Internet Marketing A To Z

Even if you have been in internet marketing for a while...

Some of the terms used can be downright confusing...

So here is a quick (and important) internet marketing A to Z for you :)

Above The Fold: This is the area that can be immediately seen on a screen when a web page is first seen. This is an important concept to understand as people do not generally like to scroll down a page too much. 

Ad Impression: This is the count used in many advertising programs to charge you and measures each time that your ad is available for view on a computer screen.

Ad Tracker: A computer program that is used to count the number of times that people click on your advertising link.  Sometimes cookies or similar are used to count the number of sales as well.  Reading this statistics is important as it shows you where your viable viewing traffic comes from so it allows you to ensure that your hard earned advertising dollars are spent in the correct manner.

AdSense: Is Google’s advertising program that many people use to earn money off of their web sites.  By displaying Google AdSense adverts on their sites they receive a proportion of the revenue that Google charges through their AdWords system.

AdWords: Is Google’s main revenue stream.  By joining Adwords you provide small text adverts that Google displays on other sites.  Each time the link in these AdWord adverts is clicked upon the advertiser pays an agreed amount which is split between Google and AdSense.  The amount of money due is decided by the advertiser bidding for the best position.

Affiliate: An affiliate is someone who advertises a product for a third party, thus receiving a commission for each sale they make. 

Affiliate Link: Is the unique link given to an affiliate so that they may collect their affiliate commission for any sales.  The affiliate link usually contains a unique affiliate ID and a link to the associated product. Often a cookie is left on the viewer’s computer that lasts for a set period, its purpose being to allocate any future sales to the affiliate.

Alexa: Is one of the smaller internet search engines but it provides important and valuable information about current and historic web site traffic and international ranking.

Alt Text: Is one the key elements of Search Engine Optimization.  It is used in the design of a web site and is the HTML code used to provide alternative text for a graphical element.  This means that when the graphics can not/do not show up on the page the text element is shown instead.  It is an important element of good web site design that is considered by search engines in their rankings and lastly can be seen by text only browsers such as some cell phones and other mobile devices.

Anchor Text: When you ask for a link on another site or place a link on a forum – the anchor text is the clickable link that you place in the link. This is very important because it becomes your search term in a search engine.

Article Marketing: method to subtly promote products, services and websites online via article directories. Well written, useful articles on popular article directories can get many views. Readers of these articles may follow links within the article to the author's website (these visitors can then be monetised). Search engines also follow links in articles to the author's website which can boost the author's website ranking.

Autoresponder: Is a key tool in your internet marketing arsenal.  It is a software program that sends out emails on a predetermined timescale.  This allows you to write a batch of emails or newsletters all at once and get them sent out to your list as and when you require them.  There are several major autoresponder web sites (such as Aweber) that will take good care of your mailing list and ensure that you keep on the correct side of spam laws.

Banner Ad:
Is a graphical advert placed on a web site in order to market a product or another web site.  There are standard sizes for the ads, the most common being 478x60 pixels.  The banner ad can be vertical or horizontal, static or rotating.  When the banner is clicked the surfer is directed to another web site.  Most sites charge for banner adverts.  This used to be a very popular method of advertising that has been overtaken by the AdWord type text advert.

A very useful way of including lots of new and changing articles on your web site.  The most popular way of doing this is to use WordPress.  This is not only a quick and easy way to get a web site up and running but there are also lots of themes and plugins freely available.

CAN SPAM: Is a USA law whose intention is to curb inappropriate, pornographic and unsolicited email being sent out by companies.  Its success is a moot point.  One of the key elements is that all email sent out should be double opt in (see below).

Classified Ad: Is a small text within a magazine or ezine for the purpose of advertising a product or service as opposed to a web site or blog.  They are usually 65 characters wide and appear at the end of the magazine.  Some are used in real print to fill otherwise empty spaces.

Content: Is very important, and good and compelling content is what separates the good internet marketer from the unsuccessful.  It is the text and graphics that can be seen on a web site and browser when viewed on a computer or mobile device. In these days of better internet facilities and more sophisticated devices it can also include videos and audio.

Conversion Rate (C): Is a very important term and one that you should monitor regularly within your advertising and marketing statistics.  It is the percentage of visitors to your site who take an action (buy, click through, contact you, fill out a survey, join the mailing list) when they visit.  If 5 people visit your site and buy from you the CR would be 5% and this would be very high. When you pay for advertising CR is extremely important to ensure that you are obtaining value for your marketing budget.

