Georgia Search Engine Optimization

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Algorithm - The formula that determines how a web page will rank in the search results pages of a search engine.

ALT Tags - Used to display a short text description of an image when the pointer is hovered over it. Using keywords in ALT tags increases keyword density as seen by robots.

ALT Text - Also known as alternative text or alt attribute. An HTML tag (ALT tag) used to provide images with a text description in the event images are turned off in a web browser. The images text description is usually visible while “hovering” over the image. This tag is also important for the web access of the visually impaired. The text that appears when you put your mouse on top of an image or a picture.

Anchor Text - Also known as Link Text, the clickable text of a hyperlink. Words used to link to a page, known as anchor text are an important signal to search engines to determine a page’s relevance.

Blacklisted - Refers to being banned from submitting to a particular search engine. A list of Web sites that are considered off limits or dangerous. A Web site can be placed on a blacklist because it is a fraudulent operation or because it exploits browser vulnerabilities to send spyware and other unwanted software to the user.

Blind Traffic - Low quality traffic generated by misleading banners or SPAM.

Broken Link - The target page of the link has been deleted or moved; disliked by search engines, always check any link from your pages is and remains live.

Click Through - Clicking on a link, usually an advertisement, to visit a web vendor.

Cloaking - Serving one version of a page to a human visitor and a different version to the search engines. The cloaked version usually contains a list of targeted keyword unintelligible to humans. Presently considered unacceptable by most major search engines.

Clustering - In search engine search results pages, clustering is limiting each represented website to one or two listings.

Content - The text of a web page crawled by search robots.

Content Management Systems (CMS) - In computing, a content management system (CMS) is a document centric collaborative application for managing documents and other content. A CMS is often a web application and often it is used as a method of managing web sites and web content. The market for content management systems remains fragmented, with many open source and proprietary solutions available. Source:

Copy -used in sales to refer to the content of an advertisement.

Crawler - Automated programs in search engines that gather web site listings by automatically crawling the web. A search engine's crawler (also called a spider or robot) “reads” page text contents and web page coding, and also follows links to other hyperlinked pages on the web pages it crawls. A crawler makes copies of the web pages found and stores these in the search engine's index, or database..

CPA - Cost Per Action.

CPC - Cost Per Click. This is the figure used to determine how much an advertiser pays when a potential buyer cliks on the ad to be taken to the advertiser's site.

CPM - Cost per 1,000 impressions.

CSS - Cascading Style Sheets.

CTR - Click Through Ratio. Also known as CTR, refers to the number of people who view a link versus the number of people who actually click on that link; the rate is represented in a percentage.

Density - The number of keywords on a page compared to the total number of words - expressed as a percent.

Description - Refers to the information contained in the description META tag. This tag is meant to hold the brief description of the web page it is included on. The information contained in this tag is generally the description displayed immediately after the main link on many search engine result pages.
<META NAME="description" CONTENT="Your description here.">

Directory - Also known as a search directory. Refers to a directory of web sites contained in an engine that are categorized into topics. The main difference between a search directory and a search engine is in how the listings are obtained. A search directory relies on user input in order to categorize and include a web site. Additionally, a directory usually only includes higher-level pages of a domain.

Domain Name Server - computer that translates human-friendly URLs into computer-friendly IP addresses. This process occurs every time a user requests a page from a website.

Googlebot - the crawler Google uses to find and index new web pages.

Google Toolbar - a downloadable toolbar for Internet Explorer that allows a Google search without going to the Google website.

Hit - A single access request made to the server. The request or retrieval of any item located within a web page. For example, if a user enters a web page with 5 pictures on it, it would be counted as 6 “hits.” One hit is counted for the web page itself, and another 5 hits count for the pictures.

IP Address - Dedicated and shared IPs. –(An IP address is) an identifier for a computer or device on a TCP/IP network. Networks using the TCP/IP protocol route messages based on the IP address of the destination. The format of an IP address is a 32-bit numeric address, written as four numbers separated by periods. Each number can be zero to 255. For example, could be an IP address. A unique Internet Protocol Address assigned to every computer that connects to the internet.

Keyword - A word or phrase that a user believes is relevant to the information he or she is seeking. The user enters keywords into an online search form. The search engine then examines each record in its database to find those documents that match the keywords. A keyword search is a search for documents containing one or more words specified by the user.

Keywords (Meta Tag) - an HTML tag that lists all of the main keywords and key phrases that are a web page.
<META NAME="keywords" CONTENT="your keywords here">

<META NAME="keywords" CONTENT="your keywords here">

Landing Page / Destination Page - The web page at which a searcher arrives after clicking on an ad. When creating a PPC ad, the advertiser displays a URL (and specifies the exact page URL in the code) on which the searcher will land after clicking on an ad in the SERP. Landing pages are also known as “where the deal is closed,” as it is landing page actions that determine an advertiser’s conversion rate success.

Latent Semantic Indexing - LSI uses word associations to help search engines know more accurately what a page is about.

Linkbait - Also known as link bait, this is something on your site that people will notice and link to. By linking to your site, other sites are saying they value the content of your site and that they think other people will be interested in it, too.

Link Bombing or Google Bombing -A Google bomb is deployed by creating numerous links on new or existing Web pages that all point to a target page with the same link text. A campaign that causes a particular Web page to rank first in the Google results list based on specific keywords.

Link Buying - Purchasing a link on another site for the purpose of increasing link popularity.

Link Exchange aka Reciprocal Linking - Providing a website with a link in exchange for them providing one back to you.

