Ppc and-seo-basic-tutorial

Pay Per Click (PPC) vs. SEO
PPC advertising vs. SEO advertising
These following acronyms are probably two of the most important terms in the world of
Internet advertising:
PPC and SEO.
First we have PPC. This is also called CPC. This stands for Pay Per Click or Cost Per Click
advertising. In other words you are paying each time someone clicks on your link.
The second term, SEO stands for Search Engine Optimization. SEO is the process of building
a website that is search engine friendly. Search engine friendly means that Google can find
your site and once found it will know what the major keyword points you are trying to
make. Also it will determine when to show your URL to prospective web surfers based on
your keywords. There are many other search engines but Google is largest for the moment
so you should optimize your site for them.
If you are a small business person with limited funds which program should you do PPC or
SEO? My answer is both.
A PPC program from Overture or Google is a relatively quick traffic generator. You give
those companies your keywords and if those keywords have any traffic at all you will get
some visitors. This type of program can be up and running within 24 hours. The huge
advantage of the PPC program is the uptime speed and quantity of targeted traffic.
The huge downside is cost. PPC programs can get expensive very fast. $0.10 per click
doesn't sound expensive until you get 10,000 clicks in a month. That means you just spent
$1,000 on that one search term!
A SEO program is extremely slow and very tedious to get going. If you don't know what you
are doing it can cost upwards of $3,000 to have your site optimized.
The good news about a SEO program is that you can learn how to optimize your site
yourself. It takes trial and error to see what is working. It also takes knowledge of how
search engines work to get them going correctly. I personally use LivePerson.com's live
chat to watch the search terms for all of my sites in real time. Your server's log files will
also help you with your search terms. You can bet your bottom dollar that if you do
everything correctly a SEO program will take you 90 days just to start seeing results.
In this case results mean getting targeted traffic. You need to have time and patience to give
your SEO program a chance to work.
There is no doubt that for immediate results the PPC route is clearly the way to go. You will

get immediate results.
My suggestion is that as soon as you put your first dollar into PPC you should start working
on Search Engine Optimization yourself. The reason is 90 to 180 days from now you can
stop paying for some of your PPC terms as the search engines natural abilities start
indexing and showing your web pages to visitors. You need to force yourself to learn the
SEO process. A solid SEO program goes well beyond meta tags these days.
The ultimate goal of advertising is to drive targeted traffic. If you can get SEO targeted
traffic vs. PPC targeted traffic then you will place a lot of money on the bottom line of your
business. Placing a lot of money on the bottom line is probably the ultimate goal of your
business.
Pay Per Click Search Engines (aka PPC) are all the rage these days and for very good
reasons. They are an inexpensive way of achieving targeted traffic. If you're not familiar
with them let's go over the basics.
With PPC search engines, you bid on keywords/phrases and when someone searches for
those keywords, your site will appear on the search results page. If someone clicks on your
site, you're charged the amount you have bid. If they don't click, your account is not
charged.
Overture was the very first PPC S.E. in existence and it's still the largest and most effective.
Their success is mostly due to the extensive relationships they have in place with many of
the major search engines. When bidding with Overture, the top three bid positions will also
appear on some of the majors like Altavista, Yahoo and others. These listings generally
show up under the heading of "sponsored links."
Thanks to Overture's success, many other engines have appeared on the Net, all vying for
the PPC dollars. But you need to be careful here, as many of them are not worth your time
or advertising dollars. We'll discuss these in more depth in Part 2 of this series.
Remember, visitors who come to your site via a search engine are already targeted leads,
and once they get there it's up to you to convert them into buyers. No PPC S.E. will make
the sale for you; that is always determined by the strength of your ad copy. Your site must
convert visitors into buyers, and the only way to do that is with strong ad copy that
convinces them to take action.
The biggest task in signing up with PPC's is choosing the keywords/phrases you wish to bid
on. You don't want to be too broad and bid on one word; you'll do better by being more
specific and coming up with or 2 or 3 word combinations to bid on. You don't want to pay

