All > Technology > Search > SEO / Search Marketing
Back links are inbound links pointing to a web page. See: Inbound Links Definition
- Browse Related Terms: Back links, External Link, Google Juice, Hyperlinks, Inbound Link, Inbound links (IBL), Link Bursts, Link Churn, Link Equity, Link Hoarding, Link Popularity, Link spam, Mindshare, PageRank (PR)
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The provision of one page for a search engine or directory and a different page for other user agents at the same URL. Various methods can be used, e.g. Agent Name Delivery or IP Delivery.
Bait and switch is considered as a spam technique when used in SEO. It provides one page for a search engine or directory and a different page for other user agents at the same URL. Sometimes it creates an optimized page and submits to search engines or directory, but replaces with the regular page as soon as the optimized page has been indexed.
Marketing technique where you make something look overtly pure or as though it has another purpose to get people to believe in it or vote for it (by linking at it or sharing it with friends), then switch the intent or purpose of the website after you gain authority. It is generally easier to get links to informational websites than commercial sites. Some new sites might gain authority much quicker if they tried looking noncommercial and gaining influence before trying to monetize their market position.
- Browse Related Terms: Anchor text, Bait and Switch, Block Level Analysis, Breadcrumb Navigation, Conceptual Links, Google Bombing, Google Sitelinks, Home Page, Homepage, Internal Link, Internal Links, Link Baiting, Link Building, Link Reputation, Natural Language Processing, SEO, Site Map, Text Link Ads
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When a search engine blocks your site from appearing in its search results.
- Browse Related Terms: Banned, Bold, Emphasis, Fake Copy Listings, Keyword Density, Keyword stuffing, Pagejacking, SEO Copywriting, Web Copywriting
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During the first web boom many businesses were based on eyeballs more than actually building real value. Many ads were typically quite irrelevant and web users learned to ignore the most common ad types.
In many ways text ads are successful because they are more relevant and look more like content, but with the recent surge in the popularity of text ads some have speculated that in time people may eventually become text ad blind as well.
Nick Denton stated:
Imagine a web in which Google and Overture text ads are everywhere . Not only beside search results, but next to every article and weblog post. Ubiquity breeds contempt. Text ads, coupled with content targeting, are more effective than graphic ads for many advertisers; but they too, like banners, will suffer reader burnout.
- Browse Related Terms: Arbitrage, Ask, Banner Blindness, Behavioral Targeting, Business.com, Catch All Listing, Clickthrough rate, CTR, Doorway Pages, Entry Page, Google AdSense, Jump Page Ad, Keyword Purchasing, Organic Search Results, Paid inclusion, Referral Fees, Scumware, Search Marketing, Spyware, Syndication
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Popular search and media blogger who co-founded The Industry Standard and Wired, and authored a popular book on search called The Search.
See also:
- Searchblog - blog about the intersection of search, media, and technology.
- The Search - John's book about the history and future of search.
- The Database of Intentions - post about how search engines store many of our thoughts
- Web 2.0 Conference - conference run by John Battelle.
- Battelle's Google speech
- Browse Related Terms: Battelle, John, Brand, Cybersquatting, Gladwell, Malcolm, Godin, Seth, Headline, Mechanical Turk, Meme, Registrar, Seth Godin, Squidoo, Viral Marketing, Yahoo! Answers
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A line of code placed in an ad or on a web page that helps track the visitor's actions, such as registrations or purchases. A web beacon is often invisible because it's only 1 x 1 pixel in size and has no color. Also known as web bug, 1 by 1 GIF, invisible GIF or tracker GIF.
- Browse Related Terms: beacon, Body copy, Clickthrough, Expandable Banner, Flash, Flash intro, Headings, Mouseover, Navigation, PDF, Shoskeles, Splash page, Title Attribute
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Ad targeting based on past recent experience and/or implied intent. For example, if I recently searched for mortgages then am later reading a book review the page may still show me mortgage ads.
- Browse Related Terms: Arbitrage, Ask, Banner Blindness, Behavioral Targeting, Business.com, Catch All Listing, Clickthrough rate, CTR, Doorway Pages, Entry Page, Google AdSense, Jump Page Ad, Keyword Purchasing, Organic Search Results, Paid inclusion, Referral Fees, Scumware, Search Marketing, Spyware, Syndication
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Any advertisement that is not a banner, such as an interstitial or a pop-up ad.
