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Search engine optimization

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"SEO" redirects here. For other uses, see SEO (disambiguation).
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v t e
Search engine optimization (SEO) 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 "n
atural," "organic," or "earned" results. In general, the earlier (or higher rank
ed on the search results page), and more frequently a site appears in the search
results list, the more visitors it will receive from the search engine's users.
SEO may target different kinds of search, including image search, local search,
video search, academic search,[1] news search and industry-specific vertical se
arch engines.
As an Internet marketing strategy, SEO considers how search engines work, what p
eople search for, the actual search terms or keywords typed into search engines
and which search engines are preferred by their targeted audience. Optimizing a
website may involve editing its content, HTML and associated coding to both incr
ease its relevance to specific keywords and to remove barriers to the indexing a
ctivities of search engines. Promoting a site to increase the number of backlink
s, or inbound links, is another SEO tactic. As of May 2015, mobile search has fi
nally surpassed desktop search,[2] Google is developing and pushing mobile searc
h as the future in all of its products and many brands are beginning to take a d
ifferent approach on their internet strategies[3]
Contents [hide]
1
History
1.1
Relationship with Google
2
Methods
2.1
Getting indexed
2.2
Preventing crawling
2.3
Increasing prominence
2.4
White hat versus black hat techniques
3
As a marketing strategy
4
International markets
5
Legal precedents
6
See also
7
Notes
8
External links

History
Webmasters and content providers began optimizing sites for search engines in th
e mid-1990s, as the first search engines were cataloging the early Web. Initiall
y, all webmasters needed to do was to submit the address of a page, or URL, to t
he various engines which would send a "spider" to "crawl" that page, extract lin
ks to other pages from it, and return information found on the page to be indexe
d.[4] The process involves a search engine spider downloading a page and storing
it on the search engine's own server, where a second program, known as an index
er, extracts various information about the page, such as the words it contains a
nd where these are located, as well as any weight for specific words, and all li
nks the page contains, which are then placed into a scheduler for crawling at a
later date.
Site owners started to recognize the value of having their sites highly ranked a
nd visible in search engine results, creating an opportunity for both white hat
and black hat SEO practitioners. According to industry analyst Danny Sullivan, t
he phrase "search engine optimization" probably came into use in 1997. Sullivan
credits Bruce Clay as being one of the first people to popularize the term.[5] O
n May 2, 2007,[6] Jason Gambert attempted to trademark the term SEO by convincin
g the Trademark Office in Arizona[7] that SEO is a "process" involving manipulat
ion of keywords, and not a "marketing service."
Early versions of search algorithms relied on webmaster-provided information suc
h as the keyword meta tag, or index files in engines like ALIWEB. Meta tags prov
ide 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 th
e meta tag could potentially be an inaccurate representation of the site's actua
l content. Inaccurate, incomplete, and inconsistent data in meta tags could and
did cause pages to rank for irrelevant searches.[8][dubious
discuss] Web content
providers also manipulated a number of attributes within the HTML source of a p
age in an attempt to rank well in search engines.[9]
By relying so much on factors such as keyword density which were exclusively wit
hin a webmaster's control, early search engines suffered from abuse and ranking
manipulation. To provide better results to their users, search engines had to ad
apt to ensure their results pages showed the most relevant search results, rathe
r than unrelated pages stuffed with numerous keywords by unscrupulous webmasters
. Since the success and popularity of a search engine is determined by its abili
ty to produce the most relevant results to any given search, poor quality or irr
elevant search results could lead users to find other search sources. Search eng
ines responded by developing more complex ranking algorithms, taking into accoun
t additional factors that were more difficult for webmasters to manipulate.
By 1997, search engine designers recognized that webmasters were making efforts
to rank well in their search engines, and that some webmasters were even manipul
ating their rankings in search results by stuffing pages with excessive or irrel
evant keywords. Early search engines, such as Altavista and Infoseek, adjusted t
heir algorithms in an effort to prevent webmasters from manipulating rankings.[1
0]
In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the
Web was created to bring together practitioners and researchers concerned with s
earch engine optimisation and related topics.[11]
Companies that employ overly aggressive techniques can get their client websites
banned from the search results. In 2005, the Wall Street Journal reported on a
company, Traffic Power, which allegedly used high-risk techniques and failed to
disclose those risks to its clients.[12] Wired magazine reported that the same c
ompany sued blogger and SEO Aaron Wall for writing about the ban.[13] Google's M
att Cutts later confirmed that Google did in fact ban Traffic Power and some of

