Internet Marketing Glossary & Online Advertising Dictionary



A/B Testing: A/B Testing is a technique that is used to test two different variables which could include comparing two elements of a landing page (e.g. page headline), two different creative ad units (one with red background, the other with green), offer (25% off, 30% off) or some other campaign variable, in a controlled environment. One of the two variations will be the baseline and the alternate solution, devoting 50% of the visits to baseline and alternative so that performance comparisons can be made once a statistically significant amount of data has been collected. It is important that tests change only one variable at a time so that changes in performance can be clearly attributed to the aspect being tested.

Here is a great video by Google explaining how to use the Google Website Optimizer tool (Update: June 1, 2012, The Google Website Optimizer was replaced  Content Experiments, a Google Analytics  – see official announcement on the Google Analytics blog) which is a free A/B website testing tool for Internet marketers. a website that content from a broad range of authors/experts with articles to help visitors find solutions to a wide range of daily needs ranging from parenting, health care and technology to cooking, travel and many others. The website content is written in English, targeting Internet users primarily North America, Australia, New Zealand and UK. It is owned by The New York Times Company. Becoming an author on is a great way to position yourself as an expert in your respective fields due to the search engines generally ranking content high in the search results, thus providing broad exposure and reach. gets roughly 43M UV (Unique Visitors/month as of July 2012 – Source:
and competes primarily with other information websites including, (UV=86.37M),, (UV=43.5M), (UV=5.7M), (UV=1.28M). Getting links from these websites to your website can dramatically boost your Internet marketing efforts.

Above the Fold:The portion of a web page that is viewable in the Internet browser window without scrolling. Ad units above the fold perform better and thus fetch higher prices than ad units below the fold.

ACRank: ACRank stands for ACitation-Rank and is a metric alculated and tracked by Majestic SEO at the domain level. ACRank values are between 0 and 15 and are designed as a measure of the authority of a webpage based on the number unique root domains that point at a webpage. See the Majestic SEO definition of ACRank for the precise details of how the number of domains linking to another domain are mapped to ACRank values. ACRank is viewed as a proxy to Page Rank by many Internet marketers, though the scales of the two metrics are different.

Adsense: the Google advertising program where Internet publishers can sign up to be paid for agreeing to display advertising sold by Google on their website. Publishers who sign up can dedicate and specify specific locations within their website where ads will be shown. Publishers are provided a small piece of code from Google where the publisher will place that code at each location within their website where they wish to show ads. Oftentimes publishers will use AdSense revenue to offset publishing costs.

Adsense Arbitrage (Garbitrage):Adsense Arbitrage is a specific approach to Affiliate Arbitrage where the traffic is purchased through Google AdWords to a landing page made up of primarily PPC ads and affiliate links. Garbitrage is a phrase coined by Kris Jones at an animated SES “Dealing with Affiliates” panel in April of 2007.

Advertising Metrics:Advertising metrics in Internet Marketing can be broken down into performance metrics and purchasing models. Common advertising performance metrics include: CTR, CPA and CTC. Common internet advertising models for Internet Advertising include: CPM, CPC and CPA

AdWords: otherwise known as Google AdWords, offers Internet marketers and option to bid for position within the sponsored (i.e. paid) search results. Google AdWords provide Internet marketers and alternative to SEO (Search Engine Optimization). With Google AdWords, Internet marketers can begin obtaining targeted traffic. As soon as they open their Google account with Google traffic. Internet marketers will bid an amount they’re willing to pay per ad impression or when an ad is clicked. When and advertisers, ad is displayed in the sponsored search results for a keyword or key phrase, that advertiser will pay Google for displaying its advertisement is paying on AC p.m. model or will pay Google when somebody clicks on their advertisement. If purchasing advertising on model a PPC (Pay Per Click) resulting in a visitor to their website. For PPC advertisements, Google determines the ranking, or order, of sponsored search advertisements based on the bid amount and the CTR (Click Through Rate).

