Below
you will find a glossary of generally accepted terms
that you will find are often used by RankNow employees.
Understanding these terms will help you make an informed
decision as to what parts of online marketing are right
for you.
Conversion
In online marketing, this is the number of visitors
driven from a Search engine who take the desired action
at the Web site. Conversions tend to be actions such
as making a purchase, signing up for newsletters or
emailing for more information.
Cost-per-click fee
This refers to the set fee (either 15¢ per click
or 30¢ per click) that the advertiser pays each
time a Web user clicks on their link in a Search engine.
Doorway Page
Web pages designed to rank well in Search engines for
search terms, serving as an entry point for the advertiser’s
site.
Dynamic URL
Web pages that contain a script and are automatically
generated based on user input. Dynamic URLs are easy
to identify as they typically contain ampersands, question
marks and/or equal signs.
Exposure
The number of people who could potentially view a particular
Web site.
Index
A database of Web pages that Search engines crawl and
store if they find them to be useful enough for inclusion.
Keyword
A word or phrase that relates to the content of a Web
site. Search engine users use these words to search
for relevant information.
Keyword Density
The number of times a keyword is used in the content
of a given page in relation to the total
number of words on the page. Keyword density ratios
are different for all words across industries. Having
the correct keyword density can significantly affect
your ranking on organic Search engines.
Keyword Submission
Directly submitting keywords to Search engines. Keyword
submission does not require any changes to be made to
your existing site. Keyword submission provides immediate
results no matter how your firm measures ROI. With keyword
submission, the advertiser only pays for qualified clicks
to the site based on a pre-set rate.
Link Popularity
A piece of a Search engine's algorithm that determines
how many (and the quality of) links a Web site has.
The more links and the higher the quality of these links
the higher the site’s link popularity. Pages that
are deemed as popular gain increased rankings for keyword
phrases related to them.
Meta Tags
Meta tags are descriptive terms found within the HTML
code of Web pages. These tags are intended to help Search
engines better classify Web sites. There are two tags
that are important for the engines to see, but which
are not seen by visitors - the Meta keyword tag and
the Meta description tag.
Optimization
The process of making a site more Search engine friendly
by adding enhanced copy and HTML programming to the
current site. Optimization helps clients achieve higher
rankings on Search engines, and is a way to introduce
potential business to a site.
Paid Inclusion
At RankNow, Paid Inclusion falls under the service offering
entitled RapidRank and refers to fee-based listings
that occur with several of the major Search engines
and directories.
Relevancy
How Search engines determine any given page's ranking
from searches. Relevancy is based on
mathematical formulas called algorithms. These Algorithms
take several factors into account to consider a site
relevant including: keyword density, link popularity,
amount of content and relevance of content as it relates
to the searched word or phrase.
Search Engine Marketing
Any type of Web site marketing that includes Search
engines.
Submissions
Submissions to Search engines are a key part of online
optimization. Submissions are done when you, your web
master or your agency submit your site to a Search engine
in order to be included in the index or directory.
Traffic
The number of people who actually visit a particular
Web site.
URL
Universal Resource Locator. This is a site’s Web
address.
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