Project 24 Glossary

This glossary will help you become familiar with terms that are commonly used in the Project 24 Community, as well as terms used in general internet marketing.


  • Acabado – Income School’s WordPress Theme that is Stupid Fast.
  • Affiliate Marketing – A marketing strategy where an online retailer pays an external website for sales on the retailer’s site, generated from the external site’s referrals.
  • Affiliate Program – A program where you can sign up to be an affiliate with a retailer, meaning you put links to their products on your site. When someone clicks your link and buys a product from them, you get a percentage of the money they earned.
  • AMP (Accelerated Mobile Pages) – Page versions designed to load fast on mobile devices. This originally assisted with mobile SEO but is now not a ranking factor for sites as mobile usability is a standard trait. 
  • Analytics – Statistics generally used to measure the growth of a website. An example is Google Analytics
  • Authority Website – An authority website is a site that is commonly known or recognized within a niche or industry.  An example is, the medical site. Almost any medical search you make will bring a WebMD result.


  • Backlink – Links from one webpage pointing to another webpage. As you create valuable content on your website, people will naturally link to your site.
  • Blog – A blog is a website, typically thought to be a little less formal than a website.  Blogs typically consist of text-based content.
  • Bounce Rate – The percentage of visitors to a website who leave after viewing only one page on the website.


  • Cache – Hardware or software that is used to store data temporarily.
  • CLS (Cumulative Layout Shift) – The shifting of a webpage as the content is still loading. This can especially occur when ads are loading and is a poor user experience.
  • Community (Project 24) – The community is where you can go to ask questions and engage with other Project 24 members.
  • Content Mill – An online business that specializes in writing content for other people.  Often times it is hard to find quality writing from content mills.
  • Content Warrior – A Content Warrior is one who has participated in and completed an official Project 24 Content Warrior Challenge where you write 60,000 words in a month. (Or produce an equivalent amount of videos)
  • Conversion Page – A conversion page is a page that a user reaches after performing an action of value to your business, like signing up for your course or buying your e-book. An example of a conversion page is a confirmation page confirming the purchase of a product or service.
  • Core Web Vitals – A metric used by Google to determine a user’s experience on your site by assessing your security, speed, and responsiveness.
  • CSS – CSS is the language for describing the presentation of webpages, including font, layout, and color. Enables the webpage to adapt to different screen sizes.
  • CTR (Click Through Rate) – Click through rate is the number of users who click on an ad, or a link on your site, divided by the total impressions of the page. This number shows the percentage of users “clicking through”


  • Discourse – Discourse is the platform Project 24 uses for the community.
  • Drip Campaign – A series of emails that are pre-scheduled to be sent over a certain amount of time.


  • E.A.T Standards (Expertise, Authoritativeness, and Trustworthiness) – These are Google’s standards for internet content creators.  There are steps you can take to establish EAT on your site to show your credibility.
  • Elementor – Elementor is a page builder.  It makes it easy to take a simple page and add different parts and functionalities.
  • Exit Rate – Exite rate is the number of users who leave your site after visiting more than one page on your site.


  • Featured Image – A featured image is an image that appears on your websites homepage right above or below the associated article title.  Check out, you will see a list of various blog posts with a little image beside the title.
  • FID (First Input Delay) – The time it takes on page from and items is clicked to when the server starts responding. 


  • Gutenberg – Gutenberg is the editor for wordpress. (Where you write your posts) Named after Johannes Gutenberg, the inventor of the printing press.
  • G.D.P.R (General Data Protection Regulation) – This outlines the legalities surrounding collection and processing of personal information of people living in the European Union.


  • Hamburger Menu – The hamburger menu is an icon/button that is made up of three horizontal lines. It looks like a hamburger. When a user clicks on in, the primary menu is expanded and all options are shown.
  • Hitlist – A hitlist is a list of article titles that you will have decided to write by doing search analysis. As you finish an article you can check it off your hitlist.
  • Host – Web Hosting is what makes your website accessible to the world. They store your website on a server and when your site is used they make the connection from your site to the user.
  • Hub Video – Longer videos designed to be helpful while leading people to subscribe to your channel, join an email list, or purchase a product.


