SEO jargon buster by centreforebusiness


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									                                SEO Jargon Buster

404 Page not found - When a page has been moved to a new address or no longer
exists, you’ll see this error message in your browser window.

adwords Google’s Pay Per Click advertisement program, a popular way of
advertising on the internet. These are the results you’ll see listed on the right side
and the very top of the Google search results page.

affiliate A site that’s licensed to sell products or services belonging to another site
for commission.

algorithm (algo) A complicated program used by search engines to decide where
sites should show up in the search results pages. For search engines such as
Google, algorithm’s are updated on a continuous basis to improve their results.

alt text A description of a graphic or image. Useful when browsers have images
switched off or for visually impaired people. It's useful for optimisation because
search engines can’t tell one picture from another.

analytics A complex program that gathers data on website visitors such as
keywords used, bounce rate, and geographic location. Little Big Voice installs
analytics for all our clients to measure the success of their SEO campaign.

anchor text The visible text on a link. Search engines use this information in
gathering information on the website.

authority site The amount of authority or trust that a site has directly affects its
position in the search results. Authority is derived from subject related links from
other trusted sites. Wikipedia, is an example of an authority site.

B2B Business to Business.

B2C Business to Consumer

back link (incoming link) A link into a page of a website from another website.

black hat Unethical tactics used by some companies to get a website high search
engine rankings in contravention of the Google Webmaster Guidelines. Not for
websites wanting a long term business strategy as using black hat SEO will often
result in the website being banned.

blog A website or part of a website displayed in reverse chronological order which
provides commentary or news on a particular subject. It can also be used as an
online diary.

bot (spider, crawler, robot) A computer program that crawls the web and gather
information on websites.
bounce rate The percentage of users who enter a website and then leave without
viewing any other pages on the site.

browser An interface on a computer that allows the user to surf the internet e.g.
Internet Explorer

click fraud when a person, automated script, or computer program imitates a user
by clicking on a PPC advertisement.

CMS Content Management System - Programs that assist in the development of
websites, where little or no coding experience is required.

comment spam The process of posting comments in blogs for the purpose of
generating a link to another site.

content (text, copy) The part of a web page that is intended to have value for and
be of interest to the user. Advertising, navigation, and branding are not usually
considered to be content.

conversion (goal) A measurement of a goal on a website. Add clicks, sign ups, and
sales are examples of conversions.

conversion rate The percentage of users who convert - see conversion.

CPC (Cost Per Click) The amount that a Pay Per Click advertiser pays for each click

CPM (Cost Per Thousand impressions) A statistical way of quantifying the average
value / cost of Pay Per Click advertisements. M is the Roman numeral for one

crawler (bot, spider) A computer program that crawls the web and gather
information on websites.

directory A site devoted to cataloging the websites into a directory. DMOZ Open
Directory Project is an example.

directory page A page of links to related WebPages.

domain (domain name) The name that identifies a website on the internet. For

duplicate content Content which is similar or duplicated from another website.
Having duplicate content on a website will directly affect its rankings in the search

e commerce site A website devoted to online sales such as Amazon.
feed Content which is delivered to the user via news aggregators.

Googlebot Google’s spider program that crawls the internet.
GYM Google - Yahoo - Microsoft, the big 3

hit Once the standard of measuring web traffic, but now replaced by page views
and impressions. A hit happens each time that a server sends an object -
documents, graphics, include files, etc. Therefore one page view could generate
many hits resulting in inaccurate reporting.

hub a trusted page with high quality content that links out to related pages.

HTML (Hyper Text Markup Language) a type of language used to construct
websites. HTML is the mother tongue of the search engines, and should generally
be adhered to on web pages.

impression (page view) The event where a user views a webpage.

inbound link (inlink, incoming link) Inbound links from related pages are the
source of trust and page rank.

index Noun - a database of webpages used by the search engines.

index Verb - to add a web page to a search engine index.

indexed Pages The pages on a site which have been indexed.

inlink (incoming link, inbound link) Inbound links from related pages are the
source of trust and page rank.

keyword (KW) - The word that a user enters into a search engine.

key phrase The phrase that a user enters into a search engine.

keyword density The percentage of words on a web page compared to a
particular keyword.

keyword research The difficult job of determining which keywords are worth

keyword spam (keyword stuffing) High number of keywords on a page.

keyword stuffing (keyword stuffing) High number of keywords on a page.

landing page the page that a user lands on when they click on a link displayed in
the search results.
latent semantic indexing (LSI) A group of keywords that are commonly
associated with one another.

link An element on a web page that when clicked on causes the browser to jump to
another page or another part of the page.

