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algorithm	A complex computer program used by search engines to retrieve data and deliver results for a query. Search engines use a
searchmetrics	SEO software.
serp volatility	SERP Volatility stands for ranking fluctuations. Variation in the algorithmical SERP may occur due to changes in the content of a ranking page, the number of inbound links pointing to that page, the competitiveness of a given keyword or niche, etc. This fluctuations may appear even daily or hourly.
cpl	Cost Per Lead, the cost associated to acquire a lead (anything from an e-mail address for a newsletter to a complete survey that needs to be completely filled out and verified)
backlink	See: Inbound Link