Search Engine Optimization & Marketing Glossary -Part 2

· DMCA - Digital Millennium Copyright Act. A set of USA laws designed to defend the rights of authors and creators of digital content from copyright infringements.

· DMOZ - Directory MOZilla is a human reviewed directory, the contents of which appear on many sites, including Google. A listing in DMOZ is said to assist boosting rankings in in Google's general search results.

· Doorway Page - a page used for driving traffic to another page and usually focusing on specific keywords. Generally, doorway pages are designed for search engines only, human visitors never see them - consequently, they are frowned upon. Doorway pages should not be confused with landing pages, a legitimate strategy.

· DKI – Acronym for Dynamic Keyword Insertion, the insertion of the EXACT keywords a searcher included in his or her search request in the returned ad title or description. As an advertiser, you have bid on a table or cluster of these keyword variations, and DKI makes your ad listings more relevant to each searcher.

· Duplicate content - usually used in reference to a penalty applied by a search engine for the same content appearing on different pages/sites. In theory, the site/page that was added to the search engine last should be the one that is penalized.

· Deep linking
Search Engine Marketing campaigns that are designed to direct users to a specific page within the Website, not only to the main or home page, use deep links. Search engine robots reach these URLs just as they would any other Web page, and special technology must be used to direct the user to the main URL specifically.

· DNS stands for Domain Name Service, Domain Name System or Domain Name Server, all of which are the same name-based service that replaces IP Address numbers with letters. This makes it much easier to remember a Web site address than had it been in numbers. SEO specialist Dot Traffic can help you pick the ideal domain name for your business’s Website.

· Description Tag - Refers to the information contained in the description META tag. This tag is meant to hold the brief description of the web page it is included on. The information contained in this tag is generally the description displayed immediately after the main link on many search engine result pages.

· Directory Search – Also known as a search directory. Refers to a directory of web sites contained in an engine that are categorized into topics. The main difference between a search directory and a search engine is in how the listings are obtained. A search directory relies on user input in order to categorize and include a web site. Additionally, a directory usually only includes higher-level pages of a domain.

· Domain – Refers to a specific web site address.

· Del.icio.us- Popular social bookmarking website.

· Digg - Social news site where users vote on which stories get the most exposure and become the most popular.

· Ethical SEO
SEO techniques are either effective or not, with ethics generally playing a minor role. However, accusations of unethical manipulations of search engine algorithms abound, whereas they rather should be acknowledged for their creativity. Unethical practices can relate to business aspects, such as not disclosing risks involved with certain practices to clients and not delivering the service promised, something that may happen in any discipline. Aggressive SEO is not necessarily unethical.

· External Link
Like inbound links, external links play a role in Search Engine Optimization. Search engines, like users, follow the external links that direct them to other domains. If these destinations are found to be of low quality or altogether irrelevant, they will only harm the website’s ranking and popularity. High quality and relevancy external links count more than sheer mass.

· Everflux - Major search indexes are constantly updating. Google refers to this continuous refresh as everflux.

· Fresh Content
Internet users and search engines acknowledge quality web content that is dynamic. Such fresh content will draw them to the website the first time and then again for repeat visits. More than simply re-editing existing text, it requires creating new content. Visitors and search engine crawlers will more likely frequent an updated website.

· Feed
The term web feed refers to automated subscription based content notifications via RSS or XML feeds. Users are notified of new content they are interested in without having to regularly search for it. Feeds serve web content management purposes and are popular with websites, blogs and podcasts.

· Frames - HTML technique that allows two or more pages to display in one browser window. Many search engines had trouble indexing web sites that used frames, generally only seeing the contents of a single frame. See also “No Frames.”

· Fuzzy Search - Search which will find matching terms when terms are misspelled

· Geo-targeting: Delivery of ads specific to the geographic location of the searcher. Geo-targeting allows the advertiser to specify where ads will or won't be shown based on the searcher's location, enabling more localized and personalized results.

· Google bot: Google uses several user-agents to crawl and index content in the Google.com search engine. Googlebot describes all Google spiders. All Google bots begin with "Googlebot"; for example, Googlebot-Mobile: crawls pages for Google’s mobile index; Googlebot-Image: crawls pages for Google’s image index.

· Grey bar - A Google toolbar score that can indicate a ban in place on the page currently being viewed; i.e. the page does not appear in Google search results.

· Grey hat - Optimization strategies that are in a unknown area of reputability/validity.

· GoogleDex is the score given to a term based on the number of pages that Google has indexed and posted as results for that term.

· Google Dance Today, Google updates its index on a regular, ongoing, constant basis to which it refers for its searches. This was not the case in the past, when such updates took place only once a month. Back then, the updates were named Google Dances. The Google Dance also refers to an annual party thrown at Google's corporate headquarters for industry marketers.