SEO (Search Engine Optimisation) is the process of getting a website listed higher in the organic section of the search results page.
PPC (Pay per click) is bidding on certain keywords to advertise against. As the name suggests you pay for the ads per click and not per impression as other advertising mediums do.
sharing link equity between one site which features ad or content designed to drive traffic to another site. Often the affiliate will receive a fee based on the amount of traffic generated from his site, or the two parties will come to a mutually effectiv
a mathematical formula used by search engines to rank websites. SEO technicians track this ever-changing process closely in order to use the leverage of search engines to popularise websites.
software that allows users to track page views, user paths and conversion statistics based on interpreting log files or through including a Javascript, tracking code on the site. It is a means of monitoring traffic in and around a site and is an important
the text or image a user would click on to follow a link. Search engines assume that your site includes the words that people will search for. Too many of the same sets of anchor text may be discredited, so it is important to use fresh and natural anchor
a term used to describe deceptive marketing techniques employed to achieve immediate, positive results. They are often rejected by search engines at the outset, or shut down within a short period of time. Common black hat techniques include keyword stuffi
submitting copy periodically to a personal, online journal. Often used as a means of expression to archive and categorize information, posts are combined with a feed for users to make comments in response. Blogs wield heavy link equity because visitors te
displaying different content to search engines in order to improve index rankings. This method can be done ethically if the locations point to different, legitimate content. More often search engines ban it as a deceitful way of achieving high rankings an
achieving the goal of turning a visitor of any kind into a potential buyer through the careful planning of website content and design elements.
the advertiser pays only when a user clicks on a specific advertisement. Google auctions CPC ads through Adsense to advertisers and companies.
refers to how webmasters inter-link various pages within a website.
a link which points to an internal page within a website. It makes sense to match most targeted relevant pages between websites as a means to increase link popularity.
a catalogue of websites, designed by editorial professionals, and often divided into niche topics.
company efforts to communicate, promote and sell commercial products and services over the Internet.
publishing relevant advertisements near content and sharing the profits (or clicks) on that ad with Google. Cost Per Click (CPC) falls under this category.
a network that auctions advertisements and links from Google to the public. Advertisers bid on the search terms they consider most likely to be connected to their product, in the hope that a searcher will click on the sponsored link and buy the product.
a black hat technique, also known as Google wash or link bomb, is an attempt to influence ranking of a site by ensuring all links to the page have consistent anchor text.
Google’s search engine spider or index crawler. Google has a number of spiders that share the content and perform different functions, like vertical search or ad targeting.
the ratio of a particular keyword or phrase to the total number of words in the content of a web page. Balancing this ratio is integral to optimising web content.
search engines evaluate the quality of linkage data present on a site while ranking its authority and relevance as a website. A list of quality inbound links with conceptually unique content will boost the ranking of a site.
synonyms and related words that are similar to the primary key phrase that users may type into a search engine. Optimising for long tail queries directly expands the scope of phrases through which visitors can locate a site through search engines.
a logarithmic scale which estimates the importance of web documents according to specific queries. SEO and link equity affect PageRank.
a skilful combination of search engine optimization with the use of PPC campaigns, conversion and social media optimization, online reputation management, public relations campaigns and more. These are implemented in and around a website to maximize traff
ensuring that a web page is spider friendly (search engines can read and rank it positively) by making the content relevant and fresh, and including industry-specific key phrases. SEO targets natural or organic results, which appear in the main body of a
the page on which the search engine displays the results of a query. Natural or organic results take up the body of the page, while to the right and top of the organic results, sponsored links are displayed.
a single word or phrase used in a search engine query, or used in web page content to achieve maximum results from a search term query. Certain web pages “rank” for search queries by including search terms in their content and tags
websites that allow users to create content as a means of self-expression and interaction with peers. Content on social media is usually voted for by the majority of users, and is often free and open source.
search engines edit out extremely common words from a search to save space and speed up a query, for example, “and, the, or”.
a term used to refer to a website that complies with SEO marketing techniques. These include natural copy that has been researched for key terms and positioned in the most honest light for search engine crawling. White hat techniques tend to produce hard-
an efficient and honest way of redirecting search engines to renamed or moved files. This technique is useful for updating old content or reworking existing web content.