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  2. Running your program

SEO Glossary

Search Engine Optimisation (SEO): A marketing term relating to the performance of a site in search results, such as via google.

Search Engine Marketing (SEM): Marketing focusing on the way that a site performs in search results.

Search Engine Results Page (SERP): The results page for a specific search term, key word or key phrase

Domain Authority (DA): a figure from 1-100 which indicates where the site is placed in Google’s search rankings

Bounce Rate: The percentage of visitors who enter a site and then immediately leave, rather than continuing to view other pages within the same site.

Click Through Rate (CTR): The number of clicks a site or advertisement receives, divided by the numbe of time it appears in search results for a given term (or appears on a given page)

Call to Action (CTA): Words and phrases within your advertorial copy that encourage users to act e.g. ‘Click here’ ‘Discover’ ‘Buy now’.

Keywords: Search terms that can be entered in product descriptions to help guide search engines towards relevant sites, pages or products (often added as ‘tags’, within descriptions and meta-descriptions, or category fields).

Pay Per Click (PPC): Paid traffic advertising technique which bids on keywords and phrases.

Comparative Shopping Sites (CSS): Publishers who use a product feed in order to run Google Shopping (or other search engine shopping) campaigns.

Backlinks: Also known as ‘inbound’ or ‘incoming’ links from external site to a linked site.

Dofollow links: Links which search engines such as Google use to determine the Domain Authority of a website (by measuring their quantity and quality)

Nofollow links: Links which are given an attribute which forbids Google from counting them in their measurement of the linked site’s Domain Authority