ANCHOR TEXT ï¿¼The anchor text is the actual text of a link. This bit of text is usually blue and underlined to identify it as a link. Anchor text is significant in that it helps search engines decide what your site is about. BACKLINKS A backlink is an inbound link to a website. In other words, each link on any website, pointing to my website is a backlink for me. Backlinks are very significant to search engine rankings, because every link is looked at as a "recommendation" and the more people recommend a particular site, the more relevant that site must be. DOMAIN The domain is the home address of a website. Websites are organized in a similar fashion to the files and folders on a computer and in this analogy the domain would be the hard drive and the individual pages that you navigate through would be the files and folders. KEYWORD A keyword is any word or phrase that someone enters into a search engine like Google, Yahoo or Bing. LONG TAIL / LONG TAIL KEYWORDS / LONG TAIL TRAFFIC The long tail refers to the massive amount of very narrow subjects outside of the most popular subjects. In terms of search engines and keywords, the long tail has the following significance: There are a few highly popular keywords that get searched for millions of times a day. One such example would be "weight loss" or "how to lose weight". There are lots and lots of derivatives of these keywords that get searched for much less frequently. Such keywords might be "how to lose weight for my wedding", "does the spinach pie diet really work?" or "fitness coach to help me lose weight". Clearly, each of the long tail keywords gets searched for far less often than the main keywords, but the sum total of long tail searches matches or even exceeds the total search amount for the most popular keywords. Because it's practically impossible to compete for the most popular keywords, individual online marketers usually target long-tail keywords. ON-PAGE OPTIMIZATION This is the process of optimizing your website and webpages to make it as search-engine friendly as possible. Search engines "crawl" web-pages on a regular basis and there are certain criteria that they use to determine what the pages are about and what search terms they should be listed for. The videos in module 2 (competition analysis) provide a good overview over the important factors to on- page optimization. OFF-PAGE OPTIMIZATION This is the part of search engine optimization that happens outside of your own website. Off-page optimization comes down to how many backlinks you have pointing to your site, what the anchor text of those backlinks reads and how authoritative the pages are that those links are placed on. PR OR PAGERANK PageRank is an arbitrary score that Google assigns to web-pages. The score goes from 0-10 and there's also the status of "no PR assigned", usually referred to as "grey barred". PR is basically a measure of how authoritative a page is in Google's estimation. In terms of website rankings, PR is not very significant because in the search results, relevance is always more important than authority. PR does matter for backlinks, however: Theoretically, the PR is divided by the number of links on a page and a portion of the PR "flows" through the links to the linked page. One very important thing to remember is that it's PageRank not SiteRank. It's very common to see something advertised as, for example, a "PR7 backlink" when in reality, it's a backlink on some page that is part of a PR7 domain. SEARCH ENGINE RANK Often just referred to as "rank", the search engine rank is the position your webpage shows up in the search results for your targeted keyword. For example, if you are targeting the keyword "intergalactic hotels", then the goal is to get your site showing up at the very top of the search results for that keyword. This would be rank number one. Rank number ten is the last one of the first page of the results. SEARCH VOLUME The number of times any given keyword is searched for. If a keyword is searched for several thousand times a day, that can be considered a very high search volume. If it's searched for only a couple of times a day, that's a low search volume.