301 Redirect: This message happens when a URL that you have tried to access has moved to a new location and is permanently unavailable. 301 Redirect is used when you need to change the URL of a page as it is shown in search engine results and make the web page redirect the visitor to the correct page.
302 Redirect: A form of redirection commonly used when a URL has changed location but will be returning to the original location eventually.
400 Bad Request: This means that the request you sent to the website server, such as a request to load a webpage, was somehow malformed and so the Web server was unable to understand the request and process it.
401 Unauthorized: A HTTP status code that means the page you were trying to access requests user authentication (usually a valid user ID and password) before allowing you to load the web page.
403 Forbidden: A message delivered by a web server that means that accessing the page you were trying to reach is forbidden for some reason.
404 Not Found: The server can’t find the page you are asking for.
500 Error: A very general error message, given when something has gone wrong on the web site’s server but the server could not be more specific on what the exact problem is.
A/B Test: A/B testing is a simple way to test changes to your page against the current design and determine which one is more effective. You can display two different layouts of the same web page to visitors and track the differences in their behaviour on page A and B.
AdWords: Google’s online advertising service that enables advertisers to compete to display brief advertising copy to web users. The amount an advertiser bids determines their ad’s relative position within the paid search results.
Algorithm: A calculated set of steps used by search engines to rank listings in response to a query.
Alt-Text: A description of an image in your site’s HTML. This is alternate text that will be displayed by a browser when an image can’t be found or loaded.
Analytics: a program which assists in gathering and analysing meaningful patterns in data about website/social media usage.
Anchor Text: The part of a hyperlink that is clickable. Search engines use this text to help determine the subject matter of the linked-to document.
AstroTurfing: The artificial creation of a grassroots buzz for a product, service, policy, individual, or product.
Authority: A score assigned by search engines to measure the power, relevancy, stature and credibility of websites.
Authority Site: A very high quality website that is respected by knowledgeable people in its industry and has many incoming links from other related expert/hub sites.
Backlink: Any link into a page or site from any other page or site.
Black Hat: Aggressive search engine optimization tactics that do not obey search engine guidelines. Common tactics include keyword stuffing, unrelated keywords, invisible text, or doorway pages.
Bot (robot, spider, crawler): A software application that runs automated tasks over the Internet. Search engines use bots to find and add web pages to their search indexes.
Bounce Rate: This represents the percentage of visitors who enter the site and then leave (“bounce”) without viewing other pages within the same site.
Bread Crumbs: is a website navigation aid at the top of a web page which helps the user to understand where they are on the site and how to get back to the main areas.
Broken Link: A hyperlink which is not functioning. A broken link happens when the link points to a web page that has been deleted or moved.
Cascading Style Sheets (CSS): is a style sheet language used for describing the look and formatting of a document written in a markup language.
Canonical Issues: Canonicalization refers to the process of picking the best URL when there are several choices available, and it usually refers to home pages
Click Fraud: Deliberate clicks on a PPC advertisement usually by the publisher, automated script, or computer program for the purpose of increasing the payable number of clicks to the advertiser.
Cloak: The practice of delivering different content to the search engine spider than that seen by the user’s browser.
CMS or Content Management System: A web application used to manage web sites and web content. WordPress is a popular example of a CMS.
Code Swapping: Changing the content after high rankings are achieved, i.e. bait and switch.
Conversion Rate: The percentage of site visitors who performed a desired action after landing on one of your pages. A conversion could be a number of actions ranging from making a purchase, completing a download or signing up for a newsletter.
CPA or Cost Per Acquisition: A measurement of the total cost of each sale or lead from the beginning to the end.
CPC or Cost Per Click: A is an internet advertising model used to direct traffic to websites. The advertiser agrees to pay a set fee to the publisher (typically a website owner) when someone clicks on an ad.
CPM or Cost Per Thousand: A commonly used measurement to quantify the average value / cost of Pay Per Click advertisements to one thousand viewers.
CTR or Click Through Rate: The percentage of users that click on an ad out of the total number who see the link.
Doorway: Sites or pages created and optimised for particular keyword phrases and only exist to capture that keyword phrase in search engine results.
