glossary

Bounce Rate
Used in web site traffic analysis to represent the percentage of visitors who only visit one page on a site before leaving the site.
Blog/Web Log
A Web diary that is self-published, managed or maintained on a daily or weekly basis. Blogs can be used to create brand awareness and improve organic search visibility.
Click-through Rate (CTR)
The percentage of users who click on a link out of the total number of times the link or text ad is displayed. Used to measure the success of an online advertising campaign.
Conversion
When an internet user completes a marketer’s preferred action. Commonly a purchase, download, signup, etc.
Conversion Funnel
A series of steps that direct a user through the process to complete the preferred conversion action.
Conversion Rate
The percentage of unique visitors who take the preferred conversion action. Commonly used to represent the success of a campaign.
Cost-per-Click (CPC)
Refers to the cost an advertiser pays search engines and sites displaying their ads every time a user clicks on the ad.
Cost-per-Thousand (CPM)
The cost an advertiser pays to have their ad displayed per thousand impressions.
Crawler/Spider/Robot
A search engines computer program that browses the web, logs content and organizes the information for future reference.
Doorway/Landing/Gateway/Bridge/Jump Pages
The page specifically designed for a visitor to land on when they click on an advertisement.
Inbound/Back Link
Incoming links to a website. A controlling factor in organic search engine ranking.
Key Performance Indicator (KPI)
Defines and measures progress towards company goals, especially towards difficult to quantify knowledge-based goals.
Keyword Density
The percentage of times a keyword or phrase appears on a page compared to the total number of words on the page.
Link Popularity
Measures the popularity of a website by the quantity and quality of links that it has throughout its site. A controlling factor in organic search engine ranking.
Meta Tags
HTML elements, usually not visible to the viewer, that provide information about a web page. Commonly used for search engine optimization.
Mobile Search
Internet search performed on a mobile device, such as the iPhone or a PDA.
Online Public Relations
Maintaining an online public image. Commonly includes blogs and social networking sites.
Paid Search (PPC)
The paid side of Search Engine Marketing. Internet advertising model used on websites. Advertisers can either pay a fixed price or bid on keyword phrases relevant to their target market.
Search Engine
Using a Web crawler or spider, searches and compiles information from the World Wide Web into results pages for the user.
Search Engine Marketing (SEM)
Online marketing for websites with the purpose of increasing relevancy to search engines.
Search Engine Optimization (SEO)
The “organic” side of Search Engine Marketing. Improving search results by clearly defining the site’s information for the spider to index therefore increasing site traffic.
White Hat
Methods producing long-term results in Search Engine Optimization. Some tactics include: blogging, relevant backlinks, press release submission, and directory listing.