Search Engine Optimization (SEO) Glossary

Sure you probably don't know what the Google Death Penalty is, but neither did we at one point in time. Below is a glossary of terms (jargon, really) seen in the Search Engine Marketing industry. Skim through and impress your friends when they ask about Doorway Pages.

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An abbreviation for Keyword Effectiveness Index.
Key Performance Indicators
Metrics used to quantify objectives and provide data to assess the performance of online marketing campaigns.
Key Phrase
An alternative term for keyword, although key phrase generally suggests a term that uses multiple words.
The basic unit in search engine marketing. Ads are attached to specific keywords in paid search, and one attempts to achieve rankings for keywords in search engine optimization.
Keyword Density
The ratio of the number of occurrences of a particular keyword or phrase to the total number of words in a page. In theory, each individual search engine has a preferred keyword density, but unfortunately, web pages written to such keyword densities rarely perform well with human beings. Keyword densities are often quoted by those who are overly concerned with on page optimization and who ignore off page optimization through external linking.
Keyword Effectiveness Index
A system that attempts to rank the relative popularity and competitiveness of a keyword. A low number is supposed to indicate that a keyword is overly competitive given its traffic. Keyword Effectiveness Index is limited both by its focus on quantitative over qualitative analysis, and the accuracy of search volume data available to users.

Keyword Effectiveness Index is usually abbreviated as KEI.
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Keyword Rankings
Alternative name for search engine rankings.
Keyword Stuffing
The placing of keywords either in links or on pages. When referring to the content of pages, it is often a derogatory term indicating the over usage of such keywords.
Keyword Tag
The META keywords tag within a webpage. This tag can hold up to 8-10 keywords or keyword phrases. These keywords and keyword phrases are separated by commas. These keyword entries are generally misspellings of the main topic page or terms that are related to the content of the page. Keyword tags can be used for either internal searches or picked up by search engines.
Keyword Targeting
A type of contextual advertising where PPC ads are placed on publisher sites that contain keywords in a context advertiser's ad group.

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