An ad which is displayed in a separate window which relates to a banner which is currently being displayed on a web site. Ordinarily the banner will appear first, then a couple of seconds later, the daughter window will appear.
Glossary
Welcome to the glossary section of our site please feel free to search through here for any terms you want to learn more about.
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.
De-Indexed
See de-listing
See Also: Sandbox
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
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
Deep Link
A link which leads directly to a page within a site rather than simply leading to the site’s homepage.
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 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.
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
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
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
DNS
Abbreviation for Domain Name Service. DNS translates web addresses – e.g. www.gravytrain.co.uk into binary formatted IP addresses.
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
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.
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.
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.