Also known as a doorway page or jump page, a gateway page is a URL with minimal content designed to rank highly for a specific keyword and redirect visitors to a homepage or designated Landing Page.
Some search engines frown on gateway pages as a softer form of Cloaking or Spam. However, gateway pages may be legitimate landing pages designed to measure the success of a promotional campaign, and they are commonly allowed in Paid Listings.
- Doorway Pages [link: ]
- Google Advertising Professional is a free program, offered by Google, for professionals wishing to manage multiple Google Adwords clients.
For More: Google Advertising Professional
- Also called a “doorway page” or a “bridge page”. A gateway page is a low quality web page that contains very little content and exists solely for the purpose of driving traffic to another page. This is done through spamdexing, spamming the index of a search engine. Gateway pages are often easy to identify in that they have been designed primarily for search engines, not for human beings.
- See Geographical targeting
Geographical targeting is the focusing of Search Engine Marketing efforts on specific states, counties, cities and neighborhoods that are important to a company’s business.
One basic aspect of geographical targeting is adding the names of relevant cities or streets to a site’s keywords, i.e. Hyde Street Chicago apartments. Another important element of geo-targeting is increasing your site’s presence on local search engines such as Google Maps [link: ] and/or Yahoo Local [link: ].
Geographic segmentation is the use of analytics to categorize a site’s web traffic by the physical locations from which it originated.
- The world’s leading search engine in terms of reach. Google was created in 1996 by Stanford students Larry Page and Sergey Brin, and actually started as a research project.Since its incorporation in 1998, Google has been the on the cutting edge of the search industry. They’ve been famously innovative, pioneering such things as PageRank [link: ] and Google Earth [link: ], as well as acquiring media giants YouTube [link: ] and DoubleClick [link: ].
Search with Google
Google’s advertisement and link auction network. Most of Google’s ads are keyword targeted and sold on a cost per click basis in an auction which factors in ad clickthrough rate as well as max bid.
Adwords is also a program that determines the advertising rates and keywords used in the Google AdSense [link] program. Advertisers bid on the keywords that are relevant to their businesses. Ranked ads then appear as sponsored links on Google Search Engine Results Pages (SERPS) and Google AdSense host sites.
- Google Adwords [link: ]
- Google Adwords Keyword Tool [link: ]
- Google’s contextual advertising [link: ] network. Publishers large and small may automatically publish relevant advertisements near their content and share the profits from those ad clicks with Google.AdSense offers a highly scalable automated ad revenue stream which will help some publishers establish a baseline for the value of their ad inventory. In many cases AdSense will be underpriced, but that is the trade off for automating ad sales.
AdSense ad auction formats include:
- Cost Per Click (CPC) [link: ] – advertisers are only charged when ads are clicked on
- Cost Per Impression (CPM) [link:] – advertisers are charged a certain amount per ad impression. Advertisers can target sites based on keyword, category, or demographic information.
AdSense ad formats include:
- Animated Graphics
In some cases, I have seen ads which got a 2 or 3% click through rate (CTR); while sites that are optimized for maximum CTR (through aggressive ad integration) can obtain as high as a 50 or 60% CTR depending on:
- How niche their website is
- How commercially oriented their website is
- The relevancy and depth of advertisers in their vertical
It is also worth pointing out that if you are too aggressive in monetizing your site before it has built up adequate authority your site may never gain enough authority to become highly profitable. Depending on your vertical your most efficient monetization model may be any of the following:
- Affiliate Marketing [link:]
- Direct Ad Sales
- Selling unique products and services
- Mixture of all of the above
- A free service offered by Google that generates detailed statistics about the visitors to a website. Its main highlight is that the product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew.It is the most widely used website statistics service, currently in use at around 40% of the 10,000 most popular websites. Google Analytics can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents.
Visit Google Analytics
Google’s search engine spider [link: ] (or webcrawler [link: ]). Google has a shared crawl cache between their various spiders, including vertical search spiders and spiders associated with ad targeting.
Free database of semantically structured information created by Google. Google Base may also help Google better understand what types of information are commercial in nature, and how they should structure different vertical search products.
In addition, Google base is an excellent way to get your product inventory to show up within Google’s search engine results pages.
