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| persona | A fictionalized representation of an ideal website visitor or customer – their demographics, behavior, needs, motivations, and goals – all based on actual data. |
| footer | The bottom section of a website |
| link heat | See Link Juice. |
| unique value proposition | A Unique Value Proposition is what you bring to the table that your competitors dont. |
| metric | A way to measure activity and performance in order to assess the success (or lack thereof) of an SEO initiative. |