Search Engine Optimization & Marketing Glossary -Part 4

· Naked Links – A posted and visible link in the text of a web page that directs to a web site.

· Negative Keywords – Filtered-out keywords to prevent ad serves on them in order to avoid irrelevant click-through charges on, for example, products that you do not sell, or to refine and narrow the targeting of your Ad Group’s keywords. Microsoft adCenter calls them "excluded keywords." Formatting negative keywords varies by search engine; but they are usually designated with a minus sign.

· No Frames Tag - A tag used to describe the content of a frame to a user or engine which had trouble displaying / reading frames. Frequently misused and often referred to as “Poor mans cloaking”.

· No Script Tag - The noscript element is used to define an alternate content (text) if a script is NOT executed. This tag is used for browsers that recognizes the script tag, but does not support the script in it.

· NoFollow - NoFollow is an attribute webmasters can place on links that tell search engines not to count the link as a vote or not to send any trust to that site. Search engines will follow the link, yet it will not influence search results. NoFollows can be added to any link with this code: “rel="nofollow"."

· Navigation The overall structure and layout of a website, which helps users find their way around. Knowing your position, where you want to go and how it relates to the rest of the website. For search engines to be able to follow the navigation scheme it is best not to encode it in any script other than regular HTML.

· Organic Listings Search engines list results based on varying factors they deem relevant based on the user’s search keywords. Organic search engine listings, also known as “natural” listings, are those listings that appear on the results page solely based on relevancy factors. Organic listings are juxtaposed with paid listings, which are ranked on the results page based on how much the advertiser paid the search engine to post them.

· Organic SEO Organic Search Engine Optimization is the SEM term for unpaid high ranking results on search engines. Organic SEO, also known as “natural” SEO, is juxtaposed with Pay Per Click advertising campaigns. The Organic SEO method involves complete optimization of the company’s Website and long term investment in building up towards top search engine results that will last a long time.

· Outbound Link Outbound links appear on a Web page and direct users and search engine crawlers to another Web page. They can link between different Websites or between pages on the same site. Outbound links are key elements in Search Engine Marketing campaigns, as the smart use of them helps promote a Web page’s ranking.

· Overture, a Yahoo! Search Marketing product, was formerly known as GoTo.com. It is the largest of all Pay Per Click search engines. Overture enables Website owners to purchase online marketing and advertising space on a PPC basis, keyword oriented and sponsored. Yahoo! search engine results also include paid listings of search results that are based on the bidding of the advertiser for certain keywords. Such pay for placement services are successful Search Engine Marketing tools that can serve a Website, though at a cost. Thorough, Internet-wide research by Overture assures ever more relevant keyword relevancy, help promote Websites and generate profit for itself.

· Off-page factors - Issues such as inbound links and the popularity of sites with links pointing into your site that you have little control over, but that still play a role in your rankings.

· On-page factors - A reference to the elements on your site and their role in your rankings, for example, keyword density, title tag relevance etc.

· OOP - Over Optimization Penalty. Where a search engine algorithm detects that changes you are making to a page or the way the page is constructed is to influence rankings over being useful to a site visitor.

· P2P - Pay To Play. Any search engine marketing strategy that requires payment to the search engine company.

· Page jacking - the copying of a page by unauthorized parties in order to filter off traffic to another site. Learn more about detecting and dealing with page jacking.

· PFI - Pay For Inclusion. Payment paid to a search engine company for inclusion in results

· PPCSE - A Pay Per Click Search Engine. Learn more about pay per click.

· PR/ PageRank™ - A ranking used by Google that is meant to act as indication of the quality of a site and its authority status.

· PR0/PageRank Zero - Another term relating to Google PageRank. It can indicate that a page has been spidered but appearing in general results as yet, or could also possibly indicate a penalty.

· Pay-per-Call:The ability to track offline sales through unique toll-free phone numbers. Currently available on FindWhat and CitySearch properties, this service is ideal for offline-based businesses like plumbers, contractors and other service industries.

· Pay-per-Click (PPC):Stands for pay-per-click. See “Cost Per Click” and “Paid Placement.”

· Paid Listings: Listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold.

· Paid placement Paid placement is a SEM strategy by which placement on the search results page is allotted in return for a fee. Paid placement is temporary and usually marked as sponsored listings.

· Position
The position is the rank of the advertiser on the search engine results page. Some search engines place the highest bidder at the top position, while others use algorithms that are more complex. The assumption is that the higher the rank the more clicks the advertisement generates.

· Podcasts – “A podcast is a media file that is distributed over the internet using syndication feeds, for playback on portable media players and personal computers. Like 'radio,' it can mean both the content and the method of syndication. The latter may also be termed podcasting. The host or author of a podcast is often called a podcaster.” Source: Wikipedia

· PPC Advertising – Acronym for Pay-Per-Click Advertising, a model of online advertising in which advertisers pay only for each click on their ads that directs searchers to a specified landing page on the advertiser’s web site. PPC ads may get thousands of impressions (views or serves of the ad); but, unlike more traditional ad models billed on a CPM (Cost-Per-Thousand-Impressions) basis, PPC advertisers only pay when their ad is clicked on. Charges per ad click-through are based on advertiser bids in hybrid ad space auctions and are influenced by competitor bids, competition for keywords and search engines’ proprietary quality measures of advertiser ad and landing page content.

· PPC Management – The monitoring and maintenance of a Pay-Per-Click campaign or campaigns. This includes changing bid prices, expanding and refining keyword lists, editing ad copy, testing campaign components for cost effectiveness and successful conversions, and reviewing performance reports for reports to management and clients, as well as results to feed into future PPC campaign operations.