IMCyclopedia: A-Z

IMCyclopedia: A-Z

Google Analytics Glossary: Attribution

Attribution is assigning credit for a conversion. In last-click attribution, all of the value associated with the conversion is assigned to the last marketing activity that generated the revenue. Attribution Models However, there are other attribution models that can...

Anchor Text

The text that a user would click on to follow a link. In the case the link is an image the image alt attribute may act in the place of anchor text. Search engines assume that your page is authoritative for the words that people include in links pointing at your site....


Exploiting market inefficiencies by buying and reselling a commodity for a profit. As it relates to the search market, many thin content sites laced with an Overture feed or AdSense ads buy traffic from the major search engines and hope to send some percent of that...


The ability of a page or domain to rank well in search engines. Five large factors associated with site and page authority are link equity, site age, traffic trends, site history, and publishing unique original quality content. Search engines constantly tweak their...


Topical authorities are sites which are well trusted and well cited by experts within their topical community. A topical authority is a page which is referenced from many topical experts and hub sites. A topical hub is page which references many authorities. Example...


Some social networks or search systems may take site age, page age, user account age, and related historical data into account when determining how much to trust that person, website, or document. Some specialty search engines, like blog search engines, may also boost...

Automated Bid Management Software

Pay per click search engines are growing increasingly complex in their offerings. To help large advertisers cope with the increasing sophistication and complexity of these offerings some search engines and third party software developers have created software which...


Asynchronous JavaScript and XML is a technique which allows a web page to request additional data from a server without requiring a new page to load.


It’s a ranking system that audits and makes public the frequency of visits on various web sites. Source:  Avangate An owned search service which measures website traffic. Alexa is heavily biased toward sites that focus on marketing and webmaster...

Absolute Link

A link which shows the full URL of the page being linked at. Some links only show relative link paths instead of having the entire reference URL within the a href tag. Due to canonicalization and hijacking related issues it is typically preferred to use absolute links...


Google’s contextual advertising network. Publishers large and small may automatically publish relevant advertisements near their content and share the profits from those ad clicks with Google. AdSense offers a highly scalable automated ad revenue stream which...


Google’s advertisement and link auction network. Most of Google’s ads are keyword targeted and sold on a cost per click basis in an auction which factors in ad clickthrough rate as well as max bid. Google is looking into expanding their ad network to...

Alt Attribute

Blind people and most major search engines are not able to easily distinguish what is in an image. Using an image alt attribute allows you to help screen readers and search engines understand the function of an image by providing a text equivalent for the object....

What Is Content Marketing? | CopyBlogger

Listen. If you are even remotely connected to the business, marketing, and advertising world, then you’ve probably heard the phrase “content marketing.”
You’ve at least been exposed to it through:
Search engine optimization
Email autoresponders
White papers
Social media
Landing pages
But what exactly is content marketing? Glad you asked, because I’ve got answers for you. One short answer, and one really long. Here’s our official definition:
Content marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.
Which brings us to another question: how do you actually use content marketing?
Well, even if you consider yourself a seasoned practitioner or you’re a fresh-out-of-the-box beginner, this handy, systematic, and exhaustive guide — loaded with 100 articles that cover content marketing essentials for building a viable money-making platform — is at your finger tips.
How to use this content marketing reference library
Content marketing can be simplified into the convergence of three spheres: your audience’s interests, your brand story, and your unique perspective or content medium. Combine these three to achieve content greatness.

