This is basically an internet marketing dictionary. It's more than 200 commonly used words and their definitions.
A
A/B TESTING - The method in
marketing research to test the effectiveness of marketing strategies. A/B
testing starts with a control or initial marketing scenario. The control
scenario 'A' is usually defined through several aspects (e.g. cost, color,
texture, shape, fonts, site layout, web copy etc). An alternative scenario 'B'
is created by changing the defined aspects. Subsequently, the market response
from 'A' will be compared to that of
'B'.
ABOVE THE FOLD - The section of a Web page
that is visible without scrolling. Ads placed above the fold are assumed to be
viewed and clicked more often. Therefore, advertisers often look favorably at
placements that are above the fold on a Web page.
AD BLOCKING- The blocking of
Web advertisements, typically the image in graphical Web advertisements. There
are claims that download time improved considerably by blocking slow-loading
banners and buttons. Consequently, ad blocking might actually encourage more
aggressive forms of generating revenue. If legitimate Web advertising is eliminated,
content sites will feel the pressure to sacrifice editorial integrity by using
sneaky advertorials, charge subscription fees for content... or be forced out
of business.
AD COPY- The actual text in an
advertisement that aims to get your prospective customer’s attention and get
you more clicks and sales.
AD SPACE- The space on a Web page
available for advertisements.
Ad space is now a major factor
for sites that are dependent on advertising revenues. One of the challenges of
Web design is to use ad space in a way that delivers for advertisers without
alienating visitors.
AD TRACKER- A tool or software
that you can use to track and measure the ROI (Return On Investment) of your
marketing methods including links, pay-per-click campaigns, autoresponders,
affiliates, popups, banners, salescopy, articles, reports, ebooks, and even
offline ads. Here’s an example: http://www.linktrackr.com/
ADSENSE - A program by Google
that you can use to add advertisements to your websites and make money when
visitors to your websites click on the posted advertisements. Sign up at http://www.google.com/adsense
ADVERTISERS - People or
businesses that place advertisements on publishers’ sites to promote their
product or service with the intention to get sales or visits.
ADWORDS - A pay-per-click
advertising program by Google that you can use to advertise your website and
products, and only pay when your advertisement is clicked on. Sign up at http://adwords.google.com
AFFILIATE- Someone who gets
paid a commission or reward for referring a paying customer to a merchant's
site.
AFFILIATE MARKETING- A
marketing strategy which involves revenue sharing between online
advertisers/merchants and online publishers/salespeople. Compensation is based
on performance measures, typically in the form of sales, clicks, registrations,
or a hybrid model. Affiliate merchants are the advertisers/merchants who want
to sell their products. Affiliates are the publishers/salespeople who market or
promote the products of the affiliate merchants through various methods.
Some examples of affiliate merchants
include:
• Amazon.com
• Clickbank.com
• Commission
Junction
AFFILIATE SOFTWARE- A software
that provides tracking and reporting of commissiontriggering actions (sales,
registrations, or clicks) from affiliate links.
Affiliate merchants use
affiliate software to handle transaction tracking and reporting. These software
costs range from free and almost-free scripts to expensive software packages.
ALEXA- A website that rates
other websites on the Internet based on their popularity. Available at www.Alexa.com
ALT TEXT- A HTML attribute that
provides alternative text when non-textual elements, typically images, cannot
be displayed.
ANONYMOUS FTP- An option in FTP
that allows users to download files without having to establish an account. Anonymous
FTP, sometime shortened to Anon FTP, is often used for large files of public
archives.
APACHE- An open source web server
software. Apache is found primarily on Unix-based operating systems, but is
also available for Windows and other platforms.
ARCHIVE.ORG- Archive.org also known as the internet archive, scans the internet and saves a "snapshot" of what a given website looks like on that date and time. Anyone can view the internet archive and see how a website may have looked over the years.
ARTICLE MARKETING- A type of
advertising whereby you submit articles to article directories and include your
resource box, so that you can generate free traffic to your website and
increase your site’s page rank.
AUTORESPONDER- A program that
automatically responds via email to people who sign up for your newsletters,
ecourses, ezine etc. You can also pre-set the program with several email
messages to be sent to your subscribers at predetermined time.
B
B2B- Business that sells products or
provides services to other businesses.
While business-to-business
activity exists both online and offline, the acronym B2B has primarily been
used to describe the online variety.
B2C- Business that sells products or
provides services to end-user consumers.
While business-to-consumer
activity exists both online and offline, the acronym B2C has primarily been
used to describe the online variety.
BANDWIDTH- The amount of space allocated
to you by your hosting service to be used by visitors to your website. Each
visitor to your website uses a number of bytes when they open your webpage, and
each month, you only get a fixed number of bytes.
BANNER ADVERTISING- A network
of website owners that agree to barter or exchange banner advertisements
displayed on their websites using a pre-agreed exchange rate.
BANNER BLINDNESS- The tendency
of web visitors to ignore banner ads, even when banners contain information
visitors are actively seeking.
BASIC RESELL RIGHTS- These
rights allow you to sell the product you purchased to others but those that
bought this product from you are not allowed to sell it.
BEYOND THE BANNER- Online
advertising which does not involve standard GIF- and JPEG-format banner ads.
Beyond the banner is crucial to
create some differentiation in online advertising. This is because banners have
become so common that it makes it easy for Web surfers to ignore the banners.
