Internetmarketing glossary


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Internetmarketing glossary

  1. 1. Page 1
  2. 2. Internet Marketing Glossary The following Internet Marketing Glossary is a list of terms that you may hear banded about in the world of Internet Marketing. These terms may also be used in other areas, however the definitions provided are ones recognised by the Internet Marketing industry at large. I have written the definitions from the viewpoint of an Internet Marketer. It is worth noting that you DO NOT need to understand every term here to be successful in Internet Marketing but it can help you to become a perceived authority in your market and the knowledge will help you to think like an Internet Marketer. 3G A type of mobile network that offers increased speeds which are useful for Downloading informational content. 3G is usually used by handheld mobile Devices such as Smart Phones such as iPhones, Blackberries, Androids and other devices such as Apple’s iPad. Above The Fold What is seen on a web page as soon as someone lands on it. This is the area of a web page that must grab the attention of the visitor. A/B Split Testing The process of scientifically testing one variable against another to see which performs best. See also Split Testing. Adsense An ad serving programme operated by Google that enables Website owners to earn an income by displaying adverts on their website. Adverts placed on websites are known as being on the Content Network. AdSwap An arrangement between two Internet Marketers (or internet marketing parties) where one internet marketer mails their email subscriber List with an offer in exchange for their AdSwap partner reciprocating by emailing their list with your offer. The objective is that both parties must benefit from the arrangement. AdWords Google’s advertising offering where advertisers can choose to advertise on Google’s search engine results (Search Network) or on participating websites (Content Network). See Adsense above. Affiliate An Internet Marketer that markets a Product on behalf of another person or company (the Product Owner) in a mutually beneficial arrangement where the product owner generates a sale for the Page 2
  3. 3. affiliate’s efforts of providing Traffic. The affiliate earns a commission for the sale. See Affiliate Marketer. Affiliate Army A group of people that Product Owners recruit to drive Traffic to their Offer in exchange for rewarding them with commissions. Affiliate Link A special link that generates a Cookie which identifies the Affiliate and the Product Owner once it has been clicked. This enables both the affiliate and the product owner to be paid for a sale. Affiliate Marketer A marketer who sells someone else’s product by sending Traffic in return for a commission. See Affiliate. Affiliate Marketing Affiliate marketing is the most popular Internet Marketing activity. It is an attractive proposition for so many as it is promoting products that other people have created in exchange for a commission on each sale. A Product Owner only needs to pay the Affiliate commission for each sale the affiliate makes. Affiliate Toolbox A collection of tools provided to affiliates to assist them in their promotional efforts. These can include banner ads, swipe emails, tweets, sig files, articles, blog posts and PPC ads. AJAX An acronym that stands for Asynchronous JavaScript and Extensible Markup Language which is a programming language that allows for the dynamic changes of Web Pages in real time. Facebook is a popular example of this. Alt Tags Tags that are given to images to label the images so they appear on image search results. Giving Tags to images on Web Pages increases the page’s relevancy and Organic listing in the Search Engines. Anchor Text A Hyperlink embedded within a sentence a phrase. Anti-Virus Software Software that sits on a Client that scans incoming files for potential threats such as Viruses or Trojan Horses. The software can also scan the hard disk to identify and remove viruses already infecting the Local Machine. Page 3
  4. 4. API An Application Programming Interface (API) is an interface implemented by a Software program to enable interaction with another program. API Key A key code that is required to permit one Software program to interact with another. Applet A tiny program that is usually written in JavaScript (jScript) and runs within a Web Browser. Applets power some of the fancier features of Internet pages such as various animations. Application A computer Program. Article Directory A Website that contains a directory of article listings available in the Public Domain. Articles are usually submitted by people as a means of cascading their content. The directory benefits from the large volume of content for its users. The marketer benefits because the article directory allow the marketer to include their name and a summary which can include a Banklink to their site. Article Spinning The process of converting an article into many different looking articles by changing many of its words in such a way that the article appears unique to Search Engines. If articles are deployed steadily to Article Directories, it is a means of gaining Traffic steadily. ASP An acronym that stands for Active Server Pages. A web Application framework to allow programmers to build dynamic Websites. Autoresponder An autoresponder is an automatic email response Program. It can be either a desktop application that sits on your PC, or a web based application. Autoresponders enable marketers to build their own email subscriber Lists which they can follow up with again and again. Key features of the most popular autoresponders include Followup messages, Broadcast messages, blog broadcasts, social media propagation, parsing, list segmentation, web form creation and detailed metrics and reporting. Key players in the market for autoresponders are Aweber, GetResponse, Constant Contact and iContact. High end services such as InfusionSoft are often reserved for people that want a complete customer management solution. Back End Marketing communications that are in the latter stages of the relationship formed between the Prospect/Customer and the Internet Marketer. Page 4
  5. 5. Backlinks Links on Web Pages that refer back to another web page. Backlinks form one of the three main elements that Google looks at in its Search Algorithm to determine the relevancy of the web page. Bandwidth The measure of network capacity that connects servers and the Internet. This is mainly measured in bits per second (bp/s), kilobits per second (kbp/s) or megabits per second (mbp/s). Banner Ad A picture of a flashing image or graphic that appears on a Website (most commonly at the top or right hand side) that contains special HTML or JavaScript code that redirects the Internet user to another location on the web. These graphics are mainly encoded with someone’s Affiliate Link, so the banner owner is credited with the sale should the visitor purchase. Benefits Solutions to a problem that the Offering will actually provide/resolve for the buyer/user. Binary Code The code that a computer runs to execute a series of commands. This code is run once it has been compiled by a Compiler. Bitrate The speed of data transfer from one Internet location to another. Bitrate is measured in bits per second (bps), kilobits per second (kbps) or megabits per second (mbps). Black Hat Sneaky tactics that are considered covert and undesirable by key web authorities such as Google. Blog A blog is the short term for a web log. As blogs first came about on the Internet, people would use them to record their thoughts, lives and opinions. Blogs have become much more commercial in nature with some Internet Marketers making full time incomes and beyond. Blogs generally contain textual, audio and video content and are now often presented in rich multi-media format. Blogger A blogger is someone that uses Blogs to post information on topics that are of interest to them. There are many different platforms for hosting a blog. Some of these are hosted on the web and others are self hosted. Examples of website hosted blogs include Blogger (owned by Google), Tumblr and The most common platform for professional bloggers is the self hosted blog. Blogging Page 5
