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Click Through Rate - The percentage of clicks made for an ad or link compared to the total number of impressions shown for the ad or link.

Cloaking – The technique of delivering a different web page to a spider than the web page that is viewed by humans.

CTA – Abbreviation for Content Targeted Advertising.

Content Targeted Advertising – A type of advertising that displays ads and/or links based on the content of the web page on non search engine websites.

Conversion Rate – The amount of website traffic compared to the overall website traffic that completes the desired goal of a website such as a product sale or signing up for a newsletter.

Cost Per Click – The amount charged to an advertiser for each click made regarding a paid advertisement for an ad and/or link.

CPM – Means cost per thousand.

CPC – Abbreviation for Cost Per Click.

CTR – Abbreviation for click through rate.

External Linking - Links that are made on websites and/or related informational resources that direct the user to a specified web page on another website.

Gateway Page – Also called a doorway page is a page used for the sole purpose of directing traffic to another web page based on a specific keyword or keywords.

HTML – Short for Hypertext Markup Language, which is the most popular language used to write web pages on the Internet.

Hyperlink - A link in a document to information within that document or another document. These links are usually represented by highlighted words or images.

IBL – Abbreviation for inbound link.

Internal Linking – The way pages are linked within the same website.

Keywords – Keywords are the words entered for a search engine query.

Keyword Density - Ratio of keywords on a page in comparison to the total number of words on a page.

Keyword Frequency - Number of times a keyword phrase appears within a page.

Keyword Phrases - Keyword Phrases are multiple keywords entered for a search engine query.

Keyword Proximity – How close two or more keywords are to one another in relation to words on a web page.

Keyword Stuffing – The practice of adding a significantly high number of keywords to a web page just for the benefit of the search engines without thought for human viewing. The words may or may not be visible to humans.

Link Bait – The technique of using information and/or different mediums on a website to encourage others to link to the website.

Link Building - The process of creating inbound links to your own website.

Link Farm – A group of separate websites interlinked and primarily used for the purpose of increasing link popularity or PR for a website.

Mirror – In relation to SEO, mirror means an almost identical duplicate web page or website.

Offsite Optimization – Sometimes referred to as Offpage Optimization is SEO related work done for a web page and/or website that excludes work done directly on a web page and/or website.

Onsite Optimization – Sometimes referred to as Onpage Optimization is SEO related work done directly on a web page and/or website to enhance its ranking in search engine results.

Organic Search Results – Search engine query results that exclude paid search listings. Organic search results are listed for free by the search engines.

Page Rank – Google’s trademark for their proprietary measure of the popular of a web page.

Paid Search Listings – The listings that are shown for search queries that advertisers pay the search engine companies to list along with the organic (free) listings.

Pay Per Click – Advertisers are charged a specified amount only when someone clicks one of their ads.

PPC – Abbreviation for Pay Per Click.

PR – Abbreviation for Page Rank.

Reciprocal Linking - The process of exchanging links with other websites.

Robots text – a file that is read by spiders to determine which parts of a website to visit.

Search Engine Marketing – The combination of search engine optimization and all paid internet search engine options such as banners and PPC.

SEM – Abbreviation for Search Engine Marketing.

Search Engine Optimization - The act of altering a website so that it does well in the organic, crawler-based listings of search engines.

SEO – Abbreviation for Search Engine Optimization.

Search engine query – a word or multiple words entered at a search engine to find relevant search listings pertaining to the word(s).

SERP – Abbreviation for Search Engine Results Page, which refers to organic search results displayed from a search engine query.

Spiders – Software programs that scan the internet. Others names used for the programs are “bot” and “robot”. The programs have different purposes. Some of the programs are use to index (collect information) on websites whiles others are used for purposes such as collecting e-mail addresses.

Splash Page – Introduction page to a website that is primarily graphics with very little or no text. This page is also referred to as a Flash Page.

Search Engines - search engines help users find web pages on a given subject. The search engines maintain databases of web sites and use programs (often referred to as "spiders" or "robots") to collect information, which is then indexed by the search engines.

Search Engine Algorithm – Search Engine Algorithm is a set of rules that search engines use to rank web pages. Each search engine usually has a different algorithm with different rules and points of emphasis for ranking web pages.

Stop Words – These are words that are ignored by search engines when indexing web pages. For example, “the’ is a stop word.

Website Usability - The ease-of-use regarding a website and the ability to accomplish specified goals.

White Hat SEO - Refers to ethical practice of SEO methodologies that adhere to search engine Terms of Service.

Whois – Service that provides information regarding who owns a particular domain name.

WWW (World Wide Web) - Network of computers on the Internet that provides access to information usually contained on websites and/or web pages.