Search engine optimisation glossary (IJKL)

A Selection of Common Terms and Definitions Related To Search Engine Optimisation



Inbound link
Link pointing to one website from another website.

Collection of data used as bank to search through to find a match to a user fed query. The larger search engines have billions of documents in their catalogs.

Internal link
Link from one page on a site to another page on the same site.

Information architecture
Designing, categorising, organising, and structuring content in a useful and meaningful way.

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

A client-side scripting language that can be embedded into HTML documents to add dynamic features.

A word or phrase which implies a certain mindset or demand that targeted prospects are likely to search for.

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 search index though.

Keyword funnel
The relationship between various related keywords that searchers search for.

Keyword research
The process of discovering relevant keywords and keyword phrases to focus your SEO campaigns on.

Keyword stuffing
Writing copy that uses excessive amounts of the core keyword.

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

A citation from one web document to another web document or another position in the same document. Most major search engines consider links as a vote of trust.

Link baiting
The art of targeting, creating, and formatting information that provokes the target audience to point high quality links at your site. Many link baiting techniques are targeted at social media and bloggers.

Link building
The process of building high quality linkage data that search engines will evaluate to trust your website is authoritative, relevant, and trustworthy.

Link equity
A measure of how strong a site is based on its inbound link popularity and the authority of the sites providing those links.

Link popularity
The number of links pointing at a website.

Link reputation
The combination of your link equity and anchor text.

Link rot
A measure of how many and what percent of a website’s links are broken.


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