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2G
Mobile terminology meaning: second generation. This is a term describing the speed of data delivery to a mobile device. 2G is being replaced by 3G or third generation devices which are from 50 percent to 500 percent faster than basic line technology.
3G
Mobile terminology meaning: third generation. This is a term describing the speed of data delivery to a mobile device. Devices with 3G capability are 500 percent faster than the previous 2G technology and make multi-media offerings like short video available to the user.
A:B Labs™
A Oneupweb® service allowing marketers to test the usability and preference of ads, webpages and landing pages with their target audience.
Actionable Analytics Consulting
Whereby search marketers decipher data into conclusive, actionable formats—typically through proprietary technologies.
Active Merchandising
The promotional activities of an organization that bring about business. Examples could be in-store displays, “dynamic”
promotional offers on the website, etc. Site search is another example of a tool where online retailers can apply active
merchandising. Products can be suggested based on the search query that customers run.
Advanced Match
A term used primarily by Yahoo in its pay-per-click (PPC) advertising program. (Similar to broad match used by Google.) When a PPC campaign manager specifies a keyword be used in advanced match, then his or her ad will appear whenever a Yahoo user types that word into a query. For example, a jewelry retailer might use an advanced match for “diamond,” and be included in “diamond ring” and “diamond necklace” and even “diamond drill bits.”
Algorithm
A set of mathematical equations or rules that a search engine uses to rank the content contained within its index in response to a particular query.
Algorithmic Results
Listings that search engines do not sell (unlike paid listings). Sites appear solely because a search engine has deemed it editorially important or relevant. Paid inclusion content is also often considered “organic” even though it is paid for. This is because that content usually appears intermixed with unpaid organic results.
Alternative Channel Availability
Helping consumers find products that may not be available through the first channel attempted. For example, an
e-commerce catalog may be out of an item, but there could be a local retail location that still has the product in stock.
Analytics
Used in search marketing to refer to technology that helps analyze the performance of a website or online marketing campaign. Analytics often review website user behavior, site usability and search marketing campaign success.
AOV (Average Order Value)
Typical size of an order. Calculated by dividing the total value of all purchases by the total number of purchasers over a given time period.
ARPU (Average Revenue Per User)
Mobile terminology meaning: average revenue per user. Used by carriers (Fast mSearch, MotionBridge, Allato Tribes) to
describe the increased value their platforms provide
customers (Verizon, Sprint, AT&T).
Backlinks
All the links pointing at a particular webpage; also called inbound links.
Banned
Search engines remove websites from their indexes specifically because the search engine has deemed them to be spamming or violating guidelines.
Banner Ad
A banner ad is usually a rectangular advertisement placed on a website. Clicking on the ad links back to the advertiser’s own website or a relevant landing page.
Benchmark Report
A report used to mark where a website falls on search engine results pages for a list of keywords. Subsequent search engine position reports are compared to that initial report.
Benchmarking
Identifying accurate historical data of a particular data point so that new initiatives can be measured. In other words, a benchmark will create a picture of where an e-tailer is so that future efforts (PPC) can be properly measured for success. For natural optimization, a benchmark will identify a site’s current positions on search engine results pages.
Bounceback
A way to reach out to customers to encourage repeat shopping, therefore increasing the lifetime value of new customers. There is often an insert included with the delivered product that highlights a promotional offer.
Brand Proposition
Or brand statement. This is the central promise a brand makes to its customers. The brand proposition should be appealing, easily understood and relevant to the target market. (Brand Proposition should be considered in respect to quality, price, service, etc.)
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