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SEO Glossary: I

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The number of times your search ad is served to users by search engines. [edit]
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). [edit]
A search engine's database in which it stores textual content from every web page that its spider visits. [edit]
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.  [edit]
A synonym for back links. Popularized by Yahoo! [edit]
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. [edit]
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.  [edit]
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.  [edit]
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.  [edit]
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. [edit]
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. [edit]
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. [edit]
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.  [edit]
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.  [edit]