AD 737

Indexability Problems

"Broken links;Broken redirects;Missing TITLE tag;Old pages which are not regularly updated;Deep pages (located far from the home page or from the page where the spider enters your site);Excessive length of TITLE and META tags."

404 error

A HTTP error returned by a web server to a browser when the requested web page is not available.

Hit

A click and download of an image from a web page is considered a hit. Hits as a type of data is most commonly used by network administrators to determine the load on a single web server within a server farm. For web analytics, this data is for the most part useless. It would not be unusual for a single day's analysis of a small website to report that "100,000,000 hits were received today" which unfortunately tells you nothing about actual human activity. Hits just reflect the amount of server traffic, not the number of pages viewed. Not a useful term for web analytics. relates to the user interacting with some part of a web page. Not a reliable measure for the number of people viewing a webpage.

Conversion Funnel

A desired conversion path defined by a marketer or website owner. The conversion funnel is generally a linear, step-by-step process leading from site entry to conversion.

Exact match

A keyword or phrase in your list with brackets [ ]. Triggers your ad only when people type in that exact word or phrase by itself

Broad Match

A keyword or phrase in your list without any quotes or brackets. Triggers your ad when people's searches include that keyword

A/B Split

A method of comparing the performance of two sponsored listings, landing pages or other promotional content.

Link equity

A search engines measure of the value of a web page based on the quality and quantity of inbound links to the page. Much like a currency, link equity is passed between web pages through links.

Keyword

A search term (word or phrase) people use to find your product or service. specific word, or combination of words, used to target your advertisements to potential customers. When a user searches using your keyword, your advertisement will enter the auction.

301 Redirect

A server setting that redirects traffic from one URL to another while sending a "permanent" status code to the requesting client.

Global navigation

A set of links that are displayed on every page of a website typically linking to the top priority pages of the site.

Cloaking

A technique of showing different content to search engine robots that would be seen by visitors accessing a web page via a standard browser.

Authority Page

A webpage that search engines recognize as having an outstanding level of trust compared to other websites in a topical community. Inbound links are a significant contributor to a page's authority.

Client-side tracking

A webs analytics technique that includes adding small scripts or images to web pages and monitoring user activity via a third party server. Also called on-demand, tag based or hosted tracking.

Cascading Style Sheet

A website coding method that allows developers to control the type and placement of content, often in files that remain separate from the content itself.

Link Farm

A website that contains links to other websites, created without an editorial review, often using an automated form. Links from these types of sites are low quality and not likely to contribute to search engine ranks.

Keyword Status

Active, ads show rarely, Bid is below first page

Algorithm

Any step by step procedure for solving a problem. IN SEO, a search engine algorithm is the formula that search engines use to determine the ranking of websites on their results pages.

Gmail

Contents of your email messages

Analytics

Data about websites you visit on Google's network

Bounce

Enters and Exits the same page. Single page viewed by the visitor who leave promptly

Cost Per Conversion:

For any campaign, ad group or keyword, the amount you spend on Google clicks, divided by your number of conversions

Google Buzz

Google profile data as well as your connections

Anchor Text

HTML txt that links to another location on the WEB. Also called linked text or linking text.. <a> <a/> Boston University

Ad Group

Has one or more ads, and targets one set of keywords. a collection of tags within a campaign that corresponds to a group of related keywords.

Average Time on Site

How long did the visit last? Takes into consideration the time interval between the entry page and the exit page.

Bad neighborhood

In SEO lingo, websites that have poor quality or spammy content. Having excessive links to or from bad neighborhoods can be detrimental to a site's search engine ranks.

Citation

In local search, citations are websites that mention local businesses, typically listing the business name, address and phone numbers.

Day parting

In online advertising, the distribution of an ad campaign so that it displays ads during specific segments of a day or week.

KPI

Key Performance Indicator. A list of top priority metrics that indicate the level of a website's success and that can be compared overtime.

Exit Page

Last page viewed

Index.HTML or Default.HTML

Opening Page

Direct Traffic

People type in the URL in the http://X

Ghost Blogger

Persons who are paid to write blog postings, typically without attribution, on behalf of another person or company.

