| historical data | The data that allows you to perform research on keywords and domains from previous months. Domain Analytics and Keyword Analytics historical data goes back to January 2012. PLA historical data goes back to September 2013. Traffic Analytics historical data goes back to April 2016. |
| client | a computer, piece of software or process that makes requests for information from other computers, programs or processes. |
| analytics | The science of collecting, analyzing, and interpreting data to take future action based on what has (or hasn’t) worked historically. |
| brand | A company or organization that is associated with a specific product or service. For example, Levis is a brand of jeans. |
| dwell time | The amount of time that elapses between when a user clicks on a search result and then returns to the SERP from a website. Short dwell time (e.g., less than 5 seconds) can be an indicator of low-quality content to search engines. |