for untargeted traffic, and if your keyphrases aren't relevant to your site, that's exactly
what you'll be doing.
For example, let's say your site sells model trains. Don't bid on the word "trains" alone but
use "model trains." That way you're targeting those who are specifically searching for
model trains and not those who may be looking to take a trip on trains. Are you following
me here? Again, you don't want to pay for untargeted traffic.
There are many tools you can use online that will help you in choosing just the right
keywords. You'll have your best luck bidding on as many keyword combinations as you can
think of.
If you only choose a handful of keywords your results won't be as good, so you'll need to
come up with quite a few.
Some of the best are:
Overture's Keyword Generator
"Jim Tools" also has a nice selection
Keyword Miner- Free Software
Word Tracker
You'll be amazed at the number of keyword combinations you can come up with by using
one of the above tools. They really make it easy to come up with the best phrases for your
PPC campaign.
For more information on PPC search engines, you may want to investigate these:
http://www.PayPerClickGuide.com
http://www.PayPerClickSearchEngines.com
http://www.PayPerClickAnalyst.com
http://www.PPC-Directory.com
http://www.searchenginePayPerClick.com
Adding pay per click search engines to your website promotional strategy is a smart move.
The trick is to bid on enough keywords and keep your bids at the bare minimum. The
results will be highly targeted traffic that won't cost you a fortune or break the bank.

Pay Per Click Search Engines Tutorial
(Part 2 of a 3 Part Series)
In Part 1 of this series, we discussed the basics of Pay Per Click Search Engines (aka "PPC").
In this installment, we're going to discuss some of the major players in the industry and
what it takes to get started with an account of your own.
1. Overture.com: Formerly known as Goto.com, they were the first PPC in existence,
and still the best. You'll get maximum impact for your money with Overture. You can
open an account using the "self serve option" for only $50.00.
Minimum bid is 5 cents with a $20.00 monthly minimum spend. That means if you
rack up less than $20.00 in clicks you'll still be billed for the $20.00. The amount you
bid determines your ranking in this search engine.
For maximum impact you'll want to try to bid into the top 3 positions (called
"premium listings"), as these spots are shown on some of the major search engines
such as Yahoo, MSN, Altavista, Lycos/Hotbot, and others (usually under the heading
of "sponsored listings"). This makes for great exposure due to these extensive
relationships with the majors.
2. Google.com -Ad Words Select: Recently joining the arena of PPC with their new
program "Ad Words Select," Google is aiming to give Overture a run for their money.
Their program works slightly differently then Overture's; in some ways it's even
better. To open an account you'll need to invest $5.00 and create short text ads.
When searches are done on Google for your keywords/phrases, your ads will show
up in the right hand column on the results page.
Unlike Overture, the position of your ads is based on two factors: the amount of your
bid, and the clickthru rate your ad receives. Google recently made a deal with AOL to
show the top 3 Ad Words Select listings on AOL Search, along with Earthlink and
Sympatico. This really extends Google's reach and gives your site a chance to be
seen by AOL's 33 million users.
Minimum cost per click is 5 cents and you can set up a maximum daily spend
amount if you're on a tight budget. Ads can be updated or changed whenever you
like by logging into the control panel.
Beware of Google's Editors, who are a tough crowd to please and will block your ads
if they don't meet their "strict guidelines." One thing they don't allow is all caps in
your URL. For example they won't let you put "YourDomain.com" in your ad as they
feel this is "excessive capitalization." So you'll have to settle for "yourdomain.com." I
told you they were tough.

