SEO – it’s all about Back Links!

Blend Local Search Marketing & SEO Dictionary

We like to be open and transparent when communicating with our clients and customers. Therefore, we have compiled the essential list of words and phrases used regularly in the local search marketing and search engine optimisation industries.

Please scroll down the list for the keyword definition.

Algorithm - An algorithm is a set of finite, ordered steps for solving a mathematical problem. Each Search Engine uses a proprietary algorithm set to calculate the relevance of its indexed web pages to your particular Query. The result of this process is a list of sites ranked in the order that the search engine deemed most relevant. Search engine algorithms are closely guarded in order to prevent exploitation of algorithmic results. Search algorithms are also changed frequently to incorporate new data and improve relevancy.

Algorithmic Results – Algorithmic results are the ranked listings search engines provide in response to a Query. They are often referred to as Organic Listings in contrast to Paid Listings because their rank is based on relevancy rather than advertising revenue paid to the search engine. However, paid listings do appear alongside algorithmic results in many search engines, provided they are relevant. Improving a website’s unpaid algorithmic results is known as Organic or Natural Search Engine Optimisation.

Alt Tag/Alt Text – An alt tag is the HTML text that appears while an image is loading or when a cursor is positioned over an image. Alt text is useful in Search Engine Optimisation because it can include keywords that a search engine looks for in response to a query.

Analytics – Analytics refers to all the technology, programming, and data used in Search Engine Marketing to analyze a website’s performance or the success of an Internet marketing campaign.

Anchor Text – Also known as link text, anchor text is the visible, clickable text between the HTML anchor and tags. Clicking on anchor text activates a Hyperlink to another web site. Anchor text is very important in Search Engine Optimisation because search engine algorithms consider the Hyperlink keywords as relevant to the Landing Page.

Backlinks – Also known as back link, backward link, or inbound links, backlinks are all of the links on other websites that direct the users who click on them to your site. Backlinks can significantly improve your site’s search rankings, particularly if they contain Anchor Text keywords relevant to your site and are located on sites with high Page Rank.

Banned - Also known as delisted or blacklisted, a banned site is a URL that has been removed from a search engine’s Index, typically for engaging in Black Hat SEO. Banned sites are ignored by search engines.

Banner Ad – A banner ad is a rectangular graphic advertisement. Banner ads are one of the commonest forms of online advertising. Their sizes vary, but most measure 468 pixels wide by 60 pixels high. Clicking on a banner ad will direct you to the advertiser’s website or a designated Landing Page.

Black Hat SEO – Black hat SEO is the term used for unethical or deceptive optimisation techniques. This includes Spam, Cloaking, or violating search engine rules in any way. If a search engine discovers a site engaging in black hat SEO it will remove that site from its Index.

Blacklisted – Also known as banned or delisted, a blacklisted site is a URL that has been removed from a search engine’s Index, typically for engaging in Black Hat SEO. Blacklisted sites are ignored by search engines.

Broken Link – Also known as a dead link, a broken link is a link that no longer points to an active destination or Landing Page. Search engines dislike broken links. Keeping all of your site’s links active is an important part of ongoing optimization.

Canonicalization - In web search and search engine optimization (SEO), URL canonicalization deals with web content that has more than one possible URL. Having multiple URLs for the same web content can cause problems for search engines – specifically in determining which URL should be shown in search results.

Click Fraud – Click Fraud is the illegal practice of manipulating Cost-Per-Click (CPC) or Pay-Per-Click (PPC) revenue sharing agreements. There are numerous types of click fraud, but in a typical scenario the webmaster of a site that earns money from each click of the advertising links it publishes pays individuals a small fee to click those links. Companies thus pay for advertising to clients who had no intention of buying from them. Some companies have filed class action lawsuits alleging that ad publishers such as Google and Yahoo! have failed to aggressively confront click fraud because they benefit from increased CPC revenue.

Click-Through – Click-through refers to a single instance of a user clicking on an advertising link or site listing and moving to a Landing Page. A higher Click-Through Rate (CTR) is one of the primary goals of Search Engine Optimisation.

Click-Through Rate (CTR) – Click-through rate is the percentage of users who click on an advertising link or search engine site listing out of the total number of people who see it, i.e. four click-throughs out of ten views is a 40% CTR.