  6. 6. The process of using Blogs to store content, build relationships through engagement and make sales through various methods of monetisation. Blogging Platform A solution for Bloggers to host their Blogs. Blogosphere Term used to express the sum of all Blogs on the Internet. Bonus Additional items that are included as part of an Offering which are not charged for within the Product price. Bonuses are used to increase the Perceived Value of the Offer and increase the likelihood of a sale being made. Bounce Rate 1. The number of emails that are not delivered to an inbox. This can be due to the inbox registered being decommissioned or mistakenly declared on signup. 2. The percentage of people that only look at one page on a Website. Branding Branding is an activity undertaken by marketers to establish company identity in the marketplace. Branding is an intangible element that often adds massive value to a company and enables an Internet Marketer to charge significantly more for their products due to the increase in Perceived Value attached to the brand. Branding can include a logo, a certain format or presentation or even a person that is symbolic of the brand. Richard Branson of the Virgin companies is a perfect example of this. Broadcast A type of email that is sent to many people at the same time. Most Autoresponders give some control over which subscribers receive the message. Buyer Keywords Specific Product keywords which are strong indicators that the user searching with those Keywords already has a strong intention to purchase the product. Filling a Website with buyer keywords gives a marketer a greater possibility of getting buyer Traffic rather than people seeking for information. Cache Temporary internet files stored on the user’s hard drive. These often include the use of Cookies. Call To Action An instruction that gives a Prospect a strong instruction with a powerful reason to take an action desired by the marketer. Page 6
  7. 7. Chat Room A chat room is an online area where people can talk to one another IRT (in real time). A chat room usually consists of more than two people where everyone can contribute to the discussion within the chat room at once. Chat rooms can be extremely fast moving when there are many people participating simultaneously. Clickbank The world’s leading digital product marketplace. Click Tracking The process of tracking the number of times Links have been clicked on. Client 1. A machine that is the service requester. A client machine requests information (ie. service) from a Server. 2. A person or business that the marketer considers themselves to have a fiduciary responsibility to serve. Cloaked Link The process of disguising a Link which makes it more attractive or viable to click. Cloud Delivery model for applications and services that are based over the Internet. CMS An acronym that stands for Content Management System which is an Application that enables users to update Web Pages with text, video and audio content without the need for technical knowledge, design or programming skills. Coding The process of writing computer programming code. Cookies A tiny piece of software contained within a Web Browser which records information about the user to improve their browsing experience. Cookies are legitimately used to improve the experience of the user by retaining information about them. Cookies can also be used illegitimately to track the keystrokes, movements and actions of the user and report them back to the cookie creator. Compiler Software that transforms code programmed by computers into Binary Code executed by the computer. Page 7
  8. 8. Consumer The end user of a Product. Content Network Options which PPC search providers give to enable adverts to be placed alongside the user’s mail file or on other Website’s that have elected to use the adverts as a means of monetising the site. Content Rich A Website or Web Page that has lots of content and is considered favourable content by Search Engines, therefore the website is given a high ranking with Google. Contributor An Internet Marketer that provides a gift to a Giveaway Event with the objective of capturing the email addresses of Leads. Conversion A person taking an action that is considered favourable by the Internet Marketer. A favourable action for an Opt In Page is subscribing to the email List. A favourable action on a Blog is to leave a comment or share the post. A favourable action on a Sales Page is a sale. The process of conversions is a sophisticated science in the Internet Marketing world with many factors affecting Conversion Rates. Conversion Rate This is calculated as the number of favourable actions divided by the number of possible favourable actions multiplied by 100. Internet Marketers are always trying to increase their conversion rates in order to make the optimum use of the Traffic they generate. Copyright Work that must not be copied as it is protected by legislation. Copyright is often difficult to prove when someone copies it and changes a proportion of it to pass it off as their own work. Copywriting The art and science of persuading people to take a desired action using words. Certain Keywords are Emotional Triggers for people to take action. Such words as “secrets”, “free”, “discover”, “secure”, “limited” all trigger a state within the reader which motivates them to take a certain action. CPA 1. A form of marketing where the marketer is rewarded when they drive Traffic to a Web Page where a specific action is fulfilled. Actions vary from subscribing to an email List to filling in a survey. Many CPA networks now exist for marketers to join. 2. An acronym that stands for Cost Per Acquisition. This is the cost that a marketer pays on average to acquire a new customer. If the marketer understands the Cost Per Acquisition Page 8
  9. 9. and the Lifetime Value of the customer, then the marketer is informed on the Return On Investment. cPanel A dashboard of tools provided by a hosting provider that makes interacting with the server easy. These include FTP transfer tools, code editors and installation tools. CPC An acronym that stands for Cost Per Click which is the cost to the advertiser for each click they receive from the advertising provider. Creative Commons Creative Commons (CC) is a non-profit organisation committed to expanding the range of creative works for others to legally build upon and share. CRM An acronym that stands for Customer Relationship Management which is the process of managing relationships with customers giving consideration to their specific standing with the company. This may include which stage of the Marketing Funnel the customer is at. This practice helps the Internet Marketer to ensure that the right message is reaching the right people at the right time. CTR An acronym for ClickThrough Rate which means the number of times that a Link was clicked on as a percentage of possible times that it could have been clicked on. This is a measure that is effective to monitor Traffic, Listbuilding and Affiliate Marketing efforts. Crowd A collective term that is often used to describe people that are in your Facebook ‘Fan’ or ‘Like’ pages. Customer A person that has paid money to the Internet Marketer. Database A large storage container holding data. The data is usually Indexed for fast retrieval. Information is usually entered into a database using forms and a database is Queried for results. Dedicated Server A Server that is dedicated to one account holder with a promise of uptime, reliability and not being subject to being blacklisted due to another account holder that share the same server. Deliverability Page 9
