Glossary

One objective here at Mazepress is to help explain the jargon and acronyms used in the internet marketing and business world. Here we will do our best to explain as many terms as possible to help save you time.

When designing, developing, managing or marketing your website you are going to want to get clued up on as the specific definitions used in tutorials and our articles and courses. You can find a reference link to this glossary from all of our pages so you can always jump back over here if you don't know what something means.

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Adsense – Google Adsense is a Google advertising tool that allows you to add targeted advertising to your own website to monetize your traffic. The ads shown are the ones listed in the tool mentioned next Google AdWords.

AdWords – This is Google's PPC / Pay Per Click advertising program that allows you to list your website in their sponsored ads atop the organic search results for the keywords you want to target. The process involves bidding on keywords and operating a high-quality score in return for a better cost per click.

Analytics – When most people refer to Analytics they are talking about some kind of website reporting analysis tools such as the popular Google Analytics tool which gives you live and archived data on many variables regarding your website and its traffic flow.

Affiliates – An affiliate is a person or incorporated entity that is affiliated with a certain product or service, in an online capacity this usually refers to those marketing 3rd party products in exchange for a commission on leads or sales referred to the vendor/merchant. See our guide to learn about affiliate marketing.

Algorithm – Also known as an Algo this term describes the mechanism and system used by search engines to rank websites within their search engine results pages. Google uses over 100 different ranking factors in its search algorithm taking into account factors directly on your website and also around the rest of the web.

ALT Tags – Alt Tags or Alt Text are HTML tags used to describe images and graphics within a web page with an alternative text to describe what is pictured. These display when you mouse over hover the image and are vital for SEO and accessibility. Blind people rely on ALT tags to understand the context of an image when they use screen readers to narrate web pages top to bottom. See http://doingitblind.com a website I developed for a blind client focussed on helping blind people.

Anchor Text – This is the term given to the visible text of a hyperlink on a webpage. The text is very important for search engine optimization as it offers context as to where the link is going and what type of content you are linking to. A great place to include primary keywords.

b2b – An acronym for Business to business this term refers to companies who's customers are other companies rather than individual consumers or the general public. Wholesale and dropshipping companies are good examples of b2b enterprises.

Backlinks – Links on other websites which point to yours. One of the pillars of traditional SEO and still an important ranking factor but with many differences to a few years ago.

Blackhat – Think Black Magic vs White Magic, Blackhat or Blackhat SEO is the term given to the process of employing dangerous and ill advised search engine optimization techniques.

CTRL / Click Through Rate – A click through rate is the ratio of clicks to impressions a web page or link gets. If you have 10 impressions (views of the link) and 1 click then you are operating a 10% conversion rate.

Cloaking – Cloaking pertains to masking or cloaking a link on your website by pointing it to an internal link and then redirecting it with a 301 redirect to the eventual external url to avoid the user or search engines from seeing it and potentially penalizing you if they seemed it a spammy link. This is often done with affiliate links though the benefit is disputed these days it was once considered important when employed sensibly and not in a misleading manner.

Cloud – 'The Cloud' or Cloud Services refers to software solutions which are hosted externally and can be accessed at any time, anywhere by anyone provided they have permission to access and an internet connection. This is a big leap forward in productivity and allows teams to collaborate on a single file or set of files rather than work on local files or rely on an expensive internal server.

CMS / Content Management System – A system to allow a website owner to control, edit and add content to their website without knowing how to program and code, there are many examples of content management systems though we simply love WordPress and seldom touch anything else.

CPA / Cost Per Acquisition – Cost per acquisition refers to a system used by advertising platforms where you pay an agreed post per event, whether that be a sign up, new lead, or a product sale.

CPC / Cost Per Click – A system for search engines or advertising platforms to give reporting data on the cost per click when the model employed is Pay Per Click. You can use this when bidding for particular keywords and setting limits to your total send per click.

Cost Per Impresson or CPM – Another cost structure for internet advertising platforms where the agreed cost is based on impressions instead of clicks, leaving you with more necessity to operate a high conversion rate or risk spending a lot of money and receiving no interactions, leads or sales. The reporting of this often is calculated oer 1,000 clicks and so can be misleading to beginners to online advertising.

