Vesta Digital Blog

The Ultimate Internet Marketing Guide

Posted on: March 8, 2010

The world of internet marketing is constantly changing. Although new technology and terminology arrives every day, there are many words that will always be useful. We compiled a short glossary of indispensible phrases, terms and words to help you get by. Read it. Print it. Bookmark it. Save it. This glossary will come in handy for the pro and novice alike.

Analytics – Technology that helps analyze the performance of a website or online marketing campaign. Analytics often analyze website user behavior, search marketing campaign success and site usability.

Algorithm – A set of mathematical equations or rules that a search engine uses to rank content.

Algorithmic Results – Listings that a search engine does not sell as opposed to paid listings.

Backlinks – All the links that are directed to a particular web page – also called inbound links.

Banner Ad – A rectangular advertisement placed on a website which links to an advertiser’s own website when you click on the ad.

Click Through – The process of activating a link on an online advertisement which connects to the advertiser’s website or landing page.

Click Through Rate (CTR) – The percentage of those clicking on a link compared to the total number who see the link.

Conversion Analytics – The analysis of natural/organic and paid search engine traffic.

Conversion Rate – The percentage of visitors at a website who take the action from being a visitor to becoming a prospect or a customer.

Cost Per Click (CPC) – The method where an advertiser pays an agreed amount of money for each click a visitor makes on a link that leads to their website.

Crawler – A component of a search engine that gathers listings by automatically “crawling” the web. A search engine’s crawler is also called a spider or a robot.

Delisting – A process when pages are removed from a search engine’s index. This can happen because they have been banned or because of an accidental error by the search engine.

Directory – A type of search engine where listings are gathered through human efforts instead of by automated crawling.

Domain – An identification label that defines someone’s autonomy, authority or control in the Internet. A domain name is simply the ownership of a website’s name.

Email Marketing – The promotion of products or services by email.

Flash Optimization – A process where Macromedia Flash movies are reworked to make content more accessible for search engines.

Hidden Text – A way for pages to be filled with the large amounts of keyword text. It can lead to penalties or even banning.

Hit – A request from a web server for a graphic or another element on a web page. Every time a user visits a page, dozens of hits are recorded.

HTML – This stands for Hypertext Markup Language. It is the primary markup language for web pages. It provides a means to create structured documents on the web.

Index – This is the collection of information that a search engine has.

Inbound Links – These are all the links pointing to a particular website.

Impression – This is a single impression of an online ad that is being displayed.

Internet Marketing – This describes the interaction of a customer with a business or service from any computer that is connected to the web.

Keyword – The word or words a search engine enters into a search engine’s search box.

Keyword Marketing – The process of putting your message in front of people who are searching the Internet using specific keywords.

Landing Page. – The specific webpage a visitor reaches after clicking a search engine listing.

Link – A software application that reveals web pages.

Link Text – The text that is contained within a link.

Listings – The information that appears on a search engine’s results page following a search.

Meta Search Engine – A search engine that gets listings from other search engines instead of its’ own.

Meta Tags – The information that is placed in a web page and is not intended for the user to see but
rather for search engine crawlers, browser software and other applications.

Natural Optimization or Listings – This is another way to say Organic Listings. Search engines do not sell these listings. They appear because the search engine has determined that they are important.

Optimization – This is the process of improving a website’s position on a search engine.

Organic Listings – This is another way to say Natural Listings. Search engines do not sell these listings. They appear because the search engine has determined that they are important.

Outbound Links – Links on a web page that lead to other web pages – as opposed to inbound links that lead to your webpage.

Paid Listings – Listings that search engines sell to advertisers – as opposed to natural or organic listings which are not sold.

Pay Per Click (PPC)
– These are paid ads in search engines that are usually separated from natural or organic results by colored boxes. Whenever a user clicks on the ad the search engine charges the advertiser. The more competitive the market or keyword, the more the advertiser has to pay.

– This is how well a webpage or website is listed in a search engine. Positions 1 through 10 are optimum – anything below 30 is valueless.

Query – The word or words a user enters into a search engine’s search box. Also called keyword.

Rank – This is how well a web page or website is listed in a search engine’s results.

– The page that is displayed after a user enters a keyword or query. This is also called SERP – or Search Engine Results Page.

Robot – The component of a search engine that gathers listings by automatically crawling the web.

RSS Feed – This stands for Really Simple Syndication. It is a format for syndicating news or other content.

Search Engine – This is a service that allows users to search the web for information.

Search Engine Marketing (SEM) – The marketing or promotion of a web page or website through search engines – whether it is paid or natural/organic.

Search Engine Optimization (SEO) – The process of altering a website so it does well in organic or natural search engine listings. This is accomplished by choosing specific keywords and driving traffic to that site.

Search Engine Optimization Positioning – This is the process of positioning your web page on a search engine.

SEO – The abbreviation for Search Engine Optimization.

Spam – A marketing method that a search engine determines to be detrimental for delivering quality and relevant search results.

Spider – A component of a search engine that automatically gathers listings on the web. Also called crawlers or robots.

Title Tags – This is the most important overall component of search engine optimization (SEO.) Title tags are the sentences that are linked to a website from the search engine results pages.

Traffic – The amount of visits to a particular website.

Unique Visitor – This is a person who visits a specific website. Regardless of how many times this visitor returns to a site, the person is only counted once.

– This stands for Uniform Resource Locator. Websites are found by their addresses and each website has a URL assigned to it.

Web Analytics – This describes the analysis of a website’s traffic and performance.

Website Marketing – This term describes everything that is done to promote a website.

Website Submission – The process of supplying a search engine or directory with a URL to make the search engine aware of a website or webpage.

Widget – This is another word for tools that can add, arrange, and remove content from your website.


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