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网络营销/电子商务词典：搜索引擎营销（SEM）/搜索引擎优化（SEO）相关英文词汇 （A-I）
【说明】：下列词汇为网上营销新观察通过多个网站的相关资源整理汇总，并未一一核对词汇内容的准确性，对词汇的解释不代表本站的观点，仅供初步参考，如需要严格考证词汇的意义，请参考互联网相关的专业词典。
Algorithm
A set of rules that a search engine uses to rank the listings
contained within its index, in response to a particular
query. No search engine reveals exactly how its own algorithm
works, to protect itself from competitors and those who
wish to spam the search engine. （Source: Did-It.com）
Algorithmic Results
see Organic Listings.
Backlinks
All the links pointing at a particular web page. Also called
inbound links. Source: Webmaster World Forums
Banned
When pages are removed from a search engine's index specifically
because the search engine has deemed them to be spamming
or violating some type of guidelines.
Boolean search
A search allowing the inclusion or exclusion of documents
containing certain words through the use of operators such
as AND, NOT and OR.
Clickthrough Rate
The percentage of those clicking on a link out of the total
number who see the link. For example, imagine 10 people
do a web search. In response, they see links to a variety
of web pages. Three of the 10 people all choose one particular
link. That link then has a 30 percent clickthrough rate.
Also called CTR. Source: Webmaster World Forums
Cloaking
(Source: http://www.sempo.org/glossary.php)
In terms of search engine marketing, this is the act of
getting a search engine to record content for a URL that
is different than what a searcher will ultimately see. It
can be done in many technical ways. Several search engines
have explicit rules against unapproved cloaking. Those violating
these guidelines might find their pages penalized or banned
from a search engine's index. As for approved cloaking,
this generally only happens with search engines offering
paid inclusion program. Anyone offering cloaking services
should be able to demonstrate explicit approval from a search
engine about what they intend to do. If not, then they should
then have explained the risks inherent of unapproved cloaking.
Cloaking
(Source: http://www.webopedia.com/TERM/c/cloaking.html)
(1) Also known as stealth, a technique used by some Web
sites to deliver one page to a search engine for indexing
while serving an entirely different page to everyone else.
There are opposing views as to whether or not cloaking is
ethical. Opponents see it as a bait-and-switch, where a
Web server is scripted to look out for search engines that
are spidering in order to create an index of search results.
The search engine thinks it is selecting a prime match to
its request based on the meta tags that the site administrator
has input. However, the search result is misleading because
the meta tags do not correspond to what actually exists
on the page. Some search engines, such as Lycos, Hotbot
and Excite, even ban cloaked Web sites. Proponents of cloaking
assert that cloaking is necessary in order to protect the
meta data, as only the spider is supplied with the meta
tags.
Also see How Web Search Engines Work in the Did You Know
. . . ? section of Webopedia.
(2) In e-mail distribution, cloaking is the act of masking
the name and address of the sender so that the recipient
does not know who sent the e-mail.
Concept search
A search for documents related conceptually to a word, rather
than specifically containing the word itself.
Contextual Link Inventory
To supplement their business models, certain text-link advertising
networks have expanded their network distribution to include
“contextual inventory”. Most vendors of "search engine
traffic" have expanded the definition of Search Engine
Marketing to include this contextual inventory. Contextual
or content inventory is generated when listings are displayed
on pages of Web sites (usually not search engines), where
the written content on the page indicates to the ad-server
that the page is a good match to specific keywords and phrases.
Often this matching method is validated by measuring the
number of times a viewer clicks on the displayed ad.
Conversion Rate
The relationship between visitors to a web site and actions
consider to be a "conversion," such as a sale
or request to receive more information. Often expressed
as a percentage. If a web site has 50 visitors and 10 of
them convert, then the site has a 20 percent conversion
rate. Source: Webmaster World Forums
Cost Per Click
System where an advertiser pays an agreed amount for each
click someone makes on a link leading to their web site.
Also known as CPC. Source: Webmaster World Forums
CPC
see Cost Per Click.
CPM
System where an advertiser pays an agreed amount for the
number of times their ad is seen by a consumer, regardless
of the consumer's subsequent action. Heavily used in print,
broadcasting and direct marketing, as well as with online
banner ad sales. CPM stands for "cost per thousand,"
since ad views are often sold in blocks of 1,000. The M
in CPM is Latin for thousand. Source: Webmaster World Forums
and Did-It.com
Crawler
Component of search engine that gather listings by automatically
"crawling" the web. A search engine's crawler
(also called a spider or robot), follows links to web pages.
It makes copies of the web pages found and stores these
in the search engine's index.
CTR
see Clickthrough Rate.
Delisting
When pages are removed from a search engines index. This
may happen because they have been banned or for other reasons,
such as an accidental glitch on the search engine's part.
Source: Adventive
Directories
A type of search engine where listings are gathered through
human efforts, rather than by automated crawling of the
web. In directories, web sites are often reviewed, summarized
in about 25 words and placed in a particular category.
Doorway Page
A web page created expressly in hopes of ranking well for
a term in a search engine's non-paid listings and which
itself does not deliver much information to those viewing
it. Instead, visitors will often see only some enticement
on the doorway page leading them to other pages (i.e., "Click
Here To Enter), or they may be automatically propelled quickly
past the doorway page. With cloaking, they may never see
the doorway page at all. Several search engines have guidelines
against doorway pages, though they are more commonly allowed
in through paid inclusion programs. Also referred to as
bridge pages, gateway pages and jump pages, among other
names.
Full-text index
An index containing every word of every document cataloged,
including stop words (defined below).
Fuzzy search
A search that will find matches even when words are only
partially spelled or misspelled.
Gateway Page
see Doorway Page.
Graphical Search Inventory
Banners, and other types of advertising units which can
be synchronized to search keywords. Includes pop-ups, browser
toolbars and rich media.
Index
The collection of information a search engine has that searchers
can query against. With crawler-based search engines, the
index is typically copies of all the web pages they have
found from crawling the web. With human-powered directories,
the index contains the summaries of all web sites that have
been categorized.
Inbound Link
See Backlinks.
Index
The searchable catalog of documents created by search engine
software. Also called "catalog." Index is often
used as a synonym for search engine. Index is commonly pluralized
as "indices." However, Search Engine Watch instead
uses the alternative plural form "indexes."
【说明】：上述词汇为网上营销新观察通过多个网站的相关资源整理汇总，并未一一核对词汇内容的准确性，对词汇的解释不代表本站的观点，仅供初步参考，如需要严格考证词汇的意义，请参考互联网相关的专业词典。
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