Search engine optimization (SEO) is a set of methods aimed at improving the ranking of a website in search engine listings, and may be considered a division of search engine marketing. The term SEO also refers to “search engine optimizers,” an industry of consultants who carry out optimization projects on behalf of customers’ websites. A few commentators, and even some SEOs, break down methods used by practitioners into categories such as “white hat SEO” (methods normally accepted by search engines, such as building content and improving site value), or “black hat SEO” (tricks such as cloaking and spamdexing). White hatters say that black hat methods are an attempt to manipulate search rankings unfairly. Black hatters counter that all SEO is an effort to control rankings, and that the particular methods one uses to rank well are irrelevant.
Search engines display different kinds of listings in the search engine results pages (SERPs), including: pay per click advertisements, paid inclusion listings, and organic search results. SEO is first and foremost concerned with advancing the goals of a website by improving the number and position of its organic search results for a wide variety of relevant keywords.
Early search engines
Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the initial search engines were cataloging the early Web. At first, all a webmaster needed to do was submit a site to the various engines which would run spiders, systems to “crawl” the site, and store the collected data. The default search-bracket was to scan an entire webpage for so-called related search words, so a page with many dissimilar words matched more searches, and a webpage containing a dictionary-type listing would match almost all searches, restricted only by unique names. The search engines then sorted the data by subject, and served results based on pages they had crawled.
Organic search engines
Google was started by two PhD students at Stanford University, Sergey Brin and Larry Page, and brought a new concept to evaluating web pages. This concept, called PageRank, has been significant to the Google algorithm from the start. PageRank relies heavily on incoming links and uses the logic that each link to a page is a vote for that page’s value. The more incoming links a page had the more “valuable” it is. The value of each incoming link itself varies directly based on the PageRank of the page it comes from and inversely on the number of outgoing links on that page.
The relationship between SEO and the search engines
The initial mentions of Search Engine Optimization don’t come into view on Usenet until 1997, a few years following the open of the first Online search engines. The operators of search engines recognized quickly that some people from the webmaster business were making pains to rank well in their search engines, and even manipulating the page rankings in search findings. In some early search engines, such as Infoseek, ranking first was as simple as grabbing the source code of the top-ranked page, placing it on your website, and submitting a URL to instantaneously index and rank that page.
Owing to the high value and targeting of search findings, there is potential for an adversarial relationship between search engines and SEOs. In 2005, an annual meeting named AirWeb was generated to discuss bridging the gap and minimizing the sometimes damaging effects of forceful web content providers.
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