14. Content Marketing Glossary

  1. Affiliate marketing – Affiliate marketing is based on reaching visitors and customers through the network of affiliates who promote the product for you. It is a performance-based marketing because the affiliates are paid based on the achieved goals.
  2. Algorithm – It is a set of rules and instructions followed by a computer program. Search engines use an algorithm to rank the websites and show the most relevant results to the users.
  3. B2C – B2C (business to customer) is the exchange of information and transactions between a company on one side and the customers on the other.
  4. Backlink – A backlink is a link from one website to the other web resource. Backlinks are used as one of the factors that influence Google ranking system.
  5. Backlink profile – Backlink profile is the collection of websites that link to a particular website.
  6. Bing Ads – An advertising program that enables advertising through Bing search engine.
  7. Bookmark – It is a URL that is stored and can easily be accessed later.
  8. Brainstorm – To brainstorm means to gather ideas that spontaneously come to your mind. This is a technique that helps with developing creativity and problem-solving.
  9. Brand – A brand is a name, a term or a product design that is associated with a particular product or organization which make them recognizable on the market.
  10. Broadcast – To broadcast means to make public. In the online world, it refers to publication through internet media, such as a podcast, a video, etc.
  11. CMP – Content marketing platform, used for content management, distribution, etc.
  12. Crawler – A web crawler, also known as a spider, is an Internet bot. Its purpose is to find and index content on the internet so that the content can be included in the search results.
  13. CTA – Call to action is a button or a link that invites users to take an action.
  14. Curation – This term is used in reference to content curation and it includes activities of gathering and publishing information related to a specific topic.
  15. Domain authority – Also abbreviated DA, domain authority is a score developed by Moz, that shows how well a website will rank in the SERP. It ranges from 0 to 100.
  16. Email spam filter – These are tools developed by email service providers to sort between wanted and unwanted email messages.
  17. Email marketing – Email marketing is a part of online marketing focused on establishing the connection with the online users and promoting a business through email communication.
  18. Engagement – Engagement is the ability to encourage a certain action, to inspire online users to do something you see as relevant for your business.
  19. Extension – Extensions are downloaded and added to a website to add new features. They are also called plugins.
  20. Follower – A follower is a person who supports you, and this support is usually expressed by following a social media account or joining the mailing list.
  21. Google AdWords – The advertising program enabling advertising through Google search engine.
  22. HTML–Hypertext Markup Language is a standardized system for tagging text files.
  23. HTML editor – The editor inside CMS platform enabling you to access and alter HTML code.
  24. Inbound link – An inbound link is a so-called receiving link. It means that someone has linked to your website.
  25. Index – To index a page means that search engines crawlers have been able to access the page and make it available when a relevant search query is conducted.
  26. Keyword – Keyword is a word or phrase that is associated with website content.
  27. Landing page – A landing page is an entry page where the online users access the website. It can be a click-through page, after which the user continues the visit, or lead generation page, also called as a lead capture, in which case the conversion happens on this page.
  28. Lead – Leads are contacts that are potentially interested in becoming customers, due to the fact that they are within your target group.
  29. Link building – Link building is an SEO process that involves a set of activities to earn links to your website and specific pages on the website.
  30. Link juice – This term is used in SEO to signify power a website has that can be passed to a website it is linking to. It is seen as a vote of trust because if you link to a source, it is as if you are recommending it, so your authority passes on to that website. This is one of the factors that influences ranking in the search engines.
  31. Metric –In online marketing, a metric is an instrument to measure something, usually related to the website analytics.
  32. Niche – In terms of online marketing, niche refers to a segmented topic that is narrowed down and targeted at the relevant audience.
  33. NoIndex – It is a tag that instructs the search engines not to index a specific page of the website.
  34. Off-site optimization – This is the process of improving website positioning through actions that are hosted on external websites, such as the process of gaining inbound links.
  35. On-site optimization – It includes a set of actions to optimize a website and its content to improve the ranking in the search engine results.
