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Search engine marketing glossary - P

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Page views

In site statistics software, the total number of times users view a single web page.

PageRank

A numeric value that represents how popular a web page is based on Google’s link analysis calculations. Part of this numeric value is the quality and quantity of links pointing to a web page.

PDF

Abbreviation for portable document format. Created by Adobe Systems in its software program Adobe Acrobat as a universal browser. A PDF document uses formatting information from many different desktop publishing applications, such as InDesign and QuarkXPress. Files can be downloaded over the web and viewed page by page, provided the user has installed the necessary plug-in, Adobe Acrobat Reader.

PFI

Abbreviation for pay for inclusion. In a PFI program, in exchange for payment, a search engine guarantees that a web page will (a) be included in a search engine index, (b) be added to the search engine index within days, and (c) be respidered within a specified period of time.

Positioning

In a search engine or directory, the process of ordering URLs so that the most relevant sites appear at the top of search results for a particular query.

Power combination

The first three words in a title tag that, when typed in any combination in a search query, will contain a keyword phrase.

PPC

Abbreviation for pay per click. A type of search engine advertising model where the advertiser pays a specified amount of money to the host every time an end user clicks a link to the specified site.

Precision

The quality and degree of accuracy with which a search engine lists documents that match a query.

Proximity search

A search in which users specify that documents returned in search results should have the words (entered into the search query) near each other.

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