SEO & SEM Defintions: Internet Marketing Glossary: Green Sky Development


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SEO Definitions & Internet Marketing Glossary

301 Redirect – From Wikipedia – 301 Moved Permanently is used for permanent redirection, meaning current links or records using the URL that the 301 Moved Permanently response is received for should be updated to the new URL provided in the Location field of the response.

404 Error - From Wikipedia: The 404 or Not Found error message is an HTTP standard response code indicating that the client was able to communicate with the server but either the server could not find what was requested, or it was configured not to fulfill the request and not reveal the reason why. 404 errors should not be confused with "server not found" or similar errors, in which a connection to the destination server cannot be made at all.

AdCenter – Microsoft’s paid search advertising program

AdRoll – A relatively new online remarketing platform that works on a pay-per-click (PPC) model.

AdSense - Google's contextual advertising program.

AdWords - Google's paid search advertising program.

Aging Delay - Termed coined by search marketer, Scottie Claiborne, in regards to the period when a new website is stuck in Google's "sandbox." During this time period (has been 6-9 months in the past), new websites generally don't show up in the search results of Google for competitive keyword phrase search queries for which they may be highly relevant.

Algorithm - The "secret sauce" search engines use to determine which pages they believe are the most relevant to the searcher's keyword query.

Alt Attribute (Alt Tag) – Allows you to describe or give a name to an image on the page. Really important to have for users who have browser images turned off for faster page loading and for reading emails, as most email clients disable images by default. Alt tags are read by search engines, especially when they are linked images, and descriptive keywords can be helpful here.

Anchor Text - The words in the clickable part of a link. For SEO purposes, anchor text is important because search engines assume that the words used in a link will succinctly describe the page it's pointing to. Therefore, it is believed that search engine give anchor text words extra weighting when determining relevancy.

Ask - The search engine formerly known as "Ask Jeeves."

Automated Submitting - Using software to submit a URL to many directories or search engines at a time.

B2B - Business-to-Business

B2C - Business-to-Consumer

Backward Links (Backlinks or Inbound Links) – Links present on other websites that point back to the website they are providing the link for.

Banned - The disallowing of a web page from being indexed or appearing in the search engine results pages. Generally bannings only happen to pages that have purposely attempted to manipulate a search engine's algorithm.

Bing – Microsoft’s search engine. Recently acquired Yahoo! as well and these two platforms are now one.

Black Hat SEO - One who uses techniques that run afoul of webmaster guidelines in order to gain an unfair advantage in the search engines.’

Body Copy - The content one reads on any given web page.

Clicks – The number of time a person physically clicked on an ad once it was displayed.

Cloaking - Showing one thing to a search engine and another to the average person. Generally considered to be search engine spamming.

CMS - Content Management System

Comment spam - The posting of useless comments on others' blogs for the purpose of dropping a link. This can be done either manually or in an automated fashion.

Comment Tag - HTML code designed to allow various people who might be viewing the source code of any given web page to leave notes for each other. Comment tags have no use in search engine optimization as they are completely ignored by all major search engines.

Content - The words a person can read on a web page via a web browser.

Copyediting - Making edits to existing copy.

Copywriting – The art of writing marketing or advertising copy for web page content.

CPA - Cost Per Action or Cost Per Acquisition

CPC - Cost Per Click

CPM - Cost Per Thousand

CTR – Click through rate. The number of clicks divided by the number of impressions. The CTR is a measure of relevancy for paid ads.

CSS - Cascading Style Sheet

Dead link - A web page link which points to another web page which no longer exists.

DNS - Domain Name System

Doorway Page - A web page created solely to rank high in the search engines and then direct actual human visitors to another web page. These have always been considered to be search engine spam by the search engines.

eCommerce - Electronic Commerce. Selling products and services through a website, most often via the use of an online shopping cart.

External Link - A web page link that points to a website other than the one it comes from. Any given web page can have external links pointing to them, and/or can point their own external links at other sites.

