Digital Marketing and eCommerce glossary

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z

S

search engines

Search engines are online tools that allow users to search for information on the internet. They work by using software algorithms to crawl and index web pages, and then presenting the most relevant results to users based on their search queries.

When a user types a search query into a search engine, the search engine returns a list of results in order of relevance. This list is called a Search Engine Results Page (SERP) and typically includes both organic results and paid advertisements.

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) is a form of digital marketing that involves promoting websites by increasing their visibility in search engine results pages (SERPs) through paid advertising and optimization techniques. SEM encompasses both Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising.

SEO involves optimizing a website’s content, structure, and coding to improve its ranking in organic search results.

PPC advertising, on the other hand, involves paying for ad placements on search engine results pages. Advertisers bid on specific keywords or phrases that are relevant to their target audience and pay a fee every time a user clicks on their ad.

SEM is a highly effective marketing strategy because it allows businesses to reach customers who are actively searching for products or services related to their business.

For related info see Search and Discovery products

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is the practice of improving the quality and quantity of organic (unpaid) traffic to a website from search engines through the use of various techniques. The goal of SEO is to increase a website’s visibility in search engine results pages (SERPs) and drive more targeted traffic to the site.

SEO involves both on-page and off-page optimization techniques. On-page optimization involves optimizing the content and structure of a website to make it more search engine friendly. This includes optimizing the website’s titles, meta descriptions, header tags, and content for relevant keywords.

Off-page optimization involves building backlinks to a website from other high-quality websites, which can increase the website’s authority and relevance in the eyes of search engines. Other off-page optimization techniques may include social media marketing and local search optimization.

The benefits of SEO include increased website traffic, higher search engine rankings, and improved user experience. SEO is a long-term strategy that requires ongoing effort and optimization to maintain and improve results. However, when done correctly, SEO can be a highly effective way to drive targeted traffic and grow a business’s online presence.

For related info see Search Engine Optimization (SEO) products

Search Engine Results Page (SERP)

A Search Engine Results Page (SERP) is the page that a search engine displays in response to a user’s search query. It is the list of web pages that the search engine algorithm has determined to be the most relevant and useful to the user’s search.

SERPs typically include both organic search results and paid advertisements. Organic search results are the web pages that the search engine algorithm determines to be the most relevant and useful to the user’s search, based on a variety of factors such as keyword relevance, content quality, and backlinks.

Paid advertisements, on the other hand, are sponsored results that appear at the top or bottom of the SERP. These ads are typically placed there by businesses who have bid on relevant keywords in an auction-style system, and they are labeled as ads to differentiate them from the organic results.

security audit

A security audit in the context of ecommerce refers to the evaluation and assessment of the security measures, protocols, and practices implemented by an ecommerce website or platform to protect sensitive customer information, prevent unauthorized access, and ensure the integrity and confidentiality of transactions and data.

segmentation

Segmentation in ecommerce refers to the practice of dividing a customer base into groups of individuals with similar characteristics or behaviors, such as demographics, purchase history, interests, or browsing patterns. This allows ecommerce businesses to better understand their customers and tailor their marketing strategies to meet the specific needs and preferences of each segment.

For example, a clothing retailer might segment their customers by age, gender, and style preference to create personalized product recommendations and promotions.

self-checkout / scan-and-go

Self-checkout refers to a system in retail stores and other service locations where customers can scan, bag, and pay for their purchases without the assistance of a cashier or store employee.

Advantages of Self-Checkout Systems:

Efficiency: Self-checkout can reduce waiting times for customers, as multiple individuals can use the self-checkout machines simultaneously.
Convenience: Customers have the flexibility to scan and pay for items at their own pace, without relying on cashier assistance.
Cost Savings: Retailers may benefit from reduced labor costs as fewer cashiers are needed for traditional checkout lanes.
User Empowerment: Self-checkout empowers customers to take control of their shopping experience, from scanning items to completing the transaction.

semantic search

Semantic search refers to the process of understanding the meaning behind a search query and returning results that are relevant not just based on keyword matching, but also on the intent and context of the query.

Semantic search utilizes natural language processing (NLP), machine learning, and artificial intelligence techniques to understand the relationships between words, phrases, and concepts.

By incorporating semantic search techniques, search engines aim to improve the user experience by presenting results that are more closely aligned with the user’s needs and intentions, rather than just matching keywords.

