| parasitical seo | Noun phrase. The practice of riding coat-tails for ones own advantage. Parasitical SEO tactics may include: creating competitive content about well-established brands (common in affiliate marketing), injecting content onto an established Web site without the site owners knowledge or approval, dropping links into comments and discussions on popular blogs and forums, etc. |
| keyword cannibalisation | excessive reuse of the same keyword on too many web pages within the same site. Cannibalisation makes it difficult for users and search engines to determine which page is most relevant for the keyword. |
| information retrieval science | Noun phrase. The study or discipline of searching for documents in databases. IR Science provides much of the foundation technology for Web search. |
| search operators | Using search operators it is possible to possible to refine search results and access other search engine features. Operators include words such as site:, cache: and info:, as well as punctuation such as the minus symbol (-). The official list of Google search operators can be found here. |
| customer journey | All of the potential moments (or touchpoints) at which a prospect is exposed to or engages with a brand. All of these interactions are designed to eventually persuade, influence, and convert that prospect to become a customer, client, or subscriber. |
