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Definition: Google AdSense is a fast and easy way for website publishers of all sizes to display relevant Google ads on their website’s content pages and earn money. Because the ads are related to what your visitors are looking for on your site — or matched to the characteristics and interests of the visitors your content attracts — you’ll finally have a way to both monetize and enhance your content pages.
FirstClickSEO Commentary: It’s also a way for website publishers to provide Google web and site search to their visitors, and to earn money by displaying Google ads on the search results pages.
Definition: Google’s CPC (Cost Per Click) based text advertising. AdWords takes clickthrough rate into consideration in addition to advertiser’s bid to determine the ad’s relative position within the paid search results. Google applies such a weighting factor in order to feature those paid search results that more popular and thus presumably more relevant and useful. Google has also started taking into account the quality of the landing page and applying a quality score to the landing pages.
FirstClickSEO Commentary: Also known as PayPerClick (PPC)–statistics show that people click on PPC only 1 out of 7 times. Where do the other 6 clicks go? Organic results. That’s why FCS typically recommends 70/30 split investment with 70% focused on Organic optimization.
Definition: An algorithm is an operational programming rule that determine how a search engine indexes content and displays the results to its users
FirstClickSEO Commentary: Google and the other search engines change their algorithm all the time. No one really knows the algorithm, NO ONE.
Definition: “AllTheWeb” is a search engine owned by Yahoo and using its database.
- Alt Tags
Definition: Alt tags alternate text associated with a web page graphic that gets displayed when the Internet user hovers the mouse over the graphic. Alt tags should convey what the graphic is for or about and contain good relevant keywords. Alt tags also make web pages more accessible to the disabled. For example, a vision-impaired user may have a web browser that reads aloud the text and alt tags on a page. (For those familiar with HTML, “alt” isn’t actually a tag by itself but an attribute to the “img” tag.). Note that the value of Alt tags for SEO have been discounted over time by the search engines to the point that now it is of minimal value
FirstClickSEO Commentary: It’s logical actually. If you have a photo of a house on the internet or a cat, how does the search engine know what the image represents? That’s where ‘alt’ tags come into play. You are telling the search engine what the image represents
- Anchor Text
Definition: Anchor text is the actual text part of a link (usually underlined). Used by search engines as an important ranking factor. Google pays particular attention to the text used in a hyperlink and associates the keywords contained in the anchor text to the page being linked to. Also see “Google bombing
FirstClickSEO Commentary: Very important if used properly.
Definition: An acronym for Active Server Pages, a Microsoft-invented, proprietary programming language for building dynamic web sites. ASP is also an acronym for Application Service Provider, a hosted service available via the Internet
FirstClickSEO Commentary: Most sites today are driven from sort of content management framework, or CMS (Content Management System). PHP and ASP are just two of the many programming options.
- Automated Submitting
Definition: Automated Submitting is using automated software such as WebPosition Gold or an Application Service Provider (ASP) such as Microsoft b-central’s Submit-It service to submit your web pages to the search engines.
FirstClickSEO Commentary: This tactic is frowned upon by the search engines. Indeed, some search engines such as AltaVista have completely automated submissions by requiring the user to re-key in a one-time use submission code that is displayed on the submission page as a graphic
- Back links
Definition: Back links are inbound links pointing to a web page.
FirstClickSEO Commentary: The more quality back-links to your site, the more likely you are to have search engines ranking you well.
Definition: A line of code placed in an ad or on a web page that helps track the visitor’s actions, such as registrations or purchases. A web beacon is often invisible because it’s only 1 x 1 pixel in size and has no color. Also known as web bug, 1 by 1 GIF, invisible GIF or tracker GIF.
FirstClickSEO Commentary: This is a tracking device used for referrals, commissions, and e-commerce environments.
- Bid Management Tool
Definition: Software or an ASP service used to manage bids on pay-per-click search engines such as Yahoo Search Marketing (formerly Overture) and Google AdWords.
FirstClickSEO Commentary: A tool used to determine the value of a keyphrase.
Definition: Bidding means placing a bid price that you are willing to pay as an advertiser on a pay-per-click search engine. The highest bid for a given keyword achieves the top spot in the PPC search results. In Overture, the top three bids are “featured” on Overture’s partners’ sites, including AOL, Altavista, Infospace, and others. The minimum bid amount on Overture is 5 cents per clickthrough
FirstClickSEO Commentary: This is how the search engines determine the value placed on keyphrases.
