approach a piece of work, including the scope, deliverables, timeline, team and cost, so...
• PrototypingPrototyping is the practice of building early, simplified versions of a design, from paper sketches to clickable mockups, so ideas can be tested and...
• PruningPruning is the practice of removing, merging or de-indexing low-value pages so that a site's remaining content is stronger and easier for search...
• Public Relations (PR)Public relations is the practice of managing how a brand is seen and talked about by the press, the public and the people whose opinion of it matters.
• Public Relations SpecialistA public relations specialist manages how a brand is seen by the press and the public, earning coverage, shaping the story and handling the moments when it...
• Pure SpamPure spam is Google's label for sites built almost entirely on aggressive manipulation, such as auto-generated gibberish, cloaking and scraped content,...

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Q1 term

• Quantitative DataQuantitative data is information expressed as numbers, such as counts, rates, scores and amounts, which can be measured, compared and analyzed statistically.

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R42 terms

• Radio AdvertisingRadio advertising is paid messaging delivered through sound alone, on broadcast and streaming audio, reaching people while they drive, work and listen with...
• RankBrainRankBrain is the machine learning system Google introduced in 2015 to interpret search queries it has never seen and to help decide which results best match...
• Ranking FactorA ranking factor is any signal a search engine uses to decide where a page appears in its results, from the words on the page to the links pointing at it to...
• Rate CardA rate card is a published list of an agency's prices for its people, services or deliverables, used to build quotes and set expectations before a...
• ReachReach is the number of unique people who saw a campaign at least once, as distinct from impressions, which count every time it was shown.
• Real-Time Data TrackingReal-time data tracking is the monitoring of user behavior, performance and key metrics as they happen, in seconds rather than in yesterday's report.
• RebrandingRebranding is the deliberate change of a brand's identity, positioning or name so that how it looks and speaks matches what it has become or wants to be.
• Reciprocal LinkA reciprocal link is an arrangement where two websites link to each other, which is natural between partners and a problem when it is done at scale to...
• Reconsideration RequestA reconsideration request is the formal appeal a site owner files with Google after fixing the problems behind a manual action, asking for the penalty to be...
• RedirectA redirect is an instruction that sends a visitor and a search engine from one URL to another, used when a page moves, merges or is retired.
• Redirect ChainA redirect chain is a sequence of two or more redirects between the URL that was requested and the page that finally loads, each hop slowing the visitor and...
• Redirect LoopA redirect loop is a set of redirects that point back to each other, so the browser is sent around in a circle and never reaches a page.
• Referral TrafficReferral traffic is the visitors who arrive at your site by clicking a link on another website, as opposed to coming from a search engine, an ad, a social...
• Regional Marketing StrategiesRegional marketing strategies adapt a brand's message, channels and timing to the people of a specific geographic market.
• Related SearchesRelated searches are the suggested queries Google shows at the bottom of a results page, drawn from what other people searched around the same subject.
• RenderingRendering is the process by which a computer turns an edit, an animation or a 3D scene into finished frames that can be played back or delivered.
• Reputation ManagementReputation management is the ongoing work of monitoring, protecting and improving how a brand or person is seen by the public, online and off.
• Research AnalystA research analyst gathers and interprets information about markets, audiences, competitors and culture so that strategy, targeting and creative decisions...
• Resource BalancingResource balancing is the practice of redistributing work across people and time so nobody is overloaded while others sit idle, and deadlines stay realistic.
• Resource ManagementResource management is the practice of assigning the right people, equipment and budget to the right work at the right time, across every project a team is...
• Resource PagesA resource page is a page that collects useful links, tools and references on a subject, valued by visitors for its curation and by search engines for the...
• Resource PlanningResource planning is the forecasting of the people and capacity a team will need for upcoming work, so they can be arranged before the work arrives.
• Responsive DesignResponsive design is an approach in which a layout adapts fluidly to the screen it is shown on, so the same content works on a phone, a tablet, a laptop and...
• Responsive Web DesignResponsive web design is the method of building a single website whose layout, images and navigation adjust automatically to fit any screen, from a phone to...
• Retail DesignRetail design is the design of physical stores and shopping spaces, combining layout, fixtures, lighting, materials, graphics and merchandising so that the...
• Retail Marketing StrategistA retail marketing strategist plans how a brand sells where people shop, from the window and the shelf to the product page, and the campaigns that bring...
• Retainer AgreementA retainer agreement is a contract in which a client pays an agency a recurring fee, usually monthly, for an agreed scope of work or a reserved amount of...
• Retainer AgreementsA retainer agreement is a contract in which a client pays an agency a fixed, recurring fee for an agreed amount of work or availability over a set period,...
• Retainer BillingRetainer billing is the invoicing of a fixed fee on a regular schedule, usually monthly, for an ongoing agency engagement, instead of billing each piece of...
• Retainer PricingRetainer pricing is the practice of setting a fixed recurring fee, usually monthly, for a defined ongoing scope of agency work, rather than pricing each...
• Retainer WorkRetainer work is the ongoing creative, design or production work an agency delivers for a client under a recurring agreement, rather than as separately...
• Retargeting CampaignsA retargeting campaign shows ads to people who have already interacted with a brand, such as visiting its site or watching its video, to bring them back and...
• Return on Investment (ROI)Return on investment (ROI) is the gain from a piece of spending expressed as a percentage of what it cost, and the number used to argue that a campaign or a...
• Revenue AnalysisRevenue analysis is the breakdown of a business's income by client, service, project type and period, to understand where the money comes from and...
• Rich ResultsRich results are Google search listings enhanced with extra elements such as star ratings, images, prices, FAQs or event dates, generated from structured...
• Rich SnippetA rich snippet is a search listing with extra detail drawn from structured data on the page, such as star ratings, prices, author names or cooking times,...
• RIOT OriginalsRIOT Originals are the products, platforms and projects we make for ourselves, with no client brief, to explore ideas we think should exist.
• Robotic Camera ArmA robotic camera arm is an industrial multi-axis robot adapted to carry a cinema camera, moving it through programmed paths with speed and precision no...
• Robotic FilmmakingRobotic filmmaking is the use of programmable robots, from camera arms to motorized lights and automated product handlers, to execute shots that are planned...
• Robots Meta TagA robots meta tag is a line of HTML in a page's head that tells search engine crawlers whether to index that page and whether to follow its links.
• Robots.txtRobots.txt is a plain text file at the root of a website that tells crawlers which parts of the site they may and may not visit.
• RSS FeedAn RSS feed is a machine-readable file that lists a website's latest content, such as articles, episodes or updates, so that other apps and services...

