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INTERNET MARKETING glossary 2013 SEO

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definition: a property of the relationship between words in a search engine (or directory) query. Search engines often allow users to specify that words should be next to one another or somewhere near one another in the web pages searched.


Advanced HTTP Test
definition: after opening a connection, the Web CEOMonitoringCenter sends an HTTP request. 512 bytes of a page are downloaded using a no-cache directive to ensure no caching, and the real performance of your web-server is measured. Connection time is logged separately from the page download time. This way you see the difference between a slow server (connection can be fast, but download takes longer) and a slow network (where both the connection and download time are slow).


Acquisition
definition: customer life cycle step which can be defined as how successful you are in getting your prospective visitor�s attention. This is reflected in the number of people who click on a link or type your domain in their browser and bring themselves to your site.


AdWords
definition: uses keywords to precisely target the delivery of advertisements to people seeking out information about a particular product or service. Advertisers choose which keywords they want their ads associated with, then their ads appear alongside Google search results and on web pages with information related to that keyword. AdWords appear as clean, simple text and are clearly identified as promotional, thereby respecting and enhancing web users� efforts to find useful information. Google AdWords offers cost-per-click (CPC) pricing, so advertisers only pay when an ad is clicked on. Advertisers can take advantage of an extremely broad distribution network, as ads can appear alongside Google.com search results, with search results on Google�s Links sites (AOL, Ask Jeeves, and others), and on targeted content pages on leading websites. Advertisers can choose the level of support and spending as is appropriate for their business. AdWords is available on a self-service basis, in which advertisers control the details of their campaign � creative, keyword choices, and daily budget � via online tools and with email support. Advertisers with more extensive campaigns and budgets can receive strategic services, which include an account team of experienced professionals that will help them set up, manage, and optimize their campaigns. For more information about Google search advertising opportunities, visit www.google.com/ads


Affiliate Marketing
definition: is a method of promoting Web businesses in which an affiliate is rewarded for every visitor, subscriber, customer, and/or sale provided through his/her efforts. Compensation or commission may be made based on a certain value for each Impession (CPM), click ( Pay per click), registrant or new customer (Pay per lead or Cost per Acquisition / CPA), sale (usually a percentage, Pay per sale or revenue share), or any combination of them. The advertisers/merchants are typically referred to as affiliate merchants and the publishers/salespeople are referred to as affiliates.


Affiliate Program
definition: is a relationship between an online merchant (the company) and another website (the affiliate) in which the company pays the affiliate a bounty for each action generated (click on the banner or text link, click to fill out a form on an affiliate site and others click-through that result in actual leads or sales).


Agent Name Delivery
definition: the process of sending search engine spiders to a tailored page, yet directing your visitors to what you want them to see. This is done using server side includes (or other dynamic content techniques). SSI, for example, can be used to deliver different content to the client depending on the value of HTTP_USER_AGENT. Most normal browser software packages have a user agent string which starts with "Mozilla" (coined from Mosaic and Godzilla). Most search engine spiders have specific agent names, such as "Gulliver", "Infoseek sidewinder", "Lycos spider" and "Scooter".
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AJ
definition: Ask Jeeves
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Algorithm
definition: a complex mathematical formula used by a search engine to rank the web pages that it finds by crawling the web. The algorithm of all search engines are very top secret, there are many people who work out side of the search engine industry that attempt to reverse engineer the code so they can understand how they work in an attempt to help people to rank higher in the results. Algorithm a set of rules that a search engine uses to rank the listings contained within its index, in response to a particular query. No search engine reveals exactly how its own algorithm works, to protect itself from competitors and those who wish to spam the search engine.


Alexa Traffic Rank
definition: is a trustworthy index of the page's popularity. Alexa, a Google service, has been collecting data on the traffic of various websites traffic by distributing its toolbar among Web surfers and anonymously tracking their activity. The most important thing to remember about Alexa Traffic Rank is that it is a REVERSE indication. The LOWER the number is, the MORE hits the website gets. Figures from 10,000 and lower indicate really good traffic.

Alt Attribute
definition: More commonly known as the "alt tag". The alt attribute is an HTML element specified within an image tag. The text in the alt attribute will be displayed in the place of the image while the image loads or if the user has images turned off. In most browsers the text also appears as a "tool tip" when the user hovers the mouse pointer over the image after it has loaded. Creating an alt attribute for images is not required, but recommended since the alt text is factored into the algorithms of most search engines.


ALT Attributes of Images
definition: these are attributes of the image tags. Alternative text is embedded in the HTML code for graphic files. At first, they were designed for surfers with graphics turned off in their browsers. Keyword-optimized Alt attributes are now used to improve the search engine rankings.


ALT tag
definition: is an abbreviation for �alternative�. ALT tags are instructions included in the HTML tags for describing graphics. When ALT text is included, a yellow �hint� box with a description will appear when someone hovers his or her mouse over it. Including alternative text is a very important part of making your Web site accessible to people with disabilities. In addition, ALT tags are important to search engines, as they look for the presence of your keywords in the three first ALT tags on your page. Therefore, the presence of your keywords in these tags can significantly improve your rankings.


Alt Text
definition: short form for Alternative Text, it is an <img> property that is used as a placeholder when the image is loading (and for usability purposes). In the case of image links, it seems to have weight akin to anchor text.


Altavista
definition: a popular search enginewith one of the largest database on the web. Its main URL is http://www.altavista.com/. Until 1998, this search engine provided the search facility for Yahoo. Altavista indexes all the words in a web page, and new pages are normally added to the database fairly quickly, within a couple of working days. You are asked to submit just the main page of your site. The Altavista spider will then explore your site and index a representative sample of the pages. Some problems with spamming have been noticed. The use of keyword meta tags is penalised. Altavista places various alternative options before its search results, including suggested questions (using the Ask Jeeves service), RealNames. Paid entries are beginning to appear at the start of the searchresults.
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Anchor
definition: is an HTML tag that marks a specific point in an HTML document being either the source or destination of a hypertext link. Anchors allow you to create links from one hypertext document to another. They can point to different sections within the same document making their use common on single Web pages that have a lot of text. Anchors are often used to navigate a long document consisting of many sections. The <A NAME> tag specifies a place in the document. To point at the place defined by the <A NAME> tag, <A HREF> tag is used with the anchor name after '#' symbol in the URL.


Anchor Text
definition: is the text you see when viewing a link (aka hyperlink) to a Web page. They are the words you click on when you click a link. Anchor text usually gives your visitors useful information about the content of the page you're linking to. It may or may not be related to the actual text of the URL of the link you are clicking on.


Anchored Links
definition: hyperlinks are created using anchor tags. If the anchor tag includes an anchor name with a keyword, this will strengthen the keyword in the anchor name, and the referenced page will have higher rankings in search engines for this keyword.


