nternet Search
However it was not until late 90s
For the last decade the when search engines have become
Internet has emerged itself into the major tool to find
an integral part of our everyday information on the Internet.
life. What previously was mostly Before Internet directories such
a network of research as Yahoo! or BestOfTheWeb were
institutions has become an used to locate web pages. But it
unprecedented medium for didn't take long for web users to
commercial and social use. With recognize the usefulness of the
the number of web pages now Internet search, once indexing
exceeding 12 billion it is and ranking algorithms have
extremely difficult to find reached a state where search
information without using search engines were able to quickly
engines. return highly relevant results
Search engines appeared almost Search Results Relevancy
immediately once the WWW was
born. A pioneering search engine It is all about the relevancy of
called Archie was created in the results. In their infancy search
University of Montreal in 1990 engines were utterly vulnerable
and was used to search files to abuse. Originally search
located on public FTP sites. The engines used to index file names
first search engine created to and later meta-tags. It doesn't
crawl and index text files on the take much to stuff file names and
web, World Wide Web Wanderer or meta-tags with popular keywords
Wandex, was introduced in 1993 in which are irrelevant to the
MIT and worked on principals document's content. When a user
similar to those used by the queried a search engine with a
modern web search engines. keyword he received results that
couldn't satisfy him. That is why spammy techniques. Basing solely
Internet directories with pages on the page content it was
classified into directories by impossible to ensure the
human reviewers were far more relevancy of search results and
useful than the search engines of more advanced ranking algorithms
those days. were introduced.
The problem of relevancy has Search Engine Optimization
become increasingly important
with the growing commercial use But even modern sophisticated
of the Web. The profits of search engine algorithms are not
commercial websites depend on perfect and can't guarantee 100%
their exposure and if there is relevancy. There still exist many
anything that can help improve loopholes that can be exploited
the exposure in search results - to manipulate search results.
it must be done. And the first Search results manipulation is
attempts to influence the search not necessarily an unethical
results by using popular but not conduct. Consider three biggest
relevant keywords to drive more travel websites:
traffic were made. http://Travelocity.com,
http://Expedia.com and
With their increasing http://Priceline.com. They
computational and storage provide booking service of a
capacity search engine have similar quality and are equally
become able to index the entire relevant for keywords like
content of a page. But it was 'vacation' or 'airline tickets'.
still possible to abuse search But nevertheless they rank
results by using excessive differently in search results,
keyword stuffing, hidden and it is natural for a lower
keyword-rich text or many other ranked site to try improving its
position by using search engine can drastically affect positions
optimization techniques. and traffic of websites utilizing
aggressive crash and burn
Search Engine Optimization, or optimization strategies. Such
SEO, is about defining what strategies are based on the most
factors influence the placement recently discovered loopholes and
of a page in search results and tricks and are able to put your
adjusting these factors to obtain pages into top positions quite
a higher position. To optimize quickly. Their effect however
the relevance of a page you have lasts only to the next algorithm
to adjust keyword frequency and update.
proximity, add keywords into
headings and bold text. It must Another far more time-consuming
look natural though - excessive approach is the creation of
keyword stuffing might have websites with high quality
negative effects. To increase the content following so-called
popularity of a page you must Google quality guidelines. This
obtain incoming links with approach emphasizes the website's
targeted keywords in the anchor value for users and persuades
text, and make sure that links against using tricks to
come from authoritative pages but manipulate search results. In
not from irrelevant link farms. short - good websites eventually
will rank high. But it takes
Search engine optimization is an years and tons of effort to make
extremely dynamic field. Once a a site popular this way. Some
loophole in ranking algorithms sites are by their nature
becomes known and widely used, difficult to promote this way.
search engines change their For example few grocery stores
algorithms to neutralize its can afford turning their websites
effect. Every algorithm update into top Internet grocery
portals; it just wouldn't be obtain quality incoming links and
worth the effort. do not forget to fine tune your
pages focusing the targeted
SEO alone can't guarantee a keywords. Follow the famous Brett
lasting effect. Not using SEO at Tabke's Successful Site in 12
all requires too much effort to Months with Google Alone - after
promote a site. The wise way to four years it is still a valid
make a website popular is make approach.
sure that it is useful for users,
About the Author:
Oleg Ishenko, Berlin, Germany. BSc in Telecommunications Industry Business Management. Master student in Humboldt University Berlin. MCSE and MCDBA certifications.
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