Search Marketing Terminology
- By Aaron Mills
- 13 Jul, 2017
Explanations of all those SEO and PPC Terms marketers use
301 Redirect – This is when we send visitors to one webpage to a different one automatically. We "redirect" them. There are different kinds of redirects that have their own numbers. The 301 Redirect means its a forever redirect. When you build a new website you need to 301 Redirect your old pages to your new ones if you change any of the URL's so that google knows its the same content and gives you credit for all those links.
Above the Fold
- This term comes from the age of newspapers. Everything above the fold of a newspaper is readable without having to open it up and dig in. Above the fold on a website can mean the space above where a visitor must scroll down to see more, but is also an advertising term. Ads that appear below the default viewing area of the page (below the fold) may not get as much visibility. Ads in the top positions always perform better than ads at the bottom of the content, which is why google may penalize sites that have to many ads above the fold.
- Google's ad network. The network is divided into two major components a search advertising network and display advertising network. The search network places pay per click ads in search results of Google. The display network places pay per click ads on other participating websites who split the ad revenue with Google when people click on the advertising. This program for displaying ads from Google on your own website is called AdSense.
ALT Tag - This is a text description in the html code that displays images on the page. Humans can understand the image but Google has less capability. The alt tag is meant to tell Google what the image represents. In recent years Google has gotten a lot better at understanding images, identifying duplicate images, words, and even context of images, video, and flash. This is a new development.
Anchor Text - This is the actual text of a given link from one website to another. This is one of the most important factors in Search Engine Optimization.
- Search engines set up guidelines for how they want websites to interact with them. Google would prefer if website owners would only engage in very benign optimization practices. It would be in Googles best interest if no one attempted to change their rankings in search results and let Google make that decision for them. All of search engine optimization as a profession is the art of using technical understanding of search engines to rank websites outside of Google guidelines. The SEO industry often labels strategies that are very risky as Black Hat. However many self proclaimed black hat SEO experts claim that "White Hat" SEO's who follow Google's guidelines as much as possible are incompetent at actually ranking websites. In general all SEO is "Black Hat" if it works, but web designers and internet marketers who are not informed are indoctrinated to view black hat strategies as dangerous and unreliable. The truth is probably somewhere in the middle of the black hat white hat debate. In our perspective black hat seo is the use of strategies that would be to dangerous for small businesses to generate large amounts of revenue (millions of dollars) in a short period of time using strategies like affiliate marketing.
Canonical URL - This is a URL that is most widely accepted as the most authoritative or original. This applies when duplicate content if found on multiple URL's. Google will generally regard the one with the most "link juice" or "page rank" as the most canonical.
A citation is a listing in a directory or website of a companies NAP (Name Address Phone Number). Citations are a primary driving factor in local search rankings and rankings in Google Maps.
- When a website visitor performs the action the website creator wants them to. Example; Signs up for a newsletter, buys a product, registers for membership etc..
- When applied to a marketing asset like a landing page or web page with a form or call to action the CR or Conversion Rate is the rate at which visitors take the required action. For example if a visitor clicks on an ad to visit a special webpage designed to sell something to the ad visitor the CTR is the number of people who viewed the ad that clicked on the ad. The conversion rate is the number of visitors from the ad that actually purchased. Each stage in a marketing funnel has a conversion rate and controlling the conversion rate of a marketing funnel is the primary difference between profit and loss in ad and marketing campaigns.
CPC / Cost Per Click
- This is the price paid by an advertiser to display an ad in an advertising network when paying for the advertising based on the number of clicks or calls the ad receives.
CSS / Cascading Style Sheets - This is a markup language that tells the browser how to style the html code. For instance making a font large and red, or diving some content into left and right parts of the screen. HTML tells the browser what the content is, and CSS tells the browser how it should be styled.
CTR / Click Through Rate
- The rate at which an ad is clicked on in comparison to how many times it is displayed. The number of times an ad is displayed is called the number of "impressions".
-These are websites that function much the same way as the phone book or yellow pages. The most famous directory is DMOZ
which closed its doors in early 2017. Directories are a primary location to gain citations.
- This is when a webmaster wants to make Google aware that a certain link from another website that is viewed as spammy is not intentional. Links from spam, porn, and gambling websites for instance would be popular links to disavow using the tool provided by google in the webmaster tools suite.
- How much time a visitor spends on your website before hitting the back button to return to the search results. Low dwell times can result in lower rankings, just as high dwell times can help produce better rankings.
Inbound Link - A link from one website to another. The more inbound links a site has pointed to it the more authority it has in google internal pagerank tool. Inbound links are the primary driver of good search rankings, and also the hardest to produce artificially.
Internal Link Structure
- Internal Links are the links between your pages. The structure of those links will effect where the "link juice" or authority will flow from one page to another. Pages with a lot of internal links will likely rank better than pages with very few or no internal links.
- Google does not include every web page in existence in its index of possible search results. When pages are indexed it means google may choose to display them.
- Keywords are phrases and words people type into search engines to find solutions to problems and answers to questions. Researching these phrases helps us understand what terms we should focus on for advertising and search optimization.
Link Building - Is the process of gaining more inbound links to a website or web page. This can include many different processes, but is generally frowned upon by Google in all of its forms. It is also 90% of effective SEO! Link building is perhapse also the least fully understood practice by part time seo's and webmasters who only have a cursory knowledge of SEO.
Latent Semantic Indexing - Is a method computers use to understand the human language based on the number of times words appear in proximity to each other in written text. This is why you might search for RoadSide Assistance and see Flatbed Towing companies appear in the results.
Meta Description - The meta description and keywords tags are methods search engines used in the early days of the internet to understand the content of a website. While including these has always been a best practice, they are practically irrelevant today as a ranking factor. The description is still critical because it tells Google what you would like listed in the search results for the page listing.
Nofollow - This is when a website sends a link to another site but intentionally is not giving authority in the link. This has become less relevant over time, but still plays a role in rankings.
PageRank - This was a value between zero and ten given by google to websites about their search authority. However this tool has since been made private to the Google team and old page rank values have no meaning. This is essentially a defunct metric to judge link value.
- This is the strategy of adverting to a target audience because of past behavior. For example showing an ad to people who visited your website, or who you have done business with in the past.
Sitemap - An outline of all the pages included in a website, encoded to be read by search engines.
- The address of a specific page of a website as seen in the address bar of a website browser. For example: https://www.southfloseo.com
We will keep the list running
I will keep growing this list as I write new articles and think of new terms that need definition, that way I can point back here. Let me know if you want me to explain a term or phrase you heard me or someone else say.