| hreflang attribute | HTML tags that tell search engines there are international versions of your website while also indicating the respective languages intended for affected countries. |
| topical authority | Topical authority refers to the expertise of a website on an entire topic. Instead of targeting a bunch of keywords, think of covering topics that relate to your main industry. For example, if you have a marketing blog, you could talk about SEO, PPC, Content and many other related topics. Topical authority has been linked to better rankings overall. |
| trend | Indicates the changes in the number of searches for this keyword over the last 12 months. |
| return on investment | (ROI) A measurement of the benefit or profit derived from an investment. The formula for ROI is (cost / revenue). |
| link reclamation | Finding broken or dead links to a current or former website and requesting that they be corrected. Additionally, requesting links be created where a brand name is mentioned but no link to the brands website exists. |