BLOG- A form of online journaling which
involves frequent, chronological publication of personal thoughts and Web
links. Blogs are also called web logs or weblogs. A blog is often a mixture of what is happening in a person's life and
what is happening on the Web. Some examples of blogging sites:
• Wordpress.org
BOOKMARKING-
Social bookmarking is a new way to advertise your website by adding
a link to your website at social
bookmarking sites where people will be able to see them.
It is an effective way to get traffic to
your website.
BOUNCE RATE- In web analytics,
bounce rate is the percentage of visitors who leave after viewing a single
page. In email marketing, bounce rate is the percentage of emails in a campaign
that are undeliverable. In web analytics, bounce rate is
used to describe the effectiveness or ineffectiveness of a particular web
page.
BUM
MARKETING- A marketing method coined by Travis Sago that uses
article marketing to promote affiliate links and sites. You basically choose an
affiliate product, get your affiliate link, write articles to promote it, and
then submit the articles.
BUSINESS PLAN- A series of steps listing
all your goals and what you need to do to achieve success in your
business.
C
A call to action aims to persuade a visitor to perform a
certain act immediately. Some common examples of CTAs are "Buy Now!"
and "Register Today!" The call to action is intended to improve the
market's response rate to the ad copy, as its absence may cause a visitor to
forget about the ad and move on to other things.
CACHING- The storage of Web
files for a later re-use, at a pace more quickly accessed by the end user.
The objective of caching is to make efficient use of
resources and speed up the delivery of content to the end user.
CAPTCHA- abbrev.
"Completely Automated Public Turing test to tell Computers and Humans
Apart". It is a challenge-response testing system whereby the reader must
retype in a given field, a series of ambiguated characters shown by an image.
CAMPAIGN- All the work involved
with promoting and advertising a particular website, product, or service.
CLICKBANK- One of the most
popular online marketplaces that focuses on and sells digital products such as
e-books and software; you can also get affiliate links to these products to
promote them and make money.
CLICK-THROUGH RATE (CTR)- The
average number of click-throughs per hundred ad impressions, expressed as a
percentage. The CTR may be seen as a measure
of the immediate response to an ad, but not the overall response to an ad. This
is because visitors may have seen an ad but instead of clicking through, they
may go directly to the URL.
CONTEXTUAL ADVERTISING- A
method of serving advertisements based on the content (i.e., overall context or
theme) of a web page. Google AdSense was the first
advertisement service that introduced the inclusion of a page's overall context
in determining which type of ad campaigns will be rolled out for that
page.
CONVERSION RATE- It tells you
how many visitors to a website actually become customers. For example, if you
are getting 1 sale for every 100 visitors to your website, then you have a 1%
conversion rate.
COOKIE- Preferences information stored on
a user's computer by a Web.
Cookies are passed from a Web
server through a Web browser to the user's hard drive. This information is
essential for many of the features on the Web, such as shopping carts and
personalized portals.
COPYWRITING- The use of words
and text to promote a person, business or product. It is commonly used for
advertisements and other marketing materials to persuade the reader to act (eg.
to buy a product).
CPANEL- It is the control panel
of your website provided by web hosting services that enables you to login and
manage your files as well as other information related to your website.
COST-PER-ACTION (CPA)- Online
advertising payment model in which payment is based solely on qualifying
actions such as sales or registrations.
The actions defined in a cost-per-action agreement relate
directly to some type of conversion, such as sales and registrations. This does
not include transactions based solely on clicks, which are referred to
specifically as cost-per-click or CPC.
COST PER CLICK (CPC)- The
amount of money you have to pay whenever someone clicks on your advertisements,
links, or text when you use an ad-buying program.
COST PER THOUSAND IMPRESSIONS (CPM)-
The CPM model refers to advertising bought on the basis of impressions.
The total price paid in a CPM
deal is calculated by multiplying the CPM rate by the number of CPM units. For
example, 100,000 impressions at $10 CPM equals a $1,000 total price.
CSS- It is the acronym for
Cascading Style Sheets and it is now commonly used to style webpages instead of
HTML. A webpage can have many different CSS, each controlling the look of part
of the page and one CSS that combines everything and bring the entire webpage
together.
D
DATA TRANSFER- The total amount
of outbound traffic from a website (excluding email), typically measured in
gigabytes (GB). Data transfer is often confused
with another term – bandwidth. The difference between bandwidth and data
transfer is that bandwidth is a rate and data transfer is a total. Note: Many hosts use the terms bandwidth and
data transfer interchangeably, referring to a monthly data allowance as
bandwidth.
DEDICATED HOSTING- A type of
hosting where a portion of space on the hosting company’s servers is allocated
exclusively to you for your domain or site. Hostgator has reliable dedicated
servers and is a great choice for hosting your sites.
DEDICATED IP- An IP address dedicated to a
single website. Dedicated IP addresses are
mainly needed for SSL. To avoid the risk of being caught up in an IP ban,
search engine optimizers tend to prefer dedicated IPs. Regardless of whether
this is a real or perceived risk, many webmasters would rather be safe than sorry.
DEEP LINKING- Linking to a web page other
than a site's home page. Some argue that deep linking unfairly eliminates the
ability of the home page to contribute to brand building and ad serving
functions.
DIRECT LINKING- It means
placing a link for an affiliate program in an advertisement, article, or some
other form of advertisement leading visitors to the merchant’s site. This is
not as effective as leading visitors to a intermediary landing page that
pre-sells the affiliate product.
DIRECTORY- A web directory
groups links to websites into categories and displays them, making it easy for
people to find websites that interest them. Placing a link to your website at
web directories is also a way to get back links.
