Click the title of any term to view a Wiki page with further information.

301 Redirect

A Web server function that permanently redirects an old URL to a new one.

302 Redirect

A Web server function that temporarily redirects an old URL to a new one.

303 Redirect

A Web server function that redirects an old URL to a new one. This Redirect status is listed as “see other.”

Above the fold

The portion of a web page that consumers can see on their computer monitor without scrolling.

Ad listing

Includes the title and description that are displayed for the keyword(s) purchased.

Ad sponsor

The advertiser who has purchased an ad. In search engine advertising, it’s the advertiser who has purchased a listing in the search results.

Affiliate Programs

A form of advertising on the web that rewards the affiliates (self-selected advertisers) for driving traffic to the advertiser (CTR) or for subsequent transactions.

Ajax (Asynchronous JavaScript and XML)

A term that is used to describe using several technologies together, including HTML, Java Script, XML, XSLT, Cascading Style Sheets, the Document Object Model, XHTML and XMLHttpRequest object. Ajax uses the technologies collectively to create fast, incremental changes to the webpage interface without reloading the browser page


A leading open source CMS package, with industry-proven stability and scalability and a dedicated community of developers and users.


A mathematical formula used by search engines to determine a web site page’s ranking in the search results.

Alternative text

Text placed inside the image source tag of HTML code. This text is shown when images can’t be displayed. It’s often viewable by rolling the computer mouse over an image. Also known as alt tag.

Amazon EC2 (Amazon Elastic Computer Cloud)

A Web service that allows customers to rent computing resources from the EC2 cloud. This service provides processing, storage and web services to users.

Anchor Text

A hyperlink included on a web page. Anchor text is considered an important aspect of an SEO strategy.

Artificial Intelligence

A term used in computer science to describe making computers behave more like humans.


Abbreviation for Application Service Provider. An ASP leases their product or service generally for a less-expensive recurring fee than selling it at a one-time cost.


Used to describe an XML-based web content and metadata syndication format. Atom can also be used to describe an application-level set of rules for editing and publishing web resources associated with continuously updated websites.


A software of application feature that allows you to enter a series of characters or numbers in a specified range and the feature will complete the entry that you began typing.

B-Blog (Short for Business Blog)

A blog used to promote a business.

Bid gap

The amount of money between two advertisers who are competing for top positions on Pay-For-Placement search engine programs.


A slang term used to describe a blog that has a legal focus.


A slang term used to describe a deceptive practice where a popular blogger is paid to advertise or create buzz for a specific product of technology in their blog.


A feature used to mark a specific place in a document or on a webpage for later retrieval. Almost all website browsers support the bookmark feature.

Broken Hyperlink

A link of a webpage that will lead to a missing page, an incorrect URL or a missing file. Often, broken links lead users to a “404 File Not Found” error page.


Any trendy or recently created word or phrase that is usually used to impress customers, as opposed to helping explain the technology or product.

Byte Order Mark (BOM)

Character code (such as U+FEFF) provided at the beginning of a data stream. It is used to define the encoding form and byte order.

Call recording and tracking

An application that records calls and provides methods for storing, organizing, and accessing recordings.

Call to action

An activity requested of a consumer. Examples include buying a product, completing a survey, or subscribing to an online newsletter.

Campaign components

Campaign components specific to search engine advertising include keywords, listing titles, listing descriptions, and landing pages.

CDF (Channel Definition Format)

An XML specification created by Microsoft and allows web publishers to push content to users. When a user subscribes to a CDF, any software that supports the CDF format will automatically receive fresh content posted on the channel’s web server.

Chart Wizard

A feature in Microsoft Excel that provides users with step-by-step instructions in creating a chart in excel. A user can access this feature by clicking on “Chart” under the “Insert Menu” tab.

Click Fraud

The illegal practice of clicking on a website click through advertisement with the sole purpose of increasing the number of payable click throughs to the advertiser. Advertisements may include banner advertisements or paid links. Click fraud is often completed by competitors of the targeted company.


The action of a consumer viewing a link and clicking on it to visit a web page.

Click-through rate (CTR)

The percentage of clicks on a link out of the number of times it was displayed.

Cloud Application

A software application that is accessed via the Internet, as opposed to being installed on a computer.

Cloud provider

A service provider that provides customers with software services or storage through a private or public network. Most often, the service allows customers to access the storage and software on the internet.

Cloud OS

A buzzword used to describe Platform as a Service (Paas) to indicate an relationship with cloud computing.

