The Terms of the Trade


Apache directory-level configuration file which can be used to password protect or redirect files.

301 redirection (301)     

A response code returned by a web server to indicate to the browser that the requested URL has changed permanently.

Above the Fold     

Refers to the web content appearing on a device before any action is taken.

Absolute Link     
Absolute URL     

What is an absolute URL? An absolute URL is an address that points to a resource, such as a web page or image, on the Internet. Absolute URLs comprise four components: A protocol: https:// A domain: A path: blog/glossary (can be empty) A resource name: image.png A URL is considered absolute when it uses […]

Accelerated Mobile Pages (amp)     

The Accelerated Mobile Pages (AMP) Project is a website publishing technology developed by Google as a competitor to Facebook's Instant Articles.


The design of products, devices, services, or environments for people with disabilities. The concept of accessible design and practice of accessible development ensures both "direct access" (i.e. unassisted) and "indirect access."

Active Server Pages (asp)     

Microsoft's first server-side script engine for dynamically generated web pages.

Activity Bias     

Any attempted form of ad targeting might be targeted toward people who are more likely to engage in a particular activity, especially with ad retargeting. Correlation does not mean causation.

Affiliate marketing     

A type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.


Fresh content which is also cited on many other channels (like related blogs) will temporarily rank better than you might expect because many of the other channels which cite the content will cite it off their home page or a well trusted high PageRank page.


A business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients.


The name of the Crawler/spider that is currently visiting a page. Spider is a robot sent out by search engines to catalog websites on the internet.


Asynchronous JavaScript and XML is a technique which allows a web page to request additional data from a server without requiring a new page to load.


An American web traffic analysis company based in San Francisco. It is a subsidiary of Amazon.


An operational programming rule that determines how a search engine indexes content and displays the results to its users.

Alt Attribute     

Blind people and most major search engines are not able to easily distinguish what is in an image. Using an image alt attribute allows you to help screen readers and search engines understand the function of an image by providing a text equivalent for the object.

Alt tag     

Software which allows you to track your page views, user paths, and conversion statistics based upon interpreting your log files or through including a JavaScript tracking code on your site.

Anchor Text     

The text that a user would click on to follow a link. In the case the link is an image the image alt attribute may act in the place of anchor text.

Animated Ad     

The text that a user would click on to follow a link. In the case the link is an image the image alt attribute may act in the place of anchor text.


Exploiting market inefficiencies by buying and reselling a commodity for a profit.


Topical authorities are sites which are well trusted and well cited by experts within their topical community.


The ability of a page or domain to rank well in search engines. Five large factors associated with site and page authority are link equity, site age, traffic trends, site history, and publishing unique original quality content.


A link that points to a website located on a different website.

Bait and Switch     

Marketing technique where you make something look overtly pure or as though it has another purpose to get people to believe in it or vote for it (by linking at it or sharing it with friends), then switch the intent or purpose of the website after you gain authority.


When a search engine blocks your site from appearing in its search results.

Banner Ad     

An ad with movement, often an interactive Java applet or Shockwave or GIF89a file.

Banner Blindness     

During the first web boom many businesses were based on eyeballs more than actually building real value. Many ads were typically quite irrelevant and web users learned to ignore the most common ad types. In many ways text ads are successful because they are more relevant and look more like content, but with the recent […]


A line of code placed in an ad or on a web page that helps track the visitor's actions, such as registrations or purchases. A web beacon is often invisible because it's only 1 x 1 pixel in size and has no color. Also known as web bug, 1 by 1 GIF, invisible GIF or tracker GIF.

Behavioral Targeting     

Ad targeting based on past recent experience and/or implied intent. For example, if I recently searched for mortgages then am later reading a book review the page may still show me mortgage ads

Beyond The Banner     

Any advertisement that is not a banner, such as an interstitial or a pop-up ad.


A prejudice based on experiences or a particular worldview.

Bid management     

Software or an ASP service used to manage bids on pay-per-click search engines such as Yahoo Search Marketing (formerly Overture) and Google AdWords.


