Glossary: A list of terms in alphabetical order - Page 6

Long copy: Any longer pieces of writing, like a blog post or press release.

Meme: A small message that spreads virally and embeds itself in popular culture.

Meta-tags: Code that describes the website – it is not displayed for viewers but only so that search engines can store information and index web pages.

Microsite: A one-page website that focuses on a small part of your brand (e.g. a single product or a competition).

Multivariate Testing: A type of testing that varies and tests more than one or two campaign elements at a time to determine the best performing elements and combinations. Multivariate testing can gather significant results on many different components of, for example, alternative PPC ad titles or descriptions in a short period of time. Often it requires special expertise to analyze complex statistical results. (Compare to A/B Testing which changes only one element at a time, alternately serving an “old” version ad and a changed ad.) In search advertising, you might do A/B Split or Multivariate testing to learn what parts of a landing page (background color, title, headline, fill in forms, design, images) produce higher conversions and are more cost effective.

Natural or organic listings: The pages listing results from a search engine query which are displayed in a sequence according to relevance of match between the keyword phrase typed into a search engine and a web page according to a ranking algorithm used by the search engine.

On-page optimization: Devising page content, structure and [glossary]HTML[/golssary] markup to prove relevance of a search keyphrase to the search engines.

Open-source directory: A global community of content that is filed, edited and updated by volunteers regularly for example DMOZ.

Organic search results: These are free search results and are found when searching for keywords in a search engine such as Google. The higher the page ranking a website, the higher the website will rank on the organic search engine results.

ORM: Online reputation management. The process of monitoring what people are saying about your brand online, and responding appropriately where necessary.