Online Marketing Glossary : S - XSearch Engine Marketing Glossary
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S
Script: A script is a type of programming language that can be used to fetch and display Web pages. There are many kinds and uses of scripts on the Web. They can be used to create all or part of a page, and communicate with searchable databases. Forms (boxes) and many interactive links, which respond differently depending on what you enter, all require some kind of script language. When you find a question mark (?) in the URL of a page, some kind of script command was used in generating and/or delivering that page. Most search engine spiders are instructed not to crawl pages from scripts, although it is usually technically possible for them to do so.
Search Engine: A software that searches for information and returns sites which provide that information. Examples of search engines are AltaVista, Google etc.
Search Engine Friendly: Search engine friendly simply means the search engines will be able to easily crawl the site and recognize the content and intention ranking it accordingly.
Search Engine Placement: The practice of trying to ensure that a web site obtains a high rank in the search engines. Also called search engine positioning, search engine optimization etc.
Search Engine Roundtable (SERoundtable.com): The Search Engine Roundtable is an aggregation site (blog style) that provides information from Search Engine Marketing forums and blogs. By enlisting some of the most recognized names at those forums, the Roundtable is able to report on special forum threads and a synopsis that provides greater detail into those threads.
Search Engine Watch: A Paid Service site that provides tips and information about searching the web, analysis of the search engine industry and help to site owners trying to improve their ability to be found in search engines.
SEOBook.com: SEO Book.com is a leading SEO blog by Aaron Wall covering the search space and includes some good marketing tips, search analysis, and a blog that he rants on.
Server, Web Server: A computer running that software, assigned an IP address, and connected to the Internet so that it can provide documents via the World Wide Web, also called Host computer.
Server-Side: Something that operates on the "server" computer (providing the Web page), as opposed to the "client" computer (which is you or someone else viewing the Web page). Usually it is a program or command or procedure or other application causes dynamic pages or animation or other interaction.
SHTML, (.shtml): A file name extension that identifies web pages containing SSI commands.
Site or Website: This term is often used to mean "web page," but there is supposed to be a difference. A web page is a single entity, one URL, one file that you might find on the Web. A "site," properly speaking, is a location, gathering or center for a bunch of related pages linked to and from that site.
Spamming (Spamdexing): Using any search engine ranking technique which causes a degradation in the quality of the results produced by the search engines. Examples of spamming include excessive repetition of a keyword in a page, optimizing a page for a keyword which is unrelated to the contents of the site, using invisible text, etc. Most search engines will penalize a page which uses spamming. Also called spamdexing. In a different context, spamming is also used to mean the practice of sending unsolicited bulk email.
Spider (AKA Crawler): An application that visits web sites and indexes the pages present in those sites. Search engines use spiders to build up their databases. Computer robot programs, referred to sometimes as "crawlers" or "knowledge-bots" or "knowbots" that are used by search engines to roam the World Wide Web via the Internet, visit sites and databases, and keep the search engine database of web pages up to date. They obtain new pages, update known pages, and delete obsolete ones. Their findings are then integrated into the "home" database. Most large search engines operate several robots all the time. Even so, the Web is so enormous that it can take six months for spiders to cover it, resulting in a certain degree of "out-of-datedness" (link rot) in all the search engines.
SSI commands: SSI stands for "server-side include," a type of HTML instruction telling a computer that serves Web pages to dynamically generate data, usually by inserting certain variable contents into a fixed template or boilerplate Web page. Used especially in database searches.
Stemming: In keyword searching, word endings are automatically removed (lines becomes line); searches are performed on the stem + common endings (line or lines retrieves line, lines, line's, lines', lining, lined). Not very common as a practice, and not always disclosed. Can usually be avoided by placing a term in " ".
Stop Words: A word that often appears in pages, yet has no significance by itself. Most search engines ignore stop words while searching. Example of stop words are: and, the, of etc. In database searching, "stop words" are small and frequently occurring words like and, or, in, of, that are often ignored when keyed as search terms. Sometimes putting them in quotes " " will allow you to search them. Sometimes + immediately before them makes them searchable.
Subject-Based Popularity Ranking of search results: A variation on popularity ranking in which the links in pages on the same subject are used to in ranking search results. Used by Teoma.
Subject Directory: An approach to Web documents by a lexicon of subject terms hierarchically grouped. May be browsed or searched by keywords. Subject directories are smaller than other searchable databases, because of the human involvement required to classify documents by subject.
Sub- Searching: Ability to search only within the results of a previous search. Enables you to refine search results, in effect making the computer "read" the search results for you selecting documents with terms you sub-search on.
T
Text Link Ads (Text-Link-Ads.com): Patrick Gavin's Text Link Ads is an online traffic and link popularity ad firm that specializes in placing static html links on websites and high traffic web properties. The main benefit is the organic search engine rankings created by the service.
Title Tag: The contents of the Title tag is generally displayed by the browser at the top of the browser window. The search engines use the Title tag to provide a link to the sites which match the query made by the user. Having keywords in the Title tag of a page can significantly increase the search engine ranking of the page for those keywords.
Truncation: In a search, the ability to enter the first part of a keyword, insert a symbol (usually *), and accept any variant spellings or word endings, from the occurrence of the symbol forward. (E.g., femini* retrieves feminine, feminism, feminism, etc.)
U
URL: Uniform Resource Locator is the unique address of any Web document. There is a logic to the layout of a URL; Type of file (could say ftp: // or telnet:// or http ://), Domain Name (computer the file is on and its location on the Internet), Path (directory on the computer to this file), Name of file and its file extension (usually ending in .html or .htm).
URLWire: URLWire is Eric Ward's site announcement network offering online exposure. The services are offered in 2 price packages starting at $400.
Usenet: Bulletin board-like network featuring thousands of "newsgroups."
V
W
Wordtracker: Andy Mindel and Mike Mindel created Wordtracker in 1999. Wordtracker helps website owners and search engine marketers identify keywords and phrases that are relevant to their or their client's business and most likely to be used as queries by search engine visitors.
X
XHTML: A variant of HTML stands for Extensible Hypertext Markup Language is a hybrid between HTML and XML that is more universally acceptable in Web pages and search engines than XML.
XML: Extensible Markup Language, a dilution for Web page use of SGML (Standard General Markup Language), which is not readily viewable in ordinary browsers and is difficult to apply to Web pages. XML is very useful for pages emerging from databases and other applications where parts of the page are standardized and must reappear many times.
Y
Z
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