Internet Marketing Terminology H to Q

Use this list of marketing and Web site development terms as a reference to help you to better understand the world of Internet marketing, search engine marketing and Web development.

Terminology A to G Terminology H to Q Terminology R to Z

HTML: HyperText Markup Language. The basic script language used to describe the layout of Web pages. HTML has been replaced with XHTML, but due to concerns about compatibility with older browsers, XHTML has not yet been widely adopted.

HTTP: HyperText Transfer Protocol. The primary Web service used by the World Wide Web. The HTTP protocol defines how Web objects are formatted and transmitted, and what actions Web servers and browsers should take in response to various requests and commands.

hyperlink: In HTML lingo, a hyperlink allows a user to jump from one Web page to another. It is created using an HTML markup tag. A hyperlink is traditionally designated by an underscore. Today many Web sites use CSS to display a link without an underscore, but may display the underscore when a user runs their mouse pointer over the link. Also called a text link or a hypertext link. The links on this Web page are hyperlinks modified using CSS.

inbound link: A link from another Web site to your site. Also known as a backlink.

index: Refers to the method used by a database to sort data for easy access and retrieval. Search engines set up an index that links keywords and keyword phrases to specific Web pages.

IP address: Internet Protocol address. A numeric addressing standard that is used for communications by all machines on the Internet and on Intranets. An IP address uniquely identifies an "entity" on the Internet. Almost everything on the Internet communicates with IP addresses. IP addresses are assigned to servers, devices such as printers, and even individual computers. This is a typical format for an IP address: 192.168.100.23.

Java: A versatile programming language from Sun Microsystems. Java can be used to write programs for anything from PCs to mainframe computers. Java is the server-side language used to create JSP dynamic Web pages.

JavaScript: A scripting language developed by Netscape that is commonly used as a client-side language on Web pages. JavaScript provides much of the interactivity you see on a Web site, such as the changing of images through rollover scripts. JavaScript can also be used to generate pop-up and pop-under ads.

JavaServer Pages (JSP): A dynamic Web page technology that uses Java as the server-side language. JavaServer Pages technology is commonly used on high-traffic Web sites. It is identified by an extension of ".jsp" on the Web page file names.

keyword density: The percentage of times a keyword or keyword phrase is found on a Web page relative to the total number of words on a page. See the article Selecting Keyword Phrases for more information on this topic.

keyword phrase: A combination of individual keywords used in a search. Due to the extremely large number of Web pages in most search engine databases, a user usually must combine two, three or four words to filter the search results down to a meaningful list. See the article Selecting Keyword Phrases for more information on this topic.

keyword stuffing: The act of cramming a large number of keywords or phrases into a Web page in the hope that it will raise the relevance for the keyword and cause a search engine algorithm to award the Web page a higher ranking. While keyword stuffing was once a viable way to raise the ranking for a Web page, today it is considered to be search engine spam and will likely get a page penalized or banned from a search engine database.

keyword: A word or words used to search for information. Also refers to a word or words that are the theme, or focus, of a Web pages content.

link farm: A Web site whose sole purpose is to provide inbound links to other sites in order to boost their link popularity. Link farms are considered to be poor quality links and may create a penalty with some search engines.

linking campaign: A proactive program for building the number of inbound links to a Web site. Frequently, this means exchanging reciprocal links with another Web site.

link popularity: A relative measure for the number of inbound links to a Web site.

log files: Log files can be used on a server to record the requests for Web pages, scripts, objects and images. Log files can be analyzed to yield important general information about visitors to a site, including the types of browsers they use and which search engines are sending users to a site. See server log.

meta tag: An HTML tag that is designed to present information to search engines and browsers, but does not present information to users.

mirror site: A site that is a duplicate of another site under a different domain name. This is believed to have become an issue when some unethical Web site operators duplicated the code used in higher ranking sites in order to achieve higher search engine rankings for their site. When a search engine algorithm detects a mirror site, it typically penalized both sites. Sometimes there are legitimate reasons for duplicating a site, such as when a company sets up a European version of an American site in Europe under a European domain name in order to provide better service to European customers. Regardless of the reason, if a mirror site is detected, either one or both sites will likely be penalized. Duplicate pages in the same Web site under different file names can be viewed as mirror pages and may be penalized.

natural listing: A free listing in a search engine or directory. Such listings are based upon the merit of the Web page and content, and are not associated with paid placements of any type.

Open Directory Project (ODP): A free directory service whose database is used to seed other search engines and directories. ODP is run by volunteers and it can sometimes be difficult to get listed, but can be beneficial if you do get listed. http://www.dmoz.org.

organic listing: Same as a natural listing.

page rendering: Refers to the amount of time required for a browser to display a Web page. Page rendering is directly related to page weight and other factors, such as the structure of HTML and JavaScript code. In order to achieve very fast page rendering, speed optimization techniques must be used when developing Web pages.

page weight: Refers to the total combined size in bytes of all code, contents, images and objects that make up a Web page.

paid inclusion: A program that requires a fee to be paid in order to be included in a search engine listing or directory listing. Paid inclusion guarantees inclusion in the database, but does not guarantee a rank or position in the search results.

paid listing: Any listing in a search engine or a directory where a fee is paid by a site owner to get their site listed. Paid listings include paid inclusion, pay-per-click and paid placement.

paid placement: A system where a Web site owner pays to be listed in a search engine based upon specific keywords. Sometimes a site owner can purchase a specific position for a period of time, but typically the site owner bids on a pay-per-click basis, with the higher bidders getting the higher positions.

pay-per-click (PPC): An advertising program where the company listing an ad pays a fee every time a user click on the advertiser's ad or link.

pay-per-impression (PPI): An advertising program where the company listing an ad pays a fee based upon the number of times an ad is presented on a Web page.

PHP: A dynamic Web page technology that is commonly run on Unix and Linux operating systems. Due to the low cost of running PHP sites, its popularity is growing rapidly.

pop-under: A technique that creates a new browser window under the user's current window. The result is that the user doesn't see the ad until he or she closes their main browser window. Pop-unders are considered to be annoying, but less so than pop-up windows. Even though they are generally viewed negatively by users, they can be an effective method of advertising.

pop-up: A technique that creates a new browser an top of the user's current window. Pop-up are considered to be intrusive and extremely annoying to some users. Even though they are generally viewed negatively, they can be an effective method of advertising.

PPC landing page: A page used to measure the number of visitors who have clicked on a PPC (pay-per-click) ad. This can be used to verify the number of clicks being charged by a PPC program, or it can be a special page focused on the products, services or information offered in a PPC ad. A PPC landing page must not duplicate the content of any other page in a site. If a PPC landing page does not have links from other areas of a site, it should be blocked from spider access in a robots.txt file. Otherwise, it could be mistaken for a doorway page.

proximity: Refers to the closeness of a keyword or phrase to the top of a page, the beginning of a sentence or the beginning of a meta tag. Also refers to the closeness of like keywords and phrases to one another.

quality link: A link from a site in a related industry or from a page that holds a very high search engine ranking. The quality of a link affects the value of the link in many search engine algorithms.

Terminology A to G Terminology H to Q Terminology R to Z

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