Search engine optimization

Search engine optimization , commonly abbreviated as SEO) is a series of processes carried out systematically in order to increase the volume and quality of traffic through search engines to certain web sites by utilizing the mechanism of action or the search engine algorithms. The purpose of SEO is to put a website on top position, or at least the first page of search results based on certain keywords that are targeted. Logically, the website that occupy the top positions in search results have a better chance to get visitors.

In line with the growing use of the Internet as a media business, the need for SEO is also increasing. In the top position of search results will increase the chances of a web-based marketing company to get new customers. These opportunities utilized a number of parties to offer search engine optimization services for companies who have a base in the internet business.

Table of contents

    1 History
    2 Webmasters and search engine
    3 Ethics and legality
    4 Figures Leading SEO
        4.1 Danny Sullivan
        4.2 Matt Cutts
        4.3 Vanessa Fox
    5 international marketing strategy
    6 External links

History

According to Danny Sullivan, search engine optimization is a term first used on July 26, 1997 by a spam message posted on Usenet. At that time, the search engine algorithms are too complex yet so easily manipulated.

The early versions of search algorithms based entirely on information provided by the webmaster via meta tags in the html code of their website. Meta tags provide information about the content contained on a web page with a set of keywords (keywords). Most webmasters do manipulation by writing the keyword which does not correspond to the actual site content, so that search engines misplaced and rank those sites. This causes the search results to be inaccurate and cause losses for both the search engines as well as for Internet users who expect quality and relevant information.

Larry Page and Sergey Brin, two doctoral student in computer science at Stanford University, seeks to overcome these problems by building BackRub, a simple search engine that relies on mathematical calculations to rank web pages. The algorithm, called PageRank, a complex mathematical function is a combination of the calculation of the number of links that point to a web page with the analysis of the quality of each of those links.

Based on the working principle of PageRank, in general it can be said that the web page to obtain a high ranking is that a lot of web pages linked to by other web pages. PageRank value will also be higher if a web page that led him also to have a high quality. The value of a link from a high-quality sites like Yahoo or DMOZ could be worth more than the combined value of the link of one hundred low-quality websites.

BackRub is only a beginning. In 1998, Page and Brin founded Google, which is an advanced version of BackRub. In a short time Google gained reputation and trust of the public Internet users for successfully serving quality search results (not manipulated), fast, and relevant. PageRank then became a good standard for other search engines as well as for webmasters who try to make the website to obtain PageRank values as high as possible so that the highest position in the search results.
Webmasters and search engine

Since 1997 the company realized that some of the search engine [webmaster] (website manager) do everything to be indexed in the top search results, including in ways that manipulative and illegal. Infoseek, one of the first generation search engines, make improvements in their algorithms to prevent manipulation of the "meta tags" are irrelevant.

However, in some ways the search engines also realize significant economic value of the ranking of search results, and they sometimes have vested interests of the activity of the SEO company. Some search engine companies to send representatives or be a guest at events held regularly SEO community.

Major search engines like Google and Yahoo! to provide programs and guidelines that allow webmasters to optimize their site indexed well. Google Webmaster Tools provides the application (you need to have a Google account in order to view this tool) and introduce them sitemap XML-based standard, while providing program Yahoo! Site Explorer (also must be logged in with your Yahoo! user account) that allows webmasters register your site URL, check the number of their web pages indexed in Yahoo !, a data-base and view the information of incoming links. However, search engines do not tolerate SEO methods are manipulative and justifies any means.
Ethics and legality

PageRank system, although implementing complex algorithms, later also no longer fully able to deal with tricks and manipulation. Some webmasters and SEO practitioners have developed several methods that utilize the workings of PageRank that their client's web pages are ranked first in the search results. Google has officially banned the use of some illegal techniques such as link farming, doorway pages, keyword stuffing, and auto-generated pages or pages scraper. Website or SEO services which remain menggunakanannya threatened to be removed from the search index.

The threat of Google and other search engines not just a bluff. Some SEO services companies and their clients who do not heed the ban received a serious penalty for their illegal actions. In 2005, Matt Cutts of Google said that the URL of an SEO firm called Traffic Power and their clients has been removed from the Google index for using illegal SEO techniques. Another famous case is when Google in February 2006 deface the website of BMW and Ricoh Germany from the list because of proven SEO methods are manipulative. BMW and Ricoh immediately apologized to Google and improve their websites. Google then re-enter their web site to the search index. But the scandal still leaves a bad image and embarrassing for both companies.

Based on the official guidelines of search engines, SEO is not illegal techniques all done by following the ethics and rules. This is to ensure each website to obtain equal opportunity in the search, and the ranking is done with objective, where the greatest role in determining the rank of a web page is the quality and benefits for Internet users.
Leading SEO figures

In addition to Google founders Larry Page and Sergey Brin, some people be respected figure and his opinions as a reference about search engines and SEO business.
Danny Sullivan

Former LA Times reporter who founded the Web site Search Engine Watch highlights of active business development and search engine technology. Now he is actively writing and reportage at Search Engine Land.
Matt Cutts

Programmer and former employees of NSA (National Security Agency) United States who joined Google in 2001 and currently heads the team of Google's spam prevention. In addition to being an employee of Google, Matt Cutts is a leading blogger. The articles in his blog a reference SEO practitioners from around the world, because his blog is often the first source of any information on the development of Google's search technology. Matt Cutts is often regarded as the unofficial spokesman for Google.
Vanessa Fox

Former Google employee. Vanessa known among webmasters as a drafter and programmer who headed the project Google Webmaster Central.
International marketing strategy

Business and SEO services is growing rapidly along with the growth of the web, which led to a site must try harder in order to address more easily found wandering among the millions of other sites address from around the world are becoming competitors. The search engine is the main entrance, because Internet users are no longer able to memorize millions of websites, and instead they rely on search results from Google, Yahoo !, Bing, and other search engines.

Being at the top or at least the first page of search results for a particular subject provides a double benefit for companies marketing via the internet:

    Opportunities prospective customers visiting their website becomes larger. This can lead to increased conversion rate of visitors into buyers.
    Being the first rank search results give a good image and reputation of a site in the eyes of visitors.

Search engines generally do not seek profit directly from organic search results. Their revenues from ads displayed on the top or side of the organic search results. The less successful companies implement SEO strategies that address the site is not located on the top position in organic search results can still get visitors to advertise on the search engines.

At Google, advertising can be done through Google AdWords. Google AdWords pay per click implementing mechanisms or pay-per-click, meaning that for every ad clicked by a visitor, the advertiser will be charged, the amount of which varies depending on the auction (bidding) keywords conducted by the advertiser.