DOMAIN NAMES- It is the name of
your website and is made up of a series of alphanumeric strings separated by
periods. Example of domain names are:
love.com, or internetguru.com. You can register a domain name for yourself at godaddy.com.
DOORWAY PAGE- A web page made specifically
to rank well in search engines for particular keywords. It serves as an entry
point through which visitors pass to the main content. Doorway pages are often looked upon a "tricks" my search engines and the practice is highly frowned upon by sites like Google.
E
E-COURSE- A series of online
lessons or e-mails that teaches or provides you with information on a specific
topic. In other words, it’s a course that is conducted over the Internet.
EMAIL MARKETING- A form of
marketing whereby you use email to send salesletters and newsletters to your
subscribers/customers to promote a service or product. It is now commonly used
in home-based business and commercial industries because it is much more
cost-effective compared to traditional printed direct mail, and also because
subscribers can instantly receive the emails.
EXCLUSIVITY- The contract term
in which one party agrees to grant another party sole rights with regard to a
particular business function. This is often seen in some
advertising networks which demand exclusivity. Others which do not demand
exclusivity offer a higher rate for an exclusive deal than the standard rate
given to non-exclusive deals.
EZINE- It means electronic magazine and is
basically an online magazine.
EZINE DIRECTORY- Directory of electronic
magazines, typically of the email variety. Ezine directories are like
catalogues that list the different available electronic magazines online. They
often organized into high-level categories similar to other general Web
directories. Once you find the ezine directory best suited to your needs, don't
let it go.
F
FACEBOOK- A social networking site located
at facebook.com.
Facebook is the largest social
networking site in the world, with more than 1 billion active users as of September 2012.
Following its rise to popularity, marketers can utilize this site to reach
people by using direct Facebook advertising or by non-advertising avenues
(social media marketing and/or content marketing).
FAVICON- A small icon
(typically a logo) that is used by some browsers to identify a bookmarked Web
site. Favicons are most used by large,
well-branded sites such as portals and media companies. These little custom
icons are used to make a website bookmark more prominent in a long bookmark
list. The display size of a favicon in
the Favorites list is 16x16. Files are recognized by the ".ico"
extension.
FLASH- A popular way to add
content to a websites as the pictures, graphics and words are often moving and
colorful, making them interactive and also visually interesting for visitors.
FORUM- An online meeting place
for people with common interests to exchange views and ideas on a particular
topic.
FORWARDING- Resending an e-mail from your
e-mail inbox to another email address.
FRAMES- A structure that allows
for the dividing of a Web page into two or more independent parts. Frames are often used to keep
one or more parts of a Web page static while another part of the page is
scrolled or loaded. Benefits can include faster page loading and the ability to
keep a navigation bar present on the visible part of the page.
FREQUENCY CAP- Restriction on
the amount of times a specific visitor is shown a particular
advertisement. Frequency capping is used to
avoid banner burnout so that visitors are not being overexposed causing
response to drop. This method is effective for campaigns of a directresponse
nature measured by click-throughs. However, it defeats the purpose of campaigns
targeting to build a website’s/company’s branding.
FTP (FILE TRANSFER PROTOCOL)- A way of
transferring files from your computer to your website or vice versa. You
usually have to use some kind of software such as SmartFTP or FileZilla, to do it.
G
GEO TARGETING- A method of
detecting a website visitor's location to serve locationbased content or
advertisements. A website
visitor’s location can be detected by the computer’s IP address. The first
three digits of an IP address
corresponds to a country code, while the succeeding digits often refer to
specific areas within that domain.
GIVE AWAY RIGHTS- These rights enable you to give the product away for free.
GOOGLE CHECKOUT- An online payment system
powered by Google.
Google checkout enables users to
save their credit card information in their Google account so that they can
quickly perform online purchases in participating sites, without needing to
manually enter credit card information every time.
GOOGLE INSTANT- A feature of
Google's search engine that shows instant search results as the keyword query
is being typed.
For search marketers, Google
Instant has the potential to funnel more traffic towards phrases suggested by
the system, and short-circuit some of the natural long-tail search activity.
GUERILLA MARKETING- A form of
online marketing using unconventional methods and is sometimes viewed as
unethical because of certain techniques used. It aims to get the greatest
possible profits from the most minimal amount of resources.
GUEST BLOGGING- Writing a blog
post to be published on another blog as a temporary featured author.
GURU-
A person that is an expert in a certain area or has had remarkable
success in that area, and uses their knowledge to guide others.
H
HEATMAP- A graphical
representation of data where varying degrees of a single metric are shown using
colors. A very powerful tool when
preparing website navigation and sales copy, heatmaps are often used by online
marketers to evaluate the most-used parts of a web page. It can be via
eyetracking, clicktracking, mousetracking, etc. Results of most viewed parts of
the page are often displayed with dark red, with less viewed parts displayed as
lighter red, orange, yellow, etc.
HITS- The number of file
requests for your website where even images and index page also count as single
hits. It is not a good way to measure the amount of traffic to your website.
HOME PAGE- The main page of a Web site.
The home page can be said to be
the most important page of a Web site. This is because visitors who arrive at a
slow-loading or poorly-designed home page may not view the rest of the site.
They might even decide to avoid the site in the future. Therefore, home pages
should be designed intricately to be fast-loading and intuitive.
HOSTING- An online place that
holds all the files for your websites as well as provides you with bandwidth,
the amount of space that you can use, and database accounts. Hosting is also referred to as web hosting.