Link Farm -A link farm is a group of separate, highly interlinked websites for the purposes of inflating link popularity (or PR). Engaging in a link farm is a violation of the Terms Of Service of most search engines and could be grounds for banning.

Link Juice - The link popularity that passes from any given link to the page it's linking to.

Link Popularity - The number and quality of inbound links pointing to a web page. A large part of all major search engine's ranking formula. The search engines believe the more frequently a web page is linked to, the more popular it is, and the more weight they will give it in their relevancy rankings.

Link Reputation - A general term referring to how closely link text matches the title of the page the link is on and, more importantly, the text on the page that the link points to.

Long Tail - Keyword phrases with at least three, sometimes four or five, words in them. These long tail keywords are usually highly specific and draw lower traffic than shorter, more competitive keyword phrases, which is why they are also cheaper. Oftentimes, long tail keywords, in aggregate, have good conversion ratios for the low number of click-throughs they generate.

Link Text - aka- Anchor Text - - It's the words in the clickable part of any link. Link text is important because those words tell your human visitors -- as well as the search engines -- what the page they're about to click to is all about. The search engines will give link text a lot of weight for this very reason.

Meta Data - Meta data is data that expresses the context or relativity of data. Examples of meta data include data element descriptions, data type descriptions, attribute/property descriptions, range/domain descriptions and process/method descriptions. The repository environment encompasses all corporate meta data resources: database catalogs, data dictionaries and navigation services. Meta data includes name, length, valid values and description of a data element. Meta data is stored in a data dictionary and repository. It insulates the data warehouse from changes in the schema of operational

Meta Search Engine - an application that takes a search term and queries several search engines and directories, then shows those results.

Mirror Sites - identical websites on different domains.

Organic Results - Listings on SERPs that were not paid for; listings for which search engines do not sell space. Sites appear in organic (also called “natural”) results because a search engine has applied formulas (algorithms) to its search crawler index, combined with editorial decisions and content weighting, that it deems important enough inclusion without payment. Paid Inclusion Content is also often considered "organic" even though it is paid advertising because paid inclusion content usually appears on SERPs mixed with unpaid, organic results.

Outbound Link - A link from a page of your site to another site.

PageRank - PR is the Google technology developed at Stanford University for placing importance on pages and web sites. At one point, PageRank (PR) was a major factor in rankings. Today it is one of hundreds of factors in the algorithm that determines a page’s rankings.

Page Views - The number of times distinct pages of a website are served.

Paid Inclusion - directories that only consider including your site in their database if you pay them an inclusion

PPC - Pay Per Click. The size of the fee is usually determined by bidding on keywords. The two largest PPC schemes are Overture and Google AdWords.

Query - The execution of a search on a search engine. The keyword or keyword phrase a searcher enters into a search field, which initiates a search and results in a SERP with organic and paid listings.

Rankings - Search engines rank the web pages based upon relevancy to your search terms according to their algorithm. Refers to the position of a webpage when a query is entered into a search engine. An example would be "SEO " entered into a search engine with a site listed in the fourth position' the site would be considered to rank 4th for that particular keyword or phrase.

Redirect - sends users to a different page from the one they clicked on in the SERP's. Considered unacceptable by most search engines.

Referrer- the URL of the page where a visitor clicked a link to get to your site.

Robot - a program used by an engine to crawl the web to ind, rank and index pages.

Robots.txt - A text file present in the root directory of a website which is used to direct the activity of search engine crawlers. This file is typically used to tell a crawler which portions of the site should be crawled and which should not be crawled.

RFP - Request for Proposal.

ROI - Return ob Investment. Acronym for Return On Investment, the amount of money you make on your ads compared to the amount of money you spend on your ads. For example, if you spend $100 on PPC ads and make $150 from those ads, then your ROI would be 50%. (Calculated as: ($150 - $100) / 100 = $50 / 100 = 50%.) The higher your ROI, the more successful your advertising, although some practitioners in search advertising consider ROAS a more useful metric, as it breaks down cost and expenses by conversions per advertising dollar spent.

Search Engines - A search engine is a database of many web pages. An engine will return the result of a search ranked by 'that search engines' indexing criteria. This formula (called algorithms) vary widely between search engines.

Search engine friendly - a web page optimized for high search engine rankings. Pages should be rich in keywords.

Search Engine Opimization- changing and/or adding various HTML tags, such as Meta Tags, summary, title, alt, and content which prepares the page to be spidered by a robot/crawler and, if done correctly, to rank very high in the results of a particular search.

Search Query - The word or phrase a searcher types into a search field, which initiates search engine results page listings and PPC ad serves. In PPC advertising, the goal is to bid on keywords that closely match the search queries of the advertiser’s targets. See also Query.

SEM - The process of building and marketing a site with the goal of improving its position in search engine results. SEM includes both search engine optimization (SEO) and search advertising, or paid search.

SEO - The process of making a site and its content highly relevant for both search engines and searchers. SEO includes technical tasks to make it easier for search engines to find and index a site for the appropriate keywords, as well as marketing-focused tasks to make a site more appealing to users. Successful search marketing helps a site gain top positioning for relevant words and phrases.

SEP - Search engine placement.

SERP - Acronym for Search Engine Results Page, the page delivered to a searcher that displays the results of a search query entered into the search field. Displays both paid ad (sponsored) and organic listings in varying positions or rank.

Unique Visitor - Identifies an actual web surfer (as opposed to a crawler) and is tracked by a unique identifiable quality (typically IP address). If a visitor comes to a web site and clicks on 100 links, it is still only counted as one unique visit.An instance of a unique site connecting to your server.

URL - Universal Resource Locator.




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