  10. 10. The ability for an Autoresponder company to deliver emails to people’s inboxes without the emails being captured in Spam Filters. Description Tags A Tag which allows a few sentences to be written about the content of a Web Page. The description usually appears below the clickable Link within search results. Device An item of electronic hardware. Digital Product Products that are not physical in their nature. They can be delivered using the Internet. These are favoured by Internet Marketers as the delivery model is totally automated. DNS An acronym that stands for Domain Name Server which is a reference to a Server that hosts the files and folders for a Website. Domain Name A domain name is an internet address where a Website can be found. Laying behind the domain name is a less user friendly location called an IP Address which usually consists of 4 constituent parts. Domain names essentially make the World Wide Web a more user friendly environment which everyone can use without having to remember a series of numbers for every website address. Domain Registrar Company that registers a Domain Name on the marketer’s behalf. The Domain Registrar does not necessarily host the Website. Double Opt In This is the process of asking a subscriber to confirm that they requested information from the marketer by clicking on a Link immediately sent to them in an email after they submit their email address. Many marketers want to be sure they have the permission of the prospect to send mail to them, so that they are not accused of sending unsolicited mail (Spam) to them. This is especially a concern for many marketers since the introduction of the CAN-SPAM act in 2003 and the FTC (Federal Trade Commission) legislation which attempts to protect Consumers against unsolicited mail. Download The process of moving information from another computer on the Internet (which is most often a server) to your computer. Downloads are mainly referred to in situations where the user is prompted if they would like to download. Strictly speaking, people are always downloading files when they are browsing Web Pages that are not in the user’s Cache. Page 10
  11. 11. Dropshipping A warehouse or distribution centre that despatches goods and services on behalf of the Internet Marketer. Dynamic Content Content that is regularly updated. This type of content is favoured by Search Engines. Blogs naturally contain content that is frequently updated by users, so they naturally hold favour with Search Engines. Dynamic IP An IP Address that changes periodically. Earnings Disclaimer A disclaimer that Internet Marketers usually make at the bottom of their Sales Pages which is designed to give consumer protection. The FTC specifies that an earnings disclaimer is stated on Websites that give Proof of Earnings and imply that the user may experience similar results. E-book An electronic book containing information. These are most commonly PDF (Portable Document Format) documents although they can also be held in Executable File formats (.exe). E-books can be either free or paid Products. E-business A business that earns the majority of its revenue using the Internet as the distribution channel. E-mail Electronic mail that is used to transfer messages from one person to another using the Internet as the means of distribution. E-mail Client Desktop software that synchronises with a mail server periodically (imap) or on demand (POP) to give a convenient method to access mail and administer email with an enhanced set of tools and user functionality. The most common email clients are Microsoft Outlook, IBM Lotus Notes and Mozilla Thunderbird. Emotional Trigger Stimulus that can be words, language, body language that invoke a certain emotional state within the Prospect where they shift towards making a buying decision. See also Hot Button. Encrypt Page 11
  12. 12. To encode a document with additional security making it difficult to Hack unless the encryption credentials are used. EPC An acronym that stands for Earnings Per Click. This is a common metric for Affiliate Marketers to measure their performance. The higher the EPC, the better the match between the Traffic and the Solution. Executable File A filetype that is used on the Windows Operating Systems that can run a series of executable commands. Exe files are usually used as setup files for Windows software. Exe files can contain Malicious Code which can cause serious harm to your computer. Exit Rate The number of people who left a Website from a certain page. eZine An abbreviation of electronic magazine which is an article that you would expect to find in a magazine that can be found online. Nowadays the use of eZines goes beyond this definition. Fantastico A tool provided in many hosting provider’s cPanel area which enables users to install Scripts such as those required for a WordPress installation on their Server space. Features A list of traits or properties that a Product or service has. Firewall Software that monitors traffic between a Server and a Client to protect the client against malicious attacks. Flash A type of video media popularised by Adobe which has become the Internet standard for viewing video online. Following Term given to describe the collective group of people (or user accounts) that follow a Twitter user. Followup A type of email that is placed in an Autoresponder queue which is automatically sent to the subscriber after a defined period following the original submission of their email address. Page 12
  13. 13. Forced Continuity A strategy used by Internet Marketers where they ask prospects to try their service for a usually tiny sum to capture the credit card details of the Prospect. If the prospect enjoys and benefits from the service, they need take no action and the marketer will conveniently bill the credit card for each month of continuous service thereafter. Forum A place on the Internet where people with a common interest can discuss things. Forums are often referred to as discussion boards, message boards or bulletin boards. Forum Marketing A form of marketing where the Internet Marketer participates in discussions. If other users value the input from the marketer, they will use the Link provided within the Sig File to go to the Internet Marketer’s Landing Page. FTC An acronym for the Federal Trade Commission. A US government organisation that regulates trading to ensure the consumer is protected. Various legislation exists for this purpose. FTP FTP is an acronym that stands for File Transfer Protocol which is a method of moving information from a Local Device (usually a hard drive) onto a Server. If you want to create your own self hosted Website, you would need to understand how to use FTP software. FTP Client A computer application used to manage files between a Local Machine and a Server location. The Client element of the word refers to the application being deployed on the user’s desktop (client machine). Frame Rate The rate at which an imaging Device produces unique consecutive images called frames. Front End The first exposure a Prospect has with an Internet Marketer. This is usually a content based interaction where it is free for the prospect. This means that the prospect can try the services of the marketer with no financial risk attached so they can determine what value they can receive from the marketer. Fulfilment House An operation where marketers can get their Physical Products made and despatched on an ad hoc or batched basis. These can be Products such as physical books, DVDs or CDs. Page 13
