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2.3.6 Summary What started as a doctoral research project for Larry Page and Sergey Brin while they were both students at Stanford University in 1996, paved the way to the creation of the Google search engine which was founded in 1998. Its introduction and the implementation of the PageRank algorithm for displaying the most relevant pages in the search engine results page (SERP) would have the greatest impact on web search. As was discussed, Google does not place great emphasis on how many times the keyword being searched appears on the web page to determine its ranking on the search results. Instead, it uses its PageRank algorithm to examine the link structure of the page to determine its relevancy and importance, which is the determinant factor of where it ranks within the search results. In addition, the important takeaway from the JCP “link scheme” incident is that links are critical and will continue to play an important factor in how Google determines relevancy and importance of web sites. Search engines will continue to update and refine their algorithms in order to provide the most relevant results to its users, free from any deliberate manipulations to game the search engine and influence top rankings Furthermore, as the Internet keeps expanding, search engines will continue to grow in importance because they are the main starting point of most users looking for information online. And in order to continue meeting user’s search needs, search engines will continue updating their search algorithm for displaying the most relevant and unbiased results. So much that a whole new industry has emerged: search engine optimization (SEO) with the goal of influencing the ranking algorithm to help websites improve their rankings for selected keywords being searched for. 2.4 Search Engine Optimization (SEO) SEO methods are not meant to deceive or manipulate the search engines in an unethical way; they are implemented to help improve the visibility and relevancy of a website in the organic search results by helping them achieve high rankings. SEO can be thought of as a collection of techniques for the strategic editing of the webpage; this process exposes the most relevant page factors to search engines and helps increase its importance in the search engine results page. SEO is not a simple process to implement because it requires a lot of experience, background knowledge and patience. Search engines can be very unpredictable with their 34PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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