Ppc and-seo-basic-tutorial


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Ppc and-seo-basic-tutorial

  1. 1. Pay Per Click (PPC) vs. SEO PPC advertising vs. SEO advertising These following acronyms are probably two of the most important terms in the world of Internet advertising: PPC and SEO. First we have PPC. This is also called CPC. This stands for Pay Per Click or Cost Per Click advertising. In other words you are paying each time someone clicks on your link. The second term, SEO stands for Search Engine Optimization. SEO is the process of building a website that is search engine friendly. Search engine friendly means that Google can find your site and once found it will know what the major keyword points you are trying to make. Also it will determine when to show your URL to prospective web surfers based on your keywords. There are many other search engines but Google is largest for the moment so you should optimize your site for them. If you are a small business person with limited funds which program should you do PPC or SEO? My answer is both. A PPC program from Overture or Google is a relatively quick traffic generator. You give those companies your keywords and if those keywords have any traffic at all you will get some visitors. This type of program can be up and running within 24 hours. The huge advantage of the PPC program is the uptime speed and quantity of targeted traffic. The huge downside is cost. PPC programs can get expensive very fast. $0.10 per click doesn't sound expensive until you get 10,000 clicks in a month. That means you just spent $1,000 on that one search term! A SEO program is extremely slow and very tedious to get going. If you don't know what you are doing it can cost upwards of $3,000 to have your site optimized. The good news about a SEO program is that you can learn how to optimize your site yourself. It takes trial and error to see what is working. It also takes knowledge of how search engines work to get them going correctly. I personally use LivePerson.com's live chat to watch the search terms for all of my sites in real time. Your server's log files will also help you with your search terms. You can bet your bottom dollar that if you do everything correctly a SEO program will take you 90 days just to start seeing results. In this case results mean getting targeted traffic. You need to have time and patience to give your SEO program a chance to work. There is no doubt that for immediate results the PPC route is clearly the way to go. You will
  2. 2. get immediate results. My suggestion is that as soon as you put your first dollar into PPC you should start working on Search Engine Optimization yourself. The reason is 90 to 180 days from now you can stop paying for some of your PPC terms as the search engines natural abilities start indexing and showing your web pages to visitors. You need to force yourself to learn the SEO process. A solid SEO program goes well beyond meta tags these days. The ultimate goal of advertising is to drive targeted traffic. If you can get SEO targeted traffic vs. PPC targeted traffic then you will place a lot of money on the bottom line of your business. Placing a lot of money on the bottom line is probably the ultimate goal of your business. Pay Per Click Search Engines (aka PPC) are all the rage these days and for very good reasons. They are an inexpensive way of achieving targeted traffic. If you're not familiar with them let's go over the basics. With PPC search engines, you bid on keywords/phrases and when someone searches for those keywords, your site will appear on the search results page. If someone clicks on your site, you're charged the amount you have bid. If they don't click, your account is not charged. Overture was the very first PPC S.E. in existence and it's still the largest and most effective. Their success is mostly due to the extensive relationships they have in place with many of the major search engines. When bidding with Overture, the top three bid positions will also appear on some of the majors like Altavista, Yahoo and others. These listings generally show up under the heading of "sponsored links." Thanks to Overture's success, many other engines have appeared on the Net, all vying for the PPC dollars. But you need to be careful here, as many of them are not worth your time or advertising dollars. We'll discuss these in more depth in Part 2 of this series. Remember, visitors who come to your site via a search engine are already targeted leads, and once they get there it's up to you to convert them into buyers. No PPC S.E. will make the sale for you; that is always determined by the strength of your ad copy. Your site must convert visitors into buyers, and the only way to do that is with strong ad copy that convinces them to take action. The biggest task in signing up with PPC's is choosing the keywords/phrases you wish to bid on. You don't want to be too broad and bid on one word; you'll do better by being more specific and coming up with or 2 or 3 word combinations to bid on. You don't want to pay
  3. 3. for untargeted traffic, and if your keyphrases aren't relevant to your site, that's exactly what you'll be doing. For example, let's say your site sells model trains. Don't bid on the word "trains" alone but use "model trains." That way you're targeting those who are specifically searching for model trains and not those who may be looking to take a trip on trains. Are you following me here? Again, you don't want to pay for untargeted traffic. There are many tools you can use online that will help you in choosing just the right keywords. You'll have your best luck bidding on as many keyword combinations as you can think of. If you only choose a handful of keywords your results won't be as good, so you'll need to come up with quite a few. Some of the best are: Overture's Keyword Generator "Jim Tools" also has a nice selection Keyword Miner- Free Software Word Tracker You'll be amazed at the number of keyword combinations you can come up with by using one of the above tools. They really make it easy to come up with the best phrases for your PPC campaign. For more information on PPC search engines, you may want to investigate these: http://www.PayPerClickGuide.com http://www.PayPerClickSearchEngines.com http://www.PayPerClickAnalyst.com http://www.PPC-Directory.com http://www.searchenginePayPerClick.com Adding pay per click search engines to your website promotional strategy is a smart move. The trick is to bid on enough keywords and keep your bids at the bare minimum. The results will be highly targeted traffic that won't cost you a fortune or break the bank.
