| schema markup | A type of structured data vocabulary agreed upon by major search engines. Adding Schema Markup to web pages helps search engines to better understand the content and structure of a site. It can also enable site content to show up in different SERP features such as featured snippets, carousels, knowledge graphs, etc. |
| display url | A display URL is a URL that accompanies a displayed ad. For Google Adwords, the limit of characters allowed for a display URL is 35. |
| rich format | Structured data can be added to the HTML of a website to provide contextual information to the search engines during crawling. This information can then be displayed in the SERPs, resulting in an enhanced listing, known as a rich snippet. |
| search terms | The word or phrase a user writes into a search box in order to get information that matches. |
| pigeon algorithm update | a Google update to local search which brought it into line with more signals typically associated with general web search. |
