301 Redirect

Also known as a permanent redirect, an instruction to Web browsers to display a different URL from the one the browser requested, used when a page has undergone a lasting change in its URL. A permanent redirect is a type of server-side redirect that is handled properly by search engine spiders.

302 Redirect

Also known as a temporary redirect. An instruction to Web browsers to display a different URL from the one the browser requested, used when a page has undergone a short-term change in its URL. A temporary redirect is a type of server-side redirect that is handled properly by search engine spiders.

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Above the fold

The part of an email message or Web page that is visible without scrolling. Material in this area is considered more valuable because the reader sees it first. Refers to a printing term for the top half of a newspaper above the fold.

Advertising Agency

A company that helps clients to plan and purchase promotional projects. Interactive agencies handle e-mail, banner ads, search, and other electronic promotions. Traditional ad agencies cover TV, radio, and print media, but might cover interactive media, too.

Ad swap

An exchange between two publishers in which each agrees to run the other's comparably valued ad at no charge. Value is determined by rate card, placement, size of list, quality of list, name brand fame, etc.

Adwords

Google's sponsored link advertising, which is displayed on Google's search result page. Adwords use a contextual advertising algorithm to display the most appropriate links for the keywords being searched. The position of the advert on the sponsored link results is purchased through a bidding system.

Affiliate Marketing

An advertising scheme in which a Web site (the affiliate marketer) directs web visitors to his affiliate sponsor and is payed with a commission on the visitor’s purchases (if any). It is a pay per result arrangement. There are dozens of affiliate marketing networks. eCommerce merchants use affiliate networks to publicize their products by submitting product feeds, which are used by affiliate publishers on their sites.

Anchor Text

Anchor text refers to the visible text for a hyperlink. Increasingly important in the ranking algorithm used in search engines.

Agent

A piece of software, such as a browser or spider, that interprets the content on a web server and presents it to the user as a web page. Examples include Internet Explorer, Opera, Netscape and various search engine spiders.
Examples: MS Internet Explorer, Netscape Navigator, Googlebot, Slurp, T-Rex

Agent name delivery

The act of presenting one set of content to search engine spiders based on the name of that spider and another set of content to human web users. This is done to present content that has been specifically optimized to rank well at each search engine while still presenting the same content to each human visitor to the web site.
This technology is easily detected as web surfers are able to use an agent name faking program to appear as if they are the named spider and view the cloaked content.

Algorithm

A set of rules that a search engine uses to rank the listings contained within its index, in response to a particular query. No search engine reveals exactly how its own algorithm works, to protect itself from competitors and those spamming the search engine.

Altavista

A popular search engine in the late 1990s. Its main URL is www.altavista.com. Failed to compete with google during the 2000, and lost most of its market share. Altavista was acquired by Overtures and then Yahoo, and has recently been relaunched a specialized vertical search service. Is still a strong brand online.

Applet

A small program, often written in Java, which usually runs in a web browser, as part of a web page. It is possible that the use of such a program may cause spiders and robots to stop indexing a page.

Application Program Interface (API)

An software interface that allows your application to access another application or web service. A client may have an API connection to load database information to an email vendor automatically and receive data back from the email. Google, Amazon and eBay all provide an API interface for web developers to write applications that interface directly with their service.

Authority

The perceived expertise level of a Web site, as measured by its network of inbound hypertext links. Search engines typically place great importance on sites that have many inbound links from other well-linked sites, and place those sites at the top of search results for queries on subjects that match the site’s subjects.

Ask Jeeves

A meta search engine, askjeeves.com which can be asked questions in English. Recently rebranded to ask.com.

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Backlink

All the links pointing at a particular web page. Inbound linksare an important part of web site marketing as they can deliver targeted visitors directly from another web site, and can help to improve the ranking position of your site on engines that use link popularity as a part of their algorithm.
(also known as inbound link.)

Banned or Banning

When pages are removed from a search engine's index specifically because the search engine has deemed them to be spamming or violating search engine guidelines.

Bid Management Tool

Third-party companies that manage advertising agency's advertising listings on pay per click systems. Provides a means of extracting the best Return on Investment for complex over 10,000 keyword campaigns.

Bot

Abbreviation for robot (also called a spider). It refers to software programs that scan the web. Bots vary in purpose from indexing web pages for search engines to harvesting e-mail addresses for spammers.

Broad match

One of Google’s keyword-matching options; displaying your advert for queries which include your keywords as part of a longer search term, but not necessarily in the same order or adjacent to one another. For example, your keyword advert of "collector clocks" as a broad match is validly displayed on query results for "collector of antique clocks". (See also keyword-matching options, broad match, expanded match, and negative match.)

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Cache

A copy of a web site on held on a computer, or in a search engine's index. On personal computers, cache is used to save a copy of web sites images, text and code to help speed up download upon future visits to the site. On search engines, cache serves as a record of the content of a web page when a search engine last visited and indexed it.

Call to Action

The sales term for the message that causes the prospective customer to do something that closes a sale or gets them closer to a sale. Web pages that ask you to add to cart” or ‘sign up for an e-mail newsletter” contain calls to action.