  4. 4. Pay Per Click Search Engines Tutorial (Part 2 of a 3 Part Series) In Part 1 of this series, we discussed the basics of Pay Per Click Search Engines (aka "PPC"). In this installment, we're going to discuss some of the major players in the industry and what it takes to get started with an account of your own. 1. Overture.com: Formerly known as Goto.com, they were the first PPC in existence, and still the best. You'll get maximum impact for your money with Overture. You can open an account using the "self serve option" for only $50.00. Minimum bid is 5 cents with a $20.00 monthly minimum spend. That means if you rack up less than $20.00 in clicks you'll still be billed for the $20.00. The amount you bid determines your ranking in this search engine. For maximum impact you'll want to try to bid into the top 3 positions (called "premium listings"), as these spots are shown on some of the major search engines such as Yahoo, MSN, Altavista, Lycos/Hotbot, and others (usually under the heading of "sponsored listings"). This makes for great exposure due to these extensive relationships with the majors. 2. Google.com -Ad Words Select: Recently joining the arena of PPC with their new program "Ad Words Select," Google is aiming to give Overture a run for their money. Their program works slightly differently then Overture's; in some ways it's even better. To open an account you'll need to invest $5.00 and create short text ads. When searches are done on Google for your keywords/phrases, your ads will show up in the right hand column on the results page. Unlike Overture, the position of your ads is based on two factors: the amount of your bid, and the clickthru rate your ad receives. Google recently made a deal with AOL to show the top 3 Ad Words Select listings on AOL Search, along with Earthlink and Sympatico. This really extends Google's reach and gives your site a chance to be seen by AOL's 33 million users. Minimum cost per click is 5 cents and you can set up a maximum daily spend amount if you're on a tight budget. Ads can be updated or changed whenever you like by logging into the control panel. Beware of Google's Editors, who are a tough crowd to please and will block your ads if they don't meet their "strict guidelines." One thing they don't allow is all caps in your URL. For example they won't let you put "YourDomain.com" in your ad as they feel this is "excessive capitalization." So you'll have to settle for "yourdomain.com." I told you they were tough.
