Internet Marketing Glossary

Ad Spend: The amount of dollars allotted for advertising.

Advertising Network: A service provided by a company that offers advertising space through website publishers and receives a share of the revenue generated by the advertisement as a brokerage fee. The three major affiliate networks are Commission Junction, Google Affiliates, and Linkshare.

Affiliate Marketing: A form of internet marketing where an internet company uses website publishers to promote their products or services in exchange for a share of the resulting sale. Commonly referred to as Revshare or CPA.

Algorithm: A mathematical equation that search engines use to determine the position websites have in search results.

Anchor Text: A text link used to describe to visitors and search engines what the linked page is about. It is one factor search engines use to determine search rankings based on the keyword of the text in relation to the content on the page linked to.

Branding: It is a process in which an identity is formed for a company, product, group, or person and embodies attributes similar to a person.

Click Through Rate: (CTR) is a metric to determine the rate which users click on an ad. This is found by dividing the total number of clicks on an ad by the total impressions of an ad.

Cost Per Action: An advertising model where the advertiser pays based on specified action performed. Examples of this can be form submissions, downloads, and sign-ups.

Cost Per Thousand: (CPM) is an advertising model that charges the advertiser per thousand views whether or not the ad is actually clicked. Commonly seen ads are within news sites as well as Facebook.

Header Tags: HTML element used to describe the information of a web page. This is considered one of the most important SEO factors in ranking a website. Header tags come in six different forms with the h1 tag being the most important element.

Keyword Density: A measurement based on the repetition of a keyword or phrase within a web site. Depending on the density of a keyword a website has will have an impact on the ranking within search results. The common range for keyword density is 3-5% but is not a steadfast rule.

Keyword Phrase: A word or phrase that is used in search engines queries. These are words that people might search for to find your company, products, or service.

link bait is content created with the goal of gaining a link from another website. It is most commonly recognized as something that is worth sharing on the social web.

Link Building:The process of obtaining links to a website from quality websites through sharing, asking, paying, or bartering. Inbound links to your site are an important factor in SEO and weighs heavily in search engine algorithms.

Local Search: Search engine results delivered based on the location and intent of the searcher. Search engines combine business listing, maps, review sites, and the location of businesses related to the searcher to provide relevant information.

Meta Description: An HTML tag that allows web page authors to describe the how their page is displayed in search engine results.

Meta Tag: HTML code placed in the header of a web page to provide information to search engines about the content of the page. Common tags include title, description, and keywords and may have other descriptive information about the site.

Organic/ Natural Listings: Web pages listed in search results that are deemed relevant to a search query based on the content of the site. These listings are consider natural because they cannot be paid for.

Pay-Per-Click: PPC also known as CPC is an advertising model that an advertiser pays a publisher based on a per click basis. Most commonly seen on search engines.

Personal Branding:The term, coined by Tom Petters in the 1997 Fast Company article “The Brand Called You”, relates to an individual who markets their personal strengths, attributes, and qualities to others.

Quality Score: A score that is given to a pay per click advertisement by search engines based on the content of the ad, its click-through-rate, and the landing page content in relation to ad.

Revenue Share: (Rev Share) An advertising model that shares a portion of the profits with the publisher in exchange for advertising.

Search Engine Marketing: (SEM) is marketing a website online with the goal to improve the website position within search engines. Although search engine marketing has been referred to many as paid advertising, it also includes search engine optimization, social media marketing, and contextual advertising.

Search Engine Optimization: (SEO) is the process of improving a websites standing in search engines. This is done through identifying keywords that match search queries, quality programming practices, and content distribution.

Site Map: A list of accessible web pages provided for search engines to quickly and easily index a website. It provides a navigational structure of the website and is often written in HTML and XML.

Social Media :Websites that drive social interactions through sharing content and providing conversations between people. The most popular social media sites include Facebook, Linkedin, and Twitter.

Social Media Marketing: (SMM) Internet marketing that uses social media sites to provide brand awareness, customer interaction, and sales. This is achieved through utilizing social networking sites, review sites, and social sharing sites by engaging people with either informative or compelling content.

Title Tag: is an HTML tag that defines what a page is about and is one of the most important factors in SEO. It is visible at the top of a web browser and as the link in search engine results.

Vanity URL: A domain name that is specific to a product, service, or person and is used for branding purposes.