Checklist SEO

SEO Checklist for Designers, Programmers and Project Managers.

By Paul Wylie

For any questions or comments concerning the SEO Checklist please contact us. Copyright © 2006, Paul Wylie This report may not be modified in any way shape or form but may be distributed freely.

Table of Contents
1.0 DEFINING A USABLE SITE ............................................................................................................... 4 2.0 LIST OF THE MOST COMMON USABILITY PROBLEMS.......................................................... 5 3.0 FOR DESIGNERS.................................................................................................................................. 7 4.0 FOR PROGRAMMERS ........................................................................................................................ 9 5.0 FOR PROJECT MANAGERS............................................................................................................ 12 6.0 BUILDING CREDIBILITY AND MAINTAINING IT.................................................................... 14 7.0 SITE SUBMISSIONS........................................................................................................................... 15 8.0 BASIC LINKING STRATEGY .......................................................................................................... 16 9.0 ONGOING SEO MAINTENANCE.................................................................................................... 16 10.0 SUMMARY......................................................................................................................................... 18 SEO GLOSSARY ....................................................................................................................................... 18 11.0 SEO GLOSSARY ............................................................................................................................... 19


SEO Checklist for Designers, Programmers and Project Managers.
By Paul Wylie

As a SEO specialist, I have seen an alarming number of websites that are flawed. Whether it is navigation issues, poor readability, or slow site load times due to bloated images, they can be all summed up as usability problems. These key mistakes could be avoided only with the proper knowledge of some traditional Search Engine Optimization (SEO) practices. I believe that by following some simple checklists, you can help avoid the mistakes that are so prevalent on so many of the sites that we see. There is no mystery to usability. It simply involves creating a site which is accessible, is easy to use, and delivers on its promises. You can have a site that meets the most important standards of usability by planning it well and always keeping the end user in mind. Remember that sites should not be designed for their owners - they should be designed for their users, both man and machine. Problems with usability could be said to stem from just two sources: the site itself and the user. In fact, the site is always at fault if a visitor (however experienced or inexperienced) has problems navigating, getting information or understanding the site. If you are a web developer, designer or project manager using these checklists, you can be assured that you will be delivering a site that follows accepted best practices, and therefore, is of the highest standards. If you’re responsible for commissioning or specifying a site, you can use these checklists as a basis for your specification, and to ensure that the site is right the first time.

1.0 Defining a Usable Site
A usable site will: Help users achieve a goal, usually to find something such as information, or obtain something such as a book. Make it easy for them to achieve that goal. Make it possible to achieve the goal quickly. Make achieving that goal a pleasant experience.


A site will be generally usable if: Keywords and keyword phrases are used in the markup. The content is good and relevant. The content is easy to find quickly. The page is pleasant to look at and cleanly designed.

2.0 List of the Most Common Usability Problems
The site does not state its purpose clearly Java applets, huge images, banner ads or flashy elements slow down loading; 10 seconds is about as long as the average user will wait for a page. The site requires specific software to be used. (Have you ever actually changed browsers or downloaded a piece of software just to see a site?) Poor navigation, too little navigation, too much navigation and, not uncommonly, no navigation at all. Bad design leads to poor readability. Discomfort due to ugly or inconsistent design. (This usually occurs because a designer overestimated their skills.) Irrelevance of content. (For example, the business site that includes biographies and photos of each of the board members. Happy egos on the board; bored website visitors!) Complexity or excessive originality of design, which requires users to learn how the site works in order to use it. Inaccessibility because the site cannot be used by special browsers designed for people with disabilities. Your site has to be aesthetically attractive with visually appealing organization and enticing images. You want the user to just glance at your homepage and understand immediately who you are and what you can do for them. Build it for speed - It's a fact of modern life that people are in a hurry. This means that you have between 10 and 30 seconds to capture your potential


customer's attention. To minimize your load time, keep graphics small. Compress them where possible. Use flashy technology (JavaScript, Flash, Streaming Audio/Video, animation) sparingly and only if it is important to your presentation. Target your market - Know who your market is and make certain that your site caters to their needs. It is critical that your site reflect the values of your potential customers. Content all important - Good content sells a product. Ask yourself the following questions. Does your copy convey the message you wish to get across to your visitors? Is it compelling? Does it lead your visitor through the sales process? Have others review, critique and edit your copy to insure it is delivering the intended message. Always double check your spelling and grammar. Then constantly test the content to see if it is being effective in terms of your goals. (If not, change it!) Credibility is crucial - The most professionally designed site won't sell if your customers don't believe in you. A clear privacy statement is one way to build your credibility. Provide a prominent link to your privacy statement from every page on the site as well as from any location that you are asking your visitors for personal information. Provide legitimate contact information online. Navigation should be simple - Make site navigation easy and intuitive. Simple and smooth navigation adds to the convenience of the visitors. Add powerful search and catalog features. Visitors usually don’t have the patience to navigate through the whole site to find what they are looking for. Consistency is the key - Make sure the site is consistent in look, feel and design. Nothing is more jarring and disturbing to a customer than feeling as if they have just gone to another site. Keep colors and themes constant throughout your site. Make your site interactive – Add feedback forms as well as email forms that allow your prospective customers to ask you any questions they might have pertaining to a product. Make your site personalized - Personalization of your site is another key element that can build your visitor’s trust and increase your sales. Personalization technology provides you the analytic tools to facilitate crossand up-selling when the customer is buying online.


3.0 For Designers
Create cleanly designed pages: Cleanly designed pages are pleasant to look at and easy to read. It is almost impossible to make a site with an image shown as a tiled background usable - the whole thing is too distracting and confusing. It takes no great design skills to create clean pages. This just requires thought and adherence to the principle that when it comes to design, less usually is more. Your site has to be aesthetically attractive, with visually appealing organization and enticing images. You want the user to just glance at your homepage and understand immediately who you are and what you can do for them. Color is a primary building block of visual design that enhances your site’s aesthetic qualities, and allows it to have a lasting impression on visitors. Color can also boost the usability of your site, drawing visitors’ attention to certain areas of a web page, improving readability, enhancing raw functionality, and highlighting the visual organization of content pages, and the site as a whole. As you begin to apply colors, it is important that you maintain consistent and accurate control, especially when you are preparing images for use on the web. To create accurate colors for your site, you’ll need to adjust your hardware and software. This checklist will help you to view and work with colors accurately. Position your monitors in areas with subdued light instead of strong or direct light. Use color-neutral, daylight-balanced lighting in your work area. Set your displays to 24-bit or 32-bit color (True Color). (Windows users can access the appropriate options by clicking Start > Control Panel > Display. Then, in the Display Properties window, click the Settings tab. Macintosh users need to click System Settings > Display.) Set your display contrast to its maximum unless the image display is too bright or harsh on this setting. Set your display gamma to 2.2 for Windows or 1.8 for Macintosh.) Calibrate your displays to the sRGB ICC profile. (To manage the colors in site images, use the sRGB color profile. Although increasingly, the sRGB color profile is being used as the default display, millions of existing displays still use other profiles. Nonetheless, using the sRGB color profile will help you ensure that the colors in your images display as close to the intended colors as possible.)


Colors engage site visitors and provide an inner sense of order, resulting in a peaceful visual experience that’s less likely to intimidate or frustrate them. The use of triadic color schemes - three colors the same distance apart on the color wheel achieves this inner sense of order the best. The key to choosing a harmonious color scheme for your site lies in your branding choose a color scheme that works well with your existing logo and company colors. This checklist will help you to choose the right colors for your web site. Base your site’s color scheme on your branding and logo colors. Use a neutral, subtle color scheme for your site to help direct the focus to your products / services. Using color to convey meaning. Consider the different meanings associated with colors in particular cultures. Use no more than six colors in your site color scheme if possible. Avoid placing blocks of saturated, complementary colors next to one another. Test for color differences, inconsistencies, and problems using a variety of displays, resolutions, and platforms. Use color to direct user focus. Use colors consistently to avoid user confusion. Use color to distinguish hyperlinks from regular text. Avoid using purple to style unvisited hyperlinks. Avoid using blue to style visited hyperlinks. Where possible, use CSS, instead of graphics, to create site colors. Perform a “wireframe” test to ensure that you’re catering to various user preferences / disabilities. Use color to emphasize the organization of information and provide visual cues. (Don’t rely solely on color to communicate important visual cues.)


