SEO checklist
For the last decade, the online world has been
inventing its own language. The following SEO glossary
records an essential part of this rapidly growing
lexicon. In this newest edition of 's SEO
Survival Path, we introduce you to the latest and
greatest search engine marketing terminology – from
acronyms and common expressions to insider SEO jargon.
You need results. We delivers.
Here's just some of what you might expect from me as your Exclusive SEO consultant.
1. Visible results possible in weeks, not months.
2. Campaign goals agreed upon from the outset are often
met—and bettered—far in advance of established deadlines.
3. When initial cost per acquisition goals are achieved,
revised benchmarks will be set.
4. Top search engine positions can often skyrocket
within months following site optimization.
5. Doubling initial conversion goals in less than 6 months
is commonplace.
6. Custom site and traffic analysis is the norm—as are tracking
and adjustment procedures.
7. And with results, trust is established.
It May be Time for a New Online Marketing Firm …
1 • Has your current firm peaked & can't increase performance?
2 • Is the firm poorly managed and ripe for business failure?
3 • Does your account appear to be of decreasing importance?
4 • Does your management team want fresh ideas, but they're
not being delivered?
5 • Does your partner have a proactive approach?
6 • Do you feel your business is understood as it should be?
7 • Is the firm more interested in growing their own business
rather than yours?
8 • Is top management available to you?
9 • Did the firm work harder to win your business rather than
now to keep it?
10 • Are they maintaining pace with changes in the industry?
Happy with your answers?
If not and you'd like to run some questions by us
or request a custom proposal, contact us +46 768 377 477.
Standing still isn't an option.
2G
Mobile terminology meaning: second generation. This is a term
describing the speed of data delivery to a mobile device. 2G is
being replaced by 3G or third generation devices which are
from 50 percent to 500 percent faster than basic line
technology.
3G
Mobile terminology meaning: third generation. This is a term
describing the speed of data delivery to a mobile device.
Devices with 3G capability are 500 percent faster than the
previous 2G technology and make multi-media offerings like
short video available to the user.
Our service allows marketers to test the usability
and preference of ads, webpages and landing pages with their
target audience.
Actionable Analytics Consulting
Whereby search marketers decipher data into conclusive,
actionable formats—typically through proprietary technologies.
Active Merchandising
The promotional activities of an organization that bring about
business. Examples could be in-store displays, “dynamic�
promotional offers on the website, etc. Site search is another
example of a tool where online retailers can apply active
merchandising. Products can be suggested based on the
search query that customers run.
Advanced Match
A term used primarily by Yahoo in its pay-per-click (PPC)
advertising program. (Similar to broad match used by Google.)
When a PPC campaign manager specifies a keyword be used
in advanced match, then his or her ad will appear whenever a
Yahoo user types that word into a query. For example, a jewelry
retailer might use an advanced match for “diamond,� and be
included in “diamond ring� and “diamond necklace� and even
“diamond drill bits.�
Algorithm
A set of mathematical equations or rules that a search engine
uses to rank the content contained within its index in response
to a particular query.
Algorithmic Results
Listings that search engines do not sell (unlike paid listings).
Sites appear solely because a search engine has deemed it
editorially important or relevant. Paid inclusion content is also
often considered “organic� even though it is paid for. This is
because that content usually appears intermixed with unpaid
organic results.
Alternative Channel Availability
Helping consumers find products that may not be available
through the first channel attempted. For example, an
e-commerce catalog may be out of an item, but there could be
a local retail location that still has the product in stock.
Analytics
Used in search marketing to refer to technology that helps
analyze the performance of a website or online marketing
campaign. Analytics often review website user behavior, site
usability and search marketing campaign success.
Google has a great Web Analytics tool and it is for Free.
AOV (Average Order Value)
Typical size of an order. Calculated by dividing the total value
of all purchases by the total number of purchasers over a
given time period.
ARPU (Average Revenue Per User)
Mobile terminology meaning: average revenue per user. Used
by carriers (Fast mSearch, MotionBridge, Allato Tribes) to
describe the increased value their platforms provide
customers (Verizon, Sprint, AT&T).
Backlinks Incoming Links
All the links pointing at a particular webpage; also called
inbound links.
Banned Oops …
Search engines remove websites from their indexes
specifically because the search engine has deemed them to be
spamming or violating guidelines.
Banner Ad
A banner ad is usually a rectangular advertisement placed on
a website. Clicking on the ad links back to the advertiser's own
website or a relevant landing page.
Benchmark Report
A report used to mark where a website falls on search engine
results pages for a list of keywords. Subsequent search engine
position reports are compared to that initial report.
Benchmarking
Identifying accurate historical data of a particular data point
so that new initiatives can be measured. In other words, a
benchmark will create a picture of where an e-tailer is so that
future efforts (PPC) can be properly measured for success. For
natural optimization, a benchmark will identify a site's current
positions on search engine results pages.
Bounceback
A way to reach out to customers to encourage repeat
shopping, therefore increasing the lifetime value of new
customers. There is often an insert included with the
delivered product that highlights a promotional offer.
Brand Proposition and positioning
Or brand statement. This is the central promise a brand makes
to its customers. The brand proposition should be appealing,
easily understood and relevant to the target market. (Brand
Proposition should be considered in respect to quality, price,
service, etc.)
Broad Match
A term used by Google in its AdWords branded pay-per-click
(PPC) program. (Similar to advanced match used by Yahoo.)
When a PPC campaign manager specifies a keyword be used
in broad match, then his/her ad will appear whenever a Google
user types that word into a query. A shoe manufacturer with
a very large product offering might use broad match for the
word “shoe,� and be included in queries for searches like
“tennis shoe,� “high-heeled shoe� and even “brake shoe.� Or,
the manager could specify “Manolo Blahnik shoes� and the ad
would appear for “Manolo Blahnik evening shoes� and “designer
shoes Manolo Blahnik,� but not for “Manolo Blahnik boots.�
Browsers
Here applied to a type of customer, browsers are at the
beginning of a buying cycle. Generally, these customers are
gathering information and comparing price, features, etc. They
are not necessarily likely to complete a purchase in this phase.
