Maui SEO Glossary - Hawaii Web DesignMaui SEO Glossary

The Maui SEO Glossary is a living designed to explain and clarify Search Engine Optimization specific terms. Please notify us if you want to add a term or do not find what you are looking for.

uses keywords to precisely target the delivery of advertisements to people seeking out information about a particular product or service. Advertisers choose which keywords they want their ads associated with, then their ads appear alongside Google search results and on web pages with information related to that keyword. AdWords appear as clean, simple text and are clearly identified as promotional, thereby respecting and enhancing web users’ efforts to find useful information. Google AdWords offers cost-per-click (CPC) pricing, so advertisers only pay when an ad is clicked on. Advertisers can take advantage of an extremely broad distribution network, as ads can appear alongside search results, with search results on Google’s partner sites (AOL, Ask Jeeves, and others), and on targeted content pages on leading websites. Advertisers can choose the level of support and spending as is appropriate for their business. AdWords is available on a self-service basis, in which advertisers control the details of their campaign – creative, keyword choices, and daily budget – via online tools and with email support. Advertisers with more extensive campaigns and budgets can receive strategic services, which include an account team of experienced professionals that will help them set up, manage, and optimize their campaigns. For more information about Google search advertising opportunities, visit

AJ: Ask Jeeves is becoming just Ask -

Algorithm: a complex mathematical formula used by a search engine to rank the web pages that it finds by crawling the web. The algorithm of all search engines are very top secret, there are many people who work out side of the search engine industry that attempt to reverse engineer the code so they can understand how they work in an attempt to help people to rank higher in the results. Algorithm a set of rules that a search engine uses to rank the listings contained within its index, in response to a particular query. No search engine reveals exactly how its own algorithm works, to protect itself from competitors and those who wish to spam the search engine.
Alta Vista: a popular search engine with one of the largest database on the web. Its main URL is Until 1998, this search engine provided the search facility for Yahoo. Altavista indexes all the words in a web page, and new pages are normally added to the database fairly quickly, within a couple of working days. You are asked to submit just the main page of your site. The Altavista spider will then explore your site and index a representative sample of the pages. Some problems with spamming have been noticed. The use of keyword meta tags is penalized. Altavista places various alternative options before its search results, including suggested questions (using the Ask Jeeves service), Real Names. Paid entries are beginning to appear at the start of the search results.
Daily world searches: this is the number of times a keyword may be searched for using a major search engines according to our best estimation. WebCEO keep database fresh by removing the search terms older than 90 days.
Directory: a compilation of websites reviewed and organized by human editors into useful categories and topics, similar to the organization of the Yellow Pages. Examples of directories are Yahoo!,, and the Open Directory Project. Directories are web page or an entire website dedicated to listing Internet web pages. Directories use human editors to review and categorize sites for acceptance and are compiled manually by user submission. Sites such as UKwizz have their own directory that accept websites submitted from the general public. The biggest directory is the Open Directory Project, which has members of the public editing the categories. Many other sites now use a Yahoo-like directory including major portal sites. Submission to directories is important because they provide a long-term link to your site from a relevant page - it will increase your link popularity, and, as a minor advantage - you can expect some traffic from them. Each directory listing contains short, descriptive information about the site. Strong directory listings are an excellent way your company can increase its link popularity and its Google PageRank. However, a poorly written listing that is submitted to Yahoo! (and subsequently edited or run with ineffective writing or keyword research) can negatively influence a search marketing campaign.
DMOZ: Directory MOZilla
Jump page ad: a microsite reached by clicking a button or banner. The jump page itself can list several topics, which can link to your site.

Landing page: an active web page where Internet users will “land” when they click your online ad. Your landing page doesn’t need to be your home page. In fact, ROI usually improves if your landing page directly relates to your ad and immediately presents a conversion opportunity — whether that means signing up for a newsletter, downloading a software demo, or buying a product. Also known as a destination URL or click through URL. Landing pages are pages that users would click through to from a PPC campaign or XML feed. For best results, these pages are highly targeted for the reader and specific to the PPC ad or feed description (for instance, if a PPC ad advertises a coat sale, sending prospects to the company home page would invoke frustrations and decrease conversions). Rewriting landing pages is one of the easiest ways companies can increase their conversion rates.

