جديد مختصارات لرموز الخاصة بال seo
htaccess file – A file with one or more configuration directives placed in a web site document directory. The directives apply to that directory and all subdirectories.
301 Redirect – A message that the URL has moved permanently. This is commonly used when a URL has a new location and will not be appearing again at the old URL.
302 Redirect – A “found” message. (Also referred to as a “temporary redirect.”) This form of redirection is commonly used -- and in some cases abused -- when a URL has been moved to a different location; but, it will be returning to the original location eventually.
403 Server Code – A “forbidden” message. Prevents access to a URL and displays the reason for preventing access.
404 Server Code – A “not found” message. Server cannot find the URL requested.
A
AJAX – Stands for Asynchronous JavaScript and XML. Ajax is a programming language that allows for the updating of specific sections of content on a web page, without completely reloading the page.
API – Acronym for Application Programming Interface. This is a program that advertisers create to manage their SEM campaigns, bypassing the search engines’ interfaces.
A/B Testing – A/B testing, at its simplest, is randomly showing a visitor one version of a page – (A) version or (B) version – and tracking the changes in behavior based on which version they saw. (A) version is normally your existing design (“control” in statistics lingo); and (B) version is the “challenger” with one copy or design element changed. In a “50/50 A/B split test,” you’re flipping a coin to decide which version of a page to show. A classic example would be comparing conversions resulting from serving either version (A) or (B), where the versions display different headlines. A/B tests are commonly applied to clicked-on ad copy and landing page copy or designs to determine which version drives the more desired result. See also Multivariate Testing.
Absolute URL’s Link - Absolute URLs use the full-path address, such as http://www.domain.com/page1.htm. (See also Relative URL’s link.)
Acquisition Strategy – A process of finding those potential customers who are in the market and ready to buy. The attempt to lead customers to a web site and to welcome them, answer their questions and close the sale.
Ad – Advertisements a searcher sees after submitting a query in a search engine or web site search box. In PPC, these ads are usually text format, with a Title, Description and Display URL. In some cases, a keyword the searcher used in his or her query appears boldfaced in the displayed ad. Ads can be positioned anywhere on a search results page; commonly they appear at the top – above the natural or organic listings – and on the right side of the page, also known as “Right Rail.”
Ad Copy – The main text of a clickable search or context-served ad. It usually makes up the second and third lines of a displayed ad, between the Ad Title and the Display URL.
Ad Title – The first line of text displayed in a clickable search or context-served ad. Ad Titles serve as ad headlines.
Affiliate Marketing – Affiliate marketing is a process of revenue sharing that allows merchants to duplicate sales efforts by enlisting other web sites as a type of outside sales force. Successful affiliate marketing programs result in the merchant attracting additional buyers, and the affiliate earning the equivalent of a referral fee, based on click-through referrals to the merchant site.
Algorithm – A set of rules that a search engine uses to rank listings in response to a query. Search engines guard their algorithms closely, as they are the unique formulas used to determine relevancy. Algorithms are sometimes referred to as the ”secret sauce.”
ALT Text – Also known as alternative text or alt attribute. An HTML tag (ALT tag) used to provide images with a text description in the event images are turned off in a web browser. The images text description is usually visible while “hovering” over the image. This tag is also important for the web access of the visually impaired.
Anchor Text - Words used to link to a page, known as anchor text are an important signal to search engines to determine a page’s relevance.
Arbitrage – A practice through which web publishers – second tier search engines, directories and vertical search engines – engage in the buying and reselling of web traffic. Typically, arbitrage occurs when such publishers pool client budgets to engage in PPC campaigns on Tier I search engines (Google, Yahoo!, MSN). If the publishers pay $0.10 per click for traffic, they typically resell those visitors to clients who bid $0.20 or more for the same keywords. Successful arbitrage requires that the arbitrageur must pay less per click than what the traffic sells for. The variation called Affiliate Arbitrage involves a web site owner or blogger bidding on keywords from programs such as Yahoo! Search Marketing or Google AdWords, who then links the ads, either to their own web site, or directly to a merchant site displaying ads (from programs such as the Yahoo! Publisher Network or Google AdSense).
Auction Model Bidding – The most popular type of PPC bidding. First, an advertiser determines what maximum amount per click they are willing to spend for a keyword. If there is no competition for that keyword, the advertiser pays their bid, or less, for every click. If there is competition at auction for that keyword, then the advertiser with the highest bid will pay one penny more than their nearest competitor. For example, advertiser A is willing to bid up to $0.50; advertiser B is willing to bid up to $0.75. If advertiser A’s actual bid is $0.23, then advertiser B will only pay $0.24 per click. Also referred to as market or competition-driven bidding.
