| flip | Verb. The process of pointing links at a secondary page on a Web site in the hope that it will replace a primary page in a targeted search result (q.v.). |
| flop risk | Noun phrase. The probability of seeing no return on investment, usually in link outreach strategies. |
| web crawler | a computer program designed to crawl the Internet and collect information on websites. Sometimes known as a spider. |
| hub | Noun. A document that links out to many other documents devoted to a single topic. Think of any category page in a major directory like Yahoo! or DMOZ. All the documents linked to are assumed to be authorities (sort of a circular logic). In Jon Kleinbergs HITS algorithm (q.v.) (as well as the CLEVER, ExpertRank, and Edison algorithms) a hub is a document about a specific topic that links to many experts in the topic. Cf. Expert. |
| website structure | The planning and design of a websites functional, technical, and visual components. |
