网络营销/电子商务词典：搜索引擎/互联网基础相关词汇（C）
【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。
Cascading Style
Sheets
See CSS.
categorization
The practice of grouping web pages by topic to form a directory.
Also see classification
category
In the context of Web directories, categories refer to collections
of links to sites of a similar topic.
CGI
Common Gateway Interface - a popular interface between web
server software and other programs.
channels
See directory; category
citation analysis
A tool initially deveoped in information science to identify
the core (most cited) set of documents for a given topic.
In the context of web searching and search engine algorithms
the term "link analysis" is more commonly used.
citation count
The number of times a document is referenced by other documents
in the same collection. Citation count (or link count) differs
from link popularity in that only the number of citations
(links) and not the quality of the links is considered.
classification
The process of organizing documents available online into
topical categories to form directories. These are normally
hierarchical tree structures with "Main Categories"
and a number of "Sub Categories" which often go
several levels deep.
click tracking
Search engines can track user clicks in order to "learn"
from users which pages are most relevant to a query. The
best-known example is that of "Direct Hit", a
discontinued search engine that not only tracked clicks
but also logged the amount of time users spent on pages
returned in order to improve relevance.
client
A computer, program or process requesting information from
a server. Email programs are sometimes called e-mail clients.
They request e-mail messages from pop3 servers. Spiders
(like Googlebot) and browsers (like Internet Explorer and
Netscape) are also clients.
click through (click-through; clickthrough)
Referring to the action of clicking through from, for example,
a search engine's results page to a web site. Click through
rates are especially useful in Internet advertising where
it is an important factor in determining the success of
an advertisement.
click through rate (CTR)
a.k.a. click rate
Often used in Internet marketing to describe the percentage
of users who click on a link or advertisement. The CTR is
used as a measure to determine the effectiveness of a link
/ advertisement. It is most effective if used in conjunction
with other measurements like conversion rate.
cloaking (Source:http://www.searchenginedictionary.com/c.shtml
)
The practice of delivering content based on the IP address
of the client. The practice is sometimes defended by saying
it's a way of protecting code from theft. It should be noted
that the practice of cloaking can get your site banned from
the search engines. For a detailed discussion on cloaking
and links to cloaking resources, please refer to the Search
Engine Yearbook(http://www.searchenginedictionary.com/sey.shtml).
closed loop
Used to describe a linking structure where a group of web
pages interlink heavily while there are few or no links
to or from pages outside the group. General consensus is
that search engines can detect closed loops and penalize
pages in closed loops. It is currently unclear exactly where
the cut-off point is. Is it only a closed loop if there
are no links to or from pages outside the group or also
if there are just too few such links? It is generally advisable
to have links to outside pages that in turn also link to
many outside pages.
cluster
Search results grouped together (to save space on the SERP),
usually based on a shared top-level domain.
clustering
A technique the search engines use to group different pages
from the same domain in their search results pages. Without
clustering, the top spots for certain search terms are often
completely dominated by one site. Clusters usually consist
of one or two pages from one domain with a link that says
something like "More results from pandecta.com".
The term differs from terms like classification, taxonomy
building, tagging, etc. in that it is fully automated. Further
human intervention is not needed.
code bloat
When a web page or site is so full of code (scripts, font
tags, redundant HTML) that it becomes hard to edit, slow
to download, and more difficult for search engines to index.
collaborative filtering
Also known as "social filtering". A technique
used to improve relevance, it returns documents other users
with similar queries found relevant. This technique is also
very effective in cross selling, as seen at Amazon.com ("People
who bought 'Mary's Guide to Fast Food' also bought 'Jane's
Recipes' ")
collection
A group of documents queried.
collection fusion
The practice of combining search results from multiple collections.
Meta search engines are faced with the problem of effectively
combining & re-ranking results that have already been
ranked by different algorithms.
combined log file
A log file that tracks visitors on a web site. A combined
log file typically includes additional information on user
agents, referrers etc.
Also see log file and common log file.
For more on log file analysis and downloadable tools that
make it easier, please refer to the Search Engine Yearbook.
comment
Comment tags (in HTML) allow the site designer to enter
comments explaining the code, making it more understandable
for human readers. Comments are not displayed by the browser.
