Web Promotion - Web Development and Design Foundations with XHTML - page 511

If you explore the paid advertising programs that search engines offer, you'll encounter
a number of acronyms related to marketing. The most common are listed below:
● CPC: Cost Per Click
CPC (also referred to as PPC, Pay Per Click) is the price you are charged if you
have signed up for a paid sponsor or ad program and a visitor clicks on a link to
your Web site.
● CPM: Cost Per Impression
CPM is your cost for every 1,000 times that your ad is displayed on a Web page
(whether or not the visitor clicks on your ad).
● CTR: Click Through Rate
CTR is the ratio of the number of times an ad is clicked on to the number of
times an ad is viewed. For example, if your ad was shown 100 times and 20
people clicked on it, your CTR would be 20/100, or 20%.
Map Your Site
Google's Webmaster guidelines describe two types of site maps that are useful for SEO:
● An XHTML site map is a Web page with a “map of the site” that contains a
hierarchical list of hyperlinks to the major pages in your Web site (see Figure
5.19). The information on the site map page is not only helpful for your Web site
visitors, but also may assist search engine robots as they follow hyperlinks on
your site.
● An XML Sitemap is an XML file that is used by search engines but is not
accessed by your Web page visitors. A Sitemap provides information to a search
engine, such as Google, about your Web site and is essentially a list of pages
along with the following information: date each page was last modified, an indi-
cator of how frequently each page changes, and a priority level for each page. An
excerpt from a Sitemap file (sitemap.xml) is shown below:
<url>
<loc>http://webdevfoundations.net/</loc>
<lastmod>2009-11-03T08:10:09+00:00</lastmod>
<changefreq>monthly</changefreq>
<priority>1.00</priority>
</url>
<url>
<loc>http://webdevfoundations.net/index.html</loc>
<lastmod>2009-11-03T08:10:09+00:00</lastmod>
<changefreq>monthly</changefreq>
<priority>1.00</priority>
</url>
<url>
<loc>http://webdevfoundations.net/4e/chapter1.html</loc>
<lastmod>2009-07-22T15:09:07+00:00</lastmod>
<changefreq>monthly</changefreq>
<priority>0.800</priority>
</url>