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SEO Dictionary
htaccess
htaccess (Hypertext Access) is the default name of Apache's
directory-level configuration file. It provides the ability to
customize configuration directives defined in the main configuration
file. You can execute a mod_rewrite script using the .htaccess file.
httpd.conf
Apache is configured by placing directives in plain text
configuration files. The main configuration file is usually called
httpd.conf. The location of this file is set at compile-time, but
may be overridden with the -f command line flag. In addition, other
configuration files may be added using the Include directive, and
wildcards can be used to include many configuration files. Any
directive may be placed in any of these configuration files. Changes
to the main configuration files are only recognized by Apache when
it is started or restarted.
Algorithm
A set of rules that a search engine uses to rank the listings
contained within its index, in response to a particular query. No
search engine reveals exactly how its own algorithm works, to
protect itself from competitors and those who wish to spam the
search engine.
Backlinks
All the links pointing at a particular web page. Also called inbound
links (IBL’s)
Banned
When pages are removed from a search engine's index specifically
because the search engine has deemed them to be spamming or
violating some type of guideline.
Cloaking
In terms of search engine marketing, this is the act of getting a
search engine to record content for a URL that is different than
what a searcher will ultimately see. It can be done in many
technical ways. Several search engines have explicit rules against
unapproved cloaking. Those violating these guidelines might find
their pages penalized or banned from a search engine's index. As for
approved cloaking, this generally only happens with search engines
offering paid inclusion program. Anyone offering cloaking services
should be able to demonstrate explicit approval from a search engine
about what they intend to do. If not, then they should then have
explained the risks inherent of unapproved cloaking.
Crawler
Component of search engine that gather listings by automatically
"crawling" the web. A search engine's crawler (also called a spider
or robot), follows links to web pages. It makes copies of the web
pages found and stores these in the search engine's index.
Delisting
When pages are removed from a search engines index. This may happen
because they have been banned or for other reasons, such as an
accidental glitch on the search engines part
Directories
A type of search engine where listings are gathered through human
efforts, rather than by automated crawling of the web. In
directories, web sites are often reviewed, summarized in about 25
words and placed in a particular category.
Doorway Page
A web page created expressly in hopes of ranking well for a term in
a search engine's non-paid listings and which itself does not
deliver much information to those viewing it. Instead, visitors will
often see only some enticement on the doorway page leading them to
other pages (i.e., "Click Here To Enter), or they may be
automatically propelled quickly past the doorway page. With
cloaking, they may never see the doorway page at all. Several search
engines have guidelines against doorway pages, though they are more
commonly allowed in through paid inclusion programs. Also referred
to as bridge pages, gateway pages and jump pages, among other names.
Hat - White and Black
White Hat SEO’s typically operate within the accepted guidelines of
the search engines that they are optimizing for. “Black Hat” SEO’s
(“search engine spammers”) do not.
Index
The collection of information a search engine has that searchers can
query against. With crawler-based search engines, the index is
typically copies of all the web pages they have found from crawling
the web. With human-powered directories, the index contains the
summaries of all web sites that have been categorized.
Landing Page
The specific web page that a visitor ultimately reaches after
clicking a search engine listing. Marketers attempt to improve
conversion rates by testing various landing page creative, which
encompasses the entire user experience including navigation, layout
and copy.
Link Popularity
A raw count of how "popular" a page is based on the number of
backlinks it has. It does not factor in link context or link
quality, which are also important elements in how search engines
make use of links to impact rankings. Google’s Page Rank is a type
of popularity measurement.
Link Text
The text that is contained within a link. Also known as "Anchor
Text".
Listings
The information that appears on a search engine's results page in
response to a search. Also called a SERP or result.
Meta Tags
Information placed in a web page not intended for users to see but
instead which typically passes information to search engine
crawlers, browser software and some other applications.
Organic Listings
Listings that search engines do not sell (unlike paid listings).
