17. Glossary

Add-ons – Add-ons refers to the program or software that is added to the core features of a particular platform or tool.

Affiliate link – An affiliate link is a special link used in affiliate marketing to track the performance of the affiliates. Every affiliate is given a special affiliate link which contains that affiliate’s ID or username.

Affiliate network – It is a platform that connects merchants and affiliates. It enables merchants to increase the visibility of their programs. For affiliates, affiliate networks provide a comprehensive resource of all available affiliate programs, grouped into categories.

Affiliate program – Merchants create affiliate programs in order to reach affiliates who will promote their products. Affiliates who want to take part will have to join the program and accept its terms and conditions.

Algorithm – It is a program that defines the process according to which search engine comprehend and sort the data.

Bandwidth – The terms refers to the maximum amount of data that can be transferred. It is used in reference to the amount of data a website can show to the online users.

Branded keyword – Branded keyword include the name of the brand in the keyword phrase. Among branded keywords, when creating search engine ads, typos of the brand name are also included.

Checkout page – In e-commerce, this page represents the page where the customer goes when checking out the items in the cart. It precedes the actual purchase.

Content optimization – Content optimization is the process of adapting content based on the best practices and guidelines in order for such content to be successfully indexed by the search engines and shown in the search engine results.

Conversion – A conversion is a desirable action. It is an action you want online users to complete, because this leads to the accomplishment of your goals. It can be a sign-up, a click, a sale, etc.

Cookie life – This refers to the period during which the cookies are stored in the users’ browser.

Copyright – Copyright is an exclusive legal right over the intellectual property, and it refers to the printed or digitally published intellectual property.

Copywriting – Copywriting is the term that is used to define writing which is specially done to create content to be used in advertising or other segments of marketing.

Customization – It is the process of modifying something, usually based on particular standards or with a specific goal in mind.

E-commerce – The term is short for electronic commerce and it refers to the process of buying and selling online.

E-commerce platform – It is a platform that is used to host an e-commerce website.

Email marketing – As a part of online marketing, email marketing is focused on the promotion of products or services through email campaigns.

Embed – This term is usually used in coding to define a process of adding or integrating something in another platform or software.

Engagement – Engagement is the term that refers to the ability to encourage online users to do a particular action. Usually, it is some sort of interaction, such as commenting, participating in a challenge, etc.

Follower – In terms of online marketing, a follower is a person who follows a person or a brand, usually on social networks, and by subscribing to a newsletter.

Ghostwriter – A ghostwriter is a person hired to write a work which is credited to another author. Ghostwriters can work on many different writing projects such as blog articles, landing pages, email campaigns, etc.

H tag – H tag is used in HTML to signify the header tag, which is usually the tile of the article or page.

Hosted platform – When a platform is hosted, it means that it provides online storage and the interface necessary to access your data. This means that you do not need your own web server.

Image optimization – It is the segment of optimization that refers to the process of adapting images based on search engine optimization standards.

Index – Index is the term referring to the process of search engines crawling the web pages, discovering new content and adding that content to the database. During the process of indexation, the pages are classified based on the keywords and other optimization elements.

Keyword – A keyword is a word or a phrase that is significant to a blog or a marketing campaign. It is phrase that is relevant to the content, and it shows what the content is about. Websites and blogs can have several different keywords they use to optimize content.

Keyword research – It represents the process of doing the research to discover the most relevant and most suitable keywords to use in the process of content optimization.

Landing page – A landing page is a web page where the users arrive after clicking the link that is posted on another web page, social media, email, etc.

Layout – It is the way something is arranged. It usually refers to the appearance of the particular interface.

Lead – Lead is a contact of an online user and it primarily refers to that user’s email address. Unlike regular subscribers, leads are more likely to become your customers.

Lead magnet – Lead magnet is an offer which is offered to online users. It is designed with the intention to encourage those users to provide their email address, and thus become leads.

Link building – Link building is a part site optimization that includes activities that will help you earn links to your website or blog.

Long-tail keyword – It is a phrase that contains several words and is used to target specific online users. Even though it targets fewer people that generic keywords, long-tail keywords are usually less competitive and thus they provide better results.

Mailing list – A mailing list is a list of email addresses of the subscribers, previous customers or people who have given you permission to receive email updates from you.

Meta description – Meta description is an HTML tag that shows a snippet of the page in order to summarize its content. It is shown in the search engine results below the title. The most relevant recommendation is to use a keyword in the meta description of a website or blog page.

Niche – Niche is a term that refers to a topic that is primarily covered, it is the main topic, the one you specialize in.

Online marketing – Online marketing is the process of advertising on the internet using various channels that are available, such as website, blog, search engines, social media, email, etc. It is also called internet or digital marketing.

Optimization – Optimization is the process of improving something to increase its performance. It mainly refers to the content and website optimization, which includes adapting those to increase their visibility in the search engine result pages.

Organic reach – Organic reach represent the number of people who have seen content through organic (unpaid) distribution. It can refer to reach in the search engine result pages, social networks, etc.

Outsourcing – Outsourcing is a practice of hiring another company or an individual to do the task for you. Traditionally, the task that is outsourced is done in-house but due to a lack of time or better management opportunities, companies use this practice of outsourcing work.

Page speed optimization – It refers to the process of improving page loading time as this is one of the factors influencing the performance of that page. Search engines consider loading time as one of the factors when ranking pages in the search results.

Payment gateway – Payment gateway is a service that is used in e-commerce to process and authorize payments.

Plugin – Plugin is software that is usually used to add a specific feature to an existing program. It is an additional component.

Profit margin – It represents the percentage of net profit, and it is a metric used to measure profitability.

Refund – Refund is the money paid back to the customer, usually because the customer is not satisfied with the goods or services.

Search engine – A search engine is a program used to search information on the internet. The purpose of the search engine is to index new content and store it in its database to be displayed in response to a relevant search query.

Search engine advertising – It is a form of advertising that relies on showing the advertisements next to the organic results in the search engine result pages.

Search engine optimization – SEO is the process of optimizing and improving a website or a blog using various elements that will increase rank in the search engine result pages.

Search engine results – Search engine results include a list of results that appear in the search engine as a response to a search query. These results are pulled from the search engine’s database of indexed webpages.

Self-hosted platform – It is a platform that enables you to set up your own server and handle the entire management process, software installation, etc. This is a more advanced solution as it requires more knowledge to set up everything, but it offers more flexibility and customization possibilities.

Shopping cart – Shopping cart is a software that enables online users to browse through products and put them in the virtual basket.

Social media advertising – It is the process of advertising on social media using the ad manager provided by the platform in question.

Subscribe button – It is a clickable button that encourages regular online users and website visitors to subscribe and receive future updates from you.

Subscriber – A subscriber is a person who decides to follow you and grant you a permission to reach them later through the media they used for subscribing. Most commonly, subscribers are members of your mailing list, but the term may also refer to social media subscribers.

Target audience – Target audience represents a specific group of online users that you are trying to reach through your online efforts. Usually, those are the people who are most likely to be interested in your content, and most likely to become your customers.

Template – When used in the context of building websites, a template represents a set of predefined pages, an outline that speeds up the process of creating the website.

Title optimization – It represents the process of optimizing and improving the titles based on the search engine guidelines. Since the title has a lot of importance in the process of indexing pages and deducting the meaning, it is crucial to pay attention to this aspect of optimization.

URL – Uniform Resource Locator (URL) is the web address of an online resource. It points to a web page.