UI terms agencies recognize, mapped to internal keys and data sources.
| UI term |
Internal key / table |
Data source |
Similar tools |
| Properties |
Home portfolio, properties |
User-defined; one Google OAuth + GSC/GA4 mapping per row |
GA4 Property, GSC property |
| Audit run |
report_payload, report list |
Crawl + report build |
Semrush Site Audit run |
| Overview |
overview view |
Report payload |
Site Audit dashboard |
| Issues |
issues view, categories[].issues |
Rule engine on crawl + Lighthouse |
Semrush Issues, SF errors |
| All URLs |
links view, crawl rows |
HTTP crawl |
Screaming Frog Internal URLs |
| URL structure |
site-structure |
Crawl graph |
SF directory tree |
| Redirects & chains |
redirects |
Crawl status + chains |
SF redirect chains |
| On-page SEO |
content |
Crawl meta/titles |
Semrush On Page |
| Performance (Core Web Vitals) |
lighthouse, lighthouse_summary |
Lighthouse |
PageSpeed Insights |
| Security |
security, security_findings |
Headers + optional probes |
Sitebulb Security |
| Content quality |
Category content quality (id: intelligence) |
Crawl + analysis + optional AI insights |
Duplicate/thin content audits |
| Technologies |
tech-stack |
Wappalyzer-style detection |
BuiltWith |
| Crawl summary |
charts |
Crawl aggregates |
SF overview |
| Internal links |
network |
Link graph |
Ahrefs Internal Links |
| Page previews |
gallery |
Crawl excerpts |
Visual QA |
| Search Console |
search-performance, google_data (scoped by property_id) |
GSC API per property |
Google Search Console |
| Analytics (GA4) |
traffic, google_data (scoped by property_id) |
GA4 API per property |
Google Analytics |
| Keywords |
keywords-explorer, keyword_data |
Crawl + Search Console + research |
Keyword tools (site-scoped) |
| Compare audits |
compare |
Two report payloads |
Historical comparison |
| Run audit |
Pipeline / python -m src |
User-triggered job |
Start site audit |
| UI |
Field |
Source |
| Inlinks |
inlinks |
Crawl graph |
| Outlinks |
outlinks |
Crawl graph |
| Status code |
status |
HTTP |
| Impressions |
gsc_impressions |
Search Console |
| Clicks |
gsc_clicks |
Search Console |
| CTR |
gsc_ctr |
Search Console |
| Average position |
gsc_position |
Search Console |
| On-site frequency |
volume (heuristic) |
Estimated from crawl |
| Sessions |
GA4 metrics |
Analytics |
| Badge |
Meaning |
| Crawl |
Spider/fetch data |
| Lighthouse |
Lab performance audit |
| Search Console |
Google Search Console API |
| Analytics |
Google Analytics 4 API |
| Estimated |
Heuristic, not from Google |
| AI insights |
LLM-generated content (optional) |
Prefer industry-standard terms in UI copy:
| Avoid |
Prefer |
| Pipeline, runner, workflow |
Run audit, audit type |
| URL fingerprint |
URL / on-page changes |
| PageRank (without context) |
Internal link score (this crawl) |
| Enrichment |
Keyword expansion / research |
| AI enrichment |
AI insights |
| Crawl preview / rebuild audit |
Crawl only / regenerate audit from crawl |
| Inspector |
URL details |
| Heuristic (alone) |
Estimated from crawl |
Python stores canonical category titles in src/website_profiling/reporting/terminology.py. New audits use those names in categories[].name; older audits may still have legacy names (mapped in export and the web UI).