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1. Affiliate
   Affiliates are basically associates or partners that get paid for carrying out any event or program focussed to bring more traffic to the site. Affiliates are paid by the advertizers. There is an associate program called Affiliate Marketing and that helps in lead generation. In simple words, Affiliates sell for another person and in turn gets paid for the job based on the lead generated.
    
2. Alternate Text
   Alternate Text is more commonly referred as Alt Tags. Alt Tags are basically associated with the graphics of web page and the text gets displayed when any user hovers the mouse on the particular image object. The main aim of the Alt Tags is to convey what the graphics is all about and mostly contains relevant keywords such that spiders can make a good search. However in the field of Search Engine Optimization, the usage of Alt Tags has been discounted to a great extent.
    
3. Back link
   Back links are nothing but inbound links or IBL. These are links that point to your main site from the sites that are not yours or from external sites. It originates from one particular website but refers to another webpage or website. The form of back links varies ranging from flash file to text link and is important for the ranking of the site and has been useful in improving Page Rank of the site.
    
4. Click Through Rate
   CTR or Click through Rate is the ratio of the number of users that clicked on the advertisement per the number of times the advertisement is shown often known as impressions. In an online advertising campaign, it is a useful tool to measure the success of the campaign. It has been observed that the clickthroughrates are six times higher in case of SEO listings than the banner ads.
    
5. Cloaking
   Cloaking is a technique mostly used by spammers to feed keyword rich content to the search engine spiders that results in higher ranking of the page by the search engines. But the content that the human visitor will see will be irrelevant to the search he has given. It is basically different pages that are shown and different content that is served between a search engine spider and human visitor. Cloaking is one of the grounds by which if caught, search engines can penalize and even ban the sites.
    
6. Cost Per Action
   Cost per Action or CPA is the price or the fee paid to the site owner upon using the services offered by it. It is the fee paid for say downloading software or say for completing a survey or even for entering a contest.
    
7. Directory
   Directory is a storehouse of many websites and links. The sites get submitted by the individuals with a specific, keyword-rich description about the content. It is the owner of the directory that groups the different websites based on categories and often edited descriptions ensuring maximum visibility. Directories are in contrast to search engines wherein it remains unedited.
    
8. Google Analytics
   Google Analytics is a great tool to find out the composition or statistics of detailed visits to the site by a visitor. It gives information on not only the number of visits but track site activities such as visits per day, pages per visit, average time spent on the site and even bounce rates. It is a great tool to assess Ad sense traffic and has a great user-friendly interface.
    
9. Hits
   Hits are nothing but the number of downloads from a web server. It has absolutely no correlation with web page visit. Every item on a webpage is counted as a hit. For example a single access to a webpage that contains 10 images, is considered to have 11 hits; 10 for the images and 1 for the download of HTML page.
    
10. Index
    It is the search engine’s database that contains textual information of every visit of a web page by search engine spiders.
     
11. Keyword Density
    Keyword density is the measure of the ratio of the number of occurrences of a given keyword appears and the total number of words. It is how many times a given word appears on the webpage. The SEO experts are of the opinion that the keyword density on a particular webpage should range from 4-8 percent.
     
12. Keyword Prominence
    On a given webpage, the placement or the location of the keyword is known as keyword prominence. The word gets higher prominence, if it lies higher up in the page.
     
13. Keyword Stuffing
    It is a common practice to add superfluous keywords in a webpage. The keywords are stuffed more for the benefit of search engine and not for the human visitors. In the effort to make the web page keyword rich, it often loses readability and usability. Keyword stuffing is another shady way to fool the search engine and usage of it is strongly voted against.
     
14. Link Building
    To increase the popularity and visibility of your own site, one can request links from webmasters of some other sites Link building often includes directory submission too.

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