Ahrefs will also show you problems such as broken links that could hurt your ranking. SE Ranking – Best combination of features and value. Semrush – Best Ahrefs alternative overall. Moz vs Ahrefs Content Improvements. Access the Backlinks card, which gives you a quick insight into backlinks growth. Your content can have many goals, such as: Increasing brand awareness. Multiple languages. Ahrefs Site Audit (free) Site Audit is a free tool that crawls your website, identifies SEO issues, and recommends the exact solution to the issue. Ahrefs uses a sophisticated crawling software to recreate the way search engines see sites. They’ve won all of my testing historically. e. With that, we can move on to the next feature—the Ahrefs Rank. Look at their SEO reports. Benefits of keyword mapping. , United States). No phone support: Ahrefs does not offer phone support. What you see above are the top 100 “clean” search queries. Both internal and external backlinks links are taken into account when calculating URL Rating. We’ll set it to 500. SEO (Search Engine Optimization) is the practice of optimizing a website or webpage to increase the quantity and quality of its traffic from a search engine’s organic results. It’s the third most active crawler after Google’s and Bing's, visiting over 8 billion web pages every 24 hours and updating its index every 15–30 minutes. Free Keyword Generator with up to 150 keyword suggestions; Keyword Difficulty Checker with difficulty score and SERP analysis for the top 10 results. com ranks for in the top 10 with at least 1,000 monthly searches in the US. Find a keyword. The higher a website’s Domain Rating (DR), the stronger and more authoritative it is. For similar tools, I'd be expecting a few thousand tracked keywords, updated daily, but instead, it updates every 5 days and on my plan it only gives 1,500 keywords. Upload an enticing thumbnail. Let’s go through each of these in more detail. It isn’t about repeating keywords. Overall, Serpstat is cheaper than Moz, Ahrefs or SEMrush. It approximates traffic based on rankings and expected CTR for all the keywords a page ranks for. AhrefsFewer clicks on search results. Ahrefs is clearly the winner here by a huge margin – a much larger margin than my initial test with just 3 domains highlighted. But the truth is: if your page doesn’t already rank on Google’s first page, your chance of getting in a Featured Snippet is practically zero. Ahrefs’ Free Backlink Checker. Choose a page from the list, paste the URL into Ahrefs’ Site Explorer, then go to the Organic Keywords report. But generally speaking, it refers to the technical SEO health of your site. From the basics like rank tracking to the pro-level backlink insights Ahrefs allows us to be more efficient and more effective SEOs. To help you answer these. When it comes to usability, Ahrefs and SEMrush both have their advantages and disadvantages. [toc] Ahrefs is the best backlink test and website analytics tool that SEOs love to use today. Notes: Opting for annual billing reduces these costs to $83, $166, and $333 per month, respectively. , Domain Rating). The results can be downloaded as a CSV, and are also available on the dashboard. Ahrefs. Interest – When someone expresses interest in your product. Find rankings for specific keywords using the inbuilt filters and search functionality. that would be a perfect positive correlation of 1. It allows you to monitor both desktop and mobile keyword rankings for multiple keywords, up to 10K to be exact. Ahrefs is an SEO toolset with its own rank tracker. Its purpose is to explain the content of the linked page or resource to website visitors and search engines. Optimizing for multiple locations takes time. See all keyword rankings for any website or web page. URL Rating (UR) shows the strength of a page's link profile on a 100-point scale. So if you put a website into Ahrefs’ Site Explorer and check its UR, the number you get will be for the homepage alone. 85 (a portion of the PageRank of each linking page split across its outbound links) It’s still complicated, so let’s see if I can explain it with some visuals. Serpstat searches through 2 main search engines, whereas Ahrefs searches through 10. Unfortunately, the Ahrefs customer support team can take a while to respond, and it isn’t always helpful. Crawl your website for SEO issues that can hurt your rankings, including: Missing title tags and meta descriptions. The score ranges from 1 to 100, with higher scores indicating higher difficulty. Hit the “SERP features” tab to see the percentage of SERP features that you currently rank for across all tracked keywords. Crafting SEO content is about giving searchers what they want and making it “sticky. TrustRank determines the likelihood that pages are reputable (i. Ahrefs for keyword analysis. Web crawlers analyze your site as a search engine does, pointing out where you’re lacking and how to fix the problem. The marketing funnel (also known as the purchase funnel or sales funnel) is based on the Awareness-Interest-Desire-Action (AIDA) model, first developed in 1898 by E. Assuming there are no rich results detected, you’re safe to add the code. ”Most accurate Google web traffic data: Google Analytics. Monitoring content performance in Ahrefs is quite simple. Ahrefs has so many features that you can get lost and resort to simply. SE Ranking: Best for Small Businesses. Uncover the ultimate link-building champion in our SEO battle! Ahrefs vs Monitor Backlinks - a showdown you don't want to miss. (The “rank” of the corresponding numbers in each dataset have a perfect positive correlation with each other) But if Ahrefs estimated the traffic stats as follows… Site1 - 10,000; Site2. 