SEO Glossary

LinkDefinition
200An HTTP status code 200 means a successful request or a well-functioning URL. Everything’s that happened is as planned (which is usually what you’re going for). 200 requests are good news, no problems at all.
301An HTTP status code 301 is shown when a page has been moved permanently. They should be used any time you have permanently replaced a URL with another URL. In SEO it is colloquially known as a “301 redirect”. These redirects pass the link equity from the old URL to the new URL.
302An HTTP status code 302 redirect, is in general, not beneficial. They are similar to 301s in behavior, but do not pass the link equity. Normally, these are used for temporary situations as doing as A/B test or collecting data.
404This is one of the most common HTTP status code that send a “Not Found” error message. A 404 is served if you simply don’t have the page or item requested, or if a user misspells a URL.
Above the Fold Adapted from newspapers, this web marketing term refers to the content on a webpage which is visible without scrolling. Ads placed at this part of the screen are known as above the fold. However, people tend to skip these ads as they scroll down to read the main content. Same is the case with ads placed on a sidebar. Hence, it is better to blend ads into the web content, making it look similar to the page’s content. Moreover, excessively using above the fold ads attracts Google penalty.
Absolute Link A link to a web page showing its full reference URL. Absolute links are preferred to relative links as they reduce the scope for canonicalization and hijacking issues.
Activity Bias When a website makes retargeting efforts directed at an audience who are more inclined to engage in certain activity. This influences the positive or negative impact of an ad on a particular group.
adCenter Old name of Microsoft Bing ads. It is the company’s pay per click advertising network.
AdSense Google’s contextual ad network that you can use to publish ads which are relevant to the content of your website. When someone clicks on the ads displayed on your website, you get your share of Google’s profits from that click.
AdWords Google’s advertising system and link auction network. This uses keywords to target consumers. Advertisers pay for these keywords at a cost per click pricing model. Google will display demographic targeting, video, affiliate, radio, and traditional print ads through AdWords in the near future.
Affiliate MarketingA performance-based program which helps merchants to expand their reach with the services of affiliates. Affiliates or independent agents charge the merchants by cost per action basis. They get paid whenever someone clicks your ads on their website.
Age Age refers to either (1) site age (2) user account age (3) page age or (4) any related historical data. Age is a crucial factor for social networks and search engines to assess whether they can trust a person, document or website. Moreover, relevancy of web pages can be boosted with age. This can be seen in blog searches, where the latest article is visible first, before older ones.
AJAX Without a mandatory reload of a web page, using Asynchronous JavaScript and XML, the page can receive additional data from the server.
Alexa Voice search service by Amazon, available on devices like Echo, Fire TV and Fire Tablets. It allows users to make voice activated commands like search the internet. They can use it to play certain musicor measure website traffic.
AllTheWeb A search engine and latest Yahoo acquisition. Closed in 2011 by Yahoo, there are plans for using it to test newer search technologies.
Alt Attribute You can add text to your images and give them context. This is helpful for search engines and visually impaired people to comprehend an image.
AltaVista Yahoo bought Overture, which owned AltaVista, a search engine from the 1990s. It became obsolete since an algorithmic update made many websites irrelevant in its search.
Amazon.com Initially this website sold books and now, it is the largest online retailer. Amazon’s marketplace allows people to sell merchandise online. Specializing in user generated content, it allows writers to publish and sell their work on Kindle Direct Publishing and Createspace. The brand also owns famous websites like IMDB, Audible and Goodreads. Alexa voice search service is by Amazon.
Analytics Software program that makes use of a JavaScript tracking code. You can embed the JavaScript tracking code in your website. This analyzes the site’s log files and tracks user paths, page views and conversion statistics. You can use this to optimize your web pages and measure the effectiveness of ads.
Anchor TextClickable text through which the users follow a link. It could be an image, text, or, an alt attribute.
Android Google OS which powers tablets, smartphones and other mobile devices.
AOL American Online, a popular web portal which merged with Time Warner. It has a running email service and offers news via Huffington Post.
API Application Program Interface is a set of protocols used as communication among 2 or more software components. It provides all the building blocks necessary to build a program. API is commonly used in search engines or social media apps.
Arbitrage Taking advantages of differences in the price of an asset by simultaneously purchasing and reselling for a profit. In SEO terms, you buy traffic to your website, in order to increase the click through rate on your ads.
ASP Active Server Pages are those which have one or more script. It is Microsoft’s first server-side script engine, which is a development framework for building dynamic web pages.
AskInitially started as Ask Jeeves, Ask.com is a popular search engine. Owned by InterActive Corp, it uses hubs and authorities to decipher the search results. This platform also provides real user interaction, where users can ask questions in their community.
Authority Search engine’s ability to rank websites. Page ranking depends on factors like site age, site history, traffic trends, link equity, unique and original content.
Authorities Trusted sites are known as topical authorities. It means that a site has content depth. Topical community uses experts use this as a resource to find dedicated content. Topical hub is a page that references many authorities.
