Search Engine Optimization
Search engine optimization is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural”, “organic”, or “earned” results.
On August 6, 1991, Tim Berners-Lee launched the world’s first website, and it has still been using today. Over the years come, more and more websites had been created and displayed on the internet within many different information. As websites crowded the Internet, the first search engines filled a need for structure and accessibility. Since then, the search engines started to catalog the early web. Later in 1994 and 1997, the major competitors Yahoo and Google entered the scene to improve and simplify how data is indexed and delivered.
Search engine optimization is when Google displays sites that it believes are authoritative and appropriate for what you searched for. They measure applicability by observing page content, the words you and I read, measure authority (mostly) based on the number and quality of other pages linking to the pages they show. Well that was the short answer let’s get more into depth. Bing and google have to sort out the information and then find the appropriate information and what the customer is looking for.
Every search engine has an algorithm to turn useful information into search results. If you have a website search results are important because when your pages have higher rankings then more people can find you because you will most likely be on the first or second page, let’s be honest barley anyone looks after the second or third page we usually word our search differently after this. To ensure that your website ranks on the first or second page you must have all of the things that the search algorithm is looking for or at least most of them. This is called search engine optimization. First of all word mater because when you search for something the search engine will account for everything on the web so when you search for something the search engine will slim the results to search for websites about the words that you searched for. Other than words tittles matter because every webpage has a tittle you may not always see it because it is in the code, search engines pay a lot of attention to the tittle because most of the time it summarizes the webpage.
Other than those links between websites matter because when one website links between another it’s usually a recommendation which tells readers the that site has good information. A website with lots of links coming to it can appear good to search engines. Other than links, the words used in links matter as well, these keywords establish that the website has content related to that, and will rank accordingly. This means that when someone searches for that keyword that website will rank high. Last but not least search engines care about reputation, websites with new content and increasing numbers of brilliant links. This would then result in high search rankings. Search engine optimization is a useful thing to have for any business website. Leads are generated by visiting customers, which in turn can convert to revenue!
Search Engine Optimization & Webmasters
Initially, those webmasters needed to do something to submit the address of the page, or URL, to the various engines that 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. 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. The early search engines relied too much on the factors such as keyword density that were exclusively within a webmaster’s control, so that the abuse and ranking manipulation was happened a lot and affected the results that the users got. At the early age of the SEO development, anything could happen. People could hardly get what they wanted through the SEO. The major algorithm updates would take several months to complete, allowing black-hat SEO tactics to remain effective for long stretches of time.
Later in the early 21 centuries, search engines offered a first glimpse at personalized search based on user history. It improved the value and relevancy of results, and helped connect users with valuable information near them such as maps, locations, store hours, and mobile results. In this era, people started to focus more on generating inbound links to increase search exposure. Since then, the foundation for a more personalized and user-focused web. Few years ago, some big company such as Google started to build a closer connection between the user and the resource. Moreover, all those improvement benefit our daily lives provide us a better life.
Thus, Search Engine Optimization is a set of measures which help to promote the site according to particular queries in the search results. The main objective of these activities is to attract the largest number of visitors to the online project. We can say that SEO is not only a science, with a particular set of rules, but we also can say that SEO is an art that includes webmaster’s skills timely identify changes in trends in the SEO-promotion. If we can say that Search Engine Optimization is just a set of events, or a knowledge that can be applied in practice, then SEO promotion is the very process of implementation of these scientific principles into action. Therefore, when person starts to practice this knowledge in the field of Search Engine Optimization, then it comes to SEO-promotion.
We know that SEO is a relatively new “Industry”, and it implies a certain set of operations carried out by the team on promotion. All these operations aimed at the promotion the web site to the higher places in the list of search results keywords or phrases. These keywords should be interesting and relevant from the point of view of the relevant scope business relations. This can be achieved by monitoring and improvement “criteria location of objects in order of importance”, that is a factor which when taken in aggregate and analyze the search algorithm. This leads to a better position on the pages displaying search results. Based on these criteria, SEO can have two types:
- Internal optimization (optimization of on-website). Here, promotion measures apply directly to a particular website, and basically only SEO-team members can change them. For examples, we can note careful writing titles and descriptions, errors removal, improved download speed, image processing, optimization of the structure of URL-addresses and internal links, moderate use of advertising. In other words, it will help to improve the impression that visitors get from the web site.
