The Dictionary

  • Knockbook Dictionary
    • Pay-Per-Click (PPC)
      • Also known as “sponsored links” or “paid search”, these are the text ads located on the top and bottom of the right hand side of the search results pages of nearly every major search engine.
    • Organic Rankings
      • Also known as “natural” rankings, these are the search results that are meant to be the most relevant results to the search query in question. Unlike PPC, you cannot control where you show up, and you do not pay each time a user clicks on the link. The rankings are based on hundreds of factors, including the content on the site, the links from other sites, the age of the site and much more. Also unlike sponsored links, these rankings can take years to achieve, and incumbent sites have a huge advantage over newcomers.
    • Search Engine Optimization (SEO)
      • Search engine optimization is the process of increasing a web site’s organic rankings. The process is complex and time-consuming, and includes improving web site usability, content building, link building, social media and much more.
    • Search Engine Marketing (SEM)
      • Search Engine Marketing is the broad term that encompasses all efforts with regard to achieving leads and sales from the search engines: PPC Management, SEO, landing page optimization all generally all under the umbrella of Search Engine Marketing, though the phrase is used quite liberally and in a variety of contexts.
    • Search Engine Submission (SES)
      • Search Engine Submission refers to the act of telling (“submitting”) the search engine that a website exists; it is basically a request for the search engine to visit, index and rank the site according to relevant keywords. Several years ago, with hundreds of search engines competing for market share, it was a valuable service on its own. More recently, Search Engine Submission is a very small part of a Search Engine Marketing effort.
    • An Impression
      • Used generally when referring to Pay-Per-Click campaigns, an impression refers to when your ad is shown on a search results page after being triggered by a user’s search query.
    • A Hit
      • A hit is a single view of a web page, web image or file.
    • A Click
      • A click generally refers to a search engine campaign, where a click would indicate that a user clicked on an ad or listing and was delivered to a website. Thus, a click on an ad results in a hit or a visitor to a web site.
    • A Unique Visitor
      • A unique visitor is a count of the number of distinct IP addresses that have accessed a web page or web site in a period of time. So in a given month, a web site may have 1,000 visits and 600 unique visitors, indicating that some of those 600 unique visitors visited the site more than once, totaling 1,000 visits in total.
    • A page view
      • A page view is a single page being viewed a single time by a single IP address. Thus, one unique visitor resulting from one click could explore a website, visit ten pages and tally 10 page views.
    • A conversion
      • A conversion is a measurable goal achieved on a web site. This will vary from site to site. It could be a sale transacted, a form filled out, or a phone call made to the company. A conversion is the most important metric, because it is directly related to revenue generated for the business.