| A |
|
A/B Testing
|
A/B testing is a method of comparative analysis, usually used
to exhibit
possible changes in a campaign. Version A is generally the
"control" or
existing campaign, while version B shows an altered
campaign with
changes in style and/or elements. A/B testing is good for showing
the
impact of style and other campaign elements.
|
Above the Fold
|
A term traditionally used to describe the top portion of a
newspaper.
In email or web marketing it means the area of content viewable
prior to scrolling.Some people also define above the fold as an ad
location
at the very top of the screen, but due to banner blindness
typical ad
locations do not perform as well as ads that are well
integrated into
content. If ads look like content they typically
perform much better.
|
Absolute URL's Link
|
Absolute URLs link to a full-page address, such as
http://www.marcelmedia.com/home. See also relative URL.
|
Account Manager
|
At Marcel Media, the Account Manager is the liaison between
the client and development team. The Account Manager’s
responsibilities are
two-fold, including business development
and project management. The Account
Manager reports directly
to Executive Management.
|
Acquisition Strategy
|
Acquisition Strategy describes a sales plan or set of steps
designed to enhance marketing and sales by directing consumers to a website
and fulfilling their needs, hopefully concluding in a sale.
|
Ad
|
Ads are a shorter term for advertisements, and in SEM, they
specifically refer to the advertisements that appear alongside natural search
results. In a Sponsored Link Campaign, these ads are usually text format,
with a Title, Description, and Display URL. In some cases, a keyword the
searcher used in his or her query appears boldfaced or highlighted in the
displayed ad. Ads can be positioned anywhere on a search results page;
commonly they appear at the top – above the natural or organic listings – and
on the right side of the page.
|
Ad Center
|
Microsoft's cost per click ad network. Includes features such
as day parting and demographic based bidding. Not quite as robust as Google
Adwords.
|
Ad Copy
|
Ad copy, in SEM, refers to the main text of a clickable search
or context-served ad. It usually consists of a short sentence or
descriptions, and is found in the second and third lines of a displayed ad,
between the Ad Title and the Display URL.
|
Ad Title
|
The Ad Title is the ad "headline" or first line of
text displayed in a clickable search or context-served ad.
|
AdSense
|
AdSense, one of the paid services provided by Google, allows
website publishers of all sizes to earn revenue by displaying relevant Google
ads on their website's content pages. Because the ads are related to what
visitors are looking for on a site, or matched to the characteristics and
interests of the visitors content attracts, advertisers finally have a way to
both monetize and enhance content pages.
|
Adult words
|
Adult words are controversial words that are censored in some
search engines. Web pages that use these words may be excluded from a general
search.
|
AdWords
|
AdWords is one of the paid services provided by Google that
assists advertisers in creating Sponsored Link Campaigns by choosing
appropriate keywords and creating relevant advertising.
|
AdWords Editor
|
AdWords Editor is a free desktop application from Google that
downloads your AdWords account to your computer, allows you make your
changes, then uploads your revised campaigns.
|
Affiliate Marketing
|
Affiliate Marketing is a web-based marketing practice in which
a business rewards one or more affiliates for each visitor or customer
brought by the affiliate's marketing efforts.
|
Agent
|
An Agent is a program designed to run information gathering or
processing in the background. Agents include search engine
"spiders" that crawl websites and determine website authority and
ranking.
|
AJAX
|
An abbreviation for "Asynchronous JavaScript And
XML", AJAX is a programming language.
|
Algorithm
|
An Algorithm is a set of rules that act as a step-by-step
guide for a software program or application. In SEM, it applies to the rules
used by search engines to rank listings.
|
ALT text
|
ALT text, or "alternate text" is a text HTML tag
displayed with the image on a website, providing a text description when the
image is unavailable. ALT text also appears by "hovering" over an
image with the mouse. These tags are important in making a website accessible
for the visually impaired.
|
Analytics
|
Also known as Google Analytics (abbreviated as
"GA"), Analytics is a free service offered by Google that generates
detailed statistics about the visitors to a website. A webmaster can optimize
AdWords advertisement and marketing campaigns through the use of GA's
analysis of visitor origin, length of stay on the website, and their
geographical position.
|
Anchor Text
|
Anchor text, also known as a "link label", is the
visible, clickable text in a hyperlink, and should contain words that can
determine the page's relevance and ranking to search engines.
|
AOL
|
AOL is an abbreviation of America OnLine, a global Internet
services and media company. Among its offerings is a search engine, enhanced
by Google, that includes relevant multimedia results delivered on a single
page.
|
API
|
An acronym for "Application Programming Interface",
an API is a customizable application used by Account Managers to manage SLC
campaigns separately from the search engine interfaces.
|
Arbitrage
|
Arbitrage is a business model used by second-tier search engines
and directories that involves buying and reselling web traffic. It is also
includes bloggers bidding on keywords and then linking to ads or directly to
the merchant.
|
Ask
|
Ask.com is a search engine formerly known as "Ask
Jeeves".
|
Auction Model Bidding
|
Auction Model Bidding, the most popular type of SLC bidding,
begins with an opening, maximum bid (amount per click) for a given
keyword. If another advertiser
introduces a competing bid (at auction), the highest bidding advertiser pays
one penny more than the nearest competitor. When a competing bid does not
exist, the initial advertiser can pay their price (or less) per click.
|
Authoritative Sites
|
Sites that are cited by experts and well trusted in their
topical community.
|
Authority
|
The ability of a page to rank well in search engines.
|
Automated Bid Management Software
|
A software program that helps users control their ad spend in
pay per click campaigns.
|
Automatic Optimization
|
Automatic Optimization is the method search engines use to
reward high performing ads (ads with a high click-thru rate) and downgrade
low performing ads.
|
| B |
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B2B
|
B2B stands for "business-to-business" and refers to
exchanges of products, services, or information between businesses rather
than between businesses and consumers.
|
B2C
|
B2C stands for "business-to-consumer", and refers to
exchanges of products, services, or information between businesses and
consumers rather than between businesses.
