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Glossary of Terms DARE TO SHARE > Is there a term that you’d like to suggest be added to this list? If so, please email Justin with your suggestion! Actual CPC The amount you actually pay for each click, considering your clickthrough rate and the performances of your competitor ads. In this way, you may get to pay less than you bid. AdGroup An organized group of keywords within a campaign. Keywords in the same ad group trigger the same ad text, or creative. It’s best to group your keywords thematically so you can target ads toward each theme, market, product, or service. AdSense Google’s contextual ad program for website publishers. Publishers place text ads provided by Google on their site, and earn a portion of the click through revenue. AdWords Google’s contextual ad program for advertisers. Advertisers receive preferred placement (as sponsored links) for given keywords, based on a payperclick revenue model. Algorithm The detailed sequence of actions used by search engines to rank web pages. The most famous search engine algorithm is PageRank – Google’s indexing method that assigns different weights to multiple variables of a website, including: keyword density, link popularity, website authority, etc. Article Writing and submitting optimized articles on the subject of your website content is an important and effective aspect of search engine marketing. Authenticity The sense that something or someone is “real.” Blogs enable people to publish content and engage in conversations that show their interests and values. Blogs also help one develop an authentic voice online. Autoresponder An autoresponder is a program that automatically sends an email message at a set time or in response to an action taken by a computer or consumer. For example, when a visitor to your website requests information by sending you an email or

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clicking on a link, your autoresponder may automatically reply with a predetermined email message. You can set up autoresponders to send out sales information, letters, followup inquiries, or notices. Avatar An icon or figure representing a particular person in Internet forums, blog comments, etc. Average CPC The average amount of money advertisers are paying for each clickthrough from their ad to their website. Aweber Aweber communications develops and manages online optin email newsletters, followup automation, and email deliverability services for small business customers around the world. (see Autoresponder) Backlinking A link from another site to your site. The number of backlinks a site has is a major factor in that site's ranking in search engines. Banner A banner is simply an advertisement displayed on your web page in a traditional banner shape. A banner can display virtually anything, although in ecommerce it is primarily used as an advertising tool that acts as a link to an advertiser’s website. If you publish a newsletter or ezine, you may choose to include banners that promote another company’s product or service. (The standard banner size is 460 pixels wide and 60 pixels high.) Benefit It’s essential to understand the difference between “features” and “benefits.” Benefits is a marketing term that shifts the focus from product feature to how this feature will benefit the customer. “What’s in it for me?”, is the question every visitor will ask himself when looking at a sales message. Benefits answer this question. Unless your sales material is packed with benefitoriented text, forget about the sale. Bid The maximum amount an advertiser is willing to pay for AdWords traffic per click (advertisers do not always have to pay this maximum bid). Billboard Side The billboard side of the postcard is the “draw” – the attention getter. It will be seen by most recipients. Make sure it is used wisely with a graphic and a headline that screams “read me”, to your target market. Blacklist A blacklist is a list of known or suspected senders of spam. Blacklists are maintained by ISPs and spamfighting organizations. If your name gets blacklisted, it can be very difficult to have it removed. Legitimate email marketers can stay out of trouble with blacklists by following


these guidelines:

Use a confirmed optin system for collecting email addresses. Include an unsubscribe link in every email you send. Send only materials that reflect the relationship you have established with the people

on your list. Blog Reader A platform for reading blogs, similar to Google Reader. Blog A frequently updated website involving reversechronological “posts” or, short opinion, news, or gossip updates, with a collaborative interface. Websites with dated items of content in reverse chronological order (i.e. the most recent items are on top), selfpublished by bloggers. Items – sometimes called posts – may have keyword tags associated with them, are usually available as feeds, and often allow commenting. Body Copy The body copy is the description of your offer and benefits. Use only short sentences that are precise, persuasive, and written in conversational tone. The decision on whether or not to continue to read the postcard happens with every line a prospect reads, so make sure that every word is attention getting or provocative. Bonus An additional benefit in excess of the basic benefit. Bookmarking Saving the address of a website or item of content, either in your browser or on a social bookmarking site like del.icio.us. If you add tags, others can easily use your research too. Bounces Email messages that fail to reach their intended destination. “Hard” bounces are caused by invalid email addresses, whereas “soft” bounces are due to temporary conditions, such as overloaded inboxes. BreakEven Point The point at which the revenue from selling a product equal the costs of creating and marketing the product. Broad Match This is the default match option. When you include keyword phrases in your keyword list, your ads will appear when users search for any word in these phrases, in any order and possibly along with other terms. For example, a “broad match” for the term “make money online” will display your ads when people search for “make money online”, as well as “make online money”, “make money online with blogs”, “make online money MLM”, “online make money passive income” – anything with


“make money online” in the phrase. Broadcasting Simultaneously emailing the same message to multiple recipients. Browser A tool used to view websites, and access all the content available there on screen or by downloading. Browsers may also be used to upload or otherwise contribute content to a blog or other website. Internet Explorer, Firefox, and Safari are some of the most popular browsers. Bulletin Boards The early vehicles for online collaboration, where users connected with a central computer to post and read emaillike messages. They were the electronic equivalent of public notice boards. The term is still used for forums. Businesstobusiness (B2B) Businesstobusiness (or B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Businesstoconsumer (B2C) Businesstoconsumer (or B2C) describes commerce transactions between businesses, such as between a retailer (business or individual), and an enduser (consumer). CallToAction The calltoaction is essential in every form of media. It is what you are telling your prospect what to do. Campaign Defines the daily budget, language, geographic scope, and the networks where ads are displayed. Chat Interaction on a website, with a number of people adding text items one after the other into the same space at (almost) the same time. A place for chat – chat room – differs from a forum because conversations happen in “real time”. Churn A measure of a campaign’s success. Circulation The number of copies of a publication sold or distributed each issue Classified Ad A brief listing appearing in a periodical of items for sale and/or services offered, usually arranged by category. Click


