Advertising:

Mark your calendar to attend the eMetrics Marketing Optimization Summit Toronto, April 23-26, 2012. If you are responsible for the results of your company’s website, social media, ecommerce, web intelligence, data strategy, audience research and/or measurement, then this is a must attend event for you.

Hear case studies from companies such as Nissan, AOL, ESPN, Johnson & Johnson, Monster, Canadian Broadcasting Corporation, and many more.

To learn more visit the website at http://www.emetrics.org/toronto/

5 Compelling Reasons to Attend IMC Vancouver October 3-4, 2011. And if you are SEMPO Canada members, save an additional $100 to attend IMC Conference. Get in touch with me to get your promo code: . 

"Alexandre Brabant is one of the most brilliant e-marketing tacticians I have encountered. If you want to roll out a new marketing channel, Alex can make e-commerce work for your business. If you want to drive targeted sales volume, Alex will position you to see huge results. If you want to capture customers at an ROI beyond compare, Alex will show you how.”

/// James Sherrett
President
Boxcar Marketing
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Google Insulation /// "Google insulation" is the idea of padding the web with friendly-sounding content about a client and then pushing that content to the top of Google results so that negative information is harder to find. This refers to reputation management.

/// Read the Glossary

Search Engine Marketing Professional Organization (Canada)

Read about it on my Search Marketing blog

Glossary

Crawler

Component of search engine that gather listings by automatically "crawling" the web. A search engine's crawler (also called a spider or robot), follows links to web pages. It makes copies of the web pages found and stores these in the search engine's index.

CSS

Cascading Style Sheets. Used mainly to decrease the amount of source code on a page, by referencing a single set of instructions on how to display various elements.

CTR

Also known as Clickthrough Rate. The number of clicks on a link/page divided by the number of times it was displayed. It is presented as a percentage.

Database

A database is a repository or storage area for information. In reference to search engines, databases are measured by the number of websites listed on that particular search engine. A database is a collection of information organized in such a way that a computer program can quickly select desired pieces of data.

Dead Link

An internet link which doesn't lead to a page or site, probably because the server is down or the page has moved or no longer exists. Most search engines have techniques for removing such pages from their listings automatically, but as the internet continues to increase in size, it becomes more and more difficult for a search engine to check all the pages in the index regularly.

Deep Linking

Deep linking is the process of web pages (yours or outsiders) linking to a specific document within a set or collection of documents, allowing users to bypass welcome pages, introductions, etc. (eg A direct link to page 5 of an 8 page series)

Deep Submitting

Submitting URLs of pages deep in your site to the search engines. For example, if a webmaster of 200-page website submits each of those 200 pages. This tactic is frowned upon by some search engines because it unnecessarily clogs up their submission database when the search engine spider could find those pages on its own by exploring links starting at the home page.

Delisting

When pages are removed from a search engines index. This may happen because they have been banned or for other reasons, such as an accidental glitch on the search engine's part.

Directories

A web search tool compiled manually by human editors. Once websites are submitted with information such as a title and description, they are assessed by an editor and, if deemed suitable for addition, will be listed under one or more subject categories. Users can search across a directory using keywords or phrases, or browse through the subject hierarchy. Best examples of a directory are Yahoo and the Open Directory Project.

DMOZ

Directory MOZilla is a human reviewed directory, the contents of which appear on many sites, including Google. A listing in DMOZ is said to assist boosting rankings in in Google's general search results.

Document Profile

A set of characteristics assigned to a unique document based on historic data gathered and compiled over time.

Dogpile

A meta search engine.

Domain

A sub-set of internet addresses. Domains are hierarchical, and lower-level domains often refer to particular web sites within a top-level domain. The most significant part of the address comes at the end - typical top-level domains are .com, .edu, .gov, .org (which sub-divide addresses into areas of use). There are also various geographic top-level domains (e.g. .ar, .ca, .fr, .ro etc.) referring to particular countries. The relevance to search engine terminology is that web sites which have their own domain name will often achieve better positioning than web sites which exist as a sub-directory of another organization's domain name.

Domainer

Domainers engage in the business of domaining, which is the buying, selling, developing, and monetizing of internet domain names and related web properties. There is a strong similarity between domaining and real developing and stock brokering.

Doorway Page

A web page designed to draw in Internet traffic from search engines, and then direct this traffic to another website.

Downtime

The time during which a computer is not functioning due to hardware, operating system or application program failure.

Dupe/Duplicate content

Usually used in reference to a penalty applied by a search engine for the same content appearing on different pages/sites. In theory, the site/page that was added to the search engine last should be the one that is penalized.

Favicon

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

FFA

Free For All pages; basically a link farm. You add your site link to the page, it then gets pushed down as other links are added until your link is ultimately pushed off the page. Not a suggested method of promotion or link building.

Flux

A term to describe the shuffling of positions in search engine results in between major updates.

Frames

A website design technique used to split the screen into two or more sections. Websites designed using frames are notoriously difficult to promote to search engines without effective website optimization work.

FTP

File Transfer Protocol

G

Google, also known as The Big G or The Mighty G.

Gateway Page

Same as Doorway Page.

