PageRank : Google’s patented algorithm that assigns weight to a page based on the number, quality, and authority of links to and from the page (along with other factors).

paid results; sponsored listings : Ads or sponsored links that site owners have paid a search engine to display on its results pages, based on keywords.

parameters : Automatically generated URL characters that carry information to the receiving Web page about a user.

pathing : Reviewing the flow, page by page, that a user takes while visiting a Web site.

pay-per-click (PPC) ad : Paid advertising that appears in search results, for which advertisers pay a fee every time their ad is clicked.

persona : A profile that represents a target audience based on calculated averages of their buying processes and demographics.

PPC : An acronym for Pay Per Click.

printer-friendly page : A separate version of a Web page that is designed specifically for printing. A printer-friendly page contains the same content as a regular Web page, but without the heavy images and advertisements that require a lot of printer ink.