INTERNET MARKETING glossary |
Design 4um pokriva sve oblasti dizajna i marketinga, sa najvise iskustva u web dizajnu, i sa najvise postignutih rezultata u internet marketingu - Are you looking for an SEO Expert? contact +381 64 1700992 design4um/at\gmail.com
| Adjacency definition: is the term used to describe a link that points to a web page normally from an external site. These types of links are essential in gaining good rankings in all search engines. Google are famous in the way that they evaluate a link. In the eyes of Google it is a popularity contest, the more links you have pointing to your site the more popular you are. The sheer number of links can influence a sites rankings greatly but it is good practice to only request links from sites that are similar to your own site theme, this can help Google and Yahoo to identify a general theme and help them to associate your site in to large themed clusters. There are ways of gaining large amounts of links that are frowned upon by search engines and main stream optimisation companies, blog spamming, this entails running automated software to insert links into blogs. Due to the number of blogs out on the web, it is easy for a blog spammer to hit a million URLS in a day or so and get 200,000 to 5000,000 text backlinks, while in the short term this can boost a site in the results it is not a long term SEO tactic as the search engines normally pick up on this and discount the links. With anchor text being such an important factor in linking it can be a very attractive proposition for quick short term seo campaigns. Back to top. Backward Links definition: these are links to your Web page from other pages. Google introduced the term. Back to top. Bad Neighborhood definition: the name given to a single web site or a collection of web sites that either use spam techniques or host material that is deemed to be of an unethical nature. To have your site associated with one of these types of sites can cause your site to slip in rankings, when requesting a link from a site or linking to a site make sure the site is what you deem to be ethical. Back to top. Banned definition: if a site uses any unethical tactics (spam) when attempting to rank high in the search engines a site can be banned from appearing in the results and may get blacklisted for life. It is possible to remove the spam from your site and email the search engines in question you can get your site reincluded and ranking again, but this can take a long time. Back to top. Banner Advertising definition: a Web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a Web page. Back to top. Banner Ad definition: a graphic image, usually a GIF or JPEG, that can be placed anywhere on a web page, most frequently centered across the top. The tile ad is a smaller counterpart, typically grouped with other tile ads along a side margin. The standard banner ad is 468 x 60 pixels; the most common size for tile ads is 125 x 125 pixels. Back to top. Beacon 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. Back to top. Beta definition: A testing stage/testing version of a product. For example, when a beta version of your site is released, users can access it online and are encouraged to report bugs and give general feedback. Back to top. Beyond-the-Banner definition: any advertisement that is not a banner, such as an interstitial or a pop-up ad. Back to top. Bid Management definition: is about controlling bids, i.e. the amount of money you spend maintaining your visibility in the sponsored listings. Usually you try to detect the best converting keywords and keyword groups, in order to increase bids on them; as well as decrease or take off bids on keywords that don't break even. Back to top. Bid Price definition: is the amount of money you are prepared to pay for every time that a user clicks on your pay-per-click ad on a search engine and thus visits your website.The bid price is usually just referred to as the "bid". In PPC advertising the advertiser bids for search terms, and the search engine ranks ads based on a competitive auction as well as other factors. Back to top. Blacklisted definition: in SEO terms refers to being banned from submitting to a particular search engine. Back to top. Blind Traffic definition: low quality traffic that is usually generated by mis-leading advertising, spam, and traffic from any market segment. Back to top. Blog definition: weB LOG. a blog is basically a journal that is available on the web. The activity of updating a blog is "blogging" and someone who keeps a blog is a "blogger." Blogs are typically updated daily using software that allows people with little or no technical background to update and maintain the blog. Postings on a blog are almost always arranged in chronological order with the most recent additions featured most prominently. It is common for blogs to be available as RSS feeds. Back to top. Blogosphere definition: the current state of all information available on blogs and/or the sub-culture of those who create and use blogs. Back to top. BODY Area definition: The Body tag identifies the beginning of the main section of your Web page. The presentation area of a page is located between the opening and closing body tag (<BODY>...</BODY>). It includes all the images, links, text, headings and forms. Back to top. Boolean definition: a search formed by joining simple terms with AND, OR and NOT for the purpose of limiting or qualifying the search. If you search information on monkey training in Peru, and your search also brings back information on lion training and animals in Peru, the Boolean search "monkey AND training AND peru NOT animals" can narrow your search focus. Back to top. Boolean Search definition: a search formed by joining simple terms with AND, OR and NOT for the purpose of limiting or qualifying the search. If you search information on salmon fishing in Alaska, and your search also brings back information on trout fishing and diving in Alaska, the Boolean search "salmon AND fishing AND Alaska NOT diving" can narrow your search focus. Back to top. Bounce definition: is an automated electronic mail reply from the receiver's mail system, which tells the sender that the message could not be delivered. The original message is said to have bounced and may be called undeliverable message (bounce-back). Back to top. Bounce Rate definition: indicates how many messages were not delivered after e-mail marketing campaign transmission. Typical reasons are that a recipient's inbox does not work any more or doesn't receive new messages. Back to top. Breadcrumbs definition: are a sequence of text links usually placed on the top of pages that specifies the logical path from the root page to the page where the visitor is now. Back to top. Broad Match definition: your ad appears when the words in your keyword are contained in the query, regardless of their order and even if other words are also included. For example, a broad match for the keyword �tennis shoes� would include �shoes for tennis� and �tennis dresses and shoes.� Broad matches are usually less targeted than exact or phrase matches. Back to top. Broken Link definition: a link that no longer takes the user to the destination page when it is clicked on. This is usually the result of the destination page having been renamed or deleted from the server. Also referred to as a Dead Link. Back to top. Browser Emulation definition: these special features of the program help it query a search engine like a browser. Search engines do not like long, repeated requests to their databases. They suspect that such requests come from software programs that are not browsers. Humans, when browsing, visit the search engine's home page before they start searching, they pause between searches, request pages at the URLs provided as search results, etc. Google even warns webmasters against using automated tools, like ranking checking programs, in its Terms of Service. Web CEO incorporates some advanced features that will let it appear as a browser and its queries do not look automated because it mirrors human behavior. You can also run reports via Google APIs. Back to top. Browsing, Surfing definition: the act of following hyperlinks from one website to another is referred to as "browsing" or sometimes as "surfing" the Web. Back to top. Button definition: a clickable graphic that takes the user to another page or executes a program, such as a software demo or a video player. Back to top. Call to Action definition: ad copy that encourages users to take a defined action. Examples range from �Click here� or �Buy now� to �Enter now to win a free trip to Hawaii� or �Click to download a free white paper.