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SEO / SEM Glossary of Terms

API: This is an acronym for Application Programming Interface. This is what advertisers use to help manage SEM campaigns.

Ad: These are advertisements that a web surfer will see when they submit a query through a search engine. They can be used in PPC (pay per click) advertising as well. An ad can be positioned anywhere on a search results page.

Affiliate Marketing: This is a process of sharing revenue by helping to push sales of an existing product or service. When you “affiliate” with a company and help boost sales of their products, you can get a portion of each sale in a type of commission.

ALT Text: ALT Text is also known as “alternative text “or “Alt Attribute”. When the images are turned off in a web browser the ALT Text is an HTML tag that provides text descriptions for these images. All the viewer needs to do is hold the mouse over the image to display the text.

B2B: When one business markets its products or the services it offers to other businesses it called B2B or “Business to Business”.

Backlinks: Any link that points the viewer to a particular web page is called a backlink or an inbound link.

Crawler: A program used by search engines to look for information found on the Internet is called a crawler. These are also referred to as a “spider” or a “bot” and the actual process of searching through the documents on a website is called “crawling”.

Custom Feed: Search engines have different categories and feed requirements and a custom feed can be created for each one of the engines that make it possible to submit XML feeds.

Description Tag: A description tag refers to the information found in META tags that provides a brief description of the web page on which it’s found.

Keyword/Keyword Phrase: These are specific words and/or phrases that Internet user will type into the search field when they are searching for information.

Keyword Density: This is the number of times any keyword or keyword phrase is used throughout the body of a page based on the percentage value that is determined by the number of words located on the page.

Keyword Stuffing: When keywords or phrases are used excessively on a web page, it’s referred to as keyword stuffing.

Keyword Tag: Keyword tags are meta tags that are used to emphasize significant keywords or phrases located on webpages. These keywords or phrases should reflect the content found on the page or misspellings of the main topic and they are separated by commas.

Landing Page/Destination Page: When Internet users click on an ad it sends them to a web page which is known as the landing page.

Lead Generation: This is a marketing term that refers to websites that generate leads for the products and services that are offered by another company. Anyone visiting the lead generation site can click on the lead and it will take them to the site where they will be able to purchase the product or service.

Link Farming: This term refers to the process of exchanging links with websites in the attempt to significantly increase link popularity by increasing the number of sites that link back to the original one.

Linkbait: This will be something that you have on your site that allows viewers to link to it. When other sites link to yours, it’s a way of letting viewers know they believe you have valuable content they may be interested in seeing.

Long-tailed Keywords: These are keyword phrases that contain two or more words.

NoFollow: This is an attribute that webmasters place on links and they tell the search engines to not count the link and to not send any trust to the site in order to not influence the results of the search engines but they will still follow the link.

Organic Search Rankings: This is the search engine ranking for the web pages that are found in SERPs.

PPC Advertising: PPC is the acronym that stands for Pay-Per-Click Advertising and it means that advertisers only have to pay when someone clicks on their ads which direct the searchers to a specific landing page.

RSS: This is the acronym that stands for Rich Site Summary or some people refer to it as Real Simple Syndication and it’s a family of web feed formats that are used to distribute and share information and headlines found on the web.

SEM: This is the acronym which stands for Search Engine Marketing and it’s a form marketing that is designed to promote websites by making them more visible in the search engine results pages. This method includes digital asset optimization, paid placement and contextual advertising.

SEO: This is the acronym that stands for Search Engine Optimization and it’s the process used in editing web site content in an attempt to improve visibility for search engines.

Search Engines: This is a database that is used to hold web pages and when a user types in a keyword or phrase in the search box, the search engine will pull up the web pages that are relevant to that search.

Spamming: This is a term that refers to techniques that are used to try and trick the search engines as an attempt to improve the ranking of a web page. It includes doorway pages, hidden text, link farming and content duplication and spamming goes against search engines rules and regulations.

Title Tag: The title tag is an HTML tag that will define the text of the page and it will be displayed in the top line of the web browser. It normally appears in the search engine as a blue underlined hyperlink.

Trackbacks: This is a protocol that will allow bloggers to link to other blogs that are related to the same topic.

Traffic: This is a term that refers to the number of visitors that view a specific webpage.

Viral Marketing: Viral Marketing or viral advertising is a term that refers to marketing techniques that will use pre-existing social networks to help increase brand awareness. This strategy relies on individuals to pass along messages instead of the traditional campaigns.