A/B testing – a method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.
Above the Fold – the section of a Web page that is visible without scrolling.
Ad Blocking – the blocking of Web advertisements, typically the image in graphical Web advertisements.
Ad Space – the space on a Web page available for advertisements.
Add URL – (see Search Engine Submission)
Adsense – a text-based advertisement service provided by Google.com.
Advertising Network – a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.
Affiliate Program – A Web-based pay-for-performance program designed to compensate “affiliate” partner web sites for driving qualified leads or sales to a “merchant” web site. Typically, the merchant pays a percentage of any sales resulting from any click through (via banner or text link) to their Web site from an affiliate partner’s Web site. Service providers like Commission Junction help track and manage payments.
Algorithm – A mathematical formula used by search engines to determine which web sites in their database to present in search results, in which order. While search engine algorithms change regularly, primary on-page factors include keyword density and source code optimization. The primary off-page factor is link popularity.
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.
Anchor Text – Also known as link text, anchor text is the visible, clickable text between the HTML anchor and tags. Clicking on anchor text activates a Hyperlink to another web site. Anchor text is very important in Search Engine Optimization because search engine algorithms consider the Hyperlink keywords as relevant to the Landing Page.
Animated GIF – a graphic in the GIF89a file format that creates the effect of animation by rotating through a series of static images.
Anonymous FTP – an option in FTP that allows users to download files without having to establish and account.
Apache – an open source web server software.
Application Service Provider – provider of applications/services that are distributed through a network to many customers in exchange for a stream of smaller payments as opposed to one fixed, upfront price.
ASP Hosting – Web hosting that supports Active Server Pages, a server-side scripting environment from Microsoft.
Autoresponder – a program that sends an automatic form response to incoming emails.
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 rankings, particularly if they contain Anchor Text keywords relevant to your site and are located on sites with high Page Rank.
Bandwidth – how much data can be transmitted in a time period over a communications channel, often expressed in kilobits per second (kbps).
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.
Banner Blindness – the tendency of web visitors to ignore banner ads, even when the banner ads contain information visitors are actively looking for.
Banner Exchange – network where participating sites display banner ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites.
Black Hat SEO – Black hat SEO is the term used for unethical or deceptive optimization techniques. This includes Spam, Cloaking, or violating search engine rules in any way. If a search engine discovers a site engaging in black hat SEO it will remove that site from its Index.
Blacklisted – Also known as banned or delisted, a blacklisted site is a URL that has been removed from a search engine’s Index, typically for engaging in Black Hat SEO. Blacklisted sites are ignored by search engines.
Blog/Web Logs – A self-published, managed or maintained Web diary. Usually updated daily or weekly, blogs have historically been personal, but gained notoriety after the 2004 election as an influential media outlet. Companies now use blogs to extend their brand and improve their organic search visibility.
Blogosphere – the community of blogs and everything else related to them.
Blogroll – a section of a blog page that contains a list of links to recommended blog sites.
Bookmark – a link stored in a Web browser for future reference.
Bounce Rate – 1.) In web analytics, the percentage of visitors who leave after viewing a single page. 2.) In email marketing, the percentage of emails in a campaign that are undeliverable.
Brand Stacking – Multiple page one listings from a single domain. Prior to 2010, a site would be fortunate if it had three first page results for branded searches. Since Google tweaked its algorithm to include Brand Stacking, that number has risen to as many as eight of the top search rankings.
Browser – (see Web browser)
Burstable Bandwidth – a hosting option that allows sites to use the available network capacity to handle periods of peak usage.
Business Hosting – Web hosting geared towards the mission-critical functions demanded by business-class customers.
Button Ad – a graphical advertising unit, smaller than a banner ad.
Button Exchange – network where participating sites display button ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites.
Buzzword – a trendy word or phrase that is used more to impress than explain.
Caching – the storage of Web files for later re-use at a point more quickly accessed by the end user.
Call to Action (CTA) – the part of a marketing message that attempts to persuade a person to perform a desired action.
Captcha – abbrev. “Completely Automated Public Turing test to tell Computers and Humans Apart”; a challenge-response testing system; typically an image that contains a series of ambiguated characters that the reader must re-type in a given field.
Cascading Style Sheets (CSS) – a data format used to separate style from structure on Web pages.
ccTLD – ccTLD’s – are “Country-code” TLD‘s showing what country a site is focused on or based in. Using Google and the United Kingdom as an example, Google UK is google.co.uk. Sometimes these ccTLD’s are two sets of letters separated by a period (e.g. “co.uk” for the UK or “com.au” for Australia) and sometimes they are just one set of letters (e.g. “.fr” for France). Use of separate Web sites on unique ccTLD’s is typically viewed as the best way for exporters to target other countries via search engine optimization. However, site owners can also target outside countries through other means such as through country-focused subdomains or even subdirectories.
Click Fraud – A type of internet crime that occurs in pay per click online advertising when a person, automated script, or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad’s link. Click Fraud is the illegal practice of manipulating Cost-Per-Click (CPC) or Pay-Per-Click (PPC) revenue sharing agreements. There are numerous types of click fraud, but in a typical scenario the webmaster of a site that earns money from each click of the advertising links it publishes pays individuals a small fee to click those links. Companies thus pay for advertising to clients who had no intention of buying from them. Some companies have filed class action lawsuits alleging that ad publishers such as Google and Yahoo! have failed to aggressively confront click fraud because they benefit from increased CPC revenue.
Click index – A scoring system designed to help you understand how well your listings are performing. It evaluates your listing’s click-through rate relative to your competitors, taking into account your current position.
Click protection – A system designed by Yahoo! Search Marketing to help ensure that you don’t get charged for unqualified clicks. The Click Protection System uses a variety of techniques to filter the clicks before they show up as a charge within your reports.
Click-through – When a user clicks on your search listing and arrives at your web site. 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): The percentage of those clicking on a link out of the total number who view the link or text ad. 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.
Cloaking – Cloaking is the presentation of alternative pages to a search engine Spider so that it will record different content for a URL than what a human browser would see. Cloaking is typically done to achieve a higher search engine position or to trick users into visiting a site. In such cases cloaking is considered to be Black Hat SEO and the offending URL could be Blacklisted. However, cloaking is sometimes used to deliver personalized content based on a browser’s IP address and/or user-agent HTTP header. Such cloaking should only be practiced with a search engine’s knowledge or it could be construed as black hat cloaking.
