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Also known as position, rank is the place a website occupies relative to the first listing on an Algorithmic Results page in response to a Keyword query. The first page displays Listings in the one through ten positions, the second page eleven through twenty, etc. Businesses trying to get their site into a top-ten rank will often employ a Professional Search Engine Optimization company. Consumer studies have shown that most search engine users click only on sites that occupy a top-ten rank.

Reach is sometimes expressed as the percentage of the universe of a target audience, however it is measured by the total number of unique users who will see the ad over a specific period of time.

Reciprocal Link
A reciprocal link exchange is a quid pro quo arrangement or link exchange between two sites. Reciprocal links usually lead to the home page of the associate site.

Where the Internet user is automatically taken to another web page address without him/her clicking on anything. Redirects are generally not good for search engine rankings, as they dilute PageRank. There is also the risk that the search engine spider will not follow your redirect.

Referral Fees
Referral Fees are fees paid in exchange for delivering a qualified sales lead or purchase inquiry. For example, an affiliate drives traffic to other companies’ sites, typically in exchange for a percentage of sales or a flat referral fee.

A referrer is a web page containing a link to your web page, that delivered your visitor to your web page. For example, if Google’s search results (for example on a search for “britney spears”) contained a link to a page on your site and the user clicked on that link to go to your page, the result page is called a referrer.

Relevance is the likelihood that a given web page will be of interest or useful to a search engine user for a keyword search.

Render is to format and stylize HTML source code into the final format for the visitor’s screen. For example, text within <b> tags will be made bold.

Repeat Visitor
A repeat visitor is a single individual or browser who accesses a website or webpage more than once over a specified period of time.

Results Page
Results page is also known as search engine results page, the results page is the collection of ranked Listings displayed in response to a search engine Query.

Also known as Crawler or Spider, a robot is a search engine program that “crawls” the web, collecting data, following links, making copies of new and updated sites, and storing URLs in the search engine’s Index. This allows search engines to provide faster and more up-to-date listings.

Also known as robots exclusion protocol, Robots.txt is a text file stored in a site’s root directory that tells a search engine Crawler which site pages and sub-folders should not be included in the search engine Index. However, there is no guarantee that a Crawler will comply with this request. Robots.txt is an alternative to a Meta Robots Tag or password protection.

ROI-Return On Investment
The benefit gained in return for the cost of investing budget into advertising or project. ROI can be measured by the following calculation: “Total Revenues (generated from campaign or project) minus Total Costs”

Run of Site (ROS)
The scheduling of ads across an entire site, often at a lower cost than the purchase of specific pages or sub-sections of the site. A run-of-site ad campaign is rotated on all general, non-featured ad spaces on a site.

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