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Glossary

OFIE

Affectionately called OFIEs, “Order Forms in Editorial” are embedded subscription forms that appear on webpages and, indeed, are very much entitled to the respect, consideration, and perhaps even affection of circulators. They are fairly large, coupon-style ads, usually placed in unused space at the bottom of webpages and simply require a user to supply his

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Glossary

Minimum Information Unit

A minimum information unit or MIU is the smallest piece of a publisher’s content that tells a complete story. It could be an article, blog post, record, profile, review, book chapter, report, document, lesson or episode. The MIU depends on where a publisher’s content originates. If the publisher creates sewing patterns, the pattern would be

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Glossary

Systems Needs Analysis

A document that answers important questions regarding content, community and commerce associated with an online business. Questions that are answered within a Systems Needs Analysis include, but aren’t limited to:

-Who’s my intended audience and how do they use the Internet?

-What content do I generate and what platforms will I offer it on?

-How does content and

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Glossary

Business Plan

This document is typically created in Powerpoint and used to illustrate your vision. They are often times used to show potential investors.

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Glossary

Keyword Benchmark Study

This document guides website and content development efforts by incorporating a keyword universe  that serves as a key management component. The Google Visibility Report and Google Visibility Index are parts of the Keyword Benchmark Study and key components to planning, measuring and managing your keyword universe.

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Glossary

System Project Plan

This document helps determine which website modules you will need in your online business. Specific details may address the inclusion of a potential forum or community and product stores.

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Glossary

Five-Year Financial Model

This document is typically a spreadsheet that incorporate assumptions about the marketplace, including email traffic, direct traffic, searches and referring traffic. You will use this document to also hypothesize the potential revenue you can generate per thousand page views, per thousand emails sent and the retention factor over a five year period.

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Glossary

Membership Subscription Website Archetype

A membership subscription website archetype provides paid members with a library of information on a specific topic of interest or a cluster of topics and creates a community of individuals who share a common interest.

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Glossary

Newsletter Subscription Website Archetype

A Newsletter Subscription Website Archetype is set up to build subscriptions for a related print or digital newsletter and to provide access to issues of the newsletter.

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Glossary

Social Network Subscription Website Archetype

A Social Network Subscription Website Archetype is a powerful networking took that relies primarily on user-generated content.

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Glossary

Portal Subscription Website Archetype

A Portal Subscription Website Archetype aggregates content from outside sources. Portals are intended to build and feed an audience; they are specifically designed for SEO, email marketing, list building, and lead generation.

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Glossary

Blog Subscription Website Archetype

A Blog Subscription Website Archetype blends publisher- and user-generated content that is updated frequently (daily, weekly, monthly) and consistently with articles posted by one or more authors and corresponding reader comments.

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Glossary

Reference Subscription Website Archetype

A Reference Subscription Website Archetype allows paid subscribers continued access to a library of content that is updated constantly with new information.

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Glossary

Magazine Subscription Website Archetype

A Magazine Subscription Website Archetype is set up to build subscriptions for a related print or digital magazine and to provide access to issues of the magazine.

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Glossary

Application Subscription Website Archetype

An Application Subscription Website Archetype allows access to specialized online software (an “app”) that allows users to input information, use calculators and/or search a proprietary database, and access results.

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Glossary

Periodical Subscription Website Archetype

A Periodical Subscription Website Archetype offers regularly updated news content that is intended to be consumed online, primarily in HTML, rather than downloaded.

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Glossary

Home Landing Page

The home landing page is the first page someone sees when they type in your website address. The home landing page should tell the visitor exactly what you want them to do and how it will benefit them.

If your main goal is to get them to sign up for an email newsletter, the most important

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Glossary

Internet Hub

An Internet Hub is very robust, offering tons of useful information for free. It is designed to maximize online advertising inventory. State-of-the-art Internet Hubs offer users email newsletters, blogs, email alerts and RSS feeds that are all designed to directly and indirectly generate more page views and website revenue.

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Glossary

Search Engine Archetype

Search Engine is one type of website archetype that you could be using to generate online revenue and website traffic. Search Engine Archetype Websites create and maintain niche topic search engines for media companies.

