Search Engine Visibility (2nd Edition)

A link to a web page that does not exist on a web server.

Linking to content that is two or more directories deep within a web site. Can also be linking directly to individual web pages within a site, rather than to the home page.

The web page a visitor is taken to after clicking a search engine listing or advertisement. Also known as a landing page .

Web site that focuses on listing web pages or sites by specific categories, using human editors to manually place web sites or web pages into the categories. Commonly called a "human-based" search engine.

The process of selecting the most appropriate category (or categories) in a directory and writing a keyword-rich description that accurately describes the content of a web site or web page.

Abbreviation for Domain Name System. The DNS translates URL text addresses (such as companyname.com ) into a numeric Internet address (such as 201.214.12.6).

The process of converting a unique IP address (of a site visitor) to its domain name. Often used in site statistics software to analyze server log files.

Generally, a text address that corresponds to one or more numeric IP addresses. An exclusive name that identifies a web site, such as companyname.com .

A web site that consists mostly or solely of doorway pages. A doorway domain's only purpose is to rank well on the search engines and to ultimately redirect traffic to a different site.

Web pages created specifically for obtaining top search engine positions and not to benefit end users. Computer-generated doorway pages are usually created to rank high on specific search engines and are often cloaked.

The process of retrieving information from a main source to a peripheral device. Browsers download web pages from a server.

An HTML extension that enables web pages to react to the end users' input, such as displaying a web page based on the type of browser or computer end users are using to view the page. HTML and CSS rely on JavaScript to make web pages interactive.

An IP address that changes every time a user connects to the Internet.

The URL of a dynamic web page. Dynamic URLs typically contain characters such as ?, =, %, +, cgi, or cgi-bin.