Terminology — A to B

This list of words related to the Internet and the World Wide Web is intended for non-specialists. If you want more precise or more technical definitions, we have listed some resources on our links page.

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Above the Fold

Borrowed from the world of print newspapers, “above the fold” refers to the part of a Web page that is visible on your computer monitor before you start scrolling down the page.

Algorithm

Algorithms are mathematical rules or formulas that search engines apply to Web pages they crawl. The algorithms determine how web pages will be ranked and placed within search engines results pages.

Alt(ernative) Text

The text placed within the image source tag which causes that text to appear if the image does not display.

Anchor Text

The exact text that contains a hyperlink. Anchor text is very important for link building, as the actual words that contain a link are recognized by search engines as major keywords relating to the linked web site.

Bait and Switch

The process of submitting a web page to a search engine or directory and then substituting it with an unrelated page after the search engine or directory has recognized the original one.

Below the Fold

The part of a web page that requires the user to scroll down to view it.

Boolean Search

A search for keywords that best describe your product or service using Boolean operators such as AND, OR and NOT.

Breadcrumbs

A text-based form of navigation that shows the hierarchical linking structure of a web site. Allows the user to navigate back through the hierarchy.

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