{"id":2903,"date":"2026-07-31T10:26:07","date_gmt":"2026-07-31T08:26:07","guid":{"rendered":"https:\/\/mairateam.com\/?page_id=2903"},"modified":"2026-08-20T12:44:58","modified_gmt":"2026-08-20T10:44:58","slug":"glossary","status":"publish","type":"page","link":"https:\/\/mairateam.com\/en\/glossary\/","title":{"rendered":"Marketing Glossary"},"content":{"rendered":"\t\t\t\t<div class=\"component-page-header-default relative text-white pt-8 lg:pt-24 xl:pt-40 pb-16 xl:pb-40 wysiwyg-offset\">\n\t\t\t\t\t<div class=\"container\">\n\t\t\t\t\t\t\t\t\t<div class=\"grid grid-cols-12 items-start gap-y-16 md:gap-x-10\" gsap-animation=\"slide-up\">\n\t\t\t\t\t\t\t<div class=\"col-span-12\">\n\t\t\t\t\t<h1 class=\"text-display-xl text-balance font-bold uppercase max-w-[18ch]\">\n\t\t\t\t\t\tMarketing glossary\n\t\t\t\t\t<\/h1>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-span-12 sm:col-span-7 sm:col-start-1\" gsap-animation=\"slide-up\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"prose prose-invert max-w-none font-medium text-title-lg text-balance\"><p>Plain-language definitions from performance marketing, SEO, GEO and analytics. Every entry is written from our own practice: definition, calculation with a&nbsp;worked example, common mistakes and what has proven to work in real accounts.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"component-glossary-list relative bg-secondary-500 text-white py-16 lg:py-24 2xl:py-32 !pt-0 wysiwyg-offset\" x-data=\"glossaryList\" data-plurals=\"{&quot;one&quot;:&quot;%d term&quot;,&quot;few&quot;:&quot;%d terms&quot;,&quot;many&quot;:&quot;%d terms in total&quot;}\">\n\t\t\t\t\t<div class=\"container\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex flex-col gap-6 lg:gap-8 pb-8 lg:pb-12 border-b border-white\/20\" gsap-animation=\"slide-up\">\n\t\t\t<div class=\"relative\">\n\t\t\t\t<label class=\"sr-only\" for=\"glossary-search-w98dec6\">Search a term<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t<input id=\"glossary-search-w98dec6\" type=\"search\" placeholder=\"Search a term\u2026\" class=\"w-full px-5 py-4 lg:py-5 bg-white\/5 border border-white\/20 text-lg lg:text-xl text-white placeholder:text-white\/50 focus:border-white focus:outline-hidden transition-colors duration-200 pr-14\" x-model=\"search\">\n\t\t\t\t\t\t\t\t<button type=\"button\" class=\"absolute top-1\/2 right-4 -translate-y-1\/2 flex items-center justify-center size-8 text-white\/50 hover:text-primary-500 transition-colors duration-200 cursor-pointer\" aria-label=\"Clear search\" @click=\"search = &#039;&#039;\" x-show=\"search\" x-cloak><svg class=\"svg-close size-4\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"2.25 2.57 19.5 19.5\"><path d=\"M3 21.32L21 3.32001\" stroke=\"currentColor\" stroke-width=\"1.5\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><path d=\"M3 3.32001L21 21.32\" stroke=\"currentColor\" stroke-width=\"1.5\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/button>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<ul class=\"flex flex-wrap gap-2\">\n\t\t\t\t\t\t\t\t\t\t<li><button type=\"button\" class=\"px-4 py-2 border transition-colors duration-200 text-sm font-bold uppercase tracking-wider cursor-pointer\" @click=\"category = &#039;&#039;\" :class=\"category === &#039;&#039; ? &#039;bg-primary-500 border-primary-500 text-white&#039; : &#039;border-white\/25 text-white\/70 hover:border-white hover:text-white&#039;\">All<\/button><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><button type=\"button\" class=\"px-4 py-2 border transition-colors duration-200 text-sm font-bold uppercase tracking-wider cursor-pointer\" data-glossary-filter=\"performance-marketing\" @click=\"category = $el.dataset.glossaryFilter\" :class=\"category === $el.dataset.glossaryFilter ? &#039;bg-primary-500 border-primary-500 text-white&#039; : &#039;border-white\/25 text-white\/70 hover:border-white hover:text-white&#039;\">Performance marketing<\/button><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><button type=\"button\" class=\"px-4 py-2 border transition-colors duration-200 text-sm font-bold uppercase tracking-wider cursor-pointer\" data-glossary-filter=\"seo-content\" @click=\"category = $el.dataset.glossaryFilter\" :class=\"category === $el.dataset.glossaryFilter ? &#039;bg-primary-500 border-primary-500 text-white&#039; : &#039;border-white\/25 text-white\/70 hover:border-white hover:text-white&#039;\">SEO &amp;&nbsp;content<\/button><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<ul class=\"flex flex-wrap gap-x-3 gap-y-1\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"A\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-A\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">A<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"B\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-B\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">B<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"C\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-C\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">C<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"D\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-D\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">D<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"E\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-E\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">E<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"F\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-F\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">F<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"G\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-G\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">G<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"H\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-H\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">H<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"I\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-I\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">I<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"J\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-J\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">J<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"K\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-K\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">K<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"L\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-L\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">L<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"M\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-M\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">M<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"N\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-N\