The terms, defined once.
Every term netweft measures, defined in a sentence or two you can quote without the rest of the page. Where a definition has a wrinkle worth knowing, the term's own page carries it.
- AI-search visibility
- Whether, and how, a brand or page is mentioned in the answers generated by assistants and AI search surfaces. Unlike a rank check it has no position to read: the output is a paragraph, it varies between runs, and it frequently produces no click at all.
- Anchor text
- The visible, clickable words of a hyperlink. Search engines read it as a description of the destination, which makes it one of the few signals about a page that is written by somebody other than that page's owner.
- Backlink
- A link from one website to a page on another. Search engines treat backlinks as a signal of relevance and trust, weighted heavily by the linking domain rather than by the raw number of links.
- Canonical URL
- The URL a site declares to be the preferred address for a piece of content, using a rel=canonical link. It consolidates duplicate or near-duplicate URLs so that ranking signals accrue to one address instead of being split.
- Click-through rate
- The share of people who click a result after seeing it — clicks divided by impressions. In organic search it is reported by Search Console per query and per page, and it varies far more with what else is on the results page than with position alone.
- Core Web Vitals
- A set of three field-measured metrics Google uses to describe page experience: Largest Contentful Paint for loading, Interaction to Next Paint for responsiveness, and Cumulative Layout Shift for visual stability.
- Cost per click
- The average amount advertisers pay for one click on a paid result for a keyword. In organic research it is used as a proxy for commercial intent: advertisers rarely bid on terms that do not convert.
- Crawl budget
- The number of pages a search engine is willing and able to fetch from a site in a given period, set by the site's capacity to serve requests and the engine's interest in the content. It matters at scale and rarely below a few thousand pages.
- Domain authority
- A third-party score that estimates how likely a domain is to rank, modelled from a link index the tool crawls itself. It is a vendor's opinion expressed as a number, not a measurement Google publishes or uses.
- hreflang
- An annotation that tells a search engine which language and region a page is meant for, and which other URLs are its equivalents. It does not translate, rank or consolidate anything; it selects between pages that already exist.
- Internal linking
- The links a site makes between its own pages. They determine what a crawler can find, how much of a site's own authority reaches each page, and — through anchor text — what each page is understood to be about.
- Keyword difficulty
- A normalised score estimating how hard it would be to rank on the first page for a keyword, derived from the strength of the pages currently ranking for it. Scores are provider-specific and are not comparable between tools.
- llms.txt
- A proposed convention: a markdown file at a site's root that indexes the site's content for large language models, with a companion llms-full.txt containing the whole site as one document. It is a convention, not a standard, and no model is obliged to read it.
- Long-tail keyword
- A query specific enough to have low individual search volume, usually because it is longer or more qualified. Collectively such queries make up most of search, and individually they carry clearer intent than a head term.
- Organic traffic
- Visits that arrive from unpaid search results. It is measured by the site's own analytics, which counts sessions, and reported separately by Search Console, which counts clicks — and the two never agree.
- Rank tracking
- The practice of checking, on a schedule, where a domain appears in search results for a set of keywords, and keeping the results as a history. Each check is one observation of one SERP at one moment.
- Referring domain
- A distinct website that links to a domain at least once, counted once no matter how many individual links it carries. It is the more meaningful of the two link counts, because signal saturates quickly per source.
- robots.txt
- A file at the root of a domain that tells automated crawlers which paths they may request. It controls crawling, not indexing: a disallowed URL can still appear in search results if other pages link to it.
- Search intent
- What a searcher is trying to accomplish with a query — typically classified as informational, navigational, commercial or transactional. Intent decides what kind of page can rank, more reliably than any other keyword attribute.
- Search volume
- The number of times a keyword is searched in a given market over a month, reported as a rolling average rather than a live count. It is an estimate from a data provider, not a measurement of your own traffic.
- SERP
- The page of results a search engine returns for a query, including organic listings, ads and any features such as answer boxes, image packs or local results. A rank check is a reading of one SERP at one moment.
- Share of voice
- The proportion of total available search visibility a domain holds across a defined keyword set, usually weighted by search volume and by expected click-through at each position. It is a portfolio metric, not a per-keyword one.
- Structured data
- Machine-readable statements embedded in a page that describe what it is about, usually as JSON-LD using schema.org vocabulary. It does not change rankings directly; it changes what a result can look like and what a model can quote.
- XML sitemap
- A machine-readable list of the URLs a site wants crawled, with optional last-modified dates. It is a hint about discovery and freshness, not an instruction to index, and a URL's presence in one guarantees nothing.
Definitions are the easy half.
The hard half is a record of what these numbers were last month. netweft stores every check as an observation with the moment it was taken.
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