KeywordsPeopleUse
Home > SEO > Glossary > E

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z | 2 | 3 | 4 | 5 | Miscellaneous

SEO Glossary - E

E-commerce

A website that sells physical products online.

Easter Eggs

An Easter Egg is a hidden feature placed in software. There are many Easter Eggs hidden in Google. Try the following searches to find some:

“Do a barrel roll”

“Solitaire”

“Askew”

E-E-A-T

Experience, Expertise, Authoritativeness & Trust (E-E-A-T) is a concept of how Google wants to measure the value of a webpage as described in the Google Quality Rater Guidelines.

Ego Bait

Ego Bait is a link building technique where you try to catch the attention of individual influencers and other websites by building content on your site that specifically mentions them. Your aim is that they will be flattered enough by their inclusion in your content that they will link to your page. Typical ego bait content includes Awards, Interviews, Listicles and Round-up posts.

Email List

You create an email list by persuading people to provide their email address and opt-in to receiving emails from you periodically. The primary advantage of an email list is that it allows you to push content to your audience.

Engineering as Marketing

Engineering as Marketing is where you use engineering resources (developers) to create innovative and useful online tools and services that will be useful to site visitors and will attract people to talk about and backlink to your website.

Engineering as Marketing can be seen as both a lead generation and a link building tactic.

Engineering as Marketing is a sophisticated form of content marketing.

Entities

Google defines an entity as “A thing or concept that is singular, unique, well-defined and distinguishable”.

An entity can be a physical object like a person, a tree, Buckingham Palace, or something less tangible like a film, a brand, an economic theory.

Entities can relate to each other, such as restaurants being near to a tourist attraction or films that an actor has appeared in.

By understanding entities rather than just keywords Google can put more context into responding to your search.

Evergreen

Evergreen content is that which does not go out of date.

Exact Match Domain (EMD)

An exact match domain (EMD) is a domain name that matches exactly the primary keyword that you wish your website to target, such as cheaplaptops.com or bestdishwasers.co.uk.

While Google claims they have no ranking advantage, the fact that other sites are likely to link to you with the domain name as the anchor text could provide some advantage.

Their downside is that they completely pigeonhole your site and are not very brandable in most cases.

Expired Domain

An expired domain is one which belonged to a formerly legitimate website that has been abandoned. When a domain owner does not renew their domain then it expires.

A domain registrar may let expired domains go completely, the domain name then becomes available for anyone to register. A domain that truly expires and is registered may be considered a clean new domain by Google and old ranking signals may not be preserved (however it might decide to preserve signals if it believes the site was allowed to lapse accidentally and has been repurchased by the original owner).

Many domain registrars will offer non-renewed domains for auction before letting them expire. If a domain is sold at auction like this then the domain never technically expires. In these cases many people purchase at auction in the hope that some of the ranking signals from the old website will be preserved and will provide benefit to the new website that is built on the domain. 

Google announced in March 2024 that using expired domains to manipulate search rankings is considered spam and may lead to penalties.