As a new platform, we understand that some of the lingo will be new to our users. To make navigating the dashboard as easy as possible, we have created a Luminr glossary.
Ad space

Ad space is the area(s) of the search engine results page dedicated to paid advertisement. This space is crucial for companies to compete on high-value keywords.

Average Total Search Click-Through Rate (Avg. TS CTR)

This is the mean TS CTR achieved across a set of search engine results pages (SERPs).

Aggro Score

Previously known as HVN score, the Aggro Score is Luminr's experimental ranking system for paid search competitors. Higher scores indicate websites that are being more aggressive in their bidding for page one real estate.

Biddable Media

The process of companies or their agencies buying advertising space to secure leads through competitive bidding.

Click-Through Rate (CTR)

CTR is the number of clicks that your website receives divided by the number of times your ad is shown. It is used to measure the success of websites and the effectiveness of campaigns.

Competitive Intelligence (CI)

Competitive intelligence is best described as forward-looking practices used in producing knowledge about the competitive environment with the aim of improving a website's rankings.


A domain name (or just 'domain') is the name of a website. Domains are what comes after the 'www.' in a URL. Examples are and

Featured Snippet

Featured Snippets are short snippets of text that appear at the top of Google’s search results in order to quickly answer a searcher’s query. The content that appears inside of a Featured Snippet is automatically pulled from web pages in Google’s index. Common types of Featured Snippets include definitions, tables, steps and lists.

HTML tag

HTML tags are code elements within the back-end of all web pages. Specific HTML tags, such as ’<title>’ and '<meta>', provide search engines with important information for displaying a website in the search engine results page. They highlight parts of your content that are relevant for search.

HVN score

The HVN Score is Luminr's experimental ranking system for paid search competitors. Higher scores indicate websites that are being more aggressive in their bidding for page one real estate.

Impact Score

A measurement within the Competitor Movements chart. Refers to the size or difficulty of the movement, with the most significant movements will have the highest impact score.

Impression Share (IS)

The percentage of impressions that your website receives compared to the total number of impressions available.

Incremental real estate

Additional space on page one that could be occupied by a website.

Inline Images

Inline images are visual results embedded in the search engine results page.

Inline Videos

Inline videos are video results embedded in the search engine results page, often surrounded by rich informational snippets.

Keyword / Search Query

These terms are used interchangeably but mean the same thing. It is a phrase or keyword combination users enter in search engines to find something of interest.

Knowledge Graph

A knowledge base from which Google serves relevant information in an infobox beside its search results. It allows the user to see the answer in a glance. The data is generated automatically from a variety of sources, covering places, people, businesses, and more

Knowledge Panel

Google’s knowledge panel is the block you’ll find on the right side of your screen in the search results. Nowadays, you’ll see it for a lot of queries. It presents the results of Google’s Knowledge Graph, which can be seen as an engine connecting all kinds of data Google finds online. If you have a local, branded, or personal panel, you may be able to influence what Google shows in the panel.

Local Map Pack

The “Google Map Pack” (or the Google Local Map Pack) is a prominent section in the Google local search results that showcases the top-ranking local listings for your location or the search location. Businesses are listed alongside their geographic location, contact information, hours, and other helpful information. Users can click on a listing to learn more about the company, call the contact number, or pull up Google Maps navigation to the business’s physical location.


Markets descibe a geographic region of interest to a company. It can be as broad as a country or as specific as a postcode.

Off-page SEO

'Off-page SEO' or 'off-site SEO' refers to actions taken outside of a website to impact its rankings within search engine results pages.


Organic search results are the unpaid listings that appear on a search engine results page.


Paid search results are the paid listings that appear on a search engine results page. These are usually indicated by a small green box with the word 'ad'. It shows where companies have paid to have the page show up at the top of the list.

People Also Ask

asdcasbiPeople Also Ask is a Google rich snippet feature that provides users with additional information they may be looking for from their initial query. An example of this is searching for “how to start a garden.” The People Also Ask results that appear are questions that follow your original search.

Position / Ranking

Position describes the positions a website holds in a SERP feature. For example, if your website is well optimised, it should hold the number one position when searching for your company's name. Having good SERP positions for high volume traffic searches is vital to ensure your website is found easily for the right searches.

Rich Results

An enhanced result in Google search with extra visual or interactive features. Some examples include carousels, datasets, recipes, and reviews. See here ( for a complete list by Google along with instructions on how to get your website ranking for them.

Search Engine Marketing (SEM)

SEM is a digital marketing strategy used to increase the visibility of a website in search engine results pages.


Search Engine Result Pages - is the list of results that a search engine returns in response to a specific word or keyword phrase query

SERP composition

The makeup of a search engine results page (SERP). In other words, the different feature types that make up a SERP.

SERP Feature

SERP features are any elements on a search engine results page that display search results. Some common examples include: Paid Search Ads, People Also Ask, Shopping Results, or the Featured Snippet.

SERP Real Estate

SERP Real Estate is Luminr's unique way of measuring a website's visibility on page one of search, across all paid and organic elements.

Suggested Searches

A Google search engine function that provides suggestions to users based on what they search for.

Top Stories

Top stories is a section that appears within Google Search when we detect a search query is news-oriented. Google matches the search with relevant, quality news content to display.

Topic / Sub-topic

Similar keywords are often grouped based on similarity, which makes it easier to analyse themes as a whole, rather than keyword by keyword.

Total Search

Total Search is the process of ensuring paid, organic and shopping activities work together more effectively. Simply, Total Search is an data-led approach to search engine marketing that aligns paid and organic search activities to deliver against shared brand goals.

Total Search Click-Through Rate

The chance of a user clicking through to your website, based on how you rank across the various SERP features of page one.

Total Search Score

This is used only in the Benchmarks report. It is a measure of how well you rank for keywords in your industry.


Unique Value Proposition

Commercial Competitor

These are the brands/websites identified by you as the companies competing for your target customer.

SERP Competitor

These are brands, companies or websites competing with you for real estate on page one. At first glance they can appear to be irrelevant to your business bottom line but as they take up space on the SERPs they can be hurting your CTRs, rankings and visibility.

Visibility (or Search Visibility)

A metric which shows how visible a business is on search engines for keywords of interest. It can also be referred to as the share of traffic that a website receives from its rankings in the search results.