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Third-party companies that manage advertising agency's advertising listings on pay per click systems. Provides a means of extracting the best Return on Investment for complex over 10,000 keyword campaigns.
One of Google’s keyword-matching options; displaying your advert for queries which include your keywords as part of a longer search term, but not necessarily in the same order or adjacent to one another. For example, your keyword advert of "collector clocks" as a broad match is validly displayed on query results for "collector of antique clocks". (See also keyword-matching options, broad match, expanded match, and negative match.)
When a user clicks a link on a web page and passes through to the web site represented by that link. Click thru amounts related to each keyword search can be tracked to see if a particular term (or keyword) is used by internet users to find a service or product. The study is referred to as keyword analysis.
Serving a different page to a search engine spider than what a human visitor sees. This technique is abused by spammers for keyword stuffing. Cloaking is a violation of the guidelines of most search engines and could be grounds for banning
Refers to a web page that contains complete and relevant content to the topic in question. Google's programmers aim to reward sites that provide users with complete and relevant content on keywords, i.e. their aim is to find the most content-rich sites for each keyword.
Search engines like google or other text-link advertising networks have expanded their network distribution to include contextual-inventory. Contextual or content inventory is when listings are displayed on pages of Web sites (usually not search engines), where the written content on the page indicates to the ad-server that the page is a good match to specific keywords and phrases. Google's Adsense(TM) advertising network generates a significant amount of traffic through contextual (not google search) inventory.
Advertising on search engines now works by charging you a fixed amount every time a user clicks on a "sponsored link" or pay-per-click ad. The price of each click depends on the popularity of the keyword associated with the ad. The total cost of the campaign is the number of clicks times the cost-per-click or CPC.
One of Google’s keyword-matching options; exact match forces Google to display your ads only on search results pages that exactly match your selected keyword or key phrase. Exact match may be selected for individual keywords in an Ad Group. (See also keyword-matching options, broad match, expanded match, and negative match.)
Expanded matches are variations of your selected keywords (such as plurals, synonyms, and misspellings) that Google deems relevant and helpful to your ad’s success. Expanded matching is included in the broad match option. (See also keyword-matching options, broad match, exact match, and negative match.)
Text that is visible to the search engines but is invisible to humans. It is primarily used for the purpose of including extra keywords in the page without distorting the aesthetics of the page. Using hidden text is a violation of search engine guidelines and can be grounds for banning.
A word or phrase entered into search engines when searching for a product or service.
The number of searches for a particular keyword query. Whereas clickthroughs tell you how many searchers go to your site, keyword demand tells you how many total searches used that keyword, whether the searchers clicked through or not. Keyword demand is ten times the clickthroughs on all paid advertising for a keyword.
The ratio of a keyword term relative to all keywords on a page. For example, if you want your 200 word page to be found for the query "wallpaper" and your page contains 20 occurrences of that word, the keyword density of your page is 10 percent for the term "wallpaper". Generally, search engines consider pages with about 6 to 8 percent keyword density to be high quality pages. (Higher keyword densities are sometimes penalized as spamming.)
Variable representing the popularity of a keyword (keyword demand.) compared to its popularity in usage (the number Web pages the keyword it is found on). The ideal situation for a webmaster is when the keyword demand is big but the popularity of the keyword is low.
Also known as keyword stuffing, a spamming technique in which keywords are repeated excessively merely to attract the search engines.
The work of deciding which words and phrases a the marketing project should target in search engine marketing.
The work of discovering all the possible words and phrases which the marketing project should target.
Also known as keyword loading, a spamming technique in which keywords are repeated excessively merely to attract the search engines.
Online promotion focused on targeting traffic which is searching using with queries including specific keywords and phrases.
Keyword submission online promotion focused on using pay per click advertising to access users searching with specific keywords or phrases. Keyword submission does not require any changes to be made to an existing site.
A mirror is the term used for a near identical duplicate website. Mirrors are commonly used in an effort to improve the ranking of a web site or target different keywords/keyphrases using the same material. Using mirrors is a violation of the search engines guidelines and result in banning.
A search engine advertising option which prohibits an ad being displayed once a negative term has been applied. (See also keyword-matching options, broad match, and exact match.)
Service offered to a web site aimed at improving the organic search rankings (not paid search) for a set of keywords. Search engine optimization involves making the pages of a site more easily accessible to search engines spiders and clarifying the keywords relating to a web pages. Search engine optimisation is also often referred to as SEO, search engine positioning and search engine promotion.
A search term within a search query consisting of multiple keywords in double quotation marks, indicating to the search engine that those keywords be found as a phrase. If keywords are not enclosed in double quotes, they are treated as individual keywords to search for rather than as a phrase.
Describes traffic more pre-disposed to making a transaction in a particular product or service. Such traffic are the users that find a web site by searching for keywords related to a product or service on the web site in question. These visitors are more likely to interact with or purchase from your web site and are therefore of higher quality than other visitors.
The accuracy with which an organic search match is closely related to the query. A match with very high relevance will be ranked higher. Search engines sort the matches by relevance using a ranking algorithm. The algorithms use many increasingly sophisticated factors, including the location of the keywords on the matching web pages, the authority of the page, the anchor text of inbound links, the keyword density, presence of related keywords, proximity of different keywords.
The work of improving organic search rankings (not paid search) for a Web site and a set of keywords. Search engine optimization involves making the pages of a site more easily accessible to search engines spiders and clarifying the keywords relating to a web pages. Search engine optimization is also often referred to as SEO, search engine positioning and search engine promotion.
When a company uses or impersonats the trademark of another company, resulting in confusion or deception of consumers. Trademark infringements are commonplace online. For instance, the use of keywords based on a competitor's brand name for search engine optimisation or pay per click advertising, with no mention of the competitor brand in the advert. Basically, trying to take advantage of the brand strength developed by the competitor for promotion of ones own site. Or when the trademark is included in the text of a competitor's advert. Both infringement are a good case for the search engine company to act on behalf of the trademark holder.
Analysis of web users behaviour at the web site in question. E-commerce sites use web analytics software to metrics on the user behaviour: visitors, unique visitors, origin of visitor traffic, what keywords they searched with on the site's search engine, lenght of visit. A more comprehensive view includes the assessment of a wider variety of data, including web traffic, web transactions, usability studies, user submitted information, and related sources to create a more comprehensive understanding of the visitor experience and behaviour. Web analytic software is used to monitor web site conversion and click through rates, i.e. whether pages are working properly. With this information, webmasters determine how to improve the site.
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