Internet Search And SEO

Internet Search And SEO



Internet Search

For the​ last decade the​ Internet has emerged itself into an​ integral part of​ our everyday life. What previously was mostly a​ network of​ research institutions has become an​ unprecedented medium for commercial and social use. With the​ number of​ web pages now exceeding 12 billion it​ is​ extremely difficult to​ find information without using search engines.

Search engines appeared almost immediately once the​ WWW was born. a​ pioneering search engine called Archie was created in​ the​ University of​ Montreal in​ 1990 and was used to​ search files located on​ public FTP sites. the​ first search engine created to​ crawl and index text files on​ the​ web,​ World Wide Web Wanderer or​ Wandex,​ was introduced in​ 1993 in​ MIT and worked on​ principals similar to​ those used by the​ modern web search engines.

However it​ was not until late 90s when search engines have become the​ major tool to​ find information on​ the​ Internet. Before Internet directories such as​ Yahoo! or​ BestOfTheWeb were used to​ locate web pages. But it​ didn't take long for web users to​ recognize the​ usefulness of​ the​ Internet search,​ once indexing and ranking algorithms have reached a​ state where search engines were able to​ quickly return highly relevant results

Search Results Relevancy

It is​ all about the​ relevancy of​ results. in​ their infancy search engines were utterly vulnerable to​ abuse. Originally search engines used to​ index file names and later meta-tags. it​ doesn't take much to​ stuff file names and meta-tags with popular keywords which are irrelevant to​ the​ document's content. When a​ user queried a​ search engine with a​ keyword he received results that couldn't satisfy him. That is​ why Internet directories with pages classified into directories by human reviewers were far more useful than the​ search engines of​ those days.

The problem of​ relevancy has become increasingly important with the​ growing commercial use of​ the​ Web. the​ profits of​ commercial websites depend on​ their exposure and if​ there is​ anything that can help improve the​ exposure in​ search results - it​ must be done. And the​ first attempts to​ influence the​ search results by using popular but not relevant keywords to​ drive more traffic were made.

With their increasing computational and storage capacity search engine have become able to​ index the​ entire content of​ a​ page. But it​ was still possible to​ abuse search results by using excessive keyword stuffing,​ hidden keyword-rich text or​ many other spammy techniques. Basing solely on​ the​ page content it​ was impossible to​ ensure the​ relevancy of​ search results and more advanced ranking algorithms were introduced.

Search Engine Optimization

But even modern sophisticated search engine algorithms are not perfect and can't guarantee 100% relevancy. There still exist many loopholes that can be exploited to​ manipulate search results. Search results manipulation is​ not necessarily an​ unethical conduct. Consider three biggest travel websites: http://Travelocity.com,​ http://Expedia.com and http://Priceline.com. They provide booking service of​ a​ similar quality and are equally relevant for keywords like 'vacation' or​ 'airline tickets'. But nevertheless they rank differently in​ search results,​ and it​ is​ natural for a​ lower ranked site to​ try improving its position by using search engine optimization techniques.

Search Engine Optimization,​ or​ SEO,​ is​ about defining what factors influence the​ placement of​ a​ page in​ search results and adjusting these factors to​ obtain a​ higher position. to​ optimize the​ relevance of​ a​ page you​ have to​ adjust keyword frequency and proximity,​ add keywords into headings and bold text. it​ must look natural though - excessive keyword stuffing might have negative effects. to​ increase the​ popularity of​ a​ page you​ must obtain incoming links with targeted keywords in​ the​ anchor text,​ and make sure that links come from authoritative pages but not from irrelevant link farms.

Search engine optimization is​ an​ extremely dynamic field. Once a​ loophole in​ ranking algorithms becomes known and widely used,​ search engines change their algorithms to​ neutralize its effect. Every algorithm update can drastically affect positions and traffic of​ websites utilizing aggressive crash and burn optimization strategies. Such strategies are based on​ the​ most recently discovered loopholes and tricks and are able to​ put your pages into top positions quite quickly. Their effect however lasts only to​ the​ next algorithm update.

Another far more time-consuming approach is​ the​ creation of​ websites with high quality content following so-called Google quality guidelines. This approach emphasizes the​ website's value for users and persuades against using tricks to​ manipulate search results. in​ short - good websites eventually will rank high. But it​ takes years and tons of​ effort to​ make a​ site popular this way. Some sites are by their nature difficult to​ promote this way. For example few grocery stores can afford turning their websites into top Internet grocery portals; it​ just wouldn't be worth the​ effort.

SEO alone can't guarantee a​ lasting effect. Not using SEO at​ all requires too much effort to​ promote a​ site. the​ wise way to​ make a​ website popular is​ make sure that it​ is​ useful for users,​ obtain quality incoming links and do not forget to​ fine tune your pages focusing the​ targeted keywords. Follow the​ famous Brett Tabke's Successful Site in​ 12 Months with Google Alone - after four years it​ is​ still a​ valid approach.




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