Search engine optimization and search engine marketing

Before the search engine would have been the official name, also used other terms. for example:

  • Search engine placement
  • Placing Search Engines
  • Search engines rankings
  • Search engine registration
  • Search Engine Submission
  • website promotion

But the discussion would not be complete, without that, not refer to the following expression: Search Engine Marketing.

At one point in 2001, a prominent writer suggested the industry of search engine marketing search engine optimization successor.

Obviously that did not happen.

Although the term SEO is not perfect – after all, we do not optimize search engines, optimized web presence – 20 years, our industry is still favored, and probably will in the coming future .

As for the Search Engine Marketing – still used, but now more linked to paid search. The two terms peacefully co-exist today.

The search history timelines

Search engines have changed the information search, conducted research, purchase goods and services, entertain ourselves and connect with others.

Behind almost every destination online – whether site, blog, Community network or application – search engine. Search engines are connecting power and directional guide to everyday life.

But how it all began?

Historically, the search engines and search engine optimization compiled important mérföldköveinket, to understand the roots of this technology, which were such an important part of the world.

Dawn of SEO: “The Wild West” Era

The last decade of the 1900s, the search engine landscape was very competitive. You have chosen the search engines – all libraries of human resources, both tracked lists – including AltaVista, a Ask Jeeves, az Excite, Wed Infoseek, Lycos and Yahoo.

At the beginning, the only way, any type of SEO, It was on the side activities. This included ensuring, that the content is good and relevant, It was enough to text, HTML tags were accurate, and that there are internal and external connections, inter alia.

If you want to rank well in this era, the trick is repeated often enough enough time keywords on your pages and in your meta tags. Want to overcome a page, using 100 times a keyword? Then, 200-fold using a keyword! Today, this practice is called spamming.

Here are some protrusion:

  • 1994: Yahoo is the Stanford University students, Jerry Wang and David Filo created a campus trailer. Yahoo was originally a web bookmark list of interesting websites and directories. The webmaster of the site had to submit their Yahoo directory manually, to be able to index, to find there was Yahoo, if anyone out action. AltaVista, Excite and Lycos also launched.
  • 1996: Page is Brin, two Stanford University students built and tested in BackRub, a new search engine, which ranked sites based on inbound links relevance and popularity. Finally BackRub became Google. also started operated by Inktomi HotBot.
  • 1997: After the success of the webmaster guidelines of search engines Danny Sullivan of Search Engine Watch launched, news on Intelligence, tips on web search, and information on the sites ranked. (Ten years later, after leaving the SEW-t, Sullivan founded another popular search publications, a Search Engine Land-et.) Ask Jeeves also, and registered the Google.com.
  • 1998: The Goto.com started sponsored links and paid search. The advertisers have bid for the site Goto.com ranked above the organic search results, implemented by Inktomi. The Goto.com was eventually bought Yahoo. DMOZ (az Open Directory Project) has become the most sought after place for SEO Professionals, to their listing page. The MSN search MSN Search Twitter, which was originally provided for Inktomi.
  • 1999: The first all search marketing conference, a Search Engine Strategies (HIS). Sullivan read on a retrospective about the event is available here . (The SES conference series continued under various monikers and parent companies, while in 2016 it stops.)

The Google Revolution

2000-Yahoo pulled in the worst strategic step in the history of search, and collaborated with Google, and Google's feeds on organic results instead of Inktomi. Previously a little-known Google search. hardly known! The end result: Yahoo said all search results: “powered by Google”, and finally presented to the world's largest competitors, and Google has háztartásnevévé.

So far, the search engines especially the content of the page, domainnevekre, access to the directories listed above, and basic site structure (breadcrumbing) ranked sites based. But Google's PageRank algorithm and Web crawler was revolutionary retrieval of information. Google and the site, both the off-page factors – the quantity and quality of links pointing to the website external (and the anchor text used) did you watch.

If you think so, Google's algorithm that essentially said,, that “when people talk about you, You have to be important.”

Although the links were only a part of Google's ranking algorithm, SEO experts have relied on relationships, as the most important factors – Link building and an entire industry ready. become more competitive over the next decade, to get more link in the hope of a higher ranking, and the relationship became serious abusive tactic, by Google should be solved in the coming years.

2000 – It also became available on the Google Toolbar in Internet Explorer, so the SEO professionals can view their score PageRank (0-10 number between). This occurred in the era of unsolicited link exchange request e-mails.

So for Google PageRank is essentially introduced the currency in linking. The domain authority is abused like today.

Google's organic results also reached the market starting from 2000 as an AdWords Ads. These paid ads above Google search results is insolvent, During and right appear.

Meanwhile, a webmaster informal group came together in a London pub, to start to share all information related to the information about SEO in 2000. This informal meeting has finally Pubcon, Today is a running large-scale research conference series has become.