Automatic Optimization – Search engines identify which ad for an individual advertiser demonstrates the highest CTR (click-through rate) as time progresses, and then optimizes the ad serve, showing that ad more often than other ads in the same Ad Group/Ad Order.
B
B2B – Acronym for “Business to Business.” Referrs to a business that specifically markets its services and/or products directly to other businesses.
B2C – Acronym for “Business to Consumer.” Refers to a business that specifically markets its services and/or products directly to consumers.
Backlinks – All the links pointing to a particular web page. Also called inbound links.
Ban – Also known as 'delisting' or 'penalty'. Refers to a action imposed by a search engine on a specific website in response to engaging in spam. Can be an IP address or a specific URL
Banned – When web pages are removed from a search engine's index specifically because the search engine has deemed them to be spamming or violating some type of specific guidelines.
Baseline Metrics – Specific metrics or calculations (usually averages of one sort or another) which provide a basis for making comparisons of past performance to current performance. Baselines can also be forward-looking, such as establishing a website traffic goal and seeking to determine whether the trends show the likelihood of meeting that goal. They become an essential piece of a Key Performance Indicator (KPI).
Behavioral Targeting – The practice of targeting and serving ads to groups of people who exhibit similarities not only in their location, gender or age, but also in how they act and react in their online environment. Behaviors tracked and targeted include web site topic areas they frequently visit or subscribe to; subjects or content or shopping categories for which they have registered, profiled themselves or requested automatic updates and information, etc.This is most common in the display advertising market but is making a much larger push in the paid search space.
Bid – The maximum amount of money that an advertiser is willing to pay each time a searcher clicks on an ad. Bids vary widely depending on competition from other advertisers, keyword popularity combined with quality scores.
Bid Boosting – A form of automated bid management that allows you to increase your bids when ads are served to someone whose age or gender matches your target market.
Bid Management Software - Software that manages PPC campaigns automatically. This management can be implemented either by rules-based software or intelligent software that adjusts bids in real-time based on incoming conversions and competitor actions. Both types of automatic bid management programs monitor and change bid prices, pause campaigns, manage budget maximums, adjust multiple keyword bids based on CTR, position ranking and more.
Blogs – A truncated form for “web log.” A blog is a frequently updated journal that is intended for general public consumption typically written around a specific topic. A great example is PPC For Hire's Pay Per Click Marketing Blog.
Brand – Customer or user experience represented by images and ideas, often referring to a symbol (name, logo, symbols, fonts, colors), a slogan and a design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both from its use, and as influenced by advertising, design and media commentary. Brand is often developed to represent implicit values, ideas and even personality.
Brand and Branding – “A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary.” (Added Definition) “A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality.”
Brand Lift – A measurable increase in consumer recall for a specific, branded company, product or service. Social Media is an emerging channel used by companies to increase brand lift.
Brand Messaging – Creative messaging that presents and maintains a consistent corporate image across all media advertising channels.
Brand Reputation - The position a company brand occupies and the 'feeling' consumers associate when the brand is mentioned.
Branding Strategy – The attempt to develop a strong brand reputation on the web to increase brand recognition and create a significant volume of impressions.
Bridge Page – Often used to describe the web pages that linked together many doorway pages on a web site. Also see: Doorway Page, Hallway Page.
Bucket – An associative grouping for related concepts, keywords, behaviors and audience characteristics associated with your company's product or service. This keyword bucketing strategy is often used to develop and organice PPC campaigns, ad groups, focus ad campaigns and target messages.
Buying Funnel – Also called the Buying Cycle, Buyer Decision Cycle and Sales Cycle, Buying Funnel refers to a multi-step process of a consumer’s path to purchase a product – from awareness to education to preferences and intent to final purchase. One of the key's to increasing sales is by analyzing your bying funnel for exit points and closing the holes.
Buzz Monitoring Services – Services that will email a client regarding their status in an industry. Twitter has grown into one of the largest channels for buzz monitoring. Most buzz or publicity monitoring services will email anytime a company’s name, executives, products, services or other keyword-based information on them are mentioned on the web. Google Alerts is one such service
Buzz Opportunities – Topics popular in the media and with specific audiences that receive news coverage or pass along recommendations that help increase exposure for a brand. Ways to uncover potential buzz opportunities include reviewing incoming traffic to a web site from organic links and developing new keywords to reach those visitors, or scanning special interest blogs and social media sites to learn what new topics attract rising interest, also to develop new keywords and messages.
COA – Acronym for Cost of Acquisition and is defined as how much it costs to acquire a conversion (desired action), such as a sale.
CPA – Acronym for Cost Per Acquisition (sometimes called Cost Per Action depending on the campaign goals), which is the total cost of an ad campaign divided by the number of conversions. For example, if a campaign spent $,1000 and resulted in 20 conversions, the CPA is ($,1000 / 20) or $50 .
CPA or “Cost Per Acquisition” – Also referred to as “Cost Per Action.” This is a metric used to measure the total monetary cost of each sale, lead or action from start to finish.
CPC – Acronym for Cost Per Click, or the amount search engines charge advertisers for every click that sends a searcher to the advertiser’s web site.CPC is calculated by dividing ad spend by clicks.
CPM – Acronym for Cost Per Thousand Impressions (ad serves or potential viewers). CPM is a standard monetization model for the display ad space, as well as for some context-based networks serving online search ads to web publishers and sites.
CPM or “Cost Per Thousand” – A unit of measure typically assigned to the cost of displaying an ad. If an ad appears on a web page 1,000 times and costs $5, then the CPM would be $5. In this instance, every 1,000 times an ad appeared, it would incur a charge of $5.
CPO – Acronym for Cost Per Order. The average dollar amount of advertising or marketing necessary to acquire an order. Calculated by dividing marketing expenses by the number of orders. Also referred to as CPA (Cost Per Acquisition defined above).
CTR – Acronym for Click-Through Rate or the number of clicks that an ad gets, divided by the total number of times that ad is displayed or served. CTR is calculated by total clicks / total impressions = CTR. For example, if an ad has 100 impressions and 6 clicks, the CTR is 6%. CTR also uniquely factors into Yahoo's, Microsoft's and Google's paid search Quality Score and directly impacts your minimum keyword bids.
Campaign Integration – Planning and executing a paid search campaign concurrently with other marketing initiatives, online or offline, or both. True paid search integration takes all marketing initiatives into consideration prior to launch and drives consistent messaging, image, tracking offline conversions, supporting brand awareness, increasing response rates and contributing to ROI business goals.
Canonicalization – Google's newest answer to duplicate content, and is defined as the process of picking the best URL when there are several choices; this usually refers to home pages. In addition, “Canonicalization is the process of converting data that has more than one possible representation into a "standard" canonical representation. This can be done to compare different representations for equivalence, to count the number of distinct data structures (e.g., in combinatorics), to improve the efficiency of various algorithms by eliminating repeated calculations, or to make it possible to impose a meaningful sorting order.” Source: Wikipedia
Cascading Style Sheets or CSS – An addition to your HTML coding, a web site’s “cascading style sheet” contains information on paragraph layout, font sizes, colors, etc. A cascading style sheet has many uses as far as search engine optimization and web site design are concerned by removing excess code and improving crawlability.
Click Bot – A program generally used to artificially click on paid listings within the engines in order to artificially inflate click amounts. This is the primary reason for the growing concern surrounding click fraud.
Click Fraud – Clicks on a Pay-Per-Click advertisement that are motivated by something other than a search for the advertised product or service. Click fraud may be the result of malicious or negative competitor/affiliate actions motivated by the desire to increase costs for a competing advertiser or to garner click-through costs for the collaborating affiliate. This typically results in negative performance for the advertiser.
Click Through - When a user clicks on a hypertext link on either a website or a paid ad text and is taken to the destination of that link
Click Through Rate – The percentage of those clicking on a link out of the total number who see the link. For example, imagine 10 people do a web search. In response, they see links to a variety of web pages. Five of the 10 people all choose one particular link. That link then has a 50 percent click-through rate (clicks / impressions = CTR).
Client-side Tracking - Client-side tracking entails the process of tagging every page that requires tracking on the Web site with a block of JavaScript code. This method is cookie based (available as first or third party cookies) and is readily available to companies who do not own or manage their own servers. The most common form of client-side tracking is Google Analytics.
Cloaking - The process by which a web site can display different versions of a web page under different circumstances. It's most common use is to show an optimized or a content-rich page to the search engines and a different page to humans for SEO benefit. Most major search engine representatives have publicly stated that they do not approve of this practice. As such, cloaking is typically known as a Black-Hat SEO practice.
Comment - The text or instructions contained within a web page's “comment” tag. “Comments” are used in a variety of situations, such as communication between web developers and Cascading Style Sheets. This is especially useful for blocks of code (such as analytics tracking) that should not be manipulated.
Competitive Analysis – Typically used in SEO and link building, competitive analysis is the assessment and analysis of strengths and weaknesses of competing web sites, including identifying traffic patterns, major traffic sources, and keyword selection.