Commong Gateway Interface (CGI)

CGI Common Gateway Interface, the original technique by which a Web server runs a program to dynamically create the page’s HTML and to return it to the visitor’s Web browser.

Click Fraud

Cheating the advertisers by clicking on pay per click links or banners with no intention of converting but rather to generate revenue for the web sites serving the ads.

Click-Through

When a user clicks a link on a web page and passes through to the web site represented by that link. Click thru amounts related to each keyword search can be tracked to see if a particular term (or keyword) is used by internet users to find a service or product. The study is referred to as keyword analysis.

Click-Through-Rate

Measures how much users click on links relative to how much the ad is displayed. It refers to the number of click throughs per hundred ad impressions, expressed as a percentage.

Cloaking

Serving a different page to a search engine spider than what a human visitor sees. This technique is abused by spammers for keyword stuffing. Cloaking is a violation of the guidelines of most search engines and could be grounds for banning

Content Management System (CMS)

CMS software allows easy creation, update, approval, and publishing of Web pages to a Web site. Hundreds and thousands of pages can be updated simultaneously, on user friendly interfaces. CMS systems often use dynamic content, with dynamic urls which makes for the web site to be invisible to spiders. Enclick's Search Engine Friendly Indexer, is compatible with most CMS systems, and generates search engine friendly apges for each of your products - be it 100 or 1,000,0000.

Content Rich

Refers to a web page that contains complete and relevant content to the topic in question. Google's programmers aim to reward sites that provide users with complete and relevant content on keywords, i.e. their aim is to find the most content-rich sites for each keyword.

The term also applies to product feeds submitted to shopping portals and affiliate networks. The richer the content included for each product in the product feed the better the results.

Contextual Link Advertising

Search engines like google or other text-link advertising networks have expanded their network distribution to include contextual-inventory. Contextual or content inventory is when listings are displayed on pages of Web sites (usually not search engines), where the written content on the page indicates to the ad-server that the page is a good match to specific keywords and phrases. Google's Adsense(TM) and Adwords advertising network generates a significant amount of traffic through contextual (not google search) inventory.

Content Network

Non-search-engine sites that publish Contextual Link Advertising like Google AdWords. AdWords advertisers decide whether or not they want to release their ads to this expanded network.

Conversion, Conversion Factor or Conversion Rate

Conversion occurs when the visitors conducts a transaction (such as buying a product, registering for a newsletter, and so on). In the context of AdWords, conversion is the final step of a successful clickthrough. The conversion rate is the percentage of visitors that complete such a transaction, and is used to judge the effectiveness (and return on investment) of visitors acquired through campaigns such as pay per click .

Effective conversion tracking requires web analytics tools which use of some scripting/cookies to track visitors actions within a website.

Cookie

A method browsers use to store information that Web pages need to remember. For example, a page can store your visitors’ names in cookies so that their names can be displayed on your home page each time they return.

Copywriting

The editorial or web content team responsible for crafting the words that appear on a Web page designed to convey information, as opposed to selling products.

Cost-Per-Acquisition or CPA

Refers to the cost of acquiring a user who conducts a transaction such as a sale or registrations. It is the total cost of the campaign to bring visitors to the site divided by the number of transactions achieved through the campaign; the cost per click divided by the conversion factor.

Cost per Click or CPC

Advertising on search engines now works by charging you a fixed amount every time a user clicks on a "sponsored link" or pay_per_click ad. The price of each click depends on the popularity of the keyword associated with the ad. The total cost of the campaign is the number of clicks times the cost-per-click or CPC.

Cost per thousand or CPM

Advertising with banners works by charging you a fixed amount per thousand times your banner is displayed to a user. The advertising rate is referred to as Cost per thousand ads.

Crawler

Also called bots or spiders; programs that follows links to visit web sites on behalf of search engines. Crawlers then process and index the code and content of a web page according to an algorithm and store the pages in the search engine's database. Googlebot is the crawler that travels the web finding and indexing pages for the Google search engine.

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Data Feed

A product feed is a file containing information about the products listed on your site. Product feeds are used by e-commerce companies to provide information about products in an online store to search engines, product comparison websites, and other similar aggregators of e-commerce information.

By sending product feeds regularly you can make sure these sites display the latest pricing, promotional, or other information for your products.

Data feed fields typically include

• Manufacturer
• Manufacturer part number
• Merchant's Part Number (often referred as SKU
• Universal Product Code (UPC)
• Product Name
• Product Description
• Link (directly to the product on the merchant's site)
• Product Image URL (link directly to the product picture on the merchant site)
• Selling Price
• In stock (yes or no)
• Shipping Rates
• Category (often depends on the shopping portal)

Though a Universal Data Feed Solution is being drawn up by the Association of Retailers, the product data feed formatting varies from shopping site to shopping site, causing a large overhead for large and small online merchants.

Enclick provides a product data feed solution which automatically generates data feeds for search engine submission, affiliate network data feeds, and comparison shopping site product feeds .

Data Feed Optimisation

The process of improving the data in shopping product data feeds such that it exploits shopping comparison, and affiliate networks better. Similar to search engine optimisation, data feed optimisation concentrates on improving categorization, matching category taxonomies with the destination site. Improving product reference number, aiming at including Universal Product Identifiers, such that price comparison engines include data feed products in its corresponding comparison list. Keyword inclusion in product name and description. Enclick provides data feed optimisation services.

