SEO Terms


– a Google advertising program which allows people to select keywords so that their clickable ads show up in search results. It is an example of “pay-per-click” advertising”.

Adwords site

– a website that was created to display Google AdSense advertisements.


– an affiliate website earns commission for promoting the products or services of another business or website.


– a program that search engines use to determine which pages should be included in search results.


– a program which collects and analyzes data about a website. This data can include but is not limited to things like conversion rates, the number of visitors and orders and the amount of revenue.

Anchor text

– this is the part of a hyperlink that the user san see & click on. Anchor text help search engines determine the relevancy of a site to what the user is searching for. Search engines also compare the anchor text and link with the content on a website’s landing page to make sure they are cohesive.


– an authority site is a website that has a good reputation in its industry. It is known for having accurate and trustworthy content and only links to other trustworthy sites. A site can become an authority by accumulating incoming links from other authority sites. One example of an authority website would be Wikipedia.


– a website or page that publishes content on a regular basis. This content may include anything from the blogger giving his or her own opinion on various topics, reporting about their own lives or providing links to other places on the internet. Bloggers often use content management systems such as WordPress which makes it easy to quickly publish content without coding knowledge.

Bot (robot, spider, crawler)

– software that performs automated tasks such as find webpages or collect email addresses. Search engines use bots to find webpages to include in search results.

Bounce rate

– The percentage of visitors to a website whom only view one page and then exit the site.

Bread crumbs

– a series of links that let a user can follow in order to return to main pages. Bread crumbs also orient users as to where they are on the website.

Click fraud

– the unethical practice of a person or bot pretending to be a legitimate by clicking an ad. These tactics both waste advertiser money and lowers their confidence in pay-per-click advertising.


– when a website’s actual content is different from the content is delivers to search engine crawlers. Search engines often permanently ban domains and websites from search results if they are found to be engaging in the practice.

CMS (Content Management System)

– software which allows the user to publish and maintain a website without any coding knowledge. WordPress, Joomla and Drupal are all examples of content management systems.

Code swapping (bait and switch)

– a dramatic change in content which occurs after a website has achieved high rankings.

Comment spam

– Posting comments on a blog in hopes that it will create a link back to another site.

Content (text, copy)

– anything on a website (excluding, ads, branding and navigation) that attracts users.

Contextual advertisement

– placing ads on content that is related to the ad.

Conversion (goal)

– the process of turning website visitors into buyers.

Conversion rate

– Percentage of users who visit a website compared to whose who become buyers or take some other desired action.

CPC Cost Per Click

– the amount of money that advertisers must pay whenever their ads are clicked.

CPM (Cost Per Thousand impressions)

– the amount of money an advertiser must pay for each set of a thousand views.

Crawler (bot, spider)

– A program that uses link structure to move about the internet collecting information.


– a webpage that lists other sites based on categories.


– a webpage that attracts visitors for the sole purpose of redirecting them to other websites. A website that directs human users to one place and bits to another is using a technique known as cloaking.

Duplicate content

– content which was taken from another website or is very similar to the content of another website. Search engines may or may not penalize websites that display duplicate content. However, users tend to be distrustful of websites with duplicate content.

E commerce site

– A website whose purpose is retail sales.


– a format of delivering data which allows users to receive frequent updates.


– an outdated web design technique in which multiple documents are included on one page with each document having its own frame. In addition to being annoying to users, frames are like road blocks to a search engines. They make the website more difficult or impossible for search engines to read.

Gateway page (doorway page)

– any webpage whose sole purpose for existing is to capture visitors through search engines and then redirect them to other websites.

Google bomb

– generating a bunch of links that cause a website to rank high in unrelated search results. This is often done for the purposes of comedy and satire.

Google bowling

– when a website owner engages in unethical and malicious practices in hopes that their competition with be penalized or banned from search engine results.

Google dance

– The change in SERPs caused by an update of the Google database or algorithm. The cause of great angst and consternation for webmasters who slip in the SERPs. Or, the period of time during a Google index update when different data centers have different data.

Google juice (trust, authority, PageRank)

– when a websites gains the trust of users based on the fact that Google links to those websites.


– The name of the program Google uses to crawl the World Wide Web.


– an acronym for the three major search engines which are Google, Yahoo and Microsoft


– occurs each time a web server sends a file to a browser. The term “hit” has been replaced by two newer terms which are “page views” and “impressions”.

Hub (expert page)

- a webpage that has a good reputation due to its trustworthiness and quality content. Hubs link to other websites that have related content.

HTML (Hyper Text Markup Language)

– a standardized language which controls the way content (images, text, fonts, colors etc.) appears on websites. HTML is the primary language that search engines use.

Impression (page view)

– occurs each time an ad or webpage is viewed.

Inbound link (inlink, incoming link)

– links that point to your website from another website whereas outbound links are links from your website to another.

Indexed pages

- the pages that a search engine has read and then stored in its index.

inlink (incoming link, inbound link)

– links that point to your website from another website whereas outbound links are links from your website to another.


– the words or phrases that users type into search engines to help them find what they are looking for.

