A 404 error code is a response code which denotes that a web page is unavailable. The web page could have been deleted, been moved or simply is not working. As a strategy, link builders can do what is “broken link building.” Broken link building is simply replacing missing, broken or lost content with the link builder’s own content and obtaining a link in the process. To see what a 404 page used to look like, simply use the www.archive.org resource (the wayback machine). Although it’s a time intensive project, it can yield excellent quality links.

301 redirect:

A 301 redirect sends a web user from an old (usually vacant, outdated or otherwise unused) page to its new, permanent address. Search engines claim that 90 percent of link equity flows through a 301 redirect.

301 rollup:

As a link building strategy, a 301 rollup is strategy entails building an orphan site for a contest or other temporary activity. Because the orphan site is not associated with the link builder’s brand name directly, people are more likely to link to it. When the contest ends, an SEO generally waits for a short period of time and uses a 301 redirect for the entire site or page. The link equity can then be collected.


This term refers to the three primary kinds of risqué online content: pills, poker and porn. These terms are highly competitive and sometimes highly lucrative. They’re also risky web neighborhoods to be associated with, and are often riddled with spam, scams and malware.


Abandoned Domains: An abandoned domain is a web address that potentially has links pointing to it, but has not been renewed for any number of reasons, and is available for purchase. The process of buying an abandoned domain and then redirecting all of its link traffic to your website is a link building strategy.

AC Rank: A site’s AC rank (which stands for A Citation Rank) is the ranking its pages achieve on a 0-15 scale based on the number of root domains that have referred to that site. This term is associated with Majestic SEO.

Aging Content: Aging content refers to pages on a site that have lost their timeliness, lost their relevance and are dragging the entire site down. Offering new and updated content to a webmaster in exchange for a link can be a link building strategy.

Algorithm: An algorithm is a complicated processing tool (aka computer program) used to determine search engine rankings. The major search engines use proprietary algorithms to measure, rank and display web pages in their SERPs. It is estimated that Google has well over 200 measurable factors in its algorithm, some of which are keywords and inbound links.

ALT Attribute: An ALT attribute is the text that accompanies an image link on a page of HTML code. Because search engines don’t understand images like humans do, it’s important to use the alt text attribute to textually describe an image. The alt text is also displayed if the image cannot be loaded. eg. If you have a picture of a 1991 black Ferrari the alt text should be: 1991 black Ferrari.

ALT Tag: An ALT tag is the text that appears over an image on a webpage when the mouse hovers over it.

Alumni Directories: An alumni directory is a directory of individuals from a given university, school, workplace, etc. Searchable directories can be used to provide opportunities for communication, for networking and as a source of contacts for link building.

Anchor Text: Anchor text refers to the visible, clickable text portion of a hyperlink. The anchor text should usually describe the site or content on the other side of the link. For example, a link with the anchor text “cat beds” linking to a page about cat beds has greater value than a link with the anchor text “cool stuff” linking to that same page about cat beds. (See also Kiss of death.)

Article Marketing: Article marketing is a link building tactic that entails writing content for an article directory site.

Article Directories: An article directory is a website that hosts an archive of online articles. Link builders can submit articles about their brand or business to these directories to get a link. Once a widely accepted link building activity, it has recently diminished in prominence.

Article Spinning: Article spinning is the practice of using a computer program to take an existing article and “rewriting” it. This is done by replacing certain nouns, verbs and descriptors with synonyms. Webmasters then repost the “new” article in order to build links. This type of content is considered highly dubious, and search engines target sites that use spun articles for potential penalties.

Associations: In SEO terms, an association refers to an organization of people that are more likely to post content from or link back to one of its members’ websites. An association can produce a form of link building through peer sharing and networking.

Automated Submitting: A site that uses an automated submitting program is one that has its web pages automatically submitted to the search engines, social media sites and article directories.

Authority: A site’s authority is comprised of its domain’s age, its content, its inbound link profile (quality and quantity) and its search ranking based on a search query.

Authority Linking: Authority linking is the practice of linking to a website that is considered an authority (or at least authoritative) in its respective field. A site about dentist chairs hosting a link to the American Dental Association is authority linking.


Backlink: A backlink is a link that is inbound from an external, independent site. The amount and quality of backlinks a site has will increase or decrease its search ranking accordingly.

Bag: Part of the “Four Bs” of link building strategy created by Jon Ball, co-founder of Page One Power, (build, buy, bag and beg) bag refers to content on a site that a third party chooses to link to. It’s a completely “natural link” for a given site.

Beg: Part of the “Four Bs” of link building strategy created by Jon Ball, co-founder of Page One Power, (build, buy, bag and beg) beg is the practice of contacting a webmaster to beg for a link to your site.

Better Business Bureau: The Better Business Bureau or BBB is used to determine if a business is reputable or not. A link from the BBB is considered a high-quality, authoritative link. BBB links are highly sought after and can be used as part of a link building strategy in certain situations.

Black Blogs: A term coined by Zach Ball, the founder of the link building firm Page One Power. A black blog is a weblog dedicated solely to selling links and possesses no true valuable content.

