Search Engine Optimization Glossary
Just in case you're not familiar with a particular search engine optimization term, we present a glossary of common and not so common terms and acronyms. We've thoroughly cross-linked terms within the glossary.
Algorithm
RANKING criteria used by a SEARCH ENGINE to determine RANKINGS. Each SEARCH ENGINE typically uses a different algorithm from its competitors. A given algorithm may change frequently causing volatility in the RANKINGS. Automated Query
The act of performing a search automatically using software to act as though the search is being performed by a human. Many programs are capable of performing automated QUERIES, including several popular ones. Some SEARCH ENGINES consider automated QUERIES a violation of their terms of use and may block the IP address from which the automated QUERY originates. Backlinks
Links pointing to a particular web site. Also referred to as inbound links. Banned
When a web site's pages are removed from a SEARCH ENGINE'S database, or INDEX, because of SPAMMING or violating some sort of guideline. Case Sensitive
When a SEARCH ENGINE is "case sensitive," it means that it will search for the KEYWORD "exactly" as you have entered it. For example, if you enter "NEW ORLEANS" in the search QUERY window, a case sensitive SEARCH ENGINE would only search for the KEYWORD PHRASE in all caps. Some SEARCH ENGINES are case sensitive for certain searches, but not for other searches. So, it is probably best to search for your KEYWORD PHRASE in all variations (all caps, all lowercase, and capitalized) and see if the search RESULTS differ. Most popular SEARCH ENGINES are not case sensitive. Cloaking
The process of delivering different content to human visitors and SEARCH ENGINE SPIDERS. Some SEARCH ENGINES consider any form of delivering different content to visitors and SPIDERS cloaking, and may BAN sites from its database or INDEX. Many SEARCH ENGINES consider cloaking to be SPAM. Comment Tag
Useful for making notes in your HTML code. Content in comment tags is not displayed on the visible web page. Some SEARCH ENGINES used to index content in comment tags. However, because some people used comment tags to SPAM the SEARCH ENGINES, very few SEARCH ENGINES will index content within comment tags. Crawler
A software program that SEARCH ENGINES (and other programs) use to "crawl" the web using hyperlinks. It copies web pages and stores them in the SEARCH ENGINE'S database, or INDEX, where the SEARCH ENGINE uses other programs to analyze the pages. Also known as a SPIDER or ROBOT. DHTML
Acronym for DYNAMIC HTML. Directory
A type of SEARCH ENGINE where sites are added to the database, or INDEX, through human efforts. Sea also SEARCH DIRECTORY. Doorway Page
A page that is created for the specific purpose of RANKING well in the SEARCH ENGINES for a particular SEARCH PHRASE or set of search phrases. These pages act as additional entry points into a site. Can also refer to any page through which a visitor enters a site, regardless of OPTIMIZATION efforts or referring site. Dynamic HTML
A web technology that enables elements inside your web page to be dynamic or interactive. Things once considered unchangeable once the page has loaded, such as text, page styles (font color, size etc), element position, etc., can now all be changed dynamically, thanks to DHTML. It brings your web pages one step closer to how things look inside your television, where images appear and disappear, text flies in and out, and content moves around freely inside the screen. Dynamic HTML can also make your pages interactive by allowing for onscreen games, puzzles, magnifying glasses, etc. Not to be confused with DYNAMIC PAGES. Dynamic Pages
Pages that are created "on the fly," usually from a database. These pages may have special symbols, such as %, &, ?, and =, in the URL. Dynamically generated pages may have difficulty in achieving high RANKINGS because some SEARCH ENGINES will not crawl a URL with special symbols. Database generated pages may be created using PHP, ASP, CFML, CGI, JSP and other programming languages and scripts used on the web. See also, SPIDER TRAP.
Frames
Divides web pages into separate scrollable areas on a single web page. Most SEARCH ENGINE SPIDERS don't or won't crawl framed pages. Index
A collection of information that a SEARCH ENGINE or DIRECTORY has gathered and makes available to searchers. SEARCH ENGINES typically have copies of web pages, while DIRECTORIES usually have summaries of web sites. Can also be used to describe the process that SEARCH ENGINES use to analyze web pages, extract content and add that content to the database. Invisible Text
Text that is the same as, or extremely close to, the background color, making the text unreadable without highlighting it. Most SEARCH ENGINES consider this to be SPAM. Keywords
The word, or words, a searcher types into a search box in an attempt to find web pages or sites about a particular subject. Also called search terms, search phrase, keyword phrase, query terms and query. Keyword Density
Refers to the number of a particular KEYWORD or KEYWORD PHRASE appearing on your web page in relation to the total number of words appearing in the visible text of the page. Landing Page
The web page that a searcher reaches after clicking a SEARCH ENGINE LISTING. Can also be considered a DOORWAY PAGE. Link Popularity
One factor with in a SEARCH ENGINE'S ALGORITHM that helps to determine a site's RANKING and RELEVANCY. Link Text
The text contained within a link. In other words, the text that a person clicks on to go to another page or site. Listings
The information that appears on SEARCH ENGINE or DIRECTORY RESULTS PAGES in response to a search. Meta Search Engine
A SEARCH ENGINE that provides results from two or more SEARCH ENGINES. Meta Tags
HTML tags that are found within the <HEAD> tag that provide additional information about the page and site. Meta tags are not displayed on the visible page, but can be read and used by SEARCH ENGINES, browsers and other applications. Meta Description Tag
