| link shadow | Noun phrase. The group of Websites that can only be reached via links from a Website that blocks crawling of its own pages. Link shadows may be used to intentionally hide Websites from certain search indexes such as business intelligence resources. |
| sock puppet | A sock puppet is an online identity that is intended to hide a persons real identity or establish multiple user profiles. |
| content pruning | The process of improving a website by removing content. |
| brand loyalty | Brand loyalty is how loyal a consumer is to a particular brand, despite how much the other brands advertise or entice them with better prices etc. This is demonstrated through the repeated patronage of the particular brand regardless of what competitors are doing. |
| monetization | To monetize simply means to make money from. When features or ads are introduced onto a website for the purposes of making money, it is described as monetizing the website. |