Black Hat SEO: Black Hat SEO refers to a set of SEO tactics that includes cloaking, keyword stuffing and robot-driven link building. These practices attempt to increase SERP rankings of target sites through manipulation. These tactics endeavor to “game” the system using doorway pages, by spamming search engines and using various other methods. It is a generally frowned-upon form of SEO, and the search engines have started penalizing websites using (or abusing) this practice. Jokingly referred to as the dark arts, Black Hat SEO had massive positive effects on its target sites in the recent past. Many search engines have tried to limit the practice. Most notably, Google has punished and penalized spammy links with its algorithm updates Panda and Penguin. Practitioners of White Hat SEO tend to see it as a shady practice, but the spammy links got results. “Black Hat SEO is tempting; after all, these tricks actually do work, temporarily. They do end up getting sites higher search rankings; that is, until these same sites get banned for using unethical practices. It’s just not worth the risk. Use efficient search engine optimization techniques to get your site ranked higher, and stay away from anything that even looks like Black Hat SEO,”

That said, others found the use of black hat tactics admirable and felt it was a viable option to get ahead and stay at the top of the web page ranking game. There are people that love Black Hat SEO,  is considered by some to be one of the best in the world. Paul Carpenter, writing for the David Naylor blog in 2010, had this to say about Black Hat SEO, “We’re hated because people need a bogeyman to blame for their failure to have a problem business plan or to hide their own corner-cutting. Much easier on the soul to blame your SEO then [sic] take a long, hard look at your business model right? We’re hated because people set up shop promising to rank you for ‘iphone’ for $100 a month. They’re either just ignorant of reality or outright scammers. And yet they fly under the same SEO flag as the decent guys. We’re hated because of the pointless grey hat vs. grey hat battles – when people try to pass themselves off as either “black hat” or “white hat” – or blue or green – when really only one dividing line matters: good SEOs vs. bad SEOs. We’re hated because we stop content writers copying and making sure they speak the language used by searchers. We’re hated by developers because we make them rewrite their code and re-architect their sites. We are hated by designers because we obsess over every kilobyte of every image to make our sites faster. We’re hated because morons fire off cookie-cutter link requests to the most inappropriate sites imaginable. We’re hated because the sites we work on rank higher than others who think that they should be in the top spot because they’re inherently superior and don’t understand why Google thinks differently. We’re hated because all of these things are seen by some as attempts to ‘game’ the search engines to deliver results that are somehow ‘fake’.”

However, Google’s Webmaster had this to say about using Black Hat SEO tools, “The opposite of “white hat” SEO is something called “black hat webspam” (we say “webspam” to distinguish it from email spam). In the pursuit of higher rankings or traffic, a few sites use techniques that don’t benefit users, where the intent is to look for shortcuts or loopholes that would rank pages higher than they deserve to be ranked. We see all sorts of webspam techniques every day, from keyword stuffing to link schemes that attempt to propel sites higher in rankings.”

Blekko: Blekko is an unconventional search engine that uses specific search tags in specific categories and the resulting pages (searches in only those categories) have been authenticated by human editors as spam-free sites.

Blog: Short for “weblog” a blog is a popular form of communication, a sort of an online journal with ongoing posts. In terms of link building strategy, blogs are an integral part of an overall strategy to create an online presence, have a stake in the online community, attract people to your site and thereby encourage links to your content and increase your authority and trust on the subject you are blogging.

Blog Comment: A blog comment is simply a reader’s written response to the content on a blog post. This is a link building opportunity since links can be included in the comments of the blog. Nofollow tags accompany most blogs but can diversify your link portfolio by making it look more natural.

Blog Commenting (Relevant): Used as a link building strategy, it is the practice of commenting on a blog with the purpose of getting posting a link back to the website. If done well, it can build blogger rapport, if executed poorly; it can get you marked as spam, so proceed with caution. Blog commenting works best with a comment on the blog and/or blog post with a comment that is relevant to the topic, but also includes a link back to the commenter’s website.

Blog Commenting DoFollow: A type of comment on a blog includes a link back to a website, as part of SEO strategy. The dofollow comment is one that is high in “link juice,” and therefore is a better link because it is searchable by search engines and of a higher quality link, and has more weight or authority than a nofollow blog comment.

Blog CommentLuv: A blog that has a commentluv plug in installed on it.

Blog Directories: A blog directory is an online archive of links to blogs, and blogger submits their blog to the directory to increase the blogs’ links. Getting your blog on blog directories is an easy way to get links to your blog.

Body Copy: The body copy of a webpage is the primary text on a site. Anchor text links in the body copy pass the highest link equity.

Bots: Known also as spiders, web crawlers, etc.. are programs designed to crawl web pages for specific terms or content and is part of a search engine system that determines a website’s SERP.

Brand Mentions: The practice of asking a site owner for a link back to your website if they mention your brand on their website. Refusal to back link is copyright infringement.

Brand Awareness: A basic online perception of a brand and how visible that company online determines how aware web users are of that company. Brand awareness increases by utilizing social media, content marketing and other resources for increasing knowledge of a company.

Broken Links: A broken link is simply a link on a website that no longer takes the user to a website. When used for link building purposes, you can contact the webmaster to let them know about the broken link and request the broken link be replaced with a usable link to your site of like content. Build: Part of the “Four Bs” of link building strategy created by Jon Ball, co-founder of Page One Power, (build, buy, bag and beg), build refers to the link building strategies that guarantee links such as article directories, social bookmarking, buying directories, setting up web 2.0 properties and blogging. Buy: Part of the “Four Bs” of link building strategy created by Jon Ball, co-founder of Page One Power, (build, buy, bag and beg), buy refers to paying a webmaster for a link. Go To Top


Cache Copy: Cache copy is the search engine’s copy of your website on its server. Every time the search engine crawls and indexes your site it replaces the cached copy of your web site.

Call to Action: A call to action is a marketing tactic that tries to get consumers to do what the advertiser wants. “Click here for your free guide!” is an example.

Case Study: A case study is a real-life example of what happens when a user tries your product or something in your industry. Case studies can be written, but often, video posts of a user trying out a product and reviewing for the first time is a great way to increase links and brand awareness.

