Niche Marketing Glossary – D


The Dr Nitch Niche Marketing Glossary provides an easy to understand explanations of words, terms and acronyms in common use throughout the world of niche marketing and business both on and offline.

In this section of the niche marketing glossary we cover the ‘D’s’ featuring everything from ‘Data feed’ through to ‘Dynamic Rotation’.

If there is a term you don’t understand and would like us to give you an explanation and add to our niche marketing glossary then please contact us or send us a message on our and post your message there.


Dr Nitch’s Niche Marketing Glossary – D


Data feed: This is a listing using images and descriptions of merchants or products. The format allows affiliates to incorporate products on their own pages and to link directly to the merchant’s site.

DBA: This stands for Doing Business As. When you choose to operate underneath a business name you need this.

Deep Keyword List: You get a list of variations when you search for a key phrase like “kids craft”. In a deep list, the key phrases become longer and more convoluted and therefore fewer people are searching for them.

Default Page: The setting for this should be set to your site’s directories’ default page. This is typically “index.html” but could also be “Default.htm” or “index.htm”. Google Analytics reconciles double log entries that are the same page using this information. If the default page is not entered correctly, the double pages would be reported as two separate pages, instead of a copy. You should specify only one default page.

Delegation: In internet marketing terms, this is the process of assigning name servers to a domain name.

Description: A short text sample that relates, with detail, the topic, content and keywords of a web page or website. Most search engines gain this information from the Meta data element of a web page and directories approve or edit the description based on what is submitted for a certain URL.

Destination URL: When a user clicks on the display URL, this is the URL the visitor will land on.

DHTML: Dynamic Hypertext Mark-up Language.

Digital Products: These are goods and services that are delivered to a customer in a digital format over the internet to their computer. Some examples of digital products: eBooks, music, computer software, videos and games.

Direct Linking: This is when someone creates PPC campaigns that link the visitor to an affiliate page, like a landing page or website.

Direct Sales: A site designed to sell products.

Directories: These are web listings of websites, categorized by the content in the websites. There are both free and paid directories.

Directory: An index of websites that are mainly dependent on human editing and categorising. The content that is submitted to the directory has a title and description approved by the editorial team and then the URL is placed in an appropriate category. Yahoo is one example of a human edited directory.

Directory Optimisation: This describes the process of creating a submission designed to increase ranking based on key words and relevant search terms. For paid submissions, this process is particularly important because optimization of submitted material increases the potential of a good ROI.

Display URL: In your paid search adverts, this is the URL that people see. This doesn’t have to be the same URL as the website you are sending them to, but is what you’ve displayed in the ad.

DML: Data Manipulation Language.

DMOZ: This is the open directory project.

DNS: Domain Name System. This takes a domain name and converts it to an IP address. A domain name server ensures that a name can be translated to the IP address of the web server when a domain name is delegated to it.

Domain: The term for the main subdivision of web addresses, it tells you what the type of organisation the website you are visiting is. The main six domains used are:

  • .com, which is commercial
  • .gov, which is US government
  • .edu, which is educational
  • .mil, which is US Military
  • .net, which is network operations
  • .org, which is an organisation

Other two letter domains represent the country the website is from, like .uk for United Kingdom, .de for Germany and .dk for Denmark etc.

Domain Availability: Website addresses are all unique: no two websites can have the same name. If the name is already in use, it is not available. By changing a word, the spelling or the extension you can change the address. To make a domain unique, try adding words like ‘my’ or ‘the’.

Domain Name: This is the unique web name that follows ‘www’.

Domain Name Suggestion Tools: There are sites on the internet where you can search for ideas and suggestions for your domain name.

Domain Registration: This is the process of securing a domain name, when it’s registered, that domain name belongs to you and is your business’ internet address. Ideally, you want to register as many extensions of the domain as possible and hyphenated versions too.

Doorway Page: This page is optimized to rank highly for a specific keyword or phrase. It can also be known as the Tunnel Page or Hall Way.

Double Opt-In: When a subscriber must confirm their subscription through email before the address can be active in your mailing list. They must reply or click ‘confirm’ to opt in. It is a ‘double’ opt-in because they are telling you twice that they are opting in through the confirmation email.

Double Opt-In List: The subscribers have to first sign up through a form and then confirm via a confirmation email before they are added to your list of subscribers.

Dupe/Duplicate: This is when a story or item is submitted to a social bookmarking network that has already been submitted.

Duplicate Content: This refers to web pages that have the same content spread across either the same or different domain names.

Dynamic Keyword Insertion: Describes the process that allows advertisers to automatically insert a keyword into their paid search advert.

Dynamic Rotation: When ads are rotated on a timed basis.

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