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In today's
Internet-linked and net-savvy world it has become
commonplace for any business to have a website which they use primarily
for advertising their products and services.
With the growth of search engines it has become even easier for the
customers to search for stuff online. As you can understand, for a business website
to be successful its link should wind up on the first three pages which the
search engine display to the searcher, and the rank of the page should
be high which will mean that many visitors will come to the site. This
can be achieved by applying search engine optimization, popularly
known as SEO. This is an Internet marketing strategy which increases the quality and quantity of traffic
flow to a particular website via search engines.
SEO not only affects the
search engine results, but also image search,
video search and industry specific vertical search engines as well. It
determines how search algorithms function and what searches
are popular with people.
Here's how your website becomes known.
When your website link is submitted to a search engine, a specially designed program, called a "spider" crawls through
a page to gather links which lead to other pages and stores those pages on the server of the search engine.
The information collected from these pages is then sent to the indexer,
whose job is to extract information from those pages such as the
keywords
and their weights, the location of the page and other links
that are stored for the spider to crawl in future.
In the beginning, the
search engine optimizer algorithms were very dependant
on keywords, Meta tags, and index files provided by the
Webmaster.
Meta tags provided information about a particular page, but using them
for indexing the pages didn’t prove to be successful as some
Webmasters added irrelevant Meta tags to increase the number of hits
and earn huge ad revenue. They even changed the HTML of the web pages
to achieve a good rank for the page. One common technique,
for example was to fill a page with relevant keywords the same color as
the background.
This could be considered a case of abuse as it often caused the search
engine to fetch irrelevant pages.
Search engines then
making use of more complex ranking algorithms, which
were more difficult for the webmasters to manipulate. This
resulted in surfers being provided with genuine results. The rank of the web page
is calculated mathematically by various functions using the strength and quantity of
the inbound links. The higher the rank of the page the more chances it had to be
viewed by a human website visitor. Later, algorithms were developed which
considered various other on-page factors such as rank and off-page
factors such as hyperlinks. Since the webmasters couldn’t
manipulate the page rank, they began exchanging, selling and buying
links, which lead to link
spamming and the creation of numerous sites
dedicated for this purpose.
Algorithms became more
and more complex every passing day and top search
engines kept, and still keep, their algorithms a secret. As the cost of
SEO increased,
advertisers were tasked to help pay for it, which finally resulted in
high quality web pages. Although investing in SEO is very
fruitful, at the same time it is risky for the website owner because without any
prior notice the algorithms being used are often changed and the search engine stops
directing visitors to the page.
Many consultants are
available in the market that provides SEO
services to website owners. They manipulate the HTML source
code of the web site like
menus, shopping carts, and sometimes even the content of the website
itself, in order to draw more traffic to the site.
Search engines like Yahoo have algorithms that extract pages, not according to the page rank, but
according to the cost per click or set fee, that is if a advertiser
desires that the page containing his or her ad be displayed, he or she
is expected to
pay money for it. This is a point of controversy, as often only the big
businesses will be able to increase the number of hits of their page
but not the small business who might be having a better quality page.
Google Ad Words explores
ads which have words typed in the search box
by the surfer. The Million Dollar Homepage started the concept of Pixel
advertising, which is a graphical kind of advertising. Depending on the
pixels, the space is sold to the advertiser. Keyword advertising
involves advertisers who buy URLs of a site and place their ads at that
location.
Thus SEO has become a market in its own right and is yielding great
results for businesses on Internet.
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