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...

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...

Stemming

Using the stem of a word to help satisfy search relevancy requirements. EX: searching for swimming can return results which contain swim. This usually enhances the quality of search...

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

Authority

The ability of a page or domain to rank well in search engines. Five large factors associated with site and page authority are link equity, site age, traffic trends,...

SERP

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

Singular Value Decomposition

The process of breaking down a large database to find the document vector (relevance) for various items by comparing them to other items and documents. Important steps: Stemming: taking in account...

Landing Page Quality Scores

A measure used by Google to help filter noisy ads out of their AdWords program. When Google AdWords launched affiliates and arbitrage players made up a large portion of their...

Site Map

Page which can be used to help give search engines a secondary route to navigate through your site. Tips: On large websites the on page navigation should help search engines find...

Page Rank

A logarithmic scale based on link equity which estimates the importance of web documents. Since PageRank is widely bartered Google's relevancy algorithms had to move away from relying on PageRank...

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...

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...

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...

Meta Search

A search engine which pulls top ranked results from multiple other search engines and rearranges them into a new result set. See also: Myriad Search - an ad free meta search...

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...

Google Keyword Tool

Keyword research tool provided by Google which estimates the competition for a keyword, recommends related keywords, and will tell you what keywords Google thinks are relevant to your site...

Profit Elasticity

A measure of the profit potential of different economic conditions based on adjusting price, supply, or other variables to create a different profit potential where the supply and demand...

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...

Catch All Listing

A listing used by pay per click search engines to monetize long tail terms that are not yet targeted by marketers. This technique may be valuable if you have...

Hijacking

Making a search engine believe that another website exists at your URL. Typically done using techniques such as a 302 redirect or meta refresh.

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...

Wiki

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

Opengragh

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

CPM

Cost per thousand ad impressions. Many people use CPM as a measure of how profitable a website is or has the potential of becoming.

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...

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...

Flash

Vector graphics-based animation software which makes it easier to make websites look rich and interactive in nature. Search engines tend to struggle indexing and ranking flash websites because flash typically...

Scaling, Multi-Dimensional

The process of taking shapshots of documents in a database to discover topical clusters through the use of latent semantic indexing. Multi dimensional scaling is more efficient than singular...

Splash Page

Feature rich or elegantly designed beautiful web page which typically offers poor usability and does not offer search engines much content to index. Make sure your home page has relevant...

Content Management System (CMS)

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...

Social News

A Social Bookmarking website that focuses on current news   or a specific type of news such as sports or entertainment.   See Also: Social Bookmarking Digg.com, Redditt.com, Netscape.com

XHTML

Extensible HyperText Markup Language is a class of specifications designed to move HTML to conform to XML formatting. See also: W3C: XHTML

Telnet

Internet service allowing a remote computer to log into a local one for projects such as script initialization or manipulation.

Age

Some social networks or search systems may take site age, page age, user account age, and related historical data into account when determining how much to trust that person,...

Crawl Depth

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...

News Feed Optimization

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

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...

SSI

Server Side Includes are a way to call portions of a page in from another page. SSI makes it easier to update websites. To use a server side include...

Facebook Marketing

Special Report: Facebook Marketing - 8 Tactics to Measure and Improve ROI http://www.oneupweb.com/wp-content/uploads/facebook_marketing_8_tactics_to_measure_roi.pdf

IP Address

Internet Protocol Address. Every computer connected to the internet has an IP address. Some websites and servers have unique IP addresses, but most web hosts host multiple websites on...

Siphoning

Techniques used to steal another web sites traffic, including the use of spyware or cybersquatting.

Landing Page

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

Poison Word

Words which were traditionally associated with low quality content that caused search engines to want to demote the rankings of a page. See also: What Are Poison Words? Do They Matter?

Hub

Topical hubs are sites which link to well trusted within their topical community. A topical authority is a page which is referenced from many topical hub sites. A topical...

ISP

Internet Service Providers sell end users access to the web. Some of these companies also sell usage data to web analytics companies. Italics (see emphasis)

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...

Opera

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

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...

FFA

Free for all pages are pages which allow anyone to add a link to them. Generally these links do not pull much weight in search relevancy algorithms because many...

Social Video Chart: Your At-A-Glance Guide To 7 Major Platforms

A side-by-side feature comparison of the seven major social video players -- YouTube, Facebook, Twitter, Instagram, Vine, Snapchat and Tumblr. The post Social Video Chart: Your At-A-Glance Guide To 7...

