Copies of web pages stored locally on an Internet user's hard drive
or within a search engine's database. A cache is the reason why web
pages load so quickly when a user hits the Back button in their web
browser, since the page is not being re-downloaded from the
Internet. Google allows Internet users to view the cached version of
web pages in its index. This feature makes it easy to spot cloaking.
Call To Action
A call to action is copy used in advertising to encourage a person
to complete an action as defined by the advertiser. Example: "Click
here", "Buy Now", "Enter Now" or "Click to download".
A "virtual" directory contained in URLs indicates a CGI (Common
Gateway Interface) script is in use. It alerts the spider that the
page is dynamic.
Showing content to search engines and displaying a different page to
your site visitors. It’s generally considered to be search engine
In search results the listings from any individual site are
typically limited to a certain number and grouped together to make
the search results appear neat and organized and to ensure diversity
amongst the top ranked results. Clustering can also refer to a
technique which allows search engines to group hubs and authorities
on a specific topic together to further enhance their value by
showing their relationships.
CMS (Content Management System)
A tool sold to clients to allow them to update and add information
to their website.
No coding skills are required; it’s as simple as using MSWord.
Advertising woven into editorial content or placed in a special
context on the page. Also known as sponsored content.
Cookie (HTTP cookies)
Cookies are small pieces of (tracking) text, stored by a user's web
browser, that contain the user's settings, shopping cart contents,
or other data used by websites.
While the web site is being accessed, data in the visitor's cookie
file can be stored or retrieved. Mostly cookies are used as unique
identifiers (i.e. user IDs or session IDs) to isolate a visitor's
movements from others' during that visit and subsequent visits.
Other data that may get stored in a cookie include an order number,
email address, referring advertiser, etc
Content (copy, text)
The main body of text a person can read on a web page via a web
Advertising, navigation, branding, images, are not considered to be
Cost Per Action or Cost Per Acquisition
Cost Per Click
Cost Per Thousand
Cascading Style Sheet
The action of clicking an ad element and causing a redirect to
another web page.
the rate at which people click on a link such as a search engine
listing or a banner ad. Studies show that clickthrough rates are six
times higher for search engine listings than banner ads
the act of converting a web site visitor into a customer or at least
taking that visitor a step closer to customer acquisition (such as
convincing them to sign up for your e-mail newsletter
the rate at which visitors get converted to customers or are moved a
step closer to customer acquisition
Cost Per Action (CPA)
the cost incurred or price paid for a specific action, such as
signing up for an email newsletter, entering a contest, registering
on the site, completing a survey, downloading trial software,
printing a coupon, etc
Cost Per Click (CPC)
the cost incurred or price paid for a clickthrough to your landing
Cost Per Lead (CPL)
Pricing based on the number of new leads generated
Cost Per Order
Pricing based on the number of orders received as a result of your
ad placement. Also known as cost-per-transaction
Cost Per Sale (CPS)
Pricing based on the number of sales transactions your ad generates.
Since users may visit your site several times before making a
landing page to the actual online sale. Also known as
cost-per-acquisition or pay-per-sale.
Cost Per Thousand (CPM)
The cost incurred or price paid for a thousand impressions
a simple program which tracks the total number of webpage
How frequently a website is crawled. Sites which are well
trusted or frequently updated may be crawled more frequently than
sites with low trust scores and limited link authority. Sites with
highly artificial link authority scores (ie: mostly low quality
spammy links) or sites which are heavy in duplicate content or near
duplicate content (such as affiliate feed sites) may be crawled less
frequently than sites with unique content which are well integrated
into the web.
Cascading Style Sheet - used to control the design of website
Cascading Style Sheets is a method for adding styles to web
Note: Using external CSS files makes it easy to change the design of
many pages by editing a single file. You can link to an external CSS
file using code similar to the following in the head of your HTML
href="http://www.seobook.com/style.css" type="text/css" />
CTR - Click Through Rate
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 contextual advertisement Advertising which is related to the
Achievement of a quantifiable goal on a website. Add clicks, sign
ups, and sales are examples of conversions.
Percentage of users who convert - see conversion.
CPC Cost Per
The rate that is paid per click for a Pay Per Click
CPM (Cost Per
Thousand impressions) A statistical metric used to quantify the
average value / cost of Pay Per Click advertisements. M - from the
Roman numeral for one thousand.
A program which moves through the worldwide web or a website by way
of the link structure to gather data.