Resources > Glossary
View Internet GlossaryACV (All Commodity Volume)
This is the basis for measuring retailer distribution, which takes into account
the relative importance of each operator. For example, if Brand x has distribution
in only one store and that store does 3 percent of market sales, then Brand
X is said to have 3 percent ACV distribution.
Cause Related Marketing
When a for-profit company and a non-profit organization partner to support
a cause.
Custom Publications
Heavily informative form of promotion, (magazine format) tailored to the
buyer's primary concerns. A combination of direct marketing, public relations,
and advertising that develops, enhances brands, provides information, increases
traffic to Web sites, and enhances a company's image.
Layered Media
A blend of traditional and non-traditional media to reach audience.
Linear Marketing
All communication tools are pressed into action in a coordinated, logical
manner. Integrate individual sales approaches and messages into one consistent
message and a focused effort.
One-to-One Marketing
Change focus from finding as many new customers as possible to extracting
the maximum value from each customer.
Positioning
What we do to the mind of the prospect, not what we do your product. Positioning
evaluates the entire organization, its strengths, weaknesses, and projects
the competition's possible reactions to your activities.
Permission Marketing
Change the focus from finding as many prospects as possible to converting
the largest number of prospects into customers. The marketer then leverages
the permission on an ongoing basis.
Sales and Marketing
Marketing is research based which helps to develop sales strategies, but
sales provides feedback to marketing on the relevance of the strategy.
Spatial Marketing
All elements start at once in different areas. Activities in PR, direct mail,
Web are done independent of each other. One gigantic bang!
TLA's
Three Letter Acronyms
Viral Marketing
Campaigns in which customers help publicize the product by sharing the marketing
message with friens.
Internet Terms
ALT Tags
The inclusion of an ALT tag is particularly important for images used as
navigational buttons. If these images do not contain ALT tags, web users
might be unable to navigate your site! Adding alt tags will provide an
alternative text description of your images for disabled users or users
with images turned off. Additionally, ALT Tags may increase your rankings
on important web crawling search engines.
Blog (Weblog)
Web based journal powered by a self-publishing tool that enables the author(s)
to regularly and easily update the content. The log consists of commentary
along with links to other blogs or online resources. Blog posts are always
presented in reverse chronological order. Each entry is date-stamped.
Blog- RSS
Rich Site Summary is a code that underlies a blog, this includes a headline,
a short summary and the URL of the page. It is a way og organizing and
publishing content on a Web page.
Cloaking
In terms of search engine optimization, cloaking is often referred to as
a spamming technique. Cloaking uses specific software programs to send
search engine spiders to alternative pages that are not seen by the end
user. These pages are designed to mislead the spiders and return results
based on these alternative pages rather than the pages actually seen by
the public. Some SEO Companies implement this practice as a way to obtain
rankings. The practice of cloaking is considered by many to be a deceptive
or spamming technique. Spamming is a serious offense in the eyes of the
search engines and will likely result in the permanent banning of the site
in question.
Conversion
The percentage of visitors who complete a desired action. Different sites
have different objectives, so conversion comes in many forms, from registering
for a newsletter to completing a purchase. Each action you ask your web
site visitors to take consists of a process, or scenario, composed of many
steps. And at each step, visitors decide to either continue the process
or abandon it.
Description Tag
The Description tag is comparable to the summary found on the back of a book,
providing a brief guide to the content of your website.
Doorway/Gateway/Bridge Pages
Doorway, gateway or bridge pages are low quality pages used to help increase
rankings on specific key terms. These pages are often engine specific and
are created by inserting the key terms in specific positions within the
HTML code and text. These pages often contain repetitive key terms listed
over and over, invisible text and other barred practices. Through the use
of these practices a poor user experience is created.
Typically, a gateway page does not contain meta tags and it contains very little textual content. It mainly contains a series of inks to your doorway pages and the other pages on your web site.
