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Above the fold:
In reference to the internet, this term is defined by the first screen viewed on a monitor. Specifically, it is used to describe the content a user can see without scrolling down and refers the top part of the page.
Absolute link:
Hyperlinks containing the domain name, pathname (if used), and filename comprise the absolute link. This is also known as the complete URL.
Algorithm:
Varied lists of criteria search engines like Google depend on to determine how web pages are ranked in a search engine's or directory's search results. Algorithms use a mathematical formula and they seek to link a given query with corresponding site matches.
Alternative text:
Commonly referred to as alt text, which is HTML text assigned to an image source tag. This text replaces a graphic image that does not appear due to browser specifications. The same text appears when end users view a web page using a text-only browser.
Below the fold:
When a user must scroll down vertically to view content on a webpage they are viewing content that is below the fold.
Backward links:
The linking a web page receives from other sites. That is, the prevalence of outside sites to link to your webpage.
Banned:
When a webpage participates in spamming or infringes upon other guidelines, search engines will eliminate these sites from their index.
Call to action:
The tactics one utilizes such as order, purchase, subscribe, download, and click here to support the intended response a webpage owner seeks for visitors to take when viewing a given page.
(CTR) Clickthrough Rate:
The actual percentage of people who responded to a link by clicking through to the linked web page. In other words, out of the people who see the link how many take action.
Cloaking:
The act of delivering custom content to a search engine spider that is not visible to site visitors. Consequently, search engine spiders view pages different than those viewed by visitors. In most cases pages that partake in such activity are banned with the exception of search engines offering a paid inclusion program.
Clustering:
In a search engine's or directory's list of search results only listing one or two pages from each web site.
Conversion Rate:
The measure of the precise number of calls to action divided by the total number of unique visitors to a page is the conversion rate. A conversion refers to a sale or request to receive more information. Thus, if 20 visitors take action and 200 visitors view the web page, the conversion rate is 10 percent.
(CPC) Cost Per Click:
For each click a site receives from someone clicking on a link leading to a web site there is an agreement with the advertiser to pay a given amount.
Crawler:
Search engine crawlers, spiders, or robots gather listings by automatically crawling the web and use follow links to web pages based on this component. These pages are stored in the search engines index once a page is found.
Directories :
A type of search engine where listings are gathered through human efforts, rather than via automated crawling of the web. In directories web sites are often reviewed and summarized in about 25 words and placed in a particular category.
Doorway domain:
A site that consists primarily or solely of doorway pages. The purpose of such a site is to rank well on search engines and redirect traffic to a different site.
Doorway page:
Web pages created for the purpose of obtaining high search engine positions with no visible benefit to end users. These pages are often cloaked and can be known as bridge pages, gateway pages, and jump pages.
Dynamic HTML:
An HTML extension that enables web pages to react to the end users input, for example, the computer or type of browser end users are using to view a page. Web pages are made interactive through the use of JavaScript on HTML and CSS.
Fuzzy Search:
A search that retrieves matches for partially spelled or misspelled words. Fuzzy search uses "fuzzy logic engineering" which is a very advanced mathematical discipline. The matching technique takes words down to their root and attempts to match all forms of the word.
Graphical Search Inventory :
Internet advertising such as banners, pop-ups, browser toolbars, and rich media that can be coordinated with search keywords.
Index:
A searchable database of words pointing to documents created by search engine software. It is the compiled information a search engine holds that can be queried for. Traditionally, search engines using crawlers tend to index copies of all web pages they have formed from crawling. The index with human managed directors contains the summaries of sites that have been categorized.
Keywords :
The words typed into a search engine query.
Keyword buy:
Advertisements that appear when certain words are purchased and they match the given keyword search query.
Keyword density:
The number of times a keyword appears on a site divided by the total number of keywords on the site. Unique algorithms have been developed to calculate keyword density by several search engines.
Keyword prominence:
Relates to how "high up" on a page a keyword appears. Keywords are said to have high prominence when they are located on the first screen and visitors do not have to scroll down.
Landing Page :
After clicking a listing given by a search engine the specific web page a visitor first sees is the landing page. Conversion rates are tested using various landing pages, which means often the goal is to direct a searcher to the most purposeful page.
Link Popularity :
Corresponds to the number and quality of inbound links to a web site from other sites. In essence, it is the count of how prominent a page is based on the number of backlinks it has.
Link Text :
The text that is found within a link.
Listings :
After conducting a search the listings are the results the search engine generates.
Meta Search Engine :
A search engine that does not use its own processes to generate listing but rather uses two or more outside search engines to obtain listings.
Meta Tags :
Information placed on a web page that gives information about the content of a web page to support search engine crawlers, browsers and other applications. This information is not meant for users to see.
Meta Description Tag :
Gives pages the opportunity to choose the description they would like search engines to display when listing their sites. This tag is not used by all search engines.
Meta Keywords Tag :
As with the meta description tag not all search engines use this tag; however, this tag provides page authors with the ability to add text in order to aid the search engine ranking process.
Meta Robots Tag :
Allows page authors to keep their web pages from being indexed by search engines, especially helpful for those who cannot create robots.txt files. The Robots Exclusion page provides official details.