- Black Hat SEO
Definition: Unethical practices that give SEO professionals a bad name. This includes link farms, improper on-site text messaging, and much more.
FirstClickSEO Commentary: FirstClickSEO frowns upon black hat techniques. We support the search engines growing ability to find these perpetrators and penalize their activity.
Definition: Also known as a “weblog”. An online diary with entries made on a regular if not daily basis. Some blogs are maintained by an anonymous author who uses a nickname or handle instead of his or her real name.
FirstClickSEO Commentary: An excellent way to add iterative content to your site. If it makes sense, add it to your site.
Definition: Short for robot. See “spider”
FirstClickSEO Commentary: These little bots, or robots go around the internet and ‘index’ all the pages.
- Call to Action
Definition: A call to action is copy used in advertising to encourage a person to complete an action as defined by the advertiser.
FirstClickSEO Commentary: Call to action words are “doing words” such as “Click here”, “Buy Now”, “Enter Now” or “Click to download.
Definition: The action of clicking an ad element and causing a redirect to another web page.
FirstClickSEO Commentary: The higher the clickthrough, the more conversions.
- Clickthrough Rate
Definition: the rate at which people click on a link such as a search engine listing or a banner ad. Studies show that clickthrough rates are six times higher for search engine listings than banner ads
FirstClickSEO Commentary: We study clickthrough rates very carefully and get creative on how to increase this very important figure that determines the ROI of any on-line marketing campaign.
Definition: the act of converting a web site visitor into a customer or at least taking that visitor a step closer to customer acquisition (such as convincing them to sign up for your e-mail newsletter)
FirstClickSEO Commentary: FirstClickSEO focuses on successful conversions, not rankings, and not traffic–it’s about increasing your business.
- Conversion Rate
Definition: the rate at which visitors get converted to customers or are moved a step closer to customer acquisition.
FirstClickSEO Commentary: One of the ways you can determine the effectiveness of any on-line marketing campaign is a very close measurement of conversion rate.
- Cost Per Action (CPA)
Definition: the cost incurred or price paid for a specific action, such as signing up for an email newsletter, entering a contest, registering on the site, completing a survey, downloading trial software, printing a coupon, etc
FirstClickSEO Commentary: We specialize in cost per action. It’s like having an on-line sales person on a commission basis. Try googling “Cost per Action SEO”
- Cost Per Click (CPC)
Definition: the cost incurred or price paid for a clickthrough to your landing page.
FirstClickSEO Commentary: What you’re paying each time someone clicks on a sponsored link.
- Cost Per Lead (CPL)
Definition: Pricing based on the number of new leads generated.
FirstClickSEO Commentary: For example, people who click from an ad and then complete an inquiry form is considered to be a lead. The advertiser would pay based on the number leads received.
- Cost Per Sale (CPS)
FirstClickSEO Commentary: A relatively new tracking method–paying out only when an actual sale takes place. Similar to Cost per Action, but focused on a sale, not just a lead or different conversion.
Definition: Click Through Rate is a measure of the number of clicks received from the number of ad impressions delivered.
FirstClickSEO Commentary: The formula to calculate CTR is: “number of clicks” / “number of ad impressions” x 100.
- Database Driven
Definition: As in “database-driven web site.” Means that the website is connected to a database and web page content is based in part on information extracted from those databases.
FirstClickSEO Commentary: Most sites today are driven from sort of content management framework, or CMS (Content Management System). CMS systems are always ‘database driven.’
Definition: Human editors group websites into categories and provide site descriptions or edit descriptions that are submitted to them. With a directory, picking the right category and composing a description rich in key phrases will ensure maximum visibility. Contrast this with a search engine, which is unedited and concerned primarily with the HTML of a site’s constituent pages
FirstClickSEO Commentary: Perhaps the most well known two directories are www.wikipedia.com and www.dmoz.org
Definition: generated ‘on-the-fly’ from a database. Also see “database-driven.”
FirstClickSEO Commentary: As opposed to static–something the search engines don’t like.
Definition: How easily found your site is using search engines.
FirstClickSEO Commentary: The better your site is optimized, the more likely you are to be found.
