| code swapping | Code swapping is similar to cloaking and aims at changing the content in a site after high ranking has been achieved for that site. Basically, the optimised page is switched with another, different from the original one in terms of content. Yet, on a re-index, the content that has been changed will be detected and another ranking algorithm will be applied. The use of this technique might lead to Google penalization. |
| conversion rate optimisation | (CRO) Conversion Rate Optimisation, usually shorted to CRO, is the practice of optimising the user experience of websites and landing pages to achieve the most goals/revenue. |
| url listings or url-only listings | Noun phrase. These are the site listings that appear in Google with nothing more than a URL. Matt Cutts explained that they are uncrawled links that Google knows something about from inbound linkage. Google will (or used to) occasionally pull a description from the Open Directory Project for uncrawled links, but you often see them without any description at all. Uncrawled links are not shown in Googles SafeSearch mode. Matt also discussed them here. |
| seo plan | A plan of the SEO services you intend to implement |
| distance | In the context of the local pack, distance refers to proximity, or the location of the searcher and/or the location specified in the query. |