Visit Google Base
- Google Bombing is when a group of sites such as blogs join forces to link to an unflattering page about a company such that this page rises to the top of the search results in Google. Google bombing takes advantage of the power of hyperlink text and of PageRank. For example, if a group of sites with high PageRank all link to a page about XYZ Company’s inappropriate behavior with hyperlink text of “XYZ Company sucks” then the linked page can shoot to the top of Google’s search results for the term “XYZ Company.”
- Google Bowling is a black hat SEO technique used to knock competitors down or out of search engine results.
It is a form of SEO sabotage that is conducted by pointing hundreds of questionable links from low quality sites at a competitor’s site so they end up banned or penalized by Google.
Generally newer sites are more susceptible to Google Bowling as older sites are better established with a range of existing high quality links.
- see “Cache”
- Google’s online payment processing service, Google Checkout, was designed to simplify the online purchase/payment process.
It works by allowing users to store their credit card and shipping details on their Google Account. Therefore minimizing the amount of information they need to input at the point of purchase. Purchases can be made at the click of a button.
* Fraud protection
* The ability to track purchases
* Easy transactions
For more: www.googlecheckout.com
In the past Google updated their index roughly once a month. Those updates were named Google Dances, but since Google shifted to a constantly updating index, Google no longer does what was traditionally called a Google Dance.
Major search indexes are constantly updating. Google refers to this continuous refresh as Everflux [link:].
The second meaning of Google Dance is a yearly party at Google’s corporate headquarters which Google holds for search engine marketers. This party coincides with the San Jose Search Engine Strategies conference.
- Matt Cutts Google Terminology Video – Matt talks about the history of Google Updates and the shift from Google Dances to everflux.
Google Earth is a virtual globe, map and geographic information program that was originally called EarthViewer 3D, and was created by Keyhole, Inc, a company acquired by Google in 2004.
It maps the Earth by the superimposition of images obtained from satellite imagery, aerial photography and GIS 3D globe.
Visit Google Earth
- Internet slang to refer to the substance which flows between web pages via their hyperlinks. Pages with lots of links pointing to them acquire much ‘Google Juice’ and pages which link to highly ‘juicy’ pages acquire some reflected ‘Google Juice’.
A keyword research tool provided by Google which estimates the competition and search volume for a keyword, recommends related keywords, and will tell you what keywords Google thinks are relevant to your site or a page on your site.
Try the Google Keyword Tool
- Google Labs is the home to Google’s latest innovations and beta products. It is a testing ground for new services in development.
A number of popular products are graduates of Google Labs including: Google Reader, Google Docs & Spreadsheets, Google Video, Personalized Search, Google Desktop and iGoogle.
Current Google Labs products include:
* Google Code Search
* Google Transit
* Google Music Trends
* Accessible Search
* Google Extensions for Firefox
* Google Trends
* Google Mars
* Google Page Creator
* Google Dashboard Widgets for Mac
* Google Web Accelerator
* Google Ride Finder
* Google Suggest
* Product Search for Mobile
* Google Sets
For More: Google Labs
Google Maps (for a time named Google Local) is a basic web mapping service application and technology provided by Google, free (for non-commercial use), that powers many map-based services, including the Google Maps website, Google Ride Finder, Google Transit, and maps embedded on third-party websites via the Google Maps API.
It offers street maps, a route planner for traveling by foot, car, or public transport, and an urban business locator for numerous countries around the world.
Visit Google Maps
- Free software specifically selected by Google. There are no trial versions or spyware and it’s ready to use in just a few clicks.
– Google Earth
– Spyware Doctor
– Google Photos Screensaver
– Star Office
– Norton Security Scan
– Google Desktop
– Google Talk
– Adobe Reader
– Firefox with Google Toolbar
– Real Player
- Nickname for Google’s headquarters in Mountain View, California.
Portion of the search results page above the organic search results which Google sometimes uses to display local and vertical search results from Google Maps [link:], Google News, Google Base [link:], and other Google owned vertical search services.
- Google’s Supplemental Index, is a secondary database containing Supplemental Results � pages deemed to be of less importance by Google�s algorithm or are less trusted.
The primary measure of a pages importance is the number and quality of links pointing to that page. Pages in the Supplemental Index can still rank in search results, but this will depend on the number of pages in the main index relevant to the search.