Automated Bid Management Software Most people have a limited budget. Automated Bid Management Software helps you in controlling your ad spend on pay per click campaigns. You can run analytics on your site and create focused ads.
Bait and SwitchMarketing concept where you lure the consumers with seemingly innocent content and attractive prices. Once you have their attention, you reveal the real intent of your content. For example, using pictures of dolphins flipping and ultimately getting people to buy hotel rooms.
Banner BlindnessIn the early stages of web marketing, most ads used to get displayed above the fold or as banner ads. But with time, people started ignoring ads in common areas and became blind to banners.
Battelle, JohnPopular media blogger and co-founder of Wired and The Industry Standard.
Behavioral TargetingPeople’s recent searches are analysed and used for targeted advertising. For example, if you had searched in recent past for bed linens, related ads will be visible to you when you visit another unrelated website.
BiasPrejudice of a person generally against something or inclination towards something based on their point of view or experience.
BingSearch engine from Microsoft. Since 2009, Yahoo! Search has been using Bing to power organic search results.
Bing AdsPay per click advertising service by Microsoft which competes with Google Adwords. It powers paid search results on Yahoo! Search.
Black Hat SEOMarketing techniques that go against search engine guidelines. These deceptive techniques do not follow current search guidelines, which change form time to time. This is why one needs to look out for the latest guidelines.
Block Level AnalysisA web page is divided into smaller blocks, which makes it easier to analyze. Each block has different weight and relevance.
BlogShort for weblog, blog is an online journal for people or businesses. The content updates and formats itself in a reverse chronological order, making the newest entry visible first. Blogs categorize and archive the content using tags. Users can also provide their feedback in a comment section.
Blog Comment SpamComment spam is the low value or no value feedback a blog receives. Such comments are posted manually or using software.
BloggerGoogle owned blog-publishing service that helps writers make time-stamped entries. With a single user account, you can open multiple blogs.
BlogrollA list of hyperlinks to related blogs appearing on the sidebar of a blog. Usually they are the blogs of the same person or of the blog owner’s friends. You could let other bloggers rent the spots on your link list.
BoldFont option which makes the set of type characters wider and darker, used to draw attention to the web content. Mostly keywords and headings appear in bold. They have more weight than regular text on search engine ranking.
BookmarksYou can save and mark your favorite web pages with bookmarks. With bookmarks, popularity and quality of the content of a webpage can be determined. Search engines use them to improve search results.
Boolean SearchThis allows you to search by combining keywords with operators or words like AND, OR, or NOT. This creates a mathematical formula that refines your search by limiting or combining the keywords. For example, “Writing AND publishing” search results will show pages that have both the keywords, whereas “Writing OR publishing” will show the pages that have either one. Usually, AND is added to any search term by default.
BrandConsumers identify a company with its brand. It an emotional response which the name of the company evokes.
Branded KeywordsKeywords that include the name of a brand. Branded keywords or phrases dominate search engine results page. They are highest converting keywords that are unique to your domain. They occur during the latter stages of bidding process.
Breadcrumb NavigationA navigational technique which communicates how the web pages relate to one another. It displays the page hierarchy and makes it easier for users to reach a higher-level page.
Brin, SergeyAmerican entrepreneur, who co-founded Google.
Broken LinkDead link on a web page which no longer works or a link to a non-existent external page.
BrowserWeb browser is an application program which gives you access to the world wide web.
Bush, VannevarAmerican scientist and writer. He was the head of the U.S. Office of Scientific Research and Development during WWII. His seminal research paper “As We May Think” was about a hypothetical proto-hypertext device based on memory extension concept. This model laid foundation for the creation of the World Wide Web.
Business.comDigital media company which is an authority on business information and related websites. It contains a directory of business websites. The site also offers display and pay per click advertising.
Buying CycleThe sales cycle consumers complete when they make a large purchase. This cycle starts with researching brands and products to suit their needs. Using different keywords on different pages will get you the attention of the consumers during any stage of the buying cycle. Using branded keywords works best for your target audience as they have high conversion rates.
CacheSearch engine stores copies of data from the web pages in their index, for future requests. The search engine references the stored cache, but not the website, hence you can access the website faster.
Calacanis, JasonAmerican entrepreneur and angel investor. He co-founded a publishing company, Weblogs, Inc. and sold it to AOL. His obsession with Digg was the reason behind the declined traffic stats for netscape, of which he was the CEO. This led to the launch a new search engine Mahalo with human-crafted search results.
Canonical URLCanonical link is used for a page chosen by you, or your preferred URL. This prevents content duplication issues and is the most authoritative version indexed by search engines.
Catch All ListingA search technique with a list of keywords not used in targeted ads. It monetizes such keywords and many search engines prevent this technique. This yields better results if you use this with common, competitive keywords.
CGICommon Gateway Interface. Web servers use this standard protocol to add interactivity to a website. It facilitates executable actions among the web servers and software.
ChromeGoogle’s web browser. Chrome is also the Operating System on which Google Chromebooks runs.
ClientA computer or program which is at the receiving end of information requests. It is often located on other computers or systems. It may also be simple applications like a web browser.