� Back to top. Call-to-Action Link definition: otherwise known as a hyperlink. Call-to-action links in Internet marketing campaigns guide the reader to a new action step. Call-to-action hyperlinks could lead a prospect to a new Web page, an email form, a text section within a page or a shopping cart. Correctly written, call-to-action links increase micro-conversion rates and can affect keyphrase relevancy. Back to top. Click Popularity definition: measures the relevence of search results by monitoring user behaviour from the search results. If a user clicks on a result and returns to the SERPs within a short period, the site is viewed as less relevant and downgraded in the rankings. Similarly, if click-through rates on the first page of results are low and users are having to click through to the second or third page to find relevant results, this is taken into consideration when re-ordering results. Click popularity algorithms are one of the most effective ways of presenting relevant search results. However, they are vulnerable to manipulation by click-bots which attempt to artificially boost click-through rates. A pioneer in click popularity was Direct Hit. Elements of the Direct Hit algorithm are still used by Ask Jeeves. Back to top. Click-Down Ad definition: an ad that allows the user to stay on the same web page, while viewing requested advertising content. Click-downs display another file on the user�s screen, normally below or above the initial ad. Click with ins allow the user to drill down for more information within the ad. Back to top. Click Fraud definition: occurs in pay per click online advertising when a person, automated script, or computer program imitates a legitimate user of a Web browser clicking on an ad, for the purpose of generating an improper charge per click. Back to top. Clickthrough definition: the process of clicking on a link in a search engine output page to visit an indexed site. This is an important link in the process of receiving visitors to a site via search engines. Good ranking may be useless if visitors do not click on the link which leads to the indexed site. The secret here is to provide a good descriptive title and an accurate and interesting description. Back to top. Clickthrough Rate definition: CTR the number of clickthroughs divided by the number of impressions, multiplied by 100 and expressed as a percentage. For example, your CTR is one percent if 100 people are shown your ad and one person clicks through to your site. CTRs typically range from 0.5 percent for banner ads to 3.0 percent for text links. Also known as ad impression ratio or yield. Back to top. Cloaking definition: is the art of delivering different content to different users based on their IP address or user-agent string. There are a few different uses for cloaking such as delivering content to people from different countries. It is also used to deliver different search engine optimised content to the search engines and then different content to the users. This is deemed to be unethical in the eyes of search engines as people stuff the cloaked pages with links and repeat keywords in order to rank highly, while giving the users standard looking pages. Back to top. Clustering definition: in search engine search results pages, clustering is limiting each represented website to one or two listings. Back to top. Code Bloat definition: When a web page or site is so full of code (scripts, font tags, redundant HTML) that it becomes hard to edit, slow to download, and more difficult for search engines to index. Back to top. Comment definition: the HTML tags are used to hide text from browsers. Some search engines ignore text between these symbols but others index such text as if the comment tags were not there. Comments are often used to hide javascript code from non-compliant browsers, and sometimes (notably on Excite) to provide invisible keywords to some search engines. Back to top. Comment Tag definition: an HTML tag that is invisible to end-users, but can be picked up by search engines. Back to top. Competition definition: is a number of websites competing for the keyword or key phrase you are researching using a major search engines. Google is queried for the competition quantity, as it is a major search engine with a very large index. Back to top. Content definition: The information located on a web page. This includes text, images, and any other types of information that a webmaster places on the page. Back to top. Contextual Advertising Network definition: offers ads spreading on relevant websites that form the network. Thus your ad can reach a vast and highly-targeted audience. AdSense is Google's contextual advertising network. Back to top. Content Integration definition: advertising woven into editorial content or placed in a special context on the page, typically appearing on portals and large destination sites. Also known as web advertorial or sponsored content. Back to top. �ontent Management System (CMS) definition: is a computer software system used to assist its users in the process of content management. CMS facilitates the organization, control, and publication of a large body of documents and other content, such as images and multimedia resources. A CMS often facilitates the collaborative creation of documents. A Web content management system is a content management system with additional features to ease the tasks required to publish Web content to websites. Back to top. Content Targeting definition: the ability to run relevant ads on content The ability to run relevant ads on content websites, rather than on search results pages. The first generation of content targeting (also known as contextual advertising) required manual insertion of relevant ads on informational sites related to the search query. Now content targeted advertising can also be dynamic: the ad system sees you are viewing a page about travel (the �content�), by having examined words on the page and other factors, and therefore delivers up an ad related to travel (the �context�). Also known as content-targeted advertising. Back to top. Conversion definition: a defined action in response to your ad�s call to action. A conversion may be a sale, or it could be a registration, download, or entry into your lead database, depending on the goal of your campaign. In other words it is the successful completion of specific activities by the site visitors that somehow result in a positive contribution to your online business. Back to top. Conversion Rate definition: the number of visitors who respond to your ad�s call to action divided by the number of impressions, multiplied by 100 and expressed as a percentage. For example, your conversion rate is one percent if 100 people are shown your ad, five people click through to your site, and one person makes a purchase. Conversion rates are distinct measurements that determine how many of your prospects take your preferred action step. Typically, micro-conversions (for instance, reading different pages on your site, or signing up for a newsletter) lead to your main conversion step (making a purchase, or contacting you for more information). Back to top. Cookie definition: the most common meaning of "Cookie" on the Internet refers to a piece of information sent by a Web Server to a Web Browser that the Browser software is expected to save and to send back to the Server whenever the browser makes additional requests from the Server. Depending on the type of Cookie used, and the Browsers' settings, the Browser may accept or not accept the Cookie, and may save the Cookie for either a short time or a long time. Cookies might contain information such as login or registration information, online "shopping cart" information, user preferences, etc. When a Server receives a request from a Browser that includes a Cookie, the Server is able to use the information stored in the Cookie. For example, the Server might customize what is sent back to the user, or keep a log of particular