MARK 380 Exam 2

backlink

all links that take user to a specific page. each link to that specific page is known as an inbound/blacklink. more blacklinks better ranking.

CTR

click through rate - total clicks divided by the number of times an ad is shown

CPA

cost per action - amont paid when a certain action is performed by user -- total cost of campaign/# of conversions

search engines use these features to find best results for the user

popularity authority relevance trust imprtance

search engine spiderss

programs that travel the web, following links and building indexes of searches

QS

quality score - A measure used by Google AdWords to indicate how relevant a keyword is to an ad text and to a user's search query

SERP

search engine results page

flash

A technology used to show video and animation on a website. It can be bandwidth heavy and unfriendly to search engine spiders

robots.txt

A file written and stored in the root directory of a website that restricts the search engine spiders from indexing certain pages of the website.

XML sitemap

A guide that search engines use to help them index a website, which indicates how many pages there are, how often they are updated and how important they are.

usbility

A measure of how easy it is for a user to complete a desired task. Sites with excellent usability fare far better than those that are difficult to use.

IP address

A number that uniquely identifies each computer or device connected to the network

hypertext markup language

Certain HTML tags are used to structure the information and features within a web page

google adwords

Google's search advertising program, which allows advertisers to display their adverts on relevant search results and across Google's content network

heading tags

H1 H2 H3... used to define headings and subheadings on a web page. Number indicates importance, spiders view h1 as most important.

meta tags

Tags that tell search engine spiders what exactly a web page is about. It's important that your meta tags are optimised for the targeted key phrases. Meta tags are made up of meta titles, descriptions and keywords

alt text

The alt attribute for the IMG HTML tag. it is used in HTML to attribute a text field to an image on a web page, normally with a descriptive function, telling a search engine or user what an image is about and displaying the text in instances where the image is unable to load. Search engine spiders can't read images, but they can read the alt text.

canonical

The canonical version is the definitive version. In SEO, it refers to a definitive URL

anchor text

The visible, clickable text in a link.

clickthrough

a click on a text ad that leads to a website

domain name

the easy to read name used to identify an ip address of a server that distinguishes it from other systems on WWW.

nofollow

usually used on a comment page -- no follow means dont utilize links placed in comments of blog pages