Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural,” “organic,” or “earned” results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
Alt Tags – Html tags used to label an image – a short description appears when your mouse pointer hovers on it.
Anchor Text – the actual text of links within the page content that can route you to another page within the site or to other website when clicked. This text is usually colored blue or purple and is underlined. Some people merely write “click here” to link to other pages, which is not a good practice. To effectively rank, use keywords in your Anchor Text.
Backlinks – Links from other websites back to your website or vice versa. See also “reciprocal links.”
Black-Hat SEO – also referred to as spamdexing, search engine spam, search engine poisoning, search spam or web spam. Black–Hat SEO is a deliberate manipulation of search engine indexing for website optimization that can lead to being banned from search engines. Methods include the use of hidden text, keyword stuffing, meta-tag stuffing, etc.
Brand Keyword – a keyword associated with your business name or simply your personalized brand name or site name.
Broad Keyword Match – your keyword scattered throughout a sentence or paragraph.
Canonicalization – using a single preferred URL for each web page.
Contextual Targeting – placing ads in a specific area that is related to the page content.
Crawler/Web Crawlers – automated program that browses the Web in search of new websites or web pages to be indexed.
CTR – Click-Through Rate – an estimated percentage of how many visitors click your PPC ads that caused them land on your site.
Deep Linking – linking to a web page other than a site’s home page.
Description Tag – an HTML tag used by web page authors to provide a description for search engine listings.
Doorway Domain (or Entry Domain) – a domain used specifically to achieve high ranking in search engines for particular keywords and that serves as an entry point through which visitors pass to the main domain.
Doorway Page – a page made specifically to rank well in search engines for particular keywords, serving as an entry point through which visitors pass to the main content.
Duplicate Content – having duplicate content across different pages on your website, or copying content from other websites.
Exact Keyword Match – relevant keyword, instead of a URL, to find the desired page.
404 Error Page – The 404 or Not Found error message is an HTTP standard response code indicating that the user was able to communicate with a given server, but the server could not find what was requested. The website hosting server will typically generate a “404 Not Found” web page when a user attempts to follow a broken or dead link; hence, the 404 error is one of the most recognizable errors users can find on the web.
Generic Keywords – common keywords or terms you can use on your website that promote a high ranking.
Goal Conversion – where visitors interact with your website in relation to your purpose or intentions.
Googlebot – the search bot software used by Google that collects documents from the Web to build a searchable index for the Google search engine.
Google Instant – a feature of Google’s search engine that shows search results as the keyword query is being typed.
Header Tags – HTML tags that are used on your header or post titles.
Heuristic – a general formula that can serve as a practical methodology for building a better website.
Hidden Text – text that is visible to search engines but not to visitors.
Hierarchy – refers to the structure of a website and how many clicks it takes to locate content pages.
HTML – Hypertext Mark-up Language – a type of programming code used for building web pages. Hypertext Markup Language is the programmatic language that web pages are based on. HTML uses commands called HTML tags that command your web browser to display text and graphics in orderly fashion.
Inbound Link – a link that comes from other website to your website.
Internal Linking – linking one page to another within your website.
Invisible Web – the portion of the Web not accessible through Web search engines.
Keyword – a word used in performing a search; words or phrases that help other users find your web page via search engines.
Keyword Density – keywords as a percentage of indexable text words.
Keyword Research – the search for keywords related to your website, and the analysis of which ones yield the highest return on investment (ROI).
Keyword Stuffing – the excessive use or repetition of keywords within your page content for search optimization purposes.
Keywords Tag – META tag used to help define the primary keywords of a web page.
Link Building – the process of increasing the number of inbound links to a website in a way that will increase search engine rankings.
Link Checker – tool used to check for broken hyperlinks.
Link Farm – inappropriate optimization of web pages though links and for link building. On the World Wide Web, a link farm is any group of web sites that all hyperlink to every other site in the group. Although some link farms can be created by hand, most are created through automated programs and services. A link farm is a form of spamming the index of a search engine (sometimes called spamdexing or spamdexing). Search engines require ways to confirm page relevancy. A known method is to examine for one-way links coming directly from relevant websites. The process of building links should not be confused with being listed on link farms, as the latter requires reciprocal return links, which often renders the overall backlink advantage useless. This is due to oscillation, causing confusion over which is the vendor site and which is the promoting site.
Link Popularity – a measure of the quantity and quality of sites that link to your site.
Link Profile – The profile of backlinks your website is receiving from other websites.
