Algorithms: list of well-defined instructions for accomplishing a task
Anchor Text: visible text for a hyperlink
Back Link (or Inbound Link): link that points to the subject page
Cloaking: search engine deceiving technique in which the content presented to the
search engine browser is different from that presented to the user’s browser
Conversion: site traffic focusing on the goal of the site
Doorway Page (or Gateway Page): its sole function is to drive traffic to a
specific page
FFA (Free For All): sites posting large lists of unrelated and basically
useless links to anyone and everyone
Google Dance: unofficial reference to the period when Google is performing the
update to its index, resulting in fluctuating site positions
Keywords: words optimized in search engine queries
Keyphrases: multiword phrases optimized in search engine queries
Keyword Stuffing: keywords included in the text only for the benefits of search
engines
Mirror: a near identical website or page used for targeting keywords and
keyphrases
PPC (Pay Per Click): advertisers pay for the traffic generated by their ads
PR (PageRank): Google is measuring link popularity of web pages
Spam (or Spamdexing): manipulation techniques aimed at achieving higher rankings
for a web page
Spidering (Web Crawling): automated browsing of the World Wide Web resulting
in up-to-date data for search engines
Stop Word: words ignored by search engines when indexing web pages