For best legibility, use colors that provide a strong contrast between the page background and the text. Use solid, light-colored backgrounds behind dark-colored text for page content areas. Avoid displaying patterns, textures, and colorful backgrounds behind text. Images If your web site uses images, including image maps, for navigation purposes, text hyperlinks should appear in their places (via alt attribute text, and possibly also in the title attribute text, if needed). If you use Flash or Java applets for navigation, your site should include alternative text navigation links to help ensure accessibility. Use relevant, keyword phrases within your img elements’ alt attributes. (<img src="/images/checklists.jpg" alt="SEO for Designers, Programmers and Project Managers your essential, helpful checklists for web site designers, programmers and project managers" />) Balance HTML text and graphics. (Plan your web site design to use graphics that have a purpose, insert meaningful text within each img element’s alt attribute. Are the keywords in an image filename used on the page? Are the keywords in the <alt> tag of the image? Are the keywords in the title attribute of the image?

4.0 For Programmers
Site Architecture Using correct architecture on your site is fundamentally crucial to your project’s success. This is where programming, design and traditional SEO must be planned and coordinated in order to begin construction. Search engines use a page’s structural markup as a guide for ranking the relative importance of a site’s content. It’s important to include keywords and keyword phrases within your web pages - especially your homepage - and to place them within certain markup elements. Providing content that is relevant to your target audience will, naturally, help your search engine rankings, especially if you intentionally make strategic use of appropriate keywords and keyword phrases.


Using keywords and keyword phrases in your markup Include keywords and keyword phrases in your site’s information architecture. Use focused keyword phrases within each web page’s title element. Use your keyword phrases within each web page’s description meta element. Use your focused keyword phrases within the page’s heading elements, beginning with the h1 element. (The closer that you can locate your keyword phrase-loaded h1 element content to the opening <body> tag, the better. Some search engines will give a close proximity between the two a higher rating - it appears to the search bot that the content is important enough to earn itself a high-level heading, and that content appears early in the document.) Use your focused keyword phrases within link URLs and corresponding title attributes. (<a href="/programmer/checklists/" title="SEO Checklist for Designers, Programmers and Project Managers">SEO Checklist for Designers, Programmers and Project Managers</a>) Use relevant keyphrases within your img elements’ alt attributes. (<img src="/images/checklists.jpg" alt="SEO for Designers, Programmers and Project Managers your essential, helpful checklists for web site designers, programmers and project managers" />) Avoid the use of splash pages. Balance HTML text and graphics. (Plan your site design to use graphics that have a purpose, then insert meaningful text within each img element’s alt attribute, and provide plenty of keyword-phrase-rich content that will help your search engine rankings, and benefit site visitors who read them. Create search-engine friendly HTML text navigation and cross-links. If any of your web pages’ URLs change, use server-side redirects to send search bots using the old link to the new URL. Use external CSS and JavaScript whenever possible, to maximize relevance. Use structural markup, and separate content from presentation as much as possible. Provide a sitemap, and link to it from your homepage as well as from all your other web pages. If you use JavaScript links, include fallback href attribute links within the <a> tags. (<a href="/job/resume.shtml" onclick="return


toggleMenu('arch');return false;" onkeypress="return toggleMenu('arch'); return false;">Toggle Show/Hide</a>) Avoid dynamic URLs that contain ?, &, $, =, +, and % characters, cgibin, session IDs, or cookies. Use text alternatives to Flash content. Provide metadata and text alternatives for audio and other rich media files. (Typical metadata information includes the title, author, copyright, and a description of the content. Specialty search tools, such as Singingfish, use this metadata to help users find rich media, including MP3 files.) Avoid using doorway pages or domain names used for doorways. Avoid stuffing keywords into comments or title or alt attributes. Avoid using JavaScript or meta refresh redirects to try to trick search engines. Use a robots.txt file and meta robots tags to denote content that you don’t want indexed. Validate the markup for each individual web page. Create optimized, custom error pages. Do not duplicate the keyword in the URL. (Are the keywords in the URL? For example, directory name, filename or domain name.) Are there keywords in an internal link’s text? Are keywords in the title attribute of all links targeted in and out of the page? Are the keywords in the filename of your external CSS or Java Script files? Are there keywords in your html comment tags? (<!—keyword-->) What is the code-to-text ratio? (Text should be a higher percentage than the code.) Are there keywords in the META description? (Keep the keyword close to the left, but in a full sentence.) Are there keywords in the <h2> - <h4> headings? Are there keywords in the title (max 1 keyword phrase)? What is the page size? (This should be under 40k.)


How long does it take to load? (Optimum is under 1.3 seconds on a 56k connection.) Do you have any re-directs? (Use 301 never use 302.) Do you have alternative navigation on flash or frames? Is there a robots.txt file? Is there a path to the XML sitemap from the robots.txt file?

5.0 For Project Managers
Testing and Performance If you want to create an accessible site, you will need to test, test and test again. A recent Forrester Research report reported that failure to ensure site quality will cost the average small- or mid-size company thousands of dollars in wasted expenditures on site redesigns, forfeited revenue, and lost customers. Testing a site can be a long, tedious and ongoing task, but it's perhaps the most important task of all. There are numerous stages to testing, all of which are very important. Ranging from browser testing to content testing, none should be excluded. Visual Acceptance Testing Visual Acceptance Testing is the first consideration for all webmasters. This type of testing generally ensures that the site looks as it is intended to. Factors include checking the graphic integration, and simply confirming that the site looks good. In this stage, you should assess every page carefully to ensure that each looks the same. The site should be tested under different screen resolutions and color depths. Functionality Testing Functionality testing is perhaps one which should never be ignored. Functionality testing involves an assessment of every aspect of the site where scripting or code is involved, from searching for dead links, to testing forms and scripts. You should also test your payment processing system completely and thoroughly. (After all, you wouldn’t want a potential customer to have problems on the last stage, and leave the site just because there is something wrong with payment processing.) Content Proofing This stage of testing removes any errors in your content, and ensures that your site has a professional appearance. In this phase, you should reread each page on your site, and check for spelling and grammatical errors.

System and Browser Compatibility Testing


This test phase is completed in order to ensure that your site renders correctly on a user's screen. To begin with, you should test several pages from your site on different browsers such as Internet Explorer 4, 5, 6, 7, Netscape 4 and 6, Opera, and Firefox Monitoring and Tracking Understanding what your visitors do on your site is crucial, and enlightening, information. (If a large majority of your visitors who proceed to purchase a product leave the site when they get to a specific page in the order process, you need to know about it. It could be that the page in question is confusing or hard to use. Fixing it could increase your sales exponentially. In fact, it is not uncommon for small website changes in headlines and order processes to result in a 200%-300% increase in sales. This is just an example; there are many reasons why you want a detailed analysis of your site visitors.) Most site hosting services offer a stats package that you can study. Statistics are a vital part of tracking your marketing progress. A good hosting service would offer traffic logs that provide an invaluable insight into the traffic being referred to a site from various sources such as search engines, directories and other links. Unfortunately, traffic tracking provided by hosting services is often in the form of raw traffic log files or other hard-to-comprehend, cryptic formats. These log files are basically text files that describe actions on the site. It is literally impossible to use the raw log files to understand what your visitors are doing. If you do not have the patience to go through these huge traffic logs, opting for a traffic-logging package would be a good alternative. Basically two options are available to you - using a log analysis package or subscribing to a remotely hosted traffic-logging service. A remotely service may be easy to use and is generally the cheaper option of the two. A good traffic logging service provides detailed statistics pertaining to the following: How many people visit your site? Where are they from? How are visitors finding your site? What traffic is coming from search engines, links from other sites, and other sources? What keyword search phrases are visitors using to find your site? What pages are frequented the most and what information are visitors most interested in? How do visitors navigate within your site? (Knowing the answers to these and other fundamental questions is essential for


