I think it's a somewhat poorly written page and Xakarus Alldredge's answer is very good. I thought I'd add some pictures.
The Tidal force the Earth exerts on the Moon is much stronger than the one the Moon exerts on the Earth and it's technically not a force either, it's a secondary effect from the force of gravity. But the tidal "force" on the moon is strong enough that the Moon is tidally locked and the same side of the Moon always faces the Earth. Any object in a very strong tidal force tends to become tidally locked over time.
Being tidally locked, the moon has a permanent tidal bulge and that bulge doesn't move very much but it does shift side to side as the moon wobbles slightly and it does grow larger and smaller as the Moon moves closer to and further from the earth.
Planets that rotate like the Earth have an equatorial bulge. The Moon, which rotates very slowly, only enough to keep the same size facing the Earth has a bit of an egg shape or tidal bulge, not rounder in the middle like planets with fast rotation, but stretched at 2 points, the part facing the earth and the part facing away from the earth both stretch outwards.
This drawing is exaggerated but it gives an idea of how the Earth's gravity tidally affects the moon.
This diagram is also exaggerated, but, as Xakarus Allderdge points out, when the Moon is closer to the Earth at perigee, the tidal force is stronger and the Moon's tidal bulge grows bigger and at apogee, it's smaller. The Moon's sidereal orbital period, going from from apogee to perigee back to apogee takes 27.3 days so the rise and fall and slight shift side to side of the lunar bulge happens slowly, much slower than the tides on the Earth which circle the Earth about daily. The Earth also has a land bulge usually called an earth tide, land tide or body tide, caused by the moon, but it's quite a bit smaller than the ocean tides and because there's nothing to measure it against, it can only be observed by very precise satellite measurement.
Here's a solid article on the Moon's bulge, Sometimes called a lunar body tide. It's been measured by satellite.