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A set of rules that a search engine uses to rank the listings contained within its index, in response to a particular query. No search engine reveals exactly how its own algorithm works, to protect itself from competitors and those spamming the search engine.
One of Google’s keyword-matching options; displaying your advert for queries which include your keywords as part of a longer search term, but not necessarily in the same order or adjacent to one another. For example, your keyword advert of "collector clocks" as a broad match is validly displayed on query results for "collector of antique clocks". (See also keyword-matching options, broad match, expanded match, and negative match.)
A technique by which a webmaster pays for the appearance of an a text based link advert in a particular place on a page for a given search query, usually paying for impressions (the number of times the ad is shown), rather than for clicks.
A technology by which a webmaster can deliver customized advertising based upon the IP address of the visitor. It allows a site to serve local language or content to specific visitors. Is the technology used in cloaking, to identify search engine spiders from their IP address and route them to different version of the requested page. Can be used ethically to route spiders around dynamic webpages which require a database query, to simpler pages that spiders can process. All the while avoiding duplicating content.
The number of searches for a particular keyword query. Whereas clickthroughs tell you how many searchers go to your site, keyword demand tells you how many total searches used that keyword, whether the searchers clicked through or not. Keyword demand is ten times the clickthroughs on all paid advertising for a keyword.
The ratio of a keyword term relative to all keywords on a page. For example, if you want your 200 word page to be found for the query "wallpaper" and your page contains 20 occurrences of that word, the keyword density of your page is 10 percent for the term "wallpaper". Generally, search engines consider pages with about 6 to 8 percent keyword density to be high quality pages. (Higher keyword densities are sometimes penalized as spamming.)
The links and associated descriptions on a search engine's results page in response to a search query.
Also known as IP Delivery A technology that search engines use to find results from the geographic area from where the search is being requested. Alternately, searchers can enter the location as part of the query. Local search is different from geographic targeting, in which paid placement results are selected based on the searcher’s location, regardless of whether the query was intended to return results for a particular location,
Also known as organic search, the search engine technology that finds the most relevant matches for a searcher’s query from all of the pages indexed from the Web. Natural search contrasts with paid search, in which webmasters can pay for the highest rankings position.
Also known as natural search. The search engine technology that finds the most relevant matches for a searcher’s query from all of the pages indexed from the Web. Natural search contrasts with paid search, in which webmasters can pay for the highest rankings position.
A search term within a search query consisting of multiple keywords in double quotation marks, indicating to the search engine that those keywords be found as a phrase. If keywords are not enclosed in double quotes, they are treated as individual keywords to search for rather than as a phrase.
The instruction to a search engine or a directory in order to locate web pages. Consists of a word, or a phrase, may contain other syntax in the case of more advanced searchs.
The accuracy with which an organic search match is closely related to the query. A match with very high relevance will be ranked higher. Search engines sort the matches by relevance using a ranking algorithm. The algorithms use many increasingly sophisticated factors, including the location of the keywords on the matching web pages, the authority of the page, the anchor text of inbound links, the keyword density, presence of related keywords, proximity of different keywords.
The starting point of any search engine software. An internal database used by search engines where they store every word found on every Web page, along with the list of pages that each word was found on. When a searcher enters a search query, the search engine extracts the search index to find all the pages that match the query, and then uses the ranking algorithm to order them by relevance.
The list of search results that are returned by a search engine or directory in response to a search query.
Also known as a crawler, the part of a search engine that locates and indexes every page on the Web that is a possible answer to a searcher’s query. Successful search engine optimisation depends on crawlers finding many or all a Web site's pages .
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