301: Redirect – Message that the URL has moved permanently.
404: Not Found - The server has not found anything matching the Request-URI. No indication is given of whether the condition is temporary or permanent
A
A/B Testing: Randomly showing a visitor one version of a page – (A) version or (B) version – and statistically tracking the changes in behavior based on the version they saw. A/B tests are usually applied to clicked-on ad copy, landing pages, and designs to determine which version drives the more desired result
Acquisition Strategy: Attempt to lead customers to a site, answer questions and close a sale
Ad: PPC Ads-usually in text format, with a Title, Description and Display URL Ads can appear anywhere on a search results page-they usually appear at the top – above the natural or organic listings – and on the right side of the page, also known as Right Rail
Affiliate Marketing: Revenue sharing that allows merchants to duplicate sales efforts by having other web sites used as a type of outside sales
AJ: Ask Jeeves- search engine
Algorithm: A set of rules that a search engine uses to rank listings in response to a query and determine a website's relevancy
ALT Text: Alternative text or alt attribute. HTML tag that provides images with a text description The ALT tag is also important for the web access of the visually impaired
Anchor Text: Words used to link to a page, they also help search engines determine a web page’s relevance
AOL: America Online- search engine
Arbitrage: A practice involving the buying and reselling of web traffic
ATW: AlltheWeb-search engine
AV: AltaVista-search engine
B
B2B: Business to Business
B2C: Business to Consumer
Backlinks: The links pointing to web page, inbound links
Baseline: Time-lagged calculations to make comparisons of past performance to current performance
Behavioral Targeting: Targeting and serving ads to groups of people with similar locations, ages, genders and online action
Bid: Maximum amount of money that is paid pay each time a searcher clicks on an ad. Bid prices vary for keyword popularity and competition
Blacklists: A list of Web sites that is considered dangerous.
Blogs: Frequently updated online journal-diary, web blog
Brand/Branding: Company name, logo, slogan and a design scheme. Brand is often developed to represent implicit values, ideas and even personality of the company
Branding Strategy: A strategy to develop a strong brand reputation to increase brand recognition.
Bucket: A grouping for related concepts, keywords, behaviors and audience characteristics associated with your company's product or service.
Buying Funnel: Multi-step process of a consumer’s path to purchase a product, Buying Cycle, Buyer Decision Cycle and Sales Cycle
C
Campaign Integration: Planning and executing a search campaign with other marketing initiatives, online and/or offline.
CGM: Consumer Generated Media-Posts made by consumers to support or oppose products, web sites, or companies.
COA: Cost of Acquisition
Competitive Analysis: Assessment and analysis of of competing web sites, including traffic keyword selection, linking and more
Content Network: Include Google and Yahoo! Contextual Search networks that serve paid search ads triggered by keywords related to the page content, Contextual Networks
Contextual Advertising: Advertising that is automatically placed on a web page based on the page’s keywords or phrases.
Conversion Action: Desired action you want a visitor to take on your site: purchase, newsletter signup, lead generation, and view/read.
Conversion Rate: The number of visitors who act after clicking through on your ad, divided by the total number of click-throughs to your site for that ad.
CMS: Content Management System
CPA: Cost Per Acquisition or Cost Per Action-total cost of an ad campaign divided by the number of conversions
CPC: Cost Per Click-total cost for each click-through received when an ad is clicked on
Crawler: Program that search engines use to seek out information on the web, bot and spider
CSS: Cascading Style Sheets
CTR: Click Through Rate-number of clicks that an ad gets, divided by the total number of times that ad is displayed
Custom Feed: Used on shopping engines that allow XML feeds
D
Dayparting: Ability to specify different times of day or week for ad displays
Deep Linking: Linking that directs and links to a specific web page from search terms and PPC ads
Description Tag: Information in the description META tag. The information in the tag is the description displayed immediately after the main link on many search engine result pages.
Directory Search: Directory of web sites contained in an engine that are categorized into topics,, search directory
Display URL: The web page URL that you see in a PPC text ad
DMOZ: Directory MOZilla-a directory
Domain: A specific web site address
E
Ecommerce: Web site for commercial transactions on the internet where goods, information or services are bought and sold.
