Quick Reference SEO Terms – (C – D)

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A computer process that stores web files to your computer for later access. These web pages are displayed without the need to re-download graphics and other elements of the previously visited pages.

Canonical Page

The preferred version of a set of pages with highly similar content.

Canonical Tag

HTML used to specify a canonical page to search engines. This is done by adding a element with the attribute rel-“canonical” to the section of the non-canonical version of the page.

Cascading Style Sheet CSS

A style sheet that is used to manipulate and easily manage the design of a website. This sytle sheet works in conjunction with HTML


Every time a visitor clicks on a website or a weblink.

Click Fraud

A form of theft perpetrated against advertisers who are paying per click for traffic. in which fraudsters may use automated means to click on your ads from spoofed IP addresses over random period of time.

Click Through

A term used to measure the number of users who clicked on a specific internet advertisement or a link.

Click Through Rate

The number of click throughs per online ad impressions, expressed as a percentage of exposure: a click on a link that leads to another website is also called a click through rate.

Click Tracking

The use of scripts in order to track inbound and outbound links.


One of the most popular black hat methods, in which the visitor to the site is shown a page optimized to his search request, while the search engine spiders see a completely different set of pages designed to rank well.

Conversion Rate

The percentage of targeted prospects that take a specified action within a given time frame.


A computer code that is embedded in your internet history file, allowing websites to recognize you as a returning visitor.


A specific type of cost-per-action program where advertisers pay each time a user clicks on an ad or a weblink.

Cost Per Thousand (CPM)

A simple and commonly used method of comparign the cost effectiveness of two or more alternative media vehicles. It is the cost of using the media vehicle to reach one thousand people or households.


A program that goes through websites and gathers information for the creator.


Dead Link

A link that produces a 404 error i.e., Page Not Found.

Deep Linking

Deep linking is connecting to a web page other than a site’s homepage.

Deep Submitting

Deep submitting is when submit all of the URLs to a search engine. A practice deeply discouraged by major search engines.

De-listing / De-indexing

If a search engine detects that you are using unscrupulous methods to get your site ranked, or if they regard your site as a “spam”, they will remove your site from their index and it will no longer appear when users search for it.


A database of websites. Yahoo! and Open Directory are major examples. They aer similar to search engines, except that the database is organized in a meaningful way by human beings. Many search engines use a directory as well as their own robots.

Domain Name

The name assigned to a particular website e.g., www.xtra.technology

Doorway Page

A web page that with content that is meaningful or visible only to the search engines, and is also called a bridge page or a gateway page.

Dynamic Page

A website page that generates content “on-the-fly” as a user requests the page.

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