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S83 terms

• Schema MarkupSchema markup is code added to a web page, using the schema.org vocabulary, that tells search engines exactly what the content is so they can understand it...
• Scope CreepScope creep is the gradual expansion of a project beyond what was agreed, through small additions that arrive without new time or budget.
• Scope of WorkA scope of work is the document that defines exactly what a project will deliver, how, by when and within what limits, so the client and the agency agree on...
• Scraped ContentScraped content is material copied from other websites, automatically or by hand, and republished without adding anything, which search engines treat as low...
• ScriptingScripting is writing short programs that automate tasks or add behavior to software, websites and creative tools, without building a full application.
• Search Engine Marketing (SEM) SpecialistA Search Engine Marketing (SEM) specialist plans, runs and optimizes paid search campaigns on platforms like Google Ads, turning what people type into a...
• Search Engine Optimization (SEO)Search engine optimization (SEO) is the practice of making a website and its content easier for search engines to find, understand and rank.
• Search Engine PoisoningSearch engine poisoning is an attack in which criminals manipulate search results so that people looking for something ordinary land on pages that deliver...
• Search Engine Results Pages (SERP)A search engine results page (SERP) is the page a search engine returns after a query, where ads, organic results, snippets, maps and videos compete for the...
• Search Experience Optimization (SXO)Search experience optimization (SXO) is the practice of designing a page for what happens after the click, so that a visitor who arrives from search finds...
• Search IntentSearch intent is the reason behind a search: what the person typing the query actually wants to find, do or buy.
• Search TermA search term is the exact word or phrase someone types into a search engine, as opposed to the keyword an advertiser or SEO chooses to target.
• Search VisibilitySearch visibility is a measure of how often a website appears in search results for the keywords that matter to it, weighted by the positions it holds.
• Search VolumeSearch volume is the number of times a keyword is searched in a given period, usually expressed as an average per month, and used to judge how much traffic...
• Secondary KeywordsSecondary keywords are the related terms and phrases a page covers alongside its primary keyword, adding depth and helping it rank for the wider set of...
• Secure Sockets Layer (SSL)Secure Sockets Layer (SSL) is the original encryption protocol for securing traffic between a browser and a website, since replaced by TLS, although its...
• Seed KeywordA seed keyword is the short, broad term that keyword research starts from, which tools and searches expand into the long list of related queries a site...
• SEOSEO, search engine optimization, is the practice of making a website easier for search engines to find, understand and rank, so that it earns visitors from...
• SEO AuditAn SEO audit is a structured review of a website's technical health, content and authority that identifies what is holding it back in search and what...
• SEO AuditsSEO audits are the regular health checks of a website's search performance, examining structure, content, keywords and technical setup to find where it...
• SEO Content WriterAn SEO content writer produces articles, guides and pages that answer what people search for, written to rank in search engines and to be worth reading once...
• SEO SpecialistAn SEO specialist improves how a website is found in organic search by working on its content, its technical health and the links and signals that tell...
• SEO StrategyAn SEO strategy is the plan for how a website will earn and keep visibility in search, setting which terms it will target, what content and technical work...
• SERP FeaturesSERP features are the elements on a search results page that are not standard blue links, such as featured snippets, image packs, map results, videos and...
• SERP OptimizationSERP optimization is the work of improving how a brand's pages appear on a search engine results page, from the title and description to rich results...
• SERP VolatilitySERP volatility is how much search rankings move from day to day across many queries, and a spike in it usually means a search engine has changed its...
• Set DesignSet design is the creation of the physical environment a scene is filmed or photographed in, from a single styled surface to a fully built room, so the...
• Share of VoiceShare of voice is the percentage of the total advertising, coverage or conversation in a market that belongs to one brand, compared with its competitors.
• Shopify DevelopmentShopify development is the design, building and customization of online stores on the Shopify e-commerce platform, from theme design and custom features to...
• Short-Form ContentShort-form content is any piece built to be consumed in seconds or a couple of minutes: a vertical video, a post, a short article, a single idea delivered fast.
• Short-Tail KeywordsA short-tail keyword is a broad, high-volume search term of one or two words, such as "shoes" or "creative agency", that sits at the top...
• Silo StructureA silo structure organizes a website's content into tightly themed sections, with pages that link within their theme, so search engines and visitors...
• Site ArchitectureSite architecture is the way a website's pages are organized, grouped and linked to one another, which decides how easily people and search engines can...
• Site MigrationA site migration is any major change to a website's address, platform, structure or hosting that can affect how search engines find and rank it, such...
• SitelinksSitelinks are the extra links to a site's inner pages that Google shows beneath a main search result, giving searchers a shortcut to the pages they are...
• SitemapA sitemap is a list of a website's pages, provided either as an XML file for search engines or as an HTML page for visitors, that helps everything on...
• Sitewide LinkA sitewide link is a link that appears on every page of a website, usually in the header, footer or sidebar, and it carries far less weight per page than a...
• Sizzle ReelA sizzle reel is a short, fast-cut film that compresses a brand, a season or a body of work into one to three minutes of its best moments, built to generate...
• Skyscraper TechniqueThe skyscraper technique is a link-building method: find a popular, well-linked page on a topic, make a clearly better one, then ask the sites linking to...
• Small Business SolutionsSmall business solutions are marketing, branding and production services scoped to fit a small company's budget and ambition, so it can look and sound...
• Smart Device Camera ControlSmart device camera control is the operation of cameras, motorized rigs and lighting from a phone or a tablet, letting a crew program moves, trigger shots...
