Search Engine Optimization Terms - Glossary S
Find Important Search Engine Marketing and SEO Terms
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A measurement of visitor actions on your site, their path from the beginning through sale checkout. The sales funnel steps include: “Suspect”, “Prospect”, “Lead”, “Opportunity” and “Sale.”
A term used to describe Google’s algorithm that can detect amount of time since a web page’s previous update. Older pages with no changes in content will be downgraded in search engine ranking over time. Newer pages, and very recent updates, receive a higher listing positions, independent of Google PageRank. New sites require updating also, to prevent losing ranking position. Google will review a new site repeatedly to check for continuous additions and edits before it will give a site a high ranking. The time period when a website is cannot reach high search engine listings is referred to as “being in the sandbox.” The sandbox timeframe was, in the past, considered to be six months to one year. But, not every new site goes through the sandbox effect. Search engine optimization experts now question the real use of any sandbox filtering by search engines.
Abbreviation for Search Engine.
An online database of internet resources featuring many elements, including: search engine software, an indexed database, spider/robot/crawler software, and a mathematically designed algorithm tha includes a set of rules for postioning/ranking a web site. The search engine software is made up of a computer server or a group of servers used to index web pages, storing the data in a database, then serving lists of pages that match user queries to the web browser for display. The search engine spiders continuously search (referred to as crawl) the web collecting web page information for the search engine index, where data about web pages is stored. The relevancy algorithm calculates how to rank web pages for queries. Examples of major search engines are Google, AOL, and MSN. Examples of major directories are Yahoo! and ODP.
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A term used to describe a web page designed and optimized for a high search engine positioning (ranking). A search engine friendly page also makes it easy for search engines to follow page links.
A database consisisting of web pages created by search engine spiders/crawlers with a list of web documents that can be accessed via search engine queries (user search requests).
Also known as “Internet Marketing.” Business activity that increases the number of
site visitors to a website through use of search engines. Marketing strategy for a site may include:
search engine optimization, pay-per-click ads, and paid directory inclusion.
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The process of optimizing we pages to increase its visibility within the search engine results.
Search engine optimization includes making sure that there is content relevant to the targeted
key phrases on the web site and developing that content so search engine spiders, also called robots
or crawlers, can locate the content easily. Good search engine optimization develops content
that is beneficial to the page user.
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Copywriting that creates text that includes keywords and keyphrases within marketing or informational copy. The purpose of search engine optimization copywriting is to move a web page or site into the bes possible search engine listing positioning (ranking) for targeted key phrases, as well as increase page conversion rates.
A group of search engines showing the search results, ads or pay-per-click listings throughout an entire network. Google’s search partners’ network for example receives pay-per-click listings and advertisements from Google AdWords program. Google’s network includes several other search engines who purchase search results from Google.
A term used to describe the practice of positioning a web site within the search engine results. Also called “Search Engine Optimization” or “SEO.” It utilizes a combination of technical and marketing elements in an attemtp to make a web page and/or site search engine friendly for higher search engine lisings/rankings/positionsing. The techniques involved include on-page development and off-page marketing.
A ranked listing of the web pages resulting from a specific search engine query (search request). Also called SERPS.
Site owners or search engine optimizers who use unethical (black hat) techniques to gain high search engine listings/rankings.
The use of search engine robot program (also known as spider, bot, and crawler) to read and index a website’s pages. The spider is an automated software program designed to locate and gather data from web pages. The results are stored in the search engine’s index. The spider will follow (crawl) links to find new pages on the site or other websites. Spider’s activity is saved to a server logs. You can see which files they requested. Search engine spiders identify themselves when they visit a site, for example, Google’s spider is know as Googlebot.
The process of registering a web site with search engines, so the site can be indexed by the search engine spiders/crawlers. Search engines spider the web regularly, so a website will be located, whether it is formally registered or not. New sites ar often manually submitted to speed the indexing process. The search engine submission process involves filling out an online form located on a search engine website, and adding the site URL along with description information. Also known as “submission.”
A term that describes the positions for a website in search results for specific keywords. Summarized search engine visibility score indicates visibility changes over time, and can be used to compare a site to competitors.
The keyword(s), keyword phrase, or a list of words entered into a search engine “search box” and used as search criteria to locate web pages that relate to the keyword(s).
The key word or key phrase entered by a user into a search engine query to perform a search. The search engine algorithm searches the search engine database of web pages and web sites to match the key phrase and return a list of results. Internet users can enter general search terms, or use focused terms. A website should relate to specific search terms that are relevant to the content of the website.
Abbreviation for Search Engine Marketing.
Search Engine Marketing Professional Organization.
Abbreviation for “Search Engine Optimization.” SEO is normally used to describe the process of developing a website’s pages to improve search engine ranking/positioning. By placing a website high in search engine rankings, SEO can drive larger numbers of new site visitors. The process of SEO can involve developing or editing web page text content and html code so search engine “spider” can locate specific information easily. SEO may include development of link structure within the site. SEO includes researching and targeting specific key search words and phrases that relate to the theme of the site. This can result in better search engine ranking. Using proper SEO key terms brings targeted visitors seeking specific products or expertise. This improve user experience and elevates return visits to the site. SEO is also called “Search Engine Positioning” or SEOR “Search Engine Optimization & Registration.”
