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penalty	See: Manual Action
conversion rate	The ratio of visits to conversions. Conversion rate answers how many of my website visitors are filling out my forms, calling, signing up for my newsletter, etc.?
alt tags	HTML code that enables you to tell the search engines what words to associate with an image.
editorial backlink	Naturally acquired backlinks that are placed within the body of content.
webcrawler	Program that gathers information from various websites across the World Wide Web.