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Ad Sense – Google’s contextual advertising system that allows webmaster to display relevant ads by Google on their websites under a profit sharing agreement.
Analytics – Software programs and practices that collect and analyze website traffic, user behavior and user profile data.
B2B – Short for business-to-business, which refers to businesses communicating and/or selling to one another rather than to individual consumers.
B2C – Short for business-to-consumer, meaning a business communicating and/or selling to an individual customer rather than another business.
Back links – Links to a website from other websites or Web pages. The more backlinks a website has, the more popular or important it is in the eyes of the search engines. Backlinks are also known as incoming links or inbound links.
Bing (formerly known as MSN Search) – Microsoft’s new and improved search engine; the default search provider in the Internet Explorer browser.
Blog – Short for ‘web log’. Basically a journal or diary-like website that displays posts in a chronological order that usually contains links to comments on specific postings or stories.
Content - Text and copy that appears on a webpage. Advertising, navigational elements and boilerplates are not considered content.
Content Management System (CMS) – Software that is designed for creating and managing a site’s content. A CMS stores, maintains and provides for easy retrieval of HTML and XML documents and all related audio, picture and video files. Blog platforms like WordPress are great examples of a CMS.
Conversion – A customer or site visitor who takes a desired action.
Conversion rate – Number of visitors who convert divided by the total number of visitors. For example, if 150 people visit a webpage and 6 of them end up as conversions, the conversion rate is 4% (6 divided by 150 = 0.04 or 4%).
Cost-per-Click (CPC) – The amount search engines charge a website when someone clicks on an advertisement leading them to the website.
Crawler – A computer program search engines use to index pages on a site by following links from page to page. Crawlers are also used to locate particular products and reviews on blogs and web pages.
Click-Through-Rate (CTR) – Number of clicks an ad gets divided by the number of times the ad is displayed. Again for an example, if an ad is displayed 150 times and 6 people click on it, the CTR is 4% (6 divided by 150 = 0.04 or 4%.
Del.icio.us – A popular social networking site where members can store bookmarked websites and share them with their friends.
Digg – A popular social networking site where members can vote on which stories receive the most exposure.
Dofollow link – Standard links in a webpage that search engine crawlers follow when indexing a site.
Dynamic URLs – An address of a webpage that is generated by a database or a website running a script. They are generated by specific queries to a site’s database.Dynamic URLs typically contain ?, &, %, +, =, $, cgi-bin, and/or .cgi.
Feed – A CMS system such as a blog that allows readers to subscribe to new content updates through either RSS or XML feeds.
Google – The most popular and extensive search engine on the Internet. Created by Stanford students Larry Page and Sergey Brin, Google revolutionized search by analyzing linkage via PageRank.
HTML (Hyper Text Markup Language) – A language used extensively on the Internet to structure elements of a webpage (text, multimedia) and to create hypertext links between documents.
HTTP (Hyper Text Transfer Protocol) – The beginning part of a webpage address. HTTP is used to request and transmit files, a.k.a. web pages, over the Internet and computer networks.
Inbound link – A link going to one website from another.
IP address – Unique address of a computer or device connected to a network or Internet Service Provider. Every device connected to a network must have a unique IP address. IP stands for Internet Protocol.
Keyword/Keyphrases – Words or phrases a user enters into a search engine to find relevant websites.
Landing page - A webpage people end up on (land on) after clicking on a link from a search engine results page or online advertisement.
Link – A clickable URL address or text within a webpage, email or document that leads to another webpage or other file (i.e. image, video, PDF, etc.) on the Internet.
Link building – Ongoing process of obtaining quality links from other sites of a similar nature. Search engines like Google examine inbound links to evaluate whether a site is authoritative, relevant and trustworthy, and it’s known to play a major role in a website’s PageRank.
Meta Description Tag – An HTML tag that identifies a webpage’s content for the search engines. It contains a general description of the page, keywords and copyright information. To view a webpage’s meta tag, choose View/Source or View/Page Source from your browser’s menu.
Meta Tags – Information in a webpage’s HTML code that typically passes information to search engine crawlers, browser software and other applications.
Micro-blogging – Practice of sending brief text messages (usually 140 characters or less), pictures and audio/video files to a group of people subscribed to receive them. Messages can be sent through various devices and platforms or directly from a micro-blogging service like Twitter.
Mod_rewrite – Web server plugin or module used to quickly rewrite URLs.
MSN Search – see Bing
Natural (organic) search results – Results from a search query on a search engine that was not sponsored or paid for in any way.
