History and Evolution of Search Engine Optimization

Search Engine Optimization

SEO- The process of increasing quality and quantity of traffic into our website using different techniques. Seo  techniques improve the quality of search results for the user.

There are two type of SEO techniques are there. White hat seo and Black hat seo

White Hat SEO technique: White Hat SEO technique increases your search engine ranking through ethical practice and obey search engine guidelines.

Black Hat SEO technique: Black Hat SEO technique use non ethical SEO practises for improving search ranking and it doesn't obey search engine guidelines.

Eg- Keyword stuffing

There are three main processes in SEO.

1. CRAWLING: Crawling is the process of scanning contents on the website and is performed by search engine crawler.

2. CATCHING: Catching save crawled data into different categories.

3. INDEXING: Arranging data to facilitate fast and accurate retrieval of information.

Search Engine Optimization Strategy: There are two type of search engine optimization strategy are there.

Onpage optimization and Offpage optimization

1.ONPAGE optimization- In onpage optimization we are optimizing website contents to improve ranking or in other words making changes to website to improve ranking in search engine results

2. OFFPAGE optimization -In this optimization strategy we are performing different activities to improve the ranking of website outside the website.

Eg. Social Media Marketing

 History And Evolution

Google perform updations to improve the quality of search engine results.  Googles give high importance to  trust value os users to the search results. During the starting stage ,the result of search engine depends on the content on the website.

* Content specific(Niche specific)- This means that the result of search engine are based on the content in the website. Because of the defects in the search results based on the content, google updates search engine results and then search engine results become link specific.

*Link specific- In link specific search results ,search engine provide results based on the number of links to the website. Google considered links as support to the website. Search engine given priority to the number of links pointing to the website asa factor for providing search results.

During this time, website owners misused the situation and used different links to their website to improve the ranking.Then Google introduced, Quality link specific search results.

* Quality link specific- In this search results Google considered links from a page rank website to the website as a main factor for providing search engine results. Website owners compete for the links from the page rank website. Then google introduced Passing the juice update.

* Passing the juice- Search engine consider links from other sites as votes for the web page. In passing the juice system when a site promote your website through link, their value or quality is passed from the site to your site.To avoid passing of equity from one site to another Relnofollow introduced.

rel= "nofollow"

Eg- <ahref="www.amazon.com" rel= "nofollow" > Amazon </a>

Search Engine Marketing: An internet marketing  which promote website by increasing their visibility in search engine results. In search engine marketing, Search engine results also provide related adds and there by providing a chance for business.

SEM- Mainly two type of Search engine marketing techniques are there.

1. Organic: Use organic methods to improve the ranking on search engine results and search results obey Algorithm

2. Paid- Paid  marketing connect your adds with who search for related products.

3 measures of  Search engine marketing are Cost per click, cost per impression and pay per click

Google AddWords- Googles own advertising product

In 2009 google provide suggestion for searching. during this time the search result ranking is based on website interactuion.Website interaction is calculated based on the time user spent on the website, users activities on the website. Googles another update is Pogo Sticking.

Pogo Sticking- When a user select the first result in the search engine results and return back to the search result without satisfying the first result and then chooses the second result. The second result will appear on the search page results first position. In 2010- Google updates search results based on Social Media signal. Social Media Authority Value- Social media authority value is a factor in the search engine results and is depend on the influential power of the person interacting on social media.

In  2011 google introduced - PANDA UPDATION

Panada updation is the googles updation to prevent content spamming. 5 types of content spamming are there.

1. Content Duplication-   Copying the content of a published website.

2.Low quality content- contents on the website are low quality in which it include grammatical error and spelling mistakes.

3. Thinny pages- Less amount of contents on the websiet.

4.Content spamming - Using the same content in the website multiple times.

5. Keyword Stuffing - High level usage of keywords in the content.

PANDA 4.0 updation- In Panda 4.0 update ,Google attached panda algorithm to the main algorithm as a permanent filter. Millions of pages are eliminated instantly from the search results because of Panda Algorithm.

Sand Box -- Sand box is a temporary database used to store pages with content spamming.The ranking of the pages in the sand box will not improve.

Panda Recovery- To recover a website from the panda updations , we need to change the contents on the website without content spamming.

In 2012 google performed another updation- PENGUIN Updation: Penguin updation is a googles updation against link spamming.Link is considered as recommendation from other websites to our website and is a factor for search engine results.

Penguin Updates- catches 6 type of spamming

1.  Link Spamming: 2 Types of link spamming are there.  Link Buying- The process of buying links from other website and  Link selling- Selling links to other websites.

2. Link Exchange- Exchanging links between different sites.

3. Comment Spamming- Commenting website link on reslated sites 

4. WIKI spamming.- Editing the contents on wikipedia and then pasting links of the website along with the contents.

5. Link Farming- Link exchange and link sharing programs.

6.Guest blogging- Sharing profile and link  on another site as guest.

In 2016 Google performs PENGUIN 4.0 Updation: Penguin updation is a real time updation.

Penguin Recovery: Websites can be recovered from penguin updation using Disavow tool.

Pigeon Updation: Pigeon updation is related to local seo. Local seo- : If the website target on local audience then we must perform local seo.  Local seo is performed to increase the visibility o the website to the local audience.

Steps in Local SEO

1. Mark the google place and then verify it.

2. Add valid address, phone number , location onn the website.

3. Add website to diretories.

4.Geo tag a verified location map in the conatct us part on the website.

5. Create social media profiel which pints to the interactions of local audience.

 Humming bird Updation

In 2013 google performed Humming bird updation and is related to semantic search results.In semantic search google tried to provide deep knowledge in the search results. In humming bird updation,the search results are based on the support from forum and blog post.  Main defect of hummingbird updation is If more number of people suggest a wrong answer in the forum or blog post them google provide wrong search result.

To avoid these defect, google introduced second version of humming bird updation.- Rank Brain. In Rank brain update google provides search results using artificial intelligence. Rank brain updation is uptodate and provide results according to users need.

Parked Domain update.

In parked domain update, google provide search results without parked domain. Before starting a website, website owners park a website domain and is called .Parked domain. It contain partial or related contents.

If the search results include parked domain then it will be a negative experience for the user. To avoid such results from search page results,google performed parked domain update.

EMP Updation(Exact Match Domain)

When google considered link as a factor for search engine results, website owners started creating number of websites just for the links from the sites.To avoid similar websites from search results, google performed EMP update.

Pirate Updation

In pirate updation, google removes websites that are using copy righted contents of another website.If a website uses content, video or images of another website having copy right google takes actions against the website.If the contents are used on another website then we can file DMC(Digital Millenium Copy right Act) complaint through google.

Google's updated after 2016

Moble Giddon Update

In mobile gidddon update the ranking of mobile frinedly website increases.

Mobile friendly website:

1. The conatenst should be visible without zooming.

2. Manu tags shoud be approximatly spaced

3. verical scrolling

Athira  Biju