| value proposition | A companys statement explaining the benefit or feature it offers uniquely well. |
| pay-per-click | or PPC: Online advertising approach that determines the cost of an ad by the number of people who click on the ad. |
| algorithmic risk | Noun phrase. The probability that a search engine algorithm rewards (positive risk), ignores (neutral risk), or punishes (negative risk) an optimization strategy. |
| pigeon algorithm update | a Google update to local search which brought it into line with more signals typically associated with general web search. |
| orphaned pages | Pages of a website that have no internal links pointing to them from within the website. This can be harmful to SEO as orphaned pages are harder for search engines *and users* to locate than pages with internal links. |