Connected marketing

Promoting oneself or one's organization through website participation, such as posting in forums or commenting on other people's blogs and relationship building through social media or email

Informational search

Queries performed by searchers that demonstrate an intent to find information, as opposed to an intent to find a specific website (navigational search) or an intent to make a purchase (transactional search)

Inbound link

Receiving site does not link back to the linking sit (high value)

banned

Removed from a search engine's index

/

Root Directory c:/

Hyperlocal search

Search results that are tailored to individual neighborhoods or other tightly defined geographic regions for example, ads that display only to mobile web users within 5 miles of the advertiser's store.

Index

Searches create a database showing the location of each page. A search engine's database of web page content.

Content Management System (CMS)

Software that allows site owners to add content to a website without needing to use sophisticated code.

Alt tag

Text is displayed when your mouse moved over the image. A tag included in the source code of an image to define alternative text for site visitors who cannot or do not wish to view graphics. The Alt tag may also be displayed while an image is loading or when a mouse is placed over the image. Also called ALT text or IMG ALT tag.

Invisible text

Text on a website that is not visible to a site visitor using a standard browser.

Graphical text

Text that is shown in an image file. This text generally cannot be read by search engines.

Display URL

The URL people will see in your ad - has to be the same domain as your landing page. the URL displayed in your advertisement to identify your site to users.

Checking in

The act of entering one's own current location into a location-aware application.

Destination URL

The actual URL people will go to / go through when they click on your ad. Can be a tracking link. the webpage on which a user will land after clicking on your advertisement. It doesn't have to be your site's main page. This is also called landing page.

Cost-Per-Click:

The amount you pay each time a person clicks on your ad. May vary over time. the amount you paid each time a user clicks on your advertisement. You can set the maximum CPC bid at the advertisement group level or keyword level.

Cost-Per-Action

The amount you pay to get a conversion, opt-in or sale

Conversion:

When a Google user buys something or requests more information on your site. Google lets you track this

Bid is below first page

You must bid Google's minimum required bid or higher for this keyword to get it to consistently show on the first page

Daily budget

You set the maximum dollar amount you're willing to pay for any one day

Disapproved:

Your ad content doesn't meet Google's Editorial Guidelines

Average Position

Your ad's positioning on a search engine result page throughout a period of time

Active:

Your ads are showing normally

Checkout

Your name, Address and details of your transactions

Conversion Rate:

Your number of conversions, divided by the number of clicks. the ratio between the numbers of people who buy your product vs. come to your site.

Ads show rarely

Your quality score is low & you're being seen little.

directory

a categorized, descriptive list of links to web pages, usually created and maintained by human editors.

blog roll

a list of links from a blog to other blogs. Often this list is displayed on every page of the blog.

Keyword density (or weight)

a measure of the percentage of keywords to the general number of words on a page. the number of times a keyword or phrase appears on a web page divided by the total number of words on the page. Usually expressed as a percentage.

canonical tag

a meta tag that allows a website owner to specify the canonical (primary) URL for the web page on which the tag is placed.

Display Advertising

a paid advertisement using a graphic image or rich media image.

Cookie

a piece of text placed on a user's hard drive by a website. The information it contains can be accessed by the site that originally placed the cookie but generally not by other sites.

Client

a program or computer that requests information from another computer over a network. For example, when a web browser such as internet explorer requests a web page from a web server, that browser is the client in the client-service relationship.

duplicate content

a web page URL containing content that is identical or nearly identical to another page. Excessive duplicate content can be disadvantageous to a site' search engine visibility.

Doorway page

a web page, usually outside the parent website's navigational structure, designed to serve primarily as a destination for search engine traffic and immediately redirect that traffic to pages within the parent website This term is generally applied to spammy pages that are used strictly for search engine traffic.

Geotagging

adding location-specific meta information to a video or image file, or to a business address on a web page

black hat

an SEO methodology that includes techniques not in compliance with the search engines' guidelines for webmaster. Also used to describe a person who engages in black hat techniques

Campaign

as one or more ad groups, and lets you set budget, language, country, dates & syndication for all of them. a component of your account that allows you to focus your advertising on specific products or services. Each campaign can contain multiple advertisement groups.

