Search Marketing Glossary E - I
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
E-Commerce
The processes of selling online, via a website
Editorial Search Engine
Engines that rank sites using human editors and not by reading
meta tags
Emergency Alerts
To signal that an event that is being monitored has occured, for
instance, by email or SMS.
Featured Site
The term used by many portals, and other search properties, that
incorporate some element of bid-listing results in their normal
search results.
Flash
Macromedia Flash Technology
Gap Surfing
Many people think of PPC bid management as something that keeps
you at a certain rank while under a specified bidding maximum.
Those that use Gap Surfing software controlled that is have
realised that it can keep them at the most cost-effective rank
within a specified range of ranks. Gap Surfing software scans
the specified range of ranks and calculates the gaps between
them. Once the largest gap is determined, Gap Surfing will place
your keyword at the bottom of the largest gap giving you the
highest rank available for the minimum increase in cost per
click. Bid Jamming
Generic Keywords
General terms relating to subject matter, e.g. marketing
(generic) search engine optimisation (specific)
Google PageRank
Google's own system for ranking web pages
Hit
An often miss-used word that refers to any file download from a
website, including one hit for the HTML page, and one for each
embedded file such as graphics, Flash movies, WAV files etc.
Consequently, one page view can generate several hits. Often,
the word hit is miss-used where the phrase "visitor session"
would be more appropriate.
HTML Coding
HyperText Markup Language is a coding Language used to make
HyperText documents for use on the Web.
IP Address
A four-byte numeral (bytes have a value between 0 and 255),
which represents an exact address of an internet location, eg.
255.0.192.47. There are almost 4,300 million unique IP
addresses, however this is currently not enough for global use,
and often users share IP addresses through a proxy server.
IP Delivery (Cloaking)
A technique whereby false content is presented to search engine
spiders in an attempt to gain ranking points. Search engine
spiders are recognised by their IP Address.
IT
Information Technology
ISM
Associates supports the work of
