Algorithm
An algorithm is a set of finite, ordered steps for solving a mathematical problem. Each Search Engine uses a proprietary algorithm set to calculate the relevance of its indexed web pages to your particular Query. The result of this process is a list of sites ranked in the order that the search engine deemed most relevant. Search engine algorithms are closely guarded in order to prevent exploitation of algorithmic results. Search algorithms are also changed frequently to incorporate new data and improve relevancy.
Algorithmic Results
Algorithmic results are the ranked listings search engines provide in response to a Query. They are often referred to as Organic Listings in contrast to Paid Listings because their rank is based on relevancy rather than advertising revenue paid to the search engine. However, paid listings do appear alongside algorithmic results in many search engines, provided they are relevant. Improving a website's unpaid algorithmic results is known as Natural Search Engine Optimization.
Alt Tag/Alt Text
An alt tag is the HTML text that appears while an image is loading or when a cursor is positioned over an image. Alt text is useful in Search Engine Optimization because it can include keywords that a search engine looks for in response to a query.
Analytics
Analytics refers to all the technology, programming, and data used in Search Engine Marketing to analyze a website's performance or the success of an Internet marketing campaign.
Backlinks
Also known as back link, backward link, or inbound links, backlinks are all of the links on other websites that direct the users who click on them to your site. Backlinks can significantly improve your site's search ranking, particularly if they contain Anchor Text keywords relevant to your site and are located on sites with high Page Rank.
Banned
Also known as delisted or blacklisted, a banned site is a URL that has been removed from a search engine's Index, typically for engaging in Black Hat SEO. Banned sites are ignored by search engines.
Banner Ad
A banner ad is a rectangular graphic advertisement. Banner ads are one of the commonest forms of online advertising. Their sizes vary, but most measure 468 pixels wide by 60 pixels high. Clicking on a banner ad will direct you to the advertiser's website or a designated Landing Page.
Broken Link
Also known as a dead link, a broken link is a link that no longer points to an active destination or Landing Page. Search engines dislike broken links. Keeping all of your site's links active is an important part of ongoing optimization.
Click-Through
Click-through refers to a single instance of a user clicking on an advertising link or site listing and moving to a Landing Page. A higher Click-Through Rate (CTR) is one of the primary goals of Search Engine Optimization.
Click-Through Rate (CTR)
Click-through rate is the percentage of users who click on an advertising link or search engine site listing out of the total number of people who see it, i.e. four click-throughs out of ten views is a 40% CTR.
Conversion
Conversion is the term used for any significant action a user takes while visiting a site, i.e. making a purchase, requesting information, or registering for an account.
Conversion Rate
Conversion rate is the next step up from Click-Through Rate. It's the percentage of all site visitors who "convert" (make a purchase, register, request information, etc.). If three users buy products and one user requests a catalogue out of ten daily visitors, a site's conversion rate is 40%.
Crawler
Also known as Spider or Robot, a crawler is a search engine program that "crawls" the web, collecting data, following links, making copies of new and updated sites, and storing URLs in the search engine's Index. This allows search engines to provide faster and more up-to-date listings.
Delisted
Also known as banned or blacklisted, a delisted site is a URL that has been removed from a search engine's Index, typically for engaging in Black Hat SEO. Delisted sites are ignored by search engines.
Description Tag
Also known as a meta description tag, a description tag is a short HTML paragraph that provides search engines with a description of a page's content for search engine Index purposes. The description tag is not displayed on the website itself, and may or may not be displayed in the search engine's listing for that site. Search engines are now giving less importance to description tags in lieu of actual page content.
Directory
A directory is an Index of websites compiled by people rather than a Crawler. Directories can be general or divided into specific categories and subcategories. A directory's servers provide relevant lists of registered sites in response to user queries. Directory Registration is thus an important method for building inbound links and improving SEO performance. However, the decision to include a site and its directory rank or categorization is determined by directory editors rather than an Algorithm. Some directories accept free submissions while others require payment for listing. The most popular directories include Yahoo!, The Open Directory Project, and LookSmart.
Geographical Targeting
Geographical targeting is the focusing of Search Engine Marketing on states, counties, cities and neighborhoods that are important to a company's business. One basic aspect of geographical targeting is adding the names of relevant cities or streets to a site's keywords, i.e. Hyde Street Chicago apartments. Another important element of geo-targeting is increasing your site's presence on Local Search engines.
