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Common terms used when discussing Link Building

As with any language, one needs to learn it one word at a time. With the rapid growth of the Internet, a whole new set of terms and definitions have arisen. To be successful, a webmaster needs to be able to speak the "language." Below is a listing of some of the major terms and definitions used when describing the process and important of link building.

Search Engine: An computerized index of the web pages; creating a searchable database. Example are AltaVista, Google

Directory: An index of web pages, compiled by people and organized more by topic or theme. Examples are Yahoo, About.

Pay Per Click Search Engine: A search engine in which the ranking of the sites is determined by the amount paid for each click from that search engine to the site.

Portal:Are basically directories, many have added features such as news, browser based email, online calendars and reminders, fax services, and chats and discussion forums.

Vortal: Is simply a portal centered around a specific issue.

Search Engine Placement/Optimization/Positioning: The work of trying to ensure that a website ranks high in the search engines.

Meta Description Tag: The tag present in the header of a web page which is used to provide a short description of the contents of the page.

Meta Keywords Tag: The tag present in the header of a web page which lists words which represent the content in the body of the page.

Keyword: A word or phrase which is used when searching for a website in the search engines or directories. It is these words or phrases that webmaster use when describing or explaining the content of their website.

Keyword Density: Represents the frequency these keyword words appear in a page or in an area of a page. It is a critical issue for search engine ranking-the more often the keyword or phrase appears in a page, the higher its search engine ranking. If repeated too often though, it could lead to the page being penalized for spamming.

Spamming: It is a procedure of abusing the normal search engine ranking techniques, such as using hidden text, excessive repetition of a keyword, etc. This term is also used when describing the practice of sending unsolicited bulk email.

Link Popularity: The number of sites which link to a particular site. Many search engines use link popularity as a factor in determining the search engine ranking of a website.

Reciprocal links/link exchanges: The process where two webmasters agree to show the other's link on their website.

Link Building: The process of creating inbound links to owns website. This can be done reciprocal links, being listed in e-zines, newsletters, directories, search engines, etc.

Link Exchange Program:There are many variations but most normally refers to a sign-up program where webmasters agree to host and link to a members-only links page.

Link Farm: A recent term used to describe some link exchange programs. These programs are nothing more than random links on a page and really do not help one popularity. Can be considered spamming.

Link Management:The process of organizing and maintaining a website's reciprocal links. Normally a paid service. LinksManager and Links4Trade are two examples.

-Larry Sullivan

Larry is the owner and webmaster behind Linking101, is a website dedicated to assisting webmasters find information, resources, and a better understanding on the power link popularity and link exchanges wield. has a free opt-in newsletter, product reviews, articles, and its own unique custom link products to help give you the edge you need.

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