Google Analytics Glossary: Attribution

Attribution is assigning credit for a conversion. In last-click attribution, all of the value associated with the conversion is assigned to the last marketing activity that generated the revenue. Attribution...

Content Delivery Network: Does Your Blog Need One?

Having a Content Delivery Network can make a huge impact on your website. Below are some of the advantages that we have seen on our site by using a...

Opengragh

http://www.oneupweb.com/wp-content/uploads/oneupweb_facebook_fallacy.pdf

Ontology

In philosophy it is the study of being. As it relates to search, it is the attempt to create an exhaustive and rigorous conceptual schema about a domain. An...

Text Link Ads

Advertisements which are formatted as text links. Since the web was originally based on text and links people are typically more inclined to pay attention to text links than some...

What is: Augmented Reality

Augmented Reality (AR) is a form of virtual reality in which the physical, real-world environment is duplicated inside a computer. It offers an immersive experience that bridges the physical...

LSI

Latent Semantic Indexing is a way for search systems to mathematically understanding and representing language based on the similarity of pages and keyword co-occurance. A relevant result may not...

SEO Copywriting

Writing and formatting copy in a way that will help make the documents appear relevant to a wide array of relevant search queries. There are two main ways to write...

Headline

The title of an article or story.

IM Glossary: Digital Marketing

Web Analytics 2.0 is: (1) the analysis of qualitative and quantitative data from your website and the competition, (2) to drive a continual improvement of the online experience that your customers,...

Server

Computer used to host files and serve them to the WWW. Dedicated servers usually run from $100 to $500 a month. Virtual servers typically run from $5 to $50 per...

Context

Forrester defines “context” as “the sum total of what your customer has told you and is experiencing at his moment of engagement.” Context includes: Situation: the current location, altitude, and speed...

Social Graph

The Social Graph is "the idea that if you mapped out all the connections between people and the things they care about, it would form a graph that connects...

Reinclusion

If a site has been penalized for spamming they may fix the infraction and ask for reinclusion. Depending on the severity of the infraction and the brand strength of...

Spam

Unsolicited email messages. Search engines also like to outsource their relevancy issues by calling low quality search results spam. They have vague ever changing guidelines which determine what marketing techniques...

Keyword Stuffing

Writing copy that uses excessive amounts of the core keyword. When people use keyword stuffed copy it tends to read mechanically (and thus does not convert well and is not...

Opera

A fast standards based web browser. See also: Opera.com

Unethical SEO

Some search engine marketers lacking in creativity try to market their services as being ethical, whereas services rendered by other providers are somehow unethical. SEO services are generally neither...

De-Listing

Temporarily or permanently becoming de-indexed from a directory or search engine. De-indexing may be due to any of the following: Pages on new websites (or sites with limited link authority relative...

Teoma

Topical community based search engine largely reliant upon Kleinberg's concept of hubs and authorities. Teoma powers Ask.com.

Guestbook Spam

A type of low quality automated link which search engines do not want to place much trust on.

IDF

Inverse Document Frequency is a term used to help determine the position of a term in a vector space model. IDF = log ( total documents in database / documents...

Inbound Marketing Inbound Marketing Glossary: Remarketing

Let’s say a potential buyer visited your site but somehow the deal bounced without a purchase or filling inquiry form. How will you induce that visitor to convert into...

Deep Link

A link which points to an internal page within a website. When links grow naturally typically most high quality websites have many links pointing at interior pages. When you...

Define: Bounce Rate | Google Analytics

Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page). There are a number...

Penalty

Search engines prevent some websites suspected of spamming from ranking highly in the results by banning or penalizing them. These penalties may be automated algorithmically or manually applied. If a...

Resubmission

Much like search engine submission, resubmission is generally a useless program which is offered by businesses bilking naive consumers out of their money for a worthless service. Rewrite (see URL...

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...

Reciprocal Links

Nepotistic link exchanges where websites try to build false authority by trading links, using three way link trades, or other low quality link schemes. When sites link naturally there is...

Usability

How easy it is for customers to perform the desired actions. The structure and formatting of text and hyperlink based calls to action can drastically increase your website usability, and...

