The language of marketing is teeming with jargon and acronyms. This SEO and SEM glossary will define, and provide a basic explanation of many of these terms.
Some of the entries will have links to other resources (on this website and elsewhere) to help further develop comprehension of these concepts. There are hundreds, if not thousands of terms in the marketing vocabulary. This glossary is by no means exhaustive. The entries selected are amongst the most fundamental to SEO and SEM in 2016.
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SEO and SEM Glossary
An error displayed in a web browser that refers to missing content. If this appears after clicking a link, it means that the content was removed, or the URL is incorrect.
Above the fold:
The portion of a webpage that the user sees upon loading, but prior to scrolling.
See also: below the fold.
An online marketing method of measuring user engagement with changes to website design or copy. This test will determine if the modifications improve the user experience. Generally, 50% of the website traffic will be displayed the unmodified site (referred to as the “control”), and 50% will be shown the variation. Engagement data of both groups will be collected and analyzed. If the users engaged more positively with the modified variant, it will be implemented as the new design.
The channel through which a website visitor navigated his or her way to the site, e.g., from a link on social media, a Google search, an ad, or by typing the URL directly into the browser.
A PPC advertising service that is offered by Google. The service allows webmasters to bid on keywords. When users search for those keywords, ads will appear above and below the organic results on the SERPs. These ads are nearly identical to the organic results, differentiating themselves only by a small, yellow “ad” icon.
A marketing model wherein an advertiser will attempt to reach a new, specific audience through an affiliate (a website, for example). The affiliate will publish the advertiser’s ads on its website and will be paid a commission every time they drive traffic to the advertiser.
A marketing strategy where one business with a large customer base will offer some form of added value or incentive, supplied by a second business, to its customers. This benefits both companies. The first business builds brand loyalty by adding value, and the second business increases its brand awareness with a new audience.
An HTML description of an image that can be embedded in the code on a website. Search engines can’t “read” pictures. Alt text informs search engines about what the content of the image is.
Software that measures user engagement and key performance indicators on a website. Some of the key data the software can track are:
- page load time
- user dwell time
- bounce rate
- acquisition channels
- user demographics, geographic location, devices, and browsers used
- conversion rates
Measuring analytics presents a number of benefits to a business including improved audience targeting and enhanced user experience and engagement. A popular analytics platform is the free tool, Google Analytics.
The “importance” of a website from Google’s perspective. Sites that Google considers more authoritative or trustworthy will rank better on the SERPs. Publishing unique content and building inbound links from other authoritative websites can improve a site’s authority. Website age and traffic trends can also impact authority.
Below the fold:
The portion of a webpage that the user cannot see upon loading, but is only seen by scrolling.
See also: above the fold.
Black hat SEO:
An aggressive form of SEO tactics that are implemented to drive heavy traffic to a website for short-term gains. This will often involve keyword stuffing, page swapping, duplicate content, comment spam, and other strategies. The intent is to trick search engines into giving the site a high ranking on the SERPs. Black hat SEO goes against search engine guidelines.
A website, or section of a website with regular posts on specific topics that are generally presented in reverse-chronological order. These can be personal reflections or stories, experiences, advice, or other topics. Blogs often contain images and links to other content.
The percentage of website visitors that navigate away from the site having only viewed the page that they originally landed on.
A navigation format that can be implemented on a web page, and appear under the link on a Google results page. It is a hierarchy of links descending from the parent page. For example, Home > Artists > Bruce Springsteen > Albums > Born in the USA. The advantage of breadcrumb navigation is that if a user arrives on the “Born in the USA” page, and decides they want to learn more about Bruce Springsteen, they can easily click back to the Springsteen parent page, rather than having to locate it by restarting the process.
Marketers use buyer personas as a personification of, and a way to visualize, their ideal target. This characterization will include demographics, psychographics, interests, and motivations. These criteria tend to be based on data from past or current customers.
A temporary data storage space that browsers use to improve the efficiency of navigation. For example, when clicking back on a browser, the application will retrieve the data saved in the cache, rather than having to connect to the server again. This will speed up the navigation.
Call to action (CTA):
Cascading style sheets (CSS):
CSS is a file that manages all of the elements of the design and layout of a website. The file is used to control colours, fonts, spacing, and other components across every page of the site. CSS can also be used to define alternate display styles for different devices. An advantage of this tool is that design changes can be made and applied to the entire site, rather than making the changes to each page manually.
