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In the later part of the mid nineties, web site creators simply needed to submit the page's address or URL to a search engine; the search engine would check the page or "crawl" with "spiders". The spider had a vital role in helping to try index the site. It would simply retrieve the page info and store it on the search engine's server. Basic pieces of information would then be retrieved like page information: words used and the location they were used at in the page. It would also check the number of times the word was used. Value was seen early by many site owners of having a site that had good page ranking. Many webmasters caught on to this simple algorithm. Many seized the moment and quickly implemented these early website optimisation strategies to rank highly. As competition grew, so did the techniques used. This competition inspired a few people to create tactics that exploited the weakness of the search engine. This is how black hat tactics were born. Site developers simply loaded web pages with desired keywords. Then they would load the meta tags with similar keywords and submit them. Within a few days, a page could be ranked quite highly. Keyword density was something that could be controlled without any form of online policing. Search engines had become aware of this and quickly made changes to ensure that relevant pages were displayed for search results. This put a little damper on sites that used tactics that were not on the up and up. More and more, search engines improved algorithms that were more complex which made it more difficult for web masters. In 1998, page rank was developed and it measured the number of quality links that led back to a site. This was developed with the idea that a site could be accessed by a random web user. These were only estimates, but it was the basis for ranking highly. The more quality links a page had, the higher it would rank. People also caught on to this algorithm and tools were built to quickly create hundreds, even thousands, of links in a short amount of time. Link farms were born, another example of a shady website optimisation strategy. By the early part of 2000, a few of the top search engines, including Google, started creating more complicated algorithms to fight the link spamming problem. In the past they had shared the changes in their formula, but because of the abuse seen, many decided to keep the algorithms to themselves and decided not to disclose it to the public. Many companies that offered SEO service had to do a bit of research to stay competitive. From that time till today, search engines have been making slight modifications to their equations to ensure that relevant content and search results are displayed to the user. For many SEO UK companies that use SEO strategies, it can be a little frustrating because when a company or individual finally understands the way a search engine works, a change is made and an adjustment must be made to go with the changes. It can be a little frustrating for some, but if the basic premise is understood, then a company will be able easily adapt without much interruption. That is the reason why black hat tactics should never be used because search engines could potentially pull out the plug on a specific algorithm or change it. If the basis of a site's SEO marketing campaign is based on a black hat strategies, it could be rudely awakened one day. A few SEO UK companies can help one avoid this problem. The right use of SEO service should always be considered. A company that is serious about building a web presence online really need to consider using tactics for the long haul. There are various SEO service companies and website optimisation consultants that can help many businesses optimise web pages to improve page ranking. The SEO UK Consultants Group is one example of a company that can help any business with their web optimisation needs. Kathryn Dawson writes articles about Strategy Internet Marketing, a leading SEO company in the UK. Situated near Bristol, Strategy Internet Marketing is an SEO consultant that will guide you through every step of your SEO service including professional link building, pay-per-click and search engine indexing. Maximise your website’s visibility and ROI using their expert SEO services today. Find out about internet marketing such as digital marketing today.
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