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K

Keyphrase (keyword phrase) 

The combination of 

words users of search engines type into a search box which 

form a search query.

Knowledge 

Applying  experience  to   problem-  solving.

Knowledge management (KM) 

Techniques and tools 

for disseminating knowledge within an organisation.

L

Lead 

See Qualified lead.

Lifetime value (LTV) 

Lifetime value is the total net 

benefit that a customer or group of customers will 

provide a company over their total relationship with the 

company.

Link anchor text 

The text used to form the blue 

underlined hyperlink viewed in a web browser defined in 

the HTML source.

 Link-  building 

A structured activity to include  good- 

 quality hyperlinks to your site from relevant sites with a 

good page rank.

Localisation 

Tailoring of website information for 

individual countries or regions.