Glossary for SEO, SEM and Analytics

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

ASO (App Store Optimization)

Process to improve the visibility of a mobile app in Google Play or iTunes.

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.

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.

Back links

Links received by a web site from another website.

Banner blindness

Tendency of Internet users to ignore banners.

Click-Through Rate

Percentage of user clicking over a same hyperlink. Learn how to calculate CTR.

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).

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.

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.

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.

Cross-Selling

Selling or announcing products or services to customers who, originally, have shown complementary products and/or services.

Canonical

Instruction used to tell Google which page should be indexed: the same page being tracked at the moment, or an equivalent page.

Cannibalization

Unintended competition of different webpages of a same website using a same target keyword.

Cloaking

Showing different content to search engine spiders and users' browsers. This technique is currently penalized by Google.

cookie, Third-party

Cookie installed by a third party (ex. a cookie installed by a banner).

Conversion

A desired action performed by a user during his visit to a website. Examples: purchases, downloads, subscriptions.

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.

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.

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.

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.

Confidence interval

Probability for an estimation to be extensible to a whole population.

Conversion rate

Percentage of users performing a desired action.

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.

Eye-tracking

Study of the motion and point of gaze of the eyes around different parts of a website.

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.

Google Bombing

Causing a web page to rank highly for keywords undesired by its owner and against his will.

Link juice

Value created by Google to represent the proportion between incoming links and exit links.

long tail, Keyword

Keyword with a low popularity which, along with other similar keywords, can compete against a single keyword with higher popularity.

Landing page

Web page used as a destination for users being targeted with a marketing action.

Long tail

Distribution of ecommerce transactions, where the joint volume of less popular products can outnumber that of more popular products.

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.

Bounce rate

Percentage of users abandoning a website after their arrival.

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.

Permutation

Change of order in words forming a keyword.

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.

Robots.txt

File used to instruct search engines about how to track a website, especially with suggestions on which pages to avoid.

Remarketing

Any marketing action directed specifically to user who have previously shown interest in complementary products or services.

Sampling error

Expected error when estimating a value associated to a population, after only one sample of that population has been studied.

on-site, SEO

SEO techniques applied directly to the code and files of a website.

Statistical significance

High probability for a fact to be happening for a reason, and not by chance.

Spider bots

Software used to retrieve and index web pages, which will later be shown in search motors.

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.

off-site, SEO

SEO techniques applied externally to a website, such as obtaining incoming links.

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.

Web Analytics

Web analytics is the measurement, collection, analysis and reporting of web data.

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