Search Engine Marketing Glossary

Click-Through Rate (CTR) - calculated by dividing the number of people that click on a link or ad divided by the total number of impressions.

Cost-Per-Action (CPA) - online advertising payment model in which payment is based solely on qualifying actions such as sales or newsletter registrations.

Cost-Per-Click (CPC) - calculated average cost paid per click in a pay-per-click campaign.

Conversion Rate - is the percentage of visitors who take a desired action after clicking through to a Web site.

CPM - a pricing model in which the cost is based on per thousand impressions.

Impressions - are the number of times a banner or advertisement is displayed to viewers.

Pay-Per-Click (PPC) - a search engine marketing model in which a charge is incurred each time a visitor clicks to a Web site through the pay-per-click link.

Search Engine Marketing (SEM) - the process of marketing a Web site through search engine programs or search engine optimization.

Search Engine Optimization (SEO) - the process of increasing Web site traffic by ranking the Web pages higher in the organic search listings of a search engine. The search engine optimization process involves processes such as inbound link building, Web site content and meta tag changes.

Search Engine Spam - manipulation of a Web site with the intent to artificially increase the Web sites rankings. This manipulation is also known as black hat techniques and is not recommended.

Search Engine Submission - the act of submitting a URL to search engines to ensure the web page gets spidered and indexed. The practice of submitting to a high number of search engines is an outdated SEO best practice and should be avoided. Today submission is usually only performed with the major search engines Google, Yahoo and MSN and directories.

SERP - this is the actual search engine page the search results are listed on. Also known as the search engine results page.