| CPC |
Cost Per Click |
| PPPA |
Pay Per Performance Advertising |
| PPC |
Pay Per Click |
| PPA |
Pay Per Action |
| SEO |
Search Engine Optimization |
| Above The Fold |
The part of the screen where a user does not have
to scroll to see content. It is a reference to newspapers where
the top part of the page is above the fold. |
| Ad Broker |
Someone who does nothing but sell advertisements
for websites. |
| Ad Inventory |
The number of page views a site has available
for advertising. |
| Affiliate |
Someone who sets up a business that is inbetween
the original manufacturer and the end customer. Often these
are not wholesalers, but store fronts. Most often, affiliates
do not handle product delivery or customer support. |
| Agent |
A browser, or any other piece of software that
can approach web servers and browse their content. For example:
Microsoft Internet Explorer, Netscape, Search Engine Spider. |
| AgentName Delivery |
The practice of delivering a custom page based
upon the user agent string a browser or spider uses to identify
itself. |
| Algorithm |
In the context of search engines, it is the mathematical
programming system used to determine which web pages are displayed
in search results. It is the way in which the search engine
is "tuned". |
| Alt tag |
Text added to an image, appearing when the user's
mouse scrolls over the image. Some search engines read the alt
tags, so keywords can be added. |
| ASP |
Active Server Pages a server based scripting language
that is used to to provide dynamic content and build database
driven web sites where the browser may have no scripting at
all. Most often used in Cloaking activity. |
| B2B |
Business to Business. Products and services designed
to be sold to other businesses. |
| B2C |
Business To Consumer. Products and services designed
to be sold to the general public. |
| Bait-&-Switch |
The act of submitting one page to a search engine,
waiting for the search engine to spider it, then replacing the
page with another. |
| Banner Blind |
Refers to the process where users become accustomed
to banners and don't even notice they are there any more. |
| Boolean Search |
A search allowing the inclusion or exclusion of
documents containing certain words through the use of operators
such as AND, NOT and OR. |
| Bridge Page |
A Doorway Page is sometimes referred to as a bridge
page. |
| Browser |
A browser is computer software that allows you
to view web pages. |
| Calls to Action |
Words that offer the opportunity and encourage
the prospect to take action. |
| Campaign |
A typical search engine optimization campaign
lasts approximately one year. It can take several months to
accomplish initial placement of a site on some search engines,
and then the positioning needs to be "tweaked" to get the best
results. Most experts agree that it takes two years to achieve
optimal search engine positioning. |
| CGI |
An acronym for Common Gateway Interface. CGI refers
to programs that are used to produce on-the-fly content for
browser delivery. Common CGI programming languages include Perl,
C, and PHP. |
| CGI-BIN |
One of the most common name for a directory on
a web server that contains CGI files. These directories are
often under heavier access controls than standard directories. |
| Click Through |
The process of clicking on a link in a search
engine output page to visit an indexed site. |
| Click Through Ratio |
The number of click-throughs per 100 impressions. |
| Client |
When one program is designed to be the director
or action computer in a two or more computer communiction. The
computer that responds to the client is called a server. A browser
is a Client, and a web server is a server. |
| Cloaking |
A method to deliver different content to different
agents. Used to send optimized pages to specific search engines.This
is considered spam by the search engines. |
| Closing Sentence |
The last sentence of the communication, which
must reinforce desire to take action. |
| Clustering |
Listing of one page from each website within a
search engine or directory. This avoids occupation of all the
top results by a small number of web sites and makes the list
of results clearer and more useful to the user. |
| Comment (Hidden Text) |
The HTML tags, used to hide text from browsers.
Some search engines ignore text between these symbols but others
index such text as if the comment tags were not there. Comments
are often used to hide keywords from search engines. |
| Competitors |
Competitors are the other Web sites that appear
in the top 30 positions for the desired keywords. Competitors
may be postings from bulletin boards, simple home pages, or
your company's competitors both online and offline. |
| Content |
All the copy, graphics and images that go into
the presentation. For search engine optimization purposes, the
text that appears on your Web pages. Search engine spiders require
HTML text—they can't see text that's part of a graphical image. |
| Content-Relevant Page |
A page of a Web site containing relevant content
that can be easily seen by search engines. Used properly, content-relevant
pages can boost a site's rankings. |
| Conversion Rate |
The relationship between vistors to sales or actions.