Directory: a directory on the web. It specializes in linking to other web sites and categorizing those links. A web directory is not a search engine and does not display lists of web pages based on keywords; instead, it lists web sites by category and subcategory.
Domain: A Domain name locates an organization or other entity on the Internet. For example, scarlettdarbyshire.com
FFA or Free For All: A page or web site which allows anyone to add a link to them and as such contains many outgoing links to unrelated web sites.
Frames: A web design which allows the use of multiple, independently controllable sections on a Web page.The HTML or media elements that go in a frame may or may not come from the same web site as the other elements of content on display.
Hit: A hit is a request to a web server for a file such as documents, graphics, or webpages. For example, when a visitor calls up a Web page with four graphics, that’s five hits, one for the page and four for the graphics.
HTML (Hypertext Markup Language): is the standard markup language used to create web pages. This is the coding portion of a website that search engines read.
Hummingbird: Google Hummingbird is a search algorithm used by Google, introduced in August 2013. Hummingbird was introduced to closer match ‘conversational’ queries with relevant results. It pays more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words.
Inbound Link: A link from one site into another. Links from other sites with high search Authority will improve your SEO.
Indexed Pages: The pages on a site which have been explored and stored by a search engine.
Internal Link: A link from one page to another within the same website, such as from your homepage to your products page.
Keyword: A word or phrase entered into a search engine for the purpose of finding relevant results. Specific keywords are targeted for advertising purposes to attract consumers using that word or phrase.
Keyword Cannibalization: Is a situation where multiple pages on a website are targeting the same keyword.
Keyword Density: The percentage of words on a web page which are a particular keyword. This is offered as a percentage by comparing the number of keywords on a page to the total number of words on a page.
Keyword Research: The process of determining which words or phrases people are most relevant and people are using the most in order to use those keywords in SEO and SEM.
Keyword Stuffing: The inappropriately high repetition of the same keyword in order to try to gain favourable search engine results.
KPI (Key Performance Indicators): Is a measurable value that demonstrates how effectively a company is achieving key online marketing goals.
Landing Page: Any page that someone lands on after clicking on an online marketing call-to-action.
Link Bait: A web page with the designed purpose of attracting attention and encouraging those viewing it to create hyperlinks to the site in an effort to drive traffic to the website and improve search engine ranking.
Link Building: The activity and process of getting more inbound links to your website for improved search engine rankings.
Link Farm: A set of web pages created with the sole aim of linking to a target page, in an attempt to improve that page’s search engine ranking.
Link Juice: The amount of positive ranking factors that a link passes from one page to the next.
Link Popularity: A measure of the value of a site based on the quantity of quality Inbound links to your pages.
Long Tail Keywords: Search queries made up of longer and more specific keyword phrases.
Mashup: In web development, a mash up is a web page, or web application, that uses content from more than one source to create a single new service displayed in a single graphical interface.
Meta Description: HTML attributes that provide concise explanations of the contents of web pages.
META Tags: Statements within the HEAD section of an HTML page elements used to provide structured metadata about a Web page.
Mirror Site: A complete copy of a website or Web page that is placed under a different URL but is identical in every other way.
Nofollow: An html code command that instructs robots to not follow links on the page or the specific link.
Noindex: An html code command instructing automated Internet bots to avoid indexing a web page.
Non-Reciprocal Link: One-way inbound links to a site that originate from other sites.
Organic Link: The development of hypertext links between web sites with or without an agreement to exchange links.
Organic SEO: The phrase used to describe processes to obtain a natural placement on organic search engine results pages (SERPs).
Organic Search Results: Listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements.
Outgoing Link: Links that link from your site to another web site.
Page Title: Showing up in Search Engine Result Pages (SERPs), the page title is the main text that describes a web page. It is one of the most important on-page ranking factors.
Page View: an instance of an Internet user visiting a particular page on a website.
PageRank: Part of the numerous factors that go into Google’s Algorithm. It is a link analysis algorithm used to help determine the relative importance of a website.
Panda: A change to Google’s search results ranking algorithm that was first released in February 2011. The change aimed to lower the rank of low-quality sites with low quality content and return higher-quality sites near the top of the search results.
Penguin: Refers to a set of algorithm updates for the Google search engine to help enhance the value of search query results for users.