Definition: The FirstScore is a basic analysis of a website’s performance, content and Search Engine Optimization. By taking a wide range of parameters into regard, the FirstScore will develop a comprehensive analysis to demonstrate a website’s successes and areas that are in need of improvement.
First Click Commentary: Not sure if your website is reaching your target market? Request a free FirstScore
to find out!
Definition: when separate web pages are combined into one, each potentially with its own scrollbar. You know you’re on a framed website when part of the page scrolls while the rest of the page stays in place. Frames frustrate people because much of the time when the person tries to bookmark a specific page, it doesn’t actually work but instead bookmarks the “frameset” page which is typically the home page. Search engines don’t like frames. A framed web site is at a severe disadvantage compared to non-framed sites in terms of search engine marketing. Most search engines support frames, but only, as Google says in its FAQ section, “to the extent that [we] can.” Searchers clicking through to a framed page from search results sometimes end up on an orphaned page. You can use “noframes” in HTML to make the page indexed normally by the crawler
FirstClickSEO Commentary: Almost all search engines frown upon frame sites–they are simply difficult to index properly. So, unless you MUST use frames, we recommend staying away from them.
Definition: The term that Google uses to refer to frequently changing home pages. When Googlebot ascertains that a given home page is changing frequently, Googlebot will revisit and reindex this page daily.
FirstClickSEO Commentary: Our monthly campaigns always include adding ‘fresh’ content to your site.
- Header Tag
Definition: An HTML tag that is often used to denote a page or section heading on a web page. Search engines pay special attention to text that is marked with a heading tag, as such text is set off from the rest of the page content as being more important
FirstClickSEO Commentary: Definitely some of the most important tags, h1, h2 and h3.
Definition: A homepage is the main page of a website. Like a cover of a book or the front of a store, its function is to welcome people and to inform them of the overall purpose of the website. The homepage offers an index of navigation that organizes content and leads to other parts of the website.
FirstClickSEO Commentary: The homepage usually accumulates the most PageRank score since its url is usually where other sites link to the most. The url of a homepage usually ends in a domain name extension such as .com, .org, .edu, etc. Other terms used to describe a homepage are front page, main web page and webserver directory index. Even though the home page is designed to be the entry point of the website, people can go directly to other pages within the site without ever seeing the front page
Definition: Stands for HyperText Markup Language. The programming language used to mark up web content and display it in a formatted manner. It’s up to the web browser software, e.g. Google Chrome, Mozilla Firefox or Microsoft IE to render HTML source.
FirstClickSEO Commentary: Most HTML editors do not handle SEO/SEM tags very well. Be careful when using editors.
- HTML Source
Definition: The raw, unrendered programming code. It can be accessed in Google Chrome by right clicking the webpage -> view page source.
FirstClickSEO Commentary: Here you can see how a site is organized on the back-end.
Definition: The number of times your search ad is served to users by search engines
FirstClickSEO Commentary: An impression is when your ad is displayed. Clickthrough is when the ad is clicked.
- Inbound Link (IBL)
Definition: Links that point to your site from sites other than your own. Inbound links are an important asset that will improve your site’s PageRank (PR)
FirstClickSEO Commentary: Perhaps the most important aspect of strong site visibility is a good number of quality and relevant Inbound links.
Definition: A search engine’s database in which it stores textual content from every web page that its spider visits.
FirstClickSEO Commentary: The index is like the giant database that the search engine uses.
- Internal Links
Definition: An Internal Link is a hypertext link that points to another page within the same website. Internal links can be used as a form of navigation for people, directing them to pages within the website. Links assist with creating good information architecture within the site.
FirstClickSEO Commentary: Search engines also use internal text links to crawl pages within a website. The way internal links are structured will impact the way in which search engine bots spider and subsequently index pages.
- IP Address
Definition: IP Address stands for “Internet Protocol Address” and is sometimes referred to as “IP” or “Internet Address”. It is expressed as a four-part series of numbers separated by periods that identifies every sender and receiver of network data. The numbers represent the domain, the network, the subnetwork and the host computer. For example: 127.0.0.10 with each number ranging from 0 through to 255.
FirstClickSEO Commentary: Each server or device connected to the Internet is assigned a unique permanent (static) or temporary (dynamic) IP address. The IP Address sometimes translates into a specific domain name.
Definition: a search phrase made up of keywords. See “keyword.
FirstClickSEO Commentary: The keyphrases are how people find you.
