A-Z Internet Marketing Dictionary

A-Z Internet marketing dictionary of termsWhen you’re trying to get your online business up and running, learning the lingo can be confusing and a bit overwhelming. Especially if you haven’t grown up with technology being commonplace like the current techno-savvy generation has. It’s like learning to speak a foreign language!

So we’ve compiled this list of terms to help you get up to speed. If you need some clarification or would like a term explained that isn’t listed here, just enter a comment below and we’ll add the answer to your question to the list.


Art Basmajian

Above The Fold – The section of a Web page that is visible without scrolling.

Ad Impression – A single instance of an online advertisement being displayed.

Ad Tracker – A computer software program that counts the number of times people click on a special link you create with the program. Some ad trackers can count the number of sales made as well as clicks. Tracking your ads is vital because you want to know where your traffic is coming from so that you can focus on which ad campaigns are working.

AdSense – Google’s advertising program for website owners (referred to as publishers by Google.) You earn a share of the revenue that Google earns from AdWords by displaying these same text ads on your site. In other words, you’re helping Google advertise and they pay you a percentage of what they earn.

AdWords – Google earns most of its revenue by allowing other website owners to advertise on their search result pages. Advertisers can bid on certain keywords and Google will display text ads on the search results page when people use that keyword to search.

Affiliate – Someone who recommends another’s product or service to a third person. If this person then buys the product or service, the affiliate receives a commission from the merchant.

Affiliate Link – A unique link (which includes the affiliate member’s ID) that serves two purposes: it directs a potential customer to a sales page of a product or service AND credits him with a commission should the visitor make a purchase by tracking the link back to him.

Alexa – One of the many smaller Internet search engines that provides valuable information about the traffic of websites and a website ranking list based on amount of traffic.

ALT Text – HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed. ALT text can provide much-needed information for people who surf the Web with graphics are turned off or with text-only browsers. It also can assist in navigation when a graphics-intensive site is being viewed over a slow connection.

Anchor Text – The clickable text in a document which is linked to another page within the same or another website and directs you there if you click on it. Most often it is in different text color (usually blue) and underlined.

Autoresponder – A computer program that allows email to be sent to a list of subscribers on a scheduled basis. Email messages are written once and then automatically delivered to each person who subscribes to your list by entering their contact information in your site’s lead capture form.

Banner Ad – A form of graphical advertisement on a website most often in a standard size of 468 x 60 pixels that is meant to attract a visitor’s attention. A click on the Banner directs the visitor to the website of the advertiser.

Blog – An abbreviation for Weblog. Blogs are websites or pages within a website which, like diaries, are regularly updated with fresh content . Today, blogs have become more of a central business hub where website owners sell products, offer opinions on relevant topics, and syndicate their content using blogging software and services.

CAN SPAM – A law enacted in 2004 to help curb the amount of pornographic email and unsolicited commercial email being sent.

Character Spacing – The number of letters and numbers making up one line of information. Narrow character spacing allows for more characters in one line of content; whereas, wide character spacing lessons the number of characters making up a line of content.

Classified Ad – A small text ad, usually appearing in an ezine. Classified ads are generally three to five lines deep by 65 characters wide.

Content – What you can see when you load a website in your Internet browser and what makes you either stay on the website or leave right away, depending on whether it is relevant to what you were looking for, informative, and useful. Content may consist of text, graphics, audio, and video.

Conversion Rate (CR) – Generally understood to be the percentage of people who come to your site and take the action your site asks them to take. For example, if 4 out of every 100 new visitors buys something, your conversion rate for sales is 4%. Understanding this percentage is important because it tells you if your site is causing people to take the action you want them to take, be that subscribing to a newsletter, filling out a survey, or buying something today.

Copywriting – The process of writing the words for a web page. Salesmanship in print, effective copywriting uses words as triggers to persuade people to take action.

Co-Registration – This is where a company helps you build your mailing list by getting their visitors to register for your mailing list. Some companies do this for a living and you pay them by the subscriber, usually anywhere from 15 cents to $1.50 per subscriber.

