Resources

ACV (All Commodity Volume)
This is the basis for measuring retailer distribution, which takes into account the relative importance of each operator. For example, if Brand x has distribution in only one store and that store does 3 percent of market sales, then Brand X is said to have 3 percent ACV distribution.

Cause Related Marketing
When a for-profit company and a non-profit organization partner to support a cause.

Custom Publications
Heavily informative form of promotion, (magazine format) tailored to the buyer's primary concerns. A combination of direct marketing, public relations, and advertising that develops, enhances brands, provides information, increases traffic to Web sites, and enhances a company's image.

Layered Media
A blend of traditional and non-traditional media to reach audience.

Linear Marketing
All communication tools are pressed into action in a coordinated, logical manner. Integrate individual sales approaches and messages into one consistent message and a focused effort.

One-to-One Marketing
Change focus from finding as many new customers as possible to extracting the maximum value from each customer.

Positioning
A process whereby marketers endeavor to create an image or identity for the consumption of their target market for a product, brand, or organization.

Permission Marketing
Change the focus from finding as many prospects as possible to converting the largest number of prospects into customers. The marketer then leverages the permission on an ongoing basis.

Sales and Marketing
Marketing is research based which helps to develop sales strategies, but sales provides feedback to marketing on the relevance of the strategy.

Spatial Marketing
A plan to execute all elements of a marketing campaign concurrently in different areas. For example, activities in print ads, PR, direct mail, and web are planned and initiated independently of each other.

TLA's
Three Letter Acronyms.

Viral Marketing
Campaigns in which customers and prospects help publicize a product or service by sharing the marketing message with their contacts, usually through the Internet.

Internet Terms

ALT Tags
Tags used in website design that allow developers to provide a textual reference to an image or graphic. ALT tags provide adherence to web conformance standards for visually impaired web users, who may rely on tags to interpret site content through an audio reference. Additionally, ALT Tags may increase SEO capability.

Blog (Weblog)
Web based journal powered by a self-publishing tool that enables the author(s) to regularly and easily update the content. The log consists of commentary along with links to other blogs or online resources. Blog posts are always presented in reverse chronological order. Each entry is date-stamped.

Blog- RSS
Rich Site Summary is a code that underlies a blog. Typical construction includes a headline, a short summary and the URL of the page. This is a common method of organizing and publishing content on a Web page.

Cloaking
In terms of search engine optimization, cloaking is often referred to as a spamming technique. Cloaking uses specific software programs to send search engine spiders to alternative pages that are not seen by the end user. These pages are designed to mislead the spiders and return results based on these alternative pages rather than the pages actually seen by the public. Some SEO Companies implement this practice as a way to obtain rankings. The practice of cloaking is considered by many to be a deceptive or spamming technique. Spamming is a serious offense in the eyes of the search engines and will likely result in the permanent banning of the site in question.

Conversion
The percentage of visitors who complete a desired action. Different sites have different objectives, so conversion comes in many forms, from registering for a newsletter to completing a purchase. Each action you ask your web site visitors to take consists of a process, or scenario, composed of many steps. And at each step, visitors decide to either continue the process or abandon it.

Description Tag
The Description tag is comparable to the summary found on the back of a book, providing a brief guide to the content of your website.

Doorway/Gateway/Bridge Pages
Doorway, gateway or bridge pages are low quality pages used to help increase rankings on specific key terms. These pages are often search engine-specific and are created by inserting the key terms in specific positions within the HTML code and text. These pages often contain search engine restricted practices, such as repetitive key terms, invisible text and other barred practices.

Dynamic HTML
Dynamic HTML is simply HTML that can change even after a page has been loaded into a browser. A paragraph could turn blue when the mouse moves over it, or a header could slide across the screen. Anything that can be done in HTML can be redone after the page loads.

Hidden Text
Hidden text provides a way for pages to be filled with enormous amounts of key term text. This easily detectable spamming technique is considered by some to be appealing to the search engine spiders. When discovered, hidden text can cause major problems including penalties or even banning.

Internet Marketing
Internet marketing will mean different things to different people depending on their situation. Internet marketing is a conduit that enables customers to interact with your business from any computer connected to the web. In terms of search engine optimization, Internet marketing involves any and all steps taken to increase the rankings and positions of your site for returned queries. The reach of Internet marketing, also known as site promotion, web site promotion and search engine marketing provides ample opportunities for companies to increase their market share.

Keyword Bidding (Pay-for-Performance)
Advertiser only pays when someone becomes a sales link by clicking on its link.

