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Search Engine Marketing Terms & Glossary |
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Below is a condensed glossary of terms along with a couple of resources that will further help in
your decision to hire the best company for your search engine optimization needs.
Search Engine Watch www.searchenginewatch.com
SEO Today www.seotoday.com
Analytics
Used in search marketing to refer to software that helps analyze the performance of a Web site or
online marketing campaign. Analytics often review Web site user behavior, site usability and search
marketing campaign success.
Bid Jamming
An extremely aggressive approach to bidding in a pay-per-click campaign. Bid jamming forces
competitors listing directly above you to pay their maximum bid amount for each click, regardless of
the next closest bid. In other words, if the ad in position one is willing to pay $2.00, and position three
is set at $0.50, position two would bid jam by setting their own maximum bid at $1.99. By the rules of
most search engines, actual pay out would be as follows: Position 1 pays $2.00, position 2 - $0.51,
and position 3 - $0.50.
Broad Match Listing
In pay-per-click campaigns, using a broad match listing means your ad appears whenever that
keyword is used by a search engine user. For example, a broach match for the keyword shoes would
deliver your ad when users search for the following: red shoes, tennis shoes, horse shoes, brake
shoes, doll shoes. It’s unlikely that an advertiser would want to appeal to both the customer seeking
horse shoes (for horses or recreation) and automotive brake shoes.
Click Through
Officially, activating a hyperlink on a pay-per-click ad, online banner or any link whether paid or not
can be a “click.” The term refers to the sound your mouse makes when you do it. In search
marketing, people refer to click throughs as a signal that someone is interested in the content of the
message, again, whether it’s an ad or an article. See click-through-rate (CTR) for more information.
Click-through Rate (CTR)
A click-through rate is the number of people who activate a hyperlink divided by the number of
impressions (or appearances) of that message. Often expressed as a percentage, it is the
percentage of your total audience that found your message enticing enough to click on the ad and
find out more. This figure is used to evaluate the success or failure of any online marketing campaign
including pay-per-click ads, email and banner ads.
Cloaking
Cloaking is often referred to as a spamming technique. Cloaking uses specific techniques to send
search engine spiders to alternative pages that are not seen by the end user. These pages are
designed to mislead spiders and return results based on these alternative pages rather than the
pages actually seen by the public. Some SEO companies implement this practice as a way to obtain
better positions. Cloaking is considered to be a deceptive technique. Spamming is a serious offense
in the eyes of the search engines and can result in a permanent ban from their index.
Contextual Ads
Contextual ads are pay-per-click ads that appear alongside material that is relevant to the topic of the
ad, as determined by the search engine. For example, a florist’s ad might appear next to an article on
flower arranging or gardening. A report on high pollen counts might generate an ad on over the
counter allergy remedies. Recently Google announced that its Gmail product would deliver contextual
ads based on the content of user emails, sparking debates over privacy issues.
Conversion
Usually referred to as a sales conversion, conversion refers to the action of turning a Web site user or
visitor into a Web site buyer. On business to business sites, a conversion may refer to many actions
that qualify the visitor as a prospect, e.g. downloading a white paper, signing up for a newsletter
subscription, requesting a follow-up call, registering for webinars, asking questions via email.
CPA—Cost Per Action or Cost Per Acquisition
The total marketing cost associated with attracting a Web site visitor and getting them to do
something, like download an article, sign up for a webinar or newsletter, apply for a job or request
more information.
CPO - Cost Per Order (also CPL - Cost per lead)
The total marketing cost associated with attracting a Web site visitor and getting them to order a
product or service. In the case of cost per lead, Web site visitors need to qualify themselves as a
lead by requesting a company contact them, subscribing to a newsletter, or otherwise identifying
themselves as interested in the company’s product or service.
Daily Burn Rate
How much of your pay - per - click budget is used in a day, expressed as dollars per day in the U.S.
Directory
A server or a collection of servers dedicated to indexing Internet web pages and returning lists of
pages, which match particular queries. Directories (also known as Indexes) are normally compiled
manually, by user submission and often involve an editorial selection and/or categorization process
(directories include LookSmart and Yahoo).