FFA: Free For All (FFA Links Pages)

LSI - Latent Semantic Indexing - enables the Search engine algorithms to relate to what a page is about outside of the defined search parameters. Latent semantic indexing adds an important step to the document indexing process. In addition to recording which keywords a document contains, the method examines the document collection as a whole, to see which other documents contain some of those same words. LSI considers documents that have many words in common to be semantically close, and ones with few words in common to be semantically distant. This simple method correlates surprisingly well with how a human being, looking at content, might classify a document collection. Although the LSI algorithm doesn't understand anything about what the words mean, the patterns it notices can make it seem astonishingly intelligent.

MSN: Microsoft Network
The Open Directory Project (
MSN Search: Microsoft's search engine at

Off-The-Page Optimization: in addition to on-page factors, search engines are increasingly using off-page factors to calculate relevance. This is because off-page factors are more difficult to manipulate artificially. The most important off-page factor is link popularity. Others include link text, link community and click popularity. Off-page optimization involves ensuring that these elements are in place to boost relevance for the targeted terms.

SEO: Organic Search Engine Optimization. To Build a site that ranks high in search engines without spending large amounts of cash.

PageRank for Money: selling or buying a link from a web page with a high Google PageRank for the stated purpose of increasing the other page's PR. This is highly frowned upon by Google and will result in a penalty for both pages if Google finds out about it.

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.

Ranking: the order a search engine shows results extracted from its database, relevant to the searcher's query. Each search engine uses its own unique algorithm to rank pages. Most major search engines use the ranking algorithms that combine both keyword relevance and page popularity.

Ranking algorithm: the methodology by which search engines calculate positioning results. Ranking algorithms can be influenced by a wide variety of factors including domain name, spiderable content, submission practices, HTML code and link popularity. Search engine ranking algorithms are closely guarded and constantly updated to attempt to filter out those sites which attempt to manipulate the results.

Relevancy: What is "relevancy"? Relevancy is how important the engine considers your page with regard to your keyword
phrase. If the engine assigns a high relevancy to your page for a particular keyword phrase, it thinks your page
provides the information that a searcher would be looking for when searching for the keyword phrase.

Return on investment: ROI the benefit gained in return for the cost of your ad campaign. Although exact measurement is nearly impossible, your click through rate and your conversion rate combined with your advertising costs, can help you assess the ROI of your campaign.

SE: Search Engine

Search Engine: a search engine is a searchable online database of internet resources. It has several components: search engine software, spider software, an index (database), and a relevancy algorithm (rules for ranking). The search engine software consists of a server or a collection of servers dedicated to indexing Internet Web pages, storing the results and returning lists of pages to match user queries. The spidering software constantly crawls the Web collecting Web page data for the index. The index is a database for storing the data. The relevancy algorithm determines how to rank queries. Examples of major search engines are Google, AOL, MSN and Lycos, etc.. Examples of major directories are Yahoo!, LookSmart and ODP

Search Engine Optimization: SEO Search engine optimization is the process of optimizing a website or web page to increase its visibility within the search engine results. Search engine optimization entails making sure that there is content relevant to the targeted key phrases on the web site, and that search engine spiders can find this content easily. Good search engine optimization will ensure that this content is also useful to the user. Without relevant content, SEO techniques can only be partially successful, and will probably stray into the wrong side of search engine Acceptable Use Policies.

Search engine optimization writing: is specialized copywriting that entails weaving keywords and keyphrases into marketing or informational copy. The purpose of search engine optimization copywriting is to gain prime positioning for the desired keyphrases, as well as increase page conversion rates.

Search Engine Positioning: also known as Search Engine Optimization (SEO), is a phrase to describe the practice of positioning a web site within the search engine results. A multitude of techniques are involved in successful search engine positioning. Not only must a web site be optimized, but it's link popularity must also be built. Good visibility in directories must be gained and other search engine marketing techniques pursued, such as Pay Per Click campaigns. Search engine positioning has evolved over the last few years. While initially involving only search engine optimization, the industry has grown to include a whole array of additional techniques.

Search Engine Results Pages: (SERPS) the ranked listing of web pages that are returned for a specific search query

- Simple Object Access Protocol

W3: World Wide Web

W3C: World Wide Web Consortium

Maui SEO Glossary

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