Domain Parking Terms and Definitions
CPC - Cost-per-Click
CPC is an advertising model where an advertiser pays an agreed amount for each click made on a link leading to their web site.
CTR—Click-Through-Rate
CTR is the percentage of "unique" visitors that click through to an advertiser. For example, if 10 people visit a site and 1 person clicks on an advertisement then it is said to have a 10% CTR.
Direct Navigation
Direct navigation occurs when visitors get to the site directly from typing it into the browser address bar.
EPC—Earnings-Per-Click
EPC is the average earnings made per click.
Hit
used in a wide variety of ways making it meaningless unless qualified - some use it to mean a non-unique visitor, others to mean unique visitors and others to mean each element of a page sent (e.g. each graphic on a page can count as a "hit").
Impressions
an impression is a non-unique view of a page.
Optimization
in domain parking, this means showing content (ads/images) that are the mix of relevancy and revenue delivery - this can either be done manually or via an automated and algorithmic approach that extracts semantic data from the domain and/or analyzing site visitor behavior.
Parking
a complete domain monetization service where the revenue generating content is provided by the domain parking company. revenue is earned by displaying advertising to the visitors and sharing the revenue generated with the domain owner.
RPM—Revenue-Per-Thousand
A term that represents the revenue earned per thousand unique visitors.
TRAFFIC
The volume of visitors to a site. Traffic can originate from direct navigation, search engines, links from other sites and bookmarks.
TYPE-IN
This occurs when visitors to a site access the site directly via the address bar rather than using links from an intermediary site such as a search engine.
UNIQUE
A unique is a term used to identify a unique visitor to a site within a period of 24 hours.
DOMAIN INDUSTRY GLOSSARY
ccTLD - Country Code Top Level Domains
A ccTLD is a Domain extension that represents geographical regions such as .DE for Germany. A full list of ccTLDs is available at Iana.org.
ESCROW
Escrow is a third party service that acts as a buffer between buyer and seller. The buyer sends money to the escrow company who then releases the funds to the seller once the goods and/or services have been delivered to the buyer. Escrow.com is one of the most popular services for this.
gTLD - Generic Top Level Domain
Domain extensions that are not linked to a specific geographic region and were originally intended to represent a specific usage such as .com (originally intended for commercial) and .biz (intended for business). Visit Iana.org to view the full gTLD list.
ICANN - Internet Corporation For Assigned Names and Numbers
ICANN is the body that manages the domain name system, accredits registrars, and registries. They also implemented the UDRP system.
IP ADDRESS
An IP Address is a numerical address on the Internet which is used to route the actual data and is what domain names sit on top of. Domain names resolve to IP addresses via nameservers.
KEYWORDS
Keywords are word(s) used to describe a specific interest. It is used in several ways, the "domain keyword" is the domain excluding the tld (extension) e.g. the keyword of domain.com is "domain", keywords can be the descriptive category/links on a page in parking terms or they can be terms searched by search engine users.
NAMESERVER
Nameservers are the servers that issue an IP address for a given domain name.
OVERTURE Keyword Suggestion Tool
Now part of Yahoo!, Overture is the advertising division and is more often used to represent the "suggestion tool" count. The data provided by Overture shows the number of searches for a term performed in the previous month via their network of sites. It is also commonly used to look up full domain names (with extension) as a form of sampling to see how many times a domain was entered into the search box to give an idea of how popular a domain name may be for direct address bar type-in traffic.
URL Forwarding
This is where someone accessing a domain name is routed to a different domain name/URL. There are different methods of doing this, the most common are:
- Header redirect - this is where the browser is instructed to leave the current url and move along to the new site, the url displayed in the address bar is that of the new location.
- Javascript/META refresh redirect - this is where code on the page instructs the browser to leave the current url and move along to the new site, the url displayed in the address bar is that of the new location. META refresh redirects also include the option of a timed delay before the redirect takes place.
- Frame/Stealth redirect - this is where frameset code is used which loads the new location into a frame on the existing page. This page is normally configured to be 100% so in effect it means the entire screen. This has the advantage that the url displayed in the address bar remains that of the typed url.
REGISTRAR
An entity that offers registration services, usually within various tld's (extensions) - examples include Dotster.com and Domain.com.
REGISTRY
A registry is the controller of a specific tld. Verisign controls the .com tld and Afilias controls the .info tld.
SLD - Second Level Domain
Reading from right to left, and splitting a domain into separate parts using the dot as the delimiter, this is the second element e.g. in domain.com "domain" is the sld, in bbc.co.uk the SLD is "co". Domain.com is said to be a second level domain because the identifying element controlled by the registrant is "domain", with the ".com" top level domain being controlled by the registry.
TLD - Top Level Domain
Sometimes referred to as the extension of a domain name, the tld is the first element of a domain name reading from right to left before the first dot. For example, .com is the tld in domain.com.
URL - Uniform Resource Locator
The address of a resource on the internet - usually used in connection with a full website address like http://www.domain.com/about/ This includes the protocol (http://), the domain name (domain.com) and possibly a page name and path to it (/about/).
VERISIGN
VeriSign provides authoritative routing support for every Web address ending with .com or .net, as many as 18 billion domain name system (DNS) queries every day.
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