 Glossary of
Search Engine Terms
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Backlinks
The number
of web pages that contain a link or links to a given page. Search engines
that locate backlinks to measure the value of webpages include: AllTheWeb
(Fast), Google (includes AOL and Yahoo), Altavista, MSN and Hotbot.
Competitor Rankings
Report
A report that compares one website's rankings to another.
Conversion Rate
T he number of people per hundred visitors that enter a site and do something
other than just viewing it and leaving. Depending on the purpose of the
site it could be filling out a form, sending you an email, or even purchasing
something.
CPC - Cost Per
Click
Clients pay for unique traffic generated to their website based on clicks
generated by their search engine campaign.
Doorway Page
Currently considered a spamming technique if used improperly and discouraged
by most of the major engines, a doorway page is a webpage designed to
be featured highly on a particular search engine using tactics that produce
the best results for that engine.
Express Feeds
A term to describe Fast's express inclusion program, Inktomi's Index Connect
service and Alta Vista's Trusted Feed program.
External Optimization
Generally used to describe links found on other websites to one particular
target website which increase that website's search engine rankings.
Internal Optimization
A classic form of search engine optimization in which adjustments are
made to a website to improve search engine results.
Keyword Phrase
Also called a search engine query, a keyword phrase is a group of one
or more words that are used to initiate searches in search engines.
Lead
A word used to describe a customer's contact information. Many affiliate
programs reward their affiliates for their leads instead of their sales.
PageRank
Google uses this system to give high-quality sites a higher ranking. The
rankings are from 1 to 10.
PFI or Pay for
Inclusion
PFI involves paying to have your website visited and indexed by a search
engine or directory within a specific period of time.
PPC - Pay Per Click
T hese search engines offer a service in which top positions for specific
key phrases are auctioned through a bid-based system. Many PPC venues
like Overture, Google Adwords, and Sprinks (recently purchased by Google)
syndicate paid listings to other major portals like Yahoo, MSN, AOL, and
others.
PPC Text Links
A general term used to describe Google's AdWords, Overture's Sponsored
Listings, and other PPC text based ads that appear on specific keyword
searches. Also known as Keyword Buying.
Search Directory
(Yahoo!, DMOZ, LookSmart)
Search directory's utilize human editors to determine whether a site is
worthy of addition into their large categorized indexes. Improved positioning
is not obtained through internal website optimization.
Search Engine
Search engines link to websites based on their relevancy to a user's search
query and importance placed on sites by the search engine.
Search Engine Marketing
Services offered by specialized internet marketing organizations that
may include traditional search engine optimization, market intelligence
reporting and traffic building.
Search Engine Optimization
A general term used to describe techniques used to increase a website's
performance on search engines.
Search Engine Placement
Used to describe a website's search engine position in the listings of
search engine queries.
Search Engine Positioning
Search engine positioning describes attempting to improve a website's
specific search engine position in the search engine listings.
Search Engine Promotion
Also used to describe the services offered by most search engine marketing
companies, Search Engine Promotion is the act of improving website traffic,
brand awareness and rankings with search engines.
Search Engine Query
The word or words entered by an online user in a search engine's search
field.
Search Engine Ranking
The position of a website listing on a search engine.
Search Engine Submission
Registering a website with a search engine.
Search Term
The text that online users enter into the search box of the home page
of a search engine. Also known as keyword phrase.
SEO
Stands for search engine optimization.
SEP
Stands for search engine promotion or search engine positioning.
Site Analysis
A system for search engine optimization specialists to assess a website's
likely rank in search engine results.
Spider
A program that automatically finds web pages and sends the links to search
engines.
Sponsored Links
Pay Per Click ads displayed at the top and on the right side of search
engine results.
Trusted Feeds
This express indexing service offered by Altavista enables database driven
and other types of websites to target multiple, pertinent keyword phrases.
Venue
A word used to describe different Pay Per Click providers. For example
Overture is a provider that sends it’s listings to Yahoo! and MSN among
others.
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