The following is a glossary of terms for the Search Engine Marketing (SEM) industry.

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.

  • Ad (keyword)Ads returned for a search query at the time of data collection
  • AdAd copy for a term
  • AdWords Ads textsAds that this site has in AdWords (Ad copy)
  • AdWords keywordsKeywords that this site has in TOP20 Google AdWords
  • AdWords SideThe advertising block of Google AdWords located to the right of Organic Results in Google SERP
  • AdWords TOPThe advertising block of Google AdWords, located over the Organic Results in Google SERP
  • AdWords Traffic priceEstimated expenses for advertising in AdWords (per month)
  • AdWords TrafficEstimated number of visitors coming to a site from AdWords (per month)
  • AdWordslink auction network from Google, also used for advertisement. Most of Google’s AdWords are keyword sold on a cost per click basis and targeted.
  • Average volumeAverage volume of searches for this keyword per month
  • BacklinkBacklinks, also known as incoming links, inbound links, inlinks, and inward links, are incoming links to a website or web page
  • Common keywords (AdWords to organic)Number of keywords a site has in search results that are the same as those being used in AdWords ads by the analyzed site
  • Common keywords (AdWords)Number of keywords two sites buy in AdWords that are the same
  • Common keywords (organic to AdWords)Number of keywords a site runs ads for in AdWords that are the same as those the analyzed site ranks for in Google’s TOP20
  • Common keywords (organic)Number of keywords for which both a particular site and the site being analyzed are displayed in search results
  • Common keywords in Google organicKeywords that both analyzed sites have in the first 20 Google results
  • Common keywordsNumber of same keywords for which both web sites receive traffic
  • Competing AdWords keywordsKeywords that both analyzed sites have in AdWords
  • Competing AdWords to organicKeywords that the one site buys in AdWords that another ranks for in Google’s TOP20 Organic results
  • Competing keywords organic to AdWordsKeywords that a site has in organic search results that another site uses in AdWords ads
  • Competition by traffic (%)Percentage of traffic a site receives through common keywords as compared with the analyzed site
  • Competition by traffic*CPC (%)Percentage of the estimated cost of competitors’ common keywords as compared to the site under analysis
  • CompetitionCompetition of advertisers for a specific term, the higher the number – the greater the competition
  • Competitors in AdWordsSites that compete with the analyzed site in Google AdWords
  • Competitors in GoogleList of sites that rank for the same keywords in Google Organic as the domain under analysis
  • Competitors in organic searchSites that compete with the analyzed site in organic searches
  • Costs (%)Percentage of the entire cost of keyword traffic received by the site
  • Costs % (AdWords)The proportion of a site’s expenditure on a particular ad to it’s expenditures on all AdWords ads in general
  • Costs % (organic)The proportion of the estimated cost of buying the same number of visitors (through AdWords) for a term, as compared to the estimated cost of the same number of targeted visitors coming to this site organically
  • Costs % (URL)The proportion of the estimated cost of buying the same number of visitors for a term (through AdWords) to the estimated cost of purchasing the same number of targeted visitors coming to this URL
  • CostsEstimated cost of purchasing the same number of visitors (based on ad costs for a term)
  • CPC(stands for Cost per Click) average price of a click on an AdWords ad for a term, in U.S. dollars
  • CTR (Click through Rate)Percentage of clicks on an advertisement, measures how relevant a traffic source or keyword is
  • Current volumeVolume of searches for this keyword, for the previous month, at the time of data collection
  • Domain (AdWords to organic)Sites in Google’s TOP20 for terms the analyzed site buys in AdWords
  • Domain (AdWords)Sites competing with this site in AdWords, sorted by the number of common keywords
  • Domain (organic to AdWords)Sites that buy ads in AdWords for the same keywords that the domain under analysis has within Google’s TOP20
  • Domain (organic)Sites competing organically with the site being analyzed, sorted by the number of common keywords
  • Domain (SERP copy, AdWords)Sites that bought ads for this search term, at the time of data collection
  • Domain (SERP copy)Sites that appeared in search results for this search term, at the moment of data collection
  • DomainA site name
  • Google keywordsKeywords that the analyzed site has in the TOP20 Google organic results
  • Google SE TrafficEstimated number of visitors coming from the first 20 Google search results (per month)
  • Keyword (AdWords)Term the site buys through Google AdWords
  • Keyword (organic, both)Term for which both analyzed sites rank for in Google’s TOP20