Meta tag that allows the webmaster to give a brief description of the page. Few SEARCH ENGINES use the tag for RANKING purposes. Meta Keywords Tag
Meta tag that allows webmasters to list KEYWORDS to help the SEARCH ENGINES determine page RELEVANCY. Often misused by SPAMMERS; therefore, few SEARCH ENGINES use the tag for RANKING purposes. Meta Refresh Tag
A meta tag that can do one of two things: 1) Cause a page to reload after the period of time specified in the tag elapses; and 2) to redirect a visitor to another page automatically after the period of time specified in the tag elapses. The first use can be seen at sports sites that feed live play by play action. They cause the page to reload so that the visitor can see updated information after each reload. The second use is often used to redirect a visitor from a non-existent or moved page to the new page. Since SEARCH ENGINE SPIDERS are not affected by meta refreshes or redirects, some webmasters perverted its use by placing optimized content on the redirection page with a zero refresh rate, wisking the visitor to a different page, but letting SPIDERS index the content of the redirect page in hopes of achieving high RANKINGS for the redirect page. Some SEARCH ENGINES may BAN sites using extremely fast redirects or refreshes, as they consider this a SPAM technique. Meta Robots Tag
A meta tag that instructs SEARCH ENGINE SPIDERS how to CRAWL and INDEX the page. Not universally followed by SEARCH ENGINE SPIDERS. The ROBOTS.TXT file is a better alternative. Organic Listings
LISTINGS that are not sold by search engines. Instead, a page appears because the search engine has determined, through its ALGORITHM, that the page is RELEVANT to the search performed. Outbound Links
Links on a site that point to external Internet desitnations. Some people define outbound links as all links on a page that lead to other pages within the same web site or other web sites. PageRank
Google's proprietary formula for to calculate LINK POPUALRITY. Paid Inclusion
A 'quasi-' advertising program in which sites are guaranteed inclusion in the database or INDEX in exchange for payment. These programs do not typically guarantee RANKINGS, only that the site is included in the INDEX. Pay-Per-Click
Advertising programs in which advertisers pay for performance of the ad. In other words, advertisers pay a particular rate for each click an ad receives. The payment rate may be fixed or variable. Also known as cost-per-click. Paid Placement
Advertising program in which listings are guaranteed to appear for particular searches. Higher RANKINGS are usually obtained by paying more than the competition. Popularized by Overture, formerly known as Goto.com. Commonly referred to as PAY-PER-CLICK programs. Rank
How well a particular web page or site is listed in the SEARCH ENGINE RESULTS.
Reciprocal Link
A link exchange between two sites, hopefully for the added benefit of both sites. Relevancy
How well a web page or other indexable document provides information for which a searcher is looking, as measured by the searcher. Generally, the higher the relevance, the higher the RANKING, although this does not have to be the case. Results Page
The page that displays as a result of a search. Also called SERP. Robots.txt
A special document, which instructs a SPIDER how to CRAWL a web site. It tells a SPIDER which pages, files and directories it is forbidden to CRAWL, or INDEX. Search Directory
Usually populates its database, or INDEX, through human reviews. Front page often has category and subcategory links to the DIRECTORY, as well as a search box. Searchers can either drill down the category and subcategory links or use the search box to find information. See also, DIRECTORY. Search Engine
Usually populates its database, or INDEX, by CRAWLING the web using hyperlinks. Searchers use a search box to find information. Search Engine Marketing
The act of promoting a web site through the SEARCH ENGINES using all legal and ethical methods available, such as improving SEARCH ENGINE RANKINGS, using PAID INCLUSION programs, PAY-PER-CLICK programs, and others. Search Engine Optimization
The process of modifying a web page so that it RANKS well in ORGANIC LISTINGS of one or many SEARCH ENGINES. Site Popularity
The popularity of a web site as evidenced by the quantity and quality of sites that felt it was important enough to link to. SPAM
Any SEARCH ENGINE MARKETING or OPTIMIZATION method that a SEARCH ENGINE determines is detrimental to its ability to deliver relevant results. Site determined to be SPAMMING may be BANNED. Spider Trap
Sites that are capable of producing a near infinite number of dynamically generated pages. See also, DYNAMIC PAGES Stop Words
Common words that some SEARCH ENGINES leave out when they INDEX a page, or words they may not search for during a QUERY. Examples are: "and," "the," "too," etc. Submission
A request to a SEARCH ENGINE or SEARCH DIRECTORY to include a site or page to its database, or index. Some SEARCH ENGINES and DIRECTORIES require payment for submission; others are free. Some SEARCH ENGINES do not allow submission at all, preferring to find a site by CRAWLING the web. Unless the request is made to a PAID INCLUSION program, submission does not guarantee a LISTING. Tiny Text
Content placed on a page in a very small font size. This content is usually placed at the bottom of a page. Most SEARCH ENGINES consider this to be SPAM. Word Stemming
Some SEARCH ENGINES utilize stemming or word stems, which means that searches for root words will also include variations of that word. For example, a search for "prevent" would also produce "prevention," "preventative," etc. XML Feeds
A form of PAID INCLUSION, in which a SEARCH ENGINE is fed information about pages using XML rather than gathering this information by CRAWLING the site. |
