Search Engine Optimization 101

Anchor Text – the words displayed on a web page as a hyperlink to another webpage. Anchor text is usually underlined, indicating it is a hyperlink.

Alternate Keyword Suggestion – other search terms related to a keyword.

External Links – a hyperlink to your website from another website.

Internal Links – a hyperlink to another page on the same website.

Keyword – a word (or combination of words) that describes the topic or subject of a piece of content. It is also a word or combination of words that are used in a search engine to search for a topic or subject.

Primary Keyword – a term developed by Scribe™ to designate the keyword(s) or keyword phrase(s) in a piece of content that are most likely to result in an organic search listing based on Scribe’s analysis of the content and the keyword usage.

Keyword Analysis – a proprietary process utilized by Scribe™ to determine the keyword(s) or keyword phrase(s) in a piece of content based on popular search terms. It includes a report on the rank, prominence, frequency, density and search volume of the keyword(s)/keyword phrase(s), and provides related terms, along with their search volumes for comparison.

Related Keyword Tag – words or combinations of words added to a piece of content that describe the main topic(s) or subject(s) of a piece of content.

Keyword Rank – a proprietary algorithm developed by Scribe™ that determines the value of keyword(s) or keyword phrase(s) in relationship to a piece of content and to each other. Keywords are ranked in descending order of importance as either Primary, Important, Significant, or Not Emphasized.

Keyword Density – the number of times a keyword or keyword phrase appears in a particular piece of content in relation to the total number of words in the content. It is usually represented as a percentage; the higher the number, the greater the density. Current SEO best practices suggest that a keyword’s density be less than 5% for one piece of content.

Keyword Frequency – the number of times a keyword or keyword phrase appears in a particular piece of content. It is usually represented as a whole number; the higher the number, the greater the keyword frequency.

Keyword Prominence – a proprietary formula developed by Scribe™ that determines the value of a keyword or keyword phrase based on its relative placement within a particular piece of content. Prominence is rated as either Very Low, Low, Medium, High or Very High. The higher the prominence, the more favorable the keyword/keyword phrase is presumed to be weighted in the content by the search engine algorithm. You should strive to achieve a Prominence rating of high or very high for your Primary Keyword/keyword phrase for a page. However, all keywords/keyword phrases on a single page should not have a high or very high prominence rating to minimize the chance that search engines will consider you guilty of keyword stuffing or spamming.

Keyword Research – the act of exploring keywords. The process frequently involves reviewing search volumes of targeted keywords and alternative keywords to determine which keywords to include in content.

Keyword Stuffing (or keyword spamming) – adding an excessive number of keywords or keyword phrases to a web page or repeating a keyword or keyword phrase excessively on one page in place of relevant content. It is typically a technique used by those trying to “trick” the search engines into ranking a website in organic searches.

Trend – the approximate search volume of a keyword or keyword phrase over the past 12 months. Trend is helpful to identify seasonality of keywords that may have a low volume but are on the rise.

SERP (Search Engine Results Page) – the web page(s) containing hyperlinks to related content provided by a search engine in response to a search query. Usually, the results page returns both paid ads (sponsored links) and organic listings.

SEO (Search Engine Optimization) – the practice of improving the traffic to a website from the organic or natural results of a search engine.

SEO Best Practices (white hat SEO) – utilizing search engine optimization (SEO) techniques that align with the guidelines of the search engines’ ranking algorithms without the use of trickery. Examples of trickery include using hidden text, duplicating content, link farming and keyword spamming, to name a few.

Social Media – as defined by Wikipedia: media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.