4. Ahrefs’ keywords explorer operates on the world’s third largest keyword database which holds more than 7 billion keywords and receives monthly updates. There are two main tactics to find good landing page keywords: a. Ahrefs is largely focused on link building, but it also offers a capable rank checker to ensure that you know which keywords and pages to build links for in order to help improve those rankings. This tool helps you to analyze up to 200 URLs at once, providing valuable data on their UR, referring domains, and backlink profiles. Traffic Value. Use it to check your backlinks and survey your content. Ease of Use. The use of RankBrain, as part of the core algorithm, was confirmed by Google on Oct. Get a better sense of ranking difficulty and competition with SEO metrics for the top-ranking pages. Bad SEO reports – Clients get lost in pointless data, don’t know what work was done, and get no insightful comments. Use Google Rich Result Test or Schema Markup Validator to validate select pages. Starting From: $99. What is Ahrefs. Bottom Line: Ahrefs is an SEO tools suite with one of the best backlinks databases, a site crawler, a rank tracking engine, and a keyword tool that goes beyond anything in the market. Our data shows that a site’s overall link authority (as measured by Ahrefs Domain Rating) strongly correlates with higher rankings. SEO Tester Online for an all-in-one SEO suite. Ahrefs Rank. Penguin used to demote entire sites with link spam. Ahrefs and Semrush pricing Ahrefs. Find a keyword. We think it’s one of the best on the market but we’re clearly biased, so I won’t insult your intelligence by creating a list of the ‘best’ rank trackers with Ahrefs at the top. Pair that with world-class data and an excellent UI, and it’s no wonder that Ahrefs has established itself a leader in the SEO software space. . New Ahrefs tool: Web Explorer. Also, test the live URL and request reindexing if. 3. While limited compared to a paid Ahrefs account, they’re still immensely valuable for anyone who’s. Ahrefs Keywords Explorer’s keyword difficulty score is a useful metric for determining the level of effort required to rank in the top 10 search results for a given keyword. If you can share unique insights and expertise on top of that, even better. Ahrefs’ Keyword Difficulty (KD) is a metric that can help you determine how hard it would be to rank in the top 10 for a given keyword in a given country. Our test results that published above clearly show that we've got higher number of unique referring pages. Rank Tracking: Serpstat vs Ahrefs. Ahrefs offers four pricing plans which include: Lite: $99 per month when billed monthly and $83 per month when billed annually. This makes it difficult to test the waters, prior to making a sizable purchase. In Ahrefs, click on the blue number beneath “Common keywords. This report will show you the pages on your site that have the largest number of. See your Google Search Console data directly in Ahrefs. Step 3: Get your data, rinse,. 3 Check internal linking. (DA) is a score developed by Moz that predicts how likely a website is to rank well. Microsoft Excel – Analyze data from your SEO campaigns. 1. - Rank Tracker tool allows to track desktop and mobile rankings for any location and get daily/weekly/monthly reports; - Site Audit tool will analyse your website for common SEO. Craft a data-driven outline. What they see can be personalized to their location, the result of a Google bug**, or a test by Google***. Breadth. On the other hand, the Ahrefs Rank doesn’t show the “gaps” in the three websites’ backlinks. Ahrefs' SERP Checker gives you an accurate ranking difficulty score and detailed SEO stats for the top 10 search results. Watch on. For example, ahrefs. It is measured on a scale from 0 to 100, with the latter being the hardest to rank for. Choose a winning format and angle. These results can’t be bought or influenced by advertisers; they’re the ones the search engine deems most relevant to the user’s search query. This tool is great for giving your insight as to how you compete against your competitors in terms of backlinks and traffic. In our experience, though, SEMrush has better performance. Click on the card to get more data (if