P - Search Engine Optimization Glossary...

P - Search Engine Optimization Glossary for SEO terms that begin with the letter ' P ' including definitions.

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P

P4P: P = Pay, 4 = for, P = Performance, also PFP. See PPC Advertising ref.

PFP: Pay For Performance; also P4P. See PPC Advertising ref.

PPC: Pay Per Click. See PPC Advertising ref.

PPCSE: Pay-Per-Click Search Engine.

PageRank (PR): Google PR is the Google technology developed at Stanford University for placing importance on pages and web sites. Originally, PageRank (PR) was a major ranking factor. Now, it is but one of hundreds in the algorithm determining page rankings.

Paid Inclusion: Payment of a fee to search engines for inclusion in that search engine or directory, a “guaranteed inclusion.” Paid inclusions do not affect rankings of web pages; they merely guarantee that an actual web page will be part of the index. Used mainly by web sites not being fully crawled or were unable to be crawled, due to dynamic URL structures, frames, etc internally.

Pay Per Call: Similar to paid advertising model of Pay Per Click (PPC), in that payments are made by advertisers for the phone calls, rather than the clicks coming to them from search ads. Costing more than PPC advertising, but rated well among advertisers, there is a greater conversion rate from customers who take the action step of telephoning an advertiser.

Personas: Profiles of "people types" as sub-groups encompassing many attributes, including lifestyle characteristics, marital/family status, gender, age, salary, location, leisure activities, or some other type of quantifiable behavior. Useful for focusing ad messages or offers to targeted segments or sectors.

Podcasts: Originating from the combination of iPod and broadcast. “A podcast is a media file that is distributed over the Internet using syndication feeds, for playback on portable media players and personal computers. Like 'radio,' it can mean both the content and the method of syndication. The latter may also be termed podcasting. The host or author of a podcast is often called a podcaster.” Source: Wikipedia

Position: In PPC advertising, position is the placement on a search engine results page where your ad appears relative to other paid ads and to organic search results. Top ranking paid ads (high ranking 10 to 15 results, depending on the engine) usually appear at the top of the SERP and on the “right rail” (right-side column of the page). Ads appearing in the top three paid-ad or Sponsored Ad slots are known as Premium Positions. Confidential algorithms determine paid search ad position and Quality Score measures specific to each search engine. However, factors in the engines’ position placement under some advertiser control include bid price, the ad’s CTR, relevancy of your ad to searcher requests, relevance of your click-through landing page to the search request, and quality measures search engines calculate to ensure quality user experience.

Position Preference: A feature in Google AdWords and in Microsoft adCenter enabling advertisers to specify in which positions they would like their ads to appear on the SERP. Not a position guarantee.

PPC Advertising: Acronym for Pay-Per-Click Advertising, a model of online advertising in which advertisers pay only for each click on their ads that directs searchers to a specified landing page on the advertiser’s web site. PPC ads may get thousands of impressions (views or serves of the ad); but, unlike more traditional ad models billed on a CPM (Cost-Per-Thousand-Impressions) basis, PPC advertisers only pay when their ad is clicked on. Charges per ad click-through are based on advertiser bids in hybrid ad space auctions and are influenced by competitor bids, competition for keywords and search engines’ proprietary quality measures of advertiser ad and landing page content.

PPC Management: The monitoring and maintenance of a Pay-Per-Click campaign or campaigns. This includes changing bid prices, expanding and refining keyword lists, editing ad copy, testing campaign components for cost effectiveness and successful conversions, and reviewing performance reports for reports to management and clients, as well as results to feed into future PPC campaign operations.

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