Copywriting: Is another important concept and is the process of producing the content for your web site, blog, sales materials or articles.  Good copywriting encourages people to take the action that you want them to such as buy products from you.  Many of the best internet marketers still outsource (see below) their copywriting to experts.

Co-Registration: Is a little known tool but there are professional companies out there that will help you build your mailing list by asking their own visitors to register on your mailing list. Payment is by the subscriber and can be anywhere from 15 cents to $1.50 per subscriber.  This can also be undertaken as part of a joint venture (see below).

CPA (Cost Per Action): This and the following few definitions are used in advertising.  They show how successful your campaign has been and are the basis of the advertising charging mechanism.  CPA is how much you may when a particular action is undertaken.  This could be filling in a form, taking a survey or undertaking a free trail offer.

CPC (Cost Per Click): This is the cost per click upon the special unique click provided.  It is used in many pay per click campaigns (PPC) such as Google Adwords.

CPM: This is the cost per thousand ad impressions.  This means that every one thousand times your advert is seen on a web site or blog there is a charge regardless of whether an action or click has taken place.  This is a common costing method for banner advertising.

CTR (Click Through Rate): As opposed to a charging method this is a way of measuring the success of your advertising and is the percentage of people who click on your ad compared to the number of people who have viewed your ad.  So if 10 people click on your ad that has been viewed 100 times then the CTR is 10%.

Display URL: This is the URL or link that is visible as compared with the often more complex or longer actual target URL. This is used by people who wish to hide an affiliate link or by scammers who want to hide a phishing link.

Directory: This is a web site that provides a categorized list of information, blogs and/or web sites.  Yahoo is the most popular directory.  Google is not a directory but a search engine.

Domain Name: This is a unique name for a website. It is always preceded by www. (example: It is also used in email addresses and comes after the @ sign (example: This e-mail address is being protected from spambots. You need JavaScript enabled to view it ).

Double Opt in: In these days of spam this is almost imperative.  When you set up your mailing list you ask people to give them your email details and names.  You then send them a confirmation email with a link which they click on to confirm that they want your emails.  All the big and responsible autoresponder companies provide this facility for you.

Downline: Is a term used in multi level marketing (MLM) to define the group of people that have joined a program under a sponsor.  A downline is the people that a sponsor makes money from MLM.

Download: This is delivering and saving a file on your own computer from a link on a web site.

Duplicate Content: This is very important for websites to be aware of as Google is penalizing or ignoring duplicate content on web sites. It means EXACT (or extremely similar) text or articles that can be found on other web sites. Google only indexes the original content (whichever website publishes the text first). This has caused a lot of problems with some major sites, particularly article sites that allow duplicate content. These sites have now lost their rankings in the recent Google update.

Ebook: This is an electronic book that can be read on computers and other mobile devices. The most common format is PDF.  The advent of Kindle and other popular readers has made them very common.  Most people offer a small ebook in exchange for a sign up to a newsletter.

Editor: This is the person who contributes to a web site or more usually a blog and is usually responsible for a range of pages as opposed to the whole site.

Email Marketing: Also called newsletter marketing is the distribution of a marketing message and/or information via email.  Most people use autoresponders to manage part of their email marketing strategy.

Ezine: This is an electronic version of a magazine and delivers information to your marketing list.  Most people add advertising or marketing links.  Articles are a common source for ezines.

Ezine Adverts: These are the adverts placed in the ezines, usually on a paid or exchange basis.

Favicon: Is a small icon used to identify a web site in your bookmarks. (example:

Follow Up Series: Are the series of emails that are delivered to your email list after they have completed the opt-in form.

FTP (File Transfer Protocol): This is the computer software used to transfer files to and from your own computer to a remote server.  FTP is the method used to install a web site on a host server.

Forum: These are web sites that encourage groups of people to gather and exchange views on a common interest.  Moderators usually view and approve the messages to ensure that decency and appropriateness is maintained and that spam is kept to a minimum.  Forums are an excellent place to learn more about your niche as well as subtly market your own products.

Headline: This is the title that appears at the top of each web page.  Also it is the title of an advert.  Good headlines should be compelling, short and full of keywords.