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Glossary

Google Visibility Report

The Google Visibility Report (GVR) enables you to target, track and manage your SEO efforts and results. Over time, it will reveal whether your have correctly evaluated the risk of a particular SEO keyword target.

Perhaps most important, the GVR will enable you and your online publishing team to discover the best SEO keyword phrases to

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Glossary

Mequoda System Publisher

A Mequoda System is an Internet-centric, integrated, multiplatform publishing system that encompasses and embraces all media.

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Glossary

Mequoda System Key Metrics

These key metrics create a dashboard that tells the publisher how fast the website is growing and how that growth is being powered by the website team’s efforts.

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Glossary

Key Metric Dashboard

The Mequoda System Key Metric Dashboard is a proprietary Excel spreadsheet used by Mequoda System operators to “manage by exception” and make decisions by regularly reviewing a standard set of daily, weekly, or monthly reports.

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Glossary

Keyword Universe

Your keyword universe is the total number of keyword phrases you aim to get ranked on with your website.

Your keyword universe consists of Keyword Clusters and Keyword Phrases.

Your Keyword Clusters will generally be your most broad keyword phrases, usually your topics or categories. Within your Keyword Clusters, you will have hundreds to thousands of related

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Glossary

Mequoda System Theory

Mequoda System Theory postulates that it is possible to influence media website organic search engine rankings and traffic at the keyword phrase level by deploying optimized content into a series of Hub and Authority Webpage templates.

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Glossary

Subscription Marketing Archetype

A Mequoda Website Satellite Archetype that generates revenue from sales of an offline, subscription product sale. Typical tasks for an unknown user on a Subscription Marketing website are usually to understand the benefits of subscribing to the offline publication, understand what content is available, research the publisher and sign up for a subscription.

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Glossary

Sales Letter Landing Pages

Sales Letter Landing Pages are traditional direct response sales letters that are used to maximize the conversion rate for a paid, usually credit-card-required offer for a paid information product. These same letters are often used in email and postal direct marketing programs.

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Glossary

Retail Website Archetype

These are companion websites whose primary purpose is to sell media products that will be delivered offline. We have identified three variations: catalog marketing websites, subscription marketing websites and product marketing websites.

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Glossary Subscription Website Publishing

Rapid Conversion Landing Pages

Rapid Conversion Landing Pages are used to entice a user to enter into a low-risk (AKA low-friction) transaction. This type of landing page is used when there is no cost to the user (a free offer) or when payment is delayed and includes options (a bill-me later offer).

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Glossary

Product Marketing Archetype

A Mequoda Website Satellite Archetype that generates revenue from a single product sale. Similar to a direct mail package, users are brought to a single page that describes one specific product in detail. Users are then brought through a single order flow with no distractions or options to “keep shopping.” It is much less complex

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Glossary

Priority Code Landing Page

Priority code landing pages are specialized landing pages that require the user to enter in an access code in order to view or obtain a particular offer or product. The access code is typically provided by the publisher in promotional copy.

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Glossary

Paid Media

Print magazine or newsletter publishers traditionally generate 95 percent of their publication’s revenue by utilizing paid media — particularly direct mail, but also insert cards, billing and renewal inserts, card decks, perhaps some TV, and other direct-marketing sources. When these publishers establish an online presence, most continue to rely on paid media — particularly email

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Glossary

Organigraph

The Mequoda Organigraph is a map of the company’s functions, critical interactions and relationships. Unlike a static organization chart, this shows how information can be managed in a dynamic way. An audience-driven, content management system is organic and dynamic and, therefore, is best depicted through an organigraph. It is a system that creates opportunities for

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Glossary

Online Publishing Model

The Mequoda Online Publishing Model is a simple, easy-to-use Internet business model that can help manage complex online marketing efforts with confidence. It is a key-metric forecasting and budgeting tool that helps determine the best ways to implement the Mequoda Marketing System.

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Glossary

OFIN

Similar in concept to OFIEs, an OFIN is an “Order Form in Navigation”. While they are usually smaller in size than OFIEs, their strategic intent is the same: to quickly capture your visitor’s name and email address in order to grant them access to a free special report or a free copy of your magazine

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Glossary

Mequoda System

The Mequoda System, when run as a repeating cycle of management behaviors, creates an audience driven, continuous improvement media management system. To create the Mequoda System, the Mequoda Group studied hundreds of successful and not so successful website publishers to arrive at the seven best practices that make up the Mequoda System.

