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"<
- 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
- A directory is a categorized listing of web sites, usually
- 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
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.
- 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…
- The percentage that a keyword is repeated in the indexable
part of a web page.
- A mathematical formula used to help train keyword integration
and density factors. This will be covered in our next column,
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.
- The number of incoming and outgoing links that are relevant
to your site. Remember, its not quantity, its quality!
- 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.
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.
- The ultimate traffic target (home page) for your Doorway
Pages and 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
Your position in the search engines. Usually defined by
Position and Page Number.
- The relationship between two sites that link to each other.
- 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 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
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".
- 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
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).
- 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.
- The final destination you want your website traffic to
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.