iFrames – An HTML structure that allows another HTML document to be inserted into an HTML page. The iFrame is set up as a window frame of a specified size that scrolls along with the rest of the page, but the iFrame’s content can itself be scrolled if it is larger than the iFrame window.

Unlike the regular HTML frames function, which is used to divide the screen into multiple windows, the iFrame is typically used to insert an ad or small amount of text in the middle of a page.

iFrames have been widely used within the automotive industry as a way to “frame in” their inventory which is typically generated and maintained by a 3rd-party source. Using iFrames is not a solid SEO practice, as it allows for content not actually residing on a particular website (thus giving the original website no credit for the content).

Inbound Link – Link pointing to one website from another website.

Most search engines allow you to see a sample of links pointing to a document by searching using the link: function. For example, using link:www.agent-seo.com would show pages linking to the homepage of this site (both internal links [link:] and inbound links). Due to canonical URL [link:] issues www.agent-seo.com and agent-seo.com may show different linkage data.

Google typically shows a much smaller sample of linkage data than competing engines do, but Google still knows of and counts many of the links that do not show up when you use their link: function.

Index – Collection of data used as bank to search through to find a match to a user fed query. The larger search engines have billions of documents in their catalogs.

When search engines search they search via reverse indexes by words and return search results based on matching relevancy vectors. Stemming and semantic analysis allow search engines to return near matches.

(2) The term ‘Index’ may also refer to the root of a folder on a web server.

Information Architecture – the art of expressing a model or concept of information used in activities that require explicit details of complex systems. Among these activities are library systems, content management systems [link:], web development, user interactions, database development, programming, technical writing, enterprise architecture, and critical system software design.

Good information architecture considers both how humans and search spiders access a website. Information architecture suggestions:

  • Focus each page on a specific topic.
  • Use descriptive page titles [link:] and meta descriptions [link:] which describe the content of the page
  • Use clean (few or no variables) descriptive file names and folder names
  • Use headings [link:] to help break up text and semantically structure a document
  • Use breadcrumb navigation [link:] to show page relationships
  • Use descriptive link anchor text [link:]
  • Link to related information from within the content area of your web pages
  • Improve conversion [link:] rates by making it easy for people to take desired actions
  • Avoid feeding search engines duplicate or near-duplicate content [link:]

Internal Link – Link from one page on a site to another page on the same site.

It is preferential to use descriptive internal linking to make it easy for search engines to understand what your website is about. Use consistent navigational anchor text for each section of your site, emphasizing other pages within that section. Place links to relevant related pages within the content area of your site to help further show the relationship between pages and improve the usability of your website.

Internet – The Internet is a global system of interconnected computer networks that use the standard Internet Protocol Suite (TCP/IP) to serve billions of users worldwide. It is a network of networks that consists of millions of private and public, academic, business, and government networks of local to global scope that are linked by a broad array of electronic and optical networking technologies.

The Internet carries a vast array of information resources and services, most notably the inter-linked hypertext documents of the World Wide Web (WWW) and the infrastructure to support electronic mail.

See also:

Internet Explorer – Microsoft’s web browser. After they beat out Netscape’s browser on the marketshare front, they failed to innovate on any level for about 5 years – until Firefox [link:] forced them to.

See also:

Invisible Web – Portions of the web which are not easily accessible to crawlers due to search technology limitations, copyright issues, or information architecture [link:] issues.

IP Address – Internet Protocol Address. Every computer connected to the internet has an IP address. Some websites and servers have unique IP addresses, but most web hosts host multiple websites on a single host.

Many SEO’s refer to unique C class IP addresses. Every site is hosted on a numerical address like aa.bb.cc.dd. In some cases many sites are hosted on the same IP address. It is believed by many SEO’s that if links come from different IP ranges with a different number somewhere in the aa.bb.cc part, then the link may count more than links from the same local range and host.

ISP – Internet Service Providers sell end users access to the web. Some of these companies also sell usage data to web analytics companies.


The number of times your search ad is served to users by search engines.

Inbound links (IBL)

Links that point to your site from sites other than your own. Inbound links are an important asset that will improve your site’s PageRank (PR).


A search engine’s database in which it stores textual content from every web page that its spider visits.


First introduced in September 1995, Inktomi Corporation from California was a key player in the search engine market where it pioneered online search technologies. It initially provided software to ISPs (Internet Service Providers) but then went onto power other well-known web search tools such as HotBot, Looksmart, MSN, regional search engines and others.

