Internal optimization

Internal optimization is a complex of works on improving the quality of the site in accordance with the requirements of search engines and users.

External optimization

External optimization of a website is a way to promote a site in search results by building external links.


SERM is a direction of reputational marketing aimed at improving the reputation of a brand or person in search results. For this purpose, measures are organized to change the search results. The abbreviation is formed from search engine reputation management, which means “reputation management in search engines”.

Marketing mix

Marketing mix is a set of interrelated actions aimed at winning and retaining market share. Also marketing mix can be called a plan of marketing activity.


Segmentation is the division of the target audience and current customers into groups based on a number of characteristics that influence consumer behavior. For example, gender, age, income level, beliefs, and lifestyle.


Targeting is a marketing mechanism that allows you to find a target audience on the Internet by given criteria, to create ads that are relevant to each segment and thereby increase the conversion rate of ads.

Referral program

A referral program is a way to promote a product or service through recommendations. The company offers clients to recommend its product to people they know and get a reward for this: a discount, money or points to a bonus account. Simply put, it’s a way to stimulate word of mouth.


Ranking is the sorting of sites by search engines and their placement in the results. Search engine algorithms analyze which site is most relevant to the query, and then determine the position of the resource relative to competitors. In addition to the relevance of the site, also takes into account a set of behavioral, commercial and external parameters.

User agreement

A user agreement is a legal document that governs the relationship between the owners and users of a site, application, or program. It fixes the rights, duties and responsibilities of the parties, as well as the rules for using the resource and content.


CTR (click-through rate) is a measure of clickability. In email marketing, the CTR shows the percentage of users who clicked on clickable elements in an email: a link, an image, or a button. The clickability is mostly calculated in relation to the emails delivered.