• Social AnalyticsSocial analytics is the collection and analysis of data from social media, such as reach, engagement, audience and sentiment, to understand what is working...
• Social CampaignA social campaign is a coordinated run of content across social platforms, built around one idea and one goal, with a start, an end and a way to tell...
• Social CommerceSocial commerce is the buying and selling of products directly inside social media platforms, so people can discover, choose and pay without leaving the app.
• Social Content CreationSocial content creation is the planning, shooting, editing and writing of posts made specifically for social platforms, in the formats, lengths and styles...
• Social ListeningSocial listening is the practice of monitoring public conversations online about a brand, its competitors and its category, and turning what people say into...
• Social Media AnalystA social media analyst measures how a brand's content performs across platforms and turns the data into recommendations that improve reach, engagement...
• Social Media AnalyticsSocial media analytics is the measurement of how content performs on social platforms, from reach and engagement to audience growth and sentiment, used to...
• Social Media BrandingSocial media branding is the way a brand expresses its identity on social platforms, through a consistent look, voice and point of view that makes its posts...
• Social Media InsightsSocial media insights are the conclusions drawn from platform data about what an audience watches, shares, ignores and says, used to decide what a brand...
• Social Media ManagerA social media manager runs a brand's presence on social platforms, planning and publishing content, engaging the community and running campaigns in...
• Social Media StrategyA social media strategy is the plan that decides what a brand is on social platforms, who it is talking to, what it posts and why, and how it will know...
• Social StrategyA social strategy is the plan that decides what a brand says on social media, where it says it, how often, and what it is all meant to achieve.
• Social VideosSocial videos are short films made for social media feeds, built to be watched on a phone, often without sound, and to earn attention in the first second.
• Sound DesignSound design is the creation and shaping of every sound in a film that is not dialogue or score, from room tone to the click of a clasp, so that the picture...
• Spam ScoreSpam score is a metric, originally from Moz, that estimates how likely a website is to be penalized or distrusted by search engines, based on traits it...
• SpamdexingSpamdexing is the manipulation of search engine indexes through deceptive tactics such as keyword stuffing, cloaking and link schemes, designed to rank...
• Spatial BrandingSpatial branding is the practice of expressing a brand through physical space, from stores and showrooms to windows, events and offices, so that people...
• SpecialistA specialist is a person whose expertise is concentrated in one discipline, hired for depth in that area rather than breadth across many.
• Sponsored Link AttributeThe sponsored link attribute, written as rel=sponsored, tells search engines that a link exists because of a payment or other compensation, so it is not...
• Sponsorship CoordinatorA sponsorship coordinator is the person who manages a brand's sponsorship deals day to day, keeping every promised deliverable, asset and activation on...
• Sprint PlanningSprint planning is the meeting at the start of an agile sprint where a team agrees what it will deliver in the next short, fixed period of work, and how.
• SrcsetSrcset is an HTML attribute that lists several versions of an image at different sizes or resolutions, so the browser can download the one best suited to...
• Stakeholder CommunicationStakeholder communication is the way an organization keeps the people affected by its decisions, including employees, clients, investors, partners and...
• Start-Up BrandingStart-up branding is the work of creating a young company's identity, from its positioning, name and voice to its logo and visual system, so it can...
• StartupA startup is a young company built to find a repeatable business model and grow quickly, usually with outside investment and more ambition than resources.
• StoryboardingStoryboarding is drawing a film or animation shot by shot before it is made, so everyone can see the sequence, the framing and the pacing in advance.
• Storyboarding for VideoStoryboarding for video is the drawing of a film shot by shot before it is made, so the framing, the sequence and the pacing are agreed on paper while...
• StorytellingStorytelling is the use of narrative, with characters, tension and change, to make a brand's message something people want to follow.
• Strategic Marketing AgenciesA strategic marketing agency is an agency that starts with a brand's business goals and audience, and then plans and executes the branding, content and...
• Strategic PartnershipsA strategic partnership is a long-term relationship between two organizations that share resources, audiences or expertise to reach goals neither could...
• StrategistA strategist is the person who turns what a brand knows about its business, its audience and its culture into a single direction the creative work can follow.
• StrategyStrategy is the set of choices about where a brand is going, who it is for and what it will do differently to get there, made before any creative work begins.
• Strategy AgencyA strategy agency is an agency that specializes in research, insight, positioning and direction, setting the foundation that creative work is built on.
• Structured DataStructured data is a standardized format of code, usually schema.org vocabulary written as JSON-LD, that labels the content of a page so search engines...
• Studio Lighting PackagesA studio lighting package is a bundled set of lights, modifiers, stands and power supplied for a shoot, matched to the kind of work being done rather than...
• Studio ManagementStudio management is the running of a creative studio's spaces, equipment, bookings and people so that every shoot, session and edit happens on time...
• Studio PhotographyStudio photography is photography made in a controlled space where the photographer sets every light, surface and backdrop.
• Studio SessionsA studio session is a block of booked time in a creative studio for filming, photography, recording or editing, with the space, the equipment and often the...
• Sub-BrandsA sub-brand is a brand that lives under a parent brand with its own name, identity and audience, while still drawing on the parent's reputation.
• SubdomainA subdomain is a prefix added in front of a domain name, such as shop or blog in shop.example.com, that creates a separate section or site under the same...
• SubfolderA subfolder is a directory within a website's URL structure, such as example.com/blog/, used to organize sections of a site under the same domain.
• Sustainability Marketing StrategistA sustainability marketing strategist is the person who works out how a brand should talk about its environmental and social commitments, and makes sure the...