users' requests. Cookies are usually set to expire after a predetermined amount of time and are usually saved in memory until the Browser software is closed down, at which time they may be saved to disk if their "expire time" has not been reached. Cookies do not read your hard drive and send your life story to the CIA, but they can be used to gather more information about a user than would be possible without them. Back to top. Cost-per-Action definition: CPA pricing based on the number of actions in response to your ad. An action may be defined as a sales transaction, a customer acquisition, or simply a click. Also known as cost-per-transaction. CPA may also refer to cost-per-acquisition. Back to top. Cost-per-Click definition: CPC pricing based on the number of clicks your ad receives. A typical range is 5 cents to $1 per click. Also known as pay-per-click. CPC may also refer to cost-per-customer. Back to top. Cost-per-Lead definition: CPL pricing based on the number of new leads generated by your ad. For example, you might pay for every visitor that clicks on your ad and successfully completes a form on your site. Back to top. Cost-per-Order definition: CPO pricing based on the number of orders received as a result of your ad placement. Also known as cost-per-transaction. Back to top. Cost-per-Sale definition: CPS pricing based on the number of sales transactions your ad generates. Since users may visit your site several times before making a purchase, you can use cookies to track their visits from your landing page to the actual online sale. Also known as cost-per-acquisition or pay-per-sale. Back to top. Cost-per-thousand-impressions definition: CPM pricing based on number of impressions served over a period of time. A $50 CPM means you pay $50 for every 1,000 times your ad appears. (�M� is the Roman numeral for 1,000.) Also known as pay-per-impression. Back to top. Counter definition: program that tracks the number of impressions to a web page. Back to top. CPM definition: Cost per 1,000 impressions. Back to top. Crawler definition: another name for a search engine spider. A robotic program that visits and downloads web pages and stores them to be inspected by the search engines later. Back to top. Crawler-Based SEs definition: Crawler-based search engines are complex applications used to gather, and sort information about websites then provide search results relevant to the user's query. To get information about websites, crawler-based search engines use special automated programs known as crawlers, spiders, bots or robots. Some search engines only accept submitted information and bring back pages that are located at the submitted URLs. More advanced and powerful search engines crawl the Web regularly and cache the pages found. When a search engine user requests some information, the search engine will search for the requested information in its index. Based on the keyword relevancy algorithms, it will decide in which order the found pages are displayed. Back to top. Crawling the Web definition: is job of the search engine crawler. It will follow a set list of pre-defined links that are deemed worth while to follow. Back to top. Cross Linking definition: an owner of one or more domains can interlink them together in order to inflate their link popularity. This is known as cross linking. The search engines are not to keen on this type of linking as it is normally used by people to increase their rankings. Cross-linking is the practice over-using links between a network of sites to artificially inflate link popularity and thus rankings. Google has updated its algorithm to identify clusters of sites which are strongly linked together but not well linked to the rest of the web, and applies a penalty to these sites. Many innocent sites have been affected by this cross-linking penalty as it is a common practice to link to a corporate headquarters from every page of a subsidiary site. Back to top. CSS definition: Cascading Style Sheet A standard for specifying the appearance of text and other elements. CSS was developed for use with HTML in Web pages but is also used in other situations, notably in applications built using XPFE. CSS is typically used to provide a single "library" of styles that are used over and over throughout a large number of related documents, as in a web site. A CSS file might specify that all numbered lists are to appear in italics. By changing that single specification the look of a large number of documents can be easily changed. Back to top. CTR definition: Click Through Ratio. Back to top. Customer Life Cycle (CLC) definition: is a term used to describe the progression of steps a customer goes through when considering, purchasing, using and maintaining loyalty to a product or service. The customer life cycle breaks up into four distinct steps: Reach, Acquisition, Conversion, Retention. In other words this means getting a potential customer's attention, explaining them what you to offer, turning them into a paying customer and then keeping them as a loyal customer whose satisfaction with the product or service urges other customers to join the cycle. Back to top. Daily World Searches definition: this is the number of times a keyword may be searched for using a major search engines according to our best estimation. WebCEO keep database fresh by removing the search terms older than 90 days. Back to top. Dead Link definition: a link to a page that does not exist, probably because the page no longer exists, the page has moved, or the server is down. Automated programs can be used to check your website to ensure such dead links do not exist. A dead link leads to a '404 error page'. Back to top. Deep Linking definition: linking to a page that is one or more levels removed from the home directory. Deep linking is often desirable to build PageRank to a specific page on a website. Example: http://www.mysite.com/features/demo/flash/seo.html. Deep linking on very large content sites it can be difficult for search engine spiders to visit all of the content that is located deeper with in the site. By linking deeper to the content from the home page will make sure that the spiders find the pages quicker. It also saves time for the users of the sites as they can the get to the content quicker. Back to top. Deep Pages definition: if the number of accesses to get to a page from the main page is greater than specified in Web CEO Auditor's �Page evaluation� settings (File> Settings> Auditor> Scan Rules> Page evaluation), this page is considered deep. Because of the effort involved in reaching them, visitors may never see them. If they include important information, you should move these up in your site structure. Back to top. Delisting definition: this means that your website is now removed from a search engine's index. There are several possible reasons for this, including extended downtime and techniques perceived by search engines to be 'spam'. Back to top. Density definition: refers to the number of keywords on a page compared to the total number of words - expressed as a percent. Density is calculated as the number of words in the key phrase multiplied by frequency and divided by the total number of words (including the keyword). Back to top. Description definition: pretty self-explanatory, it is descriptive text which concisely explains the purpose of a page. A meta tag exists for this, and is used by some search engines when displaying the page as a result in SERPs. Back to top. DHTML (Dynamic Hypertext Markup Language) definition: allows for the content to be visually organized into several different layers, one above the other. All the dynamics is purely browser-side and consists of advanced usage of CSS (cascading style sheets) and JavaScript to make the pages interact with the visitors. Back to top. Directory definition: acompilation of websites reviewed and organized by human editors into useful categories and topics, similar to the organization of the Yellow Pages. Examples of directories are Yahoo!, About.com, and the Open Directory Project. Directories are web page or an entire website dedicated to listing Internet web pages. Directories use human editors to review and categorize sites for acceptance and are compiled manually by user submission. Sites such as UKwizzhave their own directory that accept websites