making informed decisions that maximize the Return on Investment (ROI) of your website investment.) The most important aspect of tracking visitors to your site, is analyzing all the statistics you get from your tracking software. The three main statistics that will show your overall progress are Hits, Visitors and Page Views. Hits are tracked when any picture or page loads from your server on to a visitor’s browser. (Hits, however are very misleading.) It is quite an irrelevant statistic for your website. The statistic that is probably the most important for a site is Visitors/Page Views. This gives you a good indication of two things. First, how many people are coming to your site, and secondly how long are they staying on your site. (If you have 250 visitors and 300 page views you can figure that most visitors view one page on your site and then leave. Generally, if you're not getting 2 page views per visitor then you should consider upgrading your site's content so your visitors will stay around longer. If you see the number of visitors you have increasing as well as the number of page views per visitor increasing then keep up the good work!) Page views are a good indication of how "sticky" your website is. Also, always look for this stat as an overall barometer of how your site design is going and if your marketing campaigns are working well. A good stat to look for is Unique Visitors. Once a person visits your site they will not be added to the Unique Visitors category if they visit again. This is a good way to track new visitors to your site. A good statistic to keep is Page Views divided by the number of Visitors you have. This statistic will give you a good idea if your content is interesting and if your visitors are staying on your site for a longer-than-average time (surfing). Some people are intimidated by web traffic statistics (mostly because of the sheer volume of data available), but they shouldn't be. While there are many highlyspecialized statistics that can be used for more in-depth web traffic analysis, the above areas alone can provide invaluable information on your visitors and your website performance. Remember, this data is available for a reason. It's up to you to use it.

6.0 Building Credibility and Maintaining it
You need to make sure that you build trust and credibility for your business. We discussed earlier the importance of credibility. Credibility is a key ingredient for any successful business venture. Building and enhancing the credibility of the products and services you offer is an ongoing and full-time effort. Why not make sure the site you use works as hard as you do to establish credibility? Let's look at elements that can be built into a well-designed site to enhance credibility in the eyes of your potential customers. Offer a Guarantee Nothing beats a solid, believable guarantee for building credibility online. It


may be hard to believe, but buying via the Internet is still unfamiliar and uncomfortable territory for many people. It is up to you to put their minds at ease. One way to do this would be to offer an unconditional, 100% money back guarantee. (By assuming all of the risk, you will earn instant credibility points with most potential customers.) Provide Contact Information Even the best guarantee won't help establish credibility if the potential customer cannot contact you. Post accurate contact information on your site and make it easy to find. Provide as many methods of contact as possible. Do not simply post a link to an email address. For maximum credibility, post a complete mailing address, a phone number (preferably a toll free number), and email addresses for customers to use if they feel the need to contact you. Provide a Brief Bio Familiarity is one of the most effective tools for building credibility on the Internet. How do you establish familiarity in a faceless, impersonal medium like the Internet? Simple, tell people about yourself. Post a page that provides a thumbnail sketch that describes who you are. Be sure to include personal data as well as professional credentials. Place your photo on the page so people can put a face with your name. Creating familiarity will impart another level of credibility for you and, by extension, for the product you represent. Provide a Privacy Policy This is necessary to gain trust from your visitors as well as the search engines.

7.0 Site Submissions
Site submissions to search engines and directories is an important step. Note that this should be done only after the you are satisfied that the pages are fully optimized, all text content has been edited, and you have tested the pages for usability issues. (Otherwise, you are wasting your time and effort.) Submit your site to search directories only after initial SEO is complete and content has been finalized. Submit your site to search directories only after your site is live and has been tested for broken links. Research each directory or search engine and its categories individually, read each directory or engine’s FAQ, and follow instructions precisely before submitting your site. Research the best description to use for each search directory before you submit. Ensure your unique selling description is also included in your directory description.


Write several descriptions of varying lengths to copy/paste into submission forms. Ensure your most important keywords are in every description, but avoid keyword stuffing.

Consider paid or expedited submissions as a way to have your site listed more quickly. Submit your homepage to search directories before submitting other web pages. Submit other pages, particularly those on specialized topics, once your homepage is listed. Submit your site manually to search directories, rather than using automated submission software. Submit your site to search directories such as Yahoo!, DMOZ, JoeAnt, and Gimpsy. Avoid over-submitting. Use a robots.txt file and meta robots tags to denote content that you don’t want indexed.

8.0 Basic Linking Strategy
Provide ongoing, link-worthy content. Provide plenty of outbound links to sites that you recommend. Ask other site owners to consider linking to your site or exchanging links. If any URLs change at your site, be sure to inform those who link to them.

9.0 Ongoing SEO Maintenance
Follow-up every 4 to 5 weeks with search engines and directories to ensure that your site is listed. Track your submissions.


Check your server logs regularly to see how visitors find your site and adjust your site accordingly. Add announcements about, and links to, new content from your homepage, to help site visitors and search crawlers find it. Add new keywords and keyword phrases to your SEO strategies when you add new content or make other changes to your site. Use analytics software to review keyword phrases, search engine rankings, and listings status. Use the results of keyword phrase analysis to add content that your target visitor wants to your site. Avoid making changes to your site’s SEO tactics for at least 3 months after you optimize the site and submit it to search directories. Avoid constantly tweaking your site in an attempt to improve your search engine rankings (stay with and test your initial strategies first). Check your link popularity at search engines regularly. Check incoming links. Validate the markup for each individual web page. Validate all CSS. Test your site on multiple browsers and platforms. Test page optimization with every update. Check error pages. Test all downloads. Test the search feature (if applicable). How many links are pointing to the full URL? Are the keywords in the top portion of the page in the first sentence of the first full paragraph? Are keywords in italic? (use no more than once) Have you associated the http://www version of the site with Google? On every page the top keyword density on the page should be between 3% - 7% Is there duplicate content out on the web? You should not be above 40% for any of your pages. You can find this at


Is the site in the top 10 search directories? Is the spider seeing all of the site content? Are there any broken links?

10.0 Summary
This concludes our checklist SEO for Designers, Programmers and Project Managers. This will cover 80% of site SEO and 99.9% of traditional SEO practices that will give your web site project a solid foundation and solid placement on the SERP’s. For more advanced SEO please feel free to contact us at

On the following pages we have included a SEO glossary so that you can familiarize yourself with the latest in SEM lexicons.


11.0 SEO Glossary
2G Mobile terminology meaning: second generation. This is a term describing the speed of data delivery to a mobile device. 2G is being replaced by 3G or third generation devices which are from 50 percent to 500 percent faster than basic line technology. 3G Mobile terminology meaning: third generation. This is a term describing the speed of data delivery to a mobile device. Devices with 3G capability are 500 percent faster than the previous 2G technology and make multi-media offerings like short video available to the user. Our service allows marketers to test the usability and preference of ads, webpages and landing pages with their target audience. Actionable Analytics Consulting Whereby search marketers decipher data into conclusive, actionable formats—typically through proprietary technologies. Active Merchandising The promotional activities of an organization that bring about business. Examples could be in-store displays, “dynamic” promotional offers on the website, etc. Site search is another example of a tool where online retailers can apply active merchandising. Products can be suggested based on the search query that customers run. Advanced Match A term used primarily by Yahoo in its pay-per-click (PPC) advertising program. (Similar to broad match used by Google.) When a PPC campaign manager specifies a keyword be used in advanced match, then his or her ad will appear whenever a Yahoo user types that word into a query. For example, a jewelry retailer might use an advanced match for “diamond,” and be included in “diamond ring” and “diamond necklace” and even “diamond drill bits.” Algorithm A set of mathematical equations or rules that a search engine uses to rank the content contained within its index in response to a particular query. Algorithmic Results Listings that search engines do not sell (unlike paid listings). Sites appear solely because a search engine has deemed it editorially important or relevant. Paid inclusion content is also often considered “organic” even though it is paid for. This is


because that content usually appears intermixed with unpaid organic results. Alternative Channel Availability Helping consumers find products that may not be available through the first channel attempted. For example, an e-commerce catalog may be out of an item, but there could be a local retail location that still has the product in stock. Analytics Used in search marketing to refer to technology that helps analyze the performance of a website or online marketing campaign. Analytics often review website user behavior, site usability and search marketing campaign success. Google has a great Web Analytics tool and it is for Free. AOV (Average Order Value) Typical size of an order. Calculated by dividing the total value of all purchases by the total number of purchasers over a given time period. ARPU (Average Revenue Per User) Mobile terminology meaning: average revenue per user. Used by carriers (Fast mSearch, MotionBridge, Allato Tribes) to describe the increased value their platforms provide customers (Verizon, Sprint, AT&T). Backlinks Incoming Links All the links pointing at a particular webpage; also called inbound links. Banned Oops … Search engines remove websites from their indexes specifically because the search engine has deemed them to be spamming or violating guidelines. Banner Ad A banner ad is usually a rectangular advertisement placed on a website. Clicking on the ad links back to the advertiser’s own website or a relevant landing page. Benchmark Report A report used to mark where a website falls on search engine results pages for a list of keywords. Subsequent search engine position reports are compared to that initial report. Benchmarking Identifying accurate historical data of a particular data point so that new initiatives can be measured. In other words, a benchmark will create a picture of where an e-tailer is so that future efforts (PPC) can be properly measured for success. For natural optimization, a benchmark will identify a site’s current positions on search engine results pages. Bounceback


