Content which is linkworthy in nature
is the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network. This score is determined by your keyword’s clickthrough rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page.
A request for information, usually to a search engine. A key word or phrase that instructs the search engine to find documents related to the user’s request.
Some searchers may refine their search query if they deemed the results as being irrelevant. Some search engines may aim to promote certain verticals or suggest other search queries if they deem other search queries or vertical databases as being relevant to the goals of the searcher.
An ad’s standing in comparison to other ads, based on the graphical click-through rate. Rank provides advertisers with information on an ad’s performance across sites.
Unique Web users that visited the site over the course of the reporting period, expressed as a percent of the universe for the demographic category. Also called unduplicated audience
A commercial software program that plays audio on demand, without waiting for long file transfers. For instance, you can listen to National Public Radios entire broadcast of All Things Considered and the Morning Edition on the Internet.
Events that happen in real time are happening virtually at that particular moment. When you chat in a chat room, or send an instant message, you are interacting in real time since it is immediate.
The portion of relevant documents that were retrieved when compared to all relevant documents.
Reciprocal links are created following an agreement by two sites to link to each other. It is is often used by small to medium sizes sites as an inexpensive way to increase traffic and links.
Social news website which allows users to post links to content on the web. Other users can vote the posted link up or down, causing them to appear more or less prominently on the Reddit home page.
A method of alerting browsers and search engines that a page location moved. 301 redirects are for permanent change of location and 302 redirects are used for a temporary change of location.
The URL or webpage that the user clicked on to arrive at your web page. This is often recorded in the log files via the web server software.
A process for site visitors to enter information about themselves. Sites use registration data to enable or enhance targeting of ads. Some sites require certain registration in order to access their content. Some sites use voluntary registration. Fee-based sites conduct registration in the form of a transaction (take a credit card to pay for the content). A registered user is a user who visits a Web site and elects, or is required, to provide certain information. Non-registered users may be denied access to a site requiring registration.
A company which allows you to register domain names.
If a site has been penalized for spamming they may fix the infraction and ask for re-inclusion. Depending on the severity of the infraction and the brand strength of the site they may or may not be added to the search index.
A link which shows the relation of the current URL to the URL of the page being linked at. Some links only show relative link paths instead of having the entire reference URL within the a href tag. Due to canonicalization and hijacking related issues it is typically preferred to use absolute links over relative links
A measure of how useful searchers find search results.
Reputation management is the process of controlling, managing, and tracking an entity’s online reputation for its brand name, or for an individual name, or keyword.
responsive websites/responsive web design
Responsive web design (often abbreviated to RWD) is an approach to web design in which a site is crafted to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to handheld devices. Unlike mobile websites, which are usually constructed side by side with a non-mobile site, a responsive design is that on which the whole site is built.
My website KerryFinchWriting.com is a responsive site – try viewing it on different devices to see how it reconfigures itself accordingly.
Much like search engine submission, resubmission is generally a useless program which is offered by businesses bilking naive consumers out of their money for a worthless service
Retargeting is a little like cyberstalking: someone visits your site and has a cookie placed on her or his computer. Then as they go visiting other sites around the Web, your ad appears in front of them, as a banner or other type of display ad, on the page itself. Various targeting options exist, including only showing ads when a certain page has been visited (such as a paid search landing page) and an action has not been completed (e.g. a conversion). Retargeting can be done through services like the Google AdWords Display Network or outside third party services
The number of days an affiliate can earn commission on a sale or lead by a referred visitor. If an affiliate program offers 45 return days, commissions are earned for conversions completed any time within 45 days of the initial click-through on the affiliate link. The visitor may later go directly to the merchant’s site and not visit the affiliate’s site again, as software is used to track the visitor’s origin.
Sharing a message from a person you are following on Twitter, with your followers.
An index of keywords which stores records of matching documents that contain those keywords.
RFC (request for comment)
Documents that contain the protocols, standards and information that define the Internet. Gathered and published by the Internet Engineering Task Force, a consensus-building body made up of institutions and corporations involved with online communications, they are preceded by RFC and followed by a number. RFC archives can be found at InterNIC
Request for proposal
See spider or crawler.