ColdFusion hosting – Web hosting that supports ColdFusion, a web application language introduced by Allaire and currently owned by Macromedia.
Co – Located hosting – when one party houses their web server(s) at another company’s location for Internet connectivity.
Comment Spam – irrelevant comments posted to a blog for the sole purpose of dropping a link to the spammer’s website.
Contextual Link Ads/Inventory – To supplement their business models, certain text-link advertising networks (like Google) have expanded their network distribution to include “contextual inventory”. Most vendors of “search engine traffic” have expanded the definition of Search Engine Marketing to include this contextual inventory. Contextual or content inventory is generated when listings are displayed on pages of Web sites (usually not search engines), where the written content on the page indicates to the ad-server that the page is a good match to specific keywords and phrases. Often this matching method is validated by measuring the number of times a viewer clicks on the displayed ad. These ads typically do not perform as well as traditional text ads on search engines, but the lower cost justifies the expense.
Content Management System – (CMS) allow Web site owners to make text and picture changes to their Web sites without specialized programming knowledge of software like Adobe Dreamweaver or Microsoft FrontPage. Content Management Systems can be edited by anyone with basic word knowledge via an internet connection. No need for length or costly web development contracts or need to wait on someone outside your company to make changes. CMS examples include WordPress, Drupal and Joomla.
WordPress Content Match – A feature offered with Yahoo! Sponsored Search. Content Match displays your existing listings near relevant articles, product reviews and more, enabling you to reach customers through online publishers, newsletters and email.
Content Network – Each major search engine offers a form of content network within its paid search interface, typically referred to as content networks, although Google just renamed their content network the Google Display Network. Within Google AdWords, advertisers have two options for content network advertising:
1.Pick sites. With this option, you can choose the actual sites, or in some cases, sections and pages of sites, on which you want to display your ads. 2. Contextual advertising. Contextual advertising allows you to use keywords like you would in traditional paid search advertising and the search engines will display your ads next to articles, blog posts, and other Web pages that are related to those keywords. Both options are great for inexpensive brand awareness on massive scales in addition to more direct means such as lead generation. The days of buying remnant display ads not being worth it are behind us.
Conversion – A site visitor completes a desired action. Generally a download, signup, purchase, etc.
Conversion Analytics – Conversion analytics is a branch of Analytics concerned specifically with conversion-related information from organic and paid search engine traffic, such as the keywords converts used in their queries, the type of conversion that resulted, landing page paths, search engine used, etc.
Conversion rate – The number of visits to your site that convert to a sale or action divided by the number of visits to your site. 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%.
Cookie – A piece of information that your web site places on a user’s computer. A cookie identifies the user’s computer during current and subsequent visits to your web site.
Cost-per-Click (CPC) – System where an advertiser pays an agreed amount for each click someone makes on a link leading to their web site. Also known as PPC or paid listings. Also known as pay-per-click or pay-for-performance, cost-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 can at times lead to Click Fraud.
Cost-Per-Acquisition (CPA) – Cost-per-acquisition (CPA) is a return on investment model in which return is measured by dividing total click/marketing costs by the number of Conversions achieved. Total acquisition costs ÷ number of conversions = CPA. CPA is also used as a synonym for Cost-Per-Action.
Cost-Per-Action (CPA) – In a cost-per-action advertising revenue system, advertisers are charged a Conversion-based fee, i.e. each time a user buys a product, opens an account, or requests a free trial. CPA is also known as cost-per-acquisition, though the term cost-per-acquisition can be confusing because it also refers to a return on investment model.
Cost-per-Thousand (CPM) – System where an advertiser pays an agreed amount for the number of times their ad is seen by a consumer, regardless of the consumer’s subsequent action. This term is heavily used in print, broadcasting and direct marketing, as well as with online banner ad sales. CPM stands for “cost per thousand,” since ad views are often sold in blocks of 1,000. The M in CPM is Latin for thousand.
Customer Relationship Management (CRM) – Software solutions that help enterprise businesses manage customer relationships in an organized way. An example of a CRM would be a database containing detailed customer information that management and salespeople can reference in order to match customer needs with products, inform customers of service requirements, etc.
Crawler/Spider/Robot – Component of search engine that indexes web sites automatically. A search engine’s crawler (also called a spider or robot), copies web page source code into its index database and follows links to other web pages. 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.
CSS – CSS – short for Cascading Style Sheet – is a way to move style elements off individual Web pages and sites to allow for faster loading pages, smaller file sizes, and other benefits for visitors, search engines, and designers.
Customer Acquisition Cost – the cost associated with acquiring a new customer
Data Transfer – The total amount of outbound traffic from a website*, typically measured in gigabytes (Gb).
Day Parting – Day parting refers to serving ads at different times of the day and days of the week, or even changing bids or copy / creative at different times. For example, you may not want your ads to show from 10 AM-1PM on a Wednesday’s. This can be done manually in most online platforms, or automatically in some such as Google AdWords. Automated day parting is not currently available directly through many social media advertising platforms such as facebook ads and LinkedIn direct ads.
Dedicated Hosting – hosting option whereby the host provides and is responsible for the equipment, dedicating an entire server to the client’s websites.
Dedicated IP – an IP address dedicated to a single website.
Deep Linking – linking to a web page other than a site’s home page.
Deep Web – (see invisible Web)
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.
Directories – A type of search engine where listings are gathered or reviewed by humans, rather than by search engine crawlers. In directories, web sites are often reviewed, summarized in about 25 words and placed in a particular category. The largest and most popular directory site is Yahoo! 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! and The Open Directory Project.
Domain Name Monitoring – Watching Domains across various extensions. Some companies offer to do this for, say a .com site by checking the same domain name in .net, .org, .eu, etc.
Doorway/Landing/Gateway/Bridge/Jump Pages – A web page created expressly in hopes of ranking well for a term in a search engine’s organic/non-paid listings and which itself does not deliver much information to those viewing it. Instead, visitors will often see only some enticement on the doorway page leading them to other pages, or they may be seamlessly redirected to a real page within the existing web site. With cloaking, visitors may never see the doorway page at all. Several search engines have guidelines against doorway pages, though they are more commonly allowed in through paid inclusion programs.
Dynamic Content – Dynamic content is web content such as Search Engine Results Pages (SERPS) that are generated or changed based on database information or user activity. Web pages that remain the same for all visitors in every context contain “static content.” Many e-commerce sites create dynamic content based on purchase history and other factors. Search engines have a difficult time indexing dynamic content if the page includes a session ID number, and will typically ignore URLs that contain the variable “?”.Search engines will punish sites that use deceptive or invasive means to create dynamic content. Top website placement has an SEO Program called Topblog that can take your static website and help to turn it dynamic.
