Business / Search Engine Optimization (SEO) Glossary

Inktomi: Search engine which pioneered the paid inclusion business model. Inktomi was bought by Yahoo! at the end of 2002.

Inlink: Inbound links from related pages are the source of trust and pagerank.

Internal Link: Link from one page on a site to another page on the same site. It is preferential to use descriptive internal linking to make it easy for search engines to understand what your website is ab . . . View Full Definition

Internet Service Provider (ISP): Internet Service Providers sell end users access to the web. Some of these companies also sell usage data to web analytics companies.

Inverse Document Frequency (IDF): Inverse Document Frequency is a term used to help determine the position of a term in a vector space model. IDF = log ( total documents in database / documents containing the term )

Invisible Web: Portions of the web which are not easily accessible to crawlers due to search technology limitations, copyright issues, or information architecture issues.

IP Address: Internet Protocol Address. Every computer connected to the internet has an IP address. Some websites and servers have unique IP addresses, but most web hosts host multiple websites on a sing . . . View Full Definition

JavaScript: A client-side scripting language that can be embedded into HTML documents to add dynamic features. Search engines do not index most content in JavaScript. In AJAX, JavaScript has been combin . . . View Full Definition

Key Phrase: A word or phrase which implies a certain mindset or demand that targeted prospects are likely to search for. Long tail and brand related keywords are typically worth more than shorter and va . . . View Full Definition

Keyword: A word or phrase which implies a certain mindset or demand that targeted prospects are likely to search for. Long tail and brand related keywords are typically worth more than shorter and va . . . View Full Definition

Keyword Cannibalization: The excessive reuse of the same keyword on too many web pages within the same site. This practice makes it difficult for the users and the search engines to determine which page is the most . . . View Full Definition

Keyword Density: An old measure of search engine relevancy based on how prominent keywords appeared within the content of a page. Keyword density is no longer a valid measure of relevancy over a broad open s . . . View Full Definition

Keyword Funnel: The relationship between various related keywords that searchers search for. Some searches are particularly well aligned with others due to spelling errors, poor search relevancy, and automa . . . View Full Definition

Keyword Research: The process of discovering relevant keywords and keyword phrases to focus your SEO and PPC marketing campaigns on.

Keyword Research Tools: Tools which help you discover potential keywords based on past search volumes, search trends, bid prices, and page content from related websites. Please note that most keyword research tools . . . View Full Definition

Keyword Stuffing: Writing copy that uses excessive amounts of the core keyword. When people use keyword stuffed copy it tends to read mechanically (and thus does not convert well and is not link worthy), plus . . . View Full Definition

Landing Page: The page on which a visitor arrives after clicking on a link or advertisement.

Landing Page Quality Scores: A measure used by Google to help filter noisy ads out of their AdWords program. When Google AdWords launched affiliates and arbitrage players made up a large portion of their ad market, but . . . View Full Definition

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