Growth Glossary — Theo Moulos

Last Interaction Model

The Last Interaction model attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting.

Questions

What is the Last Interaction Model (on attribution)?

The Last Interaction model attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting.

When the Last interaction Model is useful?

If your ads and campaigns are designed to attract people at the moment of purchase, or your business is primarily transactional with a sales cycle that does not involve a consideration phase, the Last Interaction model may be appropriate.

Last Non-Direct Click Attribution Model

The Last Non-Direct Click model ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through from before buying or converting. Analytics uses this model by default when attributing conversion value in non-Multi-Channel Funnels reports. When it's useful: Because the Last Non-Direct Click model is the default model used for non-Multi-Channel Funnels reports, it provides a useful benchmark to compare with results from other models. In addition, if you consider direct traffic to be from customers who have already been won through a different channel, then you may wish to filter out direct traffic and focus on the last marketing activity before conversion.

Questions

What is the Last Non-Direct Click model?

The Last Non-Direct Click model ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through from before buying or converting. Analytics uses this model by default when attributing conversion value in non-Multi-Channel Funnels reports. When it's useful: Because the Last Non-Direct Click model is the default model used for non-Multi-Channel Funnels reports, it provides a useful benchmark to compare with results from other models. In addition, if you consider direct traffic to be from customers who have already been won through a different channel, then you may wish to filter out direct traffic and focus on the last marketing activity before conversion.

Latent Semantic Indexing (LSI)

Latent Semantic Indexing (LSI) keywords are words that are related semantically (i.e. in meaning) to your primary keyword.

Questions

What is LSI in SEO?

Latent Semantic Indexing (LSI) keywords are words that are related semantically (i.e. in meaning) to your primary keyword.

Any example of LSI keywords?

The words car and auto are related semantically. People may search using either way. LSI Is not just about synonyms. Here is an example:

Main keyword: "Apple"

LSI keywords: "iPhone," "MacBook," "fruit," "orchard"

If a page mentions "Apple" along with "iPhone" and "MacBook," search engines know it's about the tech company Apple. But if it mentions "fruit" and "orchard," it's about the fruit.

LSI keywords improve SEO by making content more relevant and natural for both readers and search engines.

How can I identify LSI keywords in search results?

Search your term on Google. LSI keywords will appear as bold

Leads Forensics

Lead forensics is a term that refers to the use of digital forensics techniques to gather and analyze data from leads, or potential sources of information, in a digital auditing or investigation. This may involve examining electronic devices or other digital media to extract and analyze data such as emails, website visits, campaigns used, IPs, text messages, or other types of communication that could provide leads or clues about the nature of the source. Lead forensics is often used in digital audits or analyses, corporate fraud investigations, and cybersecurity incidents, among others.

Overall, lead forensics is a key tool that is used to gather and analyze digital evidence in a variety of contexts, helping auditors to solve attribution, identify wrongdoing, and hold individuals accountable for their actions.

Questions

What is lead forensics?

Lead forensics is a term that refers to the use of digital forensics techniques to gather and analyze data from leads, or potential sources of information, in a digital auditing or investigation. This may involve examining electronic devices or other digital media to extract and analyze data such as emails, website visits, campaigns used, IPs, text messages, or other types of communication that could provide leads or clues about the nature of the source. Lead forensics is often used in digital audits or analyses, corporate fraud investigations, and cybersecurity incidents, among others.

Overall, lead forensics is a key tool that is used to gather and analyze digital evidence in a variety of contexts, helping auditors to solve attribution, identify wrongdoing, and hold individuals accountable for their actions.

What's the connection between attribution and lead forensics?

Attribution refers to the process of identifying the source or origin of an action or event. In the context of digital forensics, attribution refers to the process of identifying the individuals or organizations responsible for collecting leads or other types of digital incidents such as a GDPR-related investigation.

What's the connection between lead forensics and GDPR?

CCPA and GDPR both have ways for users to ask to recall all the information collected for them. Very often we utilize lead forensics approaches to answer the question "why I'm getting this message".

Linear model

The Linear model gives equal credit to each channel interaction on the way to conversion.

Questions

What is the Linear Attribution Model?

The Linear model gives equal credit to each channel interaction on the way to conversion.