A file place on your website directory tree which gives instructions to robots/spiders as to what content to access.
Return on Ad Spend
Return on investment = (Revenue – Cost)/ Cost, expressed as a percentage. A term describing the calculation of the financial return on a Internet marketing or advertising initiative that incurs some cost. Determining ROI and the actual ROI in Internet marketing and advertising has been much more accurate than television, radio, and traditional media.
Return on Keyword Investment
A device that determines the next network point to which a data packet should be forwarded enroute toward its destination. The router determines which way to send each data packet based on its current understanding of the state of the networks it is connected to. Routers create or maintain a table of the available routes and use this information to determine the best route for a given data packet.
This the term for new media that offers an enhanced experience relative to older, mainstream formats. It is not easily defined by its members because new formats are constantly being introduced and old formats become part of the mainstream (or disappear).Some popular formats commonly considered rich media include Macromedia Flash & Shockwave, along with various audio and video formats.
Rich Site Summary or Really Simple Syndication. RSS is an acronym for Rich Site Summary, an XML format for distributing news headlines on the Web, also known as syndication.
‘Run of network’ is an ad buying option in which ad placements may appear on any pages on sites within an ad network. Advertisers generally give up say over placement in return for low rates and broad reach.
This is an ad buying option in which ad placements may appear on any pages of the target site. In run of site advertising, advertisers usually trade the power to nominate a placement in return for low rates and broad reach.
Software As A Service. SAAS is a software application delivery model where the software vendor develops a web-native software application and hosts and operates (either independently or through a third-party) the application for use by its customers online.
The Apple web browser.
A testing (or virtual) environment which isolates untested code changes and outright experimentation from the production environment or repository, in the context of software development including web development and revision control, and by extension in web-based editing environments including wikis
Copying from a site, often facilitated by automated bots.
A digital recording of computer screen output, also known as a video screen capture, often containing audio narration
The name you use to represent yourself online.
A document sharing site which converts documents in various formats such as PDF, Word and Powerpoint, into web documents for viewing and sharing online.
Intrusive software and programs which usually target ads, violate privacy, and are often installed without the computer owner knowing what the software does.
An advertiser pays for the chance to have their ad display when a user searches for a given keyword. These are usually text ads, which are displayed above or to the right of the algorithmic (organic) search results. Most search ads are sold by the PPC model, where the advertiser pays only when the user clicks on the ad or text link.
A set of finite, ordered steps that search engines use to measure the relevance of indexed web pages in order to rank pages accordingly. Search engines like Google keep their algorithms private to prevent manipulation of algorithm results.
Many search engines store user search history information. This data can be used for better ad targeting or to make old information more findable.
In its simplest form, a search engine is a program that indexes documents, then attempts to match documents relevant to a user’s search requests. The term most commonly refers to Web search engines, although other types of search engines exist. Web search engines attempt to index a large portion of pages on the internet.
search engine spam
Pages created purposely for search engines to generate less relevant or inappropriate results.
SEM – search engine marketing
The process of building and marketing a site with the goal of improving its position in search engine results. SEM includes both search engine optimization (SEO) and pay per click advertising (PPC), as well as using all other areas and services offered by Search Engines.
Secure Electronic Transaction, a standard developed for the secure transmission of credit card information over the Web.
search engine optimization
Search engine optimization (SEO) is the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search. Different strategies are used for both on-page and off-page optimization, including emphasizing key topics related to the content.
search engine results page
After a user enters a search query, the page that is displayed, is call the results page. Sometimes it may be called SERPs, for “search engine results page.”
search engine rank
How well a particular web page or web site is listed in a search engine results. For example, a web page about hotels may be listed in response to a query for “hotels.” However, “rank” indicates where exactly it was listed — be it on the first page of results, the second page or perhaps the 200th page.
search engine spam
This is described as excessive manipulation to influence search engine rankings for pages that contain little or no relevant content. Spamming involves getting a site more exposure than it deserves for its keywords, leading to unsatisfactory search experiences. This should not be confused with optimization which involves getting a site the exposure it deserves on the most targeted keywords, leading to satisfactory search experiences.
search engine submission
This is the act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page. At its most basic, submitting to a search engine involves adding the URL of the site or page that will be under consideration. Policies for adding URLs vary among various search engines. Some search engines only ask for the main URL of a site, claiming that the rest of the site will be spidered; others require the submission of individual pages.