Data Feed Marketing

Includes data feed the whole process of creation, optimisation and submission of data feeds to shopping price comparison engines on a real time basis. Enclick provides data feed optimisation services for both affiliate networks and shopping portals.

Day parting

A paid placement bidding technique that allows you to set your bids based on time of day, so that your bids are higher at the times of highest conversion. Day parting was introduced by Google Adwords and Adsense in June 2006.

De-listing

Also known as banning. The removal of a web page from a search engine or directory's index. Removal can occur as a result of a cleanup of dead links, as a penalty for spamming, or because of server issues at a site's host.

Deeplinking

Deep linking is linking that points to a specific page or image within another website, as opposed to linking to a website's main or home page. Such links are called deep links. In a search engine optimisation context, deeplinking is a valuable exercise as it resembles natural linking, as made by human designers, and is counted more valuable by search engine ranking algorithms. Deeplinking goes hand in hand with the long tail where a website makes much of its information and product catalogue available to search engines, to shopping portals, and affiliate networks in order to attract links into its long tail of information.

Enclick solutions are based around deeplinking into client websites. By creating product data feeds which maximize deeplinking from Shopping Portals, Comparator Engines, and affiliate networks. By improving websites pages with Friendly URLs, so the deep content on a web site is more readily linked to by Search Engines

Doorway Pages

Similar to a cloaking, where the page that exists only to drive traffic to another page. Doorway pages rarely are written for human visitors. They are written for search engines to achieve high rankings and drive traffic to the main site. Using doorway pages is a violation of the most search engine guidelines and could be grounds for banning.

Directory Listing

Site Owners submit a page to request that it be listed in the directory, and say that they have a directory listing; when their submission is accepted.

Directory and Open Directory dmoz.org are the most famous examples of Web directories. For search engine optimisation, it is important to submit your site to all the reference business and trade listings and directories for your market. Enclick provides a directory submission service which will manually search all the major trade and business directories relevant to your sector, and then go through the submission procedures to get your website admitted.

Dynamic Content

Web page whose HTML is generated when is displayed. Dynamic pages are necessary when the content is only available in a database. Either because it is refreshed by other systems, like quickly changing product prices, or changing stock inventories. Dynamic pages are also necessary when a page contains content that must change based on the visitor's request, such as an order status screen. A software program must retrieve the order status for the visitor from a database and build the HTML that shows the correct information on the screen. Also used when the content is based on a large database of products. Dynamic pages pose difficulties for search marketing that static pages do not. Search engines will index dynamic content in the same way as static content unless the URL includes a ? mark. However, if the URL does include a ? mark, many search engines will ignore the URL. Enclick provides solutions for dynamic web pages

Dynamic Pages

See Dynamics content

Dynamic URLs

Are web addresses for dynamic pages and dynamic content, where the web server runs a program that queries databases and other sources of information and then constructs and serves the HTML code. The URLs for these dynamic pages usually contain information for the automatic program that generates the pages. Looking at the URL any keyword which follows a question mark (?) is a parameter for the program. Generally, spiders crawl dynamic URLs in a limited way; search engien crawlers much prefer friendly URLs that can be relied to represent specific content. For dynamic URLs that are not being crawled by search engines, the alternative can be enclick search engine friendly indexer.

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Exact Match

One of Google’s keyword-matching options; exact match forces Google to display your ads only on search results pages that exactly match your selected keyword or key phrase. Exact match may be selected for individual keywords in an Ad Group. (See also keyword-matching options, broad match, expanded match, and negative match.)

eXtensible Markup Laaguage (XML)

A standard for a markup language, similar to HTML, that allows tags to be defined to describe any kind of data you have, making it very popular as a format for data feeds.

Expanded Match

Expanded matches are variations of your selected keywords (such as plurals, synonyms, and misspellings) that Google deems relevant and helpful to your ad’s success. Expanded matching is included in the broad match option. (See also keyword-matching options, broad match, exact match, and negative match.)

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Fixed Placement

A technique by which a webmaster pays for the appearance of an a text based link advert in a particular place on a page for a given search query, usually paying for impressions (the number of times the ad is shown), rather than for clicks.

Flash

A technology invented by Macromedia that brings a far richer user experience to the Web than drab old HTML, allowing animation and other interactive features that spice up visual tours and demonstrations. search engine spiders are unable to index content in the flash programs, and may not index the web page containing heavy flash programming.

Frames

An HTML technique allowing web site designers to display two or more pages in the same browser window. Many search engines do not index framed web pages properly - they only index the text present in the NOFRAMES tag. Unless a web page which uses frames contains relevant content in the NOFRAMES tag, it is unlikely to get a high ranking in those search engines.

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Gap Surfing

A PPC advertising auction bidding technique in which you scan the list of paid placement results, looking for significant differences between bids. You then adjust your bid to be just higher than the lower bid in the gap. If the first result is bidding 75p. the second result is bidding 45p, and the third result is bidding 40p, the largest gap is between the first two results, so a gap surfer would bid 46p to claim the second ranking.

