The simple fact is that higher search engine rankings mean more traffic to your website.
Initially, all webmasters needed only to submit the address of a page, or URLto 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. A second program, known as an indexerextracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains.
All of this information is then placed into a scheduler for crawling at a later date. Website owners recognized the value of a high ranking and visibility in search engine results,  creating an opportunity for both white hat and black hat SEO practitioners.
According to industry analyst Danny Sullivanthe phrase "search engine optimization" probably came into use in Sullivan credits Bruce Clay as one of the first people to popularize the term.
Meta tags provide a guide to each page's content. Using metadata 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. Early search engines, such as Altavista and Infoseekadjusted their algorithms to prevent webmasters from manipulating rankings.
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. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.
Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.
Inan annual conference, AIRWeb, Adversarial Information Retrieval on the Web was created to bring together practitioners and researchers concerned with search engine optimization and related topics.
Inthe Wall Street Journal reported on a company, Traffic Powerwhich allegedly used high-risk techniques and failed to disclose those risks to its clients. Major search engines provide information and guidelines to help with website optimization. Relationship with Google Intwo graduate students at Stanford UniversityLarry Page and Sergey Brindeveloped "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages.
The number calculated by the algorithm, PageRankis a function of the quantity and strength of inbound links. 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 web surfer.
Page and Brin founded Google in Although PageRank was more difficult to gamewebmasters 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.
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