eMotion Digital Marketing - SEO Resources

How to write a Landing Page

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Definitions of technical terms used throughout this Website

301 redirects: 301 redirect is the most efficient and Search Engine Friendly method for webpage redirection. Used mainly for multiple domains pointing to one website and redirecting a visitor from a previous location of a page to a new location.

Anchor text: Anchor text is the visible text in a hyperlink. Anchor text is weighted (ranked) highly in search engine algorithms, because the linked text is usually relevant to the landing page. The objective of search engines is to provide highly relevant search results; this is where anchor text helps, as the tendency is, more often than not, to hyperlink words relevant to the landing page.

Blog: The term "blog" is derived from "Web log”.  A blog is a user-generated website where entries are made in journal style and displayed in a reverse chronological order. Blogs often provide commentary or news on a particular subject

Bookmark: A feature supported by Web browsers that lets you save the address (URL) of a Web page so that you can easily re-visit the page at a later time.

Crawlers: A web crawler (also known as a Web spider or Web robot) is a program or automated script which browses the World Wide Web in a methodical, automated manner.

First Come First Served Content: The occurrence of the content within the HTML, as read by Google, is important. The most important content should come first. Typically this is not the case because many sites have navigation elements at the top and in the left-hand margin, and in the conventional construction of HTML these elements have had to be earlier in the HTML than the content itself. The content needs to be seen as soon as possible, so all reasonable efforts should be extended to ensure this is the case. If it is not possible to craft a Description tag for each page, then largely it is better left empty. The search engines will then pull content from the page where the search terms occur and populate the snippet with this copy. The ideal length of Meta Description content is approximately 150 characters including spaces. Be descriptive, not spammy when composing the tag. Bear in mind that it only ever appears under the title tag for the page in question, so it should be written in context to the Title tag so that they complement each other. On occasion Google has been replacing the Description tag provided by the site itself, by the one written by the volunteer editors of the Open Directory Project. If this is happening, try replacing the existing tag on the site with a new edit, which has been seen to supplant the ODP entry.

Googlebot: A Googlebot is a search bot used by Google. It collects documents from the web to build a searchable index for the Google search engine.

Google SiteMaps: Google is the first search engine to invite the submission of an XML feed defining the precise structure and location of pages within a site, to assist in the crawling effort. This provides Google with a way of categorically defining the extent and location of all the locations within a site and a useful way of supplementing Google's crawl data.

Hit: Also called a page hit. A hit is a visit to a web page.

HTML: HTML, short for HyperText Markup Language, is the predominant markup language for the creation of web pages.

Hypertext: hypertext is a user interface paradigm for displaying documents. Hypertext is a way of organizing material that attempts to overcome the inherent limitations of traditional text and in particular its linearity.

Index: Search engine indexing entails how data is collected, parsed, and stored to facilitate fast and accurate retrieval.

IP: The Internet Protocol (IP) is a data-oriented protocol used for communicating data across a packet-switched network.

IP Address: An IP address (Internet Protocol address) is a unique address that certain electronic devices use in order to identify and communicate with each other on a computer network utilizing the Internet Protocol standard (IP)—in simpler terms, a computer address.

JPEG: In computing, JPEG (pronounced JAY-peg; IPA: [ˈdʒeɪpɛg]) is a commonly used standard method of compression for photographic images. The name JPEG stands for Joint Photographic Experts Group.

jpg: File extension for JPEG files.

KEI: The KEI (Keyword Effectiveness Index) compares the number of searches for a keyword with the number of search results to pinpoint which keywords are most effective for your campaign. According to the KEI definition, the best keywords are those that have many searches and that don't have much competition in the search results.

Keyword: A keyword in an Internet search is one of the words used to find matching web pages. Many modern search engines have methods for determining which words in a search string are important and are ought to be treated as keywords.

Keyword cluster: Organizing keywords into logical groups for more defined web search results to facilitate higher ranking and users' quick browsing

Meta Tags: Meta elements provide information about a given webpage, most often to help search engines categorize them correctly, and are inserted into the HTML code in the format illustrated above, but are not visible to a user looking at the site.

ODP Open Directory Project: The Open Directory Project (ODP), also known as dmoz (from directory.mozilla.org, its original domain name), is a multilingual open content directory of World Wide Web links owned by Netscape that is constructed and maintained by a community of volunteer editors.

PageRank: The Google Toolbar's PageRank feature displays a visited page's PageRank as a whole number between 0 and 10.

PDF: Portable Document Format (PDF), is an open file format created by Adobe Systems in 1993. It is used for representing two-dimensional documents in a device independent and resolution independent fixed-layout document format.

PHP: (PHP: Hypertext Preprocessor) is a reflective programming language originally designed for producing dynamic Web pages.

Revisit: Subsequent visits by a search engine spider to a website to see if there is any new content. 

RSS feed: RSS is a family of web feed formats used to publish frequently updated digital content, such as blogs, news feeds or podcasts.

Search engine: A search engine is an information retrieval system designed to help find information stored on a computer system, such as on the World Wide Web, inside a corporate or proprietary network, or in a personal computer.

Site Indexing: The process of crawling, parsing and storing relevant information and keywords from a website/webpage by a search engine in its database for fast and accurate retrieval.

Spiders: see Crawlers.

Unique IP: A unique visitor (or unique IP) is an IP address that has made at least 1 hit on 1 page of your web site during the current period shown by the report. If this host makes several visits during this period, it is counted only once.

URL: Abbreviation of Uniform Resource Locator, the global address (or location) of documents and other resources on the World Wide Web.

Visits: Number of visits made by all visitors.

W3C: The World Wide Web Consortium (W3C) is the main international standards organization for the World Wide Web (W3). W3C also engages in education and outreach, develops software and serves as an open forum for discussion about the Web

WCAG: Web Content Accessibility Guidelines (WCAG) are part of a series of Web accessibility guidelines published by the W3C's Web Accessibility Initiative. They consist of a set of guidelines on making content accessible, primarily for disabled users, but also for all user agents, including highly limited devices, such as mobile phones

XML: The Extensible Markup Language (XML) is a W3C-recommended general-purpose markup language that supports a wide variety of applications.

Despite its obvious powers, Google is not as smart as we are just yet. And just in case you still think that Google has people looking at web sites to decide what they are about and to add them to the index: they don't. Google doesn't use a web browser, it sends its own software (called a crawler, a spider or a robot – Google's has a name, the Googlebot) to visit sites, and it never sees a site like you or I do. It only ever looks at the 'source' code, the HTML, for each page it finds.

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