| google sandbox | A theorized and debated (but never confirmed by Google) “waiting period” that prevents new websites from seeing the full benefit of their optimization efforts. Typically, this effect is witnessed most often with new sites targeting competitive keywords and can only be overcome when the site gains enough authority. |
| algorithmic risk | Noun phrase. The probability that a search engine algorithm rewards (positive risk), ignores (neutral risk), or punishes (negative risk) an optimization strategy. |
| google reconsideration request | The process by which Google removes a manual penalty. |
| demographics | Subsets of a population, such as gender, age, location, and so on. Many advertising platforms allow the specific targeting of certain demographics. |
| .htaccess file | A server configuration file that can be used to rewrite and redirect URLs. |
