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Dead Link - A link which is no longer functional. Most large high quality websites have at least a few dead links in them, but the ratio of good links to dead links can be seen as a sign of information quality.
Deep Link - A link which points to an internal page within a website. When links grow naturally typically most high quality websites have many links pointing at interior pages. When you request links from other websites it makes sense to request a link from their most targeted relevant page to your most targeted relevant page. Some webmasters even create content based on easy linking opportunities they think up.
Deep Linking – Linking that guides, directs and links a click-through searcher (or a search engine crawler) to a very specific and relevant product or category web page from search terms and PPC ads.
Dedicated Server - Server which is limited to serving one website or a small collection of websites owned by a single person. Dedicated servers tend to be more reliable than shared (or virtual) servers. Dedicated servers usually run from $100 to $500 a month. Virtual servers typically run from $5 to $50 per month.
Deep Link Ratio - The ratio of links pointing to internal pages to overall links pointing at a website. A high deep link ratio is typically a sign of a legitimate natural link profile.
De-Listing - Temporarily or permanently becoming de-indexed from a directory or search engine. De-indexing may be due to any of the following: Pages on new websites (or sites with limited link authority relative to their size) may be temporarily de-indexed until the search engine does a deep spidering and re-cache of the web. During some updates search engines readjust crawl priorities. You need a significant number of high quality links to get a large website well indexed and keep it well indexed. Duplicate content filters, inbound and outbound link quality, or other information quality related issues may also relate to re-adjusted crawl priorities. Pages which have changed location and are not properly redirected, or pages which are down when a search engine tries to crawl them may be temporarily de-indexed.
Demographics - Statistical data or characteristics which define segments of a population. Some internet marketing platforms, such as AdCenter and AdWords, allow you to target ads at websites or searchers who fit amongst a specific demographic. Some common demographic data points are gender, age, income, education, location, etc.
Description - Directories and search engines provide a short description near each listing which aims to add context to the title. High quality directories typically prefer the description describes what the site is about rather than something that is overtly promotional in nature. Search engines typically use a description from a trusted directory (such as DMOZ or the Yahoo! Directory) for homepages of sites listed in those directories use the page meta description (especially if it is relevant to the search query and has the words from the search query in it) attempt to extract a description from the page content which is relevant for the particular search query and ranking page (this is called a snippet) or some combination of the above Description Tag - Refers to the information contained in the description META tag. This tag is meant to hold the brief description of the web page it is included on. The information contained in this tag is generally the description displayed immediately after the main link on many search engine result pages.
DHTML – Stands for Dynamic Hypertext Markup Language.
Directory - A categorized catalog of websites, typically manually organized by topical editorial experts. Some directories cater to specific niche topics, while others are more comprehensive in nature. Major search engines likely place significant weight on links from DMOZ and the Yahoo! Directory. Smaller and less established general directories likely pull less weight. If a directory does not exercise editorial control over listings search engines will not be likely to trust their links at all. directory A site devoted to directory pages. The Yahoo directory is an example. directory page A page of links to related WebPages.
Directory Search – Also known as a search directory. Refers to a directory of web sites contained in an engine that are categorized into topics. The main difference between a search directory and a search engine is in how the listings are obtained. A search directory relies on user input in order to categorize and include a web site. Additionally, a directory usually only includes higher-level pages of a domain.
Display URL – The web page URL that one actually sees in a PPC text ad. Display URL usually appears as the last line in the ad; it may be a simplified path for the longer actual URL, which is not visible.
Distribution Network – A network of web sites (content publishers, ISPs) or search engines and their partner sites on which paid ads can be distributed. The network receives advertisements from the host search engine, paid for with a CPC or CPM model. For example, Google’s advertising network includes not only the Google search site, but also searchers at AOL, Netscape and the New York Post online edition, among others.
DKI – Acronym for Dynamic Keyword Insertion, the insertion of the EXACT keywords a searcher included in his or her search request in the returned ad title or description. As an advertiser, you have bid on a table or cluster of these keyword variations, and DKI makes your ad listings more relevant to each searcher.
DMCA – Acronym for Digital Millennium Copyright Act. “The Digital Millennium Copyright Act (DMCA) is a United States copyright law which….criminalizes production and dissemination of technology, devices, or services that are used to circumvent measures that control access to copyrighted works (commonly known as DRM), and criminalizes the act of circumventing an access control, even when there is no infringement of copyright itself. [Circumvention of controlled access includes unscrambling, copying, sharing, commercial recording or reverse engineering copyrighted entertainment or software.] It also heightens the penalties for copyright infringement on the Internet.” Source: Wikipedia
DNS - Domain Name Server or Domain Name System. A naming scheme mechanism used to help resolve a domain name / host name to a specific TCP/IP Address.
Domain - Scheme used for logical or location organization of the web. Many people also use the word domain to refer to a specific website. A doorway (gateway) A web page that is designed specifically to attract traffic from a search engine. Ex. (https://www.marketgoo.com)
Doorway Page – A web page specifically created in order to obtain rankings within the natural listings of a search engine. These pages generally are filled with keywords and are meant to funnel surfers into the main web site. This practice is generally considered an outdated spam tactic. This term is not to be confused with a “landing page.”
Duplicate Content - Content which is duplicate or near duplicate in nature. Search engines do not want to index multiple versions of similar content. For example, printer friendly pages may be search engine unfriendly duplicates. Also, many automated content generation techniques rely on recycling content, so some search engines are somewhat strict in filtering out content they deem to be similar or nearly duplicate in nature.
Dynamic Content - Content which changes over time or uses a dynamic language such as PHP to help render the page. In the past search engines were less aggressive at indexing dynamic content than they currently are. While they have greatly improved their ability to index dynamic content it is still preferable to use URL rewriting to help make dynamic content look static in nature.
Dynamic Landing Pages – Dynamic landing pages are web pages to which click-through searchers are sent that generate changeable (not static) pages with content specifically relevant to the keyword search. For example, if a user is looking for trucks, then a dynamic landing page with information and pictures on multiple models and, possibly, geographically localized dealerships might be served. The term truck would trigger a data dump into a web site template for all possible vehicles, that serves all truck-related information.
Dynamic Text (Insertion) – This is text, a keyword or ad copy that customizes search ads returned to a searcher by using parameters to insert the desired text somewhere in the title or ad. When the search query (for example, “hybrid cars”) matches the defined parameter (for example, all brands of electric/gasoline passenger cars AND SUVs), then the associated term (hybrid) is plugged into the ad. Dynamic insertion makes the ad mirror exact terms used in the search query, creating very relevant ads. See also DKI (Dynamic Keyword Insertion).