| top of the funnel | The Top of the funnel is Stage One of the sales funnel model where a potential customer first encounters you, your product, or service. |
| share of voice | How many impressions a brand receives in the SERPs for search terms when compared to the total impressions that the brand’s competitors receive for those same search terms. |
| stars | Appraisals submitted by users of a product/service in a website indicating the level of satisfaction after purchase or use. |
| pogo sticking | The percentage of users who quickly clicked back to the search results and clicked another result right away. Higher POGO rates indicate poor relevancy and are a negative engagement metric. |
| directory | A list of websites, usually separated by related categories and maintained by human editors. Depending on the directory, inclusion could be free or paid. In the past, links from directories were highly sought after (e.g., DMOZ), leading to widespread abuse and overall devaluing of this sort of link building. |