C-subnet: C-subnet refers to the classification of a site address on the web, with a site that is a C-subnet being a C class site, indicated by the 8 bit field in its address.

Charts: A chart of useful information made available for free use online; when these charts contain HTML-code backlinks, or website addresses on the graph itself, they can be an effective link building tool.

Canonical: A canon is the official, codified version of a text. Canonical aids in the search engines quest to give credit to original sources of documents.

Canonical issues: A canonical issue is the dilemma of reoccurring text on a site, i.e., duplicate content. Webmasters hoping to avoid duplicate content can use noindex or meta tags in non-canonical copies, or a 301 redirect that leads to the canon.

Citation links: 1. A citation link refers to a name, address and phone number of a physical business which allows search engines to verify that a site is owned by a person rather than a posted spam site. Search engines rely on citation links to rank sites in their local search engines such as Google Places. 2. Citation link is a non-hyperlinked name of a site listed in an article or other online text. While it may not be linked, it is still crawled by Google’s spiders.

Cloaking: A site that engages in cloaking is using a type of black hat SEO strategy that makes a web page look different to a search engine that it does to a site visitor.

Content: Term used to describe the available information on a website; is comprised of all forms of online media such as text, links, images, .gifs, graphics, videos, etc. The quality of the content is also a factor in a website SEPR.

Content acquisition: Content acquisition is obtaining content from abandoned/poorly maintained sites in exchange for the page on your site, typically includes a money exchange between webmasters, and some consider this practice to be a black hat SEO strategy.

Content Marketing: Content that is used to market a company web site; the content is created and used across a broad network of sites, social media outlets, forums, etc. to increase sales and brand awareness.

Content Link Building: Developing content can be used as a link building strategy. New content generates interest, backlinks, response and other forms of engagement across the web, and greatly increases the likelihood that a web page will have higher rankings in the search engine results.

Content Gap: A content gap is information on a niche or industry site that should be covered but was somehow overlooked or missing. If discovered in a niche it can be a powerful way to build relevant links.

Conversion: A conversion represents the number of site visitors that respond with either a sign up or a purchase to a call to action.

Conversion rate: The conversion rate is the measurable success you have with convincing site visitors to go from casual page viewers to customers.

Content Link Segmentation: Content link segmentation refers to the location of a link on a page. Pages are broken into several segments such as the header, body, footer and navigation bar. It is believed that links in the body area of a page are worth more than the other segments of the page.

Contests: Contests are used as a link building strategy by offering an attractive contest and hosting it on your site. The intent is that interested parties will link to your contest.

Contrary hook: A contrary hook is post that tackles polarizing issue in your industry. The idea is to draw all of the users who are already interested in the topic to your site where they can link to your spectacularly brilliant opinion on the contrarian view of a subject.

Company Directory Submissions: Many companies will publish directories of relevant sites, and submitting your site to these directories is another link building practice. See Resource pages.

Competitive Research: Competitive research on a competing website will give site owners information about their link profile in comparison to their competitors. This information can also be used to identify competitor strategies.

CPA: CPA is an acronym for cost per acquisition, which is the business related expense expended in order to get each new customer.

CPC: A CPC is the “cost per click” or the money spent getting someone to click a business link.

Crowdsource: Crowdsourced content is when a group of contributors all participate to create an article. Crowdsourcing content is a great way to get a large group of like minded people together and can potentially generate great inbound links to the published article from those who contributed.

CSS: The term CSS is an acronym for cascading style sheet. A site CSS is what is used to control the style or appearance of a website.

CSS Gallery: A CSS gallery is a site that contains a gallery of the best types of website design. Submitting your site to these galleries will provide another link for your site.

CTR: This acronym for click through rate is the number of times a link for an advertisement has been clicked, and this number is indicative of how effective the ad is.

Custom Error Page: A custom error page is one that shows up when technical issues occur on your site. Instead of the page not found message in your browser your site’s custom error page displays, with your custom error message, a search box, site map and other elements that can “save” the site from the error and keep the site visitor on your site. Go To Top


Dead Content: A link building strategy that consists of finding broken links on a site, discovering the content that once existed using a tool like archive.org and rewriting, reviving and offering replacement content to the site owner for a link.

Debunking Myths: A popular link building strategy that comprises of posting facts that contradict site-relevant misinformation on the web will debunk a myth. Used as a linking tactic, debunking myths about a controversial topic, an industry or a product adds to the authority of your site and its link juice.

Deep Links: A deep link is a link not found on the home page of a website. Where many hyperlinks will lead to a main page of a site, deep links will lead to a page within, or “deeper” into a website. eg.. www.samplesite.com/page/information.

Deep Link Ratio: The deep link ratio is the amount of deep links to home page links on your site.

Deindex: Although reserved for the most flagrant offenders, a site that has been removed from a search index is one that has been de-indexed. You’ll know that your site is de-indexed because its not in the SERP anymore. As apposed to a site penalty which means that the site has only lost rankings.

Directory: There are sites specifically for serving as a directory of websites with site-relevant information created by people as opposed to robots. There are paid and free directories and using these obviously adds to your total link count.

Dofollow Links: Where a “nofollow link” will have specific coding to stop link equity from flowing from a link on a site for SEO purposes, a “dofollow link” is a link that allows link equity to flow to the URL being linked to.

Duplicate Content: Duplicate content is text elements on a site that identically matches the content on another site. Having duplicate content can adversely impact the amount of trust the site receives from search engines. See canonical.