Affiliate Arbitrage: Affiliate Arbitrage is a specific affiliate marketing strategy where affiliate marketers bid on keywords from programs such as Google AdWords, Yahoo! Search Marketing or Microsoft Advertising with Bing. The paid placement ads, purchased on a PPC model, link the ads to either their own affiliate marketing web site, or directly to the merchant website. Some merchants disallow direct linking from a PPC advertisement such as To profitably implement affiliate arbitrage, the affiliate marketer must factor in cost per click bid price and conversion rates as compared to the commission or payout to ensure a profitability.

Affiliate Marketing: The practice of a third party marketing a merchants products. The third parties are paid a commission each time they sell one of the merchants products. Commissions can be based on either a flat rate for each sale (or lead captured) or a percentage of sale. These and other terms of the affiliate relationship including terms and conditions of payment, sale verification techniques and types of marketing allowed our spelled out in the Affiliate Agreement between the merchant and the affiliate marketer.

Algorithm: algorithm, as it relates to SEM (Search Engine Marketing), is a defined set of instructions and criteria used by search engines and the computers that run them to rank the relevance of websites relative to searches containing certain keywords or key phrases.

Alt Text: The Alt text is an HTML attribute that specifies alternative text to be displayed (or to be “read aloud” by special accessibility software) when non-textual elements of a web page cannot be displayed; Not only is the Alt text is used for accessibility to enrich the online experience for those with disabilities, search engines use the alt text to help determine page relevancy and index content.

Analytics: Sometimes referred to as web analytics which are tools used to measure number of visits to a website differentiating between new visits versus repeat visits, where those visitors come from, what content they interactive with on your website, how long they spend time on the site as well as other key information.

Anchor Text: Anchor text is the clickable part of a hyperlink. For example, for the link Internet marketing blog, “Internet marketing blog” is the anchor text of the link.

Autoresponder: A software solution that is automatically invoked when a user sends an e-mail to a certain email address, this software automatically responds back an e-mail; autoresponder applications can be used to provide users with some valuable information such as a while paper or product brochure. It is a good mechanism to capture customer email addresses while promoting your business. Auto responders are sometimes bundled in with web hosting packages and are the e-mail equivalent of a fax-back service.


B2B: Stands for Business to Business and represents a market focus where a business is marketing and selling its products and services to other businesses as opposed to consumers.

B2C: Stands for Business to Consumer and represents a market focus where a business is selling its products and services directly to consumers as opposed to other businesses.

Backlinks: The links to a website that originate from websites on other domains. For instance, any website that links to this website ( that does not have in the website address (URL) is considered a backlink and is a signal to the search engine as to the meaning and content of a web page. This is why backlinks are so important to SEO. Backlinks are weighted by Google algorithmically and pass authority from websites that are viewed as authoratative by search engines. The anchor text of the backlink is also an important factor in the value that a link provides in promoting the page linked to in the search results. Keywords in the achnor text add value for the site being linked to and trying to rank for those terms.

Below the Fold: The Portion of a web page that is viewable in the Internet browser window only after scrolling; this includes the entire web page excluding the portion that is above the fold. Ad units below the fold perform worse than those above the fold and thus can be purchased at a discount relative to ad units above the fold.

BlackHat SEO: A term referred to unethical tactics used to improve a website’s postion in the natural/organic search traffic. In this context, unethical means tactics that violate Google Webmaster Guidelines or Bing Webmaster Guidelines for successful indexing, both of which include best practices for having the search engines find, crawl and ultimate index your sites. These webmaster guidelines are updated with the most recent versions avaiable online (see preceding links). The guidelines have specific rules about what each search engine views as acceptable practices on how to effectively deploy and manage a website to best ensure that the website will be included in the search results.

Blended Search: also referred to as Universal Search by Google, is used to describe the practice by search engines returning search results comprised of links to web pages, videos, audio clips and images as opposed to just returning website links in the search results. Blended Search Results provide the user with an interesting mix of multimedia resources and is a good way for search marketers to use engagement objects to get on the first page of Google Search Results for competitive search terms. Blended Search Results Example.

