Глоссарий терминов SEO, интернет-маркетинга. Помощь переводчикам специализированных текстов в понимании того, что означает конкретная аббревиатура или маркетинговая фраза. Глоссарий также затрагивает отрасли терминов интернет-маркетинга вцелом.
| pagerank | - According to google: “pagerank is the measure of the importance of a page based on the incoming links from other pages. in simple terms, each link to a page on your site from another site adds...
рейтинг страницы; |
| keyword stuffing | - Adding irrelevant keywords, or repeating keywords beyond what is natural, to a webpage in the hopes of increasing search rankings. this spam tactic is against google’s webmaster guidelines and...
наполнение ключевыми словами; переоптимизация текста ключевыми словами.; |
| customer journey | All of the potential moments (or touchpoints) at which a prospect is exposed to or engages with a brand. all of these interactions are designed to eventually persuade, influence, and convert that ... путь клиента; |
| hub page | An authoritative central resource (e.g., page or article), dedicated to a specific topic (keyword), that is continually updated and linked to, and also links out to topically-relevant webpages. хаб-страница; |
| knowledge graph | - An entity database google uses to surface facts and information on people, places, and things (a.k.a., entities) – and their connections – in a knowledge panel or carousel at the top of search...
график знаний; |
| links, outbound or external | An external or outbound link is a link from a page on x domain page to a page on y domain. for example, a link from searchenginejournal.com/google to google.com/about-us ссылки, исходящие или внешние; |
| canonical url | - An html code element that specifies a preferred website url, when multiple urls have the same or similar content, to reduce duplicate content. also known as canonicalization.
- A sing...
канонический url-адрес; |
| title tag | An html meta tag that acts as the title of a webpage. typically, the title tag is the title search engines use when displaying search listings, so it should include strategic and relevant keywords... тег заголовка; |
| quality link | An inbound link that originates from an authoritative, relevant, or trusted website. качественная ссылка; |
| ranking factor | An individual component which contributes to a complex series of algorithms that determine where webpages should appear with the organic search results for a specific query. for years, google has ... фактор ранжирования; |
| time on page | An inexact estimation of how long a user spent looking at a particular webpage. pages with high exit rates can greatly skew this data. время на странице; |
| latent semantic indexing | An information retrieval method designed to help search engines identify the correct context of a word. lsi doesn’t play a useful role in seo today. lsi; скрытое семантическое индексирование; |
| search engine marketing | An umbrella term for increasing a website’s visibility in search engine results pages, encompassing both paid and organic activities. sem; поисковый маркетинг; |
| domain history | Any activity, including backlinks and website built on a domain previously is known as domain history. история домена; |
| social signal | Any factors that demonstrate authority and influence on popular social networking websites. for example, the social authority of a user on twitter. социальный сигнал; |
| user-generated content | Any form of content – videos, blog posts, comments, reviews, etc. – that is created by users or customers. ugc; контент, создаваемый пользователями; |
| unnatural link | Any links google identifies as suspicious, deceptive, or manipulative. an unnatural link can result in google taking manual action on your website. неестественная ссылка; |
| webspam | Any methods that exist solely to deceive or manipulate search engine algorithms and/or users. веб-спам; |
| orphan page | Any webpage that is not linked to by any other pages on that website. сиротская страница; |
| click depth | Click depth is the number of clicks it takes to get from the home page, or an entrance page, to a destination page on a website. the more clicks it takes, the less likely google will crawl the pag... нажмите «глубина»; |
| quality content | Content that helps you successfully achieve business or marketing goals (e.g., driving organic traffic or social shares, earning top search rankings, generating leads/sales). качественный контент; качественный контент.; |
| click bait | Content that is designed to entice people to click, typically by overpromising or being intentionally misleading in headlines, so publishers can earn advertising revenue. нажмите «приманка»; |
| off-page seo | - Demand generation and brand awareness activities that take place outside of a website. in addition to link building, promotion tactics can include social media marketing, content marketing, em...