Definition: a word that a search engine user might use to find relevant web page(s). If a keyword doesn’t appear anywhere in the text of your web page, it’s highly unlikely your page will appear in the search results (unless of course you have bid on that keyword in a pay-per-click search engine)
FirstClickSEO Commentary: Keywords make up keyphrases.
- Keyword Density
Definition: the number of occurrences that a given keyword appears on a web page. The more times that a given word appears on your page (within reason), the more weight that word is assigned by the search engine when that word matches a keyword search done by a search
FirstClickSEO Commentary: We recommend 3-4%.
- Keyword Popularity
Definition: the number of occurrences of searches done by Internet users of a given keyword during a period of time. Both WordTracker.com and Overture’s Keyword Selector Tool (http://inventory.overture.com) provide keyword popularity numbers
FirstClickSEO Commentary: This is what determines how difficult it will be to rank well for that particular keyword. The greater the popularity, the more competitive the demand for rankings on that keyword.
- Keyword Prominence
Definition: the location (i.e. placement) of a given keyword in the HTML source code of a web page. The higher up in the page a particular word is, the more prominent it is and thus the more weight that word is assigned by the search engine when that word matches a keyword search done by a search engine user. Consequently, it’s best to have your first paragraph be chock full of important keywords rather than superfluous marketingspeak. This concept also applies to the location of important keywords within individual HTML tags, such as heading tags, title tags, or hyperlink text. So get in the habit of starting off your title tags with a good keyword rather than “Welcome to.
FirstClickSEO Commentary: If you want to gain good rankings for a particular keyphrase, check out where it is mentioned, not just how often.
- Keyword Research
Definition: Determining the words and phrases that people use to find something, then compiling them into a list for use on web pages, etc.
FirstClickSEO Commentary: Without a lot of research, you are taking a lot of risks in any on-line marketing investment. This is the purpose of a “First Analysis” which we offer our clients.
- Keyword Stuffing
Definition: Placing excessive amounts of keywords into the page copy and the HTML in such a way that it detracts from the readability and usability of a given page for the purpose of boosting the page’s rankings in the search engines. This includes hiding keywords on the page by making the text the same color as the background, hiding keywords in comment tags, overfilling alt tags with long strings of keywords, etc. Keyword stuffing is just another shady way of gaming the search engines and, as such, its use should be strongly discouraged.
FirstClickSEO Commentary: A ‘black hat’ technique that will get you banned. This happened to BMW, check out our history page to learn more.
- Landing Page
Definition: The landing page is a web page where people go to once they click on an online advertisement or natural search listing. Landing pages are designed to be highly relevant to the advertisement or search listing and encourage users to complete a “call to action”.
FirstClickSEO Commentary: The landing page is also known as the “click through URL” or “destination URL”.Example uses of landing pages are newsletter sign up forms, download demonstration trial software and purchasing of a product or service.
- Link Building
Definition: Requesting links from webmasters of other sites for the purpose of increasing your “link popularity” and/or “PageRank.”
FirstClickSEO Commentary: Considerations for link building can include directory submissions and press release syndication.
- Link Farm
Definition: A link farm is a group of highly interlinked websites with the purposes of inflating link popularity (or PR). A link farm is a form of spamdexing, spamming the index of a search engine
FirstClickSEO Commentary: Another black hat technique. We recommend knowing EXACTLY how your SEO vendor will develop inbound links.
- Link Popularity
Definition: When other web sites link to your site, your site will rank better in certain search engines. The more web pages that link to you, the better your link popularity.
FirstClickSEO Commentary: There are layers of good links and excellent links. Ask your SEO vendor to explain the difference between OK, good, and excellent in-bound links.
Definition: text or graphics that, when clicked on, take the Internet user to another web page location. Links are expressed as URLs.
FirstClickSEO Commentary: The network of pages!
- Log File
Definition: All accesses to a website can be logged by the web server. Data that is usually logged includes date and time, filename accessed, user’s IP address, referring web page, user’s browser software and version, and cookie data.All accesses to a website can be logged by the web server.
FirstClickSEO Commentary: Also called an “Access Log”.
- Manual Submission
Definition: Submitting by hand to an individual search engine, rather than using an automated submission tool or service. Manual submitting is the more polite way to submit, and as such is less likely to land you in trouble with the search engines. But the best approach is not to submit at all and let the search engine spiders find your site through links from other sites to your site.
