An enhanced version of an intranet which allows either full or partial access to authorised outsiders and / or allows employees to access the intranet when outside of the office.
See Also: Intranet
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External Link
An outbound link from one website to another.
Expandable Banner
A banner ad expands when a user clicks on it / or if they move their cursor over it
Exact Match
Refers to Google Adwords paid search matching options. As exact match suggests, when you bid on this type of matching term, your ad will only appear when a user types in that exact keyword into the search box. For further details see http://adwords.google.com/support/bin/answer.py?hl=en&answer=6100
See Also: Keyword Matching, Phrase Match, Broad Match, Negative Match
Ethical SEO
The opposite of Black Hat SEO – often called White Hat SEO, this type of optimisation follows the guidelines from the search engines themselves and typically focuses on creating quality content which will assist the site in ranking for key terms.
See Also: White Hat SEO, Black Hat SEO, Unethical SEO
Error Page
A page which is displayed when a given web page cannot be accessed.
See Also: Custom Error Page
Dynamic Keyword Insertion
Often used in paid search advertising in order to make ads appear more relevant to searchers. Utilising a small amount of code, the keyword which the search engine user has typed into the search box is automatically inserted into the ad.
Dynamic Contact
Where a dynamic language such as PHP is utilised to provide content for a web page on demand. In the past search engines struggled to index dynamic content – and although this has improved many webmasters still elect to create some static pages for search engines to index.
Duplicate Content
Refers to content on a site which is the same (i.e. duplicate, or near to duplicate) across many pages. This is frowned upon by search engines – who will not index multiple pages which they deem to contain the same content.
Doorway Page
Also referred to as a bridge page or a gateway page. Refers to a page whose sole purpose is SEO. It contains keyword rich copy and a link into a website.
See Also: Bridge Page, Gateway Page
DNS
Abbreviation for Domain Name Service. DNS translates web addresses – e.g. www.gravytrain.co.uk into binary formatted IP addresses.
DMOZ
The Open Directory Project is the largest, most comprehensive human-edited directory of the Web. It is constructed and maintained by a vast, global community of volunteer editors. It is acknowledged that a link from DMOZ will carry weight in terms of SEO. To submit a site follow this link: http://www.dmoz.org/add.html
See Also: Directory, Yahoo! Directory, Link Building
Directory
Effectively an online version of a paper based directory. Directories typically manually catalogue web sites based on their niche / business type. Like the paper based variants, some charge for inclusion. It’s acknowledged that all directories are not born equal. Search engines are more likely to place weight on links from DMOZ and the Yahoo! Directory. If a directory does not exercise editorial control over listings – i.e. if they will include any site which pays for a listing, then these links will not count favourably in terms of SEO. However, it should be noted, that strictly speaking you should be including your site in directories because you believe your customers may find you via the directory, not because you hope it might assist you in your SEO efforts.
See Also: DMOZ, Yahoo! Directory, Link building
Digg
A social news site where it’s users submit all the content. Users are encouraged to vote for the content which most appeals to them – in turn these stories gain the most exposure and become popular. See http://digg.com/how
Demographic Targeting
A term often coined in direct mail, email and advertising; demographic targeting refers to the process of targeting your messages based on specific characteristics or behaviours displayed by your desired audience. This may include, age, gender, location etc. Currently Google Adwords and Microsoft AdCenter allow you to demographically target paid search ads.
See Also: Geo-Targeting
De-Listing
De-listing means that your site is removed from a search engines index – the effect of which means you will not appear in the results pages for that particular search engine. This may be either temporary or permanent. Sites can be de-listed for many reasons, however if your site has been manually de-listed then you may have to submit a re-inclusion request to be re-indexed.
See Also: De-Indexed, Sandbox
De-Indexed
See de-listing
See Also: Sandbox
Delicious
A social bookmarking website, it is designed to allow you to store and share bookmarks on the web, instead of inside your browser. Visit http://delicious.com/about
See Also: Social Bookmarking
Deep Submitting
The process of submitting the URLs of all of the pages of a given web site. This is considered bad practice by some search engines as the search engine spiders or bots should be able to find all of the pages on the site by following links from the home page.
Deep Link Ratio
Deep link ratio is a metric which is calculated by dividing the number of deep links, by the total number of links to your site.
Deep Link
A link which leads directly to a page within a site rather than simply leading to the site’s homepage.
Dead Link
A link which points to a web page or server which is unavailable. Commonly this results in a 404 error.