you need it). Ahrefs Rank. Headquartered in Singapore, Ahrefs was founded in 2011 by Dmitry Gerasimenko. GSC only shows up to 16 months of data by default, but Ahrefs will store and show data for longer than that – as long as your GSC account is connected. Ahrefs all-in-one SEO toolset can help users with: Competitor research: unveil competitor's organic keywords, backlink strategies and PPC keywords. Ahrefs’ Alerts tool allows you to monitor your brand mentions online. Brand awareness. Turn your homepage into a lead collection magnet. a nonspam). It's essentially a less granular version of Ahrefs Rank (AR). Write the post. This is helpful for assessing the top-ranking pages and understanding why these pages are ranking where they are. The benefits are obvious: free, passive traffic to your website, month after month. It has many raving reviews from users who’ve used it, and it’s understandable why they love it. It also gives you one-click access to tons of reports that help you find things like broken links or new content opportunities. How to Use Ahrefs for Keyword Research. By that time, the backlink profile for the current top-ranking page will have grown by between +17% and +50%, meaning that it’ll now have links from between 64 and 83 referring domains. I love this tool and. Ahrefs Rank Tracking. It is the highest plan offered by Ahrefs. Get automated email alerts about your. The Ahrefs “ Website Authority Checker ” is a free tool for finding out your domain’s authority. Find rankings for specific keywords using the inbuilt filters and search functionality. The term “anchor” comes from the older versions of the HTML specification where the <a> tag (mostly referred to as “hyperlink” these days) was called. — Gary 鯨理／경리 Illyes (so official, trust me) (@methode) July 21, 2021. Make sure to pick your target country (e. Best for checking website traffic of competitors: SimilarWeb. Using artificial intelligence, RankBrain embedded written language into mathematical. With crawling, you can come across all the backlinks and mentions over the web that you may have missed in your manual efforts. Serpstat’s backlink tool could be more comprehensive, whereas Ahrefs has a very comprehensive backlink toolAhrefs rank: It is based on the volume of organic traffic a site is getting. Ahrefs offers four main pricing plans to cater to different needs and budgets. a3 Lazy Load. These three things are “what Google looks for in a web page. Enter your target keyword, add your website, and choose your target location. Penguin used to demote entire sites with link spam. Launch a virtual summit. If you want to test changes in CTR, use Google Search Console and compare average changes. The domain rating (DR) metric will be used to determine the AR. Similar to Yoast, Rank Math allows you to edit the robots. Add internal links to your holiday pages. Tutorials, FAQs and best. Tutorials, FAQs and best practices with our Rank Tracker tool. The bigger the number, the stronger a page's link profile is. A3: “Ahrefs’ KD score is based on a trimmed mean of referring domains pointing to the top 10 ranking pages. See how well your website ranks compared to other websites in the Ahrefs database (based on the size and quality of their backlink profiles, or domain ranking). Identify keyword cannibalization issues (i. Modern keyword research uses AI to. The first is to install and activate Ahrefs’ SEO Toolbar, then try to navigate to the HTTP version of your homepage. Click on the URL sources tab and check Backlinks as a URL source in addition to the default settings. Google Keyword Planner is widely regarded as the best source of keyword search volume data, as it comes directly from Google itself. Link Intersect, Ahrefs Toolbar etc. If you click through to the Rich Results Test, it’ll run a test and list any errors. Lite plan – $99/month/user, Essential data for small businesses and hobby projects. Add timestamps. You can monitor the Google rankings of your keywords for mobile and desktop across 170 countries. Ahrefs provides support via email, phone and chat support. The anchor text or link text is the clickable text of an HTML hyperlink. Ahrefs is one of the most recommended SEO tools online. Googlebot has mobile and desktop crawlers, as well as specialized crawlers for news, images, and videos. It’s only second to Google when it comes to being the largest website crawlers. if the redirect is broken after 1 y, A will be standing on its own and so will B. In essence, it’s an effort to rank websites depending on the number of search traffic they’re expected to get. Any. Overall, I think SEMrush has a better pricing structure, with less restrictive limitations for the base plan. The Future of SEO – Embracing Test Backlinks Ahrefs As we journey through the ever-evolving landscape of SEO, Test Backlinks Ahref stands as a beacon of hope and empowerment. The source domain splits its rating equally amongst the domains it. For years, we’ve been getting