Bidding means placing a bid price that you are willing to pay as an advertiser on a pay-per-click search engine


Microsoft's search engine, which also powers the organic search results on Yahoo! Search.

Bing Ads     

Microsoft's paid search program, which rivals Google AdWords and powers paid search results on Yahoo! Search.

Black Hat SEO     

Search engines set up guidelines that help them extract billions of dollars of ad revenue from the work of publishers and the attention of searchers. Within that highly profitable framework search engines consider certain marketing techniques deceptive in nature, and label them as black hat SEO. Those which are considered within their guidelines are called […]


Lists that either search engines or vigilante users compile of search engine spammers, which may be used to ban those spammers from search engines or to boycott them

Block Level Analysis     

A method used to break a page down into multiple points on the web graph by breaking its pages down into smaller blocks.


A periodically updated journal, typically formatted in reverse chronological order.

Body copy     

The text forming the main content of a book, magazine, web page, or any other printed or digital work.

Bridge page     
Broad Match     

Broad Match is a form of "keyword matching" and refers to the matching of a search listing or advertisement to selected keywords in any order.

Bulk submission services     

an ASP that submits many URLs to the search engines on your behalf.


A clickable graphic that takes the user to another page or executes a program, such as a software demo or a video player.


Copy of a web page stored by a search engine.

Call To Action (cta)     

Copy used in advertising to encourage a person to complete an action as defined by the advertiser.

Canonical URL     

The official URL that should be used by search engines to index the current page's content on a website.

Cascading Style Sheets (css)     

Cascading Style Sheets is a method for adding styles to web documents.

Catch All Listing     

A listing page used by pay per click search engines to monetize long tail terms that are not yet targeted by marketers.


Google's web browser.

Click-down Ad     

An ad that allows the user to stay on the same web page while viewing requested advertising content.

Click-within Ad     

The action of clicking an ad element and causing a redirect to another web page.

Clickthrough rate (ctr)     

The percentage of people who view click on an advertisement they viewed, which is a way to measure how relevant a traffic source or keyword is


A program, computer, or process which makes information requests to another computer, process, or program.


Displaying different content to search engines and searchers.


In search results the listings from any individual site are typically limited to a certain number and grouped together to make the search results appear neat and organized and to ensure diversity amongst the top ranked results.


In topical authority based search algorithms links which appear near one another on a page may be deemed to be related to one another.


A commercial rapid application development scripting language published by Adobe.


Many blogs and other content management systems allow readers to leave user feedback.

Common Gateway Interface     

A virtual directory contained in URLs to indicate that a CGI script is in use.

Concept Search     

A search which attempts to conceptually match results with the query, not necessarily with those words, rather their concept.

Conceptual Links     

Links which search engines attempt to understand beyond just the words in them.


Everything that is displayed on a website or application to the end-user.

Content Integration     

Advertising woven into editorial content or placed in a special context on the page, typically appearing on portals and large destination sites. Also known as web advertorial or sponsored content.

Content Management System (cms)     

Content Management System. Tool used to help make it easy to update and add information to a website. Blog software programs are some of the most popular content management systems currently used on the web. Many content management systems have errors associated with them which make it hard for search engines to index content due […]

Contextual Advertising     

Advertising programs which generate relevant advertisements based on the content of a webpage.


A conversion is reached when a desired goal is completed.

Conversion rate     

The rate at which visitors get converted to customers or are moved a step closer to customer acquisition.


Small data file written to a user's local machine to track them.


The legal rights to publish and reproduce a particular piece of work.

Cost Per Action (cpa)     

The effectiveness of many other forms of online advertising have their effectiveness measured on a cost per action basis.

Cost Per Click (cpc)     

Many search ads and contextually targeted ads are sold in auctions where the advertiser is charged a certain price per click.

Cost Per Lead (cpl)     

Pricing based on the number of new leads generated.

Cost Per Order (cpo)     

Pricing based on the number of orders received as a result of your ad placemen

Cost Per Sale (cps)     

Pricing based on the number of sales transactions your ad generates.