An online reference to a business’ information including name, address, phone number, and website. These citations are found on local listings such as Yellow Pages. Citations are beneficial to local SEO efforts.
See also: NAP+W.
Click through rate (CTR):
Content management system (CMS):
A platform that publishes digital content (like a blog) to a website. Normally, the CMS can be accessed by any necessary employees at a business so that they can all publish or edit content. WordPress is a popular example of a content management system.
Often found on a “contact us” or landing page, a conversion form is generally a text input box where site visitors can submit their information (name, phone number, email) to a business. This could be done to request more information, request a consultation, subscribe to a newsletter, or collect an offer. When a consumer performs this task, they have been “converted” into a lead. The business will then use the information gathered to engage with the lead in an attempt to further convert them into a customer.
The process of using content to guide a website visitor through the stages of the buyer’s journey towards a conversion or a sale. Different forms of content and different tones may be used to target consumers in different phases of the cycle. A blog might be used to attract the attention of those in the awareness stage, a free ebook offer for those in the consideration stage, and a landing page with a conversion form for those in the decision stage.
Cost per acquisition/action (CPA):
This acronym refers to two distinct terms. Both are defined below.
Cost per acquisition is the overall amount of money a business spends to acquire a new customer.
Cost per click (CPC):
The price an advertiser pays when a targeted user clicks their ad in a PPC ad campaign.
Cost per thousand (CPM):
The most common pricing structure for publishing ads online. An advertiser will pay a specific rate for every thousand impressions of their published ad. The M in the acronym refers to “mille” which is Latin for “thousand”.
Linking between the different pages of a single website. An example of cross linking would be a link from the homepage to the “contact us” page.
A retargeting strategy offered by Google AdWords. Customer Match allows a business to upload its database of customer/lead email addresses. Customer Match will then remarket to these accounts across search, YouTube and Gmail, provided that the users are logged into their Google or YouTube accounts. The benefit of this approach is that it helps to keep the consumer aware of a brand they’ve already shown interest in.
The process of segmenting the day into different sections for advertising purposes. An advertiser will select strategic times of the day that an ad will be displayed to the target. The advantage of this is that the advertiser doesn’t waste ad spend by displaying an ad at a time of day when the target is unlikely to see or be converted by it.
Disavow links tool:
Google created the Disavow Links Tool in response to fears about negative SEO tactics. Businesses that feel that their website has been unfairly targeted by spam links from low quality sites, and have significantly decreased in rank as a result, can leverage this tool. Simply put, the tool allows a business to upload a list of websites linking to their site. Google will then ignore these links when determining rank on the SERPs.
Identical content that is published on different pages of the same website. Websites with duplicate content may be penalized by Google.
The amount of time a user spends on a particular section of a website, or the site as a whole, before navigating away.
Any published content about a business written by an external source not affiliated with the business. Tweets, reviews and news articles would all be considered examples of earned media.
Fetch as Google:
A tool featured in the Google Search Console. The tool allows a webmaster to submit a link to Google, to check how Google will crawl the content of that page.
Websites that facilitate discussions on particular topics. Many forums require users to register, however there are forums that allow users to post content as a guest. Posts generally include text, images and links.
Leveraged often in PPC strategies, geo-targeting allows marketers to target ads to users in specific geographic locations. This is particularly beneficial for businesses that are trying to market to people in their local community.
Also referred to as a spider, Googlebot is what crawls published website content so that Google can understand what a webpage is about. This is how Google provides relevant links to consumer search terms.
Google Display Network:
A PPC advertising platform. The Google Display Network displays an advertiser’s ads across a network of more than 2 million websites and mobile apps. Ad placement can be customized by topic or context (placing an ad on a website with relevant material), geographic location, or specific audiences. GDN can also increase brand awareness with a remarketing campaign.
Google Search Console:
Google’s webmaster portal, which allows users to manage settings and submit pages for indexing. Formerly known as Google Webmaster Tools.
Google Webmaster Tools:
Former name of Google Search Console.
Grey hat SEO:
SEO techniques that fall somewhere between white hat and black hat SEO. Techniques that are not necessarily positive or negative, but which aren’t covered by best practices or negative SEO material published by Google.
