| canonical tag | An HTML tag that helps reduce duplicate content. This tag indicates to search engines which page is the preferred version of content that should be ranked. |
| pogo-sticking | When, after entering a query, a searcher bounces back and forth between a SERP and the pages listed in those search results. |
| conversion form | A webform where information is collected for a site visitor. Data gathered about each visitor can be transformed from website traffic into business leads through follow-up activities. |
| marketing agency | A business that conducts marketing for clients |
| demographics | Subsets of a population, such as gender, age, location, and so on. Many advertising platforms allow the specific targeting of certain demographics. |
