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Online marketing glossary, explained in an easy-to-understand way

Imagine you are reading a breathtaking online marketing article and you are really excited, you are just on fire for the topic.

But then comes all this technical jargon and you have to laboriously google every single technical term - that's annoying! Do you also know the problem?

Well, hopefully it's over now! 🙂

I went to the trouble of writing a real online marketing glossary for you. With almost 5,000 words and sorted alphabetically, this is a real chunk.

Especially if you are new to online marketing, then you are probably not so familiar with some of the terms.

But even if you are a little more experienced, I bet there are certainly some technical terms that you do not yet know.

Oh yes, before I forget, bookmark or save this article. I can well imagine that changes are often made here. And you don't want to miss anything, do you ? 🙂

OK, now where do we start? With A of course...

-A-

A/B test
In an A/B test or split test, 2 different variants are tested against each other. Regardless of whether it is a product, a website or an ordering process. These tests are carried out in order to achieve improvement.

For example, you could design the buy button on a sales page once red and once green and use an A/B test to determine which button generates more sales.

Ad
Ad is the English abbreviation for Advertisement and means something like advertising or advertisement. In online marketing one often speaks of ads and means advertising media such as banner advertising, text advertising or video advertising.

AdSense
Google AdSense is Google's advertising network and allows you to easily place ads (using a snippet of code) on your website or blog. Every time one of your visitors clicks on the text link or on the advertisement, you receive a financial compensation.

AdWords
The counterpart to Google AdSense is Google AdWords. Here you can buy advertising for yourself. You then have to make a financial contribution for each click. In return, of course, you get visitors to your website.

Affiliate
An affiliate is someone who advertises someone else's product and gets a commission on a successful sale.

Affiliate marketing
Affiliate marketing describes the cooperative partnership between a merchant (seller) and an affiliate.

Technically, you get a unique link and whenever someone buys the promoted product through that link, the affiliate earns a commission. For digital products, the level of commission is around 50%, for physical products around 10% or less.

Affiliate Networks
Affiliate networks are “marketplaces” where mechants (sellers) and affiliates meet. These networks provide an independent platform and provide all the information needed to bring these two groups together.

Examples of this are: affilinet, TradeDoubler or Zanox.

Analytics
Web analytics are tools that give you a lot of details about the visitors of your website. These tools provide useful information such as the number of daily visitors, the number of page views, where the visitors originally came from and much more.

Examples include: Google Analytics and GetClicky.

Anchor Text
Anchor text or link text is the text that is linked to.

For example, affeblog is a link with the anchor text "affeblog".

App
App is the English abbreviation for Application and means something like application, program, application or software.

Audience
The audience is the target group or audience that you are addressing.

Author
An author is, as you can already guess, a creator of a text. Therefore, an author is also referred to as the creator of a blog article.

Autoresponder
An autoresponder is a tool that automatically sends emails in a specific, predetermined order. Each email subscription receives the same order of emails.

Avatar
No, we're not talking about the movie here! 🙂 An avatar is simply referred to on the internet as a small picture of an artificial or real person.

Gravatar is a wonderful service where you can link your own avatar to your email address. After that, whenever you comment on any blog with the linked email, your avatar will appear.

-B-

Back-end
In internet marketing, the area is referred to as the back-end, where the small group of "hard-core customers" have arrived. On the back end, customers have already gone through your sales funnel, gotten a lot of value from you, and built trust in you. Then there are the high-priced products that are bought by this small group.

Backlink
A backlink or inbound link is simply a link from one page to another website. Backlinks are an important factor in how Google ranks your website or blog in search results.

Bad Neighborhood
When it comes to search engine optimization, websites have a bad neighborhood or “bad neighborhood” if they have backlinks from discredited websites.

Banner
A banner or an ad is an advertisement and looks like this.

Black-Hat SEO
Black-Hat SEO refers to unfair search engine optimization measures that violate search engine guidelines. Illicit methods and tricks are used to deceive and manipulate the search engine.

Blog
A blog is a website where the focus is on articles that are not directly related and not in a direct order. In addition, new articles should be created regularly for a blog.

Blog post A blog
post is an article in a blog (see above).

Bookmark
A bookmark is nothing more than a bookmark that leads to a specific website. Bookmarks are mostly stored on the computer.

Bounce
A bounce or "jump" is when a visitor lands on your website and leaves it again without clicking on another link on your website (e.g. looking at other pages).