Some reasons pages may be in the Google Supplemental Index:
* Duplicate content
* Low PageRank
* Lack of trust
* A site with a large number of pages
* Page freshness
* Excessively long URLs
As of July 2007 Google discontinued the practice of placing a �Supplemental Result� tag on search results making it near impossible to tell whether a result is in the supplemental index or the main one.
Tool which estimates bid prices and how many Google searchers will click on an ad for a particular keyword.
If you do not submit a bid price the tool will return an estimated bid price necessary to rank #1 for 85% of Google’s queries for a particular keyword.
Tool which allows you to see how Google search volumes for a particular keyword change over time.
Try Google Trends
- Google Toolbar is Internet browser add on available for both Internet Explorer and Mozilla Firefox.
Features for Internet Explorer Google Toolbar include:
– Search Settings Notifier
– Pop-up blocker
– Address bar browse by name
– Google search box
– Google Suggest
– A SpellCheck
– AutoLink & AutoFill
– PageRank display
– Google Account sign-in
– Google Bookmarks
- Google Toolbar is Internet browser add on available for both Mozilla Firefox and Internet Explorer.
Features for Mozilla Firefox Google Toolbar include:
– Access to Google Docs & Spreadsheets
– Customize the layout options
– Handle mailto: links with Gmail.
– Google search box
– Google Suggest
– A SpellCheck
– AutoLink & AutoFill
– PageRank display
– Google Account sign-in
– Google Bookmarks
- Google Traffic Estimator is a tool that indicates the number of clicks to expect on Google Adwords ads for particular keywords.
The tool can be used to indicate search volume, average cost per click, estimated ad positions, estimated clicks per day and estimated cost per day.
Google Traffic Estimator does not provide a numeric estimate of the number of search queries, instead it offers only a visual estimation of search volume in a small graphic.
For More: Google Traffic Estimator
- Google Trends is a tool from Google Labs. It allows you to see how Google search volumes for a particular keyword have changed over a period of time. It shows the popularity of search terms from the beginning of 2004 onwards.
Google Trends data is presented in a line graph. The horizontal axis represents time and the vertical axis shows how often a term is searched for. Data can be broken down further by region, city and language. You can also compare multiple search terms.
For More: Google Trends
- Google Sitemaps are XML files that list the URLs available on a site. The aim is to help site owners notify search engines about the URLs on a website that are available for indexing.
Webmasters can include information about each URL, such as when it was last updated and its importance in the context of the site.
You should try to make all pages on your site easily accessible to search engines without the use of google sitemaps. But there are situations when your site might benefit from Sitemaps Protocol like for instance if your site is built in rich AJAX or Flash, or if you have a large database driven site that isn�t well linked.
For more: Google Sitemaps
- Googlebot is a search bot used by Google. It collects documents from the web to build a searchable index for the Google search engine.
If a webmaster wishes to restrict the information on their site available to a Googlebot, or other well-behaved spider, they can do so by with the appropriate directives in a robots.txt file.
- The assortment of tools produced by google that can be used to search, report, play, research
Includes (but is not limited to):
Google Webmaster Tools is a no-charge web service by Google for webmasters. It allows webmasters to check indexing status and optimize visibility of their websites.
It has tools that let the webmaster:
- Check and set the crawl rate.
- List internal and external pages that link to the site.
- See what keyword searches on Google led to the site being listed in the SERPs, and the click through rates of such listings.
- View statistics about how Google indexes the site.
- Submit and check a sitemap.
- Generate and check a robots.txt file.
- Set a preferred domain (i.e prefer agent-seo.com over www.agent-seo.com or vice versa).
Visit Google Webmaster Tools
Free multi variable testing platform used to help AdWords [link:] advertisers improve their conversion rates.
- A Google search query consisting of two words, that returns a single result.
Non-text-based advertising that is displayed based on the relevance of surrounding content. Includes banners, pop-ups, toolbars and rich media.
- Search Engine Optimization tactics that fall in between Black Hat SEO [link:] and White Hat SEO [link:]. Gray hat SEO techniques can be legitimate in some cases and illegitimate in others. Such techniques include Doorway Pages [link:], Gateway Pages [link:], Cloaking [link:] and duplicate content [link:].
A type of low quality automated link which search engines do not want to place much trust on.