  14. 14. Geo Tagging Tagging of a post or tweet that reveals the location that the post or tweet was made. Giveaway Event A Listbuilding exercise usually hosted by an Internet Marketer where each Contributor submits a gift for users to Download for free in exchange for submitting their email address. This gives the marketer the opportunity to capture the email address of the prospect. Marketers have various opinions on the quality of the Lead with some saying greater effort must be made to condition the prospect for buying. Google Search Algorithm A complex closely guarded secret mathematical formula applied to search results that appear using Google’s Search Engine. A simplistic overview of Google’s algorithm reveals the formula favours pages that have a large amount of Inbound Links (especially from relevant sources), sites that are constantly updated with fresh relevant content (Dynamic Content) and activity generated with people contributing to the site. Gravity Statistic Clickbank give to their Products to indicate the number of unique Affiliates that have sold the product (and generated a commission) within the last 8 weeks. The calculation is much more complicated than this but this is it as its core. Grey Hat A term that is used to describe a process or practice that is borderline Black Hat. The practise pushes the terms and conditions of the authority to the extent of its boundaries. Guarantee A strategy used in sales situations which enable the Prospect to purchase the Product with the knowledge that if the product does not deliver on its promise, the buyer can ask for a refund. The objective for the Internet Marketer is to make the purchase “risk free”. Guest Blogging The process of writing a post on someone else’s Blog for the benefit of content creation, reputation building, increased Traffic and networking with other Bloggers in the Blogosphere. GUI An acronym that stands for Graphical User Interface. This refers to the interface presented on a user’s screen which enables them to interact with the computer easily and intuitively. Hack The process of attempting to gain unauthorised access to another person’s machine. Page 14
  15. 15. Hosting These are the services provided by hosting companies that allow people to store files on a Server which everyone can access. Hosting companies are used to store files, install Scripts, backup Website data and serve users of a website with the files they need to browse. Services offered by hosting companies can be as simple as being a Domain Registrar or as complex as hosting a Dedicated Server or Static IP solution. Dedicated servers are usually used by companies that attract high amounts of Traffic. Hot Button The stimulus that a marketer provides which turns a potential sale into an actual sale. The hot button is often the Benefit that the Prospect values the most in the Offering. HTML HyperText Markup Language is one of many Internet programming languages that encodes a Web Page in a specific format that a Web Browser can interpret. If you want to create your own web pages, understanding of HTML is an advantage although not an absolute necessity as there are many good WYSIWYG (What You See Is What You Get) editors on the market which can help people to create web pages without knowing the coding. Hyperlink A Link on the Internet that can be clicked on to move the user to another location. Image Ads A PPC option offered by many of the leading providers of pay per click advertising. This is where an image is presented to the searcher and a payment is made to the PPC provider by the advertiser when the user clicks on the image thus driven to the Landing Page of the advertiser’s choice. Inbound Links Links from external sites coming into the site of the Internet Marketer. These links are highly desired by an Internet Marketer as Search Engines strongly favour Websites with lots of quality inbound links. Indexing A process undertaken by Search Engines to assemble data on the Internet into a huge database. Users can then Query the database with Keywords so they can fetch the most relevant Web Pages for their search. Information Overload Condition suffered by Internet Marketers when they try to focus on too many things at once. This usually leads to overwhelm and frustration. Information Products Page 15
  16. 16. Information packaged into a Product that solves a particular problem for the market it is targeted towards. The information can come in various formats including text, audio, video, screen captures, Mind Maps, software or even seminars. Internet A mutlibillion dollar infrastructure which connects each computer as an individual node to one another. The internet is often referred to as the net or the web. As a factual term, the internet is the physical connection between computers. The World Wide Web refers to the connected documents that reside on the internet. Internet Marketer A person or company that markets products or services over the Internet in exchange for monetary profits. IP An acronym that stands for Internet Protocol. It is the language used over the Internet for computers to find themselves. iPad Mobile Device invented and marketed by Apple Inc. approximately the size of a piece of A4 paper (US Letter 8.5″ × 11″). The device fits in the marketplace between an iPhone and a MacBook. iPhone Popular handheld mobile Device invented and marketed by Apple Inc. which brings true computer functionality to a handheld device. iPod Popular handheld music device invented and marketed by Apple Inc. which allows its users to store and playback MP3 audio files. In recent years, newer iPods can do significantly more than playback MP3 files. IRT An acronym that stands for In Real Time. ISP An acronym that stands for Internet Service Provider. These are the companies that provide the Internet connection for a house, business or mobile Device. JV An acronym that stands for Joint Venture. Although this exists in all styles of business, Internet Marketers use this in many different ways. An example of this is where one party provides the Page 16
