Online Business Essential Terms Glossary
Essential terms and definitions relating to online business, Web hosting, online advertising, affiliate marketing, and other aspects of doing business on the Web.
DNS (Domain Name System) - Definition
Definition of DNS - The Domain Name System is like the phonebook for the Internet. DNS assigns IP addresses to domain names, so when you type in "about.com" in your browser, you are sent to the proper Web server.
Definition of DNS - The Domain Name System is like the phonebook for the Internet. DNS assigns IP addresses to domain names, so when you type in "about.com" in your browser, you are sent to the proper Web server.
Microblogging
Microblogging refers to the posting of very short blog-like posts.
Microblogging refers to the posting of very short blog-like posts.
Phishing
Phishing is a common email and Internet scam where the perpetrator tries to get your personal information including usernames, passwords, credit card numbers, and home phone and address. Scams often originate as a fake but legitimate looking email from a trusted bank.
Phishing is a common email and Internet scam where the perpetrator tries to get your personal information including usernames, passwords, credit card numbers, and home phone and address. Scams often originate as a fake but legitimate looking email from a trusted bank.
Social Networking Site
Social networking sites like Myspace and Facebook let people with similar interests interact online.
Social networking sites like Myspace and Facebook let people with similar interests interact online.
MFP (Multi-Function Printer)
Definition of MFP -- multi-function printer.
Definition of MFP -- multi-function printer.
Above the Fold
The term "Above the Fold" means the part of a webpage that visitors can see on their computer monitor without the need to scroll down.
The term "Above the Fold" means the part of a webpage that visitors can see on their computer monitor without the need to scroll down.
Analytics
Statistical analysis of the behavior of a website's visitors, such as where they came from, what information they were looking for, how they navigate around the website, and whether they performed a desired action (e.g. purchase a product or register for an account). The results of such analysis is used to determine whether a website is achieving its business objectives.
Statistical analysis of the behavior of a website's visitors, such as where they came from, what information they were looking for, how they navigate around the website, and whether they performed a desired action (e.g. purchase a product or register for an account). The results of such analysis is used to determine whether a website is achieving its business objectives.
Autoresponder
An "autoresponder" is a tool that automatically sends a pre-written email in response to an incoming email, often used to acknowledge receipt of a message.
An "autoresponder" is a tool that automatically sends a pre-written email in response to an incoming email, often used to acknowledge receipt of a message.
Affiliate Marketing
A marketing model where a website (the affiliate) agrees to feature ads for an advertiser in exchange for a commission on the sales generated by such ads. For example, many websites generate sales leads for Amazon.com by displaying Amazon's ad banners. In return, Amazon pays these websites a percentage of the sales revenue generated by the ad banners.
A marketing model where a website (the affiliate) agrees to feature ads for an advertiser in exchange for a commission on the sales generated by such ads. For example, many websites generate sales leads for Amazon.com by displaying Amazon's ad banners. In return, Amazon pays these websites a percentage of the sales revenue generated by the ad banners.
Animated Ad
A graphical ad with movement, usually generated by an interactive Java applet, flash or an animated GIF file.
A graphical ad with movement, usually generated by an interactive Java applet, flash or an animated GIF file.
Affiliate Network
Affiliate networks are brokers between advertisers and individual websites.
Affiliate networks are brokers between advertisers and individual websites.
Banner Ad
Banners are graphical ads that links to an advertiser's website.
Banners are graphical ads that links to an advertiser's website.
Aggregated Content
Content -- such as articles, videos or images -- gathered from various sources and presented on one website.
Content -- such as articles, videos or images -- gathered from various sources and presented on one website.
B2C (Business to Consumer)
Commercial activity conducted between a company and an end consumer. B2C is often used to describe the retail part of Ecommerce.
Commercial activity conducted between a company and an end consumer. B2C is often used to describe the retail part of Ecommerce.
B2B (Business to Business)
Commercial activity conducted between two businesses, as opposed to between a business and an end consumer.
Commercial activity conducted between two businesses, as opposed to between a business and an end consumer.
