| pages per session | Also referred to as page depth, pages per session describes the average number of pages people view of your website in a single session. |
| call-to-action | A call-to-action is a message that suggests to an user that an action should be taken. It can appear under many forms, such as text links, buttons or images. A call to action can suggest actions such as purchasing a product, clicking on a link or liking something, etc. Call-to-actions can be verbal as well, if youre recording a video or podcast |
| uoca | Unique Online Competitive Advantage. The online component that makes you stand out over your online competition. |
| federal trade commission | The Federal Trade Commission is a government body that regulates advertising nationally. |
| h2 | the secondary heading (H2) on the page. Google picks up on the code and decides what your page is about, plus whether its relevant to searchers. We optimise H2s to meet searchers keywords. |
