Search Marketing Glossary C - D
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
Cascading Style Sheets (CSS)
Is a style sheet coding language used to instruct browsers on
the layout presentation (which fonts to use, how links should
behave etc.) of a web page written in a markup language, such as
HTML and XHTML. Regretfully even now some browsers treat CSS in
different ways.
Click
Term used to describe when a user selects a link or search
engine listing by pressing the mouse button while holding the
pointer over the link
Click through
User action that requires clicking on a link in a search engine
results page to visit an indexed site. Also refers to clicking
on a Web page, banner ad, or email message link.
Click-through Rate
The percentage of those clicking on a link out of the total
number who see the link. Also called CTR
Client-Side
A client is a software program, such as a web browser, that runs
on a user's local computer and connects to a server as
necessary. Operations may be performed client-side because they
require access to information or functionality that is available
on the client but not on the server, because the user needs to
observe them or provide input, or because the server lacks the
processing power to perform the operations in a timely manner
for all of the clients it serves.
Cloaking
Is the hiding of page content, involves providing one page for a
search engine or directory and a different page for other user
agents at the same URL. Legitimate method for stopping page
thieves from stealing optimized pages, but considered unethical
by some search engines resulting in penalties and really not
Best Practice. See IP Delivery
Competition Busting
Some Pay-Per-Click advertisers simply set a high max bid so that they can maintain position without constantly updating their bids i.e. creating a bid gap. However they usually only pay £0.01 above the max bid below. Competitor Buster is our method for forcing your competitors to pay their max bid, compelling them to bid sensibly, or pay through their nose.
Content Management System
In computing, a content management system (CMS) is a system used
to organize and facilitate collaborative creation of documents
and other content in a database. A CMS is frequently a web
application used for managing websites and web content, though
in many cases, content management systems require special client
software for editing and constructing articles.
CPA
Cost per Acquisition is a search marketing ROI model in which
return is based solely on qualifying actions such as sales or
registrations as measured against the marketing costs associated
with reaching that sale or registration.
CPM
Cost Per Impression is a phrase often used in online advertising
and marketing related to web traffic. It is used for measuring
the worth and cost of a specific e-marketing campaign. This
technique is applied with web banners, text links, e-mail spam,
and opt-in e-mail advertising. (Although opt-in e-mail
advertising is more commonly charged on a CPA basis.)
The Cost Per Impression is often measure using the CPM (Cost Per
Mille) metric. (A CPM is the cost of one thousand (1,000)
impressions.)
CPM is considered the optimal form of selling online advertising
from the publisher's point of view. A publisher gets paid for
each ad that is shown.
Creatives
In marketing the use of the word "creatives" while talking about
banner advertising for instance, we are talking about the
banners themselves. For any banner campaign other than the
smallest, briefest kind, having multiple creatives is a
necessity. For a banner campaign of 200,000 total impressions,
at least 3-6 banners should be on hand. A good ratio for this
would be: at least 1 banner creative for every 50,000 - 75,000
page impressions. In this way, we can track all of the banners,
and we can rotate out the ones whose performance begins to slip.
(Those banners can often be used again in a new campaign, with
often good results.)
Data gathering
The process of building profiles of customers by collecting data
by their activity. Knowing your customers better will allow you
to provide better products and customer service.
Database Presence
The inclusion of database driven content within a site. See CMS
Directory Search
A search made by clicking through directory categories without
use of keywords or phrases
Domain
All devices connected to the internet are referenced by their IP
address. To make using the internet easier, most will have IP
addresses have names associated with them - for instance .com. a
domain can have any number of sub-domains prefixed before it, to
create a complete domain name
Domain Mapping
The server administration required to 'point' a domain at a
specific location or "IP Address"
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