CloakingSEO technique where the content visible to the user is different from the version presented to search engine spiders. Some search engines display varying content based with the intention of increasing the company’s strength. However, it is not deemed reasonable by many search engines which may ban such websites.
Cluetrain Manifesto, TheBusiness literature work, published in 2000. It is a good resource to learn about the impact of internet on marketing techniques. It’s also touches upon the ways in which web marketing differs from traditional offline marketing.
ClusteringUsed for making search results more organized. Groups of similar objects are identified by this machine learning technique. Clustering algorithm classifies data points into specific groups. Web pages of an individual site, hubs and authorities can be clustered together. If you search for a specific term, this method groups the results as per the matter of your interest.
CMSContent Management System, an application tool that allows for managing content on your website.
Co-citationTopical authority sites are assumed to be connected to one another. When different authority sites mention the same topic or brand, it is co-citation. Search algorithms link them together due to their content-driven connection. It also the frequency by which two documents are linked together.
CommentsUsers providing feedback on your content.
Comments TagA source code identifier. Programming element used to add comments.
Compacted InformationA product’s associated information that uses special coding. Best examples are ISBNs for books. This eliminates unnecessary redundancies.
Conceptual LinksAdvanced search engines try to understand some links beyond the words in them. Some rather search engines use algorithms that match the words near the link rather than just using anchor text. They also look for context and co-citation to find our concept links to index the site.
Concept SearchConceptual search is a method for automated information retrieval which uses the concept behind the search query to deliver accurate search results.
Contextual AdvertisingTargeted advertising on a web page that uses its content to display relevant advertisements.
ConversionConversion is a marketing concept that happens when visitors turn into paying customers. Then the displayed ads meet the desired goals. For example, if you display an ad on your website to sell books, conversion happens when visitors click on it and buy a book.
CopyrightThis is the legal right that the original content creator has. When someone has the copyright of a work, it means they have the right to publish or reproduce that particular intellectual property. All content, by default, is copyrighted under US Law.
CookieData file trackers (web browsers) place small pieces of data on a user’s computer. This makes it easy to customize web content. They can also be used in affiliate marketing to track conversions.
CPACost per action or acquisition measures how effective your online advertising strategy is. Most affiliates get use cost per acquisition offers. Payment is based on qualifying actions that include filling out lead forms, buying products or clicking on ads.
CPCCost per click is the actual price a publisher gets paid in PPC marketing, when a user click on an ad. Since ad services auctions keywords, the actual cost per click is also influenced by your rival competitor’s ad rank.
CPMCost per mile means cost per 1,000 advertisement impressions.
Crawl DepthThe extent to which search engine can index (crawl) the content and pages of a website.
Crawl FrequencyHow frequently users and search engine spiders crawl a website.
CSSCascading Style Sheets let you add various formats and styles to web pages.
CTRClick through rate is the percentage of user impressions that lead to a specific link. CTR measures traffic and effective use of keywords in getting users to click a link.
Cutts, MattAmerican software engineer, the head of search quality at Google.
CybersquattingRegistering a domain similar to those of other trademarks. The primary goal is to steal visitors form highly-trafficked websites or brands. Marketers and advertisers register similar names or misspelled names to tap into people’s interest in the popular names.
DaypartingScheduling your ad campaigns as per the availability of your target audience. You can make modifications like changing the ad bid price or placing budget limits to maximise visibility and improve CTR depending on the users’ active times.
Dead LinkNon functional link.
Deep LinkHypertext which links to an internal page other than the website’s homepage.
Dedicated ServerIndependent server dedicated for use by a single website or computer in a network. It is owned by only one person to use it for a group of websites.
Deep Link RatioThe ratio of deep links to overall links of a specific website. It is the number of deep links as compared to overall links.
De-ListingWhen a website is removed temporarily or erased permanently from a search engine index. It could happen for many reasons like spamdexing.
Del.icio.usA social bookmarking website where users can save their web pages and share with others.
DemographicsStatistical data on characteristics like age, gender, income, interests of specific population.
Denton, NickFounder and publisher of Gawker, now defunct website. Posted articles were controversial.
DescriptionA summary of the content of your website. Search engines display the site description in the search results.
DiggPublishes user-submitted stories or popular social news among users. Stories that go viral are the ones that get the most votes.
DirectoryCatalog of various websites that lists them separately based on website topics.
DisavowDiscarding harmful links that direct to your website. If you are a webmaster, you can request to remove low quality inbound links pointing to your website with disavow tool
DMOZAOL owns this Open content directory, where editors can edit a directory or listing of websites.
DNSDomain Name Server or Domain Name System is like the phone book for the world wide web. Any domain name issue can be resolved with this. Users can locate the websites they are looking for by mapping with their IP addresses.
DomainA specific website URL. It is the address where users can find your website.
Doorway PagesThese affect the search engine index ranking by manipulating it. It is when you optimize low quality pages to rank well for highly targeted search queries. Users are redirected to pages with advertisements.
DreamweaverWeb development tool and editing software by Adobe. Lets you code, design and publish web apps that mock your interface.