Cloaking – Cloaking is the presentation of alternative pages to a search engine Spider so that it will record different content for a URL than what a human browser would see. Cloaking is typically done to achieve a higher search engine position or to trick users into visiting a site. In such cases cloaking is considered to be Black Hat SEO and the offending URL could be Blacklisted. However, cloaking is sometimes used to deliver personalized content based on a browser’s IP address and/or user-agent HTTP header. Such cloaking should only be practiced with a search engine’s knowledge or it could be construed as black hat cloaking.

Content-Centric – Google and other major search engines have decided to go content-centric; the more places you have your content, the more traffic you generate. Social Bookmarking, blog reviews and comments are all good ways to go Content-Centric.

Contextual Link Inventory (CLI) – Search engines/advertising networks use their contextual link inventory to match keyword-relevant text-link advertising with site content. CLI is generated based on listings of website pages with content that the ad-server deems a relevant keyword match. Ad networks further refine CLI relevancy by monitoring the Click-Through Rate of the displayed ads.

Conversion – Conversion is the term used for any significant action a user takes while visiting a site, i.e. making a purchase, requesting information, or registering for an account.

Conversion Analytics – Conversion analytics is a branch of Analytics concerned specifically with conversion-related information from organic and paid search engine traffic, such as the keywords converts used in their queries, the type of conversion that resulted, landing page paths, search engine used, etc.

Conversion Rate – Conversion rate is the next step up from Click-Through Rate. It’s the percentage of all site visitors who “convert” (make a purchase, register, request information, etc.). If three users buy products and one user requests a catalogue out of ten daily visitors, a site’s conversion rate is 40%.

Cost-Per-Acquisition (CPA) – Cost-per-acquisition (CPA) is a return on investment model in which return is measured by dividing total click/marketing costs by the number of Conversions achieved. Total acquisition costs ÷ number of conversions = CPA. CPA is also used as a synonym for Cost-Per-Action.

Cost-Per-Action (CPA) -In a cost-per-action advertising revenue system, advertisers are charged a Conversion-based fee, i.e. each time a user buys a product, opens an account, or requests a free trial. CPA is also known as cost-per-acquisition, though the term cost-per-acquisition can be confusing because it also refers to a return on investment model.

Cost-Per-Click (CPC) - Also known as pay-per-click or pay-for-performance, cost-per-click is an advertising revenue system used by search engines and ad networks in which advertising companies pay an agreed amount for each click of their ads. This Click-Through Rate-based payment structure is considered by some advertisers to be more cost-effective than the Cost-Per-Thousand payment structure, but it can at times lead to Click Fraud.

Cost-Per-Thousand (CPM) – Also known as cost-per-impression or CPM for cost-per-mille (mille is the Latin word for thousand), cost-per-thousand is an advertising revenue system used by search engines and ad networks in which advertising companies pay an agreed amount for every 1,000 users who see their ads, regardless of whether a click-through or conversion is achieved. CPM is typically used for Banner Ad sales, while Cost-Per-Click is typically used for text link advertising.

Crawler – Also known as Spider or Robot, a crawler is a search engine program that “crawls” the web, collecting data, following links, making copies of new and updated sites, and storing URLs in the search engine’s Index. This allows search engines to provide faster and more up-to-date listings.

De-listed – Also known as banned or blacklisted, a de-listed site is a URL that has been removed from a search engine’s Index, typically for engaging in Black Hat SEO. De-listed sites are ignored by search engines.

Description Tag – Also known as a meta description tag, a description tag is a short HTML paragraph that provides search engines with a description of a page’s content for search engine Index purposes. The description tag is not displayed on the website itself, and may or may not be displayed in the search engine’s listing for that site. Search engines are now giving less importance to description tags in lieu of actual page content.

Directory – A directory is an Index of websites compiled by people rather than a Crawler. Directories can be general or divided into specific categories and subcategories. A directory’s servers provide relevant lists of registered sites in response to user queries. Directory Registration is thus an important method for building inbound links and improving SEO performance. However, the decision to include a site and its directory rank or categorisation is determined by directory editors rather than an Algorithm. Some directories accept free submissions while others require payment for listing. The most popular directories include Quip, Yelp, Yahoo! And Dmoz.

Doorway Page - Also known as a gateway page or jump page, a doorway page is a URL with minimal content designed to rank highly for a specific keyword and redirect visitors to a homepage or designated Landing Page. Some search engines frown on doorway pages as a softer form of Cloaking or Spam. However, doorway pages may be legitimate landing pages designed to measure the success of a promotional campaign, and they are commonly allowed in Paid Listings.

