With Part One and Part Two of our SEO Glossary already under your belt the world of digital marketing should be beginning to make more sense. And the good news is that the end is in sight as the wordsmiths at the web project whizz through the alphabet from L-R:

Landing page The web page where a user arrives (or lands). Bespoke landing pages are often used in PPC campaigns to target specific audiences and increase conversion rates. For example: It would make financial sense for an insurance company to have separate landing pages for the bid terms ‘car insurance for women’ and ‘classic car insurance’

Link bait Anything that acts as a hook for webmasters or bloggers to link to your site. It could be an insightful article, a funny video, a competition etc

Log file A file on your server which records activity on your site. Analysing log files can give you useful information about user behaviour and how frequently search engine spiders are crawling your site

Long tail keywords Rather than targeting high-volume, competitive keywords, most SEOs nowadays have turned their attention to the ‘long tail’. These keyword phrases typically contain 3-4 words and don’t command much traffic. However, they are much easier to rank for and enjoy higher conversion rates

Meta tag An HTML tag used to give information to search engines, browsers and other applications, but generally not displayed to users. Examples of meta tags include: the title tag, meta description and meta keywords tags

Mobile search Accessing and searching the web using a mobile phone or tablet

Organic Results Google’s ‘natural’ search results, not including paid advertising/ sponsored links 

Outbound links Links pointing out from your pages to an external site

PageRank Refers to Google’s measure of the importance of a web page based on the quantity and quality of inbound links. PageRank comes in two guises and it’s important not to confuse them. The first is a numerical figure which can be accessed by the Google toolbar. Most SEOs agree it’s of little practical use, although some still obsess over it. Google keeps the ‘real’ PageRank to itself as it’s a key component of its ranking algorithm

Page view Also known as a ‘page impression’, indicates the absolute number of times a page has been requested from the server. It includes repeat visits by the same user, so can’t be used as a measure of unique visitors

Parameter Each of the variables in a database is known as a parameter. Dynamic sites use a string of parameters to pull the requested information from the database and onto the webpage.  Too many parameters in a URL can affect the way Google crawls and indexes a page

Pay per click PPC is a type of online advertising where the merchant is billed every time a user clicks on an advert. Each of the major search engines runs PPC advertising programs, typically displaying their ads as ‘sponsored links’/ ‘paid listings’ on the search results pages or as text ads on any website that has signed-up. They key players are Google Adwords, Yahoo! Search Marketing and Bing Ads. Recently social networks have tried to get in on the PPC scene, but with limited success.

PHP More formally known as ‘hypertext pre-processor’ PHP is a server-side programming language used to create dynamic content to interact with databases

Pop up A web page which appears in a separate window on top of the content you are viewing. Pop ups are often unwelcome advertisements. If a new window opens when you close a web page, it’s referred to as a ‘pop under’

Ranking The position of a website in the organic search results

Reciprocal linking Refers to the mutual exchange of links between websites; ‘I’ll give you one, if you give me one back’. Reciprocal linking is a quick and easy way to increase your link base; and it’s easy for Google to spot. Consequently reciprocal links are often discounted by search engines and can get your site penalised

ROI is shorthand for ‘return on investment’

RSS Is shorthand for ‘really simple syndication’ and allows sites to ‘feed’ selected content directly to a subscriber’s website. As a SEO webmaster I might decide that it’s a good idea to display the latest search news from Google, Yahoo! and MSN on my site. All I need to do is sign-up to the relevant RSS feeds, and as soon as a new article is published it will be pulled onto my site. It might also be a good idea if I set up a RSS feed in the hope that other people want to publish what’s happening at The Web Project.

Leave a comment

Your email address will not be published. Required fields are marked *