Search Engine Optimization — HISTORY

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source = seosandwitch

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Seo is a technique which increases the visibility of websites on the search engines. It makes the website crawlable and easily accessible by the search engine bots. It improves the site structure and other elements like the loading time of the site in order to increase the user friendliness as well as search engine friendliness of the website. Seo is both an art as well as science. It generates traffic to a website organically (i.e. without opting for ads and paying money to the search engines).

Search Engine Optimization

Seo is also a term used to define persons who practice this technique. There are known as Search engine optimizers. The field of Seo is directly related to the search engines. This covers how search engines deliver the search results, how a user finds information with the help of search engines, what does a user types in the query box, how does a search engine crawls the web, indexes and displays the result to the end user etc. The main function of a search engine optimizer is to make a website rank on the first page of Google for some keywords related to the industry (niche) of the website.

Short History of Seo (Seo Timeline)

1989- Cern became the largest internet node in Europe.

1990- Creation of Archie by Alan Emtage (The world’s first search engine)

1994- Tim Berners Lee founded World Wide Web Consortium

1995- Launch of Alta Vista

–  Launch of Yahoo

1997- Ask Jeeves launched as a natural language search engine

1998- Launch of Google

– Launch of goto (later renamed overture)

Responsibilities of a Search Engine Optimizer

A search engine optimizer is responsible for understanding how the search engine works and delivers results. He/she should plan out a strategy to rank web pages on the major search engines by applying techniques which are suggested by the search engines (also known as white hat Seo techniques) .Major responsibilities of a Seo are as follows:-

  • 1-      To make changes on the title and description tag according to the web page content.
  • 2-      To increase the crawlability of a website.
  • 3-      To submit the website in major search engines of this world.
  • 4-      To plan out a strategy for better search engine visibility.
  • 5-      To choose keywords using various tools.
  • 6-      To increase linkability of the website.
  • 7-      To remain updated about the ongoing changes in the search algorithms.
  • 8-      To increase the popularity of the website by social media integration and link building.
  • 9-      To provide users with the most relevant content w.r.t the targeted keywords (Every seo must think about this).
  • 10-   Creating 301 redirects (if necessary).
  • 11-   Making changes in the robots.txt file (if necessary)
  • 12-   Competitor Analysis.

13-   Making changes in the content keeping in mind the user as well as the search engine.

Major Search Engines

An expert search engine optimizer should be able to rank the websites in all the major search engines of the world. Currently users are divided between some of the major search engines as given below:-

Google- Undoubtedly, the world’s best search engine, Google was found in the year 1998 by two young Stanford University students named Larry Page and Sergey Brin. Soon after it was launched, Google started to have an increase in the number of people who used it for quality results and speed. People liked Google for its simple design yet amazing ability to deliver the most relevant results in just a fraction of seconds. Currently, Google holds more than 75% market share of the search engine industry.

Baidu– It is a Chinese language search engine website and probably ranks second because China ranks first in the internet usage around the world. It was created in the year 2000 by Robin Lee and Eric Xoo Baidu holds the market share of around 7% due to it’s stronghold among the Chinese community who trust Baidu the most.

Yahoo- One of the most visited websites in this world. Yahoo is the third most popular search engine in this world.It was founded by Jerry Yang and David Filo in January 1994. Very few of us know the full form of the acronym Yahoo. Yahoo stands for  “Yet Another Hierarchical Officious Oracle“. Currently Yahoo holds a market share between 6-6.5%.

Bing–  It ranks 4th in the world with around 4-4.5 % market share. Powered by Microsoft, Bing has enough potential in changing the metrics of search. It was launched in 2009 by Steve Balmer (The CEO of Microsoft).On July 29, 2009, a deal was struck between Yahoo and Bing where it was decided that Yahoo search results would be provided by Bing.In this way, Bing is slowly and gradually becoming the number 1 competitor for Google.

Please Note:- Search engine market share keeps on changing so visit the page below to get an updated information about the top search engines:- Top 10 search engines

Types of Seo Methods

Seo Methods are broadly divided into two categories as given below:-

On Page Optimization – All the changes made on the files and servers of the website come under on page optimization. Some common examples are changing the title tag of the website, changing the meta tags of the website, rewriting content, applying redirects, adding some commands in the robots.txt file etc. In simple words, changes that one does on the website itself come under on page optimization.

On Page Seo Techniques

1-      Changes on the title tag

2-      Changes on the Meta tags 

3-      Changes on the content(Adding quality and relevant content)

4-      Removing any canonical issues

5-      Checking robots.txt file

6-      Maintaining a clear site hierarchy

7-      Improving search engine accessibility.

8-      Maintaining the number of OBL’s on a web page.

