Glossary Glossary

This page is a glossary of all terms used by Advantate during a typical Search Engine Optimisation and PPC campaign. You will also find many other commonly used words, acronyms and terms used by the search industry.

Actual Cost per Click - The amount you actually pay for each click. Considering your click-through-rate and the performances of your competitor ads, you may get to pay less than you bid.

Ad Rank/Ad Positioning - The ad rank is the position of your search engine advertisement in a search engine results page. The ad rank is calculated by considering the bid (max. cost-per -click), the click- through-rate and ad text.

Algorithm - How search engines calculate positioning and ranking of web pages. Determined by relevance of the web page and with the particular search being made.

Average Cost Per Click - The average amount you pay when somebody clicks on one of your ads.

Average Position - Your ad’s positioning on a search engine result page throughout a period of time.

Bid - The maximum amount of money you are willing to pay for a click on your ad; the same as maximum cost-per-click (Max. CPC).

Body Text - The body text is the text on your web page that can be seen by people in their web browsers. It does not include HTML commands, comments, etc. The more visible text there is on a web page, the more a search engine can index. The calculations include spaces and punctuation marks.

Bold Text - The body text is the main text on your web page that can be seen by people in their web browsers. The bold body text uses a darker and heavier face than the regular type face. It appears between < b >< /b > or < strong >< /strong > tags in the HTML source of your web page.

Click Through Rate (CTR) - Click Through Rate or CTR is one of the measurments used to assess the success of an online advertising campaign. A CTR is calculated by dividing the number of users who clicked on an ad by the number of times the ad was delivered (impressions). For example, if your ad had 1000 page impressions and was clicked on 20 times, the CTR would be 2%.

Content Network - A group of websites that have agreed to display contextually-targeted advertising on their web pages in exchange for a commission on each click or a CPM. This is usually sponsored and coordinated by the major search engines like Google AdSense, Yahoo Search Marketing (YSM) and Microsoft MSN Ad Center.

Conversion Rate - The relationship between visitors to a website and actions considered to be a "conversion," such as a sale or request to receive more information. This conversion rate is often expressed as a percentage.

Cost Per Click (CPC) - Is the amount of money an advertiser pays search engines for a single click on its advertisement that brings one visitor to its website.

Cost Per Thousand (CPM) - The term refers to the cost of reaching one thousand advertising exposure opportunities in a market. "M" is the roman numeral for 1000.

Cost Per View/Cost Per Impression - A concept by which you pay not for the clicks on your ad but for the number of people who view your ad.

Daily Budget - The maximum amount of money you are willing to spend in one day for displaying your ad on a search engine.

Document Title - The document title is the text within the < title > & < /title > tags in the HTML code of your web page.

Domain Name - A series of alphanumeric strings separated by periods, such as, that identifies the address of the site.

First Sentence of Body Text - The first sentence of the body text is the first sentence after the < body > tag in the HTML code of your web page. Some search engines give more relevance to search terms when they appear in the first sentence. Some will use your first sentence as the description of your page on the search result page.

Geo-Targeting - Geographical targeting describes the distribution of your ad to internet users in different countries.

Global Link Popularity - The global link popularity measures how many web pages link to your site. The number of web pages linking to your site is not as important as the quality of the web pages that link to your site.

Home Page - The main page of your website - usually not recommended to make it your landing page, because it has less targeted content.

H1 - H6 Headline Text - H1, H2, H3, H4, H5 and H6 headline texts are the words written between the < H2 > & < /H2 >, < H3 > & < /H3 >, tags in the HTML code of a web page. Some search engines give extra relevance to search terms that appear in the headline tags.

IMG ALT Attribute - The < img alt > attribute defines an alternative text for an image when the user uses a text browser or when the user has turned off the display of images in the web browser application. The web browser displays the alternative text if the user puts the cursor over the image.

Implementation Report – The Implementation report lays out the recommendations that were accepted and which have been implemented on the website.

Inbound Links - Inbound links are links from other web sites to your site. If many other sites link to your site, then search engines consider your site to be important. However, the number of links is not as important as is the relevance of the linking page and the link text used in linking to your site.

