Glossary
Google Search Console
Google Search Console (GSC) is an analytical tool provided by Google that records search data related to a linked website. As opposed to Google Analytics, which largely analyzes traffic once it’s on your site, GSC provides data on search results that provide impressions and click throughs to your site.
Search Console is also a tool that allows you to monitor pages on your site that have been indexed in Google’s system, and request indexing of individual pages. This can also be done on a sitewide level by submitting a sitemap to Google through the GSC system. The tool also provides information on possible errors or warnings related to site usability.
Related Terms
Glossary
Topic Cluster
A term in content marketing that refers to a related series of pieces of content. Collectively, these pieces of content form a related cluster that can aid in developing trust for the site’s users and to inform search engines of a primary topic on the site.
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Glossary
Black Hat Tactics
Black Hat Tactics refer to a range of practices that increase a website’s ranking with search engines that are explicitly against the rules established by those engines.
One common example is keyword stuffing, which refers to spamming particular keywords on a page in order to try to rank for those topics. This sacrifices the user experience, since the page is not informational or useful, and is merely attempting to trick search engines.
In general, some black hat tactics may increase a site’s ranking temporarily, but will inevitably damage the site’s reputation and effectiveness long-term.
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Glossary
Algorithm
In general, an algorithm is a set of instructions that is assigned a specific analytical task. It most often applies to mathematics and computer science.
For websites and digital marketers, algorithms refer to the many programs designed to analyze and assess either a website, individual digital elements, or user behavior on a site. Based on this data, the algorithm could then be designed to rank a website, list a web element as a search result, or suggest content to a user, such as on Youtube or Facebook.
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