внестраничное seo; |
| link profile | Every type of link that points to a particular website. the quality of a website’s link profile can vary widely, depending on how they were acquired and the anchor text used. ссылка на профиль; |
| e-a-t | Expertise, authoritativeness, and trustworthiness was a concept taken from the google search quality evaluator guidelines and became known as e-a-t. есть; |
| featured snippet | For certain queries, usually questions (i.e., who/what/where/when/why/how), google sometimes shows a special block above the organic search results. this box contains a summary (in the form of par... избранный фрагмент; |
| google search quality rater guidelines | Google uses a document of guidelines for its internal quality raters to reference when manually reviewing websites. рекомендации для оценщиков качества поиска google; |
| google webmaster guidelines | - Google’s guidance on good website optimization practices, as well as “illicit” practices that can result in manual action. simply:
- A basic set of guidelines and best practices for r...
рекомендации google для веб-мастеров; |
| google search console | Google’s search console offers several helpful features, including the ability to monitor sites for indexing errors and site speed. these pages are also used to communicate manual action notificat... консоль поиска google; |
| manual action | Google’s term for a penalty. google will take manual action on a website after a human reviewer (i.e., a google employee) manually reviews a website to confirm whether it has failed to comply with... ручное действие; |
| website navigation | How a website connects its webpages to help visitors navigate that site. website navigation comes in a few different forms, including: навигация по сайту; |
| indexability | How easily a search engine bot can understand and add a webpage to its index. индексируемость; |
| findability | How easily the content on a website can be discovered, both internally (by users) and externally (by search engines). находимость; |
| co-citation | How frequently two websites (or webpages) are mentioned together by a third-party website, even if those first two items don’t link to (or reference) each other. this is a way search engines can e... совместное цитирование; |
| keyword density | - How often a word or phrase appears within the content of a webpage. at best, this unproven concept is outdated, if ever really mattered to search engines. there is no ideal percentage that wil...
плотность ключевых слов; |
| link velocity | How quickly (or slowly) a website accumulates links. a sudden increase in link velocity could potentially be a sign of spamming, or could be due to viral marketing or doing something newsworthy (e... скорость соединения; |
| hits algorithm | Hyperlink-induced topic search is a link analysis algorithm that assesses a value not just based on content and inbound links (authorities), but also its outbound links (hubs). хит-алгоритм; |
| disavow | - If your link profile includes a high number of spammy, artificial, or low-quality inbound links that may be harming your rankings – and don’t have the ability to get them removed for a legitim...
отклонить; |
| links, nofollow | In a hyperlink, rel=”nofollow” is an attribute added to the link to show that you are not passing any credit or endorsement to the page you are linking to ссылки, nofollow; |
| direct traffic | In google analytics, users that navigate directly to the site by typing the url directly into the browser or by clicking on a bookmark are known as direct traffic. google will also include into di... прямой трафик; |
| keyword stemming | In language and grammar, words are constructed around a variation upon a root or stem. for example, shopping, shopped, shops are all variations of the stem ‘shop’. стемминг ключевых слов; |
| hilltop algorithm | Influenced by the hits algorithm, and added to google’s algorithm in 2003, hilltop assigned “expert” status to certain websites or webpages published about a specific topic that also link to unaff... алгоритм вершины холма; |
| link bait | Intentionally provocative content that is meant to grab people’s attention and attract links from other websites. ссылка наживка; |
| footer link | Links that appear in the bottom section (or “footer) of a website. ссылка в нижнем колонтитуле; |
| links, internal | Links that navigate from one page to another page on the same domain. internal links can be inserted on a page, in the main navigation menu, or in the sitemap. ссылки, внутренние; |
| engagement metrics | - Methods to measure how users are interact with webpages and content. examples of engagement metrics include:
- Data points used to measure how engaged users are on a website. some exa...
показатели вовлеченности; |
| paid search | Pay-per-click advertisements that appear above (and often below) the organic results on search engines. платный поиск; |
| entities | People, places, organizations, websites, events, groups, facts, and other things. сущности; |
| comment spam | Poorly written comments, often off-topic and self-promotional, posted by spambots in the hopes of getting a free (but ultimately worthless) link. спам в комментариях; |
| black hat | Risky tactics that go against google’s webmaster guidelines. черная шляпа; |
| natural link | See: editorial link естественная ссылка; |
| cloaking | - Showing different content or urls to people and search engines. a violation of google’s webmaster guidelines.
- The practice of showing different content to search engines and searche...