Doorway/Gateway/Bridge Pages
Doorway, gateway or bridge pages are low quality pages used to help increase rankings on specific
key terms. These pages are often engine specific and are created by inserting the key terms in
specific positions within the HTML code and text. These pages often contain repetitive key terms
listed over and over, invisible text and other barred practices. Through the use of these practices a
poor user experience is created.
Drop Back Position (also Drop Back Rank)
In pay-per-click advertising, the position a campaign retreats to when a keyword bid price has
become too expensive or when using a day-parting strategy, usually these positions are defined by a
well-thought out strategy based on a defined return on investment.
Dynamic Content
Information on web pages that change or are changed automatically, e.g. based on database content
or user information. Sometimes it's possible to spot that this technique is being used, e.g. if the URL
ends with .asp, .cfm, .cgi or .shtml. It is possible to serve dynamic content using standard (normally
static) .htm or .html type pages, though.
Gap Surfing
The practice of finding the largest gap between bids within a desired rank range. For example, it may
be acceptable to display an ad anywhere from position number one to four. When gap surfing is
employed, PPC managers will find the largest gap in prices between bidders and bid one penner
higher than the lower bid. For example, if there is a difference of three cents between ad one and two,
and a five cent gap between two and three, gap surfing would bid into position three at one sent
above the current third position (thus creating a four cent gap).
Hand Submission
The manual delivery of a site to the major search engines to help increase site position. The
submission process is handled by a project technician rather than through an automated software
system.
Hidden Text
Hidden text provides a way for pages to be filled with enormous amounts of key term text. Words are
hidden by putting the text in the same color as the background or other methods. This easily
detectable spamming technique is considered by some to be appealing to the search engine spiders.
When discovered, hidden text can cause major problems for both the company and the search
engine optimization provider, including penalties or even banning.
Hit
In the context of visitors to web pages, a hit (or site hit) is a single access request made to the server
for either a text file or a graphic. If, for example, a web page contains ten buttons constructed from
separate images, a single visit from someone using a web browser with graphics switched on (a
"page view") will involve eleven hits on the server. In the context of a search engine query, a hit is a
measure of the number of web pages matching a query returned by a search engine or directory.
Index
Refers to the database of web pages maintained by a search engine or directory.
International Search
The practice of search engine marketing targeting international audiences on foreign search engines
including (but not limited to): Aardvark-Africa, Canada-Canada, EuroSeek-Europe, Fireball-Germany,
Freeserve.com-England, Globe-China, Anzwers-Australia, Matilda-Australia, QuePasa-Latin
Americas, Sing-Seek-Singapore, Sina-China, Skali-Malaysia, Swiss Search-Switzerland, Voila-
France, and foreign bureaus of Alta Vista, Lycos,Yahoo, Excite and Google.
Internet Marketing
Internet marketing will mean different things to different people depending on their situation. Internet
marketing is a conduit that enables customers to interact with your business from any computer
connected to the web. In terms of search engine optimization, Internet marketing involves any and all
steps taken to increase the rankings and positions of your site for returned queries. The reach of
Internet marketing, also known as site promotion, web site promotion and search engine marketing
provides ample opportunities for companies to increase their market share.
Internet Marketing Consultant
An Internet marketing consultant is an individual who assesses a site and using their knowledge of
the search engines develops a plan of action to help optimize the site. In addition to consulting, many
Internet marketing consultants also provide search engine optimization services. An Internet
marketing consultant may also be referred to as an SEO professional or SEO specialist.
Internet Promotion
Internet promotion relates to any steps taken by a company or individual to promote their site on the
Internet. The scope of Internet promotion includes everything from television and radio spots to
billboard and magazine advertisements. Internet promotion, as it relates to search engine
optimization, consists of any and all measures taken to help increase the rankings of a particular site.
Internet promotion techniques will vary depending on the SEO firm you choose. Search engine
optimization services, web site promotion and web site marketing are a few of the other names for
Internet promotion.
Invisible Text—See Hidden Text or Invisible Web
Part of the Web that spiders cannot or will not index that is invisible to users using search engines to
locate information. Some sites are intentionally blocked for privacy, others have structural challenges
that discourage spiders. See dynamic content and BridgeWorx for more information.
Key Term or Keyword
Typically consists of a 2-3-word phrase that forms (part of) a search engine query.
