A
A/B Testing: An advertising testing method where a base advertisement is compared against several ads with single variables
Above the Fold: The area of the web page viewable without scrolling down
Ad Click Rate: The percentage of clicks per number of times ad viewed
Ad Clicks: Number of times an online advertisement gets clicked on
Ad sense: A context / topic based advertising program offered by Google
Ad Views: The number of times an online advertisement is seen by Internet users
Adwords: Pay Per Click advertising program offered by Google
Alt Text: An HTML element which enable specified text to be shown if an image is unable to be viewed
Analytics: Software which enable web site owners to view, categorize and create statistics on web site traffic and visitors
Anchor: An image, text or other form of web page content which is click-able and when clicked links to another web page or document location
Anchor Text: The text associated with the Hyperlink
B
B2B: E-commerce term for Businesses which only sells to other Businesses. Does not sell to the general public
B2C: E-commerce term for business which sells to the public consumer
Bad Neighborhood: A Web Site which has been penalized for Black Hat SEO tactics
Behavioral Marketing: Advertising targeting based on past experience or intent which forecast what an individual is potentially going to be interested in
Black Hat SEO: Deceptive SEO methods to improve Search Engine results
Blog: A frequently updated log of events personal thoughts and web page links
Blog Roll: A list of links on a blog which the blogger likes to visit regularly
Bounce Rate: The percentage value used to represent the number of web site visitors who land and immediately click away from site
Browser: A software application developed to view web pages and to surf the Internet
C
CSS (Cascading Style Sheets): A web development language for specifying layout and format of numerous web page elements
Click Through Rate: The average number of clicks on an advertisement per 100 page views of the ad
Cloaking: Displaying different content to web site users and to Search Engines in an effort to deceive the Search Engine into believing the web page should rank higher
Conversion Rate: The rate per visits at which visitors complete the business goals for the web site
Content: The text, images and other documents that create the web page
Conversion: A customer meeting the business objective of the web site, often make a purchase
Cookies: A small piece of text stored on a user’s computer by a web browser which contains information about a web site visitors preferences etc.
CPC Cost Per Click: The cost of each click of an advertisement as per the keyword bidding price
Crawl: Search Engines "crawl" or surf the Internet locating, ranking and indexing web pages. Same as; Spiders, Crawler and Robots
D
De-listing: Temporary or Permanent removal from the Search Engine index due to Black Hat SEO tactics
Deep linking: Linking to a web page within a web site, as apposed to the Home page
Demographics: Statistical information defining segments of the population
Description META tag: Describes topic and content of a web page to Search Engines for topic search relevancy
DMOZ: The largest human created Web Site Directory primarily by volunteer editors
DNS (Domain Name Server): The system that changes Domain Names (www.yourname.com) to IP Addresses
Domain Name: The unique name which identifies a Web Site (www.yourname.com)
Door Way Domain: Domain Name and Web Page designed specifically to rank well for keywords in Search Engines. Used as entry pages for visitors. Doorway Domains may be considered Spam by Search Engines.
Doorway Page: A web page designed specifically to rank well for keywords in Search Engines. May be considered spam by Search Engines
Duplicate Content: More than one web page that has the same or very similar content.
E
Editorial Link: Search Engines count links as votes of quality and place more importance on a link from a Web Site considered popular and to have quality editorial guidelines
E-mail Marketing: Promoting products or services via E-mail
E-mail Spam: Unwanted or un-solicited E-mail
Emphasis: A HTML tag used to emphasize text therefore also increasing the text’s importance when indexing for relevancy
Entry Page: The page visitors enter the Web Site, not necessarily the Home Page
Ethical SEO: The use of Search Engine industry standards and techniques of optimization which DO NOT use any form of trickery to fool Search Engines to rank Web Sites higher
Expert Document: Informed quality content having many links from web sites with topical content
External Link: Link which leads visitors away form your site to another
E-zine: An electronic magazine distribute via the Internet or E-mail
F
Filter: Search Engine robot / crawler software to examine web pages for signs of Spam
FTP (File Transfer Protocol): The method of moving computer files from one place to another using the Internet
FFA (Free For All Links List): A web page the has lists of unspecified links where it is free to add your link. These page can be considered spam by Search Engines
Flash: Multi media technology which allows a lot of interactivity to be transferred on the Internet using a relatively small file size
G
GIF: A small image file used for graphics on web pages
Google Bombing: Making a prank rank well for a specific search term by pointing hundreds of thousand of links at Google with keyword rich anchor links
Google Bot: The Crawler Google uses daily to search the Internet for new web sites and content
Google Bowling: Reducing a competitors ranking from the SERP’s by pointing hundreds of thousand of links at it with keyword rich anchor link
Google Checkout: A payment service Google utilizes to better understand merchant conversion rates and keyword and market values
Google Dance: When Google used monthly index updates they were called the "Google Dance", Google currently uses random updating periods
Google Keyword Tool: The tool Google provides to estimate keyword competition and the recommendation of related keywords and phrases
Google One Box: The portion of the search results page above organic results which provide Google’s vertical search results
Google Site Map: A program used to help Google index Web Site content
Google Site Link: Google may interpret one search result as more relevant than another and high ranking search results may list numerous deep web site links
Google Supplemental Data: A Google Index where low trust web pages are located Pages may be indexed as supplementary data for duplicate content,excessively complex URL or the web pages are hosted by a Web Site lacking trust.
