Content Marketing

Blogging Vocabulary: What is a Permalink? Trackback? Slug? Ping? 20+ Terms You Need to Know

In a recent luncheon with some local marketers, I realized a gap in their blogging knowledge and the technologies involved. As a result, I wanted to provide an overview of common terms associated with blogging.

What is Analytics?

Analytics in the context of blogging refers to the collection and analysis of data that tracks the performance of a blog. This data includes metrics such as website traffic, user behavior, conversion rates, and more. Analytics tools like Google Analytics help bloggers understand their audience, identify popular content, and measure the effectiveness of their marketing efforts. By analyzing these insights, bloggers can make data-driven decisions to improve their blog’s performance and better engage their readers.

What are Backlinks?

Backlinks, or inbound links, are links from external websites to your blog. They are crucial for SEO, as they indicate your content’s quality and authority. High-quality backlinks can improve search rankings and drive more organic traffic to your blog. Generating high-quality content can get your blog referenced from other authoritative sites, which can drive your blog’s rankings up in search engines, garnering search referral traffic.

What is a Blog?

A blog is a website or online platform where individuals or organizations regularly post written content, often in a journal or diary-style format. Blogs are versatile and can cover various topics, from personal experiences and hobbies to professional niches. Blogging allows content creators to share their ideas, stories, and expertise with a global audience, making it a valuable tool for content marketing and communication.

Sometimes, the term blog describes an actual blog post rather than the blog itself. Eg. I wrote a blog about the topic. Blog can also be utilized as a verb. Eg. I blog about MarTech.

What is a Corporate Blog?

A corporate blog is a blog that is created and maintained by a business or corporation. It serves as a platform for the company to communicate with its audience, including customers, clients, employees, and the general public. Corporate blogs are typically used for various purposes, including:

  1. Content Marketing: Corporate blogs are a central component of content marketing strategies. They allow companies to create and share valuable, informative, and engaging content related to their industry, products, and services. This content can help establish the company as an authority in its field.
  2. Brand Promotion: Corporate blogs are a tool for promoting the brand and enhancing its online presence. They can be used to share the company’s mission, values, and stories, fostering a positive brand image.
  3. Customer Engagement: Corporate blogs often provide a platform for customers to engage with the company. Readers can leave comments, ask questions, and provide feedback, facilitating two-way communication.
  4. Product Updates and Announcements: Businesses use their blogs to announce new products, features, or updates, keeping customers informed about the latest developments.
  5. Industry Insights: Companies can share insights into their industry, trends, and market analysis, positioning themselves as thought leaders.
  6. SEO and Traffic Generation: Blogs can significantly improve a company’s search engine visibility (SEO). Companies can attract organic traffic from search engines by creating high-quality, relevant content.
  7. Lead Generation: Corporate blogs often capture leads (leadgen). Companies may offer downloadable resources, such as whitepapers or e-books, in exchange for visitor contact information.
  8. Employee Communication: Some corporate blogs are used internally to communicate with employees. These internal blogs can share company news, updates, and resources with staff.

A corporate blog is a versatile tool for marketing, branding, communication, and engagement. It helps businesses connect with their target audience and achieve their marketing and communication objectives.

What is a Blogger?

A blogger is an individual who creates and maintains a blog. Bloggers are responsible for writing, editing, and publishing content on their blog. They often have a specific niche or area of expertise they focus on and can range from hobbyist bloggers sharing personal experiences to professional bloggers generating income through their online presence. Bloggers play a crucial role in producing the content that attracts and engages readers.

What is a Category?

In blogging, a category organizes and groups blog posts into specific topics or subjects. Categories help bloggers and readers navigate a blog more efficiently, making it easier to find relevant content. For example, a food blog might have categories like Recipes, Restaurant Reviews, and Cooking Tips to classify and organize their posts according to their content type.

What is a Content Management System?

A content management system (CMS) is software used to create, edit, and manage the content of a blog or website. WordPress, the platform Martech Zone is run on, is a popular CMS for blogging. These systems provide tools and features that simplify publishing content, managing user interactions, and customizing the blog’s design. Bloggers rely on CMSs to efficiently manage their online presence.

What are Comments?

