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Vision has compiled a list of search
engine marketing and optimization terms
that we feel will help our clients better
understand what we are talking about. If
there are still terms that you just can't
grasp, give us a shout, we'd be happy to
explain things as best we can. As new words
or phrases come up we will add them here.
Adwords - A system used
by Google to drive its CPC
advertising system.
Algorithm - The formula
that determines how a web page will rank
in the search results pages of a search
engine.
ALT text - The text that
appears when you put your mouse on top of
an image or a picture.
Anchor Text - This is
the actual text part of a link. It can be
used heavily by search engines as a ranking
factor.
Back Link - A link from
one website to another.
Below the fold - Content
of a web page that is not seen by the consumer
unless the consumer scrolls down.
Blind Traffic - Low quality
traffic generated by misleading banners
or SPAM.
Click Through - A click
on a link that leads to another website.
Clustering - In search
engine search results pages, clustering
is limiting each represented website to
one or two listings.
CPC
- Cost Per Click.
CPM - Cost per 1,000 impressions.
Cross Linking - Multiple
sites all linking to each other.
CTR - Click Through Ratio.
Dead Link - A link to
a page that does not exist, probably because
the page no longer exists, the page has
moved, or the server is down.
Doorway Page - A web page
designed to draw in Internet traffic from
search engines, and then direct this traffic
to another website.
Filter Words - Words such
as is, am, were, was, the, for, do, ETC,
that search engines deem irrelevant for
indexing purposes.
Frames - This is an HTML
technique which allows a webmaster to display
two or more separate web pages within a
single browser screen. Sites using frames
are quite problematic for search engines
to crawl and may not be indexed properly.
Google - The largest and
most popular search engine right now
Googlebot - Spider used
by Google to index webpages.
Header Tag - Denoted by
<head> and </head>. The content
inside is usually used to identify page
title, external file loads, and also META
tags.
Hidden Text - Text on
a website that is hidden to humans but is
visible to search engines. Simple tricks
such as using the same background color
for the text color, or more elaborate ones
using CSS-P can be used to obtain this effect.
All search engines see hidden text as spam,
and if caught, your website will be banned
from search engines.
Hit - A single access
request made to the server.
Inbound Link - A link
from another site to your site.
IP Address - Used to uniquely
identify a computer and/or system on the
internet
Keyword - This is a word
found within a search query. For example,
searching for "blue widgets" includes
the keywords blue and widgets
Keyword Stuffing/Spamming -
The process of repeating keywords or key
phrases in meta tags and body text. This
can result in keyword densities over 50%,
and is seen as spam by most search engines.
Link Popularity - A measure
of both the number and the quality of inbound
links. Most search engines take this factor
into considering when ranking websites in
SERPs. Marketleap is an excellent website
to use to check your website's link popularity.
Log Files - Log files
are generated and maintained by the server
and contain all details of any file accesses.
This includes data such as file accessed,
date and time accessed, referring page,
user agent, and more.
Meta Tags - Meta tags
are HTML entities which are placed within
the <head> section of a webpage. The
most common, and most relevant to search
engines, are the KEYWORDS and DESCRIPTION
tags.
Mirror Sites - Multiple
copies of a site, usually for redundancy
and on different servers, are called mirror
sites. Registering such sites can be seen
as spam by some search engines, and it wise
to let only the primary site be crawled.
Outbound Link - A link
from a page of your site to another site.
Page Views - The number
of times distinct pages of a website are
served.
PPC
- Pay Per Click.
PPC Engines - Search Engines
whose results are driven by PPC
listings
Query - The execution
of a search on a search engine.
RFP - Request for Quote.
ROI - Return ob Investment.
SE - Search engine.
SEM - Search engine marketing.
SEO - Search engine optimization.
SEP - Search engine placement.
SERP - Search Engine Results
Page.
Stemming - Word variations.
For example, if I entered the query "swim",
a search engine that supports stemming might
return results that include "swimming"
or "swims".
Stop Word - A word which
is ignored in a query because the word is
so commonly used that it makes no contribution
to relevancy. Examples are common net words
such as computer and web, and general words
like get, I, me, the and you.
Unique Visitor - An instance
of a unique site connecting to your server.
URL - Universal Resource
Locator.
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