Ecommerce – The ability to purchase online. eCommerce also goes by other super-snazzy names like etail. Web site features that allow ecommerce are commonly called shopping carts.
Editorial status – The section within your Yahoo! Search Marketing account that allows you to review your Declined, Pending and Removed Listings. Your approved listings appear on the Manage Listings page.
Email – is a method of exchanging digital messages from an author to one or more recipients. Modern email operates across the Internet or other computer networks. Some early email systems required that the author and the recipient both be online at the same time, in common with instant messaging. Today’s email systems are based on a store-and-forward model. Email servers accept, forward, deliver and store messages. Neither the users nor their computers are required to be online simultaneously; they need connect only briefly, typically to an email server, for as long as it takes to send or receive messages.
Email Marketing – the promotion of products or services via email.
Email Spam – unwanted, unsolicited email.
Enhanced Bidding – A feature specific to Google AdWords. When you select to utilize enhanced bidding, you’re giving AdWords the power to adjust your bidding in order to increase conversions. With this feature, you can pay up to 30% over the keyword bid that you set. Think of it like a hybrid between CPC and CPA bidding, albeit still more heavily weighted toward cost per click. Be careful with enhanced bidding – many search engine marketers will tell you that they have had poor experiences with cost per acquisition bidding within AdWords.
Eyetracking – A process that allows testing of Web sites for usability or any other purpose. Eyetracking is performed by a small number of companies utilizing high speed cameras to monitor and record where the eyes of test subjects actually move on screen.
Ezine – an electronic magazine, whether delivered via a Web site or an email newsletter.
Ezine Directory – – directory of electronic magazines, typically of the email variety.
Facebook – a social networking site located at facebook.com. http://www.youtube.com/user/theofficialfacebook?blend=4&ob=0
Favicon – a small icon that is used by some browsers to identify a bookmarked Web site.
Favorite – (see bookmark)
Feed – Coming in an XML language that uses either RSS or Atom formatting are an extremely popular way for organizations to get their messages through the clutter and into the hands of interested parties. With the simple click of an orange button (right), users can stay connected to a site’s content (Blogs news, podcasts, etc.) automatically anytime their computers are connected to the internet. That button will connect you to the feed for the Found Blog
FFA – free-for-all links list, where there are no qualifications for adding a link.
Flash – multimedia technology developed by Macromedia to allow much interactivity to fit in a relatively small file size.
Flash Optimization – Flash is a vector graphics-based animation program developed by Macromedia. Most corporate sites feature Flash movies/animation, yet because search engine Crawlers were designed to index HTML text, sites that favor Flash over text are difficult or even impossible for crawlers to read. Flash Optimization is the process of reworking the Flash movie and surrounding HTML code to be more “crawlable” for Search Engines.
Forum – an online community where visitors may read and post topics of common interest.
Frames – a structure that allows for the dividing of a Web page into two or more independent parts.
Freemium – a technique where a business offers a free basic product, giving the customer an option to use an advanced version for a premium cost.
Frequency Capping – restriction on the amount of times a specific visitor is shown a particular advertisement.
Gateway Page – Also known as a doorway page or jump page, a gateway page is a URL with minimal content designed to rank highly for a specific keyword and redirect visitors to a homepage or designated Landing Page. Some search engines frown on gateway pages as a softer form of Cloaking or Spam. However, gateway pages may be legitimate landing pages designed to measure the success of a promotional campaign, and they are commonly allowed in Paid Listings.
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.
Geographic Segmentation – Geographic segmentation is the use of Analytics to categorize a site’s web traffic by the physical locations from which it originated.
GIF89a – (see animated GIF)
Golden Triangle – Eye-tracking studies show an “F” shaped pattern that most people tend to look at most often when looking at Search Engine Results Pages. These patterns vary slightly among the different Search Engines, but show the importance of placement among Natural Listings and Pay-per-Click ads.
Google +1 – is a social recommendation application where you build “circles” with your friends, and others you connect with online and place these connections into different circle(s). The Google +1, just like the Facebook “like” will be posted inside sites and on various advertisements making the task of our daily searching a very socially engaging concept. Top Website Placement offers a service; Google +1Builder to help your website gain +1’s. http://www.youtube.com/watch?v=4RyY2-ofP4g
Google AdSense – Google AdSense is an ad-serving program operated 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 the 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. http://www.youtube.com/watch?v=BNHR6IQJGZs&feature=plcp&context=C3ba553cUDOEgsToPDskJEcKNUtwb2SeQNBr2_lkzD
Google Checkout – an online payment system powered by Google, where users save their credit card information in their Google account so they can quickly perform online purchases in participating sites.
Google Instant – a feature of Google’s search engine that shows search results as the keyword query is being typed. http://www.youtube.com/watch?v=ElubRNRIUg4&feature=plcp&context=C3080effUDOEgsToPDskIheC5Cp93L2FeoOU57WfCd
Graphical Search Inventory (GSI) – is the visual equivalent of Contextual Link Inventory. GSI is non-text-based advertising such as Banner Ads, pop-up ads, browser toolbars, animation, sound, video and other media that is synchronized to relevant Keyword queries.
Gray Hat SEO – Gray hat SEO refers to Search Engine Optimization strategies that fall in between Black Hat SEO and White Hat SEO. Gray hat SEO techniques can be legitimate in some cases and illegitimate in others. Such techniques include Doorway Pages, Gateway Pages, Cloaking and duplicate content.
Guerilla Marketing – unconventional marketing intended to get maximum results from minimal resources.
Guest Blogging – writing a blog post to be published on another blog as a temporary featured author.
Header (or Heading) Tags () – HTML heading and subheading tags are critical components of search engine marketing, as often times both are graphical, thereby unreadable to search engine spiders. Optimally, page titles should also be included to clearly define the page’s purpose and theme. All of the header tags should be used according to their relevance, with more prominent titles utilizing <h1>, subheaders using <h2>, and so on.
Heatmap – a graphical representation of data where varying degrees of a single metric are shown using colors.
Hidden Text – is a generally obsolete form of Black Hat SEO in which pages are filled with a large amount of text that is the same color as the background, rendering keywords invisible to the human eye but detectable to a search engine Crawler. Multiple Title Tags or HTML comments are alternative hidden text techniques. Hidden text is easily detectable by search engines and will result in Blacklisting or reduced Rank.