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T38 terms

• Tabletop StudioA tabletop studio is a compact shooting space built for products, food and flat lays, where the camera and the lighting are set up around a table rather...
• Tagline CreationTagline creation is the craft of writing the short, memorable line that sums up what a brand stands for and travels with it across campaigns.
• Target AudienceA target audience is the specific group of people a piece of work is made for, defined by who they are, how they behave and what they need, so every...
• Target Rating Point(TRP)A Target Rating Point (TRP) measures the share of a specific target audience that an ad reached, multiplied by how many times they saw it, and it is the...
• Task Management ToolsTask management tools are software for capturing, assigning, prioritizing and tracking the individual tasks that make up a team's work.
• Taxonomy SEOTaxonomy SEO is the practice of organizing a site's content through categories, tags and other classification pages so that related content is grouped,...
• Team CollaborationTeam collaboration is how a group of people with different skills shares ideas, information and decisions to make one piece of work together.
• Team LeaderA team leader is the person responsible for getting a small group to a goal, setting direction, clearing obstacles and answering for the result, without...
• Technical SEOTechnical SEO is the work of making a website crawlable, indexable, fast and well structured so search engines can find, read and rank its content without...
• Technical SEO AnalystA technical SEO analyst finds and fixes the problems in a website's code, structure and performance that stop search engines from crawling, indexing...
• TestimonialA testimonial is a real customer or client's statement about their experience with a brand, used as evidence that the brand does what it says.
• TF-IDFTF-IDF, or term frequency inverse document frequency, is a statistical measure of how important a word is to one document relative to a whole collection,...
• Thin ContentThin content is a page that offers little or no original value to the person who lands on it, such as scraped, duplicated, auto-generated or barely written...
• Thought LeadershipThought leadership is the practice of earning authority by publishing ideas, insight and points of view that the people in your field actually want to read,...
• Thought Leadership ContentThought leadership content is writing, video, research and talks that share genuine expertise and an original point of view, positioning a company or its...
• TikTok CampaignsA TikTok campaign is a planned push on TikTok, using brand content, creators, ads or a mix of all three, built around the platform's culture of trends,...
• Time and MaterialsTime and materials is a billing model in which the client pays for the actual hours worked at agreed rates plus the actual costs incurred, rather than a...
• Time CategoriesTime categories are the labels used to classify logged hours by type of work, such as billable client work, internal projects, admin or new business.
• Time InvoiceA time invoice is a bill built from hours worked, listing who did what, for how long and at what rate, rather than from a fixed project price.
• Time SchedulingTime scheduling is the practice of assigning specific dates and times to tasks, people and resources so work happens in the right order without clashes.
• Time to First Byte (TTFB)Time to First Byte (TTFB) is the time between a browser requesting a page and receiving the first byte of the response, a measure of how quickly the server...
• Time TrackingTime tracking is the practice of recording the hours people spend on their work, so a business can bill accurately, plan capacity and see where its time...
• Tone of Voice GuidelinesTone of voice guidelines are the documented rules for how a brand sounds in writing and speech, so that it stays recognizable whoever is writing.
• Top of the Funnel Content (TOFU)Top of the funnel content is content made for people who do not know a brand yet, designed to earn attention and awareness rather than an immediate sale.
• Top-Level DomainA top-level domain is the last part of a domain name, after the final dot, such as .com, .org, .uk or .nyc.
• Topic ResearchTopic research is the process of finding out what an audience is actually asking, searching for and talking about, so that content is planned around real...
• Tracking CodeA tracking code is a snippet of JavaScript or a pixel placed on a website that records what visitors do and sends it to an analytics or advertising platform.
• Trade Show DesignTrade show design is the creation of booths, environments and the content inside them for exhibitions and conventions, so that a brand stands out on a...
• Trailing SlashA trailing slash is the forward slash at the end of a URL, and whether a site uses it consistently decides whether each page has one address or two.
• Transactional QueryA transactional query is a search made by someone ready to act, whether to buy, sign up, book or download, and it is the kind of search that...
• Transport Layer Security (TLS)Transport Layer Security (TLS) is the encryption protocol that secures traffic between browsers and websites, the technology that puts the S in HTTPS.
• Trend ForecastingTrend forecasting is the practice of reading signals in culture, design and behavior to predict what people will want next.
• TrustRankTrustRank is a link-analysis method that estimates how trustworthy a web page is by measuring how closely it is connected to a small set of hand-picked,...
• TV CommercialsA TV commercial is a short film, usually fifteen to sixty seconds long, made to advertise a brand, product or cause on broadcast, cable or streaming television.
• Twitch MarketingTwitch marketing is the promotion of a brand on Twitch, the live streaming platform built around gaming, through sponsored streams, creator partnerships,...
• Twitter/X CampaignsA Twitter/X campaign is a planned push on X, the platform formerly called Twitter, built around real-time conversation, short posts and timely moments.
• TypographyTypography is the selection and arrangement of type, the typefaces, sizes, spacing and hierarchy that give words their visual voice.
• Typography DesignTypography design is the craft of choosing and arranging type so that words are easy to read, carry the right tone and look like they belong to one brand.

