A website where users can upload, view and share their video clips. http://www.youtube.com
A website where users can upload, view and share their video clips. http://www.youtube.com
The Yahoo Directory was originally utilised for search until they switched to crawler-based listings for their results in 2002. It is widely acknowledged that search engine algorithms do place value on the Yahoo! Directory. See https://ecom.yahoo.com/dir/submit/intro
Stands for Extensible mark up Language. Recommended by the World Wide Web Consortium, XML started as a subset of SGML (standard generalised mark-up language). It is used to facilitate the sharing of data via different information systems, particularly online.
Wordtracker is a keyword generating tool. It utilises search terms collected from Dogpile and Metacrawler. See http://www.wordtracker.com
A free, multilingual, open content encyclopaedia project operated by the non-profit Wikimedia Foundation. Its name is a blend of the words wiki (a technology for creating collaborative websites) and encyclopaedia. See http://en.wikipedia.org/wiki/Main_Page
A technology for creating collaborative websites.
A TCP based query used to determine the owner of a domain name.
A weblog is (normally) regularly updated and allows it’s readers to interact with the blogger by leaving comments which will normally elicit a response from the writer. Readers can also elect to sign up to RSS feeds. Good blogs will attract links from their readers who find their content relevant / interesting, and / or readers may submit articles of interest to other social media sites such as Digg.
See Also: Blog
An online marketing metric. A visit is when a user accesses a site and then either leaves of their own accord, or the session will expire after a period of inactivity.
See Also: Session
Refers to how well ranked a site is for particularly relevant search terms.
Refers to any form of advertising which propagates itself.
Abbreviation for Unique Selling Proposition. Ideally every company should have a USP which should be reflected in all aspects of the business operation and communicated to consumers via marketing activity.
Content which is generated by the users of a particular site, rather than by the site owners or employees.
A precursor to the forums which we see online today, Usenet is a system which facilitates internet discussion. It was created in 1979 by tom Truscott and Jim Ellis.
How user-friendly (or otherwise) a particular site or particular pages of a site are.
A technique to make URLs more descriptive and search engine friendly for indexing purposes.
See Also: Mod Rewrite
Stands for Uniform Resource Locator. A URL is a unique character string which represents the location of a web page or resource on the internet.
Blended search results incorporate many sources into the results pages of a search rather than simply web pages. The results may include: images, videos, maps, products, news and books. Google call this universal search.
See Also: Blended Search Results
Advertising jargon – as opposed to meaning everyone it refers to the total target market.
Marketing metric which refers to the number of unique visitors which visit your site over a given period of time – most commonly over a month
A blogging service from Six Apart Ltd, launched in 2003.
A social networking site which allows friends / family / co-workers to communicate via short messages (140 character limit)
Refers to search engine algorithms which place more weight on links given out from highly trusted web pages from trusted sources such as educational institutions, governments etc
Free software which has been selected by Google and can be downloaded directly via http://pack.google.com/intl/en-gb/pack_installer.html?hl=en-gb&gl=uk
Web pages will end up in Google’s Supplemental Index if Google’s algorithm judges them to be made up of largely duplicate content and / or they have a lower trust score. Pages in the supplemental index may still rank in search results, but only if Google finds relatively few results in its main index which are relevant to the search query which the user has entered.
An internet browser add on created by Google. Features include pop up blocker, Google Search Box, Page Rank display, Spell Check.
A tool from Google Labs which allows users to view the volume of specific search queries. See http://www.google.com/trends
A free tool which Google provide to give an indication of the likely traffic levels of selected keywords. It provides a visual indication of the search volume, estimated average cost per click and estimated clicks per day. To obtain more accurate data use the version of the tool available via Adwords when you are in the Adgroup which you would like to add the keyword to.
Offline – a good excuse for being late for work. Online – refers to the amount of visitors which your site receives.
A distinctive name, phrase, motto, slogan, logo, sound etc which identifies a product or service that has been registered by a given company. Trademark ownership grants the owner to prevent the competition from using similar wording, logos etc.
Websites allow a plethora of tracking opportunities, and there are many tools (both free and paid for) which allow you to track the way in which users navigate your site and convert (if applicable).
A notification that a site has been mentioned by another. These notifications are often included within blogging software.
An add on for a web browser – examples include the Google Toolbar which includes a search box, pop up blocker etc
See Also: Google Toolbar
A token is an object which allows a user to perform an operation or access a particular service. Tokens are often used to uniquely identify users and record their actions.