Navigation – Elements that assist website visitors in locating what they are looking for, where they are, where they have been and how it relates to the rest of the website. HTML navigation is preferred since JavaScript, Flash or other navigation types will not be easily read by search engines.
Nofollow – Attribute of an HTML link that prevents a link from passing link authority. Nofollow instructs a search engine crawler not to follow the link. These links are quite common on sites with user generated content like blog comments.
Non-reciprocal link – If one site links to another but the other site does not link back to the original, the link is non-reciprocal. Search engines place more value on these links because it reduces the chance the two sites are in collusion.
Outbound links – Links on a web page that leads pages on other web sites.
PageRank – One of many factors in a search engine’s algorithm (Google) that determines search engine rankings. PageRank is a logarithmic scale based on link equity that estimates the importance of Web documents.
Paid Listings – Website listings sold to advertisers through paid placement or inclusion programs. Opposite of organic listings, which appear naturally in search results and are not sold.
PPC (pay-per-click) – Ads on Google, Yahoo! and other places such as shopping engines that only charge advertisers when someone clicks on the ad. PPC ads often lead the searcher to a specified landing page on the vendor’s website.
Rank – The order or position a webpage or website appears in search engine results. Pages with higher rank (i.e. page 1 or top 10) enjoy higher click-through rates and conversions than ones with lower rank.
Reciprocal Links – Two websites that link to each other to build traffic. Unlike non-reciprocal links, these are not very valuable in terms of search engine rankings since it appears the two sites are in collusion.
Redirect – Method of changing a webpage’s URL address when the site moves to a new domain or location. This command instructs the new page to be served when someone attempts to visit the old page.
ROI – Acronym meaning “return on investment” which measures how much return you get from each dollar expended on an investment, marketing or otherwise.
RSS – Acronym meaning “real simple syndication,” also known as a news aggregator. Basically a syndication format that displays updates to blogs and news sites on a Web browser.
Search Engine – An online tool used to search and retrieve information/websites on the Internet comprising of a spider, index, algorithms and search results.
Search Query – Keywords or phrases someone looking for information or products enters into a search engine.
SEM (Search engine marketing) – The practice of marketing websites for search engines through activities like SEO, PPC ads, social media and/or RSS feeds.
SEO (Search engine optimization) – Practice of publishing and editing website content, HTML and associated coding to increase relevance to specific keywords and remove barriers to the indexing activities of search engines. Also encompasses link building activities.
SEO Copywriting – A writing style designed to increase exposure to search queries by making a document relevant to search engine criteria and algorithms.
Site Map – A specific page on a website cataloging all of the other Web pages on a site that’s extremely useful for both search engines indexing a site and visitors trying to get a sense of what information is on a website.
Site-Targeted Ads – Ads on manually selected sites in a search engine’s content network that are billed per 1000 impressions. Also called pay-per-impression ads.
Social media – Different online platforms used by individuals to share information and opinions. Examples include blogs, forums, social bookmarking, social networking, video sharing sites and more.
Spam – Act of manipulating electronic systems to indiscriminately send unsolicited email messages. Search engine spamming is another form of spam where someone deceptively creates or modifies Web pages to increase the chance they are placed at the top of search engine rankings.
Spider – A computer program used by search engines to index and process content on websites to provide results for a search query.
Squidoo – A social media platform used to publish web content for social networking purposes.
Tags – One- or two-word descriptions for Web pages, content and/or blog posts.
Title Tag – Web page <head> tag that normally contains the page’s title and is also displayed by search engines in a results page as a bold blue hyperlink. Title tags have traditionally been the most important part of a web page in regards to search engine rankings.
Traffic Analysis – Practice of analyzing website traffic to understand visitor activity and the source of website traffic.
URL – Acronym meaning “uniform resource locator”. A URL is a unique address of a web page or document on the Internet. It’s also known as a web address.
Wordpress – Open source downloadable blogging software platform that’s very popular. It’s an example of an easy-to-use content management system for web publishing.
XML (Extensible Markup Language) – A scripting language that makes it easier to syndicate and format information by providing programmers more flexibility and power to define a document’s properties.
Yahoo! – The second most popular search engine behind Google and one of the Internet’s most well- established directories.
Yahoo! Search Marketing – Paid search platform for Yahoo! that’s based on Overture, the pioneer of search marketing and pay-per-click advertising.
YouTube – A simple and innovative video upload and syndication site owned by Google.
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