Search Engine Marketing Glossary
Search engine marketing, like any other specialized field, is full of jargon. Below is a list of terms you should know if you manage a website. Some of them, you may have already come across in your reading.
Crawler See spider.
Click-through The process of clicking on a link in search engine result pages to visit an indexed site. Good rankings mean nothing without click-throughs. The secret here is to provide a good title and an accurate and interesting description.
Directory These differ from search engines in that they are usually compiled manually by user submission, and often involve an editorial selection and categorization process. The Open Directory Project is an example of a directory.
Doorway Page Also known in the search engine marketing business as bridge pages, entry pages, gateway pages, informational pages or portals, these are web pages that are specially designed to rank high in the search engines for particular keywords.
Index 1. The catalogue of web pages maintained by a search engine or directory. 2. The default page or home page of a website.
Keyword The everyday words that people enter in search engines to find information, products and services. Keywords form part of a search engine query.
Keyword Prominence How prominently keywords appear in the text of a web page. Title tags, headers, the beginning of paragraphs and hyperlinks, are just some of the places keywords should feature prominently.
Placement Also called positioning or ranking by search engine marketing people, the process whereby a search engine places websites in an order so that the most relevant sites appear first in the search results for a particular query.
Search Engine Although the term is often used to describe both search engines and directories, the two are not the same. A search engine is a server or a collection of servers dedicated to indexing internet web pages, storing the results and returning lists of pages which match particular queries. The indexes are normally generated using spiders. Major search engines include Google and Yahoo.
Spamming 1. The use of redundant or unethical techniques to improve search engine placement and give irrelevant pages high search engine ranking. 2. To send unsolicited or unwanted messages.
Traffic The visitors to a web page or website.