маскировка; |
| rich snippet | Structured data can be added to the html of a website to provide contextual information to the search engines during crawling. this information can then be displayed in the serps, resulting in an ... расширенный фрагмент; |
| code to text ratio | The amount of text displayed on a page compared to the amount of code used to construct the page is called the code to text ratio. a higher ratio of text to code is considered to provide a better ... соотношение кода и текста; |
| page speed | The amount of time it takes for a webpage to completely load. page speed is ranking factor. скорость страницы; |
| domain age | The date a domain was registered on, to the current date is known as domain age. for example, search engine journal was registered on 10th june 2003, so it has a significant domain age. возраст домена; |
| yandex | The most popular search engine in russia, yandex was founded september 23, 1997 by arkady volozh and ilya segalovich. яндекс; |
| google pigeon update | The name (given by the seo industry, not google) of a significant google local search update launched july 24, 2014. the goal of pigeon was to improve the accuracy and relevance of local searches ... обновление google pigeon; |
| organic search | The natural, or unpaid, listings that appear on a serp. organic search results, which are analyzed and ranked by algorithms, are designed to give users the most relevant result based on their quer... органический поиск; |
| dmoz | - The open directory project. this human-edited directory of websites launched june 5, 1998 and closed march 17, 2017.
- The open directory project. owned by aol, the project is the big...
дмоз; |
| search engine results page | The page search engines display to users after conducting a search. typically, search engines show about 10 organic search results, sorted by relevance. depending on the query, other search featur... serp; страница результатов поисковой системы; |
| bounce rate | - The percentage of website visitors who leave without visiting another page on that website. bounce rates range widely depending on industry and niche. although bounce rate can indicate potenti...
показатель отказов; показатель отказов.; |
| reputation management | - The practice of crafting a positive online perception of a brand or person – including in search results and on social media – by minimizing the visibility of negative mentions.
- The...
управление репутацией; |
| reinclusion | The process of asking a search engine to return a website or webpage(s) to its search index after de-indexing. реинклюзия; |
| keyword research | - The process of discovering any relevant topics, subjects, and terms searchers enter into search engines, as well as the volume and competition level of those terms. this practice is made possi...
исследование ключевых слов; процесс подбора ключевых слов.; |
| log file analysis | The process of exploring the data contained in a log file to identify trends, administer the site, track user’s movement around the site, gather demographic information, and understand how search ... анализ файла журнала; |
| conversion rate optimization | The process of improving the number or quality of conversions that occur on a website. some popular cro tactics include testing changes to website design, copy, images, price, call-to-action, and ... cro; оптимизация коэффициента конверсии; |
| click-through rate | The rate (expressed in a percentage) at which users click on an organic search result. this is calculated by dividing the total number of organic clicks by the total number of impressions then mul... ctr; рейтинг кликов; |
| status codes | The response codes sent by a server whenever a link is clicked, a webpage or file is requested, or a form is submitted. common http status codes important to seo: коды состояния; |
| crawl budget | The total number of urls search engines can and want to crawl on a website during a specific time period. сканирование бюджета; |
| link equity | - The value of inbound links, in terms of relevance, authority, and trust.
- The measurement of a website’s quality, based on its inbound link profile and the potential ranking power th...
ссылка на капитал; |
| url parameter | The values added to a url in order to track where traffic comes from (i.e., which link someone clicked on to discover your website or webpage). here’s an example of a url parameter (bolded): url-параметр; |
| googlebot | - The web crawling system google uses to find and add new websites and webpages to its index.
- The name of google’s crawler/search spider.
googlebot; |
| on-page seo | - These activities all take place within a website. in addition to publishing relevant, high-quality content, on-page seo includes optimizing html code (e.g., title tags, meta tags), information...
seo на странице; |
| sitelinks | Up to six algorithmically-chosen links that appear below the listing for the same website of a top-ranked organic search result. pages can be blocked from appearing as sitelinks within the search ... дополнительные ссылки; |
| referrer | Url data that identifies the source of a user’s webpage request. реферер; |
| doorway page | - Webpages that are created to rank in search engines for specific keywords only for the purpose of redirecting users who click on that page to a different website.
- A webpage created ...
страница дверного проема; страница дорвея; |