The action of clicking on an advertisement or other graphical or textual element, which triggers the user to visit an advertiser’s website. Clickthrough A clickthrough occurs when a user responds to an online advertisement by clicking on a link that takes them to the advertiser’s website. Counting clickthroughs gives advertisers a better measurement of website traffic than recording hits (also called “pageviews”). Although clickthroughs are an important measurement of the success of an online promotion, they do not reflect the quality of site visitors (i.e., How long did they stay? Which pages of your site did they view?). ClickThroughRate (CTR) Clickthroughrate is a measurement of the success of an online promotion. It expresses the percentage of viewers of a web page who click through to an advertiser’s site. Currently, the advertising industry average is about 0.5% – which means that out of every 200 people who view an ad, one viewer can be expected to take action by visiting the advertiser’s site. ClickThroughTracking The process of tracking how many recipients clicked on a particular link in an email message. This is commonly done to measure the success of email marketing campaigns. Closed Subscription A subscription where the list owner must approve all new subscribers before they are added to the list. Collaboration Social media tools from email lists to virtual worlds offer enormous scope for collaboration. Lowrisk activities like commenting, social bookmarking, chatting, and blogging help develop the trust necessary for collaboration. Commitment The “social” aspect of social media means that tools are most useful when other people commit to using them too. Commitment will depend on people’s degree of interest in a subject, capability online, preparedness to share with others, degree of comfort in a new place, and the usability of the site or tool. Communities Groups of people communicating mainly through the Internet. They may simply have a shared interest to talk about, or more formally, learn from each other and find solutions as a community of practice. Online communities may use email lists or forums, where content is centralized. Communities may also emerge from conversations around or between bloggers. Competitive Analysis Assessment of the strengths and weaknesses of a business as compared to its competitors. Competitive intelligence. Competitive intelligence essentially means understanding and learning what’s happening in the world outside your business so you can be as competitive as possible. It means learning


as much as possible – as soon as possible – about your industry, and your competitor. Confirmation A situation where the subscriber must authenticate the subscription request before more emails can be sent. Usually this is in the form of clicking a link on a “Please confirm your request to subscribe”type email. Used for “double confirmed optin” lists. Confirmed optin “Single confirmed optin” and “double confirmed optin” are ways to collect confirmed email addresses and protect yourself from accusations of sending spam. Up until a few years ago, everyone used “single optin” web forms to collect email addresses for marketing campaigns. Visitors to a web page entered their name and email address, and that was it – it was understood that they had given their permission for the owner of the web page to send them email. However, if you use a single optin system, you can run into problems. For example, if someone enters the address of a friend or relative into your web form, that person could receive your newsletter or email promotions without ever having requested email from you, and they could accuse you of sending spam. Consumer List When you’re targeting people, your list is considered a consumer list. Content (Website Content) Writing specifically for web pages involves incorporating target keywords that tell the search engines what a specific web page is about. Effective content achieves two goals. The first goal is that it creates persuasive, informative content for the website visitor. The second goal is that it maintains an optimum keyword count for the search engines to index. Content Network Contentdriven ads displayed on nonGoogle sites through the Google AdSense affiliate network. Contextual Advertising Displaying ads that match the nearby text on a web page. For example, if a user is viewing a website about downloading music, the ads displayed might be for a music program like iTunes or Limewire. AdSense is a contextual advertising program. If you chose the “content network” settings with AdWords, your ads will appear on relevant websites that feature AdSense. Conversion A conversion occurs when a website visitor completes a desired action. Types of conversions include signing up for a newsletter, buying a product or service, registering to receive more information, joining an email list, and other transactions. Conversion Rate (1) A measure of the number of visitors who follow a call to action on a website. Calls to action include purchasing goods or services, subscribing to a newsletter or email list, contacting the


website provider, entering personal information, etc. Conversion Rate (2) The number of sales divided by the number of potential sales. You have 100 leads and you make 1 sale = 1/100 = conversion rate of 1%. Copyright Sharing through social media is enhanced by attaching a Creative Commons license specifying, for example, that content may be reused with attribution, provided that a similar license is then attached by the new author. CoRegistration Referring leads, subscriptions, or memberships based on optin or optout preferences. CostPerClick (CPC) The estimated amount you will pay, calculated by the search engine, for each clickthrough from an ad to your website. CPA Cost per Acquisition. CPC Cost per Click. CPM Cost per Thousand. Creative Commons A way to license your content so that people can share it. Crowdsourcing Refers to harnessing the skills and enthusiasm of those outside an organization who are prepared to volunteer their time contributing content and solving problems. CTR See ClickThroughRate Culture Social media only works well in a culture of openness, where people are prepared to share. For that reason, commitment and attitude are as important as tools. Daily A newspaper is a lightweight and disposable publication (more specifically, a periodical), usually printed on lowcost paper called newsprint. It may be general or special interest, and may be published daily, weekly, biweekly, monthly, bimonthly, or quarterly. Database A database is a sort of electronic filing system that lets you store and organize information.


