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 SEM Glossary of Terms SEM - search engine marketing, or search engine marketer. SEO – search engine optimization, or search engine optimizer. SERP – search engine results page. Dynamic Content - refers to sites that generate data into web pages "on the fly". Static Content - most commonly refers to sites that require manual updates to content. Opt-In – permission based marketing. Commonly identified with permission based email lists. Opposite of spam in the sense that the user has requested to receive email. Meta Tag - HTML code attribute that reveals keywords, site descriptions, and other information not intended for viewing on the actual page. ROI – return on investment. Doorway Page - a website built to purposefully direct traffic to an external site. Also refers to the technique of automatically generating keyword laced pages with little or no content to "seed" the search engine results pages. Keyword Stuffing – overusing common keyword search phrases in order to gain search engine relevancy. Common tactics include using small text, using same background/text color to make keywords appear invisible, and repetition of a keyword or phrase dozens, if not hundreds of times on one page. This technique can get you banned from most major engines. Algorithm – a formula used by search engines to determine site rankings, relevancy, an position. Cloaking - serving a specifically optimized page to a search engine crawler for the purpose of gaining higher site rankings. Generally a bad practice. Deep Linking – external link that links to a specific document or directory past the root of a website. Whois – lookup of a public contact record, most commonly related to the registrants of domain names. PPC – pay-per-click advertising. See http://www.overture.com Hidden Text – involves making text and page background the same color. Considered a bad practice by major search engines. External Links – links from within your site that take the user outside of your content. Internal Site Linkage – all links within a site that points to pages within the same directory, or deeper. Inbound Links – similar to “backwards links”; these are outside sites that link out to your site. Anchor Text – the text within URL coding, ex. <a href="http://www.yahoo.com ">Anchor Text</a> Keyword Analysis - see this link Backwards Links - term used by Google that identifies sites linking to a particular URL. Referrer - site or url that refers a hit to your site. Hits – copy of a file taken from a server. This includes images, documents, html, and all other files on a server. Hits are not the same as “unique users” or "page views". Page Views – actual number of pages served. Page views include pages served to human users, as well as automated scripts and web robots. Unique Users – unique number of users recorded, most commonoly by IP address. Spam - any unwanted commercial message, either by email, popup, or irrelevant search engine ranking. Usability - the measure of the quality of a user's experience when interacting with a product or system — be it a Web site, a software application, mobile technology, or any user-operated device. Junk Hits - a web visit that yields neither a good lead for the web owner, or relevant data for the user. PFI - acronym meaning "Pay for inclusion". Refers to search engines and directories that require payment for listings and frequent spidering. examples of sites with PFI programs include Inktomi and Teoma. Copyright 2002-2004 Rob Garner
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