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ranking algorithms constantly being update and enhanced; so it’s the job of the SEO engineer to keep up-to-date and stay current. As discussed in section 2.1.4, Google has stated that its ranking algorithm takes into account more than 200 factors when determining website rankings. It is therefore important for SEO engineers to know what the most important factors in order to undertake a successful SEO implementation. Although Google will not fully disclose all the factors that are taken into consideration, it does however provide guidelines for SEO engineers or webmasters to follow for improving the overall rankings of websites. The SEO strategies used in my research and their implementation are covered in Chapter 4. This section is structured as follows: Section 2.4.1 covers the early beginnings of SEO. Section 2.4.2 discusses the importance of SEO and its goals on website rankings. Section 2.4.3 explains on-page SEO. Section 2.4.4 explains off-page SEO. Section 2.4.5 discusses white-hat SEO. Finally, Section 2.4.6 explains black-hat SEO. 2.4.1 SEO Early Beginnings As was discussed in Section 2.2.5, the early 1990s marked the debut of the earliest search engines; some of the popular ones were Infoseek, Alta Vista and Yahoo!, which was more of a directory than what most people think of a search engine. “Like Yellow Page influencers, early SEOs took advantage of alphabetical order to get to the top of rankings. This included listed pages with names like ‘AAA,’ ‘1ForU,’ and similar titles. In addition to this rudimentary tactic, early SEOs took advantage of chronological order by submitting websites at certain times (midnight), thus attaining the first result for the given query” [40]. Early SEOs devised and implemented tricky tactics in order to gain more visibility and appear on top of competing pages. With the continued growth of the Internet, new search engines appeared that used more complex algorithms for ranking pages. “These algorithms used the metrics of keyword density (the number of times a specific word or phrase is used on a given page divided by the total number of words on the page) and meta tags like ‘key-words’ to supplement their understanding of the content of websites. SEOs followed pace and started the process of keyword stuffing (artificially adding given keywords to a page) in order to be seen more relevant” [40]. Again, you can see that as search engines evolved in the way they ranked pages and determine relevancy, 35PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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