AdSense
Google's contextual based ad program. It is an easy way to display relevant Google’s ads on your website and
earn money as the same time.
AdWords
Google's PPC program.
Affiliate program / Affiliate link
Affiliate programs are a marketing strategy where in you convince people (called Affiliates) to sell your
products on a commission basis. Your affiliates help promote your products by placing a link of your website
wherever they think can generate sales. Through this link, your Affiliate software can track which affiliate
brings how many leads and how much commission you owe him.
Algorithm
Algorithms also known as Search engine algorithms are sets of rules/parameters on the basis of which search
engines rank web pages. Knowing/guessing search algorithm is important for the success for your SEO
campaign.
Allintitle
A special search command for Google. A search for allintitle:blue mango would only return sites that have the
word "blue mangot" in their title.
Allinurl
This is another special search command for Google. A search for allinurl:blue mango would only return sites
that has the word "blue mango" in their URL.
Alt attribute
Also known as "alt tag" in HTML language, alt attribute is specified for an Image and within the image tag.
Its syntax is: <IMG SRC="logo.gif" ALT="your website Logo">
The text "your website Logo" will be displayed where your image "logo.gif" is placed while it is being loaded
or if for any reason the image can’t be displayed.
Alt tag
Common name (erroneous) for the alt attribute.
Anchor text
It is also called link text, referring to the text that appears in a Hyperlink. For instance, the text “SEO Services:
in the link “know more about our SEO Services”. Google – considers anchor text as an important factor while
ranking a website. It is always recommended to have keywords in your anchor text of links you secure.
ArchitextSpider
The name of the Excite search engine's spider.
Backlink / back link
A link on another page that links to the page you are viewing. Also called an inbound link.
Bait-and-switch
A technique (considered spam) used in SEO. It involves creating an optimized page and a regular page. The
optimized page is submitted to the search engines and replaced with the regular page as soon as the optimized
page has been indexed. For more on this technique (and why you shouldn't bother), please refer to the Search
Engine Yearbook.
Bells-and-whistles
Advanced features. A web site is said to have too many bells-and-whistles when it contains unnecessary
animations etc. In the context of SEO, bells-and-whistles are generally seen as a hinderance since they rarely
contribute to high search engine rankings and may even cause a site to rank poorly.
Bid
The amount you are willing to pay for keyword ranking on PPC search engines.
Block level analysis
A method of analysing a web page's content on a block-by-block basis, rather than looking at the whole page.
It implies that some parts of a page are more important than others, based on what people tend to focus on.
Microsoft is said to use block level analysis (BLA) to make its search engine results more relevant.
Blog
The name "blog" derives its name from the word "web log". Blogs are mini-sites which are maintained by
individual or corporate to start a medium for expressing their personal opinion or comments. All the posts in a
blogs are maintained dated wise and old once are kept in archives.
Bloptimization
Optimization of a blog for search engines. Special consideration is needed unless the blog is contained within
part of a site, since most blogs are only a single page with content that changes daily.
Burst
A rapid increase in the popularity of a new topic. In the search engine world a burst refers to a significant but
usually short-lived increase in both the number of searches done on a specific topic and the number of
relevant documents on that topic. Bursts are often related to news stories, new technological advances etc.
CSS (Cascading Style Sheets)
CSS allows designers to create custom styles that are then applied to the web site in one of a variety of ways.
The main benefit is that something like text colors for an entire site can be changed by editing only the CSS
file. CSS can also be used in SEO, but most SEO techniques that involve CSS are considered spam.
Categorization
The practice of grouping web pages by topic to form a directory.
Also see classification
Category
In the context of Web directories, categories refer to collections of links to sites of a similar topic.
Click tracking
Search engines can track user clicks in order to "learn" from users which pages are most relevant to a query.
The best-known example is that of "Direct Hit", a discontinued search engine that not only tracked clicks but
also logged the amount of time users spent on pages returned in order to improve relevance.
