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Search engine optimization (SEO) is a set of methods aimed at improving the ranking of a website in search engine listings, and possibly will 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 customers’ sites. A few commentators, and even some 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 influence search rankings unfairly. Black hatters counter that all SEO is an attempt to influence rankings, and that the meticulous methods one uses to rank well are irrelevant.

Search engines show different kinds of listings in the search engine results pages (SERPs), including: pay per click advertisements, paid inclusion listings, and organic 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.

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Early search engines

Webmasters and content providers started optimizing websites for search engines in the mid-1990s, as the initial search engines were cataloging the early Web. At first, all a webmaster needed to do was submit a website to the various engines which would run spiders, systems to “crawl” the website, and store the collected data. 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, limited only by unique names. The search engines then sorted the data by subject, and served results based on pages they had crawled.

Natural search engines

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

The connection between SEO and the search engines

The first mentions of Search Engine Optimization don’t appear on Usenet until 1997, a few years after the launch of the first Online search engines. The operators of search engines documented quickly that some people 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 results. In some 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 site, and submitting a URL to instantaneously index and rank that page.
Owing to the high value and targeting of search results, there is potential for an adversarial relationship between search engines and SEOs. In 2005, an annual meeting named AirWeb was generated to talk about bridging the gap and minimizing the sometimes damaging effects of aggressive web content providers.
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