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Click any underlined term below for additional information.

search engine – a program that indexes documents, then attempts to match documents relevant to the users search requests.

search engine optimization – the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.

search engine spam – excessive manipulation to influence search engine rankings, often for pages which contain little or no relevant content.

search engine submission – the act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.

search retargeting – the use of a site visitor’s search history as a basis for the ads that the visitor will see.

search spy – a perpetually refreshing page that provides a real-time view of actual Web searches.

self-serve advertising – advertising that can be purchased without the assistance of a sales representative.

SEO (see search engine optimization)

SERP – shorthand for a page of search engine listings, typically the first page of organic results.

shopping cart – software used to make a site’s product catalog available for online ordering, whereby visitors may select, view, add/delete, and purchase merchandise.

sig file – a short block of text at the end of a message identifying the sender and providing additional information about them.

site search – search functionality specific to one site.

skyscraper ad – an online ad significantly taller than the 120×240 vertical banner.

social networking – the process of creating, building, and nurturing virtual communities and relationships between people online.

spam – inappropriate commercial message of extremely low value.

splash page – a branding page before the home page of a Web site.

sponsorship – advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.

stickiness – the amount of time spent at a site over a given time period.

super affiliate – an affiliate capable of generating a significant percentage of an affiliate program’s activity.

surround session – advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit.