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Search engine optimization

Written By Maryono on January 17, 2013 | 11:54 PM

Search engine optimization (English: Search Engine Optimization, commonly abbreviated as SEO) is a series of processes carried out systematically aimed at improving the volume and quality of traffic through search engines to visit a particular website by utilizing the mechanism of action or the search engine algorithms. The goal of SEO is to place a website on the top position, or at least the first page of search results based on specific keywords targeted. Logically, the web site that occupies the top position in the search results has a better chance to get visitors.

In line with the growing use of the Internet as a business medium, the need for SEO also increased. In the top position of search results will increase the chances of a company's web-based marketing to get new customers. This opportunity is used a number of parties to offer search engine optimization services to companies that have a base business on the internet.

 According to Danny Sullivan, search engine optimization is the term first used on July 26, 1997 by a spam message posted on Usenet. During that search engine algorithms are too complex yet so easily manipulated.Early versions of search algorithms are based entirely on information provided by the webmaster via the meta tag in the html code of their website. Meta tags provide information about the content contained on a web page with a set of keywords (keyword). Some webmasters make manipulation by writing the keyword that does not match the actual content of your site, so that any of the search engines locate and rate the site. This leads to inaccurate results and cause losses for both search engines as well as for Internet users expect relevant and quality information.Larry Page and Sergey Brin, two Ph.D. students at Stanford University computer science, trying to overcome these problems by building BackRub, a simple search engine that relies on mathematical calculations to rank web pages. The algorithm, called PageRank, is a function of a complex mathematical calculation is a combination between the number of links pointing to a web page with the analysis of the quality of each link.Based on the principle of PageRank, in general it can be said that the web page to obtain a high ranking is a lot of web pages linked to by other web pages. PageRank value will also be higher if the web pages that lead to him also has a high quality. The value of a link from high quality sites like Yahoo! or DMOZ can be worth more than the combined value of a hundred links from low quality websites.Backrub is only a beginning. In 1998, Page and Brin founded Google, which is an advanced version of the Backrub. In the short time I gained reputation and confidence from the public Internet users for successfully presenting quality search results (not manipulated), fast, and relevant. PageRank then be a good standard for other search engines as well as for webmasters who try to make the website to obtain PageRank values ​​as high as possible so that the highest position in the search results.

Webmasters and search engine

Since 1997 the company realized that some of the search engine [webmaster] (website manager) to do everything to be indexed at the top of the search results, including in ways that manipulative and illegal. Infoseek, one of the first generation of search engines, make improvements in their algorithms to prevent manipulation of the "meta tags" that are not relevant.

However, in some cases the search engines are also aware of the economic value of the ranking of search results, and they sometimes have a personal interest in the activities of the SEO company. Some search engine companies to send representatives or be a guest at events held regularly SEO community.

Major search engines like Google and Yahoo! provide programs and guidelines that allow webmasters to optimize their site indexed well. Google Webmaster Tools provides application (you must have a Google account to see this tool) and introduced their standard XML based sitemap, while Yahoo! Site Explorer provides a program (also need to log in to your Yahoo! account users) that allows webmasters to register your site URL, check the number of web pages they have indexed in Yahoo! data-base, and view incoming links. However, search engines do not tolerate manipulative SEO methods and justifies any means.

Ethics and legality

PageRank system, although implementing complex algorithms, the latter is also no longer fully able to deal with the tricks and manipulation. A number of webmasters and SEO practitioners have developed several methods that utilize the workings of PageRank that their clients web pages are ranked first in the search results. Google has officially banned the use of some illegal techniques such as link farming, doorway pages, keyword stuffing, and auto-generated pages or pages scraper. Sites or SEO services are still threatened menggunakanannya will be removed from the search index.

The threat of Google and other search engines is not a bluff. Some SEO services firms and their clients who do not heed the ban received a serious penalty for their illegal actions. In 2005, Matt Cutts of Google says that the URL of an SEO firm called Traffic Power and their clients have been removed from the Google index for using illegal SEO techniques. Another famous case was when Google in February 2006 to remove the website of BMW and Ricoh Germany from the list because of proven SEO methods are manipulative. BMW and Ricoh immediately apologized to Google and improve their sites. We then re-enter their website into the search index. But the scandal still leaves a bad image and embarrassing for both companies.

According to the official guide the search engines, SEO is not all illegal techniques performed by following the ethics and rules. This is to ensure each website to obtain equal opportunities in search, and ranking is done by objective, where the greatest role in determining the ranking of a web page is the quality and benefits for Internet users.

Leading figures SEO
 In addition to Google's founders Larry Page and Sergey Brin, some people become a respected figure and his opinion made reference about search engines and SEO business. 

Danny Sullivan
Former LA Times journalist who founded the website Search Engine Watch highlights of active business development and search engine technology. Now he is actively writing and reportage on Search Engine Land.

Matt CuttsProgrammer and a former employee of NSA (National Security Agency) United States who joined Google in 2001 and now heads Google's spam team response. In addition to being a Google employee, Matt Cutts is a leading blogger. The articles on the blog as the reference SEO practitioners from around the world, because his blog is often the first source of information about the development of any Google search technology. Matt Cutts is often regarded as the unofficial spokesperson for Google.

Vannesa FoxFormer Google employee. Vannesa known among webmasters as a drafter and project programmer who heads Google's Webmaster Central.

International marketing strategy

 Business and SEO services growing rapidly along with the growth of the web, which led to a site should try harder to be addressed more easily found wandering among the millions of other site addresses from all over the world who become competitors. The search engine is the main entrance, because Internet users are no longer able to memorize millions of websites, and instead they rely on the search results of Google, Yahoo!, Bing, and other search engines.Being at the top or at least the first page of search results for certain subjects provide a double advantage for companies marketing via the internet:

Opportunities prospective customers visiting their websites become larger. This can lead to increased conversion rate of casual visitors into buyers.
Being ranked first on search results give a good image and reputation for a site in the eyes of visitors.Search engines generally do not profit directly from the organic search results. Their revenues from ads displayed at the top or side of the organic search results. The less successful companies implement SEO strategies so that the site address is not in the top position in organic search results can still gain visitors by advertising on the search engine.At Google, advertising can be done through Google AdWords. Google AdWords pay per click mechanism to implement or pay per click, meaning that for each ad clicked by visitors, advertisers will be charged, the amount of which varies depending on the auction process (bidding) keywords by advertisers.
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