Duplicate ContentContent that is exact copy or looks similar to other content across domains.
Dwell TimeThe time user spends on the website he visits via the search results page. Dwell time starts after a user clicks back to the search results.
Dynamic ContentContent that is deemed dynamic by PHP or other dynamic language. Content that keeps changing over time as per user preferences or other factors.
Dynamic LanguagesHigh-level programming languages for building web pages in which you can make changes while the program is running.
Earnings Per ClickEstimation of your total earnings or salary over a period of time. It is based on how much you earn on one click.
Editorial LinkLink from a website with quality content and good marketing technique. This affects the quality of your website. Search engines prefer editorial links (earned links) to paid or bartered links.
EmphasisText is used as focal point on your website. It can be emphasized using an HTML tag.
Engagement MetricsAn engagement measurement used to analyse whether the content on your website is engaging to the users. This measures user activity.
EntitiesNouns or specific character strings that users type in their search queries. Search engines use entities to deliver search results.
Entry PageA page on your website which the user first visits through a link. It might not automatically be the home page, but the user can be directed to internal pages. If a user enters your website via a link to the home page, them the home page is their entry page.
Ethical SEOWhite hat SEO technique which is effective and follows search engine guidelines.
EverfluxGoogle ranking algorithm, which has its search indexes updating and refreshing continuously.
Expert DocumentWebsite with quality pages that links to many non-affiliated, topically relevant resources.
External LinkHyperlink on your website that directs users to another domain.
Fair UseThis gives you the legal right to limit use of copyrighted content without permission from the copyright holder. Although, there are some exceptions for fair use, which you can find under the Copyright code under section 107.
FaviconShortcut icon that marks or identifies a particular website. It is usually a square image found in a web browser, to the left side on the URL tab.
FeedWhen users subscribe to a channel, the feed notifies them about frequently updated content. Content distributors can also use syndicated feeds on pay per click basis.
Feed ReaderThis is a software that sends users notifications about the content to which they had subscribed.
FFAFree For All is a web page on which anyone can add a link. But there will be little or no popularity for these links in search engine rankings.
FilterThis is when search engines remove some web pages out of the search results because certain activities of the page make it appear unnatural.
FirefoxIt is an open source and free web browser from Mozilla Corp.
FlashFlash is authoring software and vector graphics-based animation tool. It is used by websites to create rich graphics, designs, and interactions.
FramesFrames divide your browser window into smaller sections to display content for easier site navigation. But a single display is used for multiple smaller pages. However, creating deep links gets complicated by this.
Fresh ContentUnique and consistently updated content on a website. This is important to have user engagement and hold their attention.
FTPFile Transfer Protocol is the common protocol used to exchange data between computers.
Fuzzy SearchSearches that have improved ability to find results for the correct spelling of queries.
GAPGoogle Advertising Professional is a Google AdWords certification that qualifies marketers as proficient marketers.
Gladwell, MalcolmCanadian writer and journalist. He works for The New Yorker and author of The Tipping Point, which explains how even small things can spread and become unstoppable.
Godin, SethBest selling author, professional blogger, and public speaker who specializes in viral marketing and leadership.
GoogleTechnology company. The most popular and largest search engine created by Sergey Brin and Larry Page.
GoogleBotGoogle’s search engine spider or web crawler.
Google BaseGoogle’s free database where users can add their own content. It has semantically structured information.
Google BombingWhen a specific website ranks high on search engines even for an unrelated phrase. This practice uses many keywords in the anchor text to create ranking bias
Google BowlingManipulation of external ranking factors to lower the rank of your competitor. This involves pointing thousands of low quality links of no value to the website.
Google DanceGoogle’s past major index updates where it rebuilt its rankings.
Google Keyword ToolGoogle displays search results from Google search services above organic search results. Marketers and advertisers can use valuable keyword data and suggestions.
Google OneBoxWebmasters use this program to get more visibility and index their website’s content. The search results get displayed in a separate box.
Google SitemapsBy posting a sitemap file of their websites, webmasters ensure that search engines can get to their data faster and more efficiently.
Google SitelinksGoogle regards some results more relevant than others by analyzing their link structure.Some links such as deep links to the site, appear prominently in the search results to help users to quickly find the relevant information.
Google Supplemental IndexGoogle has 2 indexed pages for websites- main and supplemental. Those with lower trust scores are stored in the supplemental index. Websites with duplicate content, complex URL names or untrustworthy site host get featured in this index.
Google Traffic EstimatorGoogle AdWords traffic estimator monitors keyword traffic to determine the bid prices. It estimates the number of people clicking on an ad with a specific keyword. It also estimates new high-traffic keyword ideas.
Google TrendsTool that allows you to view keyword trends. You can see how popular keywords perform with time.
Google Webmaster GuidelinesThese are forever changing guidelines that help webmasters to make their websites to get indexed better. Google can penalize a website if it doesn’t adhere to the guidelines’ specifications.
Google WalletGoogle’s payment service is a mobile payment system. It helps merchants to get higher conversion rates. They can use Google Wallet to get a better understanding of markets and keywords.
