Glossary of Terms


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Glossary of Terms

Search Engine Marketing, Oct 1 2002

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Auto bidding: A bidding process in which participants enter the highest amount they would pay for a keyword. The price actually paid is automatically set to the lowest needed to maintain the position of the ad without going over the cap set by the bidder. (See fixed bidding.)

Click-through rate (CTR): The number of impressions at a Web page divided by the number of times a link there is clicked.

Cloaking: Sending to a search engine a version of a Web page different from what Web surfers see. Used to increase the page�s chances in search rankings. Considered spam.

Cost per click (CPC): Paying for sponsored links or paid inclusion links according to each time a user clicks on a link.

Distribution: Search engines, directories and pay-for-placement providers enter deals with portals and other Web sites to distribute their search results to those sites. Also sometimes called syndication.

Fixed bidding: A bidding process in which participants enter the exact amount they would pay for a keyword, which is the price they are charged if their paid link appears on a page and is clicked on. (See auto bidding.)

Keyword: Word or phrase (sometimes called a keyword phrase in that case) a Web searcher uses to find pages when doing a Web search. Web sites emphasize important keywords in their copy and meta keyword tags. They also bid on them to have their banners and paid links appear at a search site�s results page.

Keyword density: Formula used to determine whether keywords are being overused on a Web page. The formula is the total number of words in all keyword mentions divided by the total number of words on a page. Keywords should fall into 2% to 8% density.

Landing page: The page a Web user reaches when clicking on the link on a search site�s results page.

Paid inclusion: Paying to be included in a search engine or directory index. Does not improve search rankings but guarantees inclusion of pages a spider might have missed and �respidering� of pages periodically. Also called pay for inclusion (PFI).

Paid placement: Paying for a link to be included on a search results page, usually at the top or right of the regular search results and set off by being labeled �sponsored links� or the like. Also called PFP�pay for placement, pay for performance, pay for position or pay for prominence.

Search engine optimization (SEO): Umbrella term for techniques used to improve a Web page�s results in a search. Areas of importance include page titles, page copy, links pointing to a site, meta tags, proper submission of pages to search engines and spam techniques that search engines frown upon.

Search engine results page (SERP): The page that lists the results of a search.

Spam: Techniques such as cloaking, mirroring and doorway pages (also called gateway, bridge, entry or portal pages) to trick the search engine into giving the Web page a higher ranking. Search engines will often penalize or de-list a site using spam. Also called spamdexing and spoofing.

Spider: Software program used by search engines to crawl the Web, storing URLs and indexing the keywords and text of pages. Also called a crawler or robot.

XML Feed: A simplified version of HTML that allows data (including product databases) to be sent to search engines in the format they request.

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