Test

Phrase match:

"keyword"  your ad appears when users search on the exact phrase and also when their search contains additional terms as long the keyword phrase is in exactly the same order. Allows your ad to show for searches that match the exact phrase are a phrase, and close variations of that phrase

CPM

(Cost-Per-Thousand-Impressions) basis, PPC advertisers only pay when their ad is clicked on.

Bounce

-a visit lasting a very short amount of time. a visitor who enters and exits on the same page

Negative match

-keyword  Ensures your ad doesn't show for any search that includes that term are searches without the term

SEM

-refers to paid online marketing (adwords) -Paid email marketing -Faster then SEO -improves website ranking -this refers to the aggregate of efforts aimed at increasing your visibility on the internet. It deals with your paid listings on the search engines.

Referring keyword

1) User types a phrase in google. (enter) 2) The receiving website documents this as a referring keyword GA will tell you the referring words -the keyword that a a site visitor enters into a search engine which results in a click from the search results page.

Menus

1. No matter what kind of navigation menu you decide to use, it's good practice to place a common text link menu at the top or bottom of the page, areas that the search engines focus on. 2. With image-based menus, make use of the ALT attributes. 3. Search engines cannot easily index menus built with technologies such as JavaScript or Flash.

Choosing Keywords

1. Strategic key phrases should always consist of at least two words (but it's even better to have three to five words, as that's the average length of a search phrase). 2. Start with finding the most general terms characterizing your business, then break it into more specific ones and optimize each page for the most specific term characterizing this page. 3. Where possible, make your decision in favor of a product name as this makes your keyword unique. 4. Optimizeeachpageforseparatekeywords.

Researching Keywords and Getting Suggestions

1. The aim of a preliminary keyword research is to compile a list of keyword suggestions for every page of your site, based on one strategic keyword you had in the beginning. 2. Focus on terms with a high number of monthly searches and preferably low competition, without damaging the relevance. 3. KEI (Keyword Effectiveness Index) will help you determine the best possible keyword suggestions and let you narrow down the list of keywords and key phrases to optimize your pages for.

HTML Elements

1. The areas of a standard HTML document which matter most for the search engine spiders are: the TITLE tag, the HTML headings, the link text and the ALT attributes of images. 2. With most of these, observe four parameters: prominence, density, proximity and frequency when populating them with your keywords. This is most important with the body text. To improve keyword significance in the body text, use your keywords in bold once or twice. Simplify your Web page code to gain fast loading by using CSS. Good templates would use CSS and sound HTML tagging. Regardless designer should move away from tables to CSS based layout. When you code your page try to provide rich keywords in the first couple of sentences below H1 and H2 tags.

two purposes of sitemaps

1. provide visitors a forest perspective of the website. 2. when uploaded to Google, Bing or other search engines, the site map helps the search engine to index all the webpages quickly and effectively.

Anchor text

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

Density 8%

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Scraping

Automated program that reads your HTML Technique to find out the price for products from a competitor's site.

301 redirect

Bank Merger - old URL for bank needs to redirect to new bank.

Keyword Prominence

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).

Search engine algorithms

Search engines rank pages, not sites. -Each web page should be indexed and optimized separately for keywords. -Try to optimize your code to make it useful to visitors but also readable to search engine spiders or bots.

Conversion funnel

a desired conversion path defined by the marketer or website owner. It is generally linear step by step process leading from site entry to conversion. It is conceptualized as a funnel shape because some users will depart from the path, leaving fewer users at the end. also called a conversion path.