9-      Adding sitemap.xml and sitemap.html

10-     Removing broken links

Off Page Optimization- The work that you do to popularize a website on the World Wide Web comes under off page optimization. These may include directory submission, article submission, forum posting, blog commenting, link building, social media promotion etc.

 Off Page Optimization Techniques

Major techniques of off page optimization are as follows:-

Directory submission
Article creation and submission
Blog creation
Link building
Social media promotion

Video Sharing
Guest posting
Forum posting

Types of Seo Professional

White Hat Seo – Search Engine Optimization professionals who follow the guidelines issued by the search engines while promoting a website come under this label.

Black Hat Seo– Search Engine Optimization professionals who apply techniques to trick the algorithm of search engines while promoting a website come under this label. They often promise to rank a website within a few weeks and therefore may ruin the status of the website. The sites which apply Black Hat Seo techniques are in danger of being penalized by the search engines.

Grey Hat Seo- Persons who apply a mix of both white hat and black hat seo techniques come under this label.

What Can Seo Do?

  • 1-      It can increase traffic to your website with the help of search engines.
  • 2-      It can make your site more search engine
  • 3-      It can increase the accessibility of your site.
  • 4-      It can increase the brand value of your business.
  • 5-      Seo can popularize your business on social media platforms like Facebook,Twitter,Linkedn,Myspace,Orkut etc.
  • 6-      It can help you to reach niche audience.
  • 7-      It can generate more sales and increase ROI(Return on Inverstment)

 Organizations Bodies and Conferences

SEMPO– World’s largest organization for search and digital marketing.

Pubcon– Conference and Gathering of Social media people.

Emetrics– Organizes search engine marketing and search engine optimization summits.

Other popular bodies:-

SES Conference and Expo
At Tech
Technology for Marketing and Advertising
B2B Search Strategy Summit
Conversion Conference
Internet Marketing Conference
Online Marketing Summit
iStrategy Conference
UMI Conferences
SMWF

 

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60 ways for Effektive Content Promotion in 2017 –

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by Stephanie Beadell, September 25, 2014