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">N<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"O\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-O\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">O<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"P\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-P\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">P<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"Q\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-Q\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">Q<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"R\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-R\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">R<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"S\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-S\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">S<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"T\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-T\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">T<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"U\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-U\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">U<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"V\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-V\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">V<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"W\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-W\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">W<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"X\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-X\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">X<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"Y\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-Y\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">Y<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"Z\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-Z\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">Z<\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-letter-link=\"other\" x-show=\"hasLetter($el.dataset.glossaryLetterLink)\" x-cloak><a href=\"#glossary-other\" class=\"text-sm font-bold uppercase transition-colors duration-200 hover:text-primary-500\">#<\/a><\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t\t<div class=\"text-sm font-medium uppercase tracking-wider text-white\/60\" x-text=\"termLabel\"><\/div>\n\t\t<\/div>\n\n\t\t<div class=\"flex flex-col gap-12 lg:gap-16 mt-12 lg:mt-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-A\" class=\"scroll-mt-32\" data-glossary-letter=\"A\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">A<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"AEO (answer engine optimization) Preparing content for answer engines: the answer up front, a question-led structure and machine readable data. The goal is to be the source of the answer, not an entry in a list. AEO SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/aeo-answer-engine-optimization\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">AEO (answer engine optimization)<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"shrink-0 px-2 py-0.5 bg-white text-secondary-500 text-xs font-bold uppercase tracking-wider\">AEO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Preparing content for answer engines: the answer up front, a&nbsp;question-led structure and machine readable data. The goal is to be the source of the answer, not an entry in a&nbsp;list.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Agentic commerce A purchase carried out by an AI agent on the user&#039;s behalf: it finds the product, compares offers and often completes the order. What decides is not the look of the shop but the quality of the product data.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/agentic-commerce\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.05\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Agentic commerce<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">A purchase carried out by an AI agent on the user\u2019s behalf: it finds the product, compares offers and often completes the order. What decides is not the look of the shop but the quality of the product data.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"AI crawler (GPTBot, ClaudeBot) The crawlers of language models that collect content for training and answers. When a host or firewall blocks them, the brand stops existing for that AI, and usually nobody knows.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/ai-crawler\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.1\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">AI crawler (GPTBot, ClaudeBot)<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">The crawlers of language models that collect content for training and answers. When a&nbsp;host or firewall blocks them, the brand stops existing for that AI, and usually nobody knows.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"AI Mode Google&#039;s conversational search mode, where the user asks follow-up questions and receives a continuous answer instead of a list of links. Sources are cited inside the answer, so a brand can be highly visible and still receive no clicks at all.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/ai-mode\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.15\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">AI Mode<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Google\u2019s conversational search mode, where the user asks follow-up questions and receives a&nbsp;continuous answer instead of a&nbsp;list of links. Sources are cited inside the answer, so a&nbsp;brand can be highly visible and still receive no clicks at all.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"AI Overviews AI generated answers shown above Google&#039;s organic results. The user gets a summary with source links, so a brand can be highly visible without earning a single click.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/ai-overviews\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.2\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">AI Overviews<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">AI generated answers shown above Google\u2019s organic results. The user gets a&nbsp;summary with source links, so a&nbsp;brand can be highly visible without earning a&nbsp;single click.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"AI visibility A brand&#039;s measurable share in AI assistant answers: how often it is mentioned, whether it is cited and in what wording. Not a single number, but a set of indirect indicators.