Welcome to Josh Baker's Practical Advice for Optimizing Your Internet Marketing blog. Here you will find internet marketing optimization and online strategy articles full of tips, tricks, discussions, and thoughts to help you take your marketing and business to the next level of success.


Internet Marketing Glossary

A/B Testing
Testing a control sample against that of either one or multiple test samples. Typically, only a single variable is changed between each of the samples. Also referred to as Split Testing.

Above the Fold
Describes the top part of a webpage that a visitor can see on their monitor without having to scroll to view.

An external internet marketer who is paid to promote your website or products based on a predetermined Cost Per Action.

Average Page Depth
A metric used to determine the average of how many pages a visitor views during a single sessions to your website.

The number of incoming links to a website. Also known as Inbound links

Below the Fold
Describes the part of a webpage that a visitor must scroll down to see.

Bounce Rate
Typically used to measure the quality of a visit, bounce rate is the percentage of visits where a visitor left your site after landing on your landing or entrance page. Additionally, single-page visits can be calculated into this percentage.

A request or command for a visitor to take an action via a specific link, button, banner, etc.  Example most commonly seen include Add to Cart, Submit, Click Here.

Click-Through Rate
Metric used to calculate the success of an online advertising campaign or desired micro-action such as going from one page to another by clicking on a link, clicking from an email to landing page, clicking on a call to action. Typically measured by the number of clicks divided by the number of impressions of the ad, number of page impressions, or number of email opens.

Confidence Level
A measurement used to determine how reliable the results of an online test are to understand if the results are statistically significant or not. The higher the confidence level the more reliable the results are. Typically, those who perform online tests aim to get a 95% confidence level or higher.

Contextual Advertising
Targeted advertising where an ad is displayed based on the content of the webpage that is showing. This is done in order to increase the relevance of the ad to the content that the visitor is viewing.

Conversion Rate
Percentage of clicks that result in completing a desired action such as a sale, signing up for a newsletter, completing a form, becoming a lead, etc. Conversion rate is calculated by dividing the desired number of completed actions by the total number of clicks that are presented with the offer.

Cost Per Action
Advertising pricing model where the advertiser only pays when an agreed upon action is completed such as a purchase, lead acquisition, or form submission. 

Cost Per Click
Typically found in PPC advertising or other ad based internet advertising deals, it’s the price that an advertiser pays for one click on their ad by a visitor that results in sending that visitor to their website.

Cost Per Lead
A type of Cost Per Action advertising where the advertiser only pays when a lead is generated.

See Cost Per Action.

See Cost Per Click.

See Cost Per Lead.

CPM is the cost per thousand views of an advertisement. Also referred to as Cost Per Thousand.

Used by search engines in order to find all of the pages of a website in order to stay current on new pages, links, and content so that they can index these in order to provide the findings in their Search Engine Results Pages.

See Click-Through Rate.

Google Website Optimizer
A free tool offered by Google that allows you to optimize a website by performing A/B testing or Multivariate testing.

Inbound Link
See Backlinks.

Keyword Density
The amount of times a keyword or phrase is repeated on a website against the total amount of words on a page, calculated as a percentage, in order to determine if the page is relevant to that phrase or keyword.

Landing Page
The first page a visitor sees (lands on) when entering your website via an organic link, a PPC ad, or an advertisement.

Link Building
Describes the process by where one tries to get high-quality and relevant websites to link back to their site in the attempt to gain better SEO rankings and targeted visitors through either reciprocal linking, purchasing, or other such deals.

Link Popularity
A measure of both the quality and quantity of links to your website from other websites. It’s assumed that a higher-quality website will attract a combination of more (quantity) high-quality websites linking to them. Many search engines use this information in their ranking analysis to determine a page or websites ranking in the SERPs.

Multivariate Testing
Process of testing multiple webpage elements simultaneously on a page in a live environment. Equivalent to running many AB tests at one time thus allowing you to see the results of the effectiveness of multiple elements on one page much quicker with the only limitations based on the amount of traffic the test page receives.

Online Reputation Management
Researching and analyzing ones online reputation (personal, brand, company) through all online media channels including search engines and social media.

Paid Inclusion
Paying to get a website listed in a search engines listing index.

Paid Search
A form of contextual advertising where an advertiser’s ad is displayed in a search engine based on a match between the search request of the visitor and the bidding by the advertiser on the same keyword or phrase.

Pay Per Click
Advertising pricing model where the advertiser pays only when a visitor clicks on their advertisement. Commonly used on search engines, blogs, advertising networks, and content websites.

See Pay Per Click.

Return On Investment
For Marketing, it is the profitability of a marketing campaign compared to the relative cost of the campaign.

See Return On Investment.

Search Engine Marketing
Marketing techniques specifically used to increase the visibility of a webpage or website in the search engine results pages (SERPs). This can encompass both PPC and SEO. Also commonly known as SEM.

Search Engine Optimization
Process of improving a website’s or webpage’s visibility, traffic volume, or traffic quality through organic search results.

Search Engine Results Pages
Organic webpage listings you receive when you submit a search on a search engine.

See Search Engine Marketing.

See Search Engine Optimization.

See Search Engine Results Pages.

See Social Media Optimization.

Social Media
Websites that are based around the interaction of its users and User Generated Content.

Social Media Optimization
Process of increasing PR or recognition through use of social media websites and online communities.

See Crawler.

Split Testing
See A/B Testing.

Describes a website’s ability to keep its visitors.

See User Generated Content.

Unique Users
Also referred to as Unique Visitors and used to describe the number of different visitors or browsers that access unique content or pages on a website.

Unique Visitor
See Unique Users

User Generated Content
Various types of media produced by the end-users of a website. User Generated Content include blogs, videos, reviews, photos, and social networking sites.

Viral Marketing
A marketing method that due to content self-encourages its viewers to pass the content on. This could be an email, a video, send-to-a-friend, etc.