Hit – is a somewhat misleading measure of traffic to a web site. One hit is recorded for each file request in a web server’s access log. If a user visits a page with four images, one hit will be recorded for each graphic image file plus another for the page’s HTML file. A better measure of traffic volume is the number of pages/HTML files accessed.
Home Page – the main page of a Web site.
House Ad – self-promotional ad a company runs on their own site/network to use unsold inventory.
HTML – The acronym HTML stands for HyperText Markup Language, the authoring language used to create pages on the World Wide Web. HTML is a set of codes or HTML tags that provide a web browser with directions on how to structure a web page’s information and features.
HTML banner – a banner ad using HTML elements, often including interactive forms instead of (or in addition to) standard graphical elements.
HTML email – email that is formatted using Hypertext Markup Language, as opposed to plain text email.
Hybrid Model – a combination of two or more online marketing payment models
Hyperlink – Also known as link or HTML link, a hyperlink 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.
Image Maps – Clickable regions on images that make links more visually appealing and Web sites more interesting. Image maps enable spiders to “read” this material.
Impressions – The number of times a web message is displayed. For example, each time your Sponsored Search listing appears on a page, it counts as one impression.
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.
Inbound/Back Link – A text or graphical hyperlink from one site to another. Google and other search engines’ algorithms consider a site’s popularity based on the quality and quantity of inbound links from relevant third party sites to help determine search positioning.
Inbound Marketing – A marketing approach that focuses on getting found by prospects through channels such as search engine optimization, social media sites and word-of-mouth recommendations.
Incentivized Traffic – visitors who have received some form of compensation for visiting a site.
Interactive Agency – an agency offering a mix of Web design/development, Internet advertising/marketing, or E-Business/E-Commerce consulting.
Internal Linking – Placing hyperlinks on a page to other pages within the same site. This helps users find more information, improve site interaction, and enhances your SEO efforts.
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. Top Website Placement has been providing Internet marketing services since 2005.
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. Top Website placement has well trained website analysts and marketing coaches that will provide a marketing solution for any size website marketing campaign.
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.
Interstitial – an advertisement that loads between two content pages.
IP address – An identifying number assigned to a computer on a TCP/IP network. IP addresses are used to calculate how many visitors come to a site.
Invisible Web – the portion of the Web not indexed by search engines.
Keyword – A word or multi-word phrase that users enter into a search engine to find information, products or services online. Advertisers select and bid on keywords that are relevant to their products or services. Depending on the amount you bid. 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.
Keyword Density – The frequency of repetition of a given keyword or phrase within body text on a web site. The higher the frequency (measured in percentages) the greater the likelihood of a higher ranking in search results. In Anvil’s case, you’ll notice a higher density of the phrase “search engine marketing” within the web site, as that is the most relevant phrase used to describe the service offering.
Keyword Marketing – Keyword marketing is the use of keyword-optimized content and keyword-specific Link Text to emphasize a site’s relevancy to those terms and thereby increase Rank for related web queries. Keyword marketing can also be done through keyword-based ad programs such as Google AdSense. Keyword marketing is an essential component of Search Engine Optimization. Top Website Placement’s Search Engine Placement (SEP) program is a keyword marketing program and a great alternative to running your own PPC program.
Keyword Research – the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI). Top Website Placement’s website analysts will put together the best keyword phrases that will put your website in front of potential customers whom are looking for what you do!
Keyword Stuffing – the excessive, unnatural use of keywords on a web page for search engine optimization purposes.
Keyword Submission – Keyword submission is an all-inclusive term for the keyword research/selection, bid cost assessment and budgeting that companies undertake to begin Pay-Per-Click keyword campaigns with advertising networks such as Google AdWords, Yahoo! Sponsored Search and Microsoft AdCenter.
Keywords Tag – META tag used to help define the primary keywords of a Web page.
Landing Page – The landing page is the page on which a visitor “lands” after clicking a search engine listing, email link, Banner Ad, Cost-Per-Click ad, or other ad/link. The landing page can be a site’s homepage, but is usually a page designed to appeal to users who Click-Through a specific ad or link. Landing pages are also used to monitor site traffic and measure an advertising campaign’s success. Well-designed landing pages that are relevant to a user’s keyword query will improve Conversion Rates and play a critical role in Search Engine Marketing.
Like Gate – a barrier requiring a user to – Like – a brand’s page before they can access certain content from that brand on Facebook.
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 Bait – Any content or feature within a website that somehow baits viewers to place links to it from other websites. Matt Cutts defines link bait as anything “interesting enough to catch people’s attention.” Link bait can be an extremely powerful form of marketing as it is viral in nature and can impact visibility in search results. Link baiting is the creation of content that incites users to link to your page from another website. The types of link bait vary tremendously, but they include highly informative articles or news stories, useful resources and sometimes controversial or sensationalistic content. Link baiting is a White Hat SEO technique used to help a site improve its Link Popularity and Page Rank. Some sites use link baiting as the centerpiece of a Website Marketing campaign.
Link Building – the process of increasing the number of inbound links to a website in a way that will increase search engine rankings.
Link Checker – tool used to check for broken hyperlinks.
Link Development – The act of requesting or securing inbound links to your web site. Also see Link Popularity and Inbound/Back Links.
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.
Link Farm – A link farm is a webpage or group of webpages that exist solely to increase the number of Backlinks in a site’s link network. A link farm is meant to increase a site’s PageRank or popularity and thus improve its search engine Position. However, link farms are considered a form of Spam and sites that rely on them are penalized by search engines.
Link Popularity – Link popularity is the measure of how popular a webpage is by the number of Backlinks it has. However, link popularity is not solely a matter of quantity. Page Rank is achieved when Backlinks are located on reputable, relevant sites rather than so-called Link Farms. Most search engines use link popularity as a factor in their Algorithmic Results.
Link Text – Also known as anchor text, link text is the visible, clickable text between the HTML anchor andtags. Clicking on link text activates a Hyperlink to another web site. Link text is very important in Search Engine Optimization because search engine algorithms consider the hyperlink keywords as relevant to the Landing Page.
Linkrot – when Web pages previously accessible at a particular URL are no longer reachable at that URL due to movement or deletion of the pages.
Listings – are the indexed sites that appear in ranked order on a Search Engine Results Page in response to a user Query.