its clients.[14]
Some search engines have also reached out to the SEO industry, and are frequent
sponsors and guests at SEO conferences, chats, and seminars. Major search engine
s provide information and guidelines to help with site optimization.[15][16] Goo
gle has a Sitemaps program to help webmasters learn if Google is having any prob
lems indexing their website and also provides data on Google traffic to the webs
ite.[17] Bing Webmaster Tools provides a way for webmasters to submit a sitemap
and web feeds, allows users to determine the crawl rate, and track the web pages
index status.
Relationship with Google
In 1998, Graduate students at Stanford University, Larry Page and Sergey Brin, d
eveloped "Backrub," a search engine that relied on a mathematical algorithm to r
ate the prominence of web pages. The number calculated by the algorithm, PageRan
k, is a function of the quantity and strength of inbound links.[18] PageRank est
imates the likelihood that a given page will be reached by a web user who random
ly surfs the web, and follows links from one page to another. In effect, this me
ans that some links are stronger than others, as a higher PageRank page is more
likely to be reached by the random surfer.
Page and Brin founded Google in 1998.[19] Google attracted a loyal following amo
ng the growing number of Internet users, who liked its simple design.[20] Off-pa
ge factors (such as PageRank and hyperlink analysis) were considered as well as
on-page factors (such as keyword frequency, meta tags, headings, links and site
structure) to enable Google to avoid the kind of manipulation seen in search eng
ines that only considered on-page factors for their rankings. Although PageRank
was more difficult to game, webmasters had already developed link building tools
and schemes to influence the Inktomi search engine, and these methods proved si
milarly applicable to gaming PageRank. Many sites focused on exchanging, buying,
and selling links, often on a massive scale. Some of these schemes, or link far
ms, involved the creation of thousands of sites for the sole purpose of link spa
mming.[21]
By 2004, search engines had incorporated a wide range of undisclosed factors in
their ranking algorithms to reduce the impact of link manipulation. In June 2007
, The New York Times' Saul Hansell stated Google ranks sites using more than 200
different signals.[22] The leading search engines, Google, Bing, and Yahoo, do
not disclose the algorithms they use to rank pages. Some SEO practitioners have
studied different approaches to search engine optimization, and have shared thei
r personal opinions.[23] Patents related to search engines can provide informati
on to better understand search engines.[24]
In 2005, Google began personalizing search results for each user. Depending on t
heir history of previous searches, Google crafted results for logged in users.[2
5] In 2008, Bruce Clay said that "ranking is dead" because of personalized searc
h. He opined that it would become meaningless to discuss how a website ranked, b
ecause its rank would potentially be different for each user and each search.[26
]
In 2007, Google announced a campaign against paid links that transfer PageRank.[
27] On June 15, 2009, Google disclosed that they had taken measures to mitigate
the effects of PageRank sculpting by use of the nofollow attribute on links. Mat
t Cutts, a well-known software engineer at Google, announced that Google Bot wou
ld no longer treat nofollowed links in the same way, in order to prevent SEO ser
vice providers from using nofollow for PageRank sculpting.[28] As a result of th
is change the usage of nofollow leads to evaporation of pagerank. In order to av
oid the above, SEO engineers developed alternative techniques that replace nofol
lowed tags with obfuscated Javascript and thus permit PageRank sculpting. Additi
onally several solutions have been suggested that include the usage of iframes,

Flash and Javascript.[29]