See Page Title
In the context of SEO, the theme of a web page is the primary focus of the keywords.
An advert which is comprised purely of text rather than images, video etc.
A search engine founded in 2000, it was acquired by Ask Jeeves in 2001 and powered ask.com and other international Ask Jeeves sites. In 2006 Teoma was re-branded and redirected to ask.com
Monitors blogs in real time and offers search functionality. Very useful for Reputation Management. See www.technorati.com
Refers to the science of classification.
See target audience
Web syndication is a means of sharing information on multiple websites. Web syndication usually refers to making web feeds available to provide a website with useful information. For example, The BBC website contains web feeds for different types of news broadcasts.
See Also: RSS
Refers to web pages which rank lower (normally due to having low trust rank – this may be due to duplicate content, low levels of links etc) and are therefore placed in supplemental indices.
Refers to the process of submitting a website to a search engine for indexing.
Stumbleupon is a social bookmarking service which comprises of a web browser plug-in and an internet community which encourages it’s users to rate web pages.
See Also: Social Bookmarking
When media is streamed it allows the user to view and / or listen to a continuous audio and / or visual without the need to download a file. Streaming is a method whereby the data is sent in small packets which are instantly displayed to the end user.
Stop words are commonly used words such as ‘the’. If they are included within a query, search engines will ignore them, as they are used too frequently to have any bearing on the relevancy of the results.
A stop character is a character within a URL that tells a search engine that page being crawled is dynamic. Examples of stop characters are question marks or ampersands.
Stemming is a process in which an algorithm reduces a word to its root or stem. For example a stemming algorithm will identify that the words “running”, “runner”, “runs”, all stem from the word “run”. Search engines use algorithms like this to identify a range of associated words related to a users search phrase.
Static means unchanging; the opposite of dynamic. For example a Static URL will always lead to the same web page; whereas in sites where URLs are generated dynamically a given URL will not always lead to the same page; and may instead cause an error message to appear as the web page cannot be found.
A term which refers to a website’s design being compliant with the World Wide Web Consortium’s (W3C) standards. See also Web Standards.
A catch all term for potentially harmful software which is installed on a user’s computer without their knowledge or consent. The function of spyware programs can vary, but include the collection of personal data, can cause changes in computer settings, redirect browsers to other sites which can result in infecting the computer with further viruses etc.
A splash page is a webpage that a user sees just before the homepage, almost like a pre-homepage. Splash pages have many uses, e.g. to advertise a particular product, to warn users of adult content, to direct a user to the appropriate website for their country or language etc
A verb – meaning to spam – e.g. send unsolicited electronic messages.
See Also: Spam
Spamdexing is a blackhat method (or set of methods) used to manipulate the relevancy of a site indexed by a search engine. An example of a spamdexing technique is repeating certain phrases in order to dupe a search engine’s algorithm into thinking a particular page contains content or resources that are relevant to the repeated phrase.
See Also: Spam
In techie speak spam refers to unsolicited or undesirable messages – these can come in many forms – examples include email spam, SMS (mobile phone message) spam, instant messenger spam, forum spam, comment spam etc.
Websites specifically set up to encourage social interaction between members. Examples include Facebook, Bebo, Digg, Twitter, Plurk etc.
A program which identifies which browser a visitor is using and serves them an appropriate version of the website. These scripts are also used to ascertain whether or not a user has flash, and therefore serve them an appropriate version of the site.
An industry standard sized banner with the following dimensions: 120 pixels (wide) x 600 pixel (high). The following other ad types also come under the Skyscraper banner – Wide Skyscraper 160 x 600 & Half Page 300 x 600.
A sitemap is a representation of the structure of a website and should include all of the pages on a given domain. It’s typically used at the planning stage to assist in the design process, and when included on a live site acts as an alternative way to navigate for both search engine spiders and human users.
A Marketing Metric which refers to the amount of spend you get from your customers versus their total spend. This can be difficult to calculate as you will not always know exactly how much your customers have to spend.
A marketing metric which is calculated by dividing a specific company’s spend by the total spend in the sector to give a percentage.
An online marketing metric. A session is when a user accesses a site and then either leaves of their own accord, or the session will expire after a period of inactivity.
See Also: Visit
Refers to the relative popularity of a particular search term – e.g. ‘car insurance’ is a very popular search term; but ‘renault 5 car insurance’ will be less popular.
