Just like any other topic with a big online following,SEO has its own colorful vocabulary.There are
far too many terms to include here, but here’s a sampling of what you might come across in your
own SEO endeavors:
An acronym that stands for “Search Engine Results Page,”that is, the listings you see when
you use a search engine. It is our opinion (as it is with other right-minded folks) that this acronym
has an ugly ring to it, so we’ve decided to ban it from the book!
White hat/black hat
refers to “squeaky clean”optimization
activities,ones that stay squarely within the search engines’guidelines.
refers to under-
the-radar (and often below-the-belt) activities,such as quickly launching a site with poor-quality,
,or no content; making some quick cash; and then dumping the domain and starting over
with another site.There are also SEOs who proclaim to be gray hat, who do their work somewhere
in the middle.
Tripping a filter
Since search engine algorithms are almost entirely automated, infractions and
slipups are often caught and penalized via automatic analysis.When a page has set off an algorith-
mic red flag,SEOs say it has tripped a filter.This is especially common talk in forums, where you
may see someone speculate,“My page is gone from the index.I think I tripped a duplicate content
A term used by Matt Cutts of Google to refer to the constant addition of newly crawled
and recrawled sites into Google’s index, resulting in minor ranking shifts that occur on a daily or
even hourly basis.
Now that you’ve had your fill of background knowledge, join us in Part II where
you’ll create an SEO strategy that will set you on the right track for Your SEO Plan.
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