Algorithm (Algo) is a mathematical equation. Search engines use an algorithm to sort through the 1000’s of web pages that are on-line to generate the most relevant pages at the top of the screen.

Analytics is software that allows you to track what you need to know about every visitor to your website. This will include page views, entry and exit page, and most importantly conversion statistics. Analytics is implemented by placing a piece of code into the coding of your website. Search marketing agencies that track user action and report on that visitor journey have a distinct advantage over agencies that do not.

Backlink same as Inbound Link

Blog, this is a user-generated website or webpage where the content is visible in a journal style which is displayed in reverse date order. A typical blog uses a combination of text, images, outbound links to other blogs, web pages, and other social media which is related to its content.

Breadcrumb Navigation is a navigational technique applied to a webpage to help search engine spiders and website visitors understand the journey between webpages.

Content Management System (CMS) is a tool that can be used to make it easy to add information and update a website without any technical abilities.

Cost Per Acquisition (CPA) is a measure of how effective forms of online advertising have been. Very simply it means how much it has cost the advertiser to get a paying client. The sale value and CPA go together to work out the ROI.

Cost Per Click (CPC) same as PPC

Deeplink is a result from a search engine that directs the user to an internal page of a website rather than the home page.

Inbound Link is a link pointing from one website to another website. Examples of inbound links can be found on search engines using link:www.yourwebsite.com. This will show pages linking to your homepage, the results will be both internal links and inbound links.

Keyword Stuffing writing webpage content that uses excessive amounts of the keyword that the page is themed around. This will result in the page being seen as mechanical and will not convert well. This type of page content is NOT link worthy which will not rank well within the search engines.

Link (Internal Link) a direct connection from one webpage to another webpage or to connect to somewhere else within the same document. Most major search engines put huge importance on links and therefore see links as a vote of a trusted website.

Link Baiting is a way of targeting, formatting, and creating content that provokes an on-line audience to direct high quality links to your website. Most link baiting techniques are aimed towards social media and bloggers.

Link Popularity is the amount of links you have pointing to various webpages

Page Rank (PR) is an on screen scoring system based around another algorithm which scores a webpage out of 10 based on the pages link equity.

Pay Per Click (PPC) is a way of advertising within the search engines, which allows the advertiser to determine how much they are willing to pay per visitor. This technique is also called cost per click marketing.

Return On Investment (ROI) is simply the amount of return you receive from each £ spent on marketing.

RSS, this is a web feed used to publish frequently updated content, such as blogs, podcasts or news feeds. RSS delivers information in an XML file format which is known as an RSS feed.

Search Engine (SE) is an information retrieval system that allows the user to search for content by using keywords or keyphrases. The results of the search are collated and delivered in order of relevance based on the keyword or keyphrase used. This is achieved by the use of mathematical algorithms. Search engines are regularly updated so that they are able to operate quickly and efficiently. The leading 3 search engines based on market share in the UK are Google, Yahoo and MSN.

Search Engine Optimisation (SEO), also known as search engine marketing, is a phrase used to describe a solution to/for increasing volume and/or quality of traffic to a website from search engines such as Google, Yahoo and MSN, usually appearing within the natural or organic search results.

Search Engine Results Page (SERP) is the results page which is displayed after a user has entered a search query.

Search Marketing Agency is a new media company that has chosen to utilise the search landscape and its knowledge of best practice SEO to enable its clients to benefit greater from the traffic that search engines can provide. This can also include SMO, email marketing and link building.

Social Media (SM) is an online technology, and the way in which people use social media technology to share opinions, ideas, on-line experiences, and perspectives with each other. Social Media (SM) uses blogs, message boards, podcasts, and wikis. Some examples of social media websites include Wikipedia, MySpace, YouTube, Digg, Flickr and Miniclip.

Social Media Optimisation (SMO) is a way of optimising a website so it can be easily connected with the online community and other online community websites. This type of site is also referred to as a social media site. An example of SMO methods could be to include a RSS feeds.

Spam search engines have vague ever changing guidelines to determine what search marketing techniques will be accepted at any given time. Some very obvious but still typical spam techniques, also known as “Black Hat techniques” are keyword stuffing, lots of low quality Inbound Links and huge amounts of duplicated content. A site can and will be banned if any of the above, and other, techniques are carried out.

Spider/Robot is a method that a search engine uses to trawl through a webpage to obtain the necessary information.

Supplemental Results are documents that are generally trusted a lot less and will 100% rank lower than webpages that appear within the main search index. Google has multiple databases and documents which are not trusted due to bad inbound links and duplicate content. Documents within this database aren’t crawled as frequently as the documents in the main index.

Web 2.0 is a phrase used within the industry to describe the new phase in the progression of the internet. Web 2.0 has evolved due to the way in which users now wish to utilise the internet to obtain the required results. This movement saw the inception of Social Media websites.

XML (Extensible Markup Language) is a text format used to make it easy to format information using various technologies such as RSS.