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/ai-visibility\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.25\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">AI visibility<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">A brand\u2019s measurable share in AI assistant answers: how often it is mentioned, whether it is cited and in what wording. Not a&nbsp;single number, but a&nbsp;set of indirect indicators.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"AOV The average value of an order. Raising it is usually a cheaper route to growth than buying more traffic, because it monetises visits that are already paid for. Average Order Value Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/aov\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.3\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">AOV<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"shrink-0 px-2 py-0.5 bg-white text-secondary-500 text-xs font-bold uppercase tracking-wider\">Average Order Value<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">The average value of an order. Raising it is usually a&nbsp;cheaper route to growth than buying more traffic, because it monetises visits that are already paid for.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-B\" class=\"scroll-mt-32\" data-glossary-letter=\"B\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">B<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Blended ROAS ROAS calculated from total revenue and total ad spend across channels. It shows the company&#039;s reality, not each platform&#039;s optimistic numbers.  Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/blended-roas\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Blended ROAS<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">ROAS calculated from total revenue and total ad spend across channels. It shows the company\u2019s reality, not each platform\u2019s optimistic numbers.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Break-even ROAS The ROAS at which a campaign neither earns nor loses. It is derived from margin, not revenue, and without it no target ROAS has any basis.  Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/break-even-roas\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.05\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Break-even ROAS<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">The ROAS at which a&nbsp;campaign neither earns nor loses. It is derived from margin, not revenue, and without it no target ROAS has any basis.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-C\" class=\"scroll-mt-32\" data-glossary-letter=\"C\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">C<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"CAC The cost of acquiring one new customer: total marketing and sales cost divided by the number of new customers. It only means something paired with LTV. Customer Acquisition Cost Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/cac\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">CAC<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"shrink-0 px-2 py-0.5 bg-white text-secondary-500 text-xs font-bold uppercase tracking-wider\">Customer Acquisition Cost<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">The cost of acquiring one new customer: total marketing and sales cost divided by the number of new customers. It only means something paired with LTV.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"ChatGPT Shopping Product results inside ChatGPT. Visibility follows structured data, feed quality and what is published about the product, not the size of an auction bid.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/chatgpt-shopping\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.05\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">ChatGPT Shopping<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Product results inside ChatGPT. Visibility follows structured data, feed quality and what is published about the product, not the size of an auction bid.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Churn The share of customers lost in a period. In subscription models it decides whether acquisition makes sense at all, because it sets how long a customer keeps paying.  Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/churn\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.1\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Churn<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">The share of customers lost in a&nbsp;period. In subscription models it decides whether acquisition makes sense at all, because it sets how long a&nbsp;customer keeps paying.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Citation share A brand&#039;s share of citations in AI answers on a topic. The share of voice metric for an era where a model answers instead of a list of links.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/citation-share\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.15\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Citation share<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">A brand\u2019s share of citations in AI answers on a&nbsp;topic. The share of voice metric for an era where a&nbsp;model answers instead of a&nbsp;list of links.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Contribution margin Revenue after variable costs. The amount that pays for advertising and fixed costs, and the basis for calculating POAS and break-even ROAS.  Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/contribution-margin\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.2\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Contribution margin<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Revenue after variable costs. The amount that pays for advertising and fixed costs, and the basis for calculating POAS and break-even ROAS.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"CPA Cost per conversion: what one order, lead or sign-up costs. Unlike CPC it measures the outcome, not the visit, but without margin it is still half the story. Cost per Acquisition Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/cpa\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.25\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">CPA<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"shrink-0 px-2 py-0.5 bg-white text-secondary-500 text-xs font-bold uppercase tracking-wider\">Cost per Acquisition<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Cost per conversion: what one order, lead or sign-up costs. Unlike CPC it measures the outcome, not the visit, but without margin it is still half the story.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Customer retention Keeping customers and making them buy again. A cheaper growth lever than acquisition, because it works on customers who are already paid for.  Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/customer-retention\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.3\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Customer retention<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Keeping customers and making them buy again. A&nbsp;cheaper growth lever than acquisition, because it works on customers who are already paid for.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-E\" class=\"scroll-mt-32\" data-glossary-letter=\"E\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">E<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"E-E-A-T Experience, expertise, authoritativeness and trust. The frame Google and AI models use to judge whether a source is worth citing at all. Experience, Expertise, Authoritativeness, Trust SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/e-e-a-t\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">E\u2011E-A\u2011T<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"shrink-0 px-2 py-0.5 bg-white text-secondary-500 text-xs font-bold uppercase tracking-wider\">Experience, Expertise, Authoritativeness, Trust<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Experience, expertise, authoritativeness and trust. The frame Google and AI models use to judge whether a&nbsp;source is worth citing at all.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Entity SEO Optimising for entities, meaning uniquely identified things and brands, rather than keyword strings. Search engines and language models reason in entities, not words.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/entity-seo\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.05\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Entity SEO<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Optimising for entities, meaning uniquely identified things and brands, rather than keyword strings. Search engines and language models reason in entities, not words.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-G\" class=\"scroll-mt-32\" data-glossary-letter=\"G\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">G<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"GEO (generative engine optimization) Optimizing content so generative search engines and AI assistants cite it in their answers. The goal is not a position in a list of links but a mention at the moment someone is deciding. GEO SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/geo-generative-engine-optimization\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">GEO (generative engine optimization)<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"shrink-0 px-2 py-0.5 bg-white text-secondary-500 text-xs font-bold uppercase tracking-wider\">GEO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Optimizing content so generative search engines and AI assistants cite it in their answers. The goal is not a&nbsp;position in a&nbsp;list of links but a&nbsp;mention at the moment someone is deciding.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Geo lift test An incrementality test that switches advertising on or off in selected regions. The gap against control regions shows the campaign&#039;s true contribution.  Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/geo-lift-test\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.05\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Geo lift test<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">An incrementality test that switches advertising on or off in selected regions. The gap against control regions shows the campaign\u2019s true contribution.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-H\" class=\"scroll-mt-32\" data-glossary-letter=\"H\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">H<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Holdout test A control group deliberately excluded from advertising. The behavioural gap between the groups shows how many conversions would have happened without the campaign.  Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/holdout-test\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Holdout test<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">A control group deliberately excluded from advertising. The behavioural gap between the groups shows how many conversions would have happened without the campaign.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-I\" class=\"scroll-mt-32\" data-glossary-letter=\"I\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">I<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Incrementality The revenue lift that would not have happened without the campaign. It separates advertising that caused the result from advertising that merely claimed a conversion that was coming anyway.  Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/incrementality\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Incrementality<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">The revenue lift that would not have happened without the campaign. It separates advertising that caused the result from advertising that merely claimed a&nbsp;conversion that was coming anyway.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"IndexNow A protocol for actively notifying search engines about content changes instead of waiting for a crawl. For Bing, and therefore for ChatGPT and Copilot, it is the fastest route into the index.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/indexnow\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.05\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">IndexNow<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">A protocol for actively notifying search engines about content changes instead of waiting for a&nbsp;crawl. For Bing, and therefore for ChatGPT and Copilot, it is the fastest route into the index.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-K\" class=\"scroll-mt-32\" data-glossary-letter=\"K\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">K<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Knowledge Graph A database of entities and their relations from which Google draws facts about companies, people and concepts. When a brand is missing, AI assembles its facts from elsewhere.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/knowledge-graph\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Knowledge Graph<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">A database of entities and their relations from which Google draws facts about companies, people and concepts. When a&nbsp;brand is missing, AI assembles its facts from elsewhere.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-L\" class=\"scroll-mt-32\" data-glossary-letter=\"L\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">L<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"llms.txt A text file at the site root that tells language models who you are and which content matters. It is not a standard enforced by search engines, it is a curated index you write yourself.