Search engine optimization (SEO) is a set of methods aimed at improving the ranking of a website in search engine listings, and could be considered a division of search engine marketing. The term SEO also refers to “search engine optimizers,” an industry of consultants who carry out optimization projects on behalf of clients’ sites. A number of commentators, and even a number of SEOs, break down secrets used by practitioners into categories such as “white hat SEO” (methods generally accepted by search engines, such as building content and improving site value), or “black hat SEO” (tricks such as cloaking and spamdexing). White hatters say that black hat methods are an attempt to manipulate search rankings unfairly. Black hatters counter that all SEO is an effort to influence rankings, and that the meticulous methods one uses to rank well are irrelevant.

Search engines display different kinds of listings in the search engine results pages (SERPs), including: pay per click advertisements, paid inclusion listings, and natural search results. SEO is primarily concerned with advancing the goals of a website by improving the number and position of its natural search results for a wide variety of relevant keywords.

Early search engines

Webmasters and content providers started optimizing sites for search engines in the mid-1990s, as the first search engines were cataloging the early Web. At first, all a webmaster needed to do was submit a site to the various engines which would run spiders, programs to “crawl” the site, and store the collected information. The default search-bracket was to scan an entire webpage for so-called related search words, so a page with many dissimilar words matched more searches, and a webpage containing a dictionary-type listing would match approximately all searches, restricted only by unique names. The search engines then sorted the information by topic, and served results based on pages they had crawled.

Organic search engines

Google was began by two PhD students at Stanford University, Sergey Brin and Larry Page, and brought a new concept to evaluating web pages. This concept, called PageRank, has been important to the Google algorithm from the start. PageRank relies heavily on incoming links and uses the logic that each link to a page is a vote for that page’s worth. The more incoming links a page had the more “valuable” it is. The worth of each incoming link itself varies directly based on the PageRank of the page it comes from and inversely on the number of outgoing links on that page.

The association between SEO and the search engines

The first mentions of Search Engine Optimization don’t appear on Usenet until 1997, a few years following the launch of the primary Internet search engines. The operators of search engines recognized rapidly that some individuals from the webmaster business were making pains to rank in a good way in their search engines, and even manipulating the page rankings in search findings. In a number of early search engines, such as Infoseek, ranking first was as simple as grabbing the source code of the top-ranked page, placing it on your website, and submitting a URL to instantaneously index and rank that page.
Owing to the high value and targeting of search findings, there is capability for an adversarial association between search engines and SEOs. In 2005, an annual conference named AirWeb was generated to talk about bridging the gap and minimizing the from time to time damaging effects of forceful web content providers.
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