The world of content promotion changes extremely rapidly. By keeping up on the day-to-day changes, you’ll not only be able to advise your clients and colleagues more effectively, but you’ll be able to jump on new opportunities before the competition knows they exist. Here are some of our favorite resources for content promotion.
Table of Contents:
Books (sort of ) About Content Promotion 
It’s important to remember things in this field change incredibly fast, so many books are outdated by the time they’re published. However, there are many timeless marketing works – as well as many books that focus on the strategic & psychological aspects of marketing – that are incredibly valuable.
Books About PR & Positioning
While these books aren’t strictly about content promotion, understanding how to create effective content and connect with people in a way that generates action is a key facet of content promotion. (While we’ve focused mostly on the tactical in this post, sometimes stepping back and making a strategic study of psychology can be very worthwhile.)
Al Ries & Jack Trout show you how to find white space for your product, and explore how you can create a position that will generate a response.
It’s worth reading this book to understand how to position your content – in a crowded field (and all the profitable fields are crowded, the only question is how crowded your space is) so it stands out and gets found.
Robert Cialdiniwrote the definitive guide to persuasive psychology with this book. Now part of the core canon for marketing books, Cialdini writes stories about data-backed principles of persuasion like social proof, reciprocity, and more. If you read just one book on this list, read this.
The Heath brothers take a deep look at what causes ideas to spread and succeed, and they conclude the key criteria are Simplicity, Unexpectedness, Concreteness, Credibility, Emotion, and Stories. This is a great book to read to understand a) how to make better content, and b) how to pitch more effectively.
Larry Tye walks through the life of the notorious ‘Father of Public Relations’, Edward Bernays. While many of Bernays marketing stunts may be considered deceptive in today’s society, a lot can be learned from them. Bernays never let people tell him he couldn’t promote something.
Consider bacon an essential part of a true American breakfast? You can thank Bernays for that. He conducted a skewed survey to make it look like he had the backing of thousands of physicians. When Lucky Strike cigarettes needed more market share, Bernays put together a “freedom walk” to get women to march down the streets of New York City, cigarettes in hand. The press covered the event, smoking became socially acceptable for women, and Lucky Strike sales went up.
Books on Paid Media
Paid media platforms change every day. (As I’m writing this, Twitter just rolled out some powerful new ad targeting functionality.) When you study advertising, it’s best to study the timeless aspects – the psychology and creative techniques of how to get a response from paid broadcast messages – which haven’t changed much in hundreds of years. In fact, the best books on this topic were largely written by people who never touched a computer.
Joseph Sugarman (creator and populizer of, amongst other things, Blu Blockers) writes about how to create powerful advertising copy, including a detailed way of how to write appeals to different human motivations. A lot of this book is strongly geared towards long copy direct response advertisements, so you’ll have to do some translation in your head.
Claude Hopkins was one of the first direct response marketers of all time. This book talks about how he ascended to the top levels of marketing (then quite a new discipline) from humble roots. It also discusses how to write great direct response ads and headlines, which, despite years of technological advances in how they are delivered, the core human response hasn’t changed that much.
David Ogilvy was one of the first famous advertising men of the large agency era, and he produced extremely memorable campaigns for Schweppes, Hathaway Shirts, Rolls Royce, and Puerto Rico, amongst others. If you want to learn how to create ads that convert while improving your brand, read this book. Given its focus on glossy magazine-style articles, as well as DR advertisements, there’s a lot modern content marketers can learn from this old master.
Books on Earned Media
Earned media models change quickly, and many of the books in this space are either far too theoretical (“be a purple squirrel & crush it!”) or so tactical they rapidly become out of date.
That being said, here are some of our favorite more recent books, although sections of them are becoming less applicable as the digital landscape changes. Make sure you grab the most recent version of these, or get the ebook version that can dynamically update.
Marty Weintraub is one of the smartest digital marketers working today, and he and Lauren Litiwinka have written one of the few books on social media that’s heavy on actionable advice and short on meaningless platitudes.
This is the best book we’ve read for tactical social media advice, including how to manage your community, how to promote your content in a way that’s welcome, not spammy, on other sites, and how to amplify your content with paid and organic marketing.
This book is radically at the other end of the spectrum. Ryan Holiday has run PR campaigns for authors like Tim Ferriss, Tucker Max, and Robert Greene, as well as for brands like American Apparel. In this book, he presents his insights for getting media coverage, ‘trading up the chain’, and using the economics of blogging to your advantage.
While this book begins with stories of less-than-savory media relations tactics, it ends with a thorough analysis of how media business models impact earned media strategies. Well worth reading, and a far better book than it initially appears.
Technical Delivery, Search, Social, and More
This is another area where the tactics rapidly go out of date. However, if you think about traffic pathways and user experiences critically & up front, you can dramatically improve your results.
Luke Wroblewski writes everything you could ever want to know about how people online fill out forms. (Chances are if you’re an online marketer, at some level your entire job is getting people to fill out online forms, so it can be very helpful to know as much as you can about them.) If your content includes forms (let’s say it’s behind a lead form), or if maybe you’re trying to get people to fill out forms (like getting them to opt-in to future communications from your brand), you’ll want to read this book.
Lee Odden consults with leading content marketers like Marketo, McKesson, LinkedIn, and other B2C and B2B companies. His strategies combine modern social and search techniques with classical marketing thinking.
This book talks about how companies can optimize their content for the customer discovery process across its lifecycle, and has some very valuable material, especially for people who are newer to SEO and social who don’t know every tag and attribute by heart. If you want to learn more about integrating many different search, social, and promotion channels with your business goals and your customer journey, this is a great book.
As Lee says, “Great content isn’t great until it’s discovered, consumed, and shared.”
Avinash Kaushik is one of the best writers on web analytics today, and this book is a masterwork. It will change how you think about measurement, and ultimately, online marketing as you learn to measure and optimize for the global maxima.
Many readers of this book work at marketing agencies, which range from exceptionally well managed to ‘could be doing a few things better’. This is the best book we’ve read about managing a professional services firm, and we think everyone that works in or manages agencies should read it.
You’ll get some good ideas about how to differentiate and grow your firm, how to make different staffing models work for you, and understand how professional services firms in other industries are managed.
In Buying In, Rob Walker coins the term ‘murketing’ to describe the way certain brands represent themselves to consumers. Walking through case studies from Red Bull, PBR, Timberland, and iPod, Walker makes the case that we are what we buy.
Blogs & Online Resources
Keeping up with the daily changes in the content promotion landscape can be challenging. Here are some of our favorite blogs, presentations, influencers, and resources that can help.
Content Marketing Blogs
Paid Content Promotion Platform Blogs
Paid content promotion units change exceptionally frequently – the best way to understand the shifts in the field are through the respective platforms’ blogs:
Presentations
Sometimes you need to send something to a colleague in another group, a new client, or someone who’s asked a quick question on Twitter or email. These SlideShares are easy to consume and packed full of insight:
Doug Kessler takes on the future of content marketing, the forthcoming deluge of crap content, and how to stick out.
Simon Penson talks integrated campaigns & content promotion success.
Kesley Libert shares her strategies for getting high-end content placements and winning the earned media game.
Larry Kim explains how his business found success via content promotion.
Chad Pollit explains how the content promotion ecosystem can work together to drive results.
People to Follow
If you’re on Twitter, these people regularly tweet good insights about content promotion. To make it easier, we’ve organized everyone into a Twitter list.
Further Reading
This post is an excerpt from The Advanced Guide to Content Promotion, which has 75 pages of content promotion strategies, tactics, and advice. You may also want to check out:
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