AOL
definition: America Online


AOL Netfind
definition: the default search engine for users of the AOL internet service provider, and hence a busy site. Its URL is http://www.netfind.com/. It is essentially the same engine as Excite.
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API
definition: Application Programming Interface
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ASCII
definition: American Standard Code for Information Interchange


ASP
definition: Microsoft Active Server Pages (file.asp)


ASPX
definition: Microsoft Active Server Page Framework


ATW
definition: AlltheWeb


AV
definition: AltaVista


Backlink
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.
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Backward Links
definition: these are links to your Web page from other pages. Google introduced the term.
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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.
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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.
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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.
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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.
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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.
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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.
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Beyond-the-Banner
definition: any advertisement that is not a banner, such as an interstitial or a pop-up ad.
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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.
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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.
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Blacklisted
definition: in SEO terms refers to being banned from submitting to a particular search engine.
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Blind Traffic
definition: low quality traffic that is usually generated by mis-leading advertising, spam, and traffic from any market segment.
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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.
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Blogosphere
definition: the current state of all information available on blogs and/or the sub-culture of those who create and use blogs.
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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.
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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.
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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.
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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).
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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.
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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.
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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.
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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.
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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.
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Browsing, Surfing
definition: the act of following hyperlinks from one website to another is referred to as "browsing" or sometimes as "surfing" the Web.
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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.
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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.�
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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Clustering
definition: in search engine search results pages, clustering is limiting each represented website to one or two listings.
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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.
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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.
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Comment Tag
definition: an HTML tag that is invisible to end-users, but can be picked up by search engines.
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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.
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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.
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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.
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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.
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�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.
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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.
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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.
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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).
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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Counter
definition: program that tracks the number of impressions to a web page.
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CPM
definition: Cost per 1,000 impressions.
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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.
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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.
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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.
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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.
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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.
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CTR
definition: Click Through Ratio.
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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.
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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.
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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'.
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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.
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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.
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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'.
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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).
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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.
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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.
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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.
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DMOZ
definition: Directory MOZilla
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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.
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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.
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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
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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.
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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.
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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
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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Electronic Mail (abbreviated "email")
definition: is a store and forward method of composing, sending, storing, and receiving messages over electronic communication systems.
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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.
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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.
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EPV
definition: Earnings Per Visitor.
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Error Log File
definition: a server log file which records errors encountered.
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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.
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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.
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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�).
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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.
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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.
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FFA
definition: Free For All (FFA Links Pages)
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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.
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Filter Word
definition: Please refer to Stop Word
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Filter Words
definition: = Stop Words. Such as �is�, �am�, �were�, �was�, �the�, �for�, �do�, that search engines deem irrelevant for indexing purposes.
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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.
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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.
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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.
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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.
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Freshbot
definition: this is the name for the Google crawlers that are known to add pages to the Google index more promptly than others.
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FTP
definition: File Transfer Protocol
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G
definition: Google.
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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.

