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{{Short description|Practice of increasing online visibility}}▼
{{Redirect|SEO|other uses|Seo (disambiguation)}}▼
{{Multiple Issues|
{{Update|date=December 2024}}
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▲{{Short description|Practice of increasing online visibility}}
▲{{Redirect|SEO|other uses|Seo (disambiguation)}}
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{{Use mdy dates|date=September 2012}}
{{Internet Marketing}}
'''Search engine optimization''' ('''SEO''') is the process of improving the quality and quantity of [[Web traffic|website traffic]] to a [[website]] or a [[web page]] from [[web search engine|search engine]]s.<ref>{{Cite web|url=https://www.webopedia.com/TERM/S/SEO.html|title=SEO – search engine optimization|website=Webopedia|date=December 19, 2001|access-date=May 9, 2019|archive-date=May 9, 2019|archive-url=https://web.archive.org/web/20190509033028/https://www.webopedia.com/TERM/S/SEO.html|url-status=live}}</ref><ref>{{Cite journal |last1=Giomelakis |first1=Dimitrios |last2=Veglis |first2=Andreas |date=2016-04-02 |title=Investigating Search Engine Optimization Factors in Media Websites: The case of Greece |url=http://www.tandfonline.com/doi/full/10.1080/21670811.2015.1046992 |journal=Digital Journalism |language=en |volume=4 |issue=3 |pages=379–400 |doi=10.1080/21670811.2015.1046992 |s2cid=166902013 |issn=2167-0811 |access-date=October 30, 2022 |archive-date=October 30, 2022 |archive-url=https://web.archive.org/web/20221030054324/https://www.tandfonline.com/doi/full/10.1080/21670811.2015.1046992 |url-status=live |url-access=subscription }}</ref> SEO targets unpaid search traffic (usually referred to as "[[Organic search|organic]]" results) rather than direct traffic, referral traffic, [[social media]] traffic, or [[Online advertising|paid traffic]].
As an [[Internet marketing]] strategy, SEO considers how search engines work, the
== History ==
[[Webmaster]]s and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the early [[World Wide Web|Web]]. Initially, webmasters submitted the address of a page, or [[Uniform Resource Locator|URL]] to the various search engines, which would send a [[web crawler]] to ''crawl'' that page, extract links to other pages from it, and return information found on the page to be [[Index (search engine)|indexed]].<ref>{{cite web| url=http://www.thinkpink.com/bp/Thesis/Thesis.pdf| title=Finding What People Want: Experiences with the WebCrawler| access-date=May 7, 2007| publisher=The Second International WWW Conference Chicago, USA, October 17–20, 1994| author=Brian Pinkerton| archive-date=May 8, 2007| archive-url=https://web.archive.org/web/20070508124837/http://www.thinkpink.com/bp/Thesis/Thesis.pdf| url-status=live}}</ref>
According to a 2004 article by former industry analyst and current [[Google]] employee [[Danny Sullivan (technologist)|Danny Sullivan]], the phrase "search engine optimization"
Early versions of search [[algorithm]]s relied on webmaster-provided information such as the keyword [[meta tag]] or index files in engines like [[Aliweb|ALIWEB]]. Meta tags provide a guide to each page's content. Using metadata to index pages was found to be less than reliable, however, because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content. Flawed data in meta tags, such as those that were inaccurate or incomplete, created the potential for pages to be mischaracterized in irrelevant searches.<ref>{{Citation|chapter=The Challenge is Open|date=2020-11-17|title=Brain vs Computer|pages=189–211|publisher=WORLD SCIENTIFIC|doi=10.1142/9789811225017_0009|isbn=978-981-12-2500-0|s2cid=243130517}}</ref>{{dubious|date=October 2012}}
Web content providers also manipulated attributes within the [[HTML]] source of a page in an attempt to rank well in search engines.<ref>{{cite web |url=http://www.csse.monash.edu.au/~lloyd/tilde/InterNet/Search/1998_WWW7.html |title=What is a tall poppy among web pages? |date=April 1998 |website=Monash University |access-date=May 8, 2007 |author=Pringle, G. |author2=Allison, L. |author3=Dowe, D. |archive-date=April 27, 2007 |archive-url=https://web.archive.org/web/20070427161650/http://www.csse.monash.edu.au/~lloyd/tilde/InterNet/Search/1998_WWW7.html}}</ref> By 1997, search engine designers recognized that webmasters were making efforts to rank in search engines and that some webmasters were [[spamdexing|manipulating their rankings]] in search results by stuffing pages with excessive or irrelevant keywords. Early search engines, such as [[Altavista]] and [[Infoseek]], adjusted their algorithms to prevent webmasters from manipulating rankings.<ref name="infoseeknyt">{{cite news|url=https://query.nytimes.com/gst/fullpage.html?res=940DE0DF123BF932A25752C1A960958260|title=Desperately Seeking Surfers|date=November 11, 1996|newspaper=New York Times|author=Laurie J. Flynn|access-date=May 9, 2007|archive-date=October 30, 2007|archive-url=https://web.archive.org/web/20071030131226/http://query.nytimes.com/gst/fullpage.html?res=940DE0DF123BF932A25752C1A960958260|url-status=live}}</ref>
