An Easy Mistake to Make
Communication with clients is extremely important. when you have a specialist knowledge in an area, you can become guilty of assuming that everybody else knows what you know. Doing this you can alienate clients by segregating them as outsiders. This is where good account management is extremely important. Good account management helps to improve client relationships. Taking some some to educate your client can also break down some of these barriers.
Because of this, we decided to write a series of “cheat sheets” in order to help clients become more familiar with industry specific terms. We start with this SEO Cheat Sheet to help some shed a little light on some SEO Jargon.
The SEO Cheat Sheet
301 – A 301 redirect is a permanent server redirect. In short, this makes your site redirect to the URL you have specified.
Algorithm – Sometime abbreviated to Algo, this is a mathematical program used by search engines to determine what sites and other useful information are displayed for a search query.
Alt text – Short for alternative text, is an alternative description. Search engines are not people, and cannot interpret content such as images like we can. If you have a picture of a cat, you need to tell the search engine “image of cat”. Alt text is usually not shown to the end user.
Anchor text – The user visible text of a link. Search engines use anchor text to indicate the relevancy of the referring site and of the link to the content on the landing page. Ideally all three will share some keywords in common.
Authority – (AKA trust, link juice, Google juice) is the amount of trust that a search engine accredits to your site.
Back link – This is simply any link to a page or site from another page or site.
Black hat – A common name for search engine optimisation tactics that breach the best practice guidelines set by Google and other major search engines.
Blog – A site that publishes regular content in a (more or less) chronological series. Most blogs us a Content Management System, such as WordPress, rather than individually crafted web pages.
Bot – (AKA robot, spider, crawler) are programs which perform tasks autonomously. Search engines use bots to find and crawl web pages. These new pages are added to the index and old pages are updated.
Canonical issues – (duplicate content) canon means legitimate or official. It can be almost impossible to avoid duplicate content of any kind but the canonical relationship tag allows you to tell the search engine which version is the original.
Cloaking – this is practice of showing different content to the search engine than the content that you show to the user. Search engines see this as very black hat and it caries a virtual death sentence.
CMS – Content Management Systems are programs such as WordPress, which improve the usability your website. By this we mean that they allow a user with little or no knowledge of front or back end web development to upload content to their site.
Code swapping – the old bait and switch. This is the practice of changing the content after high rankings are achieved.
Content – simply put text, images, and videos on your site. It’s what adds value to your web page and why the user visits the page.
Crawler – (AKA bot, spider) A program which moves through the worldwide web or a website by way of the link structure to gather data.
FTP – a File Transfer Protocol, programs such as Filezilla are used to transfer files from a server to a computer and vice versa.
Google dance – The change in SERPs caused by an update of the Google database or algorithm. The cause of great angst and consternation for webmasters who slip in the SERPs. Or, the period of time during a Google index update when different data centres have different data.
Googlebot – Google’s spider program. Also known as a spider, bot and
HTML – Hyper Text Markup Language are directives or “markup” which are used to add formatting and web functionality to plain text. HTML is the mother tongue of the search engines, and the standards upheld by W3C, should generally be strictly and exclusively adhered to on web pages.
Index – a database of web pages and their content used by the search engines.
META tags – Meta stands for information. Meta tags are simply information tags that are found within the HEAD section of an HTML page. Meta information may be in the SERPs but is not visible on the page. It is important to have unique and accurate Meta title and description tags, because they may be the information that the search engines rely upon the most to determine what the page is about.
Nofollow – A command found in either the HEAD section of a web page or within individual link code, which instructs robots to not follow links on the page. A form of link condom.
Noindex – A command found in either the HEAD section of a web page or within individual link code, which instructs robots to not index the page or the specific link. Another form of link condom.
Non reciprocal link – If site A links to site B, but site B does not link back to site A, then the link is considered non reciprocal. Search engines give more value to non-reciprocal links than to reciprocal ones because they are less likely to be the result of collusion between sites.
Page rank (PR) – a value between 0 and 1 assigned by the Google algorithm, which quantifies link popularity and trust among other factors.
Robots.txt – a file which is placed in the root directory of a website. It is used to restrict and control the behaviour of search engine crawlers.
Scrape – The act of copying content from a site, often facilitated by automated scripts.
SEM – Short for search engine marketing,
SERP – this stands for Search Engine Results Page.
Site map – A page or structured group of pages which link to every user accessible page on a website. An XML sitemap is often kept in the root directory of a site just to help search engine spiders to find all of the site pages.
SMM – (Social Media Marketing) Website or brand promotion through social media.
Static page – A web page without dynamic content or variables such as session IDs in the URL. Static pages are good for SEO work in that they are friendly to search engine spiders.
Stickiness – The bounce rate of a website. If something causes the users to stay on the site longer, it is said to have improved the sites stickiness.
White Hat – SEO techniques, which conform to best practice guidelines, and do not attempt to unscrupulously “game” or manipulate SERPs.
widget – small applications used on web pages to provide specific functions such as a hit counter or IP address display.