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Marketing Qualified Leads (MQL) are those prospective customers that, through some action related to marketing efforts, are more likely than others to become a customer. 

This can be tracked a number of ways, and is often related to users who take a specific action on a website that isn’t a full purchase, but indicates a strong interest in purchasing.

Keyword is a bit of a misnomer, because it can refer to a word or entire phrase that appears in web searches. 

However, in either case, it refers to a word or phrase representing a specific search term and idea. Websites will build strategies to rank for particular keywords that are closely related to their products or services, in order to generate more traffic and leads.

Linked text on your website that links to another domain. External links can provide informational value for those reading your site, and also signal to search engines which external sites have content that is related to yours.