In December 2009, Google announced it would be using the web search history of a
ll its users in order to populate search results.[30]
On June 8, 2010 a new web indexing system called Google Caffeine was announced.
Designed to allow users to find news results, forum posts and other content much
sooner after publishing than before, Google caffeine was a change to the way Go
ogle updated its index in order to make things show up quicker on Google than be
fore. According to Carrie Grimes, the software engineer who announced Caffeine f
or Google, "Caffeine provides 50 percent fresher results for web searches than o
ur last index..."[31]
Google Instant, real-time-search, was introduced in late 2010 in an attempt to m
ake search results more timely and relevant. Historically site administrators ha
ve spent months or even years optimizing a website to increase search rankings.
With the growth in popularity of social media sites and blogs the leading engine
s made changes to their algorithms to allow fresh content to rank quickly within
the search results.[32]
In February 2011, Google announced the Panda update, which penalizes websites co
ntaining content duplicated from other websites and sources. Historically websit
es have copied content from one another and benefited in search engine rankings
by engaging in this practice, however Google implemented a new system which puni
shes sites whose content is not unique.[33] The 2012 Google Penguin attempted to
penalize websites that used manipulative techniques to improve their rankings o
n the search engine,[34] and the 2013 Google Hummingbird update featured an algo
rithm change designed to improve Google's natural language processing and semant
ic understanding of web pages.
Methods
Getting indexed
Search engines use complex mathematical algorithms to guess which websites a use
r seeks. In this diagram, if each bubble represents a web site, programs sometim
es called spiders examine which sites link to which other sites, with arrows rep
resenting these links. Websites getting more inbound links, or stronger links, a
re presumed to be more important and what the user is searching for. In this exa
mple, since website B is the recipient of numerous inbound links, it ranks more
highly in a web search. And the links "carry through," such that website C, even
though it only has one inbound link, has an inbound link from a highly popular
site (B) while site E does not. Note: percentages are rounded.
The leading search engines, such as Google, Bing and Yahoo!, use crawlers to fin
d pages for their algorithmic search results. Pages that are linked from other s
earch engine indexed pages do not need to be submitted because they are found au
tomatically. Two major directories, the Yahoo Directory and DMOZ, both require m
anual submission and human editorial review.[35] Google offers Google Search Con
sole, for which an XML Sitemap feed can be created and submitted for free to ens
ure that all pages are found, especially pages that are not discoverable by auto
matically following links[36] in addition to their URL submission console.[37] Y
ahoo! formerly operated a paid submission service that guaranteed crawling for a
cost per click;[38] this was discontinued in 2009.[39]
Search engine crawlers may look at a number of different factors when crawling a
site. Not every page is indexed by the search engines. Distance of pages from t
he root directory of a site may also be a factor in whether or not pages get cra
wled.[40]
Preventing crawling
Main article: Robots Exclusion Standard

To avoid undesirable content in the search indexes, webmasters can instruct spid
ers not to crawl certain files or directories through the standard robots.txt fi
le in the root directory of the domain. Additionally, a page can be explicitly e
xcluded from a search engine's database by using a meta tag specific to robots.
When a search engine visits a site, the robots.txt located in the root directory
is the first file crawled. The robots.txt file is then parsed, and will instruc
t the robot as to which pages are not to be crawled. As a search engine crawler
may keep a cached copy of this file, it may on occasion crawl pages a webmaster
does not wish crawled. Pages typically prevented from being crawled include logi
n specific pages such as shopping carts and user-specific content such as search
results from internal searches. In March 2007, Google warned webmasters that th
ey should prevent indexing of internal search results because those pages are co
nsidered search spam.[41]
Increasing prominence
A variety of methods can increase the prominence of a webpage within the search
results. Cross linking between pages of the same website to provide more links t
o important pages may improve its visibility.[42] Writing content that includes
frequently searched keyword phrase, so as to be relevant to a wide variety of se
arch queries will tend to increase traffic.[42] Updating content so as to keep s
earch engines crawling back frequently can give additional weight to a site. Add
ing relevant keywords to a web page's meta data, including the title tag and met
a description, will tend to improve the relevancy of a site's search listings, t
hus increasing traffic. URL normalization of web pages accessible via multiple u
rls, using the canonical link element[43] or via 301 redirects can help make sur
e links to different versions of the url all count towards the page's link popul
arity score.
White hat versus black hat techniques
SEO techniques can be classified into two broad categories: techniques that sear
ch engines recommend as part of good design, and those techniques of which searc
h engines do not approve. The search engines attempt to minimize the effect of t
he latter, among them spamdexing. Industry commentators have classified these me
thods, and the practitioners who employ them, as either white hat SEO, or black
hat SEO.[44] White hats tend to produce results that last a long time, whereas b
lack hats anticipate that their sites may eventually be banned either temporaril
y or permanently once the search engines discover what they are doing.[45]
An SEO technique is considered white hat if it conforms to the search engines' g
uidelines and involves no deception. As the search engine guidelines[15][16][46]
are not written as a series of rules or commandments, this is an important dist
inction to note. White hat SEO is not just about following guidelines, but is ab
out ensuring that the content a search engine indexes and subsequently ranks is
the same content a user will see. White hat advice is generally summed up as cre
ating content for users, not for search engines, and then making that content ea
sily accessible to the spiders, rather than attempting to trick the algorithm fr
om its intended purpose. White hat SEO is in many ways similar to web developmen
t that promotes accessibility,[47] although the two are not identical.
Black hat SEO attempts to improve rankings in ways that are disapproved of by th
e search engines, or involve deception. One black hat technique uses text that i
s hidden, either as text colored similar to the background, in an invisible div,
or positioned off screen. Another method gives a different page depending on wh
ether the page is being requested by a human visitor or a search engine, a techn
ique known as cloaking.
Another category sometimes used is grey hat SEO. This is in between black hat an
d white hat approaches where the methods employed avoid the site being penalised
however do not act in producing the best content for users, rather entirely foc
used on improving search engine rankings.