Local Business Listings – Each of the major search engines offer local business listings that appear next to maps at the top of the page on many locally targeted searches. Business may either submit new requests or claim existing local business listings if the search engines have already added the company to the results. Having a Web site is not required for having a local business listing. Top Website Placement offers a program for local businesses; Top Local Listing which gives you front page placement on Yahoo & Bing.
Local Search – Search engine results constrained by region/location, based on the searcher’s location or intent. With the addition of Web 2.0 capabilities, local search results may include business ratings, reviews, maps and driving directions. Local search refers to both the addition of geographical keywords (cities, streets, etc.) to Search Terms and the use of Yellow Pages-type Search Engines such as Google Maps, Yahoo! Local and AskCity to find business services in a particular zip code. Search Engine Placement Services use local SEO to help traditional “brick and mortar businesses” connect with customers in their community. http://www.youtube.com/watch?v=L1ONMavPX2o&feature=plcp&context=C3080effUDOEgsToPDskIheC5Cp93L2FeoOU57WfCd
Log File – file that records the activity on a Web server.
Long Domain Name – domain names longer than the original 26 characters, up to a theoretical limit of 67 characters (including the extension, such as .com).
The Long Tail – First coined by Chris Anderson in an October 2004 Wired magazine article to describe the niche strategy of certain business such as Amazon.com or Netflix. In relation to search engine marketing (SEM) the Long Tail refers to the keyword phrases that are highly detailed and specific and may generate low volumes of searches and traffic, but add up to generate a majority of traffic for sites with deep content or product SKUs.
Manual Submission – adding a URL to the search engines individually by hand.
Meta Search Engine – A search engine that gets listings from two or more other search engines, rather than through its own efforts.
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 Keywords Tag – A meta keywords tag provides search engines with a list of keywords that are relevant to a webpage. This can improve search engine Rank for a page by ensuring it’s properly indexed. However, search engines are now giving less importance to meta keywords tags in lieu of actual page content.
Meta Robots Tag – A meta robots tag (named for a search engine Crawler or Robot) lets page authors prevent their webpages from being added to a search engine’s Index. Alternatives to a meta robots tag are Robots.txt files and password protection.
Meta Tags – Information placed in a web page not intended for users to see but instead which typically passes information to search engine crawlers, browser software and some other applications.
META tag generator – tool that will output META tags based on input page information.
Meta Search Engine – A meta search engine derives its listings by running user queries through multiple other search engines and then summarizing the results. A meta search engine does not maintain its own Index. Listings are displayed by meta search engines either in aggregate or categorized by search engine source. An example of a meta search engine is Dogpile.com.
Mobile Marketing – As cell phone technology advances, advertisers cannot reach their target audience virtually anywhere. While mobile marketing is really just an extension of online marketing, it provides businesses many new opportunities and challenges. How does your Web site look on your Blackberry or Treo?
Mobile Search – An evolving branch of information retrieval services that is centered on the convergence of mobile platforms and mobile handsets or other mobile devices. The services allow users to find mobile content interactively on mobile websites, and mobile content shows a media shift toward mobile multimedia.
Moderator – at a forum, someone entrusted by the administrator to help discussions stay productive and within the guidelines.
Multivariate Testing – a method in marketing research where multiple variables in a control scenario are simultaneously changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.
Natural / Organic Listings – Listings that search engines do not sell (unlike paid listings). Instead, sites appear solely because a search engine has deemed it editorially important for them to be included, regardless of payment. Paid inclusion content is also often considered “organic” even though it is paid for. This is because that content usually appears intermixed with unpaid organic results. Non-sponsored listings that appear in the main section of the search results page. Search engines use proprietary algorithms to crawl web sites and create indices. When users search for specific keywords, a search engine retrieves relevant listings from its index that match the queries. The ranking of these listings is based on relevancy. Also known as natural, or organic, search results.
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. Top Website Placement offers several products to help your natural optimization with Social Media Marketing and our SEO services featuring TopBlog and our Web Page Optimization service.
Navigation – that which facilitates movement from one Web page to another Web page.
Netiquette – short for network etiquette, the code of conduct regarding acceptable online behavior.
Network Effect – the phenomenon whereby a service becomes more valuable as more people use it, thereby encouraging ever-increasing numbers of adopters.
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.
Opt-Out – (1) type of program that assumes inclusion unless stated otherwise. (2) to remove oneself from an opt-out program.
Organic Search – the unpaid entries in a search engine results page that were derived based on their contents’ relevance to the keyword query.
Organic Listings (or Organic Optimization) – Also known as natural listings, organic listings are webpage 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 – Links on a particular web page leading to other web pages on a different domain.
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 webpage 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.
Page Views – The number of times a page (an analyst-definable unit of content) was viewed.
Page – jacking – theft of a page from the original site and publication of a copy (or near-copy) at another site.
Paid Inclusion/Pay-for-Inclusion (PFI) – The act of purchasing the ability to be indexed by search engines. Unlike PPC, position within search results are not guaranteed, but unlike organic SEO, PFI guarantees a level of frequency in indexing and enables optimization and submission of large numbers of pages within a site. The end result is ideally a higher position in search results for larger, database-driven sites.
Paid search – Paid search (also known as sponsored search) is based upon advertiser bids on queried keywords. Paid search results appear separate from algorithmic, or natural, search results, typically along the top, down the side and across the bottom of search results pages. Listing order is determined by the amount each advertiser has bid on keywords.
Paid Listings – Listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold. 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. Top Website Placement’s Search Engine Placement is a paid listing program.
Paid Placement – Advertising program where listings are guaranteed to appear in response to particular search terms, with higher ranking typically obtained by paying more than other advertisers. Paid placement listings can be purchased from a portal or a search network. Search networks are often set up in an auction environment where keywords and phrases are associated with a cost-per-click (CPC) fee. Overture and Google are the largest networks, but second tier players like FindWhat are gaining in popularity as CPC prices increase. Portal or site sponsorships are also a type of paid placement. Paid placement is a program in which advertisers’ listings are guaranteed to appear on a Results Page when particular Keywords are searched. The ranking of paid placement listings is determined by competitive bidding. Unlike Paid Inclusion listings, paid placement listings are usually displayed separately from Natural Listings and are labeled as advertisements or sponsored links. Google and Yahoo! Search Marketing (formerly Overture) are two of the largest paid placement search networks. Top Website Placement’s Search Engine Placement is a paid placement program.
Pass-Along Rate – he percentage of people who pass on a message or file.
Pay-per-Call – The ability to track offline sales through unique toll-free phone numbers. Google will be rolling out a pay per call service shortly.