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U20 terms

• UGC Link AttributeThe UGC link attribute (rel="ugc") marks a link as user-generated content, telling search engines it was placed by a user rather than by the...
• UI Component LibrariesA UI component library is a collection of ready-made, reusable interface elements, such as buttons, forms, menus and dialogs, that designers and developers...
• UI/UX DesignUI/UX design is the combined discipline of designing how a digital product works for the people using it (UX) and how its screens look and respond (UI).
• Universal SearchUniversal search is the way Google blends results of different kinds, such as images, videos, news, maps and shopping, into a single results page instead of...
• Unnatural LinksUnnatural links are backlinks that exist to manipulate rankings rather than to help a reader, and Google penalizes sites that build or buy them.
• URL Inspection ToolThe URL Inspection Tool is a feature of Google Search Console that reports how Google sees a specific page, including whether it is indexed, when it was...
• URL ParametersURL parameters are the key and value pairs added to a web address after a question mark, used for tracking, filtering, sorting and session data, and a...
• URL Rating (UR)URL Rating is Ahrefs' score, from 0 to 100, for the strength of the links pointing to a single page, as opposed to the whole site it sits on.
• URL SlugA URL slug is the final, human-readable part of a web address that identifies a specific page, such as the words after the last folder in...
• URL StructureURL structure is the pattern a website uses to build its addresses, from the domain and folders to the slug, and a clear structure tells both people and...
• User ExperienceUser experience (UX) is the whole of a person's experience of using a product, website or service, including how easy it is, how it makes them feel and...
• User Experience (UX) DesignerA user experience designer shapes how a product or a website works for the people using it, from the first tap to the last, so that it is clear, useful and...
• User InterfaceA user interface (UI) is the part of a digital product that people see and interact with, including its screens, layout, controls, type, color and feedback.
• User Interface (UI)A user interface is the part of a website, app or product that a person actually sees and touches: the screens, buttons, type, colors and motion through...
• User Interface (UI) DesignerA user interface designer creates the visual layer of a digital product, the screens, components, type, color and motion that people see and touch, so that...
• User Research AnalystA user research analyst studies how people actually use a product or a service, uncovering their needs, frustrations and habits so that design decisions are...
• User-AgentA user-agent is the string a browser, app or bot sends to identify itself when it requests a web page, and it is how servers, analytics and SEO tools tell a...
• User-Generated Content (UGC)User-generated content is anything made about a brand by the people who use it rather than by the brand itself, from a review and a photo to a video that...
• Utilization RateUtilization rate is the share of a team's available hours that is billed to clients, the number agencies watch to know whether they are busy or merely...
• UX ResearchUX research is the study of how people use, understand and feel about a product, through methods such as interviews, usability tests and analytics, so that...

