Online, lag time refers to the amount of time a user has to wait between submitting a request and receiving a response. Reducing lag time is a primary goal of web engineers because excessive lags hinder functionality.

Pages created for specific audiences, on specific topics, intended to be the first page a visitor sees on a site. Landing pages may be used for either paid search advertising or search engine optimization. The content of each landing page must be truly unique, or a site runs the risk of receiving the Google Death Penalty. Sometimes confused with doorway pages or gateway pages.

A lead is created when a website visitor submits correct, contactable information via a webform.

An item added to a Web site to encourage a site visitor to provide their contact information. The identity of the user and their contact information are the “lead.” This information is used to establish contact for the purpose of generating sales. The idea of lead baiting is to entice the visitor into exchanging contact information for something valuable, such as a white paper. This ensures that it is a mutually beneficial exchange. Similar in concept to link bait.

A URL that has been embedded on a webpage. Users can click-through to be taken to another webpage or website.

An alternative name for anchor text.

A specialized link circle wherein the circle of linking sites also point to a central “hub” site (which does not have to link back to the circle members).

Any of a number of search engine marketing techniques that cater to geographically specific businesses (e.g. plumbers, accountants and restaurants). Local search can be either paid search advertising or natural search listings.Some people have claimed that local search has a disappointingly low conversion rate, but Apogee Search's experience does not bear this out.

Records and stores information about a website's incoming and outgoing activity. The log file is generally found in the root directory but can also be located in a secondary folder.

A type of statistical distribution where a high-frequency population is followed by a low-frequency population which gradually "tails off". The events at the far end of the tail have a very low probability of occurrence. Long tail keywords utilize this concept.

A concept in paid search advertising that the keywords with the highest ROAS the more specific, lower traffic keywords, as they often have a higher conversion rate and a lower cost per click. See Long Tail for statistical foundation.

A specific, targeted search query usually containing at least two words. Long tail search queries will have low search volume, but because the searcher will typically know exactly what they're trying to find, these queries will also have an extremely high conversion rate.