Google Tool Bar: A downloadable tool bar for browsers which enables user to search Google without having to visit the site
Google Traffic Estimator: PPC bid price estimating too predicts how many Google searchers can potentially click an ad
Google Trends: Tools that allows users to identify historical changes in the frequency of specific keyword searches
Google.com: The leading Internet Search Engine
H
Header Tag: HTML tags indicate important information. Keywords within Header Tags notify Search Engines of the contents relevancy and importance
Hidden Text / Hidden Link: Using text the same color of the background so the text is not visible. Used to to trick Search Engines into providing higher search relevancy ranking.
HTML (Hyper Text Markup Language): The coding language used in the development of web pages. HTML files are meant to be read by a Browser
Hypertext: Text that contains links that when clicked on takes users to other documents or web page
I
Impression, Ad Impression, Page Impression: The single instance of the display of online ads
Index: The database which Search Engines use to store records of web sites and their topics / contents
Indexing: After a Search Engine crawls the web it ranks URL’s using various criteria and stores them in the Index
Information Architecture: The design categorization and structuring of information to make it easily to understand and access
Internet: Large network of inter-connected computer
Internet Marketing: Online Marketing Strategies to improve a web site’s business performance
Internet Marketing Company: A company that provides Search Engine Optimization, and Search Engine Marketing opportunities for Web Site business owners
IP Address: A unique Internet Protocol number which represents the web site’s URL’s a numeral e.g. 432.221.254.6 represents www.yourname.com
IP Spoofing: Returning an IP address different than the one associated to the web site. Often done for criminal activities
J
Java Script: A web site development language used to ad interactive features to the web site
K
Keyword: A word used in performing a search. Used to focus a search by locating specific content and categorizing Web Sites
Keyword Density: The percentage of keyword words used in web page content
Keyword Marketing: Using keywords in advertising targeting specific Internet demographics
Keyword Relevancy: Keywords and Keyword phrases which are appropriate to the content of the web page and web site
Keyword Research: The search for relevant words to use in web page content and the analysis of words most suited for the web site’s Search Engine Optimization solutions
Keyword Stuffing: Writing content that uses a disproportionate number of keywords. May be interpreted as Spam by Search Engines
Keyword Tag: META tags used to describe the web page’s keywords
L
Landing Page: The arrival page after a visitor clicks a link or an ad
Link: A URL located in a web page that when clicked the current page will be replaced by a new page from the same or other web sites
Link Anchor Text: The clickable part of the link text. When keywords are used as Anchor Text improvements in search results occur
Link Building: The process of acquiring inbound and outbound links
Link Equity: The measure of the web site’s value base on the number and quality of inbound links and the Web Sites they come from
Link Farm: One or a group of Web Sites that link to other web sites with no regard to relevancy
Link Popularity: The measure of quantity and quality of inbound links used by Search Engine for page ranking purposes
Log File: The file which stores a web pages history of network connections
Long Tail Keyword: A three or four word phrase used for Search and Search Optimization
M
Manual Submission: Adding a URL to Search Engines 1 at a time
Meta Description: One or two keyword rich sentences describing the web page content
Meta Keywords: A tag that is used to identify keywords and phrases the web page is targeting
Meta Search: A Search Engine that compiles search results from numerous Search Engines and presents their own results
Meta Tag: A HTML tag that contains information of interest to search Engines for coming results but is of no interest to visitors
N
Navigation: The process used to create the ability to move from one web page to another
Niche: A specific topic or demographic that has been identified as a potential customer
Nofollow: A HTML element that prevents a link from being followed
O
One Way Link:A link that points to another web site but does not receive a return link
Online Business Community: A business Social Network used to promote and locate businesses
Online Marketing: Web Site promotion that is completed entirely online