Click through (click-through; clickthrough)
Referring to the action of clicking through from, for example, a search engine´s results page to a web site.
Click through rates are especially useful in Internet advertising where it is an important factor in determining
the success of an advertisement.
Click through rate (CTR)
a.k.a. click rate
Often used in Internet marketing to describe the percentage of users who click on a link or advertisement.
The CTR is used as a measure to determine the effectiveness of a link / advertisement. It is most effective if
used in conjunction with other measurements like conversion rate.
Closed loop
Used to describe a linking structure where a group of web pages interlink heavily while there are few or no
links to or from pages outside the group. General consensus is that search engines can detect closed loops
and penalize pages in closed loops. It is currently unclear exactly where the cut-off point is. Is it only a closed
loop if there are no links to or from pages outside the group or also if there are just too few such links? It is
generally advisable to have links to outside pages that in turn also link to many outside pages.
Clustering
A technique the search engines use to group different pages from the same domain in their search results
pages. Without clustering, the top spots for certain search terms are often completely dominated by one site.
Clusters usually consist of one or two pages from one domain with a link that says something like "More
results from pandecta.com". The term differs from terms like classification, taxonomy building, tagging, etc.
in that it is fully automated. Further human intervention is not needed.
Concept search
A search for documents related conceptually to a search term, rather than for documents that actually contain
the search term itself.
Content-based filtering
Filtering documents by extracting some or all of the content contained in each document. Modern search
engines all use content-based filtering in combination with either filtering mechanisms. Best known of these
other mechanisms is Google´s PageRank system that measures inbound links from other documents.
Conversion rate (CR)
The percentage of site visitors that deliver the most wanted response (MWR). The CR is an important
measure of the effectiveness of the online sales effort. For example, if 4 out of every 100 visitors to a site
deliver the MWR, the CR for that site is 4%.
CPA
Cost per action. Similar to CPS. Also see conversion cost.
CPC
Cost per click. The total cost of an advertising campaign divided by the resulting number of unique visitors.
Sometimes also used as a synonym for PPC.
CPL
Cost per lead. The total cost of an advertising campaign divided by the resulting number of new leads.
CPM
Cost per thousand impressions (M= Roman numeral for 1000). A pricing system often used in the banner
advertising industry. Typically a fixed price is offered for 1000 impressions of a banner. The price is usually
influenced by the topic of the site (how targeted the audience is) rather than the popularity of the site.
Crawl
Crawling refers to the process of following hyperlinks to navigate from page to page and site to site to gather
information about that website.
Crawler lag
The delay between the point where a web page is crawled and the point at which it is added to the search
engine´s index.
Cross linking
Referring to links between a family of domains - for example your business site, your personal homepage and
your cat's homepage. Cross linking is sometimes used to inflate link popularity. Although not yet proven (to
my knowledge), excessive cross linking is widely believed to be penalized by the search engines
Dead link
A hyperlink to a page that doesn’t exist any more on your website. Since it doesn’t lead to any page, it is
called Dead link.
Deep linking
The practice of linking to the inner pages of another web site - as opposed to linking to the homepage.
Although the vast majority of site owners don't mind deep links to their sites, it should be noted that deep
linking has potential legal ramifications.
De-listing
Referring to the removal of pages from a search engine index. De-listing can occur at the request of the site
owner or a variety of other reasons. Most often, de-listing occurs when a page breaks one of a search
engine's submission rules, making itself guilty of some sort of spamdexing. The Search Engine Yearbook
contains comprehensive guidelines to help you avoid spamdexing and de-listing.
Description
In the context of the search engines, the description refers to the descriptive text accompanied by a title and
URL in the search results page. Some search engines take this description from the meta description while
most generate their own from the page content. Directories often ask for a description when you submit your
page.
