The first page a site visitor is directed to when the referral comes from an exterior link, such as a pay-per-click ad or link within an email-marketing message. Landing pages typically are optimized for keywords, audience or calls to action and often are more highly structured than other interior pages.

The process in which a prospective customer is referred to a designated Web page and then performs the targeted objective or action (e.g. completes a form, makes a purchase, etc). See Conversion.

A marketing initiative or campaign strategy designed to attract highly qualified prospective customers.

An automated process that checks the validity of inbound and outbound links at a Web site and reports broken links. A necessary element for site presentation and usability.

A usability function which a program or Web site runs in a particular locale or country so that all text is displayed in the native language, and native conventions are used for sorting, formatting, etc.

A file maintained on a server showing where all files accessed are stored; this file  can be analyzed to study where visitors were referred from to reach a Web site, as well as the search query terms used to access the Web site.