If 1 person out of 100 purchases a sites product, it has a conversion
rate of 1 to 100. |
| Counter |
A counter counts hits or page views to a web site.
Counter quality and featuers can vary widely. Most common are
image tag counters that are activated when anyone views a page
with graphics enabled. |
| Cookie |
Information stored on a user's computer by a Web
site so preferences are remembered on future requests. |
| CPA |
Cost Per Action. The website only gets paid for
advertising if the user purchases something at the advertisers
site. |
| CPC |
Cost Per Click. Search engine such as Goto.com
charge sites for the number of users they send them on a per
click basis. |
| CPM |
Cost Per Thousand. CPM advertising models are
based upon advertisers purchasing page views in blocks of 1000. |
| Crawlers |
An automated software program that runs at many
search engines, reads sites' content, analyzes it, and inserts
them into the index. |
| Cross Linking |
Cross linking is linking across content within
the same site. |
| Cross-Selling |
Presenting customers with an opportunity to purchase
related products, services or accessories to products they have
shown an interest in or previously purchased. |
| Customer |
A person who has paid for the product or service. |
| Customer Experience |
The customer's overall experience of pleasure
during the sales encounter. |
| Dead Link |
An html link that has gone bad. The destination
page no longer exists. Many search engines routinely check for
"dead links" by spidering the page again. |
| Defaults |
Advertising term used to describe when an advertiser
doesn't have enough advertisments to fill the websites inventory.
Usually defaults are filled with PSA ads, or blanks. |
| Delight Factor |
A person's overall experience of delight - or
the absence of it - during the conversion encounter. |
| Description Tag |
A person's overall experience of delight - or
the absence of it - during the conversion encounter. |
| Direct Hit |
A click through counting system that counts users
clicks on various search engine results. The count of clicks
is then used to determine web site rankings in results pages. |
| Directory |
A human-edited or software-generated list of Web
sites, arranged by topic. |
| Domain Name |
The part of the URL that is purchased. For example,
our domain name is spidersplat.com. |
| Domain Name Registration |
The act of registering a domain name with an approved
registrar. The process is overseen by ICANN. |
| Doorway Domain |
A domain designed to redirect traffic to a main
website located on another domain. |
| Doorway page |
A term that can apply to many types of site entrances
and can be used in a variety of ways. |
| Download |
The process of retrieving information from any
computer. |
| Dynamic Content |
Information on web pages, based on database content
or user information. Sometimes it is possible to spot that this
technique is being used, e.g. if the URL ends with .asp, .cfm,
.cgi or .shtml. Search engines currently index dynamic content
in a similar fashion to static content. |
| Dynamic IP Address |
An IP address that changes each time you connect
to the internet. |
| Dynamic Web Site |
A site that's built using programming to create
pages of information from a database per user specifications. |
| Entry Page |
Sometimes refers to a single page with a logo
and "click here" to enter. |
| EPC |
Earnings Per Click. |
| EPV |
Earnings Per Visitor. |
| Flash Site |
A site that's built entirely in Flash. Such sites
are invisible to search engine spiders, since all text is contained
within the Flash file. |
| Font |
A complete set of type of one style and size.
|
| Frames |
An HTML technique of creating multiple sub-windows
within a single browser. |
| Frequency |
The intervals at which efforts are repeated. |
| Frequency Cap |
The maximum number of times or length of times
a site visitor will be shown the same or related advertisements. |
| Heading |
Many search engines give extra weight and importance
to the text found inside HTML heading sections. It is generally
considered good advice to use headings when designing web pages
and to place keywords inside headings. |
| Hit |
A request for a file on a webserver. Most often
these can been graphic files and documents. In more modern lingo,
website owners referer to a HIT referrers as a request for documents
only, while system administrators who are cheifly concerned
about server performance, refer to it as any file request. |
| HTML |
HyperText Markup Language - the (main) language
used to write web pages. |
| HTML Link |
A hyper link within a web page. You clicked on
an HTML link to get to this page. |
| HTTP |
HyperText Transfer Protocol. The agreed upon system
to transfer data between a web server on the browser. |
| Hosting |
Storing your web page online so that it is always
available on the internet. |
| Impressions |
The number of people who view a web page. |
| Incentive |
A reason to take action, which might include discounts,
bonuses, free shipping, bundle pricing, etc. |
| Index |
A database to which a search engine spider returns
results. Many search engines refresh their indexes infrequently,
while others refresh every day. |
| Internal Links |
Refers to any links that lead to other pages within
the same website. |
| IP Address |
Whenever you connect to the internet, you are
giving a unique 4 number Internet Protocol Address (IP Address).
