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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)


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.

All the links pointing at a particular web page. Also called inbound links. Source: Webmaster World Forums

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

(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.

(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

see Cost Per Click.

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

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.

see Clickthrough Rate.

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

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.

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.

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."


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