The 100-article list below reaches back to November 2008 and goes all the way up to the present. It contains 10 categories:
Content essentials
Content strategy
Content research
Idea creation
Content creation
Content promotion
Traffic generation
Content marketing case studies
Content auditing
Content business building
Yes, I read all 100 articles. It took me 15 hours over six days. I recommend you do the same — but work through it at a pace that’s right for you!
First, bookmark it. That way, it’ll be easy to find when you need to answer a question or reference one of our articles in your own content.
Then, you could:
Study one of the 10 categories each week, creating your own 10-week content marketing course
Read one-to-three articles each day
Identify the categories you need to brush up on the most, and make a note on your calendar to review them when you have free time
Side note: This list makes for perfect Twitter content … drip out just one article each day to your followers over a 100-day period, and you’ll look like a content marketing genius.
This guide will fill in the gaps in your knowledge. It will help you become a content marketing expert in your industry or company.
And with that, I give you Copyblogger’s Ultimate Guide to Content Marketing.
Content marketing essentials
The Future of Content Marketing
New York City should have been destroyed 33 years ago. Because of massive amounts of horse manure. Here’s the lesson you can draw about the future of content marketing from that failed prognosis.
What’s the Difference Between a Professional Writer and a Content Marketer?
Five elements that separate high-quality content marketing from material that’s well-written but might not deliver the same business value.
What’s the Difference Between Content Marketing and Digital Commerce?
We’ve been talking a lot lately about “digital commerce.” This article for is anyone who’s wondered: “I thought content marketing was digital commerce: what’s the difference?”
The 3-Step Journey of a Remarkable Piece of Content
Remarkable content takes a three-step journey. If we keep this journey in mind, we can craft a profound experience for our readers. Pamela Wilson walks you through you each step.
Agile Content Marketing: How to Attract an Audience That Builds Your Business
How do you create a content marketing strategy that actually works? The first step is to get your head right.
The First Rule of Copyblogger
Great content marketing begins here. Those who obey this rule share content that’s worth reading with an audience who is hungry for it. Long-term gains in traffic, leads, and profits follow. Those who break this rule might experience short bursts of traffic, leads, and profits — but not for long.
What’s the Difference between Content Marketing and Copywriting?
When you combine great content with great copywriting, you end up with a powerful marketing platform that can launch you into the realm of the world’s greatest content producers.
The Three Essentials of Breakthrough Content Marketing
The glut of content on the web means that the market is crowded and cluttered. Your content needs to rise above that confusion. Here’s how to do it.
Why Content Marketing Doesn’t Suck
As the saying goes, “Haters will hate.” Don’t let them talk you out of the benefits that content marketing can deliver over a long period of time. This episode of The Lede (when it was still hosted by Robert Bruce) will show you what Procter & Gamble, soap operas, and content marketing have in common. And then some.
The Two Vital Attributes of Quality Content
Ever wondered what makes some blog posts funny, vigorous, and meaningful? You know, the types of blog posts you not only share — but save. Print out. Study. Wonder no more.
Everything You Need to Know About Creating Killer Content in 3 Simple Words
Try this sticky formula — one that basically consolidates what every guru, expert, and pundit has been saying about persuasion, usability, and web marketing — that will make creating compelling copy easy.
Content marketing strategy
Content Marketing: A Truly Winning Difference
A simple lesson about learning how to accentuate the positives in your marketing from a little story about Claude Hopkins and Schlitz beer.
10 Content Marketing Goals worth Pursuing
What do you want your content to accomplish? You do have goals, right? If not, start with these 10.
How to Build an Agile Content Marketing Team
Eric Enge provides nine tips on how to build an agile content marketing team in a way that might just make the size of the task a lot more manageable.
A Content Marketing Innovation Cheat Sheet
Successful content marketers often have deceptively simple cheats for churning out effective online publishing on a regular basis. Let’s take a look.
Digital Sharecropping: The Most Dangerous Threat to Your Content Marketing Strategy
We’re professional content marketers — not subsistence farmers — and our work doesn’t involve 12-hour days in grueling conditions. So, is sharecropping still dangerous? Yes.
A Simple Content Marketing Strategy for Creative Folks
How do you display your work while making it easy for prospective clients to learn about who you are? The conclusion is simple.
A Quick-Start Guide to Measuring Your Content Marketing Efforts
Your job as a content marketer is to show your boss the money — not traffic, not links — mon-naay. Mike King talks about how to get started effectively measuring your content marketing efforts.
5 Steps to Revising Your Content Marketing Strategy to Attract and Retain Future Customers
Whether you already have a product or are just getting started, here are five steps you need to take now to attract and retain future customers of your product or service.
How to Use Customer Experience Maps to Develop a Winning Content Marketing Strategy
Eighty percent of businesses say they are delivering an excellent customer experience. But only eight percent of customers believe these companies were actually delivering. That’s a huge discrepancy. Why such a big gap?
13 Simple Questions to Help You Draft a Winning Content Strategy
Square away an afternoon, ask yourself these questions, and document the answers in a notebook, on a whiteboard, in Evernote, or in the handy PDF we’ve created for you.
How to Create a Visual Brand and Fight the Dark Forces
