Terms used in Search Engine Optimisation

It is highly advisable, for any business organisation with a web site, to opt for Search Engine Optimisation, also referred to as SEO, in order to get the web site or web page as high up as achievable on search result pages. This also forms an important part of any company’s growth strategy. SEO possibly will aim at different types of searches, which include an image search, local search, video search and more.

However, prior to opting for Search Engine Optimisation, it is important for one to understand and be aware of the terms or terminology used in the field of SEO. Following are some of the terms used therein:

1) Algorithm: The theory used by search engines to assess the ranking of different websites.

2) Anchor Text: This means hyper linking of keywords or keyword phrases which have to be highlighted in search engines. In simple language, text that can be clicked in a hyperlink is anchor text.

3) Back links: These are links that begin from one website and point out to another website. These can also be termed as inbound links, which mean incoming links to one’s website. The more the back links, the higher the ranking of that particular website.

4) Click Through Rate (CTR): Usually referred to as CTR or Impression, this term means the number of times an individual responds to a commercial by clicking on it. It’s a method of assessing the success of an online ad campaign.

5) Cloaking: Cloaking is whereby; a different web page is displayed to a search engine crawler than what a visitor actually views.

6) Crawler/Spider: Also, known as a bot, it is a program that scans the web automatically and travels to different websites and reads their pages, for several reasons such as to create entries for indexing web pages, spamming etc.

7) Keyword / keyword phrase: It is a particular word / combination of words respectively, which is used for search in search engines. The purpose of SEO is to optimize websites for particular keywords that are relevant to the intended audience of the site.

8) Meta Tags: Also, known as Description Tags, this provides a small description for a web page, an also explains its different features. It may also include keyword listing. This description is usually shown together with a link to a particular page on SERPs (Search Engine Result Pages).

9) Page Rank (PR): This is a highly essential aspect associated with Search Engine Optimisation. It is Google’s approach of measuring the comparative value of a particular web page in comparison to all the other web pages on the internet.

10) Pay Per Click (PPC): Commonly abbreviated as PPC, this term means the payment made by a particular website to search engines for every visitor it sends to that website.

There are a large number of terms associated with SEO, and the aforesaid are a just a few basic of the many terms. Experience has proven that search engine traffic is crucial to an organisation’s success. A higher number of visitors to a website or web page can give it unparalleled publicity, income, as well as exposure. It can be rightly said that, investing time and money in SEO, can result in an excellent rate of return.

Farhan Fawzer is a Sri Lankan SEO Specialist and Online Marketing Consultant.