Pay-per-click – The payment model used for sponsored search advertising. Advertisers set bids on their keywords and only pay when searchers click the search results listings associated with those keywords.
Pay Per Click Search Engine (PPCSE) – search engine where results are ranked according to the bid amount and advertisers are charged only when a searcher clicks on the search listing.
Pay Per Lead (PPL) – online advertising payment model in which payment is based solely on qualifying leads.
Pay Per Sale (PPS) – online advertising payment model in which payment is based solely on qualifying sales.
Pay-for-Performance – Term popularized by some search engines as a synonym for pay-per-click, stressing to advertisers that they are only paying for ads that “perform” in terms of delivering traffic, as opposed to CPM-based ads, where fees are based on impressions or views instead of clicks.
Payment Threshold – the minimum accumulated commission an affiliate must earn to trigger payment from an affiliate program.
PayPal – an online payment service that lets its users make purchases and receive payments via a user-defined email address.
Permission Marketing – Along the lines of Opt-in registrations, permission marketing focuses on receiving the consent of users before being contacted or, in some cases, even seeing an advertisement. Permission marketing is centered around the concept that people are increasingly tuning out the barrage of advertisements they see each day. Its focal tenet is that a business will have a better chance of gaining a client when the client first gives permission to be sent an ad or contacted. Search engine marketing by its nature can be thought of as a type of permission marketing – showing advertisements to people already searching for that information – as long as the ad is relevant to what they are searching.
Podcast – a series of audio or video files that are syndicated over the Internet and stored on client computing devices for later playback.
Pop-Under Ad – an ad that displays in a new browser window behind the current browser window.
Pop-Up Ad – an ad that displays in a new browser window.
Portal – a site featuring a suite of commonly used services, serving as a starting point and frequent gateway to the Web (Web portal) or a niche topic (vertical portal).
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.
Press Optimization – The optimizing of press releases for search engines. This process has many similarities to Search Engine Optimization, although it focuses much more on Keyword use in content creation in regards to how press releases are often picked up by Blogs and other forms of new media.
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.
Query – A query is a question or instance of questioning. A search engine query is a user’s request for the information (i.e. webpages) in a search engine’s Index that is most relevant to a Keyword or set of Search Terms. Query is sometimes used to mean the actual keywords a user enters in a search box.
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 – A mutually-agreed upon link exchange between two sites. See “Link Development.”
Rectangle Ad – any one of the large, rectangular banner sizes suggested by the IAB.
Rep Firm – ad sales partner specializing primarily in single-site sales.
Retargeting – Think of retargeting like cyber stalking. Someone visits your site and has a cookie placed on her or his computer. Then as they go visiting other sites around the Web, your ad appears in front of them, as a banner or other type of display ad, on the page itself. Various targeting options exist, including only showing ads when a certain page has been visited (such as a paid search landing page) and an action has not been completed (e.g. a conversion). Retargeting can be done through services like the Google AdWords Display Network or outside third party services.
Return Days – the number of days an affiliate can earn commission on a conversion (sale or lead) by a referred visitor.
Results Page – The page that is displayed after a search phrase is typed into a search engine. Also referred to as search engine results page or SERP.
Return on Investment (ROI) – the ratio of profits (or losses) to the amount invested. Historically associated with sales and marketing efforts; when applied to SEM efforts, refers to numerical, percentage or ratio of revenue generated over total cost of activities. ROI typically factors in paid placement and associated management costs, but a more detailed analysis may factor in profit (true cost). If ROI is measuring paid placement only, it is typically referred to as return on ad spend (ROAS).
Registration – Also known as search engine registration or search engine submission, registration 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. Registration is a basic but important part of Search Engine Optimization.
Rich Media – new media that offers an enhanced experience relative to older, mainstream formats.
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 – A file used to keep web pages from being indexed by search engines. The Robots Exclusion page provides official details.
RSS Feeds – Real simple syndication (RSS) is a relatively new and easy way to distribute content via the Internet. For email marketers, it is a way to distribute messages while avoiding spam filters. Typical applications include email newsletters, blogs or even Web sites. Similar to newsgroups, RSS feeds require a special “reader” like Bloglines or NewsGator to view messages. Also: RSS (Rich Site Summary) is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it.
Run of Network (RON) – ad buying option in which ad placements may appear on any pages on sites within an ad network.
Run of Site (ROS) – ad buying option in which ad placements may appear on any pages of the target site.
Scraping – The process of copying content from one Web property and using it on another, in other words stealing. Scraping technologies have evolved because of the needs for content and to stay ahead of legitimate content creators trying to protect what they’ve written. Some companies offer content monitoring to help protect against scraping.
Search Engine – Any service generally designed to allow users to search the web or a specialized database of information. Web search engines generally have paid listings and organic listings. Organic listings typically come from crawling the web, though often human-powered directory listings are also optionally offered. Top tier search engines include Google, MSN, Teoma and Yahoo! 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 (SEM) – The act of marketing a web site via search engines, whether this be improving rank in organic listings (search engine optimization), purchasing paid listings (PPC management) or a combination of these and other search engine-related activities (i.e. affiliate programs, shopping feeds or link development).
Search Engine Marketing Public Relations (SEM PR) – The art of leveraging traditional PR materials to increase visibility and traffic via a hybrid of interactive PR strategies & tactics, including SEO, PPC and SMO. Tactics may include press release optimization and distribution, article syndication and social media outreach.
Search Engine Optimization (SEO) – The act of altering a web site so that it does well in the organic, crawler-based listings of search engines. In the past, has also been used as a term for any type of search engine marketing activity, though now the term search engine marketing is more commonly used as an umbrella term. Top Website Placement offers numerous programs to build your search engine optimization for your website.
Search Engine Spam – excessive manipulation to influence search engine rankings, often for pages which contain little or no relevant content.
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 Positioning (SEP): Synonymous with SEO, search engine positioning is the act of altering a web site to perform well in organic or natural search results.
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 Placement Services – Also known as Internet promotion, optimization services or site optimization, search engine placement 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.
Search Engine Positioning The term search engine positioning can be used in two different ways. The first is to describe the ordering process of indexed websites being ranked by a search engine Algorithm in response to a Query. The second refers to the use of Search Engine Optimization to achieve a higher search engine Position.
Search Engine Promotion – Also known as Internet 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 PageRank
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 Registration – Also known as search engine submission or web submission, search engine registration 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 registration is a basic but important part of Search Engine Optimization.
