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Advertising Metrics
Click-through, click-through rate (CTR), conversion rate, cost-per-click
(CPC), cost-per-action (CPA), CPM, customer acquisition costs, hit, hybrid
model, impressions, page view, pay per click (PPC), pay per lead (PPL), pay per
sale (PPS), site stickiness.
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AJ
Ask Jeeves
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ALT Text/Attribute
Text attached to an image to allow search engine spiders to extract
textual information from an image. Achieved by using the ALT attribute of the
tag.
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Anchor text
Text specified for a hyperlink e.g. anchor text for SEO Glossary is 'SEO
Glossary'. It is very extremely important what anchor text appears in links
pointing to your web site e.g. if your web site is about cake recipes the anchor
text 'Delicious Cake Recipes' will help your rankings more than the anchor text
'Donkeys like Carrots'.
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AOL
America Online
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Application Service Provider
Provider of applications/services that are distributed through a
network to many customers in exchange for a stream of smaller payments as
opposed to one fixed, upfront price.
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ASP
Application Service Provider
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AV
AltaVista
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B2B
Business to Business
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B2C
Business to Consumer
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Banner Blindness
The tendency of web visitors to ignore banner ads, even when the banner
ads contain information visitors are actively looking for.
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Beyond the Banner
Online advertising not involving standard GIF and JPEG banner ads.
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Button Ad
A graphical advertising unit, smaller than a banner ad.
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Click-Through
The process of clicking through an online advertisement to the
advertiser's destination.
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Click-Through Rate (CTR)
The average number of click-throughs per hundred ad impressions,
expressed as a percentage.
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Cloaking
An unethical SEO practice. It involves a different version of a web page
being presented to each search engine spider. Each different version of the web
page is optimized for the search engine spider it is presented to (i.e.
exploiting its weaknesses). For example the Yahoo spider will be presented with
a web page optimized for the Yahoo spider. You can be penalized heavily by the
search engines for doing it, so don't do it.
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Conversion Rate
The percentage of visitors who take a desired action.
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CPA
Cost Per Action
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Cost-Per-Action (CPA)
Online advertising payment model in which payment is based solely on
qualifying actions such as sales or registrations.
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CPC
Cost Per Click
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Cost Per Click (CPC)
The cost or cost-equivalent paid per click-through.
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CPM
Cost per thousand impressions.
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CPS
Cost Per Sale
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CTR
Click-Through Rate
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Customer Acquisition Cost
The cost associated with acquiring a new customer.
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Description Tag
An HTML tag used by Web page authors to provide a description for search
engine listings.
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Doorway Page
A page made specifically to rank well in search engines for particular
keywords, serving as an entry point through which visitors pass to the main
content.
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FFA
Free-For-All Link List
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Frequency Cap
Restriction on the amount of times a specific visitor is shown a
particular advertisement.
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Gateway Page:
An unethical SEO practice. A web page optimized for certain keyphrase/s
with the specific purpose of leading you to another page i.e. they offer nothing
of value in themselves. Can be penalised by the search engines for this
practice, so don't do it.
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Guerilla Marketing
Unconventional marketing intended to get maximum results from minimal
resources.
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HB
HotBot
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Hit
Request of a file from a Web server.
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House Ad
Self-promotional ad a company runs on their own site/network to use
unsold inventory.
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HTML Banner
A banner ad using HTML elements, often including interactive forms,
instead of (or in addition to) standard graphical elements.
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IM
Instant Messaging
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Impression
A single instance of an online advertisement being displayed.
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Inbound Links
Links to your web site from outside web sites (i.e. a web sites under a
different domain name). The more of these the better, obviously for traffic
reasons, but also because the help build link popularity.
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INK
Inktomi
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Interactive Agency
An agency offering a mix of Web design/development, Internet
advertising/marketing, or E-Business/E-Commerce consulting.
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Interstitials
Interstitials are a form of interruption marketing. One of the most
common interstitials is the pop-up.
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Keyphrase
A group of keywords. For example: two keywords 'internet’ and
'marketing' grouped together make up the keyphrase 'internet marketing'.
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Keyword
A word used in a performing a search.
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Keyword Analysis
The process of analyzing a subject area or web site with the goal of
identifying keywords that best describe the subject area/web site.
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Keyword Density
Keywords as a percentage of indexable text words. For example, if a
keyword is used 5 times in page with 100 indexable text words, the page has a
keyword density of 5%. Generally, keyword density should be high enough that a
keyword is recognized as a main topic of a page and not an incidental,
unimportant word. At the same time, keyword density should not be too high, as
some search engines may penalize a page for keyword stuffing.
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Keyword Spamming
The process of stuffing a web page with keywords not related to the theme
of the web site or in a high amount as an attempt to influence/trick the search
engines. Keywords can be stuffed into many areas of a web page e.g. TITLE tag,
META tags, ALT text, TITLE text
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Keywords Tag
META tag used to help define the primary keywords of a Web page.
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Keyword Optimization
The overall name given to the process of performing keyword analysis and
incorporating the discovered keywords/keyphrases into the web site.
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Link Checker
Tool used to check for broken hyperlinks.
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Link Popularity
A measure of the quantity and quality of sites that link to your site.
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Link Text
The text contained in (and sometimes near) a hyperlink.
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LS
LookSmart
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Manual Submission
Adding a URL to the search engines individually by hand.
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Meta Search Engine
A search engine that displays results from multiple search engines.
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Meta Tag Generator
Tool that will output META tags based on input page information.
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Meta Tags
META tags are special tags included at the top of a HTML page. Their
purpose is to provide extra information about the web page i.e. metadata. The
most influential tags for search engine ranking are the Keywords tag and the
Description tag. For more information read my article META tags explained and
how to use them for ranking.
