| Term | Definition | Synonyms |
| Above the Fold |
The First Viewable Portion of a document when viewed on a computer monitor. |
FVP |
| Adjacency |
Search operation that specifies results must contain query terms next to each other. |
Proximity |
| Algorithm |
A recursive computational procedure such as those used by search engines to sort query results. |
Algo |
| Analytics |
The collection and analysis of campaign data. |
Campaign Metrics |
| Anchor Text |
The textual identification of a hyper-link. |
Link Text |
| Bid Jamming |
The manipulation of PPC bids in such a way that competitors are forced to pay the maximum PPC price allowed. |
Ceiling Stuffing |
| Boolean |
A search protocol that uses operators: AND, OR, NOT. |
And/Or |
| Cloaking |
The use of software/coding to mis-direct web robots to alternative pages that are not seen by the end user. |
Agent Name Delivery, IP delivery, bait and switch |
| Click-through Rate |
The number of users who follow a particular link or search listing within a certain time-frame. |
(CTR) |
| Contextual Ads |
Advertisements placed next to contextually relevant, natural material or copy. |
Relevancy Banners |
| Cost Per Action |
The total marketing cost to guide one visitor to a website to perform a most wanted response. |
CPA |
| Call to Action |
Advertising terminology referring to a headline or other text element which prompts the audience for action. Example: Call Now! |
Ad Command |
| Doorway Pages |
Low quality pages, generated in large numbers and created for the purpose of saturating a search index. |
Gateway Pages/Bridge Pages /Hallway Pages |
| Directory |
A browseable subject index that serves categorized collections of web pages. |
Subject Index |
| Dynamic Content |
Web page content that is not static. |
DB Driven |
| e-Marketing |
Marketing via electronic information mediums such as the Internet. |
Net Marketing |
| Ethics |
A branch of philosophy concerned with optimal modes of conduct in light of one's ultimate goals. |
Best Practices |
| Everflux |
A term that describes the constant fluctuation of the Google search index. |
Long Dance |
| False Drop |
Irrelevant Search Results returned by a search index. |
Spam SERPS |
| Free For All |
Websites that offer outbound links to any website. |
Link Farms, FFA |
| GreenBUILT Research & Development |
A Reno, Nevada based SEO firm owned and operated by Jason Green. No longer in operation. |
GBR&D |
| Hi-Jacking |
Stealing website traffic via content theft or redirection. |
Fake Copy Listing |
| Hand Submission |
The manual submission of a URL to a search engine. |
Manual Submit |
| Hit |
A web page visit Visit |
Visit |
| Internet Marketing |
The promotion of a web resource or end-point via the internet and/or world wide web. |
website marketing, web promotion, internet promotion, site promotion |
| Invisible Web |
The portion of the internet that cannot be/is not indexed by search engines and is therefore invisible to search engine users. |
Deep Web |
| Keyword |
A single search phrase. Generally a search phrase for which a website would like to be returned when a user queries a search engine. |
targeted search phrase |
| Keyword Stuffing |
The repetitive use of keywords in various web page elements in an attempt to increase relevancy. |
Keyword Spamming |
| Keyword Density |
The frequency ratio between a specific trm and the total of all trms within a document. Common misconception holds that search engines evaluate trm density. |
Keyword Saturation |
| Keyword Domain |
A domain name that contains targeted search phrases |
Golden Domain |
| Link Rot |
Link break caused by migration of documents. |
Stale Churn |
| Landing Page |
Web page created to furnish information suggested at by an advertisement or promotional listing. |
Entry Page |
| Link Popularity |
The number of inbound links citing a hyper-document. |
LinkPop |
| Masking |
The use of text that blends seamlessly (usually with color matching) with the document background, rendering the text invisible to the end user but not a web robot. |
Text Stuffing |
| Meta Tags |
A part of the hyper-document <head> element, in which classification and description information is presented for use by information servers and directories. |
Meta Data |
| Organic Listing |
Unpaid search engine results returned for a search query. |
Natural Listing |
| Paid Inclusion |
Refers to a fee paid for inclusion within a search engine or directory that offers paid inclusion services. Generally the benefit of paid inclusion is rapid indexing. |
Search Ads |
| Pay-Per-Click |
Search engine paid listing program which generally charges participants a set amount for every hit or click-through to the participant website as a result of the listing. |
Keyword Submission |
| Promotional Domains |
Additional domains served and hosted separately from the primary domain as a means of insuring continuity or as a way to combat search engine penalties that have been applied to the primary domain. |
Dummy Domains |
| A probability distribution that assigns a relative importance to web pages by examining the scope and quality of inbound links. |
PR |
| Power Title |
A title beginning with 3 words that form a targeted keyword regardless of arrangement. |
Golden Title |
| Query |
A request for specific on-topic information from a search index. |
Search Request |
| Return On Investment |
Any revenue generated as a result of marketing efforts, less the cost of marketing. |
ROI |
| Ranking Algorithm |
The mathematical process or methodology by which a search engine determines query-relevant documents as well as the ordering of those documents in trms of relevance and/or importance. |
Ranking Formula, Sorting Algorithm |
| SALIENT |
Search optimization professional journal: The industry improvement initiative of GreenBUILT R&D. A forum for the communication of ethical standards and best practices for search marketing professionals. Existed in both a web and a print medium. |
SALIENT Journal |
| Search Engine Marketing |
The promotion of a web resource or end-point via internet based search engines and related information serving resources. |
SEM, Keyword Marketing |
| Search Engine Optimization |
Search engine optimization is both an art and a science which aims to secure strategic, targeted, organic search engine visibility. |
SEO, Optimization, Ranking Optimization, Search Engine Placement, Search Engine Positioning |
| SEO |
A person who provides search engine optimization services. |
Search Engine Optimizer |
| Search Engine Ranking |
A websites numerical listing position within the search results furnished for a specific query. |
Keyword Ranking |
| Submissions |
The use of a manual or automated notification system to alert search engines to the existence of a website. |
Search Engine Registration |
| Self-funding Strategy |
A marketing strategy that generates more revenue than cost. |
SFS |
| Search Engine Results Pages |
The prioritized listing of web pages return by a search engine in response to a search query. |
SERPS |
| Search Spamming |
A general trm that describes the act of causing a low-quality or otherwise unqualified website to achieve unnaturally high search engine rankings. See "White Hat SEO / Black Hat SEO" |
Spamdexing |
| Spider |
Search engine user agent software that indexes websites virally and traverses the architecture of the WWW by following links. The document discovery and collection system of most search engines. |
Web Robot, Web Bot, Crawler |
| Spider Food |
The use of hidden or invisible text within a webpage's copy structure, in the hope of gaining a boost in relevancy for specific keywords. |
Keyword Stuffing |
| Stop Words |
Words of such common usage that they have no distinct semantic value |
Stop List |
| Title |
A part of the hyper-document head element, which acts as the primary descriptor of a webpage and is displayed in the browser title bar for the end user. |
Title Tag |
| White Hat SEO/Black Hat SEO |
A ridiculous distinction drawn within the SEO industry between SEO's who follow search engine guidelines when optimizing websites and those that do not (Black Hat SEO is commonly seen as the use of search spamming). An ego crutch for SEO's that need a "good guy badge" to help avoid association with maligned SEO techniques. |
Whitehat / Blackhat |