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/llms-txt\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">llms.txt<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">A text file at the site root that tells language models who you are and which content matters. It is not a&nbsp;standard enforced by search engines, it is a&nbsp;curated index you write yourself.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"LTV The value of a customer over the whole relationship, ideally in margin, not revenue. It sets how much you can afford to pay to acquire one. Customer Lifetime Value Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/ltv\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.05\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">LTV<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"shrink-0 px-2 py-0.5 bg-white text-secondary-500 text-xs font-bold uppercase tracking-wider\">Customer Lifetime Value<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">The value of a&nbsp;customer over the whole relationship, ideally in margin, not revenue. It sets how much you can afford to pay to acquire one.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"LTV\/CAC ratio Customer value divided by acquisition cost. Below 3 the model usually gets fragile, well above 5 often means growth is being throttled unnecessarily.  Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/ltv-cac-ratio\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.1\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">LTV\/CAC ratio<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Customer value divided by acquisition cost. Below 3&nbsp;the model usually gets fragile, well above 5&nbsp;often means growth is being throttled unnecessarily.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-M\" class=\"scroll-mt-32\" data-glossary-letter=\"M\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">M<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Marketing mix modeling A statistical model that estimates each channel&#039;s contribution to revenue from historical data. It needs no cookies and no user tracking, which is why it is back after measurement tightened. MMM Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/marketing-mix-modeling\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Marketing mix modeling<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"shrink-0 px-2 py-0.5 bg-white text-secondary-500 text-xs font-bold uppercase tracking-wider\">MMM<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">A statistical model that estimates each channel\u2019s contribution to revenue from historical data. It needs no cookies and no user tracking, which is why it is back after measurement tightened.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"MER Total revenue divided by total marketing spend. An account-wide view that ignores attribution disputes, which is why attribution cannot fool it. Marketing Efficiency Ratio Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/mer\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.05\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">MER<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"shrink-0 px-2 py-0.5 bg-white text-secondary-500 text-xs font-bold uppercase tracking-wider\">Marketing Efficiency Ratio<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Total revenue divided by total marketing spend. An account-wide view that ignores attribution disputes, which is why attribution cannot fool it.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-P\" class=\"scroll-mt-32\" data-glossary-letter=\"P\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">P<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Payback period The time it takes to recover the cost of acquiring a customer. It decides how fast a company can scale without outside funding.  Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/payback-period\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Payback period<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">The time it takes to recover the cost of acquiring a&nbsp;customer. It decides how fast a&nbsp;company can scale without outside funding.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Perplexity A search-first AI assistant that answers with visible sources. Relevant for brands because its citations are transparent and trackable.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/perplexity\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.05\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Perplexity<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">A search-first AI assistant that answers with visible sources. Relevant for brands because its citations are transparent and trackable.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"POAS Profit per unit of ad spend. Unlike ROAS it accounts for margin, so it separates revenue that earns from revenue that merely flows through. Profit on Ad Spend Performance marketing\" data-glossary-category=\"performance-marketing\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/poas\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.1\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">POAS<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"shrink-0 px-2 py-0.5 bg-white text-secondary-500 text-xs font-bold uppercase tracking-wider\">Profit on Ad Spend<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Profit per unit of ad spend. Unlike ROAS it accounts for margin, so it separates revenue that earns from revenue that merely flows through.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tPerformance marketing\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-R\" class=\"scroll-mt-32\" data-glossary-letter=\"R\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">R<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"RAG The method where a language model retrieves sources before answering and builds the answer from them, instead of drawing only on what it learned in training. RAG is the reason AI visibility can be influenced by content. Retrieval Augmented Generation SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/rag\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">RAG<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"shrink-0 px-2 py-0.5 bg-white text-secondary-500 text-xs font-bold uppercase tracking-wider\">Retrieval Augmented Generation<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">The method where a&nbsp;language model retrieves sources before answering and builds the answer from them, instead of drawing only on what it learned in training. RAG is the reason AI visibility can be influenced by content.