The Emergence of SEO
Category : SEO Tips
In order to understand how SEO works today, one must understand the history and emergence of SEO since its birth.
In 1991, the first website was born. For the next two years, more and more came out which offered plain information without thinking yet of optimization or user experience. Eventually, the internet became crowded and there was a need for a better way to get to the information users were looking for. Then came the first search engines. Excite was one of them and it revolutionized searching and bring out result based on keywords. Later on, Yahoo came out in 1994 and Google in 1997.
In this early stage of SEO, marketers simply stuffed their content with keywords, tags, and backlinks. These remained effective as it would take months back then to update search algorithms. Meanwhile, the future big boys of search engines worked to create the new rules and regulations of the internet that we still use until today.
Eventually, Google was able to beat the unethical SEO practices of old by developing a fairer algorithm. They did this by penalizing websites with keyword stuffing and bad linking. It was their motto that said “don’t be evil” which was their way of telling website owners to be ethical or else they won’t be seen by searchers.
It was also during this time that the search engines began to personalize results. This meant that they would bring out certain results based on the user’s search history. Also, local SEO was born which brought out useful information to users such as maps, locations, store hours, and mobile results.
Marketing in this time focused in inbound links which meant increased exposure for a website.
The emerging trend of searches in this time was a demand for a more reactive search experience. This meant that people wanted more news, images, and videos popping up in their searches. Google adapted this by creating the Universal Search which offered more engaging content media when a user would search for a topic. Also in this feature were real time updates on the news and Twitter. It also updates search algorithms by ranking websites with more time-relevant content higher.
In 2008, Google Suggest which was their way of improving the user experience. This was done by giving out suggestions of new searches based on the search history of the user. Along with new keyword research, Google Trends, and Google Analytics, the search engine was able to provide users a targeted personalize experience.
This approach to SEO revolutionized marketing. Marketers began to taking into account the optimization of the content itself in order for their websites to rank higher. With the desire for instant gratification becoming more apparent, they started focusing on the satisfying the user’s needs, wants and experience when the visit their website.
The motto during this time was “Quality is King”. This became evident when Google started becoming stricter and ranked websites higher based on the quality and the usability of their content.
New features on Google catered to the need for more accessibility and connection. That’s why Google came out with the Knowledge Graph which offered immediate answers to searchers’ questions in the SERP itself. Also, local SEO results came out in the SERP itself as well which also offered great advertising opportunities.
It was also during this time that Google Instant improved Google Suggest by immediately giving suggested keywords to users based on the first few words that they typed in the search bar. This improved the user experience and provided faster results.
With the growth of social media came a driving force in the world of search rankings. It was in this time that Google+ emerged and the +1 button as well. Pages and content with a lot or +1’s ranked higher in the SERP.
In terms of marketing, marketers heavily focused on shareable and valuable content. When content was shared, backlinks were made and engagement would improve which meant that credibility would be built.
Today there is a battle between personalization and privacy. While marketers designed content around user intent, users desired for a less invasive marketing content.
Google adapted by allowing users a personalized experience when searching but they would encrypt the data they gathered from the users so that marketers cannot use it. This forced marketers to be more creative in their strategies.
Also, with more mobile devices being used nowadays, Google also rewards websites that optimize their user experience and content for mobile.
Today, to build ranking, marketers must optimize for mobile and segment their content. This is done by building good personal relations between brand and market, using long-tail keywords, and link building.
The world of SEO grows along with the way users demand for informations. Sometimes they want more and sometimes they want less. Whatever it is, marketers must adapt their SEO tactics to them because Google definitely will.
About the Author
JepoyTadena – The average boy living inside the digital world who has a passion for programming, writing, travel and photography. A boy who dreams of a perfect world both naturally and digitally. He believes that a setback will always be an opportunity for a comeback.