Glossary of terms used on this site

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Term Definition

Google runs this ad serving programs that allows website owners to gain revenue by displaying ads on their websites. Google provides text, image and video advertisements that appear on participating websites. These ads appear based on the keywords and content present on the website. Adsense has become one of the most popular methods to gain revenue from a website through advertising space. Adsense ads are less intrusive than traditional ads. Since the ads are picked based on the content of the website, the ads are also more relevant than traditional banners. Web masters are paid when an Internet user clicks on an ad on their web page. Depending on the ad, the revenue may be a few cents up to a dollar per click. The ads used in Adsense are gathered from participants in Google’s Adwords advertising program. Since web masters are paid regardless of whether anything is purchased at the advertiser’s site, it may be tempting for the web master to click on all of the ads on his or her site. However, Google watches for this type of activity, which is called “click fraud.” If a web page is showing signs of click fraud, a web master may lose their access to Google Adsense permanently. Web masters can discreetly encourage clicks on their website by using three main techniques: They can use a wide range of traffic generating techniques to get more visits to their website. They can add valuable content to their site, to attract Adsense ads that pay higher per click. They use copy on their website to encourage visitors to click on the ads. Some of the most common phrases are “Sponsored Links” and “Advertisements.” It is against Google Adsense policy to post statements like “Please click on my Adsense links.”


Google’s advertising product and main source of revenue. Adwords offers pay-per-click advertising for text and banner ads. When advertisers use Adwords to promote their product or service, their ads appear on any related website that is using Adsense. Adwords advertisements are short, and consist of a title and two content lines. Advertisers pick keywords that relate to that their ad, and then bid on these keywords. They pay each time someone clicks on their ad. The advertisement will take the clicker to the merchant’s website. Keywords cost more when they are more popular. If a lot of people are bidding on the word “internet marketing” the cost per click will be much higher. Depending on the keyword, a click may cost anywhere from $0.10 to several dollars. Mastering the use of Google Adwords and effective pay-per-click campaign management is one of the keys to success in online business.


When you become an affiliate with a specific company, or affiliate program, you are awarded for every visitor, subscriber and/or customer that you provide to the company. Affiliate marketing is one of the most popular forms of business on the web, and an effective way to promote businesses and products. The basic set up, from the affiliate’s side, goes as follows: You (the Affiliate) find a company or product that you would like to promote. You join the “affiliate program” of the company and receive the tools by which you can send customers to the company’s website. This most often includes a special URL link, which will let the company know that the customer has come from you. You will get credit when people visit the companies website. Details can vary, but in most cases you receive a percentage of the revenue from sales that customers make from following your link.


A small program or application, which is usually written in Java, and runs on a Web browser. An applet powers some of the fancier features of Internet pages, such as animation. They download quickly and are used both online and offline.

Attachment-A file of group of files that is included with an e-mail message. You can attach files through most e-mail programs. To attach a file to an e-mail, simply click the “attach file” button (or similar button). This will open a menu that will allow you to browse through your computer to find the file or image that you’d like to attach. Never open any attachment you receive from someone your do not know: it may contain a harmful virus.


An icon that represents you on message boards, chat rooms, IM programs, 3-D chat rooms and virtual worlds. Your avatar can be whatever you want it to be. There are graphic elements, animals, cartoons and pictures used as avatars on the Internet


Acronym for business-to-business. A business that provides products or services for another business.


Acronym for business-to-consumer. A business that provides products or services to consumers.

Banner exchange

A group of web sites that display each other’s ad banners in exchange for credits. The more impressions you display, the more credits you receive. The credits are converted into ad spaces for you to display your ad banner on participating websites. This can be an effective way to drive traffic to a website.


Blog is a shortened term for “weblog.” Either term refers to a website where entries are made similar to a journal or diary. The entries are presented in reverse chronological order, with the newest entry on top. Although blogs were originally used like a personal journal on everyday events, they have evolved into a multipurpose tool. There are blogs on every topic imaginable, from food to politics to celebrity gossip. Generally, blogs combine the text entries with images, links to other blogs and other related media.

A blog entry consists of five basic components: The Title: The main headline of the blog post. The Body: The main content of the blog post, which can consist of text and/or photos and video. Permalink: This is the URL of the individual post. Post Date: The date and time the post was published to the blog website. A blog entry can also include comments from readers, categories (commonly called tags) that label the blog entry by subject, and trackback links, which are links to other sites that refer to the blog entry.


Bloggers is the blanket term for anyone that uses a blog to post information on topics that are of interest to them. Becoming a blogger is actually simpler than it might seem. As blogging has grown in popularity, many website offer platforms to quickly and easily create a blog.


In marketing, and especially Internet marketing, branding is important to establishing the company identity. Branding is the result of an accumulation of experiences that consumers have with a particular company or product. A brand creates associations and expectations among the products made by a company. The brand is a symbol for all of the information that is connection a company, a product or a service. Branding can include a logo, font selection, color schemes and symbols that work together to create an impression of the values, ideas and personality of the company. Branding has significant importance in Internet marketing where the competition is huge. Having a noteworthy and unique branding strategy can help companies stand out in the vast online marketplace. Individuals can also develop a form of personal branding, which can help establish credibility with their online customers and target a specific niche of people.