What can we learn about building a visual brand from Star Wars? Grab these top visual branding tips from Rainmaker Digitals’s Lead Designer Rafal Tomal.
The 5 Keys to Content Marketing Mastery
If you’re happy being an average content marketer, then you can ignore this post. But if you want to be a content marketing master, tap into these five strategies of “deliberate practice.”
The Old-School Content Marketing Strategy that Scores Freelance Writing Clients
While the Internet is more effective and efficient in many ways, you won’t want to throw this approach to getting more freelance clients in the marketing dustbin — it still works. And marvelously.
Content marketing research
Research Ain’t Easy (But it’s Necessary)
What good research does for you and your readers. The first article in a three-part series by Beth Hayden.
A 6-Step Content Marketing Research Process
What should your research process look like? What steps can you take to gather the best possible data on your target audience? Beth Hayden answers those questions.
Become a Content Marketing Secret Agent with Competitive Intelligence
Using slick online snooping techniques and a little sweat equity, we can all find out what our competitors are doing well, what they could be doing better, and how we can adapt their best techniques to improve our own businesses.
A 3-Step Process for Painless Keyword Research
How to stay focused when doing your research and how to avoid getting bogged down in the stuff that doesn’t matter. Because you will.
How to Find the Keywords that Work for Your Content Marketing Goals
Accurate keyword research helps you optimize your website for the search engines, and it also allows you to shape your content strategy. So it’s vitally important that you use smart tactics to help you do your research in a fast, efficient way.
5 Ways Listening to Community Data Can Expand Your Content Marketing Strategy
When talking about content marketing, discussions often focus on decisions about topics, headlines, platforms, and distribution. But how much do you consider the data that supports these decisions?
Why Content Marketing is a Long Game (and How to Play It)
Whether or not you know it, you’re playing a long game with content. Let’s take a look at just a few ways to improve your online strategy.
How to Determine the Potential Size of Your Content Marketing Opportunity
Are readers already displaying a passion for your space? Are they looking for the type of content you’re producing or want to produce? Are they sharing it? Eric Enge explains
Don’t Create Your Content Strategy Until You Research These 6 Things
Here are six areas you should research to avoid a content strategy that’s DOA (Dead on Arrival), so your content marketing gets — and holds — your audience’s attention.
Empathy Maps: A Complete Guide to Crawling Inside Your Customer’s Head
The media you create can attract an audience. As that audience grows, you must learn their needs, wants, hopes, and fears. That information helps you learn about a customer’s worldview.
Tap Into This Psychological Driver to Create the Ultimate Message
Want to overcome content shock? Then you need to understand your audience’s outlook. In other words, you need to tap into their worldviews.
Idea creation
Surviving “Content Shock” and the Impending Content Marketing Collapse
You and I both know that there is a hell of a lot of content out there. Here’s why Sonia Simone is not worried about it.
Conquer Content Shock with Illegitimate Ideas
An illegitimate idea is one that is unnatural — a mongrel. We don’t know its origins. It comes out of left field and is so surprising and disruptive that we halt and pay attention to it.
49 Creative Ways You Can Profit From Content Marketing
Build a membership website. Yellow page ads that look like a blog post. Address popular objections. And 46 more ideas to help stoke your content creativity.
How to Use Content to Find Customers
What do birthday cakes and content marketing have in common? More than you think.
The 10-Step Content Marketing Checklist
Sonia calls this blog post a “checklist” for building a solid content marketing platform. I prefer “law” or “commandment” because if you break one of these rules, you’ll pay.
The Powerful Resource You’ve Always Wanted When Presented with Creative Challenges
Avoid producing copycat content and discover how to create not-to-miss, valuable, unique online content that helps you achieve your business goals
Zen and the Art of Content Marketing
Content marketing in the 21st century might seem like an endless high-speed car chase. But it doesn’t have to be. Not when you apply the simple principles of quality used by this world-renowned Japanese sushi chef.
Why Content Marketing Is the New Branding
Your content defines you. And it becomes the vehicle in which you communicate promises and expectations to your customers. Check out the nifty infographic from PRWeb on different options for sharing your brand online.
How to Brainstorm Brilliant Ideas for Your Blog
You probably know what brainstorming is. But do you know how to do it correctly? Do you know what you need to do before, during, and after the event to make it actually successful? I didn’t. Not until I read this article.
How to Write 16 Knockout Articles When You Only Have One Wimpy Idea
Are you struggling to write articles for your blog? It’s time to get creative. Stefanie Flaxman describes 16 different types of blog posts that you can apply to any niche.
Content creation
Is Content Marketing a Hamster Wheel You Can’t Escape?
Here is a technique that — in exchange for some bursts of intense hard work — will bring you long breaks from the content creation hamster wheel.
The Unstoppable Rise of the Digital Content Creator
Software and digital content creators have become a powerful pair.
3 Components of a Content Marketing Editorial Calendar that Works
Are you strategic about your content creation? Or do you wing it, publishing content with a short-term view? One will help you be successful for the long-term. The other will stunt your growth.
A Simple Plan for Writing One Powerful Piece of Online Content per Week
Want a beautiful four-step procedure for creating a drop-dead gorgeous blog post each week? One that draws out the process leisurely over four days? And lets you do it in your slippers? Read on.