used to the same set of content marketing goals. Ahrefs measures DR based on a website’s link profile. I deliberately logged a ticket regarding a minor technical issue. Step 1. Ahrefs Main Tools. Ahrefs Certification Course. Ahrefs takes the prize for the best competitive benchmarking and content marketing, as the Moz Content tool isn’t built-in and has to be bought separately. For the first three search results, you’ll also see important SEO metrics like the number of referring domains, number of backlinks, estimated search traffic, etc. It focuses on the entire funnel (rather than just the top of the funnel) and applies the scientific method—formulating hypotheses, testing these hypotheses, then refining or eliminating them. Data via Ahrefs’ Rank Tracker. Let’s see what makes this. Most of the features inside Ahrefs are designed for marketing professionals. Ahrefs Rank Tracking. Find a keyword. The first step of a SERP analysis is to get a rough sense of the traffic opportunity and ranking difficulty opportunity. This improves page speed, which, to reiterate, is a ranking factor. Design a simple, logical website structure. Completely free (but you get more out of it if you use Google Ads) Ahrefs Free SEO Tools. August 8, 2023 2 min read. Explaining use cases for your product (s). The free tool above shows your website’s “authority” as calculated by Ahrefs (i. Ahrefs is a complete SEO tool. David Stein, VP of Content and SEO, Wunderman Thompson. They are winning on ~76% of domains compared to Majestic SEO’s ~24%. e. In this guide, you’ll learn how to use, and not to use, the six most important meta tags for SEO: Meta title. The SERP comparison in Ahrefs’ Keywords Explorer tells us these two keywords have almost the same results. Get started. S. There are an estimated 3. txt file to remove the disallow statement causing the issue. If you have any questions on finding the best WordPress SEO plugins or tools, feel free to drop a comment in the section below!Here at Ahrefs, we have a website authority metric of our own called Domain Rating. Ahrefs has over 50,000 subscribers including many of the world’s top enterprise companies like: Adobe. Learn what keywords your website ranks for and compare how you stack up against competitors in the SERPs. com ranks for in the top 10 with at least 1,000 monthly searches in the US. UR is a page-level metric, whereas DR is a domain-level metric. Uncover competitors’ landing pages with traffic. Google Search Console – Performance data from Google. Specifically, we will use the Top Pages 2. com Subdomains Check traffic See how much traffic. All news about updates you will see there, take the training offered by the company. … and Ahrefs reports the following traffic estimates… Site1 - 50; Site2 - 2,000; Site3 - 10,000. A 10-day free trial is also available. A “crawl” is where software scans your website to find SEO issues. Data is prominent and their graphics make it easy to understand at a glance. You will see. Breadth. Having technical errors on your website can significantly impact. 'Clicks' shows the average monthly number of clicks on the search. This tool uses clickstream data to generate keyword ideas, refine search volume, and show the estimated number of clicks for each keyword. In short: Ahrefs is an SEO tool designed to help people get higher Google rankings. Best for local search traffic: SE Ranking. The latter focuses on the overall vision and plan for your content. You can rank for hundreds of keywords if you optimize for one. It also accounts for keyword rankings in over 170 countries. Number of linking websites. Rank Tracker; Content Explorer . Our comprehensive data allows us to provide reliable estimations of a website's organic search traffic in Google. 1. Ahrefs is an SEO and keyword research platform that rivals Semrush as a top-level collection of tools. Check if your rankings have improved or worsened over time. Write the post. You can import. With a list of keywords to target, it’s time to create content. Overview of Ahrefs. Domain Rank by Ahrefs. See how your competitors' rankings are progressing. Microsoft Word – Prepare documents for your SEO campaigns. SEO PowerSuite – Best value software-based tool. Rank Tracker lets you monitor your Google rankings on desktop and mobile across 190 countries. In general, the more links you have to your site, the better your ranking. However, when many SEO professionals use the term “keyword difficulty,” they’re referring to the broader concept of. To improve this score, it is important to focus on building high-quality backlinks from reputable websites and acquiring more organic traffic. After you add your website, add the keywords you want tracked into the Rank Tracker. Site Explorer, which is probably Ahrefs’ most popular tool, reports on every backlink pointing to the analyzed site and also displays every keyword that a site or page ranks for within the top 100 spots across 155 countries. Ahrefs’ “Traffic