Campaign
Campaigns refer to specific initiatives meant to convert interest
into a sale. Pay-per-click can be seen as a campaign. Other
examples could include banner ads, affiliate programs,
print ads, etc. A conversion type could also be defined as a
campaign conversion. This would be meant to segregate these
customers from those who found a site based on direct
navigation (e.g., repeat customers) or some other means.
Category
A grouping or set of products that have common features or
traits. Examples could include: Toys, Watches, Appliances,
Men's, Women's, Apparel, Housewares, etc.
CDMA 2000
Mobile terminology meaning: a faster, advanced protocol
based on code division multiple access (CDMA).
CDMA ONE
Mobile terminology meaning: code division multiple access.
This is a cellular philosophy rather than a strict definition.
There are dozens of CDMA standards around the world. A
more descriptive expression might be, “a cellular network
superhighway.� Advanced protocols would then be, “cellular
network bullet trains.�
Channel
The means by which a company moves its products to
consumers. Channels could include: resellers, distributors,
mail order, online, retail locations, retail outlets, etc.
Click Fraud
The deceitful practice of posing as pay-per-click (PPC) traffic
for the purpose of costing advertisers' money or generating
revenue by those affiliates serving the ads.
Click Stream
Refers to the path that users take on a website to go from
initial landing to conversion (or lack of conversion).
Click Stream Analysis
This is the study of customer click streams in order to help
maximize a site's ability to complete sales. This analysis helps
e-tailers identify common paths where there might be cross
sell opportunities. It's also critical in identifying potential failure
points in a shopping experience. When these points are
corrected, the site should be able to generate a higher
percentage of completed sales and thus more revenue.
Click-Through
The process of clicking through an online advertisement to the
advertiser's destination.
Click-Through Rate
The average number of click-throughs per hundred ad
impressions, expressed as a percentage to determine which
keywords buyers use and what online advertising attracts them.
Cloaking
In terms of search engine optimization, cloaking is often
referred to as a spamming technique. Cloaking uses specific
software programs to send search engine spiders to
alternative pages that are not seen by the end user. These
pages are designed to mislead the spiders and return results
based on these alternative pages rather the pages actually
seen by the public. Some SEO Companies implement this
practice as a way to obtain rankings. The practice of
cloaking is considered by many to be a deceptive or
spamming technique. Spamming is a serious offense in the
eyes of the search engines and will likely result in the
permanent banning of the site in question.
Commodity Based
Items that are widely available where consumers can make
a decision based on simple factors such as price, shipping,
return policies, etc. Commodity based items are generally very
competitive and involve little decision time for purchasers.
Contextual Link Inventory
Advertising networks have expanded their network
distribution to include “contextual inventory.� Contextual or
content inventory is generated when listings are displayed
on pages of websites (usually not search engines), where the
written content on the page indicates to the ad-server that the
page is a good match to specific keywords and phrases. Often
this matching method is validated by measuring the number of
times a viewer clicks on the displayed ad.
Conversion Analytics
An analysis of all natural and paid search engine traffic.
Analysis includes keywords used in each search, specific
landing page paths and the resulting conversions, etc.
Conversion by Channel
This refers to the practice of assigning a conversion to the
channel that drove it, rather than looking at conversions in the
aggregate.
Conversion Path
The influences and experiences that result in a purchase. Paths
include online and offline touch points, such as a site visit,
banner ads, product reviews, retail experience, and the like.
Conversion Path Analysis
This analysis tries to quantify the effectiveness of different
elements that lead to conversion. When applied to large data
sets, this method can highlight trends, but can be difficult to
implement effectively.
Conversion Rate
The percentage of visitors who make a desired action.
Conversion Reporting
Tracks conversions and lead generation from search engine
queries and tells you the originating engine, keywords, specific
landing pages entered and the related conversions for each.
Cost-Per-Acquisition
Online advertising ROI model in which return is based solely on
qualifying actions such as sales or registrations as measured
against the marketing costs associated with reaching that sale
or registration.
Cost-Per-Click (CPC)
Search engines charge advertisers when users click on a
“sponsored link� or pay-per-click ad. Per-click prices range from
.10¢ to $10 and up depending on the popularity of the keyword
triggering the ads.
CPG (Consumer Packaged Goods)
Examples of CPG include food & beverage, footwear,
apparel, etc.
CPM (Cost per Thousand Impressions)
An impression is when a visitor has the opportunity to see a
banner ad or a webpage. CPM is the cost per 1000
impressions.
Crawler
Component of a search engine that gathers listings by
automatically “crawling� the web. A search engine's crawler
(also called a spider or robot) follows links to webpages. It
makes copies of the webpages found and stores these in the
search engine's index.
Cross Channel
Facilitating sales by employing multiple channel methods. An
example of a cross channel effort might be mailing a traditional
catalog to consumers who then complete an order by visiting
the website after browsing the catalog, while referring to the
catalog.
Cross-Selling
A consumer sales promotion technique in which the
manufacturer attempts to sell the consumer products related
to a product the consumer already uses or is purchasing.
Customer-Centric
Aligning the resources of your organization to effectively
respond to the ever-changing needs of the customer, while
building mutually profitable relationships. The key principle of
a customer-centric relationship is that of keeping the needs
and wants of the customer base central to business decisions.
Catering to the customer base leads to a successful business.
Customer-Centric Navigation
Applies to website design. Understanding how customers view
and describe your site and designing navigation accordingly.
Make finding the product on your site a pleasure rather than a
pain: quick access to key categories, customer service,
cross-channel capabilities and search.
Customer Retention
Keeping your customers from going to the competition. The
rule of thumb is that it costs five to ten times less to keep a
customer than it does to acquire a new one. Customer
Relationship Management (CRM) tools are used to help
increase the retention rate. Providing “preferred customer�
discounts and specials is just one way to keep a customer
base coming back.
Customer Touch Points
All of the physical, communication and human interactions that
your company's customers experience over their relationship
lifecycle with your company.
Delisting
When pages are removed from a search engine's index. This
may happen because they have been banned or for other
reasons, such as an accidental glitch on the search engine's
part.
