or Organic Search Results
Unsponsored results usually appearing in
the middle of a search engine results page and flanked by
Click (PPC) sponsored
results above and on the right hand side of organic search results. To
rank well in organic search results you need
organic search engine optimisation
experts, time and money.
Only 15% of visitors to Google click paid ads.
is the Acronym for Search Engine Results Page.
GMB is the Acronym for
Google My Business, a much under utilised, good free marketing tool by
Google uses the acronym CPC
Cost Per Click. Think PPC
pay per click. Adwords is Googles brand name for PPC marketing.
CTR Click Through Rate
CDN: Content Delivery Network. A CDN
reduces web content transmission time to all of your site’s visitors, no
matter where in the world they are. Your website is potentially located
across the globe from its visitors. Your content is cached on servers all
around the world. When a visitor requests content from your site, a copy is
served from the visitor’s nearest server location. By transmitting content
from the closest server, instead of from the main site server CDNs speeds up
your site. Page load speed is an important search engine ranking signal.
Search Engine Optimisation, not to be confused with
SEM, Search Engine Marketing
in which you pay per click to search engines.
A search term, or search query, is the word or phrase
someone enters into a search engine
Search phrases are the words you or
someone added to your website.
phrase is as it sounds, an exact match including word order and spaces
between words. When using Google for SERPs to show exactly what you're
searching for, surround your phrase at both ends with apostrophies. You'll
get less results but you'll find exactly what you're looking for.
Broad match phrases
trigger SERPs or ads to show whenever someone searches for that phrase,
similar phrases, singular or plural forms, misspellings, synonyms, stemmings
(such as floor and flooring), related searches and other relevant
The Has same color text and
background field will say yes if the Page Advisor found any text on
a page that matches a background color. This would create
invisible text. This practise was once used by many webmasters to
load a page with keywords. Most search engines consider this
practise spam, and can cause your site to be banned by some search
The Includes META Refresh Tag field
will say yes if the page has a meta tag refresh on it. This is a
tag that causes the page to either reload every so many seconds, or
automatically take the browser to another page. Many webmasters
have used this to create an optimized doorway page that sends visitors
to another page immediately. Like the color issues above, this is
considered spamming by many engines and can result in your website being
banned by some search engines.
The Has Frames field will say yes if
the page is a frames page. Many search engines cannot read frames
pages, and will not index your site as a result.
The Has Hidden Input Tags field will say yes if
there are any hidden input tags on your page. Some search engines will index these but generally most won't.
The Uses Java/VB script
we don't believe that search engines will penalize your site for this, it
often can hurt your ranking.
The title of your web page is the text that
exists between the HTML tags <TITLE> and </TITLE>.
This is what is seen on the title bar of a web browser when someone is
on your page. The TITLE is extremely important for search engine
ranking for several reasons:
- Most search engines put very high value on
words in the title when it comes to how highly your page ranks.
Therefore, having keywords that are important to you in the title of
your page will play a heavy role in boosting your rankings on many
engines. Furthermore, in many cases, the closer your keyword is to
the beginning of the title, and the percentage of the entire title
occupied by the keyword may play a role in boosting your
- Most search engines will also use your title
when listing your site. Therefore, if you have a meaningful title
for your page, when people see your listing on a search engine, they
will be more likely to understand what your website is about.
Tips: Make your title meaningful. Give
the reader a reason to visit your page. When it comes to search
engine listings, most people will choose to (or not to) click through to
your site based on what they see in the title. It is the first
thing they see, and first impressions are lasting. Also avoid
using all uppercase words as that will make your title difficult to
META Keywords are another way to help define
what your web page is about. Not all search engines read them when
they index your site, but they can play an important role in boosting
your page's position.
It is important not to go overboard by
using the same keyword over and over, as such practises have been known
to hurt website ranking performance more than they help.
You can use the AddWeb Page Builder feature
to help automatically generate META keywords for your pages.
Tips: You may consider using a few variations
of the same word instead of repeating it. An example of this would
be to use fish, fisherman, fishing, fly fishing. Also don't
limit your keywords to single words.
You can use phrases as
well. Most people search with phrases, not single words, and you
stand a better chance at getting high ranking on more focused
The META Description is a vital
element to any web page seeking listings on search engines.
You can use the AddWeb Page
Builder feature to help automatically generate META Descriptions for
It is important primarily for
the following reasons:
- The META Description is often
used by search engines to describe your website in their listings.
Usually, a search engine listing will have a Title and a description of
the site listed. The Title is generally pulled from the
Page Title, and the description is often taken from the META description
if it exists. If there is no META Description, some search engines
will try to guess what your site is about by reading text on the
page. This will often lead to garbage in the listing, and can
motivate web surfers to click through to a different site.
Like other elements in the
page, the META Description will be read by some search engines.