Brochureware
Websites created by publishing a company's traditional print marketing materials online. Like a brochure, such websites contain only basic information about the company and does not offer any interactive features.
Websites created by publishing a company's traditional print marketing materials online. Like a brochure, such websites contain only basic information about the company and does not offer any interactive features.
Browser
Short for Web browser. Software used to view websites on the Internet. Popular browsers include Microsoft Internet Explorer, Firefox, Mozilla, Opera, and Safari.
Short for Web browser. Software used to view websites on the Internet. Popular browsers include Microsoft Internet Explorer, Firefox, Mozilla, Opera, and Safari.
Bandwidth
The total amount of data that can be downloaded from your website each month. Your hosting company will usually set a bandwidth limit and charge you a penalty fee for exceeding that limit.
The total amount of data that can be downloaded from your website each month. Your hosting company will usually set a bandwidth limit and charge you a penalty fee for exceeding that limit.
Back End
Behind-the-scenes technology that powers a technical system such as a website.
Behind-the-scenes technology that powers a technical system such as a website.
Blog
A journal-like website that displays its entries in reverse chronological order. Common characteristics of blogs include an informal writing style, frequent updates, and a focus on strong community interactions between blog writers (known as bloggers).
A journal-like website that displays its entries in reverse chronological order. Common characteristics of blogs include an informal writing style, frequent updates, and a focus on strong community interactions between blog writers (known as bloggers).
COPPA (Children's Online Privacy Protecting Act)
US federal law which regulates the online collection of personal information from children under the age of 13. COPPA specifies a website's responsibility for the protection of children's privacy and safety online, such as how to draft and display the website's privacy policy, and how to seek verifiable consent from a parent. For more information, visit COPPA.org.
US federal law which regulates the online collection of personal information from children under the age of 13. COPPA specifies a website's responsibility for the protection of children's privacy and safety online, such as how to draft and display the website's privacy policy, and how to seek verifiable consent from a parent. For more information, visit COPPA.org.
Clickthrough
A clickthrough occurs when a user clicks on an ad and gets successfully redirected to the advertiser's website.
A clickthrough occurs when a user clicks on an ad and gets successfully redirected to the advertiser's website.
CPA (Cost Per Action)
Advertising pricing model where advertisers pay only when users completes a specific desired action. The action is usually a sales transaction or a registration.
Advertising pricing model where advertisers pay only when users completes a specific desired action. The action is usually a sales transaction or a registration.
CTA (Call To Action)
The portion of ad copy that prompts customers to take a specific action. Popular calls to action include "click here to buy now," "enter your email to join today," or "use our secure form to order."
The portion of ad copy that prompts customers to take a specific action. Popular calls to action include "click here to buy now," "enter your email to join today," or "use our secure form to order."
CMS (Content Management System)
Software that facilitates the creation, modification, organization, and publication of content (usually in the form of articles). Examples of CMSs include Wordpress, Movable Type, Joomla!, and Drupal.
Software that facilitates the creation, modification, organization, and publication of content (usually in the form of articles). Examples of CMSs include Wordpress, Movable Type, Joomla!, and Drupal.
Conversion Rate
The rate at which visitors are "converted" from viewing an ad to taking a desirable action on an advertiser's website. The desired action might be buying a product, registering for a membership, opting into a mailing list, or subscribing to an RSS feed.
The rate at which visitors are "converted" from viewing an ad to taking a desirable action on an advertiser's website. The desired action might be buying a product, registering for a membership, opting into a mailing list, or subscribing to an RSS feed.
Contextual Advertising
Advertising designed to be related to a website's content. For example, placing presidential campaign ads on a political blog is a form of contextual advertising.
Advertising designed to be related to a website's content. For example, placing presidential campaign ads on a political blog is a form of contextual advertising.
CPC (Cost Per Click)
Advertising pricing model where advertisers pay by the number of times visitors click on an ad. A typical range is 5 cents to $1 per click. Also known as pay-per-click.
Advertising pricing model where advertisers pay by the number of times visitors click on an ad. A typical range is 5 cents to $1 per click. Also known as pay-per-click.