Keyword density (or weight)

a measure of the percentage of keywords to the general number of words on a page

PPC

a model of online advertising in which advertisers pay only for each click on their ads that directs searchers to a specified landing page on the advertiser's web site. Their ads may get thousands of impressions (views or serves of the ad)

ALT attributes

The HTML tags describing an image that appears when the mouse is rolled over the image on a Web page. Helpful for people who view pages in text-only mode. Some search engines look for keywords in Alt Attributes.

cyclical relationship between the key components of relevant marketing

Web Site Social Media Rich Media SEO and Analytics

link ranking

Web sites with high link popularity lead to higher ranking. The greater number of links from other sites pointing to your site means the greater its SE popularity. Search engines rank web pages higher if a reputable URL links to it. Can lower your ranking if the link is coming from a blacklisted web site such as a link farm.

Social bookmarking

Websites that share URLs. (delicious.com) The use of shared lists if Internet bookmarks. Will allow users to save and share bookmarks and classify them with user defined keywords called tags.

Alt tag

text is displayed when your mouse moves over the image.

SERP- search engine results page

the ranked listing of web pages that are returned for a specific search query (like the page that is returned when you enter a keyword to search on Google.com).

Robots.txt

this is a text file that is used to control spiders that visit your website. This file allows you to grant exclusive access to certain folders, file types, and specific files.

Search Engine Optimization (SEO)

this refers to a set of activities that you perform on your web site to increase the search engine ranking organically, that is, without having to invest in advertisements or related activity to draw traffic to your web site and therefore increase its relevance.

Keyword Match

types help control which searches can trigger your ad. For example, you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers. In general, the broader the keyword matching option, the more traffic potential that keyword has. Conversely, the narrower the keyword matching option, the more relevant that keyword will be to someone's search. Understanding these differences can steer you in choosing the right keyword matching options and can help you improve your return on investment.

Reciprocal link

typically not of high value. An inbound link to a site where the receiving site also links back to the linking site.

Landing page

typing in search engine keywords results in a landing page. BU PM .... http://www.bu.edu/met/ads/project-management/

Server side tracking

web analytics technique that includes setting up software directly on the server that hosts the website being tracked

KEI (Keyword Effectiveness Index)

will help you determine the best possible keyword suggestions and let you narrow down the list of keywords and key phrases to optimize your pages for.

Keyword

word or most likely a phrase.... the keyterm in a search engine

Pay-per-call

you get a free phone number....instead of a link. They get money for every phone call.

Geotargeting

adding location-specific meta information to a video or image file or to a business address on a web page. -Identifying a user's physical location for the purpose of delivering tailored ads or other content.

INDEXES

are created by spiders, bots (automatically) that crawl open pages in the World Wide Web! Bing and Google use automatic crawlers. Human beings also create them manually. These are more reliable but very limited in scope.

Crawler/robots

automatically index webpages all the time.

PPC

charges per ad click-through are based on advertiser bids in hybrid ad space auctions and are influenced by competitor bids, competition for keywords and search engines' proprietary quality scores of the advertisers advertisement and landing page content.

Broad Match Modifier

contain the modified term (or close variations, but not synonyms), in any order

Offline marketing

don't involve internet eg, print magazine ads. Radio ads.

Hit

every image is a hit... A communication made from a web browser to a website server requesting an element of a web page. When a web page is viewed, each item such as graphics or media file on that page will log one hit to the server. Counting hits is bad... because you get a very high analytics count. A click and download of an image from a web page is considered a hit. Is 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.

NoFollow

facebook or twitter use it.... It is an attribute webmasters can place on links that tell search engines not to count the link as a vote or not to send any trust to that site. Search engines will follow the link, yet it will not influence search results. can be added to any link with this code: rel="nofollow".

Paid Inclusion

guaranteed inclusion on a search engine's results in exchange for payment, without any guarantee of how high the listing will appear. A paid inclusion appears to the user as an editorial listing rather than as a sponsored link. Pricing is typically based on a flat fee or index fee. Refers to the process of paying a fee to a search engine in order to be included in that search engine or directory. Also known as "guaranteed inclusion" or "(word)"? it does not impact rankings of a web page; it merely guarantees that the web page itself will be included in the index.