Style elements for publishing content. The tags used in HTML are H1-H6, with H1 being the largest/most important, and H6 being the smallest/least important. One would use H1 for a headline, and smaller headings for titling different sections and subsections of a page’s content.
Hypertext Markup Language is the code that is used to publish text and images online. Browsers read this code to understand how to display the content properly.
Inbound links are links pointing to a website from other, external sites. If a website references a statistic found at www.example.com/stats by linking to it, that would count as an inbound link for www.example.com. Inbound links, particularly if coming from authoritative websites, will increase a page’s authority.
These are links that connect pages within a particular website. For example, a blog that links to a services page, or a homepage that links to the “about us” page.
Generally, a full page advertisement that appears between the navigation from one page to another. Interstitials will often show a short (5-10 seconds) countdown before displaying a link that reads “click to continue”.
Key Performance Indicators (KPIs):
Metrics that businesses use to quantify the success of a business, campaign, or website objectives.
Keywords are single words or short phrases that users input into search engines when looking for products, services or information. Marketers will build keywords into the content on their websites to attract organic, qualified website traffic. Keywords are a way of bringing businesses and consumers together.
A tool offered by Google AdWords which helps users to create alternate keyword options.
The practice of padding website content with keywords in an attempt to game search engines for higher rank on the SERPs. Often, this does not read like natural language, and is becoming less effective as search engines grow more sophisticated with regards to language. An example of keyword stuffing would be “Shop for moisture-wicking athletic socks at our moisture-wicking athletic socks store. Consult with our moisture-wicking athletic socks experts to get your moisture-wicking athletic socks!”
The page a user arrives on after having clicked a link or an ad.
The process of attracting qualified leads. In the past, this was often done through email marketing and telemarketing. Today, however, it is frequently done through conversion forms on websites, and through social media. Generally, the goal of lead generation is to acquire the contact information of a consumer. This will normally be followed by the sales staff contacting the consumer in an effort to nurture them towards a purchase.
A variant of SEO that targets consumers in the geographic area of a business. This can be achieved in a variety of ways, including:
- locally targeted content
- indexing business information on local online listings
- on-page technical optimization
Long tail keyword:
Search queries that consist of between three and seven words. Long tail keywords generate more targeted results than short tail keywords because they are so specific. While a short tail keyword search for “dogs” would bring up very general information about what a dog is, a long tail keyword search for “golden retriever dog breeders Toronto”, would provide the searcher with much more relevant information.
A short description of what the particular web page is about. This will be displayed on the SERPs under the website title. While these aren’t necessary, they do give the searcher a good idea of what can be found on the site. If a meta description is omitted, Google will automatically fill up the space under the title with the first sentences of copy (or a portion of the copy containing the searched keywords) on the page. The disadvantage of this is that there is only so much text that can fit in the area, so a sentence may end up truncated by Google. Including a meta description gives the webmaster control of exactly what the searcher will see on the SERPs.
Measurements used by analytics software to evaluate various characteristics of a website or campaign. Amongst the most valuable metrics measured for SEO and SEM are:
An acronym that stands for Name Address Phone + Website. This is a standard for submitting business information to online local listings called “citation sites”. Order and spelling must remain consistent on all listings submissions so that Google can verify the information. Yelp and Yellow Pages are examples of citation sites. Submitting business information to these listings is beneficial to local SEO efforts.
Negative keywords can be included in a PPC campaign. The purpose of these keywords is to avoid paying to show ads to irrelevant search queries. For example, a bakery that offers vegan, but not gluten-free products, could add “gluten-free” as a negative keyword for their AdWords campaign. This would ensure that the ads in this campaign would not be displayed to people using “gluten-free” in their search. This improves ROI because it filters out unqualified traffic.
The harmful tactic of pointing many, spammy links from low-quality websites to the site of a competitor, in an attempt to destroy the competitor’s site authority, and push it far down on the SERPs. The effectiveness of this is questionable, however, Google responded to fears about negative SEO by designing the disavow links tool.
Online reputation management (ORM):
The strategic process of improving the online reputation of a company by publishing content that will rank higher on the SERPs than any negative material. Essentially, ORM pushes negative content about a business (bad reviews, criticisms, etc) further down on the SERPs so that it is not likely to be noticed by the general public.
An online search for products, services, or information wherein the results displayed are relevant to the search terms. Often referred to as natural or earned results, an organic search uses keywords to provide the searcher with the information he or she is looking for. These natural results are not PPC ads. Websites that are well optimized for SEO will receive higher ranking on the SERPs.