Geo Targeting
definition: the distribution of ads to a particular geographical area. For example, you can use a place name in your keyword, such as �London museum� or �Kiev symphony orchestra� Some search engines allow you to target specific countries � and languages � without using keyword relevance.
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GG
definition: Google Guy (Google Representative at WebmasterWorld)
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Google
definition: the leading search engine on the internet today with approximately 80% of all search traffic. When people speak of search engine optimization (SEO), they're often referring specifically on ranking with Google.
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Google API
definition: service is software for searching Google. Google does not approve of people using automated software tools to request information from their index. However, Google allows their database of more than 4 billion documents to be searched using their software. You can make requests to Google's database from Web CEO through Google APIs. The number of requests via Google APIs is limited to 1000 per day.
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Google Bombing
definition: a method of getting a large number of backlinks targeting one keyword phrase in the link text so that a web page will come up for that keyword. For example: search "miserable failure" in Google.
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Google Bot
definition: this is the name given to the Google spider that crawls the web looking for webpages. It can be recognised by the user-agent string which has Goolgebot in it.
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Google Dance
definition: is the name of Google�s updates called so among the experts. At the beginning of the month, a deep crawl of the Web took place, then after a couple of weeks the Page Rank for the retrieved pages was calculated, and at the end of the month the index database was finally updated. Nowadays, Google has switched to an incremental daily update model (sometimes referred to as everflux) so the concept of Google dance is quickly becoming historical.
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Google Everflux
definition: an anomoly by which pages can quickly appear and then disappear in google page rankings. Usually occurs to newly added WebPages.
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Google Toolbar
definition: a downloadable toolbar for Internet Explorer that allows a user to do a Google search without visiting the Google website. The toolbar also displays the Google PageRank (PR) of the page currently displayed in the browser. The latest version also includes a very good popup-blocker. The Google Toolbar is a must have for every serious webmaster. The Google Toolbar can be downloaded here: http://toolbar.google.com
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Google.com
definition: the leading search engine on the internet today with approximately 80% of all search traffic. When people speak of search engine optimization (SEO), they're often referring specifically to Google.
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Googlebot
definition: the crawler that Google uses on a daily basis to find and index new web pages.
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GOOGOL
definition: 1 followed by 100 zeros
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HB
definition: HotBot
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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".
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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.
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HTM
definition: Three letter file extension for Hypertext Markup Language (file.htm)
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HTML
definition: Hypertext Markup Language (file.html)
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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.
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HTTP
definition: Hypertext Transfer Protocol
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HTTPS
definition: Hypertext Transfer Protocol Secure
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Human-Edited Directory
definition: is created and maintained by editors who add links based on the policies particular to that directory.
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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.
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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.
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IBL
definition: abbreviation for In Bound Link. Any link on another page that points to the subject page. Also called a back link.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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Information Retrieval
definition: the study of systems for indexing, searching, and recalling data, particularly text or other unstructured forms.
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INK
definition: Inktomi
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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.
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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.
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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.
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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.
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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.
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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.
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IP
definition: Internet Protocol
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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.
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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.
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JS
definition: Javascript (file.js)
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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.
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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.
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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.
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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.
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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".
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Key Phrase Search
definition: a search for documents containing an exact sentence or phrase specified by a user in a search engine text box.
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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.
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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.
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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.
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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.
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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.
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Keyword Nesting
definition: placing one keyword or keyword phrase inside a broader keyword term.
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Keyword Phrase
definition: two or more word term that defines a keyword in more detail. Used by searchers to find a product.
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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.
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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.
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Keyword Research
definition: the process in SEO of finding the keywords or keyword phrases customers use to find a product or service.
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Keyword Search
definition: A search for documents containing one or more words specified by a user in a search engine text box.
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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.
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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.
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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.
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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.
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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.
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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">
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Landing Page
definition: (sometimes called a jump page or splash page) an active Web page where Internet users will �land� when they click your online ad. Your landing page doesn�t need to be your home page. In fact, ROI usually improves if your landing page directly relates to your ad and immediately presents a conversion opportunity � whether that means signing up for a newsletter, downloading a software demo, or buying a product. Also known as a destination URL or clickthrough URL. Landing pages are pages that users would click through to from a PPC campaign or XML feed. For best results, these pages are highly targeted for the reader and specific to the PPC ad or feed description (for instance, if a PPC ad advertises a coat sale, sending prospects to the company home page would invoke frustrations and decrease conversions). Rewriting landing pages is one of the easiest ways companies can increase their conversion rates.
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Lead
definition: A typical most wanted response, mostly referring to a potential customer's contact details. Many companies don't sell online but rather use their sites to generate leads that are then followed up. Many affiliate programs also reward affiliates on a per-lead basis rather than a per-sale basis.
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Link
definition: can be text or image that connects to web pages together. There are many terms for links, inbound links, backlinks, external links, internal links.
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Link Anchor Text
definition: the "clickable" part of the link structure. Using keywords in the link anchor text of your inbound links will help your search engine rankings for those keywords. Example: <a href="http://www.mysite.com">This is the link anchor text for this link</a>
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Link Exchange
definition: internet marketing campaign is the process of exchanging hyperlinks with a quality site that is somehow related to a company's product or service. For instance, a public relations agency may link to a search engine positioning firm's article on "PR and SEO marketing." The SEO may then include a link on their site listing the public relations company. Good link exchange vendors can increase a company's PageRank and increase the number of targeted visitors. Poor link exchanges (think $99 "link farms" where a company promises to link your site to thousands of others) can actually harm site positioning.
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Link Farm
definition: a web page created for search engine ranking purposes that consists entirely of a long list of unrelated links. These types of pages are penalized by almost all search engines, including Google. Other wise known as free for all links pages (FFA).
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Link Popularity
definition: is an important factor in search engine optimization and positioning. Search engines use link popularity as a factor in deciding how important your website is. This was Google's simple but brilliant contribution to web search - popular or relevant pages will tend have more links and should therefore be ranked higher. In addition, link popularity is much more difficult to manipulate artificially than on-page factors, and is thus less open to abuse. Link popularity is calculated firstly by counting the amount of websites that link to yours. However, more links do not necessarily mean better positioning as search engines also measure the quality of these incoming links. If your site enjoys links from other well-linked sites then your link popularity is further boosted. Additionally, some search engines, for example Google, are increasingly attempting to refine their link popularity calculations by paying attention to the theme of a link. Some new search engines, like Teoma, are taking this a step further and only counting links within certain web 'communities' of similar themed websites.
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Link Quality
definition: may be defined as the quality of content in the sites that are linked to yours, as well as the industry relevance to your site.
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Link Reputation
definition: how the search engine refers to the link by evaluating the link text.
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Link Strategy
definition: the method used by a particular site owner to increase the number of inbound links to their pages and boost their site's link popularity.
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Link Text
definition: the visible text contained within an <A></A> or anchor tag that provides instructions or information to the viewer.
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Linking
definition: placing a link to another web page (usually on another web site) on one of your own web pages.
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Links
definition: is a short form of the term �hypertext link�. A link can point from one document to another or to any resource in fact. It might be inside or outside the current document. Hyperlinked text is usually highlighted in some way. The default is blue underlined text, but it may vary. If there were no links, you would not be able to get from one Web page to another. Typically, you click on the hyperlink to follow it. Sometimes they are a picture or sometimes an icon. They can also appear as a word, image, icon, or another graphic element which can be activated by the click of a mouse. In the source code of a document, a link is a special set of characters that includes a destination URL.
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"Live searches"
definition: "Live searches" is the information on how often people search a given keyword on the Internet.
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Log File
definition: a file maintained on a server in which details of all file accesses are stored. Analyzing log files can be a powerful way to find out about a web site's visitors, where they come from and which queries are used to access a site. Log Files log files are generated and maintained by the server and contain all details of any file accesses. This includes data such as file accessed, date and time accessed, referring page, user agent, and more. Analyzing log files can be a powerful way to obtain information about visitors and their behavior on your website. Log files are also used to track search engine referrals, and are a good way to find keywords to target for search engine optimization.
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Log File Analyzer
definition: the primary purpose of server logs is to provide information on server performance and register errors. However, they turned out to be helpful as sources of visitor information. This info is extracted from the logs and given in a legible format to end-users. The software programs that process log files and interpret server events are called log analyzers. They are installed either on the server side or on a user's PC. In the first case, the end users need to access their site reports through a Web interface, while in the second case they should download server logs to their PCs. In both cases, there will be a lag between the time the log was created and when Web site statistics are reported and viewed.
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Looksmart
definition: Directory/PPC Engine hybrid.
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LS
definition: LookSmart
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Manual Submission
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.
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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.
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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.
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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.
