| Category | Term | Meaning |
|---|---|---|
| Overview | Campaign / Project | This is a group of associated websites that can all be compared to each other. |
| Overview | KPI | Key Performance Indicators (KPI) These are important measures for providing insights into how a website is performing. |
| Overview | Domain Authority | This is a score out of 100 that is based on how “Authoritative” the website is perceived to be by search engines. This measurement is gained by looking at how many other websites of good quality link to your website based on relevant key words. |
| Overview | Page Authority | This is similar to Domain authority but at an individual page level. |
| Overview | Link Root Domains | This is the number of other websites that link to your website. Also commonly called “Backlinks”. |
| Overview | Organic Traffic | This is the number of visitors to a website from searching on a search engine and visiting via “free” (non-advertising) links. |
| Search | Organic Keywords | This is the number of keywords found on your website that search engines will read to categorise what subjects your site content discusses. |
| Search | Client Errors | These are a type of Broken Link on your website. This is usually caused by a mis-typed URL in the source code of a webpage. Sometimes referred to using a technical term such as a “404” error response page. |
| Search | Server Errors | These are another type of Broken Link on your website. They are usually caused by some technical issue like a part of an application having an error. Sometimes referred to using a technical term such as a “500” error response page. |
| Search | Page Weight | This is the actual size of the webpage as a document on disk. Generally smaller webpages will load faster over networks for clients. It is good practice to optimise your content and images for the web to improve your customer’s experience. |
| Search | Page Speed Score | This is a technical score from Google and is measured out of 100 with higher score being better. The score is made up using several best practices from Google. It is similar to Yahoo’s “YSlow Score”. |
| Search | Underscores in URLs | If a URL has underscores in it this is not seen as a good thing by Search Engines. Hyphens are the recommended way to separate words in a URL filename. |
| Search | Title Missing or Empty | This is when a webpage does not have a “Title” in its document. Search engines use Titles to show to people when they list search results. |
| Search | Duplicate Page title | This is when more than one web page on a website is found with the same Title. Search engines like pages that are “unique” as they are seen as more compelling for readers. |
| Search | Too many on page links | Search engines recommend less than 100 links to be on a page. The logic behind this is that fewer more relevant links are better rather than a page that links to lots of other subjects. |
| Content | Title too Short | This is the percentage of pages on your site that have titles which are too short. The title of the web page is recommended to be between around 3 and 9 words in English. |
| Content | Title too long | This is the percentage of pages on your site that have titles which are too long. The title of the web page is recommended to be between around 3 and 9 words in English. |
| Content | Total Pages | This is the total number of pages that our crawler found on your website. Please note that pages that are not linked to by other pages cannot be found by an indexer. |
| Content | New Pages | This is the number of “New” pages since the index was last run. |
| Content | Edited Pages | This is the number of pages that have changed since the index was last run. |
| Content | Canonical Links | These are hidden links in a webpage that an author can use to help prevent duplicate content. These links show Search Engines the “preferred” version of a webpage. Duplicate content issues occur when the same content is accessible from multiple URLs. |
| Content | Total PDFs | This is the number of PDF documents found on your website. The details behind this also show you all pages that link to a PDF on your website. This is useful when needing to update or delete content and understand what impact this will have on the rest of your pages. |
| Content | Total Images | This is the number of images found on your website. |
| Content | Total Videos | This is the number of videos found on your website. |
| Infrastructure | Uptime | This is the percentage of the time over the last 30 days that your website has been available online. Sometimes websites go “offline” due to technical problems with networks and servers. An ideal uptime is above 99%. |
| Infrastructure | Response Time | This is the time your homepage takes to load in milliseconds. Faster loading webpages mean that your customer does not wait to find out more about your products and services. |
| Infrastructure | Redirect Pages | This is the number of pages the indexer found on your website that point at another page. Usually re-directs are not very apparent to visitors but search engines pay a lot of attention to them. |
| Infrastructure | YSlow Score | This is a score created by Yahoo and is out of 100 with the higher score indicating better quality of webpage. The score is made up using several best practices from Yahoo. It is similar to Googles “Page Speed Score” |
| Infrastructure | Is Caching? | This indicates whether or not a webpage is using what is called “Caching”. Caching is a mechanism designed to speed up the page load for a reader. |
| Infrastructure | Is Compressed? | This indicates whether a page has been reduced in size and made optimal for rendering to the reader. Compression is usually a good practice on websites. |
| Infrastructure | Number of Resources | This is the Number of Resources on a webpage. An example of a Resource” is an image, a link, a video. If your page has too many resources it may load slowly and not provide a good experience. |
| Sents | This is the number of emails sent in the last month | |
| Failed Delivery Rate | This is the percentage of emails that were sent that failed to be delivered. | |
| Open Rate | This is the percentage of emails that were sent that were opened by the receiver. | |
| Click Rate | This is the percentage of emails that were sent that the receiver clicked on a link in the email. | |
| Click-to-Open rate | The ratio of e-mails that are actually opened by recipients compared to the total e-mails sent | |
| Conversion Rate | Conversion Rate is the number of desired responses, such as sign-ups or registrations divided by the number of messages delivered: The Conversion Rate is the best way to measure the effectiveness of an email campaign. It likely doesn't matter if readers open or click your email if they don't ultimately do what you were hoping they would do. |
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| Complaint Rate | This is the percentage of people who received an email who then complained about it being spam or similar. | |
| Unsubscribe rate | This is the percentage of people who unsubscribed from the email newsletter. | |
| Paid | Sessions | Total number of Sessions within the date range. A session is the period time a user is actively engaged with your website |
| Paid | Impressions | This is the number of times a Search Engine displayed your advert to a user |
| Paid | Clicks | This is the number of people that clicked on your advert once they saw it |
| Paid | Cost | This is the overall cost of the advertising campaign |
| Paid | Paid | This is how much you were charged each time a user clicked on your advert. This is the price that a Search engine sells keywords for. |
| Paid | RPC £ | This is the average revenue for each individual click on all of your pay-per-click keywords and adverts. |
| Paid | ROI % | This is the Return on Investment from the advert. |
| Paid | Margin % | This is Goal Value, minus Cost, divided by Revenue. |
About the Author: Carolina