58 Ways to Create Persuasive Content Your Audience Will Love
You want to be a great writer. Seduce readers. Climb above the competition. If that’s you, then start with this step-by-step guide to creating ridiculously good content. Henneke doesn’t disappoint.
The Copyblogger “Secret” to Creating Better Content
Content marketers use content to advertise a product, service, or idea. You want to attract attention. Create desire. Stoke interest. But you also want readers to actually do something. Here’s how.
22 Ways to Create Compelling Content When You Don’t Have a Clue
It happens to the best bloggers and content marketers. Idea dry spells. After dipping into the well every day for months … you come up empty. This infographic is a fast and helpful tool that jump-starts the content creation process.
A Crash Course in Marketing With Stories
Stories are easily the most powerful tool in the content marketer’s arsenal. People love good stories. Stories communicate complex ideas simply. And stories stick in people’s minds. But if you don’t know how to write a good story, then they won’t help you.
How to Constantly Create Compelling Content
Where are you supposed to get all your ideas for content? The answer can be found in a little-known intersection that artists, scientists, and songwriters have been crossing for centuries.
The Simple 5-Step Formula for Effective Online Content
Effective content marketing comes down to two things: education and personality. The right combination of these two elements will lead to leaps in traffic, subscribers and — ultimately — customers.
The 3-Step Cure for Boring, Useless Content
If your business could benefit from content marketing, the worse thing you could do is avoid it. The second worst thing is to create lame content. Geoff Livingston tells you how to make sure that never happens.
The 7 Essential Steps to Creating Your Content Masterpiece
Johann Sebastian Bach — one of the greatest composers who ever lived — had one of the most grueling production schedules one could imagine. And that, my friends, is one of the reasons he cranked out so many masterpieces. Mark McGuinness explains.
How to Craft a Marketing Story that People Embrace and Share
Storytelling isn’t limited to a blog post or a sales page. Storytelling works for your overall position in a market. So, how do you write a story? Use these three steps.
Master This Storytelling Technique to Create an Irresistible Content Series
Since your competitors are likely writing about similar topics, storyboarding is a technique you can use to craft a special experience readers won’t find anywhere else. Check out this storyboarding tutorial.
Content marketing promotion
The 7 Essential Elements of Effective Social Media Marketing
Here are the seven essentials that will turn your social media marketing from an annoying time-waster to an effective bottom-line booster.
Launching a New Product? These 5 Tips Will Get You the Testimonials You Need
If your content, product, or service is new, then you’re likely wondering how to get testimonials. I show you a smart way to gather proof with these five tips.
Content Marketing Is Easier When You (Partially) Delegate These 12 Tasks
These are partial delegation workflows you can assign to someone else that will either give you back the most time or help you with activities you’ve been meaning to do but don’t get to.
How to Create an Agile Content Marketing Strategy (and Stay Sane Doing It)
Pamela Wilson admits: “I spent so much time this past year creating content that I didn’t make enough time to read. And reading is important when you’re a content creator.”
The Proper Way to Automate Your Social Media Activities (and 5 Other Best Practices)
Automating some of your content may be beneficial for both you and your audience. Keep these six automation tips in mind as you set your social media strategy.
Why Content and Social Media are a Powerful Match
It’s not enough to create jaw-dropping content. You need to take that content to your audience members, who are sitting around those digital campfires (think social media). They’re waiting for you.
The Must-Have Social Media Tool Every Content Marketer Needs
Introducing the ultra-powerful, infinitely flexible social media tool that allows you to publish effective content without holding you to any arbitrary rules. It’s not what you think. Promise.
Are You Someone’s User-Generated Content?
The dangers of failing to build a digital asset that you own are real. Casualties abound.
Traffic generation
The Right Way to Think About Google
Google is going to shift. Sometimes abruptly. You don’t need to go along for the ride. Develop a sustainable approach, and leave the panic attacks behind.
5 Ways to Get More Traffic with Content Marketing
We all want it: more traffic. But how do we get it? It’s the most common question new bloggers ask. And it’s the question seasoned bloggers never stop asking. Try these five strategies for solid, proven results.
No Blog Traffic? Here’s a Simple Strategy to Seduce Readers and Win Clients
Do you have the right building blocks in place to seduce readers and win clients? If you want to create a simple blog plan that will help you win more readers, fans, and clients, answer the five critical questions in this post.
How to Make Winning Infographics Without Risk
Research suggests that publishers who use infographics grow in traffic 12 percent more than those who don’t. This is because an infographic, unless it’s completely awful (and they exist), will more than likely go viral. Discover the best ways to create them for your content marketing.
8 Incredibly Simple Ways to Get More People to Read Your Content
Most content marketers are fighting a losing battle with obscurity. They write, publish, and promote — and get nothing out of it. That’s painful. To make matters worse, this goes on day in, day out. Follow Pamela Wilson’s advice and that will change.
Should Your Content Aim for Traffic or Conversion?
Cosmopolitan and The New Yorker approach content marketing in two entirely different ways. Both approaches are super-successful. And anybody can combine and use these approaches to create killer results.
Content marketing case studies
Our monthly Hero’s Journey feature taps the collective wisdom of our community members to bring you reports from the front lines of the content marketing world. Here are five inspiring case studies:
How One Entrepreneur Grew a Digital Business to Fit Her Life
Guiding Online Dreams (and Dreaming of a New Community)
From a Hidden Niche, an Empire Is Born
How to Play the Long Game to Bring Your Idea to Life
An Advocate Who Helps People Change the World with Content Marketing
What The New Yorker Magazine Can Teach You About Content Marketing that Works
In a few moments, you’ll know how to not only write content that engages but that also positions you as an authority in your space and dominates in the search engines.
How Chris Brogan Built His Content Platform
Look at Mr. Brogan now and you might think he’s a “master of social media.” He rules over one of the most recognizable independent content publishing empires. But life was not always easy for him. In fact, he struggled for eight years to get 100 subscribers. Here’s his story.
5 Marketing Lessons You Can Learn from a Weird “Real World” Business
Ideas are good. They are even better when they actually work. Here’s a content marketing case study of a business that creates high-end beauty products — for dogs. Weird, but true.
What to Do When You Absolutely, Positively Must Know if Your Content Will Rock
Predicting what content will resonate with readers is tough — if not impossible. You simply cannot know unless you do this one thing. Indie band Wilco did and discovered the truth. So will you.
The Grateful Dead 4-Step Guide to the Magical Influence of Content Marketing
I can hear you now: “Are you serious? An elderly, endlessly touring hippie band can teach me something about effective content marketing?” Yes, they can. Jerry Garcia was a genius. Or should I say “guru?”
Content auditing
5 Powerful Ways to Keep Building Authority Once Your Content Has Matured
In order to keep the early momentum of your blog launch and deepen that influence, you’ve got to adjust your content strategy to reflect the new demands of your audience.
8 Conversion-Boosting Ways to Personalize Your Content
People love to get personalized content. Sadly, that message doesn’t seem to be getting through to marketers fast enough.
4 Ways to Identify Site Visitors (and Why It Matters)
“With adaptive content we are supposed to deliver the right content to the right person at the right time. But how do you even know who is on your site?” I asked. In his exquisite English accent he said, “You could start with cookies.”
A Brief Guide to Fixing Your Old, Neglected, and Broken Content
There are a number of good reasons why you shouldn’t ignore old, broken, and neglected sections of your website. Here are three benefits of attending to expired content.
Is Content Marketing Worth the Effort?
Let me be frank with you: content marketing is work. It is hard work. Hard work like laying bricks or teaching middle school children. But for the practitioner who loves the work? It’s a turn on.
Why Nobody Cares about Your Content (and What to Do About It)
Glen Allsopp of ViperChill explains how to build your personal brand and authority by giving your readers everything they want — and never once talking about yourself.
Are You Creating Meaningful Content?
Ever think to yourself, “What does this content mean? Does it even matter? Is it significant? Do my readers care?” Those are good questions to ask yourself. And here’s the five-step framework to help you answer them.
How to Beat “Invisible Content” Syndrome
I’ve got some bad news for you: every new blog is born with a disease. Professionals call it Invisible Content Syndrome — or ICS. Others call it obscurity. The good news is you can conquer it. Here’s how.
The Foolproof Cure for Weak Content: 4 Ways to Get Some Perspective
You have a sweet idea for a blog post. You pop out of bed and hammer out the first draft. When you are finished, you read what you wrote and think that sucks. Don’t worry. That happens to all of us. And there are four great ways to fix it.
The Force that Powers Persuasive Content (And 3 Ways to Intensify It)
Bet you didn’t know this, but character building and content marketing go hand in hand. There’s a person behind every piece of content. Is that person honest, credible, and an authority? If not, then here are three ways to improve those essential components.
Content business building
How to Build a Business Using Paid and Free Content
Sonia will tell you how to raise your content marketing game by creating a platinum version of your content.
How to Decide Which Content to Sell and What to Give Away for Free
Not sure how much you should give away for free? Chris Garrett helps you find the line between freely available content and content that is locked behind a paywall.
The Key to Innovative Business Ideas: Cross-Pollination
No content marketer is an island. We all know this. But we don’t always take the initiative to strategically collaborate to generate the best content marketing ideas. Pamela Wilson reveals how you can get started.
Why Content is No Longer King (And Who’s Taking His Place)
Why would a novelist claim that content is not king? I mean, come one, this guy makes his living off of huge chunks of content. Check out his surprisingly good argument.
How to Use Ebooks Strategically and Reach Your Content Marketing Goals
Have you written an ebook yet? Some of the most respected content marketers have embraced ebooks for marketing their businesses and as a source of income.
Educate to Dominate Your Competition
Want to spark the buying process in your readers without resorting to a hyped-message? Dream of making your products so irresistible that customers hardly notice your sales offers? Then use the six psychological shortcuts of influence.
How to Succeed at Content Marketing Even if Your Content Skills Suck
Still a little weak in the knees about this whole content marketing thing because, well, you just don’t have any confidence in your skills? No sweat. Half the battle is doing this one thing.
Your ultimate guide to content marketing
Remember to bookmark this post and keep it as a resource to answer all of your content marketing questions!
Editor’s note: This post is a greatly expanded and updated version of the original, which was published on October 12, 2012.
About the authorDemian Farnworth
Demian Farnworth is Chief Content Writer for Rainmaker Digital.