3. LookSmart.com: They're not looking too smart these days after they angered many
of their existing customers by changing them over from a pay-for-submission to a
PPC model. They call the new program "LookListings Small Business." To open an
account you'll pay a $49.00 set-up fee plus a refundable deposit of $150.00. Click
thrus are all charged the same amount of .15, so your bid won't buy you any kind of
position. You'll need to rely on relevant keywords and a great title and description
for best placement. Unlike Overture, you'll find no bidding wars here.
LookSmart's search engine partners include MSN, Netscape, Altavista, Prodigy and
CNN.com You set a monthly spend amount and LookSmart emails reports each
month of all activities.
4. FindWhat.com: Launched in Sept of 1999 and serving up over 22 million searches
per day. Since FindWhat is not as well known, you can bid on many keywords for
much less than you would pay for them with Overture. To activate an account you'll
need to deposit $25.00. Payment can be made by check or credit card. No minimum
monthly spends are required here. Minimum bid amount is 1 cent.
They do run an affiliate program whose sponsors show their search results. Some of
their affiliates and partners are: Mamma.com, Dogpile, MetaCrawler and CNET's
Search.com. But to be shown on these sites you'll need to bid into the top 3
positions. FindWhat also has a reputation for offering excellent customer service.
5. Kanoodle.com: Currently receiving over 410 million searches per month. Other
sites that pull from Kanoodle's paid listings are MetaCrawler, Mamma.com and
Netzero as well as 9,800 "other" search enabled sites.
Minimum amount needed to open an account is $25.00. Minimum bid is 1 cent. Can
be paid by credit card or check. With only 1 cent per click, you can bid on a lot of
keywords and make your marketing dollars go a lot further.
If you're interested in checking out a few others, here are some that are not as well known
but will give you free advertising money just for opening up a new account:
http://www.Ban-X.com ($50.00)
http://www.CoreFind.com ($100.00)
http://www.searchanytime.com/ ($10.00)
http://www.stanico.com/ ($50.00)
http://www.najula.com/ Buy 10.00 and they'll give you an extra $30.00
http://www.jjump.com- Whatever amount you deposit they'll match it.
Some other popular PPC's to investigate are:
http://www.7Search.com
http://www.Ah-Ha.com

http://www.Epilot.com
http://www.Sprinks.com
Other Helpful Tools
Free E-book Explains The Basics of PPC Search Engines
http://shoptour.co.uk/downloads/PPC-SearchEngines-Primer.exe
Enter Keywords you're interested in bidding on and they'll show you the top 6 bids for 11
of the major PPC engines http://www.CompareYourClicks.com/links/bidgap.pl
To get traffic to your website you need to utilize many different promotional tactics.
Incorporating a good PPC search engine strategy will send you highly qualified traffic for
pennies on the dollar, and the best part is you only pay when they "Click."
In Part 3 of this series we'll discuss some tools that will
make managing your PPC bids a snap.
Pay Per Click Search Engines Tutorial
(Part 3 of a 3 Part Series)
Although a great website marketing tool, PPC search engine strategy a comes with its own
headaches. Monitoring all of your bids and watching for what is known as "bid gaps" can be
time consuming, especially if you're using many different PPC engines.
So what is a "bid gap" and why should you care? Let's say you have a bid of .25 for the
phrase "natural dog food," and this bid has gotten you the #3 position on a certain PPC
search engine. A bid of .30 has the #2 position and a bid of .34 holds the top spot. So one
day the guys in the #1 and #2 spots drop out for some reason or another (this happens all
the time), and you now move to the #1 position with your bid of .25 ... but the #2 spot now
has a bid of only .15. And that means you could hold the #1 spot for only .16 per click.
You're now overpaying for your position, and unless you check your positions daily you'll
end up paying more than you have to for each and every click. Not a good thing.
To solve this problem, a whole new breed of software and services have sprung up online
called "PPC Bid Management Tools." This help comes in two formats:
1. Software you purchase and download
2. Web based services you must log into and use
3. Third party companies you can hire to take care of it for you