In the coming months and years in the SEO world was linked with a monthly Google DANCE, or at a time, when Google updated their index, which sometimes resulted in major changes in rankings.

Although Google's Brin became famous, Google does not believe the web leaves, opinion is likely to change in 2003. The SEO was more difficult after the updates because Florida has become more important, a repetition of keywords x how much time.

Google AdSense: The terrible SEO Content Monetization

2003-ban, After the acquisition of Blogger.com, Google launched AdSense et, that displays contextually targeted Google AdWords ads on publisher sites. AdSense and Blogger.com a mix of simple web publishing and blog sources revolution acceleration.

While Google probably could not, at that time, caused problems, that must be stopped. AdSense for spam tactics and thin Made for AdSense sites / poor / full of stolen content, which are only for ranking, related to the clicks and the money.

Local SEO and personalization

2004 around, Google and other top search engines have begun to geographical intentioned queries (pl. A restaurant, plumber, or some other firm or service provider in your city or town) search results. 2006-to Google Maps has developed the Plus Box , I can quite impressed.

About 2004, the Google search engine and the growing use of end-user data, such as search history, and your interest, to customize your search results. This meant, you've seen the results vary, as they made another coffee shop ülőként, when searching for the same query.

2005-nofollow tags have also developed as a tool in the fight against spam. The SEO specialists began using PageRank sculpting this tag .

Google also released a notable update:

  • Jagger , which helped reduce the unwanted link exchange levels, which traveled to the nearby, and due to the decline in the importance of anchor text corrupt.
  • big daddy (Jeff Manson made by the RealGeeks out), which improved the architecture of Google, and enabled a better understanding of the value of relationships and links between sites.

YouTube, Google Analytics and Webmaster Tools

2006 in October, Google's YouTube user-generated video sharing network 1,65 acquired billions of dollars , which eventually became the world's second most used search property.

Today, YouTube has more than one billion users. Thanks to the emerging brands of popular video search engine SEO becomes crucial, for companies and individuals, who wanted to find.

Google has launched two extremely important product in 2006:

  • A Google Analytics . This free, Web-based tool was so popular at the outset that webmasters experiencing downtime and maintenance warnings.
  • Google Webmaster Tools . From now on, also known as Search Console, using Google Webmaster Tools for Webmasters can visit the Crawl Errors, view, what to look for site search, and request a re-insertion.

2006-also in XML sitemaps received universal support in the search engines . XML Sitemaps allow webmasters, to show up in the search engines, the website for all, available for crawling URLs. The XML Sitemap can not contain only a list of URLs, but also includes a number of additional information, which helped in the search engines intelligent mapping.

universal search

really started, to begin to improve your search starting in 2007, new and exciting ways. All of these updates are designed to improve the user experience.

Let's start with Google's Universal Search . From this point of search results 10 They were blue linkből.

Then Google began to mix the traditional organic search results to other types of vertical results, for example, news, video and pictures. This recent change in Google Search – SEO is well – Since the Florida update.

A relaxing Cleaning

2008-ban, then Google CEO, Eric Schmidt said, the Internet becomes a cesspool of brands and this was the solution . “How to solve the puddle brands” – He told.

Less, than six months after the comment, came the Google update called Vince . The big brands seemed suddenly, a lot better in the SERP rank-two.

But he does not really want to reward the brands, by Google . Google's emphasis on greater confidence in the algorithm (and more big brands enjoy greater confidence, as a smaller, less-established brands).

Shortly after the update, Google issued a new one, indexed to improve the speed of Decaffeinated . As reported in the SEJ, caffeine “It was the next-generation architecture for Google's search, which is faster and more accurate, Job, more relevant results and greater portions of the web mapping”.

Speaking of speed, 2010-ben a Google reported This rate was the site ranking factor.

Bing & The Search Alliance

2009-ben a Microsoft Live Search lett Bing. Then Yahoo and Microsoft over the past ten-year search agreement (if five years later restated) Google tried to question the close 70 adherence percent of the US search market.

The Search Alliance has seen the Microsoft Bing power Yahoo's organic and paid search results. Although Bing was the clear No. 2 search engine, ultimately it failed to break Google's huge traction in the United States and around the world search-done.

The rise of social media

Another phenomenon in the late 2000s – social networks.

Google has bet big on YouTube (although again trying Google+ ). But other networks, like Facebook, Twitter and LinkedIn both have emerged as prominent in (many still commit more in the coming years).

The rise of social media was speculation, that social signals can affect rankings on search. Again, social media can help your SEO's, but indirectly – as well, as other forms of marketing can also help steer more traffic to your site, and increase brand awareness and affinity (which generates search request).

Although Google has repeatedly denied ever during the years of social shares (like, tweets, + 1-ek stb.) effect, Over the years it remains on ranking factors, ranking factors study . If you would like to read more on this topic, How I can highly recommend the reading of social media for SEO's [final answer] .

