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Search engine optimization is a set of methods aimed at improving the ranking of a website in search engine listings. The term also refers to an industry of consultants that carry out optimization projects on behalf of clients' sites. SEO, or "white hat SEO", is distinguished from "black hat SEO", or spamdexing by methods and objectives. Spamdexing uses a variety of deceptive techniques in an attempt to manipulate search engine rankings, whereas legitimate SEO focuses on building better sites, and using honest methods of promotion. What constitutes an honest, or ethical, method is an issue that has been the subject of numerous debates. 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 primarily concerned with advancing the goals of a web sites by improving the number and position of its organic search results for a wide variety of relevant keywords. SEO strategies can increase the number of visitors, and the quality of visitors, where quality means visitors who complete the action the site intends (e.g. purchase, sign up, learn something). For competitive, high-volume search terms, the cost of pay per click advertising can be substantial. Ranking well in the organic search results can provide the same targeted traffic, potentially at a lower cost. Site owners may choose to optimize their sites for organic search, if the cost optimization is less than the cost of advertising. Not all sites have identical goals for search optimization. Some sites are seeking any and all traffic, and may be optimized to rank highly for common search phrase. A broad search optimization strategy can work for a site that has broad interest, such as a periodical, a directory, or site that displays advertising with a CPM revenue model. In contrast, many businesses try to optimize their sites for large numbers of highly specific keywords that indicate readiness to buy. Overly broad search optimization can hinder marketing strategy by generating a large volume of low-quality inquiries that cost money to handle, yet result in little business. Focusing on desirable traffic generates better quality sales leads, allowing the sales force to close more business.
HistoryEarly Search EnginesSEO began in the mid-1990s, as the first search engines were cataloging the early Web. Initially, all a webmaster needed to do was submit a site to the various engines which would run spiders, programs to "crawl" the site, and store the collected data. The search engines then sorted the information by topic, and served results based on pages they had spidered. As the number of documents online kept growing, and more webmasters realized the value of organic search listings, so popular search engines began to sort their listings so they could display the most relevant pages first. This was the start of a search engine versus webmaster game that continues to this day. At first search engines were guided by the webmasters themselves. Early versions of search algorithms relied on webmaster-provided information such as category and keyword meta tags. Meta tags provided a guide to each page's content. When some webmasters began to abuse meta tags, causing their pages to rank for irrelevant searches, search engines developed more complex ranking algorithms, taking into account factors that were more diverse, including:
By relying so extensively on factors that were still within the webmasters' exclusive control, search engines continued to suffer from abuse and ranking manipulation. In order to provide better results to their users, search engines had to adapt to ensure their SERPs showed the most relevant search results, rather than useless pages stuffed with keywords by unscrupulous webmasters. This led to the rise of a new kind of search engine. Organic search enginesGoogle 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 from the start important to the Google algorithm [1]. 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 "worthy" 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. With help from PageRank, Google proved to be very good at serving relevant results. Google became the most popular and successful search engine. Because PageRank measured an off-site factor, Google felt it would be more difficult to manipulate than on-page factors. But manipulated it was. Webmasters had already developed link manipulation tools and schemes to influence the Inktomi search engine. These methods proved to be equally applicable to Google's algorithm. Many sites focused on exchanging, buying, and selling links on a massive scale. PageRank's reliance on the link as a vote of confidence in a page's value was undermined as many webmasters sought to garner links purely to influence Google into sending them more traffic, irrespective of whether the link was useful to human site visitors. It was time for Google—and other search engines—to look at a wider range of off-site factors. There were other reasons to develop more intelligent algorithms. The Internet was reaching a vast population of non-technical users who were often unable to use advanced querying techniques to reach the information they were seeking and the sheer volume and complexity of the indexed data was vastly different from that of the early days. Search engines had to develop predictive, semantic, linguistic and heuristic algorithms. A proxy for the PageRank metric is still displayed in the Google Toolbar, but PageRank is only one of more than 100 factors that Google considers in ranking pages. Today, most search engines keep their methods and ranking algorithms secret. A search engine may use hundreds of factors in ranking the listings on its SERPs; the factors themselves and the weight each carries may change continually. Much current SEO thinking on what works and what doesn't is largely speculation and informed guesses. Some SEOs have carried out controlled experiments to gauge the effects of different approaches to search optimization. The following, though, are some of the considerations search engines could be building into their algorithms, and the list of Google patents [2] may give some indication as to what is in the pipeline:
The relationship between SEO and the search enginesSearch engine operators became interested in the SEO community in the late 1990s. A number of high profile SEO community leaders established contractual relationships with search engines for advertising and consulting purposes. These early contacts led to an amelioration of some hostile feelings between the search optimization and search engineering communities. In the early 2000, search engines and SEO firms attempted to establish an unofficial "truce." There are several tiers of SEO firms, and the more reputable companies employ content-based optimizations which meet with the search engines' (reluctant) approval. These techniques include improvements to site navigation and copywriting, designed to make websites more intelligible to search engine algorithms. Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences 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. Getting discovered by search enginesNew sites no longer need to be submitted to search engines to be listed. A simple link from an established site will get the search engines to visit the new site and spider its contents. It is rarely more than a few days from the acquisition of the link to all the main search engine spiders visiting and indexing the new site. Naturally, this means that it is good practice to have some means (such as a site map, or plain hypertext links) so that once a spider finds part of a site, it can navigate to the rest. Otherwise, individual, isolated, dead-end pages must be found one-by-one from outside the site; any pages that are not linked to from outside can only be found by links internal to the site. In addition, creating a robots.txt file will help spiders or robots index only the section(s) of the site you want the public to see. For example, you don't want your "cgi-bin" folder to be index by the spiders or your administration section (shopping cart). Most of the content in the cgi-bin is dynamic plus spiders do not read perl scripts. Googlebot looks for this file -robots.txt- so it will definitely help your rankings if you have one on your root directory. For those search engines, like Yahoo, who have their own paid submission, it may save some time to pay a nominal fee for submission. Ethical methodsSo-called "ethical" methods of SEO involve following the search engines' guidelines as to what is and what isn't acceptable. Their advice generally is to create content for the user, not the search engines; to make that content easily accessible to their spiders; and to not try to game their system. Often webmasters make critical mistakes when designing or setting up their web sites, and "poison" them so that they will not rank well. Ethical SEO attempts to discover and correct mistakes, such as machine-unreadable menus, broken links, temporary redirects, or a generally poor navigation structure that places pages too many clicks from the home page. Because search engines are text-centric, many of the same methods that are useful for web accessibility are also advantageous for SEO. Methods are available for optimizing graphical content, including ALT attributes. Even Flash animations can be optimized by using an OBJECT tag that contains equivalent HTML content [3], so search engines can interpret the information. Some methods considered ethical by the search engines:
Unethical methods
Spamdexing is the promotion of irrelevant, chiefly commercial, pages through deceptive techniques and the abuse of the search algorithms. Many search engine administrators consider any form of search engine optimization used to improve a website's page rank as spamdexing. However, over time a widespread consensus has developed in the industry as to what are and are not acceptable means of boosting one's search engine placement and resultant traffic. As search engines operate in a highly automated way it is often possible for webmasters to use methods and tactics not approved by search engines to gain better ranking. These methods often go unnoticed unless an employee from the search engine manually visits the site and notices the activity, or a change in ranking algorithm causes the site to lose the advantage thus gained. Sometimes a company will employ an SEO consultant to evaluate competitor's sites, and report "unethical" optimization methods to the search engines. Spamdexing often gets confused with legitimate search engine optimization techniques, which do not involve deceit. Spamming involves getting web sites more exposure than they deserve for their keywords, leading to unsatisfactory search results. Optimization involves getting web sites the rank they deserve on the most targeted keywords, leading to satisfactory search experiences. When discovered, search engines may take action against those found to be using unethical SEO methods. In February 2006, Google removed both BMW Germany and Ricoh Germany for use of these practices.[4] Legal issuesIn 2002, search engine manipulator SearchKing filed suit in an Oklahoma court against the search engine Google. SearchKing's claim was that Google's tactics to prevent spamdexing constituted an unfair business practice. This may be compared to lawsuits which email spammers have filed against spam-fighters, as in various cases against MAPS and other DNSBLs. In January of 2003, the court pronounced a summary judgment in Google's favor. [5] High quality web sites typically rank wellA webmaster who wants to maximize the value of a web site can read the guidelines published by the search engines, as well as the coding guidelines published by the World Wide Web Consortium. If the guidelines are followed, and the site presents frequently updated, useful, original content, and a few meaningful, useful inbound links are established, it is usually possible to obtain a significant amount of organic search traffic. When a site has useful content, other webmasters will naturally place links to the site, increasing its PageRank and flow of visitors. When visitors discover a useful web site, they tend to refer other visitors by emailing or instant messaging links. As a result, SEO practices that improve web site quality are likely to outlive short term practices that simply seek to manipulate search rankings. The top SEOs recommend targeting the same thing that search engines seek to promote: relevant, useful content for their users. Means of improving web site quality include:
See also
References
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