Brick and mortar

The name for traditional retail businesses with actual buildings. Used in contrast to dot com businesses, which exist mainly online.


A crawler (also called a spider) is a program that searches the Internet and locates new public resources. These resources can include web documents and other types of files. Crawlers report their finds to an Internet database (called indexing). Each search engine has its own crawler program that crawls the Internet for new material to list on the search engine. Spider technology is necessary because the amount of information being added to the Internet on a daily basis is more than any human team can index.

( is referred to as a social book marking site. It is for storing and sharing web bookmarks with other users. The service is completely free and relatively new. first came online in late 2003. Everything that is posted on is viewable by the public, although you can choose to make specific bookmarks private. Bookmarks are publicly viewable for a purpose. Many people use to publish links to their personal or business blogs. You can use the interface to keep links to your favorite articles, blogs, music etc. You can also share your favorites with anyone who has an e-mail address. also has a search function that allows you to explore what others are book marking, and find other websites that are related to your interests.

Double Opt-In

A technique used in opt-in or permission based marketing. It ensures that a potential customer actually wants to receive the marketing materials and is a way to prevent unwanted spam. The basic process is as follows: • A potential customer requests information from a website and is asked to confirm that they want the information to come to their e-mail address. • The potential customer then receives a confirmation e-mail in their inbox. This e-mail requires them to click on a verification link to receive further information. • Once the potential customer receives verification, they will receive the future messages from the mailing list, e-course or autoresponder series.


This is a book that can be downloaded and read on a computer. Most e-books are saved in Adobe Acrobat and require Adobe Acrobat reader (a free program) to be accessed. E-books (sometimes spelled ebooks) are quickly becoming the newest way to receive information online. There are many free e-books available on the web, and there are also e-books available for purchase. When you purchase an e-book, you can download it directly to your computer.


An e-business is defined as any business that is drawing a majority of its income from selling their products or service in an online format. There are many advantages to running an e-business, as opposed to a traditional business. The start up costs for doing business online are relatively low compared to opening up a store. All you need is an internet connection and a website. There can also be added costs for advertising and setting up a merchant account so you can accept payments. However, overall, the costs are much lower than opening a store in a building. You can do business directly from your home, and with certain suppliers, you don’t even have to have inventory. Another advantage to doing business online, as opposed to locally, is that you can sell to the entire world instead of just your local community. E-business can also be used to refer to any business practices that are handled electronically (such as supply chain management, order tracking and processing, and payroll).

E-mail Marketing Campaigns-

This is a form of direct marketing that uses electronic mail to communicate commercial and fundraising messages. These focus on gathering e-mail addresses of web visitors. These addresses are added to a potential customer mailing list, and the list receives updates on the site, free e-courses, and special offers. Autoresponders are an essential part of e-mail marketing campaigns.

Ethical Marketing

Creating marketing based on Honesty, Openness, Trust, Integrity and Value.


A list of questions and answers that are related to a Web site, newsgroup, software or any kind of product or service. Most users can find answers to their questions on the FAQ list, so before contacting customer service or tech support you should check this list.

Free Reprint Articles (FRA)-

Articles that are free to publish on web pages. Normally, these articles are distributed by article directories and are categorized by topic. FRAs are used to add content to web pages that will help attract search engine traffic. For example, if you have a website on which you sell antique dollhouses, you would search for FRAs that deal with your site. Using FRAs is the quickest way to get quality content for a website. Article directories list available articles in specific categories and normally have a searchable database. Some of the most popular article directory sites are:

Ghost site

The name for a web site that is no longer maintained by a Webmaster, but remains online. Some ghost sites continue to be useful because the content may not be outdated. A ghost site will normally include a statement acknowledging that the site will no longer be updated

Home-based business

Any business where the primary office is located in the owner’s home. Although many home-based business owners work at home exclusively, there are many service based businesses where the owners spend most of their time outside the office, such as interior decorators, truckers and software trainers. More people are choosing to run home-based businesses than ever before. With the advent of the online business, owning a business from home is becoming easier. Operating a home-based business has several advantages. First of all, home-based business owners enjoy a level of personal freedom that is impossible in the corporate world. Home-based business owners can work a flexible schedule and save on time and money by avoiding commuting. There are also certain tax advantages to running a home-based business.


The business of providing the equipment and services that is required to display websites. Hosting also involves maintaining files and providing fast Internet connections. If you run a website or do business on the Web, you need to find a reliable host. Hosting packages are available for very reasonable rates. Do research based on customer service and quality of technical service before choosing a hosting company based only on price


HyperText Markup Language (HTML) is a language that was designed for the creation of web pages. While many people directly use HTML to create web pages, there are many intermediary programs that allow you to create websites without using HTML. However, it is helpful to understand how HTML works. There are three main types of mark-ups that are used, structural, presentational and hypertext. Structural markups allow you to set up headings, paragraphs and lists for your web page. Presentational markups can create bold, italic, and underlined text and also change the size of the text. Hypertext markups create a link from one page to another. Keep in mind that when information is in HTML it is “sandwiched” between two tags. For example, if you wanted to make the word “cat” bold, you would write: bold The opening tag lets the program know “I want this to appear bold” and the closing tag will establish that you are done with bold. Some other useful html tags include: Title heading


to center the text or image

break in paragraph
< i >italicize underline emphasize

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