SEO glossary entries for ‘E’

see ‘Exact Match Domain Name Update’
Slang for emotional people.
Entity Escape
Characters used to replace symbols when robot software is stopped by a specific character.
entity–relationship model
Refers to the modelling of relationships between ‘things’. What that means in practice varies greatly between disciplines and fields of knowledge. In SEO its usage derives from two very distinct sources: computerised database modelling on the one hand and liguistics/semiology on the other. The first tends towards formal and deterministic definitions of things and their relationships. The latter, naturally, leads to more fluid and reflexive definitions of these concepts. Because, in natural languages, the meaning of the labels we give to things are inseparable from the their presumed relationships. When the perception of a given relationship changes, so do the meanings of the things in that relationship. One only has to see the ease with which nouns can be transformed into verbs and vice versa, to see that the meaning of things in a relationship, and the set of things the relationship can be changed, by mere utterance. While it’s impossible for outsiders to know for certain, it is safe to assume that the interpretation that Google gives to a given keyword in a given context involves choosing between alternative models for that keyword, e.g. the meaning of the word ‘ball’ in the context of dance vs. the context of rugby. See ‘Associative entity’, ‘Related Entities’.
Entry Page
A page on which site visits begin. The same page may also be a ‘Landing Page’ if its content, structure and metadata have been specifically designed to attract first site visits, i.e. all Landing Pages are Entry Pages, but not all Entry Pages are Landing Pages. Typically homepages function as Entry Pages while being very poor Landing Pages, even if they have been designated as such.
Entry Pages
See ‘Doorway Pages’
Links which confer SEO value. That is direct links, or ones which go through a ‘301’ redirect, but not ‘nofollow links’.
Exact Match Domain Name Update (EMD)
Is a Google ranking algorithm tweak first launched in September 2012 and refreshed thereafter. EMD updates are designed to filter out poor quality sites that previously ranked simply because they had words that match search terms in their domain names. When the next EMD Update occurs, sites which have improved their content can regain better rankings. New sites with poor content, and those missed by previous EMDs, are likely to be demoted. Furthermore, “false positives” (i.e. sites whose content quality was mistakenly underestimated) can hope for recovery or promotion after subsequent EMD updates.
Expert Pages
Are ‘Non-Affiliated’ web pages that link to many other pages which are relevant to a given search expression. Expert pages are very important in SEO, because they are used by Google et al. to determine which web pages are considered ‘Authority Pages’ (following the logic of the ‘Hilltop Algorithm’. In effect, an ‘Authority Page’ is one that has many ‘Backlinks’ from the pages in the search engine's index of ‘Expert Pages’ which most closely match a given search expression. Expert pages are typically associated with public institutions such as universities, libraries and government services.
External MozRank
An SEOMoz metric for the number and quality of inbound links from external domains. Where quality more or less equates to the source site's popularity.
External Navigation
A navigational structure that leads users off the site that it is found on.

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