A way to reach out to customers to encourage repeat shopping, therefore increasing the lifetime value of new customers. There is often an insert included with the delivered product that highlights a promotional offer. Brand Proposition and positioning Or brand statement. This is the central promise a brand makes to its customers. The brand proposition should be appealing, easily understood and relevant to the target market. (Brand Proposition should be considered in respect to quality, price, service, etc.) Broad Match A term used by Google in its AdWords branded pay-per-click (PPC) program. (Similar to advanced match used by Yahoo.) When a PPC campaign manager specifies a keyword be used in broad match, then his/her ad will appear whenever a Google user types that word into a query. A shoe manufacturer with a very large product offering might use broad match for the word “shoe,” and be included in queries for searches like “tennis shoe,” “high-heeled shoe” and even “brake shoe.” Or, the manager could specify “Manolo Blahnik shoes” and the ad would appear for “Manolo Blahnik evening shoes” and “designer shoes Manolo Blahnik,” but not for “Manolo Blahnik boots.” Browsers Here applied to a type of customer, browsers are at the beginning of a buying cycle. Generally, these customers are gathering information and comparing price, features, etc. They are not necessarily likely to complete a purchase in this phase. Campaign Campaigns refer to specific initiatives meant to convert interest into a sale. Pay-per-click can be seen as a campaign. Other examples could include banner ads, affiliate programs, print ads, etc. A conversion type could also be defined as a campaign conversion. This would be meant to segregate these customers from those who found a site based on direct navigation (e.g., repeat customers) or some other means. Category A grouping or set of products that have common features or traits. Examples could include: Toys, Watches, Appliances, Men’s, Women’s, Apparel, Housewares, etc. CDMA 2000 Mobile terminology meaning: a faster, advanced protocol based on code division multiple access (CDMA). CDMA ONE Mobile terminology meaning: code division multiple access. This is a cellular philosophy rather than a strict definition. There are dozens of CDMA standards around the world. A more descriptive expression might be, “a cellular network


superhighway.” Advanced protocols would then be, “cellular network bullet trains.” Channel The means by which a company moves its products to consumers. Channels could include: resellers, distributors, mail order, online, retail locations, retail outlets, etc. Click Fraud The deceitful practice of posing as pay-per-click (PPC) traffic for the purpose of costing advertisers’ money or generating revenue by those affiliates serving the ads. Click Stream Refers to the path that users take on a website to go from initial landing to conversion (or lack of conversion). Click Stream Analysis This is the study of customer click streams in order to help maximize a site’s ability to complete sales. This analysis helps e-tailers identify common paths where there might be cross sell opportunities. It’s also critical in identifying potential failure points in a shopping experience. When these points are corrected, the site should be able to generate a higher percentage of completed sales and thus more revenue. Click-Through The process of clicking through an online advertisement to the advertiser’s destination. Click-Through Rate The average number of click-throughs per hundred ad impressions, expressed as a percentage to determine which keywords buyers use and what online advertising attracts them. Cloaking In terms of search engine optimization, cloaking is often referred to as a spamming technique. Cloaking uses specific software programs to send search engine spiders to alternative pages that are not seen by the end user. These pages are designed to mislead the spiders and return results based on these alternative pages rather the pages actually seen by the public. Some SEO Companies implement this practice as a way to obtain rankings. The practice of cloaking is considered by many to be a deceptive or spamming technique. Spamming is a serious offense in the eyes of the search engines and will likely result in the permanent banning of the site in question. Commodity Based Items that are widely available where consumers can make a decision based on simple factors such as price, shipping, return policies, etc. Commodity based items are generally very competitive and involve little decision time for purchasers. Contextual Link Inventory Advertising networks have expanded their network distribution to include “contextual inventory.” Contextual or


content inventory is generated when listings are displayed on pages of websites (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. Often this matching method is validated by measuring the number of times a viewer clicks on the displayed ad. Conversion Analytics An analysis of all natural and paid search engine traffic. Analysis includes keywords used in each search, specific landing page paths and the resulting conversions, etc. Conversion by Channel This refers to the practice of assigning a conversion to the channel that drove it, rather than looking at conversions in the aggregate. Conversion Path The influences and experiences that result in a purchase. Paths include online and offline touch points, such as a site visit, banner ads, product reviews, retail experience, and the like. Conversion Path Analysis This analysis tries to quantify the effectiveness of different elements that lead to conversion. When applied to large data sets, this method can highlight trends, but can be difficult to implement effectively. Conversion Rate The percentage of visitors who make a desired action. Conversion Reporting Tracks conversions and lead generation from search engine queries and tells you the originating engine, keywords, specific landing pages entered and the related conversions for each. Cost-Per-Acquisition Online advertising ROI model in which return is based solely on qualifying actions such as sales or registrations as measured against the marketing costs associated with reaching that sale or registration. Cost-Per-Click (CPC) Search engines charge advertisers when users click on a “sponsored link” or pay-per-click ad. Per-click prices range from .10¢ to $10 and up depending on the popularity of the keyword triggering the ads. CPG (Consumer Packaged Goods) Examples of CPG include food & beverage, footwear, apparel, etc. CPM (Cost per Thousand Impressions) An impression is when a visitor has the opportunity to see a banner ad or a webpage. CPM is the cost per 1000 impressions. Crawler Component of a search engine that gathers listings by


automatically “crawling” the web. A search engine’s crawler (also called a spider or robot) follows links to webpages. It makes copies of the webpages found and stores these in the search engine’s index. Cross Channel Facilitating sales by employing multiple channel methods. An example of a cross channel effort might be mailing a traditional catalog to consumers who then complete an order by visiting the website after browsing the catalog, while referring to the catalog. Cross-Selling A consumer sales promotion technique in which the manufacturer attempts to sell the consumer products related to a product the consumer already uses or is purchasing. Customer-Centric Aligning the resources of your organization to effectively respond to the ever-changing needs of the customer, while building mutually profitable relationships. The key principle of a customer-centric relationship is that of keeping the needs and wants of the customer base central to business decisions. Catering to the customer base leads to a successful business. Customer-Centric Navigation Applies to website design. Understanding how customers view and describe your site and designing navigation accordingly. Make finding the product on your site a pleasure rather than a pain: quick access to key categories, customer service, cross-channel capabilities and search. Customer Retention Keeping your customers from going to the competition. The rule of thumb is that it costs five to ten times less to keep a customer than it does to acquire a new one. Customer Relationship Management (CRM) tools are used to help increase the retention rate. Providing “preferred customer” discounts and specials is just one way to keep a customer base coming back. Customer Touch Points All of the physical, communication and human interactions that your company’s customers experience over their relationship lifecycle with your company. Delisting When pages are removed from a search engine’s index. This may happen because they have been banned or for other reasons, such as an accidental glitch on the search engine’s part. Direct As it applies online, direct navigation refers to those visitors who know a domain name and will enter that name in their internet browsers, rather than having to rely on other online


