Term Glossary

Landing Page

A landing page is the web page a visitor is taken to after clicking on a link. It’s commonly used in digital marketing as a stand-alone page, separate from your website, that ad traffic directs to. Best practice for a landing page is to put its focus on achieving a singular goal (either a conversion, lead or other action).


A lead is a potential customer. This can have different meaning depending on the specific goals of the organization. A lead could be a phone number, the name of an individual that expresses interest in your good or service (usually via some sort of form), or even an email address to add to your email marketing list. The act of collecting leads is known as lead generation, and is a common marketing strategy.

Link Building

In SEO, link building refers to the strategy of improving search engine rankings by getting external pages to link to specific pages on your website. Link building is important because it can help your website’s rank and make you look more credible to search engines. However, the quality of links is also really important. Receiving tons of links from spammy sites can hurt your website’s rank and hinder your likelihood of getting to the top of the search results. Link building is one of the trickiest aspects of SEO, but also one of the most important.

Long-Tail Keywords

A long-tail keyword is a specific phrase used to target niche market areas that are less competitive. It is defined as a keyword phrase with 3 or more words. It’s important to include long-tail keywords in your account as they help to achieve lower overall costs per click, and highly targeted traffic to your web pages.

Say you own an online shoe store: rather than bidding on the generic and highly competitive term ‘shoes,’ you can build out ads for specific styles or brands of shoes, say, size 7 black pumps. These type of terms are much more specific and less competitive to bid on.