L

Landing page (or lead capture page); a single webpage displayed as a first touch-point when a potential customer has been approached with a marketing campaign as a result of a search result or an online advertisement. The landing page is used to display additional engaging marketing copy in order to generate a desired action (conversion).

Lead; a person who is supposed to be interested in purchasing the products or services offered by a given merchant. In affiliate marketing is also used to describe a certain qualified action (e. g. subscription).

Link building; basic SEO technique used to get external sites to link to a web page on your own website. Is vital in obtaining high organic search rankings.

Local search; the use of a usually specialized search engine that allows users to submit geographically narrowed or restrained searches against a structured database of local business listings.

Long tail keyword; keyword phrase that contains at least three words and has a low search volume but a high value. In other words they are more specific and less competitive.

M

Middle of the funnel (or MOFU); at this stage the lead has already identified his problems or needs and is looking for a solution. Typical MOFU offers are delivered mainly via email and include product descriptions, case studies, etc.

MySQL (or My Structured Query Language); an open source relational database management system used to store the content in the form of related tables.

N

Native advertising; a mostly online and usually paid form of advertising where the ad experience follows, resembles or matches the form and the function of the platform upon which it appears (advertorial, sponsored content, branded content, product placement etc).

Newsletter; a regularly developed publication, report or informational material distributed via electronic mail.

Niche; a specific topic category or segment. If you are promoting diabetic products, you are in the health niche.

O

Organic search (or natural search); the method of entering one or a plurality of search items into a search engine in form of a single data string in order to get a list of relevant non-paid results.

Outbound link; a hyperlink which is pointing from your site to another external site; the opposite of inbound link.

Owned media; any kind of – usually branded – web presence, property or communication channel owned and controlled by you; e. g. website, blog, email list, social media channel, etc.

P

Page rank (or PR); algorithm used by Google to rank websites in the search engine results. Is analyzing both the number of the incoming links and the quality of the referring websites in order to generate a relative measurement between 0 (low-relevance) and 10 (high-relevance).

Paid media; any kind of external marketing effort involving paid advertisement methods; e. g. display ads, PPC advertising, social media ads, paid influencers, etc.

Pay per call (or PPCall); retribution model where the advertiser pays only for received and qualified phone calls.

Pay per click (or PPC); retribution model or advertising option where the advertiser pays a publisher only when a given ad or affiliate link has been clicked.

Pay per impression (or PPI); the advertiser pays for every single display (impression) of a given advertisement.

Pay per lead (or PPL); where the the advertiser pays for every qualified lead.

Pay per sale (or PPS); retribution model where the publisher is paid exclusively for the generated sales.

Pay per view (or PPV); the publisher is paid for every view (visitor) delivered to the merchant’s website.

Permission marketing; marketing done when individuals give permission for a business to send them commercial marketing messages.

Persona; a semi-fictional profile of your ideal customer or target audience group; is developed using real data – demographics, behavior patterns, motivations, interests, goals, etc – about your existing customers.

Point of difference (or POD); the unique angle – product, service, advantage, approach, etc – that will make your website to stand out from the crowd.

Q

Qualified lead (or marketing qualified lead or MQL); a prospect who already has expressed interest in buying a product or a service. A lead who is ready to progress further down the sales funnel and is judged more likely to become a customer compared to other leads.

R

Raw clicks; the total number of overall clicks occurred on a given affiliate link.

Redirect; a simple instruction included in a link or the source of a webpage in order to automatically send the visitor to a different another page.

Return on investment (or ROI); percentage metric used to measure the profitability rate of a given campaign, strategy, etc. In order to calculate it the net profit is divided with the investment cost; with $100 spent and $200 net profit you’ll have a 200% ROI.

Robots.txt (or robots exclusion protocol); a standard used by websites to communicate with web crawlers or other web robots. Is used to inform the robots about website sections and areas that should not be crawled or processed.

RSS (or Rich Site Summary or Really Simple Syndication); a standardized web feed format (XML) used to get, deliver or distribute information or regularly changing web content from frequently updated websites such as forums, newspapers or blogs.