search engine marketing

 Search Engine Marketing Glossary

Affiliate Program
- Software that enables a business to pay affiliates a percentage or specific amount per sale. This is an effective way of obtaining incoming links.

Click through
- The process of clicking on a link in a search engine output page to visit an indexed site.

Comment - The HTML tags are used to hide text from browsers. Some search engines ignore text between these symbols but others index such text as if the comment tags were not there.

Cost Per Click (CPC) - Search engines which display results not by relevancy but by the amount advertisers are willing to pay to be listed on each search term

Content Syndication - Either offering your own content for use on other sites in exchange for a plug or link or using content from other sites with permission. This is a good strategy and effective quid pro quo for both parties. One receives free publicity and the other receives unique and quality articles for keyword optimization without having to write each proprietarily. Offering your articles on other web sites is a great way to build incoming links.

Crawlers - Also know as a "robot" or "spider", a crawler is an automated software program that runs at many search engines, reads sites' content, analyzes it, and inserts them into the index (or collects information for later insertion into the index).

Database - A collection of data in tables stored on a server. Generally content within a database is not able to be indexed by the search engines.

Description tag - HTML tag used to by Web page authors to provide a description for search engine listings.

Directories - A directory is a web site, which contains listings (usually searchable and categorized) of other web sites. Most directories are created and managed by human editors.

Domain Name - The top level web address or uniform resource locator (URL) that corresponds in the DNS records to the IP address where the site is hosted. is a domain name.

Doorway page - A page made specifically to rank well in search engines for particular keywords, serving as an entry point through which visitors pass to the main content.

Dynamic Content - Content on a page from a database which is called based on the query parameters. This content is generally not able to be indexed by the search engines.

File Transfer Protocol (FTP) - The means through which web pages are uploaded to a server.

- Multiple HTML sources (pages) that are displayed in the same page-view by a browser. The visitor will see a single page displayed that can contain top, bottom, left, right, and middle sections (the frames). Search engine spiders generally do not like frames.

Hyper Text Markup Language (HTML) - A basic programming language used to create web pages. Optimizing the HTML code on a page is essential for obtaining top search engine rankings.

Image Maps - A single image broken up into parts, or slices. These are often used for navigation. Different areas of a single image can be linked to different pages. Image maps are fine to use, as long as accompanying text links and ample body copy is included as well on all pages.

Incoming link - A link on another web site that is to your web site.

Indexing - The act of a search engine spider listing your site in its database so it will show up in search results

Keyword - A word used in a performing a search. Keyword Density - A measure of how frequently a given keyword appears within a given web page. Keyword marketing - Putting your message in front of people who are searching using particular keywords and key phrases.

Keyword Frequency - The number of times your targeted keyword is in a specific area of your page including the meta tags, heading tags, body tag, and alt-tag. Generally you will want your keyword to be listed a number of times in each. As an approximate rule of thumb, use your keyword no more than three times per meta tag, four times in heading tags, twenty times in the body tag, and ten times in the alt-tag.

Keyword Prominence (Density) - How close to the start of an area that your keyword appears. The closer to the beginning your targeted keyword appears, the higher the prominence, the higher the prominence the better. Prominence applies to the words within the title, body of the document, the meta tags, the heading tags, and the alt-tags.

Keyword Spamming - Using a keyword repeatedly out of context in an attempt to gain additional frequency and in turn obtain a better search engine ranking.

Keyword Phrase - A phrase, which forms (part of) a search engine query.

Keyword Purchasing - The buying of search keywords from search engines, usually to control banner ad. Placement. Keyword research - The search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).

Keywords tag - META tag used to help define the primary keywords of a Web page. Link popularity - A measure of the quantity and quality of sites that link to your site.

Link text - The text contained in (and sometimes near) a hyperlink. Log file - File that records the activity on a Web server. Manual submission - Adding a URL to the search engines individually by hand.

Link Popularity - The number of other web pages that link to your web site. Search engines view links as votes of confidence so the more links you can obtain, the better. You should avoid low quality links from places such as Free For All (FFA) pages and link farms.

Link Reputation - The quality of the incoming links to your site. The more closely related and greater trafficked sites you can obtain sites from, the better your link reputation and the higher your rankings.

Off-site optimization - Optimizing factors such as domain name, link popularity, and link reputation that cannot be changed through modifications in the HTML code.

On-site optimization - Optimizing by modifying page source code factors such as keyword frequency, keyword prominence, title, meta tags, body copy, alt-tags, navigation, etc.

Meta Tags - Meta Tags are HTML elements that can optionally be included within web pages, and contain information about the document such as the author, keywords describing the document, a description of the document, etc.

Pay per click search engine - Search engine where results are ranked according to the bid amount, and advertisers are charged when a searcher clicks on the search listing.

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.

Positioning Technique - A method of modifying a web page so that search engines (or a particular search engine) treat the page as more relevant to a particular query (or a set of queries).

Query - A word, a phrase or a 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.

Rank - The position a particular site is listed in a search engine after a person does a relevant search. The higher the rank, the nearer the top of the results the site will come, and usually, the more traffic it will get.

Ranking Algorithm - the proprietary mathematical formulas, variables, and set of weights that a search engines uses to determine a site's ranking for a keyword search. Search engines guard these carefully.

Registrar - Company through which you can register domain names

Registration - The process of informing a search engine or directory that a new web page or web site should be indexed.

Re-submission - Repeating the search engine registration process one or more times for the same page or site.

Robots - Also know as a "crawler" or "spider", a robot is an automated software program that runs at many search engines, reads sites' content, analyzes it, and inserts them into the index (or collects information for later insertion into the index).

Source Code - The code of a web page that must be optimized for the search engines. You can view top ranked sites source code to gain information on what they have done to obtain their top ranking.

Site Map - A page on a web site that lists and links to every other page on that web site.

Search Engine - a utility that enables a user to quickly search the Internet to find web sites on searched for topics.

Search Engine Optimization
(SEO) - The art of optimizing a site to generate traffic from search engines. Normally this is synonymous with positioning. Search engine submission - The act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.

Static Content - Content on a web site that is hard coded onto the page and does not come from a database. Search engines have no problems indexing this content, unlike dynamic content.

Submission Service - A service which charges a fee to submit your site to the search engines for you. Using these will usually be unnecessary as it is free to submit to the search engines and you only need to submit to five separate engines to be listing in every one of the top ten.

Title tag - HTML tag used to define the text in the top line of a Web browser, also used by many search engines as the title of search listings.

Top 20 - The top twenty search engine results for a particular search term.

Traffic - The visitors to a web page or web site. Also refers to the number of visitors, hits, accesses etc. over a given period.

URL - Location of a resource on the Internet.

Volunteer directory - A Web directory staffed primarily by unpaid volunteer editors.

Wordtracker - A web-based service that enables you to research keywords for optimizing on your site.


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