Search Marketing Glossary R - S
Bob
Rankin say’s "I’ve always disliked industry jargon /
techno-babble or whatever you want to call it. Here are some
common ones used through-out the Search Marketing Industry. If
at all possible I try to avoid them by speaking plain English. I
want our client’s to understand we are here to help make their
site a success not to baffle them with jargon”. I have seen far
too many people's eyes glaze-over at meetings to make the same
mistake myself!
A - B
C
- D
E
- I
J - L
M - Q R - S
T
- Z
Rank
The position attained on the Search Engines, Directories and
Searchable Portals
Re-branding
The process of changing the form of an established brand and
managing that change effectively to avoid losing brand
recognition.
Reciprocal Linking
The act of two sites linking to each other, for mutual benefit,
and with no cost incurred by either site.
Relevancy Algorithm
Are methods used by search engines and directories to match the
keywords in a query with the content of all the Web pages in
their database so the Web pages found can be suitably ranked in
the query results. Each search engine and directory uses a
different algorithm and frequently changes this formula to
improve relevancy.
Relevancy
The degree to which a document or Web page provides the
information the user is looking for, in terms of user needs and
wants.
Re-submission
Repeating the search engine registration process one or more
times for the same page or Website. This is regarded with
suspicion by search engines because it can be indicative of
spamming techniques. Some search engines will de-list sites for
repeated re-submission. Others limit the number of submissions
of the same page in a 24 hour period. Occasional re-submission
of changed pages is usually not a problem.
Robots
A robot is a browser program that follows hypertext links, read
the "meta tags" and/or body html of a submitted site, and
accesses Web pages but is not directly under human control.
Example: search engine spiders, the harvesting software programs
that extract e-mail addresses or other data from Web pages. See
Meta Tags
Robots Exclusion Protocol (REP)
Text file placed under e.g. www.ism-associate.com/robots.txt.
Used to prevent spider trawls of private or sensitive areas and
image folders/stats files etc
ROI
Return On Investment - A measure of the success of a marketing
campaign in comparison to the money spent on that campaign.
Search Engine
Search engines are searchable online databases full of internet
resources. They have several components: search engine software,
spider software, an index (database), and a relevancy algorithm
(rules for ranking). The search engine consists of a server or a
collection of servers dedicated to indexing Internet Web pages,
storing the results and returning lists of pages to match user
queries. The spidering software constantly crawls the Web
collecting Web page data for the index. The index is a database
for storing the data. The relevancy algorithm determines how to
rank queries. Examples of major search engines are Google, AOL,
and MSN etc.. Examples of major directories are Yahoo!,
LookSmart and ODP.
Search Engine Optimisation
An essential element of search engine marketing - the process of
organically adapting web pages to maximise their effectiveness
at matching (and ranking highly in the results pages for) common
search phrases on search engines.
SEO
Search Engine Optimisation - the process of maximising search
property driven traffic to a site by analytical means
Search Engine Log Data
Actual search engine logs, from which ISM Associates retrieve
data on search frequency of particular keywords
Search Engine Results Page
The page on which search results are displayed in response to a
query submitted by the user
Search String
Search strings or terms are the keywords entered by users into a
search engine or directory to locate needed information.
Search Term
A single keyword or group/phrase of keywords used in a search
engine document query. It also refers to the strategic keywords
used to optimize Web page content.
Search Term Evolution
New keywords or keyword phrases which are relevant to target
industry
SERP's
Search Engine Results Pages
Server
A dedicated computer that holds data to be shared over a
network. Can be used to store critical data for retrieval. A
server also acts the communications gateway between many
computers connected to it, responding to requests for
information from client computers. On the Internet, all Web
pages are held on servers. This includes search engine and
directory data accessible from the Internet. Typically, the
computers running the server software are dedicated to that
purpose.
Server-Side
HTML coding that instructs a server to undertake a task.
Opposite to client-side
SHTML
Normal HTML that includes "server-side" instructions
Slang/Jargon
The use of alternative or colloquial phrases. In terms of SEM,
slang is important to take into consideration when formulating
an optimisation strategy.
Spam/Spammed
General term relating to practices not approved by the engines
and editors
Spiders
See robots
Style Sheet Errors
Incompatibilities between Cascading Style Sheets designed for
one browser, when viewed through another.
Submission
The act of making search engines aware of new web pages and
sites. Each search engine will have it's own individual process
for doing this.
ISM
Associates supports the work of