By heavily relying on factors such as [[keyword density]], which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their [[Search engine results page|results page]]s showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.<ref name="Forbes">{{cite magazine|url=https://www.forbes.com/sites/jaysondemers/2016/01/20/is-keyword-density-still-important-for-seo/2/#2ef69ba36733|title=Is Keyword Density Still Important for SEO|author=Jason Demers|date=January 20, 2016|magazine=Forbes|access-date=August 15, 2016|archive-date=August 16, 2016|archive-url=https://web.archive.org/web/20160816221641/http://www.forbes.com/sites/jaysondemers/2016/01/20/is-keyword-density-still-important-for-seo/2/#2ef69ba36733|url-status=live}}</ref> ▼
▲By
Search engines responded by developing more complex [[Search algorithm|ranking algorithms]], taking into account additional factors that were more difficult for webmasters to manipulate.{{Citation needed|date=January 2025}}
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In 2015, it was reported that [[Google]] was developing and promoting mobile search as a key feature within future products. In response, many brands began to take a different approach to their Internet marketing strategies.<ref>{{Cite web |url=https://www.startupgrind.com/blog/mobile-is-the-internet-for-consumers/ |title="By the Data: For Consumers, Mobile is the Internet" ''Google for Entrepreneurs Startup Grind'' September 20, 2015. |access-date=January 8, 2016 |archive-date=January 6, 2016 |archive-url=https://web.archive.org/web/20160106040341/https://www.startupgrind.com/blog/mobile-is-the-internet-for-consumers/ |url-status=live }}</ref>
In the 2020s, the rise of generative AI tools such as [[ChatGPT]], Claude, Perplexity, and Gemini gave rise to discussion around a concept variously referred to as generative engine optimization, answer engine optimization or [[artificial intelligence optimization]]. This approach focuses on optimizing content for inclusion in AI-generated answers provided by [[large language models]] (LLMs). This shift has led digital marketers to discuss content formats, authority signals, and how structured data is presented to make content more "promptable".<ref>{{Cite web | title=What is generative engine optimization (GEO)? | url=https://searchengineland.com/what-is-generative-engine-optimization-geo-444418 | archive-url=https://web.archive.org/web/20240729150835/https://searchengineland.com/what-is-generative-engine-optimization-geo-444418 | access-date=2025-07-30 | archive-date=2024-07-29}}</ref> It has also been argued that each of these tactics should be considered as subsets of "search experience optimization," described by [[Ahrefs]] as "optimizing a brand’s presence for non-linear search journeys over multiple platforms, not just Google."<ref>{{cite web |last1=Gavoyannis |first1=Despina |title=SXO Explained: How to Adapt to the New Era of Search |url=https://ahrefs.com/blog/search-experience-optimization/ |website=Ahrefs}}</ref>
===Relationship with Google===▼
In 1998, two graduate students at [[Stanford University]], [[Larry Page]] and [[Sergey Brin]], developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, [[PageRank]], is a function of the quantity and strength of [[inbound link]]s.<ref name="lgscalehyptxt">{{cite web|author1=Brin, Sergey|author2=Page, Larry|name-list-style=amp|url=http://www-db.stanford.edu/~backrub/google.html|title=The Anatomy of a Large-Scale Hypertextual Web Search Engine|publisher=Proceedings of the seventh international conference on World Wide Web|year=1998|pages=107–117|access-date=May 8, 2007|archive-date=October 10, 2006|archive-url=https://web.archive.org/web/20061010084452/http://www-db.stanford.edu/~backrub/google.html|url-status=live}}</ref> PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.