Therefore, it helps them know more about your site. This can help
boost your rankings. Beware, however, like with META Keywords,
repeating the same text can cause your site to be penalized.
Tips: Consider your META Description like a
short summary of your website. Imagine you only have a short
paragraph in which to convince people to visit your site. Write a
brief summary, explaining what they will find on your site, and why they
should be sure to visit it.
The Page Heading is text on a
web page included in a Heading Tag like <H1> </H1> (The
number changes, thereby changing the size of the heading). Many
pages don't use them, but some search engines consider text found
between these tags to be relevant in 'scoring' your page
You can use the AddWeb Page
Builder feature to help automatically generate Page Headings for your
Tips: Keep it short and simple, but make sure
it conveys your point. A keyword/phrase that is meaningful in the
heading can help you do better, but if it is not meaningful, it may
confuse people reading it.
The URL Hyperlinks section shows an analysis
of the actual links to other web pages -- not the part of the link that
is visible. Some search engines will add relevancy to a keyword if
it is found in a url hyperlink.
The URL Hyperlink Text section differs from
the URL Hyperlinks section in that it refers to the part of the url that
is seen on the page. In other words, in the HTML code of your web
page, there are two parts to a hyperlink: The link URL -- the page
that the link actually goes to, and the link text -- the visible text
that a users clicks on. Using your keywords in hyperlink text can
greatly help add relevancy to your keywords with some search
Tips: Like all other areas of your page, don't
overdo it, as some engines may think you are spamming
An Image ALT tag is part of the code that produces an image
in HTML. This is the text that is displayed in the browser while
the image is loading or if the image link is broken. Some web
editors like Front Page will simply put the name of the image in the alt
tag. Placing descriptive information that includes keywords (and
concepts) can help boost your rank on some search engines.
Comments are hidden text inside of web
pages. If you look at the source of some pages, you will see text
that <!- looks like this -->. Those are hidden
comments. You will notice that they cannot be seen on the actual
page. Some engines read these comments, so having your keywords
can potentially help on some engines. Note, however, that
some engines may consider this to be spam, so be very careful how you
The page body is the rest of your page that does not
fall within any of the HTML tags. Above all else, you should
concentrate on making this section of your pages clear. Use your
keywords/phrases in this section (near the beginning is important), but
don't just throw in nonsensical terms. Consider two
- Most search engines look for
content. They are more intelligent than you probably
imagine. Tell the story of your website in the body, but choose
your wording carefully.
- Humans will see this page. Remember,
if all goes well and you get good positioning, people that find you
through the engines will see this page first. It is up to you to
give them a reason to continue into your site instead of simply
clicking their back button.
This shows how many times the keyword was
found within an element of the page analyzed. It is a good
indicator, when compared to top performing pages, of what the limits are
in repeating your keyword.
This shows how many keyword variants were
found within an element of the page analyzed. A keyword variant is
seen as a word that contains your keyword in it. For example,
fishing would be a keyword variant of fish. The key phrase
'fly fishing' would be a variant of 'fish'. If an analysis of a page turns up with only 1 keyword, and 1 variant, then that means the only keyword found
on the page was a variant. For example, if 37 keywords were found, and 26 variants
were found, then 26 of those 37 keywords were actually variants.
This shows the total number of words in the
element of the page analyzed. This can give you a feeling of what
various search engines may consider too much or too little.
In the META keywords category,
this will show both the number of individual words and the number of
'keywords' found in your META tag. For example, "Cyberspace Headquarters"
is two individual words, but it is one 'keyword'.
This shows what percentage of the words in
the element of the page being analyzed is occupied by your keyword or
phrase. In other words, if you are looking at the keyword weight
in a meta description that contains 10 words, and your keyword is found
in 2 words, your keyword weight would be 20%.
This is based on how close to the beginning
of the element being analyzed that your keyword or phrase is
found. If your keyword is the first word, then it will have a
prominence of 100. The further into the element it gets, the lower
the value will be.
For example, if your keyword is Flyfishing,
you would have a meta description prominence of 100 if the description
reads 'flyfishing is the most exciting sport of all time'. If
flyfishing was in the middle of that phrase, the prominence would be
This value shows how many times a keyword is
immediately repeated in the element being analyzed. For example,
'fish, fish, fish' shows 2 immediate repeats of the word
This value shows what we found in your page
for the element being analyzed.
This value shows how many hyperlinks are
found on the page being analyzed.
This value shows how many hyperlinks on the
page being analyzed contained your keyword. If you have 10 hyperlinks on
your page, each having your keyword listed twice, this value would be
ThThis value shows the total number of keywords
found on the page being analyzed that are contained within
hyperlinks. If you have 10 hyperlinks on your page, each
having your keyword listed twice, this value would be 20.
Report by 4 Web Marketing
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