Google Webmaster ToolsTool to improve traffic to your website by analyzing the keyword trends. Webmasters can disavow links and make efforts to get an improved ranking.
Google Website OptimizerFree multi-variable testing platform for website optimization. It helps webmasters and adwords improve visitor conversion rates.
Guestbook SpamLow quality, untrustworthy automated links which are ranked very low by search engines. They are mostly advertising messages that users post, along with a URL.
HeadingsThe title or a brief summary of the content of a section.
HeadlineSEO technique where the headline is visible to search engine spiders, but not to a human visitor.
Hidden TextUnaffiliated expert citations used to manipulate search rankings. This deception is a violation of Google’s Webmaster Guidelines.
HilltopAlgorithm to find topical authorities and expert documents to rank relevance scores.
HITSAlgorithm that uses link structure of the web to rank pages for relevant keywords.
HijackingRedirects a web page to another website. It tricks a search engine into believing that your URL leads to a different website. This can be a 302 redirect or via a meta refresh.
Home PageThe first page on your website’s navigation schemes for the users and search engines alike. The main page responsible for being your brand’s description.
.htaccessDirectory-level configuration file by Apache Web Server. You can protect files with password or redirect using this.
HTMLHyperText Markup Language. This language is used to create websites and code web apps.
HTTPHyperText Transfer Protocol is used for data communication on the web. It transfers data between active user browsers and web servers.
HubsA common connection point for several devices in a network. It is used for communication among the devices. The most commonly used hub connects LAN segments.
HummingbirdGoogle Hummingbird is a search algorithm update that is used to improve conversational search.
IDFInverse Document Frequency is used to index web pages. It figures out a term’s position in frequency of a document. In a vector space model, IDF calculates the uniqueness and rareness of the term.
Inbound LinkWhen you use high quality backlinks to link another website from your website.
IndexA search engine query that collects and stores relevant data from websites. The data is indexed to use as search results.
Internal LinkHyperlink that takes users from one page to another page on the same website or domain.
Information ArchitectureOrganizing and designing content on your website in a structured and categorical manner.
Information RetrievalThe scientific process of finding relevant data by sorting through large data sets. These can be through full-text or content-based search index.
InktomiA search engine based on paid inclusion business model. Yahoo acquired it in 2000.
InternetInterconnected computer networks that use TCP/IP across the world.
Internet ExplorerWeb browser by Microsoft, which consistently get updated. The latest in the series is Microsoft Edge, a result of Firefox pushing them to get more competitive features and improve performance.
Invisible WebAlso known as deep web or hidden web, it is a portion of world wide web. It has plenty of data which is invisible to you due to search limitations, data architecture and copyright issues.
IP AddressInternet Protocol Address is your device’s address for internet connections. For every computer connection, the ISPs provide an IP address. Websites and servers have unique IP addresses. However, most servers use the same IP address to host multiple websites.
ISPInternet Service Providers are those companies which provides users and companies with access to the internet.
JavaScriptClient-side programming language that is used to embed dynamic features into a website. It is also seen in non-browser environments.
KeywordA word, phrase or search query typed into the search engine by the users who are looking to find specific information or a product.
Keyword DensityMeasure of relevancy of a specific keyword in the content. It is the percentage of usage of keywords as compared to the whole content of the web page.
Keyword FunnelSome keywords have a relationship among them, known as keyword funnel. They could be naturally linked due to spelling errors or poor search relevancy.
Keyword Not ProvidedThis status makes it difficult to use SEO techniques when Google analytics does not show the keywords. This is because Google doesn’t wish to share the keyword data with you.
Keyword ResearchA high return activity in which you research for effective keywords for your SEO strategy.
Keyword Research ToolsThese tools help you to determine search trends and search volumes. You use keywords, bid prices and look at other websites’ content that is similar to yours.
Keyword StuffingContent is stuffed with keywords in order to manipulate rankings.
Kleinberg, JonAmerican scientist famous for his work on search relevancy algorithms of hubs and authorities.
Knowledge GraphGoogle gathers third party information and displays in extended format to enhance search results.
Landing PageDesigned for advertising campaign, this is the page on your website where the the users land when they click on a link displaying ads.
Landing Page Quality ScoresEstimates your ad position by Google’s measurement in which noisy ads get filtered out in the Adwords Program.
LinkA citation or selectable connection from one web document to another.
Link BaitingTo increase number of inbound links to your website and targeting your audience.
Link BuildingGetting high quality pages to link to your site. This process involves evaluating your website as relevant, and trustworthy using sophisticated analysis.
Link BurstsWhen your website gets a sudden increase in the number links with high quality content directing to it.
Link ChurnThe rate at which the site loses its links.
Link EquityPopularity of inbound links and the authority of those sites influence the strength of a website.
Link FarmGroup of websites that increase incoming links in one another’s pages. Examples are FFA pages.
Log FilesYour log files give you an idea of how people use your website. These are server files that have the list of actions performed and information on your traffic
Link HoardingKeeping your website’s link popularity by allowing more number of inbound links, but not linking out to other sites. It is also when you link to other sites using JavaScript or redirects.