Copywriting specialized for including keywords and keyphrases into marketing/sales or information text content. Proper search engine optimization copywriting improves search engine postioning/ranking for targeted keyphrases and yield high page conversion rates.
Improving a website’s visibility/ranking within the search engine results. Search engine placement is achieved using on-page SEO, link building, and ensuring the site is included in the correct search engine databases to reach the target market. It may also involve other advertising approaches; a “trusted feed” or a pay-per-click ad program. Simply increasing the number of times a key phrase appears on a page will not necessarily result in higher rankings. Search engine placement techniques are constantly changing as search engines come online to targeting different markets and using different listing/positioning criteria.
Abbreviation for “Search Engines Results Page.” Users view this page following typing a search query into an engine.
Server-side scripting language used to include the contents of one file into another through a web server. Files are identified with.shtml or .shtm extension.
Search Engine Usability.
A portion of advertising inventory that is available to a single advertiser in a specific market sector over a measured time period.
The total number of pages in a web site. Greater depth have indicates more pages. Search engines tend to give higher positioning/ranking to sites with more pages.
The entire framework for website content. Site architecture consists of the navigation structure, plus page layout, directory/folder and file system, and the types of files within the site.
A web page that links to all pages on a web site in a cohesive manner. Considered an excellent resource in for search engine to spider all pages with the site.
Site visits grouped by the amount of time that a visitor remains on the site. This is a considered to be a measurement of the quality and relevance of website content.
The process by which a site is submitted directly to a search engine for inclusion into the search engine database. Some search engines do charge for site submission as a ’guaranteed inclusion’ into their index.
A tall and thin advertisement within a web page. A skyscraper are typically 160 x 600 pixels or 120 x 600 pixels.
Pages that have a long download time, typically due to large file size.
Name for the Inktomi search engine spider.
Search engine optimization technique that search engines consider unethical.
Creating a web document/page with intent to deceive search engine spidering. Included are all techniques that improve the positioning of a site unethically. Also called “spamming” or “spoofing.”
A software program that automatically searches for web pages for search engines. The program is referred to as a “spider” because it crawls around the web. Since web pages contain links to and from other web pages, a spider can start its crawl from any one of several locations. As soon as a spider identifies a link to another page, it will retrieve that page for the search engine database. Large search engines use many spider programs all working at the same time. Also called a “crawler.”
A search engine that uses spider software programs and computers to gather information about websites and send this information to the search engine database. The Google search engine is the largest search engine database. Not all search engines use their own spider technology. Some search engines pay Google for database information used in searches on their systems.
A splash page is generally considered to be an artistically designed website entry page. Flash pages are a typical example. Splash pages are considered poor design for search engine optimization because search engines do not spider images or animation.
A customized advertising program where the advertiser pays a website for ad placement in specific locations within the website.
A search engine or directory search that which allows results to be returned from some or all keywords based on the same stem as the keyword entered as a search term. For example, when stemming is switched on, a search for the word "dance" will return matches for any word whose stem is "danc-", matching the keywords "dance", "dancer" and "dancing".
A word that is ignored in a query because the word is so commonly used that it makes no contribution to relevancy. Examples are common net words such as computer and web, and general words like get, I, me, the and you.
An HTML tag contained in the <HEAD> area that defines a particular set of parameters to be applied to a web page’s contents.
Directories are typically divided into top-level categories that contain sub-categories or lower level categories. Directories often run several category levels deep.
The second headline located on a web page, frequently identified with the “H2” tag. Other subheadlines within the body text are usually identified with “H3, H4, H5, and H6” tags. Subheadlines are used to inform the reader of what information is available on the page or expanding on the main headline. Ideally, the subheadline includes key terms or phrases relevant to the content on the page. Using key terms or phrases in a subheadline will improve the possiblity of higher search engine listing/ranking.
The procedure for sending URL and descriptive information for a site to a search engine for site inclusion into the search engine’s index. Historically, submitting a site to a search engine was the only process available for informing the search engine that a site existed. Technological advances provide the crawling process for search engines so they find new sites during their regularly scheduled spidering. If you have backlinks pointing to your web pages, there is usually no need to submit your URLs to the search engines because their crawlers will find the pages on their own and index them.Smaller search engines do not regularly spider the Internet so they accept new site submissions the main method for adding new sites. Submitting a site repeatedly to a search engine may be considered spam, unless new relevant pages are added to the site.
A web service company that submits sites to a large number of search engines and directories. This can be helpful in listing a site with minor search engines, but will not aid in becoming listed on major search engines. Some submission services are free, but the value is limited, since most small search engines purchase site listings from the major search engines. These services are not necessary.
Following hyperlinks from one website to web page(s) on another site. Also called “browsing.”
A process for sending content from a site to extend a site’ reach by distributing information and/or advertising to other sites.
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