HTML (HyperText Markup Language): The software code that web pages are written in so that they display correctly on a browser (like Internet Explorer or Firefox).

Hyperlink: This is the connection between the web page and a download, other web site or pop up.  By convention it usually shows as blue underline.  Graphics can also contain hyperlinks and most people now know to click on a graphic to connect to something else.

Joint Venture: This is a type of internet marketing where you join with another marketer to market your products.  You then have the advantages of having two email lists and two sets of web sites.  This is a very common way of increasing your marketing scope.  In exchange for them marketing your product you market their product.

Landing Page: This is the single web page that appears after a link and/or advert is clicked upon.  The landing page usually has a selling goal to convert the visitor by selling or asking them to join a mailing list that eventually leads to a sale.  Some internet marketers use long landing pages but the current concept is to use short landing pages.

Lead Generation: This is the process of encouraging people to ask for more information about a product or service by joining a database/mailing list of potential customers.  The purpose is to then email and/or phone these people with promotional information.

Link Cloaking: This is the practise of disguising a link on a web site or blog so that a different URL (see below) is visible to the visitor (example: ).  Often this is done to disguise an affiliate link (which is perfectly normal and acceptable) but can also be a phishing exercise (pretending to link to a site you aren't in order to deceive the person clicking the link). There are companies such as and that provide small URLs for link cloaking.

Moderator: This the person or group of people who control the messages that are displayed within a forum. The moderator is tasked with ensuring that the messages are appropriate, legal and not spam or blatant advertising.  On busy blogs, moderators may also be employed to manage comments.

MP3: Is a popular audio format that is used on computers and mobile devices.  Most audio files and seminars are recorded in this format.  MP4 files are used for audio combined with video.

Network Marketing (MLM): This is a business model where a person recruits a number of people to sell a product and then earns a portion of their commission. Pyramid selling is considered illegal but Network Marketing undertakes a legal version.

Newsletter: A Newsletter is an email based letter that is mailed to a mailing list as part of a selling process.

Niche Marketing: This is a very important concept to learn and involves finding a small market with a common interest and then marketing to them.  This allows you to segment your market and focus your products and activities.  A niche is a smaller part of a large market defined by a clear set of criteria.

Opt-In: The process of ensuring that your web site visitors actually wish to be on your mailing list.  They sign on using your form and then you send them a confirmation email asking them to confirm that they wish to be on your list - this is called opt-in.

Outsource: Busy internet entrepreneurs and others that need a particular skill often pay other individuals or companies to undertake part of a task.  This might be something such as copywriting, internet marketing, social marketing or web site building.  There are several large web sites where you can post your project and have outsourcers bid on the work.

PageRank™: This is the holy grail of marketing.  Google uses a ranking from 0 – 10 to give your web site a PageRank.  It is calculated by Google using a complex algorithm which considers amongst other things your site content and the amount, authority and quality of links to and from your site. The better your PageRank™ the more chance you have of being higher up in the search engines.

PPC (Pay Per Click Advertising): A type of advertising in which the advertiser pays only when someone clicks on their ad. Although it was available before, Google AdWords made PPC very popular.

PDF (Portable Document Format): This is a trademark of the Adobe Company and is a format that allows files can be read by any computer that has the free Adobe PDF reader. One of the beauties of the PDF document is that it cannot be altered thus making it perfect for ebooks.

Phishing: This is an illegal activity where a web site or email contains cloaked links in order to appear as another more reputable link. There are also Phishing sites that look like more reputable sites.  The prime intention is to capture financial and personal details for illegal means.

PLR: Private Label Rights (PLR) are digital products that you are able to alter and use “as is” or to make other products with your own branding and name on them.  This is a very powerful method of making new products and extending your offerings with minimal effort.  Some ideas of what you can do with PLR is: ebooks, books, articles, blog postings, web site content, and newsletters.

Redirect: A method where a user is sent to another web site from the one that they typed into their browser.  It is very useful when you change domains or want to use several domains for the same website.

ROI (Return On Investment): This is a method of measuring your profit against how much you spent.  It is calculated by taking the percentage of your profit divided by the money spent to obtain this profit.

RSS (Really Simple Syndication): A format commonly used to syndicate content around the internet.  By signing up to RSS on a web site you receive regular information on your desktop or web site.

