search engine optimization (SEO) - The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.
meta tags - tags to describe various aspects about a Web page.
doorway page - a page made specifically to rank well in search engines for particular keywords, serving as an entry point through which visitors pass to the main content.
link popularity - a measure of the quantity and quality of sites that link to your site.
inbound link - a link from a site outside of your site.
outbound link - a link to a site outside of your site.
reciprocal links - links between two sites, often based on an agreement by the site owners to exchange links.
pay per click search engine - search engine where results are ranked according to the bid amount, and advertisers are charged when a searcher clicks on the search listing.
pay per click (PPC) - online advertising payment model in which payment is based solely on qualifying click-throughs
click-through - the process of clicking through an online advertisement to the advertiser's destination.
click-through rate (CTR) - The average number of click-throughs per hundred ad impressions, expressed as a percentage.
cost-per-click (CPC) - the cost or cost-equivalent paid per click-through.
conversion rate - the percentage of visitors who take a desired action.
unique visitors - individuals who have visited a Web site (or network) at least once in a fixed time frame, typically a 30 day period.
web site traffic - the amount of visitors and visits a Web site receives.
