Home / Content Marketing / What is a Permalink? Trackback? Post slug? Ping?

What is a Permalink? Trackback? Post slug? Ping?

I was in a fantastic luncheon today with some very intelligent marketers from all over Indianapolis. Every 4 to 6 weeks we meet to discuss a new (or popular) business or marketing book. It’s a great opportunity to get out of the office and out of the details and get back to some ‘big picture’ thinking. Some of the folks are print and media, others are Internet savvy. One comment I heard today confused some of the blogging jargon. I may incorporate some of this into the E-metrics guide I’m writing, but it’s worth the blog entry, anyways:

What’s a Permalink?

A permalink is a ‘permanent link’ to your post. This is a feature that may require enabling on your blog, it allows a user to specifically point to a single, textual, web address for each entry of content. For instance, the E-metrics article I mentioned above has a permalink of:


What’s a Trackback?


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

That allows you to see that someone has been writing about your post online. It’s an amazing tool because it’s non-intrusive and it’s a means of informing someone that you’ve written about or are passing along your information through their blog. Always use Trackbacks when you discuss someone’s post or blog. It’s courteous. If you’re going to write about them, you should at least give them an opportunity to respond.

Of course, this is a gold mine for spammers. They utilize software that actually pings your site with the URL they want you to visit and they didn’t actually write about you at all. For this reason, we’ve gone ahead and disabled them in our WordPress settings.

What’s a Post slug?

A post slug is a textual reference to a post. Using the above example, the post slug is blogging-e-metrics. The post slug of this post is ‘blog-jargon’. If you have numbers at the end of your post, you need to enabled Permalinks on your blog. That allows textual, hierarchical URLs to be built for each post and page in your site. This can be advantageous for search engines… using keywords in your post slugs can help! You need not worry about writing these yourselves every time, though… your blogging software should do it for you. Sometimes I like to shorten them up a little with a long title like tonight’s post!

What’s a Ping?

(Short for Pingback) Once used to simply test communications between two computers on a network, now ‘pings’ have evolved for blogging. If you have pings enabled in your blog, your blog will automatically ping the recipient service to let them know when you’ve published to your blog. That allows the search engine to then ‘crawl’ your site for content and place you accordingly. I ping 5 services out there… they may be repetitive but I’m okay with that:

  • http://rpc.technorati.com/rpc/ping
  • http://rpc.pingomatic.com/
  • http://api.feedster.com/ping
  • http://rpc.newsgator.com/
  • http://xping.pubsub.com/ping

These services, in turn, then track and place my content within their search engines as well as submit them to others. Make sure you have pings enabled in your site!

For more info, Wikipedia: Trackback, Permalink, Ping

About Douglas Karr

Douglas Karr is the founder of The Marketing Technology Blog. Doug is the CMO of CircuPress and CEO of DK New Media, an agency specializing in assisting marketing technology companies with their inbound marketing - leveraging social media, blogging, search engine optimization, pay per click and public relations. Their clients include Angie's List, GoDaddy, Mindjet and many more. Douglas is also the author of Corporate Blogging for Dummies.

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  1. Nice post Doug :) For pinging, I use http://www.pingoat.com

    It speeds up posting times by a tiny bit. 😉

  2. I use http://pingomatic.com/ in addition to adding those ping services addys to my WP options.

  3. Yvonne: Does PingGoat have an automated ping address that I can put in WordPress?

    SeanRox: Thanks! Yes, we should continue to write these tips and tricks out. Folks need to know!

    TechZ: Pingomatic is one of the ping addresses mentioned in the post… do you use it manually as well?

  4. Yvonne: Does PingGoat have an automated ping address that I can put in WordPress?

    Nope, but you can just save a certain address as a bookmark, and then go to it whenever you’ve posted. It takes an extra one second to visit it manually. :)

  5. Yvonne, I dont ping it manually, not anymore 😉 That was the service I used before I incorporated the ping list into my WP Options

  6. is it possible to use trackbacks for other reasons? I have been getting a slew of trackbacks to the same blog with weird keyswords referring to medications, so it looks really suspicious to me. I’ve been deleting them. It got to the point where it was so annoying, and happening so often, that I had to delete my trackback option. So though you talk about it being a “courtesy,” I’m wondering how it would be an abuse, because that’s what it seemed to be for my blog site (which is a cultural studies site for my students).

  7. Yes, that’s trackback spam. You can fight it, though. Here’s more information.

  8. My outgoing trackbacks have been broken on my wordpress.com blog for awhile.

    Does anyone know of a third party tool I could run on the blog to automatically generate trackbacks?

    • That’s interesting – I’ve not heard of that happening before. Do you have your xmlrpc.php in place? Are you getting pings out? (It utilizes the same file). You can even test them if you’d like… I think you cn post data to your page through a form to see if works.

  9. It’s something that’s borked for specific WP.com users.

    I’ve done testing and it looks like my trackbacks ARE working if I send them manually, it’s the automatic pingbacks that are broken for me.

  10. Thanks for this post Doug! You are a great help!

  11. Thanks for this post explaining some of the terms. Helped me out immensely! Now I know.

  12. Hi Karr,

    One more time your blog proved that you are successful blogger. Thanks for sharing newly introduced terms such as post slug and post ping. 

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