—S— Marketing Terms starting with S

scroll depth – The percentage of a web page that a visitor has scrolled to, usually rounded down to predefined scroll depth thresholds (i.e. 25, 50, 75, 90).

search engine – A program that indexes documents, then attempts to match documents relevant to the users search requests.

search engine optimization – The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.

search engine spam – Excessive manipulation to influence search engine rankings, often for pages which contain little or no relevant content.

search engine submission – The act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.

search partners – In search advertising, sites that partner with Google to show ads in search and search-like settings.

search query – The exact string of words a user types into a search engine.

search retargeting – The use of a site visitor’s search history as a basis for the ads that the visitor will see.

segment overlap – In GA4, a report that lets you compare up to 3 user segments and the areas where those segments overlap.

self-serve advertising – Advertising that can be purchased without the assistance of a sales representative.

SEO – The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.

sitemap – A file containing a website’s content that is meant to be found by search engines and users.

SEO (see search engine optimization)

SERP – Shorthand for a page of search engine listings, typically the first page of organic results.

server side tracking – A digital analytics method where data is captured on a website’s server environment, from which it is passed to third-party vendors.

session – A group of interactions by a website visitor in a given time period.

session replay – A reproduction of a visitor’s view of, and interactions with, a website or app.

shopping cart – Software used to make a site’s product catalog available for online ordering, whereby visitors may select, view, add/delete, and purchase merchandise.

sig file – A short block of text at the end of a message identifying the sender and providing additional information about them.

single touch attribution – Any marketing attribution model that assigns all of the conversion credit in a user journey to a singe marketing touchpoint.

site search – Search functionality specific to one site.

skyscraper ad – An online ad significantly taller than the 120×240 vertical banner.

skyscraper technique – An SEO tactic of finding highly-linked content, creating a significantly better version, and reaching out to site owners who have already linked to similar content.

Snapchat Ads – An online advertising platform to show ads on Snapchat.

social networking – The process of creating, building, and nurturing virtual communities and relationships between people online.

soft 404 – A situation where a web server returns a “200 OK” (success) response, but Google treats it like a “404 Not Found” response.

soft bounce – A situation where an email reached the recipient’s email server but is temporarily undeliverable.

source/medium – In analytics, a dimension that describes how people found a site, combining the dimensions of source (specific) and medium (category).

spam – Inappropriate commercial message of extremely low value.

splash page – A branding page before the home page of a Web site.

sponsorship – Advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.

squeeze page – A type of landing page designed specifically to collect email addresses from visitors.

stickiness – The amount of time spent at a site over a given time period.

super affiliate – An affiliate capable of generating a significant percentage of an affiliate program’s activity.

surround session – Advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit.

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