Bounce rate
The bounce rate or bounce rate is the number of visitors to your website who bounce (see above) or "jump off".

For example, if 60 of 100 visitors bounce off immediately, then you have a bounce rate of 60%.

Brand / branding
A brand or branding is a label that sets you apart from the competition with special character traits.

Business-to-both
Business-to-both is a business relationship between companies to companies and companies to end customers.

Business-to-business (B2B)
Business-to-business is a business relationship between companies.

Business-to-customer (B2C)
Business-to-customer is a business relationship between companies and end customers.

-C-

Cache
A cache is a fast intermediate memory. Data that ends up in the cache once can be retrieved again and again quickly.

Call to Action (CTA)
A call to action or CTA is a direct request for action that is intended to lead to a specific action.

A good example of this is: Click here

Click-through rate (CTR)
The click-through rate, CTR or click rate shows how often an ad was clicked on in relation to the number of impressions (of the ad).

For example, an ad is shown 100 times and has 20 clicks. So you would have a CTR of 20%.

Cloaking
Cloaking is the "masking" of the URL. For example, you can use the WordPress plugin Redirection to change or mask affiliate links.

Comment
A comment is a comment, usually in the comments section of a blog.

Community
A community is an online community and serves to exchange opinions and data, for example.

Content
On the Internet, content is digital content. This can be presented in text, image, audio or video form.

Content Management System (CMS)
A content management system or CMS is a system that allows you to create, maintain and change a website without any programming knowledge.

Content Marketing
In content marketing, the focus is not on advertising but on useful content. You try to win new customers with this high-quality content.

By delivering value-added content, benefits can be better communicated, complex issues can be better conveyed, and trust can be built better.

Conversion
A conversion refers to the conversion (conversion) of people. A specific goal is set and when that goal is achieved, a conversion occurs.

Conversion Rate
The conversion rate shows how many visitors have reached a specific, predetermined goal in relation to all visitors.

For example, 100 visitors land on a sales page. 2 Visitors buy the product and are "converted" into customers. In this case you would have a conversion rate of 2%.

Cookies
Cookies are small files that are stored on the user's computer. Cookies allow the provider to recognize, for example, whether the user has already visited a website or offers tailored to the user are presented.

Corporate Identity (CI)
Corporate identity or CI is the complete identity of a company. Important components are corporate behavior, corporate communication and corporate design.

Cost per click (CPC)
Cost per click or CPC is a form of accounting where each click is counted.

Cost per lead (CPL)
Cost per lead or CPL is a form of accounting in which each contact or address is counted.

Cost per mille (CPM)
Cost per mille, CPM or thousand contact price (TCP) refers to the price per 1,000 calls, mostly for advertisements.

Cost per order (CPO)
Cost per order or CPO is a form of accounting in which the number of sales is counted.

Crawler
A search robot that searches and collects content on the Internet is called a crawler, spider or robot.

Cross-selling
Cross-selling is the sale of complementary products or services.

For example, I sell 3 hours of private advice to go with my e-book.

Customer Relationship Management (CRM)
Customer relationship management, CRM or customer relationship management is a process for establishing and maintaining customer relationships.

-D-

Dead Link
A dead link is also referred to as a dead link or broken link. It's nothing more than a link pointing to a destination that no longer exists. Search engines don't like dead links.

Deep
link A deep link is nothing more than a link that points to a specific subpage.

http://www.affenblog.de/wie-du-so-fast-wie-poslich-deine-ersten-1000-besucher-bekommst would be a deep link.

DoFollow Backlink
A dofollow backlink is a link where the linkjuice of the linked page is inherited by your site.

Domain
A domain is the globally unique name of your website. The domain for the monkey blog is www.affenblog.de.

Doorway Pages
Doorway pages are search engine optimized websites that are only there to link to the actual website.

Double opt-in
Double opt-in is double registration. For example, if a user has subscribed to your e-mail distribution list, they will receive a confirmation e-mail and must first confirm their registration.

In Germany, this procedure is mandatory because sending unsolicited commercial emails is not allowed.

The e-mail marketing provider Mailchimp has also published some nice numbers that you can achieve better results with the help of the double opt-in procedure.

-E-

Early Bird
Early Birds are those birds that decide to respond quickly (eg in the case of limited-time offers at a very reasonable price). Early birds are therefore used to increase the incentive to react.

Ebook
An ebook is a digital book, usually in PDF format. The advantages are obvious, a digital book does not have to be printed and can be reproduced as often as you like.