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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.
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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.
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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/
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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.
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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).
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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.
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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.
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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.
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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.
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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.
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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).
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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.
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Monitoring Center
definition: a station that sends different types of queries to your Web server to check its availability and proper functioning.
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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.
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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.
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MSN
definition: Microsoft Network
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MSN Search
definition: Microsoft's search engine athttp://www.msn.com
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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.
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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.
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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.
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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.
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OCR - Optical Character Recognition
definition: usually abbreviated to OCR, is a type of computer software designed to translate images of handwritten or typewritten text (usually captured by a scanner) into machine-editable text, or to translate pictures of characters into a standard encoding scheme representing them (e.g. ASCII or Unicode).
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ODP
definition: The Open Directory Project (http://dmoz.org/)
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"Off-The-Page Factors"
definition: "Off-the-page factors" are: the number of pages linking to you, the text used in links that point to you, the Page Rank of linking pages, the page presence in directories under related categories and link popularity score, etc.
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Off-The-Page Optimization
definition: in addition to on-page factors, search engines are increasingly using off-page factors to calculate relevance. This is because off-page factors are more difficult to manipulate artificially. The most important off-page factor is link popularity. Others include link text, link community and click popularity. Off-page optimization involves ensuring that these elements are in place to boost relevance for the targeted terms.
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Old Pages
definition: if the file modification date is earlier than specified in Web CEO Auditor's 'Page evaluation' settings (File> Settings> Auditor> Scan Rules> Page evaluation), this page is considered old. If you regularly update the content of your site and some pages remain unchanged, they are reported.
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Online Advertising
definition: Online advertising is advertising on the Internet.
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�On-the-Page Factors�
definition: are elements which actually appear on the page (such as page title, headings and body text) and contribute to the engine�s assessment of the subject matter and relevance of the page. The search engines� programs will analyze the HTML code of the page to compute such essential scores as keyword frequency, prominence, weight, and others.
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On-the-Page and off-the-Page Factors
definition: influencing your ranking. When search engines rank pages, they evaluate many different parameters and stick to certain rules. These rules are also known as ranking algorithms. There are two main questions search engines ask when they decide if the page should be included in their results: Is the content of the page relevant to the query? Is this particular page important to the query because other linked pages corroborate it. This makes search engines check for keywords on the cached page (on-the-page parameters relating to keywords). Next, they find other pages linked to the analyzed page, count them, and check how they link. Off-the-page parameters indicate your page 'weight' compared to other Web resources. This makes search engines check for keywords on the cached page (on-the-page parameters that relate to keywords). Then find other Web pages linking to this analyzed page to see how many, and in what way they link to that page. Off-the-page parameters that show your Web page 'weight' among other Web resources. The program will analyze the HTML code of the page to compute such essential scores as keyword frequency, prominence, weight, and others - Analyzing off-the-page factors will include link popularity score, theme, and presence/absence of ODP and Yahoo! listings.
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On-the-Page Optimization
definition: search engines use several factors in their ranking algorithms, one of which is on-page factors. These are elements which actually appear on the page (such as page title, headings and body text) and contribute to the engine�s assessment of the subject matter and relevance of the page. On-page optimization involves ensuring that these factors are optimally included for the targeted search terms.
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OOP
definition: Over Optimization Penalty
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Open Directory Project
definition: a directory project run by thousands of volunteer editors. In principal, this is a very exciting and powerful way to organize the web. In practice, there have been some problems with the behaviour of some of the editors, which has caused some initial difficulty for the organizers. Initially known as NewHoo, the project is now part of Netscape (and therefore of AOL). See http://directory.mozilla.org
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Open Rate
definition: is a measure primarily used by marketers as an indication of how many people "view" or "open" the commercial mail they send out.
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Optimization
definition: changes made to a web page to improve the positioning of that page with one or more search engines. A means of helping potential customers or visitors to find a web site. Optimization may involve design/layout changes, new text for the title-tags, meta-tags, alt- attributes, headings, and changes to the first 200-250 words of the main text. A large image map at the top of a page should be moved further down the page. Frames should be avoided (unless navigational links are also provided within the frames).
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Optimized Pages
definition: unlike Gateway pages, are pages optimized for targeted key phrases, but integrated with the main website. They contain content relevant to the user and maintain brand consistency with the rest of the site. Optimized pages can be viewed as pages of the web site which serve as landing points for users coming in from search engines.
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Opt in Email
definition: is a term used when someone is given the option to receive "bulk" e-mail, that is, e-mail that is sent to many people at the same time. Typically, this is some sort of mailing list, newsletter, or advertising. Obtaining permission before sending e-mail is critical because without it, the email is Unsolicited Bulk Email, better known as spam.
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Organic Listings
definition: on many search engines with in the results pages there will be sites that have paid to be there as well as the one that have got their by their own merits, the free listings are also known as the organic listings.
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Organic Search Listing
definition: listings in search engines, which are delivered from the search engine's main database and are not affected in any way by 'paid' for or 'sponsored' advertising activity. Also know as 'natural' or 'algorithmic' results. Organic search results should form the core of a search marketing strategy, complemented by paid search campaigns.
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Orphaned Files
definition: these are files that have been found on the servers but have no links pointing to them. This makes orphaned files useless. Orphaned files can be searched for either directly on your Web server by FTP or in the local copy. Typically, you may want to either remove them or restore some navigational links.
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OSEO
definition: Organic Search Engine Optimization. To Build a site that ranks high in search engines without spending large amounts of cash.
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Outbound Link
definition: a link from a page of your site to another site.
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Page Popularity
definition: a measure of the number and quality of links to a particular page (inbound links). Many search engines (and most noticeably Infoseek) are increasingly using this number as part of the positioning process. The number and quality of inbound links is becoming as important as the optimisation of page content.
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Page Rank
definition: a proprietary numerical score that is assigned by Google to every web page in their index. PR for each page is calculated by Google using a special mathematical algorithm, based on the number and quality (as determined by Google) of the inbound links to the page. PageRank a technical asset of Google, it is an exponential-based value that signifies importance of a webpage. The PR will display as a number out of 10 in a green bar of the Google Toolbar whenever you visit a website.
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Page View
definition: used in site statistics as a measure of pages viewed rather than server hits. Many server hits may be made to access a single page, causing many separate log file entries. Analysis software can determine that these server hits were generated when a visitor viewed a single page, and group them together to provide this more useful method of counting visitors. Every time a complete page displays, it counts as one page view, even when the visitor just refreshes the page, or leaves it for a second and then comes back. This is a much more accurate metric than a hit for analyzing user experience.
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PageRank for Money
definition: selling or buying a link from a web page with a high Google PageRank for the stated purpose of increasing the other page's PR. This is highly frowned upon by Google and will result in a penalty for both pages if Google finds out about it.
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Paid Inclusion
definition: guaranteed inclusion on a search engine�s results in exchange for payment, without any guarantee of how high the listing will appear. A paid inclusion appears to the user as an editorial listing rather than as a sponsored link. Pricing is typically based on a flat fee or index fee.
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Paid Placement
definition: a guaranteed listing that appears next to search results, usually in relation to specified keywords. In response to recent Federal Trade Commission guidelines, many search engines clearly identify paid placements as �sponsored links� and run them separately from the editorial portion of the page. Paid placement programs are typically based on cost-per-click (CPC) or cost-per-thousand (CPM) pricing, and the cost is higher than paid inclusion ads. Also known as pay-for-placement.
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Paid Sponsorship
definition: with this model, an advertiser pays a flat fee to a search engine. In return, the search engine shows the advertiser's ads together with search results for pre-selected keywords. ExactSeek, for example, features this pay-for-performance model.
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Parents
definition: if a page has links to other files, it is known as a parent page to these files. By selecting a link in the left pane and turning Web CEO Auditor's 'Parents' filter on, you can view all pages that reference the selected file, that is the 'Parents' of that link.
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Pay-for-Inclusion
definition: services are designed for Webmasters that are having trouble getting pages listed in spider-based search engines. A main benefit of PFI is fast respidering (every 48 hours or so), giving site owners and Webmasters instant positioning feedback and the ability to change content frequently. Also, site owners can submit deep-linked pages and be guaranteed that the URL will be included. The typical PFI program is an annual URL-based subscription with regular refresh cycles and click-based reporting. These programs are highly effective and potent for use in conjunction with seasonal campaign pages.
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Pay for Performance (PFP)
definition: Pay for Performance options are the next: pay per click, pay for inclusion and paid sponsorship. As opposed to organic search results (free by nature), the majority of search engines now offer pay for performance options. Pay for performance lets you promote your site by paying for search engine exposure, rather than by relying on solely organic listings determined by your SEO efforts.
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Pay-for-Performance Search Engines
definition: offer paid (guaranteed) inclusion on a search engine�s results in exchange for payment, without any guarantee of how high the listing will appear. A paid inclusion appears to the user as an editorial listing rather than as a sponsored link. Pricing is typically based on a flat fee or index fee.
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Pay per Click
definition: is a type of search marketing where advertisers pay a set amount every time their ad is clicked by a prospect (otherwise known as a click thru). Some search engines, such as Overture, specialize in this type of advertising medium, although pay per click is not limited solely to pay-per-click engines. For instance, Looksmart, a directory, recently changed its business model to pay per click. Also, XML trusted feeds through Inktomi and Fast are sold at a per-click basis.
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Pay-per-Click Advertising
definition: uses sponsored search engine listings to drive traffic to a website. The advertiser bids for search terms, and the search engine ranks ads based on a competitive auction as well as other factors. PPC advertisement is a short advertisement that typically appears alongside the search engine results pages and leads visitors to your site. When running a PPC campaign, you pay whenever someone clicks on your ad.
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Penalty
definition: a punishment levied against a web page by a search engine as a result of using an SEO tactic that it doesn't approve of. Tactics that most often result in penalties include using hidden text, sneaky redirects, and linking to a bad neighborhood. A penalty usually results in a web page being credited for a lower Google PageRank (PR) than it has actually "earned". Penalties also result in a page being "buried" deep within the SERPS where it will almost never be found again by searchers.
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PFI
definition: short of Pay for Inclusion. Used by various search engines that guarantees that your site will be listed in a search engine database. Google is a noteable exception that does not 'offer' such a service.
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Phrase Match
