glossary

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s

script
sequence of commands for a browser on how to process a website, enabling the visitor to perform various interactive functions on a web site e.g. Java Script, CGI, etc.

search engine
a program that indexes documents, then attempts to match documents relevant to the users search requests.

search engine optimization
the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a web search.

search engine spam
excessive manipulation to influence search engine rankings, often for pages which contain little or no relevant content.

search engine submission
the act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.

search spy
a perpetually refreshing page that provides a real-time view of actual web searches.

server
Computers or workstations on a network that handle requests from other computers, or clients, serving them stored data and files or processing power e.g. Web servers, mail servers, and file servers.

sitemap
a page displaying the whole structure of your web site as an addition to the regular navigation.

skyscraper ad
an online ad significantly taller than the 120x240 vertical banner.

SMS
short messaging service - that facilitates written communication among cell phones or between cell phones and online computers. LYCOS SMS & Mobile offers value-for-money SMS-packages and a broad range of related mobile tools and services.

spam
inappropriate commercial message of extremely low value.

splash page
a branding page before the home page of a web site.

sponsorship
advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.

stickiness
the amount of time spent at a site over a given time period.

streaming
technique for transferring data as a steady and continuous stream. Streaming technologies are becoming increasingly important with the growth of the Internet because most users do not have access fast enough to download large multimedia files quickly. With streaming, the client browser or plug-in can start displaying the data before the entire file has been transmitted.

surround session
advertising sequence in which a visitor receives ads from one advertiser throughout an entire site visit.