Usability

how suitable and convenient the website is for human visitors

Indexability

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

site map

is a web page that links to all pages found on your web site in an intelligent and coherent manner. Such a page is excellent resource in getting a search engine to spider all pages found within a web site. Theoretically, it's designed to give your visitors a quick way to find what they are looking for on your site without browsing the entire content. A site map also aims at eliminating the need to link to every page of your site from your home page.

Phrase match

is more targeted than broad match, but more flexible than exact match

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.

Broad match:

keyword  Allows your ad to show on similar phrases and relevant variations (This modifier may also be used to further refine your broad keyword matches: +keyword.) include misspellings, synonyms, related searches, and other relevant variations

CSS

A feature added to HTML that gives both Web site developers and users more control over how pages are displayed. Allows designers and users to define how different elements, such as headers and links, appear. (Cascading Style Sheets).

Broad Matching

A paid search keyword matching option in an ad is displayed for all search quires that include a given keyword in any order with or without additional words.

Title

A person has title to a thing if he or she has the authority to exercise the rights, powers, and privileges included in the ownership of that thing.

Cookie

A small file stored on a user's hard drive by a Web server; commonly used to identify personal preferences and settings for that user. Can be accessed by the site that originally placed the cookie but generally not by other sites.

Link farm

A well-known spam technique design to artificially inflate link popularity through a program of reciprocal link building. This often creates clusters of interlinking sites with certain characteristics, which search engines will pick up on and punish accordingly. These link farms will also often generate links to completely irrelevant sites, giving no actual value. We strongly recommend that you avoid link farms.

Paid Sponsorship

An advertiser pays a search engine company a flat fee. Advertisements and listings show up. with this model, an advertiser pays a flat fee to a search engine. In return, the search engine shows the advertiser's ads together with search results for pre-selected keywords.

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.

Usability Problems

Broken links; Missing ALT attributes Slow pages Deep pages Missing images Not checking the website on different browsers Poor content

Client Side Tracking

GA, tag based, google host then monitors your web page.

Keyword Suggestion Tools

Google's Keyword suggestion Tool and WordTracker keyword tool.

Directory

Human editors link and index webpages

HTML

HyperText Markup Language, the authoring language used to create documents on the World Wide Web. is based on hypertext which means when you click a text or an image the surfer is taken to another page, either on the same website, or to another web site. A link from your page at "mypage.htm" pointing to another page on another webs ite or domain is called an outgoing or - to be more precise - an outbound link; the link leads out of your page. Alternatively, when a page outside your website links to your web page, this link is incoming, or inbound link. A "reciprocal" or "backwards" link contains both inbound and outbound links to the same two websites.

Exact Match

If you surround your keywords in brackets -- such as [tennis shoes] -- your ad would be eligible to appear when a user searches for the specific phrase 'tennis shoes,' in this order, and without any other words in the

Negative Match

If your keyword is 'tennis shoes' and you add the negative keyword '-used,' your ad will not appear for any searches that contain the word 'used.'

Index

Index - searches create a database showing the location of each page. (text book index)

opening page

Index.html or default.html

Adwords matching...

Just add the appropriate punctuation to your keyword for results

Optimizing 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 .

KPI

Key Performance Indicators

Exit Page

Last page viewed...

Meta search engine

Meta search engine ( search engine that gives serp from many engines...) Search sites that display combined results from several search engines

AdWords

PPC

Paid link or listing

PPC

Direct Traffic

People type URL in the http:// box.

Usability

The degree to which a system is easy to learn and efficient and satisfying to use, a design concept that refers to how easily the user can navigate through the pages of a website to find information quite simply, usability is making your site easy for your customers to find the exact information they need when they need it. Anything that makes the process slower (like Flash animation served to a dial-up customer) inhibits usability. Conversely, easy, intuitive navigation and strong, informative text enhance usability.