|
Backlinks
|
Backlinks, or "inbound links", are links that link
from a webpage back to your own website. In SEO, these are important in
determining the authority or relevance of your website.
|
Ban
|
Banning or de-listing occurs when a search engine or community
black lists your IP address or website for spamming.
|
Baseline Metrics
|
Baseline Metrics provide a basic calculation used for
comparing past and present performance and setting goals for the future.
|
Behavioral Targeting
|
Behavioral Targeting is a technique used by online publishers
and advertisers to increase the effectiveness of their campaigns by targeting
search behaviors for search marketing campaigns.
|
Ben Swartz
|
President and Co-founder of Marcel Media, LLC.
|
Bid
|
In Search Engine Marketing, a Bid is the maximum amount of
money an advertiser is willing to pay each time a searcher clicks on an ad.
|
Bid Boosting
|
By adjusting the base bid by up to 100% to target a sponsored link that is campaign
based on age, gender or location, Bid Boosting can result in your ad being
displayed at a higher position when a person matching your target demographic
searches by using the relevant keywords.
|
Bid Management
|
In Search Engine Marketing, Bid Management is the process of
optimizing pay-per-click search engine bids for rank and maximum bid to
maximize return on investment.
|
Black Box Algorithms
|
As "Black
Box" is technical jargon for viewing a system as merely input and
output, Black Box Algorithms are algorithms where the inner workings of the
algorithm is hidden. All search engine algorithms are Black Box.
|
Black Hat SEO
|
Marketing techniques that are deceptive in nature.
|
Blacklist
|
A Blacklist is a list of websites who, for one reason or another,
are being denied a particular privilege, service, or mobility. Reasons a site
can be blacklisted include spamming, fraud, and spyware attacks.
|
Blogroll
|
A link list on a blog.
|
Blogs
|
Blogs, or "web
logs", are personalized journal-like websites where anyone can write
about any subject of interest, or even about themselves as a personal
journal. A typical blog combines text, images, and links to other blogs, web
pages, and other media related to its topic. "Blog" can also be
used as a verb, meaning to maintain or add content to a blog.
|
Boolean Search
|
A search that contains mathematical formulas such as OR, AND,
or NOT.
|
Brand
|
Brand refers to the relationship between a company and
consumers or users represented by images or ideas, usually in the form of a
logo, a name, a slogan, or a design scheme.
|
Brand Lift
|
Brand Lift describes the measurable increase in consumer
recognition of a brand, product, or service.
|
Brand Messaging
|
Brand Messaging refers to the practice of consistent messaging
for a company in all matters: television, radio, and print advertising,
websites, search marketing, public relations, promotional materials, and
client relations.
|
Brand Reputation
|
Brand Reputation describes the position a brand takes in the
mind of consumers and users.
|
Branding
|
Branding includes building the relationship between a company
and consumers or using through marketing or advertising.
|
Branding Strategy
|
A Branding Strategy is an agenda for developing strong brand
reputation on the web using search engine marketing, social media marketing,
blogging, e-newsletters, and other forms of online communication.
|
Breadcrumb Navigation
|
A technique used to help search engines and web users understand
the connection between pages.
|
Bridge Page
|
A Bridge Page is used to describe web pages that link doorway
pages throughout a site.
|
Browser
|
A Browser is a software application for viewing and
interacting with websites on the World Wide Web or a local area network.
Popular examples include Mozilla Firefox and Microsoft Internet Explorer.
|
Bucket
|
Bucket represents an associated set of keywords based on
established patterns of behavior characteristics of a target market or
persona.
|
Budget
|
A Budget describes a spending plan for an online marketing
campaign or other marketing
project.
|
Business.com
|
Business.com offers a search engine and business directory
designed to help users find the companies, products, services, and information
for purchasing.
|
Buying Funnel
|
The Buying Funnel, also know as the Buying Cycle,
Buyer Decision Cycle, and Sales Cycle, describes the consumer's
multi-step process to purchasing, including awareness, education, preferences,
and intent to final purchase.
|
Buzz Monitoring Services
|
Buzz Monitoring Services, or publicity monitoring services,
are services that send email alerts whenever a company, product, service, or
defined key-word is mentioned on the web. Some services like Yahoo! and
Google Alerts are free, but many are paid services.
|
Buzz Opportunities
|
Buzz Opportunities refer to topics in popular media that can
provide opportunities for brand exposure and driving traffic to the web site.
|
| C |
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COA
|
COA stands for "Cost of Acquisition", or the cost of
a conversion.
|
Cache
|
A Cache is the memory process in which a web site which has
been stored or hidden. Cached versions of websites are available on all
search engines, and can show versions of websites.
|
Campaign
|
In SEM, a Campaign is a series of advertisements sharing a
common element or theme.
|
Campaign Integration
|
Campaign Integration describes the planning and execution of
search engine marketing campaigns to keep them consistent with other online
and offline marketing strategies.
|
Canonicalization
|
Canonicalization refers to the process for choosing the best
possible URL for the home page of a web site.
|
CGI
|
The Common Gateway Interface (CGI) is a standard for interfacing
external applications with information servers, such as HTTP or Web servers.
A plain HTML document that the Web daemon retrieves is static, which means it
exists in a constant state: a text file that doesn't change. A CGI program,
on the other hand, is executed in real-time, so that it can output dynamic
information.
|
CGM (Consumer Generated Media)
|
Consumer generated media (CGM) originated as a reference to
posts made by consumers within online venues such as internet forums, blogs,
wikis, discussion lists etc., on products that they have purchased. Shoppers
who are researching products often use other consumers' opinions when making
buying decisions.
|
Click Bot or Clickbot
|
A Click Bot is malware or internet bot that is used for click
fraud.
|
Click Fraud
|
Click Fraud is a type of internet crime that occurs in pay per
click online advertising when a person, automated script, or computer program
imitates a legitimate user of a web browser clicking on an ad for the purpose
of generating a charge per click without having actual interest in the target
of the ad's link and inflating click amounts.
