B

B2B (or business to business); the practice of selling products or services between businesses.

B2C (or business to consumer); the practice of selling products and goods to the final consumer.

Backlink; an incoming hyperlink that links from a given web page back to your own site.

Backend; the part of a website that is invisible for the user and includes different functional components (server, databases, scripts etc).

Bandwith; is a data transfer rate representing the amount of data that can be transmitted in a defined amount of time (or range) between your site and others on the internet.

Black hat SEO; unethical techniques used against Google’s webmaster guidelines – e. g. hidden content, keyword stuffing, duplicate content – in order to achieve better search engine rankings.

Blaudience; the audience of a given web log.

Blog; a regularly updated website aiming a specific target group and containing chronological publications, articles on personal or individual thoughts.

Blogosphere; the worldwide community of all weblogs; the complete interactive universe created with various blog publishing platforms.

Blogroll; a list of links placed usually in the sidebar and representing a collection of other blogs recommended by the blog owner.

Blog archive; the one-page “history” of a blog presented as a complete collection of categorized blog entries.

Breadcrumb; a collection of navigational links used to show where the user is in a given moment in relation to the whole site structure.

Blacklist; a list of banned bad behaving or spamming websites collected by search engines.

C

Call-to-action (or CTA); an urging message or instruction – text link, image, button, etc – used in marketing to generate an immediate action.

CAPTCHA; stands for “Completely Automated Public Turing test to tell Computers and Humans Apart”. Is a feature used as an additional security layer in order to avoid automated actions generated with robot programs; usually are various small “challenges” or tasks that can be completed only by humans.

Cloaking; hiding certain content on webpages or in affiliate links. The former method is considered to be a black hat technique that will damage your SEO efforts; the latter is a useful, widely accepted and used practice in affiliate marketing.

Comment; a usually time-stamped written remark, opinion or feedback left by a readers at the end of a specific blog post.

Comment spam; a comment that includes not only text but a hyperlink too, and is posted for the purpose of generating an inbound link to the comment author’s web page.

Contextual link; a link which is literally included, incorporated in the main content of a web page as a usual underlined textual link. The opposite is some sort of traditional advertisement displayed within various secondary structural elements (header, sidebar, etc) in form of textual or image links.

Conversion rate (or CR); a metric used to measure the efficiency level; if a link displayed 100 times has generated 3 sales, it means a CR of 3%.

Conversion rate optimization (or CRO); the sum of all the efforts and practices that are used to increase the number of those visitors who will take a specific decision or desired action once they have arrived on a website.

Copywriting; the act of writing compelling and engaging textual content that will be used as a marketing asset in order to generate a certain customer behavior.

cPanel; a control panel used to manage a given hosting account.

Custom field; an arbitrary extra information – known as meta-data – that is related to a given post and is displayed in so-called metaboxes (e. g. author details, excerpts, etc).

Custom post type; a post type that is not readily available in the default WordPress installation (post, page, attachment, etc), but is created and registered by you (e. g. products, testimonials, etc).

Child theme; a theme that inherits its properties and functionality from another parent theme; they are used to modify, customize or tweak the parent theme without losing the possibility to update or upgrade the original parent theme. In this way a custom change used in a child theme won’t be overwritten when the parent theme needs to be updated.

CMS (or content management system); a software application – such as WordPress, Joomla or Drupal – used to create, modify, organize and manage online digital content.

CSS (or cascading style sheets); coding language used to define formatting rules – position, dimensions, color, alignment, etc – that will tell a web browser how to display a given web page element.