Value” metric is the rank tracker of a website’s organic traffic value in terms of dollars. A3: “Ahrefs’ KD score is based on a trimmed mean of referring domains pointing to the top 10 ranking pages. Meet our latest core tool: Competitive Analysis. ,. after 1 y all signals had time to pass on from A to B. However, you’ll only be able to track 750 keywords daily. A notable one is Ahrefs Webmaster Tools, which allows you to check SEO performance for the sites you own. You can: 1. While its interface isn't geared for beginners, it's a solid. To do this, we can use two of Ahrefs’ core metrics: Keyword Difficulty and Traffic Potential. You can use this tool to track mentions of your brand name, products, or services and stay on top of what people say about your business online. Ahrefs uses a score out of 100 to indicate this — with a higher score letting you know that it’s going to be harder to rank for a keyword. Enable this, and images outside the viewport (visible area on the screen) won’t get loaded until they become visible upon scrolling. So this tool is able to track the website traffic flow and use different parameters to rank a domain and make a comparison with its other competitive domains. It covers meta tags, canonicals, Open Graph tags, structured data, hreflang, subheaders, and more. Ahrefs uses a score out of 100 to indicate this — with a higher score letting you know that it’s going to be harder to rank for a keyword. Compared to Semrush’s keyword tool, Ahrefs lacks the more complex tools and insights, and isn’t as accurate as Semrush. Even many people even say that if Google's bot is No. Final thoughts. Ahrefs is one of the most powerful SEO tools on the market. The first website has an Ahrefs Rank of 305, making it the strongest. Web Explorer lets you search through Yep, our search engine’s, entire database of pages and links using search operators. Today, we update our index with the freshest backlinks on the web every 15 minutes, and our crawler processes up to 8 billion pages a day. Reveal every keyword for which the target website or web page ranks in the top 100 across 155 countries. And the best way to do this is to optimize your content for a good keyword. The Ahrefs Rank is a ranking system that ranks all websites in the world based on the strength of their backlink profiles. Most of the features inside Ahrefs are designed for marketing. Ahrefs Authority Score is a metric that measures a website's overall authority and predicts its ability to rank in search engine results. Get ranking updates for desktop and mobile. Step 2: Analyze domain authority checker results. In simple terms, a 301 redirect tells the browser: “This page has moved permanently. The website with an AR of 1 has the best backlink profile. How to choose the best rank tracker. Check “Keyword Difficulty” score. Best for checking web traffic on multiple browsers: Ahrefs. This is obviously a slight advantage because the access price is identical to that of Ahrefs. Ahrefs Pte. Thus, Ahrefs Rank #1 is assigned to the website with the most powerful backlink profile (Facebook. This extension allows you to inspect the meta information on webpages, find issues, and get advice to fix them. If you batch analyse lots of domains you will always find the domain with higher domain rank on Ahrefs will have a higher DA on Moz. BrightLocal’s Local SERP Checker. In YouTube studio, you can see the average view duration for all of the keywords you rank for. 2Domain Rank is Ahrefs way of calculating Domain Authority(DA) just like Moz. While you may confuse content development with content strategy, both are different. David Stein, VP of Content and SEO, Wunderman Thompson. This data comes from our database of ~500 million keywords (updated monthly). So if you put a website into Ahrefs’ Site Explorer and check its UR, the number you get will be for the homepage alone. Link profile – If you create content designed to rank, you usually need links to rank. In the early 20th century, you’d have to hire market researchers to spend days or even weeks asking people “have you heard about brand X”. From keyword research to rank tracking and everything in between, Semrush is a spectacular all-in-one SEO tool that can help you get on top of the Google SERP. In the end, you’ll understand what really reflects your SEO efforts and how. Web crawlers analyze your site as a search engine does, pointing out where you’re lacking and how to fix the problem. It’s powerful enough for marketing agencies and larger companies, but still simple enough for non-technical people to use effectively. If you have FTP access to the site, you can directly edit the robots. PageRank (PR) is one of the algorithms by Google that determines the relative importance of a page within the World Wide Web. For the first three search results, you’ll also see important SEO metrics like the number of referring domains, number of backlinks, estimated search traffic, etc. Global/local search. To