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Search Engine Optimization - Glossary I

Find Important Search Engine Marketing and SEO Terms

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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

I

IBL

An abbreviation for “In Bound Link.” It’s a link on a page pointing to the subject page. Also referred to as a “back link.” One-way in bound links, not having links pointing back to the origniating site(s) (a reciprocal link) are highly desirable for high search engine ranking.

Image Map

A group of hyperlinks attached to areas of an image. This may be defined within a web page, or as an external file. If the image map is defined as an external file, search engines may have problems indexing your other pages, unless you duplicate the links as conventional text hyperlinks. If the image map is included within the web page, the search engines should have no problem following the links, although it’s good practice to provide text links too, to aid the visually impaired and those accessing the web with graphics switched off or using text only browsers.

Impression

An ad served to a user’s browser. Number of impressions determines the cost of online ads in CPM pricing models. Also known as an exposure.

Inbound and Outbound Links

Two types of links on a page: inbound (links on other sites to yours) and outbound links (links on your Web page to other sites). “Backward links” is another term for inbound links that came into general use through the Google’s “Backward links” option in the “Page Info” menu of the Google toolbar. Inbound links increase your site’s link popularity, while the outbound links on your site increase the popularity of the destination page. Experts recommend having many inbound and few outbound links.

Index

Index definition: a websites home page, this is the front cover to the website. You must get your sites over all theme and content across on this page, this is for both the user and the search engine.

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Indexability

Also known as spiderability. Indexability refers to if a site can be indexed - or recorded - by a search engine spider. If a site is not indexable, or if a site has reduced indexability, positioning will suffer.

Indexing

The method search engines use to gather information and include it into their database of search results. The process involves extracting the machine-readable text from web pages, and storing it in a format that can be efficiently searched. Indexing is carried out by search engine spiders.

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Indices

Search engines that willautomatically crawl the Internet for web page and news group content. Due to the automated nature of indices they can contain a huge amount of information that is regularly updated every time the search engine spiders new content. The major search engine indices include Google, Yahoo and Teoma.

Information Retrieval

A study of systems involved in indexing, searching, and retrieving data, primarily for text or other unstructured forms.

INK

Inktomi search engine

Insertion Order

A search engine agreement that specifies the details of your search advertising campaign, including placement options, keywords, ad creative, landing page, pricing, geo-targeting, and language options.

Interactive Advertising

Using interactive media to promote and/or influence the buying decisions of the consumer in an online and offline environment. Interactive advertising can utilize media such as the Internet, interactive television, mobile devices (WAP and SMS), as well as kiosk-based terminals.

Internal and External Pages

Internal pages contained within the currently displayed domain. Pages on domains outside the currently displayed domain are considered external.

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Internet Marketing

Using the Internet to advertise and sell goods and services. Internet Marketing includes pay per click advertising, banner ads, e-mail marketing, affiliate marketing, interactive advertising, search engine marketing, (including search engine optimization), blog marketing, article marketing, and blogging.

Interstitial Ad

An advertising page appearing for a brief time period before the user-requested page is displayed. Also known as a transition ad, splash page, or Flash page.

Inventory

Ad space on a website that is availalble for rent/purchase. Based on projections, inventory may be specified as number of impressions or as a share of voice. Also known as ad avail.

IP

Internet Protocol

IP Address

An Internet Protocol Address that is unique and assigned to each computer that connects to the internet. IP addresses can be either static or dynamic (changes with every internet connection). Your computer’s IP address is what enables it to be "found" on the internet in order to receive email, web pages, etc.

IP Delivery

A technique for displaying different content based on the IP address of the client. It is used to hide pages and is difficult to detect, since a real page becomes visible if the IP address is identical to an existing IP address.

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