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A web site's navigation icons, usually arranged in a row down the left hand side or along the top that plays crucial roles in directing spiders to the site's most important content and in getting site visitors to go deeper in the site.
Negative Keyword is a term referenced by Google AdWords and is a form of keyword matching. This means that an advertiser can specify search terms that they do not want their ad to be associated with.
The act of demoting a page or site from the SERPS. Most often used against a competitor that is above your site in the SERPS but can be used purely for fun.