all the communication disciplines – Advertising, Public Relations and Direct Marketing – and, because keywords, unlike P&L owners, don’t recognize the distinctions between them, it acts as a major integrator for communications in the digital age. It’s also an area which suffers almost more than any other part of the digital landscape from acronym-itis, so please see the simple glossary opposite that has managed to keep me reasonably clear-headed about it. How to Judge a Website: The Medium You Own The introduction that leads to the cocktail party conversation I most dread: “This is Miles, he runs an advertising agency.” I can see the follow-up coming from a mile away. “I’ve got a website, but I’m not sure it’s great. What do you think?” My question in response is: “Well what do you want one for?” There are two types of answers. One is for the sheer numbers – the audience – it brings me. The other is for how it explains and presents me. A GLOSSARY OF COMMON SEARCH TERMS Annual Search Volume Searches over a one-year period, based on the previous 12-month average. This is calculated by multiplying the Average Monthly Searches x 12. Estimated Clicks The estimated annual clicks for a particular group of domains, domain or URL. Estimated Clicks = Annual Searches x Click-Through Rate for the Page Rank. This is then summed up for aggregate views across Categories, Topics and Subtopics. Opportunity Clicks The estimated increase in annual clicks (by Category, Topic, Subtopic or Keyword). This involves a complex calculation that evaluates current client and competitor Page Rank as well as domains too well-entrenched to be dethroned to establish a target goal rank for each keyword. Opportunity Clicks = future clicks minus current Estimated Clicks. Page Rank Refers to the organic ranking position on Google. Page 1 = Position 1–10; Page 2 = Position 11–20. This data is pulled from a third-party tool that captures a snapshot of ranking positions at a given date and time.