18 replies to this topic

[mcanerin]

Hi everyone!

We get a lot of "interesting discussions" here that can often be boiled down to different people defining the same words in different ways. I'm opening up this thread for 2 reasons: first, in the selfless and generous hope that perhaps by getting some definitions in place that many arguments over semantics could be replaced by more useful discussions on substantive issues.

The second is the thoroughly self-serving desire to get some help from my compatriots with some contracts I'm putting together.

All good contracts start with a definitions section near the front - it saves arguements later (just like in this forum). I'm writing one right now and am struggling with some definitions.

So I'll start. Here is what I have so far:


“Search Engine Optimization” shall mean the process of making changes to the code, design and/or content of one or more website pages for the purposes of ranking more favorably in one or more internet search engines.

“Link Building” shall be the process of acquiring incoming hypertext links from other website pages for the purposes of ranking more favorably in one or more internet search engines.

And here is the one I'm unhappy with:

“Search Term” shall mean any word or phrase that a potential visitor to the client website would be likely to enter into a search engine in the reasonable expectation of finding the clients site.

I don't know why, but my gut is telling me that this is incomplete or missing something. Anyone have an idea? Or am I just getting old and paranoid?

Feedback on the other two, as well as other SEO related terms would also be appreciated.

Ian

[mcanerin]

And some more:

“Compliant techniques ” shall be search engine optimization techniques that conform to the Terms Of Service and generally accepted guidelines for a particular search engine.

“Pay for Inclusion” (PFI) is the practice by some search engines and directories requiring a payment of a fee before the inclusion of a website into said search engines and directories database and results will be allowed. Some PFI fees do not guarantee inclusion, only consideration for inclusion, and are non-refundable.

“Search Engine Results Pages” (SERPs) are the results that a search engine presents in response to a query on a particular Search Term.

“Pay per Click” (PPC) is the process of paying a search engine or directory a fee in order to have a particular website show up in a particular position on the SERPS

[Cygnus]

For the search term...from http://www.searchtoo...o/glossary.html

The search terms are the words entered by the searcher, which are part of the query, along with other instructions. The search engine will look for these words in the index, and return the matching results, usually sorted by relevance. Some search engines will allow Boolean operators, adjacency, match phrases, partial words and provide other options.


Cygnus

[mcanerin]

Great resource, Cygnus!

Thanks!

[Cygnus]

Indeed, it was a good stumbled-search find. Just like a broken clock, I'm right at least twice a day.

That link seemed to be chalked full of legalese; endulge to your heart's content.

Cygnus

[Randy]

I'm not sure on the legal correctness (izzat a word?) of the PPC definition Ian. I do like the others though, except the one you had issues with.

I'm not sure exactly how to word the PPC definition since technically the bid price does have at least some effect on the position in which it appears. But even if you paid the highest fee and always showed up first, it wouldn't cost you a penny until someone clicked on your PPC ad link.

hmm.... maybe something to the effect of:

"...is a process by which the (insert whatever you're calling the client) agrees to pay a bid price to a search engine or directory for the privlege of placing their advertisement in a certain position of the SERP. Said bid price is charged to the (client's) account if and only if a visitor to the search engine or directory selects the advertisement."

Dunno...seems too wordy to me. I do think somehow it would be wise to get the dual nature of PPC in the definition though. Otherwise some might read it as stictly a Pay Per Placement type of thing, where a length of time is guaranteed or they have to pay for every ad impression.

[qwerty]

I'd add to that that on the AdWords program, the amount you bid is not the only factor in determining the ad's position on the SERP. CTR enters into it as well.

Let me give this one a shot:

PPC (Pay Per Click) is a system in which one purchases plain-text advertisements to be placed on the search engine's SERPs based upon a list of keywords and/or phrases chosen by the advertiser. When a user runs a search that includes the chosen keywords, the ad is presented. The position of the ad is, on some PPC programs, determined exclusively by the amount bid by by the advertiser. In others, the position is determined by a combination of bid and CTR (Click Through Rate) of that ad over time. The advertiser is charged the bid amount by the search engine whenever a user clicks the ad.

[DianeV]

PFI: for inclusion of a website URL

[Ron Carnell]

Nice job, Ian.

I'm waiting to see if you have the courage to define SE Spam for us.

[DianeV]

What, you're waiting for him to argue back and forth with himself? <kidding>

[Randy]

Much better on the PPC one Qwerty. See why I didn't like my quickie, late night attempt? :laugh:

I think Bob is pretty much spot on with his example. Covers all of the bases, yet is concise as possible.

The only thing I'd change is "...to be placed on the search engine's SERPs based upon..." to read "...to be placed on the search engine or directory results page based upon..." Just to cover those directories which now, or may in the future, display PPC ads. Minor point I know.

[qwerty]

Not a minor point at all. I'd completely left out affiliate sites that serve up ads. I don't know... I think my definition is much too long. Somebody edit me. Please.

[Jill]

I have to take issue with your link building definition.

The purpose shouldn't be to increase search engine rankings, but to build traffic to the site. (Whether on it's own or because it helps search engine rankings.)

Jill

[mcanerin]

Ok here is the latest list:

“Search Engine Optimization” shall mean the process of making changes to the code, design and/or content of one or more website pages for the purposes of ranking more favorably in one or more internet search engines.

“Link Building” shall be the process of acquiring incoming hypertext links from other website pages in order to build traffic to the site.

“Directory” shall mean a website that contains pages of outgoing hypertext links that are organized into categories.

“Portal” shall mean a web site that provides multiple services with the goal of becoming the main site for a wide variety of users. More specialized Portals are called “Vertical Portals” or “Vortals”

“Keyword(s)” (also known as “Search Term”) shall mean word(s) entered by the searcher into a search form. Other instructions, such as Boolean operators, adjacency, match phrases, partial words and other similar options added to keywords create a “Query”.

“Search Engine Results Pages” (SERPs) are the results that a search engine presents in response to a Query.

“Compliant Techniques” shall be Search Engine Optimization techniques that conform to the Terms Of Service and generally accepted guidelines for a particular search engine.

“Pay for Inclusion” (PFI) is the practice by some search engines and Directories requiring a payment of a fee before the inclusion of a website into said search engines and Directories database and results will be allowed. Some PFI fees do not guarantee inclusion, only consideration for inclusion, and are non-refundable.

“PPC (Pay Per Click)” is a system in which one purchases textual advertisements to be placed on the search engine or Directory results page based upon a list of keywords and/or phrases chosen by the advertiser and in response to a search term. The details on how and where the advertisement appears on the results page may vary and include bid amounts, Click Through Rates (CTR), relevance and other factors. The key denominator is that the advertiser only pays when a user clicks on the advertisement.

Ian

[compar]

Just like a broken clock, I'm right at least twice a day.

In Europe that is only once a day. But a great line I must admit. May I use it?