Direct
As it applies online, direct navigation refers to those visitors
who know a domain name and will enter that name in their
internet browsers, rather than having to rely on other online
marketing efforts.
Direct Channel
A channel whereby goods and services are sold directly from
producer to final user without involvement of other independent
middlemen.
Direct Marketing
The total of activities by which the seller, in effecting the
exchange of goods and services with the buyer, directs efforts
to a target audience using one or more media (direct selling,
direct mail, telemarketing, direct-action advertising, catalog
selling, cable selling, etc.) for the purpose of soliciting a
response by phone, mail, or personal visit from a prospect or
customer.
Direct Response Advertising
An approach to the advertising message that includes a
method of response such as an address or telephone number
whereby members of the audience can respond directly to the
advertiser in order to purchase a product or service offered in
the advertising message.
Direct Response Transaction
Any correlation between an influencing factor (advertisement,
buy now) and a customers response to take part in a
transaction (sale, download a white paper).
Directed Shoppers
Potential customers who know specifically what they are
looking for and are ready to complete a purchase.
Directories
A type of search engine where listings are gathered through
human efforts rather than by automated crawling of the web.
In directories, websites are often reviewed and summarized in
about 25 words and placed in a particular category.
Doorway/Gateway/Bridge Pages
Doorway, gateway or bridge pages are low quality pages used
to help increase rankings on specific key terms. These pages
are often engine specific and are created by inserting the key
terms in specific positions within the HTML code and text.
These pages often contain repetitive key terms listed over and
over, invisible text and other barred practices. Through the use
of these practices a poor user experience is created.
Dropout Rate
Used to describe the rate in which customers who shop online
fail to complete a purchase, or abandon the shopping cart.
Durable Goods
Consumer goods that have a relatively long life cycle.
Examples of durable goods include major appliances, furniture,
cars.
Email Marketing
The promotion of products or services via email.
Exact Match
A term used by Google in its AdWords branded pay-per-click
(PPC) advertising program. (Similar to standard match used by
Yahoo.) When a PPC campaign manager specifies a keyword
be used in exact match, then his or her ad appears only when
a Google user types that exact query. For example, if a shoe
manufacturer specifies an exact match keyword, “Manolo
Blahnik shoe,� its ad would not show up for, “Blahnik shoe� or
“leopard skin Manolo Blahnik.�
eye Groups EYE Mapping
delivers insight about the behavior of your
prospects and customers that can be integrated into your
online advertising—insights that are unique to your company,
your target audience, your competitive environment and your
goals. Using marketing research techniques like one-on-one
interviews and focus groups, gathers insight on
search behavior.
Flash Optimization
The process in which Macromedia Flash movies—a staple of
most corporate sites, supported by 98% of web surfers—are
reworked to make content more “spiderable� by search
engines. The focus of effective Flash optimization lies in
optimizing not just the HTML code surrounding the Flash
movie, but the Flash movie itself.
Gateway Page
A webpage created expressly in hopes of ranking well for a
term in a search engine's non-paid listings; it does not deliver
much information to those viewing it. See Doorway Page.
Geographic Segmentation
The ability to determine what geographical area your web
traffic is originating from.
Geographical Targeting
Geographical targeting focuses marketing. Often, marketing
analytics will provide insight on where companies should focus.
Local search marketing is a tactic used for geo targeting.
GPRS
Mobile terminology meaning: general packet radio service.
Popular wireless internet technology that is different than what
is currently called “wi-fi.� This system allows cellular networks
to use idle capacity for data transmission, sometimes even
while voice data is transmitting. It allows access similar to wi-fi,
only via the cellular network. It is considered faster than 2G
(second generation), but not as fast as 3G (third generation)
networks.
Graphical Search Inventory
Banners and other advertising units which can be synchronized
to search keywords. Includes pop-ups, browser toolbars and
rich media.
GSM
Mobile terminology: a global system for mobile
communications primarily a European standard now being
supported by some U.S. companies. GSM is the most popular
system in the world with more than a billion subscribers in 85
countries.
HDML
Mobile terminology meaning: handheld device markup
language. A web design language that can be used only on
Openwave browsers.
Hidden Text
Provides a way for pages to be filled with enormous amounts
of key term text. This easily detectable spamming technique is
considered by some to be appealing to the search engine
spiders. When discovered, hidden text can cause major
problems including penalties or even banning.
High Touch
Refers to a method of customer service/interaction whereby
a company provides several points of communication with
customers. Often a critical element to the successful sale
of ‘considered' purchases, those items with higher prices or
durable goods.
Hit
Request from a web server for a graphic or other element
displayed on a webpage. Every time an internet user calls a
page, there are dozens of hits recorded.
HSDPA
Mobile terminology meaning: high-speed downlink packet
access. Faster than 3G (third generation) networks although
often still classified as a 3G process; promises 10Mbps versus
two. In keeping with a travel metaphor, HSDPA must be warp
speed, if more typical 3G technologies are bullet trains.
HTML Browsing
Mobile terminology meaning: a mobile device is capable of
accessing HTML coded sites.
Impression
A single view of an online advertisement being displayed.
When a visitor has the opportunity to see a banner ad or a web
page that is a single impression: the slang of this is “pairs of
eyeballs.�
Inbound Links
All the links pointing at a particular webpage.
Incremental Sales
Units of the product sold to retailers or consumers through a
sales promotion effort over and above the amount that would
have been sold in the absence of the promotional deal.
Index
The collection of information a search engine has that
searchers can query against. With crawler-based search
engines, the indexes are typically copies of all webpages
they have found from crawling the web. With human-powered
directories, the index contains the summaries of all websites
that have been categorized.
Indexed Pages
Search engines scan their databases for webpages related
to keywords. Found URLs are listed, thereby creating indexed
pages that identify these URL's and store those pages in their
indexes. A website's pages strive to be indexed so they appear
in search engine results listings.
Information Seeker
Any person or persons researching or browsing a web site for
general information on the industry or general product/service.