definition: your ad appears when users search on the exact phrase and also when their search contains additional terms � as long the keyword phrase is in exactly the same order. A phrase match for �web promotion� would include �web promotion software�. In the case of one-word keywords, there�s no difference between a broad match and a phrase match.
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Pop-up Ad
definition: an ad that appears in a separate window above or beneath the user�s current page. A pop-under ad is concealed until the top window is closed, moved, resized, or minimized. A pop-up ad is similar to a daughter window, but without an associated banner.
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Portal
definition: Designation for websites that are either authoritative hubs for a given subject or popular content driven sites (like Yahoo) that people use as their homepage. Most portals offer significant content and offer advertising opportunities for relevant sites.
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Portal Site
definition: a generic term for any site which provides an entry point to the internet for a significant number of users. Examples are search engines, directories, built-in default browser or service provider homepages, sites hardwired to browser buttons, sites offering free homepages, e-mail or personalised news and any popular (or heavily advertised) sites that significant numbers of people may bookmark or set as default pages.
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Position
definition: the ranking assigned by a search engine to a page. The position denotes where that page is displayed in the search results for a given keyword or phrase.
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Positioning
definition: the process of ordering web sites or web pages by a search engine or a directory so that the most relevant sites appear first in the search results for a particular query. Software such as Web CEO can be used to determine how a URL is positioned for a particular search engine when using a particular search phrase. The GoHip Search site allows you to see positioning information from many of the big search engines, displayed all on one page.
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Positioning Technique
definition: a method of modifying a web page so that search engines (or a particular search engine) treat the page as more relevant to a particular query (or a set of queries).
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PPC
definition: Pay Per Click.
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PR
definition: abbreviation for PageRank - Google's proprietary measure of link popularity for web pages. Google offers a PR viewer on their Toolbar.
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Promotion
definition: is the fourth element of the ubiquitous 4P marketing mix (Product-Price-Place-Promotion). It is disseminating information about a product, product line, brand, or company. It is comprised of four subcategories: advertising, personal selling, sales promotion and publicity and public relations.
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Proximity
definition: refers to how close keywords that make up your key phrase are to each other. You should try to use your keyword combination as a unit, keeping your keywords together. In other cases try to put your keywords as close together as possible and make sure your sentences are clear. Keyword proximity is used by some engines, such as Google, as a part of their ranking formulas.
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Query
definition: a request for information, usually to a search engine or a database. The user types in words or topics, and the search engine returns matching results from its database. A query is at the center of every search engine interaction.
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Ranking
definition: the order a search engine shows results extracted from its database, relevant to the searcher's query. Each search engine uses its own unique algorithm to rank pages. Most major search engines use the ranking algorithms that combine both keyword relevance and page popularity.
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Ranking Algorithm
definition: the methodology by which search engines calculate positioning results. Ranking algorithms can be influenced by a wide variety of factors including domain name, spiderable content, submission practices, HTML code and link popularity. Search engine ranking algorithms are closely guarded and constantly updated to attempt to filter out those sites which attempt to manipulate the results.
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Re-Submission
definition: repeating the search engine registration process one or more times for the same page or Website. This is regarded with suspicion by search engines because it can be indicative of spamming techniques. Some search engines will de-list sites for repeated re-submission. Others limit the number of submissions of the same page in a 24 hour period. Occasional re-submission of changed pages is usually not a problem.
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Reach
definition: the total number of unique users who will be served your ad over a specific period of time. Reach is often expressed as a percent of the universe for the demographic category. Also known as an unduplicated audience.
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Reach
definition: Customer life cycle step which is defined as the likelihood of gaining your prospective visitor's attention. This is the number of people you succeed to broadcast your message to. Reach is defined by the audience of the website you advertise on, or by the size of your mailing list.
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Reciprocal Links
definition: to another website placed on your site in exchange for links back to your site from theirs. This is a proven way to build link popularity which is instrumental in getting high search engine rankings. Reciprocal links to improve the link popularity of sites, webmasters exchange links, so when one site places a link to another site in exchange for the other site doing the same in return, this is reciprocal linking. Links exchange is a good strategy for low-budget sites, however you should take a close look at the site you are going to link to, because a search engine can penalize your site for reciprocal linking if the site has been blacklisted by the search engine.
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Redirects
definition: when a server tells a browser to load another page instead of that requested, such a substitution is called a redirect. Redirects are started in different ways. Auditor analyzes redirect URLs if they result from server responses 3xx, and meta refresh. To turn the check on or off, you should open 'Check Rules' in 'Options' on the 'Scan' button menu.
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Referral Fees
definition: paid in exchange for delivering a qualified sales lead or purchase inquiry. For example, an affiliate drives traffic to other companies� sites, typically in exchange for a percentage of sales or a fl at referral fee.
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Referrer
definition: This is the URL of the page a visitor viewed before proceeding to your Web page. Web browsers normally provide the most recent previous URL when making a request for your site's page. To get the referrer information, visitor tracking systems look for 'document.referrer' property in the tracking JavaScript. When a visitor uses a firewall with referrer blocking enabled or another program for the same purpose, the program won't find the external referrer, and in this case the referrer will be reported under 'Undefined'.
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Referring Sites
definition: are those websites that link directly to your website and thereby drive traffic to you.
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Registration
definition: the process of informing a search engine or directory that a new web page or web site should be indexed.
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Relevance
definition: a measure of how closely a search result, or a keyword-based ad, matches the user�s keyword. Relevance is key to harnessing the power of search advertising, regardless of whether the keyword-based ad appears on a results page or on a related content page. The more relevant your ad, the more likely the audience will be motivated to respond to your call to action. At the same time, the relevance of your ad and your ad�s landing page can enhance the user�s search and browsing experience, where irrelevant ads can cause users to ignore advertising altogether.
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Relevancy
definition: the degree to which the content on a web page that is returned in a list of search results (SERPS) "matches" the topic of the information that the user was searching for. In other words, if you use the search phrase "small green widgets" and a page is returned that deals with "large red thingamajigs", the relevancy of that page is very poor.
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Relevancy Algorithm
definition: the method used by search engines and directories to match the keywords in a query with the content of all the Web pages in their database so the Web pages found can be suitably ranked in the query results. Each search engine and directory uses a different algorithm and frequently changes this formula to improve relevancy.
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Remnant Inventory
definition: low-cost advertising space that is relatively undesirable or otherwise unsold.
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Repeat Visitor
definition: a unique visitor who has accessed a website more than once over a specific time period.
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Repeat Visits
definition: users who browsed your site more than once during the selected time period. In other words, these are all visits minus the first visits (or unique visitors) in the selected period. The percentage of repeat visits to all visits will give you a good picture of how appealing the content of your Web site is.
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Resource Box or Bio
definition: is a special part of an article where information about the author, author's websites, services and links to the sites are presented. It is a powerful marketing tool which should give the readers valuable information and include no more than 1-2 URLs to attract visitors to the sites.
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Retention
definition: Customer life cycle step which measures the activities of your repeat customers, tracking whether they are back to get support information, to make another purchase or just to do additional research.
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Return on Investment
definition: ROI the benefit gained in return for the cost of your ad campaign. Although exact measurement is nearly impossible, your clickthrough rate and your conversion rate combined with your advertising costs, can help you assess the ROI of your campaign.
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RFP
definition: Request for Proposal.
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Robot
definition: a program that runs automatically without human intervention. A robot is typically endowed with some artificial intelligence, so it can adjust to the various situations it may encounter. Two common types of robots are agents and spiders. Also known as a bot.
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ROBOTS Tag
definition: Meta information tag used to tell visiting search engine robots how to behave (e.g. not to index a certain page, or not to archive a certain page).
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Robots.txt
definition: this is a text file that is used to control spiders that visit your website. Only spiders that conform to the Robots exclusion standard will obey the contents of the robots.txt file. This file allows you to grant and exclusive access to certain folders, file types, and specific files depending on the robot accessing the site. This file is not necessary for your site. For more information, visit - http://www.robotstxt.org/wc/robots.html
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RSS
definition: Rich Site Summary or RDF Site Summary or Real Simple Syndication A commonly used protocol for syndication and sharing of content, originally developed to facilitate the syndication of news articles, now widely used to share the contents of blogs. RSS is an XML-based summary of a web site, usually used for syndication and other kinds of content-sharing. There are RSS "feeds" which are sources of RSS information about web sites, and RSS "readers" which read RSS feeds and display their content to users.
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RSS Feeds
definition: an acronym for Rich Site Summary or Rich Site Syndication. RSS feeds uses an XML document to publish news headlines. This document is submitted to sites which may choose to display the information in their site or program which uses an aggregator to parse the information.
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Run-of-Site
definition: ROS the scheduling of ads across an entire site, often at a lower cost than the purchase of specific pages or sub-sections of the site. A run-of-site ad campaign is rotated on all general, non-featured ad spaces on a site.
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Sales Funnel
definition: is a metric that measures visitor actions on your site, their path from the beginning till the sale. Suspect, Prospect, Lead, Opportunity and Sale are steps of this path according to Sales funnel.
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Sandbox
definition: refers to Google's algorithm which detects how old your page is and how long ago it has been updated. Usually pages with stale content tend to gradually slip down the result list, while new pages just crawled initially have higher positions than they would if based on Page Rank only. However, some time after gaining boosted positions, new website disappear from the top places in search results, since Google wants to verify whether your website is really continued and was not created with the sole purpose to benefit from artificially high rankings over the short term. The period when a website is unable to make it to the top of search results is referred to as "being in the sandbox". This can last from 6 months to one year, then the positions usually restore gradually. However, not all brand new site owners observe the sandbox effect on their own sites, which has led to discussions on whether the sandbox filter really exists.
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SE
definition: Search Engine
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Search Engine
definition: a search engine is a searchable online database of internet resources. It has several components: search engine software, spider software, an index (database), and a relevancy algorithm (rules for ranking). The search engine software consists of a server or a collection of servers dedicated to indexing Internet Web pages, storing the results and returning lists of pages to match user queries. The spidering software constantly crawls the Web collecting Web page data for the index. The index is a database for storing the data. The relevancy algorithm determines how to rank queries. Examples of major search engines are Google, AOL, MSN and Lycos, etc.. Examples of major directories are Yahoo!, LookSmart and ODP
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Search Engine Friendly
definition: a web page that has been designed and optimized for high search engine rankings. A search engine friendly page also makes it easy for search engines to follow the links on the page.
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Search Engine Index
definition: is a giant repository (database) of Web pages. Web crawlers collect web documents to generate and maintain index for the search engines.
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Search Engine Optimisation
definition: SEO Search engine optimisation is the process of optimising a website or web page to increase its visibility within the search engine results. Search engine optimisation entails making sure that there is content relevant to the targeted key phrases on the web site, and that search engine spiders can find this content easily. Good search engine optimisation will ensure that this content is also useful to the user. Without relevant content, SEO techniques can only be partially successful, and will probably stray into the wrong side of search engine Acceptable Use Policies. See also 'ranking algorithms'
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Search Engine Optimization