Search Engine Reputation Management (SERM) – Think of Search Engine Reputation Management as online spin control. SERM allows a person or organization better positioning through strategy involving Search Engine Optimization, Paid Search Marketing, Press Optimization, Blogging, and Social Media. The most important part of SERM is starting early – before a crisis. Also referred to as online reputation management.
Search Engine Results Page (SERP): A page of results generated by search engines based on weighted elements in each engine’s algorithm. Each page typically consists of 10 URLs, with no more than 2 URLs per domain.
Search Retargeting – A specific type of Retargeting that allows an advertiser to show ads to searchers of given keywords who have never visited the advertiser’s site. Top Website Placement offers a Targeted Web Traffic program that sends retargeted traffic to your site.
Search Engine Spam – excessive manipulation to influence search engine rankings, often for pages which contain little or no relevant content.
Search Engine Submission – The act of submitting specific URLs to popular search engines like Google, MSN and Yahoo! to ensure the web page gets spidered and indexed. 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. Top Website Placement offers a service; Web Directory Submissions which will link your website to hundreds of web directories and search engines.
Search Optimizer – A tool designed to enhance bid optimization and help advertisers maximize the effectiveness of their advertising campaigns.
Search Personalization – The ability to personalize SERPs based on personal profile information, settings or location (IP address).
Search Retargeting – the use of a site visitor’s search history as a basis for the ads that the visitor will see.
Search Spy – a perpetually refreshing page that provides a real-time view of actual Web searches.
Search Terms – The words (or phrase) a searcher enters into a search engine’s search box. Also used to refer to the terms a search engine marketer hopes a particular page will be found for. Also called keywords, query terms or query. 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.
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.
SERP – shorthand for a page of search engine listings, typically the first page of organic results.
Shopping Cart – software used to make a site’s product catalogue available for online ordering, whereby visitors may select, view, add/delete, and purchase merchandise.
Shopping Search/Feeds – Shopping search engines allow shoppers to look for products and prices in a search environment for rapid and easy comparison. Premium placement can be purchased on some shopping search indices via “XML feeds.”
Sig File – a short block of text at the end of a message identifying the sender and providing additional information about them.
Site Search – search functionality specific to one site.
Site Optimization – The act of fine-tuning web site content and code to perform well in search engine results. See “Search Engine 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
Skyscraper Ad – an online ad significantly taller than the 120×240 vertical banner.
Social Commerce – Selling goods directly online through through social media channels. Just like “electronic commerce” was shortened to “ecommerce”, social commerce is sometimes shortened to “s-commerce” or “f-commerce,” the latter short for “facebook commerce.”
Social media – is the production, consumption and exchange of information through online social interactions and platforms. An umbrella term that defines the various activities that integrate technology,social interaction, and the construction of words and pictures. This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” of shared meaning, as people share their stories, and understandings.
Social Media Optimization (SMO) – A set of methods for generating publicity through social media, online communities and community websites. Methods of SMO include adding RSS feeds, adding a “Digg This” button, blogging and incorporating third party community functionalities like Flickr photo slides and galleries or YouTube videos. Social media optimization is a form of search engine marketing.
Social Media Marketing – Engaging online communities for the purpose of generating exposure, opportunities and sales. The number one advantage is generating exposure for a business, followed by increased traffic and the building of new business partnerships. Common social media marketing tools include Digg, Stumbleupon, Twitter, Blogs, Facebook, RSS Feeds, LinkedIn and YouTube. Top Website Placement has numerous Social Media Marketing products and services as part of our social media marketing campaigns.
Social Networking – A type of Social Media, Social networking Web sites allow users to interact and create or change content on the site. These sites, of which businesses are now using for marketing purposes, allow users to create their own Web sites / online spheres (e.g. LinkedIn and facebook), share photographs (e.g. flickr), microblog / text small bits of information to their personal community (e.g. twitter) or recommend information for others to find on the Internet (e.g. del.icio.us and Digg). The sites in this last grouping are also referred to as social bookmarking or social news sites. There are also a growing number of sites that are heavily dependent on mobile and geographic locations, such as foursquare.
Social validation – or social proofing, is a psychological phenomenon that occurs in ambiguous situations when people do not have enough information to make opinions independently, and instead look for external clues like popularity, trust, etc.
Spam: Any search engine marketing method that a search engine deems to be detrimental to its efforts to deliver relevant, quality search results. Some search engines have written guidelines about what they consider to be spamming, but ultimately any activity a particular search engine deems harmful may be considered spam, whether or not there are published guidelines against it. Examples of spam include the creation of nonsensical doorway pages designed to please search engine algorithms rather than human visitors, or a heavy repetition of search terms on a page to increase keyword density. Also referred to as spamdexing.
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.
Splash Page – a branding page before the home page of a Web site.
Sponsored Search – A pay-per-click product that allows your business to be featured in the sponsored search results at the top, along the side and across the bottom of search results pages.
Sponsored search results – Search listings that are generated as a result of advertiser bids on queried keywords. Sponsored search results appear separate from algorithmic, or natural, search results, typically along the top, down the side and across the bottom of search results pages. Listing order is determined by the amount each advertiser has bid on keywords.
Sponsorship – advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.
Stickiness – the amount of time spent at a site over a given time period. How often people return to a Web site. Constant updates, news feeds, and exclusive content are all ways to make a site stickier.
Submission – The act to submitting a URL for inclusion into a search engine’s index. Unless done through paid inclusion, submission generally does not guarantee listing. In addition, submission does not help with rank improvement on crawler-based search engines unless search engine optimization efforts have been implemented. Submission can be done manually (i.e., you fill out an online form and submit) or automated, where a software program or online service may process the forms behind the scenes.
Super Affiliate – an affiliate capable of generating a significant percentage of an affiliate program’s activity.
Surround Session – advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit.
Targeting – Shaping internet marketing campaigns to attract certain specific groups of prospective clients. Examples of Targeting include women, gun owners, and Medicare recipients. Behavioral Targeting is a newer, specific type of focus for advertisers.
Text Ad – advertisement using text-based hyperlinks, an online advertisement that contains only written copy. Paid listings found on the results pages of the main Search Engines are currently Text Ads, although this is starting to change. Soon you should expect to see video ads pop up here occasionally.
Text Link Exchange – network where participating sites display text ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites.
