| universal search | When search engines pull data from multiple speciality databases to display on the same SERP. Results can include images, videos, news, shopping, and other types of results. |
| mirror site | A mirror site is a webpage that is identical but has a different web address. Mirror sites are used to distribute traffic loads across different web servers. Using mirror sites to rank for different keywords for duplicate content is a black hat SEO practice that can result in penalties. |
| bottom of the funnel | The bottom of the funnel is when leads are just about to convert into customers. This is the time when the individual has researched the company, shopped around, and is about to make a positive decision in the companys favor. The next step is usually a purchase. |
| serps | (Search Engine Result Page) Pages displayed by the search engine in response to a user performing a search query. |
| google possum | A major algorithmic update released in September 2016 to build on the Google Pigeon update. It gives even more relevance to the location of the searcher. |