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In 2007, Google announced a campaign against paid links that transfer PageRank.<ref>{{cite web|url=https://www.searchenginejournal.com/8-things-we-learned-about-google-pagerank/5897/|title=8 Things We Learned About Google PageRank|date=October 25, 2007|publisher=www.searchenginejournal.com|access-date=August 17, 2009|archive-date=August 19, 2009|archive-url=https://web.archive.org/web/20090819080745/http://www.searchenginejournal.com/8-things-we-learned-about-google-pagerank/5897/|url-status=live}}</ref> On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the [[nofollow]] attribute on links. [[Matt Cutts]], a well-known software engineer at Google, announced that Google Bot would no longer treat any no follow links, in the same way, to prevent SEO service providers from using nofollow for PageRank sculpting.<ref>{{cite web|url=https://www.mattcutts.com/blog/pagerank-sculpting/|title=PageRank sculpting|publisher=Matt Cutts|access-date=January 12, 2010|archive-date=January 6, 2010|archive-url=https://web.archive.org/web/20100106120723/http://www.mattcutts.com/blog/pagerank-sculpting/|url-status=live}}</ref> As a result of this change, the usage of nofollow led to evaporation of PageRank. In order to avoid the above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated [[JavaScript]] and thus permit PageRank sculpting. Additionally, several solutions have been suggested that include the usage of [[HTML element#Frames|iframe]]s, [[Flash animation|Flash]], and JavaScript.<ref>{{cite web |url=http://searchengineland.com/google-loses-backwards-compatibility-on-paid-link-blocking-pagerank-sculpting-20408 |title=Google Loses "Backwards Compatibility" On Paid Link Blocking & PageRank Sculpting |date=June 3, 2009 |publisher=searchengineland.com |access-date=August 17, 2009 |archive-date=August 14, 2009 |archive-url=https://web.archive.org/web/20090814212229/http://searchengineland.com/google-loses-backwards-compatibility-on-paid-link-blocking-pagerank-sculpting-20408/ |url-status=live }}</ref>
In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.<ref>{{cite web|url=https://googleblog.blogspot.com/2009/12/personalized-search-for-everyone.html|title=Personalized Search for everyone|access-date=December 14, 2009|archive-date=December 8, 2009|archive-url=https://web.archive.org/web/20091208140917/http://googleblog.blogspot.com/2009/12/personalized-search-for-everyone.html|url-status=live}}</ref> On June 8, 2010 a new web indexing system called [[Google Caffeine]] was announced. Designed to allow users to find news results, forum posts, and other content much sooner after publishing than before, Google Caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."<ref>{{cite web |url=
Google has implemented numerous algorithm updates to improve search quality, including Panda (2011) for content quality, Penguin (2012) for link spam, Hummingbird (2013) for natural language processing, and BERT (2019) for query understanding. These updates reflect the ongoing evolution of search technology and Google's efforts to combat spam while improving user experience.
On May 20, 2025, Google announced that AI Mode would be released to all US users. AI Mode uses what Google calls a "query fan-out technique" which breaks down the search query into multiple sub-topics which generates additional search queries for the user.<ref>{{cite web|title=AI in Search: Going beyond information to intelligence|url=https://blog.google/products/search/google-search-ai-mode-update/|website=blog.google.com|date=May 20, 2025|access-date=23 June 2025}}</ref>
== Methods ==
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=== Getting indexed ===
[[File:PageRanks-Example.svg|thumb|A simple illustration of the [[PageRank|Pagerank]] algorithm. Percentage shows the perceived importance.]]
The leading search engines, such as Google, Bing, [[Brave Search]] and Yahoo!, use [[Web crawler|crawlers]] to find pages for their algorithmic search results. Pages that are linked from other search engine-indexed pages do not need to be submitted because they are found automatically. The [[Yahoo! Directory]] and [[DMOZ]], two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review.<ref>{{cite web|url=http://searchenginewatch.com/showPage.html?page=2167881|title=Submitting To Directories: Yahoo & The Open Directory|date=March 12, 2007|access-date=May 15, 2007|publisher=[[Search Engine Watch]]|archive-url=https://web.archive.org/web/20070519052103/http://searchenginewatch.com/showPage.html?page=2167881|archive-date=May 19, 2007|df=mdy-all}}</ref> Google offers [[Google Webmaster Tools|Google Search Console]], for which an XML [[Sitemap]] feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links<ref>{{cite web|url=http://www.google.com/support/webmasters/bin/answer.py?answer=40318&topic=8514|title=What is a Sitemap file and why should I have one?|access-date=March 19, 2007|archive-date=July 1, 2007|archive-url=https://web.archive.org/web/20070701232719/http://www.google.com/support/webmasters/bin/answer.py?answer=40318&topic=8514|url-status=live}}</ref> in addition to their URL submission console.<ref>{{cite web |url=https://www.google.com/webmasters/tools/submit-url |title=Search Console - Crawl URL |access-date=2015-12-18 |archive-date=August 14, 2022 |archive-url=https://web.archive.org/web/20220814100500/https://accounts.google.com/_/bscframe |url-status=live }}</ref> Yahoo! formerly operated a paid submission service that guaranteed to crawl for a [[Pay per click|cost per click]];<ref>{{cite web|url=http://searchenginewatch.com/showPage.html?page=2167871|title=Submitting To Search Crawlers: Google, Yahoo, Ask & Microsoft's Live Search|date=March 12, 2007|access-date=May 15, 2007|publisher=[[Search Engine Watch]] |first1= Danny |last1=Sullivan |archive-url=https://web.archive.org/web/20070510090932/http://searchenginewatch.com/showPage.html?page=2167871#Teoma|archive-date=May 10, 2007|df=mdy-all}}</ref> however, this practice was discontinued in 2009.
