Letter L9 terms in the glossary

A page we send campaign traffic to, designed to lead to one specific action: a purchase, a submitted form, a signup. Everything beyond that action is stripped out, including full navigation.

What matters most is that the ad’s promise matches what’s shown after the click. Traffic sent to the homepage instead of a landing page usually costs several times more per conversion.

A guide, calculator, template, or service sample offered in exchange for an email address. It turns anonymous traffic into a contact that can be followed up with.

It works when it solves a narrow, specific problem for the recipient. A generic "marketing e-book" collects addresses of people who will never buy anything.

An element that lets you move from one address to another. For a search engine it is both a path to further pages and a signal about what the destination page is about - a signal carried by the anchor text.

Working to get valuable sites to link to our content. Links remain one of the strongest ranking factors, because they are a recommendation you can’t issue to yourself.

What matters is the source, not the count. One link from an industry site that people actually read outweighs a hundred from directories - and the latter can actually cause harm.

A method of acquiring backlinks based on exchanging links between websites, intended to increase their authority in the eyes of a search engine.

Requires moderation and choosing valuable, topically related sites - mass, indiscriminate link exchange is often treated by Google as a violation of its guidelines.

A group of sites that exist solely to pass links to one another. Their content is superficial or mass-generated.

A pattern search engines recognize and have penalized since the Penguin update. Taking part in such a network risks a filter that takes longer to lift than it would take to build visibility honestly.

An overall picture of the links pointing to a site — which domains they come from, how strong they are, and how well they fit the site's subject matter.

Analyzing the link profile helps to understand how a search engine "sees" a site from the outside, and where the weak points are in a link-building strategy.

The gradual process of links stopping to work: destination pages disappear, change addresses, or entire sites get rebuilt. It affects both outbound links and the ones pointing to us.

It requires periodic checking, not a one-time fix. The most decay happens after a site rebuild without a redirect map - then everything breaks at once, in a single day.

Detailed, specific queries - instead of "shoes," it’s "waterproof women’s hiking shoes size 8." Each one individually has few searches, but together they make up most of a search engine’s traffic.

Competition here is lower, and purchase intent noticeably higher: someone asking this precisely usually knows what they want. For smaller businesses, this is often the only viable way in, alongside broad terms.