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Cache
A cache is a store of something in order to save it from being generated again unecessarily. Some servers use a cache so that processor-heavy scripts only need to run when necessary,
and not just whenever the results of the script are asked for.
Canonical Keyword
When multiple keyword phrases are searched for the results are returned in canonical form. This which mean the words are arranged in alphabetical order in some of the results.
CHTML
cHTML, like Wireless Markup Language (WML) developed for use with Wireless Application Protocol (WAP) devices, was designed for low bandwidth and limited screen-size of portable telephones.
The approach of cHTML was to exclude some of the feautres of HTML such as JPEG image support, tables and Cascading Style Sheet (CSS) support. This means that it is less-enabled,
but may mean with familiarity it is easier for HTML users to develop cHTML than WML websites. (WML is an XML 1.0 based markup language.)
Clickthrough
A clickthrough describes the action of a user clicking on a link and being transported to the new URL.
Click-through-rate
The number of clicks on a link, as a percentage of the number of views of the link.
Client Side
Client side refers to events or code occuring in a browser (or search engine).
Other events, such as clicking on links, can also be described as 'client-side'.
Cloaking
Cloaking is a method by which specific content is served up to the search engine spider that is different what the normal surfer sees.
Clustering
In search engine search results pages, clustering is limiting each represented website to one or two listings.
Cold Fusion
Cold Fusion is a server-side coding language.
This means that the server can dynamically alter the resulting web pages before they are sent across the Internet to the browser.
This is a common way of generating website from database content.
Content-rich Doorway
A doorway page dressed up with graphics, navigation, and linked to from a site map so that it looks like a normal part of a Web site.
The copy is written to rank for a single keyword expression.
Contextual Link Inventory
Text-link advertising that are displayed based on the relevance of surrounding content.
Conversion rate
The key metric to evaluate the effectiveness of a conversion effort
(accepting a free gift, setting an appointment), reflecting the percentage of people converted into buyers (or subscribers, or whatever action is desired)
out of the total population exposed to the conversion effort. For Web sites, the conversion rate is the number of visitors who took the desired action
divided by the total number of visitors in a given time period (typically, per month).
Cost-per-click
The amount an advertiser pays an ad host (such as a site owner, search engine or ad network) each time a visitor clicks on the advertiser's link.
Cost-per-thousand
A common term from traditional media advertising; online it refers to the cost per thousand people viewing an ad or listing (regardless of whether they respond to it).
Crawl Page
A document consisting of links to other pages, provided for the sole purpose of giving crawlers (robots) links to follow. Spammers used to submit these puppies to the search engines en masse.
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