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Search engine optimization is the process of improving your website’s ranking in search results. Unlike paid advertising, which injects a company’s message into people’s queries for products and services on Google or Bing, SEO targets natural traffic without interruption because it relies upon algorithms rather than any ads displayed during searches made online.

SEO is the foundation of a successful internet marketing strategy. It considers how search engines work, what people enter when looking for something online, and which keywords are most relevant to your business model.


Web admins and content providers have optimized websites for search engines since the mid-1990s, as web crawlers cataloged early websites. Initially, only submitting a page’s address or URL would index that information in their respective databases. Nowadays, however, all internet users can use these same tools, which monitor site traffic by crawling through pages on-site with JavaScript-enabled smartphones (browsing devices).

Once the page has been scanned for keywords, an indexer extracts all its information. This includes words and their locations and any weighting given to specific ones; later schedulers can crawl pages with particular interests when they are ready automatically.

The value of a high ranking and visibility in search engine results is undeniable. This has led website owners to increase the rankings of competitors. There are two approaches to this: white hat and black hat. The white hat practitioners create helpful content for users on their site while simultaneously promoting it through SEO techniques that eventually increase traffic organically via Google searches or other means. The black-hatters game with the system by spamming keywords all over your webpage so that you can rank higher than competitors. However, what does “search engine optimization” actually entail? Some say 1997 saw the inception of SEO when Bruce Clay popularized this term online.

Early search algorithms relied on webmaster-provided information such as the keyword meta tag or index files to avoid being mischaracterized in irrelevant searches. It was found that this practice could potentially lead to flawed data and inaccurate descriptions due to its users’ lack of creativity when it came to picking keywords for tags like “keyword,” which would then incorrectly index pages with these terms instead.

Web content providers have been manipulating specific attributes within the HTML source of a page in order to rank well on search engines. By 1997, web admins recognized this and began stuffing pages with excessive or irrelevant keywords so that they could get rankings. However, these measures did not work.

Search engines had adapted by moving away from heavy reliance on term density to provide a better experience to users. This meant that they needed a more holistic process for scoring semantic signals so as not to be fooled by abuse and ranking manipulation done via keywords within pages or links between sites. Unscrupulous web admins would stuff these with countless keyword phrases just because they could rank well online; this ultimately led them to develop today’s algorithm-driven approach where various aspects, including weightings given different typesets (such as anchor text), all play integral roles.

The success of any given search engine is determined by its ability to produce the most relevant results. This means that if a site has poor quality or irrelevant content, then people may find other sources for searches on their internet browser and possibly even stop using them altogether! To prevent this from happening, webmasters have started developing more complex ranking algorithms that consider additional factors such as rank enhancement programs (a type of fully used service) to get better visibility online.

Companies that use overly aggressive techniques may have their client websites banned from search engines. In 2005, the Wall Street Journal reported that Traffic Power (a company) allegedly utilized high-risk marketing strategies and failed to disclose those risks before asking for clients’ money deposits. The wired magazine later confirmed this when they looked into Google’s Matt Cutts, who told them “We did audit” after admitting it happened with other businesses as well but would not elaborate further due to privacy reasons.

Google is a significant sponsor and guest at SEO conferences, webchats & seminars. They provide information to help with website optimization through their Sitemaps program that emails you if Google has problems indexing your site and data on traffic from the search engine. Bing Webmaster Tools allows users to submit sitemaps for tracking purposes – it also shows how often pages are being crawled by providing an “adherence rate.”


In 1998, two Stanford University graduate students created “Backrub” – a search engine that relied on an algorithm to rate the prominence of web pages. The number calculated by this mathematical formula (PageRank) is based on how many inbound links there are and their strength; it estimates your chances of being found through random surfing if you follow one link onto another page without knowing any better beforehand.

HENCE, the internet is a prominent place, and some links are stronger than others. A higher Page Rank page will make it easier for someone just browsing around online, looking at random pages, to find what interests them.

In 1998, Page and Brin founded Google. They created a top-rated search engine that many internet users liked because its design made it easy to use. PageRank or hyperlink analysis were taken into account along with off-page factors such as page titles & headings.

The growth of the internet industry led to new ways for companies and webmasters alike to achieve success through links. Link building became more complex with PageRank, but many sites focused on exchanging them or buying/selling bulk quantities at once, when necessary, instead; some schemes involved creating thousands upon millions – even billions.

By 2004, the search engine rankings were incorporating a wide range of factors that would be kept secret from public knowledge. In June 2007, when Saul Hansell said this in his article for The New York Times, he was not even sure if Google used more than 200 different signals to rank pages, but over time people have studied various approaches and opinions on SEO which can provide insights into how these algorithms functioned based off patents related with them as well.

Google has been making changes to the way they serve up search results since 2005. They started personalizing the web for each user back then by tailoring it upon what the user has searched before and, in some cases, even Marrying the user’s history with – allowing them (Google) access points into your life that were not there before! It was 2007 when this campaign against paid links began; it was not long ago that software such as Page rank sculpting became possible! Thanks mainly to NFO attributes – but not without its problems given.