The phrase which a user enters into a search engine.
The results page which is displayed by a search engine in response to the search query entered by the user.
Stands for ‘search engine optimisation / optimization’ and/or ‘search engine optimiser / optimizer’ (if you are referring to an individual as an SEO).
Also known as Search Marketing, SEM is a cover-all phrase for marketing via search engines. It encompasses SEO and Paid Search.
Sites which take (or ‘scrape’) their content exclusively from other sites.
When a Google prevents your content from appearing in any search engine results pages.
Refers to online advertising which appears across the site rather than the units being sold on individual pages or areas of the site.
Stands for Really Simple Syndication. It allows sites to share and broadcast content with both other sites and their users.
A text file which tells search engines which can be used to control the actions of search engine spiders and/or deny access to specific files.
A calculation to determine the efficacy of activity. To calculate ROI divide the total cost of the campaign or project, by the total profit driven by this activity.
In online terms this means managing the search engine results of search queries which directly relate to your brand e.g. your brand name, key product names, the names of the directors of the company etc. In reality it is unlikely that you will be able to prevent any / all negative reviews of your products or services from appearing in the results, however you wherever possible aim to open an dialogue with customers and try to resolve any queries.
See Also: Technorati
A site which replicates the content of another site. This is a blackhat technique, however as search engines rarely index duplicate content now it rarely works, and you may face a penalty from the search engines if you are discovered employing this tactic.
See Also: Mirror Site
An individual who visits a site more than once over a given period of time.
Typically refers to low-quality advertising space which is deemed undesirable by advertisers.
In the event that a site has been penalised by a search engine, they may make the necessary amendments to their site and then submit a reinclusion request. However it is worth noting that reinclusion is entirely at the discretion of the search engine.
In online terms, where a visitor to a site came from, e.g. a search engine, another site, an affiliate etc
As the name suggests, reciprocal links are links placed on a site on the condition that the site which they are linking to, links back. Clearly within given niches there will be a degree of reciprocal links which occur naturally; however excessive reciprocal linking, particularly to low quality, unrelated sites may actually harm rankings.
The phrase which a user enters into a search engine.
See Also: Search Term
Quality Score is a metric applied by Google Adwords to assist ranking their paid search ads. See http://adwords.google.com/support/bin/answer.py?hl=en&answer=10215
A portal or web portal is a site which acts as an access point for various services and / or presents various information sources in a unified way. An example of a web portal is Yahoo! who offer a search engine, news, email, weather and a variety of other products and services all of which are accessible via their portal.
A web page (often an advert) which appears in a smaller window on top of the current active window.
A web page (often an advert) which appears in a separate window behind the current active window. The ad can therefore only be seen when the active window is moved, closed or resized.
Phrase match is one of the keyword matching options available on Google to target your ads to users’ search phrases. Phrase match keywords are entered between quotation marks, for example “football boots” – Your ads will appear for any searches containing the phrase “football boots”, with any additional words before or after the phrase in quotations.
PHP (Hypertext Preprocessor) – PHP is a general-purpose server-side scripting language that is commonly used for web development. It has many other applications including client-side GUI application development and command line scripting. Benefits include that it is available free of charge and it can be deployed on most web servers.
In SEM terms personalisation refers to the delivery of personalised search engine results based on a users location, previous search behaviour, etc
PDF – stands for Portable Document Format. It is a document format that was created by Adobe Systems in the early nineties to ease document exchange. PDF’s are independent of the application software, hardware, and operating system.
Traditional media pricing models were based on reach – e.g. offline this may be readers (in the case of newspapers or magazines) and online this was based on impressions or views of a given web page. PPC differs from this model in that you only pay when someone clicks on your ad rather than simply viewing it.
PPA goes one step further than PPC – rather than paying when someone clicks your ad, you only pay when someone goes on to complete a predefined action (or conversion) on your site.
See Also: Pay Per Click (PPC)
Often referred to as sponsored listings, paid search is a method of advertising whereby you bid on relevant keywords / phrases which users type into search engines, which you would like your ads to appear. Paid ads within the search engine results pages appear above and to the right of the natural or organic results.
See Paid Search
The practice of purchasing links i.e. paying other to link to you, rather than acquiring links based on the merit of your content. The practice of buying and selling links is frowned upon by search engines as it undermines their algorithms which take into account the number of links a given site has in determining ranking. Google in particularly have been known to de-index where they believe links have been bought or sold.
