| serp volatility | SERP Volatility stands for ranking fluctuations. Variation in the algorithmical SERP may occur due to changes in the content of a ranking page, the number of inbound links pointing to that page, the competitiveness of a given keyword or niche, etc. This fluctuations may appear even daily or hourly. |
| duckduckgo | A search engine that was founded September 28, 2008. It is often praised for its heavy focus on user privacy and a lack of filter bubbles (search personalization). DuckDuckGo relies on more than 400 sources to serve its search results, including vertical search engines, its own crawler, DuckDuckBot, Bing, and Yandex. In 2016, 4 billion searches were conducted on DuckDuckGo. |
| long tail | Long Tail refers to a type of keyword that consists of multiple terms, rather than just one or two. Long tail keywords are specific and allow for marketers to connect to their target audience more directly than with broad keywords or terms. A higher percentage of searches are made using long tail keywords. |
| pogo rate | The percentage of users who quickly clicked back to the search results and clicked another result right away. Higher POGO rates indicate poor relevancy and are a negative engagement metric. |
| off page factors | The off-page qualities of a web page that help it rank well in search engines. |