Biased search results based on a specific user’s media consumption and searching habits.
Text that is typed into a search engine to gain results leading to related content.
A search spy tool is a continually refreshing page that provides a real- time view of actual Web searches. They come in filtered and unfiltered varieties, where filtered services attempt to remove “objectionable” searches. Some spy services only offer one or the other, while some offer both options from which to choose.
Servers are the Backbone of the Internet, the computers that are linked by communication lines and “serve up” information in the form of text, graphics and multimedia to online computers that request data — that’s you. (When a server “goes down” it loses its online link and the information it holds can not be accessed.)
Files hosted on servers which display website traffic trends and sources
Search Engine Marketing/Search Engine Management
Search Engine Optimization is the ongoing process of making a site and its content highly relevant for both search engines and searchers. SEO includes technical tasks to make it easier for search engines to find and index a site for the appropriate keywords, as well as marketing-focused tasks to make a site more appealing to users. Successful search marketing helps a site gain top positioning for relevant words and phrases.
Writing and formatting copy in a way that will help make the documents appear relevant to a wide array of relevant search queries.
SEO Services are designed to get your website a top ranking in the results of search engines for any given keyword. WARNING: be wary of services who promise instant high rankings and which have no established authority in this field. Engaging shonky ones could do your websites a lot more harm than good!
SEO stop words
Extremely common words that most search engine bots ignore in order to save disk space or to hasten indexing.
Search Engine Positioning/Search Engine Promotion/Search Engine Placement
Search Engine Results
Search Engine Results Page. The page searchers see after they’ve entered their query into the search box. This page lists several Web pages related to the searcher’s query, sorted by relevance. Increasingly, search engines are returning blended search results, which include images, videos, and results from specialty databases on their SERPs.
Any combination of hardware or software designed to provide services to clients.
Search Engine Strategies
A series of transactions or hits made by a single user. If there has been no activity for a period of time, followed by the resumption of activity by the same user, a new session is considered started. Thirty minutes is the most common time period used to measure a session length.
Search Engine Usability
Software programs that are openly available, and usually they can be downloaded online. They are often free, though not always.
Shovelware is software that is inflated in value by “shoveling” in all kinds of information, usually free to anyone and generally worthless. The term is being expanded by usage to the web, where a lot of irrelevant information is shoveled onto many sites.
A plug-in that allows for multimedia movies to play through a browser.
Software used to make a site’s product catalogue available for online ordering, whereby visitors may select, view, add/delete, and purchase merchandise. Shopping carts are available as standalone software or as part of hosted storefronts.
Standard Industrial Classifications. Classifies establishments by the type of activity in which they are engaged.
signature file/sig file
A .sig file is small text file that can be automatically attached to the end of email messages. SIG files can include a combination of contact information and business promotion. They often include the sender’s name, job title, company name, contact details, website address and/or a link to a product sales page. Some forums will not allow any form of self-promotional signature but most these days do. They allow you to ‘give’ in your forum post, and ‘take’ in your .sig file
To have the text: “Writing Services” linked to my site, I would need to have the following in the signature file:
< a href=”http://www.kerryfinchwriting.com/” >Writing Services< /a >
The number of visits where only a single page is viewed used to detect various forms of “Click Fraud” and to calculate bounce rate.
singular value decomposition
The process of breaking down a large database to find the document vector (relevance) for various items by comparing them to other items and documents.
Techniques used to steal another web sites traffic, including the use of spyware or cybersquatting.
A page or structured group of pages which link to every user accessible page on a website, often improving site usability through clarifying a site’s data structure.