Sales Letter: Also called a sales page, this is a one page web site used to persuade the viewer to buy a product.  It is closely associated to the squeeze page but the sales letter is generally more detailed.

Script: This is a set of computer software commands written in a language such as PERL or PHP that create programs.

Search Engine: This is a site that finds web sites for you based on one or more words – called keywords.  Google is the most famous search engine.

SEO (Search Engine Optimization): Is the process of creating or modifying web sites to make them more attractive to search engines, particularly Google.  The aim of SEO is to move the web site to the top of the chosen search engine's free search results and get more site visitors (and as a result often make more money).

On-page SEO: Sometimes called OPSEO, it is the use of internal links (pages linking to each other on the same website) and RELEVANT keywords WITHIN the web site to achieve good SEO.

Off-page SEO: Is using factors OFF the web site such as article marketing to influence the search engine placement of the web site.

Shopping Cart: This is a software based process that collects a group of products together that wish to be purchased by a visitor.  Most major payment processors have their own shopping carts built into their process.

Site Map: This is a special page, usually in text format that lists all the internal pages of a web site.  A very good site map includes all the internal links as well.  The object of the site map is to encourage the search engines to spider (visit) all the pages of the web site.

Social Bookmarking: Is the process of organizing, storing, managing, sharing and searching for resources online.

Split Testing: Is a method used to check the success of your marketing. Each version of your marketing message yields a different result which can be later measured.  This may involve sending people to a different web page, phone number or mailing list.

Sponsors Ad: This is the prominent ad that usually appears at the top of an ezine or newsletter that is purchased by main advertiser.  The ad is usually 10 -20 lines deep and 65 characters wide.

Squeeze Page: Also called a Lead Capture Page. This is a web page with the sole purpose of getting someone to give their name and email address to join a mailing list.  Usually a compelling free offer is featured alongside an opt in form.  The visitor agrees to join the mailing list in exchange for the free gift – hence the term lead. The squeeze is that there is rarely anywhere else for the visitor to go to and they are funnelled into the page from emails or adverts on other sites.

Subscriber: This is the person who voluntarily gives permission to be included on a mailing list.

Syndication: This is the process of displaying content around several sites which is usually accomplished by using JavaScript or HTML.

Testing Ads:
Is another important concept to learn and involves running several ads, changing one element each time so that the best combination can be found.

Teleseminar: This is a phone call which people join to listen to an expert on a particular subject.  It is often recorded in MP3 and sold on.

Thank You Page: This is the page that a person lands on after a payment has been made or a mailing list joined.  This is also a good place to put an Upsell (see below).

URL: This is a location of a website on the internet - it starts with the protocol http: (example: or https: for a secure page (example:

Upsell: This is process of offering a product for sale once another sale has been made.  The concept is that the person is in a buying mood and is open to the idea of spending more money.  Some people think it is a great concept but others find it annoying. As upsells are a standard part of internet marketing, it's advisable to expect them and to not get annoyed - why stress over the inevitable? Remember, you should never HAVE to buy an upsell for the original product you have bought to work. It can ENHANCE a purchase but the original product you've bought must work by itself.

USP: Or Unique Selling Point/Proposition.  This is how you differentiate yourself from other websites, sellers, companies.  It helps you stand out from your competitors in a crowded market place.  It is an important concept to learn in order to succeed on the internet.

Verified Opt-In: See Double Opt-In listed above.

Web Host: This is a company that rents out web server space to those that want a web site = advised for pretty much anyone. Hosting your own site can be VERY tricky! Try Hostgator as it's not only cheap it's incredibly reliable. 

Webmaster: The person who runs the technical side of a web site.  They usually change, delete and ad web pages as well as upload the site on the server.  Some web masters also manage the server.

WYSIWYG: This means 'What You See Is What You Get' and means that the page that is printed or viewed will look identical to the one that was written.

Mark Elliot Zuckerberg: Probably the most innovative entrepreneur on the internet – Zuckerberg is the founder and owner of Facebook, the second most visited web site on the internet and arguably one of the fastest growing web site ever.  Do not forget Facebook in your internet marketing.

I hope that this quick Internet Marketing A To Z of the more useful internet marketing terms has helped you as you journey through the internet.

Mike Auton

Comments (1)add comment

autonmike said:

I'll keep adding to this A-Z over the coming months... hope it helps :)

Mike Auton
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July 28, 2011
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