[[Web search engine|Search engine]] crawlers may look at a number of different factors when [[Web crawler|crawling]] a site. Not every page is indexed by search engines. The distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.<ref name="cho">{{cite web|url=http://ilpubs.stanford.edu:8090/347/|title=Efficient crawling through URL ordering|author1=Cho, J. |author2=Garcia-Molina, H. |author3=Page, L. |year=1998|work=Seventh International World-Wide Web Conference |___location=Brisbane, Australia |publisher=Stanford InfoLab Publication Server |access-date=May 9, 2007|archive-date=July 14, 2019|archive-url=https://web.archive.org/web/20190714141416/http://ilpubs.stanford.edu:8090/347/}}</ref>
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== As marketing strategy ==
SEO
SEO may generate an adequate [[return on investment]]. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantee and uncertainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.<ref>{{cite magazine|magazine=[[Forbes]] |url=https://www.forbes.com/technology/2007/04/29/sanar-google-skyfacet-tech-cx_ag_0430googhell.html?partner=rss |title=Condemned To Google Hell |author=Andy Greenberg |date=April 30, 2007 |access-date=May 9, 2007 |archive-url=https://web.archive.org/web/20070502074629/http://www.forbes.com/technology/2007/04/29/sanar-google-skyfacet-tech-cx_ag_0430googhell.html?partner=rss |archive-date=May 2, 2007 |df=mdy-all }}</ref> Search engines can change their algorithms, impacting a website's search engine ranking, possibly resulting in a serious loss of traffic. According to Google's CEO, [[Eric Schmidt]], in 2010, Google made over 500 algorithm changes – almost 1.5 per day.<ref>{{cite web|url=http://searchengineland.com/13000-precision-evaluations-schmidts-testimony-reveals-how-google-tests-algorithm-changes-93740|title=Schmidt's testimony reveals how Google tests algorithm changes|author=Matt McGee|date=September 21, 2011|access-date=January 4, 2012|archive-date=January 17, 2012|archive-url=https://web.archive.org/web/20120117152309/http://searchengineland.com/13000-precision-evaluations-schmidts-testimony-reveals-how-google-tests-algorithm-changes-93740|url-status=live}}</ref> It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic.<ref>{{cite web|url=http://www.useit.com/alertbox/search_engines.html|publisher=useit.com|title=Search Engines as Leeches on the Web|date=January 9, 2006|access-date=May 14, 2007|author=Jakob Nielsen|author-link=Jakob Nielsen (usability consultant)|archive-date=August 25, 2012|archive-url=https://web.archive.org/web/20120825022222/http://www.useit.com/alertbox/search_engines.html|url-status=live}}</ref> In addition to accessibility in terms of web crawlers (addressed above), user [[web accessibility]] has become increasingly important for SEO.▼
▲SEO may generate an adequate [[return on investment]]. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantee and uncertainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.<ref>{{cite magazine|magazine=[[Forbes]] |url=https://www.forbes.com/technology/2007/04/29/sanar-google-skyfacet-tech-cx_ag_0430googhell.html?partner=rss |title=Condemned To Google Hell |author=Andy Greenberg |date=April 30, 2007 |access-date=May 9, 2007 |archive-url=https://web.archive.org/web/20070502074629/http://www.forbes.com/technology/2007/04/29/sanar-google-skyfacet-tech-cx_ag_0430googhell.html?partner=rss |archive-date=May 2, 2007 |df=mdy-all }}</ref> Search engines can change their algorithms, impacting a website's search engine ranking, possibly resulting in a serious loss of traffic. According to Google's CEO, [[Eric Schmidt]], in 2010, Google made over 500 algorithm changes – almost 1.5 per day.<ref>{{cite web|url=http://searchengineland.com/13000-precision-evaluations-schmidts-testimony-reveals-how-google-tests-algorithm-changes-93740|title=Schmidt's testimony reveals how Google tests algorithm changes|author=Matt McGee|date=September 21, 2011|access-date=January 4, 2012|archive-date=January 17, 2012|archive-url=https://web.archive.org/web/20120117152309/http://searchengineland.com/13000-precision-evaluations-schmidts-testimony-reveals-how-google-tests-algorithm-changes-93740|url-status=live}}</ref>