FAQ - Frequently Asked Questions - A page of information providing answers to people’s most frequently asked questions.

Forums - Interactive communities online where people can post questions and/or have discussions with like-minded individuals.

FTP (File Transfer Protocol) – a program that allows a user to transfer data from one computer to another over the Internet, or through a network. It provides server-side access to the computer that a website is stored, or hosted, on.

Google – By market share, the most popular search engine.

Hidden Text - Words on a web page which the average person browsing the page would not see, but which a search engine would. This is a very old practice which, if practiced now, can get your site banned by Google and other engines.

Home Page - The top-level page of any website. It is usually called index.htm or index.html or index.php or default.aspx or something of that nature. The home page is most effective when it describes what can be found at the rest of the website. In terms of SEO, it's often the page of the site that is given the most weight by search engines because it generally has the most internal and external links pointing to it.

HTML - Hyper Text Mark-up Language. This is the language web pages are written in.

HTTP – Hyper Text Transfer Protocol. This is the protocol web browsers use to transfer or interpret HTML code into the web page that you view.

HTTPS – Hyper Text Transfer Protocol Secure. Same as HTTP but it is secured connection to protect any sensitive information that may be transferred.

Image Links - Links to page's URL that are clicked to via a graphic image, as opposed to text.

Impressions - The number of times a web page ad is displayed in response to a person’s search query on a search engine.

Internal Links - Links provided within a website to other pages within that web site.

IP Address – From Wikipedia - An Internet Protocol address (IP address) is a numerical label assigned to each device (e.g., computer, printer) participating in a computer network that uses the Internet Protocol for communication.

Keyword (Keyword Phrase) - A word that a person might type into a search engine's search box.

Keyword Density – usually expressed as a percentage of the time a certain keyword appears on a page relative to the total number of words on the page.

Keyword Research - Using tools to learn which keyword phrases that people type into search engines are the best ones to incorporate into a website.

Keyword Stuffing (Keyword Spamming) - Repeating keywords over and over on a web page for the sake of increasing keyword density on a page.

Keyword-rich Copy - Copy on a web page that naturally uses the keyword phrases that people might be typing into a search engine to seek out the types of information, products or services offered there.

Keyword-rich Domain Name - A domain name that utilizes keywords in hopes that those words will be given some weight by search engines.

Keyword-rich File Name - A file named using keyword phrases in hopes that it will be given extra weighting in the search engines when someone uses those keywords in a search query.

Link Buying - Purchasing a link on another site for the purpose of increasing link popularity.

Link Exchange (Reciprocal Linking) - Providing a website with a link in exchange for them providing one back to you.

Link Farm - A set of web pages that all link to each other, often in an automated fashion, and usually created to subver the link popularity algorithms of search engines.

Link Popularity - A large part of all major search engine's ranking formula. The search engines believe the more frequently a web page is linked to, the more popular it is, and the more weight they will give it in their relevancy rankings.

Link Text - Also known as "anchor text." It's the words in the clickable part of any link. Link text is important because those words tell your human visitors -- as well as the search engines -- what the page they're about to click to is all about. The search engines will give link text a lot of weight for this very reason.

Manual Submission - Personally visiting a search engine's add URL page, and typing your URL into the add URL box. (As opposed to automated submission that would be done via a program or robot.) Submitting to spidering search engines, whether manually or automatically is not necessary, however. Submitting to directories may still be a worthwhile practice, and this should always be done manually.

Meta Description Tag - See our meta description article for info on this tag.

Meta Keyword Tag - See our meta keyword tag article for information on this tag.

MFA Site - "Made for AdSense" site. This is a website that has little (if any) value to a user and is created solely for the purpose of displaying Google AdSense ads, hoping to make money from click-throughs generated.

Misspellings - Words that are spelled incorrectly. A technique that is best used for paid search keyword bidding.

Navigation - The clickable links displayed throughout a website.