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V24 terms

• Value PropositionA value proposition is a clear statement of the benefit a brand delivers, who it is for and why it is better than the alternatives.
• Vertical SearchVertical search is search focused on one kind of content or one industry, such as video, images, jobs, travel or products, rather than the whole web.
• Vertical Video for Social MediaVertical video for social media is video framed in portrait, usually 9:16, so it fills a phone screen held the way people actually hold it.
• VFXVFX, or visual effects, is the creation or manipulation of imagery in post-production to add what could not be filmed, remove what should not be seen, or...
• VideoVideo is moving image with sound, and for a brand it is the format that carries story, emotion and personality more completely than any other.
• Video EditingVideo editing is the assembly of raw footage into a finished film, choosing which shots to use, in which order, at what length and with what sound, so the...
• Video ProducerA video producer is the person who turns a creative idea into a finished film by owning the schedule, the budget, the crew and every logistical decision in...
• Video ScriptingVideo scripting is the writing of what a video will say and show, scene by scene, before anyone picks up a camera.
• Video StrategyVideo strategy is the plan for why, how and where a brand uses video, defining the audiences, the stories, the formats and the channels before any camera is...
• ViewportThe viewport is the visible area of a web page on a screen, the part of the page a visitor can see at any moment without scrolling.
• ViralViral describes content that spreads because people choose to share it, reaching an audience many times larger than the one the brand paid for or already had.
• Viral MarketingViral marketing is marketing designed to be shared, so that people pass a brand's message to each other and it spreads far beyond the audience the...
• Virtual Reality (VR)Virtual reality (VR) is technology that replaces a person's view of the real world with a fully digital, three-dimensional environment, usually through...
• VisionVision is a brand's long-term picture of the future it wants to create, the purpose that guides its strategy, culture and creative work.
• VisionaryA visionary is someone who sees where a market, a medium or a culture is going before the evidence arrives, and builds toward it anyway.
• Visual Effects (VFX)Visual effects are the images added to or altered in a film after it is shot, from invisible cleanup to creatures and worlds that never existed in front of...
• Visual IdentityVisual identity is the set of visual elements, logo, color, typography, imagery and layout, that makes a brand recognizable before a single word is read.
• Visual Merchandising DesignerA visual merchandising designer designs the displays, windows and in-store presentations that turn a retail space into a brand experience and a sales tool.
• Visual StorytellingVisual storytelling is the telling of a story through images, composition, movement and sequence rather than through words, so the audience understands and...
• Voice SearchVoice search is searching by speaking to a device (a phone, a smart speaker, a car or an earbud) and getting back one spoken answer rather than a page of...
• Voice Search OptimizationVoice search optimization is the practice of shaping a website's content and data so that voice assistants can find it and read it aloud as the answer...
• Voice Search Optimization SpecialistA voice search optimization specialist shapes a brand's content and site data so that spoken queries to assistants like Siri, Alexa and Google return...
• Voiceover RecordingVoiceover recording is the capture of a spoken performance, read to a script and often to picture, in a studio built for clean sound, for use as narration...
• VR/AR Marketing SpecialistA VR/AR marketing specialist plans and produces brand experiences in virtual and augmented reality, from try-on filters and immersive activations to...

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W27 terms

• Waterfall Project ManagementWaterfall project management is a linear method in which each phase of a project (plan, design, build, test, deliver) is finished and signed off before the...
