Glossary

Attribution window is the time range that determines how long after a click or view a conversion will be credited. Google Ads defaults to 30-day click and 1-day view.

CRO is the process of systematically increasing the percentage of visitors who convert through testing and iteration. A/B testing, user research, and form optimization are core tools.

A prominent box at the top of search results displaying a direct answer to a user's query, often extracted from a webpage.

A Knowledge Panel is a search engine-generated information box displaying key facts about an entity-person, place, or topic-sourced from various trusted data points.

The Local Pack is a prominent search result feature displaying a map and a list of three local businesses relevant to a user's query.

Organic results are earned through SEO, appearing naturally based on relevance, while paid results are purchased advertisements displayed prominently.

Position Zero, also known as a featured snippet, is the prominent box at the top of search results offering a direct answer to a query.

Ranking volatility refers to the frequent and significant fluctuations in a website's position within search engine results pages (SERPs) over a period.

SERP Features are non-traditional results on a search engine results page, designed to provide immediate answers or enhanced information beyond standard organic listings.