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Glossary

Mequoda™

A term first used by Internet entrepreneur and website developer Don Nicholas to describe a method for designing and managing websites and website networks. The term is an acronym for “media quote daily” which is core to Nicholas’s approach to building website networks that includes seven specific website types. A Mequoda Website Network always includes

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Glossary

Membership Archetype

A Mequoda Website Satellite Archetype that generates the majority of its revenues from user access fees. This website business model is similar to a print newsletter or magazine that accepts little or no advertising, relying primarily on user support. These websites often sell other branded information products that might include books, events and print periodicals

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Glossary

Mequoda Media Pyramid

The Mequoda Media Pyramid is the core of the Mequoda System. The foundation of the pyramid is the means by which you draw prospects into your customer base, or network hub and build relationships. Then, level-by-level, you monetize those individuals by pushing them up the pyramid to product levels that are increasingly more valuable to

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Glossary

Lead Generation Archetype

A Mequoda Website Satellite Archetype that generates revenues by supplying sales and marketing leads to its sponsors. B2C examples are similar to card decks and information request forms offered by magazines. High end B2C and B2B Mequoda Lead Generation Websites compete with travel, real estate, insurance and other professional agents and brokers.

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Glossary

Known Users

We classify website visitors into two categories: known and unknown. A known user is someone who has visited your site before and who has signed up for a free report or email newsletter, or who has otherwise provided you with their email address. It is imperative that your content management system has the capability to

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Glossary

Internet Marketing System

The Mequoda Internet Marketing System is a two-step marketing program that uses a Mequoda Internet Hub to attract new customers, capture email addresses and build customer relationships that supports a robust multi-channel database marketing program. The 13 media sources sitting under the hub are paid and free sources a publisher can can utilize to drive

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Glossary

Internet Marketing Model

The Mequoda Internet Marketing Model is designed to be an easy-to-use starter Internet business model tool. It is an Excel-based modeling and budgeting tool that can be used to guide your online marketing and publishing efforts to higher profits.

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Glossary

Internet Marketing

Internet marketing encompasses a wide range of methods including search engine marketing, email marketing, viral marketing, affiliate marketing, display advertising, interactive ads and others. The nature of the Internet causes rapid and constant change in marketing, and new methods are always emerging. Internet marketers frequently combine several methods, such as email marketing and display advertising.

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Glossary

Internet Hub

A simple, easy-to-use website that offers users free content and community in return for registration and brand loyalty. The website earns money by referring loyal users to one of more Mequoda Website Satellite Archetypes in their Mequoda Website Network. The hub’s primary goal is to build a permission-based email, bookmark or RSS relationship with each

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Glossary

Information Products

The Mequoda Group has identified 30 ways that publishers can deliver and monetize information. While it is not an efficient strategy to adopt all of these platforms, selecting a mix of both print and online mediums will help publishers maximize their customers’ satisfaction.

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Glossary

Hybrid Archetype

A Mequoda Website Satellite Archetype that combines the strategic intent, or goal, of 2 or more website archetypes. A print example would be newspapers or magazines, where they generate revenue from subscription sales and advertising. Many publishers chose this model online and make a lot of money. The challenge with this archetype is designing the

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Glossary

Glossary Landing Pages

Glossary Landing Pages are landing pages that must both attract targeted website traffic and convert visitors into subscribers, buyers or registered users. These pages are most often associated with search engine optimization (SEO), but are also used for attracting any type of organic traffic (referrals where the referring website’s algorithm or operator is making the

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Glossary

Floaters

A hot new tactic for increasing landing page conversion rates for every entry point on your website is called a Floater. While it may look like a pop-up, it’s not. Floaters do not open in separate windows and therefore cannot be blocked or banned. Website publishers we’ve talked with report a two to three times

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Glossary

Earned Media

Earned Media is a marketing source that you can’t necessarily purchase, but you must work very hard to earn. Public Relations is a prime example of Earned Media. While you can’t pay a respectable journalist to write about your product in their publication, you can work hard at crafting an effective press release and making