- Browse Related Terms: Above the Fold, Beyond The Banner, Call To Action, Content Integration, Demographics, Geo-Targeting, Landing Page, Negative Keyword, Pay-per-post (PPP), Share of Voice, Target Audience, trademark
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A prejudice based on experiences or a particular worldview. Any media channel, publishing format, organization, or person is biased by how and why they were created and their own experiences the current set of social standards in which they exist other markets they operate in the need for self preservation how they interface with the world around them their capital, knowledge, status, or technological advantages and limitations Search engines aim to be relevant to users, but they also need to be profitable. Since search engines sell commercial ads some of the largest search engines may bias their organic search results toward informational (ie: non-commercial) websites. Some search engines are also biased toward information which has been published online for a great deal of time and is heavily cited. Search personalization biases our search results based on our own media consumption and searching habits. Large news organizations tend to aim for widely acceptable neutrality rather than objectivity. Some of the most popular individual web authors / publishers tend to be quite biased in nature. Rather than bias hurting one's exposure The known / learned bias of a specific author may make their news more appealing than news from an organization that aimed to seem arbitrarily neutral. I believe biased channels most likely typically have a larger readership than unbiased channels. Most people prefer to subscribe to media which matches their own biases worldview. If more people read what you write and passionately agree with it then they are more likely to link at it. Things which are biased in nature are typically easier to be cited than things which are unbiased. See also: Alejandro M. Diaz's Through the Google Goggles [PDF] - thesis paper on Google's biases A Thousand Years of Nonlinear History - looks at economic, biological, and linguistic history Manufacturing Consent - Noam Chomsky DVD and book about mainstream media bias toward business interests Comparison of the major search algorithms Wikipedia: Bias Bid Management Software (see Automated Bid Management Software)
- Browse Related Terms: Bias, Bookmarks, Del.icio.us, Digg, Malda, Rob, Netscape, Slashdot, Social Media
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Software or an ASP service used to manage bids on pay-per-click search engines such as Yahoo Search Marketing (formerly Overture) and Google AdWords.
- Browse Related Terms: Affiliate Marketing, Alexa, AllTheWeb, Bid management tool, Copyright, Key Performance Indicators (KPIs), Landing Page Quality Scores, Overture, Relevancy, ROI, SEM, The Tragedy of the Commons, Yahoo! Search Marketing
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Bidding means placing a bid price that you are willing to pay as an advertiser on a pay-per-click search engine. The highest bid for a given keyword achieves the top spot in the PPC search results. In Overture, the top three bids are "featured" on Overture's partners' sites, including AOL, Altavista, Infospace, and others. The minimum bid amount on Overture is 5 cents per clickthrough. Also see Pay Per Click / PPC Definition
- Browse Related Terms: AdSense, AdWords, Bidding, Contextual Advertising, Cost Per Lead (CPL), CPA, CPC, Earnings Per Click, Google Traffic Estimator, Pay-for-performance, Pay-per-click (PPC), PPC
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Search engines set up guidelines that help them extract billions of dollars of ad revenue from the work of publishers and the attention of searchers. Within that highly profitable framework search engines consider certain marketing techniques deceptive in nature, and label them as black hat SEO. Those which are considered within their guidelines are called white hat SEO techniques. The search guidelines are not a static set of rules, and things that may be considered legitimate one day may be considered deceptive the next. Search engines are not without flaws in their business models, but there is nothing immoral or illegal about testing search algorithms to understand how search engines work. People who have extensively tested search algorithms are probably more competent and more knowledgeable search marketers than those who give themselves the arbitrary label of white hat SEOs while calling others black hat SEOs. When making large investments in processes that are not entirely clear trust is important. Rather than looking for reasons to not work with an SEO it is best to look for signs of trust in a person you would like to work with. See also: Black Hat SEO.com - parody site about black hat SEO White Hat SEO.com - parody site about white hat SEO Honest SEO - site offering tips on hiring an SEO SEOConsultants.com - reviewed directory of SEO professionals SEO Black Hat - blog about black hat SEO techniques
- Browse Related Terms: Black Hat SEO, Boolean search, Grey Hat SEO, ontology, Personalization, White Hat SEO, Whois
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lists that either search engines or vigilante users compile of search engine spammers, which may be used to ban those spammers from search engines or to boycott them.