The reason for creating a gateway page is that some engines seem to give a boost to pages which the spider finds on it's own rather than pages that are submitted directly to the search engines by hand. Consequently, the gateway page is submitted to the search engines instead of submitting all of your pages individually. The spider theoretically crawls the gateway page and follows the links to each page on your site. The spider, being so happy that it found this content all on it's own, it may give your pages a little bit of a boost in the search engine's ranking. With or without the boost, it's function has been served, your pages will ge crawled.
Dynamic HTML
Dynamic HTML is simply HTML that can change even after a page has been loaded
into a browser. A paragraph could turn blue when the mouse moves over it,
or a header could slide across the screen. Anything that can be done in
HTML can be redone after the page loads.
Hidden Text
Hidden text provides a way for pages to be filled with enormous amounts of
key term text. This easily detectable spamming technique is considered
by some to be appealing to the search engine spiders. When discovered,
hidden text can cause major problems including penalties or even banning.
Internet Marketing
Internet marketing will mean different things to different people depending
on their situation. Internet marketing is a conduit that enables customers
to interact with your business from any computer connected to the web.
In terms of search engine optimization, Internet marketing involves any
and all steps taken to increase the rankings and positions of your site
for returned queries. The reach of Internet marketing, also known as site
promotion, web site promotion and search engine marketing provides ample
opportunities for companies to increase their market share.
Keyword Bidding (Pay-for-Performance)
Advertiser only pays when someone becomes a sales link by clicking on its
link.
Keyword Marketing
Keyword marketing is simply finding a way to put your message in front of
the people who are searching on the Internet using particular keywords
and keyword phrases. Keyword marketing is an important element of search
engine optimization. Without proper keyword marketing, a great deal of
the effectiveness of a marketing strategy can be lost.
Keyword Submission
Keyword submission is most notably associated with pay-per-click search engine
optimization services. Keyword submission provides immediate short-term
results. With a pay-per-click agreement, the advertiser will only pay for
qualifying clicks to the site based on a per-click rate. Keyword submission
does not require any changes to be made to an existing site.
Keywords Tag
The Keywords are similar to the index of a book, allowing anyone to clearly
see if the website contains the information they are seeking.
Meta Tags
Meta tags are the descriptive terms used within the HTML code of a web page
that provides a summary of the page’s content for a search engine spider.
In the early days of the Internet, web masters often stuffed their Meta
tags with popular keywords unrelated to their sites in order to gain traffic.
The practice of abusing Meta tags in order to gain traffic on keywords
unrelated to your site is considered Spam. Most search engines no longer
use Meta tags in their ranking algorithms because of the past abuses of
web masters. Often however, Meta tags may be used by search engines to
display information about a web page in the search results pages.
Microsites
Microsites are smaller then the average website, usually comprising between
5 and 25 pages. They are linked to a parent website and are specifically
designed to explain, market or publicize a specific product, service or
event. Corporate Microsites are always initiated by the user by clicking
on a link. Their content is made clear through the use of banner graphics
or other explicit links on the main website home page. This makes essential
content immediately accessible to visitors as they enter the site. Corporate
Microsites can also be accessed through links on search engines, E-newsletters,
or internet ads.
Named Anchors
Named Anchors are what you use when you click on a link and jump to another
section of the page.
Optimization Services
Optimization services consist of any services that a search engine optimization
company offers designed to improve the positioning of a site with one or
more of the search engines. Optimization services provide a platform from
which potential clients may be introduced to a new site. Optimization services
encompass a variety of services and techniques including site redesign,
optimization of meta and alt tags and more. The term optimization services
is also referred to as: Site Optimization, Internet Promotion and Search
Engine Placement Service
Organic SEO
Copy is written to simultaneously serve visitors and search engine spiders.
