Glossary

A multivariate testing methodology created by Dr. Genichi Taguchi. Originally applied to engineering design, Taguchi was extended to marketing and advertising by James Kowalick, former corporate director of engineering at Aerojet General.

A search engine that indexes blogs. Technorati uses RSS to maintain a nearly real-time index.

Founder and CEO of Pay Per Post.

A measure of how many times a particular keyword appears across a collection of several pages and documents.

A link scheme where Site A links to Site B, Site B links to Site C, and Site C links to Site A. The hope is to hide the fact that they are actually reciprocal links. It is believed that Google has developed methods of detecting such link schemes.

The Director of Product Management for Yahoo! Search.

The amount of time that a visitor spends on a specific web page.

The top line of text in a paid search advertisement. In Yahoo, the title field can be up to 40 characters, and in Google, it can be up to 25 characters.

A HTML tag that defines the text along the top of a web browser. The TITLE tag is also the single most important factor in on page optimization in Google and Yahoo.

A top-level domain (TLD) is the last part of a domain name, or the letters that follow the final dot of any domain name.

For example, in the domain name www.website.com the "com" part of the domain name would be the top-level domain.

See cookie.

An argument added to the URL of a link or advertisement so that actions by website visitors can be tied to their specific source.

Tracking URLs are particularly useful in paid search advertising and other forms of online advertising that send visitors through a website redirect. Such traffic cannot be accurately tracked using referring URLs.

Links using tracking URLs are unlikely to pass any link juice, but if the link uses a redirect, it will not do so in any case.

A concept originally promoted by engineers at Yahoo, but a term recently trademarked by Google. Whereas PageRank attempts to determine the value of a page based upon the pages linking to it, TrustRank determines a level of authority for a site. It is believed that links from an authority site provide more Google juice than links from non-authority sites.

Video analytics and distribution company serving publishers who need independent information about video performance on the Internet.

Tubemogul aggregates video-viewing data from multiple sources to provide improved understanding of when, where and how often videos are watched, track and compare videos, measure the impact of marketing campaigns, gather competitive intelligence, and share data with colleagues.

Tubemogul also allows automated upload to the Web's top video sharing sites.

A status update or post on Twitter. Posts are limited to 140 characters.

The action of posting an update is called Tweeting.

A microblog that allows users to post real-time status updates over multiple networks and devices, including cell phones. Posts are limited to 140 characters in length.

Users or "Tweeters" are encouraged to "follow" other Tweeters in order to keep track of their updates or "Tweets". Twitter can be used to obtain news or to increase one's social network.

Twitter Squatting occurs when a user registers any number of Twitter names with the intent to sell them in the future. This is similar to Domain Squatting in that there is little risk for the individual, but a possibly high profit should they reserve a name others are willing to pay to have.

Consists of all participants of the social networking service, Twitter. It also includes the means by which "tweeple" (people on Twitter) communicate: cell phones, desktop clients, the Twitter site itself, etc.