Online Marketing Glossary : K - MSearch Engine Marketing Glossary
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K
Keyword: A word or phrase that you type in when you are searching for information in the search engines. Keywords are searched in any order. Use spaces to separate keywords in simple keyword searching. To search keywords exactly as keyed (in the same order), see PHRASE.
Keyword Frequency: Denotes how often a keyword appears in a page or in an area of a page. In general, higher the number of times a keyword appears in a page, higher its search engine ranking. However, repeating a keyword too often in a page can lead to that page being penalized for spamming.
Keyword Prominence: Denotes how close to the start of an area of a page that a keyword appears. In general, having the keyword closer to the start of an area will lead to an improvement in the search engine ranking of a page.
Keyword Weight: Denotes the number of times a keyword appears in a page as a percentage of
all the other words in the page. In general, higher the weight of a particular keyword in a page, higher will be the search engine ranking of the page for that keyword. However, repeating a keyword too often in order to increase its weight can cause the page to be penalized by the search engines.
L
Link: The URL imbedded in another document, so that if you click on the highlighted text or button referring to the link, you retrieve the outside URL. If you search the field "link:", you retrieve on text in these imbedded URLs which you do not see in the documents.
Link Popularity: The number of sites which link to a particular site. Many search engines use link popularity as a factor in determining the search engine ranking of a web site.
Link "Rot": Term used to describe the frustrating and frequent problem caused by the constant changing in URLs. A Web page or search tool offers a link and when you click on it, you get an error message (e.g., "not available") or a page saying the site has moved to a new< URL>. Search engine spiders cannot keep up with the changes. URLs change frequently because the documents are moved to new computers, the file structure on the computer is reorganized, or sites are discontinued. If there is no referring link to the new URL, there is little you can do but try to search for the same or an equivalent site from scratch.
Link Weight: Very simply the number of occurrences of links to specific pages within the site. An important part of Internal Linking. The less important the page, the less frequent the number of links.
LISTSERVERS: A discussion group mechanism that permits you to subscribe and receive and participate in discussions via e-mail.
Long Tail Keywords: those 3 and 4 keyword phrases which are specific to whatever you are selling. It is believed that these terms provide the best conversion rates. In virtually every case, very specific searches are far more likely to convert to sales than general generic searches that tend to be geared more toward the type of research that consumers typically do prior to making a buying decision.
M
Marketing Sherpa: MarketingSherpa is a research firm publishing practical information for professional marketers and case studies. The site offers a paid service.
Meta Description Tag: The tag present in the header of a web page which is used to provide a short description of the contents of the page. Some search engines will display the text present in the Meta Description Tag when the page appears in the results of a search. Including keywords in the Meta Description Tag can improve the search engine ranking of a page for those keywords. However, some search engines ignore the Meta Description Tag.
Meta Keywords Tag: The tag present in the header of a web page which is used to provide alternative words for the words used in the body of the page. The Meta Keywords Tag is becoming less and less important in influencing the search engine ranking of a page. Some search engines ignore the Meta Keywords tag.
Meta Refresh Tag: The tag present in the header of a web page which is used to display a different page after a few seconds. If a page displays another page too soon, most search engines will either ignore the current page and index the second page or penalize the current page for spamming.
Meta Search Engine: Search engines that automatically submit your keyword search to several other search tools, and retrieve results from all their databases. Convenient time-savers for relatively simple keyword searches (one or two keywords or phrases in " ").
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