Paid Inclusion
Paid inclusion refers to a fee based listing that occurs with several of
the major search engines and directories including Yahoo, LookSmart, Teoma,
Ask Jeeves, Alta Vista, Lycos, Inktomi and FAST. The fees for paid inclusion
range from a "per URL" cost for each page to a one-time fee for
a directory listing. In addition to paying for inclusion within their listings,
the engines and directories are instituting additional opportunities for
companies to receive better placement within listing results. By paying
an even higher sum of money to these engines and directories, you can increase
the position of your site among the rankings. These listings are typically
served at the top of a results page giving companies the opportunity to
be in a premium spot above the rest of the "basic" paid listings.
The benefits of this type of paid inclusion include faster listing times,
more access to your listing when changes needed to be made as well as better
overall reporting on those who click through to your site. Remember, paid
inclusion in no way means that your site receives any sort of ranking privileges
within the engine. Those sites that purchase paid inclusion get just that,
a listing within the database of site results and optimization is still
needed to create an effective listing, so don't be fooled.
PPC- Pay-Per-Click
The pay-per-click system works on the premise of paying for a fixed position
through a bidding system within the engine. The cost of maintaining this
fixed position can range from mere pennies per click to well over $10.00
depending on the amount of competition for that specific keyword. The more
competitive the market and keywords, the more you will pay to have that
user visit your site. Pay-per-click campaigns are typically short-term
solutions. Funds can be eaten up quickly, and when you run out of funds,
your paid placement is over. Unlike traditional search engine optimization,
the longevity of a pay-per-click campaign is only as long as you can fund
it. Pay-per-click also carries the risk of click fraud. Click fraud is
the simple act of a competitor clicking away on your listing, running up
your costs without return.
Promotional Domains
Promotional domains exist as alternative domains that are often times located
on the SEO provider's own server. These promotional domains are secondary
domains, but are integrated with the main domain so the spiders visit them.
Promotional domains are often built if the primary domain has had past
problems with the engines, or does not wish to risk future problems. One
of the major drawbacks relating to promotional domains is the fact that
these promotional domains will not brand your primary domain, which is
one of the main goals of a good search engine optimization program.
Pull Technology
Allows users to proactively seek information.
Push Technology
Delivers information to users, usually at regular intervals and without the
user actively seeking the information.
SEO
SEO is the abbreviation often used to describe search engine optimization.
SEO is also often referred to as SEO optimization. An abbreviation for
the term search engine optimization firms; used to describe firms who provide
search engine optimization services. SEO firms are also referred to as
a search engine optimization firm, an Internet marketing consultant or
as SEO professionals.
SEO Optimization
SEO optimization is often used to describe the work done by SEO companies.
This work often consists of in-depth analysis of a site in addition to
redesign and/or suggestions to improve the site. Many companies use SEO
optimization as a way to help drive targeted traffic to their site. Search
engine optimization, SEO and search engine placement are other phrases
often substituted for SEO optimization.
SERP
Search engine results pages.
Search Engine Marketing
Search engine marketing ventures are endeavors taken to help increase the
rankings and visibility of a site. The scope of search engine marketing
is vast in its applications and implementations. Also known as web site
marketing, Internet marketing and web site promotion; search engine marketing
can help create a solid Internet foundation on which a business can build.
Search Engine Optimization
The process of choosing targeted and relevant keywords and keyword phrases
related to a site and driving traffic to that site based upon those keywords
and keyword phrases is known as search engine optimization. Search engine
optimization methods provide a conduit through which businesses and potential
clients are able to become aware of each other. Search engine optimization
involves making the pages of a site more easily accessible to search engines
spiders and emphasizing the key topics relating to a specific site. Search
engine optimization is also often referred to as SEO, search engine positioning
and search engine promotion.
Search Engine Optimization Strategy
A search engine optimization strategy is an approach or methodology used
to help increase the rankings of a specific site. A search engine optimization
strategy should be specific and individualized to a site depending on the
needs of the site. Often referred to as site promotion or web site optimization,
a search engine optimization strategy provides a sturdy platform from which
to start the optimization process.
