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Here is a glossary of commonly used terms
in the search engine ranking world.
Alt Tag: The alternative text
that the browser displays when the surfer does not want to or cannot
see the pictures present in a web page. Using alt tags containing
keywords can improve the search engine ranking of the page for those
keywords.
Bridge Page: See Doorway
Page.
Cloaking: The process by which
your site can display different pages under different circumstances.
Primarily used to show optimized page to the search engines and a
different page to humans. Most search engines will penalize a site
if they discover that it is using cloaking.
Comment Tag:
The text present
within the tags in a web page. While most search engines will ignore
the text within the Comment Tags, some, like Excite, will index the
text present within them. Hence, using Comment Tags containing
keywords can improve the search engine ranking of the page in Excite
for those keywords.
Crawler: See Spider.
Direct Hit: A system which tries
to measure the relevance of each site by noting which sites are
clicked on most and how much time users spend in each site. Hotbot
uses Direct Hit in order to determine the search engine ranking of
web sites. For more information, see http://www.directhit.com.
Directory: A site containing
links to other sites which are organized into various categories.
Examples of directories are Yahoo, Open Directory, LookSmart, Snap
etc.
Doorway Page:
A page which has been specially created in order to get a high
ranking in the search engines. Also called gateway page, bridge
page, entry page etc.
Dynamic Content: Information in
web pages which changes automatically, based on database or user
information. Search engines will index dynamic content in the same
way as static content unless the URL includes a ? mark.
Entry Page: See Doorway
Page.
Frames: An HTML technique
allowing web site designers to display two or more pages in the same
browser window. Most 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 has relevant content in the
NOFRAMES tag, it is unlikely to get a high ranking in the search
engines.
Gateway Page: See Doorway
Page.
Hallway Page: A page containing
links to various doorway pages.
Heading Tags: A paragraph style
that is displayed in a large, bold typeface. Having text containing
keywords in the Heading Tags can improve the search engine ranking
of a page for those keywords.
Hidden Text: Text that is
visible to the search engines but is invisible to humans. Mainly
accomplished by using text in the same color as the background color
of the page. Primarily used for the purpose of including extra
keywords in the page without distorting the aesthetics of the page.
Most search engines penalize web sites which use such hidden text.
Image Map: An image containing
one or more invisible regions which are linked to other pages. If
the image map is defined as a separate file, the search engines may
not be able to index the pages to which that image map links. The
way out is to have text hyperlinks to those pages in addition to the
links from the image map. However, image maps defined within the
same web page will generally not prevent search engines from
indexing the other pages.
Inktomi: A database of sites
used by many of the larger search engines like Hotbot, MSN etc.
Yahoo also uses Inktomi when no site in its directory matches the
keyword being searched for. For more information, see http://www.inktomi.com.
Javascript: A scripting language
commonly used in web pages. Most search engines are unable to index
these scripts properly.
Keyword: A word or phrase that
you type in when you are searching for information in the search
engines.
Keyword Frequency: Denotes how
often a keyword appears in a page or in an area of a page. In
general, the higher the number of times a keyword appears in a page,
the higher its ranking in the search engines. However, repeating a
keyword too often in a page can lead to that page being penalized
for spamming.
Keyword Prominence: Denotes how
close to the start of an area of a page that a keyword appears. In
general, having the keyword closer to the start of an area will lead
to an improvement in the search engine ranking of the page. However,
in some cases, having the keyword in the middle or the end of an
area may lead to an improvement in the search engine ranking of the
page.
Keyword Weight: Denotes the
number of times a keyword appears in a page as a percentage of all
the other words in the page. In general, the higher the weight of a
particular keyword in a page, the higher will be the search engine
ranking of the page for that keyword. However, repeating a keyword
too often in order to increase its weight can cause the page to be
penalized by the search engines.
Link Popularity: The number of
sites which link to a particular site. Most search engines use link
popularity as a factor in determining the ranking of a web site.
Meta Description Tag: The tag
present in the header of a web page which is used to provide a short
description of the contents of the page. Some search engines will
display the text present in the Meta Description Tag when the page
appears in the results of a search. Including keywords in the Meta
Description Tag can improve the search engine ranking of a page for
those keywords. However, some search engines ignore the Meta
Description Tag.
Meta Keywords Tag: The tag present in the header of a web page which
is used to provide alternative words for the words used in the body
of the page. The Meta Keywords Tag is becoming less and less
important in influencing the search engine ranking of a page.
Meta Refresh Tag: The tag present in the header of a web page which
is used to display a different page after a few seconds. If a page
displays another page too soon, most search engines will either
ignore the current page and index the second page or penalize the
current page for spamming.
Pay Per Click Search Engine: A search engine in which the ranking of
your site is determined by the amount you are paying for each click
from that search engine to your site. Examples of pay per click
search engines are GoTo, ePilot, Kanoodle etc.
Robot: In the context of search engine ranking, implies the same
thing as Spider. In a different context, it is also used to indicate
a software which visits web sites and collects email addresses to be
used for sending unsolicited bulk email.
Robots.txt: A text file present in the root directory of a site
which is used to control which pages are indexed by a robot. Only
robots which comply with the Robots Exclusion Standard will follow
the instructions contained in this file.
Search Engine: A software that searches for information and returns
sites which provide that information. Examples of search engines are
AltaVista, Google, Excite, Northern Light etc.
Search Engine Placement: the practice of trying to ensure that a web
site obtains a high rank in the search engines. Also called search
engine positioning, search engine optimization etc.
Spamdexing: See Spamming.
Spamming: Using any search engine ranking technique which causes a
degradation in the quality of the results produced by the search
engines. Examples of spamming include excessive repetition of a
keyword in a page, optimizing a page for a keyword which is
unrelated to the contents of the site, using invisible or tiny text,
etc. Most search engines will penalize a page which uses spamming.
Also called spamdexing. In a different context, spamming is also
used to mean the practice of sending unsolicited bulk email.
Spider: A software that visits web sites and indexes the pages
present in those sites. Search engines use spiders to build up their
databases. Examples: The spider for Altavista is called Scooter, the
spider for Excite is called ArchitextSpider, the spider for Northern
Light is called Gulliver.
Stop Word: A word that often appears in pages, yet has no
significance by itself. Most search engines ignore stop words while
searching. Example of stop words are: and, the, of etc.
Title Tag: The contents of the Title tag is generally displayed by
the browser at the top of the browser window. The search engines use
the Title tag to provide a link to the sites which match the query
made by the user. Having keywords in the Title tag of a page can
significantly increase the search engine ranking of the page for
those keywords.
URL: The Uniform Resource Locator is used to specify the address of
web sites and web pages. Having keywords in the URL can improve the
search engine ranking of the page in a few of the search engines.
However, most search engines do not give any preference to a page
which has the keyword in the URL.
Article by Sumantra Roy. Sumantra is a search engine positioning
specialist. For free articles on search engine placement, subscribe
to his 1st Search Ranking Newsletter by sending a blank email to mailto:1stSearchRanking-subscribe@listbot.com
or by going to http://www.1stSearchRanking.com. |
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