| serp source | Refers to a snapshot of the Search Engine Results Page where SEMrush gathered its data. When SEMrush determines a ranking for a domain/keyword, you can see the ranking reflected in the SERP Source. Once you click the icon, a pop-up window will be displayed asking you to View the SERP and then you can see the screenshot. |
| data | All the hard numbers that represent real customers – the who, what, where, when, why, and how – all of which is needed to make informed decisions about SEO strategies and tactics. |
| term frequency-inverse document frequency | (TF-IDF) A measurement used by Google to determine how important a keyword is on a webpage by comparing its frequency and usage on other webpages. |
| disavow links | Disavowing links is the process of telling Google that you do not want the links to count towards your site. For example if you feel that the links are spammy, or that they had been purchased as part of a previous SEO campaign and you need to now tidy them up. You can disavow links via the Disavow tool in Search Console. |
| split testing | A controlled experiment used to compare at least two webpages to measure the effects of a different variable on conversions. After the pages are shown for a long enough period of time to site visitors to gather an adequate amount of performance data, a “winner” can be declared. |