PFI or Paid for Inclusion: A search engine marketing model in which a website pays a fee to a search engine that guarantees that the site will be displayed in the returned search results for specifically named search terms.
PPA or Pay Per Action: An online advertising pricing model, where the advertiser pays for each specified action – for example, an impression, click, form submit, double opt-in or sale.
Query: The keyword or phrase a searcher enters into a search engine.
Reciprocal Link: A reciprocal link is a mutual link between two websites, to ensure mutual traffic. In 2005, with their Jagger 2, update Google stopped giving credit to reciprocal links as it does not indicate genuine link popularity.
Referrer: Anything online that drives visits and visitors to your website. This can include but isn’t limited to: search engines, blogs, banner ads and affiliate links.
Referrer String: A piece of information sent by an internet user when they navigate to your website from somewhere else on the internet. It includes information on where they came from previously, which helps webmasters understand how users are finding their website.
Robots.txt: A file in the root directory of a website used to communicate with web crawlers and other web robots.
ROI or Return On Investment: The most common profitability ratio. Simply put it is the benefit to the investor resulting from an investment of some resource.
Sandbox: is an alleged Google filter placed on new websites that want to rank in the search results for specific phrases.
Scrape: A technique employed to extract large amounts of data from websites.
SE or Search Engine: A software system that is designed to search for information on the internet.
SEM or Search Engine Marketing: A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs). Search engine marketing incorporates many digital marketing techniques such as email marketing, pay per click campaigns and search engine optimization.
SEO or Search Engine Optimization: The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
SERP or Search Engine Results Page: Results returned by a search engine in response to a keyword search.
Site Map: A list of pages of a web site accessible to crawlers or users.
SMM or Social Media Marketing: The process of gaining website traffic or attention through social media sites.
SMO or Social Media Optimization: A technique used to increase the awareness of a product, brand or event by optimizing different social platforms with targeted keywords and other techniques.
SMP or Social Media Poisoning: A black hat technique designed to implicate a competitor as a spammer.
Snake Oil: Refers to selling techniques used by some SEO firms and SEO ‘Gurus’ to claim that they can do something unique to achieve top rankings.
Social Bookmarking: Building relevant links on social platforms in order to bring in traffic.
Social Media: Websites and applications that enable users to create and share content or to participate in social networking.
Spamdexing: Is the practice of deceptively modifying web pages to increase the chance of them being placed at the top of search engine results.
Spider Trap: A set of web pages that may intentionally or unintentionally be used to cause a web crawler or search bot to become trapped an endless loop of code.
Splash Page: An introductory page to your Web site. They typically offer a feature such as a graphic or logo, a choice of how to enter the site (flash/no-flash, etc.) or technical requirements (browser, version, etc.).
Splog: A fake blog created solely to promote affiliated web sites with the purpose of skewing search results and artificially boosting traffic.
Static Page: A web page that is delivered to the user exactly as stored, in contrast to dynamic web pages which are generated by a web application.
Stickiness: Anything about a Web site that encourages a visitor to stay longer. A Web site is sticky if it successfully keep visitors on the site once they have navigated there and encourages the visitor to return frequently.
Supplemental Index: Pages with very low page rank which are still relevant to a search query.
Traffic: The amount of people that come to visit a website and the number of pages visitors click.
Trust Rank: Is a link analysis technique separating useful webpages from spam or pages created solely to mislead search engines into giving higher page ranks.
UCG or User Generated Content: Refers to material on websites such as blogs, wikis, discussion forums, posts, chats, tweets, podcasts, pins, and video and audio files, produced by the users of the website.
URL or Uniform Resource Locator: Also known as web address, a URL is a reference to a resource on the Internet. An example would be http://scarlettdarbyshire.com/
User Engagement: A measurement of the level of engagement a user shows through its action on the web.
User Experience: A measurement of the overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use.
Walled Garden: On the Internet, a walled garden refers to a browsing environment that controls the user’s access to Web content and services.
White Hat SEO: Refers to any practice that improves your search performance on a search engine results page while staying within the search engines’ terms of service. These tactics include offering quality content and services and Using descriptive, keyword-rich meta tags.
Widget: an application that enables a user to perform a function or access a service.