Search engine optimization (SEO) is the process of improving
the quality and quantity of traffic to a website or website from search
engines. SEO targets unpaid traffic (known as “natural” or “organic” results)
rather than direct or paid traffic. Unpaid traffic can come from a variety of
searches, including image search, video search, academic search, news search,
and industry vertical search engines.
Internet marketing strategy
As an internet marketing strategy, SEO takes into account
how search engines work, the computer-programmed algorithms that dictate search
engine behavior, what people search for, the actual search terms or keywords
entered into search engines, and which search engines are preferred by their
target audience. SEO is done because a website gets more visitors from a search
engine when websites rank higher on the search engine results page (SERP).
These visitors can then potentially turn into customers.
Optimizing websites
Webmasters and content providers began optimizing websites
for search engines in the mid-1990s, when the first search engines cataloged
the early web. Initially, all webmasters needed to do was submit a page address
or URL to various search engines, which would send a web crawler to crawl the
page, extract links to other pages from it, and return the information found on
the page to be indexed.
Search engine downloaders
The process is that the search engine downloads the page and
stores it on the search engine's own server. The second program, known as the
indexer, extracts information about the page, such as the words it contains,
where they are found, and any weight given to specific words, as well as any
links the page contains. All of this information is then placed in the
scheduler for browsing later.
Website owners
Website owners have recognized the value of high rankings
and visibility in search engine results, creating an opportunity for both white
hat and black hat SEO professionals. According to industry analyst Danny
Sullivan, the phrase "search engine optimization" probably came into
use in 1997. Sullivan credits Bruce Clay as one of the first people to
popularize the term.
Search algorithms
Earlier versions of search algorithms relied on information
provided by webmasters such as keyword Meta tags or index files in tools such
as ALIWEB. Meta tags provide a guide to the content of each page. However, it
has been found that the use of metadata to index pages is not very reliable, as
the webmaster's choice of keywords in the Meta tag could be an inaccurate
representation of the actual content of the site.
Search engine rankings
The possibility that pages would be mischaracterized in
irrelevant searches. Web content providers also manipulated some attributes in
the page's source HTML in an effort to get good search engine rankings. In
1997, search engine designers realized that webmasters were struggling to rank
well in their search engine, and that some webmasters were even manipulating
their search engine rankings by stuffing pages with redundant or irrelevant
keywords.
Ranking manipulation
By relying heavily on factors such as keyword density that
were solely under the webmaster's control, early search engines suffered from
abuse and ranking manipulation. In order to provide better results to their
users, search engines have had to adapt to ensure that their results pages
display the most relevant search results, rather than unrelated pages filled
with many keywords by unscrupulous webmasters.
Semantic signals
This marked a move away from a heavy reliance on term density
to a more holistic process of evaluating semantic signals. Since the success
and popularity of a search engine depends on its ability to produce the most
relevant results for a given search, low-quality or irrelevant search results
can lead users to find other search sources. Burraq IT solutions provides Online SEO training courses in Lahore. Search engines responded by
developing more complex ranking algorithms that took into account additional
factors that were more difficult for webmasters to manipulate.
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