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Search Engine Marketing (SEM) Glossary - D

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Deep Linking

The practice of sending traffic to specific, relevant pages within a website rather than to a general home page. Deep linking is used in SEM to bring users closer to the point of sale on a website, and to increase the perceived relevance of a user's placement.

De-Listing

The removal of a website from a search engine index.

Designated Marketing Area (DMA)

A method of breaking up an area geographically, and targeting advertising messages based on the location of the recipient. Ex: For a nationwide chain of stores users in the New York DMA would see locally targeted creative such as "Stores in New York" while those in the San Francisco DMA would see "Stores in San Francisco."

Directory

A website that organizes and lists whole websites based on topics. (as opposed to a search engine, which lists individual pages). Directory listings are typically selected by human editors.

Directory Submission

The manual submission process for a website to be included in a search engine directory. Success ultimately depends on the human editors that scan and approve each site for that particular channel of interest.

Display URL

The URL displayed below a text advertisement to identify the advertiser's site. The Display URL need not be the same as the Destination URL (the webpage that users are sent to from the ad), but it must correspond to an actual URL on the advertiser's site.

The green text in the sample ad below is the Display URL. Users clicking on this ad understand they'll reach the Google AdWords website.

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Adwords.google.com

Destination URL

The exact page that users are sent to when they click on a hyperlinked advertisement.

DogPile

A metasearch engine. See: www.dogpile.com.

Domain name

A name that identifies one or more IP addresses. Domain names are used in URLs to identify the root web page. For example, in the URL http://www.pcwebopedia.com/index.html , the domain name is pcwebopedia.com.

Every domain name has a suffix that indicates which top level domain (TLD) it belongs to. There are only a limited number of such domains. For example:

• gov - Government agencies
• edu - Educational institutions
• org - Organizations (nonprofit)
• mil - Military
• com - commercial business
• net - Network organizations
• ca - Canada
• th - Thailand

Because the Internet is based on IP addresses, not domain names, every web server requires a Domain Name System (DNS) server to translate domain names into IP addresses.

Doorway Page

The entrance page to a website. Doorway pages are often created to improve ranking on a particular search engine. Sometimes referred to as a "Gateway Page" or "Welcome Mat Page." See also: Landing Page.

Dynamic Content

Content or pages generated only by request from a user. The content is typically drawn from a database and often customized for the user's browser.

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