|
Click Through
|
Click Through describes the action when a user clicks on a
link and is taken to its destination. In SEM, it also refers to the amount of
unique users clicking on a link through a search engine or an ad from a
sponsored link campaign.
|
Click Through Rate
|
Click Through Rate is the measurement of success for an online
advertising campaign. A CTR is obtained by dividing the number of users who
clicked on an ad on a web page by the number of times the ad was delivered
(impressions).
|
Client-side Tracking
|
Client-side Tracking involves tagging all web pages for
tracking with a block of JavaScript Code, using cookies.
|
Cloaking
|
Cloaking is the practice of delivering one version of a page
to one visitor and another version to others, and is often used in black hat
SEO by providing a different website appear to the search engines.
|
Clustering
|
In SEM, Clustering is the listing of only one page from each
web site in a search engine or directory's list of search results. 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.
|
CMS (Content Management System)
|
A content management system (CMS) supports the creation,
management, distribution, publishing, and discovery of corporate information.
|
Comment
|
In Internet terms, a Comment is a user-generated statement,
question, or link on a specific blog entry or web article.
|
Comment tag
|
A Comment Tag is an HTML tag (<!-- and -->) that enclose
text that is hidden from browsers, and is usually ignored by search engines.
|
Competitive Analysis
|
In SEM, Competitive Analysis includes an assessment of
strengths, weaknesses, opportunities, and threats, using traffic sources,
patterns, and keyword selection.
|
Conceptual Search
|
Conceptual Search describes the act of searching for a
document based on words that are related to a concept rather than a document
that contains the actual search word or phrase.
|
Content Network (Contextual
Network)
|
Content Networks include Google and Yahoo! Contextual Search
networks. The Google content network comprises hundreds of thousands of
high-quality websites, news pages, and blogs that partner with Google to
display targeted AdWords ads. When you choose to advertise on the content
network, you can expand your marketing reach to targeted audiences--and
potential customers--visiting these sites every day. There's no larger
network for contextual advertising in the world.
|
Content rich
|
Content Rich is a term used to describe a web site with
relevant, original content pertinent to a study or topic of interest.
|
Content Targeting
|
Content Targeting, also known as Contextual Targeting, is an
extension of search advertising. Just as users can search for keywords on
Google and see ads related to those keywords, visitors to content network
sites can see ads related specifically to the content they're viewing on a
web page.
|
Contextual Advertising
|
Contextual Advertising automatically appears on web sites
based on the content, keywords, or phrases in the page, as opposed to
advertising that appears alongside search results based on search terms.
|
Contextual Distribution
|
Contextual Distribution describes the marketing decision to
display contextual advertising on specific publisher web sites.
|
Contextual Search
|
Contextual Search, a free service offered by Yahoo! And
Google, searches within a specific web site.
|
Contextual Search Campaigns
|
Contextual Search Campaigns are paid search campaigns that
target contextual search results.
|
Conversion Action
|
A Conversion Action describes the actions you want a visitor
to take on your site.
|
Conversion Rate
|
Conversion Rate refers to the number or percentage of visitors
who convert casual content views or website visits into desired actions based
on subtle or direct requests from marketers, advertisers, and content
creators.
|
Cookie
|
A small data file that is written to track a user. Cookies
help websites customize the user experience and track conversions.
|
Copyright
|
Copyright, symbolized "©", is a legal concept that
gives the creator of an original work exclusive rights. Generally, it is
"the right to copy", but also gives the copyright holder the right
to be credited for the work, to determine who may adapt the work to other
forms, who may perform the work, who may financially benefit from it, and
other, related rights. It is an intellectual property form (unlike the
patent, the trademark, and the trade secret) applicable to any expressible
form of an idea or information that is substantive and discrete.
|
CPA
|
CPA stands for "Cost Per Action", also known as Pay
Per Action or PPA. CPA is an online advertising pricing model where the
advertiser pays for each specified action (a purchase, a form submission, and
so on) linked to the advertisement instead of per click or impression.
|
CPC
|
CPC, or "Cost Per Click", indicates measurement of
cost on a per-click basis for contracts not based on click-thru.
|
CPG (Consumer Packaged Goods)
|
Consumer Packaged Goods describes packaging for items that
need to be purchased frequently by consumers, such as foodstuffs and hygiene
products.
|
CPM
|
CPM, which means Cost per Thousand, refers to advertising
bought on the basis of impression. It is calculated by multiplying the CPM
rate by the number of CPM units.
|
CPO
|
CPO, or "Cost Per Order", is the amount of
marketing/advertising money that it takes to get an order.
|
Crawler
|
A Crawler (also known as a "web spider" or "web
robot") is a program or automated script used by search engines to
"crawl" or canvas the World Wide Web in a methodical, automated
manner, collecting copies of websites and the contents within. Other less
frequently used names for web crawlers are ants, automatic indexers, bots,
and worms.
|
Creatives
|
Creatives are the unique visual details, such as color and
images, viewed on a given web page. In SLC, creative refers to the ad’s title
(headline), description (text offer), and display URL (clickable link to
advertiser’s web site landing page).
|
Cross browser
|
Cross-browser refers to the ability for a website, web
application, HTML construct, or client-side script to support multiple web
browsers.
|
Cross linking
|
Cross-linking, also called reciprocal linking, refers to
linking websites to each other.
|
CSS (Cascading Style Sheets)
|
CSS is a programming language used in creating style sheets
that include style, layout, font size, and color of a website.
|
CTR
|
Click-through rate or "CTR" is a way of measuring
the success of an online advertising campaign. A CTR is obtained by dividing
the number of users who clicked on an ad on a web page by the number of times
the ad was delivered (impressions).
|
Custom Feed
|
A Custom Feed is the aggregation of specific feeds based on
particular topic or personal preference.
|
| D |
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DHTML
|
Dynamic HTML or DHTML is a collection of technologies used
together to create interactive and animated web sites by using a combination
of a static markup language (such as HTML), a client-side scripting language
(such as JavaScript), a presentation definition language (Cascading Style
Sheets, CSS), and the Document Object Model.