  5. 5. 3. LookSmart.com: They're not looking too smart these days after they angered many of their existing customers by changing them over from a pay-for-submission to a PPC model. They call the new program "LookListings Small Business." To open an account you'll pay a $49.00 set-up fee plus a refundable deposit of $150.00. Click thrus are all charged the same amount of .15, so your bid won't buy you any kind of position. You'll need to rely on relevant keywords and a great title and description for best placement. Unlike Overture, you'll find no bidding wars here. LookSmart's search engine partners include MSN, Netscape, Altavista, Prodigy and CNN.com You set a monthly spend amount and LookSmart emails reports each month of all activities. 4. FindWhat.com: Launched in Sept of 1999 and serving up over 22 million searches per day. Since FindWhat is not as well known, you can bid on many keywords for much less than you would pay for them with Overture. To activate an account you'll need to deposit $25.00. Payment can be made by check or credit card. No minimum monthly spends are required here. Minimum bid amount is 1 cent. They do run an affiliate program whose sponsors show their search results. Some of their affiliates and partners are: Mamma.com, Dogpile, MetaCrawler and CNET's Search.com. But to be shown on these sites you'll need to bid into the top 3 positions. FindWhat also has a reputation for offering excellent customer service. 5. Kanoodle.com: Currently receiving over 410 million searches per month. Other sites that pull from Kanoodle's paid listings are MetaCrawler, Mamma.com and Netzero as well as 9,800 "other" search enabled sites. Minimum amount needed to open an account is $25.00. Minimum bid is 1 cent. Can be paid by credit card or check. With only 1 cent per click, you can bid on a lot of keywords and make your marketing dollars go a lot further. If you're interested in checking out a few others, here are some that are not as well known but will give you free advertising money just for opening up a new account: http://www.Ban-X.com ($50.00) http://www.CoreFind.com ($100.00) http://www.searchanytime.com/ ($10.00) http://www.stanico.com/ ($50.00) http://www.najula.com/ Buy 10.00 and they'll give you an extra $30.00 http://www.jjump.com- Whatever amount you deposit they'll match it. Some other popular PPC's to investigate are: http://www.7Search.com http://www.Ah-Ha.com
  6. 6. http://www.Epilot.com http://www.Sprinks.com Other Helpful Tools Free E-book Explains The Basics of PPC Search Engines http://shoptour.co.uk/downloads/PPC-SearchEngines-Primer.exe Enter Keywords you're interested in bidding on and they'll show you the top 6 bids for 11 of the major PPC engines http://www.CompareYourClicks.com/links/bidgap.pl To get traffic to your website you need to utilize many different promotional tactics. Incorporating a good PPC search engine strategy will send you highly qualified traffic for pennies on the dollar, and the best part is you only pay when they "Click." In Part 3 of this series we'll discuss some tools that will make managing your PPC bids a snap. Pay Per Click Search Engines Tutorial (Part 3 of a 3 Part Series) Although a great website marketing tool, PPC search engine strategy a comes with its own headaches. Monitoring all of your bids and watching for what is known as "bid gaps" can be time consuming, especially if you're using many different PPC engines. So what is a "bid gap" and why should you care? Let's say you have a bid of .25 for the phrase "natural dog food," and this bid has gotten you the #3 position on a certain PPC search engine. A bid of .30 has the #2 position and a bid of .34 holds the top spot. So one day the guys in the #1 and #2 spots drop out for some reason or another (this happens all the time), and you now move to the #1 position with your bid of .25 ... but the #2 spot now has a bid of only .15. And that means you could hold the #1 spot for only .16 per click. You're now overpaying for your position, and unless you check your positions daily you'll end up paying more than you have to for each and every click. Not a good thing. To solve this problem, a whole new breed of software and services have sprung up online called "PPC Bid Management Tools." This help comes in two formats: 1. Software you purchase and download 2. Web based services you must log into and use 3. Third party companies you can hire to take care of it for you