Customers’ information stored in a database is often organized into separate fields according to name, email address, types of products purchased, and so on. You can search for specific information in a database buy using queries, then organize the information to create powerful, targeted marketing campaigns. For instance, if you were planning an online promotion, you could target specific customers by searching your database for all the customers who have bought one product but not another, or who live in a certain geographic area, or who have not made a purchase for more than three months, or all of the above. Deadline (1) The last possible time to get your ad to the media for inclusion in the slot you booked. Deadline (2) Including a deadline, or scarcity in your postcard message, is essential to its calltoaction. Demographics Statistics regarding factors such as age, income, occupation, education, lifestyle, and interests. You will need to define your target market in terms of demographics. Direct Mail A form of advertising often employed by businesses to reach targeted groups of potential customers by mail. Direct Marketing A direct communication to a customer or business that is designed to generate a response in the form of an order, a request for further information, or a visit to a store or other place of business. (Also called Direct Response Advertising.) Direct Response The best definition of Direct Response is advertising and marketing that encourages a direct action from a person. Typically, you want someone to request additional information and you expect him or her to do it immediately. Your level of direct response is based on your sales message. You can measure the effectiveness of your advertising based on the response rate. Directory A directory is a listing of millions of web sites Yahoo! (yahoo.com) and LookSmart (looksmart.com) are two examples. Directories are not search engines, though many people confuse the two. In a directory, sites are reviewed by editors who organize them into categories like “business,” “education,” and “entertainment.” Display Ad An advertisement that uses graphics, as opposed to a classified ad, which uses only text. Domain Name A domain name describes one or more web sites. Domain names are used in URLs to identify specific web pages. For example, in the URL “www.yourdomain.com/info,” “yourdomain.com” is the domain name. Every domain name is followed by a period, and then with a suffix that


indicates which “toplevel domain” it belongs to. The toplevel domains used on the Internet include: .gov (government agencies) .edu (educational institutions) .com (commercial businesses) .net (network organizations) .ca (Canada) .mil (Military) Various other suffixes exist for different countries (.us, .ru, .de, etc.) Domain Name System (..or Server) (DNS) A Domain Name System is an Internet service that translates domain names into IP addresses. Because domain names are alphabetic, they're easier to remember. The Internet however, is really based on IP addresses. Every time you use a domain name, therefore, a DNS service must translate the name into the corresponding IP address. For example, the domain name www.example.com might translate to198.105.232.4. Double OptIn Double OptIn is the recommended procedure for subscribing email recipients to an email list or newsletter. Once a person requests to subscribe to a list, a confirmation email message is automatically sent to the supplied email address asking the person to verify that he has, in fact, requested to be included in future mailings. Download When you download a file, you transfer the file from another computer to your own. While there are a number of ways you can do this on the Internet, FTP, and email attachments are the most common. When you view a web page in your browser, you are essentially downloading the page from the server that it is hosted on. Dynamic Keyword Insertion This allows you to dynamically put the keyword the searcher used to find you, into the title of your ad. This is done with these brackets “keyword”. KeyWord:Long Beach = All words with initial caps Keyword:Long beach = First word capitalized keyword:long beach = All words in lower case.

eBook An eBook (electronic book) is simply a book published in an electronic format so that it can be downloaded to your computer. Today, these are often in the form of PDF documents. Depending on the format of an eBook, you can either read the content on your computer or print a portable hard copy. eBooks are revolutionizing the world of online publishing because they are easy and affordable to publish and distribute.


Ecourse For lead generation purposes, the ecourse is designed as the free content you provide to your visitors in exchange for their contact information. Elearning often means an approach to facilitate and enhance information given to your potential prospects. Ecourses are often delivered via email, using autoresponders, or with sites that require a membership. Email Blast An advertising or marketing message sent in bulk via email. Email harvesting An automated process of collecting addresses through a robot program. Email header The section of an email message that contains the sender’s and recipient’s email addresses as well as the routing information. Email list Email lists or groups are important networking tools offering the facility to “starburst” a message from a central postbox to any number of subscribers, and for them to respond. Lists usually also offer a facility for reading and replying through a web page so they can also operate like forums. Email lists are an extremely important part of online marketing. As many internet marketing gurus say, “the money is in the list.” Email Marketing The use of email (or email lists) to plan and deliver permissionbased marketing campaigns. Emotion Emotion is what makes visitors want to buy your product or service. Logic alone will not sell anything. Use strong sales copy to trigger this emotional response. Exact Match A keyword option by which you set your ad to be displayed only when the search phrase you define and that of the Internet user match exactly (as opposed to a Broad Match). When you use this option, you put your keyword phrases in [brackets]. Ezine An ezine is an “electronic magazine” that is emailed to a list of subscribers or posted on a website. Many ezines offer advertising space that is both highly targeted and affordable. Also, publishing your own ezine is an excellent way to establish your credibility as an expert in your field, and to win the trust (and business!) of your readers. Face Side The U.S. Postal Service considers this the “front” of a postcard. This is also your prime selling space. FacetoFace (f2f)


Used to describe people meeting offline. While social media may reduce the need to meet, direct contact gives far more clues, quickly, about a person than you can get online. Online interaction is likely to be richer after an f2f meeting. Feeds The means by which you can read, view, or listen to items from blogs and other RSSenabled sites without visiting the site, by subscribing and using an aggregator or newsreader. Feeds contain the content of an item and any associated tags without the design or structure of a web page. Field A field is a space in a web form where a user is required to enter information. For example, an optin form for your free newsletter will be required to enter information. An optin form for your free newsletter will require that users fill in at least two fields: one for “Name” and one for “Email Address.” The information that users enter into a field on your web page is transferred to your database of subscriber information using a CGI script. First Class Mail First class mail delivers faster, and because people notice postage, using first class postage can produce far more results than standard mail, which initially is lower in cost. Firewall A firewall is a program that protects a computer or network from unauthorized access through the Internet. If you’re not using firewall software, web surfers may be able to access (through your Internet connection) information that is stored on your computer. Most companies that do business on the Internet install firewall software to prevent outsiders from accessing private company data. Flickr A popular photo sharing site, where creativity, design, and sharing are valued. FTP FTP stands for “File Transfer Protocol,” which is a method of uploading and downloading files through the Internet. FTP used to be the only method available, but now there are simpler methods such as email attachments, PDF files, and HTML files. Forums Discussion areas on websites, where people can post messages or comment on existing messages asynchronously – that is, independently of time or place. Chat is the synchronous equivalent. Geographies In direct marketing, it is important to consider your target markets’ geographical location: city, state, zip code, and region. GeoTargeting Geographical targeting. Describes the distribution of your ad to Internet users in different countries, states, cities, and regions.


