Search Engine Marketing Glossary
Bot
- Programs written to scour the web automatically for various reasons (to index web pages, for spamming purposes, etc.) aka web robots, web crawlers, internet bots, and spiders.
Bounce Rate
- A bounce occurs when an end user enters your website and leaves without visiting any other pages of your website.
Canonicalize URL or Canonicalization
- Canonicalization is making sure that each page on your website is accessed in one uniform way. Example- If someone types in PPC.com or www.PPC.com, your site will always appear as www.PPC.com. This helps eliminate multiple links to the same pages and can also help in reducing duplicate content penalties from the search engines.
Cache
- Copy of a web page stored by a search engine. When you search the web you are not actively searching the whole web, but are searching files in the search engine index. Some search engines provide links to cached versions of pages in their search results, and allow you to strip some of the formatting from cached copies of pages.
Cloaking - Showing a different web page to a search engine spider than what is normally seen. Method typically used by spammers.
CMS
- Content Management System. Tool used to help make it easy to update and add information to a website.
Conversion
- Web traffic that fulfills a pre-established goal, such as purchasing of a specific product or filling out a registration form, etc.
Conversion Rate
- The rate in which your website converts an end user versus the number of visits to your site. 500 visits / 50 conversions equals a 10% conversion rate.
CSS
- Cascading Style Sheets. A language used to describe how a given page or web site will look. Used to control font styles, graphical layouts, color, etc.
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