| subscriber | A subscriber is a visitor that has opted-in or consented to have a business contact them. They can be added to email lists and SMS lists, and the business can then send out messages with the purpose of converting the subscribers to paying customers. |
| paid search ads | Paid search ads are the pay-per-click (PPC) advertisements that appear with the organic results on SERP. |
| doorway | Noun. A document with a small amount of text (usually coherent but sometimes gibberish) intended to rank well specifically for one targeted expression. In the old days, people created as many doorways as they had targeted keywords and search engines to work with. |
| buyer persona | Buyer Persona is a fictitious description of your ideal buyer that is developed using a combination of industry research, gathered customer data, and demographics to help marketers form an image. Buyer personas are often given a name, job title, hobbies, interests, likes, dislikes, and buying habits. |
| content | Content is the part of a web page that provides the substance and is of the most interest to the user. It is the text or copy in the site itself. |