  7. 7. The tool that is right for you depends on a number of factors, one of them being your monthly budget. Hiring a service to do the "dirty work" for you can be nice, but the monthly fees can add up quickly. If you decide to purchase software and do it yourself, you pay once then forget about it. The web based services where you sign up and use their interface to do your own monitoring can cost a lot less. If you go this route, make sure that the automated service you choose is one that has been approved by Overture. They have recently changed their policy in order to keep out "unauthorized automated scripts" which were bogging down their systems, and have approved only a handful of bid management companies. In English, this means you must make sure the service or software you choose to use will work with this PPC Search engine leader. Let's take a look at some of the more popular options to choose from: 1. GoToast.com: A web based management service which claims to support more PPC search engines then any of the others. At the time of this writing, they supported 19 engines, including Overture, 7Search, Ah-Ha, Google Ad Words Select and Findwhat. Their keyword manager interface gives you total control of all your bids at any time. No need to constantly recheck your positions and raise and lower your bids; GoToast will do it automatically. You can monitor your bids once per day or every 30 minutes. After signing up, you select the rank and max per click you want to pay per keyword. Gotoast monitors your ranking for those keywords on each PPC search engine you use and optimizes the PPC based on what you want to spend and your desired position. Email notifications are sent to you every time a change is made to one of your keywords. Cost varies depending on the service level you choose, ranging from $49.95 and up. Payment method is credit card. They do offer a free 7-day trial. Gotoast recently acquired rival ClickPatrol.com, so these two services are now one. 2. BidRank.com: PPC management software that automatically adjusts your bids as frequently as every 60 seconds. You set up your max bids and ranking, set the time intervals for checking your PPC rankings and that's it. Works with multiple accounts, finds bid gaps, and changes bids all automatically. A working demo of the software is available. The only difference between this and the actual program is that the demo only lets you add 5 keyword listings and expires in 15 days. There are 7 different software versions available depending on how many keywords you need to manage. Prices range from the lowest of $49.00 and run up to $1,999.00. BidRank is an Overture-approved service provider. 3. PPCManagement.com: This software-based solution is offered up by "Pay Per Click Management." You enter your ranking positions and set the program to run automatically or manually. You also can set the time intervals for when you want your bids checked. Supports Overture, Findwhat, Kanoodle, Ah-Ha, and more. This program can also be set up to send you email notifications when you've been outbid.
  8. 8. A free trial download will allow you to track 10 keywords for 10 days. Pricing varies depending on two factors: the number of keywords you need to monitor ,and whether you purchase a lifetime subscription or choose to pay monthly. Prices vary from $12.00 a month up to $999.00 per month. Purchasing the software gives you free lifetime upgrades and updates to the program. 4. PPCBidTracker.com: Web based tool to monitor your bids, offering two separate tool packages. "The Overtool" is for managing Overture bids only while "The PPC Tool" works with all of the other PPC's like Find What and Kanoodle. Both services perform the same functions, like closing bid gaps and maintaining your bid positions. Pricing for both tools for up to 50 keywords is $39.95 per keyword account, and the pricing goes up from there. All billing is done through PayPal. Some other management tools you may wish to take a look at: Software Solution Web Based Service Another Web Based Service As you can see, you have many options for managing your PPC's. Only you can decide which one will work best for you. If you already use a search engine optimization company you may wish to inquire if they can manage your PPC bids as well. Remember, PPC search engines are a great way to generate low cost targeted traffic to your website, but managing those bids can be time consuming. By utilizing a PPC management tool, you'll save time and money by not paying more for each click then you have to. Defenition: "On Page" SEO simply refers to the text and content on your web site pages. Basically editing your page and content so the Search Engine can find your webpage when a surfer is searching for your web sites particular topic. History:
  9. 9. On Page Search Engine Optimization has been around the longest, since the begining of search engines. Search engines used simpler less sophisticated technology a few years ago, and the world wide web was alot smaller. At the time "ON Page" SEO Worked years ago, and it was basically an easy comparison. As the World Wide Web grew larger and larger it became more difficult for search engines to differentiate between your site and other sites. A search on "Autos" may return 100 million + pages that have the word "Auto" on it. So Off Page SEO began to take off as the world wide web and search engines grew in complexitiy. On Page Elements: On Page Elements refer to the html tags within the page. They include Heading Tags (<H1>), Title Tags, Bold Tags, Italic tags on your web page. Below is an example of phrase "SEO Company" used in a Heading (<h1>) and Bold (<b>) Example: SEO Company SEO Company SEO Company Notice the difference? In the HTML Source, The search phrase "SEO Company" Was placed between <h1> tags. <H1>SEO Company</H1> HTML Tags In the second version, It was placed between bold tags. <b>SEO Company</b> HTML tags. In the third version, it was placed between emphasize tags. <em>SEO Company</em> HTML tags. Natural On Page SEO: Your Search Phrases should be emphasized in a natural way for both the visitor and the search engine spider. Do not "KeyWord Stuff" your web page, by repeating the search phrase over and over again in your webpage. This will often resuly in a Search Engine "Penalty" and move your sites ranking Lower in the results. Unethical/Unsavory On Page Techniques: There are several different techniques known as "black hat" or "unethical" On Page
