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Search Engine Optimization Glossary
from: James Mahony
You should be able to find several indispensable facts about SEO
in the following paragraphs. If there's at least one fact you
didn't know before, imagine the difference it might make.
Algorithm.
A set of rules that a search engine uses to
rank the pages contained within its index in response to a
particular query. No search engine reveals exactly how its
algorithm works, to protect itself both from competitors and
from those who wish to spam the search engine.
Back links.
These are links to a website from external
sources, including other web pages, directories, and
advertising.
Banned.
When pages are removed from a search engine's
index because the search engine has deemed them to be spamming,
or violating one of the search engine's other rules.
Click-through rate.
How many people clicked on a link,
as a percentage of the total number of people that saw the
link.
Cloaking.
The act of serving content to search engine
spiders that is different to what normal visitors would see.
Search engines will ban you if they find you doing this.
Contextual links.
Contextual links are displayed on
web pages when the content on the page indicates to an ad server
that the page is a good match for specific keywords or phrases.
Conversion rate.
The percentage of visitors to a
website who buy something.
Cost per click (CPC).
A system where an advertiser
pays an agreed amount for each click someone makes on a link
leading to their website.
Cost per mille (CPM).
A system where an advertiser
pays an agreed amount for the number of times an ad is seen,
regardless of how many people actually click through. The
'mille' refers to one thousand viewings of the ad.
Crawler.
A component of a search engine that gathers
listings by automatically 'crawling' the web, following links to
understand how pages are connected.
De-listing.
This is when pages are removed from a
search engine's index, usually because they haven't been updated
for a long time.
Directories.
A type of search engine where listings
are gathered by humans, rather than by automated web crawlers.
Doorway page.
A web page created in the hope of
improving another page's ranking in a search engine's listings.
Doorway pages don't give much information to the people viewing
them.
Graphical inventory.
Banners and other ads that appear
depending on the keywords a page contains. This includes
pop-ups, browser toolbars and rich media.
Index.
The collection of information a search engine
has that searchers can query.
Landing page.
The web page that a visitor reaches
after clicking your search engine listing.
Link popularity.
A count of how 'popular' a page is
based on the number of other pages that link to it.
Link.
A link is text that you can click on to go to
another website, or another page on the same website.
Listings.
The information that appears on a search
engine's results page in response to a search.
Meta-search engine.
A search engine that returns
listings from two or more other search engines, instead of using
its own index.
Meta tags.
Tags placed in a web page's code that pass
information to search engine crawlers, browser software and some
other applications.
Meta description tag.
This meta tag allows pages to
provide descriptions to search engines.
Meta keywords tag.
Allows authors to add text to a
page to help with the search engine ranking process.
Meta robots tag.
Allows page authors to keep some web
pages from being indexed by search engines. Similar to a
robots.html file.
Those of you not familiar with the latest on SEO now have at
least a basic understanding. But there's more to come.
Natural listings.
The listings that search engines do
not sell. Instead, sites appear solely because a search engine
believes it is important for them to be included, regardless of
payment. Note that paid inclusion listings are still treated as
natural listings by many search engines.
Outbound links.
Links on one website that lead to
other websites.
Paid inclusion.
An advertising program where pages are
guaranteed to be spidered and included in a search engine's
index in exchange for payment.
PPC.
Pay-per-click - means the same as cost per click
(CPC).
Paid listings.
Listings that search engines sell to
advertisers, usually through paid placement or paid inclusion
programs.
Pay-for-performance.
A term popularized by some search
engines as a synonym for pay-per-click. It stresses to
advertisers that they are only paying for ads that "perform" in
terms of delivering traffic, as opposed to CPM-based ads, where
ads cost money even if no-one clicks on them.
Paid placement.
An advertising program where listings
appear in response to particular search terms, with higher
rankings typically obtained by paying more than other
advertisers.
Rank.
The order in which web pages are listed in
search engine results.
Reciprocal link.
A 'link exchange' in which two sites
link to each other.
Results page.
The page that appears after a user
enters their search terms.
Robots.html.
A file used to keep web pages from being
indexed by search engines.
Search engine.
A service designed to allow users to
search the web, or another database of information.
Search engine marketing (SEM).
Marketing a website
using search engines, whether you're improving your ranking in
natural listings, purchasing paid listings or some combination
of the two.
Search engine optimization (SEO).
Altering a website
so that it ranks higher in the search engines.
Search terms.
The words a searcher enters into a
search engine's search box.
Shopping search.
Shopping search engines allow
shoppers to search the web for products and their prices.
Spam.
Any search engine marketing method that a search
engine decides is detrimental to its efforts to deliver relevant
search results.
Spider.
See crawler.
Submission.
The act of sending a URL to a search
engine, for inclusion in its index.
XML feeds.
A process in which information about a page
is fed to the index without using a crawler, for example using
RSS.
The best advice is to follow a good search engine promotion
system. Keep track of when you submit your sites and how soon
they're indexed -- checking once a week is sufficient.
Ranking systems can be confusing and there are often complex
factors involved, but you do not need to be an expert in the
field to achieve top results. Take a chance - after all, you
have nothing to lose.
Many thanks to Danny Sullivan, Kevin Lee, Ikonya Nginyo, and all
the other volunteers who contributed
I hope that reading the above information was both enjoyable and
educational for you. Your learning process should be
ongoing--the more you understand about any subject, the more you
will be able to share with others.
SEO Tips
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About the author:
James Mahony is the founder of
Tips - A site dedicated to Search Engine Optimization
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