Glossary JKL
Java - A popular programming language used to develop functionality for Web pages.
JavaScript - A client-side scripting language used to create dynamic Web pages. JavaScript should not be confused with Java.
Keyword/Keyword phrase - A word or words someone types in to an Internet search engine such as Google or Yahoo to find information about a specific topic. For example, “plumber” would be a keyword; “Sarasota plumber” would be a keyword phrase.
Keyword density - How often a keyword appears on a page in relation to all of the other words on that page.
Keyword frequency - How often a keyword appears on a page.
Keyword placement - Where keywords appear on the page.
Keyword prominence - Where keywords appear on the page in relation to other keywords or links.
Keyword stuffing - Using a keyword excessively in body copy, hidden text, META tags or any other code on the site. This tactic is penalized by most of the major search engines.
Landing page - The specific Web page that a visitor ultimately reaches after clicking an advertisement. Often used by advertisers who either do not have a website or who wish to provide a special offer or email form which does not exist on their website, it is also a way to track the effectiveness of online advertising tactics (organic/ natural versus pay per click, for example).
Link baiting - Anything on a website that encourages links from other sites, such as content, tools, downloads or anything else that another website owner might want to link to. This is an important element in SEO because it encourages more inbound links and helps elevate a sites rankings with the search engines.
Link exchange - The act of trading an outbound link from one website with an inbound link from another site.
Link magnets (Link bait) - See Link baiting.
Link popularity - The number of sites which link to a particular site. Many search engines use link popularity as a factor in determining the search engine ranking of a website.
Link reputation - A general term referring to how closely link text matches the title of the page the link is on and, more importantly, the text on the page that the link points to.
Link text - (See Anchor text)
Log file - A file on a server that tracks requests to that server. Statistics programs use Web server logs to track the visitors to your site, where they came from, which queries were used to access your site, etc.
Long tail - Refers to the percentage of visitors to your site who are entering longer keyword phrases in their search for a product or service, compared to those who are entering a single keyword. For example, 10,000 people may search for website design, but many more thousands collectively may search for website design company, webdesign services, website design Sarasota. Usually these are people in the final stages of their buying cycle who have searched with precise keywords to find exactly what they want, and they are more likely to make a purchase or take some other action than those searching with a single keyword.
LSI (latent semantic indexing) - A statistical information retrieval method which lets you find relevant information not by simple keyword match, but by recognizing the theme or the topic of a given website or page. LSI will understand the “meaning” of the page and find it, sometimes without a keyword in the search. Also known as Latent Semantic Analysis.