The post What Is Content Marketing? appeared first on Copyblogger.

Content Delivery Network

A Content Delivery Network or Content Distribution Network (CDN) is a large network of servers, which delivers content from website to end-user based on the user’s geographic location The goal of a CDN is to serve content to end-users with high availability and...

Inbound Marketing Glossary: C

Cache Copy of a web page stored by a search engine. When you search the web you are not actively searching the whole web, but are searching files in the search engine index. Some search engines provide links to cached versions of pages in their search results, and...


Forrester defines “context” as “the sum total of what your customer has told you and is experiencing at his moment of engagement.” Context includes: Situation: the current location, altitude, and speed the customer is experiencing. Preferences: the history or personal...


Clickthrough rate – the percentage of people who view click on an advertisement they viewed, which is a way to measure how relevant a traffic source or keyword is. Search ads typically have a higher clickthrough rate than traditional banner ads due to being...


Cascading Style Sheets is a method for adding styles to web documents. Note: Using external CSS files makes it easy to change the design of many pages by editing a single file. You can link to an external CSS file using code similar to the following in the head of...


In topical authority based search algorithms links which appear near one another on a page may be deemed to be related to one another. In algorithms like latent semantic indexing words which appear near one another often are frequently deemed to be...


Cost per click. Many search ads and contextually targeted ads are sold in auctions where the advertiser is charged a certain price per click. See also: Google AdWords – Google’s pay per click ad program which allows you to buy search and contextual ads....


Many blogs and other content management systems allow readers to leave user feedback. Leaving enlightening and thoughtful comments on someone else’s related website is one way to help get them to notice you. See also: blog comment spam – the addition of...

Comments Tag

Some web developers also place comments in the source code of their work to help make it easy for people to understand the code. HTML comments in the source code of a document appear as <!– your comment here –>. They can be viewed if someone types...

Crawl Depth

How deeply a website is crawled and indexed. Since searches which are longer in nature tend to be more targeted in nature it is important to try to get most or all of a site indexed such that the deeper pages have the ability to rank for relevant long tail keywords. A...

Compacted Information

Information which is generally and widely associated with a product. For example, most published books have an ISBN. As the number of product databases online increases and duplicate content filters are forced to get more aggressive the keys to getting your...

Crawl Frequency

How frequently a website is crawled. Sites which are well trusted or frequently updated may be crawled more frequently than sites with low trust scores and limited link authority. Sites with highly artificial link authority scores (ie: mostly low quality spammy links)...

Conceptual Links

Links which search engines attempt to understand beyond just the words in them. Some rather advanced search engines are attempting to find out the concept links versus just matching the words of the text to that specific word set. Some search algorithms may even look...

Concept Search

A search which attempts to conceptually match results with the query, not necessarily with those words, rather their concept. For example, if a search engine understands a phrase to be related to another word or phrase it may return results relevant to that other word...


Many forms of online advertising are easy to track. A conversion is reached when a desired goal is completed. Most offline ads have generally been much harder to track than online ads. Some marketers use custom phone numbers or coupon codes to tie offline activity to...