WordPress

Popular open source blogging software platform, offering both a downloadable blogging program and a hosted solution. If you are serious about building a brand or making money online you should...

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...

Registrar

A company which allows you to register domain names.

Editorial Link

Search engines count links as votes of quality. They primarily want to count editorial links that were earned over links that were bought or bartered. Many paid links, such as...

Digg

Social news site where users vote on which stories get the most exposure and become the most popular. See also: Digg.com

Glossary: Meme

In The Selfish Gene Richard Dawkins defines a meme as "a unit of cultural transmission, or a unit of imitation." Many people use the word meme to refer to...

FTP

File Transfer Protocol is a protocol for transferring data between computers. Many content management systems (such as blogging platforms) include FTP capabilities. Web development software such as Dreamweaver also comes...
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...

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...

Teoma

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

Log Files

Server files which show you what your leading sources of traffic are and what people are search for to find your website. Log files do not typically show as much...

YouTube

Feature rich amateur video upload and syndication website owned by Google. See also: YouTube.com

Google OneBox

Portion of the search results page above the organic search results which Google sometimes uses to display vertical search results from Google News, Google Base, and other Google owned...

CTR

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....

Adwords

Google's advertisement and link auction network. Most of Google's ads are keyword targeted and sold on a cost per click basis in an auction which factors in ad clickthrough...

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...

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...

Inbound Marketing: A/B Testing Definition

A/B Testing Definition A/B testing is a way to compare two versions of a web page to determine which version is more effective. For example, you show two versions of...

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,...
the ultimate inbound marketing glossary

Inbound Marketing Glossary: L

Landing Page The page on which a visitor arrives after clicking on a link or advertisement. Landing Page Quality Scores A measure used by Google to help filter noisy ads out of...

Precision

The ability of a search engine to list results that satisfy the query, usually measured in percentage. (if 20 of the 50 results match the query the precision is...

Search Marketing

Marketing a website in search engines. Typically via SEO, buying pay per click ads, and paid inclusion.

Fresh Content

Content which is dynamic in nature and gives people a reason to keep paying attention to your website. Many SEOs talk up fresh content, but fresh content does not generally...

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...

AJAX

Asynchronous JavaScript and XML is a technique which allows a web page to request additional data from a server without requiring a new page to load.

Xenu Link Sleuth

Popular free software for checking a site for broken internal or external links and creating a sitemap. See also: Xenu - official site

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...

Personalization

Altering the search results based on a person's location, search history, content they recently viewed, or other factors relevant to them on a personal level.

TrustRank

Search relevancy algorithm which places additional weighting on links from trusted seed websites that are controlled by major corporations, educational institutions, or governmental institutions. See also: TrustRank algorithm - my review...

Google Traffic Estimator

Tool which estimates bid prices and how many Google searchers will click on an ad for a particular keyword. If you do not submit a bid price the tool will...

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...

Referrer

The source from which a website visitor came from

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...

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...

Link Churn

The rate at which a site loses links. See also: Information retrieval based on historical data

Headline

The title of an article or story.

Directory

A categorized catalog of websites, typically manually organized by topical editorial experts. Some directories cater to specific niche topics, while others are more comprehensive in nature. Major search engines likely...

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...
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...

Long Tail

Phrase describing how for any category of product being sold there is much more aggregate demand for the non-hits than there is for the hits. How does the long tail...

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...

Latest article

Right Person, Right Message, Right Time

Reaching the right person with the right message at the right time has long been the holy grail of marketing. The technology and data is tantalizingly close, and yet context and intent remain elusive. Personalized marketing is still wasted if it hits the wrong...

Presenting your Ideas

This is in the vein of my “How to Write a PowerPoint Pitch” cartoon a couple weeks ago. Presenters often apologetically refer to overly busy slides in their presentations as “eye charts”. If you ever feel compelled on-stage to apologize for showing an “eye...

Artificial Intelligence Hype

Marketers are increasingly excited about the potential of AI. L’Oréal chief digital officer Lubomira Rochet described a commonly shared sentiment: “I believe AI is as big a revolution as the internet itself. It’s going to power more of our interactions with our consumers, be it through advertising,...

How to Write a PowerPoint Pitch

The surest way to stifle an idea is to write a longwinded presentation deck about it.  PowerPoint, Keynote, and Prezi are powerful tools, but the power comes in how they’re used.  A weighty presentation deck can get in the way of the idea itself. The classic Mark...