GIF Files GIF (“Graphics Interchange Format”) files are the most common type of image files used on the Internet. These files are compressed so that they take up a minimum amount of space, and can therefore be downloaded much faster than other graphics files. GIF files are limited to 256 colors, but can be animated (like a short video clip) or set transparent (to blend in with the background of a web page). They are typically used in web pages as backgrounds, banners, advertisements, and buttons. Gigabyte A gigabyte is a unit that describes the storage capacity of a computer’s memory. One gigabyte of information is the equivalent of about one billion text characters (i.e., letters or numbers). Google Currently the most popular search engine, with the largest database and arguably the most accurate search results. Google pioneered the PageRank algorithm as a means of ranking websites and other web documents. Graphics Graphics, such as photographs, illustrations, or graphs, are effective because they allow you to deliver a lot of information in a relatively small space. Photographs are more convincing than illustrations. Photos can increase your response rate by over 50%. Groups Groups are collections of individuals with some sense of unity through their activities, interests, or values. They are bounded: you are in a group, or not. They differ from networks, which are dispersed and defined by nodes and connections. Hard bounces Email messages that cannot be delivered to the recipient because of a permanent error, such as an invalid or nonexisting email address. Hit Traffic to a website can be measured in “hits,” which describes the number of times a file (like a page or a graphic) is downloaded from a web server. However, counting hits is a poor way to measure web traffic. Here’s why... If your page has five graphics, you’ll count six hits every time someone views the page (one for the page, plus one for each graphic). Therefore, when someone claims that his web page has received over 1,000 hits, it may actually have received 100 actual visitors, if not less. Counting clickthroughs provides advertisers with a far more accurate measurement of the effectiveness of a campaign. Headline The most important element for a postcard is the headline. The headline is the ad for your ad. The prospect will make a decision to read your postcard based on his headline. It’s important to make the headline as strong and powerful as possible.


Why? Because five times as many people read the headline as read the rest of a postcard. The headline has to instantly communicate what you want to say in simple language that anyone can understand. A headline should convey the single most important benefit of your product or service. HTML HyperText Markup Language is the code that browsers read and translate into a viewable webpage. HTML tells the browser where to put text, graphics, forms, tables, sound, video, color, etc. To see the HTML code behind any webpage on the Internet, simply open your web browser and select “view source” under the “view” menu. A great online HTML tutorial we recommend can be found at: www.htmlclinic.com or www.davesite.com/webstation/html Hyperlink A hyperlink is a piece of text or a graphic that is “linked” to a web page (or to a specific location on a web page). When you click on a hyperlink, you are automatically transferred to its target page or location. Hyperlinks are usually blue in color and underlined. When they are activated, they change color. Hyperlinks also appear in the form of arrows, buttons, or graphics. Impression The number of times a banner ad is downloaded from a server (and possibly viewed) is referred to as the number of “impressions” it receives. Banner advertising is usually sold on a cost per thousand basis (CPM). Advertisers use impressions to measure the effectiveness of an advertising campaign but impressions, like hits, give a relatively inaccurate measurement of how many times a downloaded ad has actually been viewed. Users may be viewing web pages in a textonly browser, or they may not scroll far enough down a page to see the ad. Industry Keywords The most popular search terms that drives actual traffic to sites in any selected industry. Industry Keywords enable you to compare the keywords you are currently getting traffic for, with that of your industry competitors. Inquiry A list of those who have only inquired about your services, but have not actually purchased. This is great prospect information. IP address An IP (Internet Protocol) address appears as a set of four numbers separated by periods (e.g., 30.148.15.135), and acts as a unique identifier for your computer when you are connected to a network or the Internet. IP addresses are unique sets of registered numbers, and are often referred to as “Internet addresses.” The InterNIC Registration Service assigns Internet addresses that identify a particular network and a particular web host on that network. Your web host then provides you with an IP address that is linked to your domain name.


ISP Your ISP (Internet Service Provider) is the company that provides you with access to the Internet. The ISP is (or should be) connected to the Internet 24 hours a day. If you have telephone dialup access, your computer’s modem dials the phone number of the ISP, which then connects you to the Internet and allows you access to your email and the World Wide Web. If your ISP provides highspeed cable or DSL service, you have access to the Internet 24 hours a day whenever your computer is turned on. KEI Ratio KEI (Keyword Effectiveness Indicator) is a way to measure how competitive a search phrase is in comparison to other search phrases. The higher the KEI, the better. Keyphrase A two or moreword phrase that prospects type into a search query box to find products and services like yours. Keyword By entering keywords (or key phrases) into a search engine, you can locate web sites or information related to those keywords. For example, when searching for websites about dogs, you might use the keywords “dog,” “puppy,” “pet food,” “beagle,” and so on. Keyword Combinations Terms that contain a set of targeted keywords ordered in different sequences. Keyword Count (Occurrence) How often a keyword or keyword phrase occurs in a particular HTML page section. The keyword count is used in a calculation to determine the key word density. Keyword Density Keyword Density is the ratio of the number of times a keyword appears within a web page’s text. Keyword Density measures the keyword density of all keywords on any page on any website. The density analysis results include the occurrence, popularity, and density of keywords from the page title, links, headings, and page body text. Keyword Difficulty Keyword difficulty is used to analyze the competitive landscape of a particular search term or phrase. Keyword difficulty is a percentage score that will help you to determine how difficult it will be to rank for a particular term on the search engines. Keyword Matching A set of options that, when applied to the keywords in your AdWords account, allow you to control the distribution of your ad. Through keyword matching, you “tell” the system how exactly to match your keywords with those of the people that make a search. Keyword Popularity Keyword popularity is equal to the number of times a keyword is queried in the search engine’s database, usually estimated from the actual search counts of the previous month.


