Chapter 1: Digital Marketing Foundations

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 visitors who convert, considered to be one of the most important indicators of a retail website’s success

conversion rate

the percentage of visitors who convert, considered to be one of the most important indicators of a retail website’s success

direct traffic

traffic that comes to a website either from a potential customer’s 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 the result of advertisements sent to potential customers via email

HTML (Hypertext Markup Language)

a client-side coding language meant to display static web pages that do not dynamically change content depending on the user; the basic programming language that powers web pages on the internet

HTTPS

an indication of secure connection to your website, not HTTP

IP address

stands for Internet Protocol address; it is used to locate internet-connected computers and to transfer information from one computer to another

lead

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

lead generation website

a website with the goal of generating leads

marketplace

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

merchant account

a bank account designated for 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; includes both paid referral traffic (typically from ads) or unpaid referral traffic (from natural links)

registrar

a company that manages the leasing of domain names

search engine

software that provides a list of webpages relevant to a search query 

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) 

security certificate

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

server

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

Transport Layer Security (TLS)

an encryption method used to prevent eavesdropping from third parties

URL (Uniform Resource Locator)

the unique identifier used to locate a resource on the internet

web browser

a software that displays web pages; Chrome, Firefox, Safari, Edge, and Opera are examples of browsers

web hosting company

a company that provides server space for others to run a website