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| Term | Definition |
|---|---|
| Data Transfer | This is the amount of data that is transferred from an account as visitors view the pages of the website. If you have a website with lots of video, audio, and images that gets many visitors per day, you would have to make sure that you choose a host that will allow large amounts of data to be transferred. |
| Dayparting | Turning ad campaigns on or off, changing ad bid price, or budget constraints based on bidding more when your target audience is available and less when they are less likely to be available. |
| 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. |
| 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 | 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 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. |
| 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. |
| DHTML | Dynamic HyperText Markup Language - DHTML refers to web pages that use a combination of HTML, JavaScript, and CSS to create features (including features that let the user drag items around on the Web page, produce some simple kinds of animation, and more). |
| Digital Signage | Digital signage refers to a variety of technologies used to replace traditional retail signs. Instead of static print signs and billboards, digital signage is composed of electronic signs dispersing content and messages in the most targeted, interactive way. |
| 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. A site devoted to directory pages. The Yahoo directory is an example. |
| Disambiguation | Disambiguation in Wikipedia is the process of resolving conflicts in article titles that occur when a single term can be associated with more than one topic. In many cases, this same word or phrase is the natural title of more than one article. In other words, disambiguations are paths leading to different topic pages that share essentially the same term in their title. |
| DMOZ | The Open Directory Project - the largest human edited directory of websites. DMOZ is owned by AOL, and is primarily ran by volunteer editors. |
| 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 Parking | Many hosting companies give you the option to 'park' your domain name (www.yourdomain.com) without actually having your website up and running. Great option if you want to acquire a domain name well ahead of having the website itself designed and constructed. |
| Doorway Pages | Pages designed to rank for highly targeted search queries, typically designed to redirect searchers to a page with other advertisements. Some webmasters cloak thousands of doorway pages on trusted domains, and rake in a boatload of cash until they are caught and de-listed. If the page would have a unique purpose outside of search then search engines are generally fine with it, but if the page only exists because search engines exist then search engines are more likely to frown on the behavior. |
| Drop Shipper | A drop shipper is a product supplier who is willing to ship individual orders out one product at a time. Usually, when products are purchased for resale, you have to buy them in bulk quantities, have them shipped to you, and then ship them out to your customer. |
| 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 Languages | Programming languages such as PHP or ASP which build web pages on the fly upon request. |