Blogging Glossary One: Blog Jargon

Welcome to my Blogging Glossary! Here I’ve provided some definitions for common blogging jargon as well as some marketing terminology that you’ll want to learn. Although this glossary is aimed at travel bloggers, most of these words and phrases are fairly universal.

There are no technical or social media terms here except for the basics, so check these other Blogging Glossaries for more information:

If there’s a word you’d like to see included, let me know in the comments and I’ll try to add it.

Glossary for Travel Bloggers

Blogging Jargon

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z


A/B Testing – Also called Split Testing. A way to test advertising or a piece of content – ie an email newsletter – by creating two versions and seeing which one visitors prefer.

Adsense – An advertising placement service by Google. Automatically places targeted text, video or image adverts.

Advertorial – A piece of content that is designed and written to look like a blog post, but which is actually an advertisement. Generally, an advertorial will be a piece written about the product/service that is being advertised. See also: Sponsored Post.

Affiliate Marketing – A way to monetise a site or blog. Bloggers can place links to products/services which contain a tracking code unique to the blogger. Any time a purchase is made by someone who has clicked that link the blogger will earn a commission, usually a percentage of the sale price. Works well when recommending products/services. Related:

  • Affiliate – A blogger or site owner who engages in affiliate marketing.
  • Affiliate Link – A link which contains a tracking code and generates commission when visitors make a purchase after clicking that link.
  • Affiliate Programme – Also called a Referral Programme, Associate Programme or Revenue-Sharing Programme. A programme which bloggers/site owners can join in order to host affilite links for a merchant.

Analytics – Information resulting from the systematic analysis of data or statistics. In blogging terms, this usually refers to traffic statistics or site performance. See also: Google Analytics.

Audience – People who read your blog, subscribe, or follow your social media.

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Banner (ads) –  Banner ads or banner advertising, sometimes just called banners, are image based adverts on blogs and web pages.

Blogger – Someone who owns/writes a blog.

Blogger (Platform) – A blogging platform owned by Google.

Blogger Event – An event in which a brand hosts a group of bloggers in exchange for exposure. Often, these will be to launch a new company or product, or to share information about a new brand message or advertising theme. In travel blogging, many tourist boards will host blogger events in order to spread the news about a new destination highlight or brand theme.

Blogger Trip – More commonly called a press trip, because the practice comes from print journalism. A company will arrange a trip in exchange for social media and blog content. Blogger trips generally refer to trips for a group of bloggers, although not always.

Blogosphere – A general term referring to the blogging universe and the community of all bloggers everywhere.

∗Find Out More: Connect with the travel blogging community via these Facebook Groups.

Bot / Bots – Short for Robot/s. Refers to automated processes that are usually negative, such as bots set up to leave spam comments on multiple website pages.

Bot Account – An account, eg on Twitter, set up by an automated process in order to generate false numbers of followers/likes etc. These accounts are not owned or run by real people. For example, A company offering to sell 10,000 Twitter followers may own 10,000 bot accounts on Twitter and have all of them follow your account in one go through an automated process.

Bounce Rate – The percentage of people who only viewed one page on your blog before leaving.

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Carnival – Also called Blog Carnival, Link Party, or Link Up. A mass link exchange between bloggers in the form of an online event, where bloggers create content around a similar theme or topic and link back to each other’s content. One blogger will “host”, and participants submit links to their content.

Category – The topic of a blog post. A way of grouping and ordering content on your site. Can be helpful in creating a navigation menu on your site. See Also: Tag.

Collab Post / Collaborative Post – A post created by more than one blogger. Generally, one blogger will write and host the post on their blog, and other bloggers will provide content (words and images) which will be included within the post along with a link back to their site.

Comped – In advertising/blogging, comped means something which was given for free. For example, a hotel may offer you a comped stay in exchange for a review on your blog.

Content – The things on your blog or social media account that you created, i.e. your blog posts and photographs on your blog, the tweets on your Twitter account, etc.

Conversion Rate – The percentage of visitors to your site who have taken a specific action, such as joining a mailing list or buying a product, and therefore been “converted” into subscribers or customers.

CPC – Stands for Cost Per Click. The amount of money received whenever someone clicks on an ad on your site. See also: PPC.

