| pay per click | Pay Per Click is a contextual advertisement structure where advertisers pay ad agencies whenever a user clicks on their promoted ad. One example of PPC is Google Adwords. |
| universal search | When search engines pull data from multiple speciality databases to display on the same SERP. Results can include images, videos, news, shopping, and other types of results. |
| ethical seo | Ethical SEO is a synonym of WhiteHat SEO. Its the process of optimizing a site for search engines without the use of shady, black hat tactics. An Ethical SEO strategy would include good on page optimization, quality content and influencer outreach. |
| shallow content | Noun phrase. According to Ted Ulle Words (any number) that dont actually communicate much are shallow content. |
| page score | Measures the importance of a web page on a 100 point scale based on the volume of links pointing back to the page. |
