Search Engine Optimization (SEO) in Digital Marketing

Search Engine Optimization

Search Engine optimization – SEO

Search Engine optimization – SEO is a process of growing the quality & quantity of a website traffic by increasing the visibility of the website or a web page to the users of a web search engine. It refers to the improvement of unpaid results (known as ‘Organic results’) and excludes direct traffic and the purchase of paid placement. Moreover, in addition it may target different kinds of searches, which include Image search, Video search, Academic search, News search, and Industry-specific vertical search engines. It also involves Promoting a site to increase the number of backlinks, or inbound links are few other SEO tactics which a SEO professional Implements.


As an Effective Internet marketing strategy, SEO is a process how the search engines works or perform, the computer-programmed pre defined algorithms that dictate search engine behavior. It is based on concept on what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed to make a website  receive more visitors from a search engine.  when the process of SEO make websites rank higher in the search engine results page (SERP). The visitors who visit the website can then potentially be converted into customers.

lets See the history of SEO

Webmasters & content providers started optimizing websites for search engines in the mid 1990s. First search engines were cataloged the early Web. Initially, all webmasters just needed to submit the address of a page or URL to the various engines; which would send a web crawler to crawl that page, Also extract links to other pages from it and return information found on the page was indexed. This process involves a search engine spider downloading a page and storing it on the search engine’s very own server. A 2nd program which was known as an Indexer. Indexer extracts information from the page; such as the words it contains; where they are located and any weight for specific words; as well as all links the page contains. All  this information was then placed into a scheduler for crawling at a later date.


Website owners identified the value of a high rank and visibility in search engine results which created an opportunity for both ‘white hat’ and ‘black hat’ SEO practitioners. As per Industry analyst Danny Sullivan, the phrase “search engine optimization” probably came into existence in 1997. Sullivan credits Bruce Clay as one of the first guys to popularize the term. On May 2nd 2007, Jason Gambert attempted to downplay the term SEO by convincing the Trademark Office in Arizona that SEO is a manipulation of keywords and not a “marketing strategy service.”

In early versions of search; algorithms were relied on webmaster-provided information such as the keyword meta tag or index files in engines like ‘ALIWEB’. Meta tags are like a guide to each page’s content. The method of Using metadata to index pages was not trustworthy, as the webmaster’s choice of keywords in the meta tag were potentially incorrect representation of the site’s actual content. Inaccurate and inconsistent data in meta tags could cause pages to rank higher even for irrelevant searches.  Web content providers also manipulated some attributes in HTML source of a page in an attempt to rank well in search engines. By the Year 1997, search engine designers recognized that webmasters were making conscious efforts to rank well in their search engine, and that some webmasters were even tampering their rankings in search results by stuffing pages with excessive or irrevalent keywords. Early search engines like Altavista and Infoseek adjusted their algorithms to prevent webmasters from fudging rankings.

By heavily depending on the factors such as keyword density, which were exclusively entitled within a webmaster’s control, earlier search engines suffered abuse and ranking manipulation. To provide best results to their users, search engines adapted to ensure their results pages showed the most relevant search results, instead of unrelated pages stuffed with numerous keywords by unscrupulous professional webmasters. This meant moving away from the heavy reliance on term density to a more holistic and efficient process for scoring semantic signals. As the success or popularity of a search engine is determined by its ability to produce the best relevant results to any given search. Also poor quality or irrelevant search results may lead users to choose other search sources. Major Search engines such as Google responded by developing and implementing more complex ranking algorithms by taking into account additional factors that were more difficult for webmasters to manipulate. In 2005 an annual conference; Adversarial Information Retrieval on the Web known as AIRWEB was created to bring together practitioners and researchers on same platform concerned with search engine optimization and related topics.

The Companies that implement overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company named Traffic Power; which allegedly used high-risk techniques and hidden those risks from its clients. A Magazine named ‘Wired’ reported that the same company sued the blogger & SEO named Aaron Wall for writing about the ban. Few days Later Google’s Matt Cutts confirmed that Google did in fact ban Traffic Power and some of its clients who practised agressive techniques to manipulate the website rankings.

Few search engines have reached out to the SEO industry and are frequent sponsors and guests at SEO conferences, webchats, and seminars. Major search engines provide information and set guidelines to help with website optimization. Google has introduced Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also helps providing data on Google traffic to the website. Bing Webmaster Tools provides help to webmasters to submit a sitemap. Web feeds allow the users to determine the ‘crawl rate’ and track the web pages index status. In 2015, in many News papers; it was reported that Google was developing and promoting mobile search as a key feature within future products. After knowing this news many brands began to take a different approach to their Internet marketing strategies.



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