  17. 17. Product, the other provides the Traffic. Another example is where one marketer hosts a Webinar and the other one provides the expertise. Keyword A term (or a string of words) that can be typed into a Search Engine to begin an online search. An online search is an activity undertaken by a user to locate a specific resource on the web. Keyword Density The proportion of a Web Page which contains text that is considered as Keywords for the web page. This is often expressed as a percentage in Article Marketing and Guest Blogging. Keyword Spamming The Black Hat practice of applying too many or irrelevant Keywords to a Web Page to deceive the Search Engines Indexing process to unduly return the Web Page on results that are not relevant or only slightly relevant. If discovered, these sites can be penalised. Landing Page The entry page for a user arriving at a Website. The term is also commonly used to describe a Web Page with the sole objective of capturing the visitor’s email address, so the marketer can follow up with them again and again. See also Opt In Page and Squeeze Page. Law of Authority A law of influence that says that a person is more likely to listen to someone who has a degree of authority in a given scenario. Law of Commitment & Consistency A law of influence that says that a person is more likely to act in alignment with what they have already stated themselves. A salesman often tries to get their Prospect to say a series of yeses in conversation to invoke this law. Law of Liking A law of influence that says that a person will do more for a person that they like than they will for a person they don’t. Law of Reciprocity A law of influence that says that a person will do more for a person that has already helped them or given them something. Whatever people receive from someone, they wish to return something back to alleviate a feeling of guilt or being indebted to them. Law of Scarcity Page 17
  18. 18. A law of influence that says that a person will do more to get a resource that is considered in short supply than they will to get a resource that is in abundant supply. Law of Social Proof A law of influence that says that a person will look to (and follow) others for answers when they’re not sure what to do. Lead A person that could potentially do business with the marketer. See also Prospect. Lead Generation The process of generating a Lead or a Prospect. LTV An acronym that stands for Life Time Value which is the average value a customer is worth to the Internet Marketer during their entire lifetime of doing business. Licence Permission to resell something. Link Short for a Hyperlink. Link Bait The process of attempting to get others to Link to your Website to increase Traffic. One method of achieving this is to write an eBook, distribute it for free and include links to your site within it. Ask your readership to give the eBook away. Link Building The process of building the number of Backlinks to a Website. This is done to improve the SEO for the site. Link Popularity Count of how popular a Web Page is based on the number of Inbound Links. List Most commonly used to describe a list of email subscribers that have explicitly granted permission to be marketed to. List Attrition Page 18
  19. 19. The fall off rate of people on the List. This may be due to Unsubscribes or Email Bounces. List Relationship Term used to describe the relationship between the Internet Marketer and their List. The relationship with the list determines the responsiveness of the list. List Responsiveness The amount of engagement and activity an Internet Marketer has with their List. This is measured by the willingness of the list to take the actions the marketer wishes them to take. Listbuilding The process of accumulating a list of qualified Prospects within your Permission Marketing database to market to over and over again. Listbuilding is often achieved by offering something of high Perceived Value with the sole objective of capturing the prospect’s email address. Local Machine This is usually a desktop or laptop Device with a hard disk drive. Local Marketing The process of helping offline businesses improve their online presence using the specialist services of a person with Internet Marketing skills. Local Search Keywords that are geographically sensitive and consequently trigger results within a certain geographical region. Some Keywords that are known to be geo specific keywords can trigger local results without a geographical location being stated due to Google knowing the geographical location of the searcher by its IP Address. Minisite A collection of files which makes a small Website. The files include Product images, header and footer graphics and Sales Copy. Minisites are useful to brand a product and they’re often included in downloadable Master Resale Rights or Private Label Rights products so a marketer can easily upload them onto their Server to instantly begin to resell. MacBook The name given to a laptop computer invented and marketed by Apple Inc. The name is derived from the MacIntosh operating system that the laptop uses. Malicious Code Code that attempts to execute on a person’s machine to cause damage to the machine. Market Problem Page 19
  20. 20. An opportunity for an Internet Marketer to find Solutions to the problem, locate a Product (in the instance of an Affiliate) or create a product (in the instance of a Product Owner) and market it to those with the problem. Marketing Funnel The process of filtering customers through the Front End of the funnel with free or inexpensive Products through to the Back End of higher end products with higher Price Points. Master Resale Rights Rights granted to a buyer that enables them to market the Product themselves for a profit. Master Resale Rights (MRR) products usually come with a minisite, product graphics and sales copy. This makes the purchase seem like an investment rather than an expense and enables the product owner to distribute their product virally. Metrics Statistics that are important to understand so the marketer knows how they can improve their marketing efforts for greater success. Micro Blogging Websites that allow bite sized posts into people’s feed that choose to connect. Micro Niche An even smaller, more defined segment of a Niche. Membership Site A Website with a private access login area which usually requires a monthly payment for its access. Making a site like this makes it possible for the Internet Marketer to earn Passive Income each month. Meta Tags A list of Keywords that are relevant for a specific Web Page which is recognised by Search Engines to decide upon the page’s content. Meta tags are not visible to users and are only read by search engines when they Index the page. Mind Map Common type of Product that provides a visual representation of relationships between different things. A good mind map can significantly piece together ideas and concepts that were previously considered separate entities in someone’s mind. Module 1. A piece of code that plugs in to a larger application. See also Plugin. 2. A unit of a training course that forms part of a Product. Page 20
  21. 21. MSN An acronym that stands for Microsoft Network which offers a variety of Programs, features to Internet users. Most of these are free of charge. Newbie An internet newcomer. Niche A small defined, highly targeted segment of a market which has a certain demographic of people. The niche demographic can be determined by interests, age, gender, occupation and disposable income as well as characteristics and personal desires/fears. Niche Research The process of researching consumer needs for a Niche, finding offers to fulfil those needs and finding the places where they visit/inhabit. Offer The content of the Internet Marketer’s offering. The word offer is often used instead of sale or sell because many people have a natural aversion to sales and marketing but subconsciously love to be offered things. Online/Offline The state of being either connected to or disconnected from the internet respectively. Open Rate The rate at which Subscribers open emails sent out by the Internet Marketer. Open Source Source code that is contributed by an open community of web developers. Open source software is often free. Open source software is often stored on .org sites. Examples of open source software include Firefox Web Browser, WordPress blogging platform, Linux operating system and OpenOffice office suite of documents. Operating System A set of system software programs that regulate the way applications use computer hardware to function. An operating system contains user controls in its front end within its control panel. These are more user friendly than the changes in the back end which is done by altering the system registry. Opt in Page 21