Gateway Page

Also called a doorway page. A gateway page exists solely for the purpose of driving traffic to another page. They are usually designed and optimised to target one specific keyphrase. Gateway pages rarely are written for human visitors. They are written for search engines to achieve high rankings and hopefully drive traffic to the main site. Using gateway pages is a violation of most search engine guidelines and could be grounds for banning.

Google Adsense (TM)

An advertising program run by Google. Website owners can enroll in this program to enable text and image advertisements on their sites. These ads are administered by Google and generate revenue on a per-click basis.

Googlebot

Googlebot is the Google's spider or crawler or bot; it travels the web finding and indexing pages for the Google search engine. Googlebot leaves it's identity on your web server's log file. Webmasters should study their server log files closely to see the googlebot's visit is successful and is able to crawl the whole site.

Google Dance

Continuously changing results from google while they are upgrading the datacenters from which the results are served. Your ranking in the results appears to "dance", varying minute to minute. "Google dance" is an unofficial term to these continuous changes during the period when Google is performing the update to its index. Though Google may be upgrade their systems and achieve a continuous update of the algorithm, the dance is still ocurring every one ot three months.

Geo-Targeting or Geo-Segmentation

A means to focus the advertising campaign or demographic based on location. Local search marketing is an increasingly important way of achieving geographic targeting. Google enables advertisers to target ads by geographic region, according to a preset list of countries, American states, and certain American metropolitan areas. Geo-targeting works by identifying the searcher’s IP (Internet Protocol) address, thereby locating the searcher geographically. Geo-targeted ads are displayed only to searchers viewing Google in the targeted area.

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Hidden Links

A spam technique in which hypertext links are written to be seen by spiders hut not by human visitors. Spammers place lots of links from high-ranking pages to other pages they are trying to boost.

Hidden Text

Text that is visible to the search engines but is invisible to humans. It is primarily used for the purpose of including extra keywords in the page without distorting the aesthetics of the page. Using hidden text is a violation of search engine guidelines and can be grounds for banning.

Hit

Also called referred to as a page hit. A 'Hit' is a request from a visitor's browser to your web server for a file, whether it be an HTML page, an image, an MP3 file, or any other type. A single web page can cause many Hits because they often have many images and other files on the page.

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Impressions

A term derived from banner advertising that denotes each time your ad is shown to someone. The number of clicks for your ad is divided by the number of impressions to derive the clickthrough rate.

Inclusion Ratio

The percentage of your site’s pages included by the search index, calculated by dividing the number of pages found in a search index by the total number of pages you have estimated to be on your site. For example, if yahoo reports that you have 20 pages indexed, and your content management system has 40 pages in it, your yahoo inclusion ratio is 50 percent.

A low inclusion ratio can be because:

• Dynamic URLs are penalized by crawlers
• Dynamic Content that is reachable only by search or drop down menus
• Absense of a proper sitemap for a dynamic or database driven content, which maps out the site for crawlers or spiders
• Unreachable dynamic content inside databases
• Improperly configured pages or robots.txt file

Inbound Link (IBL)

Also called a back_link. Any link on another page that points to the your page.

Index

Also known as search index refers to the database of web pages maintained by a search engine or directory.

Indexed Pages

Pages that are included in a search engine's index. An important step in search engine optimisation is ensuring your web sites pages are included, indexed, in the search engine databases. Search engines index pages through the spiders or robots. The ratio of the indexed pages relative to the total pages of a site is termed the inclusion ratio. Search engine friendly sites have high inclusion ratios.

Internet Marketing

Promoting a company with the chosen target group of users. The marketing goals can be brand reinforcement, generating sales leads, or straight online sales.

Internet Marketing Consultant

Specializing in working with a business with the goal of promoting in the chosen target group of internet users. The goals of the work can be brand reinforcement, generating sales leads, or straight online sales. Enclick solutions provides online marketing consultancy.

Interactive Advertising Agency

A company that helps clients plan and purchase online promotional announcements, such as e-mail ads, banner ads, search, and other electronic promotions.

Interactive Media

Electronic promotions such as e-mail, baimer ads, and search, that drive visitors to your Web site, Advertising agencies often handle client purchases of interactive media.

Internet Promotion

IP Delivery

A technology by which a webmaster can deliver customized advertising based upon the IP address of the visitor. It allows a site to serve local language or content to specific visitors.

Is the technology used in cloaking, to identify search engine spiders from their IP address and route them to different version of the requested page.

Can be used ethically to route spiders around dynamic webpages which require a database query, to simpler pages that spiders can process. All the while avoiding duplicating content.

Invisible Web

Part of the Web that spiders cannot or will not index that is invisible to users using search engines to locate information. Some sites are intentionally blocked for privacy, others have structural challenges that discourage spiders. Causes for having the invisible web problem can be dynamic content, or dynamic URLs that many content management systems and eCommerce packages use. Enclick provides search engine friendly solution to the invisible web problem.

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Javascript

A programming language that can provide special effects inside a browser that cannot be performed in HTML. Search marketing success depends on certain standards about how and when JavaScript programming is used, because JavaScript, when misused, cat, prevent search spiders from indexing certain pages.