A published link that directs the user to a page on an external website.
Pay per click (PPC):
An online marketing and advertising structure wherein advertisers pay a certain price every time a user clicks on the ad. Google AdWords is a popular advertising platform that allows advertisers to buy ads that are published on the SERPs and across the Google Display Network.
Search engines may issue a manual or algorithmic penalty to any websites they deem to be spam-like in nature. These penalties make it difficult for the site to rank well on the SERPs. Algorithmic penalties are often lifted once the site makes the necessary corrections. Manual penalties may require the webmaster to submit a request to the search engine to be re-evaluated.
Websites are not notified if they have been penalized. It is best to monitor website ranking for this reason. If a site is penalized, run a penalty and recovery audit to determine how to solve the issues.
A permalink refers to a URL for a page that will be published, but eventually archived, like a blog post or a news story. The permalink allows the page to be bookmarked or accessed by users at any time.
Criteria for segmenting a population or target audience with regards to lifestyles, activities, opinions, and interests.
The keywords typed into a search engine.
Refers to the position a website receives on the hierarchy of a search engine results page.
Return on investment (ROI):
ROI measures the ratio of a business’ gain compared to the resources invested. For example, in an advertising campaign, if the business found that it was making $10 in sales for every $1 invested in their ad spend, that would be their return on investment.
A form of structured data markup that can help Google to index data, and will modify how a link will appear on the SERPs, making them more attractive to the searcher. As of this writing, rich snippets are available for the following categories:
- software applications
A small text file that informs search engine spiders about how to interact with the website. For example, the file can be added to any page on a website that includes private information, to instruct the spider not to index the content.
The practice of copying content from one website to another. Scraping is considered a black hat SEO technique. It can be done either manually (copy and paste), or through software.
Search engine marketing (SEM):
See also: PPC.
Search engine optimization (SEO):
The process of optimizing website content and architecture to increase visibility in search engine results. SEO implements keywords relevant to the website topic, or the products, services or information offered. When a consumer searches for similar terms, a well-executed SEO strategy will cause the website to rank higher on the SERPs. This can produce better quality website traffic.
Search engine results pages (SERPs):
Also referred to as search engine rankings pages, this is the page that is displayed after typing a search query into an engine like Google, Yahoo or Bing. This page produces the most pertinent results to the keywords searched, ranked in order of relevance and authority.
Short tail keyword:
Also referred to as “head terms”, short tail keywords are made up of only one or two words. These search phrases tend to be used by searchers looking for very general information on a particular topic. Short tail keywords are often very competitive because they are broad and somewhat vague. An example of a short tail keyword could be “dogs”.
This query would provide information on what a dog is, and perhaps breeds of dogs, but the searcher would need to use a long tail keyword if they wanted more specific information about dog breeds, dog foods, etc.
The section at the end of the URL that is compiled of easy to understand keywords. For example, in this link, www.example.com/definition-of-a-slug, “definition-of-a-slug” would be the slug. Words in the slug should always be separated by dashes.
Websites that allow users to bookmark pages to read at another time. Many of these platforms also invite users to annotate, edit, and share these pages. Unlike bookmarks added to a user’s browser, these sites (and therefore these bookmarks) can be accessed from anywhere, on any device. Popular social bookmarking sites include Stumbleupon, Delicious, and Google itself.
The visitors to a website.
An acronym that stands for uniform resource locator, the URL is the website address that is displayed in the browser’s address bar. Typing a URL into a browser is a quick way to access a web page directly. An example of a URL would be http://www.example.com.
User experience (UX):
The overall experience that a user has when navigating a website. Not only will a negative UX deter a user from returning to the site, it can also affect SERPs ranking. Some of the most significant components of UX are:
- interaction design
- information architecture
- visual design
- user interface
- quality of content
Similar to a blog, a vlog is the same concept except that the content that is published is video rather than text and images.
There are a variety of different types of website audits. The main purpose of these, however, is to detect any technical problems with the site and to discover ways to improve the overall site health, performance, and user experience.
White hat SEO:
SEO techniques that are in line with Google’s Webmaster Guidelines.
This SEO and SEM glossary is intended as a quick reference guide for anyone that is interested in search engine optimization and search engine marketing. Learn more about how SEO and SEM can benefit any business in 2016.