HTML- It is the acronym for Hypertext
Markup Language and is the code used to define webpages. You can use it to
define the look of text, buttons, banners, and other components of your
webpages.
HYBRID MODEL- A combination of two or more
online marketing payment models. A
hybrid campaign might be a mix of CPM, CPC and CPA; or a mix of CPC and CPA
models. Hybrid deals are sometimes seen as a way to further split the risk
between publishers and advertisers.
I
IM- It is the acronym for
Internet Marketing and means marketing products or services online to make
money. It is also short for instant messaging. AIM used to be a popular instant messaging service. Today people tend to use services like ICQ or Skype.
IMPRESSION- It is the number of
times your link appears on another website and is often used in Adwords to show
how many times your ads are displayed.
INBOUND LINK- A link that directs people
to your website.
INCENTIVIZED TRAFFIC- Visitors
who have received some form of compensation for visiting a site. Incentivized visitors typically
do only what is necessary to gain the incentive and nothing more. Incentives
may come in the form of cash, points, or other means. While incentivized
clicks/traffic is the most notable incentive-based action, other forms exist
such as incentivized registrations.
INBOUND MARKETING- A marketing
model whose sales performance relies on the initiative of its client base to
find and purchase a product. Inbound marketing is best
described as a passive sales model. Unlike outbound marketing, a buyer should
make the "first move" before any promotional tactics are used.
INTERSTITIAL- An advertisement that loads
between two content pages. Interstitials are a form of interruption marketing. One of
the most common interstitials is the pop-up ad. Another emerging format is a
full-page ad that interrupts sequential content, forcing exposure to the
advertisement before visitors can continue on their content path.
J
JAVASCRIPT- A type of programming language
used in web pages to give it interactive components and it is usually shorter
and more powerful than coding only in HTML.
Tip: JavaScript is good if you want shorter code but when Google ranks
your website, it will not be able to read it as content.
JOINT VENTURE (JV)- It means
working together with another marketer to make money. Both parties make certain
agreements and follow them through till the end of the agreement term.
K
KEYWORD DENSITY- Keyword
density is the percentage of times a keyword or phrase appears on a web page
compared to the total number of words on the page. In the context of search
engine optimization, keyword density can be used as a factor in determining
whether a web page is relevant to a specified keyword or keyword phrase.
KEYWORD RESEARCH- The act of
finding keywords that are searched for often in search engines but have little
competition. For example if you wanted to decide which is better to use on your website, Love U or I Love You, you could do keyword research to determine which would get more searches (is more popular).
KEYWORDS- The word or phrase
that you are trying to target for a particular website, web page, or article,
and it is also the actual word or phrase people type into search engines. An
example is “dog training”.
KEYWORD MARKETING- A form of
marketing involving putting your message in front of people who are searching
using particular keywords and phrases. For ad buyers, keyword marketing
involves purchasing ad units, typically banners, on the search results page
when a Web surfer searches for particular keywords and phrases. For search
engine optimization professionals, keyword marketing involves achieving top
placement in the actual search listings.
KEYWORD STUFFING- The
excessive, unnatural use of keywords on a web page for search engine
optimization purposes.
KEYWORDS TAG- META tag used to
help define the primary keywords of a Web page. The keywords tag belongs in the
<HEAD> section of a Web page, typically placed below the META description
tag. Keyword tags are additional information to the website content. Do not use any keyword excessively, as
search engines will perceive this as spamming. Also, keep the keywords and phrases
relevant to the actual text of the page.
L
LANDING PAGE- The page between
your advertisement or article and your merchant’s website. This page usually
contains a review of the merchant's products or a testimonial for the
merchant.
LINK EXCHANGE- It means
swapping your link with others. They
then display your link on their sites, and you post their link on your
website.
LIKE-GATE- A barrier requiring
a user to "Like" a brand's page before they can access certain
content from that brand on Facebook. Like-gating is a marketing
effort by brands on Facebook to increase their Fans more quickly than they
would otherwise. Marketers use great offers to persuade people into becoming
fans on a Facebook fan page. This concept is similar to "email
subscribers" and "permission marketing".
LINK BUILDING- The process of
increasing the number of inbound links to a website in a way that will increase
search engine rankings. Link building is a process to
improve a page's search ranking for a given keyword or keywords. A page's rank
(generally) improves by increasing the number of incoming links, whose
corresponding anchor text is relevant to the targeted keyword(s).
LINK CHECKER- Tool used to check for
broken hyperlinks. Link checking is one aspect of
site management -- the regular maintenance necessary to keep a site up-to-date. A "broken hyperlink"
refers to a link that does not correctly point to the intended destination
page. A hyperlink is "broken" when the destination page is deleted or
moved to another location.
LINK POPULARITY- A measure of
the quantity and quality of sites that link to your site. Link popularity is under the off-page
criteria of search engine optimization. It is used to determine quality
content. Off-page criteria of search engine optimization adds the aspect of
impartiality to search engine rankings, as citations from other authors in the Web
community helps define a site's reputation. In theory, great sites will
naturally attract many links, and content-poor sites will have difficulty
attracting any links.
LINKBAIT- A piece of content
deliberately created with the primary purpose of attracting inbound links. In the earlier days of the web,
site owners noticed that certain types of content generated an inordinate
amount of inbound links, especially from the blogosphere and influential sites
like Digg. That gave rise to a flood of content that was increasingly
formulaic, the most blatant of which spurred the name linkbait. An example of LINKBAIT would be an ad on Facebook or a similar site that would show a famous celeb like Kim Kardashian and then the headline ... KIM KARDASHIAN DID WHAT? They don't actually tell you what she did, it's a link meant to bait you into clicking it to drive traffic to their site. The site you visit may or may not have anything relevant to Kim Kardashian. It was just meant to get you to click.