Comments are feedback or responses left by readers on blog posts. They serve as a means for interaction and discussion between bloggers and their audience. Comments can provide valuable insights, allowing bloggers to engage with their readers, answer questions, and foster a community around their content. In recent years, the conversations surrounding blogs have moved to social media platforms, making you less likely to interact in comments within the site.

What is Content?

A blog’s content refers to the articles, pages, posts, images, videos, and other media bloggers create and publish. Engaging and informative content is the cornerstone of a successful blog, as it attracts and retains readers. High-quality content is essential for building a blog’s authority, growing its audience, and achieving marketing goals.

What is Engagement?

Engagement in the context of blogging is the measurement of how readers interact with the content. This can include leaving comments, liking posts, sharing content on social media, and clicking on links within the blog. Higher engagement indicates an active and interested audience, often a primary goal for bloggers and content marketers.

What is a Feed?

An RSS (Really Simple Syndication) feed is a technology that allows users to subscribe to a blog’s updates and receive new content automatically or for bloggers to syndicate their content to other third-party sites. RSS feeds are formatted in XML, enabling platforms to read and display the content easily.

What is a Guest Post?

A guest post is a blog post written by someone other than the primary blogger. It’s often a collaborative effort where guest authors contribute their expertise or unique perspectives on a specific topic. Guest posts can enhance a blog’s content diversity, attract new readers, and strengthen relationships with other bloggers in the same niche. Guest posts can also drive

backlinks to another site, providing some SEO authority to the destination site.

What is Monetization?

Monetization is the process of earning money from a blog. Bloggers can monetize their content through various methods, including advertising, affiliate marketing, sponsored posts, selling products or services, and more. Successful monetization strategies can turn a blog into a source of income for its creator.

What is Niche?

A niche in blogging refers to a specific topic or subject area that a blog focuses on. By choosing a niche, bloggers target a particular audience interested in that topic. Niche blogs tend to attract dedicated readers and can be more successful in engagement and marketing to a specific demographic. Martech Zone’s niche is sales and marketing-related technology.

What is a Permalink?

A permalink is a permanent and unchanging URL that links to a specific blog post. It enables easy sharing and reference and ensures readers and search engines can access the content directly. Permalinks are essential for content discoverability and search engine optimization.

What is a Ping?

Short for pingback, a ping is a signal sent to a blog or website to notify it of updates or changes. This is often used to inform search engines about new content and can help improve a blog’s visibility in search results. When you publish on a typical blogging platform, the search engines are pinged and their crawler comes back, finds, and indexes your new content.

What is a Post?

In the context of blogging, a post is an individual entry or article on a blog. These posts are typically arranged in reverse chronological order, with the most recent content appearing at the top. Posts are the core content pieces that bloggers publish to their blogs.

What is Search Engine Optimization?

SEO is the process of optimizing blog content to improve its visibility in search engine results (SERPs). Bloggers use various techniques and strategies to make their content more search engine-friendly, ultimately driving organic traffic to their blog.

What is Slug?

A slug, in the context of blogging, is a user-friendly and often shorter part of a URL that identifies a specific blog post. Slugs typically include keywords related to the post’s content, making them easier for readers and search engines to understand. In the case of this blog post, the slug is blog-jargon.

What is Social Sharing?

Social sharing involves the practice of readers and bloggers sharing blog posts on social media platforms. It’s a strategy to increase the visibility of blog content and reach a broader audience. Readers can share interesting content, spreading it to their social networks. Integrating social share buttons is a great strategy to increase the likelihood your content is shared.

What are Tags?

Tags are keywords or phrases used to categorize and organize blog content. Bloggers assign relevant tags to their posts, making it easier for readers to find related content with internal searches. Tags provide an efficient way to categorize and navigate a blog’s archives.

What is Trackback?

A trackback is a method of communication between blogs where one blog can notify another when it has linked to one of its posts. This allows for a network of interconnected blog posts, promoting discussion and engagement across different blogs. Trackbacks help bloggers build relationships within their niche.


Trackbacks are powerful but are getting abused more and more by spammers nowadays. Here’s how they work… A blogger reads your post and writes about you. When they publish, their blog notifies your blog by submitting the information to a trackback address (hidden in the page’s code).

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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