Cost Per Thousand (cpm)     

A measurement of the cost of an item or action (such as an advertisement) per thousand units.

Cost Per Transaction (cpt)     

A simple program which tracks the total number of webpage impressions.

Crawl Depth     

A measurement of the depth of website indexing.

Crawl Frequency     

How frequently a website is crawled.

Custom error page     

Customized HTTP error page displayed to the end user which overrides the browser's default error message.


Registering domains related to other trademarks or brands in an attempt to cash in on the value created by said trademark or brand.

Danny Sullivan     

Founder and lead editor of, who later started


Refers to a website connected to a database and web page content that is extracted from those databases.


A web page created dynamically from a database.

Daughter Window     

An ad that runs in a separate window associated with a concurrently displayed banner.


Turning ad campaigns on or off, changing ad bid price, or budget constraints based on bidding more when your target audience is available and less when they are less likely to be available.


Temporarily or permanently becoming de-indexed from a directory or search engine.

Dead Link     

A link which is no longer functional.

Dedicated Server     

Server which is limited to serving one website or a small collection of websites owned by a single person.Dedicated servers tend to be more reliable than shared (or virtual) servers. Dedicated servers usually run from $100 to $500 a month. Virtual servers typically run from $5 to $50 per month.

Deep Link     

A link which points to an internal page within a website.

Deep Link Ratio     

The ratio of links pointing to internal pages to overall links pointing at a website.

Deep submitting     

The act of submitting URLs of pages deep in your site directly to the search engines.


Statistical data or characteristics which define segments of a population.


A categorized catalog of websites, typically manually organized by topical editorial experts.


The link disavow tool is a way for a webmaster to state they do not vouch for a collection of inbound links to their website.


Scheme used for logical or location organization of the web. Many people also use the word domain to refer to a specific website.

Domain Name Server     

A naming scheme mechanism used to help resolve a domain name / host name to a specific TCP/IP Address.

Doorway Pages     

Pages designed to rank for highly targeted search queries, typically designed to redirect searchers to a page with other advertisement


Popular web development and editing software offering a what you see is what you get interface.

Duplicate Content     

Content which is duplicate or near duplicate in nature.

Dwell Time     

The amount of time a searcher spends on a destination website before clicking back to the search results.

Dynamic Content     

Content which changes over time or uses a dynamic language such as PHP to help render the page.

Dynamic Rotation     

Display of ads on a rotating, random basis.

Earnings Per Click     

Many contextual advertising publishers estimate their potential earnings based on how much they make from each click.

Editorial Link     

Search engines count links as votes of quality. They primarily want to count editorial links that were earned over links that were bought or bartered.


An HTML tag used to emphasize text.

Engagement Metrics     

The measurement of how engaging users find a particular piece of content within a site, or a particular site in general.

Entry Page     

The page which a user enters your site.

Error page     

A web page stating an error message such as "File Not Found"

Ethical SEO     

Search engines like to paint SEO services which manipulate their relevancy algorithms as being unethical.


The continuous refresh as of search engine indexes.

Exact Match     

A form of keyword matching where the search query must be exactly the same as the advertisement keyword.

Exclusive Advertising     

A contract that allows advertisers to purchase all inventory on a given page or for chosen keywords.

Expandable Banner     

A banner ad that can expand to as large as 468 x 240 pixels after a user clicks on it or after a user moves the cursor over the banner.

Expert Document     

Quality page which links to many non-affiliated topical resources.

eXtensible HyperText Markup Language     
Extensible Markup Language     
External Link     

Link which references another domain.

Fair Use     

The stated exceptions of allowed usage of work under copyright without requiring permission of the original copyright holder. Fair use is covered in section 107 of the Copyright code


Favorites Icon is a small icon which appears next to URLs in a web browser.

Featured Snippet     

A box that contains a summary as well as the publication date, page title, link to the webpage from which the answer originated, and URL.


A data stream that allows readers to subscribe to content update notifications via RSS or XML feeds.

Feed Reader     

Software or website used to subscribe to feed update notifications.