CPA (Cost Per Action) – Arrangements where the advertiser pays the publisher only when a particular action (typically filling in a form or taking a free trial offer) occurs.

CPC (Cost Per Click) – The price an advertiser has to pay to the ad publisher for one click on his ad. Generally the maximum click price for a certain keyword is determined by the advertising service (like Google AdWords and AdSense) when the PPC campaign is setup.

CPM – Stands for cost per one thousand impressions (see Ad Impression.) CPM is a way of pricing ads where the advertiser pays a fixed amount when a website is visited 1000 times with the ad displayed irregardless if the ad was clicked on or not. A common way to buy advertising offline, CPM pricing is not widely used online, but is an excellent way to compare costs between different advertising mediums.

CTR (Click Through Rate) – CTR is the number of people who click on your pay per click ad compared to the number of people who view the ad. For example: If 100 people see your ad and 15 click the ad, your CTR is 15%.

Display URL – A pay per click term meaning the web address (URL) you want people to see when they see your ad. In most cases it can be different from the Target URL, which allows you to use an ad tracker without people seeing the long ad tracker link.

Directory – A categorized list of information. A web directory is an organized, categorized listings of web sites. Yahoo is a directory where Google is a search engine.

Domain Name – a unique address that can be used on the Internet. It’s what you see in the address bar after the “www.” in your web browser and it’s what comes after the @ sign in an email address.

Double Opt-In – The process of having subscribers confirm their desire to receive your information by clicking on a confirmation link sent to them via email. This second step ensures that the person verifying their subscription made the original request.

Downline – A term that describes the group of people in an MLM who have joined that program under a specific sponsor.

Download – The process of delivering and saving a file to your personal computer from a website.

Duplicate Content – The exact article, report, or text found on other websites. If search engine spiders detect websites with duplicate content, only the site which was indexed first will be considered as the source and get the credit for it as original content. All others will be discounted.

Ebook – An electronic book, suitable for reading on a computer monitor. Most eBooks today are created in PDF format, which can be viewed by any computer, or (in most cases) printed.

Editor – A person who contributes content to an online publication or webpage. Unlike a webmaster, an editor is usually responsible for only certain pages on a website and can generally only add or edit contributions they make to the site.

Email Marketing – Distributing one’s marketing message via electronic mail. The advertiser pushes the message to its public as opposed to a website that waits for customers to come in.

Ezine (Electronic Magazine) – Much like an offline newsletter, ezines exist primarily to deliver information to their readers. They offset the costs of publishing by selling advertising. Like their offline counterparts, ezine publishers usually don’t write the articles included in their ezine but instead use the articles of others to create their ezine content.

Ezine Advertising – Placing an ad in the paid advertising sections of online newsletters or ezine publications. These ads can be solo ads, sponsor ads, classified ads, or free ads.

Favicon – A small icon that is used by some browsers to identify a bookmarked Web site.

Follow Up Series – A series of email/autoresponder messages delivered over time to prospective customers who have requested further information by leaving their contact information in a website’s opt-in form.

FTP (File Transfer Protocol) – A computer program that allows transfer of files from your personal computer to a web server. Using FTP is the most common way to transfer web pages to a web server when you create a web site. Transferring files is accomplished using a program called an FTP program.

Forum – An online gathering of people with a common interest. Forums are run using a forum script (software) that allows the moderator to approve messages to display as well as displaying messages in subject order.

Headline – The line which typically appears at the top of each page or in an ad and is supposed to tell the visitor in one short phrase what he will find on the page or when he clicks on the ad. The headline is usually bigger than the rest of the text and in bold font. Often it is in a different color, too.

HTML (HyperText Markup Language) -The code that causes web pages to display text and pictures.

Hyperlink – The same as a link, it is the part of a web document – most often a few words of text (although graphics can also contain a link) – which when clicked links to another document.

