| skyscraper technique | A link building technique that involves improving already popular content to attract even more backlinks to it. |
| linked unstructured citations | References to a business complete or partial contact information on a non-directory platform (like online news, blogs, best-of lists, etc.) |
| qdf | Stands for query deserves freshness, where a search engine might decide to show newer webpages in search results (rather than older pages) if a particular search term is trending, perhaps because a news event has resulted in a surge in searches on that topic. |
| volatility | A way to measure a tendency towards change or unpredictability. In relation to search engines, high volatility means there is a high amount of change occurring in the search results. Low volatility means that there is general stability. |
| one way link | This is a link that, as the name suggests, only takes a website visitor one way; it takes the visitor to a site with no way of getting back to where they came from. |