FirstClickSEO Commentary: We recommend manual submissions with any significant site updates. Too many can get you flagged for spamming.
- Meta Description
Definition: a meta tag hidden in the HTML that describes the page’s content. Should be relatively short; around 12 to 20 words is suggested. The meta description provides an opportunity to influence how your Web page is described in the search results, but it will not improve your search rankings. Make sure your meta description reflects the page content or you may be accused of spamming
FirstClickSEO Commentary: This is also the copy that appears on the search results. It should be simple and catchy.
- Meta Keywords
Definition: a meta tag hidden in the HTML that lists keywords relevant to the page’s content. Because search engine spammers have abused this tag so much, this tag provides little to no benefit to your search rankings. Of the major search engines, only Yahoo! still pays any attention to the meta keywords tag.
FirstClickSEO Commentary: While not as important as 7 years ago, still important to have this tag on your pages.
- Meta Tags
Definition: Meta-information (information about information) that is associated with a web page and placed in the HTML but not displayed on the page for the user to see. There are a range of meta tags, only a few of which are relevant to search engine spiders. Two of the most well-known meta tags are the meta description and meta keywords; unfortunately these are ignored by most major search engines, including Google.
FirstClickSEO Commentary: These are invisible tags that help the search engines index your site.
- Outbound Links
Definition: links that direct “off-site” to another website.
FirstClickSEO Commentary: Use these tags sparingly so you don’t hurt your link status.
- Page Rank (PR)
Definition: Google uses a weighted form of link popularity called PageRank(TM). Not all links are created equal. Google differentiates a link from an important site (such as CNN.com) as being better than a link from Jim-Bob’s personal home page. The Google Toolbar (which is a free download from http://toolbar.google.com) has a PageRank meter built into it, to see which web pages are considered important by Google and which aren’t. PageRank scoring ranges from 0 to 10, 10 being the best. PageRank scores get exponentially harder to achieve the closer to 10 they are. For example, increasing your own homepage’s PageRank from a 2 to 3 is easy with not a lot of additional links, jumping from a 7 to an 8 is very difficult to achieve. The higher the PageRank of the page that’s linking to you, the more your site’s PageRank will benefit. The better your PageRank, the better you’ll do in Google, all else being equal.
FirstClickSEO Commentary: An excellent way to determine the strength of a domain. But, this is by no means a valid and complete indicator of ranking results. This is one of many factors.
Definition: Pagejacking is stealing high-ranking web page content from another site and placing it on your site. Pagejacking is yet another shady way of gaming the search engines and, as such, its use should be strongly discouraged
FirstClickSEO Commentary: You can get penalized–be careful not to plagiarize or allow plagiarism.
- Paid Inclusion
Definition: paying a search engine to have your web pages included in that search engine’s index.
FirstClickSEO Commentary: An interesting shift is happening with paid inclusions at Google.
- Paid Placement
Definition: paying a search engine to have your listing show up prominently. These listings are usually denoted as “sponsored listings”.
FirstClickSEO Commentary: This is the output of a PPC campaign.
Definition: a pricing model based on delivering sales or something else that can be directly attributed to the bottom line. Contrast this with traditional banner advertising which is based on impressions, a chunk of which come from people you have no desire or ability to do business with.
FirstClickSEO Commentary: A lot like cost per action. This is a payment model that is based on performance or closed leads, or sales.
- Pay-per-Click (PPC)
Definition: a pay-for-performance pricing model where advertising (such as banners or paid search engine listings) is priced based on number of clickthroughs rather than impressions or other criteria. Overture is an example of a search engine which charges advertisers on a pay-per-click basis
FirstClickSEO Commentary: An important part of most on-line marketing campaigns. But, PPC clicks are only 1 out of 7 vs. 6 out of 7 for organic clicks.
Definition: an “open source” programming language for building dynamic web sites. PHP can be used to write server-side programs that access databases. PHP is the most popular web programming language – more popular than Microsoft’s ASP (Active Server Pages), JSP (Java Server Pages), and Macromedia’s Cold Fusion. PHP is especially well-suited for Web development and can be embedded into HTML. PHP is secure, easy to learn, efficient, fast to code and fast to deploy. PHP is being used by over nine million web sites (over 24% of the sites on the Internet), due largely to benefits such as quicker response time, improved security, and transparency to the end user
FirstClickSEO Commentary: PHP is open source, so there are more people that develop in this language than any other. PHP has few limitations. Perhaps its only weakness is that it’s up against Microsoft’s ASP technology.