Content Management System (CMS)

A software package that is implemented as a Web application and is used for creating and managing HTML web content. The main purpose of the CMS is to allow non-technical users to modify an existing website with little to no training.

Contextual advertising

A program in which advertisers’ paid listings appear on web sites containing content relevant to the listings. A keyword search isn’t required for the listings to appear. Approved web site publishers insert code into their web pages to allow the search engine’s technology to determine which ads to serve, based on content relevancy.


A completed call to action. Typically, a lead or sale.

Conversion rate

The number of site visits (click-throughs) that result in a sale or other call to action.


Abbreviation for cost-per-acquisition, also referred to as cost-per-action. It’s the fee paid to an advertising vendor for each lead or sale generated (or another call to action).


Abbreviation for cost-per-click. It’s the fee paid to an advertising vendor for each click on a link that sends consumers to an advertiser’s web page.


Abbreviation for cost per thousand. It’s the fee paid to an advertising vendor for every 1,000 times an ad is displayed (impressions).

Creative and design services

Creative services are a subsector of the creative industries, a part of the economy that create wealth by offering creativity for hire to other businesses.

Customer Relationship Management (CRM)

A process that involves identifying and recording all aspects of interaction between an organization and its customers, whether it be related to sales or services. The main purpose of the CRM is to provide superior service to customers.

Daypart targeting

The ability to run an ad campaign by specific times of the day.

Deep Pages

A page on a website that takes four or more clicks from the homepage to access.

Digital City

Also commonly referred to as a City Guide, digital city describes a local online network that provides local (city-based) information such as entertainment, community events, local yellow pages and e-commerce.


A collection of web sites that are organized by topic category and are included in a specific category (or categories) after being reviewed by a human editor. Examples include,, and Yahoo!.

Distributed Systems (Distributed Computers)

Includes multiple individual computers that communicate through a shared computer network. These computers work as a group to achieve a collective goal.

Document Style Semantics and Specification Language (DSSSL)

ISO standard that gives standardized syntax and standardized semantics. It is used to specify layout and style for SGML documents.

Document Type Declaration

XML systems that helps a parser validate XML documents by providing relevant information.

DOM (Document Object Model)

The designation for how objects appear on a web page, such as text, links, headers and images. Dynamic web pages rely on DOM to dynamically change the look of web pages after the page has been downloaded to a user’s browser.

Doorway page

Generally refers to a web page that is created for the sole purpose of achieving high organic listings in the search engines. This page offers little or no value to consumers, and therefore is considered Spam. Also known as gateway, attraction, envelope, directory information pages (DIPs), and hallway pages.


Drupal is applauded for it’s elegant architecture, high extendability, and scalability. Also, Drupal can be installed into any web host, providing a full CMS features set even on shared hosting accounts. Like Alfresco, Drupal has a massive developer community.

Duplicate Content

In SEO, this refers to content that is reused or copied from other web pages. Duplicate content is often used to help increase keyword density and search engine rank, although Google sometimes penalizes websites that overuse duplicate content.

Dynamic Content

Blog or website content that changes often, including animations, audio or video. Dynamic content is often used to engage the user.

Dynamic page

A page that is generated by a database. This type of page typically contains characters such as ?, =, %, + in the URL. Also called a dynamic URL.


Virtual computing environment that provides processing, storage and Web services to end-users.

Embedded Server Pages (ESP)

A group of technologies used to provide a standards-based, embeddable, and dynamic web page creation environment.


An Ethernet Networking Interface that is web-enabled. It provides extra remote web capabilities with reading and writing access through the Internet.

Enterprise Search

This describes a custom search within a website. Wikipedia refers to this type of search as an “application of search technology to information within an organization.” Custom search engines are designed to focus their search on the data within a specific website.

Ethical SEO/White Hat SEO

Refers to SEO practices and techniques that follow the search engine’s Terms of Service. These SEO strategies focus primarily on a human audience, as opposed to search engines.

European Research Consortium for Informatics and Mathematics (ERCIM)

European host of the W3C, an international association of organizations involved with the Internet and the Web.

Excel Borders

A tool in excel that allows a user to access predefined border styles and to add the style to two or more cells in an excel spreadsheet.

Feed Aggregator (RSS aggregator)

A hosted application or software that combines feeds from different sources and presents them in one place, usually on your desktop or in a web browser.