Google Bombing

When a group of sites such as blogs join forces to link to an unflattering page about a company such that this page rises to the top of the search results in Google. Google bombing takes advantage of the power of hyperlink text and of PageRank. For example, if a group of sites with high PageRank all link to a page about XYZ Company's inappropriate behavior with hyperlink text of "XYZ Company sucks" then the linked page can shoot to the top of Google's search results for the term "XYZ Company."

Google Bowling

"Google Bowling" is a term applied to a possible way to damage a competitors website. It is based on the theory that Google and possibly other search engines will penalize a website that has gained back links too quickly. By this theory, if you find a way to point a large number of low quality links to a competitors site, Google will consider the site as trying to spam the search engine and will lower the sites position in the SERPS. Google has stated that there is no way for a person to affect the rating of a competitors website. One possible way for Google to hold good on this claim is to devalue the links considered spam but not penalize the website. The possibility of "Google Bowling" has raise a considerable amount of criticism on Goggle's stand on spam resulting from buying or trading back links, especially site wide links that will give large numbers of links at one time.

Google Dance

An informal term created to explain the phenomenon of frequent shifts in rankings while Google updates its database.

Google Insulation

"Google insulation" is the idea of padding the web with friendly-sounding content about a client and then pushing that content to the top of Google results so that negative information is harder to find. This refers to reputation management.

Google Quality Score

Quality Score for Google and the search network is a dynamic metric assigned to each of your keywords. It's calculated using a variety of factors, such as CTR (Click Through Rate), and measures how relevant your keyword is to your ad group and to a user's search query. The higher a keyword's Quality Score, the lower its minimum bid and the better its ad position.

Google Snippets

Google Snippets are the little pieces of text that Google captures from your site and put on the Google search results below every link.

Googlebot

A Googlebot is a search bot used by Google. It collects documents from the web to build a searchable index for the Google search engine. If a webmaster wishes to restrict the information on their site available to a Googlebot, or other well-behaved spider, they can do so by with the appropriate directives in a robots.txt file.

Googleware

The assortment of tools produced by Google that can be used to search, report, play, research Includes (but is not limited to): Blogsearch Google Analytics Adwords Adsense Google Video Google Scholar Google News Google search Froogle Google Maps Google Images Google Earth Gmail Google Spreadsheet Google Docs

Googlewhack

An ongoing contest and challenge to see who can enter two legitimate words in a Google search (without quotes) that returns only one result. For more information, visit googlewhack.com.

Graphical Search Inventory

Banners and other types of advertising units that can be synchronized to search keywords. Includes pop-ups, browser toolbars, sounds, video, animations and other rich media.

Grey Hat

Optimization strategies that are in a unknown area of reputability/validity.

Heading

Many search engines give extra weight and importance to the text found inside HTML heading sections. It is generally considered good advice to use headings when designing web pages and to place keywords inside headings.

Hidden Keywords

Keywords that are placed in the HTML source in such a way that these words are not viewable by human visitors looking at the rendered web page.

Hits

Also called a page hit. The retrieval of any item, like a page or a graphic, from a Web server. For example, when a visitor calls up a Web page with four graphics, that's five hits, one for the page and four for the graphics. For this reason, hits often aren't a good indication of Web traffic. Compare with page view.

HTML

HyperText Markup Language - the (main) language used to write web pages.

HTTP

HyperText Transfer Protocol - the (main) protocol used to communicate between web servers and web browsers (clients).

Hyperlinks

See "links"

IBL

Inbound Link. Links pointing from another site into your own.

Impression

The number of times your search ad is served to users by search engines.

Inbound Link

Same as Backlinks: All the links pointing at a particular web page.

IndexRank

IndexRank is a new metric to summarize the indexing rate of your site. If you constantly add content to your site, big or small, your IndexRank will be higher. The metric is based on an algorithm that makes use of time specific indexing data from Google to indicate (on a 0-10 scale) the indexing rate of a website. Hat tip to Aaron Wall for a great post about the value of this data.

Interstitial Marketing

Interstitial Marketing is an advertisement that loads between two content pages. One of the most common interstitials is the pop-up ad. Another emerging format is a full-page ad that interrupts sequential content, forcing exposure to the advertisement before visitors can continue on their content path. Interstitials are a form of interruption marketing. This quality appeals to advertisers who feel Web advertising needs to be more like a broadcast medium to be effective. Interstitials often draw an above average amount of response and resentment. The high response rates typically translate into higher CPM rates. The high level of resentment may translate into consumer backlash, although the exact long-term effects are unclear.

Invisible Web

A term that refers to the vast amount of information on the web that is not indexed by the search engines. Coined in 1994 by Dr. Jill Ellsworth.

Javascript

A simple interpreted computer language used for small programming tasks within HTML web pages. The scripts are normally interpreted (or run) on the client computer by the web browser. Some search engines have been known to index these scripts, presumably erroneously.

KDA

Keyword Density Analyzer or Analysis. The ratio of keywords or keyphrases in relation to other text on a page.

KEI

KEI stands for Keyword Effectiveness Index, which is something that was invented for users of Wordtracker's keyword research software. It helps you measure the competitiveness of your keyword phrases when you map them against the amount online competitors who are using these keyword phrases.

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