• Web 2.0Web 2.0 is the name for the second era of the web, from the mid-2000s, when sites became platforms where users create, share and connect rather than only read.
• Web 3.0Web 3.0 is a proposed next stage of the internet, built on blockchains, in which users hold their own data, identity and digital assets rather than leaving...
• Web AccessibilityWeb accessibility is the practice of designing and building websites so that people with disabilities, including visual, hearing, motor and cognitive...
• Web AnalyticsWeb analytics is the collection, measurement and analysis of data about how people find and use a website, used to improve its content, design and results.
• Web DesignWeb design is the practice of planning and creating how a website looks, how it is organized and how it works for the people who use it, from layout and...
• Web DesignerA web designer plans and designs the look, layout and feel of a website so that it reflects the brand, guides the visitor and works on every screen.
• Web DeveloperA web developer writes the code that turns a website design into a working site, building the structure, functionality, performance and interactivity behind...
• Web StoriesWeb Stories are Google's open, tap-through format for full-screen visual stories that live on a website and can appear in Google Search and Discover.
• Webflow DevelopmentWebflow development is building websites on Webflow, a visual platform that lets designers lay out a site on a canvas and generates production-ready code...
• Website AuthorityWebsite authority is a measure of how much a site is trusted, estimated from the quality and quantity of its backlinks, its content and its track record,...
• Website DevelopmentWebsite development is the full process of building a website, from planning and design through coding, content, testing and launch to the maintenance that...
• Website TrafficWebsite traffic is the volume of visits a site receives over a period, broken down by where visitors came from and what they did, and it is the baseline...
• Website Traffic AnalysisWebsite traffic analysis is the reading of a site's visitor data to work out where people come from, what they do and why, so that decisions about...
• WebspamWebspam is content or links created to manipulate search rankings rather than to help people, and search engines penalize or remove it.
• Week TimesheetA week timesheet is a record of the hours one person worked across a single week, broken down by day, project and type of work.
• White Hat SEOWhite hat SEO is search optimization that follows search engine guidelines and works by making a site genuinely better for people, through quality content,...
• White PaperA white paper is a long-form, research-based document that explains a problem and argues for an approach to it, published by an organization to establish...
• White Papers and Case StudiesWhite papers and case studies are the two workhorse formats of business-to-business content: a white paper argues a position with evidence, and a case study...
• WIP TrackingWIP tracking is the practice of monitoring every piece of work in progress (where it is, who has it and what it is waiting for) so nothing stalls unnoticed...
• Word-of-Mouth (WoM) MarketingWord-of-mouth marketing is the practice of giving people a reason to recommend a brand to each other, so the message travels on trust instead of media spend.
• WordPress DevelopmentWordPress development is the building of websites on the WordPress content management system, from custom themes and plugins to the hosting, performance and...
• Work Breakdown Structure (WBS)A work breakdown structure (WBS) is a hierarchical map of everything a project has to deliver, broken into smaller pieces until each one can be estimated,...
• Work ManagementWork management is the overall approach a team uses to plan, organize, track and deliver all of its work, across projects, recurring tasks and everything in...
• Work-Life BalanceWork-life balance is the healthy division of a person's time and energy between their job and the rest of their life, along with the workplace...
• Workflow OptimizationWorkflow optimization is the practice of studying how work actually moves through a team, finding where it stalls or gets repeated, and changing the process...
• Workflow SystemA workflow system is the defined sequence of steps, roles and tools that every piece of work follows from request to completion, often encoded in software.