Your IP address is how data from your computer to a website
is how data finds its way back and forth. |
| IP Delivery |
This A technique to present different content
depending on the IP address of the client. |
| Instills Trust |
The ability of the communication to create trust
and confidence in the mind of the recipient. |
| ISP |
Internet Service Provider. The name designed by
a Madison Avenue advertising and marketing firm for internet
point of access sellers. |
| Javascript |
An simple interpreted computer language used for
small programming tasks within HTML web pages. The scripts are
normally interpreted (or run) on the client computer by the
web browser. Some search engines have been known to index these
scripts, presumably erroneously. |
| Key Phrase |
Search terms such as a group of words used in
a search engine query to find a web page. |
| Keyword |
A singular word or phrase that is typed into a
search engine search query. Keyword mainly refers to popular
words which relate to any one website. |
| Keyword Buys |
Some search engines tie keywords to advertising
sales. When a user searches for a particular keyword, the results
page often have a banner advertisement displayed buy advertisers
that purchased the keyword. |
| Keyword Density |
A percentage measure of how many times a keyword
is repeated within text of a page. |
| Keyword Marketing |
The research & analysis of keyword performance
and how it can improve a website's ranking. |
| Keyword Phrase |
Refers to two or more keywords combined to form
a search query. |
| Keyword Purchasing |
The buying of search keywords from search engines. |
| Keyword Research |
Doing research on a single keyword to find it's
relatives and related keywords. This is often done to find the
highest producing keywords. |
| Keyword Search |
A search for documents containing one or more
user-specified words. |
| Keyword Strategizing |
The process of determining the keywords used by
your target customer. |
| Keyword Stuffing |
The repeating of keywords and keyword phrases
in META tags or elsewhere. |
| Keyword Tag |
A type of meta tag that should be used as an enhancement
on your Web pages. It's good to include common misspellings
of words in your list of keywords, but the same keyword should
be used no more than three times in the list. |
| Landing Page |
The page on a website where the visitor arrives
(which may or may not be the home page). |
| Lead |
A prospect who is engaged actively in the buying
decision for a product or service. |
| Linkage |
A count of the number of links pointing (inbound
links) at a website. Many search engines now count linkage in
their algorithms. |
| Link Farm |
Free For All links. These are places that allow
anyone to add a link. |
| Link Placement: |
The process of acquiring links to your Web site
from other Web sites that contain content relevant to yours,
and linking back to those sites. |
| Link Popularity |
A count of the number of links pointing (inbound
links) at a website. Many search engines now count linkage in
their algorithms. |
| Load Time |
The length of time it takes for a page to open
completely in the browser window. |
| Log Files |
A file maintained on your server that collects
information on every visit to your Web site. |
| Manual Submissions |
Submitting a URL (keywords, descriptions etc.)
to each search engines by hand. |
| Meta Search |
A process of searching several databases simultaneously
and combining the results. |
| Meta Search Engine |
A server which passes queries on to many search
engines and/or directories and then summarises all the results.
|
| Meta tag |
Information in a Web page's source code that search
engine spiders can read, including the title, description, and
keywords. |
| Metacrawler |
A search site that obtains results from various
search engines and combines them on its own site. Paid listings
are often included in the searches. |
| Mirror Sites |
Multiple copies of web sites or web pages, often
on different servers. The process of registering these multiple
copies with search engines is often treated as spamdexing, because
it artificially increases the relevancy of the pages. |
| Misspellings |
Intentionally making a spelling mistake in meta
keywords or meta tags to catch search engine users who also
misspell words when searching. |
| Navigation |
The tabs, text and graphic hyperlinks that always
let prospects know both where they are and where they can go.
