Knowledge Graph

A knowledge graph, also known as a semantic network, represents a network of real-world entities—i.e. objects, events, situations, or concepts—and illustrates the relationship between them. This information is usually stored in a graph database and visualized as a graph structure, prompting the term knowledge “graph.”


Keywords are words or phrases in the content of your web pages that match the words and phrases users are entering into search engines. When matched, the search engine will output your page/content as a possible result to the user.

Key Phrase

A search phrase. The keywords that advertisers choose are those that cause an ad to appear when entered by users. See also keyword.

Key Performance Indicator (KPI)

A measurable value that demonstrates how effectively a company is achieving key business or marketing objectives. KPIs are integral to digital marketing as they provide metrics, data, and benchmarks from which to improve processes, campaigns, and content.