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Webmasters and content providers began optimizing sites for search
engines in the mid-1990s, as the first search engines were cataloging
the early Web. Initially, all a webmaster needed to do was submit the
address of a page, or URL, to the various engines which would send a
"spider" to "crawl" that page, extract links to other pages from it, and
return information found on the page to be indexed.The process involves
a search engine spider downloading a page and storing it on the search
engine's own server, where a second program, known as an indexer,
extracts various information about the page, such as the words it
contains and where these are located, as well as any weight for specific
words, and all links the page contains, which are then placed into a
scheduler for crawling at a later date.
Site owners started to recognize the value of having their sites
highly ranked and visible in search engine results, creating an
opportunity for both white hat and black hat SEO practitioners.
According to industry analyst Danny Sullivan, the phrase "search engine
optimization" probably came into use in 1997.
Early versions of search algorithms relied on webmaster-provided
information such as the keyword meta tag, or index files in engines like
ALIWEB. Meta tags provide a guide to each page's content. Using meta
data to index pages was found to be less than reliable, however, because
the webmaster's choice of keywords in the meta tag could potentially be
an inaccurate representation of the site's actual content. Inaccurate,
incomplete, and inconsistent data in meta tags could and did cause pages
to rank for irrelevant searches. Web content providers also
manipulated a number of attributes within the HTML source of a page in
an attempt to rank well in search engines.[4]
By relying so much on factors such as keyword density which were
exclusively within a webmaster's control, early search engines suffered
from abuse and ranking manipulation. To provide better results to their
users, search engines had to adapt to ensure their results pages showed
the most relevant search results, rather than unrelated pages stuffed
with numerous keywords by unscrupulous webmasters. Since the success and
popularity of a search engine is determined by its ability to produce
the most relevant results to any given search, allowing those results to
be false would turn users to find other search sources. Search engines
responded by developing more complex ranking algorithms, taking into
account additional factors that were more difficult for webmasters to
manipulate.
Graduate students at Stanford University, Larry Page and Sergey Brin,
developed "backrub," a search engine that relied on a mathematical
algorithm to rate the prominence of web pages. The number calculated by
the algorithm, PageRank, is a function of the quantity and strength of
inbound links.[5] PageRank estimates the likelihood that a given page
will be reached by a web user who randomly surfs the web, and follows
links from one page to another. In effect, this means that some links
are stronger than others, as a higher PageRank page is more likely to be
reached by the random surfer.
Page and Brin founded Google in 1998. Google attracted a loyal
following among the growing number of Internet users, who liked its
simple design.[6] Off-page factors (such as PageRank and hyperlink
analysis) were considered as well as on-page factors (such as keyword
frequency, meta tags, headings, links and site structure) to enable
Google to avoid the kind of manipulation seen in search engines that
only considered on-page factors for their rankings. Although PageRank
was more difficult to game, webmasters had already developed link
building tools and schemes to influence the Inktomi search engine, and
these methods proved similarly applicable to gaming PageRank. Many sites
focused on exchanging, buying, and selling links, often on a massive
scale. Some of these schemes, or link farms, involved the creation of
thousands of sites for the sole purpose of link spamming.[7
By 2004, search engines had incorporated a wide range of undisclosed
factors in their ranking algorithms to reduce the impact of link
manipulation. Google says it ranks sites using more than 200 different
signals.[8] The leading search engines, Google and Yahoo, do not
disclose the algorithms they use to rank pages. Notable SEOs, such as
Rand Fishkin, Barry Schwartz, Aaron Wall and Jill Whalen, have studied
different approaches to search engine optimization, and have published
their opinions in online forums and blogs.[] SEO practitioners may also
study patents held by various search engines to gain insight into the
algorithms.[]
In 2005 Google began personalizing search results for each user.
Depending on their history of previous searches, Google crafted results
for logged in users.[12] In 2008, Bruce Clay said that "ranking is dead"
because of personalized search. It would become meaningless to discuss
how a website ranked, because its rank would potentially be different
for each user and each search.[13]
In 2007 Google announced a campaign against paid links that transfer
PageRank.[14] On June 15, 2009, Google disclosed that they had taken
measures to mitigate the effects of PageRank sculpting by use of the
nofollow attribute on links. Matt Cutts, a well-known software engineer
at Google, announced that Google Bot would no longer treat nofollowed
links in the same way, in order to prevent SEOs from using nofollow for
PageRank sculpting[15]. As a result of this change the usage of nofollow
leads to evaporation of pagerank. In order to avoid the above, SEOs
developed alternative techniques that replace nofollowed tags with
obfuscated Javascript and thus permit PageRank sculpting. Additionally
several solutions have been suggested that include the usage of iframes,
Flash and Javascript.
In December 2009 Google announced it would be using the web search
history of all its users in order to populate search results .
Real-time-search was introduced in late 2009 in an attempt to make
search results more timely and relevant. Historically site
administrators have spent months or even years optimizing a website to
increase search rankings. With the growth in popularity of social media
sites and blogs the leading engines made changes to their algorithms to
allow fresh content to rank quickly within the search results.[This new
approach to search places importance on current, fresh and unique
content. Relationship with search engines
By 1997 search engines recognized that webmasters were making efforts
to rank well in their search engines, and that some webmasters were even
manipulating their rankings in search results by stuffing pages with
excessive or irrelevant keywords. Early search engines, such as Infoseek,
adjusted their algorithms in an effort to prevent webmasters from
manipulating rankings.
Due to the high marketing value of targeted search results, there is
potential for an adversarial relationship between search engines and
SEOs. In 2005, an annual conference, AIRWeb, Adversarial Information
Retrieval on the Web, was created to discuss and minimize the damaging
effects of aggressive web content providers.
SEO companies that employ overly aggressive techniques can get their
client websites banned from the search results. In 2005, the Wall Street
Journal reported on a company, Traffic Power, which allegedly used
high-risk techniques and failed to disclose those risks to its
clients.[] Wired magazine reported that the same company sued blogger
and SEO Aaron Wall for writing about the ban.[] Google's Matt Cutts
later confirmed that Google did in fact ban Traffic Power and some of
its clients.Some search engines have also reached out to the SEO
industry, and are frequent sponsors and guests at SEO conferences,
chats, and seminars. In fact, with the advent of paid inclusion, some
search engines now have a vested interest in the health of the
optimization community. Major search engines provide information and
guidelines to help with site optimization.[] Google has a Sitemaps
program[dead link][] to help webmasters learn if Google is having any
problems indexing their website and also provides data on Google traffic
to the website. Google guidelines are a list of suggested practices
Google has provided as guidance to webmasters. Yahoo! Site Explorer
provides a way for webmasters to submit URLs, determine how many pages
are in the Yahoo! index and view link information.
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