The tool that is right for you depends on a number of factors, one of them being your
monthly budget. Hiring a service to do the "dirty work" for you can be nice, but the monthly
fees can add up quickly. If you decide to purchase software and do it yourself, you pay once
then forget about it. The web based services where you sign up and use their interface to
do your own monitoring can cost a lot less. If you go this route, make sure that the
automated service you choose is one that has been approved by Overture. They have
recently changed their policy in order to keep out "unauthorized automated scripts" which
were bogging down their systems, and have approved only a handful of bid management
companies. In English, this means you must make sure the service or software you choose
to use will work with this PPC Search engine leader.
Let's take a look at some of the more popular options to choose from:
1. GoToast.com: A web based management service which claims to support more PPC
search engines then any of the others.
At the time of this writing, they supported 19 engines, including Overture, 7Search,
Ah-Ha, Google Ad Words Select and Findwhat. Their keyword manager interface
gives you total control of all your bids at any time. No need to constantly recheck
your positions and raise and lower your bids; GoToast will do it automatically. You
can monitor your bids once per day or every 30 minutes. After signing up, you select
the rank and max per click you want to pay per keyword. Gotoast monitors your
ranking for those keywords on each PPC search engine you use and optimizes the
PPC based on what you want to spend and your desired position.
Email notifications are sent to you every time a change is made to one of your
keywords. Cost varies depending on the service level you choose, ranging from
$49.95 and up. Payment method is credit card. They do offer a free 7-day trial.
Gotoast recently acquired rival ClickPatrol.com, so these two services are now one.
2. BidRank.com: PPC management software that automatically adjusts your bids as
frequently as every 60 seconds. You set up your max bids and ranking, set the time
intervals for checking your PPC rankings and that's it. Works with multiple
accounts, finds bid gaps, and changes bids all automatically.
A working demo of the software is available. The only difference between this and
the actual program is that the demo only lets you add 5 keyword listings and expires
in 15 days. There are 7 different software versions available depending on how
many keywords you need to manage. Prices range from the lowest of $49.00 and
run up to $1,999.00. BidRank is an Overture-approved service provider.
3. PPCManagement.com: This software-based solution is offered up by "Pay Per Click
Management." You enter your ranking positions and set the program to run
automatically or manually. You also can set the time intervals for when you want
your bids checked. Supports Overture, Findwhat, Kanoodle, Ah-Ha, and more. This
program can also be set up to send you email notifications when you've been outbid.

A free trial download will allow you to track 10 keywords for 10 days. Pricing varies
depending on two factors: the number of keywords you need to monitor ,and
whether you purchase a lifetime subscription or choose to pay monthly. Prices vary
from $12.00 a month up to $999.00 per month. Purchasing the software gives you
free lifetime upgrades and updates to the program.
4. PPCBidTracker.com: Web based tool to monitor your bids, offering two separate
tool packages. "The Overtool" is for managing Overture bids only while "The PPC
Tool" works with all of the other PPC's like Find What and Kanoodle.
Both services perform the same functions, like closing bid gaps and maintaining
your bid positions. Pricing for both tools for up to 50 keywords is $39.95 per
keyword account, and the pricing goes up from there. All billing is done through
PayPal.
Some other management tools you may wish to take a look at:
Software Solution
Web Based Service
Another Web Based Service
As you can see, you have many options for managing your PPC's.
Only you can decide which one will work best for you. If you already use a search engine
optimization company you may wish to inquire if they can manage your PPC bids as well.
Remember, PPC search engines are a great way to generate low cost targeted traffic to your
website, but managing those bids can be time consuming. By utilizing a PPC management
tool, you'll save time and money by not paying more for each click then you have to.
Defenition:
"On Page" SEO simply refers to the text and content on your web site pages. Basically
editing your page and content so the Search Engine can find your webpage when a surfer is
searching for your web sites particular topic.
History:

On Page Search Engine Optimization has been around the longest, since the begining of
search engines. Search engines used simpler less sophisticated technology a few years ago,
and the world wide web was alot smaller. At the time "ON Page" SEO Worked years ago,
and it was basically an easy comparison. As the World Wide Web grew larger and larger it
became more difficult for search engines to differentiate between your site and other sites.
A search on "Autos" may return 100 million + pages that have the word "Auto" on it. So Off
Page SEO began to take off as the world wide web and search engines grew in complexitiy.
On Page Elements:
On Page Elements refer to the html tags within the page. They include Heading Tags
(<H1>), Title Tags, Bold Tags, Italic tags on your web page. Below is an example of phrase
"SEO Company" used in a Heading (<h1>) and Bold (<b>) Example:
SEO Company
SEO Company
SEO Company
Notice the difference?
In the HTML Source, The search phrase "SEO Company" Was placed between <h1> tags.
<H1>SEO Company</H1> HTML Tags
In the second version, It was placed between bold tags.
<b>SEO Company</b> HTML tags.
In the third version, it was placed between emphasize tags.
<em>SEO Company</em> HTML tags.
Natural On Page SEO:
Your Search Phrases should be emphasized in a natural way for both the visitor and the
search engine spider. Do not "KeyWord Stuff" your web page, by repeating the search
phrase over and over again in your webpage. This will often resuly in a Search Engine
"Penalty" and move your sites ranking Lower in the results.
Unethical/Unsavory On Page Techniques:
There are several different techniques known as "black hat" or "unethical" On Page