  • Keyword (organic)Term the site has within the first 20 Google organic results
  • Keyword (related)Semantically or otherwise relative queries, calculated by SEMrush algorithm
  • Keyword (URL)Term the URL has within the first 20 Google Organic or AdWords results
  • Keyword ResearchThe process of uncovering keywords / keyword phrases worthy of using for SEO and SEM campaigns
  • KeywordA phrase or word used in online searches
  • Landing PageThe page to which a visitor is redirected via a click on an advertisement or link
  • Main reportOverview for the domain
  • Number of resultsNumber of results for a keyword or term
  • Organic keywordsTerms which enable a site to rank in the TOP20 Google search results
  • Organic Search ResultsSearch results that are unpaid and “natural”, generally organized by relevancy, popularity, and common usage
  • Overview for keywordThe main report for the search query
  • PageRankA logarithmic scale based on link impartiality which values the importance of web documents
  • Phrase match reportSearch queries with matching key-phrases
  • Pos (AdWords)Position the ad held at the time of data collection
  • Pos (SERP)Position of the site for the search query in Google, at the moment of data collection
  • Pos (URL)Position of this URL for this keyword in Organic or AdWords results
  • PosSite position in the Google organic or AdWords keyword results
  • Position in AdWordsPosition of the site’s Ad in AdWords for this keyword
  • Position in SERPSite’s position in SERP for a given keyword
  • Potential ads buyersThe list of sites that buy ads in AdWords for the same keywords the domain under analysis has within Google’s TOP20
  • Potential ads sellersThe list of sites that rank in Google’s TOP20 for the same keywords that the domain under analysis buys in AdWords
  • Potential ads/traffic buyers (Organic to AdWords competition)Sites that buy AdWords ads for the same term(s) that the analyzed site ranks for organically
  • Potential ads/traffic sellers (AdWords to Organic competition)Sites that rank in Google’s TOP20 for the same keywords that the analyzed site uses in AdWords ads
  • QueryThe actual “search string” entered into a search engine
  • ReferrerThe source from which a website visitor originates
  • Related keywords reportTerms closely related to the term being queried, according to SEMrush
  • Related KeywordsKeywords that are very relevant to the term being queried
  • RelevancyShows the extent to which the site corresponds to the searcher’s query according to the search engine’s algorithm
  • ResultsNumber of search results
  • SE Traffic priceEstimated cost for visitors coming to a site organically, based on the cost of the same number of visitors generated through ads
  • SE TrafficNumber of visitors coming to a site from organic search results
  • SEMrush RankIs a rating of sites based on the estimation of both the volume of organic traffic (from the first 20 search results in Google) and the cost/value of paid traffic as it compares to organic traffic. SEMrush Rank simply shows how well a site is optimized and how effectively it buys ads. SEMrush Rankindicates a site’s status and progression.
  • SEMrush report for URLSEMrush report for a given URL (not for the entire domain)
  • SERP (A Search Engine Results Page)The listing of web pages given by a search engine in response to a keyword inquiry. The results normally include a list of web pages with titles, a link to the page and a short description showing where the keywords have matched content within the page. A SERP may refer to a single page of links returned, or to the set of all links returned for a search query.
  • Traffic (%)Percentage of organic or paid traffic generated by a keyword
  • Traffic % (AdWords)The proportion of visitors coming to the site from a specific ad as compared to all visitors coming to the site from Google AdWords
  • Traffic % (Organic)The proportion of visitors coming to the site from this search query as compared to all visitors coming to the site from Google organic search results
  • Traffic % (URL)The proportion of visitors coming to the URL from a specific keyword as compared to all the URL visitors
  • TrafficNumber of visitors coming to a page from Google search results
  • TrendDynamics of change in the number of search queries over the course of 12 months (estimated)
  • URL (AdWords)URL of a page to which a user was redirected after clicking on an AdWords ad (landing page)
  • URL (landing page)URL of a page to which a user was redirected after clicking on a search result (landing page)
  • URL (SE)URL of a page within a site which is returned in search results for a query (landing page)
  • URL Traffic (AdWords)Number of users coming to the page from AdWords Ads
  • URLURL of landing page
  • Vol. trendIndicates the volume of searches for this keyword over the last 12 months
  • VolumeThe average number of queries for this keyword in a month, for the corresponding local version of Google
  • WhereWhere exactly was this URL found