- External optimization (optimization of off- website). In this case, the promotion does not depend directly on the SEO team, but it rather depends on the collective will of the Internet. This means that, on the basis of objective reality regarding to the quality of the web site, search engines are always trying to find a measurable signals against the relevance and importance of the site in relation to the analyzed Keyword. These signals are indicators of quality, performance and popularity. And as immediate examples, we can tell about the following: the number and quality of links on the page to be analyzed, the number of social interactions (likes on the Facebook, share, comment, create a status on Twitter, add 1 and so on), the context in which the references appear, the reliability and credibility of sources, global and local query volume for the relevant keywords, and other.
Because of the huge commercial potential of the Internet, soon after the appearance of the search engines, there appeared so-called “spammers”. We can call “spammers” people who practice unethical or illegal manipulation of objects location criteria in order of importance rank, in order to increase the number of quality points of SEO, and accordingly sites visibility. In the short term, these methods might work, but practice shows that the search engines are continuing the battle against spam on the Internet and always eliminate possible “holes” in the system. At the same time, they publish official documents describing the “Guidelines for Webmasters”, that is, moral, legal, permitted and recommended methods of promotion, which must take into account every site owner. Failure to comply with these principles if detected can lead to the imposition of sanctions on site or definitive exclusion from the database.
Websites don’t magically climb the ranking over night – it takes time…
In view of the foregoing, we can say that Search Engine Optimization is not just simply an excellent content or website optimization. SEO is not manipulation, as well as is not magic; rather, SEO is a harmonious combination of science, poetry and magic. Objective truth is that Search Engine Optimization – it is not boring. Rather, it is a sport in which satisfaction is higher when you win, and “mediocre” when you lose.
Now there is only speculation as to what the future of Search Engine Optimization may be. Various experts in the field have their own theories about what may happen. These theories range from the extinction of SEO entirely to alternate versions being developed by various competitors, along with a more “opinionated” Search Engine Optimization that could be biased.
According to Ryan Lunka, “SEO, as it stands today, is mostly a one-trick pony. Keyword targeting, link building and on-page search optimization are all tactics that accomplish one thing. Get Google to think your text is more important than someone else’s text.” Lunka believes that search engine optimization will disappear as the internet adapts to become more mobile and audio-orientated. Lunka believes that the internet will begin to be more proactive and that SEO will eventually become obsolete entirely due to the very nature of SEO that makes it so exploitable.
However, not everyone agrees with Lunka’s perspective on this subject. Rand Fishkin believes that SEO’s will expand and use more methods to reach the top of the search results, and Google’s outsourcing of identifying web spam. Other experts in the field comment on the ever-increasing use of mobile platforms as opposed to traditional desktops causing new SEO to be developed for Apps. Stephan Spencer brings up a good point in that mobile devices small keyboards and frequent vocal input are generally used for less conventional searches, as in they are more broad and not straight to the point.
We believe that SEO will continue to evolve to be more personal. Rather than displaying results that are very general, they will be more specifically tailored towards the users likes and dislikes. Negative SEO will continue to exist and hopefully decrease in popularity, but I doubt it will ever truly disappear as long as SEO exists in its current form. The future of SEO’s is still little more than speculation and only time will tell what the future holds in store for them.
“Expert Insights On The Future Of SEO, Part 1.” Search Engine Land, 28 Aug. 2014. Web. 17 Feb. 2016.
“The Future of SEO Is Not SEO.” CMSWire.com. Web. 17 Feb. 2016.Website
Other SEO Tutorials are available at SEO Tutorials.
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