submitted from the general public. The biggest directory is the Open Directory Project, which has members of the public editing the categories. Many other sites now use a Yahoo-like directory including major portal sites. Submission to directories is important because they provide a long-term link to your site from a relevant page - it will increase your link popularity, and, as a minor advantage - you can expect some traffic from them. Each directory listing contains short, descriptive information about the site. Strong directory listings are an excellent way your company can increase its link popularity and its Google PageRank. However, a poorly written listing that is submitted to Yahoo! (and subsequently edited or run with ineffective writing or keyword research) can negatively influence a search marketing campaign. Back to top. DMOZ definition: Directory MOZilla Back to top. DNS definition: is a distributed Internet directory service. DNS is used to translate between domain names and IP addresses, and to control Internet email delivery. DNS is a globally distributed system consisting of thousands of servers sharing information. Back to top. DNS Propagation definition: Every time a new domain name is registered (or an existing one is transferred to a new DNS), the information about the domain and the DNS that hosts it must make its way around the entire internet. This process usually takes around 24 hours, during which time the domain will be inaccessible to users. Back to top. Domain definition: a sub-set of internet addresses. Domains are hierarchical, and lower-level domains often refer to particular web sites within a top-level domain. The most significant part of the address comes at the end - typical top-level domains are .com, .edu, .gov, .org (which sub-divide addresses into areas of use). There are also various geographic top-level domains (e.g. .ru, .ca, .fr, .ua etc.) referring to particular countries. The relevance to search engine terminology is that web sites which have their own domain name (e.g. http://www.webceo.com) will often achieve better positioning than web sites which exist as a sub-directory of another organization�s domain Back to top. Domain Name definition: the unique name that identifies an Internet site. Domain Names always have 2 or more parts, separated by dots. The part on the left is the most specific, and the part on the right is the most general. A given machine may have more than one Domain Name but a given Domain Name points to only one machine. Usually, all of the machines on a given Network will have the same thing as the right-hand portion of their Domain Names. It is also possible for a Domain Name to exist but not be connected to an actual machine. This is often done so that a group or business can have an Internet e-mail address without having to establish a real Internet site. In these cases, some real Internet machine must handle the mail on behalf of the listed Domain Name. Back to top. Domain Name definition: Name chosen by a site owner to be used as the URL or web page address instead of the numeric IP assigned by the domain name registrar. Back to top. Domain Name Servers (DNS) definition: These are special computers that translate human-friendly URLs into computer-friendly IP addresses. This process takes place every time a user requests a page from a website Back to top. Doorway definition: page is specifically designed for the search engines to rank well. One would be designed for Google and one for Yahoo! The pages would be differently optimized to rank well on both. When a normal user visits the page it will either detect their IP address and redirect them to the correct page (cloaking) or it will have a large link for them click through to the full site. Either way it is not great practice to use this type of tactic. Back to top. Download Time definition: required downloading a 20 Kb file from your server (in msec.). Download time shows how long it takes to retrieve the requested file and send it over the Internet. The monitoring center downloads a 512- byte portion of your page. The download has a "no-cache" cache-control directive to exclude the caching effect, and therefore measure the exact loading time. Back to top. Duplicate Content definition: two or more separate web pages that contain substantially the same content are said to contain duplicate content. Google and other top search engines have set up filters to detect duplicate content when their crawlers are active on the web. When pages containing duplicate content are detected, they are often assessed a duplicate content penalty which means a lowering of the page's ranking from what it would have received naturally. Back to top. Dynamic Content definition: information on web pages which changes or is changed automatically, e.g. based on database content or user information. Sometimes it's possible to spot that this technique is being used, e.g. if the URL ends with .asp, .cfm, .cgi or .shtml. It is possible to serve dynamic content using standard (normally static) .htm or .html type pages, though. Search engines will currently index dynamic content in a similar fashion to static content, although they will not usually index URLs which contain the ? character. Back to top. Dynamic IP Address definition: an IP address that changes every time your PC or Mac logs onto the Internet. People who blog spam would either use an Internet Service Provider who gave outline dynamic IP addresses or would connect to a proxy server which hides their IP address while online. Back to top. Dynamic Page definition: is a page with information which changes or is changed automatically, e.g. based on database content or user information. Sometimes it's possible to spot that this technique is being used, e.g. if the URL ends with .asp, .php, .cfm, .cgi or .shtml. It is possible to serve dynamic content using standard (normally static) .htm or .html type pages, though. Search engines will currently index pages with dynamic content in a similar fashion to static content pages, although they will not usually index URLs which contain too many parameters after the ? character. Back to top. Dynamic Rotation definition: delivery of ads on a rotating, random basis. Dynamic rotation allows ads to be served on different pages of the site and exposes users to a variety of ads. Back to top. Electronic Mail (abbreviated "email") definition: is a store and forward method of composing, sending, storing, and receiving messages over electronic communication systems. Back to top. E-list � (electronic mailing list) definition: a type of Internet forum, is a special usage of email that allows for widespread distribution of information to many Internet users. Back to top. Email Marketing definition: is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. Back to top. EPV definition: Earnings Per Visitor. Back to top. Error Log File definition: a server log file which records errors encountered. Back to top. Expandable Banner definition: a banner ad that can expand to as large as 468 x 240 pixels after a user clicks on it or after a user moves the cursor over the banner. Back to top. External and Internal Links definition: from a Web site's point of view, outbound links on a specific page can be internal and external. Internal links are pointing to other pages on your site. External links lead to other sites. Having many internal links is a good thing for increasing your site's link popularity, because search engines evaluate all links to a specific Web page, though not all links are considered equal. Back to top. Ezine definition: is an online magazine that caters to a niche or special interest subject matter. It is delivered in an electronic form. Today, most online magazines are Internet websites (usually pronounced �ee-zeen�). Back to top. Fake Copy Listings definition: sometimes a malicious company will steal a web page or the entire contents of a web site, re-publish at a different URL and register with one or more search engines. This can cause a loss of traffic from the original site if the search engines position the copy higher in the listings. If you find that someone has stolen your site in this way, write to the company concerned and ask them to remove the stolen content. Also contact the hosting service used by the company, any company that benefits