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Learning the Lingo of SEO

Table of Contents

    White Chalk Road, in partnership with the Australian Marketing Institute, held a half-day Search Engine Optimisation workshop at the Perth Convention and Exhibition Centre last Friday, 26 October 2012.

    At the end of the workshop our CEO Charles Ryder asked the attendees to give us their feedback, and what many people identified as the most valuable piece of information they took away from the day was also the most basic: learning the lingo of SEO.

    Online marketing is a quickly developing industry, and there is an ever-expanding list of acronyms and buzz words linked to it. As part of our continuing effort to educate the Perth business community about internet marketing we’ve compiled a list of glossary terms to help you navigate your way.

    Keywords The word or phrase typed into a search engine to find websites relating to a certain topic.
    SERPs Search Engine Results Pages – the list of websites and webpages presented to you by the search engine after you input the word or phrase you are searching for.
    Organic Search Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to being paid advertisements. Also referred to as ‘unpaid’ or ‘natural’ search.
    Paid Search Paid Search results are the listings that appear on search engine results pages because they have paid to be included. They are usually located at the top of the results list in the area with a lightly coloured background or at the right hand side of the results page.
    SEM Search Engine Marketing – a form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages. This includes both Paid Search and SEO.
    SEO Search Engine Optimisation – the act of optimising a website utilising MANY different keyword phrases consumers would use to find your company or products, so that search engines will rank it higher up the list of organic search results.
    Backlinks Links to your website included on other websites. Backlinks work as a voting system – the more quality links you have directing to your website the more ‘credible’ you appear to search engines.
    On-Page Optimisation Optimisation of a webpage done by making changes and edits to the content and source code (title, meta description and meta keywords) of that page.
    Off-Page Optimisation Optimisation of a webpage by carrying out procedures external to the webpage but which influence the page’s rankings – such as site analysis, external link building (backlinks) etc.
    Spider A tool used by search engines to gather listings by automatically ‘crawling’ the web, following links to web pages, making copies of the pages and storing them in the search engines’ index. Also referred as ‘crawlers’ or ‘searchbots’.
    Anchor Text The clickable text on a webpage that includes a hyperlink. The words or phrase in the anchor text can determine the ranking that the linked-to page will receive by search engines. Anchor text is also known as the ‘link label’ or ‘link text’.
    Source Code The source code for a webpage is normally in HTML, but can also be written in another computer ‘language’. To find the source code of a webpage, right-click on the page and select ‘view source’ or ‘view page source’.
    Meta Description Tag A meta description tag is a piece of code included in the source code that contains a brief description of the content included on a webpage. It usually appears in the SERP as a 1-2 line description below the page link.
    Meta Keywords Tag A meta keywords tag is a piece of code included in the source code that documents which keywords may be useful to find a page, visible to engines crawlers but no longer used by Google to rank pages in search result pages.
    Title Tag A title tag is a piece of code included in the source code that tells the search engine the title of the page and tells the web browser what text should be shown at the top of the browser window. This text is considered to be very important in on-page SEO.
    CMS Content Management System. A software tool used to manage websites and their content, making it easy to add, edit and delete content or pages.

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