Keyword Marketing
Keyword marketing is simply finding a way to put your message in front of the people who are
searching on the Internet using particular keywords and keyword phrases. Keyword marketing is an
important element of search engine optimization. Without proper keyword marketing, a great deal of
the effectiveness of a marketing strategy can be lost.
Keyword and Competitive Analysis
A comprehensive report that helps determine specific targeted keywords that are most important and
help describe your business and its products. The analysis also shows how competitive each
keyword is throughout the Internet. (Who is using them and how they are used.)
Keyword Density
A property of the text in a web page that indicates how often a keyword appears. Some search
engines use this property for positioning. Pages can then be produced with the similar keyword
densities to those found in highly positioned pages.
Keyword Phrase
A word or series of words relevant to a site’s content describing products, services or information
found on that site.
Keyword Purchasing
The purchase of search keywords from search engines, usually to control pay-per-click ad placement.
Keyword Submission
Keyword submission is most notably associated with pay-per-click advertising. Keyword submission
provides immediate short-term results. With a pay-per-click agreement, the advertiser will only pay for
qualifying clicks to the site based on a per-click rate. Keyword submission does not require any
changes to be made to an existing site.
Landing Page
The page a Web user finds when activating a hyperlink. In natural, organic or free search engine
listings, it is the page linked to a search engine result listing and is most often a site’s home page. In
pay-per-click or other online marketing methods, a landing page is often a separate Web page
created to communicate details on promotions or deliver information (white papers, case studies, etc.)
touted in the ad.
Link Popularity/ Page Rank
A measure of the number, quality and relevance of inbound links to a particular site. Many search
engines are increasingly using this number as part of their positioning algorithm. The number and
quality of inbound links is becoming as important as the optimization of page content.
Meta Tags
Meta tags are the descriptive terms used within the HTML code of a web page that provides a
summary of the page’s content for a search engine spider. In the early days of the Internet, web
masters often stuffed their Meta tags with popular keywords unrelated to their sites in order to gain
traffic. The practice of abusing Meta tags in order to gain traffic on keywords unrelated to your site is
considered Spam. Most search engines no longer use Meta tags in their ranking algorithms because
of the past abuses of web masters. Often however, Meta tags may be used by search engines to
display information about a web page in the search results pages.
Natural Optimization (also Organic Optimization)
Often referred to as optimization that helps with free listings in search engines, natural optimization
includes any activities which improve your site’s ability to be indexed by spiders; your site’s relevancy
for topics referred to by keywords or otherwise improve your position in search engine listings.
Optimization
Changes made to a web page that improves the positioning of that page with one or more search
engines. Optimization may involve design/layout changes, new text for the title-tags, meta-tags, alt-
attributes, headings, and changes to the body text.
Optimization Services
Optimization services consist of any services that a search engine optimization company offers
designed to improve the positioning of a site with one or more of the search engines. Optimization
services provide a platform from which potential clients may be introduced to a new site. Optimization
services encompass a variety of services and techniques including site redesign, optimization of meta
and alt tags and more. The term optimization services are also referred to as: Site Optimization,
Internet Promotion and Search Engine Placement Service, Organic Optimization—See Natural Optimization
Page-Jacking
The criminal act of stealing highly-trafficked content from one site and placing/hiding it on another site
for the benefit of increased visitors.
Page View
Used in site statistics as a measure of pages viewed rather than server hits.
Paid Inclusion
Paid inclusion refers to a fee-based listing that occurs with several of the major search engines and
directories including Yahoo, LookSmart, Teoma, Ask Jeeves, Alta Vista, Lycos, Inktomi and FAST.
The fees for paid inclusion range from a "per URL" cost for each page to a one-time fee for a
directory listing. In addition to paying for inclusion within their listings, the engines and directories are
instituting additional opportunities for companies to receive better placement within listing results. By
paying an even higher sum of money to these engines and directories, you can increase the position
of your site among the rankings. These listings are typically served at the top of a results page giving
companies the opportunity to be in a premium spot above the rest of the "basic" paid listings. These
are normally marked as “premium sites” (or another similar designation). The benefits of paid
inclusion include faster listing times, more access to your listing when changes needed to be made as
well as better overall reporting on those who click through to your site. Remember, paid inclusion in
no way means that your site receives any sort of ranking privileges within the engine. Those sites that
purchase paid inclusion get just that, a listing within the database of site results and optimization is
still needed to create an effective listing, so don't be fooled.
