Anchor text : Text that is displayed as a link instead of the URL for the link being displayed.
Bait and switch : A deceptive method of drawing users to a web site by providing the search engine with a highly optimized web page, but serving the user a different page.
Behavioral targeting : A technique used by online publishers and advertisers to increase the effectiveness of their campaigns. The idea is to observe a user’s online behavior anonymously and then serve the most relevant advertisement based on their behavior.
Bid jamming : Placing a keyword bid that is just one penny below the highest bidder in an effort to force the advertiser to consistently pay a higher amount for the keyword.
Black-hat SEO : Unethical SEO strategies.
nBlog : A web site where entries are written in chronological order and commonly displayed in reverse chronological order.
Blogroll : A list of links to other blogs or web sites that the author of the blog regularly likes to read.
Body text : The text that makes up the body, or main section, of a web page.
Boolean search techniques : Search techniques formed by joining simple terms with “and,” “or,” and “not” for the purpose of limiting or qualifying the search.
Bounce : The term that’s used to describe how a website visitor lands on a web page and immediately clicks away from it.
Brand keywords Keywords that are associated with a well-known brand.
Bread-crumb trail : A text-based navigation strategy that shows where in the site hierarchy the currently viewed web page is located and your location within the site, while providing shortcuts to instantly jump higher up the site hierarchy.
Broken links : URLs or text-based links that do not lead to the expected page.
Click fraud : A type of Internet crime that occurs in pay-per-click online advertising when a person, automated script, or computer program imitates a legitimate user of a web browser by clicking on an ad, for the purpose of generating a cost per click without having actual interest in the target of the ad’s link.
Click-through rate : A way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered.
Content-rich doorways : Doorway pages that contain lots of heavily keyword-optimized content.
Content scraping : A technique in which a computer program extracts data from the display output of another program.
Contextual targeting : The term applied to advertisements appearing on web sites or other media, such as content displayed on mobile phones, where the advertisements are selected and served by automated systems based on the content displayed by the user.
Cost per click : A bid, placed on a keyword advertisement, that is charged each time a visitor clicks the advertisement.
Cost per conversion : The average cost of acquiring a conversion, or goal.
Crawl Frontier : The URLs that a crawler can follow from a given point.
Crawlers : Search engine programs that “crawl” from one site to another, following the links given to them or included in the page they’re examining.
Cross-channel tracking : A feature that allows PPC users to track their PPC programs on different computers, and with different cookies.
Dangling link : A link to a page that contains no other links.
Deep submission tool : A tool that submits even the “deep”-level pages of your site to a directory or search engine.
Demographic targeting : Targeting a specific group of people for advertisements, based on a particular demographic trait.
Domain cloaking : A strategy that allows you to redirect users to your existing web page while maintainingyour URL in the browser’s address bar.
Doorway pages : Web pages created for spamdexing, that is, for spamming the index of a search engine by inserting results for particular phrases with the purpose of sending you to a different page. They are also known as bridge pages, portal pages, zebra pages, jump pages, gateway pages, and entry pages.
Generic keywords : Keywords that are broad in nature.
Geo-targeting : Serving of ads to a particular geographical area or population segment.
Goal conversion : Achieving a preset goal. In SEO, a goal conversion occurs when a site visitor completes a task you have defined for him/her.
Google Analytics : A web-site statistics measurement program.
Google bombing : An attempt to influence the ranking of a given site in results returned by the Google search engine.
Impressions : The number of times that people see a web page or advertisement.
Inbound links : Links to your web site from someone else’s.
Internal linking : The links that lead from one page to another within the structure of a single web site.
Invisible keyword stuffing : Creating keywords on a page that are made to be the same color as the web page’s background to make them invisible to people, but detectable to search crawlers.
Keyword density : The frequency with which chosen keywords or phrases appear on a web page compared to the other text on the page.
Keyword performance indicators : Elements of keyword performance that are used to weigh the effectiveness of a given keyword.
Keyword poison : Keywords that reduce the effectiveness of the keywords with which you have chosen to market your web site.
Keyword spamming : The practice of overusing keywords in an attempt to trick search engines into ranking a web site better in search results.
Keyword stuffing : Adding more keywords to a web page, either in text or in the HTML tags, than is appropriate.