Cache

Copy of a web page stored by a search engine. When you search the web you are not actively searching the whole web, but are searching files in the search
engine index. Some search engines provide links to cached versions of pages in their search results, and allow you…

Canonical URL

Many content management systems are configured with errors which cause duplicate or exceptionally similar content to get indexed under multiple URLs. Many
webmasters use inconsistent link structures throughout their site that cause the exact same content to get…

Cloaking

Displaying different content to search engines and searchers. Depending on the intent of the display discrepancy and the strength of the brand of the
person / company cloaking it may be considered reasonable or it may get a site banned from a search engine. Cloaking…

Clustering

In search results the listings from any individual site are typically limited to a certain number and grouped together to make the search results appear
neat and organized and to ensure diversity amongst the top ranked results. Clustering can also refer to a technique…

Co-citation

In topical authority based search algorithms links which appear near one another on a page may be deemed to be related to one another. In algorithms like
latent semantic indexing words which appear near one another often are frequently deemed to be…

Comments

Many blogs and other content management systems allow readers to leave user feedback. Leaving enlightening and thoughtful comments on someone else’s
related website is one way to help get them to notice you. See also: blog comment spam – the addition of…

Comments Tag

Some web developers also place comments in the source code of their work to help make it easy for people to understand the code. HTML comments in the
source code of a document appear as <!– your comment here –>. They can be viewed if someone types…

Conceptual Links

Links which search engines attempt to understand beyond just the words in them. Some rather advanced search engines are attempting to find out the concept
links versus just matching the words of the text to that specific word set. Some search algorithms may even look…

Concept Search

A search which attempts to conceptually match results with the query, not necessarily with those words, rather their concept. For example, if a search
engine understands a phrase to be related to another word or phrase it may return results relevant to that other word…

Contextual Advertising

Advertising programs which generate relevant advertisements based on the content of a webpage. See also: Google AdSense is the most popular contextual
advertising program.

Conversion

Many forms of online advertising are easy to track. A conversion is reached when a desired goal is completed. Most offline ads have generally been much
harder to track than online ads. Some marketers use custom phone numbers or coupon codes to tie offline activity to…

Cookie

Small data file written to a user’s local machine to track them. Cookies are used to help websites customize your user experience and help affiliate
program managers track conversions.

Copyright

The legal rights to publish and reproduce a particular piece of work. See also: Copyright.gov

Compacted Information

Information which is generally and widely associated with a product. For example, most published books have an ISBN. As the number of product databases
online increases and duplicate content filters are forced to get more aggressive the keys to getting your…

Content Marketing

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and
understood target audience – with the objective of driving profitable customer action. Read…

Tool used to help make it easy to update and add information to a website. Blog software programs are some of the most popular content management systems
currently used on the web. Many content management systems have errors associated with them which make it hard for…

CPA

Cost per action. The effectiveness of many other forms of online advertising have their effectiveness measured on a cost per action basis. Many affiliate
marketing programs and contextual ads are structured on a cost per action basis. An action may be anything from an…

Cost per click. Many search ads and contextually targeted ads are sold in auctions where the advertiser is charged a certain price per click. See also:
Google AdWords – Google’s pay per click ad program which allows you to buy search and contextual ads….
Cost per thousand ad impressions. Many people use CPM as a measure of how profitable a website is or has the potential of becoming.
How deeply a website is crawled and indexed. Since searches which are longer in nature tend to be more targeted in nature it is important to try to get
most or all of a site indexed such that the deeper pages have the ability to rank for relevant long tail keywords. A…
How frequently a website is crawled. Sites which are well trusted or frequently updated may be crawled more frequently than sites with low trust scores and
limited link authority. Sites with highly artificial link authority scores (ie: mostly low quality spammy links)…

CSS

Cascading Style Sheets is a method for adding styles to web documents. Note: Using external CSS files makes it easy to change the design of many pages by
editing a single file. You can link to an external CSS file using code similar to the following in the head of…

Clickthrough rate – the percentage of people who view click on an advertisement they viewed, which is a way to measure how relevant a traffic source or
keyword is. Search ads typically have a higher clickthrough rate than traditional banner ads due to being…

Cybersquatting

Registering domains related to other trademarks or brands in an attempt to cash in on the value created by said trademark or brand.