Dynamic Content - Dynamic content is web content such as Search Engine Results Pages (SERPS) that are generated or changed based on database information or user activity. Web pages that remain the same for all visitors in every context contain “static content.” Many e-commerce sites create dynamic content based on purchase history and other factors. Search engines have a difficult time indexing dynamic content if the page includes a session ID number, and will typically ignore URLs that contain the variable “?”.Search engines will punish sites that use deceptive or invasive means to create dynamic content.

Flash Optimisation – Flash is a vector graphics-based animation program developed by Macromedia. Most corporate sites feature Flash movies/animation, yet because search engine Crawlers were designed to index HTML text, sites that favour Flash over text are difficult or even impossible for crawlers to read. Flash Optimisation is the process of reworking the Flash movie and surrounding HTML code to be more “crawlable” for Search Engines.

Gateway Page – Also known as a doorway page or jump page, a gateway page is a URL with minimal content designed to rank highly for a specific keyword and redirect visitors to a homepage or designated Landing Page. Some search engines frown on gateway pages as a softer form of Cloaking or Spam. However, gateway pages may be legitimate landing pages designed to measure the success of a promotional campaign, and they are commonly allowed in Paid Listings.

Geographical Targeting – Geographical targeting is the focusing of Search Engine Marketing on states, counties, cities and neighbourhoods that are important to a company’s business. One basic aspect of geographical targeting is adding the names of relevant cities or streets to a site’s keywords, i.e. ‘Bournemouth beachside restaurants’. Another important element of geo-targeting is increasing your site’s presence on Local Search engines.

Geographic Segmentation – Geographic segmentation is the use of Analytics to categorize a site’s web traffic by the physical locations from which it originated.

Google AdSense – Google AdSense is an ad-serving program operated by Google that provides relevant text, image, and video-based advertisements to enrolled site owners. Advertisers register via Google AdWords and pay for ads on a Pay-Per-Click, Cost-Per-Thousand or Cost-Per-Action basis. This revenue is shared with Google AdSense host sites, typically on a PPC basis (which sometimes leads to Click Fraud). Google uses its search Algorithms and Contextual Link Inventory to display the most appropriate ads based on site content, Query relevancy, ad “quality scores,” and other factors.

Google AdWords – Google AdWords is the Keyword Submission program that determines the advertising rates and keywords used in the Google AdSense program. Advertisers bid on the keywords that are relevant to their businesses. Ranked ads then appear as sponsored links on Google Search Engine Results Pages (SERPS) and Google AdSense host sites.

Graphical Search Inventory (GSI) – Graphical Search Inventory is the visual equivalent of Contextual Link Inventory. GSI is non-text-based advertising such as Banner Ads, pop-up ads, browser toolbars, animation, sound, video and other media that is synchronized to relevant Keyword queries.

Gray Hat SEO – Gray hat SEO refers to Search Engine Optimization strategies that fall in between Black Hat SEO and White Hat SEO. Gray hat SEO techniques can be legitimate in some cases and illegitimate in others. Such techniques include Doorway Pages, Gateway Pages, Cloaking and duplicate content.

Hidden Text - Hidden text is a generally obsolete form of Black Hat SEO in which pages are filled with a large amount of text that is the same colour as the background, rendering keywords invisible to the human eye but detectable to a search engine Crawler. Multiple Title Tags or HTML comments are alternative hidden text techniques. Hidden text is easily detectable by search engines and will result in Blacklisting or reduced Rank.

Hit – A Hit is a somewhat misleading measure of traffic to a web site. One hit is recorded for each file request in a web server’s access log. If a user visits a page with four images, one hit will be recorded for each graphic image file plus another for the page’s HTML file. A better measure of traffic volume is the number of pages/HTML files accessed.

HTML – The acronym HTML stands for Hyper Text Markup Language, the authoring language used to create pages on the World Wide Web. HTML is a set of codes or HTML tags that provide a web browser with directions on how to structure a web page’s information and features.

Hyperlink – Also known as link or HTML link, a hyperlink is an image or portion of text that when clicked on by a user opens another web page or jumps the browser to a different portion of the current page. Inbound Links with keyword-relevant Link Text are an important part of Search Engine Optimisation Strategy.

Hyper Local – A new term used to refer to someone or something that is the best at connecting people, locally.