See Also: HTTP 404
Dayparting
Commonly used in paid search campaigns, dayparting is the process of turning ad campaigns on or off based around either your business needs, or your users behaviour. For example if you only man your phone lines from 9am-5.30pm and you are running a paid search campaign which generates calls, then it makes sense to only run paid search ads between the hours of 9am-5.30pm.
Cybersquatting
An individual or company who registers a domain with the sole purpose of later selling the domain on to the rightful owner of the company name which they have registered as a domain.
Customer Relationship Management System (CRM System)
A CRM System allows a company the manage all aspects of communication with a given customer. The idea being that all communications are documented within the system so that when the customer makes contact, anyone in the company can easily see the communications which have gone on before and can therefore assist the customer accordingly.
See Also: Customer Management Relationship (CRM)
Customer Relationship Management (CRM)
In simple terms CRM is the process by which a company manages and communicates with it’s customers. This should ideally be reflected every time a customer comes into contact with a company – from forms of advertising, through to purchase, receiving goods, billing and so on.
Custom Error Page
A user-friendly page which displays an error message which is more readily understandable than the default messages which are provided by web servers.
See Also: Error Page
CSS
Stands for Cascading Style Sheets. When designing a site, the creation of style sheets enables any changes to the design of the site to be made via amending a single style sheet, rather than going into each individual page and making amends.
Crawler
Crawl Frequency
How frequently a site is crawled.
Crawl Depth
How deeply a site is crawled / indexed – i.e. are all of the pages of the site indexed?
Counter
A program that counts and displays the number of visitors to a given web page.
Cost Per Thousand (CPM)
A metric to allow the easy comparison of various costs. Originally used by the print industry CPM referred to the cost per thousand of a given print job. Today this is sometimes used as a payment model for online advertising. Unlike CPC where you pay on a per click basis, with CPM you are charged a fee per thousand impressions.
See Also: CPC
Cost Per Sale (CPS)
A calculation to determine how much a new sale cost. Calculated by (cost of marketing activity) divided by (no. of sales)
Cost Per Order (CPO)
A calculation to determine how much an order cost. Calculated by (cost of marketing activity) divided by (no. of orders)
Cost Per Lead (CPL)
A calculation to determine how much a new lead cost. Calculated by (cost of marketing activity) divided by (no. of leads)
Cost Per Click (CPC)
Online payment model. Rather than being charged based on the number of impressions (the number of times an ad is viewed) you are charged only if someone clicks through to your site
See Also: CPM
Cost Per Action (CPA)
An online payment model similar to pay per click, but in this instance you pay per action – e.g. a phone call rather than a click through
Cost Per Aquisition
A calculation to determine how much a new acquisition cost. Calculated by (cost of marketing activity) divided by (no. of acquisitions)
Cookie
Often come in chocolate chip varieties…they go lovely with a cuppa 
OR: Data which a web site stores on a user’s hard drive; then requests when the user returns. Their purpose is to identify returning visitors, and in some instances create customised content based on their preferences / previous behaviour on the site.
Conversion Rate
Refers to the rate at which visitors to a website convert. It is up to the site owner to decide what a conversion is e.g. a sale, an email sign up etc. Conversion rate is normally expressed as a percentage. Conversion rates can be used to help calculate maximum bids for PPC, and also to ascertain the ROI for marketing campaigns.
Conversion
When a pre-defined action is fulfilled. In an online environment a conversion may be a sale, a request for further information, an email sign up, a white paper downloaded, etc.
Content Management System (CMS)
Software which allows users with little or no technical knowledge to create, publish and edit web pages.
See Also: Content
Content
Simply refers to whatever is on a given website e.g. copy, pictures, video etc
See Also: Content Management System
Cold Fusion
An application for writing web pages which interface with databases; enabling the incorporation of live data into dynamic web pages. See http://www.adobe.com/uk/products/coldfusion/
Cloaking
A black hat technique which allows spiders or bots to see different content to human visitors, in order to manipulate search engine results. Understandably this practice is deemed unacceptable by search engines and offending websites may find themselves banned.
See Also: Black Hat SEO, Unethical SEO
Click-Within Ad
An ad which allows the user to view additional information without leaving the page they were originally viewing. Typically the additional content appears beneath the original ad. Also known as click-down ad.
See Also: Click Down Ad
Clickthrough
Refers to a user’s interaction with an ad. If they click through they are redirected to a new page pertaining directly to the advert which they have clicked on.
See Also: Click Through Rate, Pay Per Click
Click-Down Ad
An ad which allows the user to view additional information without leaving the page they were originally viewing. Typically the additional content appears beneath the original ad. Also known as click-within ad.
See Also: Click-Within Ad