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SEO Glossary and SEO Definitions

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DHTML – Stands for Dynamic Hypertext Markup Language.

DKI – Acronym for Dynamic Keyword Insertion, the insertion of the EXACT keywords a searcher included in his or her search request in the returned ad title or description. As an advertiser, you have bid on a table or cluster of these keyword variations, and DKI makes your ad listings more relevant to each searcher.

DMCA – Acronym for Digital Millennium Copyright Act. “The Digital Millennium Copyright Act (DMCA) is a United States copyright law which….criminalizes production and dissemination of technology, devices, or services that are used to circumvent measures that control access to copyrighted works (commonly known as DRM), and criminalizes the act of circumventing an access control, even when there is no infringement of copyright itself. [Circumvention of controlled access includes unscrambling, copying, sharing, commercial recording or reverse engineering copyrighted entertainment or software.] It also heightens the penalties for copyright infringement on the Internet.” Source: Wikipedia

Dayparting – The ability to specify different times of day – or day of week – for ad displays, as a way to target searchers more specifically. An option that limits serves of specified ads based on day and time factors.

Deep Linking – Linking that guides, directs and links a click-through searcher (or a search engine crawler) to a very specific and relevant product or category web page from search terms and PPC ads.

Delisting – When pages are removed from a search engines index. This may happen because they have been banned or for other reasons, such as an accidental glitch on the search engine's part. Source: Adventive

Description Tag - Refers to the information contained in the description META tag. This tag is meant to hold the brief description of the web page it is included on. The information contained in this tag is generally the description displayed immediately after the main link on many search engine result pages.

Directory Search – Also known as a search directory. Refers to a directory of web sites contained in an engine that are categorized into topics. The main difference between a search directory and a search engine is in how the listings are obtained. A search directory relies on user input in order to categorize and include a web site. Additionally, a directory usually only includes higher-level pages of a domain.

Display URL – The web page URL that one actually sees in a PPC text ad. Display URL usually appears as the last line in the ad; it may be a simplified path for the longer actual URL, which is not visible.

Distribution Network – A network of web sites (content publishers, ISPs) or search engines and their partner sites on which paid ads can be distributed. The network receives advertisements from the host search engine, paid for with a CPC or CPM model. For example, Google’s advertising network includes not only the Google search site, but also searchers at AOL, Netscape and the New York Post online edition, among others.

Domain – Refers to a specific web site address.

Doorway Page – A web page specifically created in order to obtain rankings within the natural listings of a search engine. These pages generally are filled with keywords and are meant to funnel surfers into the main web site. This practice is generally considered an outdated spam tactic. This term is not to be confused with a “landing page.”

Dynamic Landing Pages – Dynamic landing pages are web pages to which click-through searchers are sent that generate changeable (not static) pages with content specifically relevant to the keyword search. For example, if a user is looking for trucks, then a dynamic landing page with information and pictures on multiple models and, possibly, geographically localized dealerships might be served. The term truck would trigger a data dump into a web site template for all possible vehicles, that serves all truck-related information.

Dynamic Text (Insertion) – This is text, a keyword or ad copy that customizes search ads returned to a searcher by using parameters to insert the desired text somewhere in the title or ad. When the search query (for example, “hybrid cars”) matches the defined parameter (for example, all brands of electric/gasoline passenger cars AND SUVs), then the associated term (hybrid) is plugged into the ad. Dynamic insertion makes the ad mirror exact terms used in the search query, creating very relevant ads. See also DKI (Dynamic Keyword Insertion).

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