SLIP (Serial Line Internet Protocol)
SLIP refers to a method of Internet connection that enables computers to use phone lines and a modem to connect to the Internet without having to connect to a host.
Free application which allows users to chat with other users through text, audio and video options. Skype also offers paid plans for users to make phone calls through their Skype account.
An online ad significantly taller than the 120×240 vertical banner. Skyscraper ads are tall — very tall — with heights often ranging from 500 to 800 pixels (and widths often ranging from 120 to 160 pixels). Skyscraper ads can be called skyscraper banners, although some examples have modeled the look of a banner by using an ad button/text combination.
On some search results where Google thinks one result is far more relevant than other results (like navigational or brand related searches) they may list numerous deep links to that site at the top of the search results.
Page which can be used to help give search engines a secondary route to navigate through your site
Site search is the search functionality specific to one site. Great search results can help win long-time visitors but poor search results (e.g. “no records found”) risk losing visitors forever.
A reporting system that collates data on the number of site visitors, pages viewed, search terms used to find a website and approximate location of its visitors.
Social media marketing, the process of promoting a website or brand through social media
A term for traditional land and air mail services, which take days to deliver a message, versus seconds for delivery of email
A method that allows Internet users to organize, store, manage and search for links of web pages they want to remember or share. Social bookmarks are typically added immediately after an article or website content to facilitate link sharing.
Selling goods directly online through through social media channels
A category of sites that is based on user participation and user- generated content. They include social networking sites like LinkedIn, Facebook, or My Space, social bookmarking sites like Del.icio.us, social news sites like Digg or Simpy, and other sites that are centered on user interaction.
Marketers use Facebook Ads to great effect as the social networking site continues to grow beyond belief. Top social media marketing expert Jennifer Sheahan, from FBAdsLab.com is highly recommended to manage your social media campaigns.
social media monitoring
A process of monitoring and responding to mentions related to a business across multiple social media platforms.
Social Media Optimization (SMO)
Strategies used to generate publicity through social media, online communities and community websites.
social media sharing
Tools such as Sharethis.com and addthis.com which allow owners to share content on the Internet.
A social network service uses software to build online social networks for communities of people who share interests and activities or who are interested in exploring the interests and activities of others.
The psychological phenomenon when people are more likely to do something performed by others. In social media marketing, social proof occurs when a page, post, link or photo is “liked” by a multitude in Facebook or “retweeted” several times in Twitter. Social proof is increasingly being used in algorithms of search engines like Google.
A growing range of web-based software programs which allow users to interact and share data with other users.
An online identity used to hide a person’s real identity or to establish multiple user profiles.
British marketing term for people who socialize from home, electronically. Staying-in is the new going-out.
Social Media Optimization
Simple Mail Transfer Protocol, the most commonly used method to exchange email between servers.
A term for traditional land and air mail services, which take days to deliver a message, versus seconds for delivery of email.
The use of mailing lists to blanket usenets or private email boxes with indiscriminate advertising messages. Very bad netiquette. Even worse, it’s bad business. The future of marketing online is about customizing products and information for individual users. Anyone who tries to use old mass market techniques in the new media environment is bound to fail.
spam ad page
A page which contains scraped or machine generated text for content, often with very little value to users, intended to promote Adsense/ Advertisement links.
Also called ‘search engine spamming’, spamdexing efers to the practice of deceptively modifying web pages in order to increase their chances of ranking high in search results, or to influence the category assigned to them.
A person who uses spam.
A term used to describe search engines such as Yahoo and Alta Vista, because of the way they cruise all over the world wide web to find information. It is a software program which combs the web for new sites and updated information on old ones, like a spider looking for a fly.
An endless loop of automatically generated links which can “trap” a spider program, occasionally used for preventing automated scraping or e-mail address harvesting.
Splash pages are usually graphic-intensive pages that appear before the main home page. Some feature standard graphic format such as GIF and JPEG; others feature formats such as Flash; some splash pages automatically refresh to the home page upon completion; others require the visitors to click on an entrance button or text link.