- Phrase Match
Definition: Phrase Match is a form of keyword matching where an ad will be displayed if the user’s search query includes the exact phrase, even if their query contains additional words.
FirstClickSEO Commentary: For example if the terms “running shoes” are associated with an ad and the user searches upon the term “blue running shoes”, the ad will be displayed.However, the ad will not be displayed if the search query is “shoes for running”.
Definition: A site that functions as a point of access to information on the web. Portals are either authoritative hubs for a given subject or popular content driven sites.
FirstClickSEO Commentary: There are thousands of portals out there. Knowing which are worthwhile and which are meaningless can make or break your on-line campaign.
Definition: A keyword, or phrase inquiry entered into a search engine or database. A person types in words and the search engine database returns results that matches the user’s query
FirstClickSEO Commentary: Another word for search.
Definition: Sometimes expressed as the percentage of the universe of a target audience however it is measured by the total number of unique users who will see the ad over a specific period of time.
FirstClickSEO Commentary: We learn about reach in conducting a First Analysis.
- Reciprocal Linking
Definition: The practice of trading links between websites.
FirstClickSEO Commentary: Doesn’t help or hurt you.
Definition: Where the Internet user is automatically taken to another web page address without him/her clicking on anything. Redirects are generally not good for search engine rankings, as they dilute PageRank. There is also the risk that the search engine spider will not follow your redirect
FirstClickSEO Commentary: There are ethical techniques to use re-directs with multiple domains.
Definition: A web page, containing a link to your web page, that delivered your visitor to your web page. For example, if Google’s search results (for example on a search for “Britney Spears”) contained a link to a page on your site and the user clicked on that link.
FirstClickSEO Commentary: This is how we can determine what search phrase someone used to get to your Web site. Or which Web site sent the visitor to your site.
- Remnant Inventory
Definition: Low-cost advertising space that is relatively undesirable or otherwise unsold.
FirstClickSEO Commentary: Another looked down upon technique.
- Repeat Visitor
Definition: A repeat visitor is a single individual or browser who accesses a website or webpage more than once over a specified period of time.
FirstClickSEO Commentary: You can track this and give this person different information since they are a repeat visitor.
- Responsive Web Design
Definition: Responsive Web Design (RWD) is a web design approach that allows the web browser to adjust the layout and design of a website based on the size of the viewing screen. The aim is to provide the optimal viewing experience of the website across a wide range of devices such as tablets, smartphones and desktop monitors.
FirstClickSEO Commentary: It is becoming increasingly important for businesses to have their website coded for responsiveness since mobile devices represent over 50% of Google’s search queries.
Definition: Submitting your web page address(es) to search engines after you’ve already submitted those addresses previously or after the search engine has already included your site in its index. Search engines don’t like it when you resubmit as it simply clutters their queue with duplicate requests
FirstClickSEO Commentary: Again, do not do this unless the site changes significantly.
Definition: The benefit gained in return for the cost of investing budget into advertising or project. ROI can be measured by the following calculation:
FirstClickSEO Commentary: “Total Revenues (generated from campaign or project) minus Total Costs”
- Search Engine
Definition: A web site that offers its visitors the ability to search the content of numerous web pages on the Internet. Search engines periodically explore all the pages of a website and add the text on those pages into a large database that users can then search. With a search engine, publishing web pages that incorporate relevant key phrases, prominently positioned in particular ways, is critical. Contrast this with directories, which don’t siphon content out of the HTML of a site’s constituent pages, but instead are comprised solely of site names and descriptions written or edited by human reviewers
FirstClickSEO Commentary: The most popular is Google, followed by BING, and Yahoo is bringing up the rear.
- Search Term
Definition: Search Term is a keyword, or phrase used to conduct a search engine query.
FirstClickSEO Commentary: Similar to keyphrases.
Definition: Search Engine Marketing, strategies and tactics undertaken to increase the amount and quality of leads generated by the search engines.
FirstClickSEO Commentary: This is pure on-line advertising.
Definition: Search Engine Optimization, strategies and tactics undertaken to influence the rankings of web pages in the search engines.
