Algorithm – a formula or method used by software applications. Search Engines use formulas to rank a web page – different search engines weight differently the factors involved, keywords, back links etc. One of the industry’s best kept secrets is Google’s algorithm.

ALT tags – Tags that are used to display a short text description of an image when the mouse is hovered over it. Using keywords in ALT tags increases keyword density as seen by Search Engine Spiders.

Duplicate Content – separate web pages with substantially the same content, which may attract a penalty from search engines.,/p>

Black Hat SEO – An unethical technique or SEO process for getting high rankings in search engines. These techniques are against search engines guidelines.

Organic Ranking – Also known as “natural” ranking, it is any web site list on the free or unpaid section of a search results page.

Search Engine Marketing (SEM) – Encompasses SEO and further marketing methods, e.g. paid advertising options.

Search Engine Optimization – The process of optimizing a web page and/or a web site, it’s content, layout and keywords in order to gain higher positions or rankings in Search Engine Results (SERP’s) for various keywords and phrases.

Search Engine Ranking Page or Search Engine Results Page (SERP) – A page that give results for a particular search phrase entered into a search engine.

URL Rewriting – A method of manipulating your URLs on the fly to create “friendly urls” which are SEO essential and easier for users to read and understand.

White Hat SEO – Ethical SEO processes based on search engine guidelines and all ethical works for getting high organic rankings in search engines.