Market analysis glossary

Jump Ahead

Bounce rate: the percentage of visitors to a particular website who navigate away from the site after viewing only one page

Time on site: the length of visit on the website

Page views: a metric defined as the total number of pages viewed.

Visits : the total number of times a user or unique visitor comes to a site

Unique Visits: are the number of unduplicated (counted only once) visitors to your website over the course of a specified time period

Non Brand Keywords: keywords that relate to your products or services, but don't include your company's name

Referring domains: external websites that direct visitors to your site. These domains contain backlinks that drive traffic and views to your specific web pages

Authority Score: a metric used to measure overall quality of domain and influence on SEO. The score is based on the number of backlinks, referring domains, organic search traffic, and other data. 100 is a maximum reachable Authority Score.

Backlinks: a number of the domain’s backlinks, the ratio between follow and nofollow links, referring websites, IPs and TLDs.

Follow vs NoFollow: the distribution of follow and nofollow links coming to an analyzed domain. Follow links pass on link juice and boost PageRank of the linked-to-sites. No follow links do not pass link juice.

Anchors: the popularity of each text is determined by the number of backlinks using it

Landing pages: where the latest domain’s display ads were pointing

Publishers: publishing display ads from and analyzed advertiser

SEO Score: a measure of how well the user-facing and technical aspects of your site contribute to search engine optimization , and ultimately, higher rankings and organic traffic. Your site's final SEO Score is determined by its performance in four subcategories: Technical, Content, User Experience, and Mobile.

Image tags: the process of labeling or keywording images based on figures within a certain picture

HTML Microdata specifications: uses a supporting vocabulary to describe an item and name-value pairs to assign values to its properties. Microdata is an attempt to provide a simpler way of annotating HTML elements with machine-readable tags than the similar approaches of using RDFa and classic microformats.

NoFollow meta tag: Outgoing links marked with this tag will tell search engines not to follow or crawl that particular link. Google recommends that nofollow tags are used for paid advertisements on your site and links to pages that have not been vetted as trusted sites (e.g., links posted by users of your site).

SPF record: SPF (Sender Policy Framework) records allow email systems to verify if a given mail server has been authorized to send mail on behalf of your domain. Creating an SPF record increases email delivery rates by reducing the likelihood of your email being marked as spam

First Contentful Paint: user-centric metric for measuring perceived load speed because it marks the first point in the page load timeline where the user can see anything on the screen—a fast FCP helps reassure the user that something is happening.

Speed Index: a page load performance metric that shows you how quickly the contents of a page are visibly populated. It is the average time at which visible parts of the page are displayed. Expressed in milliseconds, and dependent on the size of the viewport, the lower the score, the better

Largest Contentful Paint: measures loading performance. To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading.

Time to Interactive: Time to interactive is the amount of time it takes for the page to become fully interactive

Total Blocking Time: Sum of all time periods between FCP and Time to Interactive, when task length exceeded 50ms, expressed in milliseconds

Cumulative Layout Shift: Cumulative Layout Shift measures the movement of visible elements within the viewport. To provide a good user experience, pages should maintain a CLS of 0.1. or less.

Design Score: See whether your landing page design is delivering the conversion-focused experience you think it is.

Meta title: an HTML tag that defines the title of your page. This tag displays your page title in search engine results, at the top of a user's browser, and also when your page is bookmarked in a list of favorites. A concise, descriptive title tag that accurately reflects your page's topic is important for ranking well in search engines.

Meta Description: an HTML tag that is intended to provide a short and accurate summary of your page. Search engines use meta descriptions to help identify a page's topic - they may also use meta descriptions by displaying them directly in search engine results. Accurate and inviting meta descriptions can help boost both your search engine rankings and a user's likelihood of clicking through to your page.