Online Marketing Glossary : G - ISearch Engine Marketing Glossary
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H
Hallway Page: A page containing links to various doorway pages.
Head or Header (in an HTML document): The top portion of the HTML source code behind Web pages, beginning with <HEAD> and ending with </HEAD>. It contains the Title, Description, Keywords fields and others that web page authors may use to describe the page. The title appears in the title bar of most browsers, but the other fields cannot be seen as part of the body of the page. To view the <HEAD> portion of web pages in Netscape, click VIEW, Page Source. In Internet Explorer, click VIEW, Source. Some search engines will retrieve based on text in these fields.
Heading Tags (Headings): A paragraph style that is displayed in a large, bold typeface. Having text containing keywords in the Heading Tags can improve the search engine ranking of a page for those keywords. Using heading within the body copy of the page is critical for search engine optimization. It also helps the reader anticipate the subject of the page (H1 tags) or the subject of the paragraph (h2 tags).
Hidden Text: Text that is visible to the search engines but is invisible to humans. It is mainly accomplished by using text in the same color as the background color of the page. It is primarily used for the purpose of including extra keywords in the page without distorting the aesthetics of the page. Most search engines penalize web sites which use such hidden text.
History, Search History: Available by using the combined keystrokes CTRL + H, a more permanent record of sites you have visited/retrieved than GO. You can set how many days your Netscape retains history in Edit/ Preferences, and in Internet Explorer in Tools/Internet Options/General.
Host: Computer that provides web-documents to clients or users.
HTML: Hypertext Markup Language. A standardized language of computer code, imbedded in "source" documents behind all Web documents, containing the textual content, images, links to other documents (and possibly other applications such as sound or motion), and formatting instructions for display on the screen. When you view a Web page, you are looking at the product of this code working behind the scenes in conjunction with your browser. Browsers are programmed to interpret HTML for display. HTML often imbeds within it other programming languages and applications such as SGML,XML, JavaScript, CGI-script and more. It is possible to deliver or access and execute virtually any program via the WWW. You can see HTML in Netscape by selecting the View pop-down menu tab, then "Document Source." If you download a document as "Source," the file will contain HTML markup codes and can be viewed in Netscape and other browsers.
Hypertext: On the World Wide Web, the feature, built into HTML that allows a text area, image, or other object to become a "link" (as if in a chain) that retrieves another computer file (another Web page, image, sound file, or other document) on the Internet. The range of possibilities is limited by the ability of the computer retrieving the outside file to view, play, or otherwise open the incoming file. It needs to have software that can interact with the imported file. Many software capabilities of this type are built into browsers or can be added as "plug-ins".
I
Image Map: An image containing one or more invisible regions which are linked to other pages. If the image map is defined as a separate file, the search engines may not be able to index the pages to which that image map links. The way out is to have text hyperlinks to those pages in addition to the links from the image map. However, image maps defined within the same web page will generally not prevent search engines from indexing the other pages.
Inktomi: A database of sites used by many of the larger search engines like HotBot, MSN etc. For more information, see Inktomi.
Internet: The vast collection of interconnected networks that all use the TCP/IP protocols and that evolved from the ARPANET of the late 60's and early 70's. An "internet" (lower case i) is any computers connected to each other (a network), and are not part of the Internet unless the use TCP/IP protocols. An "intranet" is a private network inside a company or organization that uses the same kinds of software that you would find on the public Internet, but that is only for internal use. An intranet may be on the Internet or may simply be a network.
IP Address or IP Number: (Internet Protocol number or address). A unique number consisting of 4 parts separated by dots, e.g. 160.114.67.2 every machine that is on the Internet has a unique IP address. If a machine does not have an IP number, it is not really on the Internet. Most machines also have one or more Domain Names that are easier for people to remember.
ISP or Internet Service Provider: A company that sells Internet connections via modem (examples: aol, Mindspring - thousands of ISPs to choose from). Faster, more expensive Internet connectivity is available via cable, DSL, ISDN, or web-TV. Often these companies also provide Web page hosting service (free or relatively inexpensive web pages -- the origin of many personal pages).
J
JAVA: A network-oriented programming language invented by Sun Microsystems that is specifically designed for writing programs that can be safely downloaded to your computer through the Internet and immediately run without fear of viruses or other harm to our computer or files. Using small Java programs (called "Applets"), Web pages can include functions such as animations, calculators, and other fancy tricks. We can expect to see a huge variety of features added to the Web using Java, since you can write a Java program to do almost anything a regular computer program can do, and then include that Java program in a Web page.
JavaScript: A simple programming language developed by Netscape to enable greater interactivity in Web pages. It shares some characteristics with JAVA but is independent. It interacts with HTML, enabling dynamic content and motion.
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