I

inbound marketing; in contrast to the traditional advertising-based outbound marketing methods, inbound marketing is focusing on attracting customers via SEO, content creation and social media

K

keyword; a relevant word or phrase that has been defined by the website developer to describe the essential content of a given web page; is used by search engines to locate and categorize webpages that match a given search query

keyword density; the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page; the optimal keyword density is around 2-5%; everything below or above can harm your rankings

keyword research; the practice of finding, researching alternative search terms that people enter into search engines while looking for a similar topic or subject

keyword stuffing; the practice of loading a webpage with keywords in order to gain an unfair rank advantage in search engines; is an unethical and harmful black hat SEO technique considered webspam or spamdexing;

key performance indicator (or KPI); metric used to evaluate a certain – quantitative or qualitative, financial, etc – factor which is vital to the success of a given business or strategy

L

landing page (or lead capture page); a single webpage displayed as a first touch-point when a potential customer has been approached with a marketing campaign as a result of a search result or an online advertisement; the landing page is used to display additional engaging marketing copy in order to generate a desired action (conversion)

latent semantic indexing (or LSI); mathematical method indexing and retrieval method used to determine the existing relationships between terms and concepts in a given content

lead; a person who is supposed to be interested in purchasing the products or services offered by a given merchant; in affiliate marketing is also used to describe a certain qualified action (e. g. subscription)

link building; basic SEO technique used to get external sites to link to a web page on your own website; is vital in obtaining high organic search rankings

link farm; a directory website set up specifically for the purpose of creating outbound links to other websites in order to improve their rankings; nowadays link farming is generally viewed negatively

local search; the use of a usually specialized search engine that allows users to submit geographically narrowed or restrained searches against a structured database of local business listings

long tail keyword; keyword phrase that contains at least three words and has a low search volume but a high value; in other words they are more specific and less competitive

M

meta description; HTML code snippet in the web page header that summarizes the content of the webpage; search engines show the meta description in the search results when the searched phrase is contained in the description, therefore the meta description is a very important on-page factor for your SEO efforts

meta tag; coding statement used to provide metadata – description, author, keywords, etc – about a given HTML document

MySQL (or My Structured Query Language); an open source relational database management system used to store the content in the form of related tables