| black hat seo | Aggressive SEO strategies with the intention of manipulating search engines. Tactics against webmaster guidelines that can cause a site to receive a penalty or be banned from search results. |
| authorrank | A probability distribution modeled on PageRank (q.v.) used to determine the quality of an article on the basis of the reputation of its associated author. AuthorRank was introduced into search algorithm analysis by Google in 2011 and increased the perceived value of personas (q.v.). |
| goals | used in Google Analytics as a measurement of a specific website interaction (purchase, enquiry etc). |
| search engine marketing | Search engine optimization: Tools, techniques, and best practices related to improving a websites ability to be found on the Internet and ranked highly among search engine results. |
| website structure | The planning and design of a websites functional, technical, and visual components. |
