| off-page optimization | Off-page optimization is the influences that the owner of a website may not be able to control, like backlinks located on other websites. |
| rich format | Structured data can be added to the HTML of a website to provide contextual information to the search engines during crawling. This information can then be displayed in the SERPs, resulting in an enhanced listing, known as a rich snippet. |
| dead-end page | A webpage that links to no other webpages. So called because once a user or bot arrives on this page, there is no place to move forward. |
| link sculpting | Link or page rank sculpting is the process of manipulating how page rank flows through your website. Its obsolete, as explained here. |
| indexer | Noun. A type of program that search engines use to update their databases with information about retrieved and parsed Web documents. You rarely see even knowledgeable SEO forum moderators and admins speak of indexers and parsers, perhaps out of a misguided concern that they will confuse people who are new to search engine optimization. Unfortunately, those new people visit the forums to learn about SEO, so teaching them the wrong terminology does them a great disservice. |