marketing efforts. Direct Channel A channel whereby goods and services are sold directly from producer to final user without involvement of other independent middlemen. Direct Marketing The total of activities by which the seller, in effecting the exchange of goods and services with the buyer, directs efforts to a target audience using one or more media (direct selling, direct mail, telemarketing, direct-action advertising, catalog selling, cable selling, etc.) for the purpose of soliciting a response by phone, mail, or personal visit from a prospect or customer. Direct Response Advertising An approach to the advertising message that includes a method of response such as an address or telephone number whereby members of the audience can respond directly to the advertiser in order to purchase a product or service offered in the advertising message. Direct Response Transaction Any correlation between an influencing factor (advertisement, buy now) and a customers response to take part in a transaction (sale, download a white paper). Directed Shoppers Potential customers who know specifically what they are looking for and are ready to complete a purchase. Directories A type of search engine where listings are gathered through human efforts rather than by automated crawling of the web. In directories, websites are often reviewed and summarized in about 25 words and placed in a particular category. Doorway/Gateway/Bridge Pages Doorway, gateway or bridge pages are low quality pages used to help increase rankings on specific key terms. These pages are often engine specific and are created by inserting the key terms in specific positions within the HTML code and text. These pages often contain repetitive key terms listed over and over, invisible text and other barred practices. Through the use of these practices a poor user experience is created. Dropout Rate Used to describe the rate in which customers who shop online fail to complete a purchase, or abandon the shopping cart. Durable Goods Consumer goods that have a relatively long life cycle. Examples of durable goods include major appliances, furniture,


cars. Email Marketing The promotion of products or services via email. Exact Match A term used by Google in its AdWords branded pay-per-click (PPC) advertising program. (Similar to standard match used by Yahoo.) When a PPC campaign manager specifies a keyword be used in exact match, then his or her ad appears only when a Google user types that exact query. For example, if a shoe manufacturer specifies an exact match keyword, “Manolo Blahnik shoe,” its ad would not show up for, “Blahnik shoe” or “leopard skin Manolo Blahnik.” eye Groups EYE Mapping delivers insight about the behavior of your prospects and customers that can be integrated into your online advertising—insights that are unique to your company, your target audience, your competitive environment and your goals. Using marketing research techniques like one-on-one interviews and focus groups, gathers insight on search behavior. Flash Optimization The process in which Macromedia Flash movies—a staple of most corporate sites, supported by 98% of web surfers—are reworked to make content more “spiderable” by search engines. The focus of effective Flash optimization lies in optimizing not just the HTML code surrounding the Flash movie, but the Flash movie itself. Gateway Page A webpage created expressly in hopes of ranking well for a term in a search engine’s non-paid listings; it does not deliver much information to those viewing it. See Doorway Page. Geographic Segmentation The ability to determine what geographical area your web traffic is originating from. Geographical Targeting Geographical targeting focuses marketing. Often, marketing analytics will provide insight on where companies should focus. Local search marketing is a tactic used for geo targeting. GPRS Mobile terminology meaning: general packet radio service. Popular wireless internet technology that is different than what is currently called “wi-fi.” This system allows cellular networks to use idle capacity for data transmission, sometimes even while voice data is transmitting. It allows access similar to wi-fi, only via the cellular network. It is considered faster than 2G (second generation), but not as fast as 3G (third generation)


networks. Graphical Search Inventory Banners and other advertising units which can be synchronized to search keywords. Includes pop-ups, browser toolbars and rich media. GSM Mobile terminology: a global system for mobile communications primarily a European standard now being supported by some U.S. companies. GSM is the most popular system in the world with more than a billion subscribers in 85 countries. HDML Mobile terminology meaning: handheld device markup language. A web design language that can be used only on Openwave browsers. Hidden Text Provides a way for pages to be filled with enormous amounts of key term text. This easily detectable spamming technique is considered by some to be appealing to the search engine spiders. When discovered, hidden text can cause major problems including penalties or even banning. High Touch Refers to a method of customer service/interaction whereby a company provides several points of communication with customers. Often a critical element to the successful sale of ‘considered’ purchases, those items with higher prices or durable goods. Hit Request from a web server for a graphic or other element displayed on a webpage. Every time an internet user calls a page, there are dozens of hits recorded. HSDPA Mobile terminology meaning: high-speed downlink packet access. Faster than 3G (third generation) networks although often still classified as a 3G process; promises 10Mbps versus two. In keeping with a travel metaphor, HSDPA must be warp speed, if more typical 3G technologies are bullet trains. HTML Browsing Mobile terminology meaning: a mobile device is capable of accessing HTML coded sites. Impression A single view of an online advertisement being displayed. When a visitor has the opportunity to see a banner ad or a web page that is a single impression: the slang of this is “pairs of eyeballs.” Inbound Links


All the links pointing at a particular webpage. Incremental Sales Units of the product sold to retailers or consumers through a sales promotion effort over and above the amount that would have been sold in the absence of the promotional deal. Index The collection of information a search engine has that searchers can query against. With crawler-based search engines, the indexes are typically copies of all webpages they have found from crawling the web. With human-powered directories, the index contains the summaries of all websites that have been categorized. Indexed Pages Search engines scan their databases for webpages related to keywords. Found URLs are listed, thereby creating indexed pages that identify these URL’s and store those pages in their indexes. A website’s pages strive to be indexed so they appear in search engine results listings. Information Seeker Any person or persons researching or browsing a web site for general information on the industry or general product/service (see also Browser). Internet Marketing Internet marketing will mean different things to different people depending on their situation. Internet marketing is a conduit that enables customers to interact with your business from any computer connected to the web. In terms of search engine optimization, Internet marketing involves any and all steps taken to increase the rankings and positions of your site for returned queries. The reach of internet marketing, also known as site promotion, website promotion and search engine |marketing provides ample opportunities for companies to increase their market share. Internet Marketing Consultant An internet marketing consultant is an individual who assesses a site, and using their knowledge of the search engines, develops a plan of action to help optimize the site. In addition to consulting, many internet marketing consultants also provide search engine optimization services. An internet marketing consultant may also be referred to as an SEO professional or SEO specialist. Internet Promotion Internet promotion relates to any steps taken by a company or individual to promote their site on the internet. The scope of internet promotion includes everything from television and radio spots to billboard and magazine advertisements. Internet promotion, as it relates to search engine optimization, consists


of any and all measures taken to help increase the rankings of a particular site. Internet promotion techniques will vary depending on the SEO firm you choose. Search engine optimization services, website promotion and website marketing are a few of the other names for internet promotion. KBPS Mobile terminology meaning: kilobytes per second. This refers to the speed of data transfer. Key Performance Indicators (KPI) Also known as key success indicators (KSI), KPIs help an organization define and measure its progress toward organizational goals. A quantifiable measurement agreed to before a campaign begins that will define success. Keyword The word (or words) a searcher enters into a search engine’s search box. Can be used to refer to the words a search engine marketer hopes will lead to a particular page. Also called search term, query terms or query. Keyword Marketing Keyword marketing is simply finding a way to put your message in front of the people who are searching on the internet using particular keywords and keyword phrases. Keyword marketing is an important element of search engine optimization. Without proper keyword marketing, a great deal of the effectiveness of a marketing strategy can be lost. Keyword Submission Keyword submission is most notably associated with pay-per-click search engine optimization services. Keyword submission provides immediate short-term results. With a pay-per-click agreement, the advertiser will only pay for qualifying clicks to the site based on a per-click rate. Keyword submission does not require any changes to be made to an existing site. Landing Page The specific webpage that a visitor reaches after clicking a search engine listing, pay-per-click ad or banner ad. Marketers attempt to improve conversion rates by testing various landing page creative approaches, which encompass the entire user experience including: navigation, layout, promotional offer and copy. Lifetime Value By linking all future purchases back to a specific campaign or visitor’s acquisition source, it is possible to measure the true value of a new customer. In many cases, even with an effective search engine marketing campaign, the first sale to a particular customer may not be profitable. However, if that new customer becomes a repeat customer, the campaign


could be very profitable over a 12 to 36 month period. Link Popularity A raw count of how “popular” a page is, based on the number of backlinks it has. It does not factor in link context or link quality, which are also important elements in how search engines make use of links to impact rankings. Link Text The text that is contained within a link. Listings The information that appears on a search engine’s results page in response to a search. Long-Lived Tactics Long-term action implemented to achieve a broad strategy. These require more upfront investment and longer lead time… personalization features, loyalty and direct marketing programs. Low Touch A sales process that requires very little interaction between a retailer and a consumer. Often can be applied to CPG purchases or commodity based products. Loyalty Programs A marketing program that recognizes and rewards customers based on their purchasing behavior. Key to successful customer retention and a critical element of customer relationship management (CRM) strategies. Mark Down A reduction in selling price. Mark Up The difference between the selling price and the cost of an item. Market Segmentation The process of dividing the total market into smaller sections based on shared characteristics. Marketing Analytics The use of online information to evaluate and improve marketing strategies and tactics. MBPS Mobile terminology meaning: megabytes per second. This refers to the speed of data transfer. Meta Description Tag Allows page authors to say how they would like their pages described when listed by search engines. Not all search engines use the tag. Meta Keywords Tag Allows page authors to add text to a page to help with the


