Search engines and search engine optimization
Table of contents
Search engine optimization (SEO) is the technique of preparing Web sites and Web pages to achieve better ranking on the search engine results, without infringing their rules. A search engine, also known as crawler
or search site
, is a Web portal where users can search for a something using natural terms. SEO is the best way to create qualified Web site traffic and is an ever-growing trend of the Internet. The term site optimization
is related to marketing optimization, but is more specific in that the SEO wills to qualify Web site or pages to figure in more competitive searches.
SEO is a must-have in order to increase Web site traffic and reach new visitors. Search engine traffic also has the advantage of being pre-qualified. Therefore, if the business of a site is selling cars, it does not make sense to receive visitors who are interested in botanical gardening. This visitor focus increases the importance of a Web site, helping business growth.
Introduction and panorama
When the Internet first began, there were no search engines. Users had to browse through directories to find a Web site. A directory is a list of sites that are manually selected by people (editors) and categorized. The users had to browse by category and subcategories, until they found an interesting link. Directories have no ranking. All pages are listed under the same category. When users noticed that search engines were much easier to use and had better results than directories, they became the most common tools for finding information on the Internet.
Yahoo! is the most famous directory available and was also the most commonly used search engine. Today, Google is the most used search engine in the world, with more than 50% of the world searches (Source: Nielsen/NetRatings MegaView Search, May 2007). Google is commonly used for direct and indirect searches in other Web sites. Google was also created by academics, who have several papers regarding its structure. In addition, Google had focus on profitability and partnership, which helped it reach great success.
Google is a large scale search engine that intensively uses hypertext. It was projected to efficiently track and index the Web and produce more satisfactory results than any other existing systems.
Creating a search engine is a defying project. Search engines index dozens of millions of Web pages that contain diverse comparable search terms. They have to answer to millions of searches daily. Despite all the importance of search engines, there is not much academic research in this topic. In addition, due to fast paced Web market growth, creating a search engine today is much more difficult than it was some years ago. At this point, application designers should focus on achieving better ranking on search engines results to promote their company's business.