Alt Tags:

A label that is given to a graphic on a web page that will appear if the cursor goes over the graphic or if for some reason the graphic fails to load. Alt tags are used by accessibility programs that make a page usable to the visually impaired.

Cloaking or hiding links:

Link Cloaking is one way of hiding an actual URL (the address of a page) by routing it through another site. People use this to hide the fact that a site is an affiliate site (a no-no) or to take a URL that is very long and give it a new, much shorter address for convenience, say in a blog post (okay).

Domain name:

This is the name that identifies a website address. The name is written without any spaces or special characters, just numbers and letters and ends with a “.com” or “.net” or one of many other 3-letter, 2-letter (like “.tv” or 4-letter (like “.info”) designations that describe what type of site it is. Government sites end in “.gov” and educational sites end in “.edu.” While .org is supposed to be only for nonprofits, often this type of address is purchased by those without that designation just to reserve the name.

Doorway page:

A page specifically designed for search engines to draw traffic and then unethically redirect this traffic to another web site or page. These pages may also be used for cloaking.

Google Adwords:

The Google AdWords program is a way to guarantee that a site shows at the top of its page. It can get very expensive very fast, so we only recommend it to people with very large budgets. Even if you are uninterested in advertising, the data that it provides for free to everyone who visits the AdWords site is helpful for selecting keywords to include in your website page content.

H1 tags:

In html code, this is the standard way to define a main heading in content text. It tells the search engines that this text is more important than text that may be labeled H2 or H3. The ZD-CMS™ gives you this functionality without having to know all about any type of tags.


HyperText Mark-up Language – one language that is used to prepare text to display in web browsers.

HTML Header:

A Web page contains two sections: the header and the body. The body contains the content, marked up for formatting. The HTML header is used by the programmer and contains:
• Information that communicates with the browsers, like the title that appears at the top of the browser window and bookmarks, the language and version of the language in which it is written, other files that may have to be loaded so the page will work properly, and other similar items.
• Information that communicates with search engines, like the description of the site that appears when the site appears in search results, keywords, and other meta tags that tell robots to notice or ignore the page.
• Information that communicates with the body (where the content lives), like formatting-style definitions, javascript routines for mouseovers, menus, or other purposes (strictly speaking, these scripts can appear anywhere, even at the end of the body, yet the traditional place is in the header), and other types of functions or coding that control the functionality of the page.

Image map:

An image map is a graphic image defined so that a user can click on different areas of the image and be linked to different destinations. Often you will see this as a map, where people can click on their state or region of the country or world and be taken to a page that has information specific to that area.


A scripting language that is used to create a more interactive environment. For example, it may be used for special effects like changing the look of a graphic when the cursor passes over it, or building menus that drop down or show other special effects. Search engines will ignore javascript, so any links or menus created using this (or any other scripting language) will be ignored.

Javascript links:

Javascript can be used to create links in a way that makes them invisible to search engines.

Keyword metadata -:

Keyword Metadata contains information about keywords for use by search engines.

Meta refresh:

This tag that appears in the header of an html page sends anyone who tries to open the page to a different page.


Metadata documents information about data and its attributes such as name, size, data type, and more.


Send to a different web page than the one that was requested.

Referring page:

A website that links to a page in another site.

Search terms:

The words or phrases that people enter into the search box in a search engine.

URL – Uniform Resource Locator:

A URL is the address of a specific Web page or file on the Internet. The first part of a URL indicates what kind of resource it is addressing. For our purposes, that is “http://”. Then comes the domain name, like “”. The page may be in a file that is in a special place on the server, like a folder. The entire URL might look like: or