CPM – Stands for Cost Per Mille (mille = thousand). A type of advertising where you earn an amount of money every time an ad is displayed 1000 times on your blog.

Creative Commons License – A set of copyright licences released by a non-profit organisation called the Creative Commons, which helps the creators of content such as photos or music tracks let people know which pieces are available for others to use. It is illegal to use someone else’s content without their express permission; a Creative Commons license is a way for somebody to give that permission in bulk without you needing to contact them. There are different types of Creative Commons license which give different types of permissions, for instance whether or not modification of the content is allowed.

CTR – Stands for Click-Through Rate. The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.

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Dashboard – Also Dash. The area of your blog from where you make changes or create content.

Deep Linking – Creating blog posts which link to various other pages on your site, encouraging visors to stay longer.

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E-Book – An electronic book, usually in PDF format. Often sold by bloggers as a way to generate income, or given away in exchange for an action such as subscribing to a mailing list.

Engagement – A measurement of how much your audience is interacting with you. In blogging, engagement could mean comments, shares and blog post likes. In social media, engagement might mean re-tweets and replies on Twitter or comments and likes on a Facebook page. The level of engagement can be compared with the number of views to determine how popular a piece of content, ie a blog post or a Tweet, was with your audience. Engagement can be hard to measure and many brands will have different criteria.

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Followers – People who follow (subscribe to) your blog in some way (through a mailing list or an RSS Reader), or who subscribe to your social media accounts.

Follow-Unfollow – Also written Follow/Unfollow. The practice of following accounts on social media with the sole aim of getting them to follow you back, then unfollowing those accounts that did not follow you back.

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Hyper-Local – Also Hyperlocal. Content relating to a very small geographic community such as a neighbourhood.

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Impression – A view of a single item, for example a page or advert on your blog, or a tweet. The number of impressions simply means the number of times a piece of content was viewed.

Influencer – In blogging and social media, an influencer is someone with a large following or a highly engaged audience, who is therefore seen to have the power to “influence” that audience into taking an action (for example making a purchase).

IRL – Stands for In Real Life. Used by bloggers to talk about things they do offline and outside of their blogs.

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Keywords – The word or phrase that users enter into a search engine in order to find relevant content. Bloggers and site owners can use relevant keywords in their content in order to appear higher on the search results for that keyword. Related:

  • Keyphrase or Keyword phrase – See keywords.
  • Keyword Research – Finding out which keywords and phrases people are using to find content, and using them in order to rank more highly in related searches.
  • Keyword Stuffing – Placing too many (or irrelevant) keywords into a post.

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Link Bait – Content created with the specific aim of gaining attention in order to get other sites to link to it or to get people to share it.

Link Exchange – In blogging this usually refers to the practice of two (or more) bloggers who will each place a link to the other’s site on their own site, in order to drive up the number of inbound links.

Link Party – See: Carnival.

Linkup – See: Carnival.

Listicle – Common slang term for a blog post that takes the form of a list (eg a “Top Ten” post, or the “40 Things you Only Know if…” type posts popular on BuzzFeed. The name is a mashup of list and article.

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Media Kit – A document or web page shown to potential clients, usually featuring information about your blog’s traffic, achievements, and sponsorship opportunities or advertising rates.

MedRec – Short for Medium Rectangle. A standard website advertisement size of  300 pixels by 250 pixels.

Mobile Optimised – A website or blog that is amended or rearranged when it is viewed on a smart phone or tablet, in order to give the best viewing experience.

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Newsletter – An email communication tool that is sent out in bulk to a list of subscribers on a regular basis.

Niche – A sub-genre of a larger genre. For example, Travel Blogging could be the larger genre, and the niche could be Luxury Travel or Travel With Kids.

Notification Bar – A bar at the top or bottom of your blog that sends a message or call to action to visitors, for instance reminding them to subscribe.

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Organic Growth – In blogging or social media, this refers to growth of traffic, subscribers or followers that was done “organically” or naturally; through them finding and liking your content and hitting follow, as opposed to followers that were purchased. This is also sometimes used to mean followers that were acquired without the common “follow-unfollow” method (See: Follow-Unfollow).

Organic Search Results (OSR) – Content that appears naturally in search engine results because it is related to the topic searched, as opposed to listings that someone has paid to boost.

