MIS 301 Study Guide - Midterm Guide: Search Engine Optimization, Search Engine Marketing, Domain Name System

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Chapter 12
Market Capitalization (market cap): the value of a firm calculated by multiplying
its share price by the number of shares
Wi-Fi: A term used to brand wireless local area networking devices. Devices
typically connect to an antenna equipped base station or hotspot, which is then
connected to the Internet. Wi-Fi devices use standards known as IEEE 802.11
and various versions of this standard may operate in different frequency bands
and have access ranges.
Page Rank: Algorithm developed by Google cofounder Larry Page to rank Web
Query: Search
Organic or Natural Search: search engine results returned and ranked according
to relevance.
Search Engine Optimization SEO The process of improving a page’s organic
search results
Link Fraud: Also called spamdexing or link farming. The process of creating a
series of bogus Web Sites, all linking back to the pages one is trying to promote.
Software Robots, spiders, Web Crawlers: software that traverses available Web
links in an attempt to perform a given task. Search engines use spiders to
discover documents for indexing and retrieval.
Domain Name Service(DNS)- Internet directory service that allows devices and
services to be named and discoverable. The DNS, for examnple, helps your
browser locate the appropriate computers when entering and address like
Cache: A temporary storage space used to speed computing tasks.
Dark Web: )nternet content that can’t be indexed by Google and other search
Server Farms: A massive network of computer servers running software to
coordinate their collective use. Server farms provide the infrastructure
backbone to SaaS and hardware cloud efforts, as well as many large-scale
Internet services.
Fault-Tolerant: Capable of continuing operation even if a component fails.
Impression: Each time an ad is served to a user for viewing
Search Engine Marketing: The practice of designing, running and optimizing
search engine ad campaigns
Keyword Advertising: Advertisements that are targeted based on a users query
Pay-per click (PPC)- A concept where advertisers don’t pay unless someone
clicks on their ads
Cost-per click (CPC)- The maximum amount of money an advertiser is willing to
pay for each click on their ad
Click-Through rate (CTR:) The number of users who clicked on ad divided by the
number of times the ad was delivered (the impressions). CTR measures the
percentage of people who clicked on an ad to arrive at a destination-site
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