Blog: Contraction for Web Log; Blogs have become a popular way for Internet users to post information organized around an area of interest or expertise. Blog platforms provide the infrastructure necessary to simplify the online publishing process so that nearly anyone with a computer can setup and maintain an Internet presence without the need for technical training. Typically blog posts on popular blogs are relatively frequent (daily or weekly) with posts that are usually shorter than an online article. Most blogs allow readers to post comments to facilitate dialog and sharing of ideas.

Bounce Rate: The percentage of visitors to a website who view only one page before leaving the site. This is a key metric to track and is a good indication of landing or entrance page’s ability to monetize traffic to that page. This Bounce rate is calculated by the number of visits viewing one page divided by the total visitors entering that page. Bounce rate is associated with a defined period of time.

Brick and Mortar: Term used by Internet marketers to refer to the portion of a business that is conducted at a physical address, as opposed to online; the opposite of e-commerce.

Browser: Software used to navigate to and view websites. The following video is a good high-level overview of what a browser is and as importantly, what it is not. Simple enough for your parents to understand.


CAN-SPAM: Stands for Controlling the Assault of Non-Solicited Pornography and Marketing. The CAN-SPAM Act is a federal law, passed by Congress in 2003 and signed into law by George Bush in January of 2004, which governs the circumstances in which a marketer can send email solicitations. Penalties for violating terms of CAN-SPAM include fines up to $11,000 per incident and possible jail time for repeat offenders.

Click-Through: The act of clicking on an online advertisement, redirecting the user to the advertisers offer page, sometimes referred to as “clicking-through” to the advertisers offer. Advertisers who purchase ad space on a CPC (Cost per Click) or PPC (Pay per Click) basis are charge a fee each time their add is clicked.

Commission: A fee paid to an affiliate or partner who drives traffic to the merchant’s website resulting in a sale. Commissions can be based on a flat fee or percentage of sale. Commissions can be one time, or for subscription based products, can be a recurring payment.

Cookie: A cookie is a file sent by a website and saved by a users a web browser used to record a user’s activities on a particular websites. Cookies can be used to track where a users came from (referring link), what ads they clicked on, if made a purchase or submitted their information in a lead form. Cookies can provide functionality like remembering passwords to commonly visited websites or maintain persistent shopping carts even after you have left a website or turned your computer off. Cookies are used to implement re marketing and re targeting advertising strategies. As you can imagine, there are many privacy advocacy groups who view cookies as an invasion of privacy.

Content: Content is the information contained in text, visual images, audio sounds and video formats providing value to Internet users. In SEM (Search Engine Marketing), unique, relevant content is one of the most important variables in attracting repeat visitors, inbound links to positively impact search engine page rank.

CPA: Stands for Cost per Acquisition. In this Internet advertising model, the advertiser pays a flat fee or percentage of sale for each conversion, regardless of click-through or conversion rates. The publishers generally like this model least as click-through and conversion rates are generally outside of their control, yet their ability to monetize their inventory efficiently depend on these two key performance metrics. CPA is the how performance advertisers doing direct response, prefer to acquire their media is it fixes the cost per acquisition to enable them to manage their advertising ROI. Performance advertisers, large and small, get much of the advertisement distribution through affiliate marketers who are set up to manage campaigns on a CPA basis.

CPC: Stands for Cost per Click. In this advertising model, the advertiser pays a flat fee for each click. When everything is tracking correctly and pages load to completion, their is a one to one correlation between clicks and visitors. In this model, publisher’s revenue is directly impacted by CTR (Click Through Rates), which is driven by offer differentiation, creative quality and call to action, all of which are generally outside the publishers control. Advertisers prefer this model over CPM since they are guarantee to get a certain amount traffic independent of the realized click through rate which can vary by publisher, even for the same offer, creative and call to action.

CPM: Cost per a thousand impressions. In this advertising model, the advertiser pays a flat fee for 1000 impressions, where each impression is an instance of their ad being displayed. Publishers prefer to sell advertising space using this model as their revenues are more stable and correlated directly with their traffic level. In this model, the advertiser is going to monitor click through rates and conversion rates to judge the overall performance of their campaign and ROI on their advertising investment.