Matt Cutts, a software engineer at Google, announced that the company’s web crawler would no longer treat any links with the “no follow” tag in an identical way. As a result of this change, many SEO services providers lost their PageRank as they were using it for sculpting websites and not just making them more reliable sources on search engine results pages (SERPs). Matt has suggested efforts to avoid such evaporation, including replacing the NO Followed tags through JavaScript obfuscation or iframes; also including Flash content which can be employed when needed since some sites allow both formats simultaneously without issue while others do not accept anything but HTML.

Google has been changing how they update their index to make things show up quicker than before. What this means for you is that in December 2009, it was announced that all of your web search histories would be put into a database and used for populating search results; this new system is called Caffeine (explicitly designed with news websites). As opposed to taking hours or days off-site after the publication date – which could lead you down any number of paths, including those regarding current events not yet covered by other blogs-content creators can get instant exposure through it.

With the introduction of Caffeine for Google, 50% more new results are now found than before. This is an example of how social media sites and blogs have allowed content to rank quickly within search engine result pages (SERPs). As technology constantly advances in this rapidly changing world with its new algorithms from google, which updates every few months or years depending upon what they find most relevant at any given time, it can be hard not knowing whether these changes will affect your SEO strategy until you have already implemented them.

In February 2011, Google announced an update to their search engine to penalize websites containing content duplicated from other sources. Websites historically had been able to use this practice in order improve to rankings on the SERPs (search engines results pages) by engaging with each other and copying one another’s work; however, after implementing new systems called “Panda” or Penguin around 2012-2013 respectively, these tweaks were beginning not only harmful but detrimental for those trying them out.

The Google Penguin algorithm aims to fight web spam, focusing on wrong links coming from shoddy websites. This was made evident in 2013 with their Hummingbird update that sought to improve how well this company understands natural language processing and semantic understanding for pages online. The Hummingbird algorithms are designed to help Google produce high-quality content. By getting rid of spam and irrelevant information, they can rely on trusted authors.

Google’s latest attempt at improving their natural language processing is called Bidirectional Encoder Representations from Transformers (BERT). As mentioned in the article by John Hope land et al., the idea behind this algorithm was to understand search queries better and provide more relevant content for those who use them. This would help increase traffic coming off sites ranking highly on SERP.


Method1: Getting indexed 

The Internet is an ever-changing, digitizing landscape that’s becoming increasingly competitive. Pages are submitted to the major search engines like Google and Bing for their algorithmic rankings, which computer crawlers can find; however, this does not mean you need to submit every link on your site because they will find it automatically if linked from another indexed page! Yahoo!’s Directory & DMOZ were two large directories before closing in 2014/2017, respectively – but luckily, nothing is stopping us now: we only have manual submissions back at headquarters plus human editorial review throughout all stages of production.

Google’s free Search Console tool is an easy and effective way to ensure that all pages are found, especially those not submitted directly through your website. Yahoo! formerly operated a paid service for their URL submission console; however, this practice was discontinued in 2009 due to criticism from SEO professionals who felt it favored commercial websites over academic ones or personal blogs without ad revenue streams such as Medium.

The search engine crawlers may look at several different factors when crawling your site. These bots index not every page, so if you want them to find what is on yours, make sure it has good quality content! In other words: do not just have one article with 300-word sentences all connected without any breaks or subheaders – instead, break up the text into separate paragraphs that can be easily digestible for both readers AND algorithms alike will appreciate this effort.”

In November 2016, Google announced a significant change to crawl websites and started making their index mobile-first. This means that for any given website’s content that appears on both desktop AND phones or tablets (depending), it will be shown as though you were looking at an optimized version explicitly tailored for smaller screens – without sacrificing anything else about your browsing experience! In May 2019 alone, we saw another update from this very same company: With Chromium 74 now available in all crawlers across all of our products, including Search Console & YouTube Ads management platform, there are even more benefits than ever before when using Google.

In December 2019, Google began updating the User-Agent string that their crawlers use to reflect whatever Chrome version is being used by this service. The delay was so webmasters have time to update code for responding specifically against bot UA strings, and we have seen absolutely no negative impacts from these changes as they occurred smoothly with minimal disruption or side effects on our end!

Method2: Preventing crawling 

To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl specific files or directories through a robots.txt file located at their root directory. This will stop any future crawls from these pages being recorded by Google and other major search engines! Additionally, you could explicitly exclude an entire folder with meta tags so that it does not appear on SERPs (usually <meta name=”robots” content=”noindex”>). When conducting Website analysis for clients’ websites, we always ensure our findings are reported using only tested safe traffic sources such as keywords.

In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered spam. In 2020 Google unsettled this standard and open-sourced their code to be treated more like a hint than an instruction.

Method3: Increasing Prominence 

By keeping your site relevant to the needs of web users, you can increase traffic and visibility through search engines. Linking between pages on a website will help people navigate more efficiently while also providing valuable information about where they are going – which is essential for trust reasons! Your page design should be simple enough not to overwhelm potential visitors who might bounce off after only viewing one or two lines before leaving again without looking back; this counts against any given business’s credibility rating.