Search Engine Placement
Like search engine optimization and search engine positioning, search engine
placement is a term that is used to describe the process used by SEO firms
to obtain rankings for their clients. Search engine placement also refers
to the position of a site within a search engine of directory query. Search
engine placement is often synonymous with search engine positioning and
search engine optimization.
Search Engine Placement Services
Search engine placement services are those methods implemented by SEO companies
to help clients achieve rankings on one or more of the search engines.
These search engine placement services are designed to help guide search
engine users to sites relevant to their searching criteria. Search Engine
Placement Service is also referred to as Internet promotion, search engine
optimization services, web site promotion and web site marketing.
Search Engine Positioning
Search engine positioning is the process by which rankings are achieved through
either search engine optimization, pay-per-click or a number of other methods.
Search engine positioning also refers to the ordering process that search
engines and directories use to produce relevant results to queries. Search
engine positioning is also known as search engine optimization, search
engine promotion, and SEO optimization.
Search Engine Promotion
Search Engine Promotion Search engine promotion is a term that can be used
to describe the different techniques that are often employed by SEO companies
to help sites achieve high rankings. Search engine promotion provides a
cost-effective manner for sites to reach potential clientele. Search engine
promotion is often equated with search engine positioning, search engine
placement and search engine optimization.
Search Engine Ranking Report
A search engine ranking report is a documented report of the rankings of
your top keywords in the major search engines. This search engine ranking
report will give you a way to track the progress of your search engine
optimization campaign and provide you with valuable information about future
steps that may need to be taken. Most SEO companies will be able to provide
you with some type of search engine ranking report. These reports will
be updated at a variety of intervals depending on your SEO firm. A search
engine ranking report is updated monthly, weekly or even daily depending
on the SEO firm you choose.
Search Engine Registration
Search engine registration is the process by which search engines and directories
alike are informed that a new site or page needs to be indexed. Search
engine registration is also known as search engine submission, web site
submission, url submission and keyword submission.
Submissions
Submissions to search engines are a key part of search engine optimization.
Submissions are done when you, your web master, or your SEO firm submit
your site to a search engine in order to be included in the index or directory.
The submission process should be done carefully and by someone who is very
familiar with the current rules of each search engine. Stay away from automated
submissions as they often cause more harm than good to an SEO campaign.
Title Tag
Title tag is very similar to the title of a book, it gives a visitor the
first hint as to the theme of the website. The Title tag is used by pretty
much every search engine that uses spiders to crawl your website. That
list includes Google, AOL, Yahoo, AlltheWeb, AltaVista, ExactSeek.com and
more. The Title tag is pretty much the most effective Meta Tag and is used
for conveying the theme of your Webpage to the search engines. Not only
is the structure and content of the Title tag used by the search engines
when calculating your webpage’s relevance, but it is also displayed in
most search engine results pages (SERP). It therefore needs to be carefully
constructed in such a way that it influences your websites position in
the SERP, but is also attractive enough to encourage a surfer to click
on your link.
Web Site Marketing
Web site marketing encompasses everything that is done in the attempt to
promote a site. As it pertains to search engine optimization, web site
marketing includes any measures taken to help increase the positioning
and ranking of a site within search engines or directories. Web site marketing
is also often referred to as web site optimization and Internet marketing.
Web Site Optimization
Web site optimization services include the many different techniques used
by search engine optimization companies to help clients achieve rankings
on the different search engines. Web site optimization is used as a way
to introduce potential business to a site. The strategies used to implement
web site optimization will vary from one SEO firm to the next and can include
both accepted and unaccepted optimization strategies.
Web Site Submission
Web site submission is the act of supplying a search engine or directory
with a URL in an attempt to make the search engine or directory aware of
a site or page. Web site submissions are a search engine optimization technique
that can help guide search engines and directories to more quickly find
and index important pages within a site.
