Internet Marketing Terminology and FAQ
1. Search Engine Optimization (SEO)/ Search Engine Marketing (SEM)
is the process of attempting to draw more traffic to a website via the search engines. Search engines are the primary method that users find new websites, making the development of good search engine position a necessity. SEO is an ongoing process that is constantly evolving, and thus needs continuous attention. A normal SEO campaign will take two to three months to develop and start seeing results, and should be monitored to some degree indefinitely.
2. Pay-per-click Ads (PPC) - synonyms: Paid Listings, Sponsored Results
is a quick way to boost the traffic levels of your website. For any search phrase a bid can be placed as a “per-click-through” cost. Terms cost anywhere from .05 to $50.00 per click. The PPC ads are displayed near the top of the search engines and are labeled “Sponsored Listings”.
3. Breadcrumbs
ala Hansel and Gretel, breadcrumbs let the user know where they are and where they’ve been. Breadrcumbs are normally near the top of the page and formatted as such: You are here: Home --> Sub-directory -->Subpage and all of the pages are links. Breadcrumbs are a great tool in aiding the usability of navigation on a site.
4. Meta-Tags
are code placed within HTML code to describe and categorize a webpage. Meta tags contain the keywords and description relevant to the individual page.
5. Algorithm
An algorithm is what a search engine uses to rank pages. There are several criteria (variables) within an algorithm that can effect the placement of a page within the search results. Some examples of algorithm variables are the keyword placement in headings and titles, keyword density, link popularity, and many more.
6. Search engine spider – Synonyms: Crawler, Bot
Spiders, Crawlers, and Bots are what the search engines send out to your site to determine which pages will be listed in the search engine index.
7. Search Engine Index - synonyms: Listings, Search Engine Database
The search engine index is what is displayed within the search results. A page must be “spidered” by the search engine to be included within the search engine index.
8. Link Text – synonym: anchor text
This is the text that is displayed within a link, and plays a very significant role in current search engine algorithms. Using a descriptive sentence such as “Buy widgets” will be more valuable than a link that simply says “click here”.
9. Backlinks – synonyms: incoming links, link popularity
The number of pages that link to your site is referred to as “backlinks”. Backlinks are a very important variable in obtaining high search engine rankings. Both quantity and quality determine the “link popularity” of a webpage.
10. Organic Listings – synonyms: free listings, natural listings
These are the unpaid listings that are determined by the search engines. Paid listings are labeled as “Sponsored listings”, and are normally separated near the top of search engine results. For more on paid listings, please see “Pay-per-click”.
11. Link Popularity – synonyms: PageRank, LinkPop, Quality of a Link
This refers to the number of pages that link to a site. Each link is counted as a vote for the site it links to. The Link popularity of the “voting” site determines the impact it will have on the site it links to. I.E. Relevant, quality links will have a much better impact than guestbook links or “Free-for-all” links.
1. What is search engine optimization?
Search engine optimization is the process of raising the odds for a webpage to achieve top search engine positions.
2. Should I use an automated submission tool?
No. This is an outdated method of SEO that is no longer applicable. Most search engines will pick up your site without any kind of submission if you obtain some quality links. Automated submission tools can actually get a page penalized, as it can be considered as “spamming”, and against SE terms of service.
3. How long does it take to get listed in the search engines?
Depending on the nature and quality of the site listings can take anywhere from a few weeks to several months.
4. I want to be #1 for the single word ______________?
Single word keyphrases are not nearly as targeted as keyword phrases. Someone that is searching for vehicle accessories is not as likely to purchase from your website as someone searching for: “tonneau covers for a ford pickup”. Single word phrases are very difficult to obtain due to the extreme volume of competition, and the benefit seldom justifies the cost.
5. What other things can I do to promote my website?
In one word: Links. Links are a very powerful asset to a website. While requesting links can be very time-intensive, it is time well spent. Links are not only valuable for the direct traffic that they can provide, but also for the increase they bring in the eyes of search engines. Get LOTS of links. You can never have too many. Link to internal pages as well as the homepage, and be sure to place your primary keyword phrases in the anchor text of the links that you request.
6. What are the most important things to consider when looking to rank well?
- Focus on descriptive phrases.
- Understand your industry online and assess your competition.
- Increase the amount and value of your content.
- Get lots of links.
7. Why wasn’t my site optimized when it was created?
In most cases websites receive cursory optimization during website creation. There are several reasons why a site may not receive intensive optimization during development. Optimization techniques are constantly evolving and must be monitored consistently. Many development firms consider optimization and marketing to be a separate function.
8. Can you guarantee high rankings?
You should probably watch your pocketbook around anyone who guarantees high search engine rankings. Search engines are constantly changing and there are no guarantees that tomorrow’s algorithm will be the same as the one the SE’s are using today. We can assure you that we will optimize your pages to the best of our ability using the techniques that have been successful for us in the past.
9. How important are Meta-tags?
Meta-tags are falling out of favor from the search engines due to manipulation by webmasters. The importance of meta-tags has been transferred to other areas of a website including titles, headings, content, and incoming links. Meta-tags are still of value in some ways including improving the functionality of a site’s internal search.
FREE Internet Marketing Report
SAMSA will provide you with a free marketing report that will include information about how well you are currently marketing your website. We will give you a brief overview of the link popularity, search engine saturation, and usability, and navigation of your site. We will also give you a brief idea of how competitive your industry is online.
If you are interested in receiving this free report, please fill our our free marketing report form
You can also see a sample of our free marketing report (100k pdf)
It took radio 34 years to have 50 million listeners...it took TV 13 years to have 50 million viewers...it took the internet only 4 years to have 50 million users.