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X4 terms

• X-Robots-TagThe X-Robots-Tag is an HTTP response header that gives search engines indexing instructions for a URL, doing the job of a robots meta tag for files that...
• XML (eXtensible Markup Language)XML (eXtensible Markup Language) is a text format for structuring data with custom tags, so that information can be stored and exchanged between systems in...
• XML SitemapAn XML sitemap is a machine-readable file that lists the URLs a website wants search engines to crawl and index, along with when each was last changed.
• XSL (eXtensible Stylesheet Language)XSL (eXtensible Stylesheet Language) is a family of W3C languages for transforming and formatting XML documents, turning raw structured data into web pages,...

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Y3 terms

• YieldYield is the revenue an ad placement generates, usually expressed per thousand impressions, and it is the number publishers and media buyers use to judge...
• YMYL PagesYMYL pages, short for Your Money or Your Life, are pages whose content could affect a reader's health, finances, safety or major life decisions, and...
• YouTube OptimizationYouTube optimization is the work of shaping a video's title, thumbnail, description, chapters and structure so that YouTube recommends it and the...

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Z2 terms

• Zero-Click SearchesA zero-click search is a search that ends on the results page, because the answer appeared in a featured snippet, a knowledge panel, a map, a calculator or...
• Zombie PagesZombie pages are pages on a website that get no traffic, earn no links and serve no purpose, yet remain live and indexed, where they dilute crawl budget and...

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#14 terms

• 10x Content10x content is content built to be ten times more useful than the best page already ranking for the same search.
• 200 (OK) Response CodeA 200 OK response code is the server's confirmation that a request succeeded and the page was delivered as asked.
• 301 RedirectA 301 redirect is a permanent instruction that sends browsers and search engines from an old URL to a new one, carrying the old page's ranking signals...
• 302 RedirectA 302 redirect is a temporary instruction that sends visitors from one URL to another while telling search engines the original address will return.
• 304 Not ModifiedA 304 Not Modified response tells a browser or a crawler that the page has not changed since it was last fetched, so the cached copy can be used instead.
• 307 Temporary RedirectA 307 Temporary Redirect sends a visitor to a different URL for now, while guaranteeing that the request is repeated exactly as it was made.
• 400 Bad RequestA 400 Bad Request is the HTTP status code a server returns when it cannot understand the request it was sent, usually because the request itself was malformed.
• 403 ForbiddenA 403 Forbidden error means the server understood the request but refuses to serve the page, usually because the visitor does not have permission to see it.
• 404 Not FoundA 404 Not Found error is the response a web server returns when a requested page does not exist, which harms search visibility and user trust unless it is...
• 410 GoneA 410 Gone status tells browsers and search engines that a page has been removed on purpose and is not coming back.
• 451 Unavailable for Legal ReasonsA 451 Unavailable for Legal Reasons is the HTTP status code a server returns when it is refusing to show a page because a law, a court order or a government...
• 500 Internal Server ErrorA 500 Internal Server Error is the HTTP status code a web server returns when it has failed to handle a request for a reason it cannot specify, and the page...
• 502 Bad GatewayA 502 Bad Gateway error means one server in the chain that delivers your site received an invalid response from another, so the page could not be served.

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