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SEO Glossary and SEO Definitions

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R

ROAS – Acronym for Return On Advertising Spending, the profit generated by ad campaign conversions per dollar spent on advertising expenses. Calculated by dividing advertising-driven profit by ad spending.

ROI – Acronym for Return On Investment, the amount of money you make on your ads compared to the amount of money you spend on your ads. For example, if you spend $100 on PPC ads and make $150 from those ads, then your ROI would be 50%. (Calculated as: ($150 - $100) / 100 = $50 / 100 = 50%.) The higher your ROI, the more successful your advertising, although some practitioners in search advertising consider ROAS a more useful metric, as it breaks down cost and expenses by conversions per advertising dollar spent.

RSS – Acronym for Rich Site Summary or Real Simple Syndication, a family of web feed formats that leverages XML for distributing and sharing headlines and information from other web content (also known as syndication).

Rank – How well positioned a particular web page or web site appears in search engine results. For example, if you rank at position #1, you’re the first listed paid or sponsored ad. If you’re in position #18, it is likely that your ad appears on the second or third page of search results, after 17 competitor paid ads and organic listings. Rank and position affect your click-through rates and, ultimately, conversion rates for your landing pages.

Raw Data Feed – Raw data is information that has been collected but not formatted, analyzed or processed. This raw data can be used to build an optimized XML feed.

Reciprocal Link – Two different sites that link out to each other. Also referred to as Cross Linking.

Relative URL’s Link - Relative URLs link to just the file, for example, “page1.htm”. (See also Absolute URL’s link.)

Relevance – In relation to PPC advertising, relevance is a measure of how closely your ad title, description, and keywords are related to the search query and the searcher’s expectations.

Reverse DNS – A process to determine the hostname or host associated with an IP or host address.

Revshare / Revenue Sharing – A method of allocating per-click revenue to a site publisher, and click-through charges to a search engine that distributes paid-ads to its context network partners, for every page viewer who clicks on the content site’s sponsored ads. A type of site finder’s fee.

Rich Media – Media with embedded motion or interactivity. A growing option for PPC advertisers as rates of broadband connectivity increase.

Right Rail – The common name for the right-side column of a web page. On a SERP, right rail is usually where sponsored listings appear.

Robot – See Crawler.

Robots.txt - A text file present in the root directory of a website which is used to direct the activity of search engine crawlers. This file is typically used to tell a crawler which portions of the site should be crawled and which should not be crawled.

RSS (Really Simply Syndication, Rich Site Summary, RDF Site Summary) - A family of web feed formats used for distributing frequently updated digital content, such as blogs, news, podcasts, and videos

RSS Aggregators – “A client software that uses web feed to retrieve syndicated web content such as blogs, podcasts, vlogs, and mainstream mass media websites, or in the case of a search aggregator, a customized set of search results….Such applications are also referred to as RSS readers, feed readers, feed aggregators, news readers or search aggregators. These have been recently supplemented by the so-called RSS-narrators [such as TalkingNews or Talkr] which not only aggregate news feeds but also converts them into podcasts.” Source: Wikipedia

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