Drain Rank: Drain rank is the collateral damage from linking out from your site. Theoretically search engines divide the amount of authority present on a page between all of the links on a page. Too many links on a page can therefore drain the rank from that page.

Drawings: Drawings or other original artwork, once posted to a website can pull in a decent amount of links, provided the artwork/drawing contains a powerful emotional punch. (It should either be so excellent everyone will link or pin it to Pinterest, or so awful that the world will blog about the visual horror you foisted on them.)

Dynamic Website: A site that is considered dynamic is one that is frequently changed, and will actually changed based on the unique user’s interaction with it. Go To Top


Ebook Directory: A site containing a directory of links to published ebooks, such as this one. Companies with existing ebooks should submit them to these directories for more links.

Education-based Content: Content generated for the purpose of educating or tutoring its audience. This content can be used to gain authoritative links from .edu sites, or other educational sites.

Educational links: An educational link is one that has an .edu domain name, and is a link with excellent link juice and authority.

Ego Bait: To ego bait someone is to post flattering content about them in an effort to get them to blog/link to your site.

Embed Code: HTML code that allows users to obtain the content for inclusion on their own site. You Tube, for instance, includes the embed code for most of the videos on its site.

Embedded Link: An embedded link is a type of hyperlink that has embedded into the existing text of an article or website, most readily found on blog posts and built in by the post writer using HTML code.

Equity (link): Link equity is the term describing the amount of value a link has to the page it links to. Some metrics to ascertain the link equity offered by a link are the pagerank of the page (Google’s system), the domain authority (offered by SEOmoz) and the relevance of the two pages.

Evergreen Content: Evergreen content is information and data that is timeless and ever-useful. Used as a link building strategy evergreen content can be added to your site frequently to promote natural link building.

Exact Match: An exact match in a search query means that the searched keywords must identically match the keywords on a web page in order to be included in the results.

External Links: An external link is one that links out from your site to another. Go To Top


Fresh: Fresh is a descriptor used by Google to label sites that are very frequently updated.

Flash Intro: A flash intro is the animation that happens when you arrive on a site landing page. Named flash becuase of the software used to make a flash. Flash intros are often perceived negatively by site visitors and aren’t advantageous for SEO purposes because search engines cannot parse the information within a flash presentation.

Findability: The findability of a site is the ease with which it is found in a search.

First Crawled: A first crawled date is the first time a link has been crawled by a search engine.

Forum: A forum is a virtual community created for discussion and interaction on specific topics. Forum posting: The act of writing or posting comments on a web forum dedicated to a specific group or topic. Doing so increases the potential for links, visibility of a brand, etc. But beware, forum users can often sense a user who is on the forum for links and flag that user as a spammer. As a link building strategy use caution. Footer: A footer is the segment of a website along the bottom of a webpage where links are located. Links placed in the footer segment of a website usually aren’t as powerful for creating link juice, however.

Frames: A frame refers to a site that has compiled a group of web pages into one. Typically, they aren’t user-friendly, and have scroll bar issues, as well as trouble being bookmarked. For SEO use, a framed site will not be crawled and indexed by Google.

FTBOM: FTBOM is an acronym for “For The Betterment Of Mankind” that is part of a foundational link building philosophy created by Jon Ball, Page One Power link building firm co-owner. It implies that in order for a successful link building strategy parts of what you develop must be merely for the betterment of mankind and not only promotional in nature. Go To Top


Games: Used as a link bait strategy, games are an enjoyable way to increase traffic, get posted, and attract unique visitors.

Glossary: A glossary is an online dictionary of terms relevant to your industry that serves to educate people new to your industry. It is also an SEO/linking strategy.

Google Algorithm: A computer science formula employed by the Google search engine to determines which page is most relevant to a users searches query.

Google Analytics: Google Analytics is a tool offered by the search engine that allows site owners to view all of the available statistics regarding site traffic, page rank, unique site views, and other demographic data.

Green Content: Content that is generated to attract interest links etc., from green-friendly web users, or the environmentally conscious.

Graph: A graph of useful information made available for free use online; when these graphs contain HTML-code backlinks, or website addresses on the graph itself, they add links to your site.

Grey Hat: Grey hat refers to link building tactics that are neither perfectly white or obviously black. They’re grey. The term grey is similar to a “grey area” where exceptions to the rule reside. For example, if you find an excellent blog to get a guest post on and you offer good content and ask for a link but the webmaster wants $25….it’s grey hat.

Guest Posting: A guest post is a post from a non-site contributor. Guest posting on a blog or other websites can increase links and traffic to your site.

Guide: A guide is a resource for an industry, that when posted on a site as part of the site’s overall content, serves to increase the amount of content on the site, increase site authority, adds to the site link juice and is a fairly strong way to generate long-term interest in a site. eg…the complete guide to tying wooly bugger flies for fly fishing. Go To Top


How-to’s: An instructional piece of content posted on your site that, if the information is good enough, can result in links to your site. It serves as a great tool for link building strategy.

HTML-ready content: When content is provided to the web that contains link code embedded in it, a site owner is more likely to keep the link in place when using the content.

HTML5 gallery: An HTML5 site contains a gallery of the best types of website design. Submitting your site to these galleries will provide another link for your site.

Humor: Content posted to your site that inspires laughter can be highly linkable, and is naturally good public relations since people will know that the site masters are likely good-natured. Experts in the field of parody would be the content from The Daily Show or SNL, for example.

Hyperlink: Text on a website that contains HTML code which when clicked, directs you to the linked site on the web. Go To Top


Images: Creating new images embedded with HTML links to your site that are available for use by bloggers and other content creators, that when used, will add links to your site.