CRO: Acronym that stands for Conversion Rate Optimization includes testing various aspects of a website to improve the rate at which website visitors perform some desired action prior to leaving a website. This can include changing the anchor text in links to increase click through rates, modifying buttons that correspond to some desired action, modifying an opt-in form used to capture email address for an email signup, changing the call to action and a myriad of other factors that can be tweaked while tracking the results.

Conversion Rate Optimization video (runtime: 9 min, 29 seconds) covering some basics of Conversion Rate Optimization:

Crowdsourcing: The process of posing a question a large group of people to try to get to the best answer quickly. Crowdsourcing examples include asking a question on LinkedIn, posing a question on a blog or asking for input to a problem on a forum.

CTC: Stands for Click To Conversion and is calculated by dividing the number of clicks (visitors) received from a specific ad unit or link divided by the number of resulting conversions, typically defined as a captured sales lead or completed sales transaction. CTC is on of the most important Internet Marketing performance metrics used to evaluate online campaign ROI (Return on Investment) and represents an online campaign’s efficiency of converting visitors to leads and/or customers.

CTR: Stands for Click Through Rate and is calculated by the number of clicks received from a specific ad unit or link divided by the number of times that unit or link was shown. CTR is on of the most important key performance metric used to evaluate online campaigns when the goal of the campaign is primarily to increase website traffic.


Double Opt-in: The recommended approach for setting up an email newsletter or any email list where the person submits their email address for the first opt-in then clicks a link in an email automatically from the list owner which is the second time they perform an opt-in action, hence the term Double Opt-in. Support of this feature in email marketing software and service platforms, both paid and free, is common. The eBiz ROI Weekly Newsletter Sign-Up works this way. See how to collect email addresses for more information.

Domain Names: The human readable name of a website address. Domain names must be unique and are the part of the URL or website address that is immediately following the “https://” or “https://” up to and including the first “/”. By way of example, the domain name portion of the URL for this page is, or more precisely, The Internet and software to access it converts domain names entered in a browser to an IP address necessary to connect to the appropriate web resource to request content.

Dwell Time: The time that a user spends on a website, from the time they arrive on the website until the time they leave the website. This is referred to by some Internet marketers as time on site. Dwell time is a key engagement metric and perofrmance indicator for many marketers. The higher the dwell time, the better as it shows that a websites users are actively engaged in the content. The presumtion is that Internet users are actively engaged on a website until they exit, but dwell time is inflated by users who get interupted and exit from an attetention context but may not close out the browser or exit the page until much later. Therefore, dwell time should be viewed as a directional Internet marketing metric as opposed to absolute one. Advertisers purchasing on a CPM (cost per 1000 displays of an ad) will use dwell time as a comparison factor on media buys as it can help predict ad exposure, both in terms of how long an ad is potentially on screen (depends on ad position in page) and the likihood of that ad being viewed.


eCommerce: Business conducted over the Internet, usually involving the online promotion and sale of good and services. Products can be either durable goods or digital products that can be purchased and downloaded immediately. Sometimes referred to as eBiz.


FSI: Stands for Free Standing Insert; an FSI is a preprinted advertising message which is inserted into, print media unbound. These are most commonly found in newspapers.

Favicon: Is a contraction of the words Favorite Icon and is pronounced fav-icon; A favicon is a customized icon that is displayed to the left of the to the website URL in the browser address bar.

Favicons are also displayed in browser tabs

bookmarks, internet shortcuts on your desktop and are used to reinforce online brand identify. Favicon files are name favicon.ico, are 16 pixels by 16 pixels in size and are loaded in the root directory of a website.

FTP: Stands for File Transfer Protocol. FTP was designed to support the quick and easy transfer of files to computers connected by networks, either private networks and/or the Internet. Most applications that require the transfer of files such as web development environments or content management systems, support the FTP protocol.


