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Knowledge of terminology and proper use of SEO terms themselves – separates the professional from the amateur. If the basic concepts are used “out of place”, are used with the wrong emphasis or ending, then this immediately gives an amateur or novice specialist. This aspect is especially pronounced in personal communication (conferences, specialized events).

🥇 The Ultimate SEO Glossary: 450+ SEO Terms and Phrases


Every professional, including an SEO specialist, must master and be able to correctly use professional vocabulary. Let’s analyze the basic terms that everyone needs to know.

# 1 SEO

General definition
SEO (abbreviation for Search Engine Optimization) is a set of measures to increase the visibility of a site in search engines for targeted search queries. Literally: search engine optimization.Most Common Usage Errors

With this term, many mistakes are made in use. The most common of them:

SEO Optimizer / SEO OptimizationTautology. It turns out literally: search engine optimization is an optimizer, that is, an optimization optimizer for search engines.In the case of the term “SEO-optimization” – optimization of optimization for search engines.
CEOCEO – read as Chief Executive Officer (managerial position). The translation of the SEO abbreviation into Russian alone leads to the loss of the original meaning of the term. By analogy with the translation of proper names.Big Stone Bridge in Moscow – never translated as “Big Stone bridge”.

# 2 Ranking

Ranking – the process of organizing documents in the results of search results at the request of the user.

# 3 Ranking Factors

Ranking factors – characteristics of the search engine algorithm, based on which the position of a given document is determined upon request in a certain region for the user. Factors can be of a different nature: relate to the site, its web environment, the search query itself, and user behavior on the Internet.

Modern search engines operate with hundreds of different factors, including those related to the end-user ( personalization of search results ).

# 4 Internal optimization

Internal optimization is a set of measures aimed at improving site indexing by search engines and a group of ranking factors, which are determined by the content of the site itself.

The set of factors, which is determined by the content of the site – is called the internal ranking factors.

# 5 External optimization

External optimization – a set of measures aimed at improving the group of ranking factors, which are determined by search engines for the web environment (third-party sites on the Internet).

# 6 Behavioral factors

Behavioral factors – a set of characteristics of the search engine algorithm, which is calculated based on user behavior. It fixes both user behavior on the results pages, and behavior on the site itself and third-party resources.Common usage error

Behavioral factorOften, the term is used in the singular, which is a logical mistake.It is important to understand that there are several tens or more factors that are one way or another determined by the behavior of users on the results pages of the results and on the site itself.They, in turn, can be divided into subgroups (classified): click metrics on SERPs, counted by sessions, by behavior within the site, by transitions between resources.

# 7 Relevance

Relevance – the relevance of the document to the user’s search query. Relevance is translated into a numerical value, based on the significance of factors and the ranking algorithm.

In the classical sense, the results are arranged in issuing in descending order the values ​​of their numerical relevance. Modern algorithms often “mix” additional documents into the issuance or vice versa lower / hide some of them.

# 8 SERP

SERP (abbreviation for Search Engine Results Page) is the search engine results page.

# 9 SERM

SERM (abbreviation for Search Engine Reputation Management) is a set of measures to improve the reputation of a brand or a person using search engine optimization (SEO) tools. Literally: reputation management in search engines.

# 10 TOP

TOP (from the English word “top” – top, top) – a set of the most relevant documents, as a rule – the first 10 pieces (first page of issue).

Although the word TOP is not an abbreviation, spelling in upper case is often used for brightness.

# 11 Intent

Intent – the need of a specific user who has typed a search query. Different users who have typed the same request may have different needs ( intentions ).

# 12 Assessor

Assessor – a person who evaluates a document by the degree of its compliance with the user’s needs (intent) and sets a numerical rating of relevance.
Assessors in search engines evaluate documents based on a detailed guide – assessor instructions.

# 13 Snippet

Snippet (from the English word “snippet” – excerpt, fragment) – a block of information about the document in the results (SERP). As a rule, in a snippet they divide: title, description, icon (favicon), displayed address of the document, additional information.

Depending on the user’s request, the result may display different snippet contents and different additional information (quick links, date of formation, etc.).

# 14 URL

URL (an abbreviation for Uniform Resource Locator) is a uniform pointer to a resource or, simply, the address of a resource / document on the Internet.

An absolute URL is a pointer to a document on the Internet with a domain name definition, for example: https://pixelplus.ru/samostoyatelno/.
A relative URL is a document pointer without a domain name, example: / samostoyatelno /.

# 15 CNC

CNC (an abbreviation for Human-clear URL) – a user-friendly URL to a document.

In general, under the CNC means the configured address system on the site, so that after reading the URL itself, the user understands the theme of the page that will be visited. Example URL using CNC: https://tools.pixelplus.ru/faq/analiz-top. In the beginning – there is a protocol, then – the domain name, the FAQ section (frequently asked questions) and material on the topic “TOP Analysis”.

# 16 GET parameter / CGI parameter

CGI parameter (CGI stands for Common Gateway Interface – “common gateway interface”) is a dynamic parameter in the URL that allows you to change the contents of the document. Used when building dynamic sites.

Example URL using the CGI parameter: https://tools.pixelplus.ru/?top=1. The parameter itself is “top”, its value is “1”.

# 17 Vertical search

Vertical search – the general name for search systems for a given area or topic (vertical). Examples: search by image, video, real estate for sale, and so on.

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# 18 Target search query

Target search query – a request to the search engine, by typing which, most users are ready to perform the target action for the site.

An alternative definition.

Target search query is a phrase that is mainly used by users who, after getting from a search on the site, are able to fulfill the goal set for the project. That is, the user’s need (intent) can be satisfied on the promoted project with the fulfillment of the goals set for the site.

# 19 Semantic core

The semantic core is a set of targeted search queries for which the project is moving forward or is planning to move forward.

# 20 HF / MF / LF / mF

High-frequency request (short for High-Frequency) is a phrase included in 5% of the most frequency queries in the subject.

Mid-range request (short for Mid-Frequency) is a phrase with the exact frequency of use on WordStat from 50 hits per month, but not included in the TOP-5% in frequency for a given topic.

Low Frequency Request (short for Low Frequency) is a phrase with an exact frequency of use of 5 to 50 impressions per month.

mLF request (short for micro-Low Frequency) is a phrase with an exact frequency of use of less than 5 impressions per month.Common usage error

The estimate is not by the exact, but by the total frequency from the WordStat statistics serviceThe classification of search queries by frequency is only relevant when assessing the exact frequency of using a phrase.

Frequency distribution of requests
Distribution of search queries by frequency of use in Yandex.
92% of them occur less than 10 times a day.
The share of unique (non-repeating) requests during the day is from 40% to 60% depending on the region.

# 21 Geo-dependent request

A geo-dependent query is a phrase that results in a different response for users from different regions of the country.

Request geo-dependency – a property that some of the phrases possess for which the output is geo-dependent

# 22 Long tail

Long tail of search queries – a set of mnf-phrases that are set in the search engine. This group of queries is the most numerous and more than 33% of the total number of search sessions fall into it.

# 23 Search Engine Visibility

Site visibility is the percentage of the target audience that the project will see in the results of the issuance of requests from the semantic core.


Customer Service Terms Everyone Should Know | Zendesk

# 24 Domain name

A domain name is a symbolic code used to identify a website.
Example: pixelplus.ru.

FQDN is the exact, specific domain name with all the parent domains in the hierarchy. At the same time, complete domains of the form www.pixelplus.ru. and pixelplus.ru. – are considered different.

# 25 IP Address

IP-address (IP stands for Internet Protocol) – a unique network address of a node in a computer network.
IPv4 (short for Internet Protocol version 4) is the fourth version of the Internet Protocol implementation that uses four-byte addresses. Example:
IPv6 is a new version of the Internet Protocol implementation in which the IP address is 16 bytes long. Example: 2301: 3dt8: 13a5: 19d7: 3g34: 8e1e: 08a0: 465b.

In Russian it is pronounced as “IP address”.

# 26 Server response code / HTTP status code

Server response code – the numeric part of the first line of the server response when making requests over the HTTP protocol.

