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This search engine optimisation (SEO) jargon buster from Little Big Voice will help you get to grips with all the latest SEO jargon.
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 received. 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 thousand. 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 example littlebigvoice.com 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 results. 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 targeting. 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. http://www.littlebigvoice.com/this_page.html 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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