(see also Browser)
Internet Marketing
Internet marketing will mean different things to different people
depending on their situation. Internet marketing is a conduit
that enables customers to interact with your business from any
computer connected to the web. In terms of search engine
optimization, Internet marketing involves any and all steps
taken to increase the rankings and positions of your site for
returned queries. The reach of internet marketing, also known
as site promotion, website promotion and search engine
|marketing provides ample opportunities for companies to
increase their market share.
Internet Marketing Consultant
An internet marketing consultant is an individual who assesses
a site, and using their knowledge of the search engines,
develops a plan of action to help optimize the site. In addition
to consulting, many internet marketing consultants also
provide search engine optimization services. An internet
marketing consultant may also be referred to as an SEO
professional or SEO specialist.
Internet Promotion
Internet promotion relates to any steps taken by a company or
individual to promote their site on the internet. The scope of
internet promotion includes everything from television and
radio spots to billboard and magazine advertisements. Internet
promotion, as it relates to search engine optimization, consists
of any and all measures taken to help increase the rankings
of a particular site. Internet promotion techniques will vary
depending on the SEO firm you choose. Search engine
optimization services, website promotion and website
marketing are a few of the other names for internet promotion.
KBPS
Mobile terminology meaning: kilobytes per second. This refers
to the speed of data transfer.
Key Performance Indicators (KPI)
Also known as key success indicators (KSI), KPIs help an
organization define and measure its progress toward
organizational goals. A quantifiable measurement agreed to
before a campaign begins that will define success.
Keyword
The word (or words) a searcher enters into a search engine's
search box. Can be used to refer to the words a search engine
marketer hopes will lead to a particular page. Also called
search term, query terms or query.
Keyword Marketing
Keyword marketing is simply finding a way to put your
message in front of the people who are searching on the
internet using particular keywords and keyword phrases.
Keyword marketing is an important element of search engine
optimization. Without proper keyword marketing, a great deal
of the effectiveness of a marketing strategy can be lost.
Keyword Submission
Keyword submission is most notably associated with
pay-per-click search engine optimization services. Keyword
submission provides immediate short-term results. With
a pay-per-click agreement, the advertiser will only pay for
qualifying clicks to the site based on a per-click rate. Keyword
submission does not require any changes to be made to an
existing site.
Landing Page
The specific webpage that a visitor reaches after clicking a
search engine listing, pay-per-click ad or banner ad. Marketers
attempt to improve conversion rates by testing various landing
page creative approaches, which encompass the entire user
experience including: navigation, layout, promotional offer and
copy.
Lifetime Value
By linking all future purchases back to a specific campaign or
visitor's acquisition source, it is possible to measure the true
value of a new customer. In many cases, even with an effective
search engine marketing campaign, the first sale to a
particular customer may not be profitable. However, if that
new customer becomes a repeat customer, the campaign
could be very profitable over a 12 to 36 month period.
Link Popularity
A raw count of how “popular� a page is, based on the number
of backlinks it has. It does not factor in link context or link
quality, which are also important elements in how search
engines make use of links to impact rankings.
Link Text
The text that is contained within a link.
Listings
The information that appears on a search engine's results
page in response to a search.
Long-Lived Tactics
Long-term action implemented to achieve a broad strategy.
These require more upfront investment and longer lead time…
personalization features, loyalty and direct marketing programs.
Low Touch
A sales process that requires very little interaction between
a retailer and a consumer. Often can be applied to CPG
purchases or commodity based products.
Loyalty Programs
A marketing program that recognizes and rewards customers
based on their purchasing behavior. Key to successful
customer retention and a critical element of customer
relationship management (CRM) strategies.
Mark Down
A reduction in selling price.
Mark Up
The difference between the selling price and the cost of an
item.
Market Segmentation
The process of dividing the total market into smaller sections
based on shared characteristics.
Marketing Analytics
The use of online information to evaluate and improve
marketing strategies and tactics.
MBPS
Mobile terminology meaning: megabytes per second. This
refers to the speed of data transfer.
Meta Description Tag
Allows page authors to say how they would like their pages
described when listed by search engines. Not all search
engines use the tag.
Meta Keywords Tag
Allows page authors to add text to a page to help with the
search engine ranking process. Not all search engines use
the tag.
Meta Robots Tag
Allows page authors to keep their webpages from being
indexed by search engines, especially helpful for those who
cannot create “robots.txt� files.
Meta Search Engine
A search engine that gets listings from two or more other
search engines, rather than through its own efforts.
Meta Tags
Meta tags are the descriptive terms used within the HTML
code of a webpage that provide a summary of the page's
content for a search engine spider. In the early days of the
internet, web masters often stuffed their Meta tags with
popular keywords unrelated to their sites in order to gain
traffic. The practice of abusing Meta tags in order to gain
traffic on keywords unrelated to your site is considered Spam.
Most search engines no longer use Meta tags in their ranking
algorithms because of the past abuses of web masters. Often
however, Meta tags may be used by search engines to display
information about a webpage in the search results pages.
Metrics
Measurements, collections of data about activities, resources
and/or deliverables.
MMS
Mobile terminology meaning: multimedia message service.
This provides ring tones, wallpapers, animated icons, animated
jokes, and small videos on request.
Multi-Channel Selling
Selling in more than one channel simultaneously—selling in
retail stores, on websites, through a catalog, etc.
Natural Optimization / Listings
Another way to say organic listings. Search engines do not sell
these listings. The listings appear because a search engine
has deemed it editorially important for them to be included.
Natural Search Engine Optimization
Your site will achieve optimum visibility in natural search
engine results; the place where more than 80 percent of your
potential customers will look. Best practices should include
professional copywriting, technical analysis, keyword targeting
and day-to-day support.
Negative Match
A term used by Google in its AdWords branded pay-per-click
(PPC) advertising program. Used also by Yahoo. Negative
matches allow PPC campaign managers to focus Google's
broad match or Yahoo's advanced match features.
Managers designate keywords that prevent an ad from
showing. For example, a shoe manufacturer may designate
“brake� as a negative match so that its ad doesn't show up
for “brake shoe.� “Drill� would be a good negative match for a
jewelry retailer to use for the keyword “diamond,� to keep from
putting ads in front of people looking for “diamond drill bits.�
Onsite Search
A search feature specific to the website. The onsite search can
be used by consumers to find specific products through
keyword queries. The onsite search used properly is
instrumental in both customer-centric navigation and active
merchandising.
