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 acronym for Pay For Performance. Under this system of payment, a client pays only when certain results are achieved. Pay per click is a form of P4P.
PageRank is the concept upon which Google was created. In a nutshell, it is a weighted representation of the "importance" of a particular webpage, based upon the importance of the pages that link to it. PageRank is visually represented by a scale from zero to ten, although there are actually infinite gradations between each whole number.

PageRank is a logarithmic scale, with each higher number being approximately eight times the number below it. To illustrate, as of January 2004, there were only thirty-three pages on the entire Web which held a PageRank of ten.

When Google first broke onto the search engine scene, a high PageRank was something of a "magic bullet" to high search engine rankings. While the benefits are no longer so extreme, it is still quite important to have a reasonable PageRank on one's site.
PageRank Leakage
The contoversial concept that PageRank may be lost by linking to other sites. If PageRank leakage actually does occur, the actual affect is certainly minimal.
Paid Inclusion
The process of paying a fee to a search engine in order to be included in that search engine or directory. Paid inclusion does not impact web page rankings; it guarantees that the web page itself will be included in the index.
Paid Search
An advertising method that involves the purchasing of traffic from search engines. Advertising is attached to individual keywords and is generally purchased via a pay per click financial model. First invented by
(synonymous with Variable) The specific terms used within a controlled variable of a software code.
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Pay Per Call
An online advertising system that drives users to a phone call, rather than a website.
Pay Per Click
A financial model for purchasing advertising where an advertiser is charged for each time an advertisement is clicked upon, rather than when it is simply seen. Created by and used in conjunction with paid search advertising, although it can be applied to most any online advertising technique.

Often abbreviated as PPC.
Pay Per Impression
A financial model for purchasing advertising where an advertiser is charged for each time an advertisement is shown on a web page. This is an alternative to the pay-per-click model which charges advertisers only when their add is clicked on.
Pay Per Post
A commercial marketplace that connects advertisers and bloggers for the purpose of reviewing products and websites. Also sometimes used as a general term for any paid blogging system.

Pay Per Post can be found at
Permanent Links
Links which do not have any expected expiration date. The opposite of permanent links is rented links.
Phrase Match
In Google AdWords, phrase match means that an advertiser's ad will show when users search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order.

Phrase match traffic is generally less targeted than exact match, but more targeted than broad match traffic.
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A media file, typically a sound recording, that is distributed over the Internet. Listeners can play it back on their computers and portable media devices including MP3 players.

Just like radio, podcast means both content and the method of syndication.
Position Preference
A feature in Google AdWords and Microsoft adCenter that enables advertisers to specify which positions they would like their ads to appear on the SERP.
An abbreviation for Pay Per Click.
PPC Arbitrage
The technique of bringing traffic to a site using large numbers of inexpensive, long tail keywords in hopes that they will click on more expensive Google AdSense advertisements on the site. This generates revenue for the site without adding any actual value to the system.
PPC Management
The monitoring and maintenance of a Pay-Per-Click campaign. Including changing bid prices, expanding and refining keyword lists, editing ad copy, testing campaign components for cost effectiveness and successful conversions, and reviewing performance reports for reports.
An acronym for Pay Per Click Search Engine. These search engines rank web pages based on the amount they have bid on each click. Web pages that bid more per click are displayed at the top of the results in the search engines.

See See PPC.
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An abbreviation for Pay Per Post.
An abbreviation for PageRank.
The lowest possible PageRank. A PR0 can indicate a new page that has not yet received any links or a page that has been penalized by Google.
The highest possible PageRank. There are very few PR10 pages on the entire internet.
Price Comparison Engine
A particular form of paid search advertising system that allows one to list products and their prices. The website's users can then find a particular product and easily compare pricing from a number of online vendors.

Price comparison engines are most often driven via a pay per click financial model.
Product Feed
A data file sent to price comparison engines by advertisers that includes all the products that the advertiser wishes to promote via the engine.
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Webmaster conference series sponsored by Webmaster World. Contains significant coverage of the search engine marketing industry.

PubCon can be found at

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