|
Dayparting
|
Dayparting describes the practice of dividing the day into
several parts, and specifying ads to run during those times as a way to focus
targeting.
|
Dead link
|
A Dead Link is a link that leads to a page that no longer
exists.
|
Deep Linking
|
Deep Linking references hyperlinks that drive traffic to a
very specific and relevant webpage within a site instead of the main or home
page.
|
De-listing
|
See Banning.
|
Description Tag
|
The Description Tag contains the description for a website, or
a 250 character explanation of the page and its contents. It should contain
keywords and phrases you hope to be found for, but it should also read like
an introductory lead-in for the topic or service you are highlighting. The
Description Tag is another call to action.
|
Destination URL
|
The Destination URL is the actual URL linked to by an ad.
|
Directory
|
See Directory Search.
|
Directory Search
|
Also known as a Search Directory, Directory Search is a
database of listings categorized into topics that is navigable through a
search query. Directory Search requires submission and categorization by the
advertiser.
|
Display URL
|
The Display URL is the URL displayed in a SLC text ad and
usually appears as the last line of the ad.
|
Distribution Network
|
A Content Delivery Network or Content Distribution Network
(CDN) is a system of computers networked together across the Internet that
cooperate transparently to deliver content (especially large media content)
to end users.
|
DKI
|
DKI refers to Dynamic Keyword Insertion, results exactly
matching the keyword or phrase that a user types into a search query.
|
DMCA
|
The Digital Millennium Copyright Act (DMCA) is a United States
copyright law that claims the production of technology, devices, or services
that are used to circumvent measures that control access to copyrighted works
(known as DRM), as well as the act of circumventing an access control, even
when there is no infringement of copyright itself, is illegal.
|
DNS lookup
|
Domain Name System Lookup refers to a database of domain names
that can be searched through using a query.
|
Domain
|
A Domain refers to a virtual host on the Internet or a
specific web site address.
|
Domain name registration
|
Registering a domain name with a domain name registry converts
the domain to an IP address and gives the individual registrar exclusive
rights over the web address.
|
Doorway Pages or Domains
|
Not to be confused with Landing Pages, Doorway Pages or
Domains are webpages or domains that are created specifically for spamming
the index of a search engine by inserting results for particular phrases with
the purpose of sending you to a different page.
|
Dynamic content
|
Web navigation can provide an interactive experience that is
termed "dynamic". Content (text, images, form fields, etc.) on a
web page can change, in response to different contexts or conditions.
|
Dynamic IP address
|
When a computer's IP address changes frequently (such as when
a user logs on to a network through dialup or through shared residential
cable) it is called a Dynamic IP address.
|
Dynamic Landing Pages
|
Dynamic Landing Pages refer to non-static webpages that are
"interactive" with content specific to the keyword searched.
|
| E |
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eCPM
|
From a publisher's perspective, the Effective
Cost-Per-Thousand impressions (eCPM) is a useful way to compare revenue
across different channels and advertising programs. It is calculated by
dividing total earnings by the number of impressions in thousands. For
example, if a publisher earned $180 from 45,000 impressions, the eCPM would
equal $180/45, or $4.00. However, please keep in mind that eCPM is a
reporting feature that does not represent the actual amount paid to a
publisher.
|
eBlast
|
An eBlast is an e-mail marketing campaign that sends out
batches of e-mails to targeted customers or prospects.
|
Ecommerce
|
Ecommerce consists of the buying and selling of products or
services over electronic systems such as the Internet and other computer
networks.
|
Editorial Review Process
|
The Editorial Review Process describes the process that
ensures potential advertiser listings are following policies put in place by
search engines.
|
eMarketing
|
eMarketing refers to the effort by companies to utilize the web to deliver and analyze marketing
strategies.
|
eNewsletter
|
eNewsletters are emails that contain current events or trends
dealing with a specific business industry or topic that can be viewed on the
internet. These eNewsletters can also
be blasted to serve as a marketing strategy.
|
Entry Page
|
Entry Page describes any page that allows entry into your
website.
|
External Link
|
A link which references another domain.
|
Eye Tracking Studies
|
Eye Tracking Studies describe a type of usability test where
user gaze concentrations are recorded in thermal-like "heat zone
maps". The heat zone maps track user eye movements. Eye tracking tests
make usability testing look really interesting, sophisticated, high-tech and
scientific. Eye tracking usability data appears to be more valuable or
empirical since it is recorded using technology and gaze capture instruments.
|
| F |
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F.F.A (Free for All link pages)
|
F.F.A pages are URL submission pages that have no purpose
except to take URL submissions as an outdated SEO method.
|
Favorites
|
Favorites or bookmarks refer to a function used in most
browsers allowing users to save URLs for quick reference later.
|
Feeds
|
Feeds are web documents that are shortened or updated for
syndication and accessed by subscription, usually in XML or RSS format.
|
Fields
|
Fields are areas of a web page that can be filled with text by
a visitor. Ideal for "Contact us" pages.
|
F.T.P (File Transfer Protocol)
|
File Transfer Protocol (FTP) is a network protocol used to
transfer data from one computer to another through a network, such as over
the Internet.
|
Filter words
|
Filter words are common words that search engines remove from
web pages before they add them to their index in order to save space. These
words tend to have very little impact on search engine ranking and are
usually discounted from search phrases as well. Examples are: of, it, and, for,
etc.
|
Flash
|
Flash is a set of multimedia technologies developed and
distributed by Adobe Systems, when Adobe Systems acquired Macromedia in 2006.