CPM (Cost Per Mille)
How much it costs an advertiser to show an ad 1,000 times. A $100 CPM means the advertiser paid $100 per every 1,000 times his ad appears on a Web site. CPM is the most common measurement of online advertising costs. Also known as cost per thousand (Mille is Latin for one thousand).
How much it costs an advertiser to show an ad 1,000 times. A $100 CPM means the advertiser paid $100 per every 1,000 times his ad appears on a Web site. CPM is the most common measurement of online advertising costs. Also known as cost per thousand (Mille is Latin for one thousand).
Cookie
A small file websites leave on its visitors' computers. Cookies allow websites to identify each user as an unique individual. Websites use this information to provide customized content, track traffic patterns, and identify usage habits among its visitors.
A small file websites leave on its visitors' computers. Cookies allow websites to identify each user as an unique individual. Websites use this information to provide customized content, track traffic patterns, and identify usage habits among its visitors.
CRM (Customer Relationship Management)
Business tools and strategies used by companies to better attract, service, and retain customers.
Business tools and strategies used by companies to better attract, service, and retain customers.
Dedicated Hosting
An advanced form of Web hosting where the hosting company dedicates a single server to an individual customer.
An advanced form of Web hosting where the hosting company dedicates a single server to an individual customer.
Domain Name
The unique name that identifies a website on the Internet. Examples of domain names are About.com, Microsoft.com, IBM.com, GoDaddy.com, and Google.com. Domain names are not case sensitive.
The unique name that identifies a website on the Internet. Examples of domain names are About.com, Microsoft.com, IBM.com, GoDaddy.com, and Google.com. Domain names are not case sensitive.
Drop Shipping
Retail business model where the Internet merchant does not keep an inventory of goods. The merchant will accept product orders from customers and forward those orders to a distributor or manufacturer, who will ship the product directly to the end customer.
Retail business model where the Internet merchant does not keep an inventory of goods. The merchant will accept product orders from customers and forward those orders to a distributor or manufacturer, who will ship the product directly to the end customer.
Dynamic Webpage
A webpage that is created in real time, usually as an interactive response to a visitor's preferences.
A webpage that is created in real time, usually as an interactive response to a visitor's preferences.
Ecommerce
Commercial transactions conducted over the Internet, such as the selling and buying of goods and services online.
Commercial transactions conducted over the Internet, such as the selling and buying of goods and services online.
Enterprise
Large businesses and organizations. For example, "enterprise software" refers to software designed for large business customers.
Large businesses and organizations. For example, "enterprise software" refers to software designed for large business customers.
Exit Page
The page from which a visitor exists a website. A website's most popular exit pages may have problems with usability, bad writing, or technical errors.
The page from which a visitor exists a website. A website's most popular exit pages may have problems with usability, bad writing, or technical errors.
Exit Strategy
A plan for making a profitable exit from a business venture. For online businesses, exit strategies often involve the founders selling the company or taking the company public.
A plan for making a profitable exit from a business venture. For online businesses, exit strategies often involve the founders selling the company or taking the company public.
Expandable Banner Ad
A banner ad that expands in size after a user clicks on it or hovers the mouse cursor over the banner.
A banner ad that expands in size after a user clicks on it or hovers the mouse cursor over the banner.
FAQ (Frequently Asked Questions)
A list of answers to questions that typical new visitors to a website or online store are likely to ask. A typical FAQ may answer questions like how to contact the company, how to navigate the website, or how to return a product.
A list of answers to questions that typical new visitors to a website or online store are likely to ask. A typical FAQ may answer questions like how to contact the company, how to navigate the website, or how to return a product.
Flame
An insulting online message. A series of flames are known as flame wars.
An insulting online message. A series of flames are known as flame wars.
Flash
A popular technology developed by Adobe used to deliver animation, video, and various interactive elements on a website.
A popular technology developed by Adobe used to deliver animation, video, and various interactive elements on a website.
Floating Ads
An ad that appears on the main browser window and floats across the top of the webpage's normal content.
An ad that appears on the main browser window and floats across the top of the webpage's normal content.
Front End
User interface that allows a visitor to interact with a website's features.