Displaying different content to search engines and searchers. Depending on the intent of the display discrepancy and the strength of the brand of the person / company cloaking it may be considered reasonable or it may get a site banned from a search engine. Cloaking...


In search results the listings from any individual site are typically limited to a certain number and grouped together to make the search results appear neat and organized and to ensure diversity amongst the top ranked results. Clustering can also refer to a technique...


Small data file written to a user’s local machine to track them. Cookies are used to help websites customize your user experience and help affiliate program managers track conversions. Source:...


Cost per action. The effectiveness of many other forms of online advertising have their effectiveness measured on a cost per action basis. Many affiliate marketing programs and contextual ads are structured on a cost per action basis. An action may be anything from an...


Copy of a web page stored by a search engine. When you search the web you are not actively searching the whole web, but are searching files in the search engine index. Some search engines provide links to cached versions of pages in their search results, and allow you...

Catch All Listing

A listing used by pay per click search engines to monetize long tail terms that are not yet targeted by marketers. This technique may be valuable if you have very competitive key words, but is not ideal since most major search engines have editorial guidelines that...


Common Gateway Interface – interface software between a web server and other machines or software running on that server. Many CGI programs are used to add interactivity to a web site.

Creative Commons

A Creative Commons license is an simple way to encourage others to share, remix, and reuse your digital content. If you’re publishing material of any variety to the web and looking to have it spread, licensing your work under Creative Commons is smart as it actively...

Inbound Marketing Glossary: D

Dayparting Turning ad campaigns on or off, changing ad bid price, or budget constraints based on bidding more when your target audience is available and less when they are less likely to be available. DMOZ The Open Directory Project is the largest human edited...

Duplicate Content

Content which is duplicate or near duplicate in nature. Search engines do not want to index multiple versions of similar content. For example, printer friendly pages may be search engine unfriendly duplicates. Also, many automated content generation techniques rely on...

Dynamic Content

Content which changes over time or uses a dynamic language such as PHP to help render the page. In the past search engines were less aggressive at indexing dynamic content than they currently are. While they have greatly improved their ability to index dynamic content...

Dynamic Programming Languages

View image | Dynamic programming language is a term used in computer science to describe a class of high-level programming languages which, at runtime, execute many common programming behaviors that static programming languages perform during...


The Open Directory Project is the largest human edited directory of websites. DMOZ is owned by AOL, and is primarily ran by volunteer editors. See also: Submitting a Site to the Open Directory...


Dayparting is a feature in AdWords that allows publishers to run their campaigns — during peak times — when their audience may be the most receptive to take action upon clicking on ads. For example, if you owned a corner bakery in a tourist town during a...

Deep Link

A link which points to an internal page within a website. When links grow naturally typically most high quality websites have many links pointing at interior pages. When you request links from other websites it makes sense to request a link from their most targeted...

Dedicated Server

Server which is limited to serving one website or a small collection of websites owned by a single person.   Dedicated servers tend to be more reliable than shared (or virtual) servers. Dedicated servers usually run from $100 to $500 a month. Virtual servers...

Doorway Pages

Pages designed to rank for highly targeted search queries, typically designed to redirect searchers to a page with other advertisements. Some webmasters cloak thousands of doorway pages on trusted domains, and rake in a boatload of cash until they are caught and...


Statistical data or characteristics which define segments of a population. Some internet marketing platforms, such as AdCenter and AdWords, allow you to target ads at websites or searchers who fit amongst a specific demographic. Some common demographic data points are...


Temporarily or permanently becoming de-indexed from a directory or search engine. De-indexing may be due to any of the following: Pages on new websites (or sites with limited link authority relative to their size) may be temporarily de-indexed until the search engine...


A categorized catalog of websites, typically manually organized by topical editorial experts. Some directories cater to specific niche topics, while others are more comprehensive in nature. Major search engines likely place significant weight on links from DMOZ and...


Directories and search engines provide a short description near each listing which aims to add context to the title. High quality directories typically prefer the description describes what the site is about rather than something that is overtly promotional in nature....

Dead Link

A link which is no longer functional. Most large high quality websites have at least a few dead links in them, but the ratio of good links to dead links can be seen as a sign of information quality.

Define: Emerging Media

“Emerging media is the evolution of utilizing technology to share information in new and innovative ways. Current trends in marketing include an explosion in digital media with the development and expansion of social networks, blogs, forums, instant messaging, mobile...

Inbound Marketing Glossary: E

EdgeRank The FaceBook algorithm that is used to determine which friends you interact with – and so appear most often on your news feed. Earnings Per Click Many contextual advertising publishers estimate their potential earnings based on how much they make from each...