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Keyword

A word or phrase entered into search engines when searching for a product or service.

Keyword Demand

The number of searches for a particular keyword query. Whereas clickthroughs tell you how many searchers go to your site, keyword demand tells you how many total searches used that keyword, whether the searchers clicked through or not. Keyword demand is ten times the clickthroughs on all paid advertising for a keyword.

Analysing Keyword demand is important for all search engine optimisation. A commercial website should aim to capture as much traffic for the keyword demand most relevant to its business; hence choosing keywords through demand analysis is critical.

Keyword Density

The ratio of a keyword term relative to all keywords on a page. For example, if you want your 200 word page to be found for the query "wallpaper" and your page contains 20 occurrences of that word, the keyword density of your page is 10 percent for the term "wallpaper". Generally, search engines consider pages with about 6 to 8 percent keyword density to be high quality pages. (Higher keyword densities are sometimes penalized as spamming.)

Keyword Effectiveness Index (KEI)

Variable representing the keyword popularity, keyword demand, divided by to its popularity in usage (the number Web pages the keyword it is found on). The ideal situation for a webmaster is when the keyword demand is big but the popularity of the keyword is low.

Keyword Loading

Also known as keyword stuffing, a spamming technique in which keywords are repeated excessively merely to attract the search engines.

Keyword Planning

The work of deciding which words and phrases a the marketing project should target in search engine marketing.

Keyword Analysis

The work of discovering all the possible words and phrases which the marketing project should target. Enclick provides a keyword analysis service.

Keyword Stuffing

Also known as keyword loading, a spamming technique in which keywords are repeated excessively merely to attract the search engines.

Keyword Marketing

Online promotion focused on targeting traffic which is searching using with queries including specific keywords and phrases.

Keyword Submission

Keyword submission online promotion focused on using pay per click advertising to access users searching with specific keywords or phrases. Keyword submission does not require any changes to be made to an existing site.

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Landing Page

The URL on your Web site where visitors will go when they click a particular advertising link. A search landing page, for instance is the URL a searcher is taken to after clicking an natural or paid search result.

Lead

Also known as sales lead. A prospective customer passed on to the sales team who might complete a transaction to become a customer. The number of leads passed is a critical measurement for businesses that use the web only for lead generation. They must attract traffic to their web site, and then pass the lead, typically a name and telephone number or email, to the sales team to continue the sales process and close the sales. Qualified sales leads are the leads that where the customer is ready to make the purchase.

Link Building Campaign

A process of attracting more link connections to your site, often by contacting other Web sites and making a request.

Link Farm

A spamming technique where webmasters create tens or hundreds of sites, usually with automated software, with the sole purpose that they be crawled by search engines, and putting thousands of links to sites they want to boost in search rankings.

Link Popularity

An analysis by search engines to determine the authority or ranking of Web pages by examining the network of connections between Web pages. Search engines use link analysis when ranking search results by relevance—pages that have many inbound links from high-authority pages are ranked higher than other pages in the search results.

Listing

The links and associated descriptions on a search engine's results page in response to a search query.

Local Search

Also known as IP Delivery A technology that search engines use to find results from the geographic area from where the search is being requested. Alternately, searchers can enter the location as part of the query. Local search is different from geographic targeting, in which paid placement results are selected based on the searcher’s location, regardless of whether the query was intended to return results for a particular location,

Log File

A file on the Web server that contains a record of every action the server has taken. Log files are analyzed in web analytics to determine the number of visits, the visitor's click path through the web site, and the number of pages that they view.

Long Tail

In a search engine context, the long tail refers to the fact that the top 10 keywords can get 10% of the traffic; and most of the search engine traffic can come from thousands of other low-popularity keywords and phrases. The long-tail shown in the figure below

The cumulative traffic that comes from low ranking keywords can be as much or more than that of the top 10 keywords.

The long tail goes hand in hand with deeplinking where a website makes much of its information and product catalogue available to search engines, to shopping portals, and affiliate networks in order to attract traffic from the long tail of keywords.

Enclick provides solutions to exploit the long tail, by generating long tail ready product data feeds for shopping portals, and affiliate networks. In addition to the search engine friendly solutions aimed at exposing the long tail of information keywords on a website, and encourage deeplinking from the search engines.

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Market Segment

A customer group with a uniform need or interest that can be targeted with the same marketing message.

Meta Tags

Terms in a web pages HTML not intended for users to see, but used by search engine crawlers, browser software and some other applications.

Mirror

A mirror is the term used for a near identical duplicate website. Mirrors are commonly used in an effort to improve the ranking of a web site or target different keywords/keyphrases using the same material. Using mirrors is a violation of the search engines guidelines and result in banning.

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Natural Linking

Are links that are created by individual webmasters who link to a third party link for the benefit of their readers. As opposed to internal links within the same site, which tend to a systematic menu of links on the foot or side of the web page. Natural links tend to be deep links in that the web page's author points to a specific piece of information.

In the eyes of the search engine programmers, and their algorithm, these links will likely have a more accurate representation of the content that appears on a website. And the search engine masters understand that a stranger is always more honest in his representations than the webmaster trying to promote his own website. In a search engine optimisation context, care should be taken to make links as natural as possible, rather than systematic menu links pointing to the head of a service.

