| topic cluster | A new approach to SEO content, designed to replace the blog methodology. |
| white paper | an informational document issued by a company to promote or highlight the features of a solution, product or service. |
| meta title | an HTML meta tag that describes a specific web page and often forms the blue linking phrase found on search engine results pages. Should contain keywords associated with the page. Also known as the page title or meta title. |
| churn and burn | Noun phrase. The practice of building large numbers of Websites that violate search engine guidelines in an attempt to draw search engine referral traffic. The expectation is that the Websites will eventually be penalized or delisted by the search engines and so must be replaced. |
| ctr | Also known as click-through-rate, shows a percentage of users who click on an organic search result to visit your website. Calculated by dividing clicks by impression and multiplying by 100. |