LINKEDIN – LinkedIn.com is a
business-related social networking site. Founded in December 2002 and launched in
May 2003, it is mainly used for professional networking. As of 22 March 2011,
LinkedIn reports more than 120 million registered users, spanning more than 200
countries and territories worldwide. Here’s a course for you to master
LINKROT- When Web pages
previously accessible at a particular URL are no longer reachable at that URL
due to movement or deletion of the pages. (broken links)
LIST- In email marketing, it
refers to a database of people who are interested in your market or niche and
have signed up with you. The information is usually stored in your
autoresponder service.
LIST BUILDING – the process of
adding subscribers/customers to your database. In other words, when someone visits your site you can say something like CLICK HERE TO SUBSCRIBE TO MY NEWSLETTER - that is list building.
LOG FILE- File that records the activity
on a Web server. Log files generate information
such as which files are requested, when files are requested, who requested
them, and where they were referred from.
M
MANUAL SUBMISSION- Adding a URL
to the search engines individually by hand. Manual search engine submission may
be more time consuming than automated search engine submission, but a fair
amount of optimization specialists stick with the "old fashioned
way."
MARKETING PLAN- The part of the
business plan outlining the marketing strategy for a product or service. The marketing plan includes
information such as the product or service offered, pricing, target market,
competitors, marketing budget and promotional mix.
There is off-the-shelf software
to guide entrepreneurs through the formulation of a business plan. Some sites
also offer sample business plans to emulate for added guidance.
MAILING LIST- A group of all
the people who have willingly given to you their email address, and you can at
any time send emails to these group of people telling them about products and
services you are promoting.
MERCHANT- The seller of a
product or service, and you are trying to get people to buy from the seller so
you can make money.
META SEARCH ENGINE- A search
engine that displays results from multiple search engines. Not all search
engines are metasearch engines. In non-metasearch engines, there may be primary
listings and secondary listings. The secondary listings serve as a backup to
enhance the search coverage... or as a premium (paid) service to enhance the
search engine's revenue. These additional listings may or may not be clearly
distinguished as being outside the primary results.
META TAG- A part of your HTML
code contains information describing your web page, and this part of the code
is often displayed in search engine results.
MINI-SITES- They are something
like landing pages but contain more information about the product, service,
niche, or merchant at the site. You would typically have about 4-5 pages of
related information and this increases the amount of information you have for
Google to scan, which might result in a higher Page Rank for your site.
MODERATOR- In a forum, specific
people are given the power to watch over and regulate what other people at the
forum post, and if something breaks the predefined forum rules, a moderator can
delete the post and/or ban the person who posted the content from the
forum.
MOUSETRAPPING- The use of
browser tricks in an effort to keep a visitor captive at a site, often by
disabling the "Back" button or generated repeated pop-up
windows.
Mousetrapping is one of the most
extreme marketing tactics on the Web. The goal is to extract maximum value from
one-time visits, typically by bombarding visitors with a never-ending supply of
traffic-exchange banners and pay-per-click links.
MYSQL- An online database that is included
with your web hosting package. It gives you the ability to maintain a database
through your web host storing information such as customer logins, the way they
like their web pages to be displayed, etc.
N
NAVIGATION- That which
facilitates movement from one Web page to another Web page.
Clear and user-friendly
navigation is often taken for granted, but it plays a crucial role in getting
site visitors to view more than just the home page. If navigation choices are
unclear, visitors may elect to hit the "Back" button on their first
(and final) visit to a Web site. Once they enter, the real challenge begins, as
it is no easy task to allow first-time visitors to get take maximum advantage
of a site.
NETIQUETTE- Short for network
etiquette, the code of conduct regarding acceptable online behavior.
NEWBIES-
This refers to people who are new or inexperienced at something.
NEWSLETTER- This is an online
publication that you email to a list of people who signed up for it. It can
contain information related to the reason why they signed up for it.
NICHE- A specialized subset of
a market comprising of a group of people with interest in a specific area that
you want to target and promote to. An example would be:
NICHE RESEARCH – The process of
researching profitable niches to market to. For example a shoe is your main product, but it would be hard to compete against all those people who sell shoes so instead you decide to compete in the niche market of high heels. So basically your "niche" is the type of shoes.
O
OPTIN- This is when a person
signs up to be in your mailing list. Double opt in is when the person will have
to confirm his subscription through e-mail as well. Tip- Double opt in helps you ensure that
your subscriber provided a working email.
OPT-OUT- (1) type of program
that assumes inclusion unless stated otherwise. (2) to remove oneself from an
opt-out program. Opt-out is sometimes used to
refer to email which assumes inclusion; sometimes having "Yes"
automatically checked on a signup form, sometimes by adding your name directly
to a list. (Although in the latter case the term email spam is often used.)
The terms opt-out and
unsubscribe have subtly different, yet related, meanings. You unsubscribe to
something to which you had previously subscribed. You may opt-out of something
you never joined in the first place.
ORGANIC
SEARCH- The unpaid entries in a search engine results page that were
derived based on their contents'
relevance to the keyword query versus all the other indexed content on the web.
With the introduction of features like Google OneBox &
Universal Search, the organic
search results are not as simple as ten ordered text listings. Now the free
side includes things like videos, images and product listings, giving site owners
multiple opportunities to get more "organic" exposure.
