| bottom of the funnel | The bottom of the funnel is when leads are just about to convert into customers. This is the time when the individual has researched the company, shopped around, and is about to make a positive decision in the companys favor. The next step is usually a purchase. |
| footer link | Links that appear in the bottom section (or “footer) of a website. |
| navigational queries | A query in which the searcher is trying to get to a certain location, such as the Moz blog (query = Moz blog). |
| code swapping | Code swapping is similar to cloaking and aims at changing the content in a site after high ranking has been achieved for that site. Basically, the optimised page is switched with another, different from the original one in terms of content. Yet, on a re-index, the content that has been changed will be detected and another ranking algorithm will be applied. The use of this technique might lead to Google penalization. |
| mobile optimization | The process of improving and readjusting a website so that mobile users can view and interact with its content better. |
