Categories – Ways to organize content on a site, especially blogs. One typical way
to store both current and archival blog posts is by an alphabetical list of topical categories.
Click-Thru Rate (CTR) – The percentage of people who actually click on a link (e.g.,
in an email message or sponsored ad) after seeing it.
Cloaking – A prohibited practice of tricking a search engine into indexing different
content than the user actually sees. In essence, it is serving one version of a page to search
engines (for intended SEO benefit) and another to humans. Often the content is entirely unrelated
to the actual topic/theme of the rest of the site.
Collaboration – In reference to Web 2.0, this concept states that shared contributions
of large numbers of individuals, using social media tools, is a main driver of quality content
on the Internet.
Collective Intelligence – The idea that a community or group of individuals is more
efficiently capable of higher thought processes than an individual. Social-media applications
of this concept include online communities which provide user-created informative content,
such as Wikipedia.
Comments – Comments are content generated by users in response to an initial publication,
most notably blog posts. These are usually posted below the blog entry, and can often be
vehicles for creating advanced levels of discussion that increase the lifespan of blog posts.
Comments are also typically associated with news articles, videos, media-sharing sites, and
Congoo – Congoo is a news-sharing social network that offers free subscription content
across hundreds of broad and niche topics.
Connections – See “friends.”
Content – Any text, image, video, audio, app or other material published on the
Internet for audience consumption.
Contextual Link Inventory – An extension of search engines where they place targeted
links on websites they deem to have similar audiences.
Conversion – A desired action taken by a website visitor, such as making a purchase,
registering for an event, subscribing to an e-newsletter, completing a lead-gen form, downloading
a file, etc.
Conversion Cost – See “cost-per-acquisition (CPA).”
Conversion Rate – This is the percentage of visitors to a site or ad who actually
take a further action, like buying a product or filling out a survey. For example, if your
primary goal is to collect survey data through your site, and 20 people visit it, but only
5 people complete the survey, you have a conversion rate of 25%.
Cost-Per-Acquisition (CPA) – Represents the ratio of the total cost of a pay-per-click
(PPC) campaign to the total number of leads or customers, often called “CPA” or “conversion
Cost-Per-Click – A method of paying for targeted traffic. For a fee, sites like
Google or Facebook direct traffic to your site. You agree to pay a set amount for every click.
CPA – An abbreviation for “cost-per-acquisition.”
CPC – An abbreviation for “cost-per-click.”
CPM – This is the “cost-per-thousand” views of an advertisement. Often, advertisers
agree to pay a certain amount for every 1,000 customers who see their ad, regardless of conversion
rates or click-thrus. The “M” in “CPM” is derived from the Latin word for 1,000 (
Crawler – An automatic function of some search engines that index a page, and then
visit subsequent pages that the initial page links to. As the cycle continues over time,
search engine crawlers or “bots”/“spiders” can index a massive number of pages very quickly.
Crowdsourcing – In the context of social media, this is a process used by many social
bookmarking sites where individuals are allowed to vote on news stories and articles to determine
their value and relevancy within the site. Related to other social media concepts such as
collective intelligence, it can also be a research tool. Due to its significant popularity,
this new word famously has entered standard English dictionaries in recent years.
CTR – An abbreviation for “click-thru rate.”