OUTBOUND LINK- A link to a site outside of
your site. Outbound links send visitors
away from your web site. Attitudes towards outbound links vary considerably
among site owners. Some site owners still link freely. Some refuse to link at
all, and some provide links that open in a new browser window. The con of outbound linking is
that it risks losing time and money from site visitors. This can be a large
risk if a site is facing high customer acquisition costs.
OUTSOURCING- Getting other people and
paying them to do work such as writing your web pages, articles, ads, and sales
pages for you. Fiverr.com is a very popular outsourcing website, where you can hire someone to do almost anything for you.
P
PAGE VIEW- Request to load a single HTML
page. Page views are only important to
the degree they play a part in a site's revenue model. If a site earns much of
its revenue from advertising, then page views are important because of their
contribution to ad inventory. If a site only earns revenue on sales, then page
views are not a key statistic. Page views without corresponding sales may even
be viewed as an expense.
PAGEJACKING- Theft of a page
from the original site and publication of a copy (or nearcopy) at another site.
Pagejacking does not mean taking over a page on the original site.
In fact, the original site can be
completely unaware that the theft has occurred.
PAY PER SALE (PPS)- Online
advertising payment model in which payment is based solely on qualifying sales.
Advertiser only pays when sales are generated by the destination site based on
an agreed upon commission rate.
PAYPAL- A service that allows
any individual or business with an email address to send and receive payments
online securely, easily and quickly. It supports 190 countries and regions
around the world.
PAGE LOADS - It is the number
of times your page has been accessed and is a popular way of counting the
number of people that visited your site, but it is not as good a way as
counting the number of unique visitors.
PARALYZATION- It is something
which is experienced by most newbies and is something like information
overload. It means that you have read so much information that you do not know
where to start and what to do next.
Tip- All you need to do to get
over your paralyzation is to focus and choose to do one thing at a time.
PAYMENT THRESHOLD- Many websites that pay
you commission or a fixed fee enforce this and it is the minimum amount of
money that you have to earn from them before you will get the actual
money.
PDF- It is an acronym for
Portable Document Format and it is a file format by Adobe. This is the most
popular file format used for ebooks.
PHP- It is a scripting language
that is mainly used to create dynamic web pages, allowing you to add different
interactive elements on your website. It is mostly used on Linux servers or
hosting servers.
PRIVATE MESSAGE (PM)- These are
little messages that you can receive or send to other people in forums or using
other applications. It is something like an email between you and the other
person without both of you having to actually exchange email addresses.
PODCAST- A series of audio or
video files that are syndicated over the Internet and stored on client
computing devices for later playback.
POP-UNDER AD- An ad that
displays in a new browser window behind the current browser window. The
pop-under ad is the sneakier relative of the pop-up ad. While popup ads are
often shown (and closed) instantly, pop-under ads linger behind the current
browser window, appearing only after other windows have been closed.
POP-UP AD- An ad that displays in a new
browser window. Pop up windows come in many
different shapes and sizes, typically in a scaled-down browser window with only
the Close, Minimize and Maximize commands.
PORTAL- A site featuring a
suite of commonly used services, serving as a starting point and frequent
gateway to the Web (Web portal) or a niche topic (vertical portal).
PAY PER CLICK (PPC) –– This
refers to a payment scheme where you have to pay whenever someone clicks on
your ads, or links.
PAY PER LEAD (PPL) – This
refers to a payment scheme where you pay someone or a company whenever a lead
is generated for you.
PAGE RANK (PR)- This is a
number assigned to your page by Google search engine and it is a measure of its
importance on the Internet. Google no longer tells websites what their page rank is. They used to provide us with a number between 0 and 10. The more links you had to your website, the higher your page rank was. However as of last year, they stopped telling the public due to massive abuse of the system. They didn't want people to try and game the system. Google still uses Page Rank to determine how much traffic they send you, you just don't know what that number is anymore.
PRE-SELL- Pre-selling means you
giving a personal review or testimonial for a product or merchant. By doing so,
you are telling potential customers more about the product, its good and bad,
and so remove any doubts they have before directing them to the merchant's
site.
PRESS RELEASE- It is an
announcement to the public with respects to the
who, what, where, when and why of a topic. It can include things like
what is new, what is going to happen, etc.
PUBLISHERS- These are people
who allow advertisers to place advertisements and links on their web pages, and
in return for it, they get paid by the advertisers.
R
RECIPROCAL LINKS- These are the
links that you have that points back to directories or any other sites, in
return for them displaying a link to your website on their sites.
REDIRECTING- It means
automatically transferring visitors from one site to another site. Usually you
transfer people from a site with a shorter URL to one with a longer URL so that
visitors only need to type a shorter address to get to your site and can
remember it better. It's also referred to as a 301 redirect.
RESELL RIGHTS- These rights
allow you to sell the product but you can pass the sell rights to customers.
This means that the person who bought the product from you cannot sell it.
RESOURCE (BIO) BOX- A small
area of text that you get when submitting articles which is used to place
details about you, your website or product.
Tip: The more interesting you
make your bio box, the more likely people will click the link to visit your
site.
RETURN DAYS - The number of
days an affiliate can earn commission on a conversion (sale or lead) by a
referred visitor. If an affiliate program offers
45 return days, commissions are earned for conversions completed any time
within 45 days of the initial click-through on the affiliate link. The visitor
may later go directly to the merchant's site and not visit the affiliate's site
again, as software is used to track the visitor's origin.
RSS- Acronym for Really Simple
Syndication. It is a feed of posts or information at your site. When someone
signs up to get it, they receive notification via their reader whenever your
site is updated with new content.
RUN-OF-SITE- Ad buying option
in which ad placements may appear on any pages of a target site.
S
SALES COPY- It is the
information written on your sales page aimed at getting visitors attention and
eventually for them to purchase your product or service.
SALES LETTER- It is a letter to
the customer aimed at getting them to purchase your product or service. It can
contain information such as product description, benefits, price, testimonials,
etc. Otherwise known as sales page or sales copy.
SCRIPTS- Small portions of code
that allow web browsers to perform interactive and dynamic tasks such as
allowing you to move widgets, enabling you to add items to shopping cart,
countdown product quantity, and many more.
SEARCH ENGINE- A program that
indexes documents, then attempts to match documents relevant to a user's search
requests. A search engine powers the search process
and provides results for a search destination. Web search engines attempt to index a
large portion of pages on the World Wide Web. Other search engines are topic-specific,
region-specific, and even site-specific. The most popular search engine is Google, followed by Bing.
SEARCH ENGINE OPTIMIZATION (SEO)-
The process of designing, building, and promoting a website with the search
engines in mind..
SERPs-It is the acronym for
Search Engine Results Page, and it is the page that is returned when you search
for a keyword in search engines. The page displays all the results returned for
your keyword.
SEARCH ENGINE SUBMISSION- The
act of supplying a URL to a search engine in an attempt to make a search engine
aware of a site or page. When submitting to search engines, sometimes
additional contact information, including name and/or email address is needed
for consideration.
SEARCH RETARGETING- The use of
a site visitor's search history as a basis for the ads that the visitor will
see. For example, suppose a search engine user regularly searches for terms
like "clean", "energy" and "environment" for a
couple of hours. With this data, ad providers like Google AdWords or Yahoo!
Marketing can serve ads about sustainable living and environmental protection.
SERVER- A computer or computer
program that manages access to shared resources in a network of computers. Server is also referred to as a web server. It's what your web hosting company uses to put your website on.
SEARCH SPY- A perpetually
refreshing page that provides a real-time view of actual Web searches. While
not as immediately useful as keyword databases that summarize monthly totals,
search engine spies can give insight into how people actually search. Search
engine spies come in filtered and unfiltered varieties.
SKYSCRAPER AD- An online ad significantly
taller than the 120x240 vertical banners. Skyscraper ads are tall with
standard sizes of 120x600. The wide skyscraper is 160x600. These types of ads
are often called skyscraper banners, although some examples have mimicked the
look of a banner by using a combination of ad buttons
SHARED HOSTING- It means that
all the websites are located on one server and each has a different part in the
server so that they are separated. Using a shared hosting plan allows you to save money for sites that are to small to need their own dedicated server.
SHOPPING CART- Software used to
make a site's product catalogue available for online ordering, whereby visitors
may select, view, add/delete, and purchase merchandise.
Shopping carts are available as
standalone software or as part of hosted storefronts.
SIGNATURE (SIG)- Usually in
forums and e-mail, you can insert your own signature at the end of the message.
You can place information to promote your product, website, or any other
information that is within the forum rules.
SITE BUILDER- It is a software
that you can use to easily create your website instead of coding it with HTML
from scratch. You can use the software to help link all your web pages, add
images and text to your content, and many more.
SITE SEARCH- Search functionality specific
to one site. Site search can make or break
the user experience. Great search results can help win long-time visitors. Poor
search results ("no records found" or "every record found")
risk losing visitors forever.
SOCIAL BOOKMARKING- Social
bookmarking is a new way to advertise your website by adding a link to your
website at social bookmarking sites where people will be able to see them. It
is an effective way to get traffic to your website.
SPAMMING- This means sending
unsolicited emails to a large number of people. Another form of spamming is when
you post a large number of unrelated messages at forums just for getting
traffic to your website.
SPLASH PAGE- A branding page before the
home page of a Web site.
Splash pages are usually
graphic-intensive pages that appear before the main home page. Some feature
standard graphic format such as GIF and JPEG; others feature formats such as
Macromedia Flash that require a special plug-in (which a visitor must download
if he or she does not already have one).
SQUEEZE PAGE- A web page
specially designed to obtain the email address of visitors. To do so, you can
offer people a free gift, discount, etc so that they will sign up and give you
their email address.
STICKINESS- The amount of time spent at a
site over a given time period.
Stickiness is often measured in
the average minutes per month visitors spend at a site or network. Sometimes
stickiness is measured in terms of page views.
When defined as minutes per
month, site stickiness is a function of number of visits (repeat usage) and
time spent per visit (session stickiness).
SUBDOMAINS- These are websites
that are part of your main website. For example, in the domain ILoveYou.com
a subdomain could be blog.ILoveYou.com.
SURROUND SESSION- Advertising
sequence in which a visitor receives ads from one advertiser throughout an
entire site visit.
SUPER AFFILIATE- An affiliate
capable of generating a significant percentage of an affiliate program's
activity. A super affiliate might account for more results than hundreds or
thousands of smaller affiliates combined. Partnering with a super affiliate
allows affiliate managers to spend less time on administrative duties and more
time on generating results.
T
TEMPLATE- A predefined file
that contains common images or headers that are required for a website or
advertisement, which you can just use by adding in your own details. This way,
you do not have to create everything from scratch each time you need to create
a similar website or advertisement.
TEXT AD- Advertisement using text-based
hyperlinks. Text-based ads, although common
in email, have been dominated on the Web by their graphical-based counterparts.
TEXT LINK EXCHANGE- Network
where participating sites display text ads in exchange for credits which are
converted (using a predetermined exchange rate) into ads to be displayed on
other sites.
TITLE TAG- HTML tag used to
define the text in the top line of a Web browser, also used by many search
engines as the title of search listings.
A title tag belongs in the <HEAD>
section of a Web page, above the <BODY> section.
TRACKING CODE- Many affiliate
programs use this to relate sales to the affiliate marketer. They do so by
putting small pieces of code in an affiliate link so that they know who to
credit the sale to when purchase are made via that link.
TRAFFIC- It is the amount of visitors to
your website. Driving traffic means actively finding ways to get more visitors
to a website. The more visitors you get, the more sales you are likely to have.
TRUE COMPETITION- The actual
competition your website faces. To find out your true competition, search with
quotes around your target keywords and the results returned are those websites
that target exactly the same keywords as you do.
TURNKEY SITES- These are
websites that have everything set up for you. All the text, images, tables,
headers, and links are already set up at the website and ready for you to use.
You just need to get traffic and also may have to add your own tracking code to
the links.
TWITTER – Twitter.com is an
online social networking and microblogging service that enables its users to
send and read text-based posts of up to 140 characters, informally known as
"tweets", and images.
TWO-TIER AFFILIATE PROGRAM- Affiliate
program structure whereby affiliates earn commissions on their conversions as
well as conversions of webmasters they refer to the program.
U
UNIQUE VISITORS- It is the
number of different people to your website. The people are identified by their
IP, which is their Internet address. You can use a tool to find out how many
unique IPs there are to your website and can also customize how often the
unique IPs are counted.
UNDERDELIVERY- Delivery of less
impressions, visitors, or conversions than contracted for a specified period of
time.
Underdelivery can occur for a
variety of reasons. A site or network may experience an unexpected drop in
traffic. Low CPM campaigns may be bumped for high CPM campaigns.
URL- Location of a resource on the
Internet. A URL, short for universal resource locator,
includes the protocol (ex. HTTP, FTP), the domain name (or IP address), and
additional path information (folder/file).
An example URL: http://google.com.
USABILITY- The ease with which visitors
are able to use a Web site. Web site usability is about how
quickly and easily visitors are able to make use of the site. Usability is a
concern for marketers because of its potential impact, positive or negative, on
marketing metrics such as conversion rates, which in turn affect profitability.
V
VIRAL MARKETING- A marketing
method that depends on people to share information promoting a product or
service to all of their friends quickly.
VERTICAL BANNER- A banner ad measuring 120
pixels wide and 240 pixels tall. According to the IAB
(Interactive Advertising Bureau), vertical banner specifically refers to a
banner ad measuring 120x240. Technically, there are other banner ad sizes that
are also vertical in nature. Skyscrapers ads, for instance, are significantly
taller than wide, but they have their own specific name.
VLOG- A blog that publishes video content;
a video blog. Vlogs surged in popularity with
the advent of broadband (a.k.a. high-speed) internet, which allowed real-time
viewing of video content. If you post a video on YouTube talking about your life, you are "vlogging".
VOLUNTEER DIRECTORY- A Web directory
staffed primarily by unpaid volunteer editors. dmoz.org is a popular volunteer search directory.
W
WEB 2.0 - A term often used to
describe the ongoing technological change on websites that provide
high-technology web-based applications to end users. Web 2.0 websites are
generally sites where visitors are able to submit and control content. An
example of Web
2.0 site is YouTube.com.
WEB BROWSER- A software
application that allows for the browsing of the World Wide Web. Eg: Internet
explorer, Mozilla Firefox etc
WEB DESIGN- The selection and
coordination of available components to create the layout and structure of a
Web page. Web design has a significant
impact on Web marketing efforts. Factors like how visitors find the site
(search engine optimization), how long visitors use the site (site stickiness),
how likely visitors are to return (repeat visitors) and how often visitors buy
or register (conversion rate).
WEB DIRECTORY- Organized, categorized
listings of Web sites. The terms "Web
directory" and "search engine" are often used interchangeably.
Web directories are organized Web site listings put together by human
reviewers, whereas search engine listings are put together by automated systems
and lack a navigable structure. Much of the confusion stems from the various
hybrid models that have developed over time, as search engines have
incorporated directory features to assist with. Yahoo used to be a web directory. dmoz.org is a popular web directory.
WEB RING- A means for
navigating a group of related sites primarily by going forward and backward. Web rings are large-scale grassroots
phenomena made up primarily of small/midsize sites. The number of web rings and member sites
runs into the millions.
WEB SITE TRAFFIC- The amount of visitors
and visits a Web site receives. Web site traffic was initially
viewed as an all-important metric for gauging success on the Web. Now
profitability is the focus, and Web site traffic is only part of the equation. Web site traffic x conversion = results. Web site traffic is still
important, as you can't have conversions without visitors, but it is becoming
less important as a standalone metric.
WHOIS- A website that enables
you to find out who the owner of a domain is, where it is hosted, and contact
information of the owner. http://www.networksolutions.com/whois/index.jsp
WORD-OF-MOUTH MARKETING- A
marketing method that relies on casual social interactions to promote a
product. A person is more likely to believe something that comes from a person
that he knows or respects, instead of a canned source like commercials and
print ads.
WORDPRESS- A popular website
and script that is used for blogging. This website is different from others as
it enables you to posts as well as pages to your blog. You can download
Wordpress here: http://www.wordpress.org
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