AdWord
Google's advertising platform offering both cost-per-click and cost-per-impression pricing for advertisements served on Google.com and partner sites.
Affiliate Marketing
A method of revenue enhancement that allows merchants to increase sales efforts by enlisting other web sites as a sales force through commissions based on sales or referrals.
Analytics
The science of analysis. In terms of the Internet, it refers to highly detailed "Client-side Tracking."
Backlink
A link that points at a particular web page. Also referred to as an inbound link.
Banner Advertising
A banner ad, or web banner, is a form of online advertising that embeds an advertisement, usually a rectangular image, into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser.
Brandcasting
The distribution of engaging or informational content that embraces a unified brand message. The purpose is to improve search rankings, generate inbound links, enhance online branding, and drive traffic.
Buzz Monitoring Services
Also known as publicity monitoring services, these companies will email clients regarding specific news topics or a client's status within an industry. Yahoo! and Google Alerts offer a variation of this service for free.
Click Through
When a user clicks on any kind of link that then directs them to another Internet destination such as an advertiser's website or an order page.
Click Through Rate
The number of clicks on an ad divided by the total number ad displays or impressions. An ad that has 1000 impressions and 10 click-throughs has a CTR of 1%.
Client Side Tracking
The process of tracking the traffic on every page of a Website. In it's most detailed form it may also be referred to as analytics where a great amount of detail is known about the path, both origin and destination, of site visitors.
Cost Per Click
The amount search engines advertising sites charge for every click that sends a visitor to the advertiser's web site.
Cost Per Thousand
Cost per mille is latin for cost per thousand and has roots in traditional advertising. It is typically used in reference to displaying an advertisement. An ad that appears on a web page 2,000 times and costs $20 would have a CPM of $10.
Directory Search
Also known as a "Search Directory," it differs from a search engine in that it relies on human intervention to augment its organization of information. The best known of these is the Yahoo! Directory.
Entry Page
Not to be confused with a "Home Page", refers to any page where a visitor first lands, usually after clicking on an ad. Also known as a "Landing Page."
Feeds
Also known as a "Web Feed," "News Feed," or "Syndicated Feed," usually as a subscription service where data is frequently updated and delivered to a specific web page or via email.
Geo Targeting
A method for determining the physical location of a visitor and delivering content based on that visitor's location, such as country, zip code, IP address, or other indentifiable criteria.
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Hit
A request or call for an item within a Web page. For example, landing on a Web page may call eight separate images yielding eight hits plus one hit for the page itself for a total of nine hits. Not to be confused with a "Visitor."
Keyword
A specific word, or combination of words called a "Keyword Phrase", that may be typed as a search query in a search engine. These words also serve as the criterea for determining the advertising that is displayed on search engines.
Landing Page
See "Entry Page."
Natural Search Results
See "Search Engine Rankings."
News Feed
See "Feeds."
Organic Search Results
See "Search Engine Rankings."
Pay Per Click
An Internet advertising model used on websites, most commonly on search engines, where advertisers pay only when a visitor clicks on an advertising link that then sends the visitor to an advertiser's website.
Search Directory
See "Directory Search" in the Glossary of Web Marketing.
Search Engine Marketing
A term used to cover a wide range of activities involved in marketing a website. Strategies and methods may vary but the primary goal is, usually, to improve the site's position in search engine results.
Search Engine Optimization
The process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Usually, the earlier a site is presented in the search results, or the higher it "ranks," the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.
Search Engine Rankings
The order in which the free listings on search engine results pages are displayed. The formulas for how these rankings are determined are continually evolving and are never entirely divulged by the search engine companies.
Social Bookmarking Site
A site where users save links to web pages that they want to remember or distribute to other users. These kinds of sites offer a number of features to encourage community building around shared interests and have grown in sophistication.
Social Networking Service
A website that focuses on building online communities of people who share interests and activities, or who are interested in exploring the interests and activities of others. Most social network services provide a variety of ways for users to interact, such as e-mail and instant messaging services.
Syndicated Feed
See "Feeds."
Visitor
A single person visiting a Website. Visitors in agregate are referred to as "Traffic." A visitor should not to be confused with a "Hit."
Web 2.0
A general term that describes the Web's evolution toward greater interactive capabilities that can augment communications, information sharing, collaboration and the general functionality of new technologies. However, the term does not refer to any specific development in Internet capability.
Web Feed
See "Feeds."
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