Glossary

anchor text – the text that appears highlighted in a hypertext link and that can be clicked to open the target web page, such as here

anchor text ratio – the number of times a keyword is used as anchor text for links pointing to your site

authority site – a high quality website that is respected by knowledgeable people in its industry and also by Google

backlink – a link on a website that points to another website

call duration – how long a call has to last to qualify as a lead, such as 30 seconds

call forwarding – forwarding calls from one phone number to another

call tracking – an application or software used to track calls and record call metrics, such as call duration

citation – where your business is mentioned on other websites and places found on the internet

Citation Flow – metric used by Majestic to predict how influential a URL might be based on how many sites link to it

client – the person you are selling calls to, i.e. business owner

cloud hosting – using multiple servers to share resources

competition – other websites competing with you for the same keyword(s) in Google

competitor – owners of similar websites you are competing with in the search engines

content – the text, graphics and media included on a web page

content delivery network (CDN) – a system of distributed servers (network) that deliver webpages and other web content to a user based on the geographic locations of the user

conversion rate – the percentage of calls that are counted as leads

cost per action (CPA) – receiving a commission each time your refer someone who completes an action, such as filling out a form

deindex – a website that has been removed from Google’s search results, usually due to a penalty

directory – a website that lists details of businesses and arranges them by city

DNS (Domain Name System) – the internet’s system for converting alphabetic names (domain names) into numeric IP addresses

dofollow – a link without the nofollow attribute, passes link juice

domain extension – the last part in a domain name that is separated by a dot, such as .com, .org or .net

domain metrics – metrics used to estimate the authority of a domain

domain name – the name of a website including the domain extension, such as Google.com

domain registrar – an organization that manages the registration of domain names, such as GoDaddy

domain registration – buying and registering a domain with a domain registrar

domain renewal – domains have to be renewed on a yearly basis, can be renewed for multiple years at one time

downtime – the amount of time a web server is down resulting in a website to become inaccessible

drip feed – scheduling links to be posted at certain times instead of all at once

exact match domain (EMD) – the exact keyword used as a domain name, regardless of the domain extension

exact search volume – the exact number of searches a keyword receives per month

expired domain – a domain registered in the past that was not renewed, also referred to a dropped domain

footprint – the imprint you leave on the internet that can be used to trace your link building

freelancer – a person who works on a contract basis

gatekeeper – the person who answers the phone at larger businesses and controls who gets to speak to the business owner

generic anchor text – commonly used text in backlinks, such as click here or visit website

geo meta tags – HTML code used between the head tags to describe the location a website is targeting

h1 tags – the tags that surround the title of a web page, e.g. <h1>Title</h1>

head tags – HTML code that serves as a container for all the head elements in a web page, e.g. <head> </head>

home services – services provided by local businesses to repair or improve houses

homepage – the main page of a website

HTML (Hypertext Markup Language) – a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on web pages

index.html – file on a web server that is the homepage of the website

indexed – whether a website is listed in Google or not

invoicing – sending an invoice to a client for them to pay for qualified calls (leads) within a certain billing period

IP address – a unique string of numbers separated by periods that identifies each computer using the Internet Protocol to communicate over a network

keyword – a word or group of words you are trying to rank high for in the search engines

keyword density – the number of times (or percentage) a specific keyword is mentioned in an article

keyword stuffing – mentioning a keyword or group of keywords too many times in an article, which can negatively affect SEO

keyword variations – different variations of a specific keyword where a word is added/removed or it is changed to plural/singular

latent semantic indexing (LSI) – a mathematical method used to determine the relationship between terms and concepts in content, used by Google

lead – a call that meets the minimum call duration, which results in payment

link – a link on a website that points to another website

link building – building links to your website to help it rank higher in the search engines

link diversity – having a mixture of different types of websites that link to your site

link juice – PageRank being passed from one website to another, which helps rank higher in Google

local keyword – a keyword that targets a specific city or town

local lead generation – generating leads (calls) and selling them to local businesses

local SEO – the process of ranking a website in the search engines for a specific city or town

logo – a graphic that is used at the top of the website for branding and identifying the site

map pack – businesses listed at the top of Google’s local search results including a map of the city, usually lists 3 businesses

meta description – the HTML code included between the header tags that describes the web page to search engines, usually used by search engines in the search results

meta title – the HTML code included between the header tags that specifies the title of a certain web page

mobile responsive – optimizing websites to be viewed easier on mobile phones and tablets

nameserver – subdomains entered into the domain registrar to point your domain to your web server, which allows the website to be accessed over the internet

natural – the SEO of a website appearing natural to Google’s algorithm

niche – a specific topic or business that a website targets

nofollow – an attribute assigned to a link to prevent PageRank from being passed, e.g. <a href=”http://example.com/” rel=”nofollow”>Example</a>

off-page SEO – building links to your website

on-page SEO – optimizing the content on your site for search engines

outsource – obtaining services from a contractor or freelancer

over-optimization – using the same keyword too many times on a web page or as anchor text

paid calls – a call that meets the minimum call duration to be considered a lead

partial match domain (PMD) – a domain name that includes parts of a keyword (not the exact keyword) that a website is targeting

pay per call – getting paid send calls to a business

pay per call network – a company that provides a platform for businesses to pay publishers for sending them calls

payout – the amount paid for sending a lead (qualified call)

privacy protection – a service provided by domain registrars that replaces the WHOIS information to make it private

private blog network (PBN) – a set of domains owned by someone to be used for the purpose of linking to their site(s) for SEO

profit – the difference between the amount earned and the amount spent

propagation – nameserver changes which take time to process and for the domain to be updated

publisher – in pay per call networks, it is the person receiving commissions for sending calls to the advertiser

qualified call – a call that meets the call duration to qualify as a lead

ranking – optimizing a website to show up at the top of search engines

referral – referring a customer to a business, also referred to as a lead

referring domains – the number of different domains linking to a website

revenue – gross income not including expenses

ROI (Return On Investment) – profit compared to the amount invested

sales script – a pre-written script used when making sales calls

scraping – software that extracts data from websites

search engine optimization (SEO) – the process of ranking a website at the top of search engines for a certain keyword or keywords

SFTP (Secure File Transfer Protocol) – a secure version of File Transfer Protocol (FTP) which facilitates data access and data transfer, used in FileZilla to access your web server

Trust Flow – metric used by Majestic that is somewhat similar to PageRank in that it predicts how trustworthy a web page is based on how many trustworthy sites link to it

uniqueness – how unique an article is across the web

URL – the full website address, e.g. http://example.com

volume – the amount of searches a keyword receives a month

web designer – someone who designs and develops websites

web hosting – companies that provide space on a server that is sold to clients and used to make a website accessible over the internet

web server – a program that uses HTTP (Hypertext Transfer Protocol) to serve the files that form web pages to users

whisper – a short message that plays when a business owner answers a call letting the owner know the call is coming from you

WHOIS – a database that stores and publicly displays information related to domains, including information about the person or organization that registered the domain