Web Marketing Glossary
SEM - Search Engine Marketing
The process of building and marketing a site with the goal of improving its position in search engine results. SEM includes both search engine optimization (SEO) and pay per click advertising (PPC), as well as using all other areas and services offered by Search Engines.
Search engine optimization (SEO)
The process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Usually, the earlier a site is presented in the search results, or the higher it "ranks," the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.
Pay per click (PPC)
an Internet advertising model used on search engines, advertising networks, and content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers' website. With search engines, advertisers typically bid on keyword phrases relevant to their target market. When a user types a keyword query matching an advertiser's keyword list, or views a webpage with relevant content, the advertisements may be displayed. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above the "natural" or organic results on search engine results pages, or anywhere a webmaster or blogger chooses on a content page. Content websites commonly charge a fixed price for a click rather than use a bidding mechanism.
Keyword
a word used in performing a search
Keyword Research
the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).
Keyword Density
A percentage measure of how many times a keyword is repeated within text of a page. For example, if a page contains 100 words and ten of those words are "leather wallet", then "leather wallet" is said to have a 10% keyword density. A critical aspect of creating "friendly" Meta Tags, to rank highly your keyword density must not be too high or too low.
Web 2.0
A term that refers to a second generation of Internet-based services. These usually include tools that let people collaborate and share information online, such as social networking sites, wikis, communication tools, and folksonomies.
Web analytics
T
he study of online behaviour in order to improve it. There are two categories; off-site and on-site web analytics.
Off-site web analytics refers to web measurement and analysis irrespective of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.
On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.
Conversion Rate
The percentage of visitors who take a desired action. In real estate, it would be the percentage of visitors who either call your office or submit an online inquiry about a property. Conversion Rate is essential to Lead Generation
Link building
Term used to describe anything you do to build links to a website. There are two primary reasons to build links; Direct Click-Through Traffic, and Search Engine Optimization (SEO). While the goal of most search engine optimization campaigns is to build traffic, the goal of SEO based link building is higher rankings. This is important to keep in mind. There are some links that are good for traffic, there are some good for SEO, and there are some good for both. Links that provide both traffic and a rankings boost in the search engines are obviously great, but it is important to realize that just because a link gets good traffic, it doesnt mean that it is good for SEO.
Title
An element of a web page which appears in the top left of most browsers. It is also the part of a directory submission that represents the title of the website. Arguably one of the most important parts of SEO is ensuring an optimized title or unique titles across all pages of a website.
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Web Research Tools Used
Google Search - Google search is a Web search engine owned by Google, Inc., and it is the most used search engine on the Web. Google receives several hundred million queries each day through its various services.
The domain google.com attracted at least 135 million U.S. visitors in May 2008.[3]
Alexa Site Information – founded in 1996, Alexa has built an unparalleled database of information about sites that includes statistics, related links and more. All of this information can be found on Alexa's Site Overview pages, Traffic Detail pages and Related Links pages.
Alexa Traffic Rankings -A listing of all sites on the Web, sorted by traffic...Alexa computes traffic rankings by analyzing the Web usage of millions of Alexa Toolbar users and data obtained from other, diverse traffic data sources. The information is sorted, sifted, anonymized, counted, and computed, until, finally, the traffic rankings are shown in the Alexa service.
Compete - Founded in 2000, this Boston-based company takes web analytics to the next level. With a diverse sample of 2,000,000+ U.S. Internet users, Compete has been able to analyze the web pages they visit and ask them questions via surveys. The insights gathered from consumers' online behavior - whether they're watching, searching, shopping or socializing - is valuable for companies who are looking to radically improve their marketing. Compete looks at web analytics in terms of analyzing what consumers do across the entire web, not just what they do within a particular site. Marketers can use this rich information across the entire company, not just for online media planning or site design decisions. Powered by the largest pool of online consumer behavior data in the industry, Compete.com is the only online competitive intelligence service that combines site and search analytics in one site to help you quickly master online marketing. With Compete.com, you can identify rival search marketing strategies to take your SEM and SEO efforts to the next level, and stay on top of rivals with site metrics and audience profiles.
SEO Quake - SeoQuake is a program, which allows users to view a large number of SE parameters on the fly. SeoQuake for Mozilla Firefox consists of three functional parts: SeoToolbar (requested parameters are shown in a separate toolbar in the browser), Seobar (requested parameters are shown in a separate, fully customizable with CSS, HTML block) and output of requested parameters on Search Engine Result Pages (SERPs)
Webmaster Tips (wmtips.com) - website dedicated to Webmaster tips & tricks, CSS and HTML snippets. Here you can find the articles and links to useful materials about web design, CSS layout techniques and Search Engines Optimization (SEO). Revenue questions (PPC system Google AdSense) are also covered here. Also, free webmaster tools help you to get the most essential information about certain sites (Site Information Tool), and retreive the Google PR (Page Rank) for specified pages. You can also view Google AdSense ads binded to specific sites or keywords, analyze keyword density for certain pages, and even explore changes in the Search Engine algorithms.
RankQuest – a compilation of over 30 intuitive tools, RankQuest is a dedicated Search Engine Optimization program designed to aid in the Search Engine Optimization of your web pages.
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