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Search Markting Terminology

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The following is quick overview of search engine marketing terminology. If you are new to marketing on the web you truly need to get to know these phrases so that you can correctly interpret marketing information, references, and discussions If you are an experienced marketer please take a quick refresher so that we are all on the same page as we continue to explore search engine marketing techniques.

Alt Tags - Parameter of an HTML image source tag that allows for the insertion of text which is viewable upon mouse-over as web page is seen from a web browser. >img src="image.jpg" alt="Text about image"<

Algorithm - A mathematical formula designed to analyze and score a web page for search results. Some factors that a search engine algorithm looks at are Keyword Relevancy, Site Popularity, Meta Tags, Indexable content, Page Age, Alt Tags, and more.

CPC - Stands for Cost Per Click. This term is used in a revenue model based on click through's. It represents the cost or cost-equivalent paid per click-through.

CPM - Commonly used when purchasing banner ads, CPM measures the cost per thousand impressions.

Directory - A directory is a categorized listing of web sites, usually positioned alphabetically.

Doorway Pages - Also known as promo, gateway, and hallway pages, a doorway page is created and used specifically for the ranking of certain keywords to push traffic to a Primary Domain or Traffic Target.

Indexed - When your URL is listed in a search engine. Indexed also reverse to the readable part of an HTML page that the spider caches and is scored by the Algorithm. Dynamic content and heavy code is not easily indexed.

Indexable - Not to make up words J but this is the part of your HTML code that is readable and indexed by a search engine spider. Besides, you'll need this for the next definition…

Keyword Density - The percentage that a keyword is repeated in the indexable part of a web page.

Keyword Pyramid - A mathematical formula used to help train keyword integration and density factors. This will be covered in our next column, Keyword Concepts.

Keywords - Words or phrases used to perform a search. Keywords also refer to the elements of significant or relevant text in a web page used to rank websites.

Link Popularity - The number of incoming and outgoing links that are relevant to your site. Remember, its not quantity, its quality!

Meta Tags - Tags that appear in the head section of an HTML document that are used to describe the contents of the document. Including but not limited to Title, Description, Keywords, Refresh, and more.

Page Age - The length of time a page has been indexed in a search engine.

Patience - This is what you need most to succeed in search engine marketing.

Portal - Designed to be a user's start page to the Internet primarily consisting of commonly used features and services. A niche portal is referred to as a Vertical Portal, or Vortal.

Primary Domains - The ultimate traffic target (home page) for your Doorway Pages and Promo Domains.

Promo Domains - Also known as doorway domains, dummy domains, and feeder sites, Promo Domains are individual web sites (usually hosting Doorway Pages) used to collect and filter hits to primary traffic targets. Also used to build up relevancy for primary domains.

Ranking - Your position in the search engines. Usually defined by Position and Page Number.

Reciprocal Link - The relationship between two sites that link to each other.

Relevancy - A measure of how closely a search matches the score of a web site result. Relevancy consists of several factors analyzed and scored by the Algorithm a search engine uses to rank results. Some factors are Keyword Density, Link Popularity, Page Age, and more.

Robots.txt - Robots.txt is a default file you place in the root directory of your domain. It is the first thing a search engine spider looks for upon entering and crawling any page of your site. The Robots.txt file can consist of lists of pages and sub-folders that should not be indexed by search engine. Primarily only used if you do not want your site, or parts of your site indexed.

Search Engine Optimization (SEO) - The specialty of implementing elements for high search engine ranking. Also referred to as Search Engine Optimizer. "An SEO optimized my web site".

Spamdexing - When you dominate the search engine results for a keyword such as having multiple pages ranking in the results that push traffic to same target destination. Also defined as using doorways or irrelevant pages to dominate the search results.

Spiders - Frequently referred to as a "robot" or "crawler", a spider is an automated software program that reads a site's indexable content, analyzes it through an algorithm, and inserts them into the index (or saves the information for later addition into the index).

Sub Domains - A prefix to a domain name. sub-domain.domain-name.com. Often used to setup promotional domains. For maximum effectiveness, host sub domains on separate IP addresses.

Traffic Target - The final destination you want your website traffic to reach.

Trial and Error - There will be plenty of this on the way. Just hang tight and next week I will teach you a fool proof way of choosing the right, and the right amount of keywords to integrate into your page.


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