Glossary

Landing Page / Destination Page – The web page at which a searcher arrives after clicking on an ad. When creating a PPC ad, the advertiser displays a URL on which the searcher will land after clicking on an ad in the SERP. Landing pages are also known as “where the deal is closed,” as it determines an advertiser’s conversion rate success.
Latent Semantic Indexing - LSI uses word associations to help search engines know more accurately what a page is about.
Lead Generation – Web sites that generate leads for products or services offered by another company. On a lead generation site, the visitor is unable to make a purchase but will fill out a contact form in order to get more information about the product or service presented. A submitted contact form is considered a lead. It contains personal information about a visitor who has some degree of interest in a product or service.
Link - An electronic connection between two Web sites also known as a "Hot Link"
Link Text - Text contained in a hyperlink.
Link Farm - Web pages deliberately created to increase the number of links between sites and therefore link popularity. It is a dangerous technique which is not acceptable by the search engines.
Link Farming – The attempt to substantially and artificially increase link popularity.
Link Popularity - A method used by search engines to determine the importance of a listed site. Based on the idea that sites with many inbound links is more credible than one without. It is also referred as "Link Cardinality".
Long-tailed Keywords – Keyword phrases with at least 2 or 3 words in them
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