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Use “click bot” or “doorway page” as party conversation and, unless you’re at an industry function, you’ll probably get blank stares. But you’ll want to know all this juicy jargon as you move forward with any search marketing campaign. These are just a few terms to make you sound like a search expert. By Jonathan Mack results pages (SERP) to augment click amounts. :c`Zbk_ifl^_ When a user enters a Web site from a hypertext link listed on a SERP. :c`Zb$k_ifl^_ iXk\ :KI The percentage of people who actually click on a link out of the all the users who view the link.
8lkfdXk`Z fgk`d`qX$ k`fe When a search engine shows an ad more than other ads in the same ad group because it has a higher clickthrough rate. 9Xj\c`e\ d\ki`Zj These are calculations used to measure an ad’s current performance compared to its performance in the past. 9cXZbc`jkj A group of sites that are forbidden and left off of search results. A site may be blacklisted for being
fraudulent or because it sends spyware or other viruses to users.
:fem\ij`fe iXk\ The conversion rate is the percentage of users who perform a desired action on a site. For example, if a site wants viewers to buy a product it is selling — the desired action — and one person out of every 100 people who visit the site makes the purchase, then the conversion rate would be 1%.
9iXe[ i\glkXk`fe This correlates to the position a brand places in ;ffinXp gX^\ Also known as a gatesearch results. way page, this is a Web :fjk g\i Zc`Zb :G: page that is designed to get rankings within the The price that some natural search listings. It search engines charge is basically a page filled a Web site for every clickthrough sent to that with links and keywords site that came as a result to increase its search ranking. of search. :c`Zb Yfk A program designed to click on paid listings on search engine
>\f$kXi^\k`e^ The act of controlling where and when an ad <JJ<EK@8C >L@;< <JJ<EK@8C >L@;<
will be shown based on a search audience’s geographic location. @dgi\jj`fe One view of an ad. Based on the total number of impressions an ad gets, an advertiser can understand how many times their ad was displayed based on the keywords entered by a searcher.
GX`[ `eZclj`fe Paying a search engine to be included, although listing and ranking will not be guaranteed. HlXc`kp jZfi\ Determines an ad’s rank and position as determined by Google.
Hl\ip The keyword or keyword phrase entered by a searcher B\pnfi[ g_iXj\ to search and receive A combination of two information on a given or more words that a subject. The query will searcher will enter in lead them to the SERP order to find information with relevant organic and on a desired topic. Also paid listings. known as the long tail, these entries are usually I\c\mXeZ\ The meavery specific and return surement by which an fewer results. ad’s title, description and keywords compare E\^Xk`m\ b\pnfi[ to search queries and Keywords that are left searchers’ anticipations. out of a site’s or ad’s keyword list. This ensures J\XiZ_ \e^`e\ i\jlckj that a searchers query gX^\ J<IG The page will not lead to unwanted or pages of listings to listing on the SERP. which a searcher is taken after entering a query. GX^\IXeb Created by This is where organic and Google, this technolpaid listings appear. ogy helps determine the importance and ranking Le`m\ijXc j\XiZ_ of a site in the search When the results from difresults. This used to be ferent specialized searchlarge factor in determin- es all appear on the first ing a site’s ranking, but SERP. For instance, links is now just one of the to YouTube and images hundreds of factors that might appear along with determine ranking. Web site listings.