Natural Search

Also known as organic search, the search engine technology that finds the most relevant matches for a searcher’s query from all of the pages indexed from the Web. Natural search contrasts with paid search, in which webmasters can pay for the highest rankings position. Being listed in the resuls of natural search is the object of search engine optimisation

Negative Match

A search engine advertising option which prohibits an ad being displayed once a negative term has been applied. (See also keyword-matching options, broad match, and exact match).

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Optimisation (optimization) Services

Service offered to a web site aimed at improving the organic search rankings (not paid search) for a set of keywords. Search engine optimization involves making the pages of a site more easily accessible to search engines spiders and clarifying the keywords relating to a web pages. Search engine optimisation, or SEO, search engine positioning and search engine promotion> are all services provided by Enclick Online Solutions.

Organic Search Results

Also known as natural search. The search engine technology that finds the most relevant matches for a searcher’s query from all of the pages indexed from the Web. Natural search contrasts with paid search, in which webmasters can pay for the highest rankings position.

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Page Popularity

Proportional to the quality and amount of incoming links to a specific web site or web page. This information is used by the search engine algorithm to determine the ranking for a web site in its search engine results.

Page Views

Counts how many web pages have been viewed by unique visitors. One page view might comprise several hits as a page may call for graphical or text files from the web server.

Paid Inclusion

A service offered by some search engines, such as Yahoo!'s premium service, that guarantees a Web site’s pages are stored in the search index in return for a fee. Paid inclusion does not guarantee high search rankings for those pages, just that the pages are included in the index and that the spider will frequently revisit the web site to keep the index up to date. Enclick provides a paid inclusion service where sites are submitted to all the important general and trade directories.

Pay Per Click

An advertising payment model where the advertiser pays only when the advertisement is clicked. In other words, the advertiser pays for visitors rather than per advertisement impression. The term CPC (cost per click) is the cost unit. Enclick provides a pay per click advertising management service.

Permanent Redirect

Also known as a 301 redirect, an instruction to Web browsers to display a different URL than the one the browser requested, used when a page has undergone a lasting change in its URL. A permanent redirect is a type of server-side redirect that is handled properly by search engine spiders.

Phrase

A search term within a search query consisting of multiple keywords in double quotation marks, indicating to the search engine that those keywords be found as a phrase. If keywords are not enclosed in double quotes, they are treated as individual keywords to search for rather than as a phrase.

Promotional Domains

An alternative domains for a companies web site. They are secondary domains, but are integrated with the main domain so the spiders visit them. Promotional domains are often built if the primary domain has problems with the engines. Used in cloaking and smamming.

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Qualified Traffic

Describes traffic more pre-disposed to making a transaction in a particular product or service. Such traffic are the users that find a web site by searching for keywords related to a product or service on the web site in question. These visitors are more likely to interact with or purchase from your web site and are therefore of higher quality than other visitors.

Query

The instruction to a search engine or a directory in order to locate web pages. Consists of a word, or a phrase, may contain other syntax in the case of more advanced searchs.

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Ranking

The placement of a web site within a particular search engines results pages.

Also the ranking algorithm are the rules by which a search engine orders the matches to produce a set of search results. The most popular ranking rule is relevance. The software code that decides exactly how the ranking is performed is called the algorithm, and is a trade secret for each search engine.

Reciprocal Link

Also known as a link exchange, a web link connection to a page that has a corresponding link back to the source.

Redirect

An instruction to Web browsers to display a different URL from the one the browser requested. Redirects are used when the URL of a page has changed. They allow old URLs to be redirected to the web pages and avoid serving a page not found or http 404 error page.

Registration

The process of selecting and reserving a domain name, or the process of submitting your web site to a search engine or directory in order for it to be indexed.

Relevance

The accuracy with which an organic search match is closely related to the query. A match with very high relevance will be ranked higher. Search engines sort the matches by relevance using a ranking algorithm. The algorithms use many increasingly sophisticated factors, including the location of the keywords on the matching web pages, the authority of the page, the anchor text of inbound links, the keyword density, presence of related keywords, proximity of different keywords.

Reverse DNS or Invese DNS

The DNS system is sent an IP address, and the domain name is returned. Reverse DNS is used to log incoming traffic by domain name for statistical purposes. It is also used to prevent spam by determining if the e-mail message is coming from the domain name indicated in the message header. Reverse DNS is only an option and not mandatory in a DNS server. Hence some IP addresses cannot be resolved into their domain name.

Robots.txt

Robots.txt is a file on a web sites root directory which spiders are supposed to read to determine which parts of a website they may or may not visit.

Robot

Also known as spider, bot or crawler. The part of a search engine that locates and indexes every page on the Web. Successful search engine optimisation depends on robots finding many or all a Web site's pages.

RSS Feed

Stands for Really Simple Syndication. A technology which easily distributes a list of headlines, update notices, and content to a wide number of people. Applications on the users computer organize those headlines and notices for easy reading and accessing.

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-- S --

Search Engine Guidelines

Guidelines provided by search engines to improve the ranking of web site. The guidelines describe the illicit practices that may lead to a site being banned. Link to Google guidelines. Ethical Search Engine Optimisation follow these guidelines.

