Internet and Search Marketing Glossary, A-B

WordStream's Internet and Search Marketing Glossary provides brief, informative definitions of common terms used in web marketing, including vocabulary associated with organic search engine optimization (SEO), pay-per-click (PPC) and paid search marketing, and related Internet marketing concepts.

301 redirect
302 redirect
A/B testing
A/B Testing, or split testing, is a form of testing used in Internet marketing and website optimization, whereby groups of users see different versions of a landing page, ad, email or other content. Performance is measured to determine which version will be used going forward.
above the fold
Above the fold refers to the area of a web page that is visible to users without scrolling down. In web marketing, common wisdom dictates that content placed above the fold receives more viewer attention. The concept of the fold is borrowed from print news journalism.
absolute link
An absolute link is a full URL that can be found from anywhere on the Web. A relative link, on the other hand, can only be used to link within a single website. Relative links omit the transfer protocol (e.g., http://) and domain name (e.g., and instead identify documents in relation to the current page.
actionable keywords
ad campaigns
An ad campaign, in search marketing, enables you to run advertisements within the search results of certain search queries. These ads are generally paid for on a pay-per-click basis.
Microsoft adCenter (formerly MSN adCenter) is a pay-per-click (PPC) advertising platform similar to Google AdWords or Yahoo Search Marketing (YSM).
ad groups
An ad group is a container for your keyword list in either your search marketing or content network advertising campaigns.
ad groups tool
ad ranking
Ad ranking in Internet marketing is the position of a pay-per-click (PPC) ad on a search engine results page (SERP).
AdSense is an advertising platform that allows website operators to monetize their sites by running contextually relevant Google ads, generating revenue based on clicks or impressions.
AdWords ad groups
AdWords click-through rate
AdWords conversion
AdWords CPC
AdWords guide
AdWords help
AdWords management tool
AdWords match type
AdWords optimization
AdWords PPC
AdWords search
AdWords tips
AdWords traffic
AdWords traffic estimator
AdWords training
AdWords tutorial
affiliate marketing
affiliate program
An algorithm is a set of rules or operations for solving a problem. In web marketing, algorithms are used by search engines to rank search results in an index.
alt attribute
alt text
anchor text
Anchor text is the clickable text in a hyperlink. SEO best practices dictate that anchor text be relevant to the page you're linking to, rather than generic text like "Click here." Proper use of anchor text can help the page linked to rank for those keywords in search engines.
An API, or application program interface, is a set of operations implemented by software that determines how other software programs interact with it. Open APIs allow applications to be integrated and share content (for example, a microblogging update can be posted to Twitter and Facebook at the same time).
arbitrage, formerly known as Ask Jeeves, is a search engine designed to respond to questions posed in natural language as opposed to keyword searches. is the #4 search engine in terms of market share.
automated bid management
automatic matching
Automatic matching is a match option offered by Google AdWords that allows Google to match your ads to keywords it deems relevant, but which don't appear on your keyword list, as your budget allows.
AWStats is a free, open source log file analysis tool that produces HTML data reports for web analytics. AWStats can be used to tracks visits, keywords and more.
B2B, or business-to-business, refers to transactions between businesses, as opposed to business-to-consumer or business-to-government transactions. B2B search marketing involves targeting business customers through search engines.
bait and switch
behavioral targeting
below the fold
Below the fold refers to the area of a web page that is only visible after scrolling. In web marketing, common wisdom dictates that content placed above the fold receives more viewer attention, so the space below the fold is less valuable. The concept of the fold is borrowed from print news journalism.
A bid, in search marketing, is the maximum amount an advertiser is willing to pay per click for a given keyword. More competitive keywords tend to have higher bids.
bid jamming
Bid jamming is the practice of setting a bid one cent below the highest bid for a given keyword, forcing that competitor to pay full price for the keyword. The bid jammer pays one cent more than the next highest bid, which may be substantially lower.
bid management
Bid management is the process of adjusting bids to maximize the cost-efficiency of pay-per-click (PPC) advertising campaigns.
bid tool
Bing is a search engine created and operated by Microsoft, replacing its former Live Search, Windows Live Search, and MSN Search offerings.
black hat SEO
Black Hat SEO is a practice that increases a page's rank in search engines through means that violate the search engines' terms of service.
block level analysis
A blog, short for "web log," is a website designed to be regularly updated with entries or posts, with the most recent post appearing first. Blogs may be personal or associated with a company or organization.
blog comment spam
blog marketing
blog search
A blogroll is a list of links from a blog to other blogs. A blogroll is usually placed in a sidebar on a blog's main page and consists of related or recommended blogs and sites.
boolean search
Boolean search is a method of searching data using operators including AND (used to search for documents or other content containing multiple terms), OR (to search for content including any of the terms) and NOT (to search for content that includes certain terms and excludes others). Most search engines, including Google, support boolean search.
bounce rate
Bounce rate is a ratio of the number of visitors to a site who view only one page to the total number of visitors. A high bounce rate indicates low visitor engagement.
breadcrumb navigation
broad match
Broad match is a matching option implemented by search engines, which matches your ad against a keyword and queries that contain the keyword, as well as related terms.
broken link
A broken link, also known as a dead link, is a hyperlink that doesn't work as intended. Broken links may occur because a URL has changed or been deleted or because of typos in the source code. Fixing broken links requires knowledge of why they are broken in the first place.
A browser, or web browser, is an application that allows users to access and read documents, such as web pages, on the World Wide Web. Common browsers include Internet Explorer and Mozilla Firefox.
buying cycle
buzz monitoring
Buzz monitoring is the process of tracking mentions of a company, name or brand on the Web and social media for the purposes of reputation management and buzz marketing.
Step by step instructions on how to manage your Google AdWords account. These instructions are generally very basic.