Index - An index is a Search Engine’s database. It contains all of the information that a Crawler has identified, particularly copies of World Wide Web pages. When a user performs a Query, the search engine uses its indexed pages and Algorithm set to provide a ranked list of the most relevant pages. In the case of a Directory, the index consists of titles and summaries of registered sites that have been categorized by the directory’s editors.

Inbound Links – Also known as back link, backward link, or backlinks, inbound links are all of the links on other websites that direct the users who click on them to your site. Inbound links can significantly improve your site’s search rankings, particularly if they contain Anchor Text keywords relevant to your site and are located on sites with high Page Rank.

Impression – Also known as a page view, an impression is a single instance of an online advertisement being displayed. Search engines and ad networks use impression statistics to charge advertisers on a Cost-Per-Thousand (CPM) basis.

Internet Marketing – On a fundamental level, Internet marketing is using the Internet to advertise, communicate and sell goods and services. On an advanced level, Internet marketing is known as Search Engine Optimization (SEO), which is the use of targeted keywords, crawler-friendly site architecture, Search Engine Submissions and a well-developed link network to improve a site’s Position, Page Rank and Click-Through Rate.

Internet Marketing Consultant – Also known as SEO professionals or SEO specialists, Internet marketing consultants use their knowledge of Search Engine Optimization Strategy to improve their clients’ Position and Page Rank.

Internet Promotion – Also known as search engine promotion, website marketing or website promotion, Internet promotion refers to all methods employed by a company or individual to promote a website and increase its Position and Page Rank.

Keyword – Also known as search terms or query terms, keywords are the word(s) or phrase(s) a user enters into a search engine’s Query box. A Search Engine Results Page (SERP) ranks indexed sites according to how relevant the Search Engine deems them to the searched keywords. One of the most important SEO Strategies companies can employ is to optimise their site pages with content that contains targeted keywords relevant to their products or industry.

Keyword Marketing – Keyword marketing is the use of keyword-optimised content and keyword-specific Link Text to emphasize a site’s relevancy to those terms and thereby increase Rank for related web queries. Keyword marketing can also be done through keyword-based ad programs such as Google AdSense. Keyword marketing is an essential component of Search Engine Optimisation.

Keyword Submission – Keyword submission is an all-inclusive term for the keyword research/selection, bid cost assessment and budgeting that companies undertake to begin Pay-Per-Click keyword campaigns with advertising networks such as Google AdWords.

Landing Page – The landing page is the page on which a visitor “lands” after clicking a search engine listing, email link, Banner Ad, Cost-Per-Click ad, or other ad/link. The landing page can be a site’s homepage, but is usually a page designed to appeal to users who Click-Through a specific ad or link. Landing pages are also used to monitor site traffic and measure an advertising campaign’s success. Well-designed landing pages that are relevant to a user’s keyword query will improve Conversion Rates and play a critical role in Search Engine Marketing.

Latent Semantic Indexing Latent Semantic Indexing (LSI) is an approach to understanding keywords in the context of the words on the entire webpage. It is one of the latest techniques that the Google Algorithm has recently put more emphasis upon when determining its main ranking factors

Link – Also known as hyperlink or HTML link, a link is an image or portion of text that when clicked on by a user opens another web page or jumps the browser to a different portion of the current page. Inbound Links with keyword-relevant Link Text are an important part of Search Engine Optimisation Strategy.

Link Baiting – Link baiting is the creation of content that incites users to link to your page from another website. The types of link bait vary tremendously, but they include highly informative articles or news stories, useful resources and sometimes controversial or sensationalistic content. Link baiting is a White Hat SEO technique used to help a site improve its Link Popularity and Page Rank. Some sites use link baiting as the centrepiece of a Website Marketing campaign. Link Baiting is another  term given to natural & viral link building.

Link Exchange - A link exchange is a quid pro quo arrangement or reciprocal link exchange between two sites. Reciprocal links usually lead to the home page of the associate site.

Link Farm – A link farm is a webpage or group of webpages that exist solely to increase the number of Backlinks in a site’s link network. A link farm is meant to increase a site’s PageRank or popularity and thus improve its search engine Position. However, link farms are considered a form of Spam and sites that rely on them are penalized by search engines.

Link Popularity – Link popularity is the measure of how popular a webpage is by the number of Backlinks it has. However, link popularity is not solely a matter of quantity. Page Rank is achieved when Backlinks are located on reputable, relevant sites rather than so-called Link Farms. Most search engines use link popularity as a factor in their Algorithmic Results.

