Glossary for SEO, SEM and Analytics
Article Spinner. Tool used to create different versions of a same original text, by replacing original words with their synonyms. It can be used to avoid penalizations by Google, because of duplicate content. Try our Spanish Article Spinner.
ASO (App Store Optimization). Process to improve the visibility of a mobile app in Google Play or iTunes.
Back links. Links received by a web site from another website.
Banner blindness. Tendency of Internet users to ignore banners.
Banners. Graphic advertising pieces that appear in website or mobile apps.
Blacklist. List of email senders who are suspicious of sending spam, used particularly by antispam filters.
Bounce rate. Percentage of users abandoning a website after their arrival.
Cannibalization. Unintended competition of different webpages of a same website using a same target keyword.
Canonical. Instruction used to tell Google which page should be indexed: the same page being tracked at the moment, or an equivalent page.
Click-Through Rate. Percentage of user clicking over a same hyperlink. Learn how to calculate CTR.
Cloaking. Showing different content to search engine spiders and users' browsers. This technique is currently penalized by Google.
Confidence interval. Probability for an estimation to be extensible to a whole population.
Conversion. A desired action performed by a user during his visit to a website. Examples: purchases, downloads, subscriptions.
Conversion rate. Percentage of users performing a desired action.
conversion, Macro. Primary conversion which constitutes the main reason of a website. Example: buying a product inside an e-commerce, or filling a form in a technical assistance website.
conversion, Micro. Secondary conversion which, without being the goal of the website, offers some value. Example: information request inside an e-commerce, or downloading a software update from a technical assistance website.
Cookie. Small file stored inside a user's browser, to be later employed for tracking purposes. Learn how to create a cookie.
cookie, First-party. Cookie being installed by a website being visited (ej. una cookie instalada por Google Analytics).
cookie, Third-party. Cookie installed by a third party (ex. a cookie installed by a banner).
CPA (Cost per acquisition). May refer to: 1. Average price of a number of purchases. 2. Advertising model in which the advertiser pays a fixed price for each purchase.
CPA (Cost per action). May refer to: 1. Average price of a number of conversions. 2. Advertising model in which the advertiser pays a fixed price for each conversion.
CPC (Cost per click). May refer to: 1. Average price of a number of clicks. 2. Advertising model in which the advertiser pays a fixed price for each click.
CPD (Cost per download). May refer to: 1. Average price of a number of downloads. 2. Advertising model in which the advertiser pays a fixed price for each conversion.
CPL (Cost per lead). May refer to: 1. Average cost of a number of leads. 2. Advertising model in which the advertiser pays a fixed price for each lead.
CPM (Cost per thousand impressions). May refer to: 1. Cost of one thousand impressions. 2. Advertising model in which the advertiser pays a fixed price for each one thousand impressions.
Cross-Selling. Selling or announcing products or services to customers who, originally, have shown complementary products and/or services.
Deep link. Hyperlink to a particular webpage, which is hardly accessible from the website's home. It's usually located many folders under the root directory.
E-Commerce. Trading products or services using computer networks, such as Internet.
Error margin. Probability of error in sampling a population. With a lower error margin, there's a greater confidence that results will be closer to the actual values of the whole population.
Eye-tracking. Study of the motion and point of gaze of the eyes around different parts of a website.
Google Bombing. Causing a web page to rank highly for keywords undesired by its owner and against his will.
Landing page. Web page used as a destination for users being targeted with a marketing action.
Link juice. Value created by Google to represent the proportion between incoming links and exit links.
Long tail. Distribution of ecommerce transactions, where the joint volume of less popular products can outnumber that of more popular products.
long tail, Keyword. Keyword with a low popularity which, along with other similar keywords, can compete against a single keyword with higher popularity.
Multivariate testing. Test used to compare the success rate of many options (web pages, banners, etc.), and choose the one which performs better.
Nofollow. May refer to: 1. Piece of code used to suggest a search engine not to index a web page, 2. Code used to indicate Google that an exit link should not cause loss of link juice.
off-site, SEO. SEO techniques applied externally to a website, such as obtaining incoming links.
on-site, SEO. SEO techniques applied directly to the code and files of a website.
Page Rank. Numerical value from 0 to 10 created by Google to measure the importance of a website in Internet, according to the volume of incoming links.
Permutation. Change of order in words forming a keyword.
PPC. May refer to: 1. Average cost of a number of clicks. 2. Advertising model in which the advertiser pays a fixed price for each click.
Remarketing. Any marketing action directed specifically to user who have previously shown interest in complementary products or services.
Robots.txt. File used to instruct search engines about how to track a website, especially with suggestions on which pages to avoid.
Sampling error. Expected error when estimating a value associated to a population, after only one sample of that population has been studied.
SEO (Search Engine Optimization). Combination of techniques used to improve the positions of a web site in search engines in an organic way; which is, without paying any money to the search engine.
Spider bots. Software used to retrieve and index web pages, which will later be shown in search motors.
Statistical significance. High probability for a fact to be happening for a reason, and not by chance.
Web Analytics. Web analytics is the measurement, collection, analysis and reporting of web data.
Web Performance Optimization. Increasing the download speed of a website through the optimization of its components. Since 2010, Google considers WPA as a factor for a better ranking.