Optimization Services
Optimization services consist of any service that a search
engine optimization company offers designed to improve the
positioning of a site with one or more of the search engines.
Optimization services provide a platform from which potential
clients may be introduced to a new site. Optimization services
encompass a variety of services and techniques including site
redesign, optimization of meta and alt tags, and more. The
term optimization services is also referred to as: Site
Optimization, Internet Promotion and Search Engine
Placement Service.
Organic Listings
Listings that search engines do not sell (unlike paid listings).
Instead, sites appear solely because a search engine has
deemed it editorially important for them to be included,
regardless of payment. Paid inclusion content is also often
considered “organic� even though it is paid for. This is because
that content usually appears intermixed with unpaid organic
results.
Outbound Links
Links on a particular webpage leading to other webpages,
whether they are within the same website or other websites.
Paid Inclusion
Paid inclusion refers to a fee based listing that occurs with
several of the major search engines and directories including
Yahoo, LookSmart, Teoma, Ask, Alta Vista, Lycos, Inktomi and
FAST. The fees for paid inclusion range from a “per URL� cost
for each page to a one-time fee for a directory listing. In
addition to paying for inclusion within their listings, the engines
and directories are instituting additional opportunities for
companies to receive better placement within listing results.
By paying an even higher sum of money to these engines and directories, you can increase the position of your site among
the rankings. These listings are typically served at the top of
a results page giving companies the opportunity to be in a
premium spot above the rest of the “basic� paid listings. The
benefits of this type of paid inclusion include faster listing
times, more access to your listing when changes needed to
be made, as well as better overall reporting on those who
click through to your site. Remember, paid inclusion in no way
means that your site receives any sort of ranking privileges
within the engine. Those sites that purchase paid inclusion
get just that, a listing within the database of site results and
optimization is still needed to create an effective listing—so
don't be fooled.
Paid Listings
Listings that search engines sell to advertisers, usually through
paid placement or paid inclusion. In contrast, organic listings
are not sold.
Paid Placement
Advertising program where listings are guaranteed to appear
in response to particular search terms, with higher ranking
typically obtained by paying more than other advertisers.
Paid placement listings can be purchased from a portal or a
search network. Search networks are often set up in an auction
environment where keywords and phrases are associated with
a cost-per-click (CPC) fee. Yahoo! and Google are the largest
networks, but MSN and other portals sometimes sell paid
placement listings directly as well. Portal sponsorships are also
a type of paid placement.
Pay-Per-Click
The pay-per-click system works on the premise of paying for
a fixed position through a bidding system within the engine.
The cost of maintaining this fixed position can range from
mere pennies per click to well over $10.00 depending on the
amount of competition for that specific keyword. The more
competitive the market and keywords, the more you will pay
to have that user visit your site. Pay-per-click campaigns are
typically short-term solutions. Funds can be eaten up quickly,
and when you run out of funds, your paid placement is over.
Unlike traditional search engine optimization, the longevity of a
pay-per-click campaign is only as long as you can fund it.
Pay-per-click also carries the risk of click fraud. Click fraud is
the simple act of a competitor clicking away on your listing,
running up your costs without return.
Pay-Per-Click Advertising Management
Success in paid search marketing requires high-touch and
high-tech service. Best practices should include keyword
analysis, strategic planning, competitive evaluation, ad
copywriting, budgeting, analytics, performance tracking
and landing page development.
Pay For Performance
Term popularized by some search engines as a synonym for
pay-per-click, stressing 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
they don't generate a click.
Personalization
The use of segmentation as a foundation for dynamically
populating onsite. For example, a site showing recently
viewed products at the homepage might include a different
introduction and brand messaging at the homepage for a new
customer compared to the messaging and offers for return
shoppers.
Phrase Match
A term used by Google in its AdWords branded pay-per-click
(PPC) advertising program. When a PPC campaign manager
specifies a keyword be used in phrase match, then his/her
ad appears when a Google user types a query that uses that
combination of words in that order. Other words may precede
or follow the phrase, but the phrase itself must be intact. For
example, a shoe manufacturer designating phrase match for
the keyword string “Manolo Blahnik shoes� would have an ad
appear for “Manolo Blahnik shoes for evening� but not “Manolo
Blahnik evening shoes.�
Position
How well a particular webpage or website is listed in search
engine results; positions 1-10 are the most visible. Visibility
drops to negligible rates for positions below 30.
Position Reporting
Reports tracking position movement based upon your initial
benchmark position for each keyword along with daily changes
and indexed URL's.
Post Visit Opportunities
The efforts made by online retailers after a consumer has
visited the site. Examples of this might include newsletters,
follow-up e-mail campaigns, mailing catalogs, etc.
Reach
online PR marketing services that optimally
promote new product launches, events and announcements
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Professional Search Engine Optimization
Professional search engine optimization is optimization that
has been done by an individual or company in the search
engine optimization field. The main goal of professional search
engine optimization is to increase the traffic and placement of
a site. Professional search engine optimization should be in
accord with current search engine optimization best practices
and work to help create better rankings through the
implementation of these techniques.
Promotional Domains
Promotional domains exist as alternative domains that are often
located on the SEO provider's own server. These promotional
domains are secondary domains, but are integrated with the
main domain so the spiders visit them. Promotional domains are
often built if the primary domain has had past problems with the
engines and does not wish to risk future problems. One of the
major drawbacks of promotional domains is the fact that these
promotional domains will not brand your primary domain, which
is one of the main goals of a good search engine optimization
program.
Query
The words (or word) a searcher enters into a search engine's
search box. Also used to refer to terms that a marketer hopes
will find a particular page. Also called keywords.
Rank
How well a particular webpage or website is listed in a search
engine's results. For example, a webpage about pears may
be listed in response to a query for “pears.� However, “rank�
indicates exactly where it was listed—be it on the first page of
results, the second page or perhaps the 200th page.
