| broken link | A link that leads to a 404 not found. Typically, a link becomes broken when: |
| repeat visitors | The same user returning to a website more than once. |
| link hoarding | The practice of attempting to retain link popularity by refusing to link to other websites, or by doing so using methods that do not convey link equity. |
| serps | (Search Engine Result Page) Pages displayed by the search engine in response to a user performing a search query. |
| data | All the hard numbers that represent real customers – the who, what, where, when, why, and how – all of which is needed to make informed decisions about SEO strategies and tactics. |
