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

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.

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

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

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

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.

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.

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”.

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

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 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

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.

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