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Anchor
Text
The text that is displayed on a web page when a link (or hyperlink)
is created. For example, the following link in the brackets points
to the consulting page in the emarketing section of the website
(eMarketing Consulting)
- in this case the anchor text is 'eMarketing Consulting'. This
is to make the link clearer for the user and is used in Search Engine
Optimisation to increase the value of backlinks.
Autoresponder
An email utility which automatically replies to an email message
with a set reply when an email arrives at a certain email address.
An everyday use of an autoresponder is the "Out of Office"
reply which you can set up when you are on holiday, but in commercial
circles, they are usually used to send confirmation messages of
receipt of orders / payments or perhaps a email newsletter subscription.
(Also known as an email responder)
Backlink
This is a link which connects to a particular web page from other
pages on the web. A backlink can be from within the same website
but more commonly refer to those links coming in from other websites
(Also known as Inbound Links)
Bandwidth
In internet terms, bandwidth describes the capacity of the connection
(measured in Kilobits or Megabits per second) to the internet and
hence indicates the speed at which you can download web pages and
files.
Blog
Contraction from the term Web Log. This is an online
diary or journal which is published and shared with others on the
web by an individual, who is known as a "blogger". "Blogging"
has now become a very popular publishing method on the web as the
software does not require any technical knowledge to use and this
has the potential to move into the corporate world soon.
Clickthrough
Rate
The Clickthrough Rate is generally given as a percentage and refers
to the proportion of people who click on a link out of all of those
who have seen it. If, for example, an email is opened by 100 people
and 20 choose to click on the link it contains through to a promotional
website, then that link would have a 20% clickthrough rate (ie.
20 out of 100). The clickthrough rate is of importance in emarketing
(Cost Per Click and especially email
marketing) as it shows the interest generated by the offer in
an email or advert. (Also abbreviated to CTR)
Cloaking
In terms of Search Engine Marketing, cloaking describes a website
which provides one version of a web page to a Search Engine when
it is indexing the website and a different version of that page
to an individual browsing the website. A number of Search Engines
have clear rules against cloaking which distorts the rankings in
their Results pages and anyone trying this may find themselves penalised
or banned from a Search Engine's index.
Conversion
Rate
The Conversion Rate is generally given as a percentage and refers
to the proportion of people who take a certain pre-determined action
having arrived at a website. This action may be to purchase something
or request additional information, for example, according to the
goals of the campaign. If, for example, 20 people arrive at a certain
web page and 5 request further information (and are therefore considered
to be a 'conversion'), then the Conversion Rate is 25%. The Conversion
Rate is of importance in emarketing as it effectively shows the
success of the offer and campaign. (Compare Clickthrough
Rate)
Cookie
Generally, a cookie refers to a small piece of information that
a Web Server sends to a Web Browser. The browser (subject to its
security settings) will save the cookie and send information back
to the server whenever the browser looks at additional web pages.
Normally, cookies will contain information such as login or registration
information, online 'shopping cart' information or user preferences.
When a server receives a request from a browser that includes a
cookie, the server is able to use the information stored in the
cookie and, for example, can customise what is sent back to the
user or keep a log of the user's requests and movements on the website.
Cost
Per Click
This is an online advertising method where the company showing the
advert will pay an agreed price for every click that is made on
the link within that advert.
CPC
[see Cost Per Click]
Crawler
Part of a search engine which explores the internet looking for
websites and then following the links that it finds. Its role is
to copy and index the pages that it finds which are then stored
in the search engine's index. It is these pages which are then searched
when we use a search engine in order to give the search engine results.
(Also known as a spider, robot or bot)
CTR
Acronym for Clickthrough Rate
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