Online Marketing Glossary : A - CSearch Engine Marketing Glossary
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Ad:Tech Trade Show: ad:tech is the leading interactive advertising and technology conference and trade show dedicated to connecting all sides of today’s online marketing landscape. The shows are offered several times a year worldwide and include a blend of keynote speakers, panels and workshops.
Alt Tag: The alternative text that the browser displays when the surfer does not want to or cannot see the pictures present in a web page. Using alt tags containing keywords can improve the search engine ranking of the page for those keywords.
Anchor Text: the text used between the anchor tags. For Example: <a href=“http://www.suntrader.com”>This is the anchor text.</a>. It is believed that search engine consider the internal linking in the site and understand that the anchor text is indicative of content on the page.
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Blog or Web Log: A blog (short for "web log") is a type of web page that serves as a publicly accessible personal journal (or log) for an individual. Typically updated daily, blogs often reflect the personality of the author. Blog software usually has archives of old blogs, and is searchable. Frequently blogging software is used by web pages providing excellent information on many topics, although very frequently the content is personal and requires careful evaluation. Look at this sample blog: OneJerusalem.com.
Boolean Logic: Way to combine terms using "operators" such as "AND," "OR," "AND NOT" and sometimes "NEAR." AND requires all terms appear in a record. OR retrieves records with either term. AND NOT excludes terms. Parentheses may be used to sequence operations and group words. Always enclose terms joined by OR with parentheses.
C
Cache: In browsers, "cache" is used to identify a space where web pages you have visited are stored in your computer. A copy of documents you retrieve is stored in cache. When you use GO, BACK, or any other means to revisit a document, the browser first checks to see if it is in cache and will retrieve it from there because it is much faster than retrieving it from the server.
Cached Link: In search results from Google, Yahoo! Search, and some other search engines, there is usually a cached link which allows you to view the version of a page that the search engine has stored in its database. The live page on the web might differ from this cached copy, because the cached copy dates from whenever the search engine's spider last visited the page and detected modified content. Use the cached link to see when a page was last crawled and, in Google, where your terms are and why you got a page when all of your search terms are not in it.
Case Sensitive: Capital letters (upper case) retrieve only upper case. Most search tools are not case sensitive or only respond to initial capitals, as in proper names. It is always safe to key all lower case (no capitals), because lower case will always retrieve upper case.
CGI: "Common Gateway Interface," the most common way Web programs interact dynamically with users. Many search boxes and other applications that result in a page with content tailored to the user's search terms rely on CGI to process the data once it's submitted, to pass it to a background program in JAVA, JAVASCRIPT, or another programming language, and then to integrate the response into a display using HTML.
Click Popularity: A measure of the relevance of sites obtained by noting which sites are clicked on most and how much time users spend in each site.
Cloaking: The process by which your site can display different pages under different circumstances. It is primarily used to show an optimized page to the search engines and a different page to humans. Search engines will penalize a site if they discover that it is using cloaking in some cases resulting in a ban.
Comment Tag: The text present within the tags in a web page. While most search engines will ignore the text within the Comment Tags, some, like Excite will index the text present within them.
Cookie: A message from a Web Server computer sent to and stored by your browser on your computer. When your computer consults the originating server computer, the cookie is sent back to the server, allowing it to respond to you according to the cookie's contents. The main use for cookies is to provide customized Web pages according to a profile of your interests. When you log onto a "customize" type of invitation on a Web page and fill in your name and other information, this may result in a cookie on your computer which that Web page will access to appear to "know" you and provide what you want. If you fill out these forms, you may also receive e-mail and other solicitation independent of cookies.
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