A spam blog often bearing little, if any, value to users; containing machine generated or scraped content
Sponsorship advertising seeks to establish a deeper association between an advertiser and a publisher, and involves coordinated beyond-the-banner placements. Unique advertising opportunities may include several fixed ad placements, advertorials, co-branded content sections, or anything the advertiser and publisher can agree on.
Software programs which spy on web users, often used to collect consumer research and to behaviorally targeted ads.
A web page specifically designed to solicit email addresses from site visitors.
Topical lens site created by Seth Godin and used by internet marketers who create lenses that include their keywords as anchor text. Good to have inks from such high ranking sites.
A programming language that supports cheap recursion and defines input, output, and error token names (& values), semantic mechanisms and a pseudo-code program that defines the syntax of the input language by the token stream the program accepts.
standard match type
An option within Sponsored Search that specifies how search terms are matched to ads. Ads that use the standard match type are displayed for exact matches to your keywords, as well as for singular or plural variations and common misspellings.
A web page without dynamic content or variables such as session IDs in the URL, ideally used for SEO purposes due to its search engine friendly nature.
Content which does not change frequently. May also refer to content that does not have any social elements to it and does not use dynamic programming languages.
Advertisements rotate based on the entry of users into a screen. Regardless of the amount of time a user spends with a screen, advertisements will remain on the screen for the entire time and will not change.
Using the stem of a word to help satisfy search relevancy requirements.
The amount of time spent at a site over a given time period. Stickiness is usually measured as the average minutes per month visitors spend at a site, although it can be measured in terms of page views. When defined as minutes per month, site stickiness is a function of number of visits (repeat usage) and time spent per visit (session stickiness).
Common words (ex: a, to, and, is …) which add little relevancy to a search query, and are thus are removed from the search query prior to finding relevant search results.
Refers to content submitted or suggested to a search engine or directory. Several search engines and directories supply forms for users to complete to suggest or pay for content to be included. In most cases the actual submission should be optimized to include relevant keyword phrases to increase the chances of being found in a search.
The action a site visitor takes in order to receive email communications from a website. Involves the visitor revealing their email address at least, but sometimes name and other personal details.
A super affiliate is an affiliate who has proven to generate a significant percentage of an affiliate program’s activity. They might account for more results than hundreds or thousands of smaller affiliates combined. Partnering with a super affiliate allows affiliate managers to spend less time on administrative duties and more time on generating results. But the demand for super affiliates gives them more leverage than the average affiliate in the form of attractive commissions and conversion rates.
Pages with very low page rank, but which are still relevant to a search query, often appearing under Supplemental Result in Google
Documents which generally are trusted less and rank lower than documents in the main search index
Exploring World Wide Web.
Advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit. In a surround session, an advertiser has all or most of the ads on each page for a visitor’s entire site visit.
As the visitor moves from page to page, the same advertiser is represented in various ad placements. An advertiser only pays for sessions that reach a nominated number of page views, and does not pay for any extra views. The number of guaranteed page views per session is likely to vary, depending on what buyers are looking to purchase and what publishers are able to deliver.
A method of analysis which examines a company’s Strengths, Weaknesses, Opportunities and Threats. Often used as part of the development process for a marketing plan, or to feed the results of a marketing audit back into a revised plan.
The person responsible for the day-to-day operations of a computer system or network. In large corporations, this person can be the head of the IS (Information Systems) Department.
Non-hierarchical keywords or terms assigned to a piece of information (such as an Internet bookmark, digital image, or computer file). This kind of metadata helps describe an item and allows it to be found again by browsing or searching.
Online and Internet databases and early websites deployed them as a way for publishers to help users find content. In 2003, the social bookmarking website Delicious provided a way for its users to add “tags” to their bookmarks (as a way to help find them later); Delicious also provided browsable aggregated views of the bookmarks of all users featuring a particular tag.