Alternatively, it might also be said to be ranked first among all
results, or 12th, or 111th. Overall, saying a page is “listed�
only means that it can be found within a search engine in
response to a query, not that it necessarily ranks well for that
query. Also called position.
Reciprocal Link
A link exchange between two sites.
Registration
The act of submitting a URL for inclusion into a search engine's
index.
Reports Direct
A daily snapshot of all your online activity through an RSS feed.
See www.google-kai/about for more information.
Results Page
After a user enters a search query, the page that is displayed
is called the results page. It may also be called SERP, for
“search engine results page.�
Robot
Component of search engine that gathers listings by
automatically “crawling� the web. A search engine's robot (also
called a spider or crawler), follows links to webpages. It makes
copies of the webpages found and stores these in the search
engine's index.
Robots.txt
A file used to keep webpages from being indexed by search
engines. The Google Robots Exclusion page provides official
details.
ROI
Stands for “Return On Investment� and refers to the
percentage of profit or revenue generated from a specific
activity. For example, one might measure the ROI of a
paid campaign by adding up the total amount spent on the
campaign (say $200) versus the amount generated from it in
revenue (say $1,000). The ROI would then be 500 percent.
ROI
's proprietary ROI TRACKAI technology was designed to
help marketers measure performance of online marketing right
down to which keywords bring in the most customers;
landing-page effectiveness, position reporting, competitor
monitoring, trademark protection, online and offline
conversions, and click-fraud monitoring. provides
marketers with the right tools to make smart decisions.
RSS Feed
RSS (Real Simple Syndication) is a format for syndicating news
or other content.
Search Engine
Any service designed to allow users to search the web or a
specialized database of information. Web search engines
generally have paid listings and organic listings.
Google is the most accurate and popular search site.
Search Engine Marketing
Search engine marketing ventures are endeavors taken to
help increase the rankings and visibility of a site. The scope
of search engine marketing is vast in its applications and
implementations. Also known as website marketing, internet
marketing and website promotion; search engine marketing
can help create a solid internet foundation on which a business
can build.
Search Engine Optimization
The process of choosing targeted and relevant keywords and
keyword phrases related to a site and driving traffic to that site
based upon those keywords and keyword phrases is known as
search engine optimization. Search engine optimization
methods provide a conduit through which businesses and
potential clients are able to become aware of each other.
Search engine optimization involves making the pages of
a site more easily accessible to search engine spiders and
emphasizing the key topics relating to a specific site. Search
engine optimization is also often referred to as SEO, search
engine positioning and search engine promotion.
Search Engine Optimization Company
A search engine optimization company is a company that
provides services associated with search engine optimization.
The main job of a search engine optimization company is to
generate traffic and rankings for its clients. These optimization
services will vary in style, technique and delivery depending on
the company.
Search Engine Optimization Consultants
Search engine optimization consultants are individuals or
companies who analyze the strengths and weaknesses of
a site as it pertains to the various search engines. Search
engine optimization consultants use their knowledge to
suggest possible solutions to help increase the rankings of a
particular site. Many search engine optimization consultants
also perform SEO services as well. Search engine optimization
consultants may also be referred to as SEO professionals or
SEO specialists.
Search Engine Optimization Firm
A search engine optimization firm is a company whose major
revenue is obtained through search engine optimization
services. The main responsibility of a search engine
optimization firm is to obtain traffic for sites as a result of
search engine queries. Search engine optimization firms are
also referred to as internet marketing consultants or as SEO
professionals.
Search Engine Optimization Software Systems
Search engine optimization software systems are reasonably
priced software systems that allow marketers to easily
generate site data including individual page URL's. Popular
among entrepreneurs and small business managers, these
systems also allow the launch of a custom submission
schedule, automatically. Software systems can be a valuable
tool when properly used. However, they can actually cause
more harm than good when used improperly.
Search Engine Optimization Strategy
A search engine optimization strategy is an approach or
methodology used to help increase the rankings of a specific
site. A search engine optimization strategy should be specific
and individualized to a site depending on the needs of the site.
Often referred to as site promotion or website optimization, a
search engine optimization strategy provides a sturdy platform
from which to start the optimization process.
Search Engine Placement
Like search engine optimization and search engine positioning,
search engine placement is a term that is used to describe the
process used by SEO firms to obtain rankings for their clients.
Search engine placement also refers to the position of a site
within a search engine of directory query. Search engine
placement is often synonymous with search engine
positioning and search engine optimization.
Search Engine Placement Service
Search engine placement services are those methods
implemented by SEO companies to help clients achieve
rankings on one or more of the search engines. These search
engine placement services are designed to help guide search
engine users to sites relevant to their searching criteria.
Search Engine Placement Service is also referred to as
internet promotion, search engine optimization services,
website promotion and website marketing.
Search Engine Positioning
Search engine positioning refers to the ordering process that
search engines and directories use to deliver relevant results
to queries. Search engine positioning is also known as search
engine optimization, search engine promotion and SEO
optimization. Better positions are gained through either search
engine optimization, pay-per-click or a number of other methods.
Search Engine Promotion
Search engine promotion is a term that can be used to
describe the different techniques that are often employed by
SEO companies to help sites achieve high rankings. Search
engine promotion provides a cost-effective manner for sites
to reach potential clientele. Search engine promotion is often
equated with search engine positioning, search engine
placement and search engine optimization.
Search Engine Ranking Report
A search engine ranking report is a documented report of the
rankings of your top keywords in the major search engines.
This search engine ranking report will give you a way to track
the progress of your search engine optimization campaign
and provide you with valuable information about future steps
that may need to be taken. Most SEO companies will be
able to provide you with some type of search engine ranking
report. These reports will be updated at a variety of intervals
depending on your SEO firm. A search engine ranking report is
updated monthly, weekly or even daily depending on the SEO
firm you choose.
Search Engine Registration
Search engine registration is the process by which search
engines and directories are informed that a new site or page
needs to be indexed. Search engine registration is also known
as search engine submission, website submission, URL
submission and keyword submission.