Consumer Generated Media (CGM) - Refers to posts made by consumers to support or oppose products, web sites, or companies typically through social media sites. which are very powerful when it comes to company image. It can reach a large audience and, therefore, may change your business overnight.
Content Management Systems (CMS) - In computing, a content management system (CMS) is a document centric collaborative application for managing documents and other content. A CMS is often a web application and often it is used as a method of managing web sites and web content. The market for content management systems remains fragmented, with many open source and proprietary solutions available. Source: Wikipedia.org
Content Network – Also called Contextual Networks, content networks include Google and Yahoo! Contextual Search networks that serve paid search ads triggered by keywords related to the page content a user is viewing.
Content Targeting – An ad serving process in Google and Yahoo! that displays keyword triggered ads related to the content or subject (context) of the web site a user is viewing. Contrast to search network serves, in which an ad is displayed when a user types a keyword into the search box of a search engine or one of its partner sites.
Contextual Advertising – Advertising that is automatically served or placed on a web page based on the page’s content, keywords and phrases. Contrast to a SERP (search engine result page) ad display. For example, contextual ads for digital cameras would be shown on a page with an article about photography, not because the user entered “digital cameras” in a search box.
Contextual Distribution –The marketing decision to display search ads on certain publisher sites across the web instead of, or in addition to, placing PPC ads on search networks.
Contextual Link Inventory – To supplement their business models, certain text-link advertising networks have expanded their network distribution to include "contextual inventory". Most vendors of "search engine traffic" have expanded the definition of Search Engine Marketing to include this contextual inventory. Contextual or content inventory is generated when listings are displayed on pages of Web sites (usually not search engines), where the written content on the page indicates to the ad-server that the page is a good match to specific keywords and phrases. Often this matching method is validated by measuring the number of times a viewer clicks on the displayed ad.
Contextual Network – Also called Content Ads and Content Network, contextual network ads are served on web site pages adjacent to content that contains the keywords being bid upon. Contextual ads are somewhat like traditional display ads placed in print media and, like traditional ad buys, are often purchased on the same CPM (cost per thousand impressions) model for purchased keywords, rather than a CPC basis.
Contextual Search – A search that analyzes the page being viewed by a user and gives a list of related search results. Offered by Yahoo! and Google.
Contextual Search Campaigns – A paid placement search campaign that takes a search ad listing beyond search engine results pages and onto the sites of matched content web partners.
Conversion Action – The desired action you want a visitor to take on your site. Includes purchase, subscription to the company newsletter, request for follow-up or more information (lead generation), download of a company free offer (research results, a video or a tool), subscription to company updates and news.
Conversion Rate - Conversion rates are measurements that determine how many of your prospects perform the prescribed or desired action step. If your prescribed response is for a visitor to sign up for a newsletter, and you had 100 visitors and 1 newsletter signup, then your conversion rate would be 1%. Typically, micro-conversions (for instance, reading different pages on your site) lead to your main conversion step (making a purchase, or signing up for a service).
Conversion Rate – The number of visitors who convert (take a desired action at your site) after clicking through on your ad, divided by the total number of click-throughs to your site for that ad. (Expressed as: total click-throughs that convert / total click-throughs for that ad = conversion rate.) For example, if an ad brings in 150 click-throughs and 6 of the 150 clicks result in a desired conversion, then the conversion rate is 4% (6 / 150 = 0.04). Higher conversion rates generally translate into more successful PPC campaigns with a better ROI.
Copyright – Protection and ownership of works or expressions fixed in a tangible form, including words, art, images, sounds, and music. Copyright gives the owner the exclusive right to copy, display, license, or expand the work. Copyrights cover virtually any original expression; and the protection arises under common law as soon as the original expression is created (fixed in tangible form). However, proving ownership of the original expression may be difficult legally, unless the work was displayed or used publicly at a verifiable point in time.
Crawler – Automated programs in search engines that gather web site listings by automatically crawling the web. A search engine's crawler (also called a spider or robot) “reads” page text contents and web page coding, and also follows links to other hyperlinked pages on the web pages it crawls. A crawler makes copies of the web pages found and stores these in the search engine's index, or database. Also known as a bot and spider, a crawler is a program that search engines use to seek out information on the web. The act of “crawling” on a web site is referred to when the crawler begins to search through documents contained within the web site. Also see Index.
Creatives – Unique words, design and display of a paid-space advertisement. In paid search advertising, creative refers to the ad’s title (headline), description (text offer) and display URL (clickable link to advertiser’s web site landing page). Unique creative display includes word emphasis (boldfaced, italicized, in quotes), typeface style and, on some sites, added graphic images, logos, animation or video clips.