Instead, sites appear solely because a search engine has deemed it
editorially important for them to be included, regardless of
payment. Paid inclusion content is also often considered "organic"
even though it is paid for. This is because that content usually
appears intermixed with unpaid organic results.
Outbound Links (OBL)
Links on a particular web page leading to other web pages, whether
they are within the same web site or other web sites.
Paid Inclusion
Advertising program where pages are guaranteed to be included in a
search engine's index in exchange for payment, though no guarantee
of ranking well is typically given.
PPC
Stands for pay-per-click and means the same as cost-per-click.
Paid Listings
Listings that search engines sell to advertisers, usually through
paid placement or paid inclusion programs. In contrast, organic
listings are not sold.
Paid Placement
Advertising program where listings are guaranteed to appear in
response to particular search terms, with higher ranking typically
obtained by paying more than other advertisers. Paid placement
listings can be purchased from a portal or a search network. Search
networks are often set up in an auction environment where keywords
and phrases are associated with a cost-per-click (CPC) fee. Overture
and Google are the largest networks, but MSN and other portals
sometimes sell paid placement listings directly as well. Portal
sponsorships are also a type of paid placement.
Rank
How well a particular web page or web site is listed in a search
engine results. For example, a web page about apples may be listed
in response to a query for "apples." However, "rank" indicates where
exactly it was listed -- be it on the first page of results, the
second page or perhaps the 200th page. Alternatively, it might also
be said to be ranked first among all results, or 12th, or 111th.
Overall, saying a page is "listed" only means that it can be found
within a search engine in response to a query, not that it
necessarily ranks well for that query. Also called position.
Reciprocal Link
A link exchange between two sites.
Results Page
After a user enters a search query, the page that is displayed, is
call the results page. Sometimes it may be called SERPs, for "search
engine results page.”
Robots.txt
A file used to keep web pages from being indexed by search
engines.
Search Engine
Any service generally designed to allow users to search the web or a
specialized database of information. Web search engines generally
have paid listings and organic listings. Organic listings typically
come from crawling the web, though often human-powered directory
listings are also optionally offered.
Search Engine Marketing (SEM)
The act of marketing a web site via search engines, whether this be
improving rank in organic listings, purchasing paid listings or a
combination of these and other search engine-related activities.
Also called SEM.
Search Engine Optimization (SEO)
The act of altering a web site so that it does well in the organic,
crawler-based listings of search engines. In the past, has also been
used as a term for any type of search engine marketing activity,
though now the term search engine marketing itself has taken over
for this. Also called SEO.
Search Terms
The words (or word) a searcher enters into a search engine's search
box. Also used to refer to the terms a search engine marketer hopes
a particular page will be found for. Also called keywords, query
terms or query.
SERP
Search Engine Results Page. The page you see after you do a search,
usually referred to in context of organic listings only, but
technically also includes PPC, local listings, and other information
on the page.
Spam
Any search engine marketing method that a search engine deems to be
detrimental to its efforts to deliver relevant, quality search
results. Some search engines have written guidelines about what they
consider to be spamming, but ultimately any activity a particular
search engine deems harmful may be considered spam, whether or not
there are published guidelines against it.
Submission
The act to submitting a URL for inclusion into a search engine's
index. Unless done through paid inclusion, submission generally does
not guarantee listing. In addition, submission does not help with
rank improvement on crawler-based search engines unless search
engine optimization efforts have been taken. Submission can be done
manually (i.e., you fill out an online form and submit) or
automated, where a software program or online service may process
the forms behind the scenes. Also referred to as registration.
Wiki
A wiki is a piece of server software that allows users to freely
create and edit Web page content using any Web browser. A good
example: http://en.wikipedia.org/ which is what many people are
referring to when they use the capital "W".
Blog
Short for weB LOG - A blog is a journal that is available on the
web. The activity of updating a blog is "blogging" and someone who
keeps a blog is a "blogger." Kind of an online diary.
Forum
An organized place for people to post messages to each other
publicly.
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