Search Marketing Analytics
ROI TRACKAI technology was designed to
help marketers measure performance of online marketing right
down to which keywords bring in the most customers; landing
page effectiveness, position reporting, competitor monitoring,
trademark protection, online and offline conversions, and
click-fraud monitoring.
Search Terms
The words (or word) a searcher enters into a search engine's
search box. Also used to refer to the terms a marketer hopes
will find a particular page. Also called keywords, query terms
or query.
Seasonal Variations
The regular changes occurring in the production or sales of
products due to such factors as climate, vacations, holidays
and customs.
SEM
Acronym for search engine marketing and may also be used to
refer to a person or company that does search engine
\marketing. See Search Engine Marketing.
SEMPO
Search Engine Marketing Professional Organization. This is
a non-profit entity formed to increase the awareness of, and
educate people in, the value of search engine marketing.
SEO
SEO is the abbreviation often used to describe search engine
optimization. SEO is also often referred to as SEO
optimization.
SEO Companies
An abbreviation used to describe a search engine optimization
company. Also referred to as SEO firms or search engine
optimization firm.
SEO Firms
An abbreviation for the term search engine optimization firms;
used to describe firms that provide search engine
optimization services. SEO firms are also referred to as
search engine optimization firms, internet marketing
consultants or as SEO professionals.
SEO Optimization
SEO optimization is often used to describe the work done
by SEO companies. This work often consists of in-depth
analysis of a site in addition to redesign and/or suggestions to
improve the site. Many companies use SEO optimization as a
way to help drive targeted traffic to their site. Search engine
optimization, SEO and search engine placement are other
phrases often substituted for SEO optimization.
SEO Professionals
SEO professionals are those individuals who work in the
search engine optimization field. These individuals possess
the knowledge and ability to carry out search engine
optimization techniques. SEO professionals are also
sometimes referred to as internet marketing consultants or
SEO specialists.
SEO Services
SEO Services is a term used to describe the many
different outputs offered by SEO companies. SEO services are
numerous and diverse in their techniques and effectiveness
and can range from the very basic to the extremely in-depth
and thorough. SEO services are also referred to as SEO
optimization, site promotion, keyword marketing and website
promotion services.
SEO Specialists
An SEO specialist is someone with extensive knowledge and
the ability to perform search engine optimization techniques.
An SEO specialist is versed in the intricacies of the different
engines and is able to adapt accordingly. An SEO specialist is
also often referred to as an internet marketing consultant or as
an SEO professional.
SEO Strategies
SEO strategies or search engine optimization strategies are
the techniques and plans used by SEO firms to gain higher
rankings in the search engines. Search engine optimization
firms and companies will use one technique or a set of
techniques in their SEO strategies. Some of the techniques
nclude optimizing HTML code, cloaking, paid inclusion,
doorway pages and more.
SERPs
Search Engine Results Page. After a user enters a search
query, the page that is displayed is called the results page,
or SERPs.
Shopping Cart Abandonment
Term used to describe when customers shop online, but fail to
complete a purchase.
Shopping Search
Shopping search engines allow shoppers to look for products
and prices in a search environment. Premium placement can
be purchased on some shopping search indices.
Short-Lived Tactics
Short-term action undertaken to achieve implementation of a
broader strategy. These temporary tactics are meant to spur
action on the part of the customer such as price drops, free
shipping offer and seasonal events.
Site Level Conversion
A conversion that occurs on the website (can extend beyond a
purchase to include newsletter sign-ups, contact form fill out,
white paper download, etc.)
Site Optimization
Site optimization services include the many different
techniques used by search engine optimization companies to
help clients achieve rankings on the different search engines.
Site optimization is used as a way to introduce potential
business to a site. Site optimization strategies vary from one
SEO firm to the next and can include both accepted and
unaccepted optimization strategies. The term site optimization
is also referred to as: Optimization Services, Internet
Promotion and Search Engine Placement Service.
Site Promotion
Site promotion includes all of the steps that a website takes to
help increase traffic, name recognition and business. Site
promotion includes, but is not limited to, search engine
optimization. Also referred to as internet marketing, website
optimization and a variety of other terms, site promotion provides
a platform to introduce potential customers to new businesses.
Site Usability
An evaluation of the components of a usable website; the
ability to use the site and understand the content. Site usability
entails detailed study of customer interaction with a website in
order to create navigation that leads to greater success and
higher conversion rates.
SKU
Stock Keeping Unit. An identification number assigned to a
unique item by the retailer. The SKU may be an internal number
to that retailer or may be tied to an item's UPC (Uniform
Product Code).
Smart Search Services Enterprise Search solutions
As your search marketing partners, continually
seeks to understand your customers' online behaviors by
reaching beyond the obvious. Smart Searchâ„¢ Services refers
to specialized marketing services based upon sound practices
developed from traditional media experience combined with
years of online search engine marketing. They serve to extend
your brand and reach. These services include: eyeGroupsâ„¢,
PReachâ„¢ and A:B Labsâ„¢, among others.
SMS
Mobile terminology: short message service. This provides
simple information such as weather, stock quotes, sports
scores, flight information upon request, etc.
Software Systems
Search engine optimization software systems are reasonably
priced software systems that allow you to easily generate
your site data including individual page URL's. These software
systems have proven to be popular among entrepreneurs
and small business managers. These systems also allow
you to create your own custom submission schedule that is
automatically launched from your computer. Search engine
optimization software systems can be a valuable tool when
properly used. However, they can actually cause more harm
than good when used improperly.
Spam
Any search engine marketing method that a search engine
deems to be detrimental to its efforts to deliver relevant,
quality search results. Some search engines have written
guidelines about what they consider to be spamming, but
ultimately any activity a particular search engine deems
harmful may be considered spam, whether or not there are
published guidelines against it.
Spider
Component of a search engine that gathers listings by
automatically “spidering� the web. A search engine's spider
(also called a crawler or robot), follows links to webpages. It
makes copies of the webpages found and stores these in the
search engine's index.
