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SEO Glossary

An ever-growing glossary of SEO Jargon

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SEO Glossary » d

Data Refresh

A data refresh is a manually triggered search engine index update, usually tied to a specific part of a ranking algorithm. Opposed to standard, continuously running index updates, data refreshes are periodically triggered to filter the search engine's index according to specific quality checks. As with all index updates, data refreshes make no changes to a search engine's algorithm.

Google's two most well-known, regularly refreshed filters are:

  • Panda: First launched in February 2011, the Panda Update acts as a filter, periodically triggered to remove low-quality, thin content websites from Google's index
  • Penguin: Rolled out in April 2012, Penguin is a filter, similar to Panda, regularly clearing spammy websites from Google's search results
See algorithm update. Top
See broken link Top

A deep link is a hyperlink that points to a page of a website other than its homepage. A high number of deep links can be a sign that a website has acquired its backlinks from merit—based on the value and popularity of some of its content—opposed to from artificial link building campaigns.

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Description (HTML Meta Tag)
See Meta description Top
Directory
See web directory Top
Div

A div is an HTML element, generally used for grouping sections of markup when no other appropriate block-level element exists.

Divs have no semantic meaning, and should therefore be avoided in cases where other elements exist that better represent content. Semantic HTML plays an important role in helping search engines understand and rank web pages.

HTML5 introduces several new elements suitable for sectioning content for page layout, a longstanding use of divs.

The div is the block-level equivalent of the span, an inline generic HTML element.

See also: semantic HTML Top
Divitis

A term used to describe the overuse of HTML divs, in cases when other, semantic elements are more appropriate.

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DMOZ
See Open Directory Project Top
Domain Authority

Domain authority is a concept attributed to a website's perceived level of importance and popularity. A website's authority determines how well it is likely to rank in search results, regardless of content or other ranking signals.

Calculating Domain Authority

Search engines look at numerous signals to determine a website's authority, namely:

  • Number and quality of backlinks: Or link popularity and link equity
  • Domain diversity: Backlinks from a wide array of domains
  • Backlink frequency: Natural looking accumulation of backlinks over time (link velocity) vs unnatural spikes of possibly paid links
  • Link distribution: Incoming links to only a few pages vs many different pages of website

Just as domains can earn authority, so can individual pages.

Tools exist that provide insights into website authority. including Open Site Explorer, which scores the authority of domains and pages

See also: Domain trust Top
Domain name

A domain name, or domain is a unique name that identifies a website, serving as its address. For example, the domain name of Springboard SEO is 'springboardseo.com'.

All domain names have a suffix, such as .com and .net, or a country-specific suffix, such as .ca and .uk. Country-specific domains (ccTLDs, or country code top-level domains) are useful for localized versions of a website.

Examples of domain name suffixes, and their original intended uses:

  • .com: Worldwide commercial entities
  • .info: Informational sites
  • .net: Network infrastructure (organizations involved in networking technologies)
  • .edu: Educational institutions
  • .gov: Governmental entities

Domain names are relatively inexpensive to register with a domain registrar, often less than ten dollars per year.

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Domain name registrant

The individual, organization or entity who holds the rights to use a specific domain name.

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Domain name registrar

An organization that has the authority to register domain names for members of the public. The largest domain name registrar is Godaddy, which, as of 2013, owns over 31% of the domain name market share, with almost 37 Million domains registered. Other popular domain name registrars include:

  • Namecheap.com
  • Name.com
  • Hover.com
  • Gandi.net
  • Dreamhost.com

Some things to look for in choosing a domain name registrar include:

  • Quick, easy registrations, with minimal up-selling offers
  • Customer service
  • Hassle-free domain transfers to other registrars, if desired
  • Intuitive domain management interface
  • Unlimited email accounts
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Domain trust

Domain trust is a concept attributed to a website's level of trust from search engines. Search engines evaluate the trustworthiness of a website (domain), based on several signals, namely:

See also: Domain authority Top
Doorway page

A doorway page is a web page, typically of low quality, designed primarily to target search engines with specific keywords. In contrast with landing pages, doorway pages add little value for human visitors, are usually keyword stuffed, and often redirect traffic to a more user-friendly page within a website.

In order to hide doorway pages from visitors, manipulative redirection or cloaking is used to prevent the low quality web pages from being viewable by humans.

Doorway pages are considered blackhat SEO, and will usually result in quick removal from search engine results pages.

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Duplicate content

Duplicate content usually refers to substantial passages of text copied from other sources on the Web. Some search engines, including Google, will filter many blocks of duplicate text from their index, depending on the authority of the duplicating website.

Not all duplicate content is considered deceptive—or is copied from other websites. common causes of duplicate content include:

  • Multiple URLs for the same web page
  • Separate Mobile website versions
  • Product descriptions
  • Printer-friendly web pages
  • Session IDs

In cases where duplicate content is unavoidable within one domain, several solutions exist to gain more control over which sources of the content appear in search results:

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Dynamic web page

A dynamic web page is a web page that is created "on the fly", based on varying parameters, including user input, time specification, and computer programs. Dynamic websites are also known as database-driven websites, because content is pieced together from data stored in a database in response to user requests. This is in contrast to static web pages, which are delivered to visitors exactly as they are stored on a web server.

Examples of dynamic websites include:

Dynamic Web Pages and SEO

Dynamic pages can potentially prevent search engines from properly crawling and indexing a website. Below are some example problems, with common SEO solutions:

See also: Static web page Top
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