Inbound Marketing: Inbound marketing is type of marketing based on generating customers and sales based on inbound visits to a site based on the content, social media and other strategies that “earn” visitors to a site.

Industry Experts: Using industry experts to post on relevant topics adds to the linkability of a site.

Infoanimation: A video of information that has been animated in order to instruct viewers. Having infoanimation on your site is a great way to get lots of link love.

Infographic: An infographic is an image that presents data in a visual manner. As a link building strategy, it can be used to attract users to post your infographic with a link back to your site.

Infographic Submission: A submission of an infographic created by your site in order to have that site link to yours.

Interlink: The use of links between web pages on an internal site or between a series of related websites, also part of link building strategy.

Interactive: Content that web users are able to interact with, such as playing a song or video on a site. Interactive content is more likely to get links to it than more traditional types of content.

Internet Protocol (IP): This refers to the primary computing language that is the basis for the internet.

IP Address: An IP address is a numeric representation of the “location” of a computer connected to the internet and is used as part of the overall way that computers are able to network and interact with each other.

Inbound Link: An inbound link is simply a link to your site from another.

Interview: An interview is a post with relevant individuals published online. If you are able to perform quality interviews on yourself or company, it will increase your recognition as an authority in your industry or field, and add to the potential for link building and other brand awareness.

Intext: A search modifier that is located inside of the text on a website that enables the site to rank higher with Google.

Intitle: An operator or search modifier used in Google to search only the title of a webpage for the search results. eg…”intitle:kitten beds” a search with this text will return only pages with the terms kitten beds in the title of the webpages.

Inurl: An operator or search modifier used in Google to search only the words found within the url of a webpage for the search results. eg…”intitle:kitten beds” a search with this text will return only pages with the terms kitten beds in the url of the webpages.

IP diversity: When talking about link building IP diversity refers to the variety of IP addresses that your site has garnered inbound links from. A wide diversity of IP addresses shows the search engines that you are appreciaed from a large number of people whereas a link profile that does not reflect a large diversity of IP addresses indicates that you are not liked by a large number of people.

iPhone App Directory: An iPhone app directory site has lists of apps available on the iPhone, usually along with reviews and ratings of the apps themselves. Your company apps should be added to these for link building purposes. Go To Top


Juice: Juice or link juice refers to the quality of backlinks. eg…a link with the anchor text kitten beds pointing to a page all about kitten beds from yale.edu has a lot of link juice. A similar link from a black blog has but little link juice. Go To Top


Keyword: A keyword are words that when entered in as a query into a search engine such as Google, the engine combs the web for pages that contain those words. If a searched keyword isn’t on your site, your site won’t get listed in the SERP.

Keyword Density: Keyword density is the number of times that a keyword appears on a web page. Having too many keywords can prompt a search engine penalty. Too few can cause ranking problems.

Keyword Popularity: A keyword’s popularity is the sum of how many times that keyword was searched for during a set amount of time. This is also similar to words that are referred to as “trending” on social media sites such as Twitter.

Keyword Prominence: The prominence of a keyword is the location, amount and overall use of the keyword term on a site. The way it is used or placed in the text of a site indicates to search engines the importance of the keyword for that site.

Keyword Research: This is the investigation into the popularity of words used in a search query and it is used to determine the best terms for use on a site and for its anchor text to increase its search engine visibility.

Keyword Stuffing: Keyword stuffing is a form of black hat SEO that over-uses certain keywords on a page and in that page’s HTML code in order to up the SERP ranking of that site.

Kiss of Death: Refers to the use of too much anchor text for SEO purposes that leads to a site becoming overly spammy, and/or being de-indexed or penalized by a search engine. Go To Top


Landing Page: A landing page refers to the destination page web users arrive at after clicking a linked ad or site link.

Last Crawled: A last crawled date is the date for the last time a link was crawled in a search engine. You can find out when your web page was last crawled by clicking on the cached copy link in the SERP.

Linkability: How likely a piece of content is to be linked to is its linkability.

Link Asset: Something on a site that would draw an audience, so much so that people will think it’s cool and link to it.

Linkerati: The linkerati are an elite group of people who are high-use internet practitioners that generate content, build web presence and increase the amount of linkages to sites they see as valuable. This group is very effective for purposes of link building.

Linker Outreach: The act of contacting other web users via social sharing sites for showing off your content, and if they like what you have, they’ll link back to you.

Link Bait: Link bait is content that considered so great that it will attract links to it based on its general awesomeness.

Link Building: A system of tools, tactics, marketing strategies and sometimes schemes created with the purpose of gaining links back to your website. Gaining links can increase the popularity of a website in a search engine, and its potential revenue.

Link Discovery: A way of discovering where the links to a website are located… it is protocol used to determine the location of links to a given website. Useful information in drawing links from a competitor to your own site.

Linking Domains: Used in search engine optimization, it refers to the number and variety of URL domains that have given links to your site. The greater the variety the better.

Link Farm: A site that gives links indiscriminately, regardless of whom, what, or where the link goes, for the sole purpose of gaining in search engines is a link farm. The Google Panda update shut down most link farms.

Link Love: Similar to reciprocal linking, it is the practice of adding links to your site from other sites as a means of showing appreciation for its content or to increase rapport between web communities.

Linking Out: Linking out is using links that lead away from your website; it increases traffic between sites and can inspire reciprocal linking.

Links Pages: Web Pages of links that are used to have your site linked on.

Link Profile: Refers to the appraisal of the number, quality, variety and general health of the backlinks a website possesses.

Link Value: The potential worth of a given link for its ability to pass link juice and authority, for instance an .edu site has a greater authority than an article directory.

