| opt-in | Marketing initiatives in which a user chooses to participate. For example, an opt-in newsletter requires the user to input an email address in order to opt-in and receive the newsletter. |
| blog farm | Noun phrase. A group of blogs operated by a single person or group that are populated by software, usually RSS-feed scraping scripts. Used for link building, blog farms are created by special software that installs popular blogging software on multiple domains and hosting accounts. Sometimes confused with links farms (q.v.). |
| googlebot | How major search engines like Google and Bing crawl the web; their crawlers or spiders. |
| schema mark-up | Structured data mark-up designed to show search engines what content means, not just what it says. Special tags are wrapped around content to designate their role, allowing search engines to build a more detailed picture of the page they are looking at. |
| chapter 7 | Measuring, Prioritizing, & Executing SEO |
