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SEO Jargon ExplainedBacklinks: Any link that points to a particular website can be a "backlink". Can also be called inbound links.
Clickthrough Rate: The ratio of numbers of clicks compared to number of views expressed as a percentage. For example if 100 people do a search that involves the same pages coming up as results, if 43 people click the same link, then that website has a clickthrough rate/ratio or 43% or 43 clicks out of every 100 views. Conversion rate: A ratio (again commonly expressed as a percentage) between number of page views and number of conversions, a conversion is an action that can involve anything from a request for further information, or a sale or quote. Crawler: The backbone of a search engine, this is a script that is run on the search engine's servers that crawls the internet following links to web pages and archiving them within the search engine's index. Also known as a Spider or Robot. Doorway Page: A webpage with the sole aim of ranking highly for a term in the search engine's listing. Often not content rich, its function is to tempt visitors further into a particular website, or automatically forwarding them to another site. Index: The collection of information that a search engine uses to search by. Added to via crawlers or in an adventive directory via human efforts. Can contain summaries of the pages as well as opposed to just an address. Landing Page: The page that a visitor ends up on after selecting a search engine link. Creative landing pages can result in improved conversion rates. Popularity: A simple count of how many backlinks link to a particular page. Link Text: The text that makes up a link. Listings: The results that appear after a user has made a query using the search engine. Meta Search Engine: A search engine that utilises the results from 2 or more other search engines as opposed to storing its own index of websites. Meta Tags: Supplementary information placed on a webpage that isnt intended for the page visitors to see, but is used to pass information to search engine crawlers, browser software and other applications. Meta Description Tag: Allows web designers to place a summary of the page contents to be displayed when listed by a search engine. However not all search engines support this tag, and instead summarise it in another method. Meta Keywords Tag: Allows web designers to add keywords to a page in order to aid the catagorising and ranking of the site within a search engine's listings. Meta Robots Tag: Allows web designers to specify whether or not they would like their pages indexed by a search engine. Another option would be to use a robots.txt file. Organic Listings: These are listings that search engines havent sold rights to. Instead these sites appear because a search engine has decided that its important for them to be included. Paid content is often also considered organic as its typically intermixed within the non-paid results. Outbound Links: Links on a webpage that lead to other webpages, no distinction is made between internal and external links. Paid Inclusion: A method of ensuring that pages will be included in a search engine's index. Although this does not normally affect page ranking. Paid Listings: Listings that search engines sell to advertisers. Similar to paid inclusion and paid placement. Pay for Performance: A popular synonym for pay per click, stresses that advertisers are only paying for the adverts that deliver the results, versus CPM advertising, where adverts are paid for regardless of performance. Pay per Click: This describes a system in which the advertiser/client pays a previously agreed fee for every click someone makes on a link leading to the advertisers website. Paid Placement: Selling rights to appear in results listings in response to particular search terms. Appearance in the listings will be guaranteed, and typically with a ranking higher than the non-paid listings. Ranking can also be determined on the fees paid to the search engine, E.G. Higher paying advertisers have higher ranking listings as opposed to the lesser paying advertisers. Rank: How well a webpage or website is listed in the search engine's results. Determines where in the results it comes, i.e. 1st place or 100th place. Also known as position. Reciprocal Link: An exchange of links between two sites. Results Page: After a query is run, the search engine displays the results on a webpage to allow the user to view the results. Otherwise called a SERP (Search Engine Result Page). Search Engine: A service designed to allow users to search a database of information, be it web related or of a more specialised nature. Search Engine Marketing: The act of marketing a business or website via search engines. Facilitated in many ways from improving rank in organic listings, or instead opting for paid listings, and paid placement schemes. Search Engine Optimisation: The art of altering a website so that it improves its ranking within organic crawler based listings of search engines. Search Terms: The word(s) a searcher will enter into a search engine query. Also used to describe the terms or keywords that an advertiser hopes a particular page will be found for. Spam: A term used to describe any search engine marketing method that is deemed to be a hinderance to a search engines aims of delivering relevant and quality results. Submission: The act of submitting a URL for inclusion into an index of a search engine. Unless done through paid inclusion methods, submission does not guarantee a listing. Submission can be done manually, or automated where a software program or online service provider processes the necessary forms and details behind the scenes. |
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