Keyword cannibalization

– using that same keyword too many times on the same website.

Keyword density

– a percentage that denotes the number of times a keyword or key phrase is used on a website. IF the percentage is deemed to be artificially high, the website could suffer penalization.

Keyword research

– the research done in order to discover the most effective and relevant keywords.

Keyword spam (keyword stuffing)

– using an excessive amount of keywords or using keywords that are not relevant to a website’s content.

Keyword stuffing (keyword spam)

– using an excessive amount of keywords.

Landing page

– the first page a user encounters after clicking a link.


– any text or graphic element that leads users to another place on a website or to a totally different website.

Link bait

– a webpage (usually on social media websites) that is created in order to cultivate inbound links.

Link building

– techniques that increase the number of incoming links to a website.

Link partner (link exchange, reciprocal linking)

– this is the practice of two site linking to one another. These types of links are not valued highly by search engines because in many cases the websites are just trading links.

Link popularity

– a measurement of how valuable a website by taking into account the number high quality websites that link to it

Link spam (Comment Spam)

– posting links that are unwanted and/or irrelevant to the blog or website where they are posted.

Link text (Anchor text)

– this is the part of a hyperlink that the user san see & click on. Anchor text help search engines determine the relevancy of a site to what the user is searching for. Search engines also compare the anchor text and link with the content on a website’s landing page to make sure they are cohesive.

META tags

– this information is located in the HEAD an HTML page and is sued by search engines to determine if the websites content is relevant to a particular search. Meta tags do not appear on the website where users can see them.

Natural search results

– these are the unsponsored and unpaid for results that a search engine returns.

Non reciprocal

– when one website links to another site but the other site does not link back. Search engine put more weight on non-reciprocal links because they are more likely to be genuine links rather than the result if quid pro quo.

Organic link

– when a website owner posts a link solely for the benefit of the users and not because he or she is hoping the other site will return the favor and link back.


– Outgoing link.

Page Rank (PR)

– the algorithm Google uses to rank websites in search results. Each site is assigned a number which correlates with its popularity and trustworthiness as well as other unspecified factors.

Pay for inclusion (PFI)

– when website owners pay a fee to be listed in a directory or included in search engine results.


– A web service which offers a wide array of features to entice users to make the portal their “home page” on the web. Google, Yahoo, and MSN are portals.

PPA (Pay Per Action )

– Unlike Pay Per Click, this form of advertising only requires the advertiser to pay for clicks that end in conversion.

PPC (Pay Per Click)

– a form of advertising in with advertisers must pay for every click their ads receive.

Reciprocal link

– (link exchange, link partner) this is the practice of two site linking to one another. These types of links are not valued highly by search engines because in many cases the websites are just trading links.


– an action that directs traffic from one URL to another. Redirects are often used when a website moves to a different domain.


– this is a file that is located in a website’s root directory of a website and is used to limit of prevent search engine spiders from performing certain behaviors.

ROI (Return On Investment)

– a measurement of how much profit is gained in comparison to the resources invested.

SE (Search Engine)

– software that gathers data from a database or the internet.

Search engine (SE)

– an application that searches for files and websites that are relevant to what the user is searching for. The search engine then displays a list of the best matches.

Search engine spam

– webpages that deliberately misrepresent their content in order to show up in more search results.

SEM (search engine marketing)

– techniques that help to increase a website’s exposure and search engine visibility. These techniques include both paid and free advertising as well as search engine optimization.

SEO (Short for search engine optimization)

– the process of making a website easy for search engines to index and thus raising that website’s ranking in search results. High rankings greatly increase the number of visitors that a website receives with results in more sales or leads.


– Search Engine Results Page

Site map

– a listing of all the pages that users are permitted to access. This improves usability by helping users quickly access the content they’re looking for.

Social media

– a website whose purpose is to help users connect with each other and exchange information.

Social media marketing (SMM)

– Using social media websites such as Facebook, twitter and Google Plus to promote a website, brand, products or services.

Spider (bot, crawler)

– A specialized application that search engines use to locate and index webpages.

Spider trap

– when a dynamic websites (intentionally or not) generates an endless loop of links that traps a web spider by causing it to repeatedly send out requests for information. This tactic can cause a server to crash and/or keep the web spider from coming back to a particular website.

Static page

– A web page that has content that doesn’t change. Search engine spiders have an easier time indexing static websites than dynamic websites.


– refers to any element of a website that causes users to stick around for a long time and also come back to the site.

Text link

– A plain HTML link that does not include any graphic elements or special coding (flash, java script).

URL (Uniform Resource Locator)

– a unique combination of letters and numbers that specify a location on the internet.

Web 2.0

– refers to a new generation of websites that encourage and are conducive to user interaction. These websites are dynamic as opposed to static.

White hat SEO techniques

–SEO methods that ethically improves website rankings and do not violate search engine TOS (terms of service).

FREE Website Analysis
and Consultation ($300 Value)

Find Out What We Can Do
For Your Website
Name * E-mail * Phone * Company Name Website Comments *