FirstClickSEO Commentary: This is building equity into your brand.
Definition: A page of search results delivered by a search engine.
FirstClickSEO Commentary: Stands for “Search Engine Results Page” (the most valuable commercial real estate in the world–Jacques Habra)
Definition: Manipulation techniques that violate search engines.
FirstClickSEO Commentary: Black Hat Techniques.
Definition: Keyword-rich gibberish used as search engine fodder instead of thoughtfully written, interesting content. Spamglish often includes meaningless sentences and keyword repetition.
FirstClickSEO Commentary: You can tell good and bad SEO by the quality of the writing on a website.
Definition: As in “spamming the search engines”. Spamming is most commonly associated with the act of sending unsolicited commercial email, but in the context of search engine optimization, spamming refers to using disreputable tactics to achieve high search engine rankings. Such spamming tactics include bulk submitting spamglish-containing doorway pages.
FirstClickSEO Commentary: Search engines are becoming very sophisticated. Rather than try and manipulate the engines, work within their parameters and you can be very successful.
Definition: Also known as a bot, robot, or crawler. Spiders are programs used by a search engine to explore the World Wide Web in an automated manner and download the HTML content (not including graphics) from web sites, strip out whatever it considers superfluous and redundant out of the HTML, and store the rest in a database (i.e. its index). Web crawlers are mainly used to create a copy of all the visited pages for later processing by a search engine, that will index the downloaded pages to provide fast searches. Crawlers can also be used for automating maintenance tasks on a web site, such as checking links or validating HTML code. Also, crawlers can be used to gather specific types of information from Web pages, such as harvesting e-mail addresses (usually for spam).
FirstClickSEO Commentary: A web crawler is one type of bot, or software agent. In general, it starts with a list of URLs to visit. As it visits these URLs, it identifies all the hyperlinks in the page and adds them to the list of URLs to visit, recursively browsing the Web according to a set of policies.A spider is a robot sent out by search engines to catalog websites on the internet. When a spider indexes a particular website, this is known as “being spidered”.
- Stop Character
Definition: Certain characters, such as ampersand (&), equals sign (=), and question mark (?), when in a web page’s URL, tip off a search engine that the page in question is dynamic. Search engines are cautious of indexing dynamic pages for fear of spider traps, thus pages that contain stop characters in their URL run the risk of not getting indexed and becoming part of the “Invisible Web.” Google won’t crawl more than one dynamic level deep. So dynamic pages with stop characters in its URL should get indexed if a static page links to it. Eliminating stop characters from all URLs on your site will go a long way in ensuring that your entire site gets indexed by Google.
FirstClickSEO Commentary: This is why your Web site coding must be very clean and professional.
- Stop Word
Definition: Certain words, such as “the,” “a”, “an,” “of,” and “with,” are so common and meaningless that a search engine won’t bother including them in their index, or database, of web page content. So in effect, the stop words on your web pages are ignored as if those words weren’t on your pages in the first place. Including a lot of stop words in your title tag waters down the title tag’s keyword density
FirstClickSEO Commentary: This is why your Web site coding must be very clean and professional.
Definition: An option that allows you to extend your reach by distributing ads to additional partner sites.
FirstClickSEO Commentary: If you have good content, that can make your site very ‘link worthy’.
- Term Frequency
Definition: The number of times a term occurs in a document.
FirstClickSEO Commentary: Similar to keyword density.
- Text Ad
Definition: A text ad is a concise, action-oriented copy describing the product or service that is being advertised. The text ad appears alongside natural search results and links to a specified web page.
FirstClickSEO Commentary: PPC and SEM type of ad.
- Title Tag
Definition: The text displayed in the blue bar at the very top of the browser window, above “Back,” “Forward,” “Refresh,” “Print,” etc. Although inconspicuous to the user, the title tag is the most important bit of text on a web page as far as the search engines are concerned. Search engines not only assign the words in the title tag more weight, they also typically display the title tag in the search results, making the title tag an important potential call-to-action as well. Thus, the wording of each page’s title tag should be thought through carefully. Also see “keyword prominence.”
FirstClickSEO Commentary: Perhaps the most important tag on your site. You can see a title tag on the browser window… use this tag very carefully.
- Track Back
Definition: A notification that someone has linked to a document on your site. This enables authors to keep track of who is linking to, or referring to their articles.