Since its introduction in 1996, Flash technology has become a popular method
for adding animation and interactivity to web pages; Flash is commonly used
to create animation, advertisements, various web page components, to
integrate video into web pages, and more recently, to develop rich Internet
applications.
|
Frames
|
HTML frames allow authors to present documents in multiple
views, which may be independent windows or subwindows. Multiple views offer
designers a way to keep certain information visible, while other views are
scrolled or replaced. For example, within the same window, one frame might
display a static banner, a second a navigation menu, and a third the main
document that can be scrolled through or replaced by navigating in the second
frame.
|
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GAP (Google Advertising
Professional)
|
A program which qualifies a firm as being proficient in
AdWords marketing.
|
Gateway Page, Gateway Domain
|
See Doorway Page.
|
Geo-Targeting
|
Geo-Targeting describes the Search Engine Marketing process of
segmenting the market of visitors based on the physical location of a website
visitor, such as country, region/state, city, metro code/zip code,
organization, ISP, or other criteria.
|
Google
|
Google is an Internet search service that provides web-based
e-mail, online mapping, office productivity, video sharing, and advertising
technologies, among others.
|
Google Bombing
|
Pointing thousands of links at a page with the keywords in the
anchor text in order to make the page rank well for a specific search query.
|
Google Keyword Tool
|
A research tool made by Google which estimates the competition
for a keyword, recommends related keywords and tells you which keywords
Google thinks are relevant to your site.
|
Google OneBox
|
The portion of the search results page which Google uses to
display vertical search results from Google News, Google Base and other
Google owned search services.
|
Google Sitelinks
|
Deep links that are listed at the top of the search result
when Google believes that one result is much more relevant than the others.
|
Google Website Optimizer
|
A free testing platform used to help AdWords advertisers
improve their conversion rates.
|
G.U.I (Graphical User Interface)
|
A type of user interface which allows people to interact with
a computer and computer-controlled devices. It presents graphical icons,
visual indicators or special graphical elements called "widgets".
Often the icons are used in conjunction with text, labels or text navigation
to fully represent the information and actions available to a user. Instead of offering only text menus or
requiring typed commands, the actions are usually performed through direct
manipulation of the graphical elements.
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Head Terms
|
Head Terms are popular keywords or search terms that are
short, straightforward, and popular.
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Heading tag
|
An HTML tag of 6 sizes. Search engines can rank a keyword
higher if it appears in a heading tag.
|
Hidden Text
|
Hidden Text is website text displayed in such a way as to not
be easily readable. Hidden text is most commonly achieved by setting the font
color to be the same as the background color, rendering the text invisible to
the user until highlighted. However, it is still visible to search engines,
and is used in "Black Hat" SEO to up keyword count without altering
the page's aesthetics . Search engines now penalize for this practice.
|
Hit
|
A Hit refers to a request for any item located within a
webpage.
|
HTML
|
HTML is a coding language that provides a means to describe
the structure of text-based information in a document — by denoting certain
text as links, headings, paragraphs, lists, and so on — and to supplement
that text with interactive forms, embedded images, and other objects. HTML is
written in the form of tags, surrounded by angle brackets. HTML can also
describe, to some degree, the appearance and semantics of a document, and can
include embedded scripting language code (such as JavaScript) which can
affect the behavior of web browsers and other HTML processors.
|
HTTP (Hypertext Transfer
Protocol)
|
Hypertext Transfer Protocol (HTTP) is a communications
protocol used to transfer information on intranets and the World Wide Web.
|
HTTP Referrer Data
|
The referrer, or HTTP referrer, identifies, from the point of
view of an internet webpage or resource, the address of the webpage (commonly
the URL, the more generic URI or the i18n updated IRI) of the resource which
links to it.
|
HTTPS (Hypertext Transfer
Protocol Secure)
|
HTTPS (Hypertext Transfer Protocol over Secure Socket Layer,
or HTTP over SSL) is a Web protocol that encrypts and decrypts user page
requests as well as the pages that are returned by the Web server, adding an
extra layer of security.
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IFRAME
|
An IFRAME, or "inline frame", is an HTML element
which makes it possible to embed another HTML document inside the main
document or webpage.
|
IPTV
|
IPTV, or "Internet Protocol Television", describes a
system where a digital television service is delivered by using Internet
Protocol over a network infrastructure, which may include delivery by a
broadband connection. A general definition of IPTV is television content
that, instead of being delivered through traditional broadcast and cable
formats, is received by the viewer through the technologies used for computer
networks.
|
Impression
|
An Impression is a single instance of an online advertisement
being displayed.
|
Index
|
A search engine's "Index" describes the list of
results gathered from the spiders or bots that crawl websites.
|
Indexability
|
Indexability, also known as crawlability or spiderability
describes the potential of a web site to be crawled by spider sites such as
Google.
|
IP Address
|
A unique address that certain electronic devices use in order
to identify and communicate with each other on a computer network utilizing
the Internet Protocol standard (IP)—in simpler terms, a computer address.
|
IP Address Lookup
|
IP Address Lookup describes the process to look up an unique
IP. There are many sites that will do this for free.
|
Inbound link
|
An Inbound Link is a hyperlink between domains. Links are
inbound from the perspective of the link target, and conversely, outbound
from the perspective of the originator. Inbound links were originally
important (prior to the emergence of search engines) as a primary means of
web navigation; today their significance lies in search engine optimization
(SEO)
|
Invisible text
|
See Hidden Text.
|
Invisible web
|
Invisible Web refers to webpages created dynamically for
searches and pages that are hidden from search engines.
|
IP delivery
|
IP Delivery describes the "Black Hat" SEO tactic of
presenting one set of content to search engine spiders and another set of
content to human web users. This is accomplished by presenting different sets
of content based on the IP address of a visitor. IP Delivery is a form of
cloaking that is used to present content that has been specifically optimized
to rank well at each search engine while still presenting the same content to
each human visitor to the web site.
|
IP spoofing
|
IP Spoofing is a method of connecting to the Internet or a
particular web site and reporting a different IP Address than your assigned
one. IP Spoofing is used in SEO in order to trick a spider into indexing one
site, while actually presenting another site to the end user. This tactic can
also be used to redirect a user to a site other than the one they have
clicked on.
|
ISP
|
ISP or "Internet Service Provider" is a business or
organization that provides consumers or businesses access to the Internet and
related services.
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JavaScript
|
Javascript is a scripting language most often used for
client-side web development.
|
Junk Mail
|
Junk Mail, also known as
Direct mail or Spam, is impersonal mail or email sent on a massive
scale including advertisements, coupons, free samples, calls to donate or
buy.