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-S\" class=\"scroll-mt-32\" data-glossary-letter=\"S\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">S<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Semantic search Search based on the meaning of a query rather than word matching. It is why one page gets found through dozens of differently worded queries, and why writing for one exact keyword stopped working.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/semantic-search\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Semantic search<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Search based on the meaning of a&nbsp;query rather than word matching. It is why one page gets found through dozens of differently worded queries, and why writing for one exact keyword stopped working.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Structured data (schema.org) Marking up content with the schema.org vocabulary so machines know what a page holds: a service, a product, a question, a company. The basis for being understood correctly by search engines and AI.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/structured-data-schema-org\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0.05\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Structured data (schema.org)<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">Marking up content with the schema.org vocabulary so machines know what a&nbsp;page holds: a&nbsp;service, a&nbsp;product, a&nbsp;question, a&nbsp;company. The basis for being understood correctly by search engines and AI.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<section id=\"glossary-Z\" class=\"scroll-mt-32\" data-glossary-letter=\"Z\" x-show=\"hasLetter($el.dataset.glossaryLetter)\" x-cloak>\n\t\t\t\t\t\t<h2 class=\"text-heading-md font-bold uppercase text-white\/25 mb-6\">Z<\/h2>\n\t\t\t\t\t\t<ul class=\"grid grid-cols-1 md:grid-cols-2 gap-4 lg:gap-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li data-glossary-term=\"Zero-click search A search that ends without a click, because the user gets the answer directly in the results. AI answers push its share up and change what should be measured as success.  SEO &amp;amp; content\" data-glossary-category=\"seo-content\" x-show=\"matches($el.dataset.glossaryTerm, $el.dataset.glossaryCategory)\" x-cloak>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/en\/glossary\/zero-click-search\/\" class=\"group relative flex flex-col h-full p-6 lg:p-8 border border-white\/20 bg-white\/5 hover:bg-primary-500 hover:border-primary-500 transition-colors duration-200\" gsap-animation=\"slide-up\" gsap-delay=\"0\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"flex items-baseline justify-between gap-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"text-title-lg font-bold uppercase text-balance\">Zero-click search<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"mt-3 text-base lg:text-lg text-white\/70 group-hover:text-white transition-colors duration-200\">A search that ends without a&nbsp;click, because the user gets the answer directly in the results. AI answers push its share up and change what should be measured as success.<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"flex items-center gap-2 mt-4 text-xs font-bold uppercase tracking-wider text-white\/50 group-hover:text-white transition-colors duration-200\">\n\t\t\t\t\t\t\t\t\t\t\t\tSEO &amp;&nbsp;content\n\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-arrow-right size-4 shrink-0\" aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"3.24 5.16 19.72 16.68\"><path d=\"M4.83142 13.5H20.5814\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 20.25L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><path d=\"M14.6252 6.75L21.3752 13.5\" stroke=\"currentColor\" stroke-width=\"3.17647\" stroke-linecap=\"square\" stroke-linejoin=\"round\"\/><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/section>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t<div class=\"flex flex-col items-center gap-6 py-16 lg:py-24 text-center\" x-show=\"visibleCount === 0\" x-cloak>\n\t\t\t<p class=\"text-title-lg font-bold uppercase\">No term matches your search.<\/p>\n\t\t\t<button type=\"button\" class=\"btn btn-primary cursor-pointer\" @click=\"reset()\">Clear filters<\/button>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":9,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-2903","page","type-page","status-publish","hentry"],"acf":{"body_background_color":"secondary"},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Plain-language definitions from performance marketing, SEO, GEO and analytics: definition, a worked example and the common mistakes.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/mairateam.com\/en\/glossary\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 5.0.0.1\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Maira Team\" \/>\n\t\t<meta property=\"og:type\" content=\"website\" \/>\n\t\t<meta property=\"og:title\" content=\"Marketing Glossary: SEO, GEO and Performance Marketing Terms\" \/>\n\t\t<meta property=\"og:description\" content=\"Plain-language definitions from performance marketing, SEO, GEO and analytics: definition, a worked example and the common mistakes.\" \/>\n\t\t<meta property=\"og:url\" content=\"https:\/\/mairateam.com\/en\/glossary\/\" \/>\n\t\t<meta property=\"og:image\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<meta property=\"og:image:secure_url\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<meta property=\"og:image:width\" content=\"1290\" \/>\n\t\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t\t<meta name=\"twitter:card\" content=\"summary\" \/>\n\t\t<meta name=\"twitter:title\" content=\"Marketing Glossary: SEO, GEO and Performance Marketing Terms\" \/>\n\t\t<meta name=\"twitter:description\" content=\"Plain-language definitions from performance marketing, SEO, GEO and analytics: definition, a worked example and the common mistakes.\" \/>\n\t\t<meta name=\"twitter:image\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<script type=\"application\/ld+json\" class=\"aioseo-schema\">\n\t\t\t{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/glossary\\\/#breadcrumblist\",\"itemListElement\":[{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/#listItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mairateam.com\\\/en\\\/\",\"nextItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/glossary\\\/#listItem\",\"name\":\"Marketing Glossary\"}},{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/glossary\\\/#listItem\",\"position\":2,\"name\":\"Marketing Glossary\",\"previousItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/#listItem\",\"name\":\"Home\"}}]},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/#organization\",\"name\":\"MAIRA\",\"description\":\"MAIRA is a performance marketing agency, part of the Proficio Hub. 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