Email Blogging
Email blogging is a specific concept that combines the benefits of email marketing (see below) and blogging.

Email Marketing
Email marketing is a form of direct marketing. E-mail is a very personal medium and a wonderful form of direct contact with potential and existing customers.

Exact Match
With the Exact Match search, only the search results that correspond exactly to the search term entered are displayed. To perform an exact match search, simply type in a search term with double quotes.

For example, "Online Marketing Blog" would be an exact match search.

Exit Pop-Up / Exit Page
An exit pop-up is a small script that lets a small window appear when you leave a page and offers a "one-off" offer or something similar. There is also the possibility that no pop-up window will appear, but that you will be redirected to an exit page.

It simply serves to catch a potential customer leaving the website to change their mind about the purchase.

Eye tracking
Eye tracking is a process that shows the visitor's gaze. Since correct eye tracking analyzes are expensive, programs have been developed that work much more cheaply.

Well-known providers for this are Crazy Egg, GazeHawk or EyeQuant.

-F-

Facebook Fanpage
A Facebook fanpage is a small interactive website where you can get in touch with prospects and potential customers and build a personal relationship with them.

Of course, the monkey blog also has a Facebook fan page! 🙂

Favicon
A favicon is a small graphic (16 x 16 pixels) that appears in the address bar and in the browser's favorites. This little picture provides a little branding and a nice look.

File Transfer Protocol (FTP)
File Transfer Protocol or FTP is a process that allows you to easily connect to your server and upload, download and modify files. Actually, kind of like on your hard drive.

Filezilla is a nice tool for this.

Forum
A forum is a website on a specific topic. People register there and can talk.

As a software solution, vBulletin, bbPress or phpBB are often used here.

Frequently Asked Questions (FAQ)
FAQ's or Frequently Asked Questions are frequently asked questions. You can find these on many websites. FAQ's aim to create a little more clarity and to prevent superfluous questions.

Front-End
At the front-end, a potential customer (lead) has got your attention and he subscribes to your free newsletter, for example, or buys a cheap product from you. After that, it's in your sales funnel and gets redirected to the backend.

-G-

Grey-Hat SEO
Grey-Hat SEO refers to neither fair nor unfair search engine optimization measures. The measures are difficult to classify and are therefore in a gray area.

Guerrilla marketing
Guerrilla marketing is always about unusual and attention-grabbing marketing measures. These are implemented online and offline. It's always about getting a lot of attention with a small budget.

There are some wonderful examples here.

- H -

Hyperlink
A hyperlink is a link to another page. If you click on this, you land on this one.

-I-

Indexed websites
Websites that are snagged by the search engine robot and listed in it are referred to as indexed websites (websites in the index).

Influentials / Influencers
Influentials or influencers are influential people in a specific niche or industry. Most of the time they have a large "follower".

Impressions
Impressions are views of a website or an advertisement. Page impressions are page views, ad impressions are visual contact with the advertising material.

-yes-

Joint venture (JV) From
a business point of view, a joint venture consists of at least 2 companies that establish a new, independent company to carry out a specific project or product.

In internet marketing, affiliates are often referred to as joint venture partners. JV partner simply sounds better and more like an affiliate! 🙂

-K-

Keyword
A keyword is a search term that is used to search for something in the search engine and accordingly to find something.

Keyword Density
Keyword Density is the number of times a particular search term appears in relation to the total number of words on a page.

Keyword stuffing
Keyword stuffing is the stuffing of websites with certain search terms in order to achieve a better search engine ranking.

Keyword Tool
Keyword tools are tools that help you find specific search terms and provide you with additional information you need.

One of the most widely used tools is the free Google Keyword Tool.

-L-

Landing Page (LP)
A landing page or LP is a website that a visitor lands on after clicking on a banner or text link. The goal of a landing page is a specific action, eg purchase of a product.

Lead
Leads are nothing more than the contact details of potential customers.

Link Popularity
Linky Popularity is a measure of the number and quality of links pointing to a website. The link popularity of a page increases the more frequently a page is linked.

Linkbait
Linkbait is simply about getting lots of backlinks. This is caused, for example, by highly controversial topics.

Link building (Link building)
Link building or link building refers to measures to generate backlinks.

Linkjuice
With linkjuice, properties that are transferred with a link from another website to your website. The properties include, for example, PageRank, TrustRank and the anchor text.

List / E-mail list
All of your e-mail subscribers in your e-mail distribution list are referred to as a list or e-mail list. It is also often said: “The money is in the list”.

