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SEO :
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web
page in a web search engine's unpaid resultsoften referred to as "natural", "organic", or "earned"
results. In general, the earlier (or higher ranked on the search results page), and more frequently a
site appears in the search results list, the more visitors it will receive from the search engine's users;
these visitors can then be converted into customers.[1] SEO may target different kinds of search,
including image search, local search, video search, academic search,[2] news search, and industry-
specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for,
the actual search terms or keywords typed into search engines and which search engines are
preferred by their targeted audience. Optimizing a website may involve editing its
content, HTML, and associated coding to both increase its relevance to specific keywords and to
remove barriers to the indexing activities of search engines. Promoting a site to increase the number
of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed
desktop search.[3] Google is developing and pushing mobile search as the future in all of its products.
In response, many brands are beginning to take a different approach to their internet strategie

Webmasters and content providers began optimizing sites for search engines in the mid-1990s, as
the first search engines were cataloging the early Web. Initially, all webmasters needed only to
submit the address of a page, or URL, to the various engines which would send a "spider" to "crawl"
that page, extract links to other pages from it, and return information found on the page to
be indexed.[5] The process involves a search engine spider downloading a page and storing it on the
search engine's own server. A second program, known as an indexer, extracts information about 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 of this information is then placed into a scheduler for crawling
at a later date.
Site owners recognized the value of a high ranking and visibility in search engine results, creating an
opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny
Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits
Bruce Clay as one of the first people to popularize the term.[6] On May 2, 2007,[7] Jason Gambert
attempted to trademark the term SEO by convincing the Trademark Office in Arizona[8] that SEO is a
"process" involving manipulation of keywords and not a "marketing service."
Early versions of search algorithms relied on webmaster-provided information such as the
keyword meta tag or index files in engines like ALIWEB. Meta tags provide a guide to each page's
content. Using meta data to index pages was found to be less than reliable, however, because the
webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of
the site's actual content. Inaccurate, incomplete, and inconsistent data in meta tags could and did
cause pages to rank for irrelevant searches.[9][dubious discuss] Web content providers also manipulated
some attributes within the HTML source of a page in an attempt to rank well in search engines.[10]
By 1997, search engine designers recognized that webmasters were making efforts to rank well in
their search engine, and that some webmasters were even manipulating their rankings in search
results by stuffing pages with excessive or irrelevant keywords. Early search engines, such
as Altavista and Infoseek, adjusted their algorithms in an effort to prevent webmasters from
manipulating rankings.[11]
By relying so much on factors such as keyword density which were exclusively within a webmaster's
control, early search engines suffered from abuse and ranking manipulation. To provide better
results to their users, search engines had to adapt to ensure their results pages showed the most
relevant search results, rather than unrelated pages stuffed with numerous keywords by
unscrupulous webmasters. This meant moving away from heavy reliance on term density to a more
holistic process for scoring semantic signals.[12]Since the success and popularity of a search engine
is determined by its ability to produce the most relevant results to any given search, poor quality or
irrelevant search results could lead users to find other search sources. Search engines responded
by developing more complex ranking algorithms, taking into account additional factors that were
more difficult for webmasters to manipulate.
In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web was created
to bring together practitioners and researchers concerned with search engine optimization and
related topics.[13]
Companies that employ overly aggressive techniques can get their client websites banned from the
search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which
allegedly used high-risk techniques and failed to disclose those risks to its clients.[14] Wired magazine
reported that the same company sued blogger and SEO Aaron Wall for writing about the
ban.[15] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its
clients.[16]
Some search engines have also reached out to the SEO industry, and are frequent sponsors and
guests at SEO conferences, chats, and seminars. Major search engines provide information and
guidelines to help with site optimization.[17][18] Google has a Sitemaps program to help webmasters
learn if Google is having any problems indexing their website and also provides data on Google
traffic to the website.[19] Bing Webmaster Tools provides a way for webmasters to submit a sitemap
and web feeds, allows users to determine the crawl rate, and track the web pages index status.

Relationship with Google

In 1998, Graduate students at Stanford University, Larry Page and Sergey Brin, developed
"Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web
pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength
of inbound links.[20] PageRank estimates the likelihood that a given page will be reached by a web
user who randomly surfs the web, and follows links from one page to another. In effect, this means
that some links are stronger than others, as a higher PageRank page is more likely to be reached by
the random surfer.
Page and Brin founded Google in 1998.[21] Google attracted a loyal following among the growing
number of Internet users, who liked its simple design.[22] Off-page factors (such as PageRank and
hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta
tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in
search engines that only considered on-page factors for their rankings. Although PageRank was
more difficult to game, webmasters had already developed link building tools and schemes to
influence the Inktomi search engine, and these methods proved similarly applicable to gaming
PageRank. Many sites focused on exchanging, buying, and selling links, often on a massive scale.
Some of these schemes, or link farms, involved the creation of thousands of sites for the sole
purpose of link spamming.[23]
By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking
algorithms to reduce the impact of link manipulation. In June 2007, The New York Times' Saul
Hansell stated Google ranks sites using more than 200 different signals.[24] The leading search
engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. Some
SEO practitioners have studied different approaches to search engine optimization, and have shared
their personal opinions.[25] Patents related to search engines can provide information to better
understand search engines.[26]
In 2005, Google began personalizing search results for each user. Depending on their history of
previous searches, Google crafted results for logged in users.[27] In 2008, Bruce Clay said that
"ranking is dead" because of personalized search. He opined that it would become meaningless to
discuss how a website ranked, because its rank would potentially be different for each user and
each search.[28]
In 2007, Google announced a campaign against paid links that transfer PageRank.[29] On June 15,
2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting
by use of the nofollow attribute on links. Matt Cutts, a well-known software engineer at Google,
announced that Google Bot would no longer treat nofollowed links in the same way, in order to
prevent SEO service providers from using nofollow for PageRank sculpting.[30] As a result of this
change the usage of nofollow leads to evaporation of pagerank. In order to avoid the above, SEO
engineers developed alternative techniques that replace nofollowed tags with
obfuscated Javascript and thus permit PageRank sculpting. Additionally several solutions have been
suggested that include the usage of iframes, Flash and Javascript.[31]
In December 2009, Google announced it would be using the web search history of all its users in
order to populate search results.[32]
On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to
allow users to find news results, forum posts and other content much sooner after publishing than
before, Google caffeine was a change to the way Google updated its index in order to make things
show up quicker on Google than before. According to Carrie Grimes, the software engineer who
announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than
our last index..."[33]
Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results
more timely and relevant. Historically site administrators have spent months or even years
optimizing a website to increase search rankings. With the growth in popularity of social media sites
and blogs the leading engines made changes to their algorithms to allow fresh content to rank
quickly within the search results.[34]
In February 2011, Google announced the Panda update, which penalizes websites containing
content duplicated from other websites and sources. Historically websites have copied content from
one another and benefited in search engine rankings by engaging in this practice, however Google
implemented a new system which punishes sites whose content is not unique.[35] The 2012 Google
Penguin attempted to penalize websites that used manipulative techniques to improve their rankings
on the search engine,[36] and the 2013 Google Hummingbird update featured an algorithm change
designed to improve Google's natural language processing and semantic understanding of web
pages.