CRM – Customer Relationship Management - Systems or strategies for managing all customer / client interaction or communication whether it be leads or existing customers automating and optimizing the workflow, relationships and routines. Examples are Insightly (Our Choice for most companies), ZohoCRM, BaseCamp & Streak.

Crowd Funding – Crowd funding is gaining investment from multiple sources usually online. Websites like Kickstarer have made the process a lot easier and it has become a popular way to raise the capital to develop and launch a product, service or solution.

Crowd Sourcing – Crowd sourcing involves obtaining information or having tasks completed by a number of different people typically online. This has become a buzz word as more services that allow you to crowd source projects have become popular ways to get work done. mTurk is an example of one.

CSS – An acronym for Cascading Style Sheet, CSS is a programming language to allow the manipulation and styling of the various html elements to create different layouts and designs. Using External CSS is preferable to inline styles as it allows you to use less code and produce a faster loading website and remains easier to change styles globally later on.

Directories / Directory Sites – A website business model which generally involves public or private listings of websites, companies or other things that can be organized in this manner (Anything pretty much!). There is a wide range in the different functionality these sites can provide and they were once a great source of backlinks before backlink rankings became more qualitative than quantitative.

Domain / Domain Name – Refers to the websites main root address. Our domain is mazepress.com/. Having a domain name is the very first step in setting up your own website with WordPress or any other platform for that matter if you want to self host and not run a web page on someone else's website which is not really the same as having your own website imho.

eBay – C'mon now, you are on a computer so I know you are not under a rock! but to be thorough and since it is mentioned many times on this website eBay is the largest global auction website. A great way to get great deals and an opportunity to make a passive income online.

eCommerce – Stands for Electronic Commerce and the term refers to any type of business or website that involves some transactional functionality such as a shopping cart or payment gateway.

Facebook Retargeting – Retargeting is a more general marketing concept which applies in different ways depending on where it is being used. In this form which Facebook launched some time ago it allows you to serve Facebook ads to people who have previously visited your website or interacted with your brand on their platofrm, offering an increased rate of conversion.

fCommerce – Like eCommerce however fCommerce is the process of selling your products or services directly on Facebook via a Fanpage and custom page tab/app.

Feed – Feeds relate to XML feeds which come in the form of RSS or Atom and are an easy way to aggregate external sources of content into one place. They allow you as a website publisher to let users subscribe with your Feed address or Feedburner to digest your content within their own platofrm. Apps like Flipboard, Feedly etc are a clever way of organising your favourite websites content using feeds.

Forum – A forum can relate to a website or an area of a website where users can interact by creating topics, threads and replies on a set of organized discussions. Warrior Forum is an example of a website which is literally just a forum of internet marketing guru's where they can discuss, lean and share ideas and information related to the websites topics on inbound marketing and making a passive income online.

Impressions – This refers to the number of times a website link has been viewed by users in total whether the user clicked the link or not. Comparing your impressions to clicks allows you to calculate a click through rate or conversion rate.

Inbound Marketing – A phrase which is not as old as SEO or Search Engine Optimization but is necessary to describe all inbound internet marketing efforts which include but are not limited to SEO since search engine optimization is only one facet of internet marketing inbound marketing also includes social media, content marketing, blogging and Pay Per Click advertising under its umbrella.

Metadata / Meta Tags – Generally refers to the different metadata available when publishing a webpage. These include the Title, Meta Description and Meta Keywords though once were one of the pillars of on-page SEO they are now less important but nonetheless should still be optimized but more so for users and conversions than robots.

Meta Description – Meta descriptions allow you to give external websites and search engines a brief summary of your web page content. These are useful for SEO though not as much as they once were. You can read more about these tags within our SEO Course for Beginners.

Meta Keywords – The least important of the metadata options since Google and other search engines admitted not using them as a ranking factor and paying little attention to what you put in here. Possibly due to their manipulation in the past and keyword stuffing.

Description Tags – HTML tags which provide a brief description of your site that search engines can understand. Description tags should contain the main keywords of the page it is describing in a short summary – don’t go crazy here with Keyword Stuffing.

Permalink – A permalink is an URL for a specific web page on a website, so not necessarily the homepage root URL but the various differnet page URLS. It is important for SEO to adopt a search engine friendly Permalink structure. http://mywebsite.com/?kjj?3443 is bad while http://mywebsite.com/about-me is friendly.