Nofollow Attribute - A link attribute that was originally created to try and combat comment spam link dropping. The attribute is applied to links using rel="nofollow" in the code, and it is a signal to the search engines that the link has not necessarily been reviewed.

Optimization - Making a website be the best it can be.

Organic Listing - Any listing that shows up in the organic (or natural/unpaid) results of a search engine.

Organic Search Marketing – Reciprocal for search engine optimization (SEO)

Overture - Yahoo Search Marketing's paid search program previous name. Before it was called Overture, it was called "GoTo."

Page Ranking - The position a page/URL appears in the search results for a given search query.

Page Title (Title Tag) – The title is the 70-80 character description that appears in the tab or colored bar at the top of your web page browser. In HTML code, it appears this way: Title Goes Here . Other than the content on the page, the title is one of the most important SEO areas of your web page.

PageRank - Google's internal measurement denoting the number and importance of links pointing to any given URL. This is not the same as Toolbar PageRank.

Paid Inclusion - Paying to have a URL included in a search engine or directory's database. Yahoo is the only major search engine that still offers the opportunity to pay for inclusion. Paid inclusion doesn't guarantee a keyword ranking, just inclusion in the database.

PPC – Pay per click. Also known as CPC or cost per click. Paid keyword advertising.

Query (Search Query) - The words that a person types into a search engine to find what they're looking for.

Rankings - The positions pages appear in the search engine results pages for any given search query.

Reciprocal Links/Linking - Providing a website with a link in exchange for them providing one back to you.

Referrer - The previous web page in which a person clicked on a link to find the current web page. This could be a search engine results page link, or any link on any other website.

Return On Investment (ROI) - The amount of revenue made after subtracting out and accounting for all costs to acquire those sales. (Sales – Costs)/Costs.

SE - Search Engine.

SEM (Search Engine Marketing) - The field of marketing a website so that it gains more targeted traffic and conversions from search engines.

SEO (Search Engine Optimization) - Making a website be the best it can be for the search engines as well as the site visitors. (This is High Rankings official definition!)

Search Engine Results Page (SERP) - The page that shows up after typing a keyword or phrase into a search engine and clicking "Search."

Search Engine Spam - Creating pages designed to trick the search engines into believing they are relevant for a particular keyword query.

Site Map – (1) A clickable table of contents/index list all the pages (or all the main categories of pages) of a website. (2) An XML file specifically designed for search engine spiders.

Spammer/Spamming – Attempting to trick a search engine into ranking a web page in a position it wouldn't otherwise rank in by creating content designed to be indexed by search engines which doesn't accurately reflect the actual content of the website.

Splash Page - A introductory page of a website, usually all graphical and sometimes all Flash, which generally doesn't provide any information, but requests visitors click through to the next page to view the information they're looking for.

Text - The words on a page or web page. The content.

Text Link - A clickable link that is made up of just words, not graphics.

Time on Page - The amount of time a visitor spends on a page, as calculated by server logs or web analytics software.

Toolbar PageRank - The little green bar graph you can view as part of the Google toolbar. It shows a number from 1-10, or it can be gray or white. Toolbar PageRank has only minimal resemblance to actual Google PageRank which is based on the number and quality of links pointing to a given web page. Toolbar PageRank can sometimes provide clues as to a particular SEO problem on a site, but generally it doesn't have a lot of use in real life situations, especially as it's only updated by Google on an occasional basis.

Traffic - The people that browse a website from any number of different sources.

URL – Uniform Resource Locator., a.k.a., a web address. This is a string of numbers or characters denoting the name of a web page on the internet.

Usability – A measurement applied to websites regarding the ease that a person browsing a page can find what they're looking for or complete any given task, such as making a purchase, on the website.

Visitor (Unique Visitor) - The person who visits a website as designated by IP address.

White Hat SEO – Using approved and best practice methods for optimizing a website for search engines.

Yahoo! - A search engine/web portal that first started out as a web directory. Now is known as Bing.

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