|
Cloaking: |
 |
Directing a search engine spider to another page different
from what displays in the browser. Used to increase
the chances of the page getting a higher ranking. Considered
spamming. Highly recommend against this technique! |
Cost
Per Click: |
|
What you are charged whenever someone clicks on your
sponsored link. |
| Crawler: |
|
Search engine software that automatically searches
the web, storing URLs and indexing keywords, links and
text. Also referred to as spiders or robots. |
| Directory: |
|
Human compiled listing of Web sites in a logical hierarchical
order. (Yahoo!, Looksmart and DMOZ are all directories) |
| Distribution: |
|
Search engines, Directories and Pay for Placement providers
enter deals with portals and other web suites to distribute
their search engines results to those sites. Also
called syndication. |
| Index: |
|
A searchable database catalog of documents or web pages
created by a search engine |
| Keyword: |
|
Word or phrase a Web searcher uses when performing
a Web search. |
| Keyword
Density: |
|
1) Amount of times that a keyword phrase is used on
a page.
2) A formula to determine whether keywords are being overused
on a page. The formula is the total number of words
in al keyword mentions divided by the total number of
words on a page. Keywords should fall between 2
and 8 % density. |
| Landing
Page: |
|
The page a web user reaches after clicking on the link
in the Search Engines results page. |
Link
Popularity: |
|
The number and quality of links on other sites pointed
to a Web page. Search engines increasingly rely
on this to determine their rankings. Also called
Page Popularity. |
| Mirroring |
|
Multiple copies of web sites or web pages, often on
different servers using different domain names. The process
of registering these multiple copies with search engines
is often treated as spamdexing, because it artificially
increases the relevancy of the pages. This spamming
technique can be detected by the search engines and the
site can be penalized for it by a lower ranking or removal
from the database. |
| PageRank |
|
As defined by Google "PageRank relies on the uniquely
democratic nature of the web by using its vast link structure
as an indicator of an individual page's value. In essence,
Google interprets a link from page A to page B as a vote,
by page A, for page B. But, Google looks at more than
the sheer volume of votes, or links a page receives; it
also analyzes the page that casts the vote. Votes cast
by pages that are themselves "important" weigh
more heavily and help to make other pages "important."
Full explanation at Google
http://www.google.com/technology/ |
Paid
Inclusion: |
|
Paying to be included in a search engine or directory
index. also called Pay for Inclusion (PFI) |
Paid
Placement: |
|
Paying for a link to be included on a search results
page, usually at the top or on the right side of the regular
search results set. This section will typically
be labeled "Sponsor Results" |
| Search
Engine: |
|
The software that searches an index or database and
returns matches. Search engine is often used synonymously
with spider and index, although these are separate components
that work with the engine. |
Search
Engine Optimization: |
|
Catch all term for techniques used to improve a Web
pages position in a search engines results page.
Generally involves modifying the Web pages code and written
copy. |
| Spam: |
|
Techniques such as cloaking, mirroring, doorway pages
(also called gateway or bridge) used to trick the search
engines into giving the page a higher ranking or listing
in the results set. Search engines will penalize
or de-list a site if they are caught using these spamming
techniques. |
Spamming: |
|
"Spamming is the alteration
or creation of a document with intent to deceive an
electronic catalog or filing system. Some Web authors
use subversive techniques to get their sites to appear
more frequently or higher in returned search results.
This is something that the search engines strongly discourage
and may penalize people for.
Those who continually attempt to subvert or spam the
search engines may be permanently excluded from the
index. Extreme or repeated violations may be subject
to legal action.
Words used to describe the pages must accurately represent
their content. most search engines detect common spamming
practices and penalizes pages that use them. Unfortunately,
in some cases this may cause valid pages to be penalized
as well. For best results, the following Web publishing
techniques should be avoided:
Overuse or repetition of keywords
Use of keywords that do not relate to the content of
the site
Use of fast meta refresh
Redirection
Cloaking (IP Cloaking)
Use of colored text on same-color background
Duplication of pages with different URLs
Use of different pages that bridge to the same URL (gateway
pages)
Please note these are only a few examples of what is
considered spamming. There are many more types that
are not illustrated here.
|
| Spider: |
|
See Crawler |
XML
Feed: |
|
A simplified version of HTML that allows data to be
sent to search engines in the format that they can interpret. |
Acronyms: |
|
CPC - Cost Per Click
CTR - Click Through Rate
PFI - Pay for Inclusion
SEM - Search Engine Marketing
SEO - Search Engine Optimization
SEP - Search Engine Placement
SERP - Search Engine Results Page |
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