Chapter 20 Flashcards
The value of a firm calculated by multiplying its share price by the number of shares.
market capitalization (market cap)
Refers to a temporary storage space used to speed computing tasks.
cache
Search engine results returned and ranked according to relevance.
organic or natural search
The ability of a system to continue operation even if a component fails.
fault-tolerance
A massive network of computer servers running software to coordinate their collective use. Server farms provide the infrastructure backbone to SaaS and hardware cloud efforts, as well as many large-scale Internet services.
global server
Internet content that can’t be indexed by Google and other search engines.
deep Web
Algorithm developed by Google co-founder Larry Page to rank websites.
PageRank
Software that traverses available websites in an attempt to perform a given task. Search engines use spiders to discover documents for indexing and retrieval.
spiders, Web crawlers, software robots
The process of improving a page’s organic search rankings.
search engine optimization (SEO)
Sometimes called a “colo,” or carrier hotel; provides a place where the gear from multiple firms can come together and where the peering of Internet traffic can take place. Equipment connecting in colos could be high-speed lines from ISPs, telecom lines from large private data centers, or even servers hosted in a colo to be closer to high-speed Internet connections.
colocation facilities
Search.
query
Also called “spamdexing” or “link farming.” The process of creating a series of bogus websites, all linking back to the pages one is trying to promote.
link fraud
A measurement of ad performance (CTR) and ad relevance, and landing page experience. Ads that are seen as relevant and that consumers respond to have higher quality scores. The firm uses quality score multiplied by the maximum CPC to determine an ad’s display ranking.
quality score
The Web page displayed when a user clicks on an advertisement.
landing page
The number of users who clicked an ad divided by the number of times the ad was delivered (the impressions). The CTR measures the percentage of people who clicked on an ad to arrive at a destination site.
click-through rate (CTR)
A link that takes a user to a specific webpage (rather than the home page), or which launches an app and brings up a unique location rather than just launching the app. As an example, a deep link from Pinterest might take a user directly to the Etsy web page or app listing featuring the vendor of that item, rather than generically opening Etsy.com or the Etsy app.
deep linking
Advertisements that are targeted based on a user’s query.
keyword advertising
The practice of designing, running, and optimizing search engine ad campaigns.
search engine marketing (SEM)
A concept where advertisers don’t pay unless someone clicks on their ad.
pay-per-click (PPC)
Ads generated automatically based on the content of a website. Dynamic ads are particularly useful for firms with rapidly updating inventory or firms struggling to keep up with new search terms that may be relevant to their product lines.
dynamic search ads
A situation where ads appear alongside text the advertiser would like to avoid.
content adjacency problems
Advertising based on a website’s content.
contextual advertising
Keywords that prevent an ad from showing up when specific terms are present.
negative keywords
An effort that links advertisers to websites and other content providers (e.g., app firms, games) that are willing to host advertisements, typically in exchange for payment.
ad network