definition: SEO is the process of optimizing a website or web page to increase its visibility within the search engine results. Search engine optimization entails making sure that there is content relevant to the targeted key phrases on the web site, and that search engine spiders can find this content easily. Good search engine optimization will ensure that this content is also useful to the user. Without relevant content, SEO techniques can only be partially successful, and will probably stray into the wrong side of search engine Acceptable Use Policies.
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Search Engine Optimization Writing
definition: is specialized copywriting that entails weaving keywords and keyphrases into marketing or informational copy. The purpose of search engine optimization copywriting is to gain prime positioning for the desired keyphrases, as well as increase page conversion rates.
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Search Engine Partner Network
definition: is the unity of search engines showing the search results, ads or PPC listings throughout the whole network. Google's search partners' network for example receives PPC listings and ads from Google AdWords program. Google's network includes such search engines as AOL, AT&T Worldnet, AskJeeves, CompuServe, Earthlink, Netscape Netcenter, Shopping.com and others.
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Search Engine Positioning
definition: also known as Search Engine Optimisation (SEO), is a phrase to describe the practice of positioning a web site within the search engine results. A multitude of techniques are involved in successful search engine positioning. Not only must a web site be optimised, but it's link popularity must also be built. Good visibility in directories must be gained and other search engine marketing techniques pursued, such as Pay Per Click campaigns. Search engine positioning has evolved over the last few years. While initially involving only search engine optimisation, the industry has grown to include a whole array of additional techniques.
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Search Engine Results Pages
definition: (SERPS) the ranked listing of web pages that are returned for a specific search query
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Search Engine Spammers
definition: are optimizers which consciously take excessive and other measures a search engine deem to be unethical to rank high on search engines.
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Search Engine Spider
definition: search engines and other sites send robots (also known as spiders, bots, and crawlers) to read and index your site's pages. A search engine spider is an automated software program designed to find and collect data from Web pages. This is included in a search engine's index. It follows links to find new pages on the Web. Traces of a spider's activity can be found in 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 Googlebot, Yahoo!'s spider name is Yahoo! Slurp.
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Search Engine Submission
definition: is the process by which one makes search engines aware that ones website is ready to be indexed by the search engine spiders. In general search engines spider the web on a regular basis, and will eventually find your web site by following a link from a site already within its index. It is sometimes necessary however to manually submit a new site which has not been linked, or to use a paid for inclusion process to ensure quick inclusion into the database. The search engine submission process involves going to a specified section of the search engine web site (the "Add URL" page) and inputting details which can include those web pages that one requires to be spidered. The term 'submission' also covers the process of requesting a listing in the directories.
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Search Engine Visibility
definition: means the summary of all positions of your site in search results for certain keywords that people type in the search box to obtain these results. Mainly, you are interested not in all search engines on the Web, but only in those that actually bring you visitors (or have the potential to do so). Summarized search engine visibility score (like the one calculated by Web CEO) is useful in two cases: when you need to know how your Web visibility changes over time, and when you need to compare your overall visibility to your competitors'.
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Search Marketing (is also known as Search Engine Marketing)
definition: is a part of a business's marketing efforts that is aimed at increasing the traffic (number of visitors) to your website from the search engines, as well as their conversion (the percent of visitors who become buyers). SEM strategies include: search engine optimization, pay per click advertising and paid inclusion.
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Search Optimization
definition: tactics and techniques that make it easier for spiders to find your page, contributing to higher ranking on a list of search engine results. Basic optimization starts with listing relevant keywords in your metatags and building clear and descriptive words into page copy, title, text hyperlinks, and image file names. It�s also important to design your site in a logical link structure and follow standard HTML conventions, avoiding the use of frames, dynamic URLs, Image Maps, and JavaScript for navigation.
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Search Query
definition: the keyword, keyphrase, or list of words that you type into a search engine to find web pages on a topic that you're interested in.
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Search Term
definition: is the word or phrase entered by a user into a search engine in order to perform a search. The search engine or directory then uses its algorithm to search its database of pages or sites to find a matching key phrase and return a list of results. Users may enter general search terms, such as "software", or they may enter more focused terms, such as "web promotion software". A properly focused search term set forms the core of a good search engine positioning strategy and it is important to ensure that these are reflected in the actual content on the website. A search engine promotion that targets popular but relevant search terms has the advantage of driving targeted traffic, which can result in high conversion rates. Gaining knowledge of the general trends and habits of searchers, and having experience of the complexities of search term selection, can make the difference between search engine promotion failure or success.
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SEM
definition: Search Engine Marketing.
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SEMPO
definition: Search Engine Marketing Professional Organization.
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SEO
definition: is the abbreviation for 'Search Engine Optimization'. SEO is normally used to describe the process of manipulating a website's pages in order for them to rank higher in search engine indices. Successful SEO can result in a site, which features prominently in a major search engine such as Google or MSN, delivering a significant amount of new visitors. SEO can contribute to the overall success of your website marketing. The process of SEO can involve changing a web page's content and html code so that a search engine 'spider' can find specific information more easily. Additionally, SEO occasionally involves the re-coding of a websites linking architecture. SEO combined with a set of targeted 'Key Phrases' (search terms people are using in search engines) can result in your website gaining high positioning for your most popular products or services. Furthermore, SEO can help target users focused to your area of expertise, enhancing user experience and eliminating excess unwanted click-throughs. SEO is a key element in the online marketing of a website as it can help potential visitors find the information they are searching for before discovering a competitor's site. SEO can also be known as 'Search Engine Positioning' or SEOR 'Search Engine Optimization & Registration'.
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SEO Writing
definition: is specialized copywriting that entails weaving keywords and keyphrases into marketing or informational copy. The purpose of search engine optimization copywriting is to gain prime positioning for the desired keyphrases, as well as increase page conversion rates.
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SEP
definition: Search Engine Placement is the art of increasing a site's visibility within the search engine results. Search engine placement is achieved by a combination of 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 strategies such as Pay Per Click campaigns or Trusted Feeds. Simply increasing occurrences of key phrases will not, in itself, lead to higher rankings. Search engine placement techniques are constantly evolving as new search engines emerge to target different markets and new inclusion methods are introduced.
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SERP
definition: is otherwise known as the Search Engines Results Page. This is the page that users see after typing their search query into an engine. Since conversion starts at the SERP, it is an important job of the search marketer to obtain strong call-to-action listings that entice the click.
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SERPs
definition: Search Engine Results Pages
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Server Side Includes or SSI
definition: is an easy server-side scripting language used almost exclusively for the Web. As its name implies, its primary use is including the contents of a file into another, via a Web Server. If you need to find out whether you're using them, search for the files with .shtml or .shtm extension.
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SEU
definition: Search Engine Usability.
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Share of Voice
definition: a relative portion of inventory available to a single advertiser within a defined market sector over a specified time period.
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Site Depth
definition: the number of pages contained within a web site. Sites with more depth have a higher number of pages.
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Site Architecture
definition: In terms of SEO / SEM, it refers to the entire framework that supports your website content and thus defines the way search engine spiders index it. Site architecture consists of the navigation structure of your website, the page layout and the structure of various elements on your page, your file and directory system and the types of files you use.
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Site Map
definition: this is a web page that links to all pages found on your website in an intelligent and coherent manner. Such a page is excellent resource in getting a search engine to spider all pages found within a website.
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Site Stickiness
definition: these are visits grouped by the time that visitors stay. It is a sign of how well a site's content captures the visitor's attention.
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Site Submission
definition: this is the actual process by which a site is directly submitted to a search engine for inclusion into their database. Some search engines charge a certain amount for 'guaranteed inclusion' into their search index.
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Skyscraper
definition: a tall, thin ad unit that runs down the side of a web page. A skyscraper can be 120 x 600 pixels or160 x 600 pixels.
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Slow Pages
definition: these are pages with a prolonged download time. Pages are slow when they have large files. Web CEO Auditor will give you the list of files with their respective sizes so you can see which files are too large.
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Slurp
definition: search engine spider used by Inktomi.
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Spam
definition: any search engine optimisation method a search engine deems to be unethical. Some people say that Spam is word made up by the search engines to cover up their inability to detect sites using tactics they are un happy with.
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Spamdexing
definition: the alteration or creation of a document with intent to deceive an electronic catalog or filing system. Any technique that increases the potential position of a site at the expense of the quality of the search engine's database can also be regarded as spamdexing - also known as spamming or spoofing.
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Spider
definition: a program that automatically fetches web pages and feeds them to search engines. (It�s called a �spider� because it crawls around the web.) Because most web pages contain links to and from other pages, a spider can start almost anywhere. As soon as it recognizes a link to another page, it goes off and fetches it. Large search engines have many spiders working simultaneously. Also known as a crawler. Spider that part of a search engine which surfs the web, storing the URLs and indexing the keywords and text of each page it finds. Please refer to the Search Engine Watch SpiderSpotting Chart for details of individual spiders.
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Spidering Search Engine
definition: is one that uses machines to fetch Websites and record its pages. The database of over 2 billion Web pages in Google's search index was gathered together using Google machines and GoogleBot (Google's so-called "spider" or Web crawler technology).
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Splash Page
definition: while being similar to a doorway page, the purpose of a splash page is more artistic - a grand entry way to a website. The use of a splash page is poor design and not good for proper search engine optimization.
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Sponsorship
definition: Sponsorship is typically a customized payment model where an advertiser agrees to pay a website a fixed amount for preferred placement throughout the site.
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SQL
definition: Structured Query Language.
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Stemming
definition: a function of some search engines and directories 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".
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Stop Word
definition: a word which 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.
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STYLE
definition: HTML tag contained in the <HEAD> area that defines a particular set of parameters to be applied to a web page's contents.
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Sub-Category
definition: Directories are typically divided into top-level categories that contain sub-categories or lower level categories. Directories often run several category levels deep.
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Subheadline
definition: like headlines, subheadlines provide quick-scan benefits and instant information. Subheadlines typically begin inner paragraphs, highlighting the following paragraph's main points and benefits. Subheadlines, like headlines, can also be inscribed using HTML Heading tags. When keyphrases appear in the subheadline, positioning for those keyphrases may be improved.
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Submission
definition: is a process of entering a URL and other information about a site in a special form and submitting this form to a search engine so it includes your site in its index. In the early stages of Web building, submission to a search engine was the only way of telling them about a site's existence, and getting them to visit and register it. New technologies made it possible for the search engines to crawl the Web regularly, and, as a result, cross-linking of the Web sites became a more important factor for a site's inclusion. There are several small search engines having crawlers with limited functionality. These search engines do not regularly spider the Web. They accept submissions as their primary method of inclusion of new sites. These are the majority of search engines in our auto-submission section. If you want traffic from these search engines, you should submit to them. There are two main questions that need answering when talking about submissions: 1) how many pages you need to submit and 2) how often you will need to resubmit. We recommend that you submit only the main page to a directory and a few most important and keyword-optimized pages to a search engine. You do not need to resubmit pages unless you are sure they were not indexed after the first submission. If you have made important changes to the some of the pages' content, you can resubmit these pages.