Keyword Marketing
Keyword marketing is simply finding a way to put your message in front of the people who are searching on the Internet using particular keywords and keyword phrases. Keyword marketing is an important element of search engine optimization. Without proper keyword marketing, a great deal of the effectiveness of a marketing strategy can be lost.

Keyword Submission
Keyword submission is most notably associated with pay-per-click search engine optimization services. Keyword submission provides immediate short-term results. With a pay-per-click agreement, the advertiser will only pay for qualifying clicks to the site based on a per-click rate. Keyword submission does not require any changes to be made to an existing site.

Keywords Tag
The Keywords are similar to the index of a book, allowing anyone to clearly see if the website contains the information they are seeking.

Meta Tags
Meta tags are the descriptive terms used within the HTML code of a web page that provides a summary of the page's content for a search engine spider. In the early days of the Internet, web masters often stuffed their Meta tags with popular keywords unrelated to their sites in order to gain traffic. The practice of abusing Meta tags in order to gain traffic on keywords unrelated to your site is considered Spam. Most search engines no longer use Meta tags in their ranking algorithms because of the past abuses of web masters. Often however, Meta tags may be used by search engines to display information about a web page in the search results pages.

Microsites
Microsites are smaller then the average website, usually comprising between 5 and 25 pages. They are linked to a parent website and are specifically designed to explain, market or publicize a specific product, service or event. Corporate Microsites are always initiated by the user by clicking on a link. Their content is made clear through the use of banner graphics or other explicit links on the main website home page. This makes essential content immediately accessible to visitors as they enter the site. Corporate Microsites can also be accessed through links on search engines, E-newsletters, or internet ads.

Named Anchors
Named Anchors are web-based, clickable headings, or page navigation used to allow visitors to advance to a specific section of a page.

Optimization Services
Optimization services consist of any services that a search engine optimization company offers designed to improve the positioning of a site with one or more of the search engines. Optimization services provide a platform from which potential clients may be introduced to a new site. Optimization services encompass a variety of services and techniques including site redesign, optimization of meta and alt tags and more.

Organic SEO
Copy is written to simultaneously serve visitors and search engine spiders.

Paid Inclusion
Paid inclusion refers to a fee based listing that occurs with several of the major search engines and directories including Google, Yahoo, LookSmart, Teoma, Ask Jeeves, Alta Vista, Lycos, Inktomi and FAST. The fees for paid inclusion range from a "per URL" cost for each page to a one-time fee for a directory listing. In addition to paying for inclusion within their listings, the engines and directories are instituting additional opportunities for companies to receive better placement within listing results. By paying an even higher sum of money to these engines and directories, you can increase the position of your site among the rankings.

PPC- Pay-Per-Click
The pay-per-click system works on the premise of paying for a fixed position through a bidding system within the engine. The cost of maintaining this fixed position can range from mere pennies per click to well over $10.00 depending on the amount of competition for that specific keyword. The more competitive the market and keywords, the more you will pay to have that user visit your site. Pay-per-click campaigns are typically short-term solutions. Funds can be eaten up quickly, and when you run out of funds, your paid placement is over. Unlike traditional search engine optimization, the longevity of a pay-per-click campaign is only as long as you can fund it. Pay-per-click also carries the risk of click fraud. Click fraud is the simple act of a competitor clicking away on your listing, running up your costs without return.

Promotional Domains
Promotional domains exist as alternative domains that are often times located on the SEO provider's own server. These promotional domains are secondary domains, but are integrated with the main domain so the spiders visit them. Promotional domains are often built if the primary domain has had past problems with the engines, or does not wish to risk future problems. One of the major drawbacks relating to promotional domains is the fact that these promotional domains will not brand your primary domain, which is one of the main goals of a good search engine optimization program.

Pull Technology
Allows users to proactively seek information.

Push Technology
Delivers information to users, usually at regular intervals and without the user actively seeking the information.

SEO
SEO is the abbreviation often used to describe search engine optimization. SEO is also often referred to as SEO optimization. An abbreviation for the term search engine optimization firms; used to describe firms who provide search engine optimization services. SEO firms are also referred to as a search engine optimization firm, an Internet marketing consultant or as SEO professionals.

SEO Optimization
SEO optimization is often used to describe the work done by SEO companies. This work often consists of in-depth analysis of a site in addition to redesign and/or suggestions to improve the site. Many companies use SEO optimization as a way to help drive targeted traffic to their site. Search engine optimization, SEO and search engine placement are other phrases often substituted for SEO optimization.

SERP
Search engine results pages.