Google AdSense
Google AdSense is a paid service offered by Google that provides relevant text, image, and video-based advertisements to enrolled site owners. Advertisers register via Google AdWords and pay for ads on a Pay-Per-Click, Cost-Per-Thousand or Cost-Per-Action basis. This revenue is shared with Google AdSense host sites, typically on a PPC basis (which sometimes leads to Click Fraud). Google uses its search Algorithms and Contextual Link Inventory to display the most appropriate ads based on site content, Query relevancy, ad "quality scores," and other factors.
Google AdWords
Google AdWords is a paid and often expensive Keyword Submission program that determines the advertising rates and keywords used in the Google AdSense program. Advertisers bid on the keywords that are relevant to their businesses. Ranked ads then appear as sponsored links on Google Search Engine Results Pages (SERPS) and Google AdSense host sites.
Index
An index is a Search Engine's database. It contains all of the information that a Crawler has identified, particularly copies of World Wide Web pages. When a user performs a Query, the search engine uses its indexed pages and Algorithm set to provide a ranked list of the most relevant pages. In the case of a Directory, the index consists of titles and summaries of registered sites that have been categorized by the directory's editors.
Inbound Links
Also known as back link, backward link, or backlinks, inbound links are all of the links on other websites that direct the users who click on them to your site. Inbound links can significantly improve your site's search rankings, particularly if they contain Anchor Text keywords relevant to your site and are located on sites with high Page Rank.
Internet Marketing
On a fundamental level, Internet marketing is using the Internet to advertise, communicate and sell goods and services. On an advanced level, Internet marketing is known as Search Engine Optimization (SEO), which is the use of targeted keywords, crawler-friendly site architecture, Search Engine Submissions and a well-developed link network to improve a site's Position, Page Rank and Click-Through Rate.
Internet Marketing Consultant
Also known as SEO professionals or SEO specialists, Internet marketing consultants use their knowledge of Search Engine Optimization Strategy to improve their clients' Position and Page Rank.
Internet Promotion
Also known as search engine promotion, website marketing or website promotion, Internet promotion refers to all methods employed by a company or individual to promote a website and increase its Position and Page Rank.
Keyword
Also known as search terms or query terms, keywords are the word(s) or phrase(s) a user enters into a search engine's Query box. A Search Engine Results Page (SERP) ranks indexed sites according to how relevant the Search Engine deems them to the searched keywords. One of the most important SEO Strategies companies can employ is to optimize their site pages with content that contains targeted keywords relevant to their products or industry.
Link
Also known as hyperlink or HTML link, a link is an image or portion of text that when clicked on by a user opens another web page or jumps the browser to a different portion of the current page. Inbound Links with keyword-relevant Link Text are an important part of Search Engine Optimization Strategy.
Link Baiting
Link Exchange
A link exchange is a quid pro quo arrangement or reciprocal link exchange between two sites. Reciprocal links usually lead to the home page of the associate site.
Marketing Analytics
Marketing analytics is a branch of Analytics concerned specifically with marketing-related information from organic and paid search engine traffic, such as Unique Visitors, keyword-generated sales, Cost-Per-Click advertising, Click Fraud, Search Engine Marketing, etc.
Meta Description Tag
Also known as a description Tag, a meta description tag is a short HTML paragraph that provides search engines with a description of a page's content for search engine Index purposes. The meta description tag is not displayed on the website itself, and may or may not be displayed in the search engine's listing for that site. Search engines are now giving less importance to meta description tags in lieu of actual page content.
Meta Tags
Meta tags are HTML tags placed in a web page that contain information for Crawlers and web browsers. Types of meta tag information include page descriptions (Description Tag), page-relevant keywords (Meta Keywords Tag), whether a page can be indexed (Meta Robots Tag), copyright, page refresh dates and redirection instructions.
Natural Search Engine Optimization
Also known as natural optimization, organic search engine optimization or white hat SEO, natural search engine optimization is the use of keyword-focused copy and tags, Crawler-friendly site architecture, Search Engine Submissions and a quality Backlinks network to improve a site's Position, Page Rank and Click-Through Rate. Because about 80% of web users look at Natural Listings first, natural SEO offers a much greater chance of long-term business success than Paid Listings or Pay-Per-Click ad campaigns.
Optimization Services
Also known as Internet promotion, site optimization, or search engine placement service, optimization services are all of the methods a Search Engine Optimization Company uses to improve a site's Position and Page Rank and increase its Click-Through Rate and Conversion Rate.