Googlebot: A Google software program, often referred to as a “spider,” designed to continually discover and index new Internet content to keep current Google’s search engine database and search results returned to users.

Google Analytics: A valuable analytics tool offered by Google that enables web site owners to track unique visitors to a website distinguishing between new and repeat visitors, how those visitors got to the website called traffic sources and what they did after they got there. Traffic sources are broken down into search, direct and referrals. Google Analytics is offered free and is used by many businesses to track website and Internet Marketing ROI.


HTML: Stands for HyperText Markup Language used to implement web pages. HTML provides web browsers (e.g. Chrome, Internet Explorer, Firefox, Opera, Safari, etc.) with the instructions to display web pages


Insertion Order: Offen referred to as an IO. Insertion Orders are contracts between an advertiser/agency and a publisher/ad network. Insertion orders detail pricing model (CPM, CPC, CPA), total contract amount, payment terms, the duration of the contract/advertising campaign and the out clause which is how much official notice on a cancellation that an Internet advertiser or agency must provide the publisher or ad network displaying the ad.Advertisers prefer shorter out clauses, especially when testing a new publisher or ad network. Publishers and ad network always prefer a longer out clause. At a minimum, they will have to cover cost for campaign setup and management.

The insertion order out clause is often a highly negotiated area of an internet advertising conract. Insertion orders will also include terms and conditions such as peformance requirements, reporting frequency and campaign management support provided.

Insider Pages: is an online “local search” service operated by IAC/InterActiveCorp. Before its acquisition by IAC the company was based in Redwood Shores, California, and had over 600,000 reviews of local merchants around the country.[1]. The following blog post shows how easy it is to get your free Insider Pages business listing, complete with screen caps and accompanying description of the process.



Keyword: A word entered into a search engine (e.g. Google, Yahoo, Bing) for the purpose of finding related web content

Keyword Optimization: intentional use keywords within a web page to improve a pages position in search results for that keyword, targeting 2-4 occurrences of keyword per hundred words of copy

Key Phrase: A group of words, usually surrounded by quotes, entered into a search engine (e.g. Google, Yahoo, Bing) the purposed of finding related web content


Long Tail Key Phrases: Refers to a key phrase that is comprised of at least 4 words and is generally characterized by lower search volume. Search queries with long tail key phrases are generally enclosed in quotes returning only pages that are indexed on the exact phrase. Since Long Tail Key Phrases are very specific, the response rates tend to be higher when the anchor text, description or pay per click ad copy is tailored to a specific niche.


Meta Tags: Tags in the HTML that provide information about the web page which contains them. Examples include title, content meta tag and description meta tag, all of which are used by the search engines to rank web pages and display results.


Natural Search: Synonym for Organic Search. The process of generating search engine results based on their perceived relevance to a search terms, or a keyword, entered by a search engine user. Also referred to as the unpaid search results.


Organic Search.: Synonym for Natural Search; The process of generating search engine results based on their perceived relevance to a search terms, or a keyword, entered by a search engine user.

Off Page SEO: Refers to optimization strategies outside of your website’s design such as link building with authoritative sites with relevant content

On Page SEO: Refers to website implementation strategies to optimize position of a website in search results of particular words or phases


Opt-in: The act of a subscriber requesting to be sent information via emails and providing you official, legal permission to do so. The application for Opt-in is typically for managing subscriber lists for a newsletter or ezine.

Opt-Out: The action a subscriber takes when they request to be removed from an email list. Based on the Federal CAN-SPAM Act, it is illegal to ignore an Opt-out request and continue to send email to persons who have opted out.


Page Rank: An algorithm used by Google that assigns a value of 0 – 10 for each web page on the Internet; websites assigned a value of 10 deemed by google to be the “most important” within a set of related pages

Pingbacks: Pingbacks were designed to solve some of the problems that people saw with trackbacks. The makes pingbacks sound an awful lot like trackbacks: For example, Kristy published an interesting post on her blog. Judy reads Kristy’s blog post and comments about it, linking back to Kristy’s original post. Using pingback, Judy’s software can automatically notify Kristy that her blog post has been linked to, and Judy’s software can then include this information on her Blog creating a win-win situation.