search engine ranking process. Not all search engines use the tag. Meta Robots Tag Allows page authors to keep their webpages from being indexed by search engines, especially helpful for those who cannot create “robots.txt” files. Meta Search Engine A search engine that gets listings from two or more other search engines, rather than through its own efforts. Meta Tags Meta tags are the descriptive terms used within the HTML code of a webpage that provide a summary of the page’s content for a search engine spider. In the early days of the internet, web masters often stuffed their Meta tags with popular keywords unrelated to their sites in order to gain traffic. The practice of abusing Meta tags in order to gain traffic on keywords unrelated to your site is considered Spam. Most search engines no longer use Meta tags in their ranking algorithms because of the past abuses of web masters. Often however, Meta tags may be used by search engines to display information about a webpage in the search results pages. Metrics Measurements, collections of data about activities, resources and/or deliverables. MMS Mobile terminology meaning: multimedia message service. This provides ring tones, wallpapers, animated icons, animated jokes, and small videos on request. Multi-Channel Selling Selling in more than one channel simultaneously—selling in retail stores, on websites, through a catalog, etc. Natural Optimization / Listings Another way to say organic listings. Search engines do not sell these listings. The listings appear because a search engine has deemed it editorially important for them to be included. Natural Search Engine Optimization Your site will achieve optimum visibility in natural search engine results; the place where more than 80 percent of your potential customers will look. Best practices should include professional copywriting, technical analysis, keyword targeting and day-to-day support. Negative Match A term used by Google in its AdWords branded pay-per-click (PPC) advertising program. Used also by Yahoo. Negative matches allow PPC campaign managers to focus Google’s broad match or Yahoo’s advanced match features.


Managers designate keywords that prevent an ad from showing. For example, a shoe manufacturer may designate “brake” as a negative match so that its ad doesn’t show up for “brake shoe.” “Drill” would be a good negative match for a jewelry retailer to use for the keyword “diamond,” to keep from putting ads in front of people looking for “diamond drill bits.” Onsite Search A search feature specific to the website. The onsite search can be used by consumers to find specific products through keyword queries. The onsite search used properly is instrumental in both customer-centric navigation and active merchandising. Optimization Services Optimization services consist of any service that a search engine optimization company offers designed to improve the positioning of a site with one or more of the search engines. Optimization services provide a platform from which potential clients may be introduced to a new site. Optimization services encompass a variety of services and techniques including site redesign, optimization of meta and alt tags, and more. The term optimization services is also referred to as: Site Optimization, Internet Promotion and Search Engine Placement Service. Organic Listings Listings that search engines do not sell (unlike paid listings). Instead, sites appear solely because a search engine has deemed it editorially important for them to be included, regardless of payment. Paid inclusion content is also often considered “organic” even though it is paid for. This is because that content usually appears intermixed with unpaid organic results. Outbound Links Links on a particular webpage leading to other webpages, whether they are within the same website or other websites. Paid Inclusion Paid inclusion refers to a fee based listing that occurs with several of the major search engines and directories including Yahoo, LookSmart, Teoma, Ask, Alta Vista, Lycos, Inktomi and FAST. The fees for paid inclusion range from a “per URL” cost for each page to a one-time fee for a directory listing. In addition to paying for inclusion within their listings, the engines and directories are instituting additional opportunities for companies to receive better placement within listing results. By paying an even higher sum of money to these engines and directories, you can increase the position of your site among the rankings. These listings are typically served at the top of a results page giving companies the opportunity to be in a premium spot above the rest of the “basic” paid listings. The benefits of this type of paid inclusion include faster listing times, more access to your listing when changes needed to


be made, as well as better overall reporting on those who click through to your site. Remember, paid inclusion in no way means that your site receives any sort of ranking privileges within the engine. Those sites that purchase paid inclusion get just that, a listing within the database of site results and optimization is still needed to create an effective listing—so don’t be fooled. Paid Listings Listings that search engines sell to advertisers, usually through paid placement or paid inclusion. In contrast, organic listings are not sold. Paid Placement Advertising program where listings are guaranteed to appear in response to particular search terms, with higher ranking typically obtained by paying more than other advertisers. Paid placement listings can be purchased from a portal or a search network. Search networks are often set up in an auction environment where keywords and phrases are associated with a cost-per-click (CPC) fee. Yahoo! and Google are the largest networks, but MSN and other portals sometimes sell paid placement listings directly as well. Portal sponsorships are also a type of paid placement. Pay-Per-Click The pay-per-click system works on the premise of paying for a fixed position through a bidding system within the engine. The cost of maintaining this fixed position can range from mere pennies per click to well over $10.00 depending on the amount of competition for that specific keyword. The more competitive the market and keywords, the more you will pay to have that user visit your site. Pay-per-click campaigns are typically short-term solutions. Funds can be eaten up quickly, and when you run out of funds, your paid placement is over. Unlike traditional search engine optimization, the longevity of a pay-per-click campaign is only as long as you can fund it. Pay-per-click also carries the risk of click fraud. Click fraud is the simple act of a competitor clicking away on your listing, running up your costs without return. Pay-Per-Click Advertising Management Success in paid search marketing requires high-touch and high-tech service. Best practices should include keyword analysis, strategic planning, competitive evaluation, ad copywriting, budgeting, analytics, performance tracking and landing page development. Pay For Performance Term popularized by some search engines as a synonym for pay-per-click, stressing to advertisers that they are only paying for ads that “perform” in terms of delivering traffic, as opposed to CPM-based ads, where ads cost money, even if they don’t generate a click.


Personalization The use of segmentation as a foundation for dynamically populating onsite. For example, a site showing recently viewed products at the homepage might include a different introduction and brand messaging at the homepage for a new customer compared to the messaging and offers for return shoppers. Phrase Match A term used by Google in its AdWords branded pay-per-click (PPC) advertising program. When a PPC campaign manager specifies a keyword be used in phrase match, then his/her ad appears when a Google user types a query that uses that combination of words in that order. Other words may precede or follow the phrase, but the phrase itself must be intact. For example, a shoe manufacturer designating phrase match for the keyword string “Manolo Blahnik shoes” would have an ad appear for “Manolo Blahnik shoes for evening” but not “Manolo Blahnik evening shoes.” Position How well a particular webpage or website is listed in search engine results; positions 1-10 are the most visible. Visibility drops to negligible rates for positions below 30. Position Reporting Reports tracking position movement based upon your initial benchmark position for each keyword along with daily changes and indexed URL’s. Post Visit Opportunities The efforts made by online retailers after a consumer has visited the site. Examples of this might include newsletters, follow-up e-mail campaigns, mailing catalogs, etc. Reach online PR marketing services that optimally promote new product launches, events and announcements through search channels. Have a crisis? Let PReach™ and our experts balance the unwanted online buzz that may be detrimental to your company. Professional Search Engine Optimization Professional search engine optimization is optimization that has been done by an individual or company in the search engine optimization field. The main goal of professional search engine optimization is to increase the traffic and placement of a site. Professional search engine optimization should be in accord with current search engine optimization best practices and work to help create better rankings through the implementation of these techniques. Promotional Domains Promotional domains exist as alternative domains that are often


located on the SEO provider’s own server. These promotional domains 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 had past problems with the engines and does not wish to risk future problems. One of the major drawbacks of promotional domains is the fact that these promotional domains will not brand your primary domain, which is one of the main goals of a good search engine optimization program. Query The words (or word) a searcher enters into a search engine’s search box. Also used to refer to terms that a marketer hopes will find a particular page. Also called keywords. Rank How well a particular webpage or website is listed in a search engine’s results. For example, a webpage about pears may be listed in response to a query for “pears.” However, “rank” indicates exactly where it was listed—be it on the first page of results, the second page or perhaps the 200th page. Alternatively, it might also be said to be ranked first among all results, or 12th, or 111th. Overall, saying a page is “listed” only means that it can be found within a search engine in response to a query, not that it necessarily ranks well for that query. Also called position. Reciprocal Link A link exchange between two sites. Registration The act of submitting a URL for inclusion into a search engine’s index. Reports Direct A daily snapshot of all your online activity through an RSS feed. See for more information. Results Page After a user enters a search query, the page that is displayed is called the results page. It may also be called SERP, for “search engine results page.” Robot Component of search engine that gathers listings by automatically “crawling” the web. A search engine’s robot (also called a spider or crawler), follows links to webpages. It makes copies of the webpages found and stores these in the search engine’s index. Robots.txt A file used to keep webpages from being indexed by search engines. The Google Robots Exclusion page provides official details.


ROI Stands for “Return On Investment” and refers to the percentage of profit or revenue generated from a specific activity. For example, one might measure the ROI of a paid campaign by adding up the total amount spent on the campaign (say $200) versus the amount generated from it in revenue (say $1,000). The ROI would then be 500 percent. RSS Feed RSS (Real Simple Syndication) is a format for syndicating news or other content. Search Engine Any service designed to allow users to search the web or a specialized database of information. Web search engines generally have paid listings and organic listings. Google is the most accurate and popular search site. Search Engine Marketing Search engine marketing ventures are endeavors taken to help increase the rankings and visibility of a site. The scope of search engine marketing is vast in its applications and implementations. Also known as website marketing, internet marketing and website promotion; search engine marketing can help create a solid internet foundation on which a business can build. Search Engine Optimization The process of choosing targeted and relevant keywords and keyword phrases related to a site and driving traffic to that site based upon those keywords and keyword phrases is known as search engine optimization. Search engine optimization methods provide a conduit through which businesses and potential clients are able to become aware of each other. Search engine optimization involves making the pages of a site more easily accessible to search engine spiders and emphasizing the key topics relating to a specific site. Search engine optimization is also often referred to as SEO, search engine positioning and search engine promotion. Search Engine Optimization Company A search engine optimization company is a company that provides services associated with search engine optimization. The main job of a search engine optimization company is to generate traffic and rankings for its clients. These optimization services will vary in style, technique and delivery depending on the company. Search Engine Optimization Consultants Search engine optimization consultants are individuals or companies who analyze the strengths and weaknesses of a site as it pertains to the various search engines. Search engine optimization consultants use their knowledge to


suggest possible solutions to help increase the rankings of a particular site. Many search engine optimization consultants also perform SEO services as well. Search engine optimization consultants may also be referred to as SEO professionals or SEO specialists. Search Engine Optimization Firm A search engine optimization firm is a company whose major revenue is obtained through search engine optimization services. The main responsibility of a search engine optimization firm is to obtain traffic for sites as a result of search engine queries. Search engine optimization firms are also referred to as internet marketing consultants or as SEO professionals. Search Engine Optimization Software Systems Search engine optimization software systems are reasonably priced software systems that allow marketers to easily generate site data including individual page URL’s. Popular among entrepreneurs and small business managers, these systems also allow the launch of a custom submission schedule, automatically. Software systems can be a valuable tool when properly used. However, they can actually cause more harm than good when used improperly. Search Engine Optimization Strategy A search engine optimization strategy is an approach or methodology used to help increase the rankings of a specific site. A search engine optimization strategy should be specific and individualized to a site depending on the needs of the site. Often referred to as site promotion or website optimization, a search engine optimization strategy provides a sturdy platform from which to start the optimization process. Search Engine Placement Like search engine optimization and search engine positioning, search engine placement is a term that is used to describe the process used by SEO firms to obtain rankings for their clients. Search engine placement also refers to the position of a site within a search engine of directory query. Search engine placement is often synonymous with search engine positioning and search engine optimization. Search Engine Placement Service Search engine placement services are those methods implemented by SEO companies to help clients achieve rankings on one or more of the search engines. These search engine placement services are designed to help guide search engine users to sites relevant to their searching criteria. Search Engine Placement Service is also referred to as internet promotion, search engine optimization services, website promotion and website marketing. Search Engine Positioning


Search engine positioning refers to the ordering process that search engines and directories use to deliver relevant results to queries. Search engine positioning is also known as search engine optimization, search engine promotion and SEO optimization. Better positions are gained through either search engine optimization, pay-per-click or a number of other methods. Search Engine Promotion Search engine promotion is a term that can be used to describe the different techniques that are often employed by SEO companies to help sites achieve high rankings. Search engine promotion provides a cost-effective manner for sites to reach potential clientele. Search engine promotion is often equated with search engine positioning, search engine placement and search engine optimization. Search Engine Ranking Report A search engine ranking report is a documented report of the rankings of your top keywords in the major search engines. This search engine ranking report will give you a way to track the progress of your search engine optimization campaign and provide you with valuable information about future steps that may need to be taken. Most SEO companies will be able to provide you with some type of search engine ranking report. These reports will be updated at a variety of intervals depending on your SEO firm. A search engine ranking report is updated monthly, weekly or even daily depending on the SEO firm you choose. Search Engine Registration Search engine registration is the process by which search engines and directories are informed that a new site or page needs to be indexed. Search engine registration is also known as search engine submission, website submission, URL submission and keyword submission. Search Marketing Analytics ROI TRACKAI technology was designed to help marketers measure performance of online marketing right down to which keywords bring in the most customers; landing page effectiveness, position reporting, competitor monitoring, trademark protection, online and offline conversions, and click-fraud monitoring. Search Terms The words (or word) a searcher enters into a search engine’s search box. Also used to refer to the terms a marketer hopes will find a particular page. Also called keywords, query terms or query. Seasonal Variations The regular changes occurring in the production or sales of products due to such factors as climate, vacations, holidays and customs.


SEM Acronym for search engine marketing and may also be used to refer to a person or company that does search engine \marketing. See Search Engine Marketing. SEMPO Search Engine Marketing Professional Organization. This is a non-profit entity formed to increase the awareness of, and educate people in, the value of search engine marketing. SEO SEO is the abbreviation often used to describe search engine optimization. SEO is also often referred to as SEO optimization. SEO Companies An abbreviation used to describe a search engine optimization company. Also referred to as SEO firms or search engine optimization firm. SEO Firms An abbreviation for the term search engine optimization firms; used to describe firms that provide search engine optimization services. SEO firms are also referred to as search engine optimization firms, internet marketing consultants or as SEO professionals. SEO Optimization SEO optimization is often used to describe the work done by SEO companies. This work often consists of in-depth analysis of a site in addition to redesign and/or suggestions to improve the site. Many companies use SEO optimization as a way to help drive targeted traffic to their site. Search engine optimization, SEO and search engine placement are other phrases often substituted for SEO optimization. SEO Professionals SEO professionals are those individuals who work in the search engine optimization field. These individuals possess the knowledge and ability to carry out search engine optimization techniques. SEO professionals are also sometimes referred to as internet marketing consultants or SEO specialists. SEO Services SEO Services is a term used to describe the many different outputs offered by SEO companies. SEO services are numerous and diverse in their techniques and effectiveness and can range from the very basic to the extremely in-depth and thorough. SEO services are also referred to as SEO optimization, site promotion, keyword marketing and website promotion services. SEO Specialists


