The Evolution of Search  Engine Optimization

"Black Hat" SEO

In the early days of Search Engine Optimization (SEO) many domain owners used "black-hat" SEO techniques. Keyword stuffing and hiding or masking text gave the illusion to search engines that web page content was valid for the used keywords and relevant to a user's search, even though it was not. Such techniques were short-lived as search engines become sophisticated to the point that they could clearly judge what is relevant and what is not. Any websites that used "black-hat" SEO were soon penalized by demotion or removal from SERPs (Search Engine Results Pages). Such short-term solutions proved costly for many websites

Search engines now analyze all aspects of a web page, even considering details like domain age, server location, relevant links on a web page, as well as the website's scale and one-way back-links leading to the website. Since size and relevance matters, it has become increasingly difficult for small companies to challenge the positions of large corporations.

The Importance of Relevance

It's the search engine's task to judge how important the web content is to the search query. If a website has more relevant hierarchical structure and web content than a competitor, it's certain to be given priority in SERPs.

The main aspect of search engine optimization is relevance. How relevant is your content to the terms the average searcher would use to find it? If your content is not relevant to a user's search, then search engines will devalue your link relevancy as well as the relevance of your content. Content and links are equally as important to search engines. Images, colors, and styles remain hidden from search engines, which view only the source code of your website. Imagine a page with reams of source code and only a few snippets of relevant text. What do you think a search engine would find to index?

Designing and coding your site correctly can improve its code-to-content ratio and will really help search engines in judging your content relevancy. Less irrelevant code to scan will result in better overall placement in search engine results pages.

Natural Search Engine Listings

Natural listings are what search engines strive to obtain and to give priority. Natural listings occur when a search engine judges the relevance of a web page that has not used manipulative tactics for ranking purposes. The truth be told, many listings are so similar to natural listings that it's difficult for search engines to judge otherwise.

In an ideal world, search engines will use their algorithms in judging content without webmaster intervention. The search engine algorithm is periodically updated to accommodate deceitful search engine optimization techniques. In many cases, honesty is the best policy. You can improve your website's reputation with search engines by being honest and coding your website appropriately.

Search engine optimization has drastically changed from its early years. It's likely to continue changing, making honest and natural practices preferred overall, which is completely at odds to when search engine optimization started.

Authors:

Remon van de Kamp (Netherlands, Lynth)
Evangelos Evangelou (PricklyPear Media, Cyprus)