See Also: Link Building
Paid inclusion differs from a paid link in that the site has editorial control over whether or not they link to you. So effectively you pay for them to review your site, and if it passes editorial guidelines then you will be included, if your site does not, it will not be included. Yahoo! are perhaps best known for this.
See Also: Paid Links
Marketing metric which refers to the total number of times a page has been viewed over a given time frame. So 5 page views maybe 5 different visitors viewing a page once each, or one visitor returning to a page 5 times.
This tag should be used to describe the contents of the web page. Ideally it should be unique, descriptive and no more than 70 characters in length.
See Also: Meta Tag
PageRank is an algorithm utilised by Google to access the importance of a web page.
Originally branded as GoTo.com, they rebranded themselves as Overture Services Inc in Oct 2001. They were the first company to successfully provide paid search placement. They worked with MSN and Yahoo! and went on to acquire AltaVista and AllTheWeb. In 2003 Overture was purchased by Yahoo!
A link from one website to another. Whilst some sites are unwilling to link out to other sites; outbound links can assist search engines in understanding what your site is about, and may make other sites more likely to link to you.
Sometimes known as ‘Natural Search Results’. Refers to the results which are provided via a search engine which are not paid for. Normally search engines will make a differentiation by putting any paid listings under a heading which reads ‘Sponsored Results’ or similar. Whereas a company will be charged when users click on their paid listings, when a user clicks through an organic listing the company is not charged.
See Also: Natural Search Results
Open Source is a development methodology which offers developers access to the source code of the software product.
A phrase coined by people who do not believe in spending time networking… ‘it’s not networking, it’s notworking’
An HTML tag used to display text contained within frames to browsers that do not handle frames.
Nofollow is an attribute used to tell search engines not to pass any authority to the site which they are linking to. As search engine algorithms view links as ‘votes’ by nofollowing a link, sites effectively are not ‘voting’ or passing on any authority via this link. Nofollow is commonly used on user-generated content sites such as blog comments to discourage spamming.
The topic which a site is primarily focused on.
An American computer services company best known for it’s web browser. It was once the dominant browser, but lost out to Internet Explorer.
In Paid Search you can add negative keywords to prevent your ads from displaying for certain searches. For example, if you sell bathrooms, you might consider using as a negative keyword so that your ads do not show for searches for ‘how to build fitted wardrobes’.
This is the top level navigation in any given website. Ordinarily this will either sit at the top of the page, or down the left hand side.
Sometimes known as ‘Organic Search Results’. Refers to the results which are provided via a search engine which are not paid for. Normally search engines will make a differentiation by putting any paid listings under a heading which reads ‘Sponsored Results’ or similar. Whereas a company will be charged when users click on their paid listings, when a user clicks through an natural listing the company is not charged.
See Also: Organic Search Results
A popular social network owned by News Corporation.
Microsoft’s web portal which includes a search engine called Bing. See http://uk.msn.com/
Mod Rewrite is a tool which allows you to return a different URL from the one that was requested. One of it’s uses is to convert dynamic URLs into static looking HTML URLs in order to make them more memorable to users. mod_rewrite is also used for SEO purposes as Search Engines are not keen on dynamic URLs and they generally take longer to index them. An example of mod rewrite: A user may ask for http://www.gravytrain.com/marketing/ppc/, but will really be given http://www.gravytrain.com/index.php?subject=marketing&service=ppc by the server. So the user will be viewing the content on the dynamic page http://www.gravytrain.com/index.php?subject=marketing&service=ppc, but the URL address in the browser will read http://www.gravytrain.com/marketing/ppc/
See Also: URL Rewrite
A site which mirrors or duplicates the content of another site. This is a blackhat technique, however as search engines rarely index duplicate content now it rarely works, and you may face a penalty from the search engines if you are discovered employing this tactic.
See Also: Replica
The shiny thing in the bathroom which you use to check your look prior to heading out. Not to be confused with Mirror Site…
See Also: Mirror Site
The largely pointless practice of cramming tags full of keywords which are unrelated to a site’s content. Because of abuse of these tags in the past, most search engines give little or no weight to the contents of meta tags when determining rank.
Search results which are aggregated from various search engines – an example of which is myriadsearch.com
This tag can be used to highlight keywords and phrases that the page is targeting. However as many people spammed these tags in an endeavour to influence ranking, search engines lend little weight to this tag.
See Also: Meta Tag
This is a tag which should contain a sentence or two (NB no more than 155 characters) which describes the content on a given web page.
See Also: Meta Tag
Richard Dawkins originally coined the term ‘meme’ in his book the Selfish Gene to describe the viral nature of the spread of ideas and cultural phenomena. As with natural selection some memes will spread successfully and eventually mutate, whereas some will fail to spread and therefore become extinct. This term has also been used to describe the spread of content from one person to another online.
The long tail refers to the numerous and very varied keywords which when aggregated typically account for far more web traffic and conversions than the more generic ‘head’ keywords. For example a term such as ‘SEO’ may account for around 10% of our site’s traffic; but around 80% of our traffic will come from other far more specific long tail queries such as ‘managing Google paid search campaigns’.
Server files which hold details on where your visitors were referred from e.g. other sites, search engines, or whether they typed your web address directly into your browser. If your visitors were referred from a search engine these files also include the search query which the user entered to find your site.
Search engine powered by MSN. This has now been replaced by Bing.com
A clickable image or piece of text which takes the user to another web page.
It is widely acknowledged that search engine algorithms take into account the number of links to a site when determining how sites should rank in the results pages. The phrase Link Spam refers to links which have been set up purely to improve search engine ranking, but have no particular use or relevance to human users.
See Also: Link Building
Refers to the number of sites which link to a given site – the more sites that link to it – the greater the link popularity.
See Also: Link Building
This refers to the reflected glory some pages will receive if they are linked to other pages with lots of high quality links. This is because Google’s algorithm sees pages with high quality links as being an authority.
See Also Google Juice
A site which freely links to other sites without any regard for the relevancy or quality of these links. These types of sites can be deemed as ‘bad neighbourhoods’ by search engines, and having these types of sites linking to yours can actually damage your rankings.
See Also: Paid Links
Link Churn is a measure (normally expressed as a percentage) which illustrates the rate at which a site loses links over time. For example a site started out with 100 links, and over the course of a year they lost 10 they would have a churn rate of 10%.
It is widely acknowledged that search engine algorithms take into account the number of links to a site when determining how sites should rank in the results pages. As such building links from other quality sites is a technique which site owners / employees undertake to try to improve their rankings. These links should be generated naturally based on quality content – links should not be bought or sold.
Link bait is content which has been specifically created to generate (or bait) links from other sites.
See Also: Links
The page a visitor arrives on (or lands on) after clicking on an advertisement or link.
The practice of placing excessive keywords into a web page with no regard for usability / readability in a vain attempt to rank well. This is frowned upon by search engines and can lead to penalties.
See Also: Keyword density
Simply means a given web page is rich in good quality keywords without compromising usability / readability of the page for human users (as opposed to spiders)
Simply refers to researching appropriate keywords to target for either SEO or Paid Search.
Keyword prominence refers to the position of a keyword in a given web page. The higher up the page a keyword appears, the more relevant it will appear to a search engine spider. Similarly, the location of keywords within individual HTML tags e.g. title tags and heading tags will add weight to a given keyword’s prominence.
Keyword popularity refers to how frequently searches are conducted on a given keyword or phrase. For example ‘car insurance’ is more popular than ‘insurance for mini cooper’.
The number of times a keyword appears on a given web page. Density is calculated by dividing the total number of times a keyword appears divided by the total number of words on the page. Keyword density assists the search engine spiders in identifying the page’s content for ranking purposes. However if the keyword density is too high the spider is likely to interpret this as spam which may result in poor rankings or even deindexing.
See Also: Keyword Stuffing
KPIs are typically agreed metrics by which a company’s, website’s or individual’s performance are measured. Examples include average spend per customer, conversion rate, bounce rate etc
A word or group of words which are entered into a search engine to form a search query.
A spammy, keyword stuffed page which has been created specifically for the purpose of generating revenue from contextual search ads such as AdSense.
See Also: Java
Java Applets are platform-neutral (meaning they can run on a variety of different systems without being recompiled). All that is needed to run them is a Java-enabled browser. Typical uses include animation, calculators, games etc
See Also: Java
An abbreviation for Internet Service Provider. An ISP provides a variety of services including hosting, domain registration, email and connectivity.
An abbreviation for Internet Protocol Address. It is separated into four parts by full stops to indicate the domain, the network, the sub network and the host computer. Each number ranges from 0-255.
