Glossary: D to K

Dangling Link –  This term is applied to a web page with no links to any other pages. Also known as an Orphan Page.
Dead Link –  A hyperlink pointing to a non-existent URL.
Deep Crawl –  Once a month, Googlebot will crawl all of the links it has listed in it’s database on your site. This is known as the Deep Crawl.
Deep Link – A link on a website that is not reachable from the home page.
Delisting – When a site gets removed from the search index of a search engine.
Deliverable – In a contract, these are the expected results of the services provided.
Directory – Usually human edited, a directory contains sites that are sorted by categories.
DMCA – “Digital Millenniium Copyright Act”. A declaration that protects digital works found online.
DNO – Domain Network Optimizers
DNS – “Domain Name System”.  A protocol that lets computers recognize each other through an IP Address, whereas the human sees a website URL.
Doorway Page – A web page designed to draw in Internet traffic from search engines, and then direct this traffic to another website.
Dynamic Site – A site that uses a database to store it’s content and is delivered based on the variable passed to the page.
EPC – “Earnings Per Click”. How much profit is made from each click from a paid ad.
EPV – “Earnings Per Visitor”.  The cost it takes to make profit from a site’s total number of visitors.
Error 404 – When a hyperlink is pointing to a location on the web that doesn’t exist, it is called a 404 error.
Everflux – A term associated with the constant updating of Google’s algorithm between the major updates.
External Link – A link that points to another website.
FAQ – “Frequently Asked Question”.  Commonly found on websites, FAQs answer questions that many users generally have about a product or service.
FFA – “Free For All”. FFA sites post large lists of unrelated links to anyone and everyone. Humans do not use them and search engines minimize their importance in ranking formulas. Don’t bother wasting your time submitting your site to these places.
Filter Words – Words such as is, am, were, was, the, for, do, ETC, that search engines deem irrelevant for indexing purposes. Also known as Stop words.
Fresh Crawl – Utilizes FreshBot to review already indexed pages and any pages where the content has been updated.
FreshBot – A sister to GoogleBot, this spider crawls highly ranked sites on a very frequent basis.
FTP – “File Transfer Protocol”. Technology that allows file transfers from a local machine to a remote host.
Gateway Page – Also called a doorway page. A gateway page exists solely for the purpose of driving traffic to another page. They are usually written for search engines to achieve high rankings and hopefully drive traffic to the main site. Using gateway pages is a violation of the Terms Of Service of most search engines and could be grounds for banning.
Geo Targeting – A very tactful way to employ cloaking.
Google – Currently the worlds #1 search engine
GoogleBot – The spider that performs a deep crawl of your site.
Googlebowling – To nudge a competitor from the serps.
Googlephobia – The fear of Google taking over everything.
Googlewashing – When your content is copied and inserted into someone else’s site without permission or credit.
GOOGOL -This is the term that inspired the creators of Google to use this name – it means: 10100 = 1 followed by 100 zeros
Harvesting – What bots do to gain lots of email addresses from websites, ready for spamming
Heading Tag – Tag that designates headlines in the text of a site.
Hidden Text – Text that can’t be seen normally in a browser.
Hit – A single access request made to the server.
Hoax Marketing – The creation of false stories to drive traffic to a site.
htaccess – .htaccess is an Apache file that allows server configuration instructions.
HTML – HyperText Markup Language – the basics for all web coding.
HTTP – “HyperText Transfer Protocol”. It is a generic, stateless, protocol which can be used for many tasks.
HTTPS – “HyperText Transfer Protocol Secure”. It is a generic, stateless, protocol which can be used for many tasks, but has security features enabled to protect sensitive data.
Hub – A site that has many outbound links, and few sites linking back.
IBL – Abbreviation for In Bound Link. Any link on another page that points to the subject page. Also called a back link.
ICRA – The Internet Content Rating Association (ICRA) is an international, non-profit organization of internet leaders working to make the internet safer for children, while respecting the rights of content providers.
IM – “Instant Messaging”. As the name implies, this protocol allows for extremely fast communication over the Internet
Index – A term used to describe the database that holds all the web pages crawled by the search engine for each website.
Indexing Assistance – An even more advanced form of cloaking.
Information Architecture – The gathering, organizing, and presenting information to serve a purpose.
Informational Query – A query about a topic where the user expects to be provided with information on the topic.
Internal Link – A link that points to another page within the same site. Most commonly used for navigation.
Internet – An interconnected system of networks that connects computers around the world via the TCP/IP protocol.
ITO – “Internet Traffic Optimizer”. A broader term for a person who optimizes not only for search engines but to get traffic from other sources such as blogs, RSS feeds and articles.
Invisible Web – Web Pages that are not reachable by search engines.
IP – “Internet Protocol”. This protocol allows for machines to communicate to each other via the Internet.
IP Address – “Internet Protocol” address. How data finds its way back and forth from your computer to the internet.
IP Spoofing – A method of reporting an IP address other than your own when connecting to the internet.
JS – “JavaScript”. A scripting language that provides browser functionality.
Keyword Density – A ratio of the number of occurrences of a keyword or “keyword phrase” to the total number of words on a page.
KEI – “Keyword Effectiveness Index”. The KEI compares the number of searches for a keyword with the number of search results to pinpoint which keywords should be the most effective for your campaign.
Keyword Phrase – A group of words that form a search query.
Keyword Stuffing – Using a keyword or “keyword phrase” excessively in a web page, perhaps in the text content or meta tags.
Keyword/Keyphrase – Keywords are words which are used in search engine queries. Keyphrases are multi-word phrases used in search engine queries.

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