Web Marketing Definitions

CTR

      Short for click-through rate, the ratio of the number of times a user
      clicks on an online advertisement per number of viewers who view
      the Web site that has the advertisement on it. For example, if one
      out of 100 people who visit a specific Web site click on an
      advertisement and are taken to the advertiser's site, then the CTR
      of that advertisement is 1/100, or 1%

Doorway Pages

      A doorway page is created solely as an entrance from a search
      engine to your website. Doorway pages are sometimes known as
      gateway pages and ghost pages. The idea is to create overly
      optimised pages that are picked up and indexed by the search
      engines and hopefully, will rank well and then channel traffic to
      your site.

Throwaway domains

      These are domains that are bought as part of trying to secure more
       traffic. For example if you have www.thisisanexample.ie and you
       also purchased the .ie and .co.uk and .net and .eu versions, but
       had the same content on all sites the search engines would not be
       long in throwing you out!

Free for all links

      These are automated directories to which you can add a link. They
      bring virtually no traffic to your site, are a great way to generate a
      lot of spam (when you register you have to provide an email
      address), and they don't help you in the search engines.

Link Popularity Schemes

      These are techniques that are sold on the internet in an effort to sell
      high rankings on search engines. The basic premise is that the more
      links you have to your site (back links) the higher ranking you will
      receive.
      Linking only works through if the links coming into your site are
      relevant to your subject area and the site linking in is of sufficient
      value as to render the link actually useful to the visitor. 

Pay per Click (PPC)

      PPC campaigns provide a short cut to search engine traffic.
      Essentially you pay for your traffic and if you stop paying the traffic
      stops.

Organic Optimisation

      You can use various techniques to make your website more search
      engine friendly. Some of these techniques are adding appropriate
      information in the meta tags. Ensuring that you have the right
      keyword phrases and developing well constructed content in
      conjunction with a comprehensive and relevant linking campaign.

Control Panel

      The control panel or CP is where you can configure elements of your
      website. This is a tool that is provided to you by your hosting
      provider and allows you to change such things as what email
      address are configured, what traffic software is initialised and what
      databases you have configured for your site. Even if you are not
      technically minded this can be a very useful tool.

Unique Visitor

      A unique visitor is a real person who clicks on your website. This real
      visitors will probably access or 'hit' many pages but should only be
      counted as one person.

Unique Value Proposition

      The concise and memorable phrase that concisely and powerfully
      describes the value of your business and create excitement in the
      prospect. The value proposition is not a slogan or a phrase designed
      for advertising, although that is one potential use for it. Instead, its
      purpose is to answer the prospect's implicit question, "Why should I
      do business with you and not somebody else?" 

Keyword Phrase

      The words and phrases people type into search engines that shape
      the nature of their queries. Keywords are critical elements that must
      be included 'behind the scenes' to help search engine spiders that
      crawl the your site and in the body of your copy. Keyword research
      and planning are essential in search engine optimisation.

Search Engine Spider

A web crawler (also known as a web spider or ant) is a program
     which browses the World Wide Web in a methodical, automated
     manner. Web crawlers are mainly used to create a copy of all
     the visited pages for later processing by a search engine, that
     will index the downloaded pages to provide fast searches.

Landing Page

         A landing page is a web page that is intentionally designed so that
         the web site owner directs the online visitor to take some action
         that they want, that action could be signing up for a newsletter,
         downloading some documents/software, contact the online business
         directly...etc