Search Engine Optimization Glossary
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Transcript of Search Engine Optimization Glossary
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Search Engine Optimization Glossary
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Algorithm. A set of rules that a search engine uses to rank the pages contained within its index in response to a
particular query. No search engine reveals exactly how its algorithm works, to protect itself both from competitors
and from those who wish to spam the search engine.
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Back links. These are links to a website from external sources, including other web pages, directories, and
advertising.
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Click-through rate. How many people clicked on a link, as a percentage of the total number of people that saw the
link.
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Cloaking. The act of serving content to search engine spiders that is different to what normal visitors would see.
Search engines will ban you if they find you doing this.
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Contextual links. Contextual links are displayed on web pages when the content on the page indicates to an ad
server that the page is a good match for specific keywords or phrases.
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Conversion rate. The percentage of visitors to a website who buy something.
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Cost per click (CPC). A system where an advertiser pays an agreed amount for each click someone makes on a link
leading to their website.
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Directories. A type of search engine where listings are gathered by humans, rather than by automated web
crawlers.
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Graphical inventory. Banners and other ads that appear depending on the keywords a page contains. This includes
pop-ups, browser toolbars and rich media.
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Index. The collection of information a search engine has that searchers can query.
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Landing page. The web page that a visitor reaches after clicking your search engine listing.
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Link. A link is text that you can click on to go to another website, or another page on the same website.
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Listings. The information that appears on a search engine's results page in response to a search.
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Meta-search engine. A search engine that returns listings from two or more other search engines, instead of using
its own index.
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Meta description tag. This meta tag allows pages to provide descriptions to search engines.
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Meta keywords tag. Allows authors to add text to a page to help with the search engine ranking process.
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Meta robots tag. Allows page authors to keep some web pages from being indexed by search engines. Similar to a
robots.txt file.
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Natural listings. The listings that search engines do not sell. Instead, sites appear solely because a search engine
believes it is important for them to be included, regardless of payment. Note that paid inclusion listings are still treated as natural listings by many search engines.
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Outbound links. Links on one website that lead to other websites.
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Paid inclusion. An advertising program where pages are guaranteed to be spidered and included in a search
engine's index in exchange for payment.
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Paid listings. Listings that search engines sell to advertisers, usually through paid placement or paid
inclusion programs.
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Pay-for-performance. A term popularized by some search engines as a synonym for pay-per-click. It stresses to
advertisers that they are only paying for ads that "perform" in terms of delivering traffic, as opposed to CPM-based ads, where ads cost money even if no-one
clicks on them.
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Paid placement. An advertising program where listings appear in response to particular search terms, with higher
rankings typically obtained by paying more than other advertisers.
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Rank. The order in which web pages are listed in search engine results.
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Results page. The page that appears after a user enters their search terms.
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Robots.txt. A file used to keep web pages from being indexed by search engines.
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Search engine. A service designed to allow users to search the web, or another database of information.
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Search engine optimization (SEO). Altering a website so that it ranks higher in the search engines.
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Search terms. The words a searcher enters into a search engine's search box.
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Shopping search. Shopping search engines allow shoppers to search the web for products and their prices.
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Spam. Any search engine marketing method that a search engine decides is detrimental to its efforts to deliver
relevant search results.
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Spider. See crawler.
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Submission. The act of sending a URL to a search engine, for inclusion in its index.
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XML feeds. A process in which information about a page is fed to the index without using a crawler, for example using
RSS.
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Many thanks to Danny Sullivan, Kevin Lee, Ikonya Nginyo, and all the other volunteers who contributed.
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