  • Impression (Ads) – An impression is c0unted each time your ad is is shown to a user.
  • Interest Videos – The bread & butter of YouTube! People watch these based on how intriguing the title/thumbnail is and not necessarily because they searched for it.
  • IP Address – An IP address is a unique address that is connected with a specific device, it is used for identification.


  • Java – Java is a programming language.
  • Javascript – Javascript is code that runs only on web browsers.


  • Keyword – Keywords are basically important words associated with a search phrase. If you are trying to write about paragliding and you want to focus on beginners, your “keyword” would be paragliding for beginners.  
  • Keyword Density – This refers to the amount of times a keyword is written in an article.
  • Keyword Stuffing – In the past, people thought it was helpful if they incorporated their keyword as many times as possible into their article. This is completely unnecessary. Google can identify the purpose of your content without seeing the same term a million times.


  • Landing Page – Any page that a link from outside your site points people to.
  • Lazy Load – Lazy loading allows the main, most important content on a page to be loaded first, delaying loading the remaining content. This improves the user experience.
  • LCP (Largest Contentful Paint) – A measurement of the time it takes for the single largest thing on your page to load from the time the page is opened.
  • Lead – A lead is the information of a person who has expressed interest in a specific service. You provide the lead to a business who can provide the desired service.
  • Link – A link is text that you can click on and it will take you to a  new page.
  • Linkedin – Linkedin is a business networking site containing business and professional profiles. It can be used to help build E.A.T.
  • Longtail Keyword – A keyword that is extremely specific, directed to a specific user.


  • Metadata – Data that describes/gives information about other data.
  • Meta Description – A snippet of approx. 155 characters (HTML) that gives a summary of a pages content.


  • N.A.P. – Name, Address, and Phone Number. This is good practice for local S.E.O.
  • Niche – A specific industry or topic for a site/business.
  • Nofollow Link – A link that contains the meta tag “rel=nofollow”.  This indicates to Google that the link is only intended to send users to that page, but not to give credibility to that page/site.


  • Optimization – To make your site better for the user and to be aligned with the critera search engines set for your content to rank on the SERP.
  • Organic Traffic – Traffic that comes to your site simply because your article is showing up on the search page.  


  • Passive Website – A website that doesn’t require a lot of constant maintenance. (only 1-2 hours per week) It can just exist and make money.
  • PBN (Private Blog Network) – A network of websites that all link to each other with the intent to manipulate the Google algorithm.  These are strongly frowned upon by Google and can result in a penalty in the rankings.
  • Position (Ranking) – The place where your article is listed on the Google search page.  Starting from the top, 1,2,3,4 etc. There is a position 0 and that is otherwise known as the snippet. (See Snippet)
  • Posts, Pillar – A post typically 3000+ words. Packed with the most helpful information possible. Written to beat out all other competition.
  • Post, Ranking – A post that is being shown on the Google Search Result Page
  • Posts, Response – Shortest of the posts, typically 1,200+ words.  Written to answer a specific question.  Competes against other small articles and forums in low competition searches.
  • Posts, Staple – About 2300-2500 words in length. Commonly written to be sharable. (Ex: Top 10 winter vacation destinations)
  • Pretty Link – A shortened URL that redirects a user to a page on your site with a less convenient URL.  (Ex: redirects to  The “Shortlinks by Pretty Links” plugin is the best tool for this.


  • Query, Search – This is the question that is typed into a search engine.


  • Ranking – Where an article or page on your site sits on the S.E.R.P. (Search Engine Result Page)
  • Reciprocal Link – A link where one person links to you and you link back to them.  Don’t do this.
  • Reddit – A forum where questions from all niches are found. Considered to have the least amount of authority.  Being active on Reddit by answering questions can help you build E.A.T.
  • Redirect – Difficult to explain in simple terms. Go search  It will take you to We made that link redirect to since we combined the two sites and doesnt exist anymore.
  • Referral Traffic (Seen in Analytics) – This is traffic that was sent to your site from sources other than the search engine.
  • R.O.I – (Return on Investment) – This is the return you see on your investment…..
  • RPM (Revenue Per 1,000 Impressions) – This refers to the amount of money make per 1000 impressions.


