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Website Marketing Definitions and Search Engine Optimization Jargon

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Algorithm:  This term describes the process in which search engines arbitrarily rank websites.  Most search engines use complex algorithms that take into account the amount of inbound links a site may have, as well as how well the website is organized, etc.  There are people who spend much of their time trying to decipher these algorithms, and there are those that simply understand the parts of the algorithm necessary to rank sites well.  The latter is our approach.  We do subscribe to many newsletters, purchase search engine marketing videos from popular search engine marketers like John Reese, since SEO is a constant learning process, and we endeavor to make our clients' investments with us worthwhile.  However, we don't really concern ourselves with figuring out the exact algorithm of any particular search engine.  But, we do keep up with the latest search engine marketing strategies.


Anchor Text:  This describes the text that another website uses to link to your site.  For example, most websites that link to our site link to us like this: New York Website Marketing Company.  This is what causes us to rank very well in major search engines.  For example, take a look at our ranking in Google for the term New York Search Engine Optimization Company.  We're likely on the first page, and if not, definitely in the Top 30.  Our rankings fluctuate on a daily basis, as your rankings will too.


Auto Responder:  This describes software that sends out a series of e-mail messages to a newsletter subscriber (need an example?  Put your e-mail address in the newsletter box to your left, and click "signup").  These e-mail messages are usually newsletters that explain things in an easy to understand manner, or they respond to the subscriber to let them know that the individual or organization has received their message.  They are used for a variety of methods, and can actually be very useful applied properly.


Cloaking:  This term describes the process where a website delivers one page to a visitor and delivers another page, which is highly optimized to a search engine.  This type of cloaking, although very effective, is against most search engines' terms of service.  Occasionally, cloaking is used for other purposes, such as delivering a page to a visitor based on location, cookie, or other information, so that the page is customized to that visitor.  Search Engines cloak in this way, and this type of cloaking is not against search engine terms of service, as long as you are not delivering pages specifically for the search engine spider itself.


Copy:  This is the the actual text that appears on your website's pages.  It is usually referred to as 'page copy', or simply 'copy'.  Our search engine optimization Team is composed of experts to help you derive the best copy for your website.  This is usually done after your optimized website design has been developed, by our New York Website Design Firm, or another Website Design Firm, since it is more efficient to have your website design created properly from the ground up, before actually performing any search engine marketing services.


Domain Name:  A domain name is your presence on the internet.  This name is purchased by you, and is eventually developed into a complete and fully functional website after you hire a Website Design Firm to create it, or create it yourself.  Domain names are typically renewed on a yearly basis, however, you can now buy a domain name and renew that name for up to 8-10 years.  Choosing a domain name is no easy task!  You can use our Domain Twist™ tool to make it easier to come up with a domain name.


Dynamic Site and Dynamic Page:  This describes a page or website that is generated 'on-the-fly' in real-time to a visitor.  Our E-Commerce Shopping Cart Solutions are good examples of dynamic sites / pages.  The advantage to these kinds of pages and sites is that their content can be modified very easily, and changes to the entire site are usually not necessary, but performed just as easily.  The disadvantage is that some search engines have a hard time indexing these types of pages and sites.  Fortunately, our E-Commerce Shopping Cart Solutions produce search engine friendly pages that get indexed by all search engines.  Dynamic pages usually have page names that end in .PHP, .ASP, .ASPX, .CFM, and .SHTML.  Our search engine optimization firm is comprised of website optimization experts who know how to push the web to the limit.  For example, you can note that this page is dynamic by looking at the news feeds to your left, however, you will also note that this page ends in .HTML which is NOT a dynamic file type.  It is for this reason, that every search engine will index this page multiple times per week, and even multiple times per day, since the content on the left hand side changes automatically.  This is a good example of the expertise of our website optimization specialists.


Meta Tags:  These tags appear at the top of your website's pages, and are used to give search engines instructions on how to index your site's pages, describe your site's pages, tell a search engine what language your site is in, etc.  Contrary to popular belief the 'keywords' meta tag as well as the 'description' meta tag is not as important anymore to search engines as they once were.  In fact, most search engines ignore the 'keywords' tag.


One Way Link:  This describes a link that points to your website that is not reciprocated.  The best way to obtain these types of links, which are given more weight by a search engine than reciprocal links, is to have and provide good copy on your website, which will make other website owners want to link to your site.  Contrary to popular belief and hype by other SEO firms, purchasing these links from other websites is not the most efficient way to obtain these types of links.  Further these links do not need to be relevant to your site's topic.  For example, our website has many one-way-links from websites that are not related.  A search engine would never penalize us for that, since we did not ask those webmasters to link to us.  These links, and reciprocal links are commonly and collectively referred to as 'back links'.


PPC and Pay-Per-Click:  'PPC' is an acronym for 'Pay-Per-Click'.  This describes paid search engines results.  Click the following link to open a new window and look at PPC results: New York Website Marketing Firm.  If you look at the results on the right hand side of the screen, those are Pay-Per-Click results.  If you click on of those links, you will cost that advertiser some money.  "PPC Marketing" also known as "Pay-Per-Click Marketing", is usually an effective way get immediate traffic to your website when you are just starting out, since search engine optimization takes some time to produce visitors to your site.  However, over time, search engine optimization has been proven time and time again, to be the most cost effective way to deliver visitors to your website.


Reciprocal Link:  This describes a link that points to your website that is reciprocated.  This type of link is given less weight by a search engine, and also is usually solicited by you (us on your behalf), or the other webmaster.  These links, contrary to popular belief and hype by other SEO firms, must be absolutely relevant and related to your site, or they can actually HURT your website's search engine ranking.  These one way links, and reciprocal links are commonly and collectively referred to as 'back links'.


SEO:  This is an acronym for 'Search Engine Optimization'.  Search Engine Optimization or 'SEO', is the process of working with a website as necessary to cause the website to rank highly in major search engines' (such as Google, Yahoo! and MSN) SERPS.


Search Engine Spider / Search Engine Robot:  These are the programs (owned by the search engines) that go out and scour the internet indexing the information they come across.  These are the actual programs that visit your website, and index its pages, which in turn, eventually start to show up in search pages when users type in your keywords.


SERPS:  This is an acronym for 'Search Engine Results Pages'.  Search Engine Results Pages are the pages you see after you have typed a phrase into a search engine.  Click this link for an example of a SERP: Website Optimization Specialists.


SE:  This is an acronym for 'Search Engine'.  While our search engine optimization firm is one of the many SEO companies you would see using this term, it is not unusual to hear other firms, and other folks using the term 'SE'.


Static Site and Static Page:  This describes a page or a website that is not generated 'on-the-fly' but a page that is static in nature, and is only changed whenever the webmaster actually makes a physical change on the site.  This page is a good example of static page (to the search engines anyway), since the page ends with a .HTML extension.  However, because our search engine optimization firm of website optimization experts know how to push the limits of standard websites, we are able to produce dynamic content on a static HTML page.  Look at the news articles to your left.  They are dynamically produced.  In fact, this very page you are looking at is dynamically produced, but because it is a standard XHTML and CSS Design page, you'd never know it, until we told you. =0)   Would you like to see this page generate dynamic content?  Refresh this page in your browser, and then look at our client testimonials.  You'll notice the content shows a different testimonial each time you refresh.  This is a perfect example of a static page with dynamic content. =0)


Website Design:  This word is used to describe the process of building a website from conception, to implementation.  Our Optimized Website Design, which contributes to our top rankings in every major search engine, is a result of the hard work of our Design Team, the New York Website Design Firm.  Our entire search engine marketing website itself represents a completely unique implementation that was borne of their creation.

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