The more often a site gets refreshed with new content, the higher its rank in search engines. By adding relevant keywords to your web page’s metadata like titles and descriptions, you can make sure that these listings stay fresh when people do an online search on them – meaning they are likely going straight towards whichever version has recent updates! URL canonicalization helps maintain continuity between different versions of one website. Canonicals also give the direction about where this resource might exist, so it counts toward the overall link popularity score.

These days, Google ranks websites based on their popularity and the number of incoming links that point at them. These are known as “incoming” or referring pages – these can count towards your site’s SEO score when it comes to authenticity! In addition, recent changes made by Mountain View require more attention given towards some elements in SERP: HTTPS version (secure site) page speed which impacts loading time for users browsing via mobile devices.

Method4: White hat versus black hat techniques 

The two broad categories of SEO techniques are “white hat” and black. White hat refers to search engine companies’ methods as part of good design. In contrast, Black hat includes spamdexing, among others. Webmasters do not approve of it in practice or theory because it can hurt their ranking algorithmically if relied upon too heavily with little knowledge about how these things work (or simply trying different strategies).

There are many different SEO techniques, but the white hat falls within search engine guidelines and does not involve deception. White-hat optimization means ensuring the content you want indexed users will see rather than just showing up on page rankings without their knowledge or consent – this kind of practice has been around since before Google existed! White hat SEO is a lot like web development in that it focuses on creating content for users rather than search engines. The difference? White-hats offer their information up easily accessible through Spider Algorithms instead of trying to trick the algorithm from its intended purpose, which would be considered black hat practice (and something no one wants!).

The search engines have rules that all websites must follow to be ranked correctly. One way you can try and trick the engine is by using hidden text, either as colored similar with background or off-screen positioned Div’s called “cloaking.” You could also go for grey hats instead, which is not against any rule but helps improve your ranking without lying about what information on site provides Google with valuable data when making decisions based upon quality factors like fresh content


Website owners use black and grey hat methods to improve their rankings in search engine results. Penalties from using these strategies can include reduced ranking or be removed altogether, so it is essential not just for your site but also for yourself as an entrepreneur that you stay up-to-date with what Google considers “core” practices that will never lead them astray.


The most recent statistics show that Google has a 75% market share of all searches. In markets outside the United States, this number reaches up to 90%. It is no wonder why many companies choose SEO as their primary advertising strategy and rely on search engine optimization for success.

Google has close to 90% market share in the UK. This is an impressive number when you consider that there are only a few countries where Google does not reign supreme as their leading search engine, including China (Baidu), Japan (Yahoo!), and South Korea (Naver). Russia’s Yandex takes the top spot, while Czech Republic-based Szeman does not fall far behind.

The search optimization process is universal, but it does require professional translation for international markets to be reached. Registration and hosting can vary depending on where you are marketing your company and what top-level domain (TLD) applies to the target market that will receive this service.

The fundamental elements remain unchanged no matter which language is being used – so long as appropriate web pages are translated accurately into other languages with easy access via local IP addresses.


SEO is a great way to get your website in front of people searching online, but it is not always enough. Other strategies like pay per click (PPC) campaigns can work better depending on what you are looking for from the webmaster position and how much time/money an individual has available.

The importance of site quality cannot be underestimated for search engine optimization. A successful Internet marketing campaign may also depend upon building high-quality web pages for engagement and conversion; setting up analytics programs so owners can measure results, and an improve CRO (conversion rate).

Google has been tweaking its algorithm to give preference to specific searches. For example, they are now ranking websites based on the content of pages rather than keywords which can be seen by looking at how many times someone clicks through before deciding whether or not it is worth reading more closely.

In November 2015, Google released a full 160-page version telling people about changes within the search engine industry since 2011 when the first granted patent for the “Image Search” feature found inside the Gmail app.

Google has been encouraging webmasters to make their websites mobile-friendly with the help of its Search Console and Mobile-Friendly Test. These tools will allow business owners to measure, increasing rankings based on keywords used in the content.

Site optimization is necessary but not sufficient for success in the digital age. Without careful planning and implementation across all aspects of marketing, including search engine optimization (SEO), your business may suffer significant losses due to changes by Google or other competitors with authority monitoring tools like humans do – which means they can switch their algorithms at any time!

In 2010, Google made over 500 algorithm changes- almost 1.5 per day! This has created much uncertainty for website operators who depend on search engine traffic but are now liberated from their dependence by applying accessibility improvements in terms of web crawlers (addressed above) and user-generated content, which is increasingly important for SEO strategies too.

As you can see, there are many aspects to SEO that make it relevant in digital marketing strategies. At Zenscape Marketing, we focus on helping our clients find the best fit for their business goals by leveraging  powerful tools. Contact us today if you need help with using SEO to achieve page one rankings on Google, and to attract organic leads!

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