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 SEO Glossary |
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 CSS (Cascading Style Sheets)
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.
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.
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.
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.
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.
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.
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 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%.
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.
Crawl
Crawling refers to the process of following hyperlinks to navigate from page to page and site to site to gather information about that website.
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. |
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