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Terms and Definitions

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Scraping
The process of copying content from one Web property and using it on another. In other words, stealing. Scraping technologies have evolved because of the needs for content and to stay ahead of legitimate content creators trying to protect what they've written. Some companies offer content monitoring to help protect against scraping.

Search Engine Marketing
All forms of marketing involving search engines – chiefly Search Engine Optimization and Paid Search Marketing. Sometimes this term will also be used to refer to Paid Search exclusively.

Search Engine Optimization (SEO)
A fancy way of saying "making your site search engine friendly". Search engine optimization is typically difficult to do on your own, especially given the increasing complexity and differences among all the search engines. Two important factors that rank highly in all major search engines are Link Popularity (how many Web sites – and how highly ranked those sites are – link to you) and relevant content (how pertinent information on your Web site or a particular Web page is to a search).

Search Engine Reputation Management (SERM)
Think of Search Engine Reputation Management as online spin control. SERM allows a person or organization better positioning through strategy involving Search Engine Optimization, Paid Search Marketing, Press Optimization, Blogging, and Social Media. The most important part of SERM is starting early – before a crisis. Also referred to as online reputation management.

Search Engine Results Page
Search Engine Results Pages, or SERPs, are the Web pages displayed by any Search Engine for any given search. They display both Natural (organic) Listings and Pay-Per-Click ads. How high you are listed and where your ad is shown depends on Search Engine Optimization; and paid Search Engine Marketing respectively.

Search Engines
Search engines are places people go to search for things on the internet, such as Yahoo!, Google, or bing. Most search engines provide Web sites two ways of appearing: Natural (free) and Paid. Natural Listings, also referred to as organic listings, appear based on the search engines' own formulae. You can’t pay to have your site listed higher (although some search engines require that you pay to be included in the Natural listings), but you can perform Search Engine Optimization (SEO). Paid Listings usually appear above or to the side of Natural listings and are typically identifiable as advertisements. The most common cost for advertising on Paid listings through Paid Search is Pay per Click (PPC).

Search Terms
A search term is a word or group of words that a person types into a Search Engine to find what they are looking for. Based upon what a company sells, a Web site should incorporate the most popular or most popular specific search terms into the copy as Keywords. Figuring out the appropriate search terms to put into a Web site and to advertise on is a huge part of a Search Engine Marketer's job.

SEM
Acronym for search engine marketing and may also be used to refer to a person or company that does Search Engine Marketing – either Paid Search, Search Engine Optimization, or both.

SEO
Search Engine Optimization. The art of reviewing and modifying websites so that they can be more competitive within organic search results. May also be used to refer to a person or company that does search engine optimization.

Social Media
A type of online media where information is uploaded primarily through user submission. Web surfers are no longer simply consumers of content, but active content publishers. Many different forms of social media exist including more established formats like Forum and Blogs, and newer formats like Wikis, podcasts, Social Networking, image and video sharing, and virtual reality.

Social Networking
A type of Social Media, Social networking Web sites allow users to interact and create or change content on the site. These sites, of which businesses are now using for marketing purposes, allow users to create their own Web sites / online spheres (e.g. LinkedIn and facebook), share photographs (e.g. flickr), microblog / text small bits of information to their personal community (e.g. twitter) or recommend information for others to find on the Internet (e.g. del.icio.us and Digg). The sites in this last grouping are also referred to as social bookmarking or social news sites. There are also a growing number of sites that are heavily dependent on mobile and geographic locations, such as foursquare.

Spam
Can refer to unwanted data sent via email or put on a Web site to game a search engine. You're probably aware of spam in the classic email sense and hopefully also aware of the strict standards and penalties associated with the CAN-SPAM Act. Spam to a search engine is Web content that the search engine deems to be detrimental to its efforts to deliver relevant, quality search results. Some search engines have written guidelines about what they consider to be spamming, but ultimately any activity a search engine deems harmful may be considered spam, whether or not there are published guidelines against. Examples of spam include the creation of nonsensical doorway pages designed to pleased search engine algorithms rather than human visitors, or heavy repetition of search terms within a page (i.e., the search terms are used tens or hundreds of times in a row). Spam derives its name from a popular Monty Python skit.

Spider
A noun and a verb, Search Engines have spiders crawl through all the linked pages of a Web site to gather information to include the site in their Natural Listings and also use to determine their ranking on various Search Terms.

Stickiness
How often people return to a Web site. Constant updates, news feeds, and exclusive content are all ways to make a site stickier.

Submission
The act of submitting a URL for inclusion into a search engine's index. Unless done through paid inclusion, submission generally does not guarantee listing. In addition, submission does not help with rank improvement on crawler-based search engines unless search engine optimization efforts have been undertaken. Submission can be done manually (i.e., you can fill out an online form and submit) or automated, where a software program or online service may process the forms behind the scenes.

Targeting
Shaping internet marketing campaigns to attract certain specific groups of prospective clients. Examples of Targeting include women, gun owners, and Medicare recipients. Behavioral Targeting is a newer, specific type of focus for advertisers.

Text Ad
An online advertisement that contains only written copy. Paid listings found on the results pages of the main Search Engines are currently Text Ads, although this is starting to change. Soon you should expect to see video ads pop up here occasionally.

TLD
TLD stands for Top Level Domain. The TLD is determined by whatever comes at the end of a domain name at its root – meaning without any page names. So for example, the TLD for our site, www.yourwebreviewed.com, is ".com."

Tracking Code
Information typically included in the URL that allows an advertiser to track the effectiveness of various aspects of an advertisement. Commonly tracked items include Search Term and referring Search Engine. Direct Online Marketing relies heavily on tracking code because tracking results is the only way to determine how effective our internet marketing services are.

Tracking Code
Information typically included in the URL that allows an advertiser to track the effectiveness of various aspects of an advertisement. Commonly tracked items include Search Term and referring Search Engine.

 

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