  22. 22. A form of marketing also referred to as Permission Marketing. This is most commonly email marketing where a user gives a marketer permission to email them. This is usually done by the visitor choosing a Digital Product of great enough Perceived Value for the user to submit their email address in exchange for it. Organic Results that show in the natural search results area in a web search. OSP An acronym that stands for Online Service Provider. These are organisations that provide an information service delivered over the Internet. Examples include online backup services such as Amazon S3. Outbound Links Links that are on the Internet Marketer’s domain pointing towards someone else’s Domain. These are not favourably looked upon by Search Engines, although outbound links can be used on Websites with ‘nofollow’ Meta Tags which prevent the search engines from registering them in their calculations. Outsourcing The process of hiring and organising other people to do certain tasks on the marketer’s behalf. This is usually done to enable the marketer to be more productive on the things that grows their business. PAD File An acronym that stands for Portable Application Description. A file type required by Download sites that describes the properties of the application using an XML file, so it can be held on the site. These files are required when you convert Products into Executable Files (.exe) so they can be recognised and treated as Software. Page Rank Also known as “Google Juice”, is the rank that Google assigns individual Web Pages within your site. Page Impressions The number of times that a Web Page is requested from a Server using Web Browsers. This is the preferred method for counting traffic. This is sometimes known as page requests or page views. Passive Income Income that is earned on an ongoing basis which does not require ongoing effort. Payment Processor Page 22
  23. 23. A service that enables an Internet Marketer to process payments. Such examples include PayPal, ClickBank and WorldPay as well as higher end Solutions from high street banks. PayPal A common payment processor owned by eBay Inc. PDF File An acronym that stands for Portable Document Format. This is a document that usually cannot be edited but can be universally viewed on computers as long as the computer has a PDF Reader installed on their machine. The most famous company offering PDF software is Adobe. PDFs are the most common file type for eBooks. Perceived Value The value attached to the product/offer/solution in the mind of the Prospect. Permalinks A method of changing Links that are not friendly for Search Engines into friendly links. Permission Marketing A form of marketing where the prospect has granted permission for the marketer to send them information on a regular basis. PHP A recursive acronym that stands for Hypertext Preprocessor. It is a Server Side scripting language that can be embedded into HTML to code complex web applications. Physical Product A Product that is tangible in nature. These include books, DVDs, CDs and USB keys. Ping The process of updating a site and letting a Search Engine know about the update. Plug-in A small piece of Software that simply “plugs in” to a larger piece of software to extend or change its functionality. Common examples of this are Firefox plugins, WordPress plugins, Shockwave Flash, Real Player, QuickTime Viewer, Microsoft Silverlight and Adobe Flash. Podcast The term originates from a combination of “broadcasting” and “iPod”. Podcasting refers to the process of publishing audio and/or video files over the Internet. The files are referred to as Page 23
  24. 24. “podcasts” or “shows” and are usually similar to talk-radio programmes or public access TV shows in their nature. Positioning The association occupied within the Consumer’s mind. A Product or a company can occupy a certain position within the consumer’s mind which they can exploit to their advantage. Pop-Up A little advert that pops up over your screen. Pop Ups are designed to trigger a specific response. A common example for a pop up is the use of an Opt In Form. PPC An acronym that stands for Pay Per Click. This is an online advertising method where the advertiser pays the company who host their advertisement each time a visitor clicks on their advert. For Search Engines, the advert being showed is determined by the amount of money the advertiser is willing to pay for each click in relation to competitors that bid on the same Keywords. Some search engines such as Google also determine ad placement based on a Quality Score. PPM An acronym that stands for Pay Per Mille. This is an online advertising method where the advertiser pays the company who host their advertisement for every one thousand Page Impressions generated. PR An acronym that stands for Public Relations which is the process of asking journalists to publish content about the company/offering which is tied into a newsworthy article. The journalist gets content and the marketer gets free publicity. Press Release An article that is released to the press usually with the intent of gaining publicity. Price Point The positioning of a Product in the marketplace with reference to its price. Private Label Rights A Product where the Product Owner grants the buyer full permissions to edit the product in any way they wish. This often means that the buyer can change the authorship of the product as well as the images and content. Editable files such as .doc/.docx/.psd/.ppt files are often provided to help the buyer do this. This helps the marketer to convey the product as an investment rather than an expense. Product Page 24
  25. 25. A unit of value for a specific Target Market. Product Launch A series of events and actions that can often be sophisticated with the sole objective of selling as many units as possible within the launch period by stimulating desire within the marketplace and generating huge volumes of Traffic. Product Launch Frenzy The period where a Product launches onto the market creating a large amount of interest. Rational thinking amongst buyers can often be lost during this time. Product Owner A person/company that owns a Product. Program A computer application that performs a specific task or function. Proof of Earnings Screen capture images or videos usually embedded in a Sales Page to give credibility to a product offering and improve the chances of successfully making a sale. Prospect A prospective customer. A person that is suitable for your offering but has not yet transacted with the marketer. Public Domain Content that is available to everyone free of charge. Quality Score A score placed upon a certain page based upon its elements and their properties. Google likes pages that are Content Rich and gives preference to them by giving them a higher quality score. A page with less content such as an Opt In Page (Squeeze Page) is given a significantly lower quality score. This invariably means that the page will appear lower in Organic search rankings and will need to pay significantly more for the page to appear in the Sponsored Results. Query The process of requesting a definitive list of results from a Database using specific conditional criteria. Reciprocal Linking Page 25
