Search Engine Glossary

A

AdSense
AdSense is an ad serving network run by Google. Webmasters opting in to the service have contextually relevant text, image or video advertisements displayed on their site in return for payment when the ads are viewed or clicked by website visitors.
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AdWords
Google AdWords, a pay-per-click system of delivering contextually relevant adverts, is Google's core advertising service and its main source of revenue.

The adverts appear as 'Sponsored listings' on Google's search engines, both above and to the right of natural search engine results. They are identified as sponsored links to clearly separate them from the unpaid and impartial natural listings.
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F

Flash
Adobe Flash is a popular software application for the purpose of adding graphically rich animations and content to web pages and other rich media platforms. Originally developed by Macromedia in 1996, Flash was acquired along with its developer by Adobe Systems in late 2005.
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G

Google
Google Inc. is a multinational corporation headquartered in the United States focused on internet and search technologies. The company was founded in 1998 by Larry Page and Sergey Brin, who met and created the company's first search engine whilst studying at Stanford University.
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I

Internal Links
An internal link is a hyperlink which points to the same website or document where it is located. This can be either to another section of the page or to another page on the website or domain.
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L

Link building
Link building is the practice of acquiring inbound links for a website, usually with the aim of improving search engine rankings. A large and varied inbound link profile with links from a selection of trusted, authoritative and relevant websites is highly beneficial when optimising websites for most modern search engines, including Google, Yahoo and Bing.
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Landing page
A landing page is the page on which a website visitor arrives, often after clicking on a search engine result or pay-per-click advert.
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N

Negative SEO
Negative SEO refers to the practice of actively trying to get a website or web page penalised or removed from the search engines. Typically, high ranking competitor sites are targeted in order to move another website up the SERPs.
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P

PageRank
PageRank is a link equity algorithm used by Google to determine the importance of web pages. It was developed by Google co-founder Larry Page while a student at Stanford University and is named after him.
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R

Reciprocal links
Reciprocal linking is where websites trade links with each other, usually for search engine optimisation purposes. Reciprocal link schemes became a common method of trying to boost website inbound link profiles and increase Google rankings, but the technique is now considered outdated and potentially can do more harm than good.
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Robots.txt
A robots.txt file is a document used by webmasters to control the crawling of a website by search engines. Search engines which follow the protocol may be instructed not to crawl either all or part of a websites as specified in the document.
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S

Search Engine Optimisation
Search engine optimisation (SEO) is the practice of achieving higher quality or increased levels of visitor traffic from the natural / organic search engine results. Usually this means improving the search rankings of a website for keyword phrases important to their field of business or interest.
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Serps
SERPs is an acronym standing for search engine results pages. A SERP is the resultant list of web pages provided by a search engine after a keyword query.
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