Link Text – Also known as anchor text, link text is the visible, clickable text between the HTML anchor and tags. Clicking on link text activates a Hyperlink to another web site. Link text is very important in Search Engine Optimisation because search engine algorithms consider the hyperlink keywords as relevant to the Landing Page.

Listings – Listings are the indexed sites that appear in ranked order on a Search Engine Results Page in response to a user Query.

Local Maps – A Google map shown in local organic search. Also known as the Google 7 pack.

Local Search - Local search refers to both the addition of geographical keywords (cities, streets, etc.) to Search Terms and the use of Yellow Pages-type Search Engines such as Google Maps, Yahoo! Local and AskCity to find business services in a particular zip code. Search Engine Placement Services use local SEO to help traditional “brick and mortar businesses” connect with customers in their community.

Marketing Analytics – Marketing analytics is a branch of Analytics concerned specifically with marketing-related information from organic and paid search engine traffic, such as Unique Visitors, keyword-generated sales, Cost-Per-Click advertising, Click Fraud, Search Engine Marketing, etc.

Meta Description Tag - Also known as a description Tag, a meta description tag is a short HTML paragraph that provides search engines with a description of a page’s content for search engine Index purposes. The meta description tag is not displayed on the website itself, and may or may not be displayed in the search engine’s listing for that site. Search engines are now giving less importance to meta description tags in lieu of actual page content.

Meta Keywords Tag – A meta keywords tag provides search engines with a list of keywords that are relevant to a webpage. This can improve search engine Rank for a page by ensuring it’s properly indexed. However, search engines are now giving less importance to meta keywords tags in lieu of actual page content.

Meta Robots Tag – A meta robots tag (named for a search engine Crawler or Robot) lets page authors prevent their webpages from being added to a search engine’s Index. Alternatives to a meta robots tag are Robots.txt files and password protection.

Meta Search Engine – A meta search engine derives its listings by running user queries through multiple other search engines and then summarizing the results. A meta search engine does not maintain its own Index. Listings are displayed by meta search engines either in aggregate or categorised by search engine source. An example of a meta search engine is Dogpile.com which uses Google, Yahoo!, Bing and Ask.

Meta Tags – Meta tags are HTML tags placed in a webpage that contain information for Crawlers and web browsers. Types of meta tag information include page descriptions (Description Tag), page-relevant keywords (Meta Keywords Tag), whether a page can be indexed (Meta Robots Tag), copyright, page refresh dates and redirection instructions.

Natural Listings (or Natural Optimisation) – Also known as organic listings, natural listings are webpage listings that appear on a Search Engine Results Page solely because the search engine Algorithm deems them relevant to the Query. Natural listings can contain Paid Listings, but only if they fulfil the same requirements as natural listings. The best way to improve a site’s natural listing Position is through Natural Search Engine Optimisation.

Natural Search Engine Optimisation – Also known as natural optimisation, organic search engine optimisation or white hat SEO, natural search engine optimisation is the use of keyword-focused copy and tags, Crawler-friendly site architecture, Search Engine Submissions and a quality Backlinks network to improve a site’s Position, Page Rank and Click-Through Rate. Because about 80% of web users look at Natural Listings first, natural SEO offers a much greater chance of long-term business success than Paid Listings or Pay-Per-Click ad campaigns.

Optimisation Services – Also known as Internet promotion, site optimisation, or search engine placement service, optimisation services are all of the methods a Search Engine Optimisation Company uses to improve a site’s Position and Page Rank and increase its Click-Through Rate and Conversion Rate.

Organic Listings (or Organic Optimisation) – Also known as natural listings, organic listings are webpage listings that appear on a Search Engine Results Page solely because the search engine Algorithm deems them relevant to the Query. Organic listings can contain Paid Listings, but only if they fulfil the same requirements as organic listings. The best way to improve a site’s organic listing Position is through Natural Search Engine Optimisation.

Outbound Links – Outbound links are all links from a particular webpage that lead to other pages, including pages in the same domain. An excessive number of outbound links can damage a site’s Search Engine Positioning because a Spider may perceive it as a Link Farm.

Page Rank (or PR) – PageRank is a link analysis algorithm developed by Google founders Larry Page and Sergey Brin. A number from one (lowest) to ten (highest) is assigned to a webpage as a measure of its importance, specifically the likelihood that a user will arrive at that page by randomly clicking Links. PageRank is not the same thing as Rank.

