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stop word	A frequently used word. For example: a, at, for, is, of, on, the. Search engines have, in the past, ignored these words to save time/resources when indexing. Search engines have evolved greatly since the early days, and stop words sometimes are meaningful, so this isn’t something to worry much about for SEO purposes.
competitor analysis	Competitor Analysis (SEO) is the process of researching your competitors in search to determine the best on-site and off-site search optimization strategies they use to rank high.
click potential	Metric used to gauge the predicted chance of getting a click through to your website if your search result occupied the top position of the SERP. Click Potential depends on the presence of SERP Features that would hinder searchers from clicking on an organic website results.
htaccess file	A hidden server configuration file that help to rewrite or redirect URLs on sites running on Apache.
macro seo	Noun phrase. Group-level search engine optimization; used to promote a group of Websites for one or more keywords across one or more search engines.