Pay-Per-Click (PPC)
The pay-per-click system works on the premise of paying for a fixed position through a bidding
system within the engine. The cost of maintaining this fixed position can range from mere pennies per
click to well over $10.00 (and in some cases more than $70.00) depending on the amount of
competition for that specific keyword. The more competitive the market and keywords, the more you
will pay to have that user visit your site. Pay-per-click campaigns are typically short-term solutions.
Funds can be eaten up quickly, and when you run out of funds, your paid placement is over. Unlike
traditional search engine optimization, the longevity of a pay-per-click campaign is only as long as
you can fund it. Pay-per-click also carries the risk of click fraud. Click fraud is the act of a competitor
clicking your listing, running up your costs without return.
Placement / Positioning
The process of ordering web sites or web pages by a search engine or a directory so that the most
relevant sites appear first in the search results for a particular query.
Preferred Content File / Information Page
The Preferred Content File, or PCF are files that add content, depth and staying power to your search
engine listings without changing the look or feel of your site. The PCF's are a series of files designed
around each of your primary key terms. Included in these files are optimally organized content along
with a variety of other important positioning criteria. PCF's are created by hand after careful research
is conducted about your business, competitors and primary key terms. Once completed, the files are
delivered to you to reside on your server. These should not be confused with a Doorway or Gateway
page.
Professional Search Engine Optimization
Professional search engine optimization is optimization that has been done by an individual or
company in the search engine optimization field. The main goal of professional search engine
optimization is to increase the traffic and placement of a site. Professional search engine optimization
should be in accord with current search engine optimization techniques and work to help create better
rankings through the implementation of these techniques.
Promotional Domains
Promotional domains exist as alternative domains that are often times located on the SEO provider's
own server. These promotional domains are secondary domains, but are integrated with the main
domain so the spiders visit them. Promotional domains are often built if the primary domain has had
past problems with the engines, or does not wish to risk future problems. One of the major drawbacks
relating to promotional domains is the fact that these promotional domains will not brand your primary
domain, which is one of the main goals of a good search engine optimization program.
Query
A word, phrase or group of words, possibly combined with other syntax used to pass instructions to a
search engine or a directory in order to locate web pages.
ROI—Return on investment
In search engine marketing, ROI refers to how much in revenue or profit is generated from either a
natural or paid search marketing campaign less the cost of that campaign. Returns can range from
100 percent to 2,000 percent, underscoring the value of successful search marketing strategies.
Relevancy Algorithm
The method a search engine or directory uses to match the keywords in a query with the content of
each web page, so that the web pages found can be ordered suitably in the query results. Each
search engine or directory is likely to use a different algorithm, and to change or improve its algorithm
from time to time.
Search Engine Marketing
Search engine marketing ventures are endeavors taken to help increase the rankings and visibility of
a site. The scope of search engine marketing is vast in its applications and implementations. Also
known as web site marketing, Internet marketing and web site promotion; search engine marketing
can help create a solid Internet foundation on which a business can build.
Search Engine Optimization
The process of choosing targeted and relevant keywords and keyword phrases related to a site and
driving traffic to that site based upon those keywords and keyword phrases is known as search
engine optimization. Search engine optimization methods provide a conduit through which
businesses and potential clients are able to become aware of each other. Search engine optimization
involves making the pages of a site more easily accessible to search engines spiders and
emphasizing the key topics relating to a specific site. Search engine optimization is also often referred
to as SEO, search engine positioning, search engine placement and search engine promotion.
Search Engine Optimization Company or Firm
A search engine optimization company is a company that provides services associated with search
engine optimization. The main job of a search engine optimization company is to generate traffic and
rankings for their clients. These optimization services will vary in style, technique and delivery
depending on the company.
Search Engine Optimization Consultants
Search engine optimization consultants are individuals or companies who analyze the strengths and
weaknesses of a site as it pertains to the various search engines. Search Engine Optimization
Consultants use their knowledge to suggest possible solutions to help increase the rankings of a
particular site. Many search engine optimization consultants also perform SEO services as well.
Search engine optimization consultants may also be referred to as SEO professionals or SEO
specialists.
