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SEO Glossary
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U

USPTO – Acronym for United States Patent & Trademark Office. See also Trademarks.

Unique Visitor – Identifies an actual web surfer (as opposed to a crawler) and is tracked by a unique identifiable quality (typically IP address). If a visitor comes to a web site and clicks on 100 links, it is still only counted as one unique visit.

Usability – google adsense earning This term refers to how “user friendly” a web site and its functions are. A site with good usability is a site that makes it easy for visitors to find the information they are looking for or to perform the action they desire. Bad usability is anything that causes confusion or problems for the user. For example, large Flash animations served to a visitor with a dial up connection causes poor usability. Easy, intuitive navigation and clear, informative text enhance usability.

User Agent – This is the identity of a web site visitor, spider, browser, etc. The most common user agents are Mozilla and Internet Explorer.
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V

Value Propositions – “A customer value proposition is the sum total of benefits a customer is promised to receive in return for his or her custom and the associated payment (or other value transfer).“ A customer value proposition is what is promised by a company’s marketing and sales efforts, and then fulfilled by its delivery and customer service processes.” Source: Wikipedia

Vertical Creep – Positioning trends when vertical listings appear at the top of organic search engine results and below top sponsored listings (when they are displayed on the SERP).

Vertical Portal / Vortal – Search engines that focus on a specific industry or sector. Such vertical search engines (also called “vortals”) have much more specific indexes and provide narrower and more focused search results than the Tier I search engines.

Verticals – A vertical is a specific business group or category, such as insurance, automotive or travel. Vertical search offers targeted search options and PPC opportunities to a specific business category.

Viral Marketing – Also called viral advertising, viral marketing refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness. The awareness increases are the result of self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can often be word-of-mouth delivered and enhanced online; it can also harness the network effect of the internet and can be very useful in reaching a large number of people rapidly. Source: Wikipedia
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W

Web Forwarding – Web forwarding allows for redirects to exist within an .htaccess file on a separate server.

Web Server Logs – Most web server software, and all good web analytics packages, keep a running count of all search terms used by visitors to your site. These running counts are kept in large text files called Log Files or Web Server Logs. Useful for developing and refining PPC campaign keyword lists.

Web TV – Television set-top boxes that allow users to browse the Internet from their televisions without a computer system. Perennial future opportunity as new PPC ad channel offering the option to use rich media formats.

Wiki — Software that allows people to contribute knowledge on a particular topic. A wiki is another web publishing platform that makes use of technologies similar to blogs and also allows for collaboration with multiple people.

Wikipedia – “Wikipedia is a multilingual, web-based, free content encyclopedia project. Wikipedia is written collaboratively by volunteers; its articles can be edited by anyone with access to the web site.” Source: Wikipedia

Word Count – The total number of words contained within a web document.
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X

XML – Stands for “Extensible Markup Language,” a data delivery language.

XML Feeds – A form of paid inclusion in which a search engine is fed information about an advertiser’s web pages via XML, rather than requiring that the engine gather that information through crawling actual pages. Marketers pay to have their pages included in a spider-based search index based on an XML format document that represents each page on the advertiser site. Advertisers pay either annually per URL or on a CPC basis – and are assured of frequent crawl cycles. New media types are being introduced into paid inclusion, including graphics, video, audio, and rich media.

XML Feeds — A form of paid inclusion where a search engine is “fed” information about pages via XML, rather than gathering that information through crawling actual pages. Marketers can pay to have their pages included in a spider-based search index either annually (per URL), or on a CPC basis (based on an XML document representing each page on the client site). New media types are being introduced into paid inclusion, including graphics, video, audio, and rich media.

XML Maps – XML maps are specially formatted links to your pages. They will never replace the need for HTML site maps.

Access helpful information to website traffic – your personal knowledge pack.