Techniques. Some SEO companies engage in these type of activities and should be avoided.
Sooner or later the search engines will catch up to these unethical techniques and the likely
result will be your site being demoted or banned from the search engines. We recommend
the following unethical seo techniques should not be used.
Negative ON Page SEO Techniques Include:
 Avoid Using "hidden" or invisible text on your page for the purpose of higher search
engine placement. For example the words/text for search phrase "Widget" in the
html, the font color has been set to White. The background of the page is also white.
Therefore the textual content is actually there, however the words are "hidden"
from the surfer. This is frowned upon by search engines and frequently results in
your site being penalized.
 Avoid Using Negative <div> htmltags. Div tags, Div tags are division tags.
Unscrupulous seo services may insert them into your page with negative x/y
coordinates to place content outside of the visible page for the surfer, but the text
itself is in the html page. The search engine finds the keywords in the text, yet the
surfer does not see it. Again a technique to be avoided and not recommended under
any circumstances.
 Avoid Cloaking or Sneaky Redirects. Cloaking refers to serving up 2 different types
of content based on the visitor who is visiting. Is the visitor a regular websurfer,
serve up this page. Is the visitor a search engine spider? Serve up this OTHER page
specificly for the search engine spider. The other page being served up is typically
garbled textual content with no meaning to a human, and is stuffed with various
keywords and search phrases. Again this technique is not recommended and will
likely get your site penalized or banned from search engines.
 Avoid duplicate content. Duplicate content means you create one web
site, with content on topic a, and then repeat the content over and
over again on multiple websites. In theory you could create one
website, achieve high ranking on it, and then clog up the search
engines with the same content duplicated on multiple domains. Again
this is not recommended and should be avoided.
On Page Optimizations - SEO Tutorial
Before we dig into on page optimizations, we need to consider how the major search
engines index pages. Major search engines use spiders (also called robots) to crawl (trace)
the web and find pages by following links just like a human browser might. However, there
are technical limitations to what spiders can do. Your site's architecture can make a huge
difference in a spider's ability to read and index your pages.
An in-depth dissertation on site architecture is beyond the scope of this tutorial. However,
if your site employs:

 Mostly Flash content
 Mostly graphic content
 Dynamically rendered pages (PHP, ASP, etc.) with session IDs
 Frames
 Javascript menus
You need to investigate the potential problems spiders are going to have indexing your
pages before the following SEO tutorial will be effective. A quick check on the Lynx Viewer
will let you see your web site much like the search engine spiders do. Can they see your
content and (navigation) links?
SEO lends itself to tunnel vision among the newcomers to the field. The gratification of
seeing your pages rising in search engine results for your keyhrases can be addictive.
Always keep your visitor in mind when performing your search engine
optimizations. Achieving high rankings (and traffic) will only result in higher bandwidth
bills if your site does not convert traffic to sales (whether direct or indirect). Never
compromise the useability and copy of your site in favor of SEO - avoid SEO tunnel vision.
Your conversions/ROI will likely suffer.
Title Tag
Google and most search engines place a lot of emphasis on the title tag for each page. Title
tags should include the one or two keyphrases that you will be targeting with that page.
The closer the keyphrase is to the beginning of the title, the more weight it carries. Thus
keyphrase one, keyphrase two - business name will be more effective than business
name - keyphrase one, keyphrase two.
It is a good idea to limit the number of keyphrases you target with any given page to two
(three at the very most) per page. Trying to target more keyphrases results in diluted
results for all phrases. It is better to add more pages to your site and target additional
terms with additional pages and copy. Search engines will index all of your pages, so do not
limit yourself to trying to optimize just your home (index) page.
(Meta) Description Tag
Most search engines ignore the description tag as far as keyword relevancy is concerned. It
doesn't hurt to work your keywords into the description tag, but if you include the
description tag, write it to entice visitors to come to your page. Most search engines use the
Description tag to some extent when displaying search results. This is your chance to
differentiate your site from all the other results in a search.
(Meta) Keyword Tag
Most search engines completely ignore the keyword tag. Years ago, this tag was used by the
search engines for determining relevancy, but it was abused. If you include a keyword tag,

