SEO started with the development of the first Internet search engines. Webmasters seek to ensure that their website appeared first in the search results for the query. Initially, it was not difficult because the search engine results based on the analysis of keywords specified by the author in the page header. Later, however, because of the easy manipulation of key words, search engines began to ignore them, referring directly to the page content.
The evolution of search engine positioning generated through the evolution of all the algorithms and the binary vector analysis of the content. Only search based on an analysis of network topology, counting links (like Google), raised the level of difficulty of positioning the parties. Advanced analysis algorithms network topology for many people seemed to be resistant to any attempt to manipulate / modify the SERP, but the phenomenon of Google Bomb, consisting of adding mass to the sides of the link with that anchor text by the initiator, has shown an easy way to modify the index.
The term “positioning” appeared around 2002, previously operated English-language “Web positioning”. The first well-known “Polish” Google Bomb appeared in late 2003 and 2004 and consisted of linking with the keyword moron address to the Polish Sejm website Mr Andrzej Lepper, which in effect gave the appearance that the top places in search results on Google the password “idiot” (usually as the first result). This action has gained many followers, and a similar phenomenon could be observed for other words and expressions.
The scale of Google Bombing in September 2008 led before the court as a young webmaster, 23-year-old Marek W. from Cieszyn, who was accused of images of the head of state – Lech Kaczynski. After typing in the query window Google.pl one generally considered insulting words – Polish President’s website appeared as one of the first.
At the end of 2009, Google introduced a search in real time (Real Time Search), involving the presentation of most recent results from social networking sites and micro-blogging. March 19, 2010 he was a real-time search was officially implemented in the Polish version of the search Google.pl
International markets
Shares of the market for search engine optimization are different depending on the market and also its competitiveness. In 2003, Danny Sullivan has found that Google realizes approximately 75% of all searches. In markets outside the U.S. Google’s share is often larger and in 2007 Google was the dominant search engine in the world. In 2006, Google included 40% of the market in the U.S., but was approximately 85-90% of the shares in Germany. While at the same time in the U.S. there were over a hundred firms engaged in search engine optimization, in Germany there were only five.
In Russia the situation is reversed. Local search engine Yandex controls 50% of the paid advertising income countries, while Google has less than 9% stake. In China, Baidu continues to lead in market share, although Google also acquired 2,007 shares here.
Successful search optimization for international markets may require professional translation of web pages, domain name registration of a group of high-quality domains in the target market and the hosting, which provides a local IP address. Otherwise, the fundamental elements of search engine optimization are essentially the same and independent of language.
Controversy
Controversies in the positioning of the parties arise from the ways of acquiring links leading to pages – IBL and unethical techniques used in positioning. Activities inconsistent with the recommendations of the webmaster to be known as spam in search engines. Spam the search is treated as spam mail, or electronic messages sent en masse to people who do not expect.
The search engine created a special page where you can report sites that use unethical methods of positioning, such as Google – report a spam result.
Ethical and unethical positioning techniques
In view of the huge interest in the position of the search engine began to use various methods of positioning such as those whose makers do not accept search engines or are not consistent with the recommendations for creating pages as “litter” search results. These methods came to be called unethical. These include:
* Huge stockpiles of keywords
* Keywords inconsistent with the content
* Hiding keywords, such as the use of text in background color, placement on the invisible item or in a place not usually seen by the user.
* Cloaking (called Cloak – cloak) – serving the search bots (eg, the addresses that are recognized or known. User agent), a specially crafted version of the site.
Detection of the use of such techniques may bring about the opposite effect – the total elimination of the search results page.
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