Slightly modified excerpt from: There are three significant differences between pingbacks and trackbacks, though.

  1. Pingbacks and trackbacks use drastically different communication technologies (XML-RPC and HTTP POST, respectively).
  2. Pingbacks do not send any content.

The best way to think about pingbacks is as :

remote comments

  1. posts something on his blog.

Person A

  1. posts on her own blog, linking to Person A’s post. This automatically sends a pingback to Person A when both have pingback enabled blogs (e.g. WordPress, Blogger, etc.).

Person B

  1. s blog receives the , then goes to Person B’s post to confirm that the pingback did, in fact, originate there.

Person A’pingbackautomatically

The pingback is generally displayed on Person A’s blog as simply a link to Person B’s post. In this way, all editorial control over posts rests exclusively with the individual authors (unlike the trackback excerpt, which can be edited by the trackback recipient). The automatic verification process introduces a level of authenticity, making it harder to fake a pingback.

Some feel that trackbacks are better because of the context that readers of Person A’s blog can get relative to what Person B has to say, and then decide if they want to read more by clicking through to Person B’s blog). Others feel that pingbacks are superior because they create a verifiable connection between posts.

with some Internet marketing techniques:

Pingback Video

PPC: Stands for Pay Per Click. PPC is a pricing model used for predominantly contextual based text link advertising. In this pricing model, the advertiser only pays for clicks, regardless of how may times an advertisement is shown. This is a de facto pricing model for paid placements within search engine marketing.




Robots.txt: A file used to let search engines know whether or not to include a web page in the search engines database or not. From a technical perspective, the Robots.txt is parsed based on the Robot Exclusion Standard, also known as the Robots Exclusion Protocol or robots.txt protocol. This standards was developed to prevent search engines who support the standard from accessing all or part of a website which is otherwise publicly viewable. The name is based on the fact that Robots, or Bots for short, are often used by search engines to index web content, or by webmasters to proofread source code. The standard is unrelated to, but can be used in conjunction with, sitemaps, a robot inclusion standard for websites.



SEM: Search Engine Marketing is the discipline of applying tools such as PPC – Pay Per Click adverting and techniques SEO – Search Engine Optimization to increase and maintain a websites prominence in the search results Keyword Optimization A Technique of intentional use keywords within a web page to improve a pages position in search results for that keyword

SEO: Stands for Search Engine Optimization which uses tools and techniques to enhance the position of a website in the search results from a particular keyword or key phrase

SERP:Stands for Search Engine Results Page. SERP refers to the listing of links to web pages returned by a search engine query. The SERP listings of typically include titles, a link to the page, and a short description highlight the keywords or phrases which have matched content. The use of SERP may refer to an individual page of links or to the set of all pages returned for a search query.

SMM: Stands for Social Media Marketing, the emerging busienss function that uses social channels and netowkrs to engage customers and prospective clients to support the following goals:

  • Increase online reach, exposure and discovery of company, brand, products and services,
  • Bolster online visibility within search results and within social networks,
  • Drive targeted traffic to websites,
  • Generate contacts, leads and ultimately sales, while maximizing marketing ROI.
  • Optimize customer acquisition and retention and
  • Provide channel for receiving market insights.

A recent survey of the Association of National Advertisers showed that 90% of marketers are now using social networks, up from just 20% 5 years ago. Source: ANA Survey Reveals Marketers Vying for New Media Validity (Release: 16 July 2012)

SMO :Stands for Social Media Optimization which is the process of contributing and sharing content with you social media connects to gain online visibility of a company, brand, event, product and/or service. Social Media Optimization includes contributing and perpetuating a particular online body of knowledge with targeted, relevant content.


Social Media Engagement Score: A standardized process of measuring, tracking and evaluating social media engagement. A social media engagement score is somewhat analogous to a rubrics role in evaluating students. This social media engagement score is typically user -defined based on campaign goals and key performance indicators and based on a model that is applied consistently over time.


