Glossary :: SEO Keyword Consultant

AJAX:

Asynchronous JavaScript and XML (ajax) allows the creation of user-friendly web applications by working behind the scenes (inside a web browser) and so making web pages feel very responsive. In practice, Java scripts send data requests and receive responses without having to reload an entire web page.


Algorithm:

A series of mathematical programs used by the search engines to determine the rank of search results for a given keyword query. Web search algorithms typically take 100-200+ variables (often know as signals) into consideration when calculating rank. Apart from the programmers and engineers at the search engine companies, very few people know the exact rank mathematical make-up of the ranking formulae.


Bot:

Aka crawler.


Click Fraud:

Deliberate clicks on an advertiser’s PPC ad that are executed by someone who has no intention of taking any action on the destination site. There are many motivations for committing click fraud including the boosting of a publisher’s advertising revenue, depleting an advertiser’s budget, and lowering the Quality Score of and advert. Click fraud can also be used to add non-converting clicks to CPC rates in an effort to hide high commission fees. Click fraud will continue to exist as long as there is a financial incentive to continue. However, major search engines take extensive measures to algorithmically filter out fraudulent clicks and/or credit click costs back to advertisers that have been defrauded.


Content Network:

Web sites that have agreed to display contextually-targeted ads next to their content in exchange for a commission on each click or, perhaps, on a CPM basis. Pay Per Click advertisers typically pay lower Costs Per Click on the Content Networks because of the vast supply of inventory and relatively low response rates. In some cases, PPC traffic from the Content Networks converts at lower rates on the destination site which offsets the lower CPC’s.


CPA:

Cost-per-acquisition, aka cost-per-conversion.


CPC:

Cost-per-click. The price an advertiser is willing to pay each time a visitor clicks on their PPC ad on another site. Ranges from a few pennies up to $50 or more, depending on the level of competition for a specific keyword.


CPC:

Cost-per-conversion is a measure of efficiency for an advertiser that can is used to compare the ROI of various marketing efforts. For PPC ads, the Cost-Per-Conversion formula is:

Cost Per Conversion = (Cost Per Click * Number of Clicks) / Number of Conversions

CPM:

Cost-per-thousand. This refers to the cost for one thousand impressions. “M” is the Roman numeral for one thousand.


Crawler:

An automated program that scours the internet, following text links and downloading all of the content on every page it finds into a search engine’s index. Crawlers are basically stripped-down browsers that don’t accept cookies, fill out forms or “read” Javascript or Flash files.


Duplicate Content:

Multiple versions of the same content that exist on different pages. Search engines are not always able to distinguish the originating source of content, so multiple copies could detract from the original source’s rankings. Some common examples include content that is syndicated to other sites, spammers that “scrape” content and re-post it elsewhere, or multiple pages for the same blog post (blog home page, post permalink page, etc).


Googlebot:

Google’s name for its crawler.


Index:

A search engine’s database of web pages found by the crawler.


Keyword:

A word or phrase entered into a search engine.


Landing Page:

A page that is designed specifically to capture visitors from an ad or other targeted means and convince them to take a specific action. For many visitors, a landing page is just as important or more important than a homepage because it is their first exposure to a new site.


Local Search Engine Marketing:

Improving the visibility within search engines for a business or product within a specific geographic area. Local Search tactics can include organic SEO, PPC Advertising, Social Media Marketing or a combination of online and offline efforts.


Natural Search Results:

Aka Organic Search Results.


Organic Search Results:

Results returned by a search engine ranked in order of relevance to the searcher’s keyword query.


PPC:

Pay-per-click (PPC) advertising is the purchasing of adverts from a search engine in an keyword auction system. These ads are displayed next to relevant search results or contextually relevant content within a content network. The advertiser only pays when a visitor clicks the ad and arrives at the advertiser’s site. PPC ads are typically text links, although many forms of online ads can be purchased on a PPC model.


Quality Score:

One factor in the PPC ad ranking algorithm that is intended to reward relevant ad text and/or landing pages. In most variations of PPC ad ranking formulas, Quality Score is multiplied by the max Cost Per Click to determine an ad’s score. Ads are then ranked by ad score.


Rank/Ranking:

The position of a web site’s listing in the organic search results. Usually expressed in numeric terms.


Redirect:

Using a web server to automatically communicate to crawlers and human visitors that a specific page has been moved permanently (301) or temporarily (302) to a new location. 301 redirects are ideal for SEO as most engines will eventually transfer the link equity from the old page to the new one.


SEM:

A search engine marketer (SEM) is one who practices search engine optimization.


SEM:

Search engine marketing (SEM) is an holistic approach to promoting content, products or services across a wide variety of search engines. SEM is comprised of many disciplines, including Search Engine Optimization, Pay-Per-Click Advertising, Local Search Marketing and Social Media Marketing. Strong Search Engine Marketers are able to integrate with other online and offline efforts by applying basic and advanced marketing principles to search engine strategies.


SEO:

Search engine optimization (SEO) is the practice of creating accessible site architectures, authoritative, valuable content and securing inbound links to improve rankings in search engines for a specific set of keyword.


SERP: Search Engine Results Page

The combination of Organic and Sponsored search results that are returned when a user types a query into a search engine. Increasingly, search engines are incorporating different types of results into their web search SERP’s such as news, images, blogs, videos, images, and product search results.


Sitemap:

A hierarchical list of web pages that belong to a site. HTML versions are typically part of a site’s navigation structure for human use. XML sitemaps are used to communicate a site’s structure directly to crawlers.


SMM:

Social media marketing (SMM) is the process of utilizing social networking and user-generated content platforms to promote a product, service or content. This process often involves creating and participating in a dialogue with the target audience, rather than forcing an advert upon them. SMM can also include creating and promoting viral content that is designed to be shared by users. Social networks can be extremely effective channels for building product evangelism, reputation management or corporate branding.


Spider:

Aka Crawler.


Sponsored Search Results:

Pay-Per-Click Ads purchased by advertisers to be placed on relevant search results pages. Typically found at the top and/or along the right side of a search results page and disclosed as “Sponsored Results”.

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