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Ad
Impressions
The number
of times visitors see a banner ad.
Advertising Metrics
CTR, CPC, CPA, CPM, PPL PPC, PPS, site stickiness, click through, click through ratio, cost per action, hit, are all examples of this, all of which are explained here within.
AdSense
A way of displaying 'Google AdWords' on your site to generate a revenue share from Google everytime someone clicks the ad.
AdWords
Googe pay per placement adverts, which are not only displayed on google but on sites using AdSense.
Affiliate marketing
Online marketing method that involves revenue
sharing between online advertisers/merchants and online
publishers/salespeople. Commission is usually payed based on e.g. sales, clicks, registrations or a
combination of factors.
Algorithm
A complex mathematical formula used by search engines to assess the relevance and importance of websites and rank them accordingly in their search results. These algorithms are kept tightly under wraps as they are the key to the objectivity of search engines (i.e. the algorithm ensures relevant results, and relevant results bring more users, which in turn brings more advertising revenue).
Anchor text
Hyperlink, enbedded in continuous text.
AOL
America On Line - Internet service provider and search portal.
Article PR
The submitting of free reprint articles to many article submission sites and article distribution lists in order to increase your website's search engine ranking and Google PageRank. (In this sense, the "PR" stands for PageRank.) Like traditional public relations, article PR also conveys a sense of authority because your articles are widely published. And because you're proving
your expertise and freely dispensing knowledge, your readers will trust you and will be more likely to remain loyal to you. (In this sense, the "PR" stands for Public Relations.)
Article submission sites
Websites which act as repositories of free reprint articles. They are sites where authors can submit their articles free of charge, and where webmasters can find articles to use on their websites free of charge. Article submission sites generate revenue by selling advertising space on their websites.
ASP
Application Server Provider - a form of computer language based around html.
B
Back
link (backward link)
Incoming
link (from another site to yours). Search engines often use the amount
of backlinks as one factor to calculate a website's ranking.
Banner
A graphic used in web advertising, usual dimension: 468
pixels wide by 60 pixels tall.
Banner Exchange
A network in which participating sites barter
banner ads and display those for credits which are being converted into ads to be shown
on other sites.
Banner Rotation
Banner ads on a website change each
time the
site is visited or refreshed instead of always
displaying the
same ad. A site owner can with this way sell more ads.
Browser
Software
which reads hypertext and makes it possible to access the internet.
Well known browsers are Mozilla Firefox, Microsoft Internet
Explorer or Opera.
Button
Like a banner, an interactive online ad in the
form of a small graphic (normally 88 x 31 pixels).
C
Caching
Method of locally storing frequently used data for fast retrieval until the stored information is being refreshed.
Cloaking
Method
to display different pages of a web site in different situations. Often
search engines are being showed an optimized page but "real"
visitors see something completely different. Is classed as spamming.
Clickstream
Series of hyperlink clicks by a person while
surfing the internet.
Click-Through
The click on a hyperlink - such as a banner
ad - and thereby going to a new web page. Site owners, hosting
ads, are usually being paid based on the number of click-throughs (See adverts opposite).
CMS (Content
Management System)
Software used to manage and maintain the content of a website without having any programming skills.
CPC (Cost per Click)
This
is what the advertiser pays the person who is publishing his ads each
time a visitor clicks on the advertiser's banner ad (or button, or text
link).
CPM (Cost per
Mille/Thousand)
Cost per thousand impressions. This is what the advertisers pays for a website displaying his/her ads a thousand times.
CTR
(Click Through Ratio)
D
Demographics
Characteristics that define a special group of people, including
age, marital status, sex, education, income,...
Directory
A database of information grouped together (Dmoz, for example).
Domain Name
The unique name that identifies a web site, e.g. http://www.admain.co.uk.
DNS parking
DNS
parking (Domain Name Service) means buying a domain name and then
"park" it on a server until the holder is ready to use it. This is
done to prevent others from registrating the
domain first.
Doorway-Page
A
website created to get internet traffic from search engines. This
traffic is then being redirected to another page (classed as spam).
E
Earned
rate
The reduced rate which is being charged to
advertisers based on the frequency and volume of running ads.
E-zine
An electronic magazine. Most publishers of ezines are desperate for content and gladly publish well written, helpful articles and give you full credit as author, including a link to your website.
F
Ferret
A multiple domain name availability checking tool.
Flash
A technology used to create animated web pages (and page elements).
G
Gateway Pages
Hidden
pages that try to fool search engines into giving them good placment in
search results. These generally are added to the back of a web site
through a sitemap link or simply redirect through to the requested url.
Google
The search engine with
the greatest coverage of the World Wide Web, and which is responsible for most
search engine-referred traffic. Of approximately 11.5 billion pages on the
World Wide Web, it is estimated that Google has indexed around 8.8 billion.
This is one reason why it takes so long to increase your ranking!
Google PageRank
How Google scores a website's importance. It gives all sites a mark out of 10. By downloading the Google Toolbar, you can view the PR of any site you visit.
Google Toolbar
It becomes part of your browser toolbar. It's most useful features are it's PageRank display (which allows you to view the PR of any site you visit) and it's AutoFill function (when you're filling out an online form, you can click AutoFill, and it enters all the standard information automatically, including Name, Address, Zip code/Postcode, Phone Number, Email Address, Business
Name, Credit Card Number (password protected), etc.) Once you've downloaded and installed the toolbar, you may need to set up how you'd like it to look and work by clicking Options (setup is very easy). NOTE: Google does record some information (mostly regarding sites visited).
GTLD (Generic Top Level Domain)
Top
level domains which are not associated to a specific contry code and
open to registrants all over the world, e.g. *.net or *.org.
