For search engine marketers and clients to communicate effectively, they must utilize a shared, common vocabulary. Some search engine marketing terms and concepts are easy to explain, such as query terms, commonly referred to as keywords or keyword phrases.
And some concepts require a little more clarification. For example, it might take me weeks or months to undo the preconceived notion that PageRank (PR) is a number between 1 and 10, because so many amateur search engine marketers base their link-building services on the Google Toolbar feature.
Unfortunately, one of the reasons we search professionals have difficulty establishing and using a common vocabulary lies with the search engines themselves. If a representative from Yahoo or Google uses a term and shows supporting documentation on the search engine’s site, their words are as good as gold. In the meantime, I sit there with a furrowed, brow, clenched teeth, and an eye roll that I could only learn from a teenager, and think, "Greeeeaaaat…here is another search engine hype thing for me to deal with."
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