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
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Keyword Rich
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)
Keyword Research
Simply refers to researching appropriate keywords to target for either SEO or Paid Search.
Keyword Prominence
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
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’.
Keyword Matching
Refers to the options which paid search advertisers can elect to ‘match’ the keyword terms which they are bidding on. Match types include broad, phrase, exact and negative.
See Also: Broad Match, Phrase Match, Exact Match, Negative Match
Keyword Density
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
Key Performance Indicators (KPIs)
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
Key / Keyword Phrase
A word or group of words which are entered into a search engine to form a search query.
Junk Page
A spammy, keyword stuffed page which has been created specifically for the purpose of generating revenue from contextual search ads such as AdSense.
JavaScript
JavaScript is a scripting language that runs locally on a users’ browser and is generally used for web development. Its primary use is through functions that can either be included from or embedded in HTML pages. Although syntactically similar to the programming language Java; JavaScript and Java are actually unrelated.
See Also: Java
Java Applet
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
ISP
An abbreviation for Internet Service Provider. An ISP provides a variety of services including hosting, domain registration, email and connectivity.
IP Address
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.
Inventory
In web terms, inventory refers to the advertising space which is available for sale on a specific site.
Intranet
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
Interweb
Term my Dad uses, he means internet
See Also: Internet
Internet Explorer
Developed by Microsoft in 1995 Internet Explorer (often abbreviated to IE) is the most widely used web browser.
Internet
The internet is a series of computer networks which are publicly accessible.
Internal Links
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.
Insertion Order
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.
In Links
Another term for Back Links
See Also: Back Links
Inktomi
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.
Information Architecture
The way in which a site and the information within it is organised and structured.
Index
In online terminology an index typically refers to a search engine’s database.
See Also: Search Engine
Hyperlinks
See links
HTTP 404
This message means that the document (or page) which you requested could not be found by the server.
HTTP 302
A 302 redirect alerts search engines that the site which previously resided at this domain has been temporarily moved.
See Also: HTTP 301
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
HTTP
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).
HTML Source
The source code is the unformatted version of the site.
See Also: HTML
HTML
An abbreviation for Hyper Text Mark-up Language, used for formatting websites.
See Also: HTML Source
Home Page
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.
Hits
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
Hidden Keywords
See hidden text
See Also: Black Hat SEO
Hidden Text
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
Grey Hat SEO
Somewhere in between White Hat and Black Hat SEO (often incorporating techniques from both).
See Also: Black Hat SEO, White Hat SEO
Googlewhack
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
Google XML Sitemap
XML files that list all of a site’s URLs for indexing purposes.
Google Website Optimiser
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
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/
Google Keyword Tool
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
Google Juice
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
Google Dance
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 Checkout
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.
Google Bowling
A malicious black hat technique of undertaking a link building campaign to purchase links from poor quality sites and point them at a competitor’s site with the express intention of getting that site penalised by Google (or even de-indexed).
See Also: Black Hat SEO, Links
Google Bot
Google’s Search Engine spider.
See Also: Bot, Crawler, Robot, Spider, Web Crawler
Google Bombs
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
Google Base
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.
Google Analytics
Google’s free analytics package -see http://www.google.com/analytics/ It was originally modelled on Urchin on Demand after Google acquired Urchin Software Corp. in April 2005. The system has since been enhanced after Google acquired Measure Map from Adaptive Path in 2006.
Google Adsense
Google Adsense offers web site owners the opportunity to earn revenue by placing ads which are targeted their site and content. When a web site owner signs up with Adsense they become part of the Google Content Network.
Google Advertising Professional (GAP)
An individual who has passed the Google Advertising Professional exam. The exam and syllabus is designed and run by Google to help provide training for those who manage paid search campaigns.
The most frequently used search engine worldwide. See www.google.co.uk
Geo-Targeting
A term often coined in direct mail, email and advertising; geo-targeting refers to the process of targeting your messages based on where your desired audience is located. Currently Google, Yahoo! and Microsoft AdCenter allow you to demographically target paid search ads.
See Also: Demographic Targeting
FTP
An abbreviation for File Transfer Protocol, which is simply a protocol for transferring data.
Fresh Content
As it sounds fresh content, is simply new content. In order to keep visitors coming back to your site, and to assist in SEO it is important to regularly update your web site with fresh content.
Forums
An online forum allows an individual to create and participate in discussions (or threads) with the wider community on the site.
Floating Ads
An ad which is displayed on top of the web site’s content, thereby appearing to ‘float’ over the top of the page.
Flash
Multimedia format for use on the web. See http://www.macromedia.com/software/flash/about/
Firefox
A web browser, developed by the Mozilla Foundation. See http://www.mozilla-europe.org/en/
See Also: Mozilla Firefox
Findability
A marketing term which refers to how easily your site can be found via search engines.
Feed
A feed is a format which can be used to publish digital content which is typically updated frequently. Often used within blogs, news sites etc, visitors may elect to subscribe to an RSS or XML feed to receive this content rather than having to return to the site to view it.