Fixed Placement

In relationship to search engine advertising, a specific ad listing position can be purchased for a keyword, for a set fee. Fee structures are based on a negotiated CPM, CPC, or CPA rate. Fixed Placement is a paid placement program.

Fresh Content

Content that has recently been added or updated. Fresh content is often considered to be dynamic.


A W3C specification that describes the fifth major revisions of Hypertext Markup Language. Features of HTML 5 include special functions for audio, video and interactive documents.

Hit (Page Hit)

The retrieval of an item, such as a page or graphic, from a web server. As an example, when a user clicks on a webpage with three graphics, the number of hits will equal four – one for the page and three for the graphics. From this example, you can see that hits are not a good indication of website traffic.

ICANN (Internet Corporation for Assigned Names and Numbers)

A nonprofit organization that allocates IP address space, assigns protocol paramaters and manages the domain name and root sever systems.


A term used to describe when a user views an advertisement on a web page.

Internal Cloud (Private Cloud)

A cloud computing platform that is implemented by the IT department within the corporate firewall. This type of platform allows for increased control over enterprise and customer data and eliminates any concerns about security or meeting regulatory compliance.

Invisible Web (Deep Web)

Describes web pages that a search engine purposely does not index or to web pages that cannot be indexed. These pages are considered “invisible” to the common user.

JPEG (Joint Photographic Experts Group)

A compression technique used for photographic images. It can reduce image file sizes to about 5% of its original size, but some detail is lost in the process.


A word or set of words (phrase) that consumers type into a search engine to find relevant web pages.

Keyword density

The number of times a keyword or phrase appears within a web page divided by the total number of words on that page.

Landing page

The web page a consumer arrives at once a link is clicked. Also referred to as a destination page, destination URL, or target URL.

LAN Party

Slang term used to describe a group of individuals, usually gamers, who set up a local-area network and play multiplayer games on the LAN.

Link popularity

An important element search engines consider in ranking web pages in the natural search results area. It incorporates both the number and quality of relevant inbound links to a company’s web site.

Meta tag

Information within the HTML code of a web page that provides information about the page. Common Meta tags are the title, keyword, and description tags.


A term used in cloud computing that describes multiple users on the same public cloud.

Natural listing

The listing of a web page in the search results produced by algorithm-based (or crawler-based) search engines. Paid inclusion programs can help web sites appear for a natural listing, also called an organic listing.

New Media

Catch-all term for all forms of electronic communication and interactive media made possible through the use of computer technology, such as the internet, streaming video and audio, and chat rooms, e-mail, digital cameras, and 3-D and virtual reality.

Online Data Storage (Internet Storage or Hosted Storage)

A solution that allows users to store their data on the Internet using a service provider, as opposed to storing the data locally or on a hard drive.

Online Display Advertising

Online advertisements, such as banners, button, sponsorships, and interactive videos, that use eye-catching typography and graphic images.

Organic listing

See natural listing.

Paid inclusion

A program where marketers pay a fee to submit a web page to a search engine or directory’s database. Top rankings are not guaranteed. Submit URL and Trusted Feed are paid inclusion programs.

Paid listings

A web page listing that’s a result of paying a paid inclusion or paid placement fee. This phrase generally refers to the search engines that offer pay-per-click pricing.

Paid placement

A program where marketers pay a fee for a specified position, for a specified keyword. Fixed Placement and Pay-For-Placement are paid placement programs.


A piece of software that analyzes the syntax of a script when it is implemented on a web server. A parser can help identify display syntax errors found when the code is implemented in a browser and it can turn scripted code into readable object code.


Abbreviation for Pay-For-Placement. Advertisers determine their own per-click fee based on what they are willing to pay for each keyword. Ad listing positions are typically awarded to the highest bidder. Pay-For-Placement is a paid placement program.

PNG (Portable Network Graphics)

A novel bit-mapped graphics format that replaced GIF as a standard for the World Wide Web consortium.


Describes a website that provides a variety of resources and services, including e-mail, forums, online shopping and blogs.


Abbreviation for pay-per-click. In search engine advertising, it’s a pricing model that typically refers to Pay-For-Placement (paid placement) and often includes Trusted Feed (paid inclusion) programs.


A request for specific information from a database.


The position of a web page in the search results. “Ranking” generally refers to organic or natural listings achieved through site optimization plus inclusion efforts; specific positions can’t be determined as with paid placement.

Regional targeting

The ability to market to a specific geographic region by country, state, city, or ZIP code.