Search Engine Optimization Strategy
A search engine optimization strategy is an approach or methodology used to help increase the
positions of a specific site. A search engine optimization strategy should be specific and
individualized to a site depending on the needs of the site. Often referred to as site promotion or web
site optimization, a search engine optimization strategy provides a sturdy platform from which to start
the optimization process.
Search Engine Placement - See Search Engine Optimization
Search Engine Placement Services
Search engine placement services are those methods implemented by SEO companies to help
clients achieve rankings on one or more of the search engines. These search engine placement
services are designed to help guide search engine users to sites relevant to their searching criteria.
Search Engine Placement Service is also referred to as Internet promotion, search engine
optimization services, web site promotion and web site marketing.
Search Engine Positioning
Search engine positioning is the process by which rankings are achieved through either search
engine optimization, pay-per-click or a number of other methods. Search engine positioning also
refers to the ordering process that search engines and directories use to produce relevant results to
queries. Search engine positioning is also known as search engine optimization, search engine
promotion, and SEO optimization.
Search Engine Promotion
Search engine promotion is a term that can be used to describe the different techniques that are often
employed by SEO companies to help sites achieve high rankings. Search engine promotion provides
a cost-effective manner for sites to reach potential clientele. Search engine promotion is often
equated with search engine positioning, search engine placement and search engine optimization.
Search Engine Ranking Report
A search engine ranking report is a documented report of the rankings of your top keywords in the
major search engines. This search engine ranking report will give you a way to track the progress of
your search engine optimization campaign and provide you with valuable information about future
steps that may need to be taken. Most SEO companies will be able to provide you with some type of
search engine ranking report. These reports will be updated at a variety of intervals depending on
your SEO firm. A search engine ranking report is updated monthly, weekly or even daily depending
on the SEO firm you choose.
Search Engine Registration
Search engine registration is the process by which search engines and directories alike are informed
that a new site or page needs to be indexed. Search engine registration is also known as search
engine submission, web site submission, url submission and keyword submission.
Self-funding Strategy
A self - funding strategy or campaign is one that brings in more revenue than it costs to produce.
Spending a dollar to make two dollars would be a self-funding strategy.
SEO - Search Engine Optimization - See Search Engine Optimization
SEO Companies - Search Engine Optimization Companies - See Search Engine Optimization
Company or Firm
SEO Firms - Search Engine Optimization Firm - See Search Engine Optimization Company or Firm
SEO Optimization
SEO optimization (search engine optimization optimization) is a redundant expression often used to
describe the work done by SEO companies. This work often consists of in-depth analysis of a site in
addition to redesign and/or suggestions to improve the site. Many companies use SEO optimization
as a way to help drive targeted traffic to their site. Search engine optimization, SEO and search
engine placement are other phrases often substituted for SEO optimization.
SEO Professionals or Specialists
SEO professionals are those individuals who work in the search engine optimization field. These
individuals possess the knowledge and ability to carry out search engine optimization techniques,
also referred to as an Internet marketing consultant or an SEO specialist.
SEO Services
SEO Services is a term used to describe the many different outputs offered by SEO companies. SEO
services can range from the very basic meta tags to the extremely in-depth strategic marketing
counsel. SEO services are also referred to as SEO optimization, site promotion, keyword marketing
and web site promotion services.
SEO Specialists - See SEO Professionals
Search Engine Optimization Software Systems
Search engine optimization software systems are reasonably priced software systems that allow you
to easily generate your site data including individual page URL's. These software systems have
proven to be popular among entrepreneurs and small business managers. These systems also allow
you to create your own custom submission schedule that is automatically launched from your
computer. Search engine optimization software systems can be a valuable tool when properly used,
however, can actually cause more harm than good when used improperly.
SEO Strategies
SEO Strategies or search engine optimization strategies are the techniques and plans used by SEO
firms to gain higher rankings in the search engines. Search engine optimization firms and companies
will use one technique or a set of techniques in their SEO strategies. Some of the techniques include
optimizing HTML code, cloaking, paid inclusion, doorway pages and more.
SERP - Search Engine Results Page
When a Web user types in a query on the search bar of a search engine, the engine presents a list of
indexed Web pages in its database or results. This list may show 10 items or millions, typically 10
items is considered a page.
