The History of Search Engine Optimization

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Not surprisingly, over the years search-engine algorithms have become increasingly complex, which has resulted in Web site owners either outsourcing SEO to professional firms or self-educating through books.As the World Wide Web grew at a remarkable pace the popularity of AltaVista and Infoseek started to want. Other search engines came and went, but no company has had more of an impact on search-engine marketing than Google.SEO: Beware of Snake Oil SalesmanThe truth is that there are no guarantees in SEO. In fact, if an alleged SEO professional tells you he offers guaranteed placement within Google’s top ten organic rankings, you need to decline the offer. The process of SEO requires great skill and is not quick. You must have patience. In fact, you should look at SEO as an ongoing process that is necessary for you to maintain and maximize your position in the organic search results in the long term.Get StartedKeep in mind that you need to set realistic expectations based on your chosen topic. Increasing your Web site rankings for competitive topics is much more difficult than increasing rankings for less competitive topics. You must carefully consider your target audience. Understanding who your target audience is and what they are searching for can greatly increase the effectiveness of a search –engine –optimization campaign.If you intend to outsource your SEO, you should set aside a minimum of $3000 to $5000 monthly for a dedicated SEO professional. SEO requires you to select one or more individuals with varying proficiency in HTML writing, knowledge of CSS, data analysis, graphical design, server administration, copywriting, link building, and blogging.One of the best places to keep up to date with what is happening in the search-engine marketing industry is to read blogs and other online news sources. Blogs such as SearchEngineLand.com, seroundtable.com, and SEOmoz.com provide current perspectives and tips, and news Web sites including DMNews.com, ClickZ.com, and WebProNews.com provide breaking news and commentary on search-engine marketing.Keyword GenerationEffective keyword generation is one of the most critical elements of successful search-engine optimization. All keywords are not created equal; some keywords are easier to rank for than others, and some keywords tend to be almost impossible to rank for. Keyword generation tools such as Keyword Discovery, Wordtracker, and Google’s Keyword Suggestion Tool allow you to carefully research, analyze, and filter potential keywords. Each page of your Web site should be search-engine optimized for only one or two keywords. Focus more on generating keyword lists that directly relate to your Web site and give you the best shot at ranking well on search engines.Competitive ResearchReadily available competitive research tools such as Seodigger, GoogSpy, Compete.com, and KeyCompete provide various data about your competition, including what keywords your competitors rank for in the organic search results, as well as what keywords your competitors re using on pay-per-click search engines such as Google