A page that a searcher is taken to when clicking on a link.

Landing pages are commonly used for paid search campaigns so that the visitor is taken to the most relevant page for their specific query.

Link bait (or linkbait) is a strategy that encourages links from other websites. It can include gadgets, games, downloads, content or other resources that another Webmaster may be useful enough to link to.

Refers to the process of optimising marketing campaigns to target a specific geographical location.

A term or terms (Keywords) that are targeted in search engine optimisation and pay per click.

The weight of a particular keyword on a web page. Keyword Density is the ratio out by taking the total amount of occurrences of a keyword on a page to the total number of words on a page.

Keyword density is taken into account when optimising web pages but it is worth remembering that web pages should be written for humans not the search engines as the page will normally read very badly if not the case.

KEI otherwise known as Keyword Effectiveness Index refers to the ranking of popularity and competitiveness of a keyword.

The higher the number returned the less competition for that keyword.

KEI is not something that should be taken as gospel as keywords with very high search volume can seem good to target even though they have a very large amount of competition.

The words or phrases that are targeted and optimised for in search engine optimisation and pay per click.

The over and excessive use of keywords in web pages.

This is a black hat technique and should be avoided.

Each page of your website should be optimised with Headers. The main title should be a Header 1 [H1] tag; it should include the page’s main keywords and the H1 tag should only be used once on each unique page of your site.

All secondary Headers should be H2, with sub-headings H3 and below. They all add invaluable SEO support to your Meta and body copy throughout the site. Of course Headers also help to break up the page and provide reference points for visitors, helping to navigate through the website more easily.

This is a Black Hat technique where text is hidden on a web page and cannot be seen from by searchers but can be read by the search engines.

Search engines will now check for this and if caught your site will be penalised and may even be removed.

HTML Otherwise known as HyperText Markup Language which defines and places the elements of web pages and is the standard software language of the internet.

A link from one web page to another.

The largest and most popular search engine in the world.

Google’s system that allows advertisers to place ads on third party websites.

Google AdWords is Google’s paid search advertising system where you pay only when someone clicks on one of your ads.

AdWords ads are displayed to the right hand side and sometimes above the top of the natural results.

Formally known as Urchin, is a web statistics program that allows users to get comprehensive data on their website and visitors for free.

Google’s web crawler which will go through the internet crawling from link to link looking for updated and new websites for later indexing by Google.

An XML based system that allows website owners to upload a list of web pages to Google for the GoogleBot to crawl.

A free toolbar for your browser that allows you to shortcut to Googles tools and search facilities.

Flash sites are built on Macromedia (now part of Adobe) website technology.

Flash sites suffer significant problems when it comes to being indexed by the search engines because they cannot read the page.

This is because the elements are binary not text based and as such the search engines are unable to see any relevant on the page factors.

Is a price comparison search engine from Google that is used to list and find products for sale on the Internet.

Email Marketing is marketing through the use of sending emails.

This can be used for existing contacts and customers or new ones however you must ensure you have permission to use the email addresses and are not spamming.

In Google AdWords, when using the exact match the search query must match exactly the keywords in the advert for the ad to show.

Exact match is the most targeted of the matching options.

A link that points to a page that cannot be found as is may have been deleted, moved or re-named without using a 301 re-direct.

The concept of linking to pages other than the home page that may be more relevant (and deeper in the website).

The URL that is displayed under your advert in your Google AdWords advert. This can be different to the actual address the searcher will be delivered to.

Otherwise known as Open Directory Project is a free directory that is managed by independent editors.

Is a Black Hat technique where people create hundreds sometimes thousands or nearly identical pages that are optimised for different phrases and that have the sole purpose of funnelling traffic in to another page to convert them.

Refers to web pages that are created by databases normally when a site is using a content management system.

In the past the search engines have had problems with this but now all the major search engines will support it.

A term that is used to refer to the links pointing in to a specific website or web page.

Below the fold is a term that refers to something that is not visible on the page without scrolling down.

It is normally referred to when talking about websites rankings as websites that appear below the fold will tend to get less traffic.

Used to describe acts or techniques that would be deemed to be unethical by the search engines.

For example hiding lots of keywords on your web page would be a Black Hat technique.

Blogs are normally used to share opinions and allow people to add comments and ask questions.

Properly maintained and used blogs can provide a host of valuable and free information for surfers and are very rich in unique content. As such they are very popular with the search engines.

Bread Crumbs are used to help with both website navigation, so the visitor is better able to navigate the website by clicking on the links in the bread crumbs to take them back through the hierarchical pages.

A term used to refer to a matching option in Google AdWords. The broad match option tells AdWords to only show ads when the keywords used in a search match all of the ads keywords used in any order.

Google may also show ads using broad match for expanded matches such as synonyms and plurals. Because of this broad match is less targeted than the other matching options and should be used sparingly to avoid wasting money on un-targeted and irrelevant terms.