A set of rules that a search engine uses to rank the listings contained within its index, in response to a particular query. No search engine reveals exactly how its own algorithm works, to protect itself from competitors and those who wish to spam the search engine.

When Web pages are removed from a search engine’s index specifically because the search engine has deemed them to be spamming or violating search engine guidelines.

Seo GlossaryClick Through Rate (CTR)

The percentage of those clicking on a link out of the total number who see the link. For example, imagine 20 people do a web search. In response, they see links to a variety of web pages. Six of the 20 people all choose one particular link. That link then has a 30 percent click through rate. Also called as CTR.


In terms of search engine marketing, this is the act of getting a search engine to record content for a URL that is different than what a searcher will ultimately see. It can be done in many technical ways. Several search engines have explicit rules against unapproved cloaking. Those violating these guidelines might find their pages penalized or banned from a search engine’s index. As for approved cloaking, this generally only happens with search engines offering paid inclusion program. Anyone offering cloaking services should be able to demonstrate explicit approval from a search engine about what they intend to do. If not, then they should then have explained the risks inherent of unapproved cloaking.

Contextual Link Inventory

To supplement their business models, certain text-link advertising networks have expanded their network distribution to include ?contextual inventory?. Most vendors of “search engine traffic” have expanded the definition of Search Engine Marketing to include this contextual inventory. Contextual or content inventory is generated when listings are displayed on pages of Web sites (usually not search engines), where the written content on the page indicates to the ad-server that the page is a good match to specific keywords and phrases. Often this matching method is validated by measuring the number of times a viewer clicks on the displayed ad.

Conversion Rate

The relationship between visitors to a web site and actions consider to be a “conversion,” such as a sale or request to receive more information. Often expressed in percentage. If a web site has 100 visitors and 30 of them convert, then the site has a 30 percent conversion rate. Source: Webmaster World Forums

Cost per Click

System where an advertiser pays an agreed amount for each click someone makes on a link leading to their web site. Also known as CPC. Source: Webmaster World Forums


Cost Per Click.


CPM is a System where an advertiser pays an agreed amount for the number of times their ad is seen by a consumer, regardless of the consumer’s subsequent action. Heavily used in print, broadcasting and direct marketing, as well as with online banner ad sales. CPM stands for “cost per thousand,” since ad views are often sold in blocks of 1,000.? M in (CPM) Latin refers to thousand.


Component of search engine that gather listings by automatically “crawling” the web. A search engine’s crawler is also called as Spider or Robot, follows links to web pages. It makes copies of the web pages found and stores these in the search engine’s index.

CTR: Click through Rate.


When web Pages are removed from a search engines index then it is called as Delisting. This may happen because they have been banned or for other reasons, such as an accidental glitch on the search engines part.


A type of search engine where listings are gathered through human efforts, rather than by automated crawling of the web. In directories, web sites are often reviewed, summarized in about 25 words and placed in a particular category.