SEO-Search Engine Optimization is the process of improving the volume or quality of traffic to the website from search engines via search results,.The acronym”SEO” can also refer to “search engine optimizers“.
According to industry analyst Danny Sullivan (technologist), the phrase search engine optimization probably came into use in 1997.
Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term “search engine friendly” may be used to describe web site designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.
Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag, or index files in engines.
By relying so much on factors such as keyword density which were exclusively within a webmaster’s control, early search engines suffered from abuse and ranking manipulation.
To provide better results to their users, Graduate students at Stanford University,Larry Page and Sergey Brin developed “backrub,” a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, Page Rank, is a function of the quantity and strength of inbound links.Page Rank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another.
Page and Brin founded Google in 1998. Google attracted a loyal following among the growing number of Internet users, who liked its simple design. Off-page factors (such as Page Rank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings.
The three leading search engines, Google,Yahoo and Microsoft’s Bing, do not disclose the algorithms they use to rank pages.
SEO 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.Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban. Google’s Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.
Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website. Google guidelines are a list of suggested practices Google has provided as guidance to webmasters. Yahoo! Site Explorer provides a way for webmasters to submit URLs, determine how many pages are in the Yahoo! index and view link information.
On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google. SearchKing’s claim was that Google’s tactics to prevent spamdexing constituted tortious interference with contractual relations. On May 27, 2003, the court granted Google’s motion to dismiss the complaint because SearchKing “failed to state a claim upon which relief may be granted.”
In March 2006,KinderStart filed a lawsuit against Google over search engine rankings. Kinderstart’s web site was removed from Google’s index prior to the lawsuit and the amount of traffic to the site dropped by 70%. On March 16, 2007 the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart’s complaint without leave to amend, and partially granted Google’s motion for Rule 11 sanctions against KinderStart’s attorney, requiring him to pay part of Google’s legal expenses.