Dynamic and Dynamic Rotation || SEO Glossary: D

Dynamic:- generated 'on-the-fly' from a database. Also see "database-driven."


Dynamic Rotation:- Delivery of ads on a rotating, random basis. Dynamic rotation allows ads to be served on different pages of the site and exposes users to a variety of ads.

Doorway page || SEO Glossary: D

Also known as a "bridge page" or a "gateway page". A doorway page is a web page full of keyword-rich copy that doesn't deliver any useful information on it other than a link into the site, and whose sole purpose is to be fed to the search engines.

Directory || SEO Glossary: D

Human editors group websites into categories and provide site descriptions or edit descriptions that are submitted to them. With a directory, picking the right category and composing a description rich in key phrases will ensure maximum visibility. Contrast this with a search engine, which is unedited and concerned primarily with the HTML of a site's constituent pages.

Deep submitting || SEO Glossary: D

Submitting URLs of pages deep in your site to the search engines. For example, if a webmaster of 200-page website submits each of those 200 pages. This tactic is frowned upon by some search engines because it unnecessarily clogs up their submission database when the search engine spider could find those pages on its own by exploring links starting at the home page.

Daughter Window || SEO Glossary: D

An ad that runs in a separate window associated with a concurrently displayed banner. In normal practice, the content and banner are rendered first and the daughter window appears a moment later.

Database-generated || SEO Glossary: D

As in "database-generated web page." Means that a web page is created dynamically 'on-the-fly' from a database, in contrast with a static HTML page.

Database-driven || SEO Glossary: D

As in "database-driven web site." Means that the website is connected to a database and web page content is based in part on information extracted from those databases.

Custom Error Page | SEO Glossary: C

You can customize the content and the look-and-feel of the default page that is displayed on your web server when a 404 File Not Found error occurs. A good 404 error page has a friendly message explaining that the page they requested doesn't exist at the location, a site map to encourage the user to continue exploring the site, a search box so the user can conduct a search, and a look-and-feel that matches the rest of the site, including navigation of course. Creating a custom 404 error page not only helps keep visitors in your site, it is also an important part of the search engine optimization process. Inevitably pages on your site will get moved and removed over time. When a search engine spider returns to your site to reindex those now non-existent pages, they will have a set of links to explore in the form of the site map on the custom 404 page. You can test for whether a site has a custom 404 error page by trying to access a web page with a nonsense filename after the domain name in the web site address. For example: www.yourcompany.com/blah

CTR - Click Through Rate

Click Through Rate is a measure of the number of clicks received from the number of ad impressions delivered. 

Crawler | CSS || SEO Glossary: C

Crawler:- See "spider".

CSS:- Cascading Style Sheet - used to control the design of website

Counter | SEO Glossary: C

A simple program which tracks the total number of webpage impressions.

Cost Per Thousand (CPM) | SEO Glossary: C

The cost incurred or price paid for a thousand impressions.

Cost Per Sale (CPS) | SEO Glossary: C

Pricing based on the number of sales transactions your ad generates. Since users may visit your site several times before making a purchase, you can use cookies to track their visits from your landing page to the actual online sale. Also known as cost-per-acquisition or pay-per-sale.

Cost Per Order (CPO) | SEO Glossary: C

Pricing based on the number of orders received as a result of your ad placement. Also known as cost-per-transaction.

Cost Per Lead (CPL) | SEO Glossary: C

Pricing based on the number of new leads generated.

For example, people who click from an ad and then complete an inquiry form is considered to be a lead. The advertiser would pay based on the number leads received.

Cost Per Click (CPC) | SEO Glossary: C

The cost incurred or price paid for a clickthrough to your landing page.

Cost Per Action (CPA)

The cost incurred or price paid for a specific action, such as signing up for an email newsletter, entering a contest, registering on the site, completing a survey, downloading trial software, printing a coupon, etc.

Cookie | SEO Glossary: C

Information placed on a visitor's computer by a web server. While the web site is being accessed, data in the visitor's cookie file can be stored or retrieved. Mostly cookies are used as unique identifiers (i.e. user IDs or session IDs) to isolate a visitor's movements from others' during that visit and subsequent visits. Other data that may get stored in a cookie include an order number, email address, referring advertiser, etc.