Title Tags – A title tag is an HTML tag which contains a sentence of text describing the contents of its associated webpage. Title tags are a very important part of Search Engine Optimization because they are frequently used as the text links that lead to sites from a search engine’s Results Page. The best title tags contain strategic keywords that will help a site be indexed properly and appeal to human search engine users.
Three-Way Link Exchange – A three-way link exchange is a Reciprocal Link Exchange established between three domains. However, unlike a two-way link exchange, not all three sites link to each other. Page A links to Page B and Page B links to Page C and Page C links to Page A. Page B does not post a reciprocal link to Page A and Page C does not post a reciprocal link to Page B. Three-way link exchanges are used by owners of multiple websites to increase the Link Popularity and Page Rank of new or smaller sites.
TLD – TLD stands for Top Level Domain. The TLD is determined by whatever comes at the end of a domain name at its root – meaning without any page names. The TLD for this website, www.topwebsiteplacement.com would be .com.
Top 10 – the top ten search engine results for a particular search term.
Top website Placement – is the main website for the family of products and websites under Internet Marketing Technology LLC. Internet Marketing Technology LLC (IMT), is a world leading provider of affordable internet marketing and advertising. Privately held and based in Costa Mesa, California, the company was founded in 2005. Since then, IMT has grown from a small internet advertising company with just three employees into a world leading and industry recognized advertising and internet marketing provider.
As a technology and product innovator, IMT is able to provide its customers with innovative products and services such as Top Website Placement, TopBlog, Facebook Ads, Top Display Ads with Yahoo, Adding Facebook and Twitter followers, Targeted Web Traffic, Twitter Blasts, Web Page Optimization, Banner Ads, and Top Local Listing designed to complement and promote their existing businesses. IMT serves customers ranging from individual freelancers to Fortune 500 companies in more than 25 countries.
Traffic – The number of visitors to a Web page or Website. Refers to the number of visitors, hits, page accesses, etc., over a given time period. As a general term, it describes data traveling around the Internet.
Trick Banner – a banner ad that attempts to trick people into clicking, often by imitating an operating system message.
Two Tier Affiliate Program – affiliate program structure whereby affiliates earn commissions on their conversions as well as conversions of webmasters they refer to the program.
Unique Visitor: A visitor that interacts with a site. They may interact more than once, but within analytics reporting, they are only counted one time. Unique visitor is a web traffic measuring term which means the registering of at least one hit on one page of a web site from a unique IP address during a specified report period (typically anywhere from twenty-four hours to a month). A subsequent hit(s) by the same IP address is not counted as a unique visitor during that report period. Unique visitor count can be an effective way of measuring the success of an SEO strategy
Universal Search Google’s process of blending listings from its news, video, images, local and book search engines among those it gathers from crawling web pages. The placement of multiple types of results within a general search so that a user receives images, videos, local search results, news articles, and more next to general Web pages. Also can be called blended search.
URL – location of a resource on the Internet.
Unique Value Proposition (UVP) – In essence, what it is that sets your product, service, or company apart from others and why potential clients should care enough to choose you.
Usability – How easy it is for a user to navigate a Web site and find the information he or she is seeking.
Vertical Banner – a banner ad measuring 120 pixels wide and 240 pixels tall.
Viral Marketing – Any marketing technique that induces Web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message’s visibility and effect.
Visitor Session – Interaction by a site visitor. The session ends when the visitor leaves the site.
Vlog – Video blogging sometimes shortened to vlogging is a form of blogging for which the medium is video,and is a form of Web television. Entries often combine embedded video or a video link with supporting text, images, and other metadata. Entries can be recorded in one take or cut into multiple parts. It is also a very popular category on YouTube.
Volunteer Directory – a Web directory staffed primarily by unpaid volunteer editors.
Web 2.0 – The use of World Wide Web technology and web design that aims to facilitate creativity, information sharing, and, most notably, collaboration among users. These concepts have led to the development and evolution of web-based communities and hosted services, such as social-networking sites, wikis, blogs, and folksonomies.
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.
Web Browser – a software application that allows for the browsing of the World Wide Web.
Web Design – the selection and coordination of available components to create the layout and structure of a web page.
Web Directory – organized, categorized listings of Web sites.
Web Hosting – the business of providing the storage, connectivity, and services necessary to serve files for a website.
Web Ring – a means for navigating a group of related sites primarily by going forward and backward.
Web Site Traffic – the amount of visitors and vists a Web site receives.
Web Site Usability – the ease with which visitors are able to use a Web site.
Webinar – “Web Seminar”. These virtual seminars allow people from anywhere in the world to attend via an internet connection. They offer tremendous opportunities for businesses to reach out to people over large geographic areas at low costs
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.
White Hat SEO – Also known as natural search engine optimization or organic search engine optimization, white hat SEO is the legitimate 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. White hat SEO does not involve the use of Cloaking, Spam or any other Black Hat SEO techniques.
White Papers – Technical documents used primarily to generate leads for business-to-business technology companies. The technical papers typically include industry research, statistics and deep technical information. Download Anvil’s SEO White Paper for an example of how it’s done correctly.
Wiki – A user-written, -controlled, and –edited site. Anyone with web access can change information appearing on Wikis, which can be about broad or specific topics. Wikis are becoming increasingly popular Web sites as people search for quality and (hopefully) unbiased information. The best known example is Wikipedia.
Word-of-Mouth Marketing – a marketing method that relies on casual social interactions to promote a product.
WordPress – – a popular content management system that is available as a hosted service (wordpress.com) and self-hosted platform (wordpress.org).
XML – is an acronym for Extensible Markup Language, a simple and flexible text-based programming language used in conjunction with HTML. XML is useful for data exchange and the creation of customized tags.
XML Feeds: A form of paid inclusion where a search engine is “fed” information about pages via XML, rather than gathering that information through crawling actual pages. Marketers can pay to have their pages included in a spider based search index either annually per URL or on a CPC basis based on an XML document representing each page on the client site. New media types are being introduced into paid inclusion, including graphics, video, audio, and rich media. These feeds are commonly used for Shopping Feeds.
Z-Index – Using the z-index property of CSS allows you to better control positioning of overlapping elements. This element is sometimes used for black hat SEO purposes.
Zworks – – metasearch engine located at www.zworks.com
Definitions above draw on multiple sources, as well as original writing. Content used is copyrighted, and remains property of its respective owners: Internet Marketing Technology LLC, Anvil Media, I-Search Digest, SearchEngineWatch.com, marketingterms.com/dictionary, directom.com, http://dictionary.reference.com/ and Wikipedia.