Requirements Collection & Modeling

The process of defining specific objectives that need to be met during the project. This includes stakeholder analysis, requirements gathering, requirements analysis and documentation, managing requirement changes, product requirements analysis, requirements verification and validation and stakeholder management.

Ruby on Rails

Ruby on Rails promotes rapid development of entire projects: from prototyping through development, testing and deployment, to tuning. Rails features native support for AJAX, client-side scripting and everything else Web 2.0. If your solution requires custom functionality, Rails is a great way to go.

Search distribution partners

Search engine and content sites that display the natural or sponsored search results (or both) of a search engine.

Search engine

Software that searches a database of web site pages to find and then return page matches to the keyword query.

Search engine advertising

The process of paying money to search engines or directories to enhance a site’s position; paid placement and paid inclusion programs are included.

Search engine marketing

Includes both advertising and optimization efforts to achieve high visibility of a web site for relevant keywords. Also referred to as search engine positioning or search engine promotion.


Search Engine Marketing


Abbreviation for search engine optimization. The process of designing the web site to attract search engine spiders and improve a site’s ranking for relevant keywords within a search engine’s database. This process includes search engine and directory submission, which can require an inclusion fee.

SEO Spam

SEO practices that violate the search engine’s Terms of Service.


Abbreviation for search engine results page.

Service-Oriented Architecture (SOA or Service-Oriented Computing)

Considered to be an evolution of distributed systems/computing. It is based upon the idea of loose coupling, which entails a flexible relationship between two or more organizations or systems with some kind of interdependent relationship. Essentially, SOA comprises a collection of services that are completed independent of each other but rely upon each other for the proper outcome.


Navigation and linking construction that is consistent across an entire Web site.

Software Re-engineering

The analysis, diagnosis and modification of a system in an effort to increase functionality or to correct errors.

Software System Design and Development

The study of developing and designing software. This process includes research, new development, reuse, modification, maintenance and other tasks that results in software products.

(Targeting Search Engines)

Any activity designed to trick the search engines into giving a site a higher ranking. Common tactics include hiding keywords as white text on a white page background, submitting a web page to a search engine daily, and building doorway pages.

(Targeting Email)

This type of spam is also known as “junk email.” Email spam involves flooding the internet with unsolicited, bulk emails sent directly to individual email addresses. This type of spam is usually commercial advertising that often involves “bogus” offers or get-rich-quick schemes.


Software used by a search engine to find and retrieve web pages to include in its database (also called index).

Standard Generalized Markup Language (SGML)

A procedure for tagging and organizing elements of a document. It is most commonly used for managing large documents that are likely to revised frequently and need to be printed in different formats.

Static web page

An HTML page, as opposed to a dynamic page, which is generated by a database. Also known as a flat page.

Stop Words

Words that are not taken into consideration by Web search engines and other enterprise search and indexing platforms. Examples include and, the, a, etc.

Tracking URL

A specific URL with code that identifies information about the resulting clicks. The referring search engine, keyword, ad listing, and landing page can be included in a tracking URL. Tracking URLs can be created in-house or automatically generated by an ROI tracking solution. These URLs must be given to the search engines in order for resulting clicks and/or sales to be tracked.

Traditional Print Advertising

The dissemination of advertising messages using visual, printed items, such as photographs, illustrations, and copy. Can include advertising in newspapers, billboards, magazines, flyers, catalogs, or mailers.


Abbreviation for uniform (or universal) resource locator. A URL is the location of a file on the Internet, which may include a web document, a web page, or an image file.

Vertical market search engine

A search engine that focuses on a particular topic. A niche content site that contains a site-based search function could be considered a vertical market search engine.


Each time a consumer arrives at a web page. A unique visitor can account for multiple visits to a web page. Unless click fraud is present, search engines that charge for click-throughs include all visits, not just clicks from unique visitors.

Web Services

A software system created to promote machine-to-machine collaboration and interaction over a shared network.

Website Analytics

The process of analyzing and measuring data as it relates to an Internet site, including behavior of visitors, the amount of traffic, the conversion rates, web server performance, and user experience, in order to continually improve the results of a site towards a set of objectives.

Website Design Services

Creating or modifying the structure, content and visual aesthetics of a website. This process may include graphic design, animation, communication design, human-computer interaction, information architecture, marketing, advertising, photography, search engine optimization, and typography.

Word stemming

The ability for a search engine to include the root of words.

Source: Bill Furlong, CEO Search Channel