When the linear attribution model is useful?

This model is useful if your campaigns are designed to maintain contact and awareness with the customer throughout the entire sales cycle. In this case, each touchpoint is equally important during the consideration process.

Link Building

Link building is the process of acquiring hyperlinks from other websites to your own, to increase the search engine rankings of that page or website.

There are two fundamental ways that search engines use links:
* To discover new web pages
* To help determine how well a page should rank in its result

That's why link building is a fundamental process of a successful SEO strategy

Questions

What is link building?

Link building is the process of acquiring hyperlinks from other websites to your own, to increase the search engine rankings of that page or website.

There are two fundamental ways that search engines use links:

* To discover new web pages

* To help determine how well a page should rank in its result

That's why link building is a fundamental process of a successful SEO strategy

What's the most fundamental thing to know about link building?

That all links should be relevant and related to your goals. Just getting the bad (in terms of unrelated traffic) will be ok for your SEO team but bad for your business.

Is Link-building more important than on-site, on-page activities?

Link-building can be an effective strategy, but it should never take precedence over foundational on-site and on-page SEO efforts. A successful SEO strategy starts with a solid technical foundation, ensuring your website is crawlable, optimized for speed, and provides a seamless user experience.

Additionally, creating high-value, relevant content tailored to your audience's needs is critical. Without these elements in place, link-building efforts are unlikely to deliver meaningful results.

Moreover, links should come from relevant sources and serve as genuine traffic drivers, not just as an attempt to boost search rankings artificially. Links that align with your content and target audience enhance credibility and direct qualified traffic to your site.

However, if your content is weak or disconnected from your audience's needs, or if your technical SEO fundamentals are lacking, investing in link-building can be a waste of resources. Focus on building a coherent content strategy first; then, links will naturally follow as a byproduct of quality and relevance

llms.txt

While robots.txt and sitemap.xml are designed for search engines, LLMs.txt is optimized for reasoning engines. It provides information about a website to LLMs in a format they can easily understand.

Questions

Isn't my website already ready for LLMs?

While websites serve both human readers and LLMs, the latter benefit from more concise, expert-level information gathered in a single, accessible location. This is particularly important for use cases like development environments, where LLMs need quick access to programming documentation and APIs.

What is llms.txt?

llms.txt markdown is human and LLM readable, but is also in a precise format allowing fixed processing methods (i.e. classical programming techniques such as parsers and regex).

llms.txt vs. sitemap.xml and robots.txt

llms.txt is designed to coexist with current web standards. While sitemaps list all pages for search engines, llms.txt offers a curated overview for LLMs. It can complement robots.txt by providing context for allowed content. The file can also reference structured data markup used on the site, helping LLMs understand how to interpret this information in context.

The approach of standardizing on a path for the file follows the approach of /robots.txt and /sitemap.xml. robots.txt and llms.txt have different purposes—robots.txt is generally used to let automated tools know what access to a site is considered acceptable, such as for search indexing bots. On the other hand, llms.txt information will often be used on demand when a user explicitly requests information about a topic, such as when including a coding library’s documentation in a project or when asking a chatbot with search functionality for information.

It serves a fundamentally different purpose than existing web standards like sitemap.xml and robots.txt.

/sitemap.xml lists all indexable pages, but doesn’t help with content processing. AI systems would still need to parse complex HTML and handle extra info, cluttering up the context window.

/robots.txt suggests search engine crawler access, but doesn’t assist with content understanding either.

/llms.txt solves AI-related challenges. It helps overcome context window limitations, removes non-essential markup and scripts, and presents content in a structure optimized for AI processing.

How do I add llms.txt on my website?

If your website runs on a well known CMS i.e. Wordpress, there are plugins that will create the llms.txt files the same way they create sitemap.xml. Use that plugin and see if the result is satisfactory.

You can access your llms.txt file in:

[yourwebsite]/llms.txt

How to create the llms.txt file?

To create effective llms.txt files, consider these guidelines: Use concise, clear language. When linking to resources, include brief, informative descriptions. Avoid ambiguous terms or unexplained jargon. Run a tool that expands your llms.txt file into an LLM context file and test a number of language models to see if they can answer questions about your content.