Search Engine

A searchable index of web sites that is traditionally compiled by a spider that visits web pages and stores the information from each page in a database.

Search Engine Sandbox

A search engines treatment of new sites or sites having a quick change in link popularity. Ranking algorithms have added a time delay to changes in the rankings. The sandbox effect aims to filter out transient changes to a web sites popularity, and only factor in permanent popularity factors. The sames is true for the number web pages indexed on a web site.

Search Engine Marketing (SEM)

The work of increasing the traffic to a web site using either organic or pay per click advertising. Also known as web site marketing, Internet marketing and web site promotion. Enclick provides Search Engine Marketing services

Search Engine Optimisation (SEO)

The work of improving organic search rankings (not paid search) for a Web site and a set of keywords. Search engine optimization involves making the pages of a site more easily accessible to search engines spiders and clarifying the keywords relating to a web pages. Search engine optimization is also often referred to as SEO, search engine positioning and search engine promotion. Enclick provides Search Engine Optimisation services

Search Engine Index

The starting point of any search engine software. An internal database used by search engines where they store every word found on every Web page, along with the list of pages that each word was found on. When a searcher enters a search query, the search engine extracts the search index to find all the pages that match the query, and then uses the ranking algorithm to order them by relevance.

Search Marketing

All of the work designed to increase traffic to a Web site using wither organic or pay per click. Search marketing is also known as search engine marketing (SEM). Enclick provides Search Marketing service.

SEM - Search Engine Marketing

The work of increasing the traffic to a web site using either organic or pay per click advertising. Also known as search engine marketing, web site marketing, Internet marketing and web site promotion.

SEP - Search Engine Placement

The changes that are made to the content and code of a web site in order to increase its rankings in the results pages of search engines and directories. These changes may involve rewriting web content, altering Title or Meta tags, removal of Frames or Flash content, and the seeking of incoming links. Also known as search engine optimisation.

SERP - Search Engine Results Page

The list of search results that are returned by a search engine or directory in response to a search query.

Session

Also known as a visit, a Web metrics term which refers to a single series of pages viewed from a single Web site. A unique user can view one or many web pages in one session.

Sitemap

A page consisting of links to all the pages of a web site. For a small site, your site map can have direct links to every page on your site. On the other hand, if your site consists of hundreds of pages organised in directories, the site map of might run into 2 or more pages. As the term suggests a site map is a map of the web site and can be a list of links or a more complex representation. Search engine crawlers, spiders or robots increasingly rely on a sitemap to find all of a websites pages and products.

Google has implemented the Google free sitemap service for webs to submit maps of their entire sites. The sitemap guarantees that all of your pages will be considered for inclusion in the Google's index. Enclick provides an automated Google sitemap generation solutions.

Stock Keeping Unit (SKU)

SKU is a unique product identifier used by merchants to permit the systematic tracking of products and services offered to customers. SKU is the key parameter in data feeds of product information.

Slurp

Inktomi's search engine spider.

Spamming

Any search engine optimisation method that a search engine deems to be detrimental to its efforts to deliver relevant, quality search results. No firm definition are given and the search engines reserve the uni-lateral right to take action, for instance banning, against any web site

Some search engines have written guidelines on spamming, but ultimately any activity deemed harmful may be considered spam, whether or not there are published guidelines against it.

Example of spam include the creation of nonsensical doorway pages designed to please search engine algorithms rather than human visitors or heavy repetition of search terms on a page. Any form of hidden text meant for spiders.

Ethical marketing is strongly recommended for long term marketing strategies.

Spider

Also known as a crawler or robot, the part of a search engine that locates and indexes every page on the Web that is a possible answer to a searcher’s query. Successful search engine optimisation depends on crawlers finding many or all a Web site's pages . Most prolific spiders come from Google:googlebot, Yahoo:slurp and MSN: msnbot.

Splash Page

Splash pages are landing pages to a web site that are heavy on graphics (or flash video) with no textual content. They are designed to retain visitor's interest or reinforce the corporate logo and image.

Static Page

A web page whose code is stored in a file and does not change when displayed by the Web server. Static pages look the same to each person who views them, in contrast to dynamic pages. Search engines generally index static pages better than dynamic pages.

Style Sheet

A file containing a set of formatting instructions for each tag in an HTML or XML file. The tag styles are defined and customized in the style sheet file. The web page appearance and style can be changed in by changing the definitions in the style sheet file. Some browsers have the ability to redefine the style definitions for a web site, and customize the display style according the users personal preference.

Submissions

The process submitting your web site to a search engine in order to be included in the index or directory. The submission does not guarantee listing or ranking. In addition, submission does not help with rank improvement on crawler-based search engines unless search engine optimization efforts have been taken. Submission can be done manually (i.e., you fill out an online form and submit) or automated, where a software program or online service may process the forms behind the scenes. Enclick provides a search engine submission service, which covers two dozen major search engines.

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-- T --

Target Market

The intended audience of an online business. Demographic and geographical information are typically included in defining a target market.