Site Optimization
Site optimization services include the many different techniques used by search engine optimization
companies to help clients achieve rankings on the different search engines. Site optimization is used
as a way to introduce potential business to a site. Site optimization strategies vary from one SEO firm
to the next and can include both accepted and unaccepted optimization strategies. The term site
optimization is also referred to as: Optimization Services, Internet Promotion and Search Engine
Placement Service.
Site Promotion
Site promotion includes all of the steps that a web site takes to help increase traffic, name recognition
and business. Site promotion includes, but is not limited to, search engine optimization. Also referred
to as Internet marketing, web site optimization and a variety of other terms, site promotion provides a
platform to introduce potential customers to new businesses.
Spamdexing
The creation, or manipulation, of a document with intent to deceive an electronic catalog or filing
system. Any technique that increases the potential position of a site at the expense of the quality of
the search engine's database can also be regarded as spamdexing - also known as spamming or
spoofing.
Spamming
Spamming is the term used to refer to the manipulation of the search engine submission and indexing
process in order to maliciously control the outcome of a query entry.
Specialty Search
Similar to trade publications in the news world, specialty sites on the Internet are those Web sites that
together make up the niche target market for search marketing, for example Business.com or
Chemdex.org. Specialty search engine marketing is the practice of improving your brand’s position
on these engines using natural or paid search methods.
Spider
That part of a search engine which surfs the web, storing the URLs and indexing the keywords and
text of each page it finds.
Spider Food - See Hidden Text
Submissions
Submissions to search engines are a key part of search engine optimization. Submissions are done
when you, your web master, or your SEO firm submit your site to a search engine in order to be
included in the index or directory. The submission process should be done carefully and by someone
who is very familiar with the current rules of each search engine. Stay away from automated
submissions as they often cause more harm than good to an SEO campaign.
Title
The text contained between the start and end HTML tags of the same name. This text is associated
with (but not displayed in) the web page containing these tags, and is displayed in a special position
(usually at the top of the window) by the web browser. Don't confuse this text with heading text within
the web page, which often looks like the title. Usually this will be rendered either using the HTML
heading tags or just rendered with a large font size.
Title Tags
The title tag is the most important overall component of search engine optimization. In addition to the
fact that title tags are given great consideration by all the search engines, title tags are also important
because they are usually the hyperlinked sentences that lead to the site from the search engine
results pages (SERPs). Because of this, in addition to being optimized, title tags must also be
appealing so users will click on them.
Unique Visitor
A metric meant to track individual visitors to a Web site. Web servers record the IP addresses of
each visitor, and this is used to help determine the number of individuals who have visited a web site.
If for example, someone visits twenty pages within a web site, the server will count only one unique
visitor (because the page accesses are all associated with the same IP address).
Web Site Marketing
Web site marketing encompasses everything that is done in the attempt to promote a site. As it
pertains to search engine optimization, web site marketing includes any measures taken to help
increase the positioning and ranking of a site within search engines or directories. Web site marketing
is also often referred to as web site optimization and Internet marketing.
Web Site Optimization
Web site optimization services include the many different techniques used by search engine
optimization companies to help clients achieve rankings on the different search engines. Web site
optimization is used as a way to introduce potential business to a site. The strategies used to
implement web site optimization will vary from one SEO firm to the next and can include both
accepted and unaccepted optimization strategies.
Web Site Promotion
Web site promotion includes anything that is done to help promote a site. As it pertains to search
engine optimization, web site promotion includes any measures taken to help increase the positioning
or ranking of a site within search engines or directories. Web site promotion relating to search engine
optimization has many facets including keyword marketing, keyword submission and site promotion
among others.
Web Site Promotion Services
As it relates to search engine optimization, web site promotion services are those services designed
to help increase the visibility of a site through search engine optimization. Web site promotion
services may also be conveyed as a search engine optimization strategy, as search engine marketing
or Web site optimization.
Web Site Submission
Web site submission is the act of supplying a search engine or directory with a URL in an attempt to
make the search engine or directory aware of a site or page. Web site submissions are a search
engine optimization technique that can help guide search engines and directories to more quickly find
and index important pages within a site.
Weighting
Usually referring to the terms, the process of giving emphasis to the parameters for more important
terms.
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