  26. 26. The process of exchanging links between two Websites. Exchanging links within topical websites could help to increase the Link Popularity. Reprint Rights Permission that is granted to print a work that has been previously published. Resale Rights Permission that is granted to sell the work on to someone else at a profit. ROI An acronym that stands for Return On Investment. This is the metric which determines whether the investment will return a greater benefit than its cost. Router A Device that provides an Internet connection. RSS An acronym that stands for either: Really Simple Syndication, Real-time Simple Syndication or Rich Site Summary. RSS is a technology that allows web users to distribute new content to Internet users without the user having to revisit the website. Website users can subscribe to feeds using a variety of websites and other software applications such as Web Browsers and Email Clients as well as RSS Readers. RSS Reader Software that can read RSS Feeds. These can be Websites such as Google Reader, Web Browsers such as Mozilla Firefox or Apple Safari or Email Clients such as Microsoft Outlook. Sales Page Web Page detailing the Benefits of a Product with the sole objective of selling it to the Prospect. Screen Captures Images that are taken from the screen used to illustrate something on the computer. This can be done using software like SnagIt (for still images) or Camtasia (for video capture). Script A series of executable commands that performs a certain task. Search Engine A Website that acts like a catalog for the Internet. The search engine Indexes Web Pages using Spider Programs and stores information regarding each of those web pages in a huge Database. A Page 26
  27. 27. user types in Keywords for the content they are looking for which triggers a Query from the database to list a series of search results to the user. Search Network An option that advertising providers give where adverts are displayed only within search results. Search Terms Another expression for keywords. SEO An acronym that stands for Search Engine Optimisation. This is a process where Web Pages, images, videos and other elements are recorded using a series of tags and data that labels the content of the web page/image/video. Server A special type of computer that serves (or gives service to) other computers with information when it is called. A server is designed for storage and does not have a Graphical User Interface (GUI) for the user to interact with. There are various types of server including web servers, media servers and email servers. A server can be thought of as a service provider. Server Side Refers to code that is executed on the Server rather than the Client. For example, PHP code is executed on the server, therefore is known as a server side Script. JavaScript is executed on the client, so it is a client side script. Shortened URL A Link that has been shortened often for two purposes. The first is to disguise the real link and the second is to shorten it so it can be used in locations where there is a restriction with the character length of the post. This is extremely common in Social Networks with the most popular example being Twitter. Signature File This is sometimes referred to as a “sig file” or a “resource box”. This is used by marketers to identify the sender and provide additional information which often includes a Link (or other action) for the user to click/take. Site/Website A collection of Web Pages that belong to any one Domain. The site can contain a variety of content which is usually provided to the user as text, images, audio and video. Single Opt In Page 27
  28. 28. A process where an Internet Marketer only requires a Prospect to submit their email address. This is opposed to Double Opt In where a prospect is required to submit their email address, and then verify their email by clicking a link in a confirmation email. Single Opt In is often used to increase Listbuilding rates, however can leave marketers subject to Spam complaints. Skin Styling element that is applied to your Web Page. Skins can be applied in many different Blogging Platforms, Websites or Content Management Systems. See also Themes. Slap A web authority taking action against a marketer for practises considered against the terms and conditions of usage. Being “slapped” by a web authority could seriously damage an Internet Marketing business. Spam Unsolicited commercial mail. This is mail that the user never gave their consent to receive. Spam is characterised by its large volume. A Spam Filter is a piece of software usually provided by either the ISP, Webmail Provider or Email Client. Spam Filter Utility that filters spam email into a spam folder to prevent it reaching a user’s inbox. Certain Keywords can trigger the spam filter. Spider A piece of sophisticated software that scans Web Pages looking for its labelling properties such as Title Tags, Description Tags, Meta Tags, H1, H2, H3 and Alt Tags. Split Testing The process of comparing one variable and another with the objective of determining which of them worked the best. This is often called A/B Split Testing because an ‘A’ variable is tested against a ‘B’ variable. Spyware Spyware is a piece of covert Software that a user inadvertently Downloads onto their computer which gathers information about the users browsing habits and preferences usually for the purpose of marketing. Spyware is generally not desired by Internet Marketers. There are plenty of free tools to help users remove their infected machines such as AdAware, Spybot and AVG. Social Bookmarking Bookmarking an article on a bookmarking site cascades the content to a greater population improving the relevancy of the site and opportunities for people to arrive at your site using the bookmark. Page 28
  29. 29. Social Media Online media tools and networks that are social in their nature. Social media is a well established method of creating online Traffic. Social Networks Places on the Internet where users congregate online to converse, exchange ideas and in the Internet Marketing world, market Products and drive Traffic. Software A computer package that contains a set of executable instructions that tells the computer how to perform certain tasks. Software is usually written in a language that computer programmers can read but the computer compiles as Binary Code. Software exists to solve thousands of different problems. Solo Ad An advertisement sent out to a Database list on behalf of someone else who has paid for that service. A List owner can sell mailouts to other marketers for financial gain. A buyer does not need to reciprocate the mailing like they would in an AdSwap. Solution The Perceived Value in an Offer which resolves a particular problem in a market. The solution to that problem is where the value is created and the money is exchanged. Sponsored Result A search listing that appears within search results that has been paid for by an advertiser. Static IP An IP Address that never changes. This is often useful for testing servers or gaming servers. Streaming The process of transferring content from a media server to a Client machine without it being stored on the client machine permanently. Depending upon the quality of the content being streamed, streaming services often require the user to have sufficient Bandwidth and the vendor to have dedicated streaming servers for the task. Subdomain A domain name that is part of a larger domain. If you’ve ever seen a Website address that doesn’t begin with the name of the domain, you’ve probably encountered a subdomain. An example of this is: which is a subdomain of the larger domain Super Affiliate Page 29