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Mouse Trapping
The use of browser tricks in an effort to keep a visitor captive at a
site, often by disabling the "Back" button or generated repeated pop-up windows.
MSN
Microsoft Network
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Natural Links
Links pointing to a web site created because someone found the web site
useful and decided to link to it i.e. linked to it naturally.
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Netiquette
Short for network etiquette, the code of conduct regarding acceptable
online behavior.
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Network Effect
The phenomenon whereby a service becomes more valuable as more people use
it, thereby encouraging ever-increasing numbers of adopters.
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Opt-in-Email
Email that is explicitly requested by the recipient.
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Opt-Out
(1) type of program that assumes inclusion unless stated otherwise. (2)
to remove oneself from an opt-out program.
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Outbound Link
A link to a site outside of your site.
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Page Rank
An antiquated ranking system created by Google which is given far more
hype and attention than it deserves. If you install the Google toolbar in your
browser you can view the Page Rank of any web page you visit by viewing the Page
Rank meter. It measures the 'popularity' of a web site in the eyes on Google. It
is based on a 'democratic voting' mechanism whereby web sites linking to a site
cast a 'vote' for the site i.e. add to the PageRank meter. The more PageRank the
linking site has, the more PageRank the linked-to site receives. It is true that
is does influence web site ranking i.e. the higher your PageRank the better
ranking you will have, but there are other factors that affect ranking to a
higher degree e.g. optimized anchor text, theme of the linking site.
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Page View
Request to load a single HTML page.
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Pagejacking
Theft of a page from the original site and publication of a copy (or
near-copy) at another site.
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PFI
Pay For Inclusion
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PFP
Pay For Performance
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PPC
Pay Per Click
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Pay-Per-Click (PPC)
Online advertising payment model in which payment is based solely on
qualifying click-throughs.
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PPCSE
Pay Per Click Search Engine
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Pay-Per-Click Search Engine (PPCSE)
Search engine where results are ranked according to the bid amount and
advertisers are charged only when a searcher clicks on the search listing.
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PPL
Pay Per Lead
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Pay-Per-Lead (PPL)
Online advertising payment model in which payment is based solely based
on qualifying leads.
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Pay-Per-Sale (PPS)
Online advertising payment model in which payment is based solely based
on qualifying sales.
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Permission Marketing
Marketing centered around getting customer's consent to receive
information from a company.
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Pop Up Ad
An ad that displays in a new browser window.
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Pop-under Ad
An ad that displays in a new browser window behind the current browser
window.
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Pop-up Ad
An ad that displays in a new browser window.
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PV
Page View
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Rectangle Ad
Any one of the large, rectangular banner sizes suggested by the IAB.
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Rich Media
New media that offers an enhanced experience relative to older,
mainstream formats.
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Robot
Another name for spider.
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Robots.txt
A special text file placed at the root of a web site's structure. It
contains rules that a search engine spider must obey when indexing a web site.
You can specify what pages to index or what search engine spiders are allowed to
index the web site e.g. you can specify that Google's spider is allowed but not
Yahoo's spider. Useful to stop a web site from being indexed by accident if it
is still under construction of if you want certain areas of the web site to be
hidden from the spider.
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Reciprocal Links
Links between two sites, often based on an agreement by the site owners
to exchange links.
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RON
Run Of Network
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Run of Network (RON)
Ad buying option in which ad placements may appear on any pages on sites
within an ad network.
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ROS
Run Of Site
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Run of Site (ROS)
Ad buying option in which ad placements may appear on any pages of the
target site.
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SEO
Search Engine Optimization
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SEP
Search Engine Positioning
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SERPS
Ancronym for Search Engine Result Pages
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Site Map
A special page on a web site that contains a tree-like representation of
the link structure of the site. It allows a search engine spider to index all
the most important pages of the site with ease because it can access them all
from one page. A link to the site map should be clearly accessible / indexable
from the home page at least.
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Skyscraper Ad
An online ad significantly taller than the 120x240 vertical banner.
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Spider
A spider is a special piece of software that is sent out by a search
engine to index a web site's pages for inclusion in a search engine's database
of information. Spiders work by parsing the HTML on a site, extracting relevant
information and following any links that are contained on the page to continue
the parsing process. It is important that your web site is indexable by a spider
otherwise it may not visit some pages. A common method used to ensure that it
indexes all the most important web pages is to include a site map on your site.
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Stickiness
The amount of time spent at a site over a given time period.
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Surround Session
Advertising sequence in which a visitor receives ads from one advertiser
throughout an entire site visit.
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Text Ad
Advertisement using text-based hyperlinks.
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TITLE Tag
The TITLE tag is used to specify what text appears at the top of a
browser window when visiting a web page. It also appears as the link text when
your web site appears in search engine results. It can influence rankings a
great deal so spend time ensuring that the right text is in it (i.e. include
keywords/keyphrases relevant to the web page). For more information read my
title tag optimization article.
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TITLE Text/Attribute:
Text that be attached to any HTML tag and appears when the mouse is
positioned over the relevant tag content. It can influence search engine ranking
if used correctly. It works on a similar principle to the ALT Text/Attribute.
Example:
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UV
Unique Visitor
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Unique Visitors
Individuals who have visited a Web site (or network) at least once in a
during a fixed time frame.
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Viral Marketing
Marketing phenomenon that facilitates and encourages people to pass along
a marketing message.
WWW
World Wide Web
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Y!
Yahoo!
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Above internet marketing terms were provided by
Marketingterms.com
Other Resources:
May you be graced with spiders soon!
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