Your AdMarula guide to search marketing terms and acronyms


Pay per action (See CPA)


Pay per click (See CPC)


PageRank PageRank is a link analysis algorithm, named after Larry Page, used by the Google Internet search engine that assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of “measuring” its relative importance within the set.

Rev share

Or ‘Revenue share’ A commission based on a percentage of the sales or profit for usually a lifetime of the customer or a specified period of time.


Regular index


RDF Site Summary, Rich Site Summary, Really Simple Syndication RSS (most commonly expanded as “Really Simple Syndication”) is a family of web feed formats used to publish frequently updated works – such as blog entries, news headlines, audio, and video – in a standardized format.


Real-Time Bidding A means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial markets.


Search Engine A web search engine is designed to search for information on the World Wide Web and FTP servers.


Search engine marketing A form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of search engine optimization, paid placement, contextual advertising, and paid inclusion.


Search engine optimization The process of maximizing the number of visitors to a Web site by ensuring that the site remains high on the list of results returned by a search engine.


Search engine results page The listing of web pages returned by a search engine in response to a keyword query.


Supplemental index A secondary database containing pages of less importance, as measured primarily by Google’s PageRank algorithm.


Supplemental index A secondary database containing pages of less importance, as measured primarily by Google’s PageRank algorithm.


SSPs – Supply Side Platforms allow publishers to sell their ad inventory in an ad exchange under certain descriptive qualifiers e.g. ‘home page’ or ‘above the fold’ impressions.


Site wide link Links that are present on every page of a site. These links are often placed in the footer or sidebar of a site but they can be present anywhere.


Toolbar Page Rank The Google Toolbar’s Page Rank feature displays a visited page’s Page Rank as a whole number between 0 and 10. The most popular websites have a PageRank of 10. The least have a Page Rank of 0.


Trust Rank Trust Rank is a link analysis technique described in a paper by Stanford University and Yahoo! researchers for semi-automatically separating useful webpages from spam.


Visual-block page segmentation The Vision-based Page Segmentation (VIPS) algorithm aims to extract the semantic structure of a web page based on its visual presentation. Such semantic structure is a tree structure; each node in the tree corresponds to a block.


Web position/Web position 4 A SEO tool that tracks search rankings and keyword positions.


Extensible markup language A metalanguage that allows users to define their own customized markup languages, especially in order to display documents on the World Wide.