Log File – file that records the activity on a Web server. Log files yield information such as which files are requested, when files are requested, who requested them, and where they were referred from. The raw log file information can be helpful if you are looking for specific information, but log file analysis software helps one to quickly and easily view high-level trends. Log analyzers vary greatly in detail and flexibility. Luckily, many companies offer free trial periods so you can determine if the product fits your needs. Some companies even offer their log analyzers as freeware.
Meta Tags – tags to describe various aspects about a web page and that may be used for a wide variety of metadata – data that describes other data – but many site promoters focus primarily on the description tag and the keywords tag. Some search engines use the description tag as the first choice for a search engine listing, using alternate methods if the tag is missing. Search engines may also use the keywords tag to reinforce the main topics of the page. Not all search engine use Meta tags, and the other ones may not pay much attention to the contents.
Meta Tag Generator – tool that generates Meta tags based on input page information.
Metasearch Engine – a search engine that displays results from multiple search engines.
MozRank – MozRank represents a link popularity score. It reflects the importance of any given web page on the Internet. Pages earn MozRank by the number and quality of other pages that link to them. The higher the quality of the incoming links, the higher the MozRank.
Offpage Optimization – page optimization outside the website such as inbound and outbound linking to and from a different website.
1-way link – a website that linked to your web page without you linking back to it.
Onpage Optimization – page optimization within the website such as editing title, header, content, etc.
Organic Traffic – traffic coming from search engines when someone enters your keyword.
Outbound Link – a link from your website to another website.
Page Rank – determines how popular the site or a specific page is. Web page can be ranked from 1 to 10.
Phrase Keyword Match – your keyword is used with other words but in different order.
Portal – a site featuring a suite of commonly used services, serving as a starting point and frequent gateway to the Web (Web portal) or a niche topic (vertical portal).
PPC – Pay-Per-Click – a method that allows you to advertise your business online depending on how much you are willing to pay per click. This can also be identified as keywords you paid for in order to drive more traffic to your site.
Reciprocal Links – links between your website and another website, often based on an agreement by the site owners to exchange links.
Robot – an automated web browser that sends request to a certain web server for pages to get indexed.
Robot.txt – this file can allow or disallow Google to index pages in your site. Many unknowing web designers and site owners have accidentally told Google to stay away from their site and have lost out on ALL potential search traffic.
ROI – Return on Investment – the total amount of your profit less the total investment put in to it.
Search Engine – Web-based software used to search information on the Internet.
Search Engine Spam – excessive manipulation to influence search engine rankings, often for pages that contain little or no relevant content.
SEO – Search Engine Optimization – Strategy used to drive traffic to a website; the process of choosing targeted keyword phrases related to a site and ensuring that the site places well when those keyword phrases are part of a Web search. SEO is a part of SEM.
SEM – Search Engine Marketing – Internet marketing that benefits website visibility in search engine results with the use of PPC advertising. Includes SEO.
SERP – Search Engine Results Page – a returned list of web pages related to the keyword searched using a search engine.
SMM – Social Media Marketing – Internet marketing that helps websites rank high in search engines with the help of social networking.
Sitemap – an XML file that breakdowns your website in a way Google can easily understand. This helps the Googlebot crawl your website by giving it a logical path of links and pages to follow. This is essential to good rankings.
Social Link Icons – small icons that link back to your social media accounts. They should be on your home page, as well as other pages on your website.
Social Networking – a network where people can be connected through common interests.
Social Mentions – Refers too mentions from websites such as Facebook, Google and Twitter.
Spider – automated software programmed to crawl your pages, including links to other websites, to assess your pages for ranking in search engines. See also “crawler” and “robot.”
Stop Words – words that are commonly use by people and will not be useful to your keywords (e.g. a, an, the, at, in, on, but). See also “filter words.”
Tag Spamming – inappropriate repetition of keywords on your tags such as Meta tags, title tag, and alt tags.
Thin Content – content that is short and unhelpful. Google wants to see meat and content with a unique value proposition.
Title Tags – HTML tags used to identify the website name.
URL – URLs, or Uniform Resource Locators, are the web browser addresses of Internet pages and files. A URL works together with IP addresses to help us name, locate, and bookmark specific pages and files for our web browsers. URLs commonly use three parts to address a page or file: the protocol (which is the portion ending in ‘//:’); the host computer (which sometimes ends in .com); and the filename/page name itself.
Web Domain – name of the website’s main URL (e.g. www.myownname.com).
Web Hosting – web service that provides space for your website to be accessible in the Internet.
Web Page – a single page inside your website.
Website – a website, also written as web site?? or simply site,?? is a set of related web pages typically served from a single web domain. A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet address known as a uniform resource locator (URL). All publicly accessible websites collectively constitute the World Wide Web.??
White Hat SEO – proper way of optimizing your web pages.