For instance, one could define a very simplistic social media engagement scoring model for a Facebook company page by tracking fans and fan posts, then calculating the number of fan posts divided by # of fans for some period of time to come up with a discrete Facebook fan engagement score (an actual number) that can be tracked each day/week/month depending on volume of fans, posts, resources, etc.

Once an enragement scoring baseline is established, this simplistic social media engagement scoring model could be enhanced by adding components to account for number of likes, share and comments of content posted by the page administrator as well as content posted by fans.

The key to having useful social media engagement scores is to define a metric, measure and track that metric on a regular frequency, used to consistently calculate engagement scores, and over time. As or more important is to define the campaign success criteria up front so that achievable business goals are part of the score card (.e.g. number of web coupons redeemed, incremental sales as a result). This example social media engagement score can be used to track progress and evaluate trends against business objectives while influencing social media engagement strategies.

So cial Media Optimization: refers to the optimization of a website or some elements of a website, and its content for mass social consumption. In other words social media optimization is looking at your website with an eye towards social media consumption trying to figure out which elements on your website could be optimized better for social media consumption. For example, how is that individual product page going to get shared though social media? How might an email be shared through facebook or twitter or how might a content piece be shared through facebook or twitter. Looking at the elements of your site and determining how you might be able to use social media to get more traffic and conversions (leads, sales) from your social channels. Social media optimization tactics include adding social sharing buttons to your website.

follow eBiz ROI on YouTubefollow eBiz ROI on Google+follow eBiz ROI on Pinterestfollow eBiz ROI on Twitterfollow eBiz ROI on LinkedInInternet marketing blog feed

Another social media optimization tactic includes developing a headline that would be compelling and drive engagement for social media audience. For more information on social media optimization, check out the following video:

Suppression List : A list of people who have registered to avoid receiving emails or who have chosen to opt-out of an email list after signing up initially. A suppression list is similar in concept to the National Do Not Call Registry used to suppress calls from telemarketers. The suppression list is designed to prevent any further emails to be sent to those suppressed email addresses on the list and is a key tool used by email marketers to avoid any potential CAN-SPAM non-compliance issues.


Traffic: Visitors to a website that can be measured and tracked are often referred to as traffic. Types of traffic include referral traffic search engines (e.g. Google, Yahoo, Bing) including paid traffic generally purchased on a PPC basis, and traffic which results from clicks on the non-paid search results, otherwise known as organic or natural search results.. Other types of traffic include direct where the user types the website address directly into the browser address window and referral traffic originating from other websites linked to the visited website.


URL: Stands for Universal Resource Locator is the unique address of any resource on the Internet including web pages, videos, audio clips and images. The URL of this page is


Visit: The act of one Internet user going to a single Internet website. If the visitor remains idle on that website for some defined period of time, depending on the used to measure and track visitors, additional requests may be tracked as a new visit from a returning visitor.


WhiteHat SEO: A term referring to the application of to ethical tactics used to improve a website’s postion in the natural/organic search traffic. In this context, ethical means the SEO tactics used are aligned with Google Webmaster Guidelines, and Bing Webmaster Guidelines for successful indexing, both in terms of the spirit of these, both of which include best practices for having the search engines find, crawl and ultimate index your sites. These webmaster guidelines are updated with the most recent versions avaiable online (see preceding links) and have specific rules about what each search views as acceptable practices on how to effectively deploy and manage a website to best ensure that the website will be included in the search results.


XML Sitemap: An XML file that lists all the URLs for a website. The XML Sitemap file use enables a webmaster to inform search engines about URLs on a website that are available for crawling so that they are included in the search engine’s database. This file supports SEO and allows webmasters to include additional information about each URL: when it was last updated, how often it changes, and how important it is in relation to other URLs in the site. This allows search engines to crawl the site more intelligently. Sitemaps are a URL inclusion protocol and complement robots.txt, used to also provide instructions to search engines about to include and exclude from its database of web pages. See XML Sitemap creation video for more details.



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