A landing page is simply a special web page on the website which the visitor reaches by clicking on the link in a piece of electronic advertising. When employing marketing techniques such as email marketing or PPC campaigns, landing pages are created on the website to reinforce the message in those campaigns and guide the visitor towards the desired next action. Link Popularity An estimation of how 'important' or 'popular' a web page is, based purely on the number of other pages are linked into it, ie. the number of backlinks that it has. In this estimation, no account is taken of any other factors or indeed the relevance of the web pages linking to it.