Long Tail
Search terms that are rarely used are referred to as long tails. Let 's take hotels as an example, where the competition is fierce. A long-tail keyword, on the other hand, would be luxury hotel Bremerhaven Mitte.

-M-

Merchant
A merchant is a seller or dealer. He is a provider of products and services and uses affiliate marketing for his online sales.

Meta Description
A meta description is a brief description of a page or blog post.

Multivariate testing
In contrast to A/B tests, multivariate testing tests several elements against each other at the same time. Here you test the best combination of all possible options.

-N-

Newsletter
Promotional or informational emails are referred to as newsletters. A visitor subscribes to your email list on your website and becomes a subscriber. After that, he will receive regular emails from you.

Niche
A niche is a small sub-market whose needs are not yet or insufficiently covered. Due to a high level of specialization, you can do “good” marketing in niches.

NoFollow Backlink
A nofollow backlink is a link where the link juice of the linked page is not inherited by your site.

-O-

Off-page optimization
Off-page optimization refers to all search engine optimization measures that do not directly affect your own website, but are responsible for something outside of your own website, eg setting backlinks.

Online marketing
Online marketing or Internet marketing refers to all marketing measures that take place with the help of the Internet. Sub-areas are, for example, affiliate marketing, social media marketing, e-mail marketing and search engine optimization.

Onpage optimization
Onpage optimization refers to all search engine optimization measures that directly affect your own website. This includes, for example, high-quality content, optimized page titles and correct structure of the text on your website.

Open rate
The open rate or opening rate simply states how often an e-mail was opened in relation to all e-mails sent.

For example, if you send 100 emails and 60 of them are opened, you have an open rate of 60%.

Open Source
Open Source means open source code. With this type of license, anyone can use, edit, distribute and copy the software.

Opt-In
The opt-in is a registration process. Here the user must actively agree to an option.

Opt-In Box / Field
An opt-in box or opt-in field is a combination of one or more text fields and a button. Contact information such as name and e-mail address can be left here. After registration, the contact details will end up in your e-mail distribution list.

Here's a good example.

Opt-Out
The opt-in is a way of unsubscribing. Here the user has to disable an option.

Organic Traffic
Organic traffic refers to visitors who come via the search engines.

Outbound link
An outbound link is the opposite of a backlink or an inbound link. An outbound link is an external link that goes from your site to another site.

-P-

Page Rank
Page Rank is a metric developed by Google that measures the link popularity of a website. The value is represented from 0 to 10.

Pageview
A pageview is a page view of your website.

Pay per Click (PPC)
Pay per Click or PPC is a billing method. Here, the advertiser only incurs costs if his advertising material has been clicked on.

Pay per Lead (PPL)
Pay per Lead or PPL is a billing method. The advertiser only incurs costs here if a lead (potential customer) has been "generated".

Pay per sale (PPS)
Pay per sale or PPS is a billing procedure. Here, the advertiser only incurs costs if a sale of his product has been made.

Pay per View (PPV)
Pay per View or PPV is a billing method. Here, the advertiser only incurs costs if his advertising material has been displayed.

Performance marketing
Performance marketing refers to all online marketing tools that are intended to achieve measurable user reactions. These include, for example, affiliate and e-mail marketing.

Permission Marketing
With permission marketing, you have the express permission of the recipient to send information or advertising.

Ping
A ping is a signal, or "packet," sent to a specific destination.

Plain Text Mail
With a plain text mail, no template, design or layout is used, but the e-mail is sent in pure text form.

Plugin
A plugin is an extension that is easy to install and uninstall. For example, there are wonderful WordPress plugins.

Podcast
There is no clear definition of what a podcast actually is. I think a podcast is a produced audio file that is published and distributed over the internet.

Pop-Under
A pop-under is a separate window that sits behind the window that is already open. It only becomes visible when you close the window that is already open.

Pop-Up
A pop-up is a separate window that is placed over the window that is already open. It becomes immediately apparent.

-R-

Ranking
Ranking is the placement in the search engine results.

Return-on-Investment (ROI)
The return-on-investment or ROI states how much profit was generated in relation to the capital employed.

RSS feed
RSS is the abbreviation for Really Simple Syndication and is a technology that can be used to read content from a website or blog. The collection of this data in RSS format is called an RSS feed.

RSS reader
An RSS reader is nothing more than a program with which you can subscribe to an RSS feed (see above) and have the content displayed. The advantage of RSS is that you don't always have to visit the websites, but you have the content from many different sources in one program, the RSS reader.