set it up, you just need to enter the. Ahrefs Overview. An SEO score is a metric given by an SEO tool to give you an idea about the health of your website regarding SEO. You can see that when we do this for Moz, Site Explorer finds the same issue for the term “keyword cannibalization” as we found earlier using method #2. These metrics along with the corresponding graphs are pulled. If you are working with clients, they’ll expect you to have access to this software. With this type of information, and using the so called. Similar to search engines like Google, Ahrefs has an index—a list of websites on the web—that ranks the crawled websites based on their popularity in terms of links. Penguin 4. pro Here at Ahrefs, we have a website authority metric of our own called Domain Rating. Here are some of the handy tools that Ahrefs currently offers: The Site Explorer tool — With this tool, you can easily analyze your site’s backlinks profile as well as your competitors’ websites. Ultimate Guide and Review of Ahrefs for 2023. This selection of free SEO tools will help you with various SEO tasks, such as keyword research, on-page SEO, link building, and more. Build a following on one social network. 3. Ahrefs is a software company that develops online SEO tools and free educational materials for marketing professionals. Then, hit “Check rankings. 2. However, to achieve this goal, it’s important to have a reliable way to measure it. Ahrefs Ahrefs' keyword database has 19. A keyword ranking is a website’s organic ranking position in the search results for a particular keyword. For example, if I wanted to make a big push on topics about blogging on the Ahrefs blog, I’d start my search in Keywords Explorer by searching for “blog” and “blogging”, go to the matching. Ahrefs is an all-in-one SEO toolset for growing search traffic and optimizing websites. Advanced plan – $ 399/month/user, More tools and data for lean in-house marketing teams. Originally known as growth hacking, Sean intended for the term to mean “. 4. 1. AHREFS has its huge collection of data. Ahrefs – No special discount, but you can get a ~20% discount on an annual subscription. For the first few years, Ahrefs was purely a backlink analysis tool. Ahrefs has a solid rank or position tracking table too. Get a better understanding of your website’s SEO potential with the help of actionable SEO metrics like Search Volume, Keyword Difficulty, and Traffic Value. etc. If you want to track changes in organic rankings, use Google Search Console or a rank tracking tool like Ahrefs’ Rank Tracker. But lab data is consistently tested based on the same conditions to make the test results repeatable. The more and higher-quality dofollow referring domains a website has, the higher its DR is, and. This information provides insight into the domain’s trustworthiness and potential to rank. 1. Add an optimized description. Having a comprehensive SEO toolkit is essential to securing qualified prospects and converting. Use Ahrefs’ Site Explorer to analyze your competitors. If your page isn’t ranking where it should, you can always improve it. You’ll need to run one using AWT to form the basis of your SEO audit. And it’s not a secret the vast majority of SEO tools pull their keyword search volumes from GKP. ; I’ve seen many SEO reports from consultants, in-house teams, and agencies. Many users rely on Ahrefs to research keywords, see what keywords their competitors rank for, and to also build content marketing and SEO strategies to grow their organic traffic. Duration: 7 hours 4 minutes. It is already the biggest database on the web, and it’s growing steadily. if you’re doing reviews, you should actually purchase the product and test it. Ahrefs Rank (AR) Number of backlinks. Maintaining the profiles and landing pages can be a challenge, though. Pick a plan that suits your needs, and we’ll see you on the other side. Elmo Lewis, an advertising advocate. Fix the closed captions. Check search intent. Awareness – When someone becomes aware of your brand, product, or service. I don’t think I can rule that out with this test either. 00 stars. Ahrefs Rank (AR) ranks all the websites in our database in order, by the size and quality of their dofollow referring domains — basically, by their DR . It’s just different from what many SEOs are used to,. Here are some of its key features: 1. Screaming Frog: Best for. You probably don’t need to do this if you’re using a different website platform like Shopify. Search volumes aren’t very accurate. Create an “optimized” video. First, plug the URL of the page you’re trying to rank into Ahrefs’ Site Explorer, and you’ll see how many backlinks and referring domains (linking websites) your page currently has. Keyword research is a fundamental aspect of SEO, and Ahrefs provides a range of tools to help you find the right keywords for your website. Organic Keywords. Get actionable insights that will help you rank better in search engines. Find a keyword.