Custom Feed – Create custom feeds for each of the shopping engines that allow you to submit XML feeds. Each of the engines has different product categories and feed requirements.
DHTML – Stands for Dynamic Hypertext Markup Language.
DKI – Acronym for Dynamic Keyword Insertion, the insertion of the EXACT keywords a searcher included in his or her search request in the returned ad title or description. As an advertiser, you have bid on a table or cluster of these keyword variations, and DKI makes your ad listings more relevant to each searcher.
DMCA – Acronym for Digital Millennium Copyright Act. “The Digital Millennium Copyright Act (DMCA) is a United States copyright law which….criminalizes production and dissemination of technology, devices, or services that are used to circumvent measures that control access to copyrighted works (commonly known as DRM), and criminalizes the act of circumventing an access control, even when there is no infringement of copyright itself. [Circumvention of controlled access includes unscrambling, copying, sharing, commercial recording or reverse engineering copyrighted entertainment or software.] It also heightens the penalties for copyright infringement on the Internet.” Source: Wikipedia
Dayparting – The ability to specify different times of day – or day of week – for ad displays, as a way to target searchers more specifically. An option that limits serves of specified ads based on day and time factors.
Deep Linking – Linking that guides, directs and links a click-through searcher (or a search engine crawler) to a very specific and relevant product or category web page from search terms and PPC ads.
Delisting – When pages are removed from a search engines index. This may happen because they have been banned or for other reasons, such as an accidental glitch on the search engine's part. Source: Adventive
Description Tag - Refers to the information contained in the description META tag. This tag is meant to hold the brief description of the web page it is included on. The information contained in this tag is generally the description displayed immediately after the main link on many search engine result pages.
Directory Search – Also known as a search directory. Refers to a directory of web sites contained in an engine that are categorized into topics. The main difference between a search directory and a search engine is in how the listings are obtained. A search directory relies on user input in order to categorize and include a web site. Additionally, a directory usually only includes higher-level pages of a domain.
Display URL – The web page URL that one actually sees in a PPC text ad. Display URL usually appears as the last line in the ad; it may be a simplified path for the longer actual URL, which is not visible.
Distribution Network – A network of web sites (content publishers, ISPs) or search engines and their partner sites on which paid ads can be distributed. The network receives advertisements from the host search engine, paid for with a CPC or CPM model. For example, Google’s advertising network includes not only the Google search site, but also searchers at AOL, Netscape and the New York Post online edition, among others.
Domain – Refers to a specific web site address.
Doorway Page – A web page specifically created in order to obtain rankings within the natural listings of a search engine. These pages generally are filled with keywords and are meant to funnel surfers into the main web site. This practice is generally considered an outdated spam tactic. This term is not to be confused with a “landing page.”
Dynamic Landing Pages – Dynamic landing pages are web pages to which click-through searchers are sent that generate changeable (not static) pages with content specifically relevant to the keyword search. For example, if a user is looking for trucks, then a dynamic landing page with information and pictures on multiple models and, possibly, geographically localized dealerships might be served. The term truck would trigger a data dump into a web site template for all possible vehicles, that serves all truck-related information.
Dynamic Text (Insertion) – This is text, a keyword or ad copy that customizes search ads returned to a searcher by using parameters to insert the desired text somewhere in the title or ad. When the search query (for example, “hybrid cars”) matches the defined parameter (for example, all brands of electric/gasoline passenger cars AND SUVs), then the associated term (hybrid) is plugged into the ad. Dynamic insertion makes the ad mirror exact terms used in the search query, creating very relevant ads. See also DKI (Dynamic Keyword Insertion).
eCPM – Acronym for Effective Cost Per Thousand, a hybrid Cost-Per-Click (CPC) auction calculated by multiplying the CPC times the click-through rate (CTR), and multiplying that by one thousand. (Represented by: (CPC x CTR) x 1000 = eCPM.) This monetization model is used by Google to rank site-targeted CPM ads (in the Google content network) against keyword-targeted CPC ads (Google AdWords PPC) in their hybrid auction.
Ecommerce - Conducting commercial transactions on the internet where goods, information or services are bought and sold.
Editorial Review Process – A review process for potential advertiser listings conducted by search engines, which check to ensure relevancy and compliance with the engine’s editorial policy. This process could be automated – using a spider to crawl ads – or it could be human editorial ad review. Sometimes it’s a combination of both. Not all PPC Search Engines review listings.
Entry Page – Refers to any page within a web site that a user employs to “enter” your web site. Also see Landing Page.
Eye Tracking Studies – Studies by Google, Marketing Sherpa and Poynter Institute using Eyetools technology to track the eye movements of web page readers, in order to understand reading and click-through patterns.
