Control set
URLs comparable to a fix's affected pages but unaffected by it, frozen at the moment the fix lands.
Verdict
The measured outcome of a fix: worked, no effect, regressed, or inconclusive.
Cause
A group of findings sharing an issue type and URL pattern, inferred to come from a single origin.
Finding
One issue detected on one page. The raw, per-page unit.
Landed
A fix whose defect has been confirmed gone by re-crawl. Mechanical, not impact.
Sentinel
A URL under continuous cheap watch for change.
Surface hash
A hash of a page's SEO-relevant extracted fields only, never of raw HTML.
Crawl budget
How much of a site gets fetched in a period — by a search engine, and by us.
Canonical
The tag telling search engines which URL is the real one when several show the same content.
Indexable
Allowed to appear in search results.
Meta description
The summary text shown under your link in search results.
Impressions
How many times your page was shown in search results.
Click-through rate
Clicks divided by impressions, for a page or a query.
Position
Your average rank in search results for a term.
Crawler
The automated reader search engines use to find pages.
Structured data
A block of machine-readable code labelling what a page contains, so search engines do not have to guess.
Orphan page
A page listed in the sitemap that no other page on the site links to.
Answer engine
A product that answers a buyer's question in prose: ChatGPT, Perplexity, Gemini, Google's AI Overview.
Visibility
The share of a run's answers that named the client at all.
Share of voice
The client's mentions as a share of every brand mention in the run.
Portfolio
Every client an agency runs, seen as one ordered list rather than as a folder of dashboards.
Measurement window
The period after a fix lands over which the affected pages and the control set are compared.
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