Sustainable Marketing Glossary

A landing page is a page on a website where traffic has been deliberately sent to motivate visitors into taking a predetermined action. Often a sales page but not always, landing pages usually include very carefully crafted written content alongside strategically chosen images and sometimes even videos. Landing pages can be used to sell products, capture leads, and more, though the best performing landing pages tend to stick to a single goal.

Lead generation is a term which describes how a business generates interest from potential customers (leads). Usually, buyers communicate their interest to a business by providing their contact information in exchange for more information about a product or service.

The term keyword, as it relates to search engine optimization (SEO), is data that represents a single word which a site operator might be interested in ranking for. A long tail keyword is a phrase of keywords, typically containing at least two or three words.

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