Glossary [A–C]   [D–J]   [K–M]   [O–R]   [S–Z]

A mathematical formula that a search engine uses to rank the listings in its index when a particular keyword is queried. Search engines do not release how their algorithms specifically work to protect themselves from competitors and spammers.
Alt Tag:
An image tag attribute that allows web page authors to provide information about the image’s content. The alt tag’s text is shown prior to the image loading on the web page and when a user holds the mouse over the image.
Active Server Pages (ASP):
HTML pages that contain scripts processed on a server before the user sees the page. This allows the page to be dynamically created.
Automated Submitting:
Using automated software to submit web pages to search engines. This practice is not recommended by most search engines. Some search engines have taken steps to block this practice, requiring users to manually key in a single-use code displayed within a graphic when submitting pages.
When a search engine removes a website from its index for practices considered to interfere with the quality and relevance of search results.
Benchmark Report:
Measures where a website ranks in search engines results for particular keywords. This provides a baseline for ongoing tracking of search engine rankings.
Cascading Style Sheets (CSS):
A style sheet language that allows multiple web pages to reference a single document for control of formatting for appearance attributes such as fonts and colors.
Click Fraud:
Posing as a legitimate pay-per-click website visitor with the intent to cost the advertiser money or generate revenue for the agencies with which the advertiser has contracted.
Click-Through Rate (CTR):
The number of people who click on a link out of all those who see the link. If 100 people do a search for a particular keyword and 25 of them click on the same link, that listing has a 25 percent click-through rate.
The practice of feeding content to a search engine that is different than what website visitors will see in order to improve a site’s rankings. This deceptive practice is against the guidelines of several search engines and can result in a site being banned.
Conversion Rate:
The percentage of visitors who take a desired action—such as making a purchase or requesting additional information—out of the total number of visitors to the website.
Cost Per Click (CPC):
See Pay Per Click.
Stands for “cost per thousand” impressions. Under a CPM system, advertisers pay for the number of times their listing or ad is seen by a user—regardless of whether or not the user clicks on the link to their site.
The technology a search engine uses to index web pages. The crawler follows links to sites and stores copies of the pages it finds in the search engine’s index. Also referred to as a spider or robot.

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