15. How to Start a Blog Glossary

A/B testing – A/B testing (also called split testing) is the process of comparing two versions of a web page or an email. The goal is to determine which version performs better and which elements contribute to a better performance.

Accelerated mobile pages (AMP) – Accelerated Mobile Pages (AMP) is a project designed to promote the improvement of the internet by creating fast, mobile-friendly pages in order to increase the performance and engagement of those pages.

Affiliate link – An affiliate link is a URL that contains affiliate’s ID or username. This enables tracking the traffic obtained through these links to determine from which web page the traffic originated.

Affiliate program – Affiliate program is a program where merchants offer terms and conditions regarding promotion of their products. Those who want to join such a program (also known as affiliates) get the information about the program before they decide whether to join or not.

Automated posting – This is the process of automatically posting something through software which uses certain criteria and triggers for posting. For example, WordPress has a feature that enables you to automatically post on social media once you publish a post on your blog.

Backlink – A backlink is an incoming link that links to another website or blog page.

Blogger outreach – Blogger outreach is a type of online marketing campaign where you seek opportunities to gain exposure for your blog through some sort of collaboration, such as mutual promotion, shared project, etc.

Broken link – A broken link (also called a dead link) is a link that does not work. It shows an error page because the page that the link is pointing to no longer exists. Broken links have a negative influence on SEO and user experience.

Content marketing – Content marketing is a type of online marketing focused on creating content in various formats and sharing it using multiple content distribution channels. The goal of content marketing is to increase interest in the brand, which indirectly increases conversions.

Copyright infringement – Copyright infringement represents the process of using the work that is protected by copyright law without permission. It is a practice that needs to be avoided as it might lead to disputes and penalties for your blog.

Dashboard – A dashboard is a page in the management tool which provides multiple options for using the features available. As a blog owner, you get access to your blog dashboard which allows you to manage blog and blog content.

Digital marketing – Digital marketing uses digital technologies for the promotion of the products or services. It is also known as online marketing and internet marketing because the internet is the main technology used for promotion.

E-commerce – E-commerce (short for electronic commerce) is the process of buying and selling online.

Email marketing – Email marketing is a segment of online marketing, and it includes the promotion of products or services through email campaigns.

Email protocol – Email protocol is a method through which communication is established between two computers which exchange emails. It enables email transfer from the computer sending the email to the computer receiving the email.

Engaging – In online marketing, engaging refers to the quality of being able to encourage a certain action from online users. If the content is engaging, it means that is inspiring, informative, people share and recommend this content and provide feedback.

External link – An external link is a link that points to a web page that is not on your own blog.

Featured image – Featured image (also called post thumbnail) is an image that represents the post. It is shown as a part of post preview on the homepage, related posts or when shared on social networks. It may or may not be included in the actual post.

Followers – A follower is a person who follows someone’s activity. It is usually used in the context of social media, where followers are social media users who follow social media profiles.

Google’s partner website – Google’s Partner site is a website that has been approved by Google to run AdSense advertisements on their site.

HTML – Hypertext Markup Language (HTML) is a standardized system for tagging text files on the web pages.

Influencer – Influencer is an individual with authority, knowledge and/or position to influence and persuade people. Influencers usually have a significant number of social media followers and/or blog subscribers.

Internal link – An internal link is a link that points to another blog page on your blog.

Keyword – Keyword is a term or phrase of significant importance to the blog content. It describes the content and instructs search engines what the content is about. Blogs usually have multiple keywords and keyword phrases. In an article, usually there is one primary keyword, which has the highest relevance, and there can be one or more secondary keywords.

Lead generation – Lead generation is the process of attracting the online users who are potentially interested in becoming your subscribers or customers. This strategy involves the use of multiple lead generation tactics.

Link building – It is a part of off-site optimization which includes activities that will help earn links to your blog pages.

Link profile – In online marketing, link profile is the term used to describe the collection of links that point to a website or blog. A good link profile is the one that includes links from high authority web pages.

Mailing list – It is a list of email addresses of your subscribers or previous customers who agreed to receive email updates from you.

Merchant – In affiliate marketing, a merchant is a person or a company that creates an affiliate program in order to increase sales and promote products (or services). Merchants are also known as advertisers. They make affiliate programs available for affiliates to join.

Meta description – This is an HTML tag that shows a snippet of the page that summarize a page content. Meta description is shown in the search engine result pages below the title. It is recommended to use a keyword in the meta description.

Newsletter – It is a type of email campaign that is usually sent to your subscribers at a regular pace. Most often, a newsletter contains the latest news, event announcement, the latest blog articles, etc.

