Search Engine Optimization Glossary
Algorithm
The process used to determine which web pages are displayed in search
results. Each search engine uses a different algorithm to determine the
results displayed. This is why it is impossible for a web page to have
high ranking on all search engines for a specific keyword phrase.
Bridge Page
See Doorway Page
Cloaking
Hiding a web pages code content from a user, and delivering other content,
usually optimized, to a search engine spider.
Directory
A web site that contains a database of information from other web sites
that users can query to find specific subjects. Directories gather information
manually. They do not use search engine spiders to gather the information.
They have actual human beings review each site submitted and determine
if the site submitted should be included in its database. Yahoo, NBCi
and Open Directory are examples of a directory.
Domain Name
(Fully Qualified Domain Name - FQDN)
The text a user keys in their browser to access a web site. (ex. www.yourcompany.com)
When a user requests the FQDN, DNS servers translate the name into the
IP address.
Doorway Page
A web page that is optimized for a specific search engine in hopes of
getting high ranking when a specific keyword phrase is queried.
Entry Page
See Doorway Page.
Gateway Page
See Doorway Page
Hidden Text
Text on a web page that is the same color as the background. A search
engine spider can see the hidden text when crawling the web page, but
a user can not see the text. Search engines consider this spam.
Inbound Link
A hyperlink to a web page from another web page. If you entered our site
from another site, that was an inbound link.
IP Address
The numerical address assigned to a specific computer and used by the
Internet to transfer information.
Keyword/Keyword
Phrase
A word or phrase on a web page displayed in different areas of the page
that describes what the page is about. For example, "homes for sale"
would be a keyword phrase used on a real estate site that sells homes.
Keywords and keyword phrases are used to query a search engine or directory.
Keyword Density
The measure of how many times a keyword is repeated compared to the overall
content of a web page. If a keyword was listed 5 times out of a word count
of 50 the keyword density would be 10%.
Keyword Relevancy
How relevant a keyword is to a query search on a search engine.
Keyword Stuffing
The repetition of a keyword/phrase in order to get higher ranking on search
engines.
Link Popularity
A count of the number and quality of other web pages linking to your web
page. Some search engines use link popularity to evaluate where a Web
site should be ranked when a query is performed.
META tag
Content added to the HTML source of a web page for the purpose of providing
important data for the search engines to see. META tags are placed in
the <head> area of the HTML document. Some META tags include: META
Keywords, META Description and META Robots.
Meta Keywords tag
is used to list important words and phrases that relate to a web page.
Some search engines use the information in this tag for ranking.
The Meta Description tag is used to describe the web page. Some search
engines use the information in this tag for ranking.
The Robots META Tag is used to tell search engine spiders whether to index a page or not.
Positioning
In the context of search engines, it is the position that a web page is
displayed in a search engine query results. In the context of web site
optimization, it is the process of getting a web page listed high, the
first page or two, in the search engines query results.
Query
A word or phrase used in a search engine or directory to find a specific
topic.
Registration
See Submission
Resubmission
The process of resubmitting a web page or web site to a search engine
or directory. This is often done to update a listing.
Ranking
In the context of search engines, it is the position that a web page is
displayed in a search engine query results. In the context of web site
optimization, it is the process of getting a web page listed high, the
first page or two, in the search engines query results.
Search Engine (SE)
A web site that contains a database of information from other web sites
that users can query to find specific subjects. Search engines use software
programs to gather and organize information. The difference between a
search engine and a directory is that a directory uses people to verify
and organize information.
Spamdexing/Spamming/Spoofing
Unethical techniques used to gain higher ranking in the search engines.
These can include, but not limited to: hidden text, overly excessive use
of keyword/phrases and submitting a large number of web pages that have
the exact same content.
Spider
A software program that collects data from specific web sites. A spider
is given a set of parameters to follow. Example: where to go, how deep
to crawl and how often.
Spidering
The process by which a spider collects information for storage until an
indexer processes the information for inclusion in a database.
Stop Words
Common words such as "the", "and", "I" and
overused words such as "www", "web", and "web
site" that are ignored by a search engine when a user performs a
query.
Submission
Recommending a web site for inclusion to a search engine or a web page
to a directory.
Title
A short descriptive summary of a web page. Titles are contained within
the <TITLE> tags of HTML documents, and are used to help spiders
index web pages. The Title tag is the most important element of a web
page because all the search engines consider the keywords in this tag
and generally give those keywords a lot of importance in their ranking
system.
Traffic
The number of visitors to a web site.
Universal Resource
Locator (URL)
A text string Internet or intranet address and the protocol by which it
can be accessed. (ex. http://www.yoursite.com)
Web site Optimization
The process of adding, changing and perfecting a web page in order to
rank high with the search engines and directories.