Paid Inclusion – Paid inclusion is an advertising program offered by some search engines in which a page is guaranteed inclusion in the Index in exchange for a fee. Unlike Paid Placement, the rank of paid inclusion pages is determined solely by the search engine Algorithm. Paid inclusion sites may or may not be branded as advertisements depending on Search Engine policy.

Paid Listings – Paid Listings, as opposed to Natural Listings or Organic Listings, are sites that appear on a Results Page because money was paid to the search engine for inclusion and/or position. Paid listings are used as an all-inclusive term for the practices of Paid Inclusion and Paid Placement.

Paid Placement – Paid placement is a program in which advertisers’ listings are guaranteed to appear on a Results Page when particular Keywords are searched. The ranking of paid placement listings is determined by competitive bidding. Unlike Paid Inclusion listings, paid placement listings are usually displayed separately from Natural Listings and are labelled as advertisements or sponsored links. Google and Yahoo! Search Marketing are two of the largest paid placement search networks.

Pay-Per-Click (PPC) - Also known as cost-per-click or pay-for-performance, pay-per-click is an advertising revenue system used by search engines and ad networks in which advertising companies pay an agreed amount for each click of their ads. This Click-Through Rate-based payment structure is considered by some advertisers to be more cost-effective than the Cost-Per-Thousand payment structure, but it has at times led to Click Fraud.

Ping - The term ping has a lot of different meanings. In ‘blog speak’ ping is a tool that you can use to test if a particular host is reachable across an IP network.

Position – Also known as rank, position is the place a website occupies relative to the first listing on an Algorithmic Results page in response to a Keyword query. The first page displays Listings in the one through ten positions, the second page eleven through twenty, etc. Businesses trying to get their site into a top ten position will often employ a Professional Search Engine Optimisation company. Consumer studies have shown that most search engine users click only on sites that occupy the top ten positions on page one.

Position Reporting - Position reporting is the monitoring of daily changes in search engine Position for indexed URLs that have been optimised for specific keywords by a Search Engine Optimisation Company. Position reporting is also used to generate a Search Engine Ranking Report.

Professional Search Engine Optimisation – Professional search engine optimization is the modification of a website by an SEO company in order to increase its Position and Page Rank and improve its Click-Through Rate and Conversion Rate.

Query - A query is a question or instance of questioning. A search engine query is a user’s request for the information (i.e. webpages) in a search engine’s Index that is most relevant to a Keyword or set of Search Terms. Query is sometimes used to mean the actual keywords a user enters in a search box.

Rank - Also known as position, rank is the place a website occupies relative to the first listing on an Algorithmic Results page in response to a Keyword query. The first page displays Listings in the one through ten positions, the second page eleven through twenty, etc. Businesses trying to get their site into a top-ten rank will often employ a Professional Search Engine Optimisation company. Consumer studies have shown that most search engine users click only on sites that occupy a top-ten rank.

Reciprocal Link Exchange - A reciprocal link exchange is a quid pro quo arrangement or link exchange between two sites. Reciprocal links usually lead to the home page of the associate site.

Registration – Also known as search engine registration or search engine submission, registration is the submission of a URL to a Directory or Search Engine for inclusion in its Index. Registration is usually free but can also require payment. Registration is a basic but important part of Search Engine Optimisation.

Results Page – Also known as search engine results page, the results page is the collection of ranked Listings displayed in response to a search engine Query.

Robot – Also known as Crawler or Spider, a robot is a search engine program that “crawls” the web, collecting data, following links, making copies of new and updated sites, and storing URLs in the search engine’s Index. This allows search engines to provide faster and more up-to-date listings.

Robots.txt – Also known as robots exclusion protocol, Robots.txt is a text file stored in a site’s root directory that tells a search engine Crawler which site pages and sub-folders should not be included in the search engine Index. However, there is no guarantee that a Crawler will comply with this request. Robots.txt is an alternative to a Meta Robots Tag or password protection.

SEO Professional - Also known as Internet marketing consultant or SEO specialist, SEO professionals use their knowledge of Search Engine Optimisation Strategy to improve their clients’ Position and Page Rank.

SEO Services – SEO services are all of the tools used by a Professional Search Engine Optimisation company, including Analytics and Keyword Marketing.

SEO Specialist – Also known as Internet marketing consultant or SEO professional, SEO specialists use their knowledge of Search Engine Optimisation Strategy to improve their clients’ Position and Page Rank.