Link Velocity: The speed at which a site gains new links. Generally a steady and reasonable velocity of links enhances a sites chances to rank in the SERP.

Live Blogging: Blogging live from an event while there in person. Has great link building potential, provides a source for content for news sites that weren’t able to cover the event and increases the appeal of your site as well as its organic links.

Logo Design Directory: A site with a directory of the best logo design, companies with an excellent logo design should submit their logo to increase links. Go To Top


Majestic SEO: A popular SEO tool that offers users access to it’s own web crawler that has spent the better part of a decade indexing web links. You can see where you have links.

Manual Submitting: When submitting a site to search engine, a manual submission is one that a person notified the search engine of, rather than an automated system.

Mashup: A mashup is creating existing pieces of content and combining them to create something new from it. These are fantastic pieces of content for any site to utilize, if you have the knack, since you are creating something new and if it is related to your industry, it will certainly get links. Jon Cooper (Point Blank SEO) suggests using mashups of Google maps plotted with events related to your niche or industry.

Meta Description: A meta description is a string of words in HTML code that the search engines use to describe your web page when displayed in the SERP.

Meta Keywords: Previously, SEO companies would include keywords about the site in an HTML tag on the site. However, this tool was overused and is now no longer effective in searches.

Meta Tags: A meta tag is information about the site that is readable by search engines but isn’t displayed for casual site visitors.

MultiMedia: Sites such as SlideShare publish multi-media, and these sites accept varying formats of documents such as PowerPoint presentations that are published to the site, giving you another batch of links. Go To Top


Naked Link: A naked link contains anchor text that is the same as the website’s URL. For example, …www.ebay.com, instead of saying auction website.

Navigation Bar: A navigation bar or nav bar is the static bar of links to other locations on the site and serves as the primary means for navigating a website.

Neighborhood: This term is much like the concept of real estate. Online, every website has a domain host that “holds” its place on the web, and every domain host resides in a domain neighborhood. For SEO purposes, your company and its site should try to stay away from being hosted in “bad neighborhoods” since, if they also host pages containing the “3P’s” your site will be associated with that kind of content as well.

News: Blogging about topics that are brand new or newsworthy increases the potential for being noticed and getting links.

Niche: A specific category, hobbyist or other interest-driven website, and collectively, a group of such sites on a specific topic represent that niche.

Niche Directory: A website that contains a directory of sites, a niche directory links only to sites that are relevant to the interests of the niche.

Nofollow Links: Links that have code embedded within them that instruct search engine bots to not allow link juice to pass through the link on a page.

Non-English Directory: A non-English directory is a website has a directory that links to sites that are in foreign languages. Sites that have multiple versions of them in other languages should be submitted to these directories for link building purposes, and it increases multi-national brand awareness.


One-Way Link: A one way link or inbound link is a link to your site. If it only links to your site, it is one-way only if it doesn’t have a link leading from your site in response.

Organic Link: An organic link is a link that you attract with great content on your site. It’s the objective of link bait or any other quality driven web initiave.

Organic Search: An organic search is the listings in the SERP that are returned based on the site’s naturally acquired popularity, based on its relevance, authority, etc. These links have not been paid for, and show up based on their own merit, so to speak. Go To Top


PPC: An acronym for pay-per-click advertising on a website.

PPP: An acronym for pay-per-post, this is a website that will pay people who create content in exchange for using it on their site.

Panda: Panda is a Google algorithm update that changed the way web pages are ranked and penalized sites with poor quality content.

Paid Links: A link that the site owner was paid to have link to is a “paid link.”

Paid Strategy: A paid strategy is one that includes payment for services, such as a positive product review, as part of a link building plan.

3P’s: This term refers to the three p-words for the primary kinds of risqué online content, pills, poker and porn. These terms are highly competitive, highly lucrative online, however they are also risky web neighborhoods to be associated with for some websites, and are often riddled with spam.

Page Rank: Page rank is a system that Google uses to reflect the authority of a webpage on a scale of one to ten, 0 being awful, 10 being awesome. Many link builders ignore page rank as its validity is in question.

Penalties: A penalty is a virtual reprimand against site owners for engaging in practices that search engine companies find unacceptable, such as black hat SEO. A penalty typically consists of a site losing rankings in the SERP. Many penalties are timed (30,60,90 days) while some are permanent until the offending issue is resolved.

Persona: The creation and implementation of an online individual (similar to an avatar) who has an extensive online presence that engages in blogging, social media, etc., that both is a representation of a company’s target consumer, and is used as a means of link building for a company products.

Petition: Part of the web cultural phenomenon called “hacktivism” (internet activism) petitioning is a means of getting signatures in protest of or support for an issue or cause. For link building strategy it potentially increases link juice, brand awareness and if it is related to your industry, could also generate lots of linking and traffic from your targeted audience.

‘Podcast Directories: A podcast directory site is a site that contains a directory of podcasts. It’s used to gain additional links, if your site has a podcast, of course.

Press Release: A press release is a write-up on a company’s newsworthy events. Submitting press releases to media companies gains your company brand awareness, links and other benefits. Many media companies accept free press releases, but it is up to the discretion of the editorial staff to publish it or not. Paid media companies will guarantee that the press release will be sent out, provided it does contain newsworthy content.

Printables: A printable is information that can be easily printed out, but when posted on your site often nets many links. This is especially true if it contains a well-designed resource that is valuable to a target online community.

