Internet Marketing Glossary

Deep Link

When you link to a page of another website that is not the front page, you’re deep linking. For example, a link to http://www.internetmarketingmonitor.com automatically pulls up the front page. A link to http://www.internetmarketingmonitor.com/somedirectory/somepage is considered a deep link.
Directory

A directory is a set listing of websites, usually grouped into categories or topics. As opposed to a search engine (which often finds new sites using a computer-based crawler), directories are usually fixed with a certain set of websites. New sites are most commonly added by directory editors or web-based URL submission forms in which website owners designate the category that most reflects the product or service they offer. Examples: The Open Directory (Dmoz.org), Yahoo! Directory.
Impression

Each time an online advertisement is displayed it is referred to as an impression. Some kinds of marketing campaigns are established using a cost-per-impression style model.
Keyword Density

Keyword density is a measure of how many times a certain keyword appears in the indexed text of a webpage. For example, if you use the word “car” 20 times on a website with 200 words, the keyword density for the word “car” would be 10%.
Landing Page

When an internet user clicks on an ad, they’re usually directed to a landing page. A landing page differs from a typical webpage in that it is usually 1) specifically tailored to the ad which was clicked and 2) acts as a jumping point to make purchases, sign up for services, or find more content at the advertisers website. Some landing pages direct customers to another page while others feature the actual product or service being offered. Sometimes called a jump page or splash page.
Meta Tag

Meta tags are hidden bits of information about your website that tell web browsers, search engines, and crawlers how to display or categorize your site. Meta tags can tell your web browser what language the site is in, what the title of the site is, or, in some cases, what type of content a website includes. Meta tags can also be used to tell search engine crawlers what keywords should be associated with your site and generally what the website is about. Many website owners use meta tags as part of their SEO techniques to increase the position of their website within the search engine’s results.
Natural Search Results

Any search engine results that are not sponsored or paid for are called natural search results. The majority of the results that search engines display are natural results. The results are usually displayed based on keyword relevance or the overall rank that the search engine has assigned to a specified website. Sometimes called Organic Search Results.
Organic Search Results

Any search engine results that are not sponsored or paid for are called natural search results. The majority of the results that search engines display are natural results. The results are usually displayed based on keyword relevance or the overall rank that the search engine has assigned to a specified website. Sometimes called Natural Search Results.
PPC

(Pay Per Click) - A marketing technique in which advertisers bid on keywords or phrases that they believe visitors to their website will search for. The more an advertisers bids on a particular keyword, the higher their ad appears in the search results. Bids can be as low as .01 or as high as $100 per click. When someone searches for a specific keyword, the advertisement for the website with the highest bid on that keyword is displayed within or alongside the search engine results. The advertiser pays the amount they bid on the keyword only when an ad is clicked.
ROI

(Return on Investment) - ROI is a comparison of the money spent on an investment, such as a marketing campaign or advertisement, and the money earned because of the investment. The higher the ROI, the better the investment.