Call to Action (CTA)

Cost Per Acquisition first involves creating a target action (e.g. purchasing a product), then calculates how much money is being spent in advertising dollars for one of these actions to be completed. Reducing CPA in your marketing channels, and comparing types of ads to see which is more effective, can be a useful way to reduce unnecessary costs.

Black Hat Tactics refer to a range of practices that increase a website’s ranking with search engines that are explicitly against the rules established by those engines.

One common example is keyword stuffing, which refers to spamming particular keywords on a page in order to try to rank for those topics. This sacrifices the user experience, since the page is not informational or useful, and is merely attempting to trick search engines.

In general, some black hat tactics may increase a site’s ranking temporarily, but will inevitably damage the site’s reputation and effectiveness long-term.

Any consumer good or service where the transaction takes place online. Some sites, such as Amazon, are almost exclusively dedicated to e-Commerce.