Directories di·rec·to·ries \də-ˈrek-t(ə-)rēs\ noun A search engine type that gathers listings via human effort instead of search engine crawls. Directories are important because they often contain reviews of businesses, which are placed in their correct categories. One of the reasons the company website was not faring well in the rankings was because it was not […]

Description Tags

Description Tags des·crip·tion tags \di-ˈskrip-shən\ tags\ noun These are HTML tags that provide a short description of a website for the benefit of search engines. It is wise to include the main keywords for the page in the description. The webmaster was careful not to place too many keywords in the description tag, as it […]


Cost-Per-Click cost per click \ˈkȯst\ pər\ klik\ noun CPC advertising involves a company paying a set amount each time someone clicks on an advertisement to visit a site. A maximum overall limit can be set and a price per click can be determined. Also known as pay-per-click advertising. Although cost-per-click advertising was expensive, the return […]

Conversion Rate

Conversion Rate con·ver·sion rate \kən-ˈvər-zhən\ rāt\ noun A metric that tells the number of people who complete a certain task. Each company’s definition of conversion is different, and it could mean the percentage of people who completed a survey, signed up to an email newsletter, or made a purchase. The website’s conversion rate of 2.3 […]


Cloaking cloak·ing \ˈklōk-iŋ\ noun An illegal technique that involves showing the search engine spiders one version of a web page and showing users a completely different version. Those caught cloaking web pages will find their websites banned or penalized by a drop in ranking. It was decided that the cloaking technique used by the website […]

Click-Through Rate

Click-Through Rate click-through rate \ˈklik-thrü\ ˈrāt\ noun The percentage of times a user clicked on an ad banner or button. It was once the most important web marketing measurement and is based on the idea that successful online promotions will result in lots of clicks. It is still considered to be an important part of […]

Brand Stacking

Brand Stacking brand stack·ing \ˈbrand\ stak-iŋ\ verb When a single domain has several listings on a search engine. Google has tweaked its algorithm so now a brand can have up to eight mentions on the first page of the search engine giant. The process of brand stacking was an exciting new development and helped the […]

Black Hat SEO

Black Hat SEO black hat S·E·O \ˈblak\ hat\ es-ē-ō\ noun Use of illegal methods to attain a high search engine ranking. While someone may succeed in the short-term, search engines are quick to catch perpetrators, and eventually they will be caught and their website will tumble in the rankings if it isn’t banned. His attempt […]


Backlinks back·links \ˈbak-ˈliŋ(k)s\ noun Incoming links to a website. It is necessary to use backlinks for successful search engine optimization, as search engines like Google give better rankings to sites with a high quantity of good-quality backlinks. The website’s backlink count was impressive and contributed to its lofty search engine ranking for a number of […]

Anchor Text

Anchor Text an·chor text \ˈaŋ-kər\ ˈtekst\ noun The words in a hypertext link that are clickable; they appear as the underlined blue part of a sentence in standard web design. For example, Google is the world’s biggest search engine. Using important keywords in anchor text is a good way to improve the ranking of web […]