Google's Zoo: Panda & Penguin

Two major algorithmic update, 2011-and in 2012,, It had a huge impact on SEO from, which can still be felt to this day, since Google tried to track down the search results and reward high-quality sites again.

2011-In Google closely monitors his search results, as it is called “content farms” (sites, that large amounts of, produced low-quality content) They dominated the search results. Google SERP st also stuck with websites, which contain the original and automatically generated content – and even in some cases covering the sites, leaving content providers.

As a result, these sites have tons of ad revenue (you remember, when I mentioned the standalone Google AdSense issue?). These sites also lived in the Google organic turnover and died.

The Google Panda update but once built up in 2011, You saw a lot of website, that does not, the actual traffic disappears during a night. Google provided insight which is a quality site .

Low quality (or thin) Panda eliminate the content is updated at regular intervals in the coming years, eventually integrated into Google's core algorithm 2016.

Because Web sites are still regained the impact of the Panda, Google released the over-optimal algorithm, with the aim of “aggressive spam tactics” elimination of the results. Finally, synchronized Penguin , this algorithm-specific link schemes (a site, which contain unusual linking patterns, including a large amount of text that exactly match, that matches the keywords, you want to be ranked) Loading and keywords.

The penguins are not as updated, mint a Panda, and it is more than a few years between updates. And, mint a Panda, The penguin has become part of Google's real-time algorithm 2016.

The things, no strings

2012 In May, Google introduced the Knowledge artwork . This is significantly different from the keyword strings interpretation of our understanding of semantics and intention.

lo, that Google's Amit Singhal, SVP, engineering, wrote, when you started :

“Knowledge allows graphics, to do things, search people or places, that Google knows – landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art etc.. the query. This is a critical first step towards building the next generation of search, which affected the collective intelligence of the web, and to better understand the world, than people. “

With this information, Google has enhanced search results. knowledge elements, Boxes may appear, when people search for entities and millions of facts in the Knowledge graph.

The next step is to search Google's next generation 2013 Hummingbird was set up in September , a new algorithm, serving better management of natural language queries and társalgáskeresés. The mobile (and voice search) increase in Google had to completely reinstall, how the algorithm worked to meet the needs of modern search engines.

The hummingbird from the basic Google algorithm change as a key 2001 since. evident, Google want to achieve faster and more relevant results, especially for mobile users.

Mobil-First

Something 2005 beginning around, One of the questions we asked the industry continues. This “Mobil year”?

We, it turned out, it was not in 2005 or 2006. 2007-It was not in. Or 2008. or 2009. Even in 2010 did not -, when Google changed as a mobile-first company. thereafter 2011, 2012, 2013 and 2014 come and gone.

Finally, 2015 was the Year of Mobile – the dot, which mobile search more than search on desktop first on Google. And while this is true for raw search numbers, that is true, that search intent is quite different, and conversion rates are much lower on mobile devices.

It was the day, when comScore reported only mobile Internet users surpassed for desktop users .

2015-it was Google launched a mobile-friendly expectations Algorithm Update , which aims, to users “achieve the most relevant and timely results, regardless, that the information in a mobile-friendly websites and mobile applications.”

To speed up the pages in the Google introduced in 2016. Accelerated Mobile Pages (AMP) application. The AMP is designed, to fill the content immediately, and most of the media and publishers adopted.

And they are much more mobile. Following: mobile-first index in 2018 is on the way.

machine learning, AI and intelligent search

earlier, I mentioned, Google, It was built around the information retrieval, It was the first mobile company. We, This changed in 2017, because Google CEO, Sundar Pichai, Google declared was the first AI company.

Today, the purpose of Google search, to inform and support, rather than a list of links to users. Therefore, Google has created all product – including search, a Gmailt, the AdWords, Google's assistance and many Masa.

The search terms have been started recognizing the effect of the AI ​​Google RankBrain . 2015 It announced in October , The RankBrain was originally used for, to try to interpret them in searches, that Google has never seen before, based on words or phrases entered by users.

Since then, Google has expanded the RankBrain was all searches. While RankBrain affect the rankings, this is not a ranking factor in the traditional sense, where the rewards of doing a better ranking x , Y , and WITH .

And many more soon to come to the world of intelligent search .

Voice of searches increases. Visual search is insanely good. And users (and brands) increasingly they accept chatbotokat and personal assistants to be used (as Apple's Siri, Amazon's Alexa and Microsoft Cortana).

Exciting times are before SEO.

Conclusion

Search engines and SEO far gone since the 1990s.

The history of SEO played a thrilling race experience – Birth of a new search engine, Search Engines old's death, SERP new features, New algorithms and constant updates, and great SEO publications, conferences, equipment and experts appearance .

Although the search engines and the SEO evolved significantly over the years, one thing remains true: as long, as long as there are search engines, SEO is vital to continue. And we just started!

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