FirstClickSEO Commentary: There are tools on the internet that show you the track back stats to your site.
Definition: Online advertising opens the opportunity to track audience response throughout the life of a campaign. Tracking and reporting tools can help you learn as you go, so you can refine your ad creative, placement options, and spending levels if you’re not seeing the results you expect. The publisher of your ads typically will provide reports on ad impressions and clickthrough. For additional analysis of your traffic and actual customer conversion rates, you’ll need to build tracking mechanisms into your website.
FirstClickSEO Commentary: Like any advertising campaign, understanding how to monitor results is very important to measuring success.
Definition: The amount of users that surf to a site.
FirstClickSEO Commentary: Know your traffic.
- Traffic Estimator
Definition: Google’s AdWords Traffic Estimator is a tool that provides search volume, average cost-per-click, and position estimates for search advertising in Google’s search results and content network. It can be used to predict advertising performance before starting a campaign
FirstClickSEO Commentary: The search engines give you their information and it is only a slice of what’s really going on.
- Unique Visitors
Definition: Unique visitors are a count of individual users who have accessed your web site. It should be noted that the “user session” metric does not yield an accurate unique visitor count, as multiple user sessions can be generated by one unique visitor.
FirstClickSEO Commentary: The more unique visitors, the better the visibility of your site.
Definition: Used interchangeably with web address. Acronym stands for Uniform Resource Locator. URLs can specify the location of a web page, an email address, or a file on an FTP server, among other things.
FirstClickSEO Commentary: Your Web address with the http:// at the beginning.
Definition: How user friendly a web site is. The ease of use that a user can perform an action or task through the user interface.
FirstClickSEO Commentary: Search engines rank good Web design higher than average or poor Web design.
- User-Generated Content
Definition: User-generated-content (USG) is content created and published by the end-users online. USG is comprised of videos, podcasts and posts on discussion groups, blogs, wiki’s and social media sites. USG allows for a wider content provider base and the chance for all users to share their opinions online. Criticism of USG includes credibility and quality issues.
FirstClickSEO Commentary: Social networking sites rule on user generated content. There are ways to add user generated content on most sites and this can leverage you with the search engines.
- Web Browser
Definition: Software installed on the Internet user’s computer that allows him or her to view web pages. Popular web browsers include Google Chrome, Microsoft Internet Explorer, Mozilla Firefox, Safari and Opera.
FirstClickSEO Commentary: We like Firefox and Google Chrome, but we’re not biased.
- Web Standards
Definition: Web standards are widely adopted guidelines for CSS, XHTML etc. Web standards help ensure that web sites are accessible on a wide variety of platforms and to a wide range of users including users with disabilities.
FirstClickSEO Commentary: Make sure your vendors know and adhere to the standards–they do make a difference.
- White Hat SEO
Definition: Ethical SEO approved by the search engines.
FirstClickSEO Commentary: SEO should always be white hat!
Definition: Launched in January 2001, by Jimmy Wales and Larry Sanger, Wikipedia is now the largest and fastest growing encyclopedia online. In fact it is one of the world’s ten most visited websites.As of September 2007 the English Edition of Wikipedia had a massive 4.5 million articles and over 32 million pages, making it around 70 times the size of the Encyclopedia Britannica.
FirstClickSEO Commentary: Wikipedia is multilingual and is currently available in 287 languages. Operated by the Wikimedia Foundation, a non-profit organization, it is a collaboratively written by volunteers around the world.
Definition: Wordpress is an excellent open-source web publishing system or content management system. Created primarily as blogging software, WordPress is written in PHP and backed by a MySQL database, it is ideal for managing content that is frequently updated.
FirstClickSEO Commentary: An excellent tool for building your website or blog–it’s also free.
Definition: Wordtracker is a popular keyword research tool established by Andy Mindel and Mike Mindel in 1997. It is designed to assist search marketing professionals and webmasters in identifying important keywords and phrases relevant to their website. It provides detailed information on the number of searches, predicted number of daily searches, competing pages and KEI data. Information can be broken down by search engine.
FirstClickSEO Commentary: Search terms are collected from – Dogpile and Metacrawler which represent around 1% of searches online. Due to its relatively small sample size Wordtracker is vulnerable to competitor spamming, and errors in the database can be magnified. Some terms can appear to be more popular than they really are – and others will be omitted all together.