Learn the Lingo

Above the Fold

The part of the page you can see without scrolling down. The exact amount of space will vary by viewer because of screen settings, but above the fold refers to the prime real estate at the top of any website. Originally, it referred to newspapers, which were folded in half. Things that were ‘above the fold’, were placed there due to their importance.


Google’s network of text and image ads that are precisely targeted to page content, from which the webmaster earns a percentage of the price per click paid by the advertsier.


Google’s Pay Per Click (PPC) advertising program.

Affiliate marketing

A revenue sharing arrangement between online merchants and distributors (affiliates) in which the affiliate earns a commission for producing a sale, lead or click for the merchant’s site.

Affiliate Network

A third party providing services to affiliate merchants and affiliates, including tracking technology, reporting tools, and payment processing.


Also known as Web Metrics. Analytics refers to collection of data about a Web site and its users. Analytics programs typically give performance data on clicks, time, pages viewed, Web site paths, and a variety of other information. The proper use of Web analytics allows Web site owners to improve their visitor experience, which often leads to higher profits.


An email robot that sends replies automatically, without human intervention.

Banner Ad

Static, animated, or interactive advertisments that come in a variety of shapes and sizes which are the driving force behind online marketing.


Short for Web log, blogs are part journal, part Web site. Blogs are becoming increasingly popular as forums for people to express their views to a potentially unlimited audience.


Popular online billing, 3rd party payment processor and marketing service for the development of affiliate programs, and the largest distributor of digital information products on the Internet. Eliminates the need for a merchant account. Known for its ease-of-use.


When a user clicks on a link and arrives at a Web site.

Click-Through Ratio (CTR)

Percentage of visitors who clickthrough to a merchant’s Web site.


Content Management System. A web application that allows users to add and edit web pages on a web site without learning HTML.


Also known as a bounty or referral fee, the income an affiliate is paid for generating a sale, lead or click-through to a merchant’s web site.

Conversion rate

The percentage of visits to your site that convert to a sale. i.e. If 1 person in every hundred visitors to your site makes a purchase, then your conversion rate is 1:100 or 1 percent.

Cost per Acquisition (CPA):

The amount you pay to acquire a customer.

Cost per Click (CPC)

The amount you pay when a surfer clicks on one of your listings.


The promotional tools advertisers use to draw in users. Examples are text links, banners, buttons, badges, email copy, pop-ups, etc.

CRO (Conversion Rate Optimization)

This is an important aspect of online marketing because it helps marketers understand how effective their calls-to-action are on a website. Planning for CRO is vital when you are selling a product or service, asking visitors to sign up for your newsletter or any other action.


Linking a group of domains, usually your own, to each other for the purpose of increasing its popularity with search engines. Excessive cross-linking may lead to your site being penalized by Google or Yahoo!


Linking a group of domains, usually your own, to each other for the purpose of increasing its popularity with search engines. Excessive cross-linking may lead to your site being penalized by Google or Yahoo!

Domain name

Website name – Domain name or URL (Universal Resource Locator) is a unique alphanumeric name and is attached to a certain IP address.


Term used by the Commission Junction affiliate network, this is your ‘average earnings per 100 clicks’. This number is calculated by taking commissions earned divided by the total number of clicks times 100.


Online community where visitors may read and post topics of common interest.


File Transfer Protocol - A standard for the exchange of program and data files across a network. This technology allows you to transfer files between two computers over the internet.

Hypertext Markup Language (HTML):

It is a language of programming used to display website elements which a browser reads and shows the viewer.

Meta tag

Information enveloped in the head portion of an HTML document. Meta tags provide various information about the website to the search engine allowing for better indexing and cataloging.


Pay-Per-Click – PPC is an online marketing strategy where a businesses pay based on the traffic they receive. Examples of PPC are the advertisements on the right hand side of a Google search results page, or the advertisements you see on facebook.


Return on Investment (ROI) – The key statistic for many companies: are your advertisements generating profits, and how much profit given the money you have had to pay.


Real Simple Syndication (RSS) – An increasingly popular new technology that allows information to be easily shared on Web sites or given directly to users per their request.


Search Engine Optimization (SEO) – The process of choosing keywords and keyword phrases relevant to your site or page on your site, and placing those keywords within pages so that the site ranks well when those keywords are searched upon.


The term “spam” is Internet slang that refers to unsolicited commercial e-mail (UCE) or unsolicited bulk e-mail (UBE). Some people refer to this kind of communication as junk e-mail to equate it with the paper junk mail that comes through the US Mail. Unsolicited e-mail is e-mail that you did not request; it most often contains advertisements for services or products.

Unique Value Proposition (UVP)

In essence, what it is that sets your product, service, or company apart from others and why potential clients should care enough to choose you.


Uniform Resource Locator. These are the letters and symbols that make up the address of specific Web pages.

Website Traffic

The number of total visitors a website receives in a given period of time.