- element
- heading element
- HTML
- illegal
- in-context promotion
- index
- indexing
- information architect
- information retrieval
- keyword research
- keyword search
- keywords element
- knowledge management
- log file
Go to the list of all search engine marketing definitions.
Definitions
- element
- In HTML, the code which identifies a string of text as onject. See also tag.
- heading element
- This HTML tag contains the headings or subtitles visible on a page. Your headings provide a summary of page content and ideally should contain strategic keywords to be read by search engine spiders. Bruemmer 01
- HTML
- HTML is both a document markup language and a specification or
standard. The current version is
4.01
. While it by far the most popular language in use
for creating pages for websites, there are others such as
XHTML 2.0, a markup language intended for rich, portable
web-based applications. In addition, there are versions of HTML for specialized
requirements; e.g.,
ISO/IEC
15445:2000 is a subset of
HTML 4, standardized by ISO/IEC. - HTML is the lingua franca for publishing hypertext on the World Wide Web. It is a non-proprietary format based upon SGML, and can be created and processed by a wide range of tools, from simple plain text editors - you type it in from scratch- to sophisticated WYSIWYG authoring tools. HTML uses tags such as <h1> and </h1> to structure text into headings, paragraphs, lists, hypertext links etc. W3C 01
- illegal
- Content on a web site that is coded in a manner that makes it invisible to human visitors, but readable by search engine spiders. This is done in order to artificially inflate the keyword density of a web site without affecting the visual appearance of it. Hidden text is a recognized spam tactic and nearly all of the major search engines recognize and penalize sites that use this tactic. Laycock, Jennifer
- in-context
promotion
- This is one of the paid-search advertising techniques; see also paid listings and paid inclusion. See also content-based advertising.
- Software scans the content of a Web page and then describes it, using several keywords. Companies purchase rights to relevant keywords at search providers such as Google and can choose to have their ads appear on Web pages related to those keywords. In another method, advertisers buy placements on Web pages analyzed using categories of information rather than keywords--a service offered by Sprinks. "pay-per-click" fee. The key players are Google, Applied Semantics, Sprinks and (soon) Overture. Olsen, Stefanie
- index
- The component of a search engine or directory used for data storage, update and retrieval (i.e., the database). Bruemmer 01
- indexing
- The process of converting a collection of data into a database suitable for easy search and retrieval. Bruemmer 01
- information
architect
-
The professionals who combine Web design, library science and technical skills to order enterprise knowledge. Information architects design organizational systems within websites that help people find and manage information more successfully. KC Adams 01
Technologies for mapping structured and unstructured data and classifying and filtering knowledge.
- information
retrieval
- The study of systems for indexing, searching, and recalling data, particularly text or other unstructured forms. Bruemmer 01
- keyword research
- The search for keywords related to a website, and the analysis of
which ones yield the highest return on investment (ROI).
Keyword research consists of at least three major steps:
- discovery - finding as many keywords as possible relating to your Web site. Online tools exist to speed up the discovery process by allowing marketers to search for related keywords and their relative search popularity.
- ROI analysis - finding the most valuable keywords for your Web site. The most generic keywords are the most widely searched, but also the most competitive, and sometimes bring mediocre conversion rates. Generally, phrases that most accurately describe specific qualities of a site yield the highest ROI.
- competitive analysis - analyzing the strength of competitors for potential keywords. Competitive factors include how attentive sites are to optimization issues and the number of relevant inbound links they have received. Clustered metasearch engines such as Ixquick and Zworks can provide a quick overview of the competitive landscape on any given search term.
- keyword search
- A search for documents containing one or more words specified by a user in a search engine text box. Bruemmer 01
- keywords (META
element)
- An HTML
METAelement which may be used by an author for one or more keywords in a given page. Used to emphasize strategic words and phrases used within a web page. Some search engines collect, process and use these keywors, others ignore it and may generate keywords from the page's copy. - knowledge management
- knowledge management ("KM") systems are the convergence between the structured data world of rows and columns, the unstructured world of documents and emails and the network that allows the friction-free interchange of organizational knowledge assets. KMW 01
- Technologies for mapping structured and unstructured data and classifying and filtering knowledge.
- KM can be defined as a process of aggregating and ordering all the intellectual assets of a corporation including recorded information, corporate lore, third-party information and the tacit knowledge of employees. KC Adams 02
- log file
- A file generated and maintained on a web server recording in
real-time the requests received and fulfilled for the site located on the
server. A variety of transactional data is generated by every page request and
the most important are, by date or page, the visitors to a site, where they
came from and which queries were used to access the site
[see referrer]. Log file analysis programs are used to
analyze the data and generate reports;
WebTrends is an example.
