Monday, July 14, 2008

SEO Glossary - B an C

Today we'll cover the B and C terms important for you to know for SEO:

Bait and switch - Common con-artist terminology... In this case it refers to changing content after high rankings are achieved.

backlink - Also known as incoming links. This is any link into a page or site from any other page or site.

buying links - exactly what it sounds like - you buy links into a particular site or page

black hat SEO - Search engine optimisation technique that is bad - very bad. They do not follow google or other search engine guidelines and are techniques that effectively dupe the user into going to a page or website.

blog - This is a blog - it's a website that presents content in a chronological order. Most blogs use a CMS (see below) such as WordPress or Blogger (like this) rather than individually created webpages.

bots - These are also known as robots, spiders, crawlers. They are programs which performs an activity more or less autonomously. Search engines use bots to find and add web pages to their search indexes. Spammers sometimes use bots to “scrape” content for usually illegal anti-copyright reuse for their own benefits.

bounce rate - This is the percentage of users who enter a site and then leave it without viewing any other pages.

canonical issues - Also known as the issue of duplicate content. It is sadly just about impossible to avoid duplicate content, particularly on blogs where numerous applications like RSS to blog help spammers scrape original content for their own use. The noindex meta tag in legitimate copies, and 301 server redirects can help search engines distinguish between duplicate content on your own site (e.g. on and and which may all lead the user to the same default page)

click fraud - Some companies like the infamous ClickMonkey site encourage click fraud - the practice of generating clicks usually to: (a) make the advertiser of a particular competitor site incur advertising cost that will yield him no return or (b) and more commonly, getting people to click on ads on your own site to fraudulently generate revenue. Make no mistake, this is fraud and it is a felony in most parts of the world - get caught doing this and you'll be screwed (most likely in places you'd rather not be screwed)

cloak - This is the practice of delivering different content to the search engine spider than that seen by the human users. This is one of many Black Hat SEO techniques and is frowned upon by the search engines and carries a virtual death penalty of the site/domain being banned from the search engine results.

CMS Content Management System - Programs such as Drupal, Joomla and Wordpress, which separate most of the tedious website maintenance tasks from content creation so that a content publisher can focus on what he does best - creating content.

comment spam - This is the bad, bad practice of posting blog comments for the purpose of generating a backlink to another site or webpage.

content - This is also refered to as copy. It is the part of a web page that is intended to be of interest to the user. Advertising, navigation, and branding messages are not usually considered to be content.

contextual advertisement Advertising which is related to the content.

conversion - This is the achievement of a quantifiable goal on a website. Click-throughs, sign ups, and sales are examples of conversions.

conversion rate - Percentage of users who convert

CPC - Cost Per Click the rate that is paid per click by an advertiser

CPM - Cost Per Mil (i.e. 1000) impressions. A metric used to quantify the cost of showing your ad 1000 times.

crawler - This is bot or spider (see earlier) that studies a website or page to capture the link structure for search engines.