Conversion Rate | SEO Glossary: C

The rate at which visitors get converted to customers or are moved a step closer to customer acquisition

Conversion

The act of converting a web site visitor into a customer or at least taking that visitor a step closer to customer acquisition (such as convincing them to sign up for your e-mail newsletter)

Content Integration

Advertising woven into editorial content or placed in a special context on the page, typically appearing on portals and large destination sites. Also known as web advertorial or sponsored content.

Cold Fusion | SEO Glossary: C

A web scripting language with limited capabilities, mostly centered around database access. ColdFusion program files are saved on the web server with a .CFM file extension.

Cloaking | SEO Glossary: C

Serving different content to search engine spiders than to human visitors. Cloaking is basically a "bait and switch" tactic, where the web server feeds visiting spiders content that is keyword-rich, thus fooling the search engine into placing that page higher in the search results. Yet when the visitor clicks on the link they are given different content, which may be totally unrelated. Search engines frown upon this practice and some will penalize or ban sites that they catch doing it.

Clickthrough Rate | SEO Glossary: C

The rate at which people click on a link such as a search engine listing or a banner ad. Studies show that clickthrough rates are six times higher for search engine listings than banner ads.

Clickthrough | SEO Glossary: C

The action of clicking an ad element and causing a redirect to another web page.

Clickthrough | SEO Glossary: C

The action of clicking an ad element and causing a redirect to another web page.

Clickthrough | SEO Glossary: C

The action of clicking an ad element and causing a redirect to another web page.

Clickthrough | SEO Glossary: C

The action of clicking an ad element and causing a redirect to another web page.

Click-down Ad or Click-within Ad | SEO Glossary: C

An ad that allows the user to stay on the same web page, while viewing requested advertising content. Click-downs display another file on the user's screen, normally below or above the initial ad.

Click-withins allow the user to drill down for more information within the ad.

Cgi-bin | SEO Glossary: C

A "virtual" directory contained in URLs indicates a CGI (Common Gateway Interface) script is in use. A sure tip-off to the spider that your page is dynamic.

Call To Action | SEO Glossary: C

Call to action words are "doing words" such as "Click here", "Buy Now", "Enter Now" or "Click to download"

and

A call to action is copy used in advertising to encourage a person to complete an action as defined by the advertiser.

Cache | SEO Glossary: C

Copies of web pages stored locally on an Internet user's hard drive or within a search engine's database. A cache is the reason why web pages load so quickly when a user hits the Back button in their web browser, since the page is not being re downloaded off of the Internet. Google is unusual among search engines in that it allows Internet users to view the cached version of web pages in its index. Simply click on the word "Cache" next to the search result of interest and you will be taken to a copy of the page as Googlebot discovered and indexed it.This feature of Google makes it easy to spot cloaking..

Button | SEO Glossary: B

A clickable graphic that takes the user to another page or executes a program, such as a software demo or a video player.

Bulk submission services | SEO Glossary: B

An ASP that submits many URLs to the search engines on your behalf. For example: SubmitWolf. Search engines don't like these. (see "automated submitting")

Broad Match | SEO Glossary: B

Broad Match is a form of "keyword matching" and refers to the matching of a search listing or advertisement to selected keywords in any order.

This means if selected keywords are "running shoes", then ads or a search listing may be displayed if the users searches upon the following example keywords:

Any Order: "shoes running"
Synonym: "running sneakers"
Plural, Singular: "running shoe"

Broad match terms are less targeted than exact or phrase matches.

Bridge page | SEO Glossary: B

"Bridge page" == "Doorway page" ==> Also known as a "bridge page" or a "gateway page". A doorway page is a web page full of keyword-rich copy that doesn't deliver any useful information on it other than a link into the site, and whose sole purpose is to be fed to the search engines.

Bot | SEO Glossary: B

Bot:- Short for robot. See "spider"

Body copy | SEO Glossary: B

The 'meaty' textual content of a web page. Body copy refers to text visible to users, doesn't include graphical content, navigation, or information hidden in the HTML source code.