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Keyword
|
A Keyword is a word or concept with special significance; in
particular any word used as the key to a code or used in a reference work to
link to other words or other information.
This can also be labeled as a search term.
|
Keyword Phrase
|
A Keyword Phrase is a phrase with special significance or used
in a reference work to link to other words or other phrases. This can also be
labeled as a search phrase.
|
Keyword Density
|
Keyword density refers to the number of times a keyword or
phrase appears compared to the total number of words in a page.
|
Keyword Funnel
|
A Keyword Funnel is the relationship between related keywords
that users search for.
|
Keyword Stemming
|
Keyword Stemming describes the practice of using the root or
stem of a word to build additional words by adding a prefix, suffix, or
making the word plural.
|
Keyword Stuffing
|
Keyword Stuffing refers to a method used by web designers to
overload a page with keywords in the HTML or tags for the webpage.
|
Keyword Tag
|
Keyword Tags refer to the META keywords tag within a webpage,
where keywords and keyword phrases that are targeted for that specific page
are listed.
|
Keyword Targeting
|
An eMarketing strategy where web site content is written so
that it is recognized by search engines as being an important destination for
search engine users who use the keywords or phrases being targeted.
|
Key Performance Indicators (KPI)
|
These help an organization define and measure progress toward
organizational goals.
|
Keyword buys
|
When a user searches for a particular keyword, the results
page often have a banner advertisement displayed buy advertisers that
purchased the keyword.
|
Keyword domain name
|
When a keyword that a given company wants to appear in search
rankings is included in the domain name.
|
Keyword Longtail
|
Long tail keywords are keyword terms which are less popular,
less competitive and less searched for, but when taken collectively, long
tail keyword phrases can be responsible for driving significant levels of
website traffic.
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Landing Page
|
This is known as a lead capture page. This is the page that a customer is
directed to when they click on an advertisement.
|
Lead Generation
|
A process that turns prospective customers into actual leads
that can be called/solicited upon to draw sales.
|
Linkbait
|
A page with funny or popular website that serves no purpose
other than to be linked to.
|
Link Bursts
|
A quick increase in the number of links pointing at a website.
|
Link Churn
|
The rate at which a website loses links is called the link
churn.
|
Link Equity
|
Link equity refers to the measure of strength of a certain
website, based on its inbound link popularity and the authority of the
websites providing those links.
|
Link Farming
|
Substantially or artificially increasing links to a website.
|
Link Hoarding
|
Keeping all your link popularity by not linking to other sites
or linking out using JavaScript.
|
Linking Profile
|
An analysis of a web site based on the sites that link to it.
|
Link Popularity
|
The total number of links going to a particular web site. Can
refer to internal or external links.
|
Link Rot
|
Refers to links that are becoming irrelevant, broken or dead.
|
Log File
|
A file on a server that functions as a "black box"
of activities for web site.
|
Long Tail
|
Keyword phrases that contain 3-5 words.
|
LSI (Latent Sematic Indexing)
|
A way for search engines to mathematically understand and
represent language based on the similarity of pages and keyword co-occurance.
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Meta Description
|
A sentence or two which describes the content displayed on the
page.
|
Meta Feeds
|
Advertising networks that get their listings from other
providers.
|
Meta Keywords
|
A tag which can be used to highlight keywords and keyword
phrases which the page is targeting.
|
META Refresh redirect
|
A user-side redirect.
|
Metrics
|
Measurements or quantities that describe a process.
|
Minimum Bid
|
The minimum amount of money acceptable for a given keyword or
phrase.
|
Multivariate Testing
|
To vary certain elements of a targeted campaign to determine
the best marketing practices.
|
Meta data
|
Data that provides information about other data.
|
Meta search engine
|
In a meta-search engine, you submit keywords in its search
box, and it transmits your search simultaneously to several individual
search engines and their databases of web pages. Within a few seconds, you
get back results from all the search engines queried. Meta-search engines do
not own a database of Web pages; they send your search terms to the databases
maintained by search engine companies.
|
Mirror sites
|
Web sites which are exact copies of each other.
|
MSN
|
Microsoft Network, a collection of services provided by
Microsoft that include web based e-mail and portals and search.
|
Multi Dimensional Scaling
|
The process of taking snapshots of documents in a database do
discover topical clusters through the use of LSI.
|
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Naked Links
|
A visible link to web site (not as dirty as it sounds).
|
Negative Keywords
|
A negative keyword is a special kind of keyword matching
option that allows you to prevent your ad from appearing when the specific
terms are a part of the user’s search.
|
No Frames Tag
|
A tag that describes the content of a frame to a search engine
that has trouble reading or displaying frames.
|
No Script Tag
|
A tag to describe alternative content if the script does not
load.
|
NoFollow
|
An attribute web pages can assign to links that tell search
engines not to count the link or include the page that it links to as part of
the web site.
|
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Organic Results
|
Natural or "organic" placement on search engine
results pages is the goal of Search Engine Optimization.
|
Organic Search Listings
|
Unpaid listings on search engines.
|
Organic Search Rankings
|
Position on a search engine results page that is natural.
|
Optimization
|
Entails making a given webpage or website "SEO
friendly". This means
strategically placing keywords and other content so that spiders can crawl
through a given page or site and index the data so that it is searchable.
|
Outbound link
|
A link pointing away from your website.
|
Organic
|
Refers to only to the natural results of a search, and not the
paid listings or dynamic advertisements.
|
Organic Traffic
|
Web traffic coming from unpaid listings of search engines.
