| dynamic link | A web address of a page whose content is fetched from a database based on a specific user query. URLs change every time that database is queried. |
| link equity | The value or authority a link can pass to its destination. |
| middle of the funnel | Middle of the funnel is a term derived from the marketing funnel that describes the process after the prospect has become a lead and before the prospect has made a purchase. |
| entry page | The first page that a visitor sees when they enter your site. |
| adwords | Google AdWords is Googles Pay Per Click online marketing platform, first launched in the year 2000. Users can buy advertising across the Google network of web properties and also on other third party websites via the Google Display Network. |
