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Glossary
A B C D E F G H I J K L M N O P R S T U V W Y
A
AdSense – Google’s advertising system. It allows you to generate profit every time a user clicks on an advert in your web.
AdWords – Google’s advertising system. Adverts are shown in Google.com
Affiliate - the publisher/salesperson in an affiliate marketing relationship.
Affiliate directory - a categorized listing of affiliate programs.
Affiliate forum - an online community where visitors may read and post topics related to affiliate marketing.
Affiliate marketing - revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.
Affiliate merchant - the advertiser in an affiliate marketing relationship.
Affiliate network - a value-added intermediary providing services, including aggregation, for affiliate merchants and affiliates.
Affiliate program – Advertising system that allows websites to sell a product on commission.
Affiliate software - software that, at a minimum, provides tracking and reporting of commission-triggering actions (sales, registrations, or clicks) from affiliate links.
Algorithm - a mathematical formula used by the search engines to determine the positioning of websites for different keywords
Anchor text – text which takes you to a link, <a href="http://www.internetadvantage.org">. The anchor text should always reflect your targeted keywords.
Authority sites – Authoritative sites in a particular subject and as such will receive a massive amount of links from other relevant sites.
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B
Banner ad - a graphical web advertising unit
Banner exchange - network where participating sites display banner ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites.
Blog - A frequent, chronological publication of personal thoughts and Web links.
Bookmark - a link stored in a Web browser for future reference.
Browser - (see Web browser)
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C
Cascading style sheets (CSS) - a data format used to separate style from structure on Web pages.
Click-through - the process of clicking through an online advertisement to the advertiser's destination.
Click-through rate (CTR) - The average number of click-throughs per hundred ad impressions, expressed as a percentage.
Cloaking - it is a technique which consists of showing two different versions of one page. One with normal content for the user and the other optimised for the search engines.
Conversion rate - the percentage of visitors who take a desired action.
Cost-per-action (CPA) - online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
Cost per click (CPC) - the cost or cost-equivalent paid per click-through.
CPM - cost per thousand impressions.
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D
Deep linking - linking to a web page other than a site's home page.
Description tag - an HTML tag used by Web page authors to provide a description for search engine listings.
Directory (see Web directory)
Dmoz - The Open Directory Project. The largest human edited directory on the web
Domain name - location of an entity on the Internet.
Doorway domain - a domain used specifically to rank well in search engines for particular keywords, serving as an entry point through which visitors pass to the main domain.
Doorway page - a page made specifically to rank well in search engines for particular keywords, serving as an entry point through which visitors pass to the main content.
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E
Email marketing - the promotion of products or services via email.
Email spam - unwanted, unsolicited email.
Ezine - an electronic magazine, whether delivered via a Web site or an email newsletter.
Ezine directory - directory of electronic magazines, typically of the email variety.
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F
Favorite - (see bookmark)
FFA - free-for-all links list, where there are no qualifications for adding a link.
Flash - multimedia technology developed by Macromedia to allow much interactivity to fit in a relatively small file size.
Forum - an online community where visitors may read and post topics of common interest.
Frames - a structure that allows for the dividing of a Web page into two or more independent parts.
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G
Google - search engine located at www.google.com
Guerilla marketing - unconventional marketing intended to get maximum results from minimal resources.
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H
Home page - the main page of a Web site.
HotBot – search engine located at www.hotbot.com
HTML banner - a banner ad using HTML elements, often including interactive forms instead of (or in addition to) standard graphical elements.
HTML email - email that is formatted using Hypertext Markup Language, as opposed to plain text email.
Hybrid model - a combination of two or more online marketing payment models
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I
Impression - a single instance of an online advertisement being displayed.
Incoming link - a link from a site outside of your site.
Inktomi - search syndication service located at www.inktomi.com
Invisible Web - the portion of the Web not indexed by search engines.
Ixquick - metasearch engine located at www.ixquick.com
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J
JavaScript - a scripting language developed by Netscape and used to create interactive Web sites.
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K
Keyword - a word used in a performing a search.