-S-

Search engine advertising (SEA) / search engine advertising Search engine advertising
or SEA refers to paid placements in the search engine.

Here you can see quite nicely where the area of ​​​​search engine advertising lies.

Search engine marketing (SEM) / search engine marketing Search engine marketing
or SEM includes 2 areas and is a generic term for search engine advertising (SEA) and search engine optimization (SEO).

Search engine optimization (SEO) / search engine optimization Search engine
optimization or SEO is the targeted optimization of a website so that it is better listed in the search engine results.

For more precise terms, take a look at the SEO glossary.

Search Engine Result Pages (SERP)
Search Engine Result Pages or SERPs are the result pages of a search query in the search engine.

Shitstorm
A shitstorm is a social media phenomenon. Here factual criticism is drowned out by many irrelevant comments.

Single opt-in
Single opt-in is a simple registration. There is no confirmation email and the registration does not have to be confirmed.

Sitemap
A sitemap is a hierarchical structure of all pages on a website. A sitemap is provided by the operators of a website so that visitors can get a better overview. You should also tell the search engine the sitemap so that it can index the website better.

Social Bookmarks
A social bookmark is a bookmark that leads to a specific website. These are not saved on the computer, but saved in a social bookmark portal on the Internet. Here the bookmarks can then be shared and made visible.

Social Media Marketing (SMM)
Social media marketing or SMM is the name given to all of the most common marketing measures in which social networks such as Facebook, Twitter or Xing are used.

Squeeze Page
A squeeze page is a simple website that only has one specific goal, such as “collecting” emails or selling a product.

Subscriber
A subscriber is an e-mail subscriber in your e-mail distribution list.

-T-

Template / Theme
A template or a theme is a template, a ready-made layout or a design for a website or an e-mail.

For example, you can buy WordPress themes from many different providers on the Internet.

Traffic
Traffic is the number of visitors to your website or blog. It is also important that a visitor is not just a visitor. If you run an online business and want to make money from your website, then it is important that you get interested visitors with a wide open wallet! 😉

Traffic Source
The traffic source is the place where the visitor originally comes from. For example, it may have come from another website or from a search engine.

TrustRank
The TrustRank evaluates the quality of websites. With this method, websites are classified as trustworthy if they are linked from a trustworthy site.

Troll
A troll is a negative creature that probably evolved because of the anonymity of the internet. Trolls have only one goal, they want to provoke, not make relevant and destructive contributions.

Being a very positive thinker, I have declared moral war on trolls and support anyone who is bothered by these plagues. Trolls are counterproductive and just things the world doesn't need.

-U-

Uniform Resource Locator (URL)
The Uniform Resource Locator or URL is the address of a single web page. This is not to be confused with the domain, since the domain is only part of the URL.

A good example of a URL is: http://www.affenblog.de

Unique Selling Proposition (USP)
A Unique Selling Proposition, also known as USP for short, is the unique selling point that sets you apart from your competitors. The USP should answer why the customer should do business with you and not with your competitor.

Unique Visitor
A unique visitor is a unique visitor. It's a human visiting your website.

Unsubscribe Rate
The unsubscribe rate shows how many e-mail subscribers have unsubscribed from your e-mail distribution list in a certain period of time in relation to the total number of subscribers.

Upselling
Upselling is a sale in which a customer has already purchased a product and in the next step receives another, usually higher-quality product offer.

Usability
Usability is the user-friendliness of your site or blog. Important points are, for example, clarity and clear structures.

-V-

Dwell time The dwell
time is nothing more than the time how long a visitor stays on your website.

Video marketing
Video marketing describes all measures that are carried out with the help of videos.

Viral Marketing
Viral marketing is actually quite simple. A marketer does something and then the customer tells 10 other people. They tell that in turn to 10 other people. And this repeats itself over and over again.

A wonderful example is the Dollar Shave Club, really great video! 🙂

-W-

White-Hat SEO
White-Hat SEO refers to permitted measures of search engine optimization that correspond exactly to the guidelines of search engines.

Word of Mouth Marketing
Unlike viral marketing, this is where a marketer does something and then the customer tells 10 other people about it. And that was it.

WordPress
WordPress is the best known and most widely used content management system (CMS) in the world. WordPress just rocks!

-Z-

Target group
A target group or an audience are people whose needs or problems you are trying to satisfy or solve.