Search Marketing Glossary A - B
Bob
Rankin say’s "I’ve always disliked industry jargon /
techno-babble or whatever you want to call it. Here are some
common ones used through-out the Search Marketing Industry. If
at all possible I try to avoid them by speaking plain English. I
want our client’s to understand we are here to help make their
site a success not to baffle them with jargon”. I have seen far
too many people's eyes glaze-over at meetings to make the same
mistake myself!
A - B
C
- D
E
- I
J - L
M - Q
R - S
T
- Z
Affiliate
A related site often linked to your own, to form a "partnership"
in the broadest sense.
Affiliate Linking
The provision of reciprocal links between affiliates.
Algorithms
Are sets of rules that a search engine use to rank the listings
contained within its index, in response to a particular query.
No search engine reveals exactly how its own algorithm works, to
protect itself from competitors and those who wish to spam the
search engine
Acquisition
The point of acquiring a client, i.e. where a site fulfils its
role. Usually a sale, but sometimes a subscription or similar
will count.
Automated Spider Engines
Engines which deploy an automated programme to visit and
retrieve data from your site
Bid Capping
A technique for setting a limit of the maximum bid for use by a
bid-listing monitoring service, such as that offered by ISM
Associates.
Bidding Engine
Search engines that operate a bid-listing model, such as
Overture of Espotting.
Bid Jamming
Bid jamming [PPC Tactics]
is when you strategically bid one penny below a chosen
competitor requiring them to pay the highest possible
cost-per-click (CPC) value to maintain a particular position.
Bid Listing
The use of PPC models by search engines in a dynamic, real time
auction for search listings. As the auction is never-ending and
real time, your listings will change as the bidding level
changes. Bids drop of as budgets run dry, or are cancelled, and
new bids are added. This makes monitoring and changing of bids
essential.
Bid-Listing Monitoring
The act of monitoring activity in bid engines in order to keep a
bid listing campaign as competitive as possible.
Bid Shadowing
Bid shadowing is when you maintain a PPC bid position above or
below a specified competitor's bid.
This tactic is to single-out particular competitors by shadowing
their bid—your bid will move up or down based on the movement of
competitor. Competitor moves up, you move up. Competitor moves
down, you move down.
Bid Surfing
Bid surfing [PPC Tactics]
is when you strategically choose bid positions based on
specified bid and position "gaps." In general, this automated
approach looks for gaps of 20 pence/cents or more within the Top
5 search positions.
ISM
Associates supports the work of