Standard Match
A term used primarily by Yahoo in its pay-per-click (PPC)
advertising program. (Similar to exact match used by
Google.) When a PPC campaign manager specifies a k
eyword be used in standard match, then his/her ad will
appear whenever a Yahoo user types that exact query. For
example, if a jewelry retailer specifies “diamond engagement
ring,� its ad would not show up for, “diamond ring,�
“engagement ring,� or “custom diamond engagement ring.�
Stepped Checkout
Clearly detailing the steps in the checkout process so the
customer knows exactly where they are in the purchasing
process.
Submissions
Submissions to search engines are a key part of search
engine optimization. Submissions are done when you, your
web master, or your SEO firm submit your site to a search
engine in order to be included in the index or directory. The
submission process should be done carefully and by
someone who is very familiar with the current rules of each
search engine. Stay away from automated submissions as
they often cause more harm than good to an SEO campaign.
TDMA
Mobile terminology meaning: time division multiple access.
This is similar to GPRS in that it allows data to travel cellular
networks by dividing up channels into time slots.
Title Tags
The title tag is the most important overall component of search
engine optimization. In addition to the fact that title tags are
given great consideration by all the search engines, title tags
are also important because they are usually the hyperlinked
sentences that lead to the site from the search engine results
pages (SERPs). Because of this, in addition to being optimized,
title tags must also be appealing so users will click on them.
Touch Points
Every contact a customer has with your brand and site. Touch
points represent an opportunity to fulfill your brand promise
and foster the overall brand experience.
Trademark Infringement
There are three basic levels of trademark poaching:
1) An ad is purchased to trigger on another brand's trademark.
There's no mention of the brand in the ad, but they are trying
to take advantage of the marketing done by the brand.
2) The trademark is used in the text of someone else's ad. This is one
of the only times that some PPC engines will step in on behalf
of the brand as this does violate the terms of service (TOS).
3) A combination of both the previous tactics is used to create
confusion amongst consumers, leading them to believe that
the competitor is actually the brand sought.
Trademark Infringement Tool
A proprietary tool of ROI TRACKAI that hunts through search engine
paid search results and seeks out instances of trademark
infringement on a daily basis. When an infringement is found, a
snapshot is taken and can be used as evidence to challenge the
person or company responsible for the misuse of your brand.
This tool enables corporations to quickly and easily identify and
take action against brand abuse. It identifies lost revenue due to
diversion of website traffic, similar domain names and copycat
sites, and unauthorized linking relationships.
Traffic
The load on a communications device or system. The amount
of visits to a website.
Unique Visitor
When tracking the amount of traffic on a website, it refers to a
person who visits a website. Regardless of how many times a
visitor returns to a site, a unique visitor is counted only once.
UPC
Uniform Product Code. A coding system that facilitates
scanning, item level inventory and identification. UPC-A is the
most common barcode used in retail product marking in North
America.
Upsell
A procedure designed to get more money at the point of sale.
You implement it by offering your customers an upgraded
product or related item. Can also occur post initial sale in an
effort to retain customers. By offering a product or service
meant to compliment the original purchase, a company has
the opportunity to both increase revenue and maintain a strong
customer relationship.
Value Proposition
The unique added value an organization offers customers
through its operations.
Vertical Market
A situation in which an industrial product is used by only one
or a very few industry or trade groups. The market is narrow,
but deep in the sense that most prospective customers in
the industry may need the article or product. Vertical Markets
serve a specific niche.
Visitor Segmentation
The differentiating of users to a site perhaps by categories like
age, sex, etc.
Visual Merchandising
Visuals that move beyond the product image. Examples might
include wardrobe: shop-the-outfit functionalities that allow
visitors to select, view and buy in a single screen or “mix and
match� and simultaneously edit. Another is “view in a room�
(think of furniture shopping) which helps shoppers visualize
select products in a photo-realistic environment.
Web Analytics
A generic term used to describe analysis of website traffic
and performance. Technology that tracks and organizes
visitor activity on the internet including, but not limited to:
• Number of unique visitors that visit a site (unique traffic)
• Number of visitors to a site, not unique (gross traffic)
• Number of times a visitor views a page (page views)
• Number of times the loading of a page requests
information from a server (hits)
• Amount of sales generated by a website (sales)
• Number of interactive actions performed by visitors such
as subscribing to a newsletter, downloading a white paper,
applying for employment, requesting information
(conversions)
• Percentage of unique traffic that purchased
(conversion rate)
• Advanced systems have data covering click fraud,
trademark, search engine positions, etc. Very often the
technology will organize the data into charts and graphs
covering a period of time.
Website Marketing
Website marketing encompasses everything that is done in
the attempt to promote a site. As it pertains to search engine
optimization, website marketing includes any measures taken
to help increase the positioning and ranking of a site within
search engines or directories. Website marketing is also often
referred to as website optimization and internet marketing.
Website Optimization
Website optimization services include the many different
techniques used by search engine optimization companies to
help clients achieve rankings on the different search engines.
Website optimization is used as a way to introduce potential
business to a site. The strategies used to implement website
optimization will vary from one SEO firm to the next and can
include both accepted and unaccepted optimization strategies.
Website Promotion
Website promotion includes anything that is done to help
promote a site. As it pertains to search engine optimization,
website promotion includes any measures taken to help
increase the positioning or ranking of a site within search
engines or directories. Website promotion relating to search
engine optimization has many facets including keyword
marketing, keyword submission and site promotion among
others.
Website Promotion Services
As it relates to search engine optimization, website promotion
services are those services designed to help increase the
visibility of a site through search engine optimization. Website
promotion services may also be conveyed as a search engine
optimization strategy, as search engine marketing or website
optimization.
Website Submission
Website submission is the act of supplying a search engine or
directory with a URL in an attempt to make the search engine
or directory aware of a site or page. Website submissions are
a search engine optimization technique that can help guide
search engines and directories to more quickly find and index
important pages within a site.
XML Feeds
eXtensible Markup Language. A form of paid inclusion where a
search engine is “fed� information about pages via XML, rather
than gathering that information through crawling actual pages.
Marketers can pay to have their pages included in a spider
based search index either annually per URL or on a CPC basis,
based on an XML document representing each page on the
client site. New media types are being introduced into paid
inclusion, including graphics, video, audio and rich media.
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