Search Engine Marketing (SEM) Glossary - B
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Back Links
External links that point to one specific website. See: Inbound Links
Banner Ad
Advertisement placed on a website above, below or on the sides of the site's main content. Advertisements are typically rectangular, rich-media based, and linked to a landing page on the advertiser's site. In the early days of the Internet, banners were ads with text and graphic images. Today, with technologies such as Flash, banners have gotten much more complex and can be ads with text, animated graphics and sound. Most commerce-related Websites use banner ads.
Behavioral Targeting
A technique used by online publishers and advertisers to increase the effectiveness of their campaigns. These companies anonymously observe a user's past online behavior and then serve them most relevant advertisement based on their behavior. Theoretically, this helps advertisers deliver their online advertisement to the users who are most likely to be influenced by them. This technique has raised online privacy issues.
Beta
The testing phase for a software product that usually precedes its public release.
Bid Jamming
A cost-per-click bid management tactic in which you force the next highest bidder to pay their maximum bid for each click.Bid Jamming is used to drive competitors' bid prices to the point where their campaign is no longer profitable. This strategy is intended to cause competitors to drop out of their placement.
Despite the bid rate an advertiser sets at the campaign setup stage, most cost-per-click advertising networks only require advertisers to pay $0.01 above the bidder below them to retain their ranking. This ensures that advertisers are only charged as much as they have to be. By setting your maximum bid to $0.01 less than a competitor's max bid, you force them to pay a maxium bid, while you only pay $0.01 higher than the next highest advertiser. In the example below, Advertiser 2 is bid jamming Advertiser 1, causing them to pay a $0.50 CPC, while their costs run much lower at $0.11 CPC.
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Advertiser 1: |
$0.50 Max CPC |
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$0.50 actual CPC |
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Advertiser 2: |
$0.49 Max CPC |
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$0.11 actual CPC |
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Advertiser 3: |
$0.10 Max CPC |
Black Hat SEO
Unethical Search Engine Optimization techniques that violate search engine guidelines.Black Hat SEO negatively affects the user experience by manipulating search algorithms to return les relevant results.Evidence of using Black Hat methods to improve organic ranking is grounds for exclusion from a search engine index.
Blog (Weblog)
A frequently updated online collection of reverse-chronological "posts."Though blogs are typically online journals for individual expression, they are increasingly being used by major media publications and companies to publish real-time news commentary and opinions. Since 2004, the 'blogosphere' has gained increasing credibility as an influential source of news, political sway and consumer trends.
Blog Carnival
A topical collection of blog posts hosted by a rotating list of participating blogs.Participants contribute a post of their choice each week, to be reviewed and linked to by the carnival host.In turn, participants link to the host site as publicity for the carnival.Blog carnivals are a means of pooling traffic from participating sites, to take advantage of the aggregate popularity of a set of blogs.
Blogroll
A collection of links to other blogs, usually found on the sidebar.
Body Text
The visible text on a webpage between the <body> tags in HTML source code.
Boolean search
A search method using operators such as AND, OR, and NOT to refine a search.
Broad Match
An Overture and Google convention that matches text ads to relevant search queries, regardless of the order in which keywords appear. The ad for "tennis shoes", for example, may be matched to a query for "athletic shoes for tennis." Broad matches are often less targeted than exact or phrase matches, but draw greater traffic volume.
Broken Link
A link that doesn't work or doesn't lead anywhere, usually appearing as a 404 Error.
Browser
A program that translates coded pages (in HTML, Javascript, etc), allowing users to users to navigate the Internet.
Budget
Total planned or contractual cost allocated to a search marketing campaign.
Business Blog
Blog run by a corporate representative (or group of representatives) to discuss topics related to the company.
Buzz Marketing
Type of Word of Mouth Marketing that attracts consumer and media attention by generating entertaining, conversation-worhty 'buzz' around a brand.
Buzzword
A popular trend word.
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For more information on Reprise Media's search engine marketing services, or to submit a new definition for our glossary please call us at 1-800-218-9476, or send an email
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