Search Engine Optimization Terminology

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Here are some terms from SEO industry and their meanings:

SEO – Search Engine Optimization

Keyword / key phrase – a word or phrase your website might be found by in search engine results. For example: “Online Marketing Agency Toronto” is a very competitive key phrase.

Long-tail Keywords – some business owner may choose optimizing long length key phrases to qualify his website visitors. For example “Home Builder NY” has much more search traffic then “Custom Home Builders NY” but ”Custom Home Builders NY” (which is a long tail keyword) will only trigger high end customers.

Landing Pagea page through which visitor enters your website. Landing pages can be a home page, a “service” page that is optimized by your SEO company, or a dedicated page to which you direct your paid traffic. Usually landing page are clear and quickly understandable, it has to include calls to actions that you may wish your visitor will take – for example, an invitation to call for estimates, or the option of adding a visitor’s email to your news-letter.

Ranking – relative position on search engines during a search. If your website is shown on the 1st page for particular keyword, its ranking is great. If visitors cannot find it on the first 10 pages of results, its ranking is a disaster, and you need to hire SEO professional to fix it.

Back-links – one way links which point to optimized website from other websites

On-site optimization – this term covers many topics. A well optimized website has to include good quality content, inner SEO elements, a user friendly interface and a few other things. An experienced web-master or SEO Company usually does this job.

Over-optimization – if your website pages are stuffed with too many keywords or other SEO elements, or elements that are not working in the optimization industry anymore, Google will penalize your website for over-optimization

Google Panda – a new algorithm released by Google in 2012; Panda checks the quality of the content and ranks websites with good quality content and a user-friendly interface higher.

Google Penguin – another update of Google in 2012; penguin analyzes websites for legitimate or non-legitimate optimization. Its can penalize websites for on-site over-optimization and external “spammed” back-links.

This “SEO Dictionary” is provided to you by Goldeye Media, a Toronto based online marketing agency. If you would like to ask questions or clarify some topics related to search engine optimization, feel free to send us a letter at and we will be happy to assist you.