Choose a letter to select words in the glossary:

AdWords AdWords is an online service powered by Google that places worded advertisements at the top and side of a searched term or query. For a fee businesses and marketers can have their ads showcased within a search results page.

Algorithm Oh, the bane of every marketer and SEOs existence. An Algorithm is a formula designed by Google to provide relevant webpages to a query that has been posed. There are several algorithms that work together to make sure your answer is narrowed down to a “few” relevant webpages. According to Google, their algorithms are based off of 200 unique cues to provide you with content you are actually looking for. These signals can be things like region, terms on websites, the all important PageRank (see PageRank) and new content.

Anchor text Anchor text is the text that is clickable in a hyperlink. This text usually is a different color from the rest of the surrounding text. White Hat SEO techniques encourage the use of anchor text to link to relevant content pages. Example: < a href=”/” >Wow, this is anchor text < /a>

Backlink Backlink is a hyperlink that links back to your web page from another web page not associated with yours. These links can be submitted to directories, search engines and domain sites. The number of “natural” backlinks is an indication of a website or web pages’ authority and popularity.  Google uses this idea to determine PageRank.

Black Hat SEO Techniques A set of SEO tactics that search engines consider spam or manipulation of their algorithms.

Blog Blog was originally referred to as a web log but was later shorten to the word blog. They became popular in the 1990s and have taken off ever since. This webpage can act as place for information or discussion. A blog consists of post of various subjects or opinions. A blog can be a noun or a verb, i.e.: you can blog about SEO or create a blog about SEO.

Cost-Per- Click (CPC) Cost-Per-Click (CPC) (also referred to a pay- per-click) is an internet advertising payment structure that is used to direct traffic to a website or webpage. Advertisers pay a search engine or website x amount of dollars when their ad is clicked. For SEO purposes, users usually bid on keywords that are relevant to their site and target audience. This practice helps assess the cost effectiveness of internet marketing for a business, i.e.: if an ad isn’t generating traffic maybe this ad isn’t working and should be reconsidered.

Click-Through Rate (CTR)       Click-Through Rate (CTR) is a ratio used to gauge the success, and or failure, of an online advertising campaign for a website based on the number of people who see your ad and actually click on it. CTR can also help establish which of your keywords are doing well and receive the most clicks. This ratio can also help your business save money overtime or reallocate funds based on the data that you receive for a given keyword or advertisement.

Directory Much like a business, name, or phone directory, a website directory is a conglomeration of websites. These directories not only provide inbound links they also help with your website’s visibility.
Inbound Link An impound link (also referred to as a backlink) is a hyperlink back to your website from a website, directory, search engine or social channel. The overall number of quality inbound links can dictate your PageRank within an SERP on Google and other search engines.

Internal Link An internal link is a hyperlink that points to other sections on a webpage or other pages on the same domain. Indexed Pages Pages within your website that are stored by search engines, such as Google, Yahoo and Bing.

Keyword A word or terms used by search engines to search for relevant webpages on the internet.

Keyword Stuffing Keyword stuffing is a Black Hat SEO technique of loading a webpage down with several keywords to fool or manipulate a search engine into ranking a webpage higher. It can also be very annoying to your audience.

Landing Page A landing page is a page that is specifically used to drive traffic to promote an action or result. These pages can promote products or services, provide an audience with information or contain a call-to-action.

Link Building The web is a culmination of busy highways that point to websites. Link building helps search engines, like Google, form a roadmap to your site. Link building is acquiring quality inbound links to your website.

Link Farm Another trick out of the black hat, link farming is a website or collection of websites that harvest hyperlinks that are often unrelated to a subject or content. Google frowns on this practice because irrelevant links to content is spam. Don’t be fooled by services that claim to build content through link farming. It won’t bode well for your ranking.

Long Tail Keyword Long tail keywords are a collection of keywords, usually 3 or more, that are used to narrow down a search. These types of keywords can lead to higher sales because they are less competitive and are considered niche.

