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APPENDIX APPENDIX 2 GLOSSARY Algorithm Alt text / Alt Tag / Text Attribute Analytics Anchor Text Authority Backlink Bot Bounce Rate CMS Content Conversion HTML Impression (page view) A program used by search engines to determine what pages to suggest for a given search query. A description of a graphic, which usually isn’t displayed to the end user, unless the graphic is undeliverable, or a browser is used that doesn’t display graphics. A program which assists in gathering and analyzing data about website usage. Google analytics is a feature rich, popular, free analytics program. The user visible text of a link. Search engines use anchor text to indicate the relevancy of the referring site and of the link to the content on the landing page. Ideally all three will share some keywords in common. The amount of trust that a site is credited with for a particular search query. Authority/trust is derived from related incoming links from other trusted sites. Any link into a page or site from any other page or site (synonyms: inlink, inbound link, incoming link). A program which performs a task more or less autonomously. Search engines use bots to find and add web pages to their search indexes. Spammers often use bots to “scrape” content for the purpose of plagiarizing it for exploitation by the Spammer (synonyms: robot, spider, crawler). The percentage of users who enter a site and then leave it without viewing any other pages. Content Management System - Programs such as Wordpress, which separate most of the mundane Webmaster tasks from content creation so that a publisher can be effective without acquiring or even understanding sophisticated coding skills if they so chose. The part of a web page that is intended to have value for and be of interest to the user. Advertising, navigation, branding and boilerplate are not usually considered to be content (Synonyms: text, copy). Achievement of a quantifiable goal on a website. Add clicks, sign ups, and sales are examples of conversions (or goals). (Hyper Text Markup Language) directives or “markup” which are used to add formatting and web functionality to plain text for use on the internet. HTML is the mother tongue of the search engines. The event where a user views a webpage one time. 58PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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