It ultimately displaced Alta Vista when Inktomi started using a distributed network technology (instead of operating everything on one machine) that enabled them to index more than 1.3 million documents on the web at that time.

Inktomi was the first to launch a paid inclusion service that meant websites would receive regular and frequent re-indexing for a fee. It also invented a proxy cache for ISP web traffic called �Traffic Server�.

During its short life, Inktomi acquired many businesses including Webspective, Infoseek, eScene Networks and FastForward Networks. Once the Internet bubble had burst in 2000, many of its acquisitions were sold off due to the financial collapse of most of its customer base.

Yahoo! purchased Inktomi in 2003 which remains central to its search engine database today. 


A synonym for back links. Popularized by Yahoo!

Insertion Order (I/O)

A contract that specifies the details of your search advertising campaign, including placements options, keywords, ad creative, landing page, pricing, geo-targeting, and language options.

Internal Links

An Internal Link is a hypertext link that points to another page within the same website. Internal links can be used as a form of navigation for people, directing them to pages within the website. Links assist with creating good information architecture within the site.

Search engines also use internal text links to crawl pages within a website. The way internal links are structured will impact the way in which search engine bots spider and subsequently index pages. 


Sometimes called “The Net”, the Internet is a publicly accessible worldwide system of computer networks that enable people to send and receive information from other computers. The Internet uses the TCP/IP network protocols to facilitate data transmission.

There are three levels of hierarchy including backbone networks, mid-level networks and stub networks. These include commercial (.com or .co), university (.ac or .edu) and other research networks (.org, .net).

The origins of the Internet began in 1962 where a government agency called RAND was commissioned by the US Air Force to develop a military research network that could survive a nuclear attack. Packet Switching was invented as a way of sending data.

The first email program was created in 1972. The TCP/IP Protocol was developed in 1973 and by 1983 it became the core Internet protocol.

The same year of 1983 saw the development of the Domain Name System (DNS) by the University of Wisconsin. The domain name system made it easier for people to access other servers rather than having to remember the corresponding long IP numbers.

In 1992 the World Wide Web was released by CERN and the Internet Society was chartered who controls the Internet. The first graphical user interface to the WWW called �Mosaic for X� was released.

By 1996, most Internet traffic was carried by independent ISPs. The Internet Society is building a new TCP/IP that will allow billions of addresses rather than the limited supply that we have today. 

Internet Explorer

Introduced in 1995, Internet Explorer is a web browser produced by Microsoft. It is also known as Explorer, IE, Microsoft Internet Explorer or MSIE. Internet Explorer is the most widely used browser in the world to view information on the World Wide Web (WWW).

This browser didn�t get popular until version 3 was released in 1996 which supported CSS, ActiveX controls, Java applets, inline multimedia and the PICS system for content metadata.

Version 8 is currently in development where further improvements will be made to the security of the browser. There will also be more support for CSS 2.1 specifications.

Over the years (particularly in the early releases) Internet Explorer has been subject to harsh criticisms including its security architecture and its lack of support of open standards.

Interstitial Ad

An ad page that appears for a short period of time before the user-requested page is displayed. Also known as a transition ad, splash page, or Flash page.


Advertising space available for purchase on a website. Based on projections, inventory may be specified as number of impressions or as a share of voice. Also known as ad avail.

Invisible Web

a term that refers to the vast amount of information on the web that is not indexed by the search engines. Coined in 1994 by Dr. Jill Ellsworth. 

IP Address

IP Address stands for �Internet Protocol Address� and is sometimes referred to as �IP� or �Internet Address�. It is expressed as a four-part series of numbers separated by periods that identifies every sender and receiver of network data. The numbers represent the domain, the network, the subnetwork and the host computer. For example: with each number ranging from 0 through to 255.

Each server or device connected to the Internet is assigned a unique permanent (static) or temporary (dynamic) IP address. The IP Address sometimes translates into a specific domain name. 

ISP – Internet Service Provider

ISP is an abbreviation for Internet Service Provider. An ISP provides a range of Internet related services to customers including Internet connectivity, email, website hosting, domain name registration and hosting.

Usually provided for a monthly fee, an ISP can be a commercial business, a university, a government organization, a school or any other entity that provides access to the Internet to members or subscribers. 

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