Search engines may penalize sites they discover using black hat methods, either
by reducing their rankings or eliminating their listings from their databases al
together. Such penalties can be applied either automatically by the search engin
es' algorithms, or by a manual site review. One example was the February 2006 Go
ogle removal of both BMW Germany and Ricoh Germany for use of deceptive practice
s.[48] Both companies, however, quickly apologized, fixed the offending pages, a
nd were restored to Google's list.[49]
As a marketing strategy
SEO is not an appropriate strategy for every website, and other Internet marketi
ng strategies can be more effective like paid advertising through pay per click
(PPC) campaigns, depending on the site operator's goals.[50] A successful Intern
et marketing campaign may also depend upon building high quality web pages to en
gage and persuade, setting up analytics programs to enable site owners to measur
e results, and improving a site's conversion rate.[51] In November 2015, Google
released a full 160 page version of its Search Quality Rating Guidelines to the
public,[52] which now shows a shift in their focus towards "usefulness" and mobi
le search[53]
SEO may generate an adequate return on investment. However, search engines are n
ot paid for organic search traffic, their algorithms change, and there are no gu
arantees of continued referrals. Due to this lack of guarantees and certainty, a
business that relies heavily on search engine traffic can suffer major losses i
f the search engines stop sending visitors.[54] Search engines can change their
algorithms, impacting a website's placement, possibly resulting in a serious los
s of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over
almost 1.5 per day.[55] It is considered wise business pr
500 algorithm changes
actice for website operators to liberate themselves from dependence on search en
gine traffic.[56]
International markets
Optimization techniques are highly tuned to the dominant search engines in the t
arget market. The search engines' market shares vary from market to market, as d
oes competition. In 2003, Danny Sullivan stated that Google represented about 75
% of all searches.[57] In markets outside the United States, Google's share is o
ften larger, and Google remains the dominant search engine worldwide as of 2007.
[58] As of 2006, Google had an 85 90% market share in Germany.[59] While there wer
e hundreds of SEO firms in the US at that time, there were only about five in Ge
rmany.[59] As of June 2008, the marketshare of Google in the UK was close to 90%
according to Hitwise.[60] That market share is achieved in a number of countrie
s.
As of 2009, there are only a few large markets where Google is not the leading s
earch engine. In most cases, when Google is not leading in a given market, it is
lagging behind a local player. The most notable example markets are China, Japa
n, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! J
apan, Naver, Yandex and Seznam are market leaders.
Successful search optimization for international markets may require professiona
l translation of web pages, registration of a domain name with a top level domai
n in the target market, and web hosting that provides a local IP address. Otherw
ise, the fundamental elements of search optimization are essentially the same, r
egardless of language.[59]
Legal precedents
On October 17, 2002, SearchKing filed suit in the United States District Court,
Western District of Oklahoma, against the search engine Google. SearchKing's cla
im was that Google's tactics to prevent spamdexing constituted a tortious interf
erence with contractual relations. On May 27, 2003, the court granted Google's m

otion to dismiss the complaint because SearchKing "failed to state a claim upon
which relief may be granted."[61][62]
In March 2006, KinderStart filed a lawsuit against Google over search engine ran
kings. Kinderstart's website was removed from Google's index prior to the lawsui
t and the amount of traffic to the site dropped by 70%. On March 16, 2007 the Un
ited States District Court for the Northern District of California (San Jose Div
ision) dismissed KinderStart's complaint without leave to amend, and partially g
ranted Google's motion for Rule 11 sanctions against KinderStart's attorney, req
uiring him to pay part of Google's legal expenses.[63][64]
See also
Blog network
List of search engines
Search engine marketing
Trackback submitter
Website promotion
Notes
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Partnering to help solve duplicate content issues
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[hide] v t e
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Exclusion standards
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