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Helpful glossary of terms for search engine optimization.

301 Error Tells a web crawler that the page has permanently moved.
404 Error Page The web page that displays when a user tries to view a page that no longer exists or the page file name has changed.
Adandonment Rates Percentage of site visitors who view a page and then exit without linking to other pages on the site.
Alt tags  ALT "attributes" - the text coded in the HTML that associates words with web graphics.
Back Links The number of links pointing to a website
Cache Web content saved by the search engines in their indexes.
Call-To-Action A way to engage the website visitor that encourages them to interact with the company.
Cloaking At the same URL (web address) showing one page to a search engine spider and a different page to a human visitor. Frowned upon by search engines as deceptive, sites may be severely penalized by the engines if they use cloaking.
Conversion When a website visitor takes a desired action, such as a sale or downloads a file.
Crawler-based search engines Engines that use automated software to index the billions of files online.
CTR Click Through Rate - Percentage of users who click an online ad after viewing it.
Directories Websites that list other sites by category, e.g. Yahoo! Directory.
DMOZ A directory run by volunteers under the Open Directory project, www.dmoz.org.
Duplicate Content or Similar Pages Identifies sites that the search engines think are the same theme.
Dynamic Site A website that is generated at the time a user accesses a page. Generated in real time. Dynamic sites are database driven.
Flash Macromedia software that creates vector-based graphic animations with small file sizes for use online.
Framed site Using a specific type of HTML code that places "pages inside pages". Has significant disadvantages and a few advantages.
H1, H2 tags In HTML, the code used to define a page title (h1) or subhead (h2).
HTML Text Text on a web page that is created using HTML (which can be indexed by the engines) as opposed to a graphic (which cannot).
Hyperlinks A link from one web page to another (links can also point to another location on the same page).
Indexing / indexable Online content that the search engines can index. 
JavaScript A programming script used on websites.
Keyword Stemming Google searches not only for your search terms, but also for words that are similar to some or all of those terms, including plurals.
Link Popularity The number of links pointing to a website.
Meta Description Hidden HTML code that contains a descriptive sentence or two about the web page.
Off-The-Page Factors considered by the search engines when ranking a page that are not part of the web page, e.g. back links.
On-The-Page Factors considered by the search engines when ranking a page that are part of the web page, e.g. text content, title text, etc.
Organic or Natural Listings That part of the search engine results that is not paid for, typically in the central area of the results page.
Page Rank Devised by Google, it measures not only how many links point to a website, but the "quality" of the sites providing the links.
Page Views The number of requests to view a specific web page in a specific time frame (the same person could make multiple requests).
Paid Inclusion Paying money to be listed in a search engine or online directory.
Paid Placement Paying money to have an advertisement shown on a search engine results page.
Phrase Match Performing a search with quotation marks around the phrase so that the search results will show web pages with the exact phrase.
Pop-up Ads A form of online advertising that opens a new web browser window to display advertisements.
PPC Pay Per Click - Paying a small amount each time a user clicks on an online ad.
Redirect A file on the server indicating that the requested page has permanently (301) or temporarily (302) been moved to another location.
Robots.txt A text file that instructs the search engines about pages or directories to exclude from its database.
ROI Return on Investment - How much revenue is generated compared to how much was spent on a marketing campaign
Static Sites Sites that have the text and images coded onto each page. Must be edited by opening the individual page each time.
Search Engine Marketing (SEM) The practice of marketing and advertising through the search engines.
Search Engine Optimization (SEO) Designing a website so that it ranks highly in the search engines when someone searches for specific phrases related to the site.
Search Engine Rankings The position a site has on a search results page when a specific phrase is searched for.
Search Engine Referrals Visitors who arrive at a website after clicking a link on a search engine results page.
Search Engine Results Page (SERP) The page that displays in a search engine when a specific phrase is searched for.
Search Engine Saturation The number of web pages that a search engine has indexed from your website.
Search Term The word or words entered by the user into the search engine.
Title Tag In HTML, an area where text is placed that shows at the very top of the browser window. Search engines consider this area critical.
Unique Visitors The number of individuals who visit a website during a specific time (the same person visiting twice is only counted once).
URL Uniform resource locator. Global address of pages, images and files in a website.
Web Spider Software that browses the Web in an automated manner and keeps a copy of visited pages in its database. Also known also as a crawler.
Webinar Online seminar that may contain audio and video.
XML Site Map A list of pages and files that you want the search engines to index. The site map is created in xml format.

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