As more and more sales move online, large and small businesses alike turn to search engine optimizer(SEO s) to help them boost profits. SEOs carefully craft webpage and links in order to “optimize” .The chances that their clients’ page will appear in the first few pages of netizens, citizens of the net. Who offer only sound advice, such as the best way to display text and label pictures and tags. They encourage webpage authors to maintain good content. As page rankings are the combination of the content score and the popularity score.
They also warn authors that search engines punish pages they perceive as deliberately spamming. Ethical SEOs and search engines consider themselves partners who, by exchanging information and tips, together improve search quality. Unethical SEOs on the other hand intentionally try to outwit search engines and promote spamming techniques. Since the Web`s infancy, search engines have embroiled in an eternal battle with unethical SEOs. The battle rages all over the Web, from visible webpage content to hidden meta tags, from links to anchor text, and from inside serves to out on link farms.
SEOs had success against the early search engines by using term spamming and hiding techniques. In term spamming, spam words are include in the body of the page, often times repeatedly, in the title, meta tags, anchor text, and URL text. Hiding techniques use color schemes and cloaking to deceive search engines. For example, Using white text on a white background makes spam invisible to human readers. Which means search engines are white background makes spam invisible to human readers. Which means search engines are less likely to receive helpful complaints about pages with hidden spam. Cloaking refers to the technique of returning one spam-loaded webpage for normal user. Requests and another spam free page for requests form search engines crawlers.
As long as authors can clearly identify web crawling agents. Author can send the agent away with a clean, spam-free page. Because these techniques are so easy for webpage authors to use, search engines had to retaliate. They did so by increasing the IQ of their sliders and indexers. Many spiders and indexers are trained to ignore meta-tags, since by the late 1990s these rarely held accurate page information. They also ignore repeated keywords. However, cloaking is harder to counteract. Search engines request help from users to stop cloaking. For example, Google ask surfers to act as referees and to blow the whistle. Whenever they find a suspicious page that instantaneously redirects them to a new page.
In 1998, search engines added link analysis to their bag of tricks. As a results, Content spam and cloaking alone could no longer fool the link analysis engines and garner spammers Illegally high rankings. Spammers and SEOs adapted by learning how link analysis works. The SEO community has always been active-its members, then and now hold conferences, write papers and books, host weblogs, and sell their secrets. The most famous and informative SEO papers were written by Chiris Ridings, “Page Rank explained: Everything you `ve always wanted to know about Page Rank” and “Page Rank uncovered”.
These papers offer practical strategies for hoarding Page Rank and avoiding such undesirable things as Page Rank leak. Search engines constantly tune their algorithms in order to stay one step ahead of the SEO games. While search engines consider unethical SEOs to be adversaries, some web analysts call them an essential part of the web food chain. Because they drive innovation and research and development.