Keyword density - keywords as a percentage of indexable text words.
Keyword marketing - putting your message in front of people who are searching using particular keywords and keyphrases.
Keyword research - the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).
Keywords tag - META tag used to help define the primary keywords of a Web page.
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L
Link checker - tool used to check for broken hyperlinks.
Link popularity - a measure of the quantity and quality of sites that link to your site.
Link text - the text contained in (and sometimes near) a hyperlink.
Log file - file that records the activity on a Web server.
Looksmart - Web directory located at www.looksmart.com
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M
Manual submission - adding a URL to the search engines individually by hand.
Marketing plan - the part of the business plan outlining the marketing strategy for a product or service.
MSN – search engine located at www.msn.com
Meta search engine - a search engine that displays results from multiple search engines.
META tag generator - tool that will output META tags based on input page information.
META tags - tags to describe various aspects about a Web page.
Moderator - at a forum, someone entrusted by the administrator to help discussions stay productive and within the guidelines.
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N
Navigation - that which facilitates movement from one Web page to another Web page.
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O
Opt-in email - email that is explicitly requested by the recipient.
Opt-out - (1) type of program that assumes inclusion unless stated otherwise. (2) to remove oneself from an opt-out program.
Outgoing link - A link to a site outside of your site.
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P
Pagerank – it measures the importance of a page for a search engine
Page view - request to load a single HTML page.
Pass-along rate - the percentage of people who pass on a message or file.
Pay per click (PPC) - online advertising payment model in which payment is based solely on qualifying click-throughs.
Pay per click search engine (PPCSE) - search engine where results are ranked according to the bid amount and advertisers are charged only when a searcher clicks on the search listing.
Pay per lead (PPL) - online advertising payment model in which payment is based solely based on qualifying leads.
Pay per sale (PPS) - online advertising payment model in which payment is based solely based on qualifying sales.
Pop-under ad - an ad that displays in a new browser window behind the current browser window.
Pop-up ad - an ad that displays in a new browser window.
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).
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R
Reciprocal links - links between two sites, often based on an agreement by the site owners to exchange links.
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S
Search engine - a program that indexes documents, then attempts to match documents relevant to the users search requests.
Search engine marketing – the process of promoting a website via the search engines
Search engine optimization - the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.
Search engine spam - excessive manipulation to influence search engine rankings, often for pages which contain little or no relevant content.
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.
SEO (see search engine optimization)
SERPs - Search Engine Results Pages
Site search - search functionality specific to one site.
Skyscraper ad - an online ad significantly taller than the 120x240 vertical banner.
Spam - inappropriate commercial message of extremely low value.
Sponsorship - advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.
Super affiliate - an affiliate capable of generating a significant percentage of an affiliate program's activity.
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T
Text ad - advertisement using text-based hyperlinks.
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.
Top 10 - the top ten search engine results for a particular search term.
Trick banner - a banner ad that attempts to trick people into clicking, often by imitating an operating system message.
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.
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U
Underdelivery - delivery of less impressions, visitors, or conversions than contracted for a specified period of time.
Unique visitors - individuals who have visited a Web site (or network) at least once in a during a fixed time frame.
URL - location of a resource on the Internet.
Usability - (see Web site usability)
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V
Vertical banner - a banner ad measuring 120 pixels wide and 240 pixels tall.
Viral marketing - marketing phenomenon that facilitates and encourages people to pass along a marketing message.
Volunter directory - a Web directory staffed primarily by unpaid volunteer editors.
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W
Web browser - a software application that allows for the browsing of the World Wide Web.
Web design - the selection and coordination of available components to create the layout and structure of a Web page.
Web directory - organized, categorized listings of Web sites.
Web hosting - the business of providing the storage, connectivity, and services necessary to serve files for a website.
Web site traffic - the amount of visitors and vists a Web site receives.
Web site usability - the ease with which visitors are able to use a Web site.
Whois - a utility that returns ownership information about second-level domains.
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Y
Yahoo - portal located at www.yahoo.com
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