History and Evolution of Search Engine Optimization
Search engine optimization (SEO) is simply the process of obtaining website visitors from search results n search engines like google, Bing etc.. It is often about making small modifications to the parts of our websites. SEO mainly focus on ranking a particular website to the top of the list. Also, it can help us to maximize the number of visitors to our website. Thereby achieving the topmost rank in the current scenario. Today google is the most trustworthy search engine, which has lot of users. They made this great success by the adoption of many unique technical strategies, which cannot break by others. Also, trust is the main thing that they give importance and became success in acquiring the same. Initially, when we go for a search in google, the result will be obtained after 24 hours. But now we can have it within a second. It is all because of the strategical moves they took at the right time. Somehow we can say google is behind the evolution of seo techniques. It was them,who introduced the seo starter guide for optimization purpose.
Seo starter guide:
A guide that provides the seo optimization practice for website construction. Actually,google provides a search result through three main processes those are....
Crawling:
While each search, the web crawler(a program) who scans the website and take a snapshot of it.
Catching:
This snapshot is indexed and saved in the database. Indexing is done based on the content of a website and for the correct indexing, the website must be crawlable. A website can be crawlable only by a webmaster. Because he/she is responsible to make a website and can control the whole. So the webmaster should build the websites strictly based on the optimization practice from seo starter guide provided by google. Any fault practice may lead to wrong indexing and also google couldn't collect the right details about our website for future use or may lead to the wrong search results. Thus the websites must be more crawlable.
Spamming effect:
The misuse of seo starter guide leads to this effect. Thus the google forced to make necessary changes to their algorithm to avoid this effect. All these changes may lead to the evolution of seo and it’s importance. During the initial stages,google is niche specific(content specific). So the ranking is purely based on the content of websites.
Each websites has its own focusing keywords and ranking is done based on this. These ranking criteria leads to the repeated use of focusing keywords in the websites for getting top ranks. This situation is known to be keyword stuffing(purposefully including the focusing keywords repeatedly). This keyword stuffing is thereby called as black hat seo technique.
Types of seo techniques:
- Black hat seo technique
- White hat seo technique
Seo techniques are of two types,black hat and white hat seo techniques. White hat is purely ethical and black hat is unethical. Due to the bad effects of this black hat practice forced the google to made a new technique called link specific.
Link specific:
Here ranking is based on the number of times our website is used by others as hyperlinks. Taking advantage of this situation links where marketed. So they decided to choose an alternate method for ranking and it was termed as quality link specific.
Page Rank:
Google purposefully provides page ranks for each websites out of 10. And the page with page rank 10 is considered to be the highest ranked page. Thereby pages with highest rank is termed as quality pages.
Quality link specific technique:
It works based on page ranks. Websites which have more number of hyperlinks from quality websites is ranked in the topmost level. Here also links where marketed and google adopt passing the juice technique. Link juice refer to as the value that is passed through hyperlinks. After this update whenever a quality website refers to a worthless page or site,equity or value of the quality website will be passed to the referring page. Because search engine sees these links as votes by other sites that our page or site is valuable and worth promoting. Besides these, we usually provides common links of some pages for the reference of the content our sites for users. But here also equity passing may happens.
No follow:
To avoid equity passing google provides the attribute rel=”nofollow” to the code where hyperlinks are provided. Always alert not to make focusing keyword as the hyperlink. Because it may falls the rank of our pages. Later google introduced google Ad Words,google Ad Sense,google suggest etc.
Google Ad Words:
These are the main source which provides the economic support for the google. Also, it is termed as the basic source of income. Because it is prepaid and also follows PPC (pay per click) policy. Here client can create an Ad campaign using google Ad Words and on each click on the ad google will be automatically paid. Even if the product is sale or not. The main advantage is,that we can customize our ad by deciding where,when and how to post. Also,we can make our ad at top position by increasing the CPC (cost per click) value.
Google AdSense:
These refers, those websites who have much visitors can request google for AdSense approval. If they are approved ads will be published on their sites. And if the ad got a click from there,then the product is sailed. The particular website will be awarded with an amount as commission.
Google suggests:
It will provide us with more keywords that we are searching. So we can have the result easily. These suggestions will be provided by using the search details obtained from various users. All these updates thereby help us to have personalized search visit. Some way or in another way google will works according to our wishes.
From 2009 itself google gave great importance to user interactions. So later it became the ranking criteria. User interaction is measured on the basis of time,a particular user spends for the sites. If user suddenly closes a site as soon as it opens and opens the next site in the search result. Then google will automatically reposition the sites and the second site will be at the top the positions. Also,they report the lacks of that particular site too. This condition is termed as pogo sticking. Reduction in user interaction of a particular website will lead to the lowering of its page rank.
Bounce Rate:
It represents the percentage of visitors who enter and leave(bounce) the site rather than continue to view other pages within
same site. Bounce rate is basically calculated on how much time a person
spends for a site.
Social media Intervention
During 2010, the social
media made drastic changes in the society. So the people were attracted and
spend their time using those entertaining sites. Because of this,later on
google made their ranking based on the sharing of websites through these sites.
Then web masters create their own social media pages and share them. Gradually,this simple sharing is not apt for ranking. So ranking of these websites were
done based on those who got more interactions (likes) on social media sites. But
having these interactions for web pages are not so hard on social Medias. After that
ranking is done on influential power
or authority value.
Influential power:
A person who can made lots of likes from others on
social media is considered as his influential power.
