Day 1 – Terminology


Do it Yourself !

First things first, do your own Search Engine Optimization !  If you really seriously don’t have the time, then hire someone who isn’t afraid to tell you what they are doing as they go !    I created this blog to make it easy for anyone to learn SEO bit by bit, if you can’t do it yourself you still need to know what needs to be done and understand how it works ! Start at day one and work your way through bit by bit as you have time!   Pick one day a week and keep the routine !  SEO is best done slowly as you can be penalized for growing the popularity of your website too quickly !

Most of us should aim to spend at 1-2 hours a week marketing your business (unless you are blessed with an oversupply of customers).  Google is the #1 search engine on the planet as of 2013, so ensure you are listed and plan to increase your search engine ranking (Page Rank/PR) within google.  This is obvious right !?

Learn the Jargon !

Today we’ll go over the majority of jargon that we need to understand when you come across any SEO (search engine optimisation) work.

SEO (search engine optimization)

SEO consists of dozens of small tasks to tweak and tailor your website so that search engines will list your website higher than your competitors !  If your competitors are listed higher in search engine rankings than you then it’s likely they have done a better job at SEO on their website.


Google has a product call ad-words (available from within the google analytics application). It allows you to purchase advertising space in google search results (or on websites with Ad-Sense ads). Each advertiser is charged a minimal fee as people click on the ads they’ve created. Part of this money goes the owners of the websites that host the ads the rest goes to Google.


The name Google gives to it’s product that allows anyone to place Google ad-words advertisements on their websites. If you have ad-sense installed on your website and one of your visitors clicks on an ad then you’ll be paid a small fee.


Analytics software can provide you with trends and behaviour information on your website visitors. It can show you which cities/countries are the most common sources for visitors, how long a visitor spends looking at pages on your site, which pages are most popular and much more. If you know what products/services you have are most sought after it can prompt you to create more detailed information on it, or even help guide your marketing and promotions.


Any link on a website other than yours that points to your website.  Not all links on all websites qualify as a backlinks some sites may be blacklisted and links in certain parts of a websites may not register.  note: Web links with the “nofollow” tag will never turn into a backlink as search engines will ignore them.

Blackbox Linkbuilding

The term used to describe the act of procuring backlinks from 3rd parties to help increase your pagerank, using means which are considered “NOT OK” by Google.


Google has been known to black-list websites that use underhanded means to increase their page-rank artificially.  In 2006 BMW was blacklisted by Google due to suspected use of “doorway pages” in order to increase its SERPs (Search Engine Ranking Positions).


BLOG = Web Log.  Blogs are one of many new media websites that business and individuals use to express their views and share new content.  The nature of a blog is that new posts are added on a regular basis so that visitors are inspired to visit your site more often.  WordPress is an example of Blogging Software which has a lot of resources available to make SEO easier for both developers and customers.

There are literally millions of blogs on any topic you could imagine out there, just search Google for blog and see for yourself.

Conversion Rate

Referred to in a marketing context (such as google adwords/adsense)your conversion rate is a measure of success in your marketing campaigns. ie. how much of you web traffic caused by your marketing efforts has translated into actual purchases of a particular product.


As at 2013 the most popular and effective search engine on the planet.

Google Analytics Tracking Code

Web page source code that you copy and paste into the header for each of your webpages to enable tracking information to be collected by the Google Analytics Software.    You can get a tracking code by creating a Google Analytics Account and creating a profile for your website.


The name give to the software that Google runs to gather information about all of the websites on the internet. Googlebot runs on thousands of computers simultaneously in order to update it’s search results.


Googlebot looks for groups of keywords in a particular order and considers them independently from  individual keywords. eg. “electronic engineering principles” will be considered a key phrase if enough people use those 3 words in that order in any given month.   Popular key phrases in search queries are important because they create some context to the query.  Your webpage is more likely to appear in a search result if it uses the “commonly used” key phrases.  Rather than the ” inside industry jargon”.

Meta Tags

Meta Tags are included in the “code” of a webpage, they are invisible to the user but are very important to search engines. Some of the meta tags that you can put into your webpages are sought out by search engines to quickly retrieve the most significant data about your business/website. If you don’t have these meta tags the search engine has to work much harder to understand what your business is all about, it may not be able to work it out of its own accord, leaving you with search engine listings that are lacking, or no search engine listings at all.


Is the URL (universal resource locator) of a BLOG (weblog) that allows us to bookmark a link to a particular blog post. Permalinks can be setup to be very descriptive and therefore increase your SEO. SEO is always improved if you can present data in a way that makes your information more clear to the viewer.

PR (page rank)

Google search engine uses a 0-10 scale to rate the quality and trustworthiness of each website (PR0 to PR10). The exact formula is unknown but we know it is forever changing as new criteria is added and weightings of old criteria are changed on a regular basis, It means that your PR could go down for no apparent reason if a certain criteria is downgraded in value.


Return on Investment.  Not exclusive to SEO, return on investment is used in a marketing sense to understand how much business value is redeemed for your marketing expenditure.  Google Analytics uses ROI as a metric for your advertising success.


Search Engine Ranking Positions, quite literally what it sounds like, where is a site placed in the search results, with any given search term !? It’s commonly known that people using search engines wont look past the first 3 pages of a search engine result. So if your site doesn’t make the top 3 pages for your business’s keywords you’ll have a hard time getting noticed !


Apparently there are a few hundred characteristics of a website that google looks for to indicate your integrity.  They include interface components like, shopping carts, user comments, menus, rss feeds etc…  but also non visible things like use of meta tags, age of the domain, age of the page/article, internal links social sharing and much more.


A particular syntax is required in order for web browsers to be able to interpret the content of a web page.  This “Code” written by web developers should be “validated” so that they can more easily correct mistakes made during the development process.  There are a number of software applications and websites that will analyze a website and provide validation information for a developer to easily identify problems they have overlooked.

Whitebox Linkbuilding

The term used to describe the act of procuring backlinks from 3rd parties to help increase your pagerank, using means which are considered “OK” by Google.

Matthew Aldous - Adelaide SEO
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