|
| Optimization |
Creating a page that is specifically intended
to rank well as search engines. Basic optimization includes
a descriptive paragraph of the site with keywords near the top,
avoiding frames and deep tables that have menus on them. |
| Page Hits |
A count of all successful hits, including HTML
pages, pictures, forms, scripts, and downloaded files; not an
accurate measure of Web site visitors. |
| Page Views |
The number of times a Web page is loaded during
a specified time period. |
| Pay Per Click |
A payment method used by some marketing companies
that charges the Web site owner for each visitor. Traffic may
be lost if the relationship with that company ends. |
| Pay Per Inclusion |
A method used pay search engine operators to charge
money from websites. You pay money to the search engine to ensure
ongoing spidering, however it dows not guarantee any rankings
at all. |
| Pay Per Lead |
The amount a website spends to acquire leads.
|
| Pay For Placement |
Bidding for or buying a keyword on search sites
such as Overture.com. |
| Pay Per Position |
A search engine that charges money from the listed
websites, enables you to pay to get high rankings. |
| Pay For submission |
The fees that are charged by some search sites
when submitting your site, with no guarantees. |
| Persuasion Factor |
The ability of the copy to persuade the recipient
to take action. |
| PFI |
Pay For Inclusion. A process where people can
pay to be included in a database. |
| POP3 |
Post Office Protocol. The common protocol used
to connect with an email server. |
| PopUp |
An ad that spawns a new browser window. |
| PopUnder |
An ad that spawns a new browser window in the
background. |
| Popularity |
Used by Google and other search engines, the number
of incoming and outgoing links a Web site has, and the clickthrough
rate of a particular site on a search engine. |
| Portal |
A site that serves as a starting point and gateway
to the World Wide Web. |
| Positioning |
In the context of search engines, it is the position
that a sites entry is display in any search engine query. |
| Positioning Technique |
A method of modifying a web page so that search
engines treat the page as more relevant to a particular query.
|
| PPC |
Pay Per Click. A Pay-Per-Click search engine charges
websites on a per click basis. Often, an auction is held to
see who is willing to pay the most for users. |
| Prospect |
A suspect who actively expresses interest in the
product or service. |
| Proximity Search |
A search where users to specify that documents
returned should have the words near each other. |
| Query |
A word or group of words used to search for information
within a search engine or directory. |
| Ranking |
The position that a sites entry is displayed in
a search engine query results. |
| Rate Card |
A sites list of fees for advertising and placement
options. |
| Recall |
Related to precision, this is the degree in which
a search engine returns all the matching documents in a collection.
There may be 100 matching documents, but a search engine may
only find 80 of them. It would then list these 80 and have a
recall of 80%. |
| Registration |
The process of informing a search engine or directory
that a new web page or web site should be indexed. |
| Relationship Building |
Undertaking strategies and tactics aimed at developing
a positive and ideally long-term relationship with the prospect
or customer. |
| Re-submission |
The process of resubmitting a web page or web
site to a search engine or directory. This is often done to
update a listing because of content changes, the page has moved,
or the page has been removed. It can also be done after updating
or optimizing a page to acquire better rankings. |
| Reciprocal Links |
Outbound links exchanged for inbound links. |
| Registration |
The act of submitting a website to a directory
for inclusion. |
| Relevancy |
How well a document provides the information a
user is looking for, as measured by the user. |
| Relevancy Algorithm |
A method used by search engines to deliver the
most accurate results to users. |
| ROI |
Return On Investment. In relation to search engine
advertising, it often refers to sales per lead. |
| RON |
Run of Network. Large advertising brokers such
as Burst or Double click, can sell ads across the entire network
of member sites. |
| ROS |
Run of Site. An ad that can be placed anywhere
on a website without restrictions. |
| Robots |
Any browser program which follows hypertext links
and accesses web pages but is not directly under human control.
