D - Search Engine Optimization Glossary...

D - Search Engine Optimization Glossary for SEO terms that begin with the letter ' D ' including definitions.

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D

Destination Page: Landing Page. The web page searchers arrive at after clicking on an ad. PPC ad advertisers display a URL (specifying the exact page URL in the code) on which searchers will land after clicking on ads in the SERP. Also known as the location for closing a deal as here is where actions that determine an advertiser’s conversion rate of success occur.

DHTML: Collective term for Dynamic Hypertext Markup Language, combination of HTML and tags and options that allow more ‘dynamic’ web pages with more animation and more interaction. It can allow Web documents to appear and behave like desktop applications or multimedia productions.

DKI: Dynamic Keyword Insertion. An insertion of EXACT keywords (used by a searcher in a search request) in response to a returned description or ad title. As an advertiser with a bid on a cluster or table of these keyword variations, DKI refines ad listings to make them more relevant to individual searchers.

DMCA: Digital Millennium Copyright Act. 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

Dayparting: Facility for ‘timetabling’ specific times allocated to ad displays, allowing more refined targeting of searchers. This option limits serves of particular specified ads to the specified day and/or time factors selected.

Deep Linking: Sensitive linking for guiding, directing and linking click-through searchers (or search engine crawlers) to highly specific and relevant category/product web pages from the search terms and any PPC ads activated.

Description Tag: Information contained in the description META (an underlying description/definition) tag, holding a short description of the web page on which it is included. The information usually contained is the description immediately displayed following the main link on the result pages of many search engines.

Directory Search: Or ‘search directory’. Refers to the directory of web sites, categorized into topics, within an engine. The major difference between search directories and search engines is in how their listings are obtained. Search directories rely on user input for categorizing and including web sites. Additionally, directories usually only include the domain’s higher-level pages.

Display URL: The web page URL (Uniform Resource Locator/global address) actually seen in PPC text ads usually appearing as the last line in ads that may have been simplified compared to the longer actual URL that is not visible to the user.

Distribution Network: The network of search engines and partner sites or web sites (content publishers, ISPs) that accommodates the distribution of paid ads. The network accepts advertisements from a host search engine, paid by CPC or CPM. For example, Google’s advertising network includes not only the Google search site, but also searchers at, Netscape, AOL and the New York Post online edition, among others.

Domain: Refers to a specific web site address.

Doorway Page: The same thing as a Gateway Page. A specifically created web page to obtain rankings that occur within the natural listings of a search engine. The pages generally are loaded with keywords designed to funnel surfers toward main web sites. Considered to be an outmoded spam tactic.

Dynamic Landing Pages: Web pages where click-through searchers get sent to, on which changeable (not static) pages are generated, their content being specifically relevant for the keyword search. If a user seeking trucks, for example makes a search, then a dynamic landing page featuring pictures and/or information on several models with possibly, a list of geographically localized dealerships may be served. Using the term ‘truck’ would be the trigger for a data dump into a web site template of possible vehicles, which serves the information related to trucks.

Dynamic Text: Response to search ad returns for further customization, which will include those desired variations into the keyword, text or ad copy search parameters. Dynamic insertion forces the ads to mirror the exact terms worded in search queries, creating more relevant ads. See also DKI (Dynamic Keyword Insertion) ref.

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