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...

Meta Keywords

The meta keywords tag is a tag which can be used to highlight keywords and keyword phrases which the page is targeting. The code for a meta keyword tag looks...

Zeal

Non-commercial directory which was bought by Looksmart for $20 million, then abruptly shut down with little to no warning. Feedback: Did one or more of the links break? Are any...

Niche

A topic or subject which a website is focused on. Search is a broad field, but as you drill down each niche consists of many smaller niches. An example of...

SERP

Search Engine Results Page is the page on which the search engines show the results for a search query.

Open Source

Software which is distributed with its source code such that developers can modify it as they see fit. On the web open source is a great strategy for quickly building...

What is: Affiliate Marketing

Affiliate marketing programs allows merchants to expand their market reach and mindshare by paying independent agents on a cost per action (CPA) basis. Affiliates only get paid if visitors...

Automated Bid Management Software

Pay per click search engines are growing increasingly complex in their offerings. To help large advertisers cope with the increasing sophistication and complexity of these offerings some search engines...

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...
What is web Analytics?

What is: Web Analytics

Web analytics is the collection, reporting, and analysis of website data. The focus is on identifying measures based on your organizational and user goals and using the website data...

Whois

Each domain has an owner of record. Ownership data is stored in the Whois record for that domain. Some domain registrars also allow you to hide the ownership data of...

Tags

Tagging, tags (see Bookmarks)
the ultimate inbound marketing glossary

Inbound Marketing Inbound Marketing Glossary: B

Back Link An incoming link from another Web site. Google uses back links in ranking pages because high-quality back links are essentially like citations or recommendations and can increase a...
What is Web Analytics?

What is Web Analytics?

Analytics – also known as “business analytics” or “data analysis” – refers to the software and methods that organizations use to understand data. Organizations generate and collect large amounts...

Social Currency: Coin of the Digital Realm

This slideshare presentation by the Vivaldi Group presents the findings of a 2012 study on the impact of the adoption of social technologies, social media and social networks in...

Anchor Text

The text that a user would click on to follow a link. In the case the link is an image the image alt attribute may act in the place...

AllTheWeb

Search engine which was created by Fast, then bought by Overture, which was bought by Yahoo. Yahoo may use AllTheWeb as a test bed for new search technologies and...

API (Application Program Interface)

An API is a series of conventions or routines used to access software functions. Most major search products have an API program. An interface that can be used by third-party program...

Link Rot

A measure of how many and what percent of a website's links are broken. Links may broken for a number of reason, but four of the most common reasons are: a...

Relative Link

A link which shows the relation of the current URL to the URL of the page being linked at. Some links only show relative link paths instead of having...

Hidden Text

SEO technique used to show search engine spiders text that human visitors do not see. While some sites may get away with it for a while, generally the risk to...

Netscape

Originally a company that created a popular web browser by the same name, Netscape is now a social news site similar to Digg.com. See also: Netscape.com 

SEO

Search engine optimization is the art and science of publishing information and marketing it in a manner that helps search engines understand your information is relevant to relevant search...

Query

The actual "search string" a searcher enters into a search engine.

Fuzzy Search

Search which will find matching terms when terms are misspelled (or fuzzy). Fuzzy search technology is similar to stemming technology, with the exception that fuzzy search corrects the misspellings at...

News Feed Optimization

News Feed Optimization =Facebook filters the posts that people see in their news feed

CPC

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...

SWOT

SWOT analysis (alternatively SWOT Matrix) is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. A...

Filter

Certain activities or signatures which make a page or site appear unnatural might make search engines inclined to filter / remove them out of the search results. For example, if...

PHP

PHP Hypertext Preprocessor is an open source server side scripting language used to render web pages or add interactivity to them. See also: PHP.net

Alt Attribute

Blind people and most major search engines are not able to easily distinguish what is in an image. Using an image alt attribute allows you to help screen readers...

Wordnet

A lexical database of English words which can be used to help search engines understand word relationships. See also: Wordnet - official site

Landing Page

The page on which a visitor arrives after clicking on a link or advertisement.