Negative Keyword In the world of PPC (Pay-per-Click, a negative keyword is a word or phrase you don’t want search engines to consider in your advertising. This is a key objective of optimization because it eliminates the words or phrases that won’t help with sales or oppose your keywords. For example, let’s say you are a financial planning firm and you are advertising your services. You would want to exclude “jobs” and add it to your negative keyword list. Why? Because you are offering services not a job.

NoFollow NoFollow is the act of linking to a website but not giving it SEO credit. If you don’t want to give a website SEO credence apply this practice. WARNING: Do not use nofollow for internal links on your site.

Organic SEO This is the process of using link building, content creation, keywords and backlinks to rank well on a search engine results page (SERP) naturally—without payment or placement through advertisement.
PageRank PageRank is a process that Google uses to determine the importance of a web page.  This is one of the many factors that Google takes into account when deciding which web pages appear on search engine results pages (SERPs).

Page Title Page Title is the name given to your webpage that shows up at the top of your browser window. These titles should include keywords that correlate with your business. For example, if you are a cupcake shop your Home Page should include your location and website name.

Pay-Per-Click (PPC) Pay-Per-Click (PPC) (also referred to a cost- per-click) is an internet advertising payment structure that is used to direct traffic to a website or webpage. Advertisers pay a search engine or website x amount of dollars when their ad is clicked. For SEO purposes, users usually bid on keywords that are relevant to their site and target audience. This practice helps assess the cost effectiveness of internet marketing for a business, i.e.: if an ad isn’t generating traffic maybe this ad isn’t working and should be reconsidered.

Query A query (also known as search query) is a set of terms entered into a search engine to receive information.
Reputation Management Reputation management at its core is about communicating effectively and proactively with consumers who engage with your brand or will engage with your brand. These components include, responding to negative comments online, nourishing an online community of influencers, using those communities to develop products, services and solutions that are valuable to consumers, addressing issues and mistakes made by your company (sometimes it happens), monitoring statements made about your brand online and asking for false or misleading information to be taken down. A common statement floating around the web is that you no longer control your online reputation. This statement, while factual in some regards, can mislead businesses and marketers into thinking that working on their online reputation is a waste of time or that monitoring it can drive them into a deeper hole.
Search Engine Optimization (SEO) SEO is a set of strategies, tactics and techniques that are employed by professionals to help a website rank well on search engines and increase the number of visitors to a website. Millions of people use search engines to find products and services.  SEO helps a website appear on a search engine and increase the chances of their website being found.

Search Engine Results Page (SERP) A set of infinite pages that showcase webpages that are relevant to the query that is being entered into a search engine.

Spider No, not the eight-legged creeper crawlers that spin webs, a spiders is a functional software that hitches a ride on links throughout the worldwide wide and, subsequently, picks up content from sites and indexes them in search engine databases. This is why link building is so important because the spiders help to re-index your webpages through the links that link back to you. The more times links you have the more times a spider visits that page and can assess what your page is about. Recently, Google admitted that links impact your website and webpages’ ranking in a search engine results page (SERP). Oh yeah, you don’t have to wait for a spider to visit you. You can request that a search engine like Bing, Google or Yahoo send a spider to crawl your site, this is known as a search engine submission. But, search engines are starting to weigh webpages that are found naturally

Title  The title of a page on your website (which is enclosed in the HTML tag <title> inside of the header section of the page.) This is great for SEO because it appears in search engine results and at the top of a user’s web browser when they are on that page.

Traffic The number of visitors to a website.

Traffic Rank A ranking of your website’s traffic compared to the amount of traffic that other websites have obtained across the internet. You can check your site’s traffic ranking on Alexa.com.

Unique Visitor A unique visitor is a term used by web analytics tools that describes a website visitor whom has visited a site once within a analytics reporting period.  If a visitor visits a site more than once, their IP address is only recorded once as a unique visitor for that reporting period.
Visit A visit is a term used by web analytics tools that describes an internet user’s entry into your site. A visit doesn’t factor in IP addresses, so a visit can come from the same IP address and be calculated.