  30. 30. An affiliate capable of generating a significant percentage of an affiliate program's activity. Swipe File A collection of files (either paper or electronic) that is stored for reference by an Internet Marketer. These files are usually proven at triggering a response from the market, so they can be used again and again in copywriting and persuasion. Systemisation The process of automating business operations to release time allowing the Internet Marketer to invest their time in creating value for their market. Tag A descriptive term that is associated with a piece of information, sound clip, or video on the World Wide Web. Tags have become the Internet standard for classifying information. They are the identifiers used by Search Engines to categorise content and determine relevancy. Target Market This refers to a segment of people to which a particular Product is marketed. Members of a target market may have similar interests or a similar demographic profile. Tech Support A service that offers advice to its Clients. This is usually for Products such as computing hardware, Software and suchlike services. Teleseminar A seminar delivered over the telephone network. Theme Styling element that is applied to your Web Page. Styles can be applied in many different Blogging Platforms, Social Media websites or Content Management Systems. See also Skins. Title Tags Important SEO component that labels the content of a Web Page with a title. Thread A topic of related posts within a Forum, mailing list or newsgroup. Threads are often opened regarding a specific problem. When it is deemed that a satisfactory answer or conclusion has been drawn, the thread is usually closed. Trackbacks Blogging term used to keep track of Links to content. Page 30
  31. 31. Tracking A business practise undertaken by Internet Marketers to monitor their efforts. Amongst other things, tracking can be applied to Traffic generation, Conversions, Blogging, Listbuilding and Affiliate sales. Examples of tracking tools include Google AdWords, Google Optimiser, Google Webmaster Tools, InPlay, Quantcast, Alexa and Technorati. Traffic A term to refer to the process of moving people from one place to another with the objective of putting them in a “conversion scenario” or “conversion environment” where there is a possibility of the user taking an action desired by the marketer. Trojan Horse A computer Virus that disguises itself as a helpful Program. Once the program is Downloaded and run on the user’s computer, the virus is released. Extreme examples of trojan horse viruses can erase the hard drive or destroy certain parts of the computer rendering the computer useless. Sometimes a trojan horse can reside deep in a computer’s filing system and slowly transform files and documents. Tweet A message which is less than 140 characters in length which appears in the user’s follower’s Twitter feed. These messages often contain a Link to drive people back to other Web Pages where more content can be communicated. Unsubscribe(s) 1. The process of leaving a Permission Marketing email List. 2. The people that have unsubscribed from the list. Upload The process of moving files and information from a Client to a Server. URL An acronym that stands for Uniform Resource Locater. The precise web address that must be typed into the address bar of a Web Browser to direct the user to the exact Web Page. Username/User ID The name used to log into a user’s account. This is often a username the account holder chooses and is sometimes the email address used upon registration. Verification Rate The amount of email addresses that are verified through the process of the Prospect clicking on the confirm email that is sent out during the Double Opt In signup process. Page 31
  32. 32. Viral A practice that moves a Product from person to person quickly. The ease at which information can be passed from one place to another with the Internet has made it possible for information, videos, audio and graphics to spread throughout the Internet community like wildfire. Virus A Program that multiplies itself on computer systems and incorporates itself into shared programs. Some viruses are relatively harmless whereas others can destroy computer files or even disable a computer entirely. It is advisable for any internet user to protect their machines with Anti-Virus software. Web Browser An application that enables a user to browse the Internet. The top web browsers in the marketplace are Mozilla Firefox, Microsoft Internet Explorer, Apple Safari, Google Chrome and Opera. Web 2.0 Second generation of web services. These include Blogs, Podcasts, PPC marketing, Social Media, Wikis, RSS and Tagging. Web Designer A person that designs Web Pages and Websites. A designer handles branding, aesthetic and navigational elements of creating a website. A web designer is often confused with a Web Developer. Web Developer A person that handles the coding and functionality of the Website. This includes coding, testing and deployment of pages. Webinar An online environment where content can be delivered to many people simultaneously. The market leader of webinar services is GoToWebinar which is a company that falls within the Citrix umbrella of companies. Webmail Online mail services that enable users to have email accounts. The most popular webmail providers are Google (Gmail), Yahoo (Ymail), Microsoft (Hotmail) and AOL. Webmaster A person involved with the creation/management of a Website. White Hat Page 32
  33. 33. A legitimate process or practice that is within the rules/terms and conditions of the relevant web authority. Wi-Fi A wireless network protocol that enables computers to connect to a Router without the need for cables. Widget An element of a Graphical User Interface (GUI) that is used to display content in a certain format. Wikis A series of Websites that provides answers and solutions to a variety of problems. These websites are based upon people contributing content and solutions for free. Wikipedia is the most famous example of a Wiki site. WordPress The most popular Blogging Platform on the Internet. exists for Blogs hosted online and is for self-hosted blogs. World Wide Web The connected documents that exist on the Internet. WYSIWYG An acronym that stands for What You See Is What You Get. This is the reference given to Software that provides a Graphical User Interface (GUI) that enables users to create things such as Web Pages without the need for technical or programming skills. XML An acronym that stands for Extensible Markup Language. XML enables web developers to add customised Tags to the Web Page design. ZIP File A file that is compressed and/or encrypted. Some files are too large to send via email easily. “Zipping” files also gives a convenient way to bundle files together, compress them into a smaller folder and even encrypt them. Conclusion I hope you’ve enjoyed this Internet Marketing Glossary. Understanding this will help you understand the language of Internet Marketing much better. Feel free to distribute this book as you please. List offering, blog downloads, forums, giveaways.  Page 33