Search Engines
Search engines are the individual, powerful programs and services that search millions of web pages and catalogue them based on algorithms that consider data relevance to website visitors.Examples of search engines include Google, Yahoo, BING, Ask, AOL, mywebsearch, blekko, Lycos, dogpile, and webcrawler.

Search Engine Marketing
Search engine marketing ventures are endeavors taken to help increase the rankings and visibility of a site. The scope of search engine marketing is vast in its applications and implementations. Also known as web site marketing, Internet marketing and web site promotion; search engine marketing can help create a solid Internet foundation on which a business can build.

Search Engine Optimization
The process of choosing targeted and relevant keywords and keyword phrases related to a site and driving traffic to that site based upon those keywords and keyword phrases is known as search engine optimization. Search engine optimization methods provide a conduit through which businesses and potential clients are able to become aware of each other. Search engine optimization involves making the pages of a site more easily accessible to search engines spiders and emphasizing the key topics relating to a specific site. Search engine optimization is also often referred to as SEO, search engine positioning and search engine promotion.

Search Engine Optimization Strategy
A search engine optimization strategy is an approach or methodology used to help increase the rankings of a specific site. A search engine optimization strategy should be specific and individualized to a site depending on the needs of the site. Often referred to as site promotion or web site optimization, a search engine optimization strategy provides a sturdy platform from which to start the optimization process.

Search Engine Placement
Like search engine optimization and search engine positioning, search engine placement is a term that is used to describe the process used by SEO firms to obtain rankings for their clients. Search engine placement also refers to the position of a site within a search engine of directory query. Search engine placement is often synonymous with search engine positioning and search engine optimization.

Search Engine Placement Services
Search engine placement services are those methods implemented by SEO companies to help clients achieve rankings on one or more of the search engines. These search engine placement services are designed to help guide search engine users to sites relevant to their searching criteria. Search Engine Placement Service is also referred to as Internet promotion, search engine optimization services, web site promotion and web site marketing.

Search Engine Positioning
Search engine positioning is the process by which rankings are achieved through either search engine optimization, pay-per-click or a number of other methods. Search engine positioning also refers to the ordering process that search engines and directories use to produce relevant results to queries. Search engine positioning is also known as search engine optimization, search engine promotion, and SEO optimization.

Search Engine Promotion
Search Engine Promotion Search engine promotion is a term that can be used to describe the different techniques that are often employed by SEO companies to help sites achieve high rankings. Search engine promotion provides a cost-effective manner for sites to reach potential clientele. Search engine promotion is often equated with search engine positioning, search engine placement and search engine optimization.

Search Engine Ranking Report
A search engine ranking report is a documented report of the rankings of your top keywords in the major search engines. This search engine ranking report will give you a way to track the progress of your search engine optimization campaign and provide you with valuable information about future steps that may need to be taken. Most SEO companies will be able to provide you with some type of search engine ranking report. These reports will be updated at a variety of intervals depending on your SEO firm. A search engine ranking report is updated monthly, weekly or even daily depending on the SEO firm you choose.

Search Engine Registration
Search engine registration is the process by which search engines and directories alike are informed that a new site or page needs to be indexed. Search engine registration is also known as search engine submission, web site submission, url submission and keyword submission.

Submissions
Submissions to search engines are a key part of search engine optimization. Submissions are executed when a web master or site administrator submits a site to a search engine for inclusion in the index or directory following revisions and a required re-indexing.

Title Tag
A title tag is an overview of website page contents. Each page may have a different and specific title tag. The title tag used by the search engines when calculating your webpage's relevance, and is also displayed in most search engine results pages (SERP). Therefore, it needs to be carefully constructed so that it influences website position in the SERP, while also providing relevance to web visitors.

Web Site Marketing
Web site marketing encompasses everything that is done in the attempt to promote a site. As it pertains to search engine optimization, web site marketing includes any measures taken to help increase the positioning and ranking of a site within search engines or directories. Web site marketing is also often referred to as web site optimization and Internet marketing.

Web Site Optimization
Web site optimization services include the many different techniques used by search engine optimization companies to help clients achieve rankings on the different search engines. Web site optimization is used as a way to introduce potential business to a site. The strategies used to implement web site optimization will vary from one SEO firm to the next and can include both accepted and unaccepted optimization strategies.

Web Site Submission
Web site submission is the act of supplying a search engine or directory with a URL in an attempt to make the search engine or directory aware of a site or page. Web site submissions are a search engine optimization technique that can help guide search engines and directories to more quickly find and index important pages within a site.

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