HTML (Hypertext Markup Language) is a standard markup language used to create and structure content for the World Wide Web.
CTA stands for "call-to-action" and refers to a prompt or directive given to the user to take a specific action.
Search Engine Results Page (SERP) is the page displayed by a search engine in response to a user's search query.
Brick and mortar refers to a physical retail store or business location, as opposed to an online or virtual presence.