Link PopularityYour website link popularity increases when there are many links directing people to it.
Link ReputationThe measurement of search engine algorithms that combines your anchor text and link equity.
Link RotA measurement of the number of links on your website that point to non functioning pages or servers.
Link VelocityThe rate at which a website accumulates new inbound links.
Live.comMicrosoft portal until 2009. This web suite was replaced by Bing.
Long TailMarketing strategy that targets a large number of smaller niche areas. This has long term effects that occur beyond the initial campaign.
LooksmartEarlier, it was s directory service. Paid search provider that offers vertical content play and contextual advertising.
LSILatent Semantic Indexing is a mathematical search system to find out relevant language for a search query. In search results, some high quality pages do not contain the exact keyword, but have similar content. LSI puts those pages into the search results.
Malda, RobFounder and chief editor of Slashdot.org. It is a popular news forum that has stories submitted and assessed by site users and editors.
Manual PenaltyWhen a website doesn’t follow Google Webmaster Guidelines, Google Webmaster Tools penalizes it. These can last for years or until the issues are fixed by requesting a review on Google Webmaster Tools.
Manual ReviewProcess to help catch spam and improve automated relevance algorithms manually. When a website is flagged due to abnormal usage data or shows up in any spam report, someone will review it manually.
Mechanical TurkIn this Amazon owned crowdsourcing operation, humans are hired to do easy tasks which computers cannot perform.
MemeA viral story, image or video that reflects a cultural concept and brings awareness through imitation.
Meta DescriptionHTML tag in a couple of sentences that describes the content of the webpage.
Meta KeywordsMeta keywords tag helps search engines identify the pages using targeted keywords.
Meta RefreshAutomatic web browser that lets it redirect to another page after a set time period.
Meta SearchA tool that delivers a new search result set which it gets from search data of top ranking results of other search engines.
Meta TagsSame as meta descriptions and meta elements that have keywords and topic of the page.
MicrosoftPopular computer software company. It owns Windows operating system.
MindshareMeasure of consumer popularity of your brand. It measures people’s opinion on your products when that category comes to their mind.
Mirror SiteContent from a website is copied onto another website.
Movable TypeContent management system and publishing software, with which a blog is hosted on your website.
MSN SearchDefault search engine for Microsoft’s web browser.
Multi Dimensional ScalingData analysis technique that uses latent semantic indexing and creates content clusters to improve ranking.
MySpaceSocial networking website and blogging platform that was popular from 2005 to 2009. It focused on discovering new music and connecting musicians to their fans.
Natural Language ProcessingSearch engines attempt to understand users queries beyond the keywords. They use algorithms to learn a user’s true intent with the language used.
NavigationIt helps website users to find what they are looking for, within its web pages. It is a map of your website.
Navigation SearchIt lets users get to a specific website or business using their search query.
Negative SEOAdversely influencing a third-party site or competitor’s site ranking.
NetscapeSocial news site owned by Verizon Media. Earlier, a web browser existed with the same name.
NicheParticular theme or subject in which a website specializes.
NofollowA link which search engines are stopped from ranking or passing link authority.
OntologyAn exhaustive conceptual schema which focuses on relationships in a specific domain.
Open SourceSoftware that anyone can modify.
OperaPopular web browser for various operating systems.
Organic Search ResultsThe unpaid and natural search results.
Outbound LinkA link from your website that directs users to another external website.
OvertureEarlier named as Goto, Overture started to sell targeted searches on a pay per click model. Yahoo acquired it in 2003, yet it doesn’t identify as Yahoo search marketing.
Overture Keyword Selector ToolThis tool uses Yahoo! search statistics in research on commercial searches. This tool also searches and suggests singular and plural keywords.
Page, LarryInternet entrepreneur and co-founder of Google.
PageRankNamed after larry page, it is a Google search algorithm that estimates the importance of websites using link equity.
Paid InclusionSearch engine marketing model where websites pay search engines to get relevant exposure after passing editorial quality guidelines.
Panda AlgorithmA Google algorithm that sort the websites according to relevance, based on their content quality.
Pay for PerformanceAffiliated sales workers work on Commission based affiliate marketing model. The sales agents get paid on the basis of performance, that is only when a consumer performs an action.
PenaltyGoogle imposed automated or manual punishment for websites that spam or neglect guidelines for a higher ranking.
Penguin AlgorithmGoogle algorithm that catches websites that are likely to spam. Google penalizes these sites if it finds unnatural link profiles.
PersonalizationSearch results will be altered by the search engines to accommodate the user’s location and search history. They display tailored results based on the user’s recently viewed pages. If you have searched for restaurants in the past, your search results show you restaurants near your location.
PHPThis server side scripting language helps in adding interactivity to web pages. It is an open source software.
Pigeon UpdateGoogle algorithm that increases the ranking of local listings in its search results. This tied in more signals associated with regular search.
Piracy UpdateGoogle search algorithm to lower the rankings of websites against which there are DMCA takedown requests in excessive numbers.
