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Search engine optimization is the current buzz word in the world of online business with companies choosing to employ the services of optimization professionals all over the country. The work of these specialists has the ultimate objective of topping the search engine rankings for particular terms related to either the industry or the types of products sold on the website. But as a newbie to the world of optimization it is extremely difficult to understand what is being said and talked about; the following hopes to provide a glossary of some of the most important SEO terms. The anchor text is frequently used to describe the key term used in either a link or a piece of writing. This anchor text relates directly to the terms that have been selected for a website by the optimization company. For instance, a company that sells leather goods may want to be listed for terms such as 'wallet’, ‘purse' or 'jacket'. Cloaking is another terms used regularly and refers to the rather unscrupulous tactics of some search engine optimization professionals. This 'black hat' tactic, (the process of employing unscrupulous strategies) is fundamentally the process of displaying one thing to human users and a completely different set of information to the search engine spiders. Understandably this acts to hoodwink both the search engine and the human user and is subsequently frowned upon in SEO circles. Directories and DMOZ both refer to linking strategies used by optimization companies. These directories create links to websites and as a result give the target website more credence with the search engines. Ethical and unethical are two terms often bandied around the optimization industry. These two terms refer to the type of strategy a particular company chooses to employ. There are a variety of terms to describe the two forms of tactic, some in the industry call ethical optimization 'white hat', whilst unethical practices are often labelled as black hat. The fundamental difference is that white hat strategies tend to work within the search engine rules whilst black hat methods actively set out to deceive the search engines. Gateway pages are one of the more common forms of black hat optimization used by unethical practitioners. It is the process of optimizing a page so that it ranks highly but contains no real information for the human user. It is simply created to lead users to a target page. As this practice deceives both human and automated users it is often frowned upon. As previously mentioned the terminology of keyword and key phrase are widely used in the industry and refer to the target terms that a particular website is aiming for; these could be the leather related words of the previous example or terms such as TV, MP3 player or HiFi for an electrical company. On and off page elements refer to the changes made when carrying out the optimization process. On page elements include items such as the Meta information, the content on the site and the coding of the site. Off page elements include the inbound links to the website and are usually managed by the SEO professional as part of a long term strategy. Spiders are the software used by the search engines to crawl the web for information, enticing these into a website is obviously needed for it to rank highly. Sitemaps are used by designers to make the structure of a website as clear as possible to the spiders and search engines so it is easily navigable. Hopefully this article has given an idea of some of the terminology used within the search engine optimization industry. It is in no way a comprehensive list but is a good starting point for those who wish to learn more about the world of SEO.
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