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Web News & Tips - Issue #230

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A Brief Glossary of Search Engine Marketing Terms

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A Brief Glossary of Search Engine Marketing Terms

By Gradiva Couzin

Clickthrough or Click-through: A user clicking on an online advertisement (such as a search engine sponsorship) and being taken to your Web site. This is the "click" in Cost-per-click. Cost-Per-Click (CPC): The price that an advertiser pays to a Pay-Per-Click service each time a user clicks on a link that takes the user to the advertiser's Web site. 

Cloaking: An unscrupulous practice in which a Web site server is set up to show an optimized page to Search Engine Robots, different than the page shown to regular users. 

Directories: Search engines that are human-powered. All entries in a directory have been reviewed by human editors, which means they have been hand-selected for relevance. Some directories require a submittal payment and others are free. Yahoo! is an example of a directory. 

Keyphrase: A word or phrase that has been selected to appear prominently on your site based on relevance and popularity with searchers. An SEM firm will research many keyphrases to arrive at a “short list” of keyphrases that are especially suited for your target audience. Additionally, we may recommend a longer list of keyphrases for Pay-Per-Click (PPC) paid listing submittals. Please note that keyphrases are NOT the same as Meta keywords (see “Meta tags” ).

Keyword Research: A very important part of any SEM campaign, this is the research into what keywords or keyphrases are most important for your Web site to target. 

Link popularity campaign: An SEM service may include a link popularity campaign in which specialists request that editors of relevant web sites add a link from their site to yours. This technique helps to bring more targeted traffic to your site. In addition, some robots, such as Google, use a search algorithm that places higher relevance on sites that are linked to frequently from other quality web sites. 

Meta Search Engine: A Web site that compiles results from other search engines. Note that there is no connection between the terms "Meta search engine" and "Meta tag."

Meta tags: Specialized text that is in your web page’s HTML code that can be useful to control the description of your site in some search engines. Meta description tags are important Meta tags to develop (the Meta Keyword tag is much less important). The HTML page title tag, while not technically a Meta tag, is also extremely important to optimize. 

Paid Inclusion: A program in which a search engine robot allows you to pay to have your site indexed. As the name suggests, you pay for "inclusion" in a robot database, but no special consideration is given with regard to ranking. These programs generally include frequent “re- crawling” to make sure that the most current content is indexed. 

Paid Listing: A model of search engine advertising where you pay to include your site in a human-edited directory or robot search engine. PageRank™: Google's proprietary system of measuring the importance of a Web site based on how many other sites are linking to it, as well as the quality of the incoming links. This is one of many factors used to determine the rank of a Web page on Google. 

Pay-Per-Click (PPC): A type of paid listing model where you, as the advertiser, only pay if a user clicks on your link. Overture and Google AdWords (adjunct to the Google robot search engine) are examples of PPCs. 

Search Engine Robots (also known as spiders or crawlers): Computer software that automatically visits web pages and compiles information about their content into a database (a process known as “indexing”). Google is an example of a robot-based search engine.

Spam: Any search engine marketing technique that is designed to trick the search engines, usually by misrepresenting the content on a page. This includes techniques such as: "bait-and-switch", page cloaking, keyword stuffing, using tiny or invisible text, or using a large number of identical doorway pages. These techniques can get your Web site banned (permanently removed) from major search engines such as Google.

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Web News

Top Internet service providers blocked 17 percent of legitimate permission-based e-mail in the first half of the year, according to a report issued by e-mail delivery company Return Path.

The company, which helps e- mail marketers make sure their mail gets through, said the so-called false-positive rate at the top dozen ISPs in the first two quarters of the year dropped 2 percent from the fourth quarter of 2002 and 5 percent from the third quarter. 

According to the Cellular Telecommunications & Internet Association, there were more than 148.5 million U.S. wireless subscribers as of the first week in August 2003 — representing more than 7.7 million additions since the end of 2002 and 20 million more than there were at the end of 2001. 

This continued wireless swell was responsible for generating more than $76.5 million in annualized service revenue, employing nearly 200,000 workers, and contributing to the $584 billion in global wireless revenues expected by 2007. Eastern Europe will bring $4.6 billion to the global prediction. 

We're always hardest on ourselves, and the e- commerce industry is no different. When research firm ForeSee Results asked e- commerce insiders to rate the online shopping experience, they gave it a barely passing grade. Survey respondents are the most internet savvy crowd there is," ForeSee CEO Larry Freed told "They know how it should work, and their expectations are very high." ForeSee Results is also a sponsor of the University of Michigan's American Customer Satisfaction Index (ACSI) report on consumer satisfaction with several categories of e-business, including e-retail. 

The e-retailers gave themselves a 63 for overall satisfaction. Compare that to the ACSI score of 88 for HJ Heinz and It was better than the score of 55 given to Comcast. The ForeSee Results e-retail benchmark average was 77. 

The overwhelming majority of British respondents to a MORI poll are clueless about "Wi-Fi [define] hotspots [define]," with small percentages believing the term refers to hot tubs, sunbeds, nightclubs, or other mistaken conclusions. 

The April 2003 Packard Bell- sponsored survey of 985 home PC users in Great Britain revealed that 70 percent of respondents had no idea what a Wi-Fi hotspot was, and even when prompted, only 29 percent correctly identified the term as an area covered by a wireless access point, typically set up for the Internet so that people can connect to the Web without cables. Nearly half (43 percent) of those surveyed said they just didn't know, rather than venture a guess. 

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