| AdWords | ads in Google, either in regular web content or in SERPs (search engine results pages). |
| Alexa Ranking | Alexa.com distributes a navigation bar that keeps track of the visited sites. It uses those data to establish a ranking of the most visited domains in the Web. Yahoo.com is 1st. GatewayGenerator.com is 160,030 and FoundFirst.com is 277,150. |
| banners | standard web ads. Usually 468 x 60 pixels, up to 10 kb size, .gif o .jpg extension. |
| blog | interactive website that allows a writer to manage new pages without technical knowledge. Some are kids play, some are personal diaries, some are company communication organs and more. |
| cloaking | promotion technique that shows different content to users and to search engine spiders |
| directory | A SE with a hierarchical structure. Directories have a tree-like structure with fixed categories, and the user needs to choose the most appropriate one. The first directories relied on human operators to ensure fitness within a category. |
| doorways | pages that bring visits to the main site. They use different keywords and search engine positioning techniques. |
| FFA pages | Free for all link pages. Good for link popularity and search engine positioning. |
| keyword difficulty | A % that establishes how difficult is to rank a website under a certain keyword. 100% would be extremely difficult, such as ranking something under 'sex', while 0% would be very easy, such as ranking under 'zzzzzzzzzzzzzzz' |
| keywords | words that describe your content. Appropriate keyword selection is the basis of the promotion campaign. "Keyword phrases" is most accurate, because search engines index and search phrases rather than words. However, both terms are equally used. |
| link exchange | Usually between similar non-competing pages. In the early times of Google and copycat SEs it attracted traffic and improved SE positioning. Recently the new algorithm changes made this issue more complicated than that. See our article on this issue at Domaingrower.com or our product page at FoundFirst.com |
| link number | the number of links in the whole Web pointing to a certain domain. The more, the better for rankings. The links are measured by requesting: link:domain.com to Google or Altavista. Tools for deeper analysis, like BackLink Analyzer, are recommended, because share number does not provide enough information on link quality. |
| link quadrangulation | Exchanging links between 2 webmasters, each one managing several sites. The condition for quadrangulation is that the site that sends a link is not the same that receives a link. |
| mass mailing, spam | sending large amounts of non-solicited email. The main problem of today's internet. In spite of being unethical and mostly illegal, it is a powerful web promotion method. |
| metatags | hidden code in the html file code, used to describe the page contents. Metatags are very important for SE ranking purposes. Many companies and softwares are solely devoted to this matter. |
| PageRank (PR) | a measure of link popularity, used by Google for its
ranking calculations. The more pages in the Web link to your page, the
higher the PR. Pages with high PR count more than pages with low PR when
it counts to transfering PR.
PR also diminishes when a page links out to other pages. The exact formula for PR is a secret, but most SE have now similar methods of measuring link popularity. Use the Google toolbar to display it. |
| permission marketing | sending email to those customers that have agreed to receive it. It is still a powerful e-marketing method. Since it is quite complex, many companies are devoted entirely to provide this service. |
| search engine positioning | A hard to master science, full of strategic and commercial value. It is made by equal parts of information management, math, e-marketing, data mining and days spent searching and analyzing results. |
| Search Engines (SEs) | Any of the million information search systems available on the Web. They can be divided into Spiders or Directories. Spiders are more automatic, Directories require a human being for category determination. |
| SERP | Search Engine Results Pages |
| spider | Any software agent that navigates the Web. SE Spiders rely on its own judgement to classify websites. For that purpose, they collect keyword information from the website pages. |