Glossary
Glossary of terms used on this site
There are 143 entries in this glossary.All
| Term | Definition |
|---|---|
| CSS |
Cascading Style Sheet - used to control the layout of the content of the website |
| CTR |
Click Through Rate is a measure of the number of clicks received from the number of ad impressions delivered. The formula to calculate CTR is: 'number of clicks' / 'number of ad impressions' x 100 |
| Custom error page |
You can customize the content and the look-and-feel of the default page that is displayed on your web server when a 404 File Not Found error occurs. A good 404 error page has a friendly message explaining that the page they requested doesn't exist at the location, a site map to encourage the user to continue exploring the site, a search box so the user can conduct a search, and a look-and-feel that matches the rest of the site, including navigation of course. Creating a custom 404 error page not only helps keep visitors in your site, it is also an important part of the search engine optimization process. Inevitably pages on your site will get moved and removed over time. When a search engine spider returns to your site to reindex those now non-existent pages, they will have a set of links to explore in the form of the site map on the custom 404 page. You can test for whether a site has a custom 404 error page by trying to access a web page with a nonsense filename after the domain name in the web site address. For example: www.yourcompany.com/blah |
| Database-driven |
As in "database-driven web site." Means that the website is connected to a database and web page content is based in part on information extracted from those databases. |
| Database-generated |
As in "database-generated web page." Means that a web page is created dynamically 'on-the-fly' from a database, in contrast with a static HTML page. |
| Daughter Window |
An ad that runs in a separate window associated with a concurrently displayed banner. In normal practice, the content and banner are rendered first and the daughter window appears a moment later. |
| Deep submitting |
Submitting URLs of pages deep in your site to the search engines. For example, if a webmaster of 200-page website submits each of those 200 pages. This tactic is frowned upon by some search engines because it unnecessarily clogs up their submission database when the search engine spider could find those pages on its own by exploring links starting at the home page. |
| Directory |
Human editors group websites into categories and provide site descriptions or edit descriptions that are submitted to them. With a directory, picking the right category and composing a description rich in key phrases will ensure maximum visibility. Contrast this with a search engine, which is unedited and concerned primarily with the HTML of a site's constituent pages |
| Doorway page |
Also known as a "bridge page" or a "gateway page". A doorway page is a web page full of keyword-rich copy that doesn't deliver any useful information on it other than a link into the site, and whose sole purpose is to be fed to the search engines. |
| Dynamic |
generated 'on-the-fly' from a database. Also see "database-driven." |
| Dynamic Rotation |
Delivery of ads on a rotating, random basis. Dynamic rotation allows ads to be served on different pages of the site and exposes users to a variety of ads |
| Error page |
A web page stating an error message such as "File Not Found" |
| Exact Match |
Exact Match is a form of keyword matching where the search query must be exactly the same as the advertisement keyword. This means that the term "running shoes" will only match ads or search listings that contain the exact words "running shoes". |
| Exclusive Advertising |
A contract that allows advertisers to purchase all inventory on a given page or for chosen keywords. |
| Expandable Banner |
A banner ad that can expand to as large as 468 x 240 pixels after a user clicks on it or after a user moves the cursor over the banner. |
If a man write a better book, preach a better sermon, or make a better mouse-trap than his neighbour, tho\' he build his house in the woods, the world will make a beaten path to his door.