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Search Engine Marketing (SEM) Glossary

Black Hat SEO

Search optimization techniques that are meant to “trick” a search engine into ranking a non-relevant page higher. Techniques include keyword stuffing and cloaking. These practices can get a site blocked from search engines if they detect them (and they will, eventually).

Cloaking

The practice of detecting when a spider comes to your page and presenting it with a page different than what a user would see. This is considered a Black Hat SEO technique and can get a site banned from search engines.

Content Marketing

See also Information Marketing. Using information as part of a corporate marketing campaign to provide value to prospects and customers.

Information Marketing

See also Content Marketing. Using information as part of a corporate marketing campaign to provide value to prospects and customers.

Keyword

The term a user types into the search box at a search engine. Keywords can be single words or phrases.

Keyword Stuffing

The practice of putting tiny “invisible” type at the end of a web page in the same color as the background for the purposes of making a page appear relevant to search engines. Keyword stuffing is considered a Black Hat SEO technique and can get a site banned from search engines.

Organic Search Results

The list of links that appear at a search engine that advertisers have not paid to have appear. See search engine marketing for more info.

Page Rank

A ranking metric used by Google to prioritize web pages relative to a keyword.

Paid Search

Also known as Search Engine Marketing (SEM). Buying keyword-triggered advertising from search engines. Ads appear at the top of the search results page. Advertisers pay an agreed-to price for each click, and only pay if someone clicks a link to the site.

Paid Search Results

The list of links that appear at a search engine that an advertiser has paid to have appear. See search engine marketing for more info.

Pay Per Click (PPC)

A method of advertising whereby advertisers pay a pre-established amount when a user clicks on a web page link within an advertisement. Frequently associated paid search.

Search Engine Optimization (SEO)

The practice of optimizing a web site so that it ranks high in the organic search results.

Search Engine Marketing (SEM)

Also known as paid search. Buying keyword-triggered advertising from search engines. Ads appear at the top of the search results page. Advertisers pay an agreed-to price for each click, and only pay if someone clicks a link to the site. SEM also refers to the search marketing discipline.

Search Results Page

The list of links that appear at a search engine after a user types in a keyword or phrase. Some links are paid search results and some are organic search results.

Social Bookmarking

Using a web site like digg, delicious, or technorati to bookmark sites or pages. This allows a user to access their bookmarks from any browser or computer. Also, sites that are bookmarked by multiple users rise to the top, effectively establishing their popularity. With many sites, bookmarks can be shared and voted on.

White Hat SEO

Search optimization techniques that are legitimate. White hat SEO techniques are designed to help users find relevant content.

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