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  Search Engine Promotion Glossary
Algorithm A set of calculations performed on a site in order to determine its relevancy for a given term.

Click through The process of clicking on a link on the displayed results page of a search engine.

Cloaking The process of supplying a page to a search engine, while hiding that page and delivering another to a visitor of the site.

Crawler / Spider / Robot A program used by the search engines to find and gather information about web pages.

Crawling / Spidering The process carried out by a bot or search engine spider of following links to retriev URLs and page information for storage in the search engine's database.

Dead link / Error 404
A link that doesn't lead to a page or site. This may be because the server is down or the page has moved or no longer exists.

A web site that focuses on listing web sites by individual topics (unlike a search engine that also lists individual pages within the site).

Doorway / Gateway page
A page that is designed as an entrance to a website. Many are created specifically to rank high on a particular search engine.

Each request made to the server for a page, image, etc. counts as 1 hit, so a page that contains 5 images would count as (1 page + 5 images) 6 hits.

Inbound links
A hypertext link from page that exists external to your web site, and which points to your web site. These links help bring in traffic to your site.

Keyword purchasing
Many of the major search engines offer this as a service. It allows a person to purchase a space for their banner ad, and have it appear on the results page of a given keyword or phrase.

Link popularity
A measure of the number of web sites that link to your own site.

Log file
A file maintained of the server that records all information pertaining to requests made of the site (e.g. visitors, spiders, etc.)

Meta search
A query made to multiple search engines / directories at the same time. The results are then usually sorted by the Meta search engine and displayed.

Meta search engine
A server that passes queries on to other search engines / directories and then summarises the results.

Meta tag
A piece of HTML code placed inside the HEAD tag of a page to give some information about that page. The most common tags are keywords and description.

Mirror sites
Copies of the original web site, usually hosted on different servers.

Page view
Usually read from the log file, this is a site statistic that just shows the number of pages viewed (instead of number of server hits).

Page jacking
When someone copies a web page from your site and places it on their own.

Term used to refer to a site that is an entry point to other sites on the internet, usually offering resources and services such as online shopping, email, and a search engine e.g. AOL and MSN.

Query / Search term
A word or phrase submitted to a search engine or directory to locate pages on the web.

Found in the log file. This is the URL of the page that a visitor came from.

The process of submitting a web site to the search engines / directories for inclusion into their database.

Repeating the registration process. Usually performed after major changes have been made to the site.

A text file stored on the server that allows / disallows certain parts of the site to indexed by the search engine spider software.

Search, Boolean
A search containing AND, OR, or NOT in the phrase, with the intention of including or excluding words / phrases to narrow the search results.

Search, Fuzzy
A search that will return matches to partial or misspelled words.

Search, Keyword
A search containing one or more words that are specified by a user to find a document.

Search engine
A server or a collection of servers dedicated to indexing web pages, storing, and returning results from queries to their database.

Search engine placement / positioning / ranking
The position a search engine places your site in their index for a given search term.

The process of over submitting pages to search engines with the intent of ranking artificially high.

A broad term mainly referring to unsolicited junk email. Frequently heard within the search engine optimisation arena, it encloses the intent of ranking artificially high by various unethical techniques.

Splash page
Initial page that is displayed and must be viewed before a visitor reaches the main part of the site.

Submission service
A service that automatically submits your pages or website to many search engines at once. (Note this is just submission, and does not include any optimisation of the site).

Theme engine
A search engine that indexes entire sites and considers them as one page. They then use the most relevant keywords found to determine your sites theme.

Number of visitors to your site, usually measured over a time period.

Unique visitor
An individual visitor to your site. The server records the IP address of each visitor, and since each visitor has a unique IP address, it is possible to work out the exact number of unique visitors to the site.

Web copyrighting
Similar to standard copyrighting, this is the process of writing text especially for a web page. Effective web copywriting can improve a sites position within the search engine results of a given keyword phrase.

This Search Engine Promotion guide is provided as advisory service to our readers. Reprints may be made providing full credit is given to Global Submit. Global Submit reserves the right to refuse reprint permission at our sole discretion.