- Browse Related Terms: Blacklist, Clustering, description, Directory, Duplicate Content, Keyword Research, Mirror Sites, Paid placement, Re-submission, Select list, Skewing, Spamdexing, Spoofing, URL Submission
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A method used to break a page down into multiple points on the web graph by breaking its pages down into smaller blocks. Block level link analysis can be used to help determine if content is page specific or part of a navigational system. It also can help determine if a link is a natural editorial link, what other links that link should be associated with, and/or if it is an advertisement. Search engines generally do not want to count advertisements as votes. See also Microsoft Research: Block-level Link Analysis
- Browse Related Terms: Anchor text, Bait and Switch, Block Level Analysis, Breadcrumb Navigation, Conceptual Links, Google Bombing, Google Sitelinks, Home Page, Homepage, Internal Link, Internal Links, Link Baiting, Link Building, Link Reputation, Natural Language Processing, SEO, Site Map, Text Link Ads
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A periodically updated journal, typically formatted in reverse chronological order. Many blogs not only archive and categorize information, but also provide a feed and allow simple user interaction like leaving comments on the posts. Most blogs tend to be personal in nature. Blogs are generally quite authoritative with heavy link equity because they give people a reason to frequently come back to their site, read their content, and link to whatever they think is interesting. The most popular blogging platforms are Wordpress, Blogger, Movable Type, and Typepad.
Also known as a "weblog". An online diary with entries made on a regular if not daily basis. Some blogs are maintained by an anonymous author who uses a nickname or handle instead of his or her real name.
- Browse Related Terms: Blog, Blogger, Blogroll, Comments, Cutts, Matt, Denton, Nick, Movable Type, MySpace, Splog, Technorati, Typepad, Weblog, Wordpress
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Either manually or automatically (via a software program) adding low value or no value comments to other sites.
Automated blog spam:
Nice post!
by
Discreat Overnight Viagra Online Canadian Pharmacy Free ShippingManual blog spam:
I just wrote about this on my site. I don't know you, but I thought I would add no value to your site other than linking through to mine. Check it out!!!!!
by
cluebag manual spammer (usually with keywords as my name)As time passes both manual and automated blog comment spam systems are evolving to look more like legitimate comments. I have seen some automated blog comment spam systems that have multiple fake personas that converse with one another.
- Browse Related Terms: Blog Comment Spam, CMS, Feed, Feed Reader, Mirror Site, RSS, Trackback, User Generated Content, Web2.0, Wiki, Wikipedia, Xenu, Xenu Link Sleuth, YouTube
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Blogger is a free blog platform owned by Google. It allows you to publish sites on a subdomain off of Blogspot.com, or to FTP content to your own domain. If you are serious about building a brand or making money online you should publish your content to your own domain because it can be hard to reclaim a website's link equity and age related trust if you have built years of link equity into a subdomain on someone else's website. Blogger is probably the easiest blogging software tool to use, but it lacks many some features present in other blog platforms. See also: Blogger.com
- Browse Related Terms: Blog, Blogger, Blogroll, Comments, Cutts, Matt, Denton, Nick, Movable Type, MySpace, Splog, Technorati, Typepad, Weblog, Wordpress
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Link list on a blog, usually linking to other blogs owned by the same company or friends of that blogger.
- Browse Related Terms: Blog, Blogger, Blogroll, Comments, Cutts, Matt, Denton, Nick, Movable Type, MySpace, Splog, Technorati, Typepad, Weblog, Wordpress
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the 'meaty' textual content of a web page. Body copy refers to text visible to users, doesn't include graphical content, navigation, or information hidden in the HTML source code.
- Browse Related Terms: beacon, Body copy, Clickthrough, Expandable Banner, Flash, Flash intro, Headings, Mouseover, Navigation, PDF, Shoskeles, Splash page, Title Attribute
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A way to make words appear in a bolder font. Words that appear in a bolder font are more likely to be read by humans that are scanning a page. A search engine may also place slightly greater weighting on these words than regular text, but if you write natural page copy and a word or phrase appears on a page many times it probably does not make sense or look natural if you bold ever occurrence.
Example use:
- <b>words</b>
- <strong>words</strong>
Either would appear as words.
- Browse Related Terms: Banned, Bold, Emphasis, Fake Copy Listings, Keyword Density, Keyword stuffing, Pagejacking, SEO Copywriting, Web Copywriting