Entry Page: Pages of a web site that a user enters your web site, Landing Page
Eye Tracking: Studies that track the eye movements of web page readers to understand reading and click-through patterns
F
FFA: Free For All-a links page
Feeds: A document that is a shortened or updated created for syndication, Ad feeds are in Extensible Markup Language (XML) or Rich Site Summary (RSS) format
G
GAP: Google Advertising Professionals
Geo-Targeting: Geographic location of the searcher
GOOGLE: Google-search engine
GUI: Graphical User Interface
H
HB: HotBot-search engine
Head Terms: Keyword search terms that are short and popular: eg. phone.
Hit: The request or retrieval of any item located within a web page
HCI: Human Computer Interaction
I
IBL: Inbound Link
Impression: One view or display of an ad
Index: A search engine’s “index” refers to the amount of web pages and documents found by a search engines crawler on the web.
Indexability: The potential of a web site or its contents to be crawled or “indexed” by a search engine, crawlability and spiderability.
INK: Inktomi-search engine
J
K
KDA: Keyword Density Analyzer
KEI: Keyword Effectiveness Index
Keyword:A specific word or combination of words that a user might search for, Keyword Phrase.
Keyword Density: The number of times a keyword or keyword phrase is used in the body of a page.
Keyword Phrase: Two or more keywords relating to a specific topic
Keyword Stemming: Common misspellings and expanded keyword variations; building additional keywords by adding a prefix or suffix, or using pluralization
Keyword Stuffing: Adding too many keyword terms into the HTML or tags of a web page
Keyword Tag:The META keywords tag within a web page. This tag is meant to hold approximately 8 – 10 keywords or keyword phrases, separated by commas
KPI: Key Performance Indicators. Metrics to quantify objectives that reflect the strategic performance of your online marketing campaigns
L
Landing Page / Destination Page: Web page where a searcher arrives after clicking on an ad, the landing page actions determine an advertiser’s conversion rate success
Lead Generation: Web sites that generate leads for products or services offered by another website or company
Link Farming : Attempt to increase link popularity on a web site
Link Popularity : Total number of links from other websites that point to your web page or site. Internal link popularity is the number of links or page sin a web site that link to a specific URL. External link popularity is the number of inbound links from external web sites that point to a specific URL
Linkbait: Content on the website that people will notice and link to, link bait
Long Tail: Keyword phrases with 2-3+ words, long tail keywords are highly specific. They bring in lower traffic but are more specific so they usually have good conversion ratios, long-tailed keywords
LS: LookSmart-PPC Directory
M
Metrics: Measures that quantify particular characteristics: traffic, conversions, keyword rank, bounce rate, visits . . .
Minimum Bid: The least amount that can be bid for a keyword or keyword phrase and still be active for the search ad.
MSN: Microsoft Network-search engine
Multivariate Testing : Test that varies one or two campaign elements to determine the best performing elements and combinations. Used to learn what parts of a landing page or ad produce higher conversions and are the most cost effective.
N
Naked Links Visible link in the content of a webpage that directs to a web site
Negative Keywords: Filtered keywords that are used to o prevent ad serves, in order to avoid irrelevant click-through charges, excluded keywords
NoFollow: Attribute on links that tell the search engines not to count the link. NoFollows can be added to any link with the code: “rel="nofollow"
O
OBL: Outbound Link
ODP: Open Directory Project-a directory
OOP: Over Optimization Penalty
P
PFI: Pay For Inclusion
PFP: Pay For Performance or Pay For Placement
PPC: Pay Per Click
PPCSE: Pay Per Click Search Engines
PPR: Pay Per Rank
PPV: Pay Per Visitor
PR: Google PageRank™
Q
R
REP: Robots Exclusion Protocol
ROAD: Return On Advertising Dollar
ROAS: Return On Advertising Spend
ROI: Return On Investment
RSS: Rich Site Summary
S
SE: Search Engine
SEM: Search Engine Marketer, Search Engine Marketer, Search Engine Marketing
SEMPO: Search Engine Marketing Professional Organization
SEO: Search Engine Optimization or Search Engine Optimizer
SEP: Search Engine Placement, Search Engine Positioning, Search Engine Promotion
SERPs: Search Engine Results Pages
SEs: Search Engines
SES: Search Engine Strategies
SEU: Search Engine Usability
SMM: Social Media Marketing
SMO: Social Media Optimization
T
U
V
W
X
Y
Y!: Yahoo!- directory
Z