GLOSSARY OF INTERNET MARKETING TERMS:
|Algorithm: A set of rules that a search engine uses to rank the listings contained within its index, in response to a particular query. No search engine reveals exactly how its own algorithm works, to protect itself from competitors and those who wish to spam the search engine.
Backlinks: All the links pointing at a particular web page. Also called inbound links.
Banner ads: An Internet advertising tool. Users click on the graphic to be taken to another Web site.
CPM: Cost Per Thousand System where an advertiser pays an agreed amount for the number of times their ad is seen by a consumer, regardless of the consumer's subsequent action. Heavily used in print, broadcasting and direct marketing, as well as with online banner ad sales.
DNS Domain Name System. The Domain Name System is the system that translates Internet domain names into IP numbers. A "DNS Server" is a server that performs this kind of translation.
|Link Popularity: Getting other websites to link to yours. Having
related links to your web site is one of the main ways the search engines
determine how your web site will rank within search results.
Listings: The information that appears on a search engine's results page in response to a search.
Marketing Mix: The mix of controllable marketing variables that a company uses to pursue the desired level of sales in the target market. The most common classification of these factors is the four-factor classification called the "Four Ps"-price, product, promotion, and place (or distribution).
Meta Tags: Information placed in a web page not intended for users to see but instead which typically passes information to search engine crawlers, browser software and some other applications.
Meta Description Tag: Allows page authors to say how they would like their pages described when listed by search engines. Not all search engines use the tag.
Meta Keywords Tag: Allows page authors to add text to a page to help with the search engine ranking process. Not all search engines use the tag.
Netiquette: Short for network etiquette, The code of conduct regarding acceptable online behavior.
Organic Search results: The typical search results returned by search engines that are based purely on the contents of the pages and page popularity. Organic search results are not categorized directory results, or pay-per-click advertising results, even if they are based on keywords. Organic search results strive to return results based entirely on relevance to particular keywords.
Paid Inclusion: Advertising program where pages are guaranteed to be included in a search engine's index in exchange for payment, though no guarantee of ranking well is typically given.
Paid Listings: Listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs.
PDF: Portable Document Format. A file format designed to enable printing and viewing of documents with all their formatting (typefaces, images, layout, etc.) appearing the same regardless of what operating system is used, so a PDF document should look the same on Windows, Macintosh, linux, OS/2, etc.
PNG: Portable Network Graphics. PNG is a graphics format specifically designed for use on the World Wide Web. PNG enable compression of images without any loss of quality, including high-resolution images.
Portal: Usually used as a marketing term to described a Web site that is or is intended to be the first place people see when using the Web. Typically a portal site has a catalog of web sites, a search engine, or both. A portal site may also offer email and other service to entice people to use that site as their main "point of entry" to the Web.
Rank: How well a particular web page or web site is listed in a search engine results.
Reciprocal Link: A link exchange between two sites.
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."
Robots: See crawling.
ROI: Return On Investment. Refers to the percentage of profit or revenue generated from a specific activity.
Search Engine: Any service generally designed to allow users to search the web or a specialized database of information. Web search engines generally have paid listings and organic listings.
Search Engine Marketing: SEM The act of marketing a web site via search engines, whether this be improving rank in organic listings, purchasing paid listings or a combination of these and other search engine-related activities.
Search Engine Optimization: SEO The act of altering a web site so that it does well in the organic, crawler-based listings of search engines.
Search Terms: The words (or word) a searcher enters into a search engine's search box. Also used to refer to the terms a search engine marketer hopes a particular page will be found for. Also called keywords, query terms or query.
Server: A computer, or a software package, that provides a specific kind of service to client software running on other computers.
Spam (or Spamming) Sending the same message to a large number of people who didnít ask for it.
Spider: See Crawler.
Submission: The act of submitting a URL for inclusion into a search engine's index. Unless done through paid inclusion, submission generally does not guarantee listing.
SSL: Secure Socket Layer.
The standard security technology for creating an encrypted link between
a web server and a browser. This link ensures that all data passed
between the web server and browser remains private and secure. You
should see the "https://" at the beginning of the URL, as well
as seeing the padlock icon the bottom of the screen.