Unethical SEO – Unethical SEO is a generic term for all SEO approaches that are not liked, accepted or recommended by search engine’s guidelines and policies. It generally exploits a bug in search engine algorithm and makes a site to rank high in a very short period of time. However most of the times the effect is a short one and in a matter of months, weeks or even days the site is heavy penalized or even completely banned from search engines. Most common unethical SEO tactics were over the time: spamming, cloaking, using doorway pages, using hidden text (ex: white on white background), cross-linking, using plagiarized content, using auto-generated content. It is also called black hat SEO.

Unique visitors – Counting the number of unique visitors is probably the most accurate measurement unit for a web site traffic because it counts every visitor only once no matter how many times he visits a web site in a given time.

URL Rewrite – URL rewriting is a technique of changing the URLs in order to make them friendlier both for search engines and human visitors (for example a web page named www.mysite.php/index.php?product=bike&model=SH102 can be rewrite to www.mysite.php/bike/SH102.html). It is also called rewrite.