| time portal | Noun phrase. In Web analytics, a time portal is a special type of hidden door (q.v.) whereby the user opens a Web page in a browser and leaves the page open for hours or days before engaging in or resuming activity on the page. To most analytics software, the time portal creates two or more user sessions. Cf. Time tunnel. |
| algorithmic risk | Noun phrase. The probability that a search engine algorithm rewards (positive risk), ignores (neutral risk), or punishes (negative risk) an optimization strategy. |
| validate | Verb. Every time I use this word people reach for their W3C manuals. When I speak of search engines validating Web sites, I dont mean they are looking to see if the HTML code meets some arbitrary standard. I mean they pass each URL through a process whereby they establish, according to their own criteria, that the site is not spam. Many spam sites appear to validate. The search engines are not perfect. Nonetheless, many spam sites dont last long because they dont validate or their validation is revoked. Maybe I could have used a better expression, but I cant think of one. |
| ad extensions | An ad extension is additional data concerning a business/product that can be added to an advertisement, such as a link to a website or phone number. Extensions help the ad get noticed and provides alternate means of lead generation. |
| data | All the hard numbers that represent real customers – the who, what, where, when, why, and how – all of which is needed to make informed decisions about SEO strategies and tactics. |