  10. 10. Techniques. Some SEO companies engage in these type of activities and should be avoided. Sooner or later the search engines will catch up to these unethical techniques and the likely result will be your site being demoted or banned from the search engines. We recommend the following unethical seo techniques should not be used. Negative ON Page SEO Techniques Include:  Avoid Using "hidden" or invisible text on your page for the purpose of higher search engine placement. For example the words/text for search phrase "Widget" in the html, the font color has been set to White. The background of the page is also white. Therefore the textual content is actually there, however the words are "hidden" from the surfer. This is frowned upon by search engines and frequently results in your site being penalized.  Avoid Using Negative <div> htmltags. Div tags, Div tags are division tags. Unscrupulous seo services may insert them into your page with negative x/y coordinates to place content outside of the visible page for the surfer, but the text itself is in the html page. The search engine finds the keywords in the text, yet the surfer does not see it. Again a technique to be avoided and not recommended under any circumstances.  Avoid Cloaking or Sneaky Redirects. Cloaking refers to serving up 2 different types of content based on the visitor who is visiting. Is the visitor a regular websurfer, serve up this page. Is the visitor a search engine spider? Serve up this OTHER page specificly for the search engine spider. The other page being served up is typically garbled textual content with no meaning to a human, and is stuffed with various keywords and search phrases. Again this technique is not recommended and will likely get your site penalized or banned from search engines.  Avoid duplicate content. Duplicate content means you create one web site, with content on topic a, and then repeat the content over and over again on multiple websites. In theory you could create one website, achieve high ranking on it, and then clog up the search engines with the same content duplicated on multiple domains. Again this is not recommended and should be avoided. On Page Optimizations - SEO Tutorial Before we dig into on page optimizations, we need to consider how the major search engines index pages. Major search engines use spiders (also called robots) to crawl (trace) the web and find pages by following links just like a human browser might. However, there are technical limitations to what spiders can do. Your site's architecture can make a huge difference in a spider's ability to read and index your pages. An in-depth dissertation on site architecture is beyond the scope of this tutorial. However, if your site employs:
  11. 11.  Mostly Flash content  Mostly graphic content  Dynamically rendered pages (PHP, ASP, etc.) with session IDs  Frames  Javascript menus You need to investigate the potential problems spiders are going to have indexing your pages before the following SEO tutorial will be effective. A quick check on the Lynx Viewer will let you see your web site much like the search engine spiders do. Can they see your content and (navigation) links? SEO lends itself to tunnel vision among the newcomers to the field. The gratification of seeing your pages rising in search engine results for your keyhrases can be addictive. Always keep your visitor in mind when performing your search engine optimizations. Achieving high rankings (and traffic) will only result in higher bandwidth bills if your site does not convert traffic to sales (whether direct or indirect). Never compromise the useability and copy of your site in favor of SEO - avoid SEO tunnel vision. Your conversions/ROI will likely suffer. Title Tag Google and most search engines place a lot of emphasis on the title tag for each page. Title tags should include the one or two keyphrases that you will be targeting with that page. The closer the keyphrase is to the beginning of the title, the more weight it carries. Thus keyphrase one, keyphrase two - business name will be more effective than business name - keyphrase one, keyphrase two. It is a good idea to limit the number of keyphrases you target with any given page to two (three at the very most) per page. Trying to target more keyphrases results in diluted results for all phrases. It is better to add more pages to your site and target additional terms with additional pages and copy. Search engines will index all of your pages, so do not limit yourself to trying to optimize just your home (index) page. (Meta) Description Tag Most search engines ignore the description tag as far as keyword relevancy is concerned. It doesn't hurt to work your keywords into the description tag, but if you include the description tag, write it to entice visitors to come to your page. Most search engines use the Description tag to some extent when displaying search results. This is your chance to differentiate your site from all the other results in a search. (Meta) Keyword Tag Most search engines completely ignore the keyword tag. Years ago, this tag was used by the search engines for determining relevancy, but it was abused. If you include a keyword tag,