JV (Joint Venture) – An agreement between two or more businesses/corporate bodies to mutually undertake a business project to the benefit of both parties. The most common type of joint venture is an agreement between a person who owns a mailing list and a person who wants to promote a product where the list owner mails an ad for the product and earns a percentage of all sales.

Landing Page – A single web page that appears in response to clicking on an advertisement. The general goal of a landing page is to convert site visitors into sales leads and eventually a buying customer.

Lead Capture Page – A web page (often called a squeeze page) with the purpose of acquiring the name and email address of the visitor. Mostly this is done by offering something for free which has a high perceived value and relevancy in exchange for the visitor filling out the opt-in form on the page. By submitting his data (opting-in) the visitor agrees to receive mailings from the person offering the free gift and thereby becomes a lead .

Lead Generation – The process of getting people to ask for more information about a particular product. The purpose is to generate a database (as large as possible) of targeted potential customers who can then be marketed to with promotional emails, phone calls, or other forms of advertising.

Link Cloaking – Disguising a link using a web service like tinyurl so that it doesn’t display the actual URL to which the visitor is sent when he clicks on the link. Cloaked links are often shorter, and offer a measure of security when applied to affiliate links.

Moderator – The person who controls which messages are displayed on a forum. The moderator is usually an expert in the subject of the forum he or she moderates, and helps keep inappropriate postings off the list of messages forum members see. Inappropriate messages are usually messages that contain foul language, hate, or blatant advertising.

MP3 – A type of audio file that can be heard on personal computers or MP3 players. Most teleseminars are recorded in MP3 format for later listening. Additionally, an MP4 file can store video as well as audio.

Network Marketing (MLM) – A type of business that pays commissions to people based on the sales of other people that they recruit. The person who recruits others is called the upline, while the person who was recruited is called the downline.

Newsletter – An informative letter which is mailed to a mailing list of subscribers, either in print form or via email.

Niche Marketing – Selling products and services to a group of people with a common interest. Although the name “niche marketing” is heard often these days, marketers have always focused on “niches” in order to make sales.

Opt-In – The process of a website visitor requesting more information. The reader is opting to be included on a mailing list, hence opt-in. All legitimate email marketers use an opt-in process to ensure that their selling messages go only to people who want to receive them.

Opt-Out – The process of sending email to people and telling them they must ask to be taken off the list in order to stop receiving email. Opt-out is a bad marketing technique and most often associated with spammers.

Outsourcing – Hiring someone for an agreed compensation amount to complete a task that in the best interest of your business is best done by someone other than yourself.

PageRank™ – A factor which Google uses to measure the relative importance of a website (a figure between 0 and 10 where 0 means least important and 10 means most important.) It is calculated by analyzing the link structure of a website according to Google’s unique and patented algorithm. This algorithm considers each link pointing to a page as a vote for the page. To calculate PageRank™ not only the number of votes count but also the importance/authority of the voting site.

PPC (Pay Per Click Advertising) – A type of advertising in which the advertiser pays only when someone clicks on his or her ad. Google AdWords and Overture are the best examples of pay-per-click advertising, although some social media platforms are jumping on the band wagon and offering PPC to advertisers as well.

PDF (Portable Document Format) – A trademark of the Adobe Company, PDF files can be read by any computer that has the free Adobe PDF reader.

PLR (Private Label Rights) – The license used for various digital products such as articles, ebooks, software, and graphics and permits buyers to re-brand the content under their own name and brand under the guidelines set by the original owner. So if you buy an ebook written by “John Doe” with Private Label Rights, you have the right to change its content however you please and sell it under your name as author.

Redirect – A user is not routed to the exact URL he typed into his browser address bar or clicked on, but is automatically directed to another URL.

ROI (Return On Investment) – A percentage figure which tells you how much profit you made compared to the money invested.

RSS (Really Simple Syndication) – One format that websites use to syndicate content. To see content that is syndicated you need a special program (called an aggregator) or you can view it on certain websites designed for this purpose.

Sales Letter – Often referred to as a sales page, a one-page website designed to persuade the visitor to buy the promoted product right away.

