Optimizing the design and copy of your website so that Search Engines rank you higher on the Search Engine Results Page (SERP). SEO allows for a higher "natural" or "organic" listing within the SERP, as opposed to a pay per click campaign that focuses on the paid inclusion/ listings within the SERP. It is important to track the ROI of SEO vs PPC differently to effectively manage the overall cost effectiveness of your Internet marketing efforts.

The Search Engine method devised by Google and now imitated by Yahoo and MSN. You pay for qualified traffic, your listings show up under the "sponsored" links within the SERP. Each time your ad listing is clicked on you are charged a pre-determined fee for the traffic.

Based on the PPC campaign, the CPA is a metric used to define how much it costs to achieve one conversion. A conversion can be an actual sale or a lead depending on the primary focus of the web site.

Based on the PPC, this is the average cost for each click. Your campaign will have a variety of costs, this is the average.

This is a metric to track how effective a keyword is in converting traffic to customers, based on cost, search frequency and competition.

An international marketing strategy for adjusting the marketing mix elements to each international market, bearing more costs but hoping for a larger market share in return.

The stage in the buyer decision process in which the consumer uses information to evaluate alternative native brands in the choice set.

The Internet version of word-of-mouth marketing, email messages or other marketing events that are so infectious that customers will want to pass them along to friends and family.

A geographical pricing strategy in which a company sets up two or more zones. All customers within a zone pay the same total price, the more distant the zone the higher the price.