Quick Reference SEO Terms – ( E – I)



An internet based business model that incorporates various elements of the marketing mix to drive users to a website for the purpose of purchasing a product or service.


Gateway Page

A method once used to enable a site to rank well for a variety of keywords.


One of the most important search engine. Google plays an important role in search engine market.


The crawler that index pages into Google.

Google Panda

A change to Google’s search results ranking algorithm that was first released in February 2011. The change aimed to lower the rank of “low-quality sites”, and return higher-quality sites near the top of the search results.

Google Console

Google Search Console is a web service by Google which allows webmasters to check indexing status and optimize visibility of their websites.

Google My Business

A company profile availble from Google allowing businesses to promote and engage with customers.

Google Penguin

A google algorithm update that was first announced in April 2012. The update was aimed at decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines by using Black-Hat SEO techniques, un-natural link profiles or anchor text, participating in link schemes, deliberate creation of duplicate content, and others.



Stands for Hypertext Markup Language. The coded format language used for creating hypertext documents on the World Wide Web and controlling how web pages appear.

HTML e-mail

An e-mail that is formatted using hypertext markup language, as opposed to plain text.

Header Tag

An HTML tag that is commonly used for pages headers.

Hidden Text

Text that is invisible to the human eye because it is the same color as the background.


When a person visits a web page, that web page receives a number of hits – one hit for the page itself, and one for every graphic on the page. The number of hits is not regarded as an accurate measurement of a website’s popularity

Hit Rate

Also considered the conversion rate, it is the percentage of the desired number of outcomes received by a person relative to the total activity level.

Home Page

The main page of a website.

Hummingbird Update

Google algorithm update integrating natural search language into their rankings calculations and further devaluing certain types of websites.



The actual number of people who have seen a specific web page. Impressions are sometimes called page views.

Inbound Link

A link from another website to your website.


Behind-the-scenes creation of an ever-changing database on the contents of web documents, search engines and filtering software using indexing to find and/or block documents containing certain words or phrases.

IP Address

A unique number that identifies a computer or a system.


Short for Internet Service Provider. An ISP is a company that provides access to the internet.

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