An SEO specialist is someone with extensive knowledge and the ability to perform search engine optimization techniques. An SEO specialist is versed in the intricacies of the different engines and is able to adapt accordingly. An SEO specialist is also often referred to as an internet marketing consultant or as an SEO professional. SEO Strategies SEO strategies or search engine optimization strategies are the techniques and plans used by SEO firms to gain higher rankings in the search engines. Search engine optimization firms and companies will use one technique or a set of techniques in their SEO strategies. Some of the techniques nclude optimizing HTML code, cloaking, paid inclusion, doorway pages and more. SERPs Search Engine Results Page. After a user enters a search query, the page that is displayed is called the results page, or SERPs. Shopping Cart Abandonment Term used to describe when customers shop online, but fail to complete a purchase. Shopping Search Shopping search engines allow shoppers to look for products and prices in a search environment. Premium placement can be purchased on some shopping search indices. Short-Lived Tactics Short-term action undertaken to achieve implementation of a broader strategy. These temporary tactics are meant to spur action on the part of the customer such as price drops, free shipping offer and seasonal events. Site Level Conversion A conversion that occurs on the website (can extend beyond a purchase to include newsletter sign-ups, contact form fill out, white paper download, etc.) Site Optimization Site optimization services include the many different techniques used by search engine optimization companies to help clients achieve rankings on the different search engines. Site optimization is used as a way to introduce potential business to a site. Site optimization strategies vary from one SEO firm to the next and can include both accepted and unaccepted optimization strategies. The term site optimization is also referred to as: Optimization Services, Internet Promotion and Search Engine Placement Service. Site Promotion Site promotion includes all of the steps that a website takes to


help increase traffic, name recognition and business. Site promotion includes, but is not limited to, search engine optimization. Also referred to as internet marketing, website optimization and a variety of other terms, site promotion provides a platform to introduce potential customers to new businesses. Site Usability An evaluation of the components of a usable website; the ability to use the site and understand the content. Site usability entails detailed study of customer interaction with a website in order to create navigation that leads to greater success and higher conversion rates. SKU Stock Keeping Unit. An identification number assigned to a unique item by the retailer. The SKU may be an internal number to that retailer or may be tied to an item’s UPC (Uniform Product Code). Smart Search Services Enterprise Search solutions As your search marketing partners, continually seeks to understand your customers’ online behaviors by reaching beyond the obvious. Smart Search™ Services refers to specialized marketing services based upon sound practices developed from traditional media experience combined with years of online search engine marketing. They serve to extend your brand and reach. These services include: eyeGroups™, PReach™ and A:B Labs™, among others. SMS Mobile terminology: short message service. This provides simple information such as weather, stock quotes, sports scores, flight information upon request, etc. Software Systems Search engine optimization software systems are reasonably priced software systems that allow you to easily generate your site data including individual page URL’s. These software systems have proven to be popular among entrepreneurs and small business managers. These systems also allow you to create your own custom submission schedule that is automatically launched from your computer. Search engine optimization software systems can be a valuable tool when properly used. However, they can actually cause more harm than good when used improperly. Spam Any search engine marketing method that a search engine deems to be detrimental to its efforts to deliver relevant, quality search results. Some search engines have written guidelines about what they consider to be spamming, but ultimately any activity a particular search engine deems harmful may be considered spam, whether or not there are published guidelines against it.


Spider Component of a search engine that gathers listings by automatically “spidering” the web. A search engine’s spider (also called a crawler or robot), follows links to webpages. It makes copies of the webpages found and stores these in the search engine’s index. Standard Match A term used primarily by Yahoo in its pay-per-click (PPC) advertising program. (Similar to exact match used by Google.) When a PPC campaign manager specifies a k eyword be used in standard match, then his/her ad will appear whenever a Yahoo user types that exact query. For example, if a jewelry retailer specifies “diamond engagement ring,” its ad would not show up for, “diamond ring,” “engagement ring,” or “custom diamond engagement ring.” Stepped Checkout Clearly detailing the steps in the checkout process so the customer knows exactly where they are in the purchasing process. Submissions Submissions to search engines are a key part of search engine optimization. Submissions are done when you, your web master, or your SEO firm submit your site to a search engine in order to be included in the index or directory. The submission process should be done carefully and by someone who is very familiar with the current rules of each search engine. Stay away from automated submissions as they often cause more harm than good to an SEO campaign. TDMA Mobile terminology meaning: time division multiple access. This is similar to GPRS in that it allows data to travel cellular networks by dividing up channels into time slots. Title Tags The title tag is the most important overall component of search engine optimization. In addition to the fact that title tags are given great consideration by all the search engines, title tags are also important because they are usually the hyperlinked sentences that lead to the site from the search engine results pages (SERPs). Because of this, in addition to being optimized, title tags must also be appealing so users will click on them. Touch Points Every contact a customer has with your brand and site. Touch points represent an opportunity to fulfill your brand promise and foster the overall brand experience. Trademark Infringement There are three basic levels of trademark poaching:


1) An ad is purchased to trigger on another brand’s trademark. There’s no mention of the brand in the ad, but they are trying to take advantage of the marketing done by the brand. 2) The trademark is used in the text of someone else’s ad. This is one of the only times that some PPC engines will step in on behalf of the brand as this does violate the terms of service (TOS). 3) A combination of both the previous tactics is used to create confusion amongst consumers, leading them to believe that the competitor is actually the brand sought. Trademark Infringement Tool A proprietary tool of ROI TRACKAI that hunts through search engine paid search results and seeks out instances of trademark infringement on a daily basis. When an infringement is found, a snapshot is taken and can be used as evidence to challenge the person or company responsible for the misuse of your brand. This tool enables corporations to quickly and easily identify and take action against brand abuse. It identifies lost revenue due to diversion of website traffic, similar domain names and copycat sites, and unauthorized linking relationships. Traffic The load on a communications device or system. The amount of visits to a website. Unique Visitor When tracking the amount of traffic on a website, it refers to a person who visits a website. Regardless of how many times a visitor returns to a site, a unique visitor is counted only once. UPC Uniform Product Code. A coding system that facilitates scanning, item level inventory and identification. UPC-A is the most common barcode used in retail product marking in North America. Upsell A procedure designed to get more money at the point of sale. You implement it by offering your customers an upgraded product or related item. Can also occur post initial sale in an effort to retain customers. By offering a product or service meant to compliment the original purchase, a company has the opportunity to both increase revenue and maintain a strong customer relationship. Value Proposition The unique added value an organization offers customers through its operations. Vertical Market An industrial product is used by only one or a very few industry or trade groups. The market is narrow, but deep in the sense that most prospective customers in


the industry may need the article or product. Vertical Markets serve a specific niche. Visitor Segmentation The differentiating of users to a site perhaps by categories like age, sex, etc. Visual Merchandising Visuals that move beyond the product image. Examples might include wardrobe: shop-the-outfit functionalities that allow visitors to select, view and buy in a single screen or “mix and match” and simultaneously edit. Another is “view in a room” (think of furniture shopping) which helps shoppers visualize select products in a photo-realistic environment. Web Analytics A generic term used to describe analysis of website traffic and performance. Technology that tracks and organizes visitor activity on the internet including, but not limited to: • Number of unique visitors that visit a site (unique traffic) • Number of visitors to a site, not unique (gross traffic) • Number of times a visitor views a page (page views) • Number of times the loading of a page requests information from a server (hits) • Amount of sales generated by a website (sales) • Number of interactive actions performed by visitors such as subscribing to a newsletter, downloading a white paper, applying for employment, requesting information (conversions) • Percentage of unique traffic that purchased (conversion rate) • Advanced systems have data covering click fraud, trademark, search engine positions, etc. Very often the technology will organize the data into charts and graphs covering a period of time. Website Marketing Website marketing encompasses everything that is done in the attempt to promote a site. As it pertains to search engine optimization, website marketing includes any measures taken to help increase the positioning and ranking of a site within search engines or directories. Website marketing is also often referred to as website optimization and internet marketing. Website Optimization Website optimization services include the many different techniques used by search engine optimization companies to help clients achieve rankings on the different search engines. Website optimization is used as a way to introduce potential business to a site. The strategies used to implement website optimization will vary from one SEO firm to the next and can include both accepted and unaccepted optimization strategies. Website Promotion


Website promotion includes anything that is done to help promote a site. As it pertains to search engine optimization, website promotion includes any measures taken to help increase the positioning or ranking of a site within search engines or directories. Website promotion relating to search engine optimization has many facets including keyword marketing, keyword submission and site promotion among others. Website Promotion Services As it relates to search engine optimization, website promotion services are those services designed to help increase the visibility of a site through search engine optimization. Website promotion services may also be conveyed as a search engine optimization strategy, as search engine marketing or website optimization. Website Submission Website submission is the act of supplying a search engine or directory with a URL in an attempt to make the search engine or directory aware of a site or page. Website submissions are a search engine optimization technique that can help guide search engines and directories to more quickly find and index important pages within a site. XML Feeds eXtensible Markup Language. A form of paid inclusion where a search engine is “fed” information about pages via XML, rather than gathering that information through crawling actual pages. Marketers can pay to have their pages included in a spider based search index either annually per URL or on a CPC basis, based on an XML document representing each page on the client site. New media types are being introduced into paid inclusion, including graphics, video, audio and rich media.