| 1. | Reciprocal link | a link to another website placed on your site in exchange for a link to your site from theirs. Once very effective in achieving high search engine rankings, now of less proven value. |
| 2. | Redirect | a tactic used to send a user to a different page from the one clicked on in the search results, the final page being less relevant. Considered unacceptable by search engines, except when they employ it, when it becomes known as 'an enhancement of the user experience.' |
| 3. | Referrer or Referring URL | the URL of the web page where a visitor clicked a link to come to your site. |
| 4. | Relevancy | the degree to which the content on a web page returned in a list of search results matches the topic the user is searching for. |
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