from the theft and any search engine(s) concerned. If the thieves refuse to remove the material or ignore you, obtain legal advice. It is also well worth having printed evidence to support your claim that your copy of the material was there first, and that you have the copyright! See also Mirror Sites. Back to top. False Drop definition: a web page retrieved from a search engine or directory which is not relevant to the query used. This could be for one of the following reasons: The web page contained the keywords entered, but used in the wrong context, with a different meaning or with a different inter-relationship to that expected. The web page is an attempt at spamdexing. The search engine has a fault in its database or a bug in its query program. Back to top. FFA definition: Free For All (FFA Links Pages) Back to top. Filter definition: the act of filtering out web pages that use spam to promote their pages. A filter is a software application that is used on web pages that have been crawled by the spiders to filter the spam out such as hidden text and hidden links. Filter is a software routine that examines web pages during a robot's crawl looking for search engine spam. If the filter detects the use of spam on the page, a ranking penalty is assessed. Common filters look for hidden text, links to bad neighborhoods, and many other SEO techniques that the search engine doesn't like. Back to top. Filter Word definition: Please refer to Stop Word Back to top. Filter Words definition: = Stop Words. Such as �is�, �am�, �were�, �was�, �the�, �for�, �do�, that search engines deem irrelevant for indexing purposes. Back to top. Flash definition: a Flash animation or Flash cartoon is an animated film created using Adobe Flash animation software and often distributed in the .swf file format. It can be created in Flash or with other programs capable of writing .swf files. Back to top. Forum definition: is a facility on the WWW for holding discussions and posting user generated content, or the Web application software used to provide this facility. It�s also an online community where visitors may read and post topics of common interest. Back to top. Frames definition: this is an HTML technique which allows a webmaster to display two or more separate web pages within a single browser screen. Sites using frames are quite problematic for search engines to crawl and may not be indexed properly. Search engines often will only index pages linked within the <NOFRAMES> tag. If your site utilizes frames, it is highly recommended that you build a site map for your website, and link to it from within your <NOFRAMES> tag. Back to top. Frequent Visitors definition: these visitors have different visit frequency patterns. Note that unique visitors are reported under 'Frequent visitors' - they are just grouped by their visit frequency patterns. Back to top. Freshbot definition: this is the name for the Google crawlers that are known to add pages to the Google index more promptly than others. Back to top. FTP definition: File Transfer Protocol Back to top. G definition: Google. Back to top. Gateway Page definition: a web page submitted to a search engine (spyder) to give the relevance-algorithm of that particular spyder the data it needs, in the format that it needs it, in order to place a site at the proper level of relevance for the topic(s) in question. (This determination of topical relevance is called "placement".) A gateway page may present information to the spyder, but obscure it from a casual human viewer. The gateway page exists so as to allow a web-site to present one face to the spyder, and another to human viewers. There are several reasons why one might want to do this. One, is that the author may not want to publicly disclose placement tactics. Another is that the format that may be easiest for a given spyder to understand, may not be the format that the author wishes to present to his viewers for aesthetics. Still another may be that the format that is best for one spyder may differ from that which is best for another. By using gateway pages, you can present your site to each spyder in the way which is known or thought to be best for that particular spyder. Also known as bridge pages, doorway page, entry pages, portals or portal pages. Back to top. definition: HotBot Back to top. HEAD Area definition: every HTML document should have a HEAD tag at the beginning of its code. The information contained inside the head tag (<HEAD>...</HEAD>) describes the document. It does not show up on the page displayed by the browser. The Title tag and Meta tags are found inside the Head tag. Back to top. Heading definition: many search engines give extra weight and importance to the text found inside HTML heading sections. It is generally considered good advice to use headings when designing web pages and to place keywords inside headings. Back to top. Headings H1-H6 definition: Syntax: <H1>Keyword in the Heading</H1>, < H3>Keyword in the Heading</H3>, etc. There are standard rules for the structure of HTML pages. They are in a document-like fashion: first the title, then a major heading that usually describes the main purpose of the section. Subheadings highlight the key points of each subsection. Many search engines rank the words found in headings higher than the words found in the text of the document. Some search engines also evaluate information about keywords found in all headings together. Back to top. Hidden Links definition: unethical search engine optimizers may place links on a site and then hide them by making them the same color as the back-ground, or hiding them behind a CSS div. Back to top. Hidden Text definition: much like hidden links, hidden text is the art of hiding text on the webpage to influence search engine rankings. They can be hidden by making the text the same color as the webpage or using a CSS div and hiding the text in there. Back to top. Hit definition: a single request from a browser for a single item from a Web server. This can be any file -- image, download, animation, audio, video, PDF, Word, Excel, RTF document, etc. To load a single Web page consisting of a html file, eight graphics, one CSS file and two external JavaScripts, the server will get twelve hits. In log file analyzers, 'Hits' are often used as a measure of server activity. Hits the term hits is commonly misused. Many people think of a hit as a visit to one of their web pages. This is incorrect. A hit takes place every time a file is accessed on your website. For example, let's say your friend's home page has a logo gif and 12 pictures on it. Every time a visitor loads that page, 14 hits are recorded: 1 for the logo gif, 12 for the pictures, and one for the page itself. So don't be all that impressed if he boasts that his site receives 1000 hits a day. In our example, those 1000 hits could have been generated by as few as 72 visitors to the site. The only meaningful way to evaluate the traffic flow of a site is to consider the average daily or monthly number of unique visitors and page views a site receives. Back to top. Hits definition: as a type of data are most commonly used by Network Administrators to determine the load on a single Web server within a server farm. In terms of Web analytics and marketing, this data is a great deal useless. Back to top. Home Page definition: = Homepage several meanings. Originally, the web page that your browser is set to use when it starts up. The more common meaning refers to the main web page for a business, organization, person or simply the main page out of a collection of web pages, e.g. "Check out so-and-so's new Home Page". Back to top. Host Ping definition: this service checks your server's IP address for accessibility. The monitoring center sends an ICMP packet to your server's echo port and listens for a response. When the echoed packet is received from the host server, it is compared with the original packet sent. If the data matches, the host server is considered accessible. Back to top. HTM definition: Three letter file extension for Hypertext Markup Language (file.htm) Back to top. HTML definition: Hypertext Markup Language (file.html) Back to top. HTML Table definition: HTML table model allows authors to arrange data - text, preformatted text, images, links, forms, form fields, other tables, etc. - into rows