Submission Service
definition: any agent which submits your site to many search engines and directories. Useful to get listed with many of the minor search engines, but don't rely on such services to get listed with the major search engines. Many of these services are automatic and run from web sites. Others run off line. Some are free. Beware of supplying your email address to the so called FFA (free for all) services - you may receive lots of spam.


Submissions
definition: the act of submitting your site to the add URL page on a search engine. Also the act of submitting your site to a directory.


Submitting Your URLs
definition: this is the process of telling a search engine or directory about your web pages. The URLs that you submit are placed into a queue for later crawling or human review. 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. You do need to submit your URLs to directories however because they use humans instead of robots to visit the sites that you submit and evaluate them.


Syndication
definition: an option that allows you to extend your reach by distributing ads to additional partner sites.


Target Audience
definition: the intended audience for an ad, usually defined in terms of specific demographics (age, income, etc.), product purchase behavior, product usage, or media usage.


Targeted Traffic
definition: visitors to your web site that are interested in your particular product or service.


Text Ad
definition: an ad designed for text delivery, with concise, action-oriented copy and a link to your website. Because they are not accompanied by graphics, text links are easy to create and improve page download time. Also known as a sponsored link.


Text Optimisation
definition: is the process of constructing a website page that will be seen by search engines specifically to promote the relevancy of a certain key phrase. Good text optimisation should not utilise random key phrases, but should maximise the value of existing content, such as specific informational topics or product information.


Time on Error
definition: this is the total time that your server had the Alert status (in minutes). This number is a grand total of all the intervals your server was not reachable by all the tests conducted. If several tests failed round about the same time, the interval includes the earliest and the latest time your server was not working. For example, if the ping test failed at 11.25 a.m. then was successful again at 12.20 a.m. , and the test connection over HTTP also failed at 11.30 a.m. and then was back at 12.21 a.m. , the 'Time on Error' report would reflect the interval between 11.25 a.m. and 12.21 a.m.


Timeouts
definition: this parameter indicates the number of time-outs. The number of times your server failed to respond. This includes all the time-outs recorded by all the Site Monitoring tests within the selected period.


Title
definition: the text contained between the start and end HTML tags of the same name. This text is associated with (but not displayed in) the web page containing these tags, and is displayed in a special position (usually at the top of the window) by the web browser. Title text is important because it normally forms the link to the page from the search engine listings, and because the search engines pay special attention to the title text when indexing the page. Don't confuse this text with heading text within the web page which often looks like the title. Usually this will be rendered either using the HTML heading tags or just rendered with a large font size.


TITLE Tag
definition: Syntax: <title>Web Page Title</title> An HTML tag in the Head tag defines the title of a particular Web page. The content of the Title tag displays in the browser's title bar found at the top of the browser's window. Search engines use the Title tag to provide a link to the site. The text in the Title tag is one of the most important elements for the search engines' algorithms. Do not use more than one Title tag, because some search engines strongly disapprove of this and may penalize you for that.


Titles with Keyword
definition: this number tells you how many web pages have your keyword in their titles. It helps you estimate how many web pages have been optimized for your target keyword because Titles are very important for SEO. If the number of optimized Titles is low compared with the competition, this is a great advantage.

TLD
definition: Top Level Domain

Token
definition: a tracer or tag attached by the receiving server to the address (URL) of a page requested by a user. A token lasts only through a continuous series of requests by a user, regardless of the length of the interval between requests. Tokens can be used to count unique users.


Top-10 Ranking
definition: a web page that is listed in the first 10 search results for a search query. Top-10 in Google also means on the first page using the standard search criteria.


Top-Level Page
definition: Some search engines call your default page (usually something like index.html, index.htm, default.asp etc.) your top-level page. When they say "submit only your top-level page", it means that they probably have a spider that will find the rest of your pages from there. It's always a good idea to have a link from your top-level page to your sitemap.

Traffic
definition: is the term used to describe the amount of visitors that view web pages. When talking to an seo company they will often use terms such as targeted traffic and qualified traffic - this is the art of attracting visitors to your site who have an interest in the sites theme.