In web terms, inventory refers to the advertising space which is available for sale on a specific site.
A private computer network based on internet technology which can only be accessed by authorised individuals (rather than being accessible to all). Intranets are often used by companies to share information.
See Also: Extranet
Term my Dad uses, he means internet
See Also: Internet
Developed by Microsoft in 1995 Internet Explorer (often abbreviated to IE) is the most widely used web browser.
The internet is a series of computer networks which are publicly accessible.
A link which leads to a page with the same website. These links can be used for navigation, and are also used by search engines to crawl and subsequently index sites.
Refers to a media booking (either on or offline). Typically the insertion order will include details of where your ad(s) will be placed, pricing and so on.
Another term for Back Links
See Also: Back Links
Inktomi Corporation was a Californian software company who specialised in the development of online search technology. They were the first to launch a paid inclusion directory, which Yahoo (who purchased Inktomi in 2003) continue to utilise today.
The way in which a site and the information within it is organised and structured.
In online terminology an index typically refers to a search engine’s database.
See Also: Search Engine
This message means that the document (or page) which you requested could not be found by the server.
A 302 redirect alerts search engines that the site which previously resided at this domain has been temporarily moved.
See Also: HTTP 301
A 301 redirect alerts search engines that the site which previously resided at this domain has been permanently moved to a new one.
See Also: HTTP 302
abbreviation for Hyper Text Transfer Protocol. This protocol is used to transfer data residing on a server into an active web browser (i.e. to display the web page on the users computer from the server where it is stored).
The source code is the unformatted version of the site.
See Also: HTML
An abbreviation for Hyper Text Mark-up Language, used for formatting websites.
See Also: HTML Source
The main page of a web site where visitors typically land. It’s function is to explain the purpose of the site, and provide navigation to access key areas of the site.
Widely regarded as an out-moded metric, a hit is not the same as a visit. A hit is a download of a file from a web server – so if a page on your site contains 5 graphics, then you will generate 6 hits every time this page is requested – 5 for the graphics and 1 for the page.
See Also: Visit
See Also: Black Hat SEO
A Blackhat SEO technique that involves inserting text which only Search Engine spiders can see (often this is achieved by placing text which is the same colour as the background colour on the page). Whilst this may result in better rankings in the short term, Search Engines are wise to this technique and sites employing it are likely to be penalised.
See Also: Black Hat SEO
When a two word query is entered into Google, but returns only one result. Made famous by British comedian Dave Gorman who authored a book called “Googlewhack Adventure” wherein he travelled the world finding people who had authored them. See http://www.davegorman.com/projects_googlewhack_adventure.html
XML files that list all of a site’s URLs for indexing purposes.
Google’s free multivariate testing and optimisation tool which allows web site owners / marketers to understand how a site’s design and content affect conversion rates, bounce rates etc. See https://www.google.com/accounts/
Google Labs is where Google’s latest developments are launched in beta for testing. Users are encouraged to ‘play’ with the prototypes and provide feedback to Google’s developers. See http://labs.google.com/
A free tool which Google provide to assist advertisers to decide which keywords they should utilise within paid search campaigns. In addition to providing keyword suggestions, the tool offers an indication of cost per click and search volume for specific keywords. See https://adwords.google.com/select/KeywordToolExternal
Also referred to as Link Juice this refers to the reflected glory some pages will receive if they are linked to other pages with lots of high quality links. This is because Google’s algorithm sees pages with high quality links as being an authority.
See Also: Link Juice
When Google update their algorithm sites often see their positions in the search engine results move and / or fluctuate for period of time until each of Google’s data centres update.
Google’s online payment service. It allows users to store their credit or debit card details in one place and pay on a variety of sites.
The practice of getting a web page on a site you do not own or work on behalf of, to rank in Google for a particular keyword or phrase. The intent behind this could be humorous or malicious. Google bombers work by asking the internet community to link to a particular page on a website using prescriptive anchor text. Because Google’s algorithm takes into account anchor text from links to sites, if enough sites link using a particular word or phrase, the page / website will begin to rank for this term. Initially Google took the position that they would not alter any search engine results in order to preserve the integrity of their search engine. However, in September 2007, changes were made to the indexing structure in an attempt to defuse these bombs.
See Also: Anchor Text
An online database provided by Google into which any user can add almost any type of content, which, if Google deem it relevant, may appear on its shopping search engine, Google Maps or other online property. Currently, Google Base acts like a free classified ads service.