File Transfer Protocol (ftp)     

File Transfer Protocol is a protocol for transferring data between computers.


Certain activities or signatures which make a page or site appear unnatural might make search engines inclined to filter/remove them out of the search results.


How easily found your site is using search engines.


Popular extensible open source web browser.


Vector graphics-based animation software which makes it easier to make websites look rich and interactive in nature.

Floating Ad     

A type of rich media advertisement that appears superimposed over the requested website's content.


An online discussion site where people can hold conversations in the form of posted messages.


A part of a web page or browser window which displays content independent of its container, with the ability to load content independently.

Free for all (ffa)     

Free for all pages are pages which allow anyone to add a link to them.

Fresh Content     

Content which is dynamic in nature and gives people a reason to keep paying attention to your website, or content which was recently published.

Fuzzy Search     

Search which will find matching terms when terms are misspelled (or fuzzy).


The world's leading search engine in terms of reach. Google pioneered search by analyzing linkage data via PageRank.

Google Ads     

An online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users.

Google Bombing     

Making a pank rank well for a specific search query by pointing hundreds or thousands of links at it with the keywords in the anchor text.

Google Bowling     

Knocking a competitor out of the search results by pointing hundreds or thousands of low trust low quality links at their website.

Google Dance     

In the past Google updated their index roughly once a month. Those updates were named Google Dances, but since Google shifted to a constantly updating index, Google no longer does what was traditionally called a Google Dance.


Google's search engine spider.

Guestbook Spam     

A type of low quality automated link which search engines do not want to place much trust on.


The heading element briefly describes the subject of the section it introduces. Heading elements go from H1 to H6 with the lower numbered headings being most important. You should only use a single H1 element on each page, and may want to use multiple other heading elements to structure a document. An H1 element source […]


The title of an article or story.

Hidden Text     

SEO technique used to show search engine spiders text that human visitors do not see.


Making a search engine believe that another website exists at your URL. Typically done using techniques such as a 302 redirect or meta refresh.


Algorithm which ranks results largely based on unaffiliated expert citations.

Hit counter     

Link based algorithm which ranks relevancy scores based on citations from topical authorities.

Home Page     

The main page on your website, which is largely responsible for helping develop your brand and setting up the navigational schemes that will be used to help users and search engines navigate your website.


A topical hub is a page which references many authorities.


A Google search algorithm update which better enabled conversational search.

HyperText Markup Language (html)     

HyperText Markup Language is the language in which pages on the World Wide Web are created.

HyperText Transfer Protocol (http)     

HyperText Transfer Protocol is the foremost used protocol to communicate between servers and web browsers.


A technique created by Netscape used to display multiple smaller pages on a single display. This web design technique allows for consistent site navigation, but makes it hard to deep link at relevant content.

Inbound Link     

Link pointing to one website from another website.


Collection of data used as bank to search through to find a match to a user fed query. The larger search engines have billions of documents in their catalogs.

Information Architecture (ia)     

Designing, categorizing, organizing, and structuring content in a useful and meaningful way.

Information Retrieval     

The field of science based on sorting or searching through large data sets to find relevant information.

Internal Link     

Link from one page on a site to another page on the same site.

Internet Explorer     

Outdated Microsoft Windows web browser.

Internet Protocol Address (ip)     

Every computer connected to the internet has an IP address.

Internet Service Provider (isp)     

Internet Service Providers sell end users access to the web. Some of these companies also sell usage data to web analytics companies.

Inverse Document Frequency (idf)     

Inverse Document Frequency is a term used to help determine the position of a term in a vector space model.

Invisible Web     

Portions of the web which are not easily accessible to crawlers due to search technology limitations, copyright issues, or information architecture issues.

JavaScript (js)     

A client-side scripting language that can be embedded into HTML documents to add dynamic features.


A word or phrase which implies a certain mindset or demand that targeted prospects are likely to search for.

Keyword Density     

An old measure of search engine relevancy based on how prominent keywords appeared within the content of a page.

Keyword Funnel     

The relationship between various related keywords that searchers search for.

