Hughes Communication

Web masters (usually website owners) and content providers began
optimizing sites for search engines in the mid-1990s, at first this
merely meant you built a website, checked it for spelling errors and
then submit it to search engines to be cataloged. Much like a self service library might be run.  This was the early
World Wide Web.

Once a web master had submitted a page, or URL, to the various
engines they 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.

The process has evolved so that now a Search Engine Spider downloads
a target page and stores it on the Search Engine’s own server, where a
second program, known as an indexer, breaks down the information,
extracts various elements that make up the page, such as the words it
contains, the coding information, META tags, description, title,
keywords, link text, and where these are located, as well as any weight
or added significance for specific words and all links the page
contains, which are then placed into a scheduler for crawling at a
later date. The Indexer then gives each element a value according to
the search engine algorithm, the mathematic formula used to determine the overall relevance of the website in regard to certain search terms.

As site owners started to recognize the value of having their sites
highly ranked and visible in search engine results webmasters began to try ways to influence the Search Engines. This was the birth of SEO, Search Engine Optimization. As more users began
to search for goods and services online, it was possible to track how
the search results were used. It became evident that searchers would
not often go through many pages of results to find what they wanted. The competition for those high search results became more intense and SEO became and remains vital to website promotion.

Since early versions of search algorithms relied on web master-provided
information such as the keyword meta tag, or index files in. Meta-tags
provided a guide to each page’s content. But using meta data to index
pages was found to be less than reliable because the web master’s
account of keywords in the meta tag were not always relevant to the
site’s actual keywords.

In short using the information provided by the web master’s to
determine the search result was like using the fox to guard the hen
house. Inaccurate, incomplete, and inconsistent or manipulated data in
meta tags caused pages to rank for irrelevant searches. Irrelevant
search results began to frustrate searchers. They began to look to
other search engines to provide more relevant searches. The search
engines that used an algorithm based on information that involved
elements actually in the content on the page and how it related to the
search.

While they were 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. This means that some links are stronger
than others, or give more weight to the PageRank because the contents
of the page is more likely to be relevant to the searcher.

In 1998 the grad students founded Google. Google attracted a loyal
following among Internet users, who liked the results their system
produced. Off-page factors such as PageRank and hyper link analysis
were considered, as well as on-page factors, 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 complex,
web masters went to work using link building schemes to manipulate
search results to their favor. Web masters 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.

To counter the adverse impact of link schemes, as of 2007, search
engines again had to evolve to consider a wider range of undisclosed
factors for their ranking algorithms. Google has since disclosed that
it now uses more than 200 different elements to rank pages. The three
leading search engines, Google, Yahoo and Microsoft’s Live Search,
closely guard the algorithms they use to rank pages.

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