link bait A webpage designed with the intention of attracting incoming links, often
mostly via social media.

link building Generating incoming links to a site.

link exchange a reciprocal linking scheme often made possible by a site devoted
to directory pages. Link exchanges usually allow links to sites of low or no quality,
and add no value themselves. Superior directories are usually human edited.

link partner (link exchange, reciprocal linking) Two sites which link to each other.
Search engines usually don’t see these as high value links, because of the
reciprocal nature.

link popularity a measure of the value of a site based upon the number and
quality of sites that link to it

link spam Unwanted links such as those posted in blogs.

link text (Anchor text) The visible text on a link. Search engines use this
information in gathering information on the website.

META tags Situated within the HEAD section of a webpage which contains
information about the page. META information may be in the SERPs but is not
visible on the page and is the information that the search engines rely upon the
most to determine what the page is about.

metric A standard of measurement used by analytics programs.

natural search results The search engine results which are not sponsored, or paid
for in any way. Websites can rank better in the natural search results by the careful
use of search engine optimisation.

non reciprocal link if site A links to site B, but site B does not link back to site A,
then the link is considered non reciprocal. Search engines tend to give more weight
to non-reciprocal links as they are less likely to be the result of collaboration
between two sites.

organic link organic links are those that are published only because the
webmaster considers them to add value for users.

pagerank (PR) a score between 0 and 10 assigned by Google, which indicates link
popularity and trust among other factors.
pay for inclusion PFI The practice of paying a fee to be included in a search
engine or directory.

portal A web service which offers a wide selection of features to attract users EG
Google, Yahoo, and MSN.

PPA (Pay Per Action) Similar to Pay Per Click except publishers only get paid when
click throughs result in conversions.

PPC (Pay Per Click) an advertisement campaign where advertisers pay agencies
such as Google when a user clicks on their ad.

reciprocal link (link exchange, link partner) Two sites which link to each other.
Search engines usually don’t see these as high value links, because of the
reciprocal nature.

redirect Any of various methods used to change the address of a webpage such as
when a site is moved to a new domain.

ROI (Return On Investment) One purpose of analytics software is to analyze and
quantify return on investment of CPC advertising.

sandbox There has been debate and speculation that Google puts all new sites into
a "sandbox", prohibiting them from ranking well until a certain period of time has
passed. The existence or exact behavior of the sandbox is not generally accepted
among SEOs.

SE (Search Engine) a program which searches a document or group of documents
from a database or network, such as Google and Yahoo.

search engine spam Pages created to cause search engines to deliver unsuitable
or irrelevant results.

SEM (search engine marketing) SEM is used to describe methods used to increase
a websites visibility in the Search Engine result pages (SERP). SEM includes search
engine optimization, paid placement and paid inclusion.

SEO (search engine optimisation) the process of improving the amount and quality
of visitors to a website from search engines via natural (organic) search results for
targeted keywords. The earlier a site is displayed in the search results the more
searchers will visit that site.

SERP Search Engine Results Page

site map A page or group of pages which link to pages on a website. An XML site
map is often stored in the root directory of a site to help search engine spiders find
all the site’s pages.
SMM (Social Media Marketing) Website or brand promotion through the use of
social media.

social bookmark is a method for users to store and organise bookmarks of web
pages for public viewing.

social media Different online technologies used by people to share information
such as news, photos, videos, and podcasts on blogs, wikis, forums, social
bookmarking, user reviews and rating sites (digg, reddit).

social media marketing (SMM) Website or brand promotion through social media

spam The manipulation of web pages, the sending of unsolicited emails or text
messages, a canned meat product sold by the Hormel Foods Corporation.

spammer A person who uses spam.

spider (bot, crawler) A computer program that crawls the web and gather
information on websites.

spider trap an endless loop of automatically generated links which can “trap” a
spider program. Sometimes used to stop automated scraping of web content or e-
mail address harvesting.

static page A web page without dynamic content or session IDs in the URL. Static
pages are good for SEO in that they are friendly to search engine spiders.

stickiness Changes to a webpage that entice users to stay on the site longer, and
view more pages.

submission The suggestion of a website to a search engine using either a form or
submission software.

supplemental result Pages with very low pagerank, which are still applicable to a
search query, often appear in the search results tagged as Supplemental Result.

text link A link that does not include graphics or code such as flash or java script.

URL Uniform Resource Locator - also known as a web address, e.g.

user generated content (UGC) Social Media, wikis, and blogs that are produced
by end-users.

web 2.0 Is characterised by websites which encourage user interaction.


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