Keyword Predict The estimated daily search volume for any given keyword across all search engines provided by keyword tools and databases. Keyword Relevance A measure of the relevance of a website to a keyword (or set of keywords) used in a search query. Keyword Relevance is primarily measured by the use of keywords in the title tag, meta tags, alternative text, hyperlink text, or document text of a website. Keyword Research Discovery and analysis of keywords (or word) to target for a search engine marketing campaign. Keyword Targeted Campaign A campaign where the advertiser selects keywords that will trigger ads from the campaign. Keywordtargeted ads can appear on search results pages, on content pages, and on other properties on the Google Network. Keyword Theme In our terms, a theme can be many things such as a color scheme or subject matter, but in Google’s terms, a theme is the subject matter the topic. The topic is what the web pages are about. Keyword themes make your search engine and payperclick campaigns irresistible to the search engines for high rankings. Keyword Tool A free or subscriptionbased tool that provides collected search term data from 200 search engines world wide. Keyword Variations Keyword variations include singular/plural forms, capitalization, relevant variants of your keywords, and phrases containing your keywords. Landing Page The first page of yours that someone views. Usually, that person arrives at that page by following a link from some other site rather than typing in your web address. The landing page can be any one of your pages home page, product page, registration page. It is most often a highly keywordoriented page that will get it a high search engine ranking, also known as lead capture page, splash page, or squeeze page. Lateral Search Terms A lateral search looks at page details such as keywords of pages that are thought to be competing or related to your topic. Doing a lateral search sometimes enables us to uncover keywords that we might otherwise miss, and which do not contain the term searched. Lead Capture Means capturing or obtaining the contact information (name and email) of your site’s visitors. Your Lead Capture Page is a website or form on a website that can be promoted through any method of marketing, also known as a landing page, splash page or squeeze page.


Lifestyle A category in list building that determines leisurely activities, interests, and hobbies of different target markets. LinkedIn.com A social network around business (see also Ryze, niche networking site, and Facebook). Links Highlighted text or images that, when clicked, jump you from one webpage or item of content to another. Bloggers use links a lot when writing to reference their own or other content. List Address The address used to distribute a message to a list. List Administrator The person who manages or owns an email list. List broker A company that sells or rents lists of email addresses. Some list brokers are not reputable and sell lists with unusable or unsubstantiated candidates. It is therefore advisable for email marketers to build their own internal lists. List Broker A person who sells and rents lists of names and addresses for direct mail campaigns. List Owner The owner of an email list defines the list’s charter and policy (i.e., what the list is about and what are the general rules that all subscribers must accept in order to be subscribed to the list). List Selects A list of terms that define your target audience, i.e., age, income level, children, interests. List Server The Internet server that controls the distribution of a specific list. Long Tail The economic concept first coined by Chris Anderson in 2004 to describe the distribution of wealth on the Internet. The Long Tail represents the millions of niche market audiences that drive the majority of sales for online business. Long Tail Keywords Long tail keywords are keyword terms that are less popular, less competitive and less searched for, but when taken collectively, long tail keyword phrases can be responsible for driving significant levels of website traffic. In keywords, for example, the Widget market might get 50% of its sales from its top three


keywords, which would be considered the “short tail” keywords. The long tail would include the hundreds of keywords that result in the other 50% of sales. Lurkers People who read but don’t contribute or add comments to forums. The one percent ruleofthumb suggests about one percent of people contribute new content to an online community, another nine percent comment, and the rest lurk. However, this may not be a passive role because content read on forums may spark interaction elsewhere. Mailing List Your mailing list is the list of customers and subscribers who have given you their email addresses so that they may receive email from you. This list is one of the most valuable components of your business and it should be treated as such! Never give or sell your list to anyone. Mail server Your mail server is the computer (and the software it uses) that transmits, receives, and stores your email messages. It is located at your email client and/or your ISP. Mashup Two or more things combined. One of the key principles of web 2.0 (see also remix). Mass Media Mass media refers to those media that are designed to be consumed by large audiences through the agencies of technology. Maximum Cost Per Click (Max CPC/Bid) The maximum price that an advertiser is willing to pay for each click. Generally, the advertiser pays a smaller costperclick than their maximum bid. The Max Bid goes into determining the ranking of an ad in the sponsored results for a search. Membership Involves belonging to a group. Networking can offer some of the benefits of group membership, without the need for as much central coordination. A rise in networking may present challenges for organizations that depend on membership for funds or to demonstrate credibility. Meta Tag An HTML tag that gives information about the content of a website. Meta tags are nonvisible text that help define your website for search engine spiders. Misspelled Keywords Errors in spelling. You have to take them into consideration when building your keyword list. The reason is that many people type their search phrases with misspellings, but they are still potential targeted traffic for you. MSN Search Microsoft’s search engine at www.msn.com. The service has also recently started providing