  12. 12. keep it short. There is not much point in listing anything other than the keyphrases you have included in the title tag. Copy The single most important part of your on-page SEO effort is to ensure that your keyphrases are used within the copy (text) of your page. The keyphrases should be repeated as much as possible without compromising the text. Forcing the phrases into the text in choppy, stilted sentences may impress the search engines, but it will not impress your human visitors. It is counterproductive. Keyphrases may (and should) be used in:  heading tags - Use h1, h2, h3, etc. tags to structure the main points on your pages. Use your keyphrases where appropriate.  main page text - Write about your subject matter. Use your keyphrases where appropriate.  strong, bold or italics tags - Use around your keyphrases where emphasis is warranted.  image alt tags - Each image on your page should have an alt tag for visitors with: o text only browsers o graphics turned off (dial-up connections, overseas connections, etc.) o handicapped browsers (with text-to-speech for the sight impaired) Your alt tag should describe the image using your keyphrases where appropriate.  filenames - choosing keyword or keyphrase rich folder/directory and file names gives you another avenue for introducing your keywords/keyphrases in your internal site links. Use hyphens (dashes) to separate words in keyphrases. Search engines parse hyphens as spaces. Be sure not to abuse image alt tags or heading tags with keyword stuffing. Search engines may penalize your site for that. Keyword Research - SEO Tutorial The very first step in the SEO process is to research which keywords and keyphrases you should be targeting. Your goal is to be ranked well for keywords / keyphrases that are highly targeted for your service, product, industry or offering. Optimizing your pages for keywords that are too general or unrelated to the subject of your site will only bring lots of unqualified traffic that does not convert well. Since you are paying for the bandwith, you want to maximize your ROI by targeting qualified traffic.
  13. 13. Company Name and Product Name Keywords Generally, you do not need to optimize your site for your company name or product name(s). Unless your business / product names are composed of generic words (like Best Buy for example), your site will naturally attain the top rankings for those keywords. Most inbound links from external sites will reference your site / pages using your company name and/or product name(s) in the anchor text. Therefore, you can concentrate on keywords that people might use if they were searching for your type of service, product or offering. Generating Good Keywords Get some pencil and paper. Brainstorm for 20 minutes to an hour and jot down notes. Ask yourself, if I were looking for the type of offering my website advertises/sells, how would I search for it on the internet? When you have a good list of keywords, you can use several on-line tools to search for related possibilities:  Google AdWords' Keyword Suggestion Tool  Overture's Search Term Suggestion Tool  WordTracker  Webmaster Toolkit's Keyword Research Tool  Espotting's Keyword Generator  Ask Jeeves Related Search Suggestions Evaluating Keyphrase Suitability You should now have a fairly large list of keyphrases that are good candidates for targeting with your site. The next step is to research the viability of each keyphrase. Some keyphrases are more competitive than others. When you are just starting out, it makes more sense to target the less competitive phrases to achieve some early success. The first step in evaluating keyphrases is determining how popular they are. Some of the tools listed above provide statistics showing popularity metrics for keyphrases. While these may not translate into an exact science, they do offer a rough guage of the popularity of a keyphrase. You can also use a Google AdWords account to get traffic estimates for your keyphrases on Google without actually paying any money. If you do follow through and set up an account, you can get some actual data on the keyphrase traffic. The next step is to determine the competitiveness of each keyphrase. While WordTracker offers a KEI analysis, it is better to do your own analysis manually. Go to Google, enter your proposed keyphrase and search. Check the top 10-20 results. 1. Do they contain the exact keyphrase in their title, description and page text?
