IM Glossary

People who are new to Internet Marketing often get caught up in new terminology and feel confused.  So we’ve put together this glossary of key terms to help you understand things in plain English.


A/B Testing: Marketers don’t always know what elements of a sales page will convert visitors into customers most effectively.  So we will often create two sales pages to see which converts better.  We send half the traffic to one, and half to the other.  Usually we adjust important items like the headline.  Sometimes we completely change the sales page to try out a brand new concept.  Either way, A/B testing is when we test two sales messages against each other to measure which one makes us more money.

Above the fold:  People don’t spend as much time on websites as we want.  So we have to capture their attention quickly.  When we say “above the fold”, we mean the part of the website that a viewer will see without having to scroll down.  That’s usually where we need to put all the important stuff like sales videos, headlines and opt-in boxes.  If you don’t capture someone’s attention above the fold, they will leave.

Affiliate:  An affiliate is someone who promotes a product in order to earn a sales commission.  Affiliates are independent marketers.  Affiliates need people (customers) to visit an offer by clicking on their affiliate link.  An example would be someone who promotes a web hosting product (Say Bluehost) by writing a review about it.  Somewhere in the review will be a link allowing visitors to go purchase hosting from this company.  The link will be a specially coded affiliate link so that the affiliate gets paid a commission for referring the customer.

Analytics: Website owners like to know how many people visit their sites, how they arrive at their site, and what they do once they arrive.  They like to know how many people who look at a sales page actually buy.  All of this is called “analytics”.  It’s the process of understanding and analyzing visitor behavior.  Google Analytics is a free way to gather this info for website owners.

Anchor text: When websites publish links, the actual text of the link is called anchor text.  Search engines like Google look at the anchor text as an indication of what the link is about.  So by using the words “internet marketing outsourcing”, we’re helping Google understand what that page is about.  This is good SEO practice.

Autoresponder:  Have you ever given your name and email address to someone through a website form that promises to send you some kind of free information, or something else of value to you?  That’s how you enter someone’s funnel.  When you hit “submit”, your name goes on their email list.  They can now send you a pre-programmed set of emails known as a follow-up sequence.  The sequence is designed to add value for you (hopefuly), build trust, build respect, and sell you something.  The leader in the autoresponder market is Aweber.  That’s who we recommend.

Black hat: This refers to stuff you should not be doing.  Black hat techniques are the things you wouldn’t be comfortable telling your mom about.  They are marketing techniques or other money-getting techniques that are considered unethical, slimey, dishonest, or otherwise not advisable by “white hat” (ethical) marketers.

Bounce:  When someone arrives at your website and then immediately leaves without clicking any other links on your website, that is called bounce. You don’t want bounce.  You want people to stick around on your site.  Bounce means people are not interested in what they see.  Even worse, it might mean they are completely turned off by a scammy-looking site.

Call to action: This is also abreviated as CTA.  A call to action is exactly what it sounds like.  It’s a message you deliver to your audience asking them to take a desired action.  The action should be something that gets you closer to making money.  A “buy now” button is an example.  But so is an audio message that says, “Subscribe to my podcast”, or a clickable link on a website that says “Visit my blog”.  These are all call to actions.   A CTA is designed to get someone closer to your stuff.

Conversion rate:  If you get 100 visitors to your sales page and 2 people buy, then your conversion rate is 2 percent.  Marketers need to know how much of their traffic becomes a paying customer.  It help us figure out what the value of a visitor is so we can calculate how much we can afford to pay for traffic.

Double opt-in: Marketers need to build email lists.  To build an email list we need to get people to enter their email address into a sign-up form of some kind.  Double opt-in means that not only must people first enter their email address and hit “submit”, but they must then go to their inbox and click on a verification link to double confirm that they did indeed subscribe to an email list.  Double opt-ins reduce spam complaints.  But often people don’t click the verification links because they either don’t get the email, or they don’t understand why they have to click on these links (they get suspicious).  This is why so many people prefer to use single opt-ins.

FTP: This stands for File Transfer Protocol.  When we use this phrase, we’re usually talking about a way to move files onto a web server.  If we want to upload files to our web host we need to use an “FTP Client”, a program like Filezilla, for example.  It’s not complicated even it if sounds kinda weird.  FTP programs use a drag and drop interface.

Keywords: Simply put, people type stuff into Google.  That stuff is called a keyword even if it isn’t just one word.  We just call it a keyword for simplicity.  “How to lose weight” is a keyword.  “Dog training” is a keyword”.  “Golf” is a keyword.  You can think of them as search queries if it makes life easier.  Marketers to research on keywords to know what to write, or how to attract visitors through advertising, etc.

Redirect: When a visitor to one URL is automatically sent to another URL that is called a redirection.  You can think of this as forwarding mail to a new address – it can be helpful to send traffic to the right place if you move your website.  Redirects are also used for affiliate marketing where a marketer might make a custom URL that redirects to his affiliate link.  The redirection simplifies the URL (so the visitor sees a simple URL) and also helps mask the affiliate link so the visitor doesn’t realize he’s clicking on an affiliate link.

SEO:  Stands for search engine optimization.  This is the practice of doing what you can to improve your “ranking” in the search engines for a particular set of keywords.  For example if we have a blog about how to train people at internet marketing it might help if Google showed our website when people search on phrases such as “internet marketing training”, or “internet marketing tutorials”.  SEO involves on-page factors (domain name, internal linking, headlines, etc) and off-page factors (links that point to you and the anchor text used for those links).




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