Poison WordThe rankings of websites with low quality content are demoted by poison words.
PDFPortable Document Format by Adobe Systems. This universal file format lets you store and view printable versions of files.
POGO RateIt represents the percentage of users who click on a link displayed on the search results, but quickly click back to results page.
PortalAny website offering diverse consumer services like email client, search, news and other content.
PPCPay Per Click is an advertising model. Here the advertiser pays fees only if someone clicks their ad.
PrecisionA measurement that is the percentage of accuracy of the search results, in relation to the query.
Profit ElasticityUsing price adjustments, supply and several other parameters to measure the profit potential of various economic conditions. This measurement creates different profit potentials where supply and demand curves remain interact.
ProximityHow close words are to each other. Search engines use this measure to determine whether websites are keyword stuffing. This measure uses how close or similar these words are.
QDFQuery Deserves Freshness search algorithmic signal is the reason websites with fresher and newer content rank higher than those with older content.
Quality ContentWebsites with content that reads natural and search engines consider it link worthy.
Quality LinkSearch engines consider your website as a site worthy of citation if it is a quality link. It also has more number of link votes of trust.
QueryThe phrases or string of words users enters in the search box.
Query RefinementSearch engines indulge in refining a query to deliver more relevant and accurate results. One way of doing this is providing suggestions to similar queries.
RankbrainGoogle relevancy algorithm signal that leverages user click path information to improve rare search terms relevancy.
RecallRetrieving some of the relevant documents.
Reciprocal LinksExchange of links between websites to create false authority. They feature each other’s links in their web pages.
RedirectBrowsers send search engines and users to a different URL than the one requested. This happens because the URL has moved its location. Meta Refresh, 301 and 302 are the common redirects.
RegistrarA company where you register the domain names.
ReinclusionWhen a site gets penalized for spamming, they are excluded in the search index. The site can request for a reinclusion, and its inclusion will be based on the severity of the infraction.
ReferrerData from a website or persons who refer the users to a particular link.
Relative LinkA link which acts as a reference for the relation between the current URL and the URL page where the link takes the user. These are short links that contain no numbers, and easy to remember. Relative links become less desirable with hijacking and canonicalization.
RelevancyThis measures to what extent the search results are useful to people who enter the search query.
Repeat VisitsVisitors who come back to the same website.
Reputation ManagementManaging the reputation of your brand by making sure that search results display related keywords. This reinforces the brand when the ranking of your branded keywords improve and are higher compared to the negative attention from hate sites.
ResubmissionWebsite owners resubmit pages when they don’t improve ranking. It is not worth the consumers time.
RetargetingYour internet history will be used by advertising programs to create ads based on what you viewed recently or added to your shopping cart on a website. Retargeting creates personalize ads.
Reverse IndexFiles with matching documents containing specific keywords are stored in this index.
Robots.txtA file that stops search engine spiders from crawling your website. It is placed at the root of your site. But some search engines may display your website as URL only listing.
ROIReturn on Investment measures if you get a profit in addition to the money you invest in marketing back.
RSSRich Site Summary or Real Simple Syndication in which users subscribe to a channel and get notifications immediately when there is new content. Syndicated information is fed to a software or a feed reader.
SafariApple’s web browser.
Salton, GerardScientist and pioneer in the field of information retrieval.
ScumwareIntrusive software and programming code which enters your computer without your consent and knowledge.
Search HistoryList of your past searches, stored by most search engines.
Search EngineA tool or device which helps you find results for your query. It uses spiders, relevancy algorithms, search index to get you the search results.
SEMSearch Engine Marketing lets you buy website traffic through paid search listings.
SEOSearch Engine Optimization is the art of increasing traffic through free, unpaid listings. It involves posting searchable content so that the search engines can understand the language.
SEO CopywritingMaking search query relevant copy. Content is made to appear relevant by formatting and writing, using a wide array of keywords.
SERPSearch Engine Results Page is the page that displays search results containing your query.
Search MarketingAlso known as SEM. This is used to market your website in search engines.
ServerA computer that hosts or serves websites or files to end users.
Server LogsTraffic trends of your source files and website maintained automatically by the servers.
Singular Value DecompositionBreaking down a large database and comparing document vectors.
SiphoningUse of spyware or cybersquatting to steal the traffic originally directed to another website.
Site MapSite navigation made for users’ convenience or to help guide search engines.
SlashdotFounded by Rob Malda, this nerdy, news aggregator site publishes technology related topics.
Social MediaWebsites that allow users to network, create and share their own content. Examples are Facebook, Twitter, Tumblr and Instagram.
SpamUnsolicited messages, especially emails.
SpammingCreation and distribution of unsolicited messages and information.
SpiderSearch engine programs that help create a search index by crawling through websites.
Splash PageAesthetically pleasing web pages which do not have quality content of real value in the view of search engines.
SplogSpam blog. Low quality blogs that generate content by reading the content of other websites or stealing directly from them.
SpywareIntrusive, unwanted software programs that enter your computer and start spying for the sake of consumer research and creating personalized ads.
SquidooSeth Godin founded website where users wrote and shared articles called topical lenses.
