WEB MARKETING GLOSSARY - A
Adsense
AdWords
Aged pages
Algorithms
AllTheWeb
Alt text
Altavista
Analytics
Anchor text
Adsense
This is an ad serving programme that is run by Google. It allows website publishers to display relevant, subtle ads on sites from which they can gain revenue from. They text, image and video advertisements are provided by Google and they appear on websites that are related to the keyword and content.
Google Adsense has the advantage of relating ads to the content of your site helping to maintain a consistency of product to the site. The ads come from participants in Google’s Adwords advertising programme so you don’t have to source the ads yourself.
The owner of a site will be paid anytime the ad is clicked on, payment can be anything from a few pence to a pound per click. Measures are put in place to prevent site owners constantly clicking on an ad to generate more revenue, this is called click fraud. The best way to raise more income from Adsense is to make sure you have a good website with good content and a high traffic number.
AdWords
Google’s pay-per-click service which also leads to their main source of income. These are the short and concise ads that you see next to the search pages.
An advertiser will choose the keywords that relate to their ad and then bid on these words. Every time the ad is clicked on Google will charge the advertiser and the user will be taken to the advertisers website.
The price of a click can vary on the popularity of the keyword, ranging from anything from a few pence to several pounds. Effective use of this tool can be a great asset to a company’s website.
Aged pages
It is believed by many Search Engine Optimisation (SEO) experts that age is a contributing factor to how well pages are listed on Google and other search engines.
Algorithms
An algorithm is the operational programming rule that determines how a search engine indexes content and displays the results to its users. An algorithm is particular to a search engine and these are never published in any shape or form.
A search engine such as Google or Yahoo! will have individual sets of rules on how they rank websites. When a keyword or phrase is inputted it will often be listed differently due to these sets of rules used. In short, it can de defined as a sequence in which a task is solved to produce an answer.
AllTheWeb
A small search engine company that is now owned by Yahoo! Offering the standard search tools, Alltheweb is also Opera compliant for those people who may have accessibility issues. It doesn’t offer any different results than those available from Yahoo!. Once rivalling Google in size, it never became as popular.
Alt tags or alt text
These are the brief explanations you see when you hold a cursor with your mouse over an image on a website. An alt tag will express what a graphic is about and will contain relevant keywords. They help to provide further details for the images on a page and can make website more accessible to people with disabilities if a user has screen reading software.
These are also useful if you have low bandwidth and can’t always load graphics, and for people who access the net with handheld devices.
Altavista
A search engine that was created by researchers at Digital Equipment Corporation in Palo Alto. It was the first to deliver a web index and had the first multi-lingual capabilities on the internet. Its search is powered by Yahoo! but the site itself is becoming less relevant in today’s search engine world. However, it has good search results for its MP3 and audio services.
Some of its problems can be attributed to the home page being too complicated for users.
Analytics
Analytics is the monitoring of all your internet traffic and the behavioural patterns of your website visitors. There are many different packages out there so it is important to find one that fits your needs.
In general an analytics package will be able to use the data collected from your site to inform you of what is working or not working. What pages are converting sales is one of the major benefits it can have. Also, you can monitor email response rates, sales information and compile data such as click heat mapping, which tells you what pages or graphics people are clicking on your site.
All the data can be used to make sure that your marketing campaigns are working and that your Key Performance Indicators (KPIs) are being measured to help you improve your site.
Anchor text
This is the text part of a hyperlink that is what you click on to navigate around a site. The content of the text should be very relevant to the site that it is linking to and to user searches. Many search engines rely on the anchor text to work out what the web page is linking to. Just adding "click here" could make you rank high for that phrase and not the product that you want to be ranked high in the search results for.
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