In this article, we are going to have a look at search engine optimization, a terminology most of your employees should have an idea on, if not have a good understanding. Search Engine Optimization is the technique used to make your website search engine friendly. Early search engines like Altavista suffered serious issues due to their putting too much emphasis of keyword density. As a technique for online advertising, SEO considers how Search Engine Results Pages(SERPS) work, what users are looking for and the words or phrases most often being typed in the search field of top search engines like Google, Bing and Yahoo.
Due to early setbacks, search engines realized that they need to better reflect the output based on user inputs and not just web pages filled with search keywords. Businesses do recognize the need for ranking on top in these searches, creating an opportunity for both white hat and black hat SEARCH ENGINE MARKETING professionals.
The way a search engine works is that the websites which appear on top in search results for a particular keyword or phrase usually get the most audience. These audience then can be converted to consumers depending on the sales strategy being employed by the business.
All search engines employ a software called a crawler or spider. This software goes through the whole website and searches for new and fresh content and the weightage that a particular keyword has in the content. It also looks for any dead links on the web page. It sends this information to the server where the information is stored in huge databases as indexes. There are more than 200 factors which define the SEO strength of a website. The final number calculated by the algorithm, PageRank , depends on factors such as quantity and strength of inbound hyperlinks. PageRank estimates the likelihood that a given web page might be reached by a web person who randomly surfs the web, and follows links from one web page to another.
In 2011, an annual conference, AIRWeb, Adversarial Data Retrieval on the Web was created to deliver collectively practitioners and researchers concerned with search engine optimization and related subjects. This conference provided researchers with a glimpse in to the problems facing the search community all over the world and identify and combat extreme content such as spam.