Temporary Redirects

Also known as a 302 redirect, an instruction to Web browsers to display a different URL from the one the browser requested, used when a page has undergone a short-term change in its URL. A temporary redirect is a type of server-side redirect that is handled properly by search engine spiders.

Title Tag

A part of an HTML document that stores the main heading of the entire page. The tag is used on the title bar or bookmarks for its page. Search engines pay more attention to what is in the title tag than any other lag on the page.

Toolbar

An application that adds an additional menu bar to your browser menu screen A search toolbar, for example, allows Web users to enter search queries without first going to a search engine’s Web site.

Trademark Infringement

When a company uses or impersonates the trademark of another company, resulting in confusion or deception of consumers.

Trademark infringements are commonplace online. For instance, the use of keywords based on a competitor's brand name for search engine optimisation or pay per click advertising, with no mention of the competitor brand in the advert. Basically, trying to take advantage of the brand strength developed by the competitor for promotion of ones own site.

Or when the trademark is included in the text of a competitor's advert. Both infringement are a good case for the search engine company to act on behalf of the trademark holder.

Traffic

Also known as visitors. The term is used to describe activity on a web site - be it hits, page views or unique visitors.

Trusted Feed

A means of sending your data to a search engine, instead of having the spider crawl your site. Some niche search services and almost all shopping directories and search engines require the use of trusted feeds to load your data into their search index. Enclick provides a trusted feed generation and submission solution for large sites.

Return on Investment

A general business and advertising term, return on investment measures the profitability of a campaign. Simplified, ROI calculates a formula by which expenses are subtracted from sales to measure revenue gain. As an advertising measurement, ROI is about conversions into sales exceeding advertising expenses.

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-- U --

Unique User - unique visitor

Also known as a visitor, a Web metrics term for a person who visits a Web site at least once in a month. Usually measured on a per month basis. One person visiting a web site site three times in one month, the metrics system would log three visits for that month, but just one unique visitor.

Universal Resource Locator (URL)

The address that defines the route to a website, page or any other resource on the Internet. URLs are typed into a Web browser to access Web pages and files, and URLs are embedded within the pages themselves as hypertext links. The URL contains the protocol prefix, port number, domain name, subdirectory names and file name.

An example URL is

Friendly URLs

URL addresses are known as friendly when they are human readable; search engines favour Friendly URLs. Without long parameters and session IDs. Enclick provides a search engine friendly URL solution for sites which have dynamic URL problems.

URL Rewrite

A web server technique which changes on the fly, so that dynamic URLs look like static URLs. URL rewrite gives you a readable URL for your human (friendly URLs), but are also key to getting spiders to crawl your site. URL rewrite technology is one of the techniques used by Enclick for its static and human friendly URL solution for customer websites.

Usability Expert

The designer responsible for the user experience. Search engine optimisation and specially conversion hinges on the usability expert's awareness that search is a critical user scenario that must be considered in all user experience design.

User experience

The total experience provided to the Web visitor with each visit to a site, including web content, look and feel, navigation, and technology.

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-- V --

Vertical Market Search Engine

A search engine that focuses on a one topic. A niche web content site with a searchable index is a vertical market search engine. Price comparison engines like Enclick Shopping are verticla shopping search engines.

Visitor

The number of times people visit a site. One unique visitor make several visits, i.e. visit the site repeatedly. Not the same as unique visitor which measures the number of different visitors. The difference with unique visitor visiting a site repeatedly over will show up on the site's log file as many visitors.

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-- W --

Web conversion

Any measurable, transaction of a web visit, such as registering an account or subscribing for a newsletter, purchasing designed into the web site.

Web Conversion Cycle

A behaviour model that describes what visitors do when they come to your Web site and that helps you count your successes as Web conversions.

Web Conversion Rate

The ratio of site visitors to site conversions. How many people came to the site versus how many successfully transacted on the site.

Web Analytics

Analysis of web users behaviour at the web site in question. E-commerce sites use web analytics software to metrics on the user behaviour: visitors, unique visitors, origin of visitor traffic, what keywords they searched with on the site's search engine, lenght of visit.

A more comprehensive view includes the assessment of a wider variety of data, including web traffic, web transactions, usability studies, user submitted information, and related sources to create a more comprehensive understanding of the customer experience and behaviour.

Web analytic software is used to monitor web site conversion and click through rates, i.e. whether pages are working properly. With this information, webmasters determine how to improve the site. Enclick provides a web analytics service

Web Log

Also known as log file. A file written by your web server keeping a record of every action the server has taken. Log files can be analyzed in complex ways to determine the number of visits to your site and the number of pages that they view.

Also known as a blog, an online personal journal. A frequent, chronological publication of personal thoughts and Web links. A blog is usually a mixture of what is happening in a person's life and what is happening on the Web, a kind of hybrid diary/guide site, although there are as many unique types of blogs as there are people. Increasingly used as an effective communication vehicle by companies.

Webmaster

The engineer responsible for the servers that server the Web pages to visitors. The Webmaster plays an important role in search engine marketing as much of the optimisation impacts the technical web server platform.

The process of telling a search engine that URL can be crawled and indexed. Search engines predominantly find new sites by following links, but do offer ways to manually submit your web site if your site has not being indexed.