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Search engine optimization (SEO)
Search engine optimization (SEO) refers to measures designed to increase the visibility of a website and its content for users of a web search engine. Optimization refers to the improvement of unpaid results in organic search engine rankings (natural listings) and excludes direct traffic and the purchase of paid advertising. Optimization can target different types of search, including image search, video search, news search, or vertical search engines.
Search engine optimization is a subfield of search engine marketing.
In the mid-1990s, the first search engines began cataloging the early web. Site owners quickly recognized the value of a preferred listing in search results, and quite soon companies developed that specialized in optimization.
In the early days, inclusion was often accomplished by submitting the URL of the relevant page to the various search engines. These then sent out a web crawler to analyze the page and index it. The web crawler uploaded the web page to the search engine’s server, where a second program, called an indexer, read out and cataloged information (named words, links to other pages).
The early versions of search algorithms were based on information given by webmasters themselves, such as meta elements, or by index files in search engines like ALIWEB. Meta elements give an overview of the content of a page, however, it soon became apparent that the use of these clues was not reliable, as the webmaster’s choice of keywords used could reflect an inaccurate representation of the page content. Inaccurate and incomplete data in the meta elements could thus list irrelevant pages in specific searches. Also, page creators attempted to manipulate various attributes within the HTML code of a page so that the page would list better in search results.
