| a/b testing | A strategy for measuring the success of a marketing campaign in which two landing pages are created and incoming traffic is split between them to compare the conversion rates of each. |
| commercial investigation queries | A query in which the searcher wants to compare products to find the one that best suits them. |
| penguin algorithm update | a Google update designed to penalise websites that have an unnatural link profile. |
| stop words | Usually refer to the most common words in a language and are normally filtered out in queries by search engines. Can be similarly filtered out from webpages when being ranked or indexed. |
| conversion path | A conversion path is the path website visitors take to go from first-time visitor to subscriber or buyer. |
