Definition of some key terms to remember in Digital Marketing

• Crawling & Indexing:  When search engines (Google) visit a website for tracking purposes, this process is called Crawling. It is done by search engine’s web spider or bot crawlers (Google Spider Crawler).

After crawling, the results get put into the index (web search), it is called indexing. Indexing is the most important activity to get the website ranked in the search engine; a website cannot get ranked until and unless it will be indexed by crawlers. It depends upon the Meta tags used in the web pages.

• Robots.txt: It is a text file in SEO that indicates the web robots (Google bots) to crawl the web pages on your site. It is an essential part of your website for visibility in search engines.
• Sitemap: It is like an archive file of every webpage on your website. Sitemap consists of a complete list of page URLs for a website along with other additional details. It is used to send the data of web pages to Search Engine bots (Google bots) for crawling. It includes two kinds of process: 1) By tools, 2) Manually

For search engines sitemap is located on the XML page whereas for a user it is located on the HTML page.

• SEO Copywriting: It is the technique of writing viewable text to the web page that it reads well to the web server and also targeted specific search terms. Its purpose is to rank higher in search engines for targeted search terms. It is a specialized form of online writing that contains key phrases.

Along with this, SEO Copywriting usually optimizes other on-page elements for the targeted search terms. It includes title, description, headings, keyword tags, alternative text.

\Click here to learn about Google SEO tools & their attributes

• Cloaking SEO tactic: The technique of serving one version of a webpage to the search engine spiders/bots and another version to the human visitor is called cloaking tactic in search engine optimization.  This is done by delivering content based on the IP addresses or the User-Agent HTTP header of the user requesting the page.

Example: Serving a page of HTML text to search engines while showing a page of images or Flash to users.

• Meta tag Stuffing: The process of repeating keywords in the meta tags & using keywords that are unrelated to the web page content is called Meta tag Stuffing.
• Keyword Stuffing: The process of calculating placements of the keywords on a web page to raise keyword count, density & variety of the web page is called Keyword Stuffing. It is the practice of loading a webpage with keywords in an attempt to manipulate a site's ranking in search engine results.
• Doorway Pages: Creating low-quality web pages that contain very low content but instead stuffed with very similar keywords or phrases. These pages are called Gateway or Doorway Pages. These web pages are created for the calculated guidance of search engine indexes. Generally, they offer little value to visitors and serve the sole purpose of boosting SEO value.
• Page Hijacking: The process of creating a rogue copy of a popular legitimate website that contains the same content as the original to the web crawler but redirects webserver to unrelated or malicious web pages is called Page Hijacking. The goal in page hijacking is to make the second page more prominent than the first.

So, I have discussed some basic points that every beginner should learn to put their first step in the digital marketing industry. According to me, cloaking SEO & page hijacking tactic is not such efficient methods nowadays.

So, what are your opinions about effective digital marketing tactics to build your website more prominent to rank higher in search engines? Feel free to share your experience to rank your website in the search engines.

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I will elaborate more digital marketing terms & techniques in my next articles.

See you soon. . .