Search Engine Optimisation Glossary
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Definition of Internet Marketing
Internet Marketing is the process that will seek to convert your visitors into sales when they visit your site. This process is an extension to a Search Engine Optimization campaign and brings into use techniques assosciated with traditional media marketing but tailors these to fir the unique situation of the Internet.
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Definition of Link Popularity
Link popularity is a defining feature of Search Engines. Link popularity is the amount of links that point to a particular document within a web siteÝ
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Definition of Search Engine Optimization
Search Engine Optimization is the process of increasing web page and site positions within the natural rankings of the Search Engines.
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Definition of Search Engine Optimization
US spelling of Search Engine Optimization.
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Definition of SERP's
SERP's are what are returned by the search engines every time you view the results. The SERP's acronym stands for Search Engine Results Pages. The SERP's return results from a search engine that are query specific. These results are created by the search engine indexer and reurned to a search engine user. These results are determined by onscreen and offscreen factors. The onscreen factors are query specific and the offscreen factors can be query specific or query inspecific.Ý
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Definition of SEO
SEO is an abbreviation of the term Search Engine Optimization and is common parlance within the search engine industry.Ý
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Definition of AdOutlet
An AdOutlet refers to a pay-per-click search engine, comparison shopping search engine or paid-inclusion search engine. These can be seen in use by the major search engines each of which has its own advertising system. Googleô relies on a system known as Adwords. This relies on bidding on search terms to determine how high up teh paid for listings your site appears. The more money you bid on a term the higher you are likely to appear. The recent Jagger Update appears to have forced the bidding up on search terms within the PPC inclusions on Googleô as many sites have panicked when their natural search engine results have been adversely affected by the fluxes in the Googelô index.Ý
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Definition of Algorithmic Search Engine
An algorithmic search engine spiders your website and displays relevant listings based on the search criteria entered by a visitor. Also referred to as 'natural' or 'organic' search. This style of search engine takes many factors into affect and the major players in the UK currently are Google and MSN.
The search engines each take into account onscreen and offscreen factors to determine the overall positioning of a website. The algorithm is built from many seprate pieces of code each of which will affect the positions of a web document for na particular query. These algorithm are built to ensure that the sites that are returned for a search query are as relevant as possible. Every Algorithmic Search Engine determines relevancy in different terms.Ý
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Definition of Auto Bid
Overture, FindWhat and Google use some form of Auto Bidding. With each of these PPCSEs you set a not-to-exceed price (Max Bid) and the search engine will adjust your actual bid each time a keyword is searched so that you will only pay $0.01 above the bid below your bid. This can help you to maximise the potential returns from your site by ensuring that your website has the potential to appear as high as possible within the search engine index.Ý
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Definition of Bid Management
Bid Management Software is used to help you, or your PPC management company, to manage your online spend as effectively as possible. This siftware aid you in analysing which search terms are bringing you in the best return on investment.Ý
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Definition of Canonical Keyword
When you query Overture for keyword suggestions at http://inventory.overture.com/d/searchinventory/suggestion/ you will find that the results returned are not always in the oreder in which they were inputted. When multiple keyword phrases are searched for the results are returned in canonical form. This which mean the words are arranged in alphabetical order in some of the results.Ý
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Definition of Comparison Shopping
Comparison-Shopping , such as Kelkoo or Froogle, sites are a type of search engine that allows you to submit information about products that you are selling online. There may be a cost per click or cost per submission for these services.Ý
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Definition of Confirmation Page
This is a page within your website that is displayed when a sale is completed, or a form is completed. This response to a users transaction should include all the data regarding the transaction.
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Definition of Sponsored links
Sponsored links that appear next to related non-search-engine-generated content, such as news article.
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Definition of Conversion Rate
This is a Ratio of the visitors that have converted to sales. The Conversion Rate is usually expressed as a percentage. In interent marketing, whether it be Search Engine Optimization or Pay Per Click Advertising, this is an important figure to have been calculated.
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Definition of Cost Per Acquisition (CPA)
The cost per aquisition is the cost for every sale that your site makes in relation to the investment that has been made and the number of sales that this investment has resulted in. Cost per aquisition can be calculated thus: total click costs / number of conversions = CPA. This figure can be calculated through analysing the sales figures to a site and the spend. Often you will find that in many markets Search Engine Optimization will offer a better Cost Per Aquisition than through the application of PPC, though it will take longer for the benefits of this investment to be seen.Ý
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Definition of Cost Per Click (CPC)
The price an advertiser pays each time a user clicks on a sponsored link, usually determined in bidding against other advertisers. (on Google, placement is determined through a combination of pricing and click-through rates for each ad.) Also referred to as 'pay-per-click.'Ý
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Definition of Destination URL
The URL associated with a keyword that identifies a specific page on your website where traffic is directed.
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Definition of Display Keyword
The Overture Match Driver program has two forms of a keyword, canonical and display. The Display Keyword is the form that is presented in the DirecTraffic Center and should be used when creating tracking strings for destination URLs.Ý
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Definition of Display URL
The URL that usually is the top-level domain name of your website that is displayed in the search results in a PPCSE.Ý
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Definition of Black Hat Search Engine Optimisation (optimization)
Black Hat SEO, Unethical SEO, is the application of search engine optimization techniques to a website that fall outwith the terms and conditions outlined by the major search engines. The application of this style of Search Engine Optimization to your website is likely to damage your website in the short term. Many SEO companies that will phone you up will use these techniques to get you to rank quickly. However when you are found that you have 'cheated your way to the top of the search engine rankings' you will be penalised.Ý
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Definition of Keyword Generator
A Keyword Generator is a computer Program that helps web sites owners and search engine optimizers determine the keywords most related to their online industry. Search Engine Optimization is only an appropriate route for an interent based business to follow when the keywords and/or phrases that web document are intended to rank for in the search engine indices are keywords and/or phrases that are being searched for by the users of a particular search engine.
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Definition of Black Hat Search Engine Optimisation (optimization)
Search Engine Submission is a system where rather than allowing you to be found naturally by the major search engine through the links that exist to your content you tell the search engines that your site exists through the use of a submission form. We do not believe that search engine submission is the most effective way for search engines to locate the information within your website.
Search Engine Submission is often advocated as a way to allow search engines to deep crawl your website and locate hard to find information. If a search engine does not find links pointing to a particular web document irrespective of whether the document has been submitted or not the search engine will stop visiting the page and will eventually place the page as being a supplemental result - a page that the search engine knows exists but does not believe is important enough to make the effort to spider.
If you are submitting your web site and/or web documents to the search engines as a result of depp srawl problems the best way to resolve this is to employ a weeb developer who understands the needs of websites and can make your website search engine friendly. This aspect of search engine optimisation is overlooked by some of the less scrupulous search engine optimisation companies that exist.
If you feel that search engine submission is the best route forward for your site we have placed some links below to the appropriate web pages to visit in the major search engines.
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Definition of Natural Search Engine results
The Natural Search Engine results are what constitute the 'true' search engine rankings. These search engine results are shown with the most highly relevant web documents to a particular query are listed first in descending order. These results can not be bought from the search engines and are achieved through a combination of offscreen optimization and offscreen optimization. These Search Engine Results are also referred to as the 'organic' search engine listings.Ý
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If you have a Search Engine Optimisation term which you feel needs explaining, please email info@searchmaker.co.uk or call us on 020 8959 8337 (serious enquiries only).
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