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This is an HTML element which helps determine the original source of contents and prevent these contents from being fetched through different URLs or website. When an Internet user searches for these contents, the results will always refer to its original web page / the web page that contains the  “rel=canonical” element.

Click Bait

These are seemingly interesting contents online that lure readers to click on links that lead to different web pages which usually serve to generate traffic only; considered a negative term.

Cache/Web Cache

This is the term for web data temporarily stored in devices such as computers and smartphones to reduce server lag; also the technology (device or software) that grants this.


Cloaking is the process wherein black hat SEOs upload a content for a website that is presented to search engines, but is completely different from the content of the website. Similar to Click-Bait, this is an illegal black hat SEO tactic that violates Google’s Webmaster Guidelines. The use of this technique may also cause a website to incur penalties.


Click-Through-Rate is used as a tracking tool to measure the success of the website’s advertisement. It is the rate at which users click on an ad or link that is found on the Google Search Results Page. This rate is expressed in percentage and is computed through dividing organic clicks by the number of impressions. The dividend will then be multiplied by 100 to determine the rate.


Call-To-Action, abbreviated as CTA, essentially means calling the attention of the website visitors to avail of its advertised services. Used primarily as a marketing tactic for their products and services, Call-To-Action is integrated through buttons that have labels such as “Click Here” or “Buy Now.”


It is a program that creates an index of online data by methodically scanning the Internet, visiting different websites, and reading through the contents of different web pages; also known as “spider”.

Conversion Rate

This is the ratio between the number of visitors to a website and the number of people who complete the desired action on the website. The desired actions, called conversions, may range from completing a purchase to completing a form. Ideally, a website with good content and performance should have a high conversion rate.

Crawl Budget

In simple terms, this is a plan on the number of pages in a website that will be visited by a crawler (such as Googlebot), which pages to prioritize, when, and how much resources the website’s hosting server can allocate to crawling them.