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PageRank – An outdated scoring system used by Google to score websites out of 10 for how well they will perform in search results in generally. Google have not made an update to PageRank scores since 2013, and in March 2016 they killed off the PageRank Toolbar – meaning that scores will no longer be searchable.

Page View – The loading of a single page on the internet. A visitor (the person that loads the site) will be counted once, but each new page they open will be counted as a separate page view – so if someone goes to your site and reads three posts, you will have one visitor and three page views. See also: Unique Visitors.

Photoblog / Photo Essay – A blog post made up predominately of photographs, with few or no words.

Pillar Content – Content with long-term appeal, often tutorials and guides, which can become the backbone of your blog and drive consistent traffic over time.

Plugin – In WordPress, a plugin is like an app which can be used to add a specific function or feature to your blog, such as a contact form. There are thousands of plugins with a huge array of different services.

PPC – Stands for Pay Per Click. A type of advertising where you earn an amount of money every time somebody clicks on a link on your site. See also: CPC.

PR – Stands for Public Relations. Used as a noun, this generally refers to an agency or person working on behalf of a brand. A PR may find bloggers to create sponsored content for a brand or to participate in blog events, press trips, or other campaigns.

(NB – PR is also sometimes used as shorthand for PageRank, but this is now rare).

Press Trip – A press trip is a trip arranged for a journalist/blogger (or group of journalists/bloggers) to a destination. The expectation is that you will create content about the destination on your site. A contract or specific content requests may be arranged in advance. See also: Blogger Trip.

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Rate Card – A document or web page that lists your services and the subsequent fees.

Re-Blog – Also Reblog. Reposting content from one blog onto your own. Usually done through a Re-Blog button such as the one on WordPress.

Reciprocal Link – See Link Exchange.

Rectangle – A standard website advertisement size of 180 pixels by 150 pixels.

Rich Media Ads – Graphic advertisements that are moving and may feature Flash or video.

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Skyscraper – A standard website advertisement size of 160 pixels by 600 pixels. Also refers more generally to a tall and narrow ad of any dimensions.

Social Media – Websites and apps that allow users to engage in a social aspect. The biggest names include Twitter, Facebook, and Instagram. Related post: Social Media Glossary.

Social Media Marketing – The process of gaining either attention for your brand or traffic to your website via social media sites. For example, by tweeting a link to your latest blog post.

Split Testing – See A/B Testing.

Splog – A spam blog. Typically featuring stolen or badly written content, a splog might be set up to improve the search engine ranking of other websites or to sell text links.

Sponsored Post – A post that has been paid for by an advertiser in exchange for a specific message and/or a link to their website. Typically, but not always, a sponsored post will be about a more general topic of the blogger’s choice, and include a small mention of the brand/product/service being advertised. See also: Advertorial.

Subscriber – Someone who has chosen to be updated whenever you post to your blog, via email alerts or an RSS Feed.

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Tag – Words or names used to classify blog posts. Similar to a category in that it allowsyou to sort posts, tags generally allow you to be more specific, like an index, whereas a category is more like a chapter title. See Also: Category.

Tagline – A blog’s slogan, often appears beneath the blog title.

Text Link Ads – Ads that consist of hyperlinked text, rather than images. Often placed within Sponsored Posts. Generally purchased by advertisers hoping to gain new traffic via direct referral/recommendation from the blogger, or looking to improve their standing in search engine results by having more inbound links.

Traffic – The amount of visitors and views a website receives.

Troll – A person who leaves negative or hurtful comments as a hobby, and not because they actually disagree with the blogger’s opinion.

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UGC – Stands for User Generated Content. Essentially, content that was created by your visitors and not you – such as comments.

Unique Visitors – The individuals who have visited your site. A visitor will be counted once by analytics tools, but each new page they open will be counted as a separate page view – so if someone goes to your site and reads three posts, you will have one visitor and three page views. See also: Page Views.

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Viral – Content such as posts or videos which prove extremely popular and receive a large number of shares very quickly.

Vlog – A Video Blog.

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Webinar – An online seminar or workshop.

WordPress – A blog platform that allows users to create customisable blogs and websites using themes. WordPress is the most popular free blogging platform.

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