WEB MARKETING GLOSSARY - C
Cache
Caffeine (Google)
Call to Action
Cloaking
CMS
Conversion Rate
CPA
CPC
Crawler
CSS
CTR
Cutts, Matt
Cache
The action of storing web files for later use, it is by definition a form of high speed memory. When browsing the internet your internet browser will store HTML code so that when you revisit a certain page the information doesn’t have to be downloaded again.
This data is stored in your cache making it a much faster process than having to retrieve it from the internet server. The cache will then help to improve your user experience as it comes into action every time you might hit the back button for example. However, it can also be responsible for seeing slightly out-of-date pages, so you may need to hit CTRL & F5 to refresh your browser.
Caffeine (Google)
Google’s new search engine which indexes pages at a faster rate than it’s previous models.
Call to Action
This is a link is formed that will take a website visitor to a page that will encourage them to fill out a form or complete a transaction. Usually there will be a need to fill out information in some capacity.
This is common practice in online marketing and done carefully will help to boost sales from your traffic. Generally calls-to-action feature words such as "buy now" and "click here". Usually recommended to keep the phrase short, they can be effective in certain instances and there are ways of testing this concept to check its success rate.
Cloaking
Cloaking is a black hat SEO tool that is based on boosting your ranking through deception. It is when a website shows one page to a human visitor and a different page to a search engine bot or spider using the same URL.
It can sometimes be called bait and switch and is used as a technique to try and trick search engines into giving the website a higher ranking. If a website is caught cloaking it can be severely penalised by the search engines.
Content Management System (CMS)
A CMS is a web based tool that allows webmasters to publish and manage content such as graphics, text and video. Normally consisting of a content management application (CMA) and content delivery application (CDA), the CMS allows a web manager who may not be familiar with HTML to make changes easily.
There are templates to help organise and modify content as the site grows and tools that can be used for online marketing. Open source Content Management Systems can offer a cost effective way of setting up a content managed website.
Conversion Rate
This is a measurement of the rate users of your website are converted to customers. The aim of any search engine marketing campaign is to achieve a high number of conversions for the success of the site.
A conversion could be a purchase, or a user signing up to a newsletter. Conversion rates allow you to judge how well your site is doing, whether the site is cost effective and that customers are clicking through the site. Together this can help you seem more attractive to potential advertisers.
Cost Per Action (CPA)
Cost Per Action (CPA) is advertising where when a user performs an action as the result of an ad and payment is then required. Whether it be making a purchase, requiring a follow up call or signing up for a newsletter.
This process is a set cost to the advertiser and they will be billed every time a banner or ad is clicked on. To direct response advertisers this is the optimal way to buy online advertising as the advertiser is only paying once they get the desired outcome.
This model has recently been added by eBay and Google AdSense and is very popular form of Search Engine Marketing.Cost Per Click (CPC)
Cost Per Click (CPC) is the amount of money you pay every time a user clicks through from a pay-per-click ad to your website. This is where the majority of text ads sold by search engines are billed.
Crawler
See Spider
CSS
Cascading Style Sheet. This is the language used to describe what a document looks like, so the style of your site can be controlled from one central place, separate to the page content.
Click Through Rate (CTR)
Click Through Rate (CTR) is a way of measuring the success of an online advertising campaign. It is obtained by the dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered.
It will only measure the visitors that have who clicked on the ad to arrive at site and not the ones who would have seen it and then went there by their own means later. This has become less significant now that better tracking tools are on the market and people more interested in conversion rates rather than just the click through rate.
Cutts, Matt
One of the top search engine optimisers at Google.
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