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Terms and Definitions

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Above the Fold
The part of the page you can see without scrolling down or over. The exact amount of space will vary by viewer because of screen settings. You often pay a premium for advertisement placements above the fold, which will add to the costs of internet marketing services, but may also add to results.

adCenter
Microsoft adCenter powers paid search results on Microsoft's bing, Yahoo! (as of November 2010), and other sites within its network. Microsoft adCenter is now the second largest paid search provider in the United States.

Advertising Network
A group of Web sites where one advertiser controls all or a portion of the ads for all sites. A common example is the Google Search Network, which includes AOL, Amazon,Ask.com (formerly Ask Jeeves), and thousands of other sites. In Google AdWords, they offer two types of ad networks on the internet: search and display (which used to be called their content network).

AdWords
AdWords is Google's paid search marketing program, the largest such program in the world and in most countries with notable exceptions such as China (Baidu) and Russia (Yandex). Introduced in 2001, AdWords was the first pay per click provider offering the concept of Quality Score, factoring search relevancy (via click-through rate) in along with bid to determine ad position.

Affiliate Marketing
A type of internet marketing in which you partner with other Web sites, individuals, or companies to send traffic to your site. You will typically pay on a Cost per Acquisition (CPA) or Cost per Click (CPC) basis.

Algorithm
The term search engines use for the formulae they use to determine the rankings of your Natural Listings. Search engines will periodically send a Spider through your Web site to view all its information. Their programs analyze then analyze this and other data to value your site and fix whether or not, and how high or low pages on your site will appears on various searches. These algorithms can be very complicated (Google alone currently uses 106 different variables) and search engines closely guard their algorithms as trade secrets.

ALT Tags
HTML tags used to describe Web site graphics by displaying a block of text when moused-over. Search engines are generally unable to view graphics or distinguish text that might be contained within them, and the implementation of an ALT tag enables search engines to categorize that graphic. There is also talk that business Web sites will all be required to utilize ALT tags for all pictures to comply with certain American Disability Act requirements.

Analytics
Also known as Web Metrics. Analytics refers to collection of data about a Web site and its users. Analytics programs typically give performance data on clicks, time, pages viewed, Web site paths, and a variety of other information. The proper use of Web analytics allows Web site owners to improve their visitor experience, which often leads to higher ROI for profit-based sites.

Backlinks
Links from other Web sites pointing to any particular page on your site. Search engines use backlinks to judge a site's credibility; if a site links to you, the reasoning goes, it is in effect vouching for your authority on a particular subject. Therefore, Link Building is an incredibly important part of Search Engine Optimization. How many links, the quality of the sites linking to you, and how they link to you all are important factors. Also called Inbound Links.

Baidu
Serving primarily China, Baidu is the largest non-US based search engine in the world (although it was started in the United States). Sites can be optimized for Baidu and they offer their own paid search service.

Banned
When pages are removed from a search engine's index specifically because the search engine has deemed them to be violating their guidelines. Although procedures are starting to loosen up somewhat, typically a search engine will not confirm to you that your site has been banned or why it has been banned. If you knowingly did something against the rules (written or unwritten) that got your site banned, you can probably clean up your act and get back in the game. We hear stories, though, from time to time of companies hiring Search Engine Optimization companies that deliver great, fast results, leave town, and then their Web site mysteriously disappears from the rankings. Google won?t tell them why their site got banned, so the company ends up left out in the cold unless another company can come in and backwards engineer the issues, unravel the work, and get the search engine to reinclude the site.

Banners
Picture advertisements placed on Web sites. Such advertising is often a staple of internet marketing branding campaigns. Depending upon their size and shape, banner ads may also be referred to as buttons, inlines, leaderboards, skyscrapers, or other terms. When using specifics, banner ads refer to a 468X0 pixel size. Banner ads can be static pictures, animated, or interactive. Banner ads appear anywhere on a site ? top, middle, bottom, or side. Banner costs vary by Web site and advertiser; two of the most popular pay structures are Cost per 1,000 Impressions (CPM) and flat costs for a specified period of time.

Behavioral Targeting (BT)
An area of internet marketing becoming increasingly refined, behavioral targeting looks to put ads in front of people who should be more receptive to the particular message given past Web behavior, including purchases and Web sites visited. The use of cookies enables online behavioral targeting.

bing
Bing is Microsoft's search engine, which replaced live.com in June 2009. Bing results now power Yahoo!'s search for paid (except display; through Microsoft adCenter) and organic (except local listings) through an alliance entered into between the two Web giants in December 2009. The deal cleared regulatory concerns in early 2010 and was fully completed in November of the same year.

Black Hat SEO
The opposite of White Hat SEO, these Search Engine Optimization, or SEO, tactics are (attempted) ways of tricking the Search Engines to get better rankings for a Web site. If not immediately, using black hat methods will eventually get your site drastically lower rankings or banned from the search engines altogether. While there are completely legal and ethical techniques you can use to improve rankings, if you design and market a Web site mostly for humans and not for the search engines- Spiders, you should be okay.

Blog
Short for Web log, blogs are part journal, part Web site. Blogs are becoming increasingly popular as forums for people to express their views to a potentially unlimited audience. Personal recommendations from bloggers with large or dedicated followings can greatly help a business. Likewise, complaints can drive away many potential clients. While there are many good blogging softwares out there, our preferred choice for building blogs and Web sites (in many non-ecommerce cases) is WordPress.

Brand Stacking
Multiple page one listings from a single domain. Prior to 2010, a site would be fortunate if it had three first page results for branded searches. Since Google tweaked its algorithm to include Brand Stacking, that number has risen to as many as eight of the top search rankings.

 

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