its search results to other search engine portals in an effort to better compete for the market share. Name Server A program that translates names from one form into another. For example, the Internet relies on Domain Name Systems (DNSs) that translate domain names into IP addresses. Natural Search Results (Organic Listings) The nonsponsored results that are delivered by a search engine when a user enters a search term. These results are displayed at the left of the search engine’s results page, taking up most of the page, when somebody makes a search. Negative Keywords Use negative matching to eliminate certain searches that may be irrelevant to your website. You can add a negative sign () before the keyword that you wish to use to prevent your ads from displaying. For example, if you are targeting keyphrases with the word “widget” in them, you may wish to turn “free widgets” into a negative keyword. Otherwise you will being paying for clicks made by people who are very unlikely to buy. Networks Structures defined by nodes and the connections between them. In social networks, the nodes are people, and the connections are the relationships that they have. Networking is the process by which you develop and strengthen those relationships. Newsletter A set of articles or summaries of information delivered in a specific format. Niche A relatively small, easily identifiable, and easily targeted group of people interested in a specific topic or in need of a specific product or solution. Offer The offer you make in a direct mail package needs to be carefully thought out and matched as closely as possible to the interests, needs, and motivations of the list. As a rule of thumb, the more specifically matched the offer and list, the higher the response rate. Offline Means not online, that is, not connected to the Internet. It may refer to an unconnected computer, or activities taking place without the benefit (or perhaps distraction) of a connection. Openness Being prepared to share and collaborate – something aided by social media. Open source software developed collaboratively with few constraints on its use is a technical example. In order to be open online you may offer sharealike copyright licenses, and you may tag content and link generously to other people’s content. This demonstrates open source thinking.


Openup Rate The percentage of recipients who opened their email messages. The openup rate is often used to measure the success of an email marketing campaign. Openup Tracking The process of tracking how many recipients opened their email messages as part of an email marketing campaign. Openup tracking is only possible using HTML mail. Operating System A program that manages all other programs in a computer, such as Windows or Unix. Optimization The process of improving a website for search engine visibility. Optimization may include building keyword density, link popularity, search engine compatibility, and improving website content. OptIn When you opt into a mailing list, you give someone your email address, usually by entering it into a web form. By opting in, you give them permission to add you to their optin mailing list and send you email usually in the form of a newsletter or ezine. You may also fill out an optin form in order to be entered in a contest, or to receive a free eBook or whitepaper. OptOut An approach to email marketing in which customers are included in email campaigns or newsletters until they specifically request not to be subscribed any longer. This method is not recommended and could illegal in some cases. Organic Search Results (Organic Listings) The nonsponsored results that are delivered by a search engine when a user enters a search term. These results are displayed at the left of the search engine’s results page when somebody makes a search. Overture A search engine that returns results based on paid placement rather than algorithmic rankings. Overture is currently owned by Yahoo! Page Rank The algorithm used to determine the hierarchy of pages and websites in the search engine index. Devised by Google, Page Rank is a measure of the quality and quantity of traffic, links, visitors, and keyword content of a website. PayPerClick (PPC) An advertising payment model that allows advertisers to bid on keywords and pay only when the ad is clicked, thus paying for actual traffic rather than page impressions. The highest keyword bidders receive the highest rankings in search engine results pages and, therefore, the most traffic. The PPC model was first introduced to search by Overture, and made famous by the enormous profits generated by Google’s Adsense and Adwords programs.


PDF PDF stands for “Portable Document Format.” Like HTML or text, it is a way of formatting a file. PDF is promoted and marketed by Adobe Systems, Inc., and is widely used with eBooks, newsletters, ezines, electronic brochures, and other online versions of print publications. Both Windows and Mac users can read PDF files using Adobe Acrobat Reader. For a free copy of Acrobat Reader, go to: www.adobe.com/products/acrobat/main.html Peer to Peer Refers to direct interaction between two people in a network. In that network, each peer will be connected to other peers, opening the opportunity for further sharing and learning. Permission Marketing Permission marketing is a term used in emarketing. Marketers will ask permission before they send advertisements to prospective customers. It is used by Internet marketers, email marketers, and telephone marketers. It requires that people first “optin,” rather than allowing people to “optout” only after the ads have been sent. Personalization The insertion of personal greetings in email messages (for instance “Dear John” rather than the generic “Dear Customer”). Personalization requires sophisticated email list management software that allows for socalled mailmerge operations. Phrase Match The option that limits your ad to be displayed only when somebody types in the search box a phrase that includes your keywords, in the same order. Surrounding a keyword phrase with “quotation marks” makes the ad appear only when a user searches for the words in that order, combined with other search terms. Platform The framework or system within which tools work. That platform may be as broad as mobile telephony, or as narrow as a piece of software that has different modules like blogs, forums, and wikis in a suite of tools. As more and more tools operate “out there” on the web rather than on your desktop, people refer to the Internet as the platform. Podcast Audio or video content that can be downloaded automatically through a subscription to a website so you can view or listen offline. Positioning The concept of positioning has been around for 30 years. Positioning is the process of placing your company’s image or identity foremost in the minds of customers. It can also be used to refer to your potential income streams. In other words, which products/services are you “positioned to sell”, or “in a position to sell.” Press Release A public relations announcement issued to the news media and other targeted publications for the purpose of letting the public know of an important event or piece of information about your company. A press release is a great way to increase your search engine visibility since your


company will be featured as current top news in your industry. Privacy Policy A privacy policy is an essential tool for every email marketer. It is a public statement declaring that you will never share, sell, or give away the email addresses that the people on your mailing list have entrusted with you. If you will be sending email to a mailing list, you must develop a privacy policy and post it on your web site. The following is an example of a typical privacy policy: [Company name] supports the right of personal privacy and corporate security on the Internet. [Company name] will never sell or market names, email addresses, or any other privileged information about out clients or subscribers. Profiles The information that you provide about yourself when signing up for a social networking site. As well as a picture and basic information, this may include your personal and business interests, a “blurb” about yourself, and tags to help people search for likeminded people. Profit Signals The profit signal informs you at a glance if a keyword is profitable. The profit signal is an indicator of whether the keyword is likely to produce conversions (leads and sales). This makes it simple to eliminate keywords that are likely to waste ad dollars. R/S Ratio ResultsToSearches Ratio, the ratio of the number of websites listed versus the number of times the keyword is searched for on the search engine. For the R/S Ratio, the lower the R/S Ratio the better. Ranking The position of your site in a search engine’s natural results, when a user enters a particular search term. Ranking or ad rank also refers to the position a payperclick ad is placed in the sponsored listings, as determined by Max Bid, and clickthroughrate. Rate Amount of a charge or payment relative to the individual newspaper for advertising. Related Keywords Closely related keywords and search phrases that are relevant to your website or business that are not the obvious search terms. Relevancy The accuracy of the match between the keyword typed in the search box by an Internet user and the results returned by the search engine. Remixing Social media offers the possibility of taking different items of content, identified by tags and published through feeds, and combining them in different ways. You can do this with other people’s content if they add an appropriate copyright license.