|
| Search Engine |
Software that searches a database index and returns
matches to words or phrases. A search site that functions as
an engine is also called a search engine. |
| Search Engine Optimization |
The process of enabling search engine spiders
to read the content of your Web site and rank the site according
to appropriate keywords. |
| Search Engine Placement |
The action of submitting a Web site to a specific
search engine or directory. |
| Search Engine Positioning |
Refers to the constant monitoring and modifying
of a Web site to achieve a higher ranking. |
| Search Engine Submission |
The process of submitting your URL to search engines
and directories. In the case of search engines, a message is
sent to the spider to visit the Web site. |
| Search Phrase |
A combination of keywords used to search for Web
sites. |
| Search Query |
A string that contains one word or more, sent
to a search engine by the users. |
| Search Site |
An inclusive term for search engines and directories.
|
| Search Terms |
The words that are typed into a search engine
search box. Also called Search Words, Keywords, and Queries.
|
| Server |
A computer which is designed to generate information
for connected users (client). In the context of the world wide
web, this refers to a web site that delivers web pages to users.
|
| Shopping Cart |
Software designed to keep track of customer purchases
until they "check out" on an ecommerce website. |
| Sky Scrapper |
An ad that is quit tall and large. They can run
160x600 pixels down the side of a webpage. |
| Source |
The HTML code that creates a Web page. The source
of every Web site can be viewed by loading the Web page, dropping
down the View menu, and selecting Source (in Internet Explorer)
or Page Source (in Netscape). |
| Spam |
A term with various meanings on the Internet,
but all related to receiving something you don't want. In the
search engine world, while spam is defined in numerous ways,
the recurring theme is that the spammer is trying to give a
search engine content using an unorthodox method. |
| Splash Page |
It is a page that normally just includes a logo
and a "click here to enter" type link. These can be used to
direct traffic based upon user variables. |
| Spider |
A search site's software that scans Web pages
and adds the content to its index by following the HTML links
within the pages. |
| Static IP Address |
An IP address that remains constant each time
a person logs on to the internet. |
| Stemming |
The ability for a search to include the "stem"
of words. For example, stemming allows a user to enter "swimming"
and get back results also for the stem word "swim." |
| Stop Words |
Conjunctions, prepositions and articles and other
words such as AND, TO and A that appear often in documents yet
alone may contain little meaning. |
| Submission |
The act of submitting a web page to a search engine
or web site to a directory. |
| Submission Service |
Any agent, which submits your site to many search
engines and directories. |
| Targeting |
Sending the right message to the right recipient
at the right time. |
| Target customer |
A site visitor most likely to yield a qualified
lead or a concrete sale. |
| Teaser |
A message, or part of a message, designed to arouse
curiosity and interest, but without revealing too much detail
in itself. |
| Theme |
A common topic that prevails throughout a Web
site and is identifiable by a search engine. Many search engines
use themes as part of their ranking system. |
| Title Tag |
The most valuable meta tag, used by many search
engines to display your page title. It also appears in the title
bar of the browser window. |
| Traffic |
A reference to the number of visitors a web site
receives. |
| Uploading |
When one computer sends information to another.
|
| Up-Selling |
Presenting customers with an opportunity to purchase
related products, services or accessories to products they have
shown an interest in or previously purchased. |
| Unique Selling Proposition (USP) |
The concise and memorable phrase that concisely
and powerfully describes the unique value of your business and
creates excitement in the prospect. The USP is not a slogan
or a phrase designed for advertising, although that is one potential
use for it. |
| Unique User |
Unique User A single individual website visitor.
Visitors (or users) can visit multiple pages within a site.
Unique users are important because it is an indication of success
of a website. |
| Unique Visitors |
The total number of individual visitors who used
one browser application to view your site one time within a
24 hour period. |
| URL |
An acronym for Universal Resource Locator. The
basis of how we find web sites on the internet. URL's can include
different forms of communicating with a server: |
| URL Submission |
The process of submitting a webpage to search
engines. |
| Usability |
The ability to implement effectively the body
of knowledge concerning the human-computer interface in order
to remove any obstacles impeding the experience and process
of online interactions. |
| Value |
The overall appeal and usefulness of the product
or service to the prospect. |
| Viral Marketing |
Encouraging visitors to an online site to pass
along a marketing message by providing an incentive for doing
so. |
| Volunteer Directory |
A Web directory staffed primarily by unpaid volunteer
editors. |
| Web Site Traffic |
The amount of total visitors and unique visits
to a Web site. |
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