advertising network A service where ads are bought centrally through one company and displayed on multiple websites... anchor text The clickable text part of a hyperlink. The text usually gives visitors or search engines... click through rate (CTR) The rate (expressed in a percentage) at which users click on an ad. This is calculated by... content network A group of websites that agree to show ads on their site, served by an ad network, in exchange... contextual advertising Advertising that is targeted to a Web page based on the page's content, keywords, or category.... cost per action (CPA) A form of advertising where payment is dependent upon an action that a user performs as a result... cost per click (CPC) Also called Pay per Click (PPC). A performance-based advertising model where the advertiser pays... cost per thousand (CPM) An ad model that charges advertisers every time an ad is displayed to a user, whether the user... geo-targeting Delivery of ads specific to the geographic location of the searcher. Geo-targeting allows the... Googlebot Google uses several user-agents to crawl and index content in the Google.com search engine.... inbound link An inbound link is an hyperlink to a particular Web page from an outside site, bringing traffic... keyword A word or phrase entered into a search engine in an effort to get the search engine to return... link building The process of getting quality Web sites to link to your website, in order to improve search... meta tags Information placed in the HTML header of a Web page, providing information that is not visible to... pay per click (PPC) An Internet advertising model used on websites, in which advertisers pay their host only when... quality score A score assigned by search engines that is calculated by measuring an ad's clickthrough rate,... return on investment (ROI) The amount of money an advertiser earns from their ads compared to the amount of money the... search advertising Also called Paid Search. An advertiser bids for the chance to have their ad display when a user... search engine algorithm The technology that a search engine uses to deliver results to a query. Search engines utilize... search engine marketing (SEM) The process of building and marketing a site with the goal of improving its position in search... search engine optimization (SEO) The process of making a website and its content highly relevant for both search engines and... search engine results pages (SERPs) The page searchers see after they've entered their query into the search box. This page lists... social media A category of sites that is based on user participation and user-generated content. They include... title tag An HTML meta tag with text describing a specific web page. The title tag should contain strategic... universal search Also known as blended, or federated search results, universal search pulls data from multiple... Web 2.0 A term that refers to a supposed second generation of Internet-based services. These usually...