Natural listings:
Same definition as organic listings-These listings appear because a search engine has identified the sites content as being important, the listing are organic simply because they appear without payment. Organic listings can be differentiated from paid listings due to the fact that they are not sold by search engines. Additionally, paid inclusion content may appear intermixed with unpaid organic results. Hence, paid inclusion content is often considered "organic" despite the fact that it is paid for.
Optimization:
The process of designing, writing, coding (in HTML) and submitting web pages to the search engines to increase the probability that your web page will appears at the top of search engine queries for selected keywords and phrases.
Organic Listings :
These listing appear because a search engine has identified the sites content as being important, the listing are organic simply because they appear without payment. Organic listings can be differentiated from paid listings due to the fact that they are not sold by search engines. Additionally, paid inclusion content may appear intermixed with unpaid organic results. Hence, paid inclusion content is often considered "organic" despite the fact that it is paid for. Organic listings are also referred to as natural listings.
Outbound Links :
Links that appear on a given web page that leads to another web page. These links may direct traffic towards a page within the given web page or to a different web site.
Page views:
The total number of times users view a single web page this information is provided through site statistic software.
PageRank:
Based on Google's link analysis calculations this is the numeric value that represents how popular a web page is. The numeric value is dependent upon the quantity and quality of links pointing to a web page.
Paid Inclusion :
A method by which advertisers are promised placement in search engine's index in exchange for payment; however, high rankings are not guaranteed. Traditionally, placement is based on relevance, which means paid inclusion ensures that a web site is index but does not provide specification for placement. In short, one is paying to be included in a search engines index.
PPC :
Also known as pay-per-click (PPC) or cost-per-click (CPC). The same definition of CPC-For each click a site receives from someone clicking on a link leading to a web site there is an agreement with the advertiser to pay a given amount.
Paid Listings :
Search engine listings that are sold to advertisers many times this is done by way of paid placement or paid inclusion programs. Conversely, organic listings are not sold.
Pay-Per-Click:
Also know as PPC or cost-per-click (CPC). The same definition of CPC-For each click a site receives from someone clicking on a link leading to a web site there is an agreement with the advertiser to pay a given amount.
Paid Placement :
Listings that are influenced by payment include paid placement, that is, this method ensures a site listing will show in response to specific search terms. Higher rankings can also be achieved through making higher payments than other advertisers. Search networks and portals sell paid placement listings. Well known paid placement providers include Overture and Google, as well as, MSN and some other portals.
Query:
A request from a database for specific information. It is the word or words entered into a search box in a search engine by the searcher. Also known as keywords, search terms, query terms, or query.
Rank :
The position a web page or web site holds when listed in a search engine results. Ranking in a search engine or directory refers to the order in which a given URL is found. Search engines rank sites based upon their relevance at the top of search results for a given query. Also known as a position.
Reciprocal Link :
The mutual exchange of links from one site to another.
Results Page :
The page that is displayed once a user completes a search query is the results page. Also referred to as SERP (search engine results page.
Robot:
Same definition as crawler-search engine crawlers, spiders, or robots gather listings by automatically crawling the web and use follow links to web pages based on this component. These pages are stored in the search engines index once a page is found.
Robots.txt:
A file used to keep web pages from being indexed by search engines. The Robots Exclusion page provides official details.
Search Engine :
Software that acts as a service by searching an index or database and returns relevant matches based on information typed into a query.
Search Engine Marketing :
The effort directed towards using search engines to market a web site, the purpose may include improving natural and paid listings or a combination of these and other search engine-related activities.
Search Engine Optimization:
Taking action towards modifying a web site in order to improve search engine listing and increase visibility. Previously referred to as any form of search engine marketing, however, overtime search engine optimization (SEO) has replaced search engine marketing.
Search Terms:
A request from a database for specific information. Search terms are the word or words entered into a search box in a search engine by the searcher. Also known as keywords, query terms or query.
SEM :
Acronym for search engine marketing .
SEO :
Acronym for search engine optimization .
SERPS:
Same as results page-The page that is displayed once a user completes a search query is the results page.
Shopping Search :
Shoppers looking for products and prices in a search environment have the option to use shopping search engines. There are some shopping search engines that allow for top placement in their index based on the amount one is willing to spend.
Spam:
Taking extreme or excessive measures of action to achieve top search engine positions. Spam may include using any words, HTML code, scripting, or programming on a web page that is not meant to benefit the end user experience.
Spider :
Search engine crawlers, spiders, or robots gather listings by automatically crawling the web and use follow links to web pages based on this component. These pages are stored in the search engines index once a page is found.
Submission :
The action of submitting a URL for inclusion into the index of a search engine. Submission that is done without paid inclusion does not grant listings. Moreover, on search engines using crawler-based searches a sites rank is not enhanced without search engine optimization efforts. The process of submission usually entails filling out a form online either through a manual or automated system.
Traffic:
The number of unique visitors to a single web site.
XML Feeds :
XML stands for Extensible Markup Language. XML facilitates web site designer efforts to create customized tags to describe data. An XML feed is a means of paid inclusion that gives search engines information via XML, as oppose to search engines finding information thorough actual crawling. Web pages can be included in a search index through payment which will allow a site to provide a XML document outlining the content of each page, either yearly per URL or on a CPC basis.
For additional useful advice on this subject see:
Webmaster Guidelines from Google.com.
Advice for choosing an SEO from the SEO Consultants Directory.
Hiring a Professional SEO from About.com.
Google AdWords
Optimization Tips. From Google
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