Organic Listings (or Organic Optimization)
Also known as natural listings, organic listings are web page listings that appear on a Search Engine Results Page solely because the search engine Algorithm deems them relevant to the Query. Organic listings can contain Paid Listings, but only if they fulfill the same requirements as organic listings. The best way to improve a site's organic listing Position is through Natural Search Engine Optimization.
Outbound Links
Outbound links are all links from a particular web page that lead to other pages, including pages in the same domain. An excessive number of outbound links can damage a site's Search Engine Positioning because a Spider may perceive it as a Link Farm.
Page Rank (or PR)
PageRank is a link analysis algorithm developed by Google founders Larry Page and Sergey Brin. A number from one (lowest) to ten (highest) is assigned to a web page as a measure of its importance, specifically the likelihood that a user will arrive at that page by randomly clicking Links. PageRank is not the same thing as Rank.
Paid Listings
Paid Listings, as opposed to Natural Listings or Organic Listings, are sites that appear on a Results Page because money was paid to the search engine for inclusion and/or position. Paid listings is used as an all-inclusive term for the practices of Paid Inclusion and Paid Placement.
Pay-Per-Click (PPC)
Also known as cost-per-click or pay-for-performance, pay-per-click is an advertising revenue system used by search engines and ad networks in which advertising companies pay an agreed amount for each click of their ads. This Click-Through Rate-based payment structure is considered by some advertisers to be more cost-effective than the Cost-Per-Thousand payment structure, but it has at times led to Click Fraud.
Position
Also known as rank, position is the place a website occupies relative to the first listing on an Algorithmic Results page in response to a Keyword query. The first page displays Listings in the one through ten positions, the second page eleven through twenty, etc. Businesses trying to get their site into a top ten position will often employ a Professional Search Engine Optimization company. Consumer studies have shown that most search engine users click only on sites that occupy the top ten positions.
Position Reporting
Position reporting is the monitoring of daily changes in search engine Position for indexed URLs that have been optimized for specific keywords by a Search Engine Optimization Company. Position reporting is also used to generate a Search Engine Ranking Report.
Professional Search Engine Optimization
Professional search engine optimization is the modification of a website by an SEO company in order to increase its Position and Page Rank and improve its Click-Through Rate and Conversion Rate.
Rank
Also known as position, rank is the place a website occupies relative to the first listing on an Algorithmic Results page in response to a Keyword query. The first page displays Listings in the one through ten positions, the second page eleven through twenty, etc. Businesses trying to get their site into a top-ten rank will often employ a Professional Search Engine Optimization company. Consumer studies have shown that most search engine users click only on sites that occupy a top-ten rank.
Reciprocal Link Exchange
A reciprocal link exchange is a quid pro quo arrangement or link exchange between two sites. Reciprocal links usually lead to the home page of the associate site.
Robot
Also known as Crawler or Spider, a robot is a search engine program that "crawls" the web, collecting data, following links, making copies of new and updated sites, and storing URLs in the search engine's Index. This allows search engines to provide faster and more up-to-date listings.
Robots.txt
Also known as robots exclusion protocol, Robots.txt is a text file stored in a site's root directory that tells a search engine Crawler which site pages and sub-folders should not be included in the search engine Index. However, there is no guarantee that a Crawler will comply with this request. Robots.txt is an alternative to a Meta Robots Tag or password protection.
SEO Professional
Also known as Internet marketing consultant or SEO specialist, SEO professionals use their knowledge of Search Engine Optimization Strategy to improve their clients' Position and Page Rank.
SEO Services
SEO services are all of the tools used by a Professional Search Engine Optimization company, including Analytics and Keyword Marketing.
SEO Specialist
Also known as Internet marketing consultant or SEO professional, SEO specialists use their knowledge of Search Engine Optimization Strategy to improve their clients' Position and Page Rank.
SEO Strategies
SEO strategies are the techniques used in Search Engine Optimization to improve a site's Position and Page Rank and increase its Click-Through Rate. A few SEO strategies are keyword research and content writing, optimized HTML code, and improved Geographical Targeting.
Search Engine
A search engine is a website that enables users to Query an Index of stored webpages gathered by a Crawler for information relevant to specific criteria expressed via a Keyword or Search Terms. The Rank of information/websites on the corresponding Search Engine Results Pages is determined by relevancy as measured by the search engine's Algorithm and/or payment made to the search engine by indexed sites. Sites ranked solely by relevancy are known as Natural Listings or Organic Listings in contrast to Paid Listings.