Unique visitors

The number of different visitors to a given website, network or ad schedule in a particular time frame. Equates to "reach" for conventional media. This metric stand close to the top of the pyramid. This metric provides details regarding the number of people coming to the web site at a given period of time but is not as reliable as unique identified visitor.

Orphan files

These are files on your server and they are not linked to from any other files of your site.

Broad Match

This is the default option. If your ad group contained the keyword 'tennis shoes,' your ad would be eligible to appear when a user's search term contained either or both words ('tennis' and 'shoes') in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations.

Flamed

Treated with extreme derision in comments or postings. To get bombarded with hundreds of angry electronic messages for a breach in the unwritten code of conduct on the Internet; the result for the recipient is jammed telephone lines and a busy, temporarily inoperable computer.

Natural/organic search

With good SEO you will show up on a SERP prominently without paying

Affiliate Marketing

You get a commission for referring a customer to another site. is widely used and monetary approved tool of experienced Internet Marketers. -It is a process of revenue sharing that allows merchants to duplicate sales efforts by enlisting other web sites as a type of outside sales force. -Successful programs result in the merchant attracting additional buyers, and the affiliate earning the equivalent of a referral fee, based on click-through referrals to the merchant site. "Affiliate Marketing is a popular method of promoting Web businesses in which an affiliate is rewarded for every visitor, subscriber and/or customer provided through their efforts. A modern variation is the practice of paying finder's-fees for the introduction of new clients to a business. Compensation may be made based on a certain value for each visit (Pay-per-click), registrant (Pay-per-lead) or a commission for each customer or sale (Pay-per-sale) or any combination."

Exact match

[keyword]  Allows your ad to show for searches that match the exact phrase exclusively are an exact term and close variations of that exact term

URL shortener

a Web application that encodes a long URL in order to create a shorter, equivalent URL often with 18 to 25 characters -commonly used on twitter -bitly is a good tool

Behavioral Advertisement

a broad set of activities companies engage in to collect information about your online activity (like webpages you visit) and use it to show you ads or content they believe to be more relevant to you.

Pagerank

a proprietary numerical score that is assigned by Google to every web page in their index. PR for each page is calculated by Google using a special mathematical algorithm, based on the number and quality (as determined by Google) of the inbound links to the page. PageRank a technical asset of Google, it is an exponential-based value that signifies importance of a web page. The PR will display as a number out of 10 in a green bar of the Google Toolbar whenever you visit a web site. An inbound link from a website with this is great for your website. Google's proprietary measurement of the importance of a web page. values 0-10, 10 being the highest level of important. Also called "PR"

Inbound links

link pointing to a website from other sites. Also called backlinks and inlinks.

Doorway page

links to your website from outside

Blogroll

list of links from one blog to another

Meta Keyword Tag

metadata contained in an HTML document that lists keywords related to the content of a web page This tag is not influential in search engine algorithms.

Met description tag

metatag contained in an HTML document that describes the context of a web page. Search engines may display this tag in their search results

Orphan page

no links inbound or outbound

Organic SEO

optimization efforts preformed to influence search engine rankings that cannot be influenced by paying a search engine. Opposite of paid search

404 error

page not found

Contextual advertising

paid search listings that appear on websites other than search engines. Can be matched to the content of individual pages through automated matching algorithm or that ad placement can be specified by the advertiser.

Keyword proximity

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

Long tail

search query is made up of a popular keyword + a short keyword that is very unique to you. "big phrase" -search quires that are significantly longer, more focused, less frequently visited by searchers

Impression

single page -a single act of viewing a webpage or advertisement

Site map generator

software that automatically crawls a website and creates an xml site map This is read by a robot.... If you have one... you are making it easy for the robot to index all your web pages http://www.yoururl.com/sitemap.xml

Robot

software used by search engines to travel the Web and send content from web pages back to the search engine for indexing. Also called a spider or crawler.

Metadata

specially formatted information that describes characteristics of a document, such as its author, file structure, or keywords. can be used by search engines to help determine a web pages relevance and rank.