| word of mouth advertising | This kind of advertising is usually done by the consumers of a product or service. The customers talk about the service or product to other people, such as family and friends, who may then go on to tell others. According to a recent study, Word of Mouth Advertising is still a very trusted mode of advertising with over 90% of people declaring it trustworthy. |
| estimated accuracy | A metric in the Traffic Analytics report that gauges the accuracy of the data presented. Since accuracy is dependent on the size of the data sample used to estimate the domain traffic, larger websites will generally have higher accuracy than less popular websites. |
| canonical url | An HTML code element that specifies a preferred website URL, when multiple URLs have the same or similar content, to reduce duplicate content. |
| guest blog | A content strategy that sees an individual or organisation create content to be hosted on an external website, usually with a link back to their own. Guest blogging can be powerful if used properly but, like with many SEO techniques, it led to a proliferation of spammy blogs and thin blog content which was designed to game rankings rather than offer any value to human users. |
| mobile optimization | The process of improving and readjusting a website so that mobile users can view and interact with its content better. |