User interface that allows a visitor to interact with a website's features.
FTP (File Transfer Protocol)
One of the most common methods for transferring files online. It is a popular way for webmasters to upload and download files from their Web servers.
One of the most common methods for transferring files online. It is a popular way for webmasters to upload and download files from their Web servers.
GUI (Graphical User Interface)
The graphical front end of a software or website that makes it easier to use.
The graphical front end of a software or website that makes it easier to use.
Geo-targeting
The ability to target ads at users based on their geographic location. The targeting can be based on country, state, city, or postal code. Geo-targeting is an important tool for local small businesses that wants to run focused, cost-effective ad campaigns.
The ability to target ads at users based on their geographic location. The targeting can be based on country, state, city, or postal code. Geo-targeting is an important tool for local small businesses that wants to run focused, cost-effective ad campaigns.
Hit
A hit is a single file request from a website's visitor to the server hosting the website. When a visitor accesses a single webpage, he may download several image, text, or CGI files. Because one visitor viewing a webpage may trigger multiple hits, hits are not considered a precise measurement of traffic.
A hit is a single file request from a website's visitor to the server hosting the website. When a visitor accesses a single webpage, he may download several image, text, or CGI files. Because one visitor viewing a webpage may trigger multiple hits, hits are not considered a precise measurement of traffic.
Information Architecture
The organization and structure of information on a website. In particular, the organization of a website's pages using directories and subdirectories.
The organization and structure of information on a website. In particular, the organization of a website's pages using directories and subdirectories.
HTML
The primary computer language used to create websites on the World Wide Web.
The primary computer language used to create websites on the World Wide Web.
Insertion Order
A purchase order that specifies the terms and conditions for a specific online advertising campaign.
A purchase order that specifies the terms and conditions for a specific online advertising campaign.
Interstitial Ad
An ad page that appears before the user-requested page is displayed. Also known as a splash page or transition ad.
An ad page that appears before the user-requested page is displayed. Also known as a splash page or transition ad.
IP Address
Internet Protocol address. A unique number assigned to every computer connected to the Internet. The IP address appears as a set of four numbers separated by three dots. For example 208.185.127.40.
Internet Protocol address. A unique number assigned to every computer connected to the Internet. The IP address appears as a set of four numbers separated by three dots. For example 208.185.127.40.
ISP (Internet Service Provider)
A business that provides users access to the Internet, usually through DSL, cable, or dial-up telephone lines.
A business that provides users access to the Internet, usually through DSL, cable, or dial-up telephone lines.
Keyword
A word or phrase users type into search engines in order to find relevant information.
A word or phrase users type into search engines in order to find relevant information.
Keyword Density
The number of times a keyword appears on a webpage. Achieving the ideal keyword density will help draw search engine traffic for that specific keyword.
The number of times a keyword appears on a webpage. Achieving the ideal keyword density will help draw search engine traffic for that specific keyword.
Landing Page
The advertiser's webpage visitors "land" on after they click on an ad. Usually the landing page will have a call to action prompting the user to sign up for a service or purchase a product.
The advertiser's webpage visitors "land" on after they click on an ad. Usually the landing page will have a call to action prompting the user to sign up for a service or purchase a product.
Merchant Account
A special bank account that enables merchants to accept credit card payments. You can get a merchant account from any bank.
A special bank account that enables merchants to accept credit card payments. You can get a merchant account from any bank.
Meta Tags
Information stored in the HTML that provides additional details about a webpage, such as its keywords and descriptions.
Information stored in the HTML that provides additional details about a webpage, such as its keywords and descriptions.
Monetize
The process of converting a website's traffic into money.
The process of converting a website's traffic into money.
Pay Per Click (PPC)
Advertising pricing model where the advertiser pays Web publishers based on the number of times visitors click on an ad.
Advertising pricing model where the advertiser pays Web publishers based on the number of times visitors click on an ad.
Page View
The measurement of how often a webpage is displayed to visitors. Each time a webpage is displayed to a visitor is considered one page view.
The measurement of how often a webpage is displayed to visitors. Each time a webpage is displayed to a visitor is considered one page view.
