Business / Internet Marketing Glossary

Bytes: A byte is a unit of information transferred over a network (or stored on a hard drive or in memory). Every web page, image, or other type of file is composed of some number of bytes. Large f . . . View Full Definition

Cache: Cache is a storage area for frequently accessed information. Retrieval of the information is faster from the cache than the originating source. There are many types of cache including RAM ca . . . View Full Definition

caching : The storage of Web files for later re-use at a point more quickly accessed by the end user.

Campaign: Defines the daily budget, language, geographic targeting, and location of where the ads are displayed.

Campaign Optimization: A feature that automatically manages campaigns for you to help maximize the effectiveness of your spending, based on guidelines you provide. Campaign optimization saves you time while helpin . . . View Full Definition

Canonical Tag: Code used by search engine crawlers/spiders to tell search engines what URL is the original version of your webpage.

Cascading Style Sheets (CSS): A data format used to separate style from structure on Web pages.

Cgi Script: A CGI script is a program written in one of several popular languages such as Perl, PHP, Python, etc., that can take input from a web page, do something with the data, and produce a customiz . . . View Full Definition

Chat Room: An area online where you can chat with other members in real-time.

Click: The opportunity for a visitor to be transferred to a location by clicking on an ad, as recorded by the server.

Click-Through: The process of clicking through an online advertisement to the advertiser's destination.

Click-Through Rate (CTR): Percentage of times a user responded to an advertisement by clicking on the ad button/banner. At one time the granddaddy of Web-marketing measurements, click-through is based on the idea tha . . . View Full Definition

Cloaking: Cloaking describes the technique of serving a different page to a search engine spider than what a human visitor sees. This technique is abused by spammers for keyword stuffing. Cloaking is . . . View Full Definition

Code: Anything written in a language intended for computers to interpret.

Coldfusion Hosting: Web hosting that supports coldfusion, a web application language introduced by Allaire and currently owned by Macromedia.

Common Gateway Interface (CGI): An interface-creation scripting program that allows Web pages to be made on the fly based on information from buttons, checkboxes, text input, etc.

Competiting Pages: The number of pages found for a competiting keyword.

Content (A-B) Testing: Testing the relative effectiveness of multiple versions of the same advertisement, or other content, in referring visitors to a site. Multiple versions of content can be uniquely identified . . . View Full Definition

Content Match: A pay-per-click campaign tactic that helps your ads display on sites throughout the Yahoo! Distribution network. With Content Match, a number of variables can be used to determine your ad’s . . . View Full Definition

Content Network: A group of Web sites that agree to show ads on their site, served by an ad network, in exchange for a share of the revenue generated by those ads.

Content Targeted Advertising (CTA): It refers to the placement of relevant PPC ads on content pages for non-search engine websites.

Contextual Advertising: Advertising that is targeted to a Web page based on the page's content, keywords, or category. Ads in most content networks are targeted contextually.

Conversion Rate: This is the percentage of your clicks that generate sales or leads.. This number is given by dividing the number of sale/leads by the number of clicks you send to the offer. For example, if . . . View Full Definition

Cookie: A file on your computer that records information such as where you have been on the World Wide Web. The browser stores this information which allows a site to remember the browser in future . . . View Full Definition

Copyrighting: Copywriting for search engines is the art of creating web page copy that is tailored not only to fall in line with the current interpretation of search engine algorithms, but also to entice . . . View Full Definition

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