Acronyms, Jargon and Buzzwords

Search Engine Optimization. The task of aligning a website with the search engine’s crawlers to ensure a higher page rank and therefore more targeted exposure.

Search Engine
Any website providing Internet search services including Google, Yahoo and Microsoft’s Bing! Search.

Crawler or Bot
The computer program run by the search engine to ‘crawl’ web pages and harvest information from them in attempt to determine their content for search results.

Search Engine Marketing. Similar to Internet Marketing but sometimes used to mean paid advertsing campaigns such as AdWords.

Google’s flagship advertising system that brings 80% of the companies revenue. In essence it is an advert that a business or individual creates which is then shown on the right side of the Google search results page. The advertiser is then charged a ‘click fee’ each time a visitor clicks on the advert and gets diverted to the advertisers website. Carefully crafted AdWord campaigns can be effective although results can be variable and need to be tracked carefully.

Search Engine Results Page. The results displayed after a user enters a search term or keyword.

Keyword or Keyphrase
The selected words that a website wishes to rank for when a user searches for these terms.

Affiliate Marketing
A marketing program in which an advertiser pays an affiliate for driving event-driven traffic to their site. An event is primarily completing an order on the advertisers site but could simply be some sort of lead generation. Affiliate gets paid a commission based on order or lead.

Black or Grey Hat
The use of unaccepted or frowned upon SEO practices in order to get higher rankings and more traffic. Used at the risk of being banned from search engines or at least being removed from high rankings.

Google Slap
The resultant removal from Google search engine for using the practices described above.

The goal outcome of a website when a visitor takes a certain action. For example if a visitor may ‘convert’ to a purchaser after visiting the site.

Cost Per Click. The typical measure of the cost for driving 1 visitor to the website.

Click Through Rate. Standard method of measuring the success of an online advertising campaign. Calculated by dividing the number of users who clicked on an advert or page link by the number of times the ad or page link was shown.

Google PR or PageRank
A number between 1 and 10 assigned by Google to define the importance of a page. This is often overused as a measure of success as Google updates this information less and less frequently. Currently 4 times a year with recent rumors suggesting that it will be scrapped altogether.

Organic search results
Search results in a search engine that are not paid advertisements. The results that come up naturally based on their indexing within a search engine.

Pay Per Click
A paid advertising scheme where the advertiser pays someone showing the advert each time a visitor clicks on the advert.

Reciprocal Link
Where one site links to another site in return for a link back to the originator.

A link placed on a page that points back to the site an advertiser is trying to promote.

Sausage Link
A tasty snack.