and columns of cells. Nowadays, especially in the context of Web 2.0, the use of tables for page layout is widely discouraged by expert Web designers since it makes the source code less readable and slowly rendering in Web browsers and the page content harder to update. By their nature, tables are meant for laying out tabular data, such as lists and matrices. For cleaner page layout, CSS is used nowadays, which also makes pages an easier nutrition for Web crawlers. Back to top. HTTP definition: Hypertext Transfer Protocol Back to top. HTTPS definition: Hypertext Transfer Protocol Secure Back to top. Human-Edited Directory definition: is created and maintained by editors who add links based on the policies particular to that directory. Back to top. Hyperlink definition: a blue, underlined word or phrase that, when clicked upon, takes users to another Web page, or section within a Web page. Hyperlinks are also known as call-to-action links. Back to top. Hyperlink definition: Clickable content on a web page usually leads to another page, another site or another part of the same page. The clickable content therefore is said to link to the other page / site / part of the same page. Spiders use links to crawl from one page to the next as they index web sites. Back to top. IBL definition: abbreviation for In Bound Link. Any link on another page that points to the subject page. Also called a back link. Back to top. Image Map definition: a set of hyperlinks attached to areas of an image. This may be defined within a web page, or as an external file. If the image map is defined as an external file, search engines may have problems indexing your other pages, unless you duplicate the links as conventional text hyperlinks. If the image map is included within the web page, the search engines should have no problem following the links, although it's good practice to provide text links too, to aid the visually impaired and those accessing the web with graphics switched off or using text only browsers. Back to top. Impression definition: an ad served to a user�s browser. Number of impressions determines the cost of online ads in CPM pricing models. Also known as an exposure. Back to top. Inbound and Outbound Links definition: there are two types of links on a page: inbound (links on other sites to yours) and outbound links (links on your Web page to other sites). �Backward links� is another term for inbound links that came into general use through the Google's �Backward links� option in the �Page Info� menu of the Google toolbar. Inbound links increase your site's link popularity, while the outbound links on your site increase the popularity of the destination page. Experts recommend having many inbound and few outbound links. Back to top. Index definition: a websites home page, this is the front cover to the website. You must get your sites over all theme and content across on this page, this is for both the user and the search engine. Back to top. Indexability definition: otherwise known as spiderability. Indexability refers to if a site can be indexed - or recorded - by a search engine spider. If a site is not indexable, or if a site has reduced indexability, positioning will suffer. Back to top. Indexing definition: the process by which search engines collect information and include it into their database of search results. The process involves extracting the machine-readable text from web pages, and storing it in a format that can be efficiently searched. Indexing is carried out by search engine spiders. Back to top. Indices definition: are search engines that automatically crawl the Internet for web page and news group content. Due to the automated nature of indices they can contain a huge amount of information that is regularly updated every time the search engine spiders new content. The major search engine indices include Google, Yahoo and Teoma. Back to top. Information Retrieval definition: the study of systems for indexing, searching, and recalling data, particularly text or other unstructured forms. Back to top. INK definition: Inktomi Back to top. Insertion order definition: I/O a contract that specifies the details of your search advertising campaign, including placement options, keywords, ad creative, landing page, pricing, geo-targeting, and language options. Back to top. Interactive Advertising definition: the use of interactive media to promote and/or influence the buying decisions of the consumer in an online and offline environment. Interactive advertising can utilise media such as the Internet, interactive television, mobile devices (WAP and SMS), as well as kiosk-based terminals. Back to top. Internal and External Pages definition: Internal pages are on the Web site that you have scanned. If a page is found in any other domain, this page is considered an external page. Back to top. Internet Marketing definition: means the use of the Internet to advertise and sell goods and services. Internet Marketing includes pay per click advertising, banner ads, e-mail marketing, affiliate marketing, interactive advertising, search engine marketing, (including search engine optimization), blog marketing, article marketing, and blogging. Back to top. Interstitial Ad definition: an ad page that appears for a short period of time before the user-requested page is displayed. Also known as a transition ad, splash page, or Flash page. Back to top. Inventory definition: advertising space available for purchase on a website. Based on projections, inventory may be specified as number of impressions or as a share of voice. Also known as ad avail. Back to top. IP definition: Internet Protocol Back to top. IP Address definition: a unique numerical Internet Protocol Address that is assigned to every computer that connects to the internet. IP addresses can be either static or dynamic (changes with every internet connection). Your computer's IP address is what enables it to be "found" on the internet in order to receive email, web pages, etc. Back to top. IP Delivery definition: similar to agent name delivery, this technique presents different content depending on the IP address of the client. It is very difficult to view pages hidden using this technique, because the real page is only visible if your IP address is the same as (for example) a search engine's spider. Back to top. JS definition: Javascript (file.js) Back to top. JavaScript definition: JavaScript is the name of Netscape Communications Corporation�s and now the Mozilla Foundation�s implementation of the ECMAScript standard, a scripting language based on the concept of prototype-based programming. The language is best known for its use in websites (as client-side JavaScript), but is also used to enable scripting access to objects embedded in other applications. Back to top. Jump Page Ad definition: a microsite reached by clicking a button or banner. The jump page itself can list several topics, which can link to your site. Back to top. KEI definition: Measuring and comparing the demand for your keyword (Daily World Searches) against the number of Web pages that include it (Competition) is a helpful approach to pick up the best keywords. The resulting ratio, KEI or �Keyword Effectiveness Index� will give an idea of how important a specific keyword is. The formula for KEI is KEI = (DS^2/C) = (DS/C * DS), where DS is the number of daily world searches and C is the competition. The KEI range goes from 0 to over 400: 0-10 = Poor keyword; 10-100 = Good Keyword; 100-400+ = Excellent Keyword. Keywords with the highest KEI combine popularity and less competition. It means that it is more likely that you will get a high ranking, if you use these keywords for optimizations. Back to top. Key Performance Indicator (KPI) definition: helps an online business define and measure progress toward its goals. KPIs are quantifiable measurements of the improvement in performing an activity that is critical to the success of any online business. Back to top. Key Phrase definition: is a group of keywords which appear in the content of a site page. In order for a search engine to return a page in it list of results, it is vital that the targeted search terms appear as key phrases in the web site copy with the appropriate weighting so that its algorithm will find the page a suitable match. A good SEO will have experience