Blog | SEO Glossary: B

Also known as a "weblog". An online diary with entries made on a regular if not daily basis. Some blogs are maintained by an anonymous author who uses a nickname or handle instead of his or her real name.

Blacklist | SEO Glossary: B

Lists that either search engines or vigilante users compile of search engine spammers, which may be used to ban those spammers from search engines or to boycott them.

Black Hat SEO | SEO Glossary: B

Black Hat SEO is sometimes called spamdexing (the opposite of White Hat SEO). Black Hat SEO can be any optimization tactics that cause a site to rank more highly than its content would otherwise justify or any changes made specifically for search engines that don�t improve the user�s experience of the site. In other words, Black Hat SEO is optimizations that are against search engine guidelines. If you step too far over the mark, your site may be penalized or even removed from the index.

For example, adding product reviews to e-commerce site is encouraged, because it adds useful content to the site. However, using bait-and-switch techniques to create a doorway page that hooks people querying for information on soccer, it then leads to information about health products will be unacceptable.

The following Black Hat SEO tactics should be avoided to keep your site away from penalties:
� Keyword, anchor text and domain name stuffing.
� Using hidden text or links
� Using techniques to artificially increase the number of links to your pages, such as link farms
� Excessively cross-linking sites to increase link popularity
� Cloaking, delivering different pages depending on the IP address and/or agent who is requesting it
� Doorway / Gateway / Jump Pages
� Duplicate content taken from other sites
� Auto-generated content of no value to the end user
� Spamming forums or blogs
� Excessive outbound links to websites that use high risk techniques or spam

Bidding | SEO Glossary: B

Bidding means placing a bid price that you are willing to pay as an advertiser on a pay-per-click search engine. The highest bid for a given keyword achieves the top spot in the PPC search results. In Overture, the top three bids are "featured" on Overture's partners' sites, including AOL, Altavista, Infospace, and others. The minimum bid amount on Overture is 5 cents per click through.

Pay-per-click (PPC):- a pay-for-performance pricing model where advertising (such as banners or paid search engine listings) is priced based on number of click troughs rather than impressions or other criteria. Overture is an example of a search engine which charges advertisers on a pay-per-click basis.

Bid management tool | SEO Glossary: B

Software or an ASP service used to manage bids on pay-per-click search engines such as Yahoo Search Marketing (formerly Overture) and Google AdWords.

Beyond The Banner | SEO Glossary: B

Any advertisement that is not a banner, such as an interstitial or a pop-up ad.

Beacon | SEO Glossary: B

A line of code placed in an ad or on a web page that helps track the visitor's actions, such as registrations or purchases. A web beacon is often invisible because it's only 1 x 1 pixel in size and has no color. Also known as web bug, 1 by 1 GIF, invisible GIF or tracker GIF. 

Banner Ad | SEO Glossary: B

A graphic image, usually a GIF or JPEG, that can be placed anywhere on a web page, most frequently centered across the top. The tile ad is a smaller counterpart, typically grouped with other tile ads along a side margin. The standard banner ad is 468 x 60 pixels; the most common size for tile ads is 125 x 125 pixels.

The Interactive Advertising Bureau regulates guidelines and standards for display advertising sizes

Banned | SEO Glossary: B

When a search engine blocks your site from appearing in its search results.

Bait and Switch | SEO Glossary: B

Bait and switch is considered as a spam technique when used in SEO. It provides one page for a search engine or directory and a different page for other user agents at the same URL. Sometimes it creates an optimized page and submits to search engines or directory, but replaces with the regular page as soon as the optimized page has been indexed.

Back links | SEO Glossary: B

Back links are inbound links pointing to a web page.


Inbound links (IBL):- Links that point to your site from sites other than your own. Inbound links are an important asset that will improve your site's PageRank (PR).

Automated Submitting | SEO Glossary A

Automated Submitting is using automated software such as WebPosition Gold or an Application Service Provider (ASP) such as Microsoft b-central's Submit-It service to submit your web pages to the search engines.

This tactic is frowned upon by the search engines. Indeed, some search engines such as AltaVista have completely automated submissions by requiring the user to re-key in a one-time use submission code that is displayed on the submission page as a graphic.