Pipeline – A predetermined sequence of stages a project will go through from start to finish typically used in computing but adopted by lots of cloud services for project management to help freelancers and web businesses. Useful in project management to organize multiple projects that all share similar steps and tasks.

PPC – PayPerClick Marketing refers to advertising systems online whereby you bid for particular search keywords and pay on a per click basis. If worked properly it can be very effective but is the opposite of organic SEO.

Robots.txt – This is a file on your server to prevent specific web pages you don't want indexed from being included in search engines indexation and/or to tell search engines which you would like indexed.

SaaS – Stands for Software as a Service and relates mostly to cloud based solutions such as CRM's, project management solutions etc.

Scraping – The process of scraping a website involves copying all of the content and then using it on another site. This is frounded upon unless done with permission in the case where you are moving a site and cannot export using any other method.

Search Terms – Search Terms refer to the words or groups of words people use when using a search engine. Working out what your product or service's most popular search terms are is one of the foundations to good keyword research.

SEM – Acronym for Search Engine Marketing or a company/individual offering such services. SEM differs from SEO because it also includes paid serivces in addition to organic search engine optimization.

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SEO – Search Engine Optimization or Optimisation (English - UK) is the process or 'art' of improving the visibility of a website web property or web page in a search engines organic search results, also known as SERPS (Search Engine Results Pages) using non-paid methods.

Social Commerce – A spin off from eCommerce this is the process of directly selling goods or services via a social network without the need for your customer to visit your website and leave the social media platform they are using.

Spiders – A noun and a verb search engines send out what they call spiders to crawl through your website and all of the linked pages both internal and external to collect information to use in their organic search results and help them to assess and determine the search engine rankings for your various individual pages and the keywords/search terms associated with them.

Spam – Spam can come in different forms, there is comment spam and there is email spam however what they have in common is that they are unwanted and unauthorized marketing messages or attempts to extract information that could compromise your security and privacy. There are strict guidelines about spam and it is one of the most frowned upon black hat marketing techniques. Spamming is a quick way to make sure you never succeed in online marketing.

Tags – Tags are used in many pieces of software as a way to taxonomize or categorize your content more specifically. They are also used in WordPress however operating a less is more discipline often gets the best results.

Tracking Code / Tracker – A piece of code you can add to your website or other web property for Analytics tools to track traffic, hits, clicks and other user activity.

Uniques – Refers to Unique visitors or 'hits' to your website. If you have 1000 visits and 800 uniques then 200 of those visitors came back twice.

URL – Acronym for Uniform Resource Locator. Another term of the web address though refers to the main domain / homepage and the deeper pages with different permalinks. URL's essentially just mask your server IP address where your website is installed to make them more attractive and easy to share / promote.

Usability – Pertaining to how user friendly a website or web property is.

USP – Unique Selling Point(s).

UVP – Unique Value Proposition, same as USP, what it is you are offering that is unique and sets you apart from your competition.

UX – Also user experience is pretty similar to Usability but often more focussed on design and layout than functionality.

Viral – When applied to internet business and inbound marketing viral refers to something taking off and snowballing in terms of its organic exposure usually due to extremely high quality, funny or interesting content. Geting others to do your advertising for you.

Webinar – A play on the words Web and Seminar is exactly that a web based seminar with multiple participants usually across the globe. Popular in business and coaching communities online. A great way to have group meetings and training sessions without the overheads and commute.

Wiki – A wiki is a piece of user generated content which is monitered, mainteained and edited with anyone who has access and permissions to improve the overall accuracy of the topic discussed. The most famous example of a Wiki site is Wikipedia one of the best knowledge bases online.

WordPress / WP – WordPress is our choice of CMS and adopted by the vast majority of web designers and web businesses these days. It is accessibly, user friendly, open source and constantly evolving and getting better. This website is running on WordPress with some extra tools to super charge it.

YSlow – A useful tool for running on your website to test overall speed and look at the different criteria to help you in fixing any problems slowing down the load time.

z-index – Z-Index is a vertical stacking CSS property allowing you to control what appears on top when designing a web page. This is important for elements like popups and sticky menus.

Zendesk – A popular customer support SaaS.