Pixel
Tiny dots that make up a digital image. It is commonly used as a unit of measurement for Web design and advertising.
Tiny dots that make up a digital image. It is commonly used as a unit of measurement for Web design and advertising.
Pop-Under Ad
An ad that pops into a separate browser window that remains hidden until the visitor closes his current window.
An ad that pops into a separate browser window that remains hidden until the visitor closes his current window.
Pop-Up Ad
An ad that pops into a separate browser window that remains hidden until the visitor closes his current window.
An ad that pops into a separate browser window that remains hidden until the visitor closes his current window.
Portal
A website that acts as a gateway to other sites on the Internet. Portals often provide directories, search engines, free email accounts, and personalized news.
A website that acts as a gateway to other sites on the Internet. Portals often provide directories, search engines, free email accounts, and personalized news.
Privacy Policy
A website's written statement that explains what personal information is collected by the site and how that information will be used.
A website's written statement that explains what personal information is collected by the site and how that information will be used.
Referrer
When users visits your website by clicking on a link from another website, that linking website is considered a referrer.
When users visits your website by clicking on a link from another website, that linking website is considered a referrer.
Registrar
A company that registers, sells, and manages domain names.
A company that registers, sells, and manages domain names.
RPM (Revenue Per Mille)
The amount of revenue a website generates per thousand page impressions. Also known as revenue per thousand (Mille is Latin for one thousand).
The amount of revenue a website generates per thousand page impressions. Also known as revenue per thousand (Mille is Latin for one thousand).
RSS
RSS stands for Really Simple Syndication
RSS stands for Really Simple Syndication
Search Engine
Websites that allow users to search for information online using keywords or phrases.
Websites that allow users to search for information online using keywords or phrases.
Search Engine Results Page
These are the pages a visitor sees when he inputs a search query into a search engine. SERPs will usually show a listing of titles and links to webpages, and a short summary of how each webpage is relevant to the visitor's search.
These are the pages a visitor sees when he inputs a search query into a search engine. SERPs will usually show a listing of titles and links to webpages, and a short summary of how each webpage is relevant to the visitor's search.
Search Engine Optimization (SEO)
Strategies used to improve a Web site's ranking on search engine results pages for specific keywords and phrases.
Strategies used to improve a Web site's ranking on search engine results pages for specific keywords and phrases.
Server
A computer connected to the Internet that is especially designed to host websites and make them accessible online.
A computer connected to the Internet that is especially designed to host websites and make them accessible online.
Shopping Cart
The software used to create an online storefront. Shopping carts keep track of items visitors have ordered, allows visitors to add or remove items, and facilitates the payment for the selected items through a checkout process.
The software used to create an online storefront. Shopping carts keep track of items visitors have ordered, allows visitors to add or remove items, and facilitates the payment for the selected items through a checkout process.
Spam
Unsolicited advertisements usually in the form of emails, blog comments, or forum postings.
Unsolicited advertisements usually in the form of emails, blog comments, or forum postings.
Sponsored Content
Advertising message integrated into the editorial content or placed in a special context on the webpage. Also known as content integration or Web advertorial.
Advertising message integrated into the editorial content or placed in a special context on the webpage. Also known as content integration or Web advertorial.
Spyware
Software installed on computers (usually without the user's permission) used to track an Internet user's surfing habits.
Software installed on computers (usually without the user's permission) used to track an Internet user's surfing habits.
SSL (Secure Socket Layer)
A commonly used protocol for securing the transmission of confidential data (such as credit card numbers) through the Internet.
A commonly used protocol for securing the transmission of confidential data (such as credit card numbers) through the Internet.
Stickiness
Measurement of how long visitors stay on a website. The most sticky websites usually feature highly compelling content and popular interactive elements.
Measurement of how long visitors stay on a website. The most sticky websites usually feature highly compelling content and popular interactive elements.
Text Link Ad
A text ad with a link to the advertiser's website. The link usually includes the name of the advertiser or a call to action.
A text ad with a link to the advertiser's website. The link usually includes the name of the advertiser or a call to action.