keep it short. There is not much point in listing anything other than the keyphrases you
have included in the title tag.
Copy
The single most important part of your on-page SEO effort is to ensure that your
keyphrases are used within the copy (text) of your page. The keyphrases should be
repeated as much as possible without compromising the text. Forcing the phrases into
the text in choppy, stilted sentences may impress the search engines, but it will not impress
your human visitors. It is counterproductive.
Keyphrases may (and should) be used in:
 heading tags - Use h1, h2, h3, etc. tags to structure the main points on your pages.
Use your keyphrases where appropriate.
 main page text - Write about your subject matter. Use your keyphrases where
appropriate.
 strong, bold or italics tags - Use around your keyphrases where emphasis is
warranted.
 image alt tags - Each image on your page should have an alt tag for visitors with:
o text only browsers
o graphics turned off (dial-up connections, overseas connections, etc.)
o handicapped browsers (with text-to-speech for the sight impaired)
Your alt tag should describe the image using your keyphrases where appropriate.
 filenames - choosing keyword or keyphrase rich folder/directory and file names
gives you another avenue for introducing your keywords/keyphrases in your
internal site links. Use hyphens (dashes) to separate words in keyphrases. Search
engines parse hyphens as spaces.
Be sure not to abuse image alt tags or heading tags with keyword stuffing. Search engines
may penalize your site for that.
Keyword Research - SEO Tutorial
The very first step in the SEO process is to research which keywords and keyphrases you
should be targeting. Your goal is to be ranked well for keywords / keyphrases that are
highly targeted for your service, product, industry or offering. Optimizing your pages for
keywords that are too general or unrelated to the subject of your site will only bring lots of
unqualified traffic that does not convert well. Since you are paying for the bandwith, you
want to maximize your ROI by targeting qualified traffic.

Company Name and Product Name Keywords
Generally, you do not need to optimize your site for your company name or product
name(s). Unless your business / product names are composed of generic words (like Best
Buy for example), your site will naturally attain the top rankings for those keywords. Most
inbound links from external sites will reference your site / pages using your company
name and/or product name(s) in the anchor text. Therefore, you can concentrate on
keywords that people might use if they were searching for your type of service, product or
offering.
Generating Good Keywords
Get some pencil and paper. Brainstorm for 20 minutes to an hour and jot down notes. Ask
yourself, if I were looking for the type of offering my website advertises/sells, how would I
search for it on the internet?
When you have a good list of keywords, you can use several on-line tools to search for
related possibilities:
 Google AdWords' Keyword Suggestion Tool
 Overture's Search Term Suggestion Tool
 WordTracker
 Webmaster Toolkit's Keyword Research Tool
 Espotting's Keyword Generator
 Ask Jeeves Related Search Suggestions
Evaluating Keyphrase Suitability
You should now have a fairly large list of keyphrases that are good candidates for targeting
with your site. The next step is to research the viability of each keyphrase. Some
keyphrases are more competitive than others. When you are just starting out, it makes
more sense to target the less competitive phrases to achieve some early success.
The first step in evaluating keyphrases is determining how popular they are. Some of the
tools listed above provide statistics showing popularity metrics for keyphrases. While
these may not translate into an exact science, they do offer a rough guage of the popularity
of a keyphrase. You can also use a Google AdWords account to get traffic estimates for your
keyphrases on Google without actually paying any money. If you do follow through and set
up an account, you can get some actual data on the keyphrase traffic.
The next step is to determine the competitiveness of each keyphrase. While WordTracker
offers a KEI analysis, it is better to do your own analysis manually. Go to Google, enter your
proposed keyphrase and search. Check the top 10-20 results.
1. Do they contain the exact keyphrase in their title, description and page text?

