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11/26 /// 4 ways Yellow Pages Canada is screwing you up without your consent -

Recently, a new client of mine in Vancouver Canada brought something puzzling to my attention and needed my help to decipher across various discrepancies while they were working with Yellow Pages Group (YP) Canada with regards to their Pay-Per-Click (PPC) AdWords Campaign. As I was collecting many data points, I thought it would make sense to warn people on working with YPG as they may be double dipping in your wallet behind the scene. I basically was tasked to reverse engineer all aspects of their contractual agreement as YP Canada were unable (and probably unwilling) to shed any lights over a large number of data points. That in itself seemed troublesome enough to me to raise many red flags so here they are. 

09/29 /// SEMPO Cities Vancouver Mini-Conference: October 27, 2015: Digital Marketing Think Tank

10/06 /// SEM-SEMPO Vancouver Meetup: October 14, 2014: Demystifying Bing in Canada & Technological Revolution

12/12 /// SEM-SEMPO Vancouver Meetup: December 17, 2013 The Inefficiency and Opportunity of Intraday PPC Bids


Upcoming Events

SEMPO Cities Vancouver Mini-Conference: October 27, 2015 at Steamworks in Gastown (375 Water Street) on Bing Platform Review and Product Road Map & SEO in a Mobile-First World, Multilingual SEO and More.

SEMPO Vancouver SEM Meetup: October 14, 2014 at Microsoft Office in Downtown Vancouver

SEMPO Vancouver SEM Meetup: October 14, 2014 at Microsoft Office in Downtown Vancouver (1111 West Georgia St. Suite 1100) on Demystifying Bing Ads in Canada & PPC Management Technological Revolution with Acquisio & Predicative. 

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Term Definition

Favicon /// The small icon displayed in IE next to the URL in the address bar.

/// Read the Glossary

Canadian Search Engine Marketing Professional Association (Canada)

Search Engine Marketing Professional Organization (Canada)

Read about it on my Search Marketing blog

SEMPO Canada: Canadian Search Engine Marketing Professional Association

SEMPO Canada Group on LInkedIn: Canadian Search Engine Marketing Professional Association on LinkedIn

TOP SEO in Canada, based in Vancouver (BC) Canada

TOP SEO Basic Member Logo: Vancouver BC eMarketing 101 SEO Services Vancouver

Search Engine Workshop Certification: Vancouver BC eMarketing 101 SEO Services Vancouver


3-Way Link

A 3-way link is just another crazy linking scheme that some spammers dreamed up when they thought that the typical "you link to me and I'll link back" scheme wasn't working anymore. With the 3-way link, you link to someone, and they link to someone else, and that someone else links back to you.

301 Redirect

A server response code, meaning "page has been permanently moved". A 301 redirect is commonly used to redirect sites or individual pages in cases where a domain or page name is changed and is usually the preferred method of redirection by search engines.

302 Redirect

A server response code meaning "page has temporarily moved". 302 redirects are a touchy subject with many people involved with SEO as they can be also used against a site through a process called 302 hijacking or pagejacking.

404 Page

Not Found - The server has not found anything matching the Request-URI. No indication is given of whether the condition is temporary or permanent.


Google AdSense is a fast and easy way for website publishers of all sizes to display relevant Google ads on their website's content pages and earn money. Because the ads are related to what your visitors are looking for on your site -- or matched to the characteristics and interests of the visitors your content attracts -- you'll finally have a way to both monetize and enhance your content pages. It's also a way for website publishers to provide Google web and site search to their visitors, and to earn money by displaying Google ads on the search results pages.


Google's CPC (Cost Per Click) based text advertising. AdWords takes clickthrough rate into consideration in addition to advertiser?s bid to determine the ad?s relative position within the paid search results. Google applies such a weighting factor in order to feature those paid search results that more popular and thus presumably more relevant and useful. Google has also started taking into account the quality of the landing page and applying a quality score to the landing pages. You can apply for AdWords Select at http://adwords.google.com

Alexa Ranking

Alexa is a search engine that provides extra information such as traffic rankings. An Alexa ranking is an indicator used to gauge site performance, based on comparisons drawn against other sites.


A set of rules that a search engine uses to rank the listings contained within its index, in response to a particular query.

Alt tags

Alternative text tags appear in place of images when the browser preferences are set for text only (image viewing option is turned off). Including them on your site enables visually impaired user reader programs (speech synthesizers) to read the alt tag aloud. On a PC, when a user mouse’s over an image, the alt tag becomes visible, it appears as text. For instance, Alt tags are not generally visible on a Mac unless the images are turned off.

An Index

A search engine's database in which it stores textual content from every web page that its spider visits.

Anchor text

Also known as Link Text, the clickable text of a hyperlink.


Drives it's results from the open directory project and Google.


Abbreviation for Application Program Interface. An API is a set of routines, protocols and tools for building software applications; it determines how a service is invoked through the application.

Ask Jeeves

A meta search engine which can be asked questions in English. This service is also in use at Altavista.

Automated Submitting

Using automated software such as WebPosition Gold or an Application Service Provider (ASP) such as Microsoft b-central's Submit-It service to submit your web pages to the search engines. This tactic is frowned upon by the search engines. Indeed, some search engines such as AltaVista have completely automated submissions by requiring the user to re-key in a one-time use submission code that is displayed on the submission page as a graphic.