in ensuring the copy of the page is optimised for the targeted search terms while still providing useful and informative copy for the user. "Key phrase" is often (incorrectly) used interchangeably with "search term". Back to top. Key Phrase Search definition: a search for documents containing an exact sentence or phrase specified by a user in a search engine text box. Back to top. Keyword definition: a specific word, or combination of words, entered into a search engine that results in a list of pages related to the keyword. A keyword is the content of a search engine query. Back to top. Keyword Density definition: This is the ratio of the keyword frequency as compared to the total words found on a page. Online tools can be used to compare keyword densities for multiple pages. With this knowledge, one can build up a page with a similar density as other high ranking pages. Back to top. Keyword Domain Name definition: the use of keywords as part of the URL to a website. Positioning is improved on some search engines when keywords are reinforced in the URL. Back to top. Keyword Frequency definition: Denotes how often a keyword appears in a page or in an area of a page. In general, higher the number of times a keywordappearsin a page, higher its search engine ranking. However, repeating a keyword too often in a page can lead to that page being penalized for spamming. Back to top. Keyword Monitoring definition: when keyword monitoring is wanted, the monitoring center will download your page (200 Kb max.) using a GET/page-name.html command. Web CEO will then search it for specified keywords and alert you if the content of this page has changed. For instance, if it suffers a hacker attack or something else happens, you will be told. Back to top. Keyword Nesting definition: placing one keyword or keyword phrase inside a broader keyword term. Back to top. Keyword Phrase definition: two or more word term that defines a keyword in more detail. Used by searchers to find a product. Back to top. Keyword Prominence definition: Denotes how close to the start of an area of a page that a keyword appears. In general, having the keyword closer to the start of an area will lead to an improvement in the search engine ranking of a page. Back to top. Keyword Purchasing definition: the buying of search keywords from search engines, usually to control banner ad placement. All the major search engines (except EuroSeek and GoTo) insist that keyword purchasing is only used for banner ad placement, and doesn't influence search results. Back to top. Keyword Research definition: the process in SEO of finding the keywords or keyword phrases customers use to find a product or service. Back to top. Keyword Search definition: A search for documents containing one or more words specified by a user in a search engine text box. Back to top. Keyword Spamming definition: the process of repeating keywords or key phrases in meta tags and body text. This can result in keyword densities over 50%, and is seen as spam by most search engines. Back to top. Keyword Stuffing definition: keyword stuffing refers to the practice of adding superfluous keywords to a web page. The words are added for the 'benefit' of search engines and not human visitors. The words may or may not be visible to human visitors. While not necessarily a violation of search engine Terms of Service, at least when the words are visible to humans, it detracts from the impact of a page (it looks like spam). It is also possible that search engines may discount the importance of large blocks of text that do not conform to grammatical structures (ie. lists of disconnected keywords). There is no valid reason for engaging in this practice. Back to top. Keyword Theme definition: is a group of keywords or key phrases which appear in the content of a site page. In order for a search engine to return a page in its list of results, it is vital that the targeted search terms appear as key phrases in the website copy with the appropriate weighting so that its algorithm will find the page a suitable match. A good SEO will have experience in ensuring the copy of the page is optimized for the targeted search terms while still providing useful and informative copy for the user. Back to top. Keyword Weight definition: Denotes the number of times a keyword appears in a page as a percentage of all the other words in the page. In general, higher the weight of a particular keyword in a page, higher will be the search engine ranking of the page for that keyword. However, repeating a keyword too often in order to increase its weight can cause the page to be penalized by the search engines. Back to top. Keywords definition: are words or phrases that search engine users enter into the query boxes, when they look for relevant Web pages. If your Web page has apt keywords, it has every chance to of attracting qualified traffic to your site. The Keyword may be a single word or phrase. The term 'Keyphrase' is often used to define a combination consisting of two or more keywords. As far as Web CEO is concerned, keywords and keyphrases are no different. Major search engines rank pages based on keywords placement within different Web page areas, such as an HTML title, texts in the Body, anchor names and various other tags. This makes keyword placement an essential part of Web site optimization for search engines. Keyword optimization focuses on placing the best possible keywords in the areas of a Web page that are considered most important by search engines. Good keywords are ones that are often searched for by search engine users and have little competition. Back to top. Keywords Meta Tag definition: An HTML meta tag that lists all of the main keywords and key phrases that are contained on that web page. Some search engines use the keyword meta tag to help rank web pages in their databases. Google does not. Example: <META NAME="KEYWORDS" CONTENT="small business, business,advertising,sales"> Back to top. Landing Page definition: the process of submitting Websites or Web pages to search engines and directories for inclusion in their databases using specific guidelines unique to each index. When people look for a submission tool, they often think about something that saves them a lot of work. However, there are some important submissions that need some work. Submissions to large directories such as Yahoo! and DMOZ are considered strategic. We recommend that you submit to these and other directories manually. Each directory is unique in its category structure, requirements and title/description length. Read the submission guidelines carefully to learn the best approach to directories. Search engines sometimes prevent automated submissions by including an image that has a special code that must be typed in, together with the site data. Submission to these search engines can only be manual. Some search engines and directories only accept paid submissions or paid options have advantages like prominent position or regular updating of a Web page in the index. There are bid-for-placement auctions like Overture, a pioneer in this area. These are also called pay-per-click search engines. You can only submit to this type of engine manually. You will find the 'best of breed' directories and search engines wanting manual submissions in our 'Manual Submission' section. On the information page, there are some facts about these search engines that help. Back to top. META Description definition: syntax: <META name="Description" content="Web page description"> This Meta tag provides a brief description of a Web page. It is important the description is clear about the purpose of the page. The importance of the Description tag for ranking purposes has decreased significantly over the years, but there are still search engines supporting this tag. They log descriptions of the indexed pages and often display them with the Title in their results. Back to top. META Keywords definition: Syntax: <META name="Keywords" content="keyword1, keyword2, keyword3"> This Meta tag lists words or phrases about the contents of a Web page. It provides some extra text for crawler-based search engines. However, because of frequent attempts to abuse their system, most search engines ignore this tag. Please note that none of the major crawler-based search engines, except for Inktomi, supports