Adsense
ads displayed through links on the websites affiliated to Google Ad service. It is a contextual ad.
Adwords
Solution of sponsored links by Google.
Affiliation
Partnership or exchange system to connect a Web merchant site to other sites with a guarantee of compensation.
Audience mesurement
Website’s traffic analysis. It provides information about traffic, traffic sources, navigation, Net surfers…
B2B
Business to business. It means commerce between companies (legal persons) contrary to commerce targetting to general audience (private individuals).
B2C
Business to customer. It is commerce between companies and private individuals.
Backlink
External link that points to a website. Also known as Inbound Links. C2C
Customer to customer. All of the transactions between consumers.
Cloaking
Technique used to deliver different contents according to the type of user (Net surfers / spiders).
Contextual advertisement
ad displayed according to the contextual relevance (textual semantics) of web page content.
Cost of aquisition
Budget dedicated to the acquisition of a client. CPC
Cost per click (See paid placement and PPC)
CPM
Cost per mille. Compensation linked with the number of times a link is displayed, as well as an ad banner. Crawler
Program that visits Web sites and analyzes the content of web pages in order to classify them a search engine index. The spider crawls the Internet; following html links and analyzes the pages it visits according to criteria of reliability. These criteria are gathered in an algorithm of reliability and allow the ranking calculation for Net surfers’ searches.
Deep link
External link pointing to a page that is not the index page. These links target folder of lower hierarchical level than the index page, thus the terminology of deep link.
External link
Link pointing to pages which do not belong to the same domain names.
GYM (Google, Yahoo !, MSN)
Acronym refering to those three major search engines at the beginning of 2000.
HIT
Access to a file on a Web server
Internal link
Link pointing to pages of the single domain name.
Keyword
Term used by a Net surfer to express his request on a search engine.
Keyword, Query
Keyword typed by a Net surfer when it carries out a research.
Linking
Action aiming at optimizing the impact of external links within the search engine rankings Links
Keywords that allow navigation among a diversity of information. Each part of these information is connected by one link or more.
Links exchange
Bilateral action of online establishment of hypertext links.
Logs
Files gathering the events that have occurred on a software, an application, a webhosting machine or any other information processing system. A log (or log file) is a common text file which presents chronological way the events that have taken place on an information processing system and the resulting actions.
Media owner
Company which sells advertisement space that belongs to editors.
Occurrence
The number of times a word appears within a text.
Optimization
techniques obeying to search engines’ pre-requisites in order to favour a good positioning. Page rank
Popularity rating of a Web page used by Google (search engine) for the classification of its research results. Popularity (rating of)
Relevancy criterion used by search engines to classify their results. It depends on the quantity and quality of the links “pointing” to a page or a website.
Positionning
Website ranking in the search engine results. The way a search engine classifies the search result pages in its index, in function of relevance. The most appropriated websites appear in first positions on the result page for a specific keyword.
PPC (Pay Per Click)
It is a system of compensation which concerns several types of advertisments. That can be applied to ad banners, sponsored links or trusted feeds.
Query
see keyword.
ROI
Return On Investment
SEA
Search Engine Advertisement, see SEM.
Search Engine
Websites offering the possibility to the Net surfers to carry out multiple researches (search engines, directories, or portals) Search Engine Marketing (including Sponsored Links)
Advertising means of promotion, that is sponsored links or Trusted Feeds. It is a system of compensation used by search engines, like ad banners.
Search Engine Marketing (SEM)
Methods which aim to increase a website’s visibility on the search engines and directories.
Search Engine Optimization (SEO)
Method and technique which aim to improve the positioning of a website in search engines.
Search result
list of links of page displayed by a search engine according to their relevance towards the keyword (expression or particular search).
SEM
Search Engine Marketing
SEO
Search Engine Optimization
Simple visitor
Any connection to a website over a 30-days period.
Spider
Program that visits Websites and reads their pages and other information in order to create entries for a search engine index. The major search engines on the Web all have such a program, which is also known as a "crawler" or a robot. This process is called spider because it visits many sites in parallel at the same time.
Sponsorised link
Link obtained through a purchase of keyword (see paid placement)
Tag
Special keywords which provides a page with information.
Traffic
It refers to the number of visitors a website receives. Various traffic sources exist : direct access, external links and search engines.
Transformation rate
Ratio between the number of Net surfers visiting a Web site and the acts they take (clicks, download, send of a form…).
Trust rank
confidence rating /credibility of a website.
Trusted feed
Known as Paid Inclusion, a trusted feed is a fee-based custom crawl service offered by some search engines. These results appear in the “organic search results” of the engine and based on a “cost per click,” depending on the category of site content. It has been called a “Trusted Feed” due to the ability to actually alter the content in the feed, without changing the existing website
Uniform Resource Locator (URL)
A URL is a character string that indicates where a resource can be found on the Internet, as well as the method that allows to the access to it.
Visibility
Website’s ability to be visible for Net surfers. Visibility is a stronger concept than search engines positioning.
Web analytics
Process of analyzing your online campaigns and of optimizing your website. It consists in the measurement, analysis and Internet data report in order to understand and optimiez the use of a website.
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