Search Engine Optimization (SEO) Glossary

Sure you probably don't know what the Google Death Penalty is, but neither did we at one point in time. Below is a glossary of terms (jargon, really) seen in the Search Engine Marketing industry. Skim through and impress your friends when they ask about Doorway Pages.

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Short for "HTML vCard", an hCard is a type of microformat used in order to publish contact details. It uses a 1:1 representation of a vCard's properties and values. It also ensures that the markup remains legible and allows for the inclusion of the semantic content within the markup.
Head Terms
Search terms or keywords that are short and popular. These terms received the name "head terms" because it was based on a bell-curve distribution of user generated keyword usage. The usage displayed the most popular or most-used words at the "head" end of a bell-curve graph.

The opposite of a head term is a long tail term, named for the long end of the bell curve. These terms are searched by fewere people and are thought to be used by specific niche marketing segment.
Heading Tags
Elements used to define headings and subheadings on a webpage. Web crawlers regard headers with the lowest number as most important, so H1 tags are of given greater value than H3 tags. Using key phrases in H tags is necessary for effective SEO.
Hidden Text
Website copy that is purposefully formatted so that it cannot be seen by users, but can be read by robots. The intention is to increase a page's keyword density without making the page less attractive to users.

Most hidden text techniques are very easy for search engines to detect, and can result the Google death penalty.
An algorithm that provides contextual analysis to be tied to search engines. Hilltop was originally devised by Google engineer Krishna Bharat when he was at the University of Toronto. Hilltop is used to drive the Google AdSense system, and some believe it is used in Google's natural search relevancy calculations.
A homepage is the first page of the website. The function of the homepage is to welcome visitors and direct them to other pages on the site.

The homepage typically collects the majority of PageRank Score since its URL is where most other sites will link to. Other names for the homepage include main page and front page.
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An abbreviation for HyperText Markup Language.
An acronym for Hypertext Transfer Protocol. This is a set of rules that govern how files are transferred via the internet, particularly when displayed on web pages.
HTTP Cookie
See cookie.
HTTP Referrer Data
Allows webmasters and PPC advertisers to discover new audiences or sites to target. Also, enables them to calculate conversions and ROI for future ad campaigns.

Included in most web analytics packages.
Stands for "Hypertext Transfer Protocol Secure."
A link from one web page to another, and a great opportunity to improve one's search engine rankings.

Later changed its name to Overture.
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HyperText Markup Language
The basic software language of the World Wide Web, HyperText Markup Language defines and places the elements of a web page. Originally based upon SGML, HyperText Markup Language was created by Tim Berners-Lee as the Organisation Européenne pour la Recherche Nucléaire (commonly known as CERN), a particle physics laboratory on the border of France and Switzerland.

Usually abbreviated as HTML.

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