Service Level Agreement (SLA)

A Service Level Agreement (SLA) is a formal agreement between a service provider and a customer that outlines the agreed-upon level of service to be provided. It defines the quality and performance expectations for the services being delivered and establishes the responsibilities and obligations of both parties.

schema markup

Schema markup, also known as structured data, is a standardized format for providing information about a webpage’s content to search engines. It helps search engines understand the context and meaning of the content on a webpage, which can improve the display of search results and enhance visibility in search engine results pages (SERPs).

Key concepts,

Types of Schema Markup:
- Product: Describes details about a product, such as its name, description, price, availability, and ratings.
- Organization: Provides information about a business or organization, including its name, logo, contact information, and social profiles.
- Article: Specifies details about a news article, blog post, or other textual content, such as its headline, author, publication date, and main image.
- Event: Describes information about an event, such as its name, date, location, and organizer.
- FAQ: Provides answers to frequently asked questions, along with the questions themselves.
- Review: Specifies details about a review or rating, including the reviewer’s name, rating, and comments.
Implementation: Schema markup is typically added to the HTML code of a webpage using special markup syntax.

Benefits of schema markup,

Improved Search Visibility: Schema markup can lead to richer and more informative search results, including rich snippets, knowledge graphs, and enhanced search features, which can attract more clicks and improve organic search visibility.
Enhanced User Experience: Richer search results provide users with more relevant and actionable information directly in the search results, improving the overall user experience and reducing the need to click through to the website for basic information.
Better Understanding of Content: By providing structured data about the content of a webpage, schema markup helps search engines better understand the context, meaning, and relationships between different pieces of information, which can lead to more accurate indexing and ranking.
Increased Click-Through Rates (CTR): Rich snippets and enhanced search features, enabled by schema markup, can make search results more visually appealing and compelling, leading to higher click-through rates and increased traffic to the website.

shopping cart

A shopping cart is a software application used in ecommerce to enable customers to select and purchase products or services online. It is a virtual shopping basket that allows customers to add products or services they wish to buy, view the contents of their cart, and proceed to checkout to complete their purchase.

A well-designed shopping cart is essential for providing a smooth and convenient ecommerce experience for customers.

sitemap XML

A sitemap XML is a file that lists all the pages on a website and provides information about their structure, organization, and content. It is a standard format used by search engines to crawl and index web pages more efficiently.

Sitemap XML files can be generated manually or automatically using various tools and plugins. Once created, they can be submitted to search engines such as Google and Bing to help them better understand the structure and content of the website.

SKU or Stock Keeping Unit

A Stock Keeping Unit (SKU) refers to a unique identifier or code assigned to a specific product or variant available for sale on an ecommerce platform. SKUs are used to track and manage individual products within the ecommerce inventory system, enabling efficient inventory management, order processing, and product tracking.

Social commerce refers to the use of social media platforms to enable and facilitate online shopping and transactions. It involves integrating ecommerce features into social media platforms, allowing users to browse, purchase, and share products without leaving the platform.

Social commerce offers several advantages to both businesses and consumers. For businesses, it provides a cost-effective way to reach new customers, increase brand awareness, and drive sales. For consumers, it offers a seamless and convenient way to shop and purchase products, without the need to leave the social media platform.

For related info see Search Commerce products

For related info see Social Media Management products

For related info see Social Networks

In the context of digital marketing and SEO (Search Engine Optimization), social signals refer to the impact and influence that social media activities and engagement have on a website’s visibility, credibility, and ranking in search engine results.

In the context of marketing and business, social proof refers to the influence and validation that comes from the positive actions, feedback, and endorsements of customers, influencers, or other individuals.

Software as a Service (SaaS)

Software as a Service (SaaS) is a software distribution model where software applications are hosted and provided to customers over the internet on a subscription basis. In this model, the software is centrally managed and accessed through a web browser, eliminating the need for users to install and maintain the software on their own computers or servers.

storytelling

Storytelling is the art of communicating a message, idea, or emotion through a narrative or story. It is a powerful tool for connecting with an audience, creating an emotional connection, and conveying complex ideas in a memorable and engaging way.

Storytelling can also be used in marketing and advertising to promote products or services. By framing a product or service in a story that highlights its unique benefits and value proposition, businesses can make their offerings more memorable and appealing to customers.

<- previous R | next T ->