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Reciprocal Linking

Reciprocal links are when two (or more) websites decide to each place links on one another’s website in order to try and strengthen their own site. There are sometimes good reasons for reciprocal linking, for example when the two websites are in related fields and both contain subject that is relevant to the visitors of the other. However search engines are not stupid and they can spot reciprocal links and if they believe they believe they are being used to exploit search engine rankings they will likely penalise the sites. You should always avoid reciprocal links with websites that are of a low quality and bear no relation to your website.
 

Redirects

Redirects are a way of telling search engine spiders that a webpage has moved location. The two most common forms of redirect are 301, and 302 redirects. 301′s are used if there is a permanent change of location, 302′s are used if the change is only temporary.
 

Referrer

The referrer is the place that a visitor arrived from. Web owners should utilise analytical tools (such as Google Analytics) in order to see where they derive the most traffic from allowing them to adjust their marketing and SEO strategies accordingly.
 

Regional Long Tail (RLT) Keyphrase

Long tail keyphrases are those that are extended to try and attract more specific, or niche, visitors that are more likely to become customers. Regional long tail keyphrases are those that are extended to include a city, country or regional term to attract more targeted traffic.
 

Return On Investment (ROI)

Return on investment is a measure of tracking how successful an advertising campaign is for a company. Ideally a business will want to get as high a return for a low an investment as possible. For search engine marketing this will typically mean constantly analysing which keywords/adverts are most commonly converting to sales and will constantly update and adapt the techniques employed to try and maximise their ROI.
 

Robots.txt

Robots.txt is a text file that is placed into the root directory of a website and allows the site owner to offer instructions for any search engine spiders that crawl the website. Typically it is used to tell these spiders which pages they can and cannot crawl and allow the webmaster greater control over which pages the spiders index.
 

RSS

RSS (usually shorthand for Really Simple Syndication) is a means of feeding regularly updated web content into a simple standard format. Web users will typically set up an account with an RSS reader (such as Google Reader) and then subscribe to a series of websites, blogs, news feeds, etc. Whenever content is added to a subscribed site it is automatically added to the users RSS reader, this gives them one single place to keep up with all the content they regularly read.

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