Comments are enclosed by the comments tag: <!-- like
this -->. The comment tag is also used to enclose scripts,
ensuring that the raw code is not displayed on non-compliant
browsers. Comment tags are sometimes loaded with keywords
to artificially inflate a page's ranking. Loose that sparkle
in your eye though… most search engines ignore comment tags
completely.
common log file
A standard log file with no additional information.
Also see log file and combined log file.
concept search
A search for documents related conceptually to a search
term, rather than for documents that actually contain the
search term itself.
content-based filtering
Filtering documents by extracting some or all of the content
contained in each document. Modern search engines all use
content-based filtering in combination with either filtering
mechanisms. Best known of these other mechanisms is Google's
PageRank system that measures inbound links from other documents.
conversion cost
Total cost per sale, calculated by dividing the total cost
of an advertising campaign by the number of resulting sales.
For example, if $1000 is spent on an advertising campaign
and that campaign results in 20 sales, the conversion cost
per sale is $50 ($1000 / 20). That means it costs $50 to
generate one sale.
conversion point
Conversion points are the points at which your customers
have completed a specific action on your web site. Common
conversion points are: Newsletter sign up - the "thank
you for subscribing" page, Order/Sale - the "thank
you for your order" page, Download - the "Your
download is complete" page.
conversion rate (CR)
The percentage of site visitors that deliver the most wanted
response (MWR). The CR is an important measure of the effectiveness
of the online sales effort. For example, if 4 out of every
100 visitors to a site deliver the MWR, the CR for that
site is 4%.
cosine similarity
See Similarity.
cost per click / cost-per-click (CPC)
See CPC. Sometimes also used as a synonym for PPC.
counter / page counter
Typically accompanied by something like "You are visitor
number ___ since Oct 2001". Counters count page views,
not visitors. The difference is that one visitor can generate
many page views by opening many pages on the site. Counters
offer a relatively inaccurate way to measure site traffic
and are generally considered amateurish. Log files offer
far more accurate and comprehensive visitor data.
CPA
Cost per action. Similar to CPS. Also see conversion cost.
CPC
Cost per click. The total cost of an advertising campaign
divided by the resulting number of unique visitors. Sometimes
also used as a synonym for PPC.
CPL
Cost per lead. The total cost of an advertising campaign
divided by the resulting number of new leads.
CPM
Cost per thousand impressions (M= Roman numeral for 1000).
A pricing system often used in the banner advertising industry.
Typically a fixed price is offered for 1000 impressions
of a banner. The price is usually influenced by the topic
of the site (how targeted the audience is) rather than the
popularity of the site.
CPS
Cost per sale. Similar to CPA. Also see conversion cost.
crawl
What spiders do. It refers to the action of following links
to navigate from page to page and site to site.
crawler
See spider.
crawler lag
The delay between the point where a web page is crawled
and the point at which it is added to the search engine's
index.
cross linking
Referring to links between a family of domains - for example
your business site, your personal homepage and your cat's
homepage. Cross linking is sometimes used to inflate link
popularity. Although not yet proven (to my knowledge), excessive
cross linking is widely believed to be penalized by the
search engines.
CSS (Cascading Style Sheets)
An add-on to HTML that allows for more accurate control
over the way a web page is rendered. CSS allows designers
to create custom styles that are then applied to the web
site in one of a variety of ways. The main benefit is that
something like text colors for an entire site can be changed
by editing only the CSS file. CSS can also be used in SEO,
but most SEO techniques that involve CSS are considered
spam. We have a more detailed discussion of the SEO uses
of CSS in our Search Engine Yearbook.
cybersquatting
The practice of buying domains that contain popular trade
names (for example fordmotors.com) or are common misspellings
of popular trade names (for example gogle.com). The intent
is usually to either resell the domain or to pull traffic
through misspellings, rather than to develop a serious,
unique site. Traffic gained through misspellings is often
automatically redirected to another domain.
Also see DNS parking.
cybrarian
Referring to professional online researchers. Sometimes
also referred to as "super searchers".
【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。