Search Engine Optimization
Search Engine Optimization is the technique of improving a page’s visibility in a search engine such that the search engine’s algorithm finds that page a more accurate match when searching for specific words and shows the same accordingly (typically on the top of results and in the first page). SEO techniques depend on the search engine under consideration, the algorithms used by it, nature of the webpage and the type of words users use to search for the type of content in that page.
A naive ranking search engine can rank a page higher if the frequency of searched word in that page is higher than others. However, this algorithm can easily be abused by web developers by adding the same word again and again (even without a proper meaning).
To counter the above manipulation of search engines, Google in 1998, came up with the idea of ranking a page higher if that page was linked more from other web-pages. Idea was that if a page was more useful than others, then it would be referenced more from other pages.
However, this too began to be abused by developers and several sites came up just to provide links to other sites. Some even sold pages which solely provided links, only to improve the page ranking.
Currently, search engines use a number of different algorithms to rank pages. Many of them do not even disclose their algorithms. Google, for example, uses more than 200 different parameters to rank a page.
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