| nonreciprocal link | When one site links to another but the second site does not link back to the first, the link is considered nonreciprocal. Less value is given to non-reciprocal links in terms of SEO value. |
| matt cutts | Matt Cutts was previously Head of Googles Webspam Team. |
| google se traffic | Estimated monthly amount of visitors coming from the first 100 Google search results. |
| prominence | In the context of the local pack, prominence refers to businesses that are well-known and well-liked in the real world. |
| bait-and-switch | Noun phrase. 1) Any Web document or site that pretends to be one thing in search results but turns out to be something else when a user clicks through to it. 2) A strategy for building traffic to a Web site. 3) The practice of changing the content, relevance, or connections of a Web document or tool, gimzo (q.v.), or widget after it has become popular. |
