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SEO Software Glossary


(A - C) (D - F) (G - L) (M - O) (P - Q) (R - Z)


P

Page Popularity
definition: a measure of the number and quality of links to a particular page (inbound links). Many search engines (and most noticeably Infoseek) are increasingly using this number as part of the positioning process. The number and quality of inbound links is becoming as important as the optimisation of page content.
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PageRank
definition: a proprietary numerical score that is assigned by Google to every web page in their index. PR for each page is calculated by Google using a special mathematical algorithm, based on the number and quality (as determined by Google) of the inbound links to the page. PageRank a technical asset of Google, it is an exponential-based value that signifies importance of a webpage. The PR will display as a number out of 10 in a green bar of the Google Toolbar whenever you visit a website.
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Page View
definition: used in site statistics as a measure of pages viewed rather than server hits. Many server hits may be made to access a single page, causing many separate log file entries. Analysis software can determine that these server hits were generated when a visitor viewed a single page, and group them together to provide this more useful method of counting visitors. Every time a complete page displays, it counts as one page view, even when the visitor just refreshes the page, or leaves it for a second and then comes back. This is a much more accurate metric than a hit for analyzing user experience.
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PageRank for Money
definition: selling or buying a link from a web page with a high Google PageRank for the stated purpose of increasing the other page's PR. This is highly frowned upon by Google and will result in a penalty for both pages if Google finds out about it.
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Paid Inclusion
definition: guaranteed inclusion on a search engine's results in exchange for payment, without any guarantee of how high the listing will appear. A paid inclusion appears to the user as an editorial listing rather than as a sponsored link. Pricing is typically based on a flat fee or index fee.
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Paid Placement
definition: a guaranteed listing that appears next to search results, usually in relation to specified keywords. In response to recent Federal Trade Commission guidelines, many search engines clearly identify paid placements as "sponsored links" and run them separately from the editorial portion of the page. Paid placement programs are typically based on cost-per-click (CPC) or cost-per-thousand (CPM) pricing, and the cost is higher than paid inclusion ads. Also known as pay-for-placement.
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Paid Sponsorship
definition: with this model, an advertiser pays a flat fee to a search engine. In return, the search engine shows the advertiser's ads together with search results for pre-selected keywords. ExactSeek, for example, features this pay-for-performance model.
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Parents
definition: if a page has links to other files, it is known as a parent page to these files. By selecting a link in the left pane and turning Web CEO Auditor's 'Parents' filter on, you can view all pages that reference the selected file, that is the 'Parents' of that link.
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Pay-for-Inclusion
definition: services are designed for Webmasters that are having trouble getting pages listed in spider-based search engines. A main benefit of PFI is fast respidering (every 48 hours or so), giving site owners and Webmasters instant positioning feedback and the ability to change content frequently. Also, site owners can submit deep-linked pages and be guaranteed that the URL will be included. The typical PFI program is an annual URL-based subscription with regular refresh cycles and click-based reporting. These programs are highly effective and potent for use in conjunction with seasonal campaign pages.
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Pay for Performance (PFP)
definition: Pay for Performance options are the next: pay per click, pay for inclusion and paid sponsorship. As opposed to organic search results (free by nature), the majority of search engines now offer pay for performance options. Pay for performance lets you promote your site by paying for search engine exposure, rather than by relying on solely organic listings determined by your SEO efforts.
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Pay-for-Performance Search Engines
definition: offer paid (guaranteed) inclusion on a search engine's results in exchange for payment, without any guarantee of how high the listing will appear. A paid inclusion appears to the user as an editorial listing rather than as a sponsored link. Pricing is typically based on a flat fee or index fee.
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Pay per Click
definition: is a type of search marketing where advertisers pay a set amount every time their ad is clicked by a prospect (otherwise known as a click thru). Some search engines, such as Yahoo! Search Marketing (former Overture), specialize in this type of advertising medium, although pay per click is not limited solely to pay-per-click engines. For instance, Looksmart, a directory, recently changed its business model to pay per click. Also, XML trusted feeds through Inktomi and Fast are sold at a per-click basis.
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Pay-per-Click Advertising
definition: uses sponsored search engine listings to drive traffic to a website. The advertiser bids for search terms, and the search engine ranks ads based on a competitive auction as well as other factors. PPC advertisement is a short advertisement that typically appears alongside the search engine results pages and leads visitors to your site. When running a PPC campaign, you pay whenever someone clicks on your ad.
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Penalty
definition: a punishment levied against a web page by a search engine as a result of using an SEO tactic that it doesn't approve of. Tactics that most often result in penalties include using hidden text, sneaky redirects, and linking to a bad neighborhood. A penalty usually results in a web page being credited for a lower Google PageRank (PR) than it has actually "earned". Penalties also result in a page being "buried" deep within the SERPS where it will almost never be found again by searchers.
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PFI
definition: short of Pay for Inclusion. Used by various search engines that guarantees that your site will be listed in a search engine database. Google is a noteable exception that does not 'offer' such a service.
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Phrase Match
definition: your ad appears when users search on the exact phrase and also when their search contains additional terms as long the keyword phrase is in exactly the same order. A phrase match for "web promotion" would include "web promotion software". In the case of one-word keywords, there's no difference between a broad match and a phrase match.
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Pop-up Ad
definition: an ad that appears in a separate window above or beneath the user's current page. A pop-under ad is concealed until the top window is closed, moved, resized, or minimized. A pop-up ad is similar to a daughter window, but without an associated banner.
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Portal
definition: Designation for websites that are either authoritative hubs for a given subject or popular content driven sites (like Yahoo) that people use as their homepage. Most portals offer significant content and offer advertising opportunities for relevant sites.
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Portal Site
definition: a generic term for any site which provides an entry point to the internet for a significant number of users. Examples are search engines, directories, built-in default browser or service provider homepages, sites hardwired to browser buttons, sites offering free homepages, e-mail or personalised news and any popular (or heavily advertised) sites that significant numbers of people may bookmark or set as default pages.
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Position
definition: the ranking assigned by a search engine to a page. The position denotes where that page is displayed in the search results for a given keyword or phrase.
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Positioning
definition: the process of ordering web sites or web pages by a search engine or a directory so that the most relevant sites appear first in the search results for a particular query. Software such as Web CEO can be used to determine how a URL is positioned for a particular search engine when using a particular search phrase. The GoHip Search site allows you to see positioning information from many of the big search engines, displayed all on one page.
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Positioning Technique
definition: a method of modifying a web page so that search engines (or a particular search engine) treat the page as more relevant to a particular query (or a set of queries).
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PPC
definition: Pay Per Click.
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PR
definition: abbreviation for PageRank - Google's proprietary measure of link popularity for web pages. Google offers a PR viewer on their Toolbar.
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Promotion
definition: is the fourth element of the ubiquitous 4P marketing mix (Product-Price-Place-Promotion). It is disseminating information about a product, product line, brand, or company. It is comprised of four subcategories: advertising, personal selling, sales promotion and publicity and public relations.
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Proximity
definition: refers to how close keywords that make up your key phrase are to each other. You should try to use your keyword combination as a unit, keeping your keywords together. In other cases try to put your keywords as close together as possible and make sure your sentences are clear. Keyword proximity is used by some engines, such as Google, as a part of their ranking formulas.
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Q

Query
definition: a request for information, usually to a search engine or a database. The user types in words or topics, and the search engine returns matching results from its database. A query is at the center of every search engine interaction.
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