SEO Strategies - SEO strategies are the techniques used in Search Engine Optimisation to improve a site’s Position and Page Rank and increase its Click-Through Rate. A few SEO strategies are keyword research and content writing, optimized HTML code, and improved Geographical Targeting.

Search Engine – A search engine is a website that enables users to Query an Index of stored webpages gathered by a Crawler for information relevant to specific criteria expressed via a Keyword or Search Terms. The Rank of information/websites on the corresponding Search Engine Results Pages is determined by relevancy as measured by the search engine’s Algorithm and/or payment made to the search engine by indexed sites. Sites ranked solely by relevancy are known as Natural Listings or Organic Listings in contrast to Paid Listings. Popular search engines include Google, Yahoo! and Bing.

Search Engine Marketing (SEM) – Search engine marketing is an inclusive term for all techniques used to market a website via search engines, including Pay-Per-Click advertising and Natural Search Engine Optimisation.

Search Engine Optimisation (SEO) – Search engine optimisation is the modification of a website for the purpose of improving its natural Rank on Search Engine Results Pages. This is done through a combination of SEO strategies such as directory and search engine Submission, website optimisation, content writing and improved Link quality.

Search Engine Optimisation Company (SEO Company) – A search engine optimisation company employs SEO Strategies to improve a website’s Search Engine Placement.

Search Engine Optimisation Consultants – Also known as SEO professionals or SEO specialists, search engine optimisation consultants analyze a website’s Position and Keyword strength and offer solutions for improvement.

Search Engine Optimisation Software Systems - Search engine optimisation software systems enable marketers to generate site data and automatically customize Submission schedules. However, automated submissions should generally be avoided in favour of submissions catered to each search engine’s rules.

Search Engine Optimisation Strategy – Search engine optimisation strategy refers to the specific optimisation plan an SEO company employs for the site promotion of an individual client.

Search Engine Placement – Search engine placement means the tactics used by Site Optimisation firms to improve their clients’ Rank. The term search engine placement is sometimes used to mean the Position of a website on a Results Page.

Search Engine Placement Services – Also known as Internet promotion, optimisation services or site optimisation, search engine placement services are all of the methods a Search Engine Optimisation Company uses to improve a site’s Position and Page Rank and increase its Click-Through Rate and Conversion Rate.

Search Engine Positioning – The term search engine positioning can be used in two different ways. The first is to describe the ordering process of indexed websites being ranked by a search engine Algorithm in response to a Query. The second refers to the use of Search Engine Optimisation to achieve a higher search engine Position.

Search Engine Promotion – Also known as Internet promotion, website marketing or website promotion, Internet promotion refers to all methods employed by a company or individual to promote a website and increase its Position and PageRank.

Search Engine Ranking Report – A search engine ranking report is a monthly, weekly or daily report of the Position of a company’s website Listing in relation to their top Keywords. Position Reporting enables companies to monitor the success of an SEO strategy or Cost-Per-Click advertising campaign.

Search Engine Registration – Also known as search engine submission or web submission, search engine registration is the submission of a URL to a Directory or Search Engine for inclusion in its Index. Registration is usually free but can also require payment. Search engine registration is a basic but important part of Search Engine Optimisation.

Search Engine Results Page (SERPs) – Also known as a results page, the search engine results page is the collection of ranked Listings displayed in response to a search engine Query.

Search Engine Submission – Also known as search engine registration or web submission, search engine submission is the submission of a URL to a Directory or Search Engine for inclusion in its Index. Registration is usually free but can also require payment. Search engine submission is a basic but important part of Search Engine Optimisation.

Search Terms – Also known as keywords or query terms, search terms are the word(s) or phrase(s) a user enters into a search engine’s Query box. A Search Engine Results Page (SERP) ranks indexed sites according to how relevant the Search Engine deems them to the search terms that were queried. One of the most important SEO Strategies companies can employ is to optimize their site pages with content that contains targeted search terms relevant to their products or industry.

Shopping Search – Shopping search engines or search engines with a shopping feature (such as Google Product Search) allow users to comparison shop by providing lists of sellers and prices in response to a product Query. Some shopping search sites require Paid Inclusion or offer Paid Placement.

Site Optimisation - Also known as Internet promotion, optimisation services or search engine placement service, site optimisation refers to all of the methods a Search Engine Optimisation Company uses to improve a site’s Position and Page Rank and increase its Click-Through Rate and Conversion Rate.