Repetition Delivering a single message or a series of messages for the same offer several times to the same group of people. ROI (Return on Investment) Percentage of profit returned for the funds invested to produce it. In terms of search engine optimization, ROI refers to the sales directly attributed to an SEO or SEM campaign. Roles Parties need hosting, committees need chairing, or working groups that may need facilitation. Online networks and communities need support from people who may be called, for example, technology stewards or network weavers. Champions are the core group of enthusiasts you need to start a community. RSS Short for Really Simple Syndication. This allows you to subscribe to content on blogs and other social media and have it delivered to you through a feed. Sales Copy If you’re selling products or services on the Internet, you need to use words to sell. You need cleverly written sales copy that triggers desire and takes away the visitor’s resistance. Good sales copy is the most important part of your overall Internet marketing strategy. Search Engine Search engines are essential Internet tools, used for locating websites related to particular subjects. When you visit a search engine website, you type in keywords or key phrases, and the search engine locates the websites that match your keywords. Each search engine has different criteria by which it searches and lists websites so you will get different results by searching for the same keyword combinations in different search engines. Search Engine Marketing (SEM) The process of marketing a website through search engines. Search engine marketing drives traffic by paying for ad words, page rank, and/or inbound links. Search Engine Market Share This feature shows the percentage of a keyword’s searches performed on the major search engines; Google, Yahoo, and MSN. Search Engine Optimization Search engine optimization differs from Search Engine Marketing in that SEO involves only natural (unpaid) techniques to improve search engine ranking, and SEM involves paid ads or paid placement. Both SEO and SEM are used to increase website traffic, conversions, page rank, and ROI. Search Network Ads displayed on Google search results pages and their Search network, which includes Froogle, Google Groups, and search sites such as Ask.com and AOL.


Search Query The keyword, keyphrase, or list of words that you type into a search engine to find relevant websites. Search Spider (or Spyder) A program that constantly scans the Internet to collect information for search engines. Spiders follow internal and external links to create an index of all documents on the Internet. Also called a “crawler.” Search Term The same as a keyword. A word or phrase through which a person defines what he is looking for. The phrase is used to inquire the database of indexed pages of a search engine. Searching Searching for information on the Net is done using a search engine, of which Google is the best known. Specialist search engines like Technorati concentrate on blogs. As well as searching by word or phrase, you can search on tags, and so find content others have keyworded. Seasonal Search Trends Seasonal trends can help you determine the ideal timing for marketing campaigns, to predict traffic levels during low peak periods like the holidays, or simply to view the change in demand for a product or service throughout the year. Secure Server If you are planning to conduct credit card transactions or collect personal information at your web site, you will need access to a secure server. A secure server encrypts personal information (i.e., converts it into a secret code) to make sure it cannot be viewed by unauthorized users. When you view a secure page, your web browser will display a picture of a lock or key to indicate that the page is secure. Check with your web host to see whether they have secure server capabilities. If you have yet to choose a web host, this is a feature that you may want to ask about. Look for a web host with low or no additional setup fees. Note, though, that your entire site does not need to be secured just your order page. Segmenting Your List Using several qualifiers, including specific demographic, geographic, and lifestyle criteria to hone in on a select group of people that are most likely to respond to your offer. Server A server is a computer dedicated to storing files. Web Hosting companies store (or “host”) websites on their servers for a monthly or annual fee. Site Targeted Campaign


Site targeting lets AdWords advertisers choose individual sites in the Google content network where they’d like their ads to appear. You can select sites for your sitetargeted campaign in two ways: Name the specific websites where you’d like to advertise, or use a list of keywords that describe your site. Social Media The terms for the tools and platforms people use to publish, converse, and share content online. The tools include blogs, wikis, podcasts, and sites to share photos and bookmarks. Social Networking Social networking sites are online places where users can create a profile for themselves, and then socialize with others using a range of social media tools including blogs, video, images, tagging, lists of friends, forums, and messaging. Soft Bounces Email messages that cannot be delivered to the recipient because of a temporary error, such as a full mailbox. Solo Ad A special mailing to an ezine’s list that promotes a single product or service. Solo ads are typically written in the form of a personal recommendation from the owner of the ezine. Solo ads can either be paid for with a lump sum, which is open to negotiation between the marketer and the ezine owner, or (more commonly) by giving the ezine owner a share of the income the ad generates. Source code Source code is the original program instructions (usually written in HTML) that make up a webpage. You can view the source code of any webpage in Internet Explorer/and or Firefox by selecting “View Source” from the “View” menu. Spam Spam is unsolicited commercial email. You are “spamming” people if you send email to people who have not given you permission to do so. If you send spam, be prepared for serious consequences: Your email messages may be caught in spam filters, your email account may be blacklisted by spamfighting organizations (or shut down by your ISP), and your web host may suspend your service. Sponsors Payperclick advertising campaigns. Sponsored ads are usually found at the top or at the sidebar of the search engine results. Standard Mail (formerly thirdclass or bulk rate) Mail with a delivery time of 520 days. You must pay an annual fee for the permit, which authorizes you to mail at bulk rates. Subject Line The part of an email message where senders can type what the email message is about. Subject lines are considered important by email marketers because they can often influence


