The field of search engine optimization has been around since the first time that the world wide web was discovered to be large enough an artifact to be studied in its own right.
Until then, it had just been a collection of linked resources, almost academic in nature. However, along with the so-called democratization of content production that came with the ease at which web pages could be created came the need to let people search for the information they wanted.
And search engine optimization was born.
The idea of search engine optimization is to make sure that a web page is associated with a set of keywords (or keyword phrase) so that search engines know to return it as part of a suggested collection of resources in response to a users query.
One way to think of a search engine is as the web’s very own librarian. They are responsible for cataloging and summarizing web pages so that we can select which resources we want to see fro an ever-expanding list. Search engine optimization is the equivalent of the ‘back of the jacket’ text on a book: no librarian could ever hope to read every title in a library, so they use that, and the title, to guide them.
However, it is more than just keywords.
More recently, search engine optimization has had to deal with changing algorithms used by search engines to categorise the reliability (authority) of pages.
This includes references from outside sources, such as social media platforms, as well as the implied authority gained by linking out to a more reliable — or even credible — resource.
Due to the time-consuming nature of the task, search engine optimization has become an industry in itself. From the simple promise of increasing a brand’s visibility online, to the more complex search marketing and managing whole online marketing campaigns, it takes a specialist to really get the most out of the web as a sales platform.
Of course, there are a number of simple search engine optimization steps that every web site owner or blogger can take. There are also tools to help them, and a bit of self education goes a long way.
However, nothing beats the knowledge gained by daily exposure to algorithm changes and content analysis that is at the core of a busy search engine optimization professional’s routine.
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