Cost per thousand

cost per thousand advertisement impressions.

Broad Band and Shallow Navigation

design of webpage menu options where there are more choices at the top menu, resulting in fewer clicks to reach the webpage.

Indexability

how your pages comply with Google's spider's needs

bid

in pay per click advertising, the amount that an advertiser offers to pay when a visitor clicks on an ad.

degraded

in programmer lingo, simplified alternate content or code that is available to search engines or website visitors who cannot read the primary content or code on the page due to technical limitations.

Contextual Advertising

is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the content displayed to the user. They can be graphical in nature, solo text ads, or text ads intertwined into the actual text content of web page. this is also called a Content Placement Advertising. Here a PPC ad placed on a content page rather than on the search results page.

Keyword Prominence

is a measure of keyword importance that indicates how close a keyword is to the beginning of the analyzed page area (e.g. page title, or header tag, or domain name (eg., staples.com).

Bounce Rate

is a term used in web site traffic analysis. It essentially represents the percentage of initial visitors to a site who "bounce" away to a different site, rather than continue on to other pages within the same site.

Counting Hits

is bad - you get very high analytics count

Keyword Frequency

is the number of times your keyword is used in the analyzed area of a page. "Boston University" showing up frequently is good. Search engines will punish you if you "stuff words" above a certain frequency.

Elevator Speech

marketing slang for a brief but informative overview that one gives about oneself or one's business.

Hot linking

on a website, displaying media content, such as images or video, that is hosted on the content owner's server rather than one's own server. Typically this is done without permission of the content owner, and is considered bandwidth and copyright theft.

digital native

people who were borne into a world in which digital technology was commonplace and who are familiar with and comfortable using these technologies.

Keyword Proximity

refers to how close keywords that make up your key phrase are to each other. Eg., Boston + University

Geotargeting

targeting advertisements to a particular geographic region.

Autodiscovery

the process of a search engine or web browser software automatically finding and RSS or XML feed by following a link provided in a special tag on a web page.

Conversion Path

the web pages that a site visitor passes through between entering a website and completing a conversion.

Flamed

treated with extreme derision in comments or forum postings.

Behavioral targeting/ Advertising

uses data gathered from a user's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be interested. (search engine marketing, 2010). Google has moved towards behavioral targeting raising some privacy concerns. If you have a Google email account you will notice that the sponsored advertisements on the right-hand side might have no relationship with the email or webpage content.

Ad rank

your ad's position on the results page. Your ad rank is determined by your maximum CPC bid and your keyword's quality score.

Double Click

Traffic data from publishers using Analytics.

Landing Page

Typing in search engine keywords results in a landing page. the page a visitor lands on after clicking an advertisement

How do you optimize pages?

"Keep the pages easily readable by spiders by using simple and clear coding; observe coding standards such as XHTML; Use rich textual content on your site, create many pages related to various aspects of the topics covered by your main keywords; keep the textual content on each of your pages abundant, with 100 words as a minimum; Ensure that your site has a rigid link structure, no broken or outdated links; Use (but don't overuse) keywords in your domain name, URLs of separate pages, titles, headings, link text, etc.; Use keywords and their synonyms all over the body text, mainly concentrating on the beginning and end of the page, but keep it natural sounding for human visitors - don't let keywords be your every second word. Emphasize keywords by making them bold, using simple HTML markup; Update your pages regularly."

Chrome

The chrome address bar

Click-through rate (CTR):

The number of clicks your ad or keyword gets, divided by the number of impressions. the percent of people seeing an advertisement who click it. A measure of how relevant users find your advertisements and keywords to their search query. Click through rate helps measure the performance of your advertisements and keywords.

Impressions:

The number of times your ad gets shown on Google or its network partners. an individual image of an advertisement on a webpage. the number of times an advertisement is displayed on Google or on sites in the Google network.

Average CPC:

The overall average amount you pay each time a person clicks on your ad

Click Stream

The path the user takes through a web site. Example the user may first click the About Us page, then what's new page, promotions or coupons page then the product page.

Audience Segmentation

The practice of identifying and clustering together groups of website visitors in a web analytics tool. This allows each audience segment to be independently analyzed.