Search Engine Marketing Glossary of Terms

Adwords Conversion Tags – JavaScript code snippet embedded in HTML of web pages to track conversions from web site visitors to product sales.

Aggregator – A web-based tool or desktop application that collects syndicated content.

Akismet – Spam filtering service created by Automattic, creator of WordPress blogging software.

Analytics – The study of web site performance metrics to understand whether business objectives are being met.

Backlink Research – The process of determining which web sites link to the top ranked web sites for specific keyword phrases that are not linking to your own web site.

Clickthroughs – Web site visitor clicks as measured by web analytics software.

Crawlable URL – Search engine bots or spiders make a copy of the web by “crawling” links to find new content. Links are represented by URLs (Uniform Resource Locator) and a crawlable URL is one that has no limitations for search engine bots. URLs that are not crawlable, are not followed and therefore the web page being linked to will not be included in the search results.

Domain Mapping – Process of pointing a registered domain name to a web site or blog.

Email Marketing – An online direct marketing tactic utilizing electronic mail as the medium for communicating commercial messages to prospects

FTP – Acronym for File Transfer Protocol; a common way to transfer files over the internet.

ga.js – Updated JavaScript code snippet used by Google Analytics to track visitor data.

Google – A search engine, holding about 70% of the search engine market share

Inbound Links – A link to a website from outside websites; all the links pointing to one domain

Keyword Glossary – A collection of researched keyword phrases organized by web site category that is used to optimize content for better search engine rankings.

KPIs – Acronym: Key Performance Indicators are measurements of behaviors that lead to web site objectives such as search engine rankings and traffic.

Link Bait – A form of content that is created to increase inbound links from social networks, bloggers, and others active in the online world

Link Building – A search engine optimization tactic by which marketers increase the amount of inbound links to a certain page and/or website

Mashups – Mixes that techies do to combine several tools to create a new web service or a new representation using several separate media.

Metrics – Units of measure for indicating web site performance such as unique visitors, time on site, abandonment rate.

MFA Site – Made for Adsense sites are web sites and often blogs which are created solely for the purpose of attracting traffic and encouraging visitors to click on contextual ads, often provided by Google AdSense.

MySQL – An open source relational database management system (RDBMS) that uses Structured Query Language (SQL), the most popular language for adding, accessing, and processing data in a database. Used with WordPress blogging software.

Non-Search Traffic – Traffic to a web site that is not sourced from search engines. Examples include links from other web sites, saved bookmarks or favorites in a browser.

Pay Per Click – An online advertising tactic where advertisers bid on higher rankings of keyword phrases within search engines, and pay for the advertisement when the ad is clicked on by a searcher

Permalink – A permalink, or permanent link, is a URL that points to a specific blog or forum entry after it has passed from the front page to the archives.

php – A scripting language widely used to write web applications such as WordPress blogging software.

RSS Feed – Really Simple Syndication. RSS is how your “social media inbox” (RSS reader) knows when something new gets posted to a blog/podcast/site that you follow.
Search Engine Marketing – Marketing methods, both paid and unpaid, designed to increase the rankings and visibility of a website within search engines

Search Engine Optimization – SEO; the process of selecting targeted keyword phrases related to a website page and editing that page content so the page ranks well when those targeted keyword phrases are searched upon

SixApart – Software company headquartered in San Francisco that provides Movable Type blogware and the TypePad blog hosting service.

Taxonomy – Organized way of classifying content, as in a library. Providing contributors to a site with a set of categories under which they can add content is offering a taxonomy.

urchin.js – JavaScript code snippet used by Google Analytics to track visitor data.