Flickr allowed its users to add free-form tags to each of their pictures, constructing flexible and easy metadata that made the pictures highly searchable. The success of Flickr and the influence of the old Delicious popularized the concept, and other social software websites – such as YouTube, Technorati, and Last.fm – also implemented tagging. “Labels” in Gmail are similar to tags.
A visual depiction of user-generated tags, or the word content of a site, typically used to describe the content of websites.
sending emails to a specific group of individuals or audience likely to be interested in the message. Targeting in email marketing can yield a higher response rate and lower unsubscribe actions.
Banners or other promotions aimed, on the basis of demographic analysis, at one specific subsection of the market.
Classification system of controlled vocabulary used to organize topical subjects, usually hierarchical in nature
Transmission Control Protocol works with IP to ensure that packets travel safely on the Internet. This is the method by which most Internet activity takes place.
meme tracker which shows technology ideas that are currently spreading on popular technology blogs
a work arrangement in which employees enjoy limited flexibility in working location and hours
Internet service allowing a remote computer to log into a local one for projects such as script initialization or manipulation
A measure of how frequently a keyword appears amongst a collection of documents
Advertisement using text-based hyperlinks. Affiliate marketing is one area where text ads have flourished. While lacking some of the advantages of graphical ads, text-based ads have their own some powerful advantages – they download almost instantly and are not affected by ad blocking software.
A plain HTML link which does not involve graphic or special code such as flash or java script
text link ads
Advertisements which are formatted as text links
text link exchange
A text link exchange is a network where participating sites display text ads in exchange for credits which are converted into ads to be displayed on other sites. When not given freely, text links are usually exchanged in a reciprocal agreement between two sites.
Synonym directory search engines use to help increase return relevance.
A posted message and all the subsequent replies.
The amount of data transmitted through Internet connectors in response to a given request. Neat term. The more “throughput” you deliver to your customers, the better (if you’re charging enough).
time on page
Amount of time a user spends on one page before clicking off, often used as an indicator of quality and relevance
An element of a web page which appears in the top left of most browsers. It is also the part of a directory submission that represents the title of the website. Arguably one of the most important parts of SEO is ensuring an optimized title or unique titles across all pages of a website.
Many major search companies aim to gain marketshare by distributing search toolbars. Some of these toolbars have useful features such as pop-up blockers, spell checkers, and form autofill. They also help search engines track usage data.
toolbar page rank
A value between 0 and 10 assigned by the Google algorithm as a measure of page importance, often confused for Pagerank; unlike Pagerank, toolbar page rank is updated only a few times each year and is not a reliable indicator of a page’s current status.
topic-sensitive page rank
Method of compiling a page rank which instead of producing a single global score creates topic related PageRank scores.
The top ten search engine results for a particular search term.
List of web pages appearing on the first page of search results.
Information typically included in the URL that allows an advertiser to track the effectiveness of various aspects of an advertisement
A domain specifically created to measure traffic delivered to a website.
Automated notification that another website mentioned your site which is baked into most popular blogging software programs.
Generally measured by the amount of visitors to a website. Hitwise Search Marketing measures search generated traffic separately by recording referrals from known search engines and directories.
A trick banner is an ad that attempts to trick people into clicking, often by imitating an operating system message. They seek to disguise the fact that they are advertising devices. Usually no mention is made of the advertiser, just an imitation of an operating system or popular
application. A trick click-through is called a trick-through.
a method of differentiating between valuable pages and spam by quantifying link relationships from trusted human evaluated seed pages
a variation of a blog that favors short-form, mixed-media posts over the longer editorial posts frequently associated with blogging
An application which connects users of contacts across various social networks such as Twitter, Facebook, MySpace, and LinkedIn.
Social media platform or network which allows users to publish 140-character long messages. Users can “follow” one another as a way of subscribing to each other’s messages, or send a direct message to another Twitter user.
two-tier affiliate program
Affiliate program structure whereby affiliates earn commissions on their conversions as well as conversions of webmasters they refer to the program.
Text File (file.txt)
A high-speed (1.54 megabits/second) network connection.
An even higher speed (45 megabits/second) Internet connection.
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