| search conversion | Noun phrase. A search conversion occurs when a user clicks through a link in search results. Some metrics require that the user remain on the destination for a minimum length of time in order for the click-through to count as a search conversion. |
| 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. |
| adwords keyword planner | Tool for estimating website traffic, competition, advertising costs and other factors of keywords based on match type. Replacement of the Adwords Keyword Tool. |
| roi | ROI stands for Return on Investment, which is a use of analytics software to determine return on investment, weighing the cost and benefits of different SEO schemes. |
| host | Noun. A much-used term in academic search engineering literature to distinguish between Web document collections on a systemic level. A host is not necessarily the same as a site. Hosts are generally defined to be either entire domains (example.com) or sub-domains (sub1.example.com). A domain to which one or more sub-domains belong would be treated as multiple individual hosts, distinct from one another. A host is easier to identify than a Web site, which may be only a part of a hosts content. |