Keyword Research     

The process of discovering relevant keywords and keyword phrases to focus your SEO and PPC marketing campaigns on.

Keyword Stuffing     

Writing copy that uses excessive amounts of the core keyword.

Knowledge Graph     

Search result enhancements where Google scrapes third party information & displays it in an extended format in the search results.

Landing Page     

The page on which a visitor arrives after clicking on a link or advertisement.

Landing Page Quality Scores     

A measure used by Google to help filter noisy ads out of their AdWords program.

Larry Page     

Co-founder of Google.

Latent Semantic Indexing (lsi)     

A way for search systems to mathematically understanding and representing language based on the similarity of pages and keyword co-occurrence.


A citation from one web document to another web document or another position in the same document.

Link Baiting     

The art of targeting, creating, and formatting information that provokes the target audience to point high quality links at your site.

Link Building     

The process of building high quality linkage data that search engines will evaluate to trust your website is authoritative, relevant, and trustworthy.

Link Bursts     

A rapid increase in the quantity of links pointing at a website.

Link Churn     

The rate at which a site loses links.

Link Equity     

A measure of how strong a site is based on its inbound link popularity and the authority of the sites providing those links.

Link Farm     

Website or group of websites which exercises little to no editorial control when linking to other sites. FFA pages, for example, are link farms.

Link Hoarding     

Server files which show you what your leading sources of traffic are and what people are search for to find your website.

Link Popularity     

The number of links pointing at a website.

Link Reputation     

The number of links pointing at a website.

Link Rot     

A measure of how many and what percent of a website's links are broken.

Link Velocity     

The rate at which a page or website accumulates new inbound links.

Log Files     

Server files which show you what your leading sources of traffic are and what people are search for to find your website.

Long Tail     

Phrase describing how for any category of product being sold there is much more aggregate demand for the non-hits than there is for the hits.


Intrusive software and programs which usually target ads, violate privacy, and are often installed without the computer owner knowing what the software does.

Manual Penalty     

Website penalties which are applied to sites after a Google engineer determines they have violated the Google Webmaster Guidelines.

Manual Review     

All major search engines combine a manual review process with their automated relevancy algorithms to help catch search spam and train their relevancy algorithms.


A unit of cultural transmission, or a unit of imitation.

Message board     
Meta Description     

The meta description tag is typically a sentence or two of content which describes the content of the page.

Meta Keywords     

The meta keywords tag is a tag which can be used to highlight keywords and keyword phrases which the page is targeting.

Meta Refresh     

A meta tag used to make a browser refresh to another URL location.

Meta Search     

A search engine which pulls top ranked results from multiple other search engines and rearranges them into a new result set.

Meta Tags     

People generally refer to meta descriptions and meta keywords as meta tags.


A measure of the amount of people who think of you or your product when thinking of products in your category.

Mirror Site     

Site which mirrors (or duplicates) the contents of another website.

Movable Type     

For sale blogging software which allows you to host a blog on your website.

MSN Search     

Search engine built by Microsoft. MSN was the default search provider in Internet Explorer. Replaced by Bing.

Multi Dimensional Scaling     

The process of taking shapshots of documents in a database to discover topical clusters through the use of latent semantic indexing.


Used to be one of the most popular social networking sites, largely revolving around connecting musicians to fans and having an easy to use blogging platform.

Natural Language Processing (nlp)     

Algorithms which attempt to understand the true intent of a search query rather than just matching results to keywords.


Scheme to help website users understand where they are, where they have been, and how that relates to the rest of your website.

Navigation Search     

A search query which has the intent of visiting a specific website or business.

Negative SEO     

Attempting to adversely influence the rank of a third-party site.


Originally a company that created a popular web browser by the same name, Netscape is now a social news site similar to


A topic or subject which a website is focused on.


Attribute used to prevent a link from passing link authority. Commonly used on sites with user generated content, like in blog comments.


The attempt to create an exhaustive and rigorous conceptual schema about a domain.

Open Source     

Software which is distributed with its source code such that developers can modify it as they see fit.


A link from one website pointing at another external website.

Organic Search Results     

Most major search engines have results that consist of paid ads and unpaid listings. The unpaid/algorithmic listings are called the organic search results.

Outbound Link     

The attempt to create an exhaustive and rigorous conceptual schema about a domain. An ontology is typically a hierarchical data structure containing all the relevant entities and their relationships and rules within that domain.

Overlay Ad     
Page tag     
PageRank (pr)     

A logarithmic scale based on link equity which estimates the importance of web documents.

Paid Inclusion     

A method of allowing websites which pass editorial quality guidelines to buy relevant exposure.

Panda Algorithm     

A Google algorithm which attempts to sort websites into buckets based on perceived quality.

Pay for Performance     

Payment structure where affiliated sales workers are paid commission for getting consumers to perform certain actions.

Pay Per Click (ppc)     

Pay Per Click is a pricing model which most search ads and many contextual ad programs are sold through. PPC ads only charge advertisers if a potential customer clicks on an ad.


Search engines prevent some websites suspected of spamming from ranking highly in the results by banning or penalizing them.

Penguin Algorithm     

Google algorithm which penalizes sites with unnatural link profiles.


Altering the search results based on a person's location, search history, content they recently viewed, or other factors relevant to them on a personal level.

PHP (php)     

PHP Hypertext Preprocessor is an open source server side scripting language used to render web pages or add interactivity to them.

Pigeon Update     

An algorithmic update to local search results on Google which tied in more signals which have been associated with regular web search.

Pirate Update     

Search algorithm update Google performed which lowered the rankings of sites which had an excessive number of DMCA takedown requests.

Pixel tag     
POGO Rate     

The percent of users who click on a site listed in the search results only to quickly click back to the search results and click on another listing.

Poison Word     

Words which were traditionally associated with low quality content that caused search engines to want to demote the rankings of a page

Portable Document Format (pdf)     

Portable Document Format is a universal file format developed by Adobe Systems that allows files to be stored and viewed in the original printer friendly context.


Web site offering common consumer services such as news, email, other content, and search.

Profit Elasticity     

A measure of the profit potential of different economic conditions based on adjusting price, supply, or other variables to create a different profit potential where the supply and demand curves cross.


A measure of how close words are to one another.

Quality Content     

Content which is link-worthy in nature.

Quality Link     

LInk that can be trusted.


The actual "search string" a searcher enters into a search engine.

Query Refinement     

The process of altering a search query progressively based on the results.


Google search relevancy algorithm signal which leverages user clickpath information to improve relevancy on less commonly searched for related search terms.


The portion of relevant documents that were retrieved relative to the sum of all relevant documents.

Reciprocal Links     

A mutual link between two objects, commonly between two websites, to ensure mutual traffic.


A method of alerting browsers and search engines that a page location moved. 301 redirects are for permanent change of location and 302 redirects are used for a temporary change of location.


The source from which a website visitor came from.


A company which allows you to register domain names.


If a site has been penalized for spamming they may fix the infraction and ask for reinclusion.

Relative Link     

A link which shows the relation of the current URL to the URL of the page being linked at.


A measure of how useful searchers find search results.

Repeat Visits     

Visitors to a website which have visited it in the recent past.

Reputation Management     

Ensuring your brand related keywords display results which reinforce your brand. Many hate sites tend to rank highly for brand related queries.


Advertising programs targeted at people who have previously visited a given website or channel, viewed a particular product, or added a particular product to their shopping cart.

Return on investment (roi)     

Return on investment (ROI) is a ratio between the net profit and cost of investment resulting from an investment of some resources. A high ROI means the investment's gains favorably to its cost. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiencies of several different […]

Reverse Index     

An index of keywords which stores records of matching documents that contain those keywords.


A file which sits in the root of a site and tells search engines which files not to crawl.


A method of syndicating information to a feed reader or other software which allows people to subscribe to a channel they are interested in.


A popular Apple browser.

Search Engine     

A tool or device used to find relevant information.

Search engine optimization (seo)     

The art and science of publishing information and marketing it in a manner that helps search engines understand your information is relevant to relevant search queries.