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Page Jacking
|
Refers to stealing a page's content and creating a similar web
site that redirects visitors to a different page.
|
Page Popularity
|
A measurement of the amount of views a specific site receives.
|
Page Rank (PR)
|
A link analysis algorithm that assigns a numerical weighting
to each element of a hyperlinked set of documents, such as the World Wide
Web, with the purpose of "measuring" its relative importance within
the set.
|
Paid Inclusion
|
A search engine
marketing product where the search engine company charges fees related to
inclusion of websites in their search index.
|
Pay For Performance (P4P/PFP)
|
A model of online advertising in which advertisers pay only
for each click on their ads that directs searchers to a specified landing
page on the advertiser’s web site.
|
Pay Per Click (PPC)
|
Pay Per Call
|
Similar to pay per click, however advertisers pay for each
incoming telephone call that results from a web search.
|
Podcasts
|
A sound file containing one episode or entry of an ongoing
show.
|
Position
|
Position on a results page of a search engines (determined by
optimization).
|
Position Preference
|
Lets you tell Google where you would prefer your qualified ad
to show among all the AdWords ads on a given page.
|
PPC Engine
|
Search engines that offer sponsored links for purchase.
|
PPC Management
|
This process ensures that your campaigns are efficient.
Strategic targeting, lead generation, and overall accountable and timely
practices provide a competitive ROI.
|
PPL - Pay Per Lead
|
A method of marketing that enables an advertiser to receive
membership or advertising services in return for paying per lead received
from the marketing venue used.
|
Proximity search
|
A proximity search looks for documents where two or more
separately matching term occurrences are within a specified distance, where
distance is the number of intermediate words or characters.
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Quality Score
|
Or Quality Index. A number assigned by Google to paid ads
that, with the maximum CPC, determine the ad's rank and position.
|
Query
|
A form of questioning, a line of inquiry. A specific criteria
used in searching a database or the internet.
|
Qualified traffic
|
Internet users that can view your website and become potential
customers.
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Rank
|
Position on a results page of a search engines (determined by
optimization).
|
Really Simple Syndication (RSS)
|
A free service that "Feeds" blog posts or article
entries into personalized websites.
|
Recall
|
Describes consumer recognition of a brand, a measure of the
ability of the brand's messaging to stay in the mind of the consumer.
|
Reciprocal Link
|
A mutual link between two objects, commonly between two
websites to ensure mutual traffic.
|
Redirect
|
A redirect occurs when browsers and search engines are alerted
about a page location that has been moved.
|
Referrer
|
A web site that links to a particular web site.
|
Registrar
|
A company through which you register domain names.
|
Reinclusion
|
A site asks for reinclusion when they have fixed a penalty
they received for spanning.
|
Relevance
|
A measure of content's practicality, or usefulness in regard
to a specific topic.
|
Return on Advertising Spending
(ROAS)
|
Refers to Return on advertising spending (ROAS) refers to the
dollars earned per dollars spent on an advertisement. To determine ROAS,
divide revenue resulting from the ad source by the cost of that ad source. If
the value is less than one, this indicates that less revenue is generated
than is spent on the advertisement.
|
Return on Investment (ROI)
|
Refers to Return On Investment. A performance measure used to
evaluate the efficiency of an investment or to compare the efficiency of
a number of different investments. To calculate ROI, the benefit (return) of
an investment is divided by the cost of the investment; the result is
expressed as a percentage or a ratio.
|
Reverse DNS
|
Determining a host name or host of an IP address.
|
Reverse Index
|
An index of keywords which stores records of matching
documents that contain those keywords.
|
Rich Media
|
Refers to images or video on the web.
|
Right Rail
|
The right side column of a webpage
|
RSS Aggregators
|
Applications that retrieve syndicated content from online
publications, blogs, podcasts, and other mass media web sites.
|
RSS Feeds
|
refers to Really Simple Syndication, or Rich Site Summary, or
RDF Site Summary. A format for syndicating news, major news sites, community
oriented sites, and personal weblogs.
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Saturation
|
Refers to the number of URLS from a specific Web Site in a
search engine.
|
Search Directory
|
A database of listings that is navigable through a search
query.
|
Search Engine Optimization (SEO)
|
The process of improving the quality of traffic to a web site
from search engines via "natural" or "organic" search
results from keywords.
|
Search Engine Results Page (SERP)
|
The page that is displayed after you type a keyword in a
search query of a given search engine.
|
Search Engines
|
A website designed to search for information on the World Wide
Web. Information retrieved from a search may consist of web pages, images and
other types of files.
|
Search Funnel
|
Describes the way web users search, usually starting with very
broad keywords and moving toward more narrow, specific keywords. Keywords can
be targeted to different phases in a search, or anticipate potential switches
in a searcher's intent.
|
Search Query
|
User-generated queries that are entered into search engines.
|
Secondary Links
|
Links to internal pages of a given website. These links are
found on a search engine results page under the description of the primary
link. Secondary links help users get to a more specific page on your website.
|
Semantic Clustering
|
Or Clustering. Developing a list of relevant keywords for
Sponsored Link Campaigns by exploring associated terms and phrases for a
specific topic.
|
SEO Copywriting
|
Writing and formatting in a way that will make documents
appear relevant to various search queries.
|
Server Logs
|
Files which display website traffic trends and sources that
are hosted on servers.
|
Server Side Includes
|
A way to call portions of a page in from another page,
allowing for an easier way to update websites.
|
Server-side Tracking
|
Analyzing web server log files to generate sales or click-thru
reports and trend analysis.
|
Session ID
|
A unique number that a Web site's server assigns a specific
user for the duration of that user's visit (session). The session ID can be
stored as a cookie, form field, or URL (Uniform Resource Locator).
|
Siloing
|
Or theming. A site Architecture techniques that splits of the
focus of a site into multiple parts or themes. Siloing help sites rank high
for both broad and specific keywords.
|
Site-Targeted Ads
|
Site targeting lets advertisers choose individual sites, such
as the Google content network, where they'd like their ads to appear.
|
Social Media/Social Search
|
Or social networking. Refers to web sites such as MySpace and
Facebook that allows user to create profiles and connect to one another or
fine one another using e-mail addresses, names or even keyword searches.
|
SPAM
|
Originally referred to junk email, but now includes any form
of online marketing that can be detrimental to the user experience. Doorway
Websites, which confuse search engines and redirect users to.
|
Spamming
|
To send junk email or junk mail. Can also refer to junk web
sites.
|
Spider
|
Also known as web crawlers, are mainly used to create a copy
of all the visited pages for later processing by a search engine that will
index the downloaded pages to provide fast searches.
|
Splash Page
|
The page of a website that the user sees first before being
given the option to continue to the main content of the site.
|
Sponsored Listing
|
A fee-based service that allows commercial sites already
listed in search directories to receive enhanced placement in certain
commercial categories in the directory.
|
Statistical Validity
|
The degree of reliability in test results. Can be particularly
relevant to Multivariate Testing methods.
|
Stop Word
|
A commonly used word (such as "the") that a search
engine has been programmed to ignore, both when indexing entries for
searching and when retrieving them as the result of a search query.
|
Submission
|
To submit a web site to a search engine or search directory.