Traffic Sites
definition: are sites built solely with the purpose of obtaining rankings in search engines. They generally consist of nothing but doorway pages and are designed to snare search engine traffic and pass it on to the main web site. Unscrupulous search engine optimizers often use many traffic sites which are extensively cross-linked to manipulate link popularity. This technique is also known as 'domain spamming' and is forbidden by all search engine terms of use. The use of this technique is a sure way of earning a ban from the index. Google is growing increasingly adept at identifying clusters of traffic sites which use this technique to hoard link popularity, and removing them from its index.


Unique User
definition: a single individual or browser who accesses a site or is served unique content and/or ads. Unique users can be identified by user registration or cookies. Also known as a unique visitor.


Unique Visitor
definition: a real visitor to a web site. Web servers record the IP addresses of each visitor, and this is used to determine the number of real people who have visited a web site. If for example, someone visits twenty pages within a web site, the server will count only one unique visitor (because the page accesses are all associated with the same IP address) but twenty page accesses.


Universe
definition: the total population of the audience you�re measuring.


Unsubscribe Rate
definition: is the number of prospects which have unsubscribed from further mail distributions after receiving your commercial email marketing letter.


Uptime
definition: shows the server uptime (by percent). Uptime is the percentage of time your server was reachable during a selected period.


URL
definition: is short for Uniform Resource Locator. This is an address used to specify a unique Internet resource. The beginning of the address points to the type of resource or scheme, for example http: for Web pages, ftp: for file transfers, telnet: for computer login sessions or mailto: for e-mail addresses. File URLs contain information on the method of access (scheme), the server accessed and the path of a file.


Usability
definition: quite simply, usability is making your site easy for your customers to find the exact information they need when they need it. Anything that makes the process slower (like Flash animation served to a dial-up customer) inhibits usability. Conversely, easy, intuitive navigation and strong, informative text enhance usability.


User Agent
definition: is a kind of Web browser: Internet Explorer, Mozilla FireFox, Opera, Netscape, or the program that you use to view websites. It retrieves content from remote Web servers and displays it on your computer. Web user agents range from Web browsers to search engine crawlers ("spiders"), as well as mobile phones, screen readers and braille browsers used by people with physical disabilities.


Viral Marketing
definition: is the rapid adoption of a product or passing of an offer to friends and family through word-of-mouth (or word-of-email) networks. Viral marketing phenomenon facilitates and encourages people to pass along a marketing message to everyone they know or believe to be appropriate recipients.


Visibility
definition: refers to website popularity within the search engine results and in the World Wide Web itself. To achieve good search engine visibility a combination of on-page SEO methods and link building are used. It may also involve other strategies such as Pay Per Click campaigns and ensuring the site is included in the correct search engine databases and directories.


Visit
definition: A measure of visitor activity on a Web page. A visit is a single session starting the moment a visitor enters your site to the moment she leaves. For example, if the report tells you had 2,600 visits on a certain day, it means the users came to your Web site 2,600 times. More technically, a visit is a sequence of requests during a session, all made by the same visitor identified by a cookie file (or IP address, user agent and other browser settings that can help to recognize the visitor). The session begins when the visitor moves to your Web page from a page located at a different domain - i.e. the referrer is an external Web page - and ends when the visitor leaves your Web page for another external Web page. There is no time limit for the session continuing if the external referrer is identified. Sometimes, the external referrer is not defined. This often happens when a visitor's firewall or special software program cloaks referrer information. So, if the referrer is unknown, such a visitor's session is considered new after 15 minutes inactivity. A visitor may come to your site several times a day. All these will count as visits, whereas only his first visit during the day (or other selected period of time) is included in the 'Visitors' number.

Visitor
definition: = Unique Visitor. Measure of Visitor activity that counts only the first action of a visitor in a selected period of time. Unique visitor tracking is mainly based on cookie technology. If the visitor's browser does not support cookies, an alternative visitor identification procedure is used. The visitor is identified by IP address, user agent, browser language settings, etc. Take a simplified example. Imagine having only one visitor to our site. This visitor arrives at the home page. After the tracking script has run and the Web CEO HitLens variables have been passed to the tracking system, HitLens makes a record of this visitor: one visitor, one visit, and one page view. If the visitor then goes to another page of our site, only the page views count increases: one visitor, one visit, and two page views. The visitor leaves the site, comes back after a few hours on the same day, and views only the home page. The tracking system will update the information about this visitor as follows: one visitor, two visits, and three page views. Next day, the visitor returns to your site and browses three pages. The tracking system will log on that day: one visitor, one visit, three page views. You will see these stats exactly as described if you run daily HitLens reports for our imaginary site.


Visitor Tracking System
definition: A Web counter is a piece of JavaScript that allows you to measure and almost instantaneously report on site visitors. Typically, a visitor tracking system consists of the following links: Web page with the tracking script in it -- Visitor's browser accessing the Web page: it reads the tracking JavaScript and follows instructions -- Tracking server triggered the moment the Web page is accessed by a visitor's browser and where the data about the Web page visit are primarily transmitted to and temporarily stored -- Database server where the data is then distributed, collected, processed, and permanently stored -- End user's computer accessing the database server. If you employ this technology, you need to place a small (invisible to visitors) JavaScript in every Web page so it is tracked. The tracking JavaScript tells the browser to request a 1x1 pixel image hosted on a Web CEO tracking server. Each time a Web page is viewed, the browser requests the image at a different URL. This prevents caching of the image -- the browser needs to request the image when it loads a page, and as a result, data for each page is transferred to the tracking server. The tracking script also inserts a cookie file in your visitors' browsers, so the system will recognize visitors when they come back to the site - this is for tracking unique visitors. This process takes much longer to read about than to happen in real life. Normally, only a few seconds (though it depends on many technical factors relating to the quality of the Internet connection) before the Web statistics become available for reporting.


Vortal Site
definition: built around one theme or subject.


W3
definition: World Wide Web


W3C
definition: World Wide Web Consortium
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Web Analytics
definition: is the measurement of the behavior of visitors to a website. In a commercial context, it especially refers to the measurement of which aspects of the website work towards the business objectives; for example, which landing pages encourage people to make a purchase.

Web Marketing
definition: is a marketing channel that comes with the popularity of the World Wide Web. As millions surf on the Web, businesses discover that they can reach this audience at a fraction of the traditional print and media marketing.

Web Page
definition: a single document on the World Wide Web specified by a unique address or URL and that may contain text, hyperlinks, and graphics. A Web page is a part of a group of hypertext documents that form a Web site. Web pages are usually created with HTML. The Web page is returned by the server in response to the URL request.

Web Server
definition: is special computer that receives requests for Web pages and can "serve" them to the requesting side.

Website (or Web site)
definition: is a collection of Web pages, typically bound to a particular domain name or subdomain on the World Wide Web on the Internet. A website is identified uniquely by its domain name, e.g. www.webceo.com.

Wiki
definition: is a website that allows visitors to add, remove, edit and change content, typically without the need for registration. It also allows for linking among any number of pages.
SEO to top.

World Wide Web ("WWW" or simply the "Web")
definition: is a system of interlinked, hypertext documents that runs over the Internet.
SEO to top.

XHTML
definition: Extensible Hypertext Markup Language.
SEO to top.

XML
definition: Extensible Markup Language (file.xml).
SEO to top.

Y!
definition: Yahoo!
SEO to top.

Yahoo
definition: similar to a search engine, but with a database generated by hand, this is the world's most used directory of web sites. The main URL is http://www.yahoo.com. It is notoriously difficult to get listed in Yahoo and, once listed, even more difficult to get your listing changed or to get out! To increase the odds of getting listed, try the following: Select the three categories you want to be listed in very carefully. Consider the regional categories. Ensure that the categories match the content of your site. Apply to one of their local subsidiaries for your own country or city. Make sure that your site is well-designed and easy to navigate Ensure your site has no dead links. Ensure that your pages download quickly. Provide good contact information on your site. If you manage to get listed, keep the e-mail they send you. You can e-mail the same person subsequently to get your listing changed.

Beograd Real Estate Marketing

 



 
 

 

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