Spam – Spam refers to any and all Search Engine Marketing techniques that violate search engine guidelines or attempt to gain increased Rank for a site using content that is irrelevant, deceptive or of little value to users. Types of spam include Hidden Text, content that contains nonsensical Keyword repetition, deceptive Cloaking or numerous Doorway Pages that redirect users to the same Landing Page. If a search engine detects spamming the offending site will be Blacklisted or lose Position. Spam is a Black Hat SEO technique.

Spider – Also known as Crawler or Robot, a spider is a search engine program that “crawls” the web, collecting data, following links, making copies of new and updated sites, and storing URLs in the search engine’s Index. This allows search engines to provide faster and more up-to-date listings.

Submission – Also known as search engine registration or search engine submission, submission is the providing of a URL to a Directory or Search Engine for inclusion in its Index. Submission is usually free but can also require payment. Submission is a basic but important part of Search Engine Optimisation.

Title Tags – A title tag is an HTML tag which contains a sentence of text describing the contents of its associated webpage. Title tags are a very important part of Search Engine Optimisation because they are frequently used as the text links that lead to sites from a search engine’s Results Page. The best title tags contain strategic keywords that will help a site be indexed properly and appeal to human search engine users.

Thematic PR Links – Links from relevant directories back to your site.

Three-Way Link Exchange – A three-way link exchange is a Reciprocal Link Exchange established between three domains. However, unlike a two-way link exchange, not all three sites link to each other. Page A links to Page B and Page B links to Page C and Page C links to Page A. Page B does not post a reciprocal link to Page A and Page C does not post a reciprocal link to Page B. Three-way link exchanges are used by owners of multiple websites to increase the Link Popularity and Page Rank of new or smaller sites.

Unique Visitor - A Unique visitor is a web traffic measuring term which means the registering of at least one hit on one page of a web site from a unique IP address during a specified report period (typically anywhere from twenty-four hours to a month). A subsequent hit(s) by the same IP address is not counted as a unique visitor during that report period. Unique visitor count can be an effective way of measuring the success of an SEO strategy.

Web Analytics – Web analytics is a branch of Analytics that uses web traffic records to study the behaviour of website visitors. Data such as Unique Visitors, Hits, page views, and the connection between Landing Pages and Conversion Rates are used to improve a website or marketing campaign.

Website Marketing – Also known as Internet marketing, website marketing is using the Internet to advertise, communicate and sell goods and services. On an advanced level, website marketing is known as Search Engine Optimisation (SEO), which is the use of targeted keywords, crawler-friendly site architecture, Search Engine Submissions and a well-developed link network to improve a site’s Position, Page Rank and Click-Through Rate.

Website Optimisation – Also known as search engine optimisation, website optimisation is the modification of a website for the purpose of improving its natural Rank on Search Engine Results Pages. This is done through a combination of optimisation strategies such as directory and search engine Submission, Keyword Marketing and improved Link quality.

Website Promotion – Website promotion refers to the marketing aspects of Search Engine Optimisation, such as Keyword Submission, Paid Inclusion, and other techniques to increase a site’s exposure.

Website Promotion Services - Also known as search engine marketing, website promotion services is an inclusive term for all techniques used to market a website via search engines, including Pay-Per-Click advertising and Natural Search Engine Optimisation.

Website Submission – Also known as search engine registration or search engine submission, website submission is the submission of a URL to a Directory or Search Engine for inclusion in its Index. Registration is usually free but can also require payment. Website submission is a basic but important part of Search Engine Optimisation.

White Hat SEO – Also known as natural search engine optimisation or organic search engine optimization, white hat SEO is the legitimate use of keyword-focused copy and tags, Crawler-friendly site architecture, Search Engine Submissions and a quality Backlinks network to improve a site’s Position, Page Rank and Click-Through Rate. White hat SEO does not involve the use of Cloaking, Spam or any other Black Hat SEO techniques.

XML – XML is an acronym for Extensible Markup Language, a simple and flexible text-based programming language used in conjunction with HTML. XML is useful for data exchange and the creation of customized tags.

XML Feed – An XML feed is a form of Paid Inclusion or Search Engine Submission in which an XML document is used to provide a search engine with information about multiple web pages. An XML feed is particularly useful for multimedia sites or database sites that draw a variety of relevant search queries.

If you know of any other word or phrase that you think should be included on this list, please let us know.