Terminology
Algorithm: According to Random House, an algorithm is "A set of rules for solving a problem in a finite number of steps, as for finding the greatest common divisor". Search engines use algorithms to rank Web sites for keywords.
Cloaking: Feeding search engine spiders content that is different from the Web page, using IP Cloaking software or redirects. Can be done for good or bad reasons; sites could use cloaking to give the search engines content that can't be seen due to programming or design issues, or could use it to feed search engines content that is not on the site.
Ethical SEO: The practice of optimization without using trickery or tactics that are frowned upon by the search engines.
Hits: Hits generally refer to the number of times the browser of the visitor interfaced with the Web site. Usually included in the hits are graphics as they are loaded on the page.
Link Building: Request links from other Web sites that are frequented by targeted visitors to both drive traffic and build link popularity.
Link Popularity: A "popular" site has links leading to it from other relevant Web sites that result in increased traffic. Google uses link popularity in its algorithm.
Logs: Web site logs are generated at the server level and contain all of the activity on the Web site. Software programs can be used to extrapolate the data from the logs into reports.
Organic listings: Organic or pure search engine listings normally appear after all of the paid advertising and keyword buys. The results are formulated from the search engine's index. Also known as Natural Search listings.
Search engine optimization: A strategy involving content, design and programming to position a Web site on the search engines for relevant keywords.
Search engine marketing: A combination of services, including optimization, keyword buying, affiliate marketing and link building.
Search engine spiders: Spiders or crawlers are actually software that is sent out by the search engine to find all of the content in the site, following html text links.
Social Search: By definition, social search is the combination of technology and user generated rankings and ratings. The technology enables people to share bookmarks, rankings, recommendations. It is further "pushed" through instant messaging, chat, blogs and other forms of viral marketing.
Spam: By definition, spam infers getting something you don't want and didn't ask for. On search engines, spam refers to practices that are used that bring unwanted results to people searching on the search engines.
Swickis: Swickis are provided through Eurekster.com, and allow site owners and web browsers to create their own shareable search engine.
Total Visits: Generally refers to all of the visitors to the site in a time period specified.
Unique Visits: Visitors are only counted once in the specified time period.
Wikis: Wikopedia is the home of Wikis, giving users the ability to generate and edit content online
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Resources:
Other links relating to ethical search engine marketing:
Searchenginewatch.com article by Danny Sullivan