Script – A set of commands that cause a computer to act in a particular way. There are many scripting languages (such as PERL and PHP), and these languages are the “code” that programmers use to create programs.

Search Engine – A site that finds other sites or files based on keywords. Google is a search engine where Yahoo is a directory.

SEO (Search Engine Optimization) – The process of creating or modifying your webpage so that it is more attractive to search engines. When a webpage is properly optimized it is shown more often and in a higher ranking on the search engine results page.

On-page SEO has to do with the factors on and within the website and is mostly about the intelligent use of keywords in the content and in the tags to tell the search engine spiders what the site is all about.

Off-page SEO is about factors influencing search engine rankings from outside a website most notably the quality of the inbound links coming from other sites linking to the site to be optimized.

Shopping Cart – A service that allows website owners to have autoresponders, create order forms, create a catalog of products, manage client lists, deliver digital products, run an affiliate program, and more – all from one site or using one piece of software.

Site Map – A special page within a website which lists each individual page and document within the entire site (if not too extensive) including the internal linking structure. A well designed site map contributes to a fast and full indexing of the whole site by search engine spiders.

Social Bookmarking – Tagging a website and saving it for later. Instead of saving them to your web browser, you are saving them to the web. And because your bookmarks are online, you can easily share them with friends.

Solo Ad – An ad that is mailed to a list of ezine subscribers on its own. Since no other ads are included in the email sent to subscribers, the ad can be said to be running “solo”.

Split Test – The process of sending visitors to different sales pages in order to test the effectiveness of those sales pages. Often called A/B split testing, a program sends visitors to alternative sales letters randomly even though they clicked the same link.

Sponsor Ad – An ezine ad that is larger than a classified but smaller than a solo. Sponsor ads are generally 10 to 20 lines deep by 65 characters wide and appear at the top of the ezine. They can also appear in the middle of the ezine (middle sponsor) or the bottom of the ezine (bottom sponsor). The prices of these ads vary, with top sponsor ads costing the most and bottom sponsor ads the least.

Subscriber – A person person who voluntarily gave his permission to be included on a Internet marketer’s mailing list by entering his contact information in a form.

Syndication – The process of displaying content from one site on another site. This is usually accomplished by adding several lines of JavaScript to the HTML code of the web page where the content is to be displayed.

Target Marketing – The process of selling goods and services to a group of people who have a common interest. This term is identical to niche marketing.

Testing Ads – The process of running one ad multiple times and changing one element of the ad (such as the headline) each time. The goal of testing is to discover which combination of ad elements (headline, body copy, call to action) work best with each other.

Tracking Ads – The process of putting a tracking link in your ad. A tracking link is one that, when clicked, will record the click and redirect the reader to the site you want them to see.

Target URL – Also called the destination URL, it is a term meaning the website where people will go when they click on your ad.

Teleseminar – A phone call where many people can listen to experts discuss a particular topic. Teleseminar calls are often recorded and provided to customers in MP3 format for later listening.

Thank You Page – The page a customer is sent to upon successful payment for a product. The thank you page is often where links are provided to download the product purchased.

Upload – The process of transferring a file from a local computer to a web server. Uploading is most often done using software and a process called FTP.

URL – Location of a resource on the Internet. It includes the protocol (ex. http), the domain name (or IP address), and additional path information (folder/file). An example would be http://internettraininga-z.com/coaching

USP (Unique Selling Proposition) – That special something that makes your product /service stand out compared to your competitors’ product and lets it appear superior.

Verified Opt-In – See Double Opti-In listed above.

Web Host – A company that rents space on a web server to customers who want to have a web page. Hostgator is an example.

Webmaster – The person who runs a website from a technical standpoint. The webmaster is usually the person who creates and uploads the webpages to the web server and maintains control over the entire site.

WYSIWYG – Stands for What You See Is What You Get and means that the page that is printed or displayed will look identical to the one that is composed.

If you think this would help others who are struggling with learning the lingo, feel free to share it on Facebook. Have a great day!


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