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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One of the most popular search engines today. Founders David Filo and Jerry Yang started Yahoo! from their own bookmark lists.
Yahoo! Content Match
Yahoo's content advertising targeting for Yahoo Sponsored Search.
Yahoo! Easy Track
A free tool from Yahoo that allows one to track the results of one's paid search advertising with Yahoo. Like many web analytics packages, Easy Track has issues with counting the same actions multiple times. Unfortunately, it does not give any way to de-duplicate one's list of actions.
Yahoo! Keyword Selector Tool
A free tool from Yahoo that allows one to enter a keyword, and receive back the search volume for that keyword the previous month, as well as a list of key phrases that include the original keyword.

The data from this tool is significantly skewed by the Yahoo Match Driver system.
Yahoo! Match Driver
A technology from Yahoo Search Marketing that combines similar keywords together for the purposes of paid search advertising.

This can simplify things greatly as the difference between terms such as "apple" and "apples" is very small. In other cases, such as with "architect software" and "software architect", the difference is actually quite substantial.
Yahoo! Paid Inclusion
An offering from Yahoo that ensures that pages are indexed by Yahoo. One pays a recurring fee for the inclusion of the pages in the Yahoo index, plus an additional fee for each click generated. This can quickly get very expensive.

In addition, if a proper site map is implemented, the pages should find their way into the Yahoo index for free. Apogee Search does not recommend the usage of Yahoo Paid Inclusion.
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Yahoo! Search Marketing
The division of Yahoo! focused on search engine marketing products such as Yahoo Sponsored Search and Yahoo Paid Inclusion.

Formed through the combination of
Overture and Inktomi.
Yahoo! Sponsored Search
The paid search division of Yahoo! Previously known as Overture.
Yahoo! Weather Report
Unlike most search engines, Yahoo actually announces via the Yahoo! Search Blog when algorithm changes are being made. These announcements are known as weather reports.

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