Search Engine Optimization Strategies

incoming link
A link going into your site from another site.

Inktomi
A search engine that used to provide search results for many of the top search engines. It is now owned by Yahoo!.

interactive advertising
Interactive advertising is advertising that customers can interact with by sharing a mutual exchange of information and ideas.

interactive ad agency
Ad agency that uses traditional print, broadcast and online advertising to get a message across.

interchange
Fee that an acquirer pays to an association (or credit card company) to compensate the issuer for risks associated with accepting and funding the cardholder's account. This fee comes out of the discount rate charged to the merchant.

Internet
Worldwide system of computers that are connected together to communicate with one another.

interstitial
Page that is inserted in between webpages for the purpose of advertising or brand reinforcement.

intranet
Private network that is contained within an enterprise (corporations, small businesses, non-profit institutions, or government bodies). An intranet is used to share information and computing resources among employees, to facilitate working in groups and for teleconferences.

inventory
Total number of ad impressions that a website or newsletter has available to sell over a given period of time.

invisible web
Areas of the web not indexed by search engines, such as database driven dynamically generated websites.

IO (Insertion order)
Formal printed order to run an ad campaign. Typically, an ad space seller will send the advertiser an IO for them to sign and send back.

IP address
Unique numeric address given to every TCP/IP device. These addresses are used to locate other computers on the internet.

IP address cloaking
IP address cloaking is the practice of serving search engine optimized pages to search engine spiders, while at the same time serving un-optimized pages to site visitors. Also known as page cloaking.

IRC (Internet Relay Chat)
System that enables internet users to chat to each other in real-time.

ISDN (Integrated Services Digital Network)
High speed internet connection over ordinary telephone copper wire at speeds as of up to 128 kilobits per second.

ISP (Internet Service Provider)
Organization that provides access to the internet.

Ixquick
Ixquick is a metasearch engine that clusters its search results and ranks listings by the number of different search engines a listing achieves a top ten ranking, and the actual ranking it has received.

J

Java
Programming language used to create complete applications or small application modules or applets for use as part of a webpage.

JavaScript
Popular programming language used to JavaScript is used to do such things as automatically change a formatted date on a webpage, or cause a page to appear in a pop-up window.

JPEG / JPG (Joint Photographic Experts Group)
One of the two most common file formats for graphic images on the Web. The other is the GIF. JPEGs are typically photographic images. Files in this format end in ".jpg".

K

K / KB (kilobyte)
Measure of computer memory or storage. One kilobyte is 1,024 bytes.

Kanoodle
Kanoodle is a popular pay per click search engine.

Kbps (kilobits per second)
In data communications, kilobits per second (thousands of bits per second) is the measure of how fast data flows on a given transmission path, such as an internet connection.

keyword
A keyword is a word used as a reference point for finding other words or information.

keyword density
Ratio of keywords contained within the total number of indexable words within a page.

keyword frequency
Number of times a keyword phrase appears within a page.

keyword proximity
Closeness between two or more keywords.

keyword stuffing
Repeating of keywords and keyword phrases in meta tags and elsewhere on a HTML page.

keyword tag
HTML meta tag used to help define the important keywords of a page.

kilo-
Prefix meaning one thousand (1,000).

kilobit
In data communications, a kilobit is one thousand (1,000) bits.

L

LAN (Local Area Network)
Group of computers that share a common communications line and resources of a server within a small geographic area.

link / hyperlink
Clickable connections from a word, picture, or information object to another.

link checker
Software program or online service used to check for broken links in a site.

link popularity
Link popularity is a measure of a site's popularity by the number and quality of links linking to a site.

link rot
Links to pages that used to work, but no longer work, because the page has moved or been deleted altogether.

link text
The text contained within a link.