  14. 14. 2. What is their PR? 3. How many backlinks do they have? If the listings do not contain the exact keyphrase (not just the keywords used in phrase), have low PR and/or few backlinks, then the chances are very good that you can obtain a top 10-20 listing fairly quickly for that keyphrase. If you would like some expert assistance with keyphrase research, Measuring Up now offers very reasonable keyword research services for website designers, SEO/SEM consultants, and "do-it-yourself" webmasters. Anchor Text Anchor text refers to the visible text for a hyperlink. For example: < a href="http://www.seo-help.com/" >This is the anchor text< /a > Return to Top of SEO Glossary ATW Abbreviation for AllTheWeb, a search engine powered by FAST. Return to Top of SEO Glossary Back Link Any link on another page that points to the subject page. Also called inbound links or IBLs. Return to Top of SEO Glossary Bot Abbreviation for robot (also called a spider). It refers to software programs that scan the web. Bots vary in purpose from indexing web pages for search engines to harvesting e-mail addresses for spammers. Return to Top of SEO Glossary Cloaking Cloaking describes the technique of serving a different page to a search engine spider than what a human visitor sees. This technique is abused by spammers for keyword stuffing. Cloaking is a violation of the Terms Of Service of most search engines and could be grounds for banning.
  15. 15. Return to Top of SEO Glossary Conversion Conversion refers to site traffic that follows through on the goal of the site (such as buying a product on-line, filling out a contact form, registering for a newsletter, etc.). Webmasters measure conversion to judge the effectiveness (and ROI) of PPC and other advertising campaigns. Effective conversion tracking requires the use of some scripting/cookies to track visitors actions within a website. Log file analysis is not sufficient for this purpose. Return to Top of SEO Glossary CPC Abbreviation for Cost Per Click. It is the base unit of cost for a PPC campaign. Return to Top of SEO Glossary CTA Abbreviation for Content Targeted Ad(vertising). It refers to the placement of relevant PPC ads on content pages for non-search engine websites. Return to Top of SEO Glossary CTR Abbreviation for Click Through Rate. It is a ratio of clicks per impressions in a PPC campaign. Return to Top of SEO Glossary Doorway Page Also called a gateway page. A doorway page exists solely for the purpose of driving traffic to another page. They are usually designed and optimized to target one specific keyphrase. Doorway pages rarely are written for human visitors. They are written for search engines to achieve high rankings and hopefully drive traffic to the main site. Using doorway pages is a violation of the Terms Of Service of most search engines and could be grounds for banning. Return to Top of SEO Glossary
  16. 16. FFA Abbreviation for Free For All. FFA sites post large lists of unrelated links to anyone and everyone. FFA sites and the links they provide are basically useless. Humans do not use them and search engines minimize their importance in ranking formulas. Return to Top of SEO Glossary Gateway Page Also called a doorway page. A gateway page exists solely for the purpose of driving traffic to another page. They are usually designed and optimized to target one specific keyphrase. Gateway pages rarely are written for human visitors. They are written for search engines to achieve high rankings and hopefully drive traffic to the main site. Using gateway pages is a violation of the Terms Of Service of most search engines and could be grounds for banning. Return to Top of SEO Glossary Google Dance Up to June, 2003, Google has updated the index for their search engine on a roughly monthly basis. While the update is in progress, search results for each of Google's nine datacenters are different. The positions of a site appears to "dance" as it fluctuates minute to minute. "Google dance" is an unofficial term coined to refer to the period when Google is performing the update to its index. Google may be changing their index calculation method to allow for a continuous update (which will effectively end the roughly monthly dances). Return to Top of SEO Glossary IBL Abbreviation for In Bound Link. Any link on another page that points to the subject page. Also called a back link. Return to Top of SEO Glossary Ink Abbreviation for Inktomi, the back-end search engine acquired by Yahoo. The Inktomi search engine is being phased out as Yahoo built a new search engine incorporating Inktomi's technology with elements of Yahoo's other search acquisitions. Return to Top of SEO Glossary
  17. 17. Keyword/Keyphrase Keywords are words which are used in search engine queries. Keyphrases are multi-word phrases used in search engine queries. SEO is the process of optimizing web pages for keywords and keyphrases so that they rank highly in the results returned for search queries. Return to Top of SEO Glossary Keyword Stuffing Keyword stuffing refers to the practice of adding superfluous keywords to a web page. The words are added for the 'benefit' of search engines and not human visitors. The words may or may not be visible to human visitors. While not necessarily a violation of search engine Terms of Service, at least when the words are visible to humans, it detracts from the impact of a page (it looks like spam). It is also possible that search engines may discount the importance of large blocks of text that do not conform to grammatical structures (ie. lists of disconnected keywords). There is no valid reason for engaging in this practice. Return to Top of SEO Glossary Link Farm A link farm is a group of separate, highly interlinked websites for the purposes of inflating link popularity (or PR). Engaging in a link farm is a violation of the Terms Of Service of most search engines and could be grounds for banning. Return to Top of SEO Glossary Mirror In SEO parlance, a mirror is a near identical duplicate website (or page). Mirrors are commonly used in an effort to target different keywords/keyphrases. Using mirrors is a violation of the Terms Of Service of most search engines and could be grounds for banning. Return to Top of SEO Glossary PFI Abbreviation for Pay For Inclusion. Many search engines offer a PFI program to assure frequent spidering / indexing of a site (or page). PFI does not guarantee that a site will be ranked highly (or at all) for a given search term. It just offers webmasters the opportunity to quickly incorporate changes to a site into a search engine's index. This can be useful for experimenting with tweaking a site and judging the resultant effects on the rankings.