SSIServer Side Includes makes it easier to update websites by calling web files from one page to another.
Static ContentContent of a website which rarely change. Page that does not have dynamic programming language. For example, about page of websites.
StemmingProcess in which stem words are used to make search results relevant. Search results will include word that are similar to the original query.
Stop WordsCommon words like a, an, the. These are removed from the query as they do not influence the results.
Sullivan, DannyJournalist, entrepreneur. He is the founder and lead editor of SearchEngineLand and SearchEngineWatch.
SubmissionIt is a tool of web promotion. It is the process of presenting the content or articles on your website for indexing by the search engines.
Supplemental ResultsSearch results you get from supplemental index, where lower rank are stored.
TaxonomyA classification system that uses controlled vocabulary to improve rankings on topical subjects.
TechnoratiA blog search engine where you can track link relationships and popular stories.
TeomaAsk.com’s interface and Kleinberg hubs and authorities concept. A search engine based on topical community.
TelnetInternet network or LAN protocol where a remote computer gains access and logs in to another computer.
Term FrequencyThe frequency at which a term appears in a collection of documents.
Term Vector DatabaseAn index of documents categorised as per their weight. This aims to understand the document topic in comparison to that of other documents. It then matches the most relevant documents and gives access to web pages results for a search query. This depends on term vector length and angle.
Text Link AdsText links are individual words on the website that work as formatted ads.
ThesaurusWhen you enter a query, search engines make use of a synonym directory to deliver you the most accurate search results.
TitleContents of the web page or a document are summarized in a title.
ToolbarA feature of web browsers which helps the search engines in tracking usage data. They help to block pop-up ads, fill in forms and perform a spell check.
Top HeavyToo many ads displayed above the fold of a web page. Google algorithm penalizes such websites.
Topic-Sensitive PageRankTopic related PageRank scores are produced by computing PageRank based on topics.
TrackbackPopular blogging software programs use this feature. This automatically notifies you whenever other websites mention your site.
The Tragedy of the CommonsGoogle distributes ads to different websites so as to make it less annoying for users. It is the principle of giving up a few rights for security.
TrustRankSearch relevancy algorithm that performs link analysis. This ranks additional weighting on websites of major corporations, educational institutions, or governmental institutions.
TypepadHosted blogging service by Six Apart, who also developed Movable Type.
Unethical SEOUnethical and questionable practices in SEO. Also known as blackhat SEO, they manipulate content to get a higher rank for websites.
UpdateImproving an algorithm and keeping it fresh with new content. This makes sure the search engines deliver results that are relevant and accurate.
URLUniform Resource Locator is the address of your website. You find your web documents here.
URL RewriteA technique to make site indexing easier by creating unique and descriptive URLs.
UsabilityMeasure of a website. It tests whether the users can navigate easily or find the content they are looking for.
Usage DataData used by your website and how much traffic it gets. It also includes the percentage of repeat visitors and how long they stay on your site.
UsenetA search service that uses various newsgroups to deliver information about a particular topic.
Vertical SearchA search process focusing on niche segments and online content or looking for specific information.
Viral MarketingMarketing technique where users share information about the product. Self propagating technique like emails, word of mouth publicity and blogging.
Virtual DomainWebsite hosted by a virtual server.
Virtual ServerA server which shares hardware and software with other OS. Multiple top level domains are hosted from a single computer.
Wales, JimmyEntrepreneur and co-founder of Wikipedia.
WhoisIdentity of the registered owner of a domain.
White Hat SEOEthical SEO campaign that sticks to the search engine guidelines.
WikiA collaborative software for publishing and editing information by its users.
WikipediaA free encyclopedia web portal comprising of information collected using wiki software.
WordnetLexical database of English words, based on which the search engines find relationships between various words.
WordPressOpen source blogging platform which users can download. They can also use it as a host.
WordtrackerPaid keyword research tool to find high performing keywords. This can help marketers increase their website relevancy. Data is collected from meta search engines such as Dogpile.
Xenu Link SleuthWebmasters audit their website with this free software tool. It helps find broken links and create a sitemap.
XHTMLExtensible HyperText Markup Language has strict specifications than HTML that allows it to conform to XML.
XMLExtensible Markup Language is both human and machine readable language. It makes things on the internet easier, simpler and more usable.
Yahoo!Web service provider and popular website whose foundation is Yahoo! Directory.
Yahoo! AnswersA knowledge sharing web platform where users ask questions and receive answers.
Yahoo! DirectoryYahoo! Directory became one of the biggest directories since it was found in 1994 by David Filo and Jerry Yang.
Yahoo! Search MarketingYahoo!’s PPC platform, similar to Bing Ads or Google AdWords.
Yahoo! Site ExplorerYahoo service that lets you explore Yahoo index and check the inbound links to your site. You can get information on other websites.
YouTubeA popular video sharing and user generated content sharing platform owned by Google. Youtube also uploads syndication content.
ZealNon-commercial web directory bought by Looksmart a year after it first appeared. It was abruptly shut down in 2006 with no prior warning.

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