Digital Marketing Key Terms- Chapter 1

affiliate marketing websites

websites that typically provide information about a variety of products and include links to other websites where an internet user can purchase these products

conversion

the target action that websites encourage visitors to take

conversion rate

the percentage of users that convert, considered to be one of the most important indicators of a retail websites success

direct traffic

traffic that comes to a website either from a potential customers offline advertising activities or from habit

domain name

the name of a website

domain name system (DNS)

manages the translation of domain names to IP addresses so that requests for a specific domain are routed to the correct server

eCommerce

also known as online retails

email traffic

traffic to a website that is a result of advertisements sent to potential customers via email

HTMP (HyperText Markup Language)

Basic coding language use to structure content on web pages 

HTTPS

indication of secure connection to the website, not HTTP

inventory management systems

software that manages and track a company stock of for-sale products

IP Address

stands for internet protocol address; used to locate internet-connected computers and to transfer information from one computer to the other

lead

inquiry from a potential customer into a business’s products or services

lead generation websites

a website with the goal of generating leads

marketplace

platform for buyers and sellers to come together for buying and selling exchanges

merchant account

a bank account dedicated to accepting customer credit card payments

media websites

websites that make money by exposing users to advertisements

online retail

also known as eCommerce

payment gateway

technology that enables credit card payments by connecting the payer to the company’s merchant account

referral traffic

traffic to a website that comes from another website (ex. traffic from ads or clicking links)

registrar

company that manages the leasing of domain names

search engine

software that provides a list of webpages relevant to the search

search traffic

traffic to a website that comes by way of links on a SERP

can be divided into two categories: paid (search ads) and unpaid (organic search links)

search certificate

allows users to access your website without being observed by third parties

server

computer connected to the internet that fulfills information requests to the website

Transport Layer Security (TLS)

encryption method used to prevent eavesdropping from third parties

Uniform Resource Locator (URL)

unique identifier used to locate a resource on the internet

web browser

software that displays web pages (ex. Chrome, Safari, Edge, Firefox)

Web hosting company

company that provides server space for others to run a website