All codes are divided into types: 1xx, 2xx, 3xx, 4xx, 5xx.
The most frequent ones: 200 – a successful request, 301 – moved permanently, 302 – moved temporarily, 404 – not found, 410 – deleted, 500 – internal server error, 503 – service unavailable.

# 27 Mirror site

Site Mirror – A complete copy of the site located on another fully qualified domain name.
Example: pixelplus.ru and www.pixelplus.ru.

In order for the search engine to recognize two sites with different spelling of the fully qualified domain name by mirrors, it is required either to configure a 301 redirect from one spelling to another or to give completely identical content on pages with the same relative URL.

# 28 Main site mirror

The main mirror of the site is the writing of a fully qualified domain name, which is recognized as the main one. It is the main mirror of the site that is involved in ranking in the search engine.

# 29 CMS / management system

CMS (abbreviation for Content Management System) is a system (program) that is used to create, host and edit the contents of an Internet site.
Literally: content management system.
The most popular CMS: WordPress, 1C-Bitrix, Drupal, Joomla, MODX.

# 30 JS / JavaScript

JavaScript is a multi-paradigm programming language that supports the following writing styles: object-oriented, imperative, and functional.


CAPTCHA (from the English word “CAPTCHA” or Completely Automated Public Turing test to tell Computers and Humans Apart) is a mini-test that is used on the Internet to determine who the user is – a person or a computer (bot).
Literally: a fully automated Turing public test to distinguish a person from a computer.

CAPTCHA example
Examples of CAPTCHAs in various services.

# 32 Meta tags / Meta tags

Meta tags (from the English “meta tags”) – tags in the HTML markup language, designed to draw up additional data (metadata) about the document.
Additional data – do not appear directly on the page, but may affect its indexing by search engines or browser behavior.

# 33 Meta Description tag

Description – a meta tag that is used for a brief text description of the document.
This mega tag can be used by search engines to generate description text on the results page ( snippet ).

# 34 Keywords meta tag

Keywords – a meta tag that is used to describe the document using 2-5 key phrases.
At the moment, this meta tag does not make an arbitrarily significant contribution to the ranking and may not be filled out.

# 35 Title

Title (from the English word “title”) – a tag in HTML that sets the title of the document (the title of the browser window).
Literally: the headline.
As a rule, it is he who is used as a title on the page of the results of delivery (in a snippet ).Common usage error

Title tag metaAccording to its classification in HTML, the title tag is not a meta tag. This is a separate tag that appears in the browser window when viewing a document and defines the title of the window.

# 36 WHOIS

WHOIS (from the English “who is”) is a network protocol that is used to obtain registration information about the owner of a domain name or IP address.
Literally: who is it.

# 37 Attribute rel = “nofollow”

Nofollow is the value of the rel attribute of the “a” tag (link tag in HTML), which indicates to the crawler (robot) of the search engine that “weight” is not needed for this link.
Literally: do not follow.

# 38 Noindex

In the case of the tag
Noindex is a paired HTML tag that closes the fragment of the document that is enclosed in it from indexing. Only supported by the Yandex search engine.
The valid version of the noindex tag is <! – noindex -> text that is prohibited from indexing <! – / noindex ->.

In the case of the robots meta tag
Noindex – The value of the content attribute of the robots meta tag, which prohibits indexing of page text.# 39 Robots.txt

Robots.txt is a text file that contains directives that indicate to search robots the features of site indexing.
The file is located in the “root” of the site and contains instructions for search engines, such as: banning or permission to index documents, basic spelling of a domain name, recommended pauses for accessing the server, and the like.

# 40 Sitemap.xml / XML sitemap

Sitemap.xml – an XML file that contains a set of documents (URLs) that are subject to indexation by search engines.

# 41 Microdistribution / Semantic markup

Micro-marking – additional attributes of HTML tags that help search engines and other content analysis services determine the structure and type of information presented on the URL.
The most popular markup standard is schema.org.
As a rule, structured data is used to improve the quality of snippets in SERPs and social networks.

# 42 Schema.org

Schema.org – the most common standard for semantic markup of data on the network, developed by Google, Yahoo! and Microsoft in 2011.

# 43 AMP

AMP (abbreviation for Accelerated Mobile Pages) is a technology that is used to form specialized pages that show fast loading for mobile users.
Literally: accelerated mobile pages.

# 44 Adaptive layout

Adaptive layout – specialized HTML-layout of the page, which allows you to adapt the display of the document (design and content) to the resolution of the user screen.
The main types of user devices: personal computer, tablet, mobile phone. It is this type of layout that is actively used at present and is most effective for SEO.

# 45 Crawler

Crawler (from the English word “crawler”) – a program that is part of the search engine and designed to bypass (scan) documents on the Internet in order to enter information about them in the database.


# 46 Lead

Lead (from the English word “lead”) is a potential buyer of a product or service that has provided its contact information to the advertiser.
As a rule, leads are formed by filling out online forms or by phone call.

# 47 CTR

CTR (abbreviation for Click-Through Rate) is the ratio of the number of clicks to site / ad impressions, expressed as a percentage.
Formula: CTR = (Clicks / Impressions) × 100%.
In Russian it is pronounced as “si-ti-ar.”

# 48 PPC

PPC (abbreviation for Pay Per Click) is an advertising model in which an advertiser pays for a click on an ad, banner, or other advertising medium.
Literally: pay per click. In Russian it is pronounced “pee-pee-si”.

# 49 CPC

CPC (abbreviation for Cost Per Click) – the cost of one click on an advertising link / ad.
Formula: CPC = (Advertising budget / Number of clicks).
Literally: cost per click. In Russian it is pronounced as “bcp”.

A metric that is actively used on the Internet and underlies the advertising PPC-model, where payment is made upon the completion of a click.

# 50 Conversion / CR

Conversion (in English – CR, the abbreviation for Conversion Rate) is the ratio of the number of visitors who performed the target action to the total number of website visitors, expressed as a percentage.
Formula: CR = (The number of visitors who completed the target action / Total number of visitors) × 100%.

The target action does not always mean a purchase, often, it can be viewing the page, registering, ordering a call back and so on.

# 51 CPA

Advertising model
CPA (abbreviation for Cost Per Action) is an advertising model in which an advertiser pays for a targeted action.
Literally: cost per target action. In Russian it is pronounced “cpc”.
The type of target action itself is determined by the advertiser, it can be a lead, sale or other events.

As an indicator of effectiveness
CPA (abbreviation for Cost Per Acquisition) – the cost of attracting one user who made a purchase.
Formula: CPA = (Advertising Budget / Number of Sales).
Literally: cost per acquisition.

# 52 CPL

CPL (abbreviation for Cost Per Lead) – the cost of attracting one user who has converted to lead (request on the site or call).
Formula: CPL = (Advertising budget / Number of unique leads).
Literally: the cost of lead. In Russian it is pronounced as “cp-el”.

# 53 KPI

KPI (abbreviation for Key Performance Indicators) – key performance indicators that help to evaluate the result of this activity.
Literally: key performance indicators. In Russian, it is pronounced as “Ki-pi-Ay.”

In the case of advertising on the Internet, the activity refers to the launch of an advertising director, and KPI – those metrics that measure its effectiveness, says CPC and CPL by channel, website visibility, and so on.

# 54 LTV

LTV (abbreviation for LifeTime Value) – the total profit that the company receives for the life cycle of the client.
Formula: LTV = Average return on sales × Average number of purchases per client over his life cycle.

Literally: value throughout life. In Russian it is pronounced as “el-ti-vi”.

# 55 ROI / ROMI

ROI (abbreviation for Return On Investment) is a financial indicator that evaluates the profitability or loss-making of investments in a business, expressed as a percentage.
Formula: ROI = (Net Profit / Investment) × 100% = ((Gross Profit – Cost) / Investment) × 100%.
Literally: return on investment. In Russian it is pronounced as “swarms”.

ROMI (abbreviation for Return On Marketing Investment) is a financial indicator that evaluates the profitability or loss-making of marketing investments, expressed as a percentage.
Formula: ROMI = ((Gross profit from marketing activity × Margin – Marketing expenses) / Marketing expenses) × 100%.
Literally: return on marketing investment. In Russian it is pronounced as “Roma”.


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# 56 Visitor

Visitor – the unique user who visited the site.

# 57 Visit / Session

Visit (or session) – the sequence of actions of one visitor on the site.
One unique user can make several visits to the site during the day (several user sessions).

# 58 Traffic

Traffic – the total number of unique visitors to a site over a time interval.
As a rule, traffic is determined per day (daily traffic) and per month (audience coverage).

# 59 Yandex.Metrica

Yandex.Metrica is an online service from Yandex, designed to evaluate site traffic and analyze user behavior.

# 60 Google Analytics

Google Analytics is an online service from Google designed to measure site traffic and analyze user behavior.

# 61 Webmaster panel

The webmaster’s panel is an online service from a given search engine (Yandex, Google, Mail.ru or another) designed to evaluate site indexing, configure descriptions, collect and analyze other statistics that are important for a webmaster.

# 62 Search Console

Search Console – the name of the webmaster panel from Google


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# 63 Text factors

Text factors – a group of ranking factors in the search engine, which is calculated based on the text content of the document, as well as on the user’s request and, sometimes, his region.

Typical textual factors: BM25 in the text, TF – the number of occurrences of the word from the key query in the document text, the number of occurrences of word pairs, auxiliary: the amount of text, the presence of synonyms, and others.

# 64 Shingle

Shingle (from the English word “shingle”) – a sequence of words of a given length taken from the canonized text. The canonized text means the text, all words of which are brought back to normal form and from which the prepositions, conjunctions, punctuation marks and other non-text fragments are removed.

# 65 Percentage of occurrences

Percentage of occurrences = (Number of occurrences of a word in a text / Total number of words in a text) × 100%.
The total number of words in a text is also called the volume of text (in words).

# 66 Backlight in the display

Highlighting in the results is the algorithm responsible for highlighting in bold type the words on which search engine developers want to focus the user’s attention. As a rule, words from a search query, as well as close synonyms, are highlighted in the search results, but there are other ways to highlight accents.

# 67 TF-IDF

TF-IDF (an abbreviation for English phrases – Term Frequency and Inverse Document Frequency) is a metric that is used to assess the importance of a word in the context of a document.
Both for TF and for IDF several variations of calculations / normalizations are used, here are the simplest formulas used.

TF = Number of occurrences of a word in a document.
IDF = Logarithm of a relation (Total number of documents known to search / (1 + Number of documents in which a given word occurs)).
In Russian it is pronounced as “ti-ef-ai-di-ef.”
Literally: the number of occurrences and the inverse documented frequency.# 68 BM25 / Okapi BM25

BM25 (BM stands for Best Match) is a ranking function that is used to sort documents by their relevance to a given search query. When evaluating this function, the mutual arrangement of words is not taken into account, and the document is presented in the form of a “bag of words.”
The formula and calculation of BM25 can be found here.
In Russian, it is pronounced “be-em-twenty-five.”

# 69 Anchor / Anchor list

Anchor (from the English word “anchor”) – link text. That is, the fragment that is between the opening and closing HTML link tags.

Anchor list is a set of external links anchors that lead to a project.

# 70 Inbound and outbound links

Incoming link – a link that leads to a document from a different URL.

Outgoing link – a link that is located on the document and leads to a different URL.

# 71 External and internal links

An external link is a link that leads to a URL on another domain name. As a rule, a link to another subdomain within a given domain is considered external.

Internal link is a link that leads to a URL on the same domain name.

# 72 Through reference / Draft

End-to-end link (on SEO-slang – draft) – a link located on all URLs within a given domain.

# 73 Muzzle

Muzzle – the slang name of the main page of the site.

# 74 HC

HC (abbreviation for Nesting Level) – the minimum number of clicks to a given document from the main page of the site +1 (plus one). If you can get to some URL by making one click with the main one, then its HC = 2 and so on.

# 75 Broken link

Broken link – a link that leads to a URL with a response code of 404 or 410.

# 76 Anchorless link

An anchorless link is an oxymoron, a term used to designate a class of links that do not contain words (image links) in the anchor or whose anchor is a domain name of the site, an internal URL or consists of the words “here, here, by reference, more details ”and some others.

# 77 Reference graph

A reference graph is a directed graph, in the role of edges (arcs) of which are hyperlinks, and in the role of vertices are documents on the network (URL).

# 78 PR / PageRank

PR (abbreviation for PageRank) is a numerical characteristic of a document, which determines its significance in the network and is calculated by the reference graph.
PR is used as one of the ranking factors in search engines.
In Russian it is pronounced as “page rank”.

# 79 SNSS (formerly NPS)

SNSS (formerly NPS) – an abbreviation for the phrase Links to Page Contain, which is displayed in the snippet of the document in the issuance of Yandex, if it was found in the text of its links. Previously, NPC is an abbreviation for Found By Link.

# 80 Yandex.Catalog / YACA

Yandex.Catalog or YACA – a collection of annotated links to sites, broken down into categories, each of which is manually checked by moderators of the catalog.

# 81 TIC

TIC is an abbreviation of the thematic Citation Index, which is used by Yandex to rank sites in Yandex.Catalog categories. By tradition – it is written in the form of a TIC.

# 82 SDL

SDL (abbreviation for Site For People) is a site that carries added value to the user. Antonym – GS.

# 83 GS

GS (an abbreviation for Shit-Site) is a site that does not bear any added value to the user. Antonym – SDL.

# 84 Satellite

Satellite (from the Latin word “satellitis” – satellite) – a site created for auxiliary purposes. Among the auxiliary goals include: setting links to the main promoted project, increasing audience coverage by attracting search traffic for low-frequency queries, redirecting traffic to the main site, and others.

# 85 PBN

PBN (abbreviation for Private Blog Network) is a private network of sites whose main purpose is to post links to promoted sites.

# 86 Link exchange

Link exchange is a service created with the aim of conveniently organizing the process of buying incoming (from the optimizer) and selling outgoing (from the webmaster) links.

# 87 Reference aggregator

Link aggregator is an add-on above a link exchange or a set of exchanges that will automate a number of processes for purchasing links for the optimizer.

# 88 “Like” and “Shara”

“Like” (from the English word “like”) is a function for users of a social network, blog or other site, which is used to express approval by the visitor of the information provided.

“Shara” (from the English word “share”) is a function for users of a social network, blog or other site that allows you to place the announcement (mention) of material from the user in the profile with a link to the source.

# 89 Social signals

Social signals – a collection of information from social networks that can be collected and used by search engines for ranking. Social signals include: the number of “likes” of a document / site and the “ball” of posts with links to a given resource, traffic to a document / site from social networks with segmentation, and others.


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# 90 Spam / Search spam

Spam (from the English word “spam”) – the distribution of advertising or other information to persons who did not express a desire to receive it.

SEO spam / Search spam – the use of promotion techniques that directly violate licenses for the use of search engines or abuse of the use of generally accepted search promotion practices .

# 91 Antispam department

The anti-spam department is a search engine department whose employees develop and implement methods for not taking into account artificially high (“wound”) values ​​of ranking factors and applying sanctions to sites that use deceptive promotion and monetization techniques.

# 92 Black optimization methods

Black optimization methods – a set of ways to promote a resource that are directly prohibited by the license to use and the rules of search engines.

# 93 Post-filters

Post filters are a set of sanctions that are applied by search engines to forcibly lower in the results of the issuance of documents that hold high positions as a result of ranking, but do not meet the requirements for a qualitative result according to the anti-spam department.

# 94 Affiliation

Affiliation – the affiliation of two or more sites to one interested person / owner. If the algorithms of the Yandex search system associate a set of sites in an affiliated group, minor restrictions apply to them, which are manifested in the inability to get on one page of results for more than one (most relevant) site.

# 95 AGS

AGS is a family of anti-spam algorithms in the Yandex search engine that lower the ranking and nullify the value of TIC for sites that are created to sell links from them or do not meet the specified quality criteria.

Often, in the term they see the abbreviation – Anti- HS .

# 96 Reference blast

Link explosion is a type of sanction in the Yandex search engine directed to a website purchasing links that resets the values ​​of a number of link factors while fixing an unnaturally high rate of link mass building up. Donors participating in the “explosion” are additionally marked as unreliable.

# 97 Minusinsk

Minusinsk is the name of the Yandex search algorithm, which was launched in 2015 and is aimed at lowering the ranking of sites that use SEO link purchasing techniques to increase search results. From that moment on, Yandex has the anti-spam filter Minusinsk of the same name.

# 98 Baden-Baden

Baden-Baden is the name of the Yandex search algorithm, which was launched in 2017 and is aimed at lowering in the ranking of sites that use “re-optimized” (spam) texts for promotion.

In fact, this filter should be divided into two, the first one is applied to requests (selectively leads to a decrease in the position in the phrase) and to sites as a whole.

# 99 Penguin / Penguin

Penguin (Penguin in Russian) is a filter in the Google search engine that was aimed at lowering the site’s position for spam in the anchor text of incoming links. Since 2016, the filter has been updated and began to “devalue” the effect of spam links on ranking, rather than lowering the site in the SERP.

# 100 Panda / Panda

Panda (in Russian – Panda) – a filter in the Google search engine that lowered the position of the site for the low quality of its text information, low-content content and non-unique content. Since 2016, it has been integrated into the general Google ranking algorithm as one of the factors.

# 101 Doorway

Doorway (from the English word “Doorway”) is a site that does not bear any value for the user and was created with the aim of redirecting search traffic to other domains. Redirection can be done either using technical methods (redirects) or by stimulating user clicks on ad units.

# 102 Ban

Ban is a type of sanction in search engines that leads to the complete exclusion of all documents from a given site from the search engine index.

# 103 Clickfrod

Clickfrod (from English “click fraud”) is a type of fraud on the Internet aimed at artificially increasing the number of clicks on a link or advertisement. It is widespread in ad networks with the PPC model and as one of the methods of black optimization (wrapping up behavioral factors).

Various anti-fraud methods are used to protect against click fraud. Antifraud (from the English “anti-fraud”) is a system for evaluating suspicious clicks with the aim of further filtering them and ignoring artificially stimulated clicks.

A full list of Yandex and Google filters can be found in a review article – search engine sanctions.


# 104 Update / AP

Update – an event related to updating a search engine database.
Updates can be divided into types depending on the fact of updating a particular database in the search engine. More about updates of various types .

# 105 Indexing / Indexing

Indexing is the process of including information about documents in the search engine database.

Often, in the process of indexing site pages, some of the query-independent ranking factors that can be used in the future are calculated.


SPECTRUM – Yandex technology that takes into account the many goals of users for an ambiguous search query and “mixes” the results with the corresponding answers.

# 107 Matrixnet

Matrixnet is a machine learning method with which the Yandex ranking formula is built and which has increased resistance to retraining.

# 108 CatBoost

CatBoost is a gradient boosting library developed in Yandex on open source decision trees.

# 109 Yandex.Direct

Yandex.Direct – a system for placing contextual advertising on Yandex results pages and Yandex Advertising Network (YAN) partner sites.

# 110 Google AdWords

Google AdWords is a system for placing contextual advertising on Google search results pages.

# 111 Google AdSense

Google AdSense – a system for placing contextual advertising on websites of sites from the Google Display Network (CCM).

# 112 MFA

MFA (an abbreviation for Made For Adsense) is a site created specifically for making money from contextual advertising.
In Russian it is pronounced as “um-fe-a”.

# 113 LSI copywriting

LSI copywriting (an abbreviation for Latent Semantic Indexing copywriting) is a technique for writing optimized texts for websites, which takes into account the need to include not only words from a search query and its synonyms, but also uni and bigrams that are often found in texts of a given subject (words defining topics).

In Russian, pronounced “al-si-ah.”
Literally: latent semantic indexing.
An example of a service for the automated collection of LSI words and phrases is “ Terms of Reference for a Copywriter ”.

# 114 Dashboard / Dashboard

Dashboard (from the English “Dashboard”) in web analytics – a set of summaries that are displayed on the start page of the web statistics system and are designed to bring all the relevant information on one screen for quick daily familiarization.

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