Search Engine Results Page (serp)     

The page on which the search engines show the results for a search query.

Search History     

Many search engines store user search history information. This data can be used for better ad targeting or to make old information more findable.

Search Marketing     

Marketing a website in search engines.

SEO Copywriting     

A copywriting technique for formatting copy in a way that will help make the documents appear relevant to a wide array of relevant search queries.


The computer used to host files and serve them to the WWW.

Server log     

Files hosted on servers which display website traffic trends and sources.

Server Side Includes (ssi)     

A way to call portions of a page in from another page.


Techniques used to steal another web sites traffic, including the use of spyware or cybersquatting.


A list of pages of a web site.

Social Media     

Websites which allow users to create and share valuable content.


Unsolicited email messages.

Spam blog (splog)     

Blog consisting of stolen or automated low-quality content.


The act of creating and distributing spam.

Splash Page     

Web page which typically offers poor usability and does not offer search engines much content to index.


Software programs which spy on web users for the purpose of consumer research in order to target ads.

Static Content     

Content which does not change frequently, does not have any social elements to it, or does not use dynamic programming languages.

Static web page     

Using the stem of a word to help satisfy search relevancy requirements.


The act of making information systems and related websites aware of your website.

Supplemental Results     

Documents which generally are trusted less and rank lower than documents in the main search index.


Classification system of controlled vocabulary used to organize topical subjects, usually hierarchical in nature.

Term Frequency     
Term frequency–inverse document frequency (tfidf)     

A measure of how frequently a keyword appears amongst a collection of documents.


Synonym directory search engines use to help increase return relevancy.

Title tag     

The title element is used to describe the contents of a document.


Many major search companies aim to gain market share by distributing search toolbars.

Top Heavy     

Google algorithm which penalizes websites which have a high ad density above the fold & sites which make it hard to find the content a user searched for before landing on the page.


Automated notification that another website mentioned your site which is baked into most popular blogging software programs.

Tracking bug     
Tracking pixel     

Search relevancy algorithm which places additional weighting on links from trusted seed websites that are controlled by major corporations, educational institutions, or governmental institutions.

Uniform Resource Locator (url)     

The unique address of any web document.

URL Rewrite     

A technique used to help make URLs more unique and descriptive to help facilitate better sitewide indexing by major search engines.


A measure of how easy it is for customers to perform the desired actions.

Usage data     

The most effective way of evaluating the true relevancy and value of a website.


A search service which is focused on a particular field, a particular type of information, or a particular information format.

User agent     
User Engagement     
Vertical Search     

A search service which is focused on a particular field, a particular type of information, or a particular information format.

Viral advertising     
Viral Marketing     

Self-propagating marketing techniques.

Virtual Domain     

Website hosted on a virtual server.

Virtual hosting     
Virtual Server     

A server which allows multiple top level domains to be hosted from a single computer.

Web banner     
Web bug     
Web counter     
White Hat SEO     

An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception.


A query and response protocol that is widely used for querying databases that store the registered users or assignees of an Internet resource, such as a domain name, an IP address block or an autonomous system.


A knowledge base website on which users collaboratively modify content and structure directly from the web browser.


A lexical database for the English language.

WordPress (wp)     

A free and open-source content management system (CMS) based on PHP & MySQL.


A part of the family of XML markup languages that mirrors or extends versions of HTML, the markup language in which Web pages are written.


A markup language that defines a set of rules for encoding documents in a format that is both human-readable and machine-readable.


An American web services provider headquartered in Sunnyvale, California, and owned by Verizon Media.

Yahoo! Answers     

A community-driven Q&A website that allows users to both submit questions to be answered and answer questions asked by other users.

Yahoo! Directory     

A web directory (closed.)

Yahoo! Search Marketing     

A keyword-based "Pay per click" or "Sponsored search" Internet advertising service provided by Yahoo.

Yahoo! Site Explorer     

A Yahoo! service which allowed users to view information on websites in Yahoo!'s search index. (closed)


Video upload and syndication website owned by Google.

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