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Glossary A-M

Algorithm The complex mathematical formulae that Search Engines use to determine the rank of a particular website for specific keyword. The algorithms evolve constantly to keep ahead of unfair practices and provide more accurate and relevant search results for user queries.

Alt Text The text that is displayed when the mouse cursor is held static on an image. It is primarily used as a place holder in case the image on the web browser is unable to load.

Anchor Text The text/copy written on the web page that works as a link. Example Click here

ASP – Active Server Pages Server Side Technology by Microsoft, used to create dynamic pages on the internet. Pages implementing asp end with a .asp or .aspx file extension.

Back Link A link from another page which links to your page. It is also called an inbound link.

Below The Fold Part of the web page that cannot be seen without scrolling the page.

BLOG is a journal kept on the internet. This journal is often updated daily and contains all information that the person maintaining the BLOG (Blogger) wishes to share with the world. Also applies to websites dedicated to a particular topic and being updated with the latest news, views and trends.

Broken Link A link that no longer points to an active destination. It is also called a dead link.

Cloaking A web optimisation technique used to serve a different version of the same page to Search Engine spiders and a different version to users. Sometimes separate versions of the page are created for different Search Engine spiders to promote rankings.

Crawlers Programs created by Search Engines that go around the internet collecting information about the websites. The process of visiting a website and recording information is known as indexing. The information collected by these spiders is then used to rank the websites. Crawlers are also known as spiders.

Cross Linking A simple process where two websites provide links to each other.

Deep Linking Process of linking pages embedded in the directories of your website from your home page or other pages, to facilitate indexing of the page by the Search Engine spiders.

Description Tag A Meta tag that provides certain Search Engines spiders/ crawlers with a description of the web page. This description is often displayed along the search result for your website.

Directory A directory or a Web Directory is a website that arranges the web pages in categories, much like Yellow Pages, for user searches. Unlike a search engine, it does not crawl the internet gathering information and instead relies on the information you provide it when requesting to be included in the Directory. Inclusion into these directories can be free or paid.

Domain Name A unique name assigned to an IP Address that identifies an internet website.

Doorway Page Search Engine Friendly web page created and integrated into a website to enhance rankings and promote hits to a website.

Download Time Time taken by a website to download to a web browser. The download time depends on a number of factors including the speed of the internet connection.

Duplicate Content It is a strategy by which varying domains use the same or near same website to serve the user. Also if contents of one page on the internet are same or similar to another, it is considered duplicate content. Duplicate content is considered spamming by Search Engines and therefore should be avoided.

Dynamic Content Content that is generated on the web pages on the fly. Information gathered from databases or other sources depending on user request, when displayed on the web page makes the content dynamic. Pages that are created in Flash or use other animation technique are also sometimes referred to as dynamic.

Google Search Engine, inclusion in which is free.

Google AdWords A Pay Per Click (PPC) program of advertising on Google. The ads appear on the right hand side of the Google Search page on keywords / key phrases that you choose.

Header Tag The tag that defines the Title, Description and other Meta information of the web page.

Inbound Link A link from another page that links to your page.

Inclusion The process of having your web page included in a Search Engine or Web Directory for searches.

Indexing The process by which a Search Engine spider visits your web page and collects information about it.

Keyword A word entered into the search box of a Search Engine or Directory by a user to look for information pertaining to the word on the internet.

Keyword Density A percentage calculated on the basis of the number of times a keyword occurs in your web page copy against the total number of words on your web page.

Keyword Stuffing A technique where too many instances of the keyword are put into a web page without any context or use to make it keyword rich or increase keyword density. This practice is considered spamming and should be avoided at all times.

Keyword Tag A Meta tag that defines the keywords that the web page is targeting. It is considered, in the current day and age, to be of little or of no use. Search engine spiders no longer assign any importance to this tag.

Link Popularity Link popularity is defined by the quality and quantity of inbound and outbound links of your web page. By quality we mean the reputations of the websites that link to you, the titles of the pages that link back to you, the text used to link to your website and a few other factors. By quantity we simply mean the number of links on the internet which point to your website.

Linking Strategy The planning process that goes into creating link popularity. Deciding who to form associations with, who to exchange links with and who to buy links from.

Meta Tag A tag created to provide keyword, description and other information to Search Engine spiders and other user agents. This tag is invisible when the page is rendered on the web browser and can be seen by viewing the source of the web page.


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