  • Schema Markup – A specific type of meta tagging that lets Google know certain information.  There are schema tags for organizations (Ex. logo, owner, founders, date founded, address, etc.).  There are also schema tags for writers, blog post types, and pretty much anything else you can think of.  These tags help Google present your information in search results in a way that makes it stand out.
  • Search Engine – Google, Bing, Duck Duck Go etc. Online databases storing the secrets of the universe.  
  • Searchable Video (aka Informational Video) – Videos designed to be helpful and target a specific term or phrase someone would search for.
  • S.E.O. (Search Engine Optimization) – Anyone producing content on the web tries to align themselves to what search engines want. (Especially what Google wants) SEO Refers to the changes or adjustments they make to improve their content
  • S.E.R.P (Search Engine Result Page) – This is the page where you will type your search query and see the results listed under the search bar. (Ex. Google Search Page)
  • Sessions – This refers to the number of unique users who have visited a specific page.
  • Session Duration – The length of time a user spends on your page or video.
  • Sitemap – A site map is something that simply organizes all of the articles, pages etc, into a simple, readable page.  Site owners will often submit their sitemap to Google to make sure their content has been indexed.
  • Slug – This is a weird, squishy bug. AND it is userfriendly URL name pointing to a post or page.  (Ex. Rather than it being “” The userfriendly slug could be “”) It is an easy to remember URL.
  • Snippet – The snippet is also referred to as position 0.  This is the result on the SERP that is outlined and shows a direct answer to the question asked.  Even if your article does not rank number one, if you still have a great, direct answer you could rank in position 0.
  • Spoke Video – Helpful videos designed to keep people watching the video itself as well as other videos on your channel, especially Hub Videos.
  • Source – Where you obtained information used in your content. Always good practice to cite your source.
  • Source Inversion – This is where more of your channel’s videos are being found through YouTube’s suggested content than from direct search. Hooray!
  • Spam – Also known as mystery meat.  AND annoying crap that people and programs put all over the internet. Commonly in the form of emails and comments.
  • SSL Certificate – A certificate that verifies that your site encrypts user data so that it can’t be tracked.  Most WordPress hosts offer free SSL certificates (and the encryption behind them) through a company called LetsEncrypt.



  • URL – It is the text in the bar at the top of the web browser (Ex
  • User Interface – The part of the website that the user sees.  Also called “the front end” of the website.
  • User Experience – User experience can be positive or negative depending on a lot of factors. (The goal is for it to be positive)  If you have the answer to their question stated simply and easy to find, that is good.  If there are ads popping up and blocking your content, that provides for a bad user experience.


  • Visitors – Interchangable with the term “User.” Means a person who visits your website.


  • Watch Time – The total amount of time viewers spend watching your video. Also know as “audience retention” on your YouTube Analytics.
  • Webinar – Like a seminar, but it is hosted on the web. It is just a meeting where a lot of good information is taught.
  • Website – Internet property owned by a company or individual containing information and/or services.
  • White Hat Tactics – This term is commonly used when referring to clean, honest SEO tactics. This means you are not trying to trick Google, or manipulate the algorithm for your gain.  
  • Wireframe – The first step to designing a webpage. You essentially frame the interface of the page in a simple way. This allows the developer to have an idea what you want the page to look like.


  • XML – A type of file used used to describe data.
  • XML Sitemap – It is a map of your site in the XML format that can be submitted to Google to make sure your content has been indexed.


  • YMYL (Your Money, Your Life) – Niches topics or web pages that can directly impact your money, health, or quailty of life are categorized as YMYL. These topics are generally a little hard to rank for an require more emphasis on EAT.