Archive for the ‘Glossary’ Category
Saturday, June 21st, 2008 |
Pay per Click is a type of search marketing where advertisers pay a set amount every time their ad is clicked by a prospect (otherwise known as a click thru).
Some search engines, such as Overture, specialize in this type of advertising medium, although pay per click is not limited solely to pay-per-click engines. For instance, Looksmart, a directory, recently changed its business model to pay per click. Also, XML trusted feeds through Inktomi and Fast are sold at a per-click basis.
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Saturday, June 21st, 2008 |
Pay-for-Inclusion services are designed for Webmasters that are having trouble getting pages listed in spider-based search engines. A main benefit of PFI is fast respidering (every 48 hours or so), giving site owners and Webmasters instant positioning feedback and the ability to change content frequently. Also, site owners can submit deep-linked pages and be guaranteed that the URL will be included.
The typical PFI program is an annual URL-based subscription with regular refresh cycles and click-based reporting. These programs are highly effective and potent for use in conjunction with seasonal campaign pages.
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Saturday, June 21st, 2008 |
A spidering search engine (Google for example) is one that uses machines to fetch Websites and record its pages. The database of over 2 billion Web pages in Google’s search index was gathered together using Google machines and GoogleBot (Google’s so-called “spider” or Web crawler technology).
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Saturday, June 21st, 2008 |
Search engine optimization writing is specialized copywriting that entails weaving keywords and keyphrases into marketing or informational copy. The purpose of search engine optimization copywriting is to gain prime positioning for the desired keyphrases, as well as increase page conversion rates.
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Saturday, June 21st, 2008 |
The Title tag is Meta data that appears if you right click your mouse and click “View Source” on any Web page. It is extremely important that every Title tag contains well-researched keyphrases and is written in a way that entices a user to click thru from the SERP. Ideally, the Title tag should be around 50 characters (with spaces). More characters are acceptable, but the Title may be truncated if it’s over 50 characters. The Title tag is a crucial part of your search marketing campaign – and every page should have its own Title tag.
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Saturday, June 21st, 2008 |
The SERP is otherwise known as the Search Engines Results Page. This is the page that users see after typing their search query into an engine. Since conversion starts at the SERP, it is an important job of the search marketer to obtain strong call-to-action listings that entice the click.
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Saturday, June 21st, 2008 |
A link exchange Internet marketing campaign is the process of exchanging hyperlinks with a quality site that is somehow related to a company’s product or service. For instance, a public relations agency may link to a search engine positioning firm’s article on “PR and SEO marketing.” The SEO may then include a link on their site listing the public relations company. Good link exchange vendors can increase a company’s PageRank and increase the number of targeted visitors. Poor link exchanges (think $99 “link farms” where a company promises to link your site to thousands of others) can actually harm site positioning.
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Saturday, June 21st, 2008 |
Landing pages are pages that users would click through to from a PPC campaign or XML feed (that is, people “land” on a particular page as a result of search marketing efforts). For best results, these pages are highly targeted for the reader and specific to the PPC ad or feed description (for instance, if a PPC ad advertises a coat sale, sending prospects to the company home page would invoke frustrations and decrease conversions). Rewriting landing pages is one of the easiest ways companies can increase their conversion rates.
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Saturday, June 21st, 2008 |
The keywords tag is Meta data that appears if you right click your mouse and click “View Source” on any Web page. Although this tag is not supported in many engines (this is not true with some Trusted Feed campaigns), the keywords tag is a place to highlight your keyphrases and include misspellings. This data is written like a marketing statement and should clearly communicate the purpose of the page. Ideally, the description tag should be no more than 170 characters (with spaces).
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Saturday, June 21st, 2008 |
A single word (like travel) prospects would type into a search query box to find products and services like yours. Although keyphrases contain individual keywords, optimizing for keywords is not recommended.
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