301 Redirect – A 301 redirect automatically causes one URL to redirect to another and tells the Web (and search engines) that this redirect is permanent, as opposed to a temporary (302) redirect. 301 redirects are generally preferable for Search Engine Optimization purposes and are therefore often referred to as search engine friendly redirects.
404 Server Code – The 404 or Not Found error message is a standard response code indicating that the client was able to communicate with a given server, but the server could not find what was requested.
Above the fold: Refers originally to the top part of a newspaper, the term is used on the internet specifically to describe the top part of a landing page that is visible without having to scroll down.
adCenter – Bing Ads powers paid search results on Microsoft’s bing, Yahoo! (as of November 2010), and other sites within its network. Bing Ads was formally known as Microsoft adCenter and is now the second largest paid search provider in the United States.
Ad Extensions – Added information that is included in your text ad. These can include extra features about your business, such as your location, phone number, links to certain product or services pages, and call-outs.
Advertising Network – A group of websites where one advertiser controls all or a portion of the ads for all sites. A common example is the Google Search Network, which includes AOL, Amazon,Ask.com (formerly Ask Jeeves), and thousands of other sites. In Google AdWords, they offer two types of ad networks on the internet: search and display (which used to be called their content network).
AdWords – AdWords is Google’s paid search marketing program, the largest such program in the world and in most countries with notable exceptions such as China (Baidu) and Russia (Yandex). Introduced in 2001, AdWords was the first pay per click provider offering the concept of Quality Score, factoring search relevancy (via click-through rate) in along with bid to determine ad position.
Affiliate Marketing – A type of internet marketing in which you partner with other websites, individuals, or companies to send traffic to your site. You will typically pay on a Cost per Acquisition (CPA) or Cost per Click (CPC) basis.
Aggregate Data – Data that details how a group of consumers interacts with your marketing efforts or websites. This can be how an audience views videos, ads, pictures, etc and what actions are taken after viewing. This can give a comprehensive view of how your target market is engaged, as a whole, through marketing efforts, as opposed to individualized consumer data.
Acquisition: A term often used in online/digital marketing that describes the point at which a visitor becomes a qualified lead. Generally this is the point where the visitor commits to buy the product/service or provides their contact details as well as indicating some interest in your product.
Acquisition Cost: The total cost for an advertising or marketing campaign divided by the number of visitors also known as visitor acquisition cost or divided by the number of customers AKA customer acquisition cost.
Algorithm: An algorithm is a set of finite, orderly steps normally used when attempting to solve a mathematical problem. All search engines use a their own algorithm, which is set to calculate the relevance of its indexed web pages to your query.
Algorithm Results: Algorithmic results are the listings search engines provide in response to a query (see above). They may also be known as “organic listings” as opposed to “paid listings” because their rank is based on relevancy to the query that has been typed rather than advertising revenue which has been paid to the search engine.
Alt Tag/Alt Text: An alt tag is the HTML text that pops up while an image is loading or when a cursor is placed over an image. Alt text is also useful in search engine optimization as it is possible to include the keywords that a search engine is looking for in response to a query.
AMP – An acronym for the Google-backed Accelerated Mobile Pages Project was announced by Google in October 2015. It was designed as an open-source initiative for publishers to create content that loads quickly on mobile devices. AMP consists of three parts: AMP HTML, AMP JS & Google AMP Cache. For more information see the AMP Project website.
Analytics: Analytics refers to the technology, programming, and data used in search engine marketing to analyze a marketing campaign or a website’s performance.
Anchor Text: Also known as link text, anchor text is the visible, clickable link text between the HTML anchor and tags. Clicking on anchor text activates a hyperlink to another page within your site or another web site. Anchor text is very important in SEO because search engine algorithms consider the hyperlink keywords as relevant to the landing page.
Astroturfing – The process of creating fake grassroots campaigns. Astroturfing is often used specifically regarding review sites like Google Places, Yelp, Judy’s Book and more. These fake reviews can be positive reviews for your own company or slander against your competitors. Not a good idea.
Automated Rules – A feature in Google AdWords that automatically adjusts your ad statuses, budgets, and bids based on the specific parameters that you set.
Average Position – This statistic describes what position your ad typically appears in on the search results page.