All the links pointing at a particular web page. Also called inbound links.


This happens 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 guidelines.

Being Flamed

A hostile, and often derogatory, note that is posted on a discussion board or sent as an e-mail message. The person who receives the note has "been flamed", and if an angry exchange takes place, it is referred to as a "flame war".

Below the fold

Content of a web page that is not seen by the consumer unless the consumer scrolls down.

Bid Management Software

Software or services that allow web sites to set bidding rules for how much to pay for PPC search engine traffic. With many sites using such tools it is possible to be locked into escalating bidding wars that could be very costly.


Placing a bid price that you are willing to pay as an advertiser on a pay-per-click search engine. The highest bid for a given keyword achieves the top spot in the PPC search results. In Yahoo Search Marketing (formerly known as Overture) , the top three bids are "featured" on Yahoo Search Marketing partners' sites, including AOL, Altavista, Infospace, and others. The minimum bid amount on YSM is 5 cents per clickthrough.

Black hat

A person engaged in or tactic used to increase search engine rankings using methods frowned upon by search engine companies.


Lists that either search engines or vigilante users compile of search engine spammers, which may be used to ban those spammers from search engines or to boycott them.


Blog is short for weblog. A weblog is a journal (or newsletter) that is frequently updated and intended for general public consumption. Blogs generally represent the personality of the author or the Web site.


Blogging is the act of writing in one's blog. To blog something is to write about something in one's blog. This usually involves linking to something the author finds interesting on the internet.


a collection or list of links to other blogs and websites commonly featured on blogs. The word came into popular uses from the service of the same name. Sometimes referred to as link lists or bookmarks

Body Text

The text that appears on a website.

Boolean search

A search formed by joining simple terms with AND, OR and NOT for the purpose of limiting or qualifying the search. If you search information on salmon fishing in Alaska, and your search also brings back information on trout fishing and diving in Alaska, the Boolean search "salmon AND fishing AND Alaska NOT diving" can narrow your search focus.


Short for robot. See "spider"

Bulk Submission Services

An ASP that submits many URLs to the search engines on your behalf. For example: SubmitWolf. Search engines don't like these. (see "automated submitting")


A captcha (an acronym for "completely automated public Turing test to tell computers and humans apart") is a type of challenge-response test used in computing to determine whether or not the user is human. The term was coined in 2000 by Luis von Ahn, Manuel Blum, and Nicholas J. Hopper of Carnegie Mellon University, and John Langford of IBM. ...


An internet personality that has attained celebrity. Or if you prefer, a person who is very well known or famous but mainly only on the internet. We used that term on Friday August 08, 2008 during the AdHack Party when Darren Barefoot got in the room.

Click Fraud

Click Fraud is no different than stealing money from a competitor. This is how it works: people maliciously click on ads to purposely eat away at a competitor's ad budget; even on a small scale this can be damaging to a competitor. The most aggressive click fraud is when a network of computers with specially created software is used to maliciously click on a competitor's pay per click advertisements in order to waste their money and destroy their advertising campaign.

Clickthrough Rate

The number of clicks on a link/page dividedby the number of times it was displayed. It is presented as a percentage. It is also called CTR.


Also known as "stealth," involves serving a specific page to each search engine spider and a different one to human visitors. In most cases, it is frowned upon by search engines.

Content (Active Content)

Content that changes from time to time.

Content (Fresh Content)

New information posted to a document.

Content (General)

The information contained in a document.

Content (Long Term Content)

Content that is not expected to change over time. An example used in this whitepaper is the US Constitution.

Content (Static Content)

Non-changing content.


An understanding of the topic or meaning of a document.

Contextual Advertising

Industry term describing the delivery of paid advertising across multiple platforms based on information contained in the document the advertisement appears on.

Contextual Link Inventory

To supplement their business models, certain text-link advertising networks have expanded their network distribution to include "contextual inventory". Most vendors of "search engine traffic" have expanded the definition of Search Engine Marketing to include this contextual inventory. Contextual or content inventory is generated when listings are displayed on pages of Web sites (usually not search engines), where the written content on the page indicates to the ad-server that the page is a good match to specific keywords and phrases. Often this matching method is validated by measuring the number of times a viewer clicks on the displayed ad.

Conversion Rate

Conversion rates are distinct measurements that determine how many of your prospects take your preferred action step. Typically, micro-conversions (for instance, reading different pages on your site, or signing up for a newsletter) lead to your main conversion step (making a purchase, or contacting you for more information).


Information placed on a visitor's computer by a web server. While the web site is being accessed, data in the visitor's cookie file can be stored or retrieved. Mostly cookies are used as unique identifiers (i.e. user IDs or session IDs) to isolate a visitor's movements from others' during that visit and subsequent visits. Other data that may get stored in a cookie include an order number, email address, referring advertiser, etc.

Cost Per Action (CPA)

The cost incurred or price paid for a specific action, such as signing up for an email newsletter, entering a contest, registering on the site, completing a survey, downloading trial software, printing a coupon, etc

Cost Per Click

System where an advertiser pays an agreed amount for each click someone makes on a link leading to their web site. Also known as CPC.


Also known as Cost Per Click. System where an advertiser pays an agreed amount for each click someone makes on a link leading to their web site.


Cost per 1,000 impressions.


The process by which search engine spiders retrieve web page information.

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