whether a recipient will open an email message. Submission The act of supplying a URL to a search engine in an attempt to make a search engine aware of a website or page. Subscribing The process of adding an RSS feed to your aggregator or newsreader. It’s the online equivalent of signing up for a magazine, but usually free. Sunday Edition Highest circulation, highest readership, most effective advertising day. Tags Keywords attached to a blog post, bookmark, photo, or other item of content so you and others can find them easily through searches and aggregation. Target Marketing A portion of a market that you’ve identified as having some special characteristic that is worth marketing to. Your target should arise naturally from your interests and experience. For example, if you spent the last 10 years as a realtor, you may decide to start marketing to people in the real estate industry because you are familiar with their mindset. Targeting Using demographics and related information in a customer database to select the most appropriate recipients for a specific campaign. Technorati Way to listen to and find blog entries. It’s like Google for blogs. In addition, it ranks blogs based on its own system of authority. Terms of Services The basis on which you agree to use a forum or other webbased place for creating or sharing content. Check before agreeing what rights the site owners may claim over your content. Threads Strands of conversation. On an email list or web forum, they will be defined by messages that use the same subject. On blogs, they are less clearly defined, but emerge through comments and trackbacks. Trackback Some blogs provide a facility for other bloggers to leave a calling card automatically, instead of commenting. Blogger A may write on blog A about an item on blogger B’s site, and through the trackback facility leave a link on B’s site back to A. The collection of comments and trackbacks on a site facilitates conversations. Tracking In an email marketing campaign, measuring behavioral activities such as clickthroughs and


openups. Trade Journal A periodical publication focusing on matters concerning a particular industry or group of industries. Also called a “trade publication.” Examples include: Publishers Weekly, Women’s Wear Daily, or Today’s Chemist at Work. Traffic (referring to website traffic) The amount of visitors and visits a website receives. Website traffic is very important, as you can’t have conversions without visitors. Traffic The number of people that visit your webpage, being led there by your marketing campaigns. Traffic may be measured by hits, impressions, clicks, page views, visitors, unique visitors, or other indications of website activity. Transparency Enhancing searching, sharing, selfpublish, and commenting across networks. Makes it easier to find out what’s going on in any situation where there is online activity. Unique Selling Position A USP is the strongest benefit your business has over competition. Your USP should show that by using your product or service, the prospect will get a particular benefit not available from anyone else. Unique visitor Unique visitors to a website or webpage are tracked by their unique IP addresses, which are much like online fingerprints. However, counting unique visitors to measure the success of an online promotion can be very misleading. For several technical reasons, a single IP address may not necessarily reflect a single or truly “unique” visitor. Unsubscribe To remove a subscriber from an email list. Unsubscribe link If you are sending email messages to an optin mailing list, you MUST include an unsubscribe link in the body of every message. An unsubscribe link sends a message to the list owner (in this case, to you) requesting that the recipient of the original email be removed from the sender’s list. If you send a promotional email without including an unsubscribe link, you may be accused of sending spam. Upload To transfer a file or other content from your computer to an Internet site. You can also upload information when you transfer it from your own computer to another computer.For example, after you create a webpage from your own computer, you upload it to the server of your web host, where it is posted on the World Wide Web. URL


URL stands for “Uniform Resource Locator.” Your URL is the online address of your website or webpage. For example, the URL of the CarbonCopyPRO is http://www.CarbonCopyPRO.com User Created Content (UCC) User created content, whether design, music, video, or some multimedia mashup. Viral Marketing A marketing strategy that encourages email recipients to pass along messages to others in order to generate additional exposure. Visibility Measure of a website’s ranking in search engines or directories. Voice Broadcast Voice broadcasting and voice mail broadcast allows you to instantly send hundreds or even thousands of interactive phone calls with ease while managing the entire process right from the Web. Visit A single instance of a web page being viewed in a browser. The number of visits to a website is a key measurement in the field of Internet marketing. Voice Over Internet Protocol (VOIP) Enables you to use a computer or other Internet device for voice communication. Skype is a VoIP provider, for example. Web 2.0 A term coined by O’Reilly Media in 2004 to describe blogs, wikis, social networking sites, and other Internetbased services that emphasize collaboration and sharing, rather than less interactive publishing (Web 1.0). It is associated with the idea of the Internet as a platform. Web form A web form is an HTML form that contains fields for collecting information. In order to send the collected information to the owner of the form, a web form needs to incorporate a programming script (usually a CGI script). Web Host A web hosting company sells online “space” where websites are stored (or “hosted”). A web host’s computers are (ideally) connected to the Internet 24 hours a day so that web surfers around the world can access your page at any time. Weekly A weekly newspaper, or semiweekly newspaper is usually a smaller publication than a larger, daily newspaper (such as one that covers a metropolitan area). Unlike these metropolitan newspapers, a weekly newspaper will cover a smaller area, such as one or more smaller towns or an entire county. Whitelist


A list of preauthorized email addresses from which email messages can be delivered regardless of spam filters. Wiki A webpage or set of pages that can be edited collaboratively. The best known example is wikipedia, an encyclopedia created by thousands of contributors across the world. Once people have appropriate permissions set by the wiki owner they can create pages and/or add to and alter existing pages. WordPress The best free blogging platform. Its free themes, plugins, user friendly, capabilities, and community features make it arguably the best platform (see also Typepad and Blogger). Yahoo! A search engine that returns results based on paid placement rather than algorithmic rankings. Yahoo! is often referred to as Overture. YouTube One of many video sharing sites. It is currently the largest and owned by Google (see also Blip.TV, BlogTV, Seesmic, Vimeo, Viddler, UStream, and others). There are a host of video sharing sites around niche topics like DoitYourself and Howto.


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