the Keywords Meta tag. Back to top. META Refresh definition: Syntax: <META http-equiv="refresh" content="0;url=http://newURL.com/"> This HTML Meta tag also belongs in the Head tag of your HTML page. The META Refresh tag is a way to redirect or refresh users to another Web page after a specified number of seconds. META Refresh tags can be used for a doorway page specifically optimized for a particular search engine. It is accessed first by users, who then are redirected to the main Web site. Back to top. META Robots definition: Syntax: <META name="Robots" content="INDEX,FOLLOW"> The Robots instructions are normally placed in robots.txt file that is uploaded to the root directory of a domain. However, if a Webmaster does not have access to /robots.txt, then instructions can be placed in a Robots META tag. This tag tells the search engine robot whether a page should be indexed, included its database and its links followed. Back to top. Meta Robots Tag definition: a HTML tag that instructs spiders to either index the page or not. Common uses are all, none, index, noindex, follow and nofollow. Back to top. Meta Search definition: a search of searches. A query is submitted to more than one search engine or directory, and results are reported from all the engines, possibly after removal of duplicates and sorting. Also the meta search engine of the same name, found at http://www.metasearch.com/ Back to top. Meta Search Engine definition: compiles its results from many different search engines and returns them in one combined listing. An up-and-coming Meta search engine is Vivisimo. Other well-known meta search engines are IxQuick and Dogpile. Many surfers use Meta search engines as a convenient way to collate the best results from many different sources. In fact, many surfers don't even realize they are using Meta search engines. A general trend has developed in the last couple of years, whereby some search engines will combine a number of different sources for their results. For example, Freeserve currently uses Overture and Yahoo! to enhance its listings. Back to top. Meta Tag definition: a construct placed in the HTML header of a web page, providing information which is not visible to browsers. The most common meta tags (and those most relevant to search engines) are KEYWORDS and DESCRIPTION. The KEYWORDS tag allows the author to emphasize the importance of certain words and phrases used within the page. Some search engines will respond to this information - others will ignore it. Don't use quotes around the keywords or keyphrases. The DESCRIPTION tag allows the author to control the text of the summary displayed when the page appears in the results of a search. Again, some search engines will ignore this information. The HTTP-EQUIV meta tag is used to issue HTTP commands, and is frequently used with the REFRESH tag to refresh page content after a given number of seconds. Gateway pages sometimes use this technique to force browsers to a different page or site. Most search engines are wise to this, and will index the final page and/or reduce the ranking. Infoseek has a strong policy against this technique, and they might penalize your site, or even ban it. Other common meta tags are GENERATOR (usually advertising the software used to generate the page) and AUTHOR (used to credit the author of the page, and often containing e-mail address, homepage URL and other information). Back to top. Metacrawler definition: a meta search engine found at http://www.metacrawler.com/. Results from various search engines are summarised in an easy to read form. Back to top. MiniRank/Local Rank definition: is a modification of the Page Rank based on the link structure of your single site only. Since search engines rank pages, not sites, certain pages of your site will rank higher for given keywords than others. Local Rank has a significant influence on the general Page Rank. Back to top. Mirror definition: in SEO parlance, a mirror is a near identical duplicate website (or page). Mirrors are commonly used in an effort to target different keywords/keyphrases. Using mirrors is a violation of the Terms Of Service of most search engines and could be grounds for banning. Back to top. Mirror Site definition: is often set up with the purpose of backing up a popular site if it ever has problems - some times a mirror site will be used for load balancing, when a website becomes to busy the response times may slow down and a mirror site on a different server can be used to keep the service running as normal. Back to top. Misspellings definition: people quite often spell words incorrectly when using search engines. Pages which use common misspellings will quite often receive extra hits, so it is a useful technique to include common misspellings of words in alt tags, keywords, page names and titles. A similar effect occurs when spaces are missed out and words are accidentally joined together. Often, intelligent marketers will also optimize sites for misspellings in order to capture this sort of traffic. Back to top. Moderator definition: is usually a volunteer reader of the forum with an interest in the subject who acts as a watchdog for the good of the forum. (i.e. deletes offensive or irrelevant posts and comments). Back to top. Monitoring definition: if your site is not accessible on the Web, then your potential visitors cannot see it and access your products and services. So the longer your site is down, the more money you lose. That is why it is so important to always know that your site is up and running and then to react immediately if something goes wrong. Monitoring helps you here. It checks the availability of your site and notifies you immediately if it goes down, or some of its services are unavailable. Back to top. Monitoring Center definition: a station that sends different types of queries to your Web server to check its availability and proper functioning. Back to top. Monitoring Interval definition: a predefined period between checks. Depending on the monitoring plan chosen, monitoring interval can vary from 5 minutes to 2 hours. In case of failure, your Web server will receive a 'down' status and will be monitored in short intervals irrespective of your license type until the site has fully recovered. Back to top. Motivated Visits definition: if two or more pages are browsed during a visit, this will be counted in the Motivated Visits report. The ratio of visits when more than one page is viewed to all visits is a good sign of your site's attractiveness. Back to top. MSN definition: Microsoft Network Back to top. MSN Search definition: Microsoft's search engine athttp://www.msn.com Back to top. Multiple Titles definition: it used to be possible to repeat the HTML title tag in the header section of a page several times to improve search engine positioning. Most search engines now detect this trick. Back to top. Navigation Paths definition: is a sequence of pages that the visitor viewed from the moment she enters the site to the moment she leaves. From the marketing view, it is important to know the most common paths your visitors follow to get to the landing pages. You will learn which of the navigation paths are the most effective. The frequent exit patterns will show where your site is underperforming. You will see where to improve the content of your site to make your visitors' experience perfect. Back to top. Negative Keyword definition: allow you to eliminate searches that you know are not related to your message. If you add the negative keyword ��vacation� to your keyword �Hawaii climate� your ad will not appear when a user searches on �vacation Hawaii climate.� Negative keywords should be used with caution, as they can eliminate a large portion of a desired audience if applied incorrectly. Back to top. New Visitor definition: this is a brand-new visitor, arriving at your site for the first time. New visitors are always unique, although they are not the same as unique visitors. The number of new visitors will always be smaller than the number of unique visitors, because a unique visitor is one arriving for the first time in the selected period (so the system may identify the visitor as unique in the current period but it also knows that he has been before). A new visitor is one on his first visit. Back to top. OCR - Optical Character Recognition |