Profile Links: For many new registrations on a website, your profile will get a new link, increasing your links overall. It is worthwhile to pursue relevant sites that allow profile links. Go To Top


Quiz: A quiz on a site can be used to increase links, offer interactive content, test your web visitors with company or product-related knowledge (which will actually educate them about your company/product) and add to the overall rankings of your site.

Quotations: When quotations are used around a specific search term, i.e., “search” when searching in a browser, the results will be filtered to match the exact phrase listed within the quotation marks. Go To Top


Research Papers: A research paper is typically at least college-level work or better, referred to by colleges or other scholars can add to the authoritative perception of your site in your niche, not to mention the potential links from .edu domains, that are ranked higher by search engines. The very best bet is to post an independent research paper once it has been peer-reviewed, especially if you are able to report significant findings or discoveries since those will also allow you to send out press releases detailing your findings.

Resource Pages: A resource page is a site that collects and aggregates websites and content related to a specific online niche, and publishes this information into a directory of pages. Many niches have groups of sites that host resource pages and it can be a worthy project to isolate them and ask for a link.

Reciprocal Links: Two sites that are linked to each other to increase traffic have been reciprocally linked.

Relevancy: Relevancy is a critical part of both SEO and link building. Gaining links on pages that are relevant to your pages is often a goal with any link building project as non-relevant pages that link to you have questionable effect on search engine placement. In relation to SEO relevancy refers to having all on page elements (titles, text, URL’s) consolidated to be relevant to a particular keyword.

Removal: A site that has been removed, has been penalized, or completely taken off a search engine SERP for engaging in things like black hat SEO (such as cloaking).

Robot.txt: Robot.txt is a file added to a root site’s HTML directory that gives SEO the option of prohibiting search engines from crawling the site.

Root Domain: A root domain is the base domain of a site. eg…www.ebay.com not www.ebay.com/felines/kittens/kittenbeds. RSS Feeds: RSS feeds are subscriptions to the posts the user selects for aggregation into a personalized stream of content. The acronym stands for RDF Site Summary.

RSS Feeds Directory: Similar to directories for links, an RSS feed is a directory of RSS feeds. If in posession of RSS feeds it makes sense to pick up RSS feed directory links. Go To Top


Scraped Content: Scraped content is simply content gleaned from the internet via a computer program and posted on another site.

Search Queries: Types of modifiers used in a web search to affect the results of the search, some of these include inurl, intitle, quotations and intext modifiers.

SEO: Often confused with CEO (chief executive officer) SEO is an acronym for the term “search engine optimization.” It is the practice of using technical tools to maximize a given website’s potential for ranking highly in the page results from a web search. The top three sites listed in a organic search engine results page (SERP) are highly sought after.

SEO Link Building: Tactically placing as many links as possible on topically-related sites throughout the web in order to increase a site’s SERP.

SERP: An acronym for “search engine results pages,” which are the links to websites that are populated onscreen after a term is searched for in a web browser. For instance, if I Google the word “cupcake” the search engine will then give me a list of websites with the term cupcake in them. The most relevant websites are listed first, with the first three sites traditionally being the “best” websites. SES: A series of trade show/expos held for the purpose of educating and collaborating for search engine and social media marketing related companies. These shows are held in various locations throughout the U.S. and internationally.

SEM: SEM is an acronym for search engine marketing.

Sitewide Link: A sitewide link on a page remains in the same location on the website, no matter what page of the site you are on. (These are typically in a static header or footer of a website.)

SMX: A series of trade show/expos held for the purpose of educating and collaborating for search engine and social media marketing related companies. These shows are held in various locations throughout the U.S. and internationally. Social bookmarking: Used as part of a social media marketing campaign, for each new piece of content blog post, image etc. that is created to your site is also linked to social networking sites such as Digg, Tumblr, Pinterest or Delicious. Doing this gives you links, though mostly nofollow.

Social Media: A term used to describe the popular and varied online social networking websites that have arisen online in the past decade. (Facebook, Twitter, etc.)

Social Signals: A social signal is a way to determine how well a company’s posts, comments or social shares are doing by evaluating the response these shares are getting. Many expert SEO’s agree that social signals bear weight with the search engines.

Social Payment System: A social payment company is one that pays out for a social share with a given audience. A person who agrees to share a link via Twitter for instance, is paid for doing so.

Source Flag: A source flag is the language that determines what kind of link it is, such as an atl text flag.

Spam: Spam is unsolicited commercial-based content generated for monetary purposes, and is considered the bane of the interweb.

Spamdexing: Spamdexing is the process of intentionally manipulating search engines for higher page rankings with the use of various forms of spam-quality hyperlinks.

Splash Page: A site that has a splash page is one that gives the viewer a fun, visual experience upon arriving at the site. Using these have pros and cons, since some users find them aggravating.

Spider: A spider is a search engine robot (bot) that crawls site for information used to determine site-relevance to a queried term.

Sponsoring: Sponsoring is a strategy that gives companies the opportunity to sponsor a club, charity event, contest or other higher-profile activity with financial or other resources. In terms of online marketing, sponsoring increases brand awareness and linking options.

Static Webpage: A static page is a plain HTML page with no dynamic content.

Strongest Links: 1. Links that are the most powerful in terms of achieving relevance, authority and are most likely to be indexed by search engines. 2. Also a collection of directories that have high authority.

Stories: When blogging on your site, a great story can develop into an effective organic link strategy if your story has enough emotional thrust to it.

Subpage: A subpage is a page that is not the top level domain. Pages following the (/) of a site’s home page are the sites sub pages.

Submissions: A tactic of submitting articles, images, videos, etc., or other content to web directories, article databases or other sites to increase links.

