| the fold | The line at which the webpage is cut off by the bottom of the screen. An initial glimpse at a webpage should provide all pertinent information to the user without having to scroll down on the page. This is an old newspaper term that held significant meaning for the writers whose work was published above the fold. Ads published above the fold are priced higher than those below the fold. The same theory holds true on a webpage. |
| launch hijacking | The process of stealing the viral buzz of another businesss product launch |
| adwords keyword planner | Tool for estimating website traffic, competition, advertising costs and other factors of keywords based on match type. Replacement of the Adwords Keyword Tool. |
| keyword cannibalization | A type of self-competition that occurs when multiple pages from one website rank for the same query on a SERP. This can result in a lower CTR, diminished authority, and lower conversion rates than from having one consolidated webpage that ranks well. |
| protected query | Noun phrase. Protected Name Space. |