Internal Links - Internal links are the links on a website that point to other pages within the same domain.

Keyword - A significant word or phrase used as a search term in a search engine to retrieve all the sites, pages and documents containing it.

Keyword Analysis Report – This report takes a close look at the keywords being currently used in a website and their overall analysis. Based on the analysis, the report suggests additions as well as omission of keywords which will further facilitate in getting a better ranking for website on major search engines – Google, NineMsn and Yahoo.

Meta Description - A hidden text that describes your site’s content, giving search engines an accurate summary filled with multiple keywords. Some search engines display the text to the user in the search results.

Meta Keywords - A brief and concise list of the most important themes of your page.

Meta Tag - An HTML tag invisible when the document is viewed, coded within the head tag to target search engines. Most common metatags are the description, title and keywords.

Monthly Progress Report - The Monthly progress report evaluates a website on a monthly basis to track the ranking performance of the website after SEO implementation.

Negative Keyword - A keyword that defines the term(s) you don’t want your ad to display for when people search using that particular keyword. For example, you may sell "pens" but your don't want your ad appearing when someone searches for "fountain pens" because you only sell ballpoint pens. Therefore the negative keyword will be "fountain".

Optimisation Strategy Document – The Optimisation Strategy Document makes recommendations from a Search Engine Optimisation perspective. The recommendations if followed will lead to successful optimisation of the website. The recommendations made are general as well as specific.

Organic (Natural) Results - The unpaid results which are displayed at the left of the Search engine’s results page when somebody makes a search.

Outbound Links - Outbound links are the texts within a site that links to a web page on a different domain.

Page Impression - A page impression is generated every time a search engine page displays your ad.

Pay Per Click (PPC) - A concept for online advertising where you pay a certain amount of money each time somebody clicks on your ad. Hence you are paying for each click placed on your ad.

Pay Per Lead - The amount of money you spend to generate an action from one visitor - the action doesn’t necessarily have to be a purchase, but a subscription to your newsletter, for example.

Pay Per Sale - The amount of money you need to pay to generate a sale through your website.

Relevancy - The accuracy of the match between the keyword typed in the search box by a user, and the results returned by the search engine.

Search Engine - A web-based program that allows users to search and retrieve specific information available on the Internet.

Search Engine Marketing (SEM) - The process of marketing a web site on search engines, including search engine optimisation, submitting your site to the search engines and directories for organic listings, pay per inclusion, pay per click, banner ads or any other marketing programs offered by search engines.

Search Engine Optimisation (SEO) - A process applied to a website to increase the number of visitors by gaining high organic results on the search engines.

TLD - TLD is an acronym for Top Level Domain and refers to the suffix attached to Internet domain names. Examples of TLD's include .com, .gov, .edu, .org. In addition, country code TLDs (e.g., .au .ca, .de, .fr) are often preferred in the country's local search results.

Spamdexing - Spamdexing, coined from spam and index, is the practice of including information in a Web page that causes search engines to index it in some way that produces results that satisfy the spamdexer but usually dissatisfy the search engine providers and users.

Trailing Slashes - The number of trailing slashes (/) in the URL indicates where a web page falls in a site's overall hierarchy. If the URL contains many trailing slashes, meaning it is placed in a sub-sub-directory, then the webmaster does not seem to think that the page is important in relation to the other pages.

URL - Abbreviation of Uniform Resource Locator. The URL is the specific global address of documents and files on the Internet. It cannot have spaces or certain other characters and uses forward slashes to denote different directories.

Unique Visitor - A unique visitor is a statistic describing a unit of traffic to a Web site, counting each visitor only once in the time frame of the report.

Website Age - Spam sites often come and go quickly. For this reason, search engines tend to trust a web site that has been around for a long time over one that is brand new. The age of the domain is seen as a sign of trustworthiness because it cannot be faked.

Web Traffic - Amount of data sent and received by visitors to a site. It is determined by the number of visitors and the number of pages they visit.

Website Audit Report - The Website Audit report gives an analysis of the domain under study with respect to its position on the search engines, link popularity, keyword usage and other essential aspects of a search engine friendly website.