SEO: Search Engine Optimization Bible

Cost per acquisition The amount it costs for a web

site to acquire a new visitor or customer.

Cost per click A bid, placed on a keyword adver-

tisement, 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 com-

puters, and with different cookies.

Dangling link A link to a page that contains no

other links.

Database A collection of information stored in a

computer in a systematic way, such that a computer

program can consult it to answer questions.

Dayparting The practice of dividing the day into

several parts, during each of which a different type

of radio programming or television programming

appropriate for that time is aired.

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.

Deprecated tags Older HTML tags and attributes

that have been superseded by other more functional

or flexible alternatives.

Directory A way of organizing files and other

directories.

Domain cloaking A strategy that allows you to

redirect users to your existing web page while main-

taining your 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 pur-

pose 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.

Dynamic web pages Web pages that are created on

the fly in response to specifics that are associated

with a specific web site.

Edited directories Directories that are monitored

and edited by humans.

Entity escape Characters used to replace symbols

when the search crawler is stopped by a specific

character.

External navigation A navigational structure that

leads users off your web site.

False Internet When traffic is redirected to another

web site, that looks and feels the same way as the

intended site, but is actually designed and created as

a method of redirecting traffic for criminal reasons.

Flash A popular authoring software developed

by Macromedia, is used to create vector graphics-

based animation programs with full-screen naviga-

tion interfaces, graphic illustrations, and simple

interactivity in an anti-aliased, resizable file format

that’s small enough to stream across a normal modem

connection.

Forbidden search terms Words used in search

that are censored by search engines.

Frameset An HTML file that defines the layout

of a Web page that is composed of other, separate

HTML files.

FTP (File Transfer Protocol) A common method

of moving files between two Internet sites.

375

Glossary

75002bgloss.qxd:Layout 1 11/7/07 9:25 AM Page 375