2. What is their PR?
3. How many backlinks do they have?
If the listings do not contain the exact keyphrase (not just the keywords used in phrase),
have low PR and/or few backlinks, then the chances are very good that you can obtain a top
10-20 listing fairly quickly for that keyphrase.
If you would like some expert assistance with keyphrase research, Measuring Up now
offers very reasonable keyword research services for website designers, SEO/SEM
consultants, and "do-it-yourself" webmasters.
Anchor Text
Anchor text refers to the visible text for a hyperlink. For example:
< a href="http://www.seo-help.com/" >This is the anchor text< /a >
Return to Top of SEO Glossary
ATW
Abbreviation for AllTheWeb, a search engine powered by FAST.
Back Link
Any link on another page that points to the subject page. Also called inbound links or IBLs.
Bot
Abbreviation for robot (also called a spider). It refers to software programs that scan the
web. Bots vary in purpose from indexing web pages for search engines to harvesting e-mail
addresses for spammers.
Cloaking
Cloaking describes the technique of serving a different page to a search engine spider than
what a human visitor sees. This technique is abused by spammers for keyword stuffing.
Cloaking is a violation of the Terms Of Service of most search engines and could be grounds
for banning.

Conversion
Conversion refers to site traffic that follows through on the goal of the site (such as buying
a product on-line, filling out a contact form, registering for a newsletter, etc.). Webmasters
measure conversion to judge the effectiveness (and ROI) of PPC and other advertising
campaigns. Effective conversion tracking requires the use of some scripting/cookies to
track visitors actions within a website. Log file analysis is not sufficient for this purpose.
CPC
Abbreviation for Cost Per Click. It is the base unit of cost for a PPC campaign.
CTA
Abbreviation for Content Targeted Ad(vertising). It refers to the placement of relevant PPC
ads on content pages for non-search engine websites.
CTR
Abbreviation for Click Through Rate. It is a ratio of clicks per impressions in a PPC
campaign.
Doorway Page
Also called a gateway page. A doorway page exists solely for the purpose of driving traffic
to another page. They are usually designed and optimized to target one specific keyphrase.
Doorway pages rarely are written for human visitors. They are written for search engines
to achieve high rankings and hopefully drive traffic to the main site. Using doorway pages is
a violation of the Terms Of Service of most search engines and could be grounds for
banning.

FFA
Abbreviation for Free For All. FFA sites post large lists of unrelated links to anyone and
everyone. FFA sites and the links they provide are basically useless. Humans do not use
them and search engines minimize their importance in ranking formulas.
Gateway Page
Also called a doorway page. A gateway page exists solely for the purpose of driving traffic
to another page. They are usually designed and optimized to target one specific keyphrase.
Gateway pages rarely are written for human visitors. They are written for search engines to
achieve high rankings and hopefully drive traffic to the main site. Using gateway pages is a
violation of the Terms Of Service of most search engines and could be grounds for banning.
Google Dance
Up to June, 2003, Google has updated the index for their search engine on a roughly
monthly basis. While the update is in progress, search results for each of Google's nine
datacenters are different. The positions of a site appears to "dance" as it fluctuates minute
to minute. "Google dance" is an unofficial term coined to refer to the period when Google is
performing the update to its index. Google may be changing their index calculation method
to allow for a continuous update (which will effectively end the roughly monthly dances).
IBL
Abbreviation for In Bound Link. Any link on another page that points to the subject page.
Also called a back link.
Ink
Abbreviation for Inktomi, the back-end search engine acquired by Yahoo. The Inktomi
search engine is being phased out as Yahoo built a new search engine incorporating
Inktomi's technology with elements of Yahoo's other search acquisitions.

Keyword/Keyphrase
Keywords are words which are used in search engine queries. Keyphrases are multi-word
phrases used in search engine queries. SEO is the process of optimizing web pages for
keywords and keyphrases so that they rank highly in the results returned for search
queries.
Keyword Stuffing
Keyword stuffing refers to the practice of adding superfluous keywords to a web page. The
words are added for the 'benefit' of search engines and not human visitors. The words may
or may not be visible to human visitors. While not necessarily a violation of search engine
Terms of Service, at least when the words are visible to humans, it detracts from the impact
of a page (it looks like spam). It is also possible that search engines may discount the
importance of large blocks of text that do not conform to grammatical structures (ie. lists of
disconnected keywords). There is no valid reason for engaging in this practice.
Link Farm
A link farm is a group of separate, highly interlinked websites for the purposes of inflating
link popularity (or PR). Engaging in a link farm is a violation of the Terms Of Service of
most search engines and could be grounds for banning.
Mirror
In SEO parlance, a mirror is a near identical duplicate website (or page). Mirrors are
commonly used in an effort to target different keywords/keyphrases. Using mirrors is a
PFI
Abbreviation for Pay For Inclusion. Many search engines offer a PFI program to assure
frequent spidering / indexing of a site (or page). PFI does not guarantee that a site will be
ranked highly (or at all) for a given search term. It just offers webmasters the opportunity
to quickly incorporate changes to a site into a search engine's index. This can be useful for
experimenting with tweaking a site and judging the resultant effects on the rankings.

Portal
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.
PPC
Abbreviation for Pay Per Click. An advertising model where advertisers pay only for the
traffic generated by their ads.
PR
Abbreviation for PageRank - Google's trademark for their proprietary measure of link
popularity for web pages. Google offers a PR viewer on their Toolbar.
Robots.txt
Robots.txt is a file which well behaved spiders read to determine which parts of a website
they may visit.
Scumware
Scumware is a generic/catch-all label that applies to software that:
 Installs itself secretly, dishonestly or without consent
 Does not allow for easy uninstallation / removal
 Monitors or tracks users actions without the users awareness or consent (aka
spyware)
 Alters the behavior/default options of other programs without the users consent or
awareness (aka thiefware)

SEM
Abbreviation for Search Engine Marketing. SEM encompasses SEO and search engine paid
advertising options (banners, PPC, etc.)
SEO
Abbreviation for Search Engine Optimization. SEO covers the process of
 making web pages spider friendly (so search engines can read them)
 making web pages relevant to desired keyphrases
SERP
Abbreviation for Search Engine Results Page/Positioning. This refers to the organic
(excluding paid listings) search results for a given query.
Spam
In the SEO vernacular, this refers to manipulation techniques that violate search engines
Terms of Service and are designed to achieve higher rankings for a web page. Obviously,
spam could be grounds for banning. Alan Perkins has published an excellent white paper
on Search Engine Spam that is highly recommended. Here are some definitions of spam
from the search engines themselves:
 Google
 Yahoo
 MSN
Spamdexing
Spamdexing was describes the efforts to spam a search engine's index. Spamdexing is a

Spider
Also called a bot (or robot). Spiders are software programs that scan the web. They vary in
purpose from indexing web pages for search engines to harvesting e-mail addresses for
spammers.
Spider Trap
A spider trap refers to either a continuous loop where spiders are requesting pages and the
server is requesting data to render the page or an intentional scheme designed to identify
(and "ban") spiders that do not respect robots.txt.
Splash Page
Splash pages are introduction pages to a web site that are heavy on graphics (or flash
video) with no textual content. They are designed to either impress a visitor or
complement some corporate branding.
Stop Word
Stop words are words that are ignored by search engines when indexing web pages and
processing search queries. Common words such as the.
www2/www3/www-xx
Google dance watchers use these terms as short-hand to refer to Google's different
datacenters. You can add .google.com to the end of them to visit the data center that
corresponds to the term.
THANKS @ MIKE GORE© WWW.NILESHDUBEYSEO.WORDPRESS.COM

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