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SEO engineers evolved as well by finding creative ways to influence search rankings, either by using unethical (black-hat SEO) or ethical (white-hat SEO) tactics. In an article published by The New York Times that dates back to November 1996, it talks about how web developers went “to great lengths to try to get their Web site to appear at the top of the list that is displayed after a user submits a search query” [41] using a black-hat SEO technique called keyword stuffing. The article describes how web developers simply loaded “a site with certain keywords often hidden behind graphics or in black type on a black background,” so that ''a search engine that simply counts the number of times a certain keyword appears in a single site will display such sites higher in the relevancy ranking” [41]. It’s interesting to see how these tactics were taking place in 1996, just as the Internet was experiencing its tremendous growth (as seen in Section 2.2.4), and two years before Google launched. As you see, gaining high rankings for certain keywords was a much simpler task in the early days than it is today. Implementing tactics such as keyword stuffing on the web page would almost certain guaranteed top page placements of the page. Nowadays the algorithms of the search engines have become more complex and thus making it more difficult for SEO engineers to manipulate the search algorithms as before, but the “cat and mouse game between SEOs and search engines continues” [41] to this day, and it will continue to be the case. 2.4.2 SEO Goals The goal of SEO is to help websites or web pages achieve top placement in the organic search results by increasing the relevancy of a website or web page to the search query that users type on the search engine. Displaying the most relevant pages for the search query has many benefits to both the user and the search engine providing the results: the user finds the most relevant results for the keyword used, and the search engine is perceived as reliable and trustworthy because its algorithm displays the most relevant pages. Since SEO is concerned with improving a site’s rankings on the organic or natural search results, the process requires time and knowledge of tactics to implement. Time is a huge initial investment to be made to the website or page being optimized, and an ongoing maintenance to maintain the site’s top rankings. Depending on how competitive the target keyword is (or group of keywords) that will be used for optimization, SEO may take weeks or even months before seeing any results. Although 36PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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