Organic Search Results: Search results which are obtained naturally without the use of any paid marketing program
Outbound Link: A link lead from one page to another
P
Page Rank: All web pages have a Page Rank based on a formulae of the number and quality of inbound links which results in a Google proprietary numerical score
Paid Inclusion: Paying a fee to have your URL submitted to a Directory which charges a fee. There are free and paid Directories
Paid Link: Paying a fee to have an inbound link presented to viewers
Pay Per Click (PPC): An online payment based advertising program where costs are based solely on the number of times an ad is clicked
PHP (Hypertext Pre Processor): A programming language used to create interactive database driven web sites
Protocol: TA set of rules that defines how computers will communicate with each other
Q
Quality Content: Content that is of sufficiently good quality to be worthy or an inbound link
Quality Link: An inbound link with high Page Rank from a trustworthy Web Site
Query:A request for specific information from a Search Engine
R
Rank: A web page’s standing in comparison with other web pages in Search Engine Results
Reciprocal Link: Placing a link to a Web Site in return for the other Web Site placing a link back
Redirect: A tactic used to send a user to a page other than the one selected in the Search Engine Results Pages (SERP)
Registrar: A company that sells Domain Names
Relevancy: The degree which web site content of the pages selected from the SERP’s matches the keywords and phrases used
Robot: A program used by Search Engines to surf the web to locate web pages, rank and index them
Robots .txt: A file used to inform the Robot areas of the Web Site that are not to be indexed
S
Search Engine: A program that searches and indexes documents on the Internet and then match’s their results with requests from users
Search Engine Marketing: Marketing a web site to Search Engines to improve Page Rank using Pay Per Click, Organic Optimization or other techniques
Search Engine Optimization: The process of selecting the proper paid and unpaid techniques available to improve Page Rank in Search Engine Result Pages
Search Engine Spam: Excessive manipulation of keywords and other Search Optimization methods Used to deceive the Search Engine into providing better results
Search Engine Submission: Supplying a URL to Search Engine to inform them of the Web Site’s existence
SERP (Search Engine Results Page): A web page listing search results supplied by Search Engines following a search request from a user
Site Map: The web page that provides and outline of the web site to visitors and Search Engine Crawlers
Social Media: A web site which the majority of content is provided by its members / visitors
Social Network: A community of web site where membership is encourage as is become involved in an online community and meeting new people
Spam / Spamming: Sending bulk unauthorized e-mail. Also using unethical techniques to deceive Search Engines
Spider: Software Search Engines use to surf the net indexing Web Sites, Same as Robot and Crawler
Splash Page: A branding page prior to the Home Page. Splash pages are usually Flash presentation and are not SEO friendly
T
Tag: Tag is the element used to create various display and format in HTML and other web development languages
Targeted Marketing: PPC, Keywords and other Search Optimization techniques aim at specific demographics
Text Ad: An ad using only text based Hyperlinks
Title Tag: The tag used to display the text on the top line of the Browser and by Search Engine as the title of the web page’s listing
U
Unique Visitors: Users who have visited the web site at least once over a predetermined time period
URL (Uniform Resource Locator): An address for a web page or other document on the Internet
V
Viral Marketing: A phenomena which encourages Internet internet users to pass on the marketing message. Mostly associated with Social Networking
Volunteer Directory: A Web Directory staffed by volunteers who categorize and approve submitted web pages
W
Web Browser: A program that enables users to view web pages and surf the Internet
Web Design: The elements and layout of components; text, images and other content to create the structure of the web page
Web Directory: A Web Site containing organized listings of other Web Sites usually by topic or subject
Web Site Traffic: The visitors to the web site, when combined over a set period these numbers will provide site traffic statistics
Web Site Usability: The ease which a web site enables visitors to navigate and complete tasks
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