Search engine optimization pdf free download

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In response, many brands are beginning to take a different approach to their Internet marketing strategies. All of this information is then placed into a scheduler for crawling at a later date. Sullivan credits Bruce Clay as one of the first people to popularize the term. SEO is a “process” involving manipulation of keywords and not a “marketing service. 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. Web content providers also manipulated some attributes within the HTML source of a page in an attempt to rank well in search engines. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.

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. Companies that employ overly aggressive techniques can get their client websites banned from the search results. SEO Aaron Wall for writing about the ban.