  18. 18. Return to Top of SEO Glossary Portal Designation for websites that are either authoritative hubs for a given subject or popular content driven sites (like Yahoo) that people use as their homepage. Most portals offer significant content and offer advertising opportunities for relevant sites. Return to Top of SEO Glossary PPC Abbreviation for Pay Per Click. An advertising model where advertisers pay only for the traffic generated by their ads. Return to Top of SEO Glossary PR Abbreviation for PageRank - Google's trademark for their proprietary measure of link popularity for web pages. Google offers a PR viewer on their Toolbar. Return to Top of SEO Glossary Robots.txt Robots.txt is a file which well behaved spiders read to determine which parts of a website they may visit. Return to Top of SEO Glossary Scumware Scumware is a generic/catch-all label that applies to software that:  Installs itself secretly, dishonestly or without consent  Does not allow for easy uninstallation / removal  Monitors or tracks users actions without the users awareness or consent (aka spyware)  Alters the behavior/default options of other programs without the users consent or awareness (aka thiefware) Return to Top of SEO Glossary
  19. 19. SEM Abbreviation for Search Engine Marketing. SEM encompasses SEO and search engine paid advertising options (banners, PPC, etc.) Return to Top of SEO Glossary SEO Abbreviation for Search Engine Optimization. SEO covers the process of  making web pages spider friendly (so search engines can read them)  making web pages relevant to desired keyphrases Return to Top of SEO Glossary SERP Abbreviation for Search Engine Results Page/Positioning. This refers to the organic (excluding paid listings) search results for a given query. Return to Top of SEO Glossary Spam In the SEO vernacular, this refers to manipulation techniques that violate search engines Terms of Service and are designed to achieve higher rankings for a web page. Obviously, spam could be grounds for banning. Alan Perkins has published an excellent white paper on Search Engine Spam that is highly recommended. Here are some definitions of spam from the search engines themselves:  Google  Yahoo  MSN Return to Top of SEO Glossary Spamdexing Spamdexing was describes the efforts to spam a search engine's index. Spamdexing is a violation of the Terms Of Service of most search engines and could be grounds for banning. Return to Top of SEO Glossary
  20. 20. Spider Also called a bot (or robot). Spiders are software programs that scan the web. They vary in purpose from indexing web pages for search engines to harvesting e-mail addresses for spammers. Return to Top of SEO Glossary Spider Trap A spider trap refers to either a continuous loop where spiders are requesting pages and the server is requesting data to render the page or an intentional scheme designed to identify (and "ban") spiders that do not respect robots.txt. Return to Top of SEO Glossary Splash Page Splash pages are introduction pages to a web site that are heavy on graphics (or flash video) with no textual content. They are designed to either impress a visitor or complement some corporate branding. Return to Top of SEO Glossary Stop Word Stop words are words that are ignored by search engines when indexing web pages and processing search queries. Common words such as the. Return to Top of SEO Glossary www2/www3/www-xx Google dance watchers use these terms as short-hand to refer to Google's different datacenters. You can add .google.com to the end of them to visit the data center that corresponds to the term. THANKS @ MIKE GORE© WWW.NILESHDUBEYSEO.WORDPRESS.COM