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Internet Marketing Definitions
Before taking part in any Internet Marketing initiative it is necessary to understand the concepts related to the Internet Marketing Industry. Marketing is Essential feels our success is your success therefore we want you to fully understand all aspects as they relate to your marketing initiatives.
Natural Search Definitions
Algorithm - A mathematical formula that a search engine uses to calculate the relevance of a web page to a search query, otherwise known as a keyword or keyword phrase. Search engines are constantly adjusting their algorithms to accommodate searcher behavior and techniques to ensure the purest results are displayed.
Back Link - (Inbound Link) is a link from one website to another.
Banned - When website pages disappear from a search engine's index for reasons typically related to "black hat" techniques essentially developed to trick or deceive the search engines and ultimately affect search results in your favor. Methods such as this are against the terms and conditions of the search engines and can result in the site being completely removed permanently from the database.
Cloaking - A method by which a web site will display a web page to a search engine for indexing while serving an entirely different page to human visitor for the purpose of manipulating search results. This practice can ultimately get your website banned.
Contextual Link Inventory - (CLI) is known as the content match of text link advertising that is based on the relevance of surrounding content. CLI is generally displayed on pages of websites, not search engines, where the content of the page is relevant to specific keyword phrase links within the page. Link inventory is used as an internet marketing initiative to assist with increasing traffic to a specific page that is relevant to those keyword phrases.
Directory - A search site whose index is categorized in a hierarchical manner for organizing website listings. These directory listings are typically maintained by human editors as sites are submitted. These category listings can often give value to websites link popularity.
Doorway page - Pages specifically created to spam a search engines by inserting results for particular phrases with the purpose of sending you to a different page. They are also known as bridge pages, portal pages, or entry pages. These pages are typically developed for the use of manipulating search engine results by misrepresenting a website's content. This technique is against the terms and conditions of the search engines and can result in the site being penalized if it is reported or discovered.
Link Popularity - The total number of websites that link back to your site. Most search engines include link popularity in their algorithms; therefore, increasing the number of quality sites that link to your site can help to improve your search engine traffic and search engine ranking.
Meta Tag - HTML tags used in the head section of an HTML document. The most well known Meta tags are the page's description and keyword tags.
Meta Description Tag - The Meta description tag contains a detailed description of a webpage's content. A search engine may or may not use this description within its search engine listings.
Meta Keywords Tag - The Meta keyword tag contains specific keywords related to the content of a webpage. This tag is not as popular as it once was but some search engines can still find it useful in determining the relevance of a webpage.
Meta Robots Tag - The Meta robots tag contains instructions for search engine spiders indicating whether a page should be indexed or links on the page should be followed. Most spiders ignore this Meta tag.
Natural Listing - A natural or organic listing are those search engine results shown by engines using their own proprietary algorithms to determine search engine positioning for websites. These listings are also referred to as "free results"
Reciprocal Link - An exchange of links where two websites agree to link to each other. Each link can be referred to as a backlink from that site.
Relevance - The extent to which a search engine can retrieve data appropriate to a user's needs.
ROBOTS.TXT - A special text file located in the root directory of a website's server. This file allows the website administrator to define what parts of the website may or may not be indexed.
Search Engine Index - A detailed listing of web pages arranged in order according to relevance based on cached content from website's analyzed by search engine spiders.
SERP - Search Engine Results Page
Search Engine Optimization - (SEO) The process of increasing the amount of visitors to a website by gaining higher placement in a search engine essentially creating more exposure for that websites content. Increased exposure increases the chances of additional web traffic. SEO should be part of any internet marketing initiative.
Spamming - A method that can manipulate the relevancy of web pages indexed by a search engine. Spamming is highly discouraged as it can impose a penalty or can even cause a site to be excluded from a search engines index.
Submission - Adding your website or URL to a search engine in an effort to be included in that engine's index or directory. It is always best to do a manual submission instead rather than using a link submission service or software. In some cases, a description of the site or page is submitted, along with other information.
Supplemental index - A secondary database containing pages that are considering less important, as determined by Google's algorithm.
Web Crawler - (Web Robot or Web Spider) - A program or automated script which browses the internet for WebPages. Crawlers can be used to retrieve specific types of information from these WebPages. This process can also be referred to as "spidering" or "crawling."
Paid Search Definitions
Click-Through-Rate - The number of clicks divided by the number of impressions received from a link to an advertisement displayed on a search engine or WebPages content.
Conversion - A transaction by which a website visitor takes a desired action which is measurable such as making a purchase, downloading a paper, or submitting a request for contact.
Conversion Rate - A percentage of unique visitors who take a desired action upon visiting a website.
Cost Per Acquisition - (CPA, Cost Per Sale, CPS) The cost associated with acquiring a new customer (sale) and is calculated by dividing the total cost by the total of new customers (sales).
Cost Per Thousand - (CPM) Refers to the cost per thousand impressions of an ad listing regardless of whether or not a visitor clicks on the particular ad being displayed. As it relates to internet marketing, this pricing model is typically used for banner and text link campaigns.
eCPM - Effective cost per impression measures the effectiveness of advertising inventory purchased on a CPM basis and estimates earnings for every 1000 impressions received.
Google's Exact Match - Denoted by [Keyword], a search result that precisely matches a user's search query (keyword).
Google's Phrase Match - Denoted by "Keyword", a match that allows a keyword phrase to be seen with other keywords in the same order every time.
Google's Broad Match - Denoted by Keyword, with broad match your keywords can appear with variations of that term which include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords.
Impression - The number of times a keyword was requested by actual searchers and the number of times the ad by this keyword was displayed. An impression is equivalent to one opportunity to see an ad.
Landing Page - A specific webpage that a visitor reaches after clicking a link or paid advertisement. A landing page can be used for tracking visitors and measuring the effectiveness of an internet marketing campaign.
Paid Listing - A search engine or directory listing for which the site's administrator has paid for inclusion.
Paid Placement - Paid placement, also referred to as pay for placement (PFP), is a marketing model where advertisers, pay to have their content included in an index. This model is typically keyword driven where the marketer bids on certain keywords or phrases to return a specified landing page.
Pay-Per-Click - (PPC or Cost-Per-Click, CPC) The amount an advertiser pays a search engine or ad network, each time a visitor clicks on an advertiser's link.
Return On Investment - (ROI) Return on investment is related to how much profit or cost savings is realized as a result of an internet marketing effort. The overall ROI determines how effective an internet marketing campaign has performed.
Benefits - Costs
Costs X 100 = Return on Investment
Shopping Search Engine - A search engine that is specific to e-commerce websites offering a variety of products and comparative information.
If you are still unsure how to take hold of your internet marketing initiatives contact us for SEO Consulting or Paid Search Consulting.