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SEO Glossary - L
Landing Page
A landing page in analytics terms is any page which a user first enters your site, the page they “land” on.
Marketers might design and build specific landing pages for campaigns where they aim to get people to land, whether by driving them from online or offline ads.
Lead Generation
A lead is the pre-qualified contact details of a person or company that is interested in buying a product or service.
Lead Generation is a website monetisation strategy where a website will be designed to generate leads for what are usually high value products such as mortgages. The site will then sell these leads to companies that can actually supply the product. The buyers of the leads will then contact the lead to try to sell to them. In lead generation the seller of the lead gets paid regardless of whether the buying company converts the lead to a sale.
Lead Magnet
A lead magnet is a piece of content or functionality that you give away to people online in return for their email address.
Examples of lead magnets are e-books, research papers, online tools, courses, cheat sheets.
Having acquired the users email address you then typically add them to your email newsletter or follow up with them if you have some service or product you are looking to upsell them.
Link
A link from one webpage to another. See Internal Link, External Link, Backlink.
Also see our in depth guide to links.
Link Bait
A Link Bait is a piece of content or website feature that is produced with the specific aim of trying to attract others to link to it.
Link Building
Link building is the process you undertake to get third party websites to link to yours. There are various link building tactics such as Digital PR and Link Bait. To be considered Whitehat the process must not involve any kind of payment (whether monetary or in kind) in return for the link, and the terms of the link (anchor text and landing page) must not be dictated by the site receiving the link.
Link Buying
Link Buying is a process of link building that is against Google’s guidelines. The process is simple, you pay a third party website to include a backlink to your website, usually with anchor text you specify to a webpage you specify.
If Google decides (whether manually or algorithmically) that you have undertaken link buying (or selling) then they will at best ignore the links and at worst penalise individual webpages or even entire websites.
Link Equity
A generic term for the power of a link to help boost rankings, loosely based on the concepts covered by PageRank.
Link Inserts
See Niche Edit.
Link Juice
See Link Equity.
Link Profile
See Backlink Profile.
Link Selling
Link selling is the practice of placing outbound followed links on your site to third party sites in return for payment. The payment does not have to be in cash but can also be in kind such as free products or services.
Sometimes websites are created solely for the purpose of selling links, see PBN (Private Blog Network).
Link selling like this is done with the purpose of manipulating search rankings and Google consider this to be spam and therefore against their terms of service (link selling can be considered a Blackhat technique).
If Google decide you are selling links from your website like this then they may penalise your site.
Link Spam
Link spam is the use of links to try to manipulate Google search rankings. What Google would define as as spam link is not universally agreed upon. Google may see any link as link spam if it was placed with the aim of increasing rankings.
Link spam may also include mass use of any service or website that allows users to generate and place their own links such as directories, forums or blog comments, whether paid or not.
Also see Link Buying, Link Selling, Toxic Links, Unnatural Links.
LLM (Large Language Model)
A Large Language Model (LLM) is a system that is trained on a large collection of data, usually crawled from the web and other open sources such as books.
LLMs are part of AI systems that can take and understand human input requests and then return a generated response based on repeatedly predicting the next word to respond with.
The output from LLMs can look very impressive at first glance, however at the time of writing they could also have a tendency to hallucinate facts, so any AI response needs to be fact checked.
For more see our Introduction to Large Language Models.
Local Business Schema
A structured data schema for local businesses that Google can understand and incorporate into the search results page.
Local Map Pack
The Local Map Pack (sometimes just abbreviated to “Local Pack”) is a search feature that can trigger when Google determines that your intent is to find local business or locations. The map pack includes relevant Local business listings (such as restaurants if you are searching for restaurants in an area) and a map with the locations pin dropped.
Local SEO
Local SEO is a strategy for getting the most visibility possible in local search features in Google such as the Local Map Pack when your business has a physical location it serves or serves from.
Log File Analyser
A Log File Analyser is a software tool that allows you to upload raw server log files from your webserver and gain insights such as how search engines and other bots are interacting with your site, finds broken links and redirect chains.
Longtail
The longtail is a term to describe keyword phrases that are low volume. They are attractive to build content for as they tend to be low competition so they give you a good chance to start ranking new content, especially for new sites.
They are called longtail as a graph of keywords to search volume shows a very long tail of keywords with low search volume.
Somewhere in the region of 80% of all search queries can be considered longtail.
LSI Keywords
Latent Semantic Indexing Keywords is a concept that some people believe is used as a Google ranking factor. However, Google has repeatedly said it doesn’t use Latent Semantic Indexing.
Google does care about Semantics, see Semantic Keywords.