Description tag
An HTML tag that gives a general description of the contents of the page. This description is not displayed on
the page itself, but is largely intended to help the search engines index the page correctly. Some search
engines use the description found in the description tag on their SERPs. A growing number of search engines
are completely ignoring the description tag. For a more detailed look at the description tag and other types of
meta tags, please refer to the Search Engine Yearbook.
Directory
A categorized listing of website, mostly compiled manually and listed. Directories can either be general (to the
entire web) like ODP or Topical like the Dotcom Directory.
Dynamic content
Web site contents which are generated automatically based on some users’ action. Dynamic content changes
regularly. Search engine Result pages are typical example of Dynamic contents as these are dynamically
generated pages, changing based on users’ search keyword.
Dead link
A hyperlink to a page that doesn’t exist any more on your website. Since it doesn’t lead to any page, it is
called Dead link.
Deep linking
The practice of linking to the inner pages of another web site - as opposed to linking to the homepage.
Although the vast majority of site owners don't mind deep links to their sites, it should be noted that deep
linking has potential legal ramifications.
De-listing
Referring to the removal of pages from a search engine index. De-listing can occur at the request of the site
owner or a variety of other reasons. Most often, de-listing occurs when a page breaks one of a search
engine's submission rules, making itself guilty of some sort of spamdexing. The Search Engine Yearbook
contains comprehensive guidelines to help you avoid spamdexing and de-listing.
Description
In the context of the search engines, the description refers to the descriptive text accompanied by a title and
URL in the search results page. Some search engines take this description from the meta description while
most generate their own from the page content. Directories often ask for a description when you submit your
page.
Description tag
An HTML tag that gives a general description of the contents of the page. This description is not displayed on
the page itself, but is largely intended to help the search engines index the page correctly. Some search
engines use the description found in the description tag on their SERPs. A growing number of search engines
are completely ignoring the description tag. For a more detailed look at the description tag and other types of
meta tags, please refer to the Search Engine Yearbook.
Directory
A categorized listing of website, mostly compiled manually and listed. Directories can either be general (to the
entire web) like ODP or Topical like the Dotcom Directory.
Dynamic content
Web site contents which are generated automatically based on some users’ action. Dynamic content changes
regularly. Search engine Result pages are typical example of Dynamic contents as these are dynamically
generated pages, changing based on users’ search keyword.
Everflux
Google’s database Index are updated at regular interval. Some times Google results started changing all
through the month, in between the major updates. These change were known as everflux.
Expert document
A document that links to many other (same-topic) documents. Some search engines only consider links from
expert documents - as opposed to all documents in the collection - when determining link popularity.
According to the Hilltop paper, expert documents are "pages that have been created with the specific purpose
of directing people towards resources".
Expert index
A special sub-collection within a search engine index. An expert index consists only of documents that are
considered expert documents.
FFA
Free For All Links. These refer to web pages that contains only links to other pages with very little (or
nothing) content for the uses to read.
Full-text search engine / full-text index
A full-text search engine indexes every word on every document it spiders.
Header / Headings
These are standard HTML tags such as <h1> and <h2>. Most search engines give extra weight and
importance to text found within these tags. It is also considered good practice to use headings within your
website.
HTML
This is an acronym of HyperText Markup Language - it is the primary markup language used to create
websites.
Hidden Text
Text on a web page designed to be visible to spiders but not to human visitors Using a text font that is the
same (or nearly the same) color as the background color, rendering the text or link invisible or very difficult to
read. The same effect can also be achieved by using various HTML tricks.
Homepage / Home page / Home
The main "index" page or navigation hub of a web site. The homepage is not necessarily the first page. Many
sites use splash pages to welcome visitors and lead them from there to the homepage. At most search engines
you can simply submit your homepage and leave it to the spider to crawl the rest of the site from there.
HTTP
Hypertext Transfer Protocol. HTTP is the most common transfer protocol used to facilitate communication
between servers and browsers.
Hyperlink / Link
Clickable content on a web page usually leads to another page, another site or another part of the same page.
The clickable content therefore is said to link to the other page / site / part of the same page. Spiders use links
to crawl from one page to the next as they index web sites.
Inbound Links
This is a hypertext link to a page from another site, bringing traffic to that page. Inbound links are used to
calculate link popularity.
Image Map
An image that has different clickable areas linked to different pages. Image maps can either be imbedded in the
HTML code or called as an external file. Search engines usually have difficulty spidering image maps when
they are included from external files.
Index
Plural: indices / indexes
The list of web pages stored and ranked by a search engine. Also known as a database.
Index file
A file created by a search indexer program, designed to store information in a format that makes fast retrieval
possible.
Inktomi
A large database of web sites, started in 1996, that feeds results to somesearch engines. Inktomi also provides
a range of other services, including content networking solutions, search solutions and wireless solutions.
Invisible Text
Text on a web page that is exactly or almost the same color as the background. The use of invisible text to
load a page with keywords was once a popular SEO technique, but search engines can now detect invisible
text and penalize sites that use it. Although there are examples of sites that use invisible text and "get away
with it" on Google, the general consensus is that it is not worth the risk. The same results can usually be
achieved by working the keywords into the visible body text.
Invisible Web
A popular collective name for documents of types that search engines do not typically index. Because they are
not in any search engine database, they can be very difficult to find and are in a sense invisible. Recently a
couple of specialized search engines have begun an attempt to make the invisible web more accessible.
IP address
Every Internet user and every server has a numeric address. Something like 123.45.67.890. IP addresses
provide essential identification online. Domain names can be set up to have a unique IP address, something
that is useful in SEO.
JavaScript
A comparatively simple scripting language used extensively on the web to, amongst other things, make web
pages interactive. JavaScript shares characteristics of Java, but it is less complex and less powerful. One of
the main benefits of JavaScript is that it can seamlessly integrate with HTML.
Keyword
A word typed into a search engine in order to find web pages that contain that word. A web page can (and
should be) optimized for specific keywords/phrases that are relevant to the content on that page.
Keyword Density
A measure of the percentage of words on a page that are specifically chosen keywords. When a user enters a
query, search engines display a list of pages containing the search terms. These are ranked based on (amongst
many things) the percentage of words on a page that are similar to the words used in the query (keyword
density). When keyword density is inflated artificially, it is often referred to as keyword stuffing.
Keyword phrase / Key phrase
Text on a web page that is exactly or almost the same color as the background. The use of invisible text to
load a page with keywords was once a popular SEO technique, but search engines can now detect invisible
text and penalize sites that use it. Although there are examples of sites that use invisible text and "get away
with it" on Google, the general consensus is that it is not worth the risk. The same results can usually be
achieved by working the keywords into the visible body text.
Keyword Stuffing
Excessive repetition of keywords in an attempt to artificially inflate keyword density and improve a page's
ranking. Keyword stuffing is easily detected by search engines and pages that use this technique are penalized.
Keywords Meta Tag
An HTML meta tag that lists all of the main keywords and key phrases that are contained on that web page.
Some search engines use the keyword meta tag to help rank web pages in their databases. Google does not.
Keyword Targeting
The practice of optimizing certain pages of a web site to rank well in a search for specific keywords.
Keyword targeting is generally considered vital to effective SEO
Latent Semantic Indexing
LSI is a methodology involving statistical probability and correlation that helps deducing the semantic distance
between words. It’s obviously a complex methodology but can be easily applied to understand the relation
between certain words in a paragraph or in a document. This methodology is being used while indexing a page
in the search engine’s database.
Link / Hyperlink
Clickable content on a web page usually leads to another page, another site or another part of the same page.
The clickable content therefore is said to link to the other page / site / part of the same page. Spiders use links
to crawl from one page to the next as they index web sites.
Link Popularity / Linkage
A measure of how "popular" a web page is on the internet as measured by the number of inbound links
pointing to your web page. Link popularity is one of the main factors used to help determine search engine
rankings.
Log File
Files that are constantly and automatically created and updated on your web server that provide very specific
details about the activities taking place on your web site.
This includes referring URLs, IP addresses, pages visited, errors generated, number of unique visitors, total
page views, total hits, and much more. Carefully reviewing your log files can provide valuable information
about your site's performance and visitors.
Link Exchange
Placing a link to another website on your own site in exchange for a return link back. Also known as
reciprocal linking.
Meta Search Engine
A type of search engine. A website that takes your search query and passes it on to several different search
engines and directories, then summarizes the results in a logical manner for you to review.
Meta Tag
An HTML tag placed in the head section of a web page. The tag provides additional information that is not
displayed on the page itself. The initial idea was that webmasters should use these tags to help search engines
index the page correctly by providing an accurate description of the page content and a list of keywords
associated with the page. Unfortunately this left the door open to abuse. Many webmasters used these tags to
gain an unfair advantage, forcing search engines to begin disregarding meta tags.
Mirror Sites
Identical, but separate websites on different domains. They are commonly used legitimately by large websites
to share heavy server loads, and by search engine spammers to generate more search engine referrals and
revenue.
In general, the search engines frown upon mirror sites and do not hesitate to assess duplicate content penalties
when they feel they are warranted.
Natural Linking
Describes the hypertext links found on web sites that are part of text content and that link to expanded or
additional information on a subject without consideration of their value in link popularity.
Netscape
An early Internet company, since acquired by AOL. The company is famous for its Netscape Navigator
browser that dominated the browser scene from 1994 to about 1997.
Nofollow
If you don't want Googlebot to follow a link and index it from your site, you can use the following tag in your
href links: rel="nofollow"
Possible uses include channeling of PR away from non-monetary pages such as an "about" page. So, instead
of having a live link to the about page, by having the html :
<a href="http://www.example.com/about.html" rel="nofollow">About Us</a>
Googlebot will not:
1.Index the page from that link;
2. Consider the anchor text of the link; or
3. Pass any PR to the linked page.
ODP (Open Directory Project) / DMOZ : dmoz.org
A massive directory continually expanded by volunteers. What sets this directory apart is that it makes its
database of indexed documents available to other directories & search engines. A listing here results in the
page automatically being listed in many other directories and search engines. The model of using volunteer
editors is fairly ambitious - and surprisingly successful. It is a mammoth achievement and an asset to the
online world.
Off the page / Off the page factors / Off the page criteria
Those factors that impact the ranking of a web page but that are not located on the web page itself. Inbound
links, anchor text etc. are examples of off the page factors.
Optimize / Optimization
A page is said to be optimized when it has been structured in such a way that it ranks well (on the SERPs) for
those keywords it targets. It is a fairly subjective concept. What some see as optimization might be termed
spamdexing by others. In the strictest sense, optimization means simply making a page spider-friendly by, for
example, using text links rather than image links. In the SEO industry the term is more often used as a
collective name for all the "tricks" webmasters use to improve a page's ranking.
Outbound Link
When site A links to site B, site A has an outbound link and site B has an inbound link.
Paid Listing
A listing on a SERP that is achieved through outbidding competitors (as in PPC). The term is sometimes also
used to refer to keyword-targeted advertisements, where the advertiser pays the search engine a fixed amount
to have its ad shown on the SERP for a specific keyword.
Page Rank
A proprietary numerical score that is assigned by Google to every web page in their index. PR for each page is
calculated by Google using a special mathematical algorithm, based on the number and quality (as determined
by Google) of the inbound links to the page.
Paid Inclusion - Some directories will only consider placing your URL into their database if you pay them a
fee.Yahoo charges a $299 per year evaluation fee for commercial sites. Note that this fee doesn't guarantee
that your URL will be accepted and placed in the Yahoo database, but rather that Yahoo will consider your site
for inclusion in a timely manner. If your site is rejected, you're just out your $299. But you do have an
opportunity to appeal the decision.
Penalty
A punishment levied against a web page by a search engine as a result of using an SEO tactic that it doesn't
approve of. Tactics that most often result in penalties include using hidden text, sneaky redirects, and linking
to a bad neighborhood.
Pop-up / Popup / Pop Up
A new browser window (usually containing an advertisement) automatically opened when the users performs
a specified action - like opening a page, clicking a link, closing a page etc.
Portal
A web site that functions as a kind of starting page or entry point to the web. Portals typically have a wide
variety of features such as search, free web-based e-mail, news etc. Well-known examples include Excite and
Yahoo.
PPC
This is a traffic generating method where a search engine or directory places your link in their searchable
database and charges you a fee every time your URL comes up in a search and it gets clicked on. The amount
of the fee that you pay is usually determined by bidding on keywords or keyphrases.
The two largest PPC search engines are Overture and Google AdWords. There are also numerous smaller
PPC engines on the net, some very good a delivering affordable targeted traffic, others not.
PR0 / PR zero
PageRank zero. A penalty (rumored to be) imposed by Google on sites caught spamdexing. It's worth noting
that Google denies having such a penalty.
Promotion
In the context of search engines it refers to submitting of the site information with the intent of getting the
search engine to list the site.
Query
A keyword, group of keywords or phrase, with or without special instructions like Boolean operators, used in
a search. In simpler terms, it is that which the user enters into the search box. It is what the search engine
compares documents to in order to return only relevant documents.
Quote(s)
When used in a search, the quote marks ´ " ´ tell most systems that you only want to see matches that are
exactly like what you are asking for. For example, a search for ´electric light´, entered without the single
quotes, will return much different results than "electric light" entered with the quotes as shown.
Ranking
The order in which individual web pages are returned in the SERPS for a given search query. Search engines
rank the web pages based upon relevancy to your search terms according to their proprietary algorithm.
Reciprocal Link
Links to another website placed on your site in exchange for links back to your site from theirs. This is a
proven way to build link popularity which is instrumental in getting high search engine rankings.
Redirect
A tactic sometimes used to send a user to a different page that the one she found in the SERPS. For example,
a webmaster optimizes a web page for a very popular keyword. When a user finds the page by searching on
that keyword, she is subsequently redirected to a different, possibly non-relevant page that the webmaster
stands ready to make money from.
Re-submission
The process of submitting a web page to a search engine and then repeating the submission process - either a
couple of times or regularly over a period of time. Contrary to popular belief, regular re-submission does not
improve a page's ranking and is considered a form of spamdexing by most search engines.
Robot
A program used by a search engine to crawl the web in order to find, rank, and index new web pages.
Robots.txt / Robots Text File
A special file that is commonly used to exclude some or all robots from crawling certain files or directories on
a website. This file should b placed in your website's root directory.
Script
A piece of programming designed to perform a certain function on a web page - for example to create a
rollover effect on buttons or to create pop-ups.
Search
The process of locating information - on the Internet typically done by searching through documents in
search engine and directory databases.
Search Engine
A tool for finding information on the Internet. Most search engines consist of the following main components:
1. Spider
2. Indexer
3. Database
4. Search software
5. Web interface
Documents found by the spider are processed by the indexer and stored in a database. From the database the
search software extracts documents based on parameters entered by the user. Examples of search engines
include Google and AllTheWeb. Directories like Yahoo and ODP are often referred to as search engines
although they are not.
Search Engine Friendly
A web page that has been designed and optimized for high search engine rankings. A search engine friendly
page also makes it easy for search engines to follow the links on the page.
SEARCH ENSINE MARKETING
It refer to the overall process of marketing a site on search engines. This includes submission, optimization,
managing paid listings and more.
SEARCH ENGINE POSITIONIN
It refer to a site actually doing well for particular terms or for a range of terms at search engines. This is the
ultimate goal for many people -- to get that "top ten" ranking for a particular keyword or search terms.
SEARCH ENGINE OPTIMIZATION
This term is widely used in the search engine industry as a collective name for those activities that are directly
or indirectly aimed at improving a page´s search engine ranking. Sometimes the term SEO is also used to refer
to providers of SEO services - in other words it´s used in the place of terms like "SEO provider" and "SEO
specialist".
Search Results
The documents returned by a search engine in response to a query.
Search Term(s)
Words entered into a search engine´s search box to form a query.
SERP(S)
Search Engine Results Page(s). The term refers to the page of search results a search engine displays in
response to a query.
Sitemap
A map to your site. A sitemap contains links to every page of your site (check out Google´s sitemap). The
important benefit of having a sitemap (apart from helping your visitors find what they are looking for) is that
spiders can find all pages on a site quickly and with fewer hops. For maximum benefit, insert a prominent link
to your sitemap on every page of your site.
Spam
A collective name for those marketing techniques that are intrusive, offensive and/or unethical in some way. A
major characteristic is that it aims its message at a wide (often in the millions), untargeted audience - which it
can afford because electronic distribution is very cheap. The most common form of spam is unsolicited
commercial e-mail. In the search engine world, regular mass submission of web pages to search engines is
also referred to as spam or spamdexing. The term spamdexing is also used to refer to all SEO techniques that
are deceptive or unethical.
Spider / Spyder
A browser-like program that forms part of a search engine. Its task is to "surf" the web by following links
from one page to the next and from one site to the next. It collects information from the sites it
visits and that information is stored in the search engine´s database.
Submission
The process of manually adding a URL to a search engine´s list of URLs to spider - in effect telling a spider
about a page in order to get it spidered and ultimately added to the search engine´s database.
Title Meta Tag
This HTML tag is used to provide web browsers and search engines with an "official" title for the page
currently being displayed. Using a couple of keywords in your title tag can help boost the page's search engine
ranking for those keywords.
Toolbar
With reference to search engines, toolbars are browser add-ons provided by the search engines. These
toolbars often include a search box, shortcuts to the different sections of the search engine, additional page
information etc.
Top-10 Ranking
A web page that is listed in the first 10 search results for a search query. Top-10 in Google also means on the
first page using the standard search criteria
Traffic
A website's average rate of traffic flow within a given time period. It can be measured in a couple ways,
including unique visitors and total page views. Don't confuse hits with unique visitors and page views. The
term hits is virtually useless when evaluating website traffic statistics.
Unique Visitor
Used to describe one person visiting a site. That one person may generate multiple visits over a period of time,
therefore log files normally show more visits than unique visitors. The shortened version "uniques" is
sometimes used to refer to unique visitors.
URL
Uniform Resource Locator / Universal Resource Locator Each web page has it's own specific human-friendly
URL, or web address. URLs are mapped to computer-friendly IP addresses by special computers called
Domain Name Servers, or DNSs.
Variable / URL variable
Refers to information that is passed to the server with the URL that the server uses within the context of a
script or server-based program.
Visitor
The term is sometimes confused with unique visitor. The difference is that one unique visitor visiting a site
repeatedly over a period of time will show up on the site's log file as many visitors. The term therefore refers
to the number of times people visit a site - not the actual number of people visiting a site.
Web copywriting
Copywriting specifically aimed at an online audience. It shares many of the ground rules of offline
copywriting, but has quickly evolved to become a stand-alone science. Recently it has also begun taking into
account how spiders see web pages. Although there are many who feel copywriters should focus on
converting visitors to customers and not be concerned with getting visitors, there are strong arguments for
SEO considerations to form part of web copywriting.
Web Crawler
web crawler (also known as web spider) is a program which browses the World Wide Web in a methodical,
automated manner. A web crawler is one type of bot. Web crawlers not only keep a copy of all the visited
pages for later processing - for example by a search engine but also index these pages to make the search
narrower.
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