H
HTML
Hyper Text Markup Language; the coding language used to create
Hypertext documents, mainly to be published on the Internet. The main language of the Internet.
Hosting
Housing (or storing) a website on a server that is permanentely connected to the Internet.
Hypertext
Any text that "links" to other documents, pictures, files. Text
in a document that can be clicked on by a reader and this then takes him/her to the file, "connected" through this textlink.
I
Inbound
Link
A link from an external website that points to your web site.
IP
Address
An IP (Internet Protocol) Address is a
unique numeric code assigned to every computer on the Internet.
ISP (Internet Service Provider)
A company that provides
access to the Internet.
J
JPeg
A picture or graphic format.
K
Keyword
A word which your
customers search for and which you use frequently on your site in order to be
relevant to those searches. This use known as targeting a keyword. Most
websites actually target ‘keyword phrases’ because single keywords are too
generic and it is very difficult to rank highly for them.
Keyword
density
A measure
of the frequency of your keyword in relation to the total wordcount of the
page. So if your page has 200 words, and your keyword phrase appears 10 times,
its density is 5%.
Keyword
phrase
A phrase which your customers search for and which
you use frequently on your site in order to be relevant to those searches.
Keyword Marketing
Method to show Internet users an advertising message based on the keywords these are using for their search.
L
Landing page
The particular site a user gets to when clicking on an ad.
Link strategy
Method
of optimising
your sites ranking in search engines and to increase traffic through content related links.
M
Meta Ad
Also
referred to as "keyword ads". Meta ads enable an advertiser to target a
specific group through paying search engines for only showing their ad
when a specific term is being searched.
Meta tags
HTML tags that contain information about a website, and
unlike other HTML tags, meta tags do not have any influence on how the page is
being displayed in browsers.
N
Nominet
The internet registry for .uk domain names.
O
Overture
One of the leading pay-per-click providers worldwide (now known as Yahoo Search Marketing).
P
Pop-Under Ad
Pop-under ads are ads that open in a new window behind the current website.
Pop-Up
Ad
Pop-up ads are ads that open in a new window, overlaying the current website; a very unpopular way to advertise on the Internet.
Pop up blocker
Software to prevent pop ups and pop unders on your P.C.
PPC (Pay per click)
Online advertising method in which
payment is based exclusively on qualifying click-throughs to an advertisers site.
PR (Page Rank)
A
function of the search engine Google that measures and shows a sites
relevance or importance. Not only links are being evaluated, also the
content and the quality
R
Reciprocal links
A
mutual agreement
between two webmasters to exchange links (i.e. they both add a link to the
other’s website on their own website). Most search engines (certainly Google)
are sophisticated enough to detect reciprocal linking and they don’t view it
very favorably because it is clearly a manufactured method of generating links.
Websites with reciprocal links risk being penalized.
Robot
Automated software that follows all links on a website.
S
Sandbox
Many SEO experts believe that Google ‘sandboxes’
new websites. Whenever it detects a new website, it withholds its rightful
ranking for a period while it determines whether your site is a genuine,
credible, long term site. It does this to discourage the creation of SPAM
websites (sites which serve no useful purpose other than to boost the ranking
of some other site). Likewise, if Google detects a sudden increase (i.e. many
hundreds or thousands) in the number of links back to your site, it may sandbox
them for a period (or in fact penalize you by lowering your ranking or
blacklisting your site altogether).
SE(Search engine)
Search
engines (like Google, MSN or Yahoo) on the internet maintain and provide huge
databases of websites. Information is being collected with programmes,
often referred to like "spiders" or "robots" and this information is
then being indexed by the search engine which can be found by keyword searches.
SEO (Search engine optimisation)
The process of optimising a website to a search engines criteria.
SEO
includes different methods, like arranging a webpage's content,
updating the HTML code, customising the keywords, developing a proper
link strategy,...
Sitemap
A page on a web site that lists every page on the site (an SEO companies shortcut way of making sure every page gets indexed.
Skyscraper Ad
A vertically placed image, usually about 120x600
pixels. More common than normal horizontal ads.
Spam
Generally refers to unwanted and not requested
emails sent en-masse to private email addresses. Also used to refer to websites
which appear high in search results without having any useful content. The
creators of these sites set them up simply to cash in on their high ranking by
selling advertising space, links to other sites, or by linking to other sites
of their own and thereby increasing the ranking of those sites. The search
engines are becoming increasingly sophisticated, and already have very
efficient ways to detect SPAM websites and penalize them..
Spamming
An
unethical ay of getting more people through to a web site, whether by
email or 'spamming' search engines (using techniques against Search
Engine guidelines).
Spider
Software
programme that crawls the
Web (therefore also known as Crawler or Metacrawler), searching and indexing websites, forming a
database which can easily be searched by a search engine.
Sticky
Sticky
is an Internet term describing a long period of time a visitor spent on a certain webpage, likely because
of well structured, interesting and good content.
Subdomain
A
subdomain is part of a domain, usually used to divide a domain into
different sections. E.g., in mail.google.com "mail" is the name of the
subdomain.
T
Teckies
The strange people that build web sites, maintain databases etc.
U
URL
Uniform Resource
Locator, the unique address of documents and other resources on the Internet - like e.g. http://www.admain.co.uk.
User-Tracking
Web
site statistics or analytics, so it is possible to see how many people
have visited the site, where they came from, how they found the site
and where in the site they went to.
V
Viral
Marketing
A marketing strategy on the basic of word-of-mouth; often spread through ads and slogans from free e-mail providers.
W
Web
mail
E-mail
client, accessable through a browser (like e.g. Hotmail). The e-mails
are stored online rather than on your pc when you are using a POP
e-mail account.
Web space
Online storage space for your website and its content.
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