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SEO Glossary

An ever-growing glossary of SEO Jargon

SEO Glossary » l

Landing page

A landing page is a web page with content that targets visitors with a particular offer, message, or other marketing device. Landing pages are often directed to from email marketing campaigns, pay-per-click ads, or other, offsite sources.

Traffic Sources of Landing Pages

  • Search engine results
  • Banner ads
  • Pay-per-click ads
  • Links from email marketing campaign
  • Print, TV, or other media

Opposed to an entry page, which is defined only as the first page of a website visit, a landing page is designed to greet and capture, or convert leads as part of a specific marketing effort.

See Hyperlink Top

Link bait refers to web content designed specifically to attract backlinks.

In order to acquire numerous, quality links, content has to be compelling enough that people feel the need share it. The better the "bait", the more effective the "hook" will be.

The viral nature of social media makes it an ideal vehicle for successful link baiting.

Types of Linkbait Hooks

Link bait is often categorized into types of hooks that can grab people's attention, including:

  • Resources: How-to's, top-ten lists, link lists, reviews, case studies
  • News: Reporting, commentary
  • Humour: Parodies, images, video
  • Controversy: Inflammatory material, rants, shock
  • Tools: Free software, widgets, online applications
  • Incentives: Contests, promotions, awards

When brainstorming for link bait ideas, try combining hooks using various media platforms, e.g., an instructional web page with detailed images and infographic, or an industry news video with a touch of humour.

Link Bait Platforms

  • Regular web pages
  • Video
  • Infographics
  • Audio
  • Images
  • Ebooks

The key to success with link bait is creating unique content that grabs attention, and adds value, opposed to writing the same top-ten lists that have already been done many times over.

See also: Link building Top

Link building is the process of pursuing and acquiring backlinks to a website.

Most websites accumulate backlinks naturally, without the help of social outreach, but because they play such an important role in search engine rankings, quality backlinks are considered a valuable commodity worth reaching out for.

Quality Over Quantity

Link building is about accumulating quality links, not quantity. Incoming links from well ranked, authority websites pass along respect and ranking potential from search engines; hundreds or even thousands of backlinks from questionable sources do not.

Content Before Links

The force that drives quality incoming links is content strategy. Creating web content that offers something unique or useful should always be the starting point of link building efforts.

See Nofollow Top

Link equity is a concept of a web page's accumulated link juice, based on the number and quality of its backlinks. With every backlink, a percentage of link equity is inherited from the referring web page.

The concept of link equity is different from PageRank, in that it goes beyond a website's mere link popularity; it also takes into account:

Link equity is a contributing factor towards a web page's authority, which greatly enhances its ranking potential.

See Reciprocal link Top

A link farm is a group of websites, typically linked to one another, maintained for the sole purpose of offering backlinks to client websites. Link farms often operate as a network of unrelated websites that all link to one another.

Link farms are a form of spamdexing, intended to manipulate search rankings with deceptive link schemes. Exchanging links with link farms can quickly lead to a search engine penalty.

Recent improvements to Google's ranking algorithms have greatly reduced the effectiveness of link farms.


Link juice is a term given to the authority and ranking potential transferred from one web page to another via links. Search engines consider a link from one site to another as a vote, and the amount of link juice, or equity transferred depends on the authority of the referring site.

Both internal and external links pass on link juice to their destination pages; however, search engines calculate link equity differently for each of these types of links.


Link love is an affectionate term for linking to a website without the restriction of a nofollow attribute.

Most blogs have the nofollow attribute added by default to comment links; however, some blogs will automatically remove the attribute once a certain number of comments has been reached.


Link popularity is a term that describes the number and quality of links pointing to a website from external sources. Popular websites are linked to often, and search engines use this information as an important ranking signal.

One measure of link popularity is Google's PageRank algorithm; however, the two terms aren't interchangeable. PageRank only takes into account quantity and popularity of links, whereas the concept of link popularity also considers topical relevance; links from related or similar content.

See Broken link Top

The rate at which a website accumulates backlinks. Sudden surges of backlinks from low quality sites can signal manipulative tactics such as paid links

Long tail

The long tail is a term that describes the large number of niches at the end, or tail, of the market demand curve, compared with the relatively small number of "hits" at its head.

The concept of the long tail was popularized by former Wired editor-in-chief Chris Anderson, in his 2004 Wired article entitled The Long Tail, and his 2006 book entitled The Long Tail: Why the Future of Business Is Selling Less of More.

The Long Tail:Products vs popularity Graph showing the typical short head of products in-stock/sold vs the long tail of popularity

According to Anderson's theory:

As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-target goods and services can be as economically attractive as mainstream fare.

Examples of companies that have profited extremely well from the long tail include: Google, iTunes, Amazon, Netflix and eBay.

See also: Long tail keyword, short head Top
Long tail keyword

Long tail keywords represent specific, niche key phrases that are searched for relatively less than the high-volume terms that see much more competition in pay-per-click and search engine optimization.

Examples of long tail and short head keywords:

  • Long tail keyword: 'Multilingual SEO company in Montreal'
  • Short head keyword: 'SEO companies'
Long Tail Keywords graph Graph displaying long tail keywords related to the term 'logistics'

The total volume of long tail keywords that brings traffic to a website is often comparable to that of its more popular, top referring search terms.

Google's May Day algorithm update of April/May 2010 was designed to deliver results from higher quality websites for long tail keyword searches.

See also: Long tail Top
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