IM Glossary: Digital Marketing

[Testimonial] Web Analytics 2.0 is: (1) the analysis of qualitative and quantitative data from your website and the competition, (2) to drive a continual improvement of the online experience that your customers, and potential customers have, (3) which translates into...

Entry Page

The page which a user enters your site. If you are buying pay per click ads it is important to send visitors to the most appropriate and targeted page associated with the keyword they searched for. If you are doing link building it is important to point links at your...


An HTML tag used to emphasize text. Please note that it is more important that copy reads well to humans than any boost you may think you will get by tweaking it for bots. If every occurrence of a keyword on a page is in emphasis that will make the page hard to read,...

Editorial Link

Search engines count links as votes of quality. They primarily want to count editorial links that were earned over links that were bought or bartered. Many paid links, such as those from quality directories, still count as signs of votes as long as they are also...

Ethical SEO

Search engines like to paint SEO services which manipulate their relevancy algorithms as being unethical. Any particular technique is generally not typically associated with ethics, but is either effective or ineffective. Some search marketers lacking in creativity...


Major search indexes are constantly updating. Google refers to this continuous refresh as everflux. In the past Google updated their index roughly once a month. Those updates were named Google Dances, but since Google shifted to a constantly updating index Google no...

External Link

Link which references another domain. Some people believe in link hoarding, but linking out to other related resources is a good way to help search engines understand what your site is about. If you link out to lots of low quality sites or primarily rely on low...

Inbound Marketing Glossary: F

Inbound Marketing Glossary: F

Free to End User (FTEU)

This is an application that is made available to an end-user at no cost other than an opt-in subscription. The SMS/ MMS costs that would normally be charged to the end-user is absorbed by the application provider. In some cases the mobile carriers may opt to charge end-users with other various fees.


















Fuzzy Search

Search which will find matching terms when terms are misspelled (or fuzzy).

Fuzzy search technology is similar to stemming technology, with the exception that fuzzy search corrects the misspellings at the users end and stemming searches for other versions of the same core word within the index.


Free for all pages are pages which allow anyone to add a link to them. Generally these links do not pull much weight in search relevancy algorithms because many automated programs fill these pages with links pointing at low quality websites.


Certain activities or signatures which make a page or site appear unnatural might make search engines inclined to filter / remove them out of the search results.

For example, if a site publishes significant duplicate content it may get a reduced crawl priority and get filtered out of the search results. Some search engines also have filters based on link quality, link growth rate, and anchor text. Some pages are also penalized for spamming.

Fresh Content

Content which is dynamic in nature and gives people a reason to keep paying attention to your website.

Many SEOs talk up fresh content, but fresh content does not generally mean re-editing old content. It more often refers to creating new content. The primary advantages to fresh content are:

  • Maintain and grow mindshare: If you keep giving people a reason to pay attention to you more and more people will pay attention to you, and link to your site.
  • Faster idea spreading: If many people pay attention to your site, when you come out with good ideas they will spread quickly.
  • Growing archives: If you are a content producer then owning more content means you have more chances to rank. If you keep building additional fresh content eventually that gives you a large catalog of relevant content.
  • Frequent crawling: Frequently updated websites are more likely to be crawled frequently.


Vector graphics-based animation software which makes it easier to make websites look rich and interactive in nature.

Search engines tend to struggle indexing and ranking flash websites because flash typically contains so little relevant content. If you use flash ensure:

  • you embed flash files within HTML pages
  • you use a noembed element to describe what is in the flash
  • you publish your flash content in multiple separate files such that you can embed appropriate flash files in relevant pages

Forward Links (see Outbound Links)


A technique created by Netscape used to display multiple smaller pages on a single display. This web design technique allows for consistent site navigation, but makes it hard to deep link at relevant content.

Given the popularity of server side includes, content management systems, and dynamic languages there really is no legitimate reason to use frames to build a content site today.


File Transfer Protocol is a protocol for transferring data between computers.

Many content management systems (such as blogging platforms) include FTP capabilities. Web development software such as Dreamweaver also comes with FTP capabilities. There are also a number of free or cheap FTP programs such as Cute FTP, Core FTP, and Leech FTP.

Facebook Marketing

Special Report:

Facebook Marketing – 8 Tactics to Measure and Improve ROI


Favorites Icon is a small icon which appears next to URLs in a web browser. Upload an image named favicon.ico in the root of your site to have your site associated with a favicon. See also:  HTML Kit – generate a favicon from a picture  – create a favicon online painting one pixel at a time. Favorites (see bookmarks)

Feed Reader

Software or website used to subscribe to feed update notifications.

See also: