| deceptive advertising | Deceptive advertising, as the name suggests, is an advertisement that misleads prospects in some way. |
| 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. |
| marketing communication | Marketing Communication, also referred to as MarCom can be loosely defined as all the means (i.e. media and messages) a business or an individual uses to communicate with their target market. |
| search term | The word or phrase a user writes into a search box in order to get information that matches. |
| link heat | See Link Juice. |