  36. Online marketing – Online marketing, or internet marketing, is the method of advertising products or services using online tools, strategies and methods. It includes different media for such promotion, which is why there are subtypes of online marketing, which include content marketing, email marketing, social media marketing, etc.
  37. Organic reach – It includes the number of people who were shown your content using unpaid distribution channels. It is also called natural or free reach, as opposed to paid reach.
  38. Organic search results – Organic search results are those that appear based on the relevance in the search engine results pages, as opposed to non-organic or paid search results.
  39. Page authority – Page authority (PA) is a Moz’s score that predicts how well a page will rank in the search engine results pages. It ranges from 0 to 100.
  40. Performance–The performance represents the accomplishment of given tasks. When it comes to content, performance is used to describe how content is accepted, whether it is generating visits, social shares, etc.
  41. Plugin – A plugin or an extension is installed to a website to introduce new features.
  42. Positioning – In marketing, positioning refers to the place a company or a brand has in the mind of consumers. In terms of SEO, positioning is expressed through a rank the website has in the search engines.
  43. Publishing platform–It is a platform or software used for publishing content online.
  44. Ranking – In SEO, ranking refers to the position a website has in the search engine result pages.
  45. Reader friendly – It means that it is adapted to the online users and adapted so that they can easily skim through and read it.
  46. Referral–This represents the traffic that comes to your website through other sources, for example, from other websites.
  47. Rel=canonical – It is a tag, an HTML element, that helps with preventing duplicate content. When you use this tag, you will provide “canonical URL” which means that URL will be a preferred version of the web page.
  48. ROI – Return on investment is used to compare the profitability of a strategy by comparing the profit and the investment.
  49. Segmentation – This term is usually used in email marketing where segmentation refers to dividing something, such as email subscribers, based on different criteria.
  50. SEM – Search engine marketing (SEM) is a type of online marketing. It includes promoting and advertising a website, or specific website pages, through the search engines using either paid reach (such as Google AdWords or Bing Ads) or organic reach (search engine optimization).
  51. SEO – Search engine optimization (SEO) is a part of search engine marketing. The goal of SEO is to optimize and promote a website through organic, also called natural or free results.
  52. SEO friendly – If something is SEO friendly, it means that it follows SEO guidelines. In terms of URL building, an SEO friendly URL is the one that is short, descriptive, readable, and without unusual characters.
  53. SERP – A search engine result page (SERP) is a list of results shown by the search engines as a response to a search query. SERP can contain organic results as well as paid results (search engine ads).
  54. Server – It is a computer that hosts and manages a website. It delivers the data to the online users.
  55. SMM – Social media marketing (SMM) is a part of online marketing. It includes promotion of a business through social media platforms. In order to achieve this goal, you will need to create social media profiles or pages through which you will then interact with social media users.
  56. Software – A program or an application used by a computer.
  57. Spider – Search engine crawlers are also called spiders. They are programs used to discover and index website content so that this content can be shown in the search engine result pages.
  58. Subscribe – Subscribing means to express an agreement to be notified about future updates through the email address provided when subscribing. Online users usually subscribe for blog updates.
  59. Toggle – Toggle means to switch from one setting to another. In terms of text editor, you can use Toggle option to switch to an HTML editor.
  60. Traffic – In online marketing, traffic or web traffic is the amount of data sent and received by the website visitors. It includes both the number of visits (unique and returning) as well as the number of pages visited.
  61. Transcript – Transcript is a material presented as written text or printer friendly version. This material is originally presented in another format, usually audio or video.
  62. User experience – The term user experience (UX) includes all the aspects of the interaction between the online users and a company. When it comes to online marketing, the user experience on the website is one of the metrics that affect website positioning.
  63. Visibility – Website visibility is the term used to describe how likely a website is to be discovered on the internet through the search engine results. Ranking high in the search engine result pages ensures high visibility because the top results get the most visits.
  64. Vlog – A vlog is a blog which is in a form of a video.