Terms You Should Know Related to Website Promotion
Banner A graphic advertisement that promotes a product or service. Banner advertisements often contain bright colors and animation to attract a user's attention. When a banner is clicked, the user is typically directed to a page containing more information about the product or service being advertised.
Bot See robot.
Click See Click Through. Click Stream Used to refer to the path that a user takes through a site. This includes the pages that were viewed and the order in which they were viewed in. Click streams can be built by analyzing a site's log files.
Click Through A common term used in web marketing for when a user clicks on an advertisement.
Conversion Rate Refers to the percentage of users who took the desired action after viewing an advertisement. For example, when a product is advertised, the conversion rate would reflect the percentage of users who viewed, and then purchased the product.
CPM The cost per thousand advertisement impressions. CPM is the standard unit of measure in online advertising.
Crawler Another term for robot.
Creative The actual media files such as graphics and Flash movies that are used for web advertisements.
CTR Click Through Rate. The percentage of advertisements that were clicked in relation to the total number of advertisements displayed, or impressions.
Doorway Page Standard web pages that contain a high concentration of very specifically targeted keywords. Doorway pages do not contain any real content; their main purpose is to rank highly in search results. Once users arrive at the doorway page, the are referred to the actual site being marketed. The use of doorway pages has decreased in recent years as search engines have learned to ignore them.
Hit When analyzing web server log files, a hit is any request for a particular site. In addition to actual web page requests, hits include things such as images, scripts and style sheets.
Impression A single display of an advertisement. Internet Directory A human compiled directory of Internet links. The links are divided into categories by subject. The most popular internet directories are Yahoo and The Open Directory.
Interstitial An advertisement that interferes with the users desired action. For example, an add that pops up a window in front of a site that the user has requested.
Keyword A word or phrase that is commonly used to refer to a particular subject. When working with search engine optimization, marketers work to have their pages rank high for the words that visitors would use to refer to their products and services.
Meta Crawler Another term for Meta Search Engine. Meta Search Engine A program for locating pages on the internet. A meta search engine uses an programmatically compiled index as opposed to a manual compiled index. Some popular meta search engines are Google, Excite, Lycos, Hotbot and Ask Jeeves.
Meta Tag An HTML tag that can be used to provide invisible information about a page to a search engine. Some common information placed into meta tags is page description and relevant keywords.
PageRank The technology used by Google to determine the quality of a page, and in turn, the position where it appears in Google search results.
Robot A program that reads web pages and follows links to other pages and sites. Robots are used to build the indexes used by meta search engines.
Rotation The entire collection of ads that are displayed in a specific location on a specific web page. Sophisticated ad management software can dynamically define ad rotation based on user profiles, time of day and many other factors.
Run of Site Advertising that is not targeted to a specific topic on a site. Run of site advertising is usually cheaper than targeted advertising because it can be used to fill unsold inventory. Run of site advertising is best used for products and services that appeal to the vast majority of users.
Spider Another term for robot.
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