Surveys: A survey is a series of questions designed to get a consensus opinion of a given subject. Surveys, if interesting enough, will provide plenty of opportunities for linking after the questions are asked, and again once the results are posted. The data gleaned from the survey, if it is industry-relevant, can also be used by the site owner to tailor their products to consumer desires. Go To Top


Taxonomy: This is a resource of topic specific vocabulary that defines and classifies a subject.

Template Directory: A directory of website templates or website themes; a published submission to one of these nets another site link for your website.

Testimonial: A testimonial is a positive affirmation on a company or its products. Writing and submitting testimonials to sites that publish these increases links, brand awareness, etc.

Time Sensitive Content: Time-sensitive content subject matter that is posted at significant times, such as anniversaries, holidays, elections, or seasonally. Images, graphics stories and other timely pieces will get greater traction if they’re tied in to a culturally significant event.

Title Tag: A title tag refers to the title of a page as found on the HTML of a page. The title of a page is what displays in the SERP’s and can be optimized for keywords and click rate.

Toolbar: A toolbar on a site that is available for users to access, typically created as a widget that can be shared with other webmasters.

TLD: A top level domain, or TLD is the highest point of a given domain hosting websites.

Trade Articles: 1. Articles that are written about a specific trade or industry, to be used in article directories for additional links. 2. Trading content with another site in order to increase links, content, and to add potential visitors/links and other traffic from the trade site’s regular visitors.

Traffic: The numbers of visitors to your site are its traffic.

Troll Bait: Creating content that is so polarizing or controversial it will probably encourage many angry commenting, links, and other online sparring for adding to your site’s link juice. (However, when used, know that you have probably created some bad karma for yourself. Heh. )

Tutorial: An instructional piece of content, usually a video or a class posted on your site, which if the information is good enough, can result in massive linkages to the site. It serves as a great tool for link building strategy.

Twitter: Part social networking site, part microblogging site, Twitter is an incredibly effective social media tool used by millions of members of the web community, and is always part of a larger social media marketing strategy. Go To Top


UGC: This is an acronym for user-generated content and utilizing it allows sites to have a broader scope for a given topic. It is incredibly useful for sites such as e-commerce and Amazon and is part of what makes those sites so successful.

Unnatural Link: A link that has been intentionally placed by a webmaster on a site for the sole purpose of deceiving the search engines.

Unnatural Link Warning: An unnatural link warning is a notice to a webmaster from a search engine such as Google. These warnings typically say that a site has unnatural links. Unnatural links can negatively impact a site’s rankings. (The Google Penguin update will penalize sites that contain an “over” optimization link profile.)

User-Rating Review: Sites that have the option of publishing a user-review of a product can be used for posting a review for a product with a link to the product in the review. Review can be part of a link building plan. Go To Top


Video Submission: Video submission is the strategy of submitting original videos for posting on video aggregate sites for the benefit of brand awareness and backlinks. Go To Top


Web App Directory: A site that has a list of apps available web apps, usually along with reviews and ratings of the apps themselves. Your company app should be added to these for link building purposes.

Webcam Directory: A web cam directory contains links to sites with live feeds streaming from webcams. Submitting a webcam to these directories can be an effective way to build links.

Webinar: A webinar is a seminar or class held online. Users can watch via live video feed or listen in over the phone when invited to from the webinar hosts, if your site has the capabilities.

Web 2.0 Sites: Are sites that allow a user to interact with an online community by uploading content and commenting on other users content. For example facebook, tumblr, instagram and other sites that are user dependent.

Web Tools: A web tool is an online instrument that makes a task easier or solves a problem. These interactive tools, if entertaining or useful enough, are often repeatedly linked to and serve to increase the amount of links on a site.

Web 2.0 Profiles: A web 2.0 profile is the personal profile a user creates when signing up to use a site like facebook and tumblr. A web 2.0 user has a broad reach across a number of different websites, and has profiles that are linked to each other and the content generated and interactions taking place are spread over the web 2.0 sites.

White Hat SEO: White hat SEO means that your search engine optimization practices are in line with published search engine best practices and webmaster guidelines. Typically white hat SEO involves optimizing a website with the great content and natural link building. There are a number of tactics used by SEO firms to get a site higher rankings by search engines and white hat SEO is considered a strategic, organic way to affect the rankings, where black hat SEO (spam) refers to automated techniques. SEOMoz writer Rand Fishkin had this to say about White Hat SEO, “Unless your manager/company/client is wholly comfortable with the high, variable risk that comes with black hat SEO, you’d better stay clear. I’m also of the mind that there’s almost nothing black hat can accomplish that white hat can’t do better over the long run, while building far more value. Unless it’s “I want to rank in the top 5 for ‘buy viagra’ in the next 7 days,” you’d better explain that you’re recommending black hat primarily because you’re not smart, talented and creative enough to find a white hat strategy to do it.”

White Papers: A white paper is a paper written with a clear intention of demonstrating a particular point. These are often mistaken for scientific or scholarly papers, and this misconception is used to the advantage of the webmaster to increase awareness about the topic in the paper.

Widgets: A small javascript or program that blogs and other websites use to create additional content depth on a site such as an email subscription form, a contact form or a live Twitter feed. Widgets can also be used as a tool for example a interest rate calculator is a popular widget for realtor sites.

Widget Directory: A site that has a directory of widgets. Submitting a widget to a widget directory is a great way to build links to your site hosting the widget.

Wiki: A wiki site is a site that allows all users to contribute information and is constantly seeking new information or to make existing information more accurate, complete and authoritative. However, a wiki site is only as the contributors on it and the people who moderate the content for accuracy. Wikipedia is the most well-known example.