HTML

HyperText Markup Language is the language in which pages on the World Wide Web are created. Some newer web pages are also formatted in XHTML. See also: W3C: HTML Home Page

Stop Words

Common words (ex: a, to, and, is ...) which add little relevancy to a search query, and are thus are removed from the search query prior to finding relevant...

PPC

Pay Per Click is a pricing model which most search ads and many contextual ad programs are sold through. PPC ads only charge advertisers if a potential customer clicks...

.htacces

Apache directory-level configuration file which can be used to password protect or redirect files. As a note of caution, make sure you copy your current .htaccess file before editing it,...

Google

The world's leading search engine in terms of reach. Google pioneered search by analyzing linkage data via PageRank. Google was created by Stanford students Larry Page and Sergey Brin. See...

Quality Content

Content which is linkworthy in nature. See also: What is Quality Content? When Unique Content is Not "Unique" 

URL

Uniform Resource Locator is the unique address of any web document.

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...

Social Video Marketing (SVM)

Social video marketing (SVM) is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video. In a successful social...

Inbound Link

Link pointing to one website from another website. Most search engines allow you to see a sample of links pointing to a document by searching using the link: function. For...

Cross Domain Tracking

Cross domain tracking enables you to track separate, top-level domains as a single entity, and thereby combining data for multiple top-level domains together in the same Google Analytics reports....

Registrar

A company which allows you to register domain names.

Supplemental Results

Documents which generally are trusted less and rank lower than documents in the main search index. Some search engines, such as Google, have multiple indicies. Documents which are not well...

Referrer

The source from which a website visitor came from

Pay for Performance

Payment structure where affiliated sales workers are paid commission for getting consumers to perform certain actions. Publishers publishing contextual ads are typically paid per ad click. Affiliate marketing programs pay...

Navigation

Scheme to help website users understand where they are, where they have been, and how that relates to the rest of your website. It is best to use regular HTML...

Trackback

Automated notification that another website mentioned your site which is baked into most popular blogging software programs. Due to the automated nature of trackbacks they are typically quite easy to...

Quality Link

Search engines count links votes of trust. Quality links count more than low quality links. There are a variety of ways to define what a quality link is, but the...

Query Refinement

Some searchers may refine their search query if they deemed the results as being irrelevant. Some search engines may aim to promote certain verticals or suggest other search queries...

Description

Directories and search engines provide a short description near each listing which aims to add context to the title. High quality directories typically prefer the description describes what the site...

Define: Emerging Media

“Emerging media is the evolution of utilizing technology to share information in new and innovative ways. Current trends in marketing include an explosion in digital media with the development...

Regular Expressions

Regular expressions are special characters that match or capture portions of a field, as well as the rules that govern all characters. Most of the filters included in Google...

CGI

Common Gateway Interface - interface software between a web server and other machines or software running on that server. Many CGI programs are used to add interactivity to a...

Vertical Search

A search service which is focused on a particular field, a particular type of information, or a particular information format. For example, Business.com would be a B2B vertical search engine,...

Usenet

A search service which is focused on a particular field, a particular type of information, or a particular information format. See also: Google Groups - a popular Usenet archive interface.

Keyword

A word or phrase which implies a certain mindset or demand that targeted prospects are likely to search for. Long tail and brand related keywords are typically worth more than...

Search History

Many search engines store user search history information. This data can be used for better ad targeting or to make old information more findable. Search engines may also determine what...

Search Engine

A tool or device used to find relevant information. Search engines consist of a spider, index, relevancy algorithms and search results.

Duplicate Content

Content which is duplicate or near duplicate in nature. Search engines do not want to index multiple versions of similar content. For example, printer friendly pages may be search engine...

SEM

Search engine marketing. Also known as: Search Marketing

Taxonomy

Classification system of controlled vocabulary used to organize topical subjects, usually hierarchical in nature.

Wiki

A Web environment that allows visitors to openly edit the content, used primarily for collaborative content development and publishing. Example: Wikipedia.

Hilltop

Algorithm which ranks results largely based on unaffiliated expert citations. See also: Hilltop: A Search Engine based on Expert Documents

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