Search Engine Marketing Professional Organization (SEMPO)
The Search Engine Marketing Professional Organization (SEMPO) is a non-profit professional association founded in 2003 to increase awareness of the benefits of search engine marketing and provide educational resources to members and consumers.
Search Engine Optimization (SEO)
Search engine optimization is the modification of a website for the purpose of improving its natural Rank on Search Engine Results Pages. This is done through a combination of SEO strategies such as directory and search engine Submission, website optimization, content writing and improved Link quality. Please see our SEO services for details.
Search Engine Optimization Strategy
Search engine optimization strategy refers to the specific optimization plan an SEO company employs for the site promotion of an individual client.
Search Engine Placement
Search engine placement means the tactics used by Site Optimization firms to improve their clients' Rank. The term search engine placement is sometimes used to mean the Position of a website on a Results Page.
Search Engine Ranking Report
A search engine ranking report is a monthly, weekly or daily report of the Position of a company's website Listing in relation to their top Keywords. Position Reporting enables companies to monitor the success of an SEO strategy or Cost-Per-Click advertising campaign.
Search Engine Submission
Also known as search engine registration or web submission, search engine submission is the submission of a URL to a Directory or Search Engine for inclusion in its Index. Registration is usually free but can also require payment. Search engine submission is a basic but important part of Search Engine Optimization.
Search Terms
Also known as keywords or query terms, search terms are the word(s) or phrase(s) a user enters into a search engine's Query box. A Search Engine Results Page (SERP) ranks indexed sites according to how relevant the Search Engine deems them to the search terms that were queried. One of the most important SEO Strategies companies can employ is to optimize their site pages with content that contains targeted search terms relevant to their products or industry.
Site Optimization
Also known as Internet promotion, optimization services or search engine placement service, site optimization refers to all of the methods a Search Engine Optimization Company uses to improve a site's Position and Page Rank and increase its Click-Through Rate and Conversion Rate.
Spam
Spam refers to any and all Search Engine Marketing techniques that violate search engine guidelines or attempt to gain increased Rank for a site using content that is irrelevant, deceptive or of little value to users. Types of spam include Hidden Text, content that contains nonsensical Keyword repetition, deceptive Cloaking or numerous Doorway Pages that redirect users to the same Landing Page. If a search engine detects spamming the offending site will be Blacklisted or lose Position. Spam is a Black Hat SEO technique.
Spider
Also known as Crawler or Robot, a spider is a search engine program that "crawls" the web, collecting data, following links, making copies of new and updated sites, and storing URLs in the search engine's Index. This allows search engines to provide faster and more up-to-date listings.
Submission
Also known as search engine registration or search engine submission, submission is the providing of a URL to a Directory or Search Engine for inclusion in its Index. Submission is usually free but can also require payment. Submission is a basic but important part of Search Engine Optimization.
Web Analytics
Web analytics is a branch of Analytics that uses web traffic records to study the behavior of website visitors. Data such as Unique Visitors, Hits, page views, and the connection between Landing Pages and Conversion Rates are used to improve a website or marketing campaign.
Website Marketing
Also known as Internet marketing, website marketing is using the Internet to advertise, communicate and sell goods and services. On an advanced level, website marketing is known as Search Engine Optimization (SEO), which is the use of targeted keywords, crawler-friendly site architecture, Search Engine Submissions and a well-developed link network to improve a site's Position, Page Rank and Click-Through Rate.
Website Optimization
Also known as search engine optimization, website optimization is the modification of a website for the purpose of improving its natural Rank on Search Engine Results Pages. This is done through a combination of optimization strategies such as directory and search engine Submission, Keyword Marketing and improved Link quality.
Website Promotion
Website promotion refers to the marketing aspects of Search Engine Optimization, such as Keyword Submission, Paid Inclusion, and other techniques to increase a site's exposure.
Website Promotion Services
Also known as search engine marketing, website promotion services is an inclusive term for all techniques used to market a website via search engines, including Pay-Per-Click advertising and Natural Search Engine Optimization.
Website Submission
Also known as search engine registration or search engine submission, website submission is the submission of a URL to a Directory or Search Engine for inclusion in its Index. Registration is usually free but can also require payment. Website submission is a basic but important part of Search Engine Optimization.
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