WEB MARKETING GLOSSARY - L
Landing Page
Link Baiting
Link Building
Link Farm
Link Popularity
Long Tail
Landing Page
A landing page is the page that you click through to after putting in a specific keyword to a search engine, or by clicking a pay-per-click ad. It is important to make sure the landing page relates to the search query or ad to avoid frustrating the user.
To maximise this relationship, it is as important to make sure the landing pages are as informative as the home page. A good principle is to target landing pages for any source users may find to navigate to your site.
Link Baiting
Link baiting is internet fishing for links to come to your website. One of the most effective ways is to create interesting, worthwhile or humourous content on your site that will encourage people to link to it.
Depending on the style and context of your site, a regularly updated blog or frequently changing products and exciting news items can attract online attention. The key is to look for a new angle within your industry.
Link Building
Link building is how you get websites of good reputation to link to your site. This can be achieved by buying links, reciprocal linking or entering barter arrangements. The more inbound links you have, the better your chance of ranking higher with search engines.
Like all Search Engine Optimisation, link building needs to be relevant. There is no value in exchanging links with websites that do not attract the market you are looking to sell to. Good link building is about getting good quality links that increase traffic, not just about quantity. A good link building process will give you a higher pagerank and increase your traffic and reputation.
Link Farm
Link Farms are sites that link to several other sites for the sole purpose of boosting their own link popularity score. This is normally done with links that don’t have any relevance.
This is another blackhat practice frowned upon by search engines, especially Google who consider it to be a form of spamming. Google may remove a site from its index if they deem the offence to be serious enough.
Link Popularity
Link popularity referes to when your site has established lots of good quality links and deserves to be placed higher in search rankings. The better quality of links, the higher ranking it will achieve relative to the types of links that you have acquired.
Link popularity is important but not necessarily the most important factor - it is better to retain the quality over quantity approach.
Long Tail
Refers to longer, more specific search terms that are often less targeted than shorter queries. It was coined by US Wired editor Chris Anderson.
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