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D
Dance
Short for Google
Dance.
data traffic
Refers to the number of packets traversing a network.
database
An electronic filing system containing information
that is usually highly organized and categorized. The benefit of electronic
filing by means of a database is that specific information can easily
be extracted according to given parameters. Search
engines are essentially very large, searchable databases. Dynamic
web pages typically rely on databases.
dataset
See index.
date range / date limit
Most of the major search
engines allow users to limit search
results to documents created / modified on / before / after a specified
date.
dead link
A link to a page that
no longer exists or has been moved to a different URL. Search
engine spiders regularly respider pages
in its index and removes dead links. Most
search engines also offer ways for users to report dead links.
deep linking
The practice of linking to the inner pages of
another web site - as opposed to linking to the homepage. Although the
vast majority of site owners don't mind deep links to their sites, it
should be noted that deep linking has potential legal ramifications.
de-listing
Referring to the removal of pages from a search
engine index. De-listing can occur at
the request of the site owner or a variety of other reasons. Most often,
de-listing occurs when a page breaks one of a search engine's submission
rules, making itself guilty of some sort of spamdexing.
The Search Engine Yearbook contains comprehensive
guidelines to help you avoid spamdexing and de-listing.
description
In the context of the search
engines, the description refers to the descriptive text accompanied
by a title and URL in the search results
page. Some search engines take this description from the meta description
while most generate their own from the page content. Directories
often ask for a description when you submit your page.
description tag
An HTML tag that gives
a general description of the contents of the page. This description
is not displayed on the page itself, but is largely intended to help
the search engines index
the page correctly. Some search engines use the description found in
the description tag on their SERPs. A growing
number of search engines are completely ignoring the description tag.
For a more detailed look at the description tag and other types of meta
tags, please refer to the Search Engine Yearbook.
DHTML
Dynamic HTML. DHTML
is sometimes referred to as the next generation HTML. It gives site
designers increased control over the appearance of a site.
Direct Hit
Discontinued search
engine. It was acquired by Ask Jeeves,
who many feel failed to capitalize on its tremendous promise. What made
it special was that it tracked user behavior and "learned"
from it, constantly improving the relevance of search
results. Direct Hit has been assimilated into Teoma,
Ask Jeeves' other acquisition.
directory
A categorized collection
of links to the web, usually compiled manually.
Directories can either be general (to the entire web) like ODP
or Topical like the Dotcom Directory. Although they cannot rival search
engines for index size, the generally
do offer higher quality search results,
arrived at through some editorial selection process.
DMOZ
See ODP.
DNS
Domain Name Service / Domain Name System / Domain
Name Server.
Every computer on the Internet has a unique number called the IP
address. The IP address is almost like a telephone number, but it's
hard to remember everyone's IP address. This is where DNS comes into
play. The DNS is a static, hierarchical name service that makes it easier
to remember web site addresses by allowing letters (the domain name)
to be used instead of numbers. Translating the name back to the IP address
is called "resolving" the domain.
DNS parking
A domain is set to be "parked"
when it has been registered but not developed into a web site. The registrant
pays the annual renewal fees to prevent the domain from falling into
someone else's hands. DNS parking is typically done to protect trademarks.
Domains registered for resale are usually also parked.
document
streams
One of the problems that search
engines have to deal with is that the web changes continuously.
Their databases have to reflect new trends,
news stories etc. They have to index document
streams (e.g. news stories) that appear, tend to grow in intensity for
a while (burst) and then gradually fade
away.
Dogpile
www.dogpile.com
A popular meta search engine.
domain / domain name
A sub-set of internet addresses. Top-level domains
are divided into .com, .net, .org, .biz, .info, .gov and .edu. Apart
from these there are also country-specific domain extensions like .ca,
.com.au, .co.za, .fr etc. In SEO it is generally accepted that having
a keyword-rich domain is beneficial. The
Search Engine Yearbook contains a more detailed
discussion of the importance of domain name selection in SEO,
as well as what to look for when choosing a domain.
doorway domain
A keyword-rich domain
name used to achieve high search engine
ranking for a particular keyword / key phrase. Similar to a doorway
page, the doorway domain serves only as a point of entry that leads
search engine traffic through to the "real"
content of the page. This technique is not advisable. Domains containing
only a page or two don't normally rank
well on the search engines and spiders
typically ignore pages that automatically redirect to other pages. For
a detailed discussion on multiple domains and automatic redirection,
please refer to the Search Engine Yearbook.
doorway page
Also known as bridge pages, bridging pages, entry
pages and landing pages. Referring to a page designed to rank well for
a selected keyword and redirect visitors
to another, "real" page. Important here is that there are
two kinds of doorway pages: those generated automatically based on a
template and manually created keyword focused content pages (KFCPs).
The first kind is considered spam and penalized
by most search engines. The second
is an important and usually very effective SEO
technique. For a detailed discussion of doorway pages and all the do's
and don'ts, please refer to the Search Engine Yearbook.
drill down
The action of clicking on links
within a web site or directory, working through
categories and sub-categories, in order
to find specific information.
dynamic content
Web site content generated automatically, usually
from a database and based on user actions /
selections. Dynamic content typically changes at regular intervals,
for example daily or each time the users reloads the page. SERPs
are dynamically generated pages, changing depending on user input.
dynamic optimization
The practice of adding fields to a database
and page templates, like for an ecommerce website, where just as each
page has a different product, the optimization elements are also different.
Usually limited to the page title, meta
description and meta keywords.
Added
- May 30, 2003
by Christian Nielsen of
www.nielsentech.com
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