This glossary is provided as a guide to terms used by Horizon Marketing and within the search engine industry. Some of the descriptions are simplified so as not to confuse readers. If you would like a fuller description of the terms defined please contact us.

Back links
The links recognized by a search engine linking back to a give domain or web page from other web pages.

Banned
A search engine may ban pages, or even a whole site, if unethical techniques such as spamming, hidden text or gateway pages are employed to achieve a higher ranking.

Crawler
Also known as a "spider" or "robot". This is the tool employed by search engines to record data about web pages. It will follow links from one web page to another and from one web site to another recording the information and storing it in its index.

Delisting
when a search engine removes a page from its index if it considers it to be violating the required criteria.

Directory
A web site that lists other websites and a brief description of them. Directories are structured by category. Searches of the directory return results based on the summary information contained within the directory as the web sites listed are not spidered. Directories have different criteria for accepting submissions, some require payment or a link back, but others will allow you to submit your website for free.

Doorway Page
A web page that is created solely for the purpose tricking a search engine. This page will be very well optimized for a particular phrase or phrases and will have a form of redirection in place once it is found to the 'real' page. Also known as bridge pages, gateway pages and jump pages, amongst other names.

Gateway Page
See Doorway Page

Index
The collection of information a search engine holds in its database. This information will be used when a search engine receives an enquiry via its search facility.

Inbound Links
See Backlinks

Keywords
A collection of words that relate to the content of a web site or individual web page.

Landing Page
The page that is displayed when clicking a link contained in a search engine results page (SERP's).

Link Popularity
see Page Rank

Link Text
The text visible on a webpage that contains a hyperlink to another page or another site.

Listings
The information that appears on a search engine's results page in response to a search query.

Meta Tags
The information contained within the meta tags is "invisible" to visitors to a webpage, but visible to search engines. In the early years of the Internet it was important to have good meta tags, however their importance has decreased significantly, almost to the stage where they are ignored by most search engines.

Meta Description Tag
A tag that contains a brief description of a web site or an individual web page. Some search engines display this text in the results of search. Not all search engines will read this tag.

Meta Keywords Tag
A tag that contains a list of words related to the subject of a web site or an individual webpage. Most search engines will ignore this tag.

Meta Robots Tag
A tag used to identify to search engines webpages that should not be indexed by them. Not all search engines will read this tag and the more conventional robots.txt file should be used for this purpose.

Organic Listings
Listings that have been achieved with a search engine without having to pay for inclusion. This can generally be achieved by adopting legitimate search engine optimization techniques.

Outbound Links
Links on any web page linking to another web page.

Page Rank
When Google returns its results, one of the factors taken into consideration is a websites Page Rank. The number of pages that link to a web page together with their Page Rank determines the Page Rank of a web page.

Position
See Rank

Query
See Search Terms

Rank
Rank is the position where a web site is located for a given search term. For example, if a website is listed on the first page, position 4 for a particular phrase then the rank is '4', if it is listed on the eighth page position 2, it's rank would be '72' (when 10 results are returned per page).

Reciprocal Link
A link exchange between two sites.

Registration
See Submission

Results Page
The page returned by a search engine when producing the results for a given phrase. Also known as SERP - search engine results page.

Robot
see Crawler.

Robots.txt
A file created to identify to search engines web pages that should not be indexed by them

Search Engine
A web site that allows you to search its database using a keyword phrase you deem relevant to the product/service you are looking for. There are generally two types of listing - organic and pay per click (PPC). The organic listings are usually displayed on the main body of the page, with sponsored listings either above the organic listings or to the side.

Search Engine Consultants
Individuals or organizations that provide the full package of search engine optimization, submission and link management to obtain high listings for a client's web site.

Search Engine Optimization
A method of altering a web site to target particular keyword phrases. This generally includes researching the best phrases for and placing them in the correct locations within web pages together with removing or replacing anything which may have a negative impact on listings.

Search Terms
The word or phrase entered into a search engine when performing a search. This can also be known as a keyword phrase or query.

SEO
Acronym for Search Engine Optimization

SERP
see Results Page

Spam
Spam is any technique used to try to fool search engines. This can include hidden text (text the same colour as the background of the page) or gateway pages etc. Spamming may have a positive impact site in the short term, but the long term consequences can be disastrous. The ultimate penalty is to be excluded from a search engines database.

Spider
See Crawler

Submission
In order for some search engines to become aware of a web site they need the details submitting to their database for indexing.