Business / Internet Marketing Glossary

Algorithm: The process a search engine applies to web pages so it can accurately produce a list of results based on a search term. Search engines regularly change their algorithms to improve the qualit . . . View Full Definition

Alt Text: HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed.

Alta Vista: A popular search engine. One of the first search engines originally owned by Digital now owned by Yahoo.

American Online (AOL): Stands for 'A(merica) O(n)L(ine)' America Online, Inc., based in Virginia, originally began as a closed network content provider: meaning only AOL subscribers had access to AOL content. Toda . . . View Full Definition

Analytics: A feature that allows you to understand a wide range of activity related to your website and your online marketing activities. Using analytics provides you with information to help optimize . . . View Full Definition

Anchor: A word, phrase or graphic image, in hypertext, it is the object that is highlighted, underlined or 'clickable' which links to another site.

Anchor Text: Anchor text refers to the visible clickable text for a hyperlink. For example: < a href='http://www.lazworld.com/' >This is the anchor text< /a >The text usually gives visitors or search eng . . . View Full Definition

Animated Gif (Gif89a): A GIF animation tool that creates sequences of images to simulate animation and allows for transparent Background colors. Animated GIF's can generate higher response rates than static banners.

Anonymous Ftp: An option in FTP that allows users to download files without having to establish and account.

Apache: An open source web server software.

Api: Application Programming Interface

Applet: An application program written in Java which allows viewing of simple animation on web pages.

Application Service Provider: Provider of applications/services that are distributed through a network to many customers in exchange for a stream of smaller payments as opposed to one fixed, upfront price.

Ascii: American Standard Code for Information Interchange

Asp Hosting: Web hosting that supports Active Server Pages, a server-side scripting environment from Microsoft.

Auditor: Third-party company that tracks, counts and verifies ad-banner requests or verifies a Web site's ad reporting system.

Autoresponder: A program that sends an automatic form response to incoming emails.

Avatar: A digital representation of a user in a virtual reality site.

Average Page Depth: The average number of pages on a site that visitors view during a single session.

Average Response Value: The average revenue value of each click, calculated as total revenue divided by total clicks.

Backbone: A high-speed line or series of connections that forms a large pathway within a network. The term is relative to the size of network it is serving. A Backbone in a small network would probabl . . . View Full Definition

Backlinks: Backlinks are incoming links to a webpage. Backlinks are important for search engine optimization (SEO) because some search engines, give more credit to websites that have a good number of q . . . View Full Definition

Bandwidth: How much information (text, images, video, sound) can be sent through a connection. Usually measured in bits-per-second. A full page of text is about 16,000 bits. A fast modem can move appro . . . View Full Definition

Banner: Banners are the 468-by-60 pixels ad space on commercial Web sites that are usually 'hot-linked' to the advertiser's site.

Banner Ad: A graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468x60).

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