Some require only the absolute home page URL, others request descriptions of
the web site.
|
Super Verbs
|
Expressive verbs that provoke emotional or visual response.
|
Scooter
|
A term used by search engine AltaVista for "spider"
or "Crawler."
|
SEP
|
Refers to Search Engine Prominence.
|
Siphoning
|
Refers to stealing another web site's traffic using tools such
as spyware or cybersquatting.
|
Slurp
|
Refers to yahoo's spider or Crawler.
|
Stemming
|
Compiling common misspellings, variations and synonyms of
keywords to create better sponsored link campaigns.
|
Submit
|
See Submission.
|
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Top Level Page (TLP)
|
Acronym for Top Level Page, a reference to the home page,
category pages, or product pages that have unique value for the site and so
are structured in the top levels of the site directory.
|
TLP Feed
|
Refers to Top Level Page Feed, The automatic or subscription
feeds featured on a home page or category page.
|
Tail Terms
|
Relatively low volume, low-cost phrases composed of two or
more keywords.
|
Targeting
|
A marketing strategy that focuses on the chosen group of
customers that are receiving/will receive a given product or service.
|
Term Frequency
|
A measure of how frequently a keyword appears in a collection
of documents.
|
Themes
|
The overall focus or idea of a particular web site, can be
determined by the density of associated words in the web site.
|
Title Tag
|
An HTML element that defines the title of a page.
|
Topic-Sensitive PageRank
|
A method of computing PageRank which creates topic related
PageRank scores.
|
Trackbacks
|
Refers to a protocol that allows bloggers to link to each
other's blogs and determine which other blogs have linked to them.
|
Tracking URL
|
These are URLs appended with parameters that provide
information about the source of the click, the search query used, and other
advertising metrics. Tracking URLs help advertisers determine the
effectiveness of their ads and/or keywords on non-AdWords channels.
|
Trademarks
|
A trademark is a type of intellectual property, and typically
comprises a name, word, phrase, logo, symbol, design, image, or a combination
of these elements.
|
Traffic Analysis
|
The process of intercepting and examining messages in order to
deduce information from patterns in communication.
|
Trusted Feed
|
A fee based custom crawl service offered by some search
engines, based on a pay-per-click model.
|
Truncation
|
Truncation searching is can find results based on all
variations of a term. A search of the stem of a keyword followed by an
asterisk (*) will bring results for everything including the stem and any
suffixes. See also Keyword Stemming
|
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Unique Visitor
|
A statistic describing a unit of traffic to a Web site,
counting each visitor only once in the time frame of the report. This
statistic is relevant to site publishers and advertisers as a measure of a
site's true audience size, equivalent to the term "Reach" used in
other media.
|
Usability
|
Used to explain the ease with which people can use a
particular tool in order to achieve a particular goal.
|
User Agent
|
The client application used with a particular network
protocol.
|
URL
|
The unique address for a file that is accessible on the
Internet.
|
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Vertical Creep
|
Refers to the way search engine algorithms reward image,
video, maps and news results for common search terms.
|
Vertical Portal
|
Refers to search engines or directories that focus on a
specific industry or tightly focused content area.
|
Verticals
|
Image, video, maps and news results that move vertically for
better search results.
|
Viral Marketing
|
A form of marketing that combines multimedia such as videos or
images with word-of-mouth marketing. Popular content is forwarded or linked
too by many different sources, creating exposure that "spreads like a
virus."
|
Viral Video
|
A film on the internet that has gained significant popularity
or notoriety through word-of-mouth or buzz marketing.
|
Viral
|
Refers to the effect of word-of-mouth or buzz marketing when
combined with the speed of internet communication. Popular or notorious
Information, content, videos and images "spread like a virus" when
users organically refer to them in their every day online communication.
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Web Forwarding
|
Allows redirects to exist within .htaccess file on a separate
server. Source: Sempo Glossary.
|
Web Log
|
See Blog.
|
Website Address
|
Or URL, a path or domain name for a web site that can be
easily found by a web browser.
|
Web Server Logs
|
A log of search terms used by visitors to a site, can be very
useful for creating and refining SLC keyword lists.
|
Web TV
|
Refers to television that is delivered through the internet.
|
Wiki
|
A website created from user-generated content that allows
users to instantaneously update entries.
|
Wikipedia
|
A free website offering user-generated content in the form of
an Encyclopedia.
|
Word Count
|
The amount of words in a document, article or email.
|
WWW
|
Refers to World Wide Web.
|
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XML (Extensible Markup Language)
|
Refers to extensible Markup Language. A programming language
based on HTML. Creates content which is compatible with several different
platforms. Recommended by the world wide web consortium.
|
XML Feeds
|
Feeds written in XML.
|
XML Maps
|
Maps created with XML.
|
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Yahoo
|
A global Internet services company and search engine. Provides
a range of products and services including a Web portal, the Yahoo! Directory, Yahoo! Mail, news,
and groups.
|
Youtube.com
|
A popular website featuring user created video. Owned by
Google.
|
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Zombies
|
The living dead. Can be summoned with voodoo power,
experimental viruses or clandestine chemical spills. If Identified, experts
recommend running to higher ground, or disarming the zombie by removing the
head or destroying the brain. Hopefully none of these are included in your
marketing initiatives.
|