Online marketing – Online marketing is the process of advertising the products or services using the internet and multiple online channels such as search engines, social media, email campaigns, etc. It is also known as digital or internet marketing.

Online presence – This term refers to your online presentation which is available to the online users. Online presence is created on your blog but it also refers to your social media online presence, activities in the online communities, and other public profiles and accounts that represent your blog.

Optimization – The process of optimization refers to improving the features of something to increase its performance. For example, blog post optimization refers to exploring the features of the blog post and improving those to enhance its optimization and thus improve its visibility in the search engines.

Organic traffic – Organic traffic includes traffic obtained in a free or organic way. It only includes free reach, without the use of paid promotion to increase this reach.

Outbound link – An outbound link is the link that takes the users to another web page that is not a part of your blog.

Page load time – This refers to the time needed for the page to load. Since page load time is one of the metrics that affect how search engines rank web pages, it is necessary to improve page load time using different optimization methods.

Page rank – Page rank is used for evaluating the importance of a web page through the algorithm that uses different metrics to rank web pages.

Paid traffic – As opposed to organic traffic, paid traffic is obtained through paid ads which are shown to the online users. In essence, it is paid reach, where you pay to run a campaign where your blog page(s) are shared with online users, most commonly in the search engine result pages and on social networks.

Penalty – Penalty is a type of punishment which usually includes a decrease or even removal from the search engine ranking. Web pages that use illegitimate methods of optimization or infringe copyrights may be penalized by the search engines.

Pop-up – It is a new “window” that appears over the blog content. A pop-up window usually features some sort of CTA button or advertisement.

Publisher – In affiliate marketing, a publisher is a person or an organization that participates in the process of advertising through affiliate links. Publishers are also known as affiliates.

Redirect – Redirects refer to URL redirections (the process is also known as URL forwarding). It is a method where a visit to one URL is redirected to another URL. These redirects happen automatically, and they usually have a certain status code which defines why redirection is taking place.

ROI – ROI (short for return on investment) represents the process of comparing the performance with the investment to evaluate the efficiency of the strategy used. The other term used for ROI is profitability ratio.

Search engine – It is a program used to search for information on the internet. All of the publicly available content is indexed and stored in search engine’s database and displayed in response to the relevant search query.

Search engine guidelines – The process of indexing and ranking websites is not fully explained in order to prevent taking advantage of the system. Instead, a set of search engine guidelines is available as a list of recommended practices that are said to could help with improving ranking and increasing site’s visibility.

Search engine marketing – Search engine marketing (SEM) is a part of online marketing that includes promotion by increasing visibility in the search engines, mainly through paid ads in the search engine result pages.

Search engine optimization – Search engine optimization (SEO) is the process of optimizing the website or blog to improve its rank in the search engine result pages. This is done through on-site and off-site search engine optimization.

Search engine rank – Search engine rank is the position a web page has when the search engine result page is shown to the online users. High search engine rank increases the visibility and a potential number of visitors.

Search query – Search query is the term online users type in the search engines when they want to research it.

Search engine result page – Search engine result page (SERP) is the page shown as a response to the search query. It represents the list of results (organic and paid) which are relevant for the search query.

Sidebar – It is a narrow vertical area on a web page that contains information such as blogger’s bio, related articles, banners, etc.

Social media marketing – Social media marketing (SMM) is a part of online marketing focused on the promotion of a business through social media platforms. It includes a set of strategies that use social networks as a platform for implementing those strategies.

Social network algorithm – Social networks have an algorithm that affects the visibility of social media status updates and how users see their newsfeed. The goal of the algorithm is to anticipate what the social media users would expect and need to see, and thus show the most relevant results.

Social traffic – It is traffic originating from social media platforms.

Spiders (or crawlers) – Search engines have internet bots which are called spiders or crawlers. Their purpose is to index web through the process of crawling new pages. They discover and crawl new pages using links existing in their database.

Strategy – In relation to online marketing, a strategy is defined as an overall plan which includes goals and activities that need to be completed to achieve those goals.

Subscribe – When a person subscribes to your blog, they give you consent for you to send them email campaigns in the future.

Subscribe button – Subscribe button enables blog visitors to submit their email address and become a member of a mailing list.

Target group – Target group is a term used to refer to the group of people who you are trying to reach with your online presence. Those are online users most likely to be interested in your blog content.

Targeting options – Targeting options include multiple features in the paid advertising that enable you to target online users based on specific criteria. Targeting options are available when setting up search engine ads or social media ads.

URL – Uniform Resource Locator (URL) is the web address of an online resource. It points to a web page. The URL of the homepage starts with www., followed by domain name, and it ends with the domain extension.

Visibility – In online marketing, visibility represents the likelihood of a blog or website being shown in the search engine results.