== International markets and SEO ==
▲In 2003, [[Danny Sullivan (technologist)|Danny Sullivan]] stated that [[Google]] represented about 75% of all searches.<ref>{{cite news|url=https://www.usatoday.com/tech/news/2003-08-25-google_x.htm|title=The search engine that could|newspaper=USA Today|access-date=May 15, 2007|date=August 26, 2003|first1=Jefferson|last1=Graham|archive-date=May 17, 2007|archive-url=https://web.archive.org/web/20070517051318/http://www.usatoday.com/tech/news/2003-08-25-google_x.htm|url-status=live}}</ref> In markets outside the United States, Google's share is often larger, and data showed Google was the dominant search engine worldwide as of 2007.<ref>{{cite web | url=http://searchenginewatch.com/article/2066064/Stats-Show-Google-Dominates-the-International-Search-Landscape | author=Greg Jarboe | title=Stats Show Google Dominates the International Search Landscape | publisher=[[Search Engine Watch]] | date=February 22, 2007 | access-date=May 15, 2007 | archive-date=May 23, 2011 | archive-url=https://web.archive.org/web/20110523154641/http://searchenginewatch.com/article/2066064/Stats-Show-Google-Dominates-the-International-Search-Landscape | url-status=live }}</ref> As of 2006, Google had an 85–90% market share in Germany.<ref name="grehan-1">{{cite web|url=http://www.clickz.com/clickz/column/1702507/search-engine-optimizing-europe|title=Search Engine Optimizing for Europe|author=Mike Grehan|date=April 3, 2006|access-date=May 14, 2007|publisher=Click|archive-date=November 6, 2010|archive-url=https://web.archive.org/web/20101106014727/http://www.clickz.com/clickz/column/1702507/search-engine-optimizing-europe|url-status=live}}</ref> While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.<ref name="grehan-1" /> As of March 2024, Google still had a significant market share of 89.85% in Germany.<ref>{{Cite web |title=Germany search engine market share 2024 |url=https://www.statista.com/statistics/445974/search-engines-market-share-of-desktop-and-mobile-search-germany/#statisticContainer |access-date=2025-01-06 |website=Statista |language=en}}</ref> As of June 2008, the market share of Google in the UK was close to 90% according to [[Hitwise]].<ref>{{cite news | url=https://www.theguardian.com/technology/blog/2008/jun/10/googleukclosesinon90mark | author=Jack Schofield | title=Google UK closes in on 90% market share | newspaper=[[The Guardian|Guardian]] | date=June 10, 2008 | access-date=June 10, 2008 | ___location=London | archive-date=December 17, 2013 | archive-url=https://web.archive.org/web/20131217023045/http://www.theguardian.com/technology/blog/2008/jun/10/googleukclosesinon90mark | url-status=live }}</ref>{{Obsolete source|date=December 2024}} As of March 2024, Google's market share in the UK was 93.61%.<ref>{{Cite web |title=UK search engines market share 2024 |url=https://www.statista.com/statistics/280269/market-share-held-by-search-engines-in-the-united-kingdom/ |access-date=2025-01-06 |website=Statista |language=en}}</ref>
Successful search engine optimization (SEO) for international markets requires more than just translating web pages. It may also involve registering a ___domain name with a [[Country code top-level ___domain|country-code top-level ___domain]] (ccTLD) or a relevant [[top-level ___domain]] (TLD) for the target market, choosing web hosting with a local IP address or server, and using a [[Content delivery network|Content Delivery Network]] (CDN) to improve website speed and performance globally. It is also important to understand the local culture so that the content feels relevant to the audience. This includes conducting keyword research for each market, using hreflang tags to target the right languages, and building local backlinks. However, the core SEO principles—such as creating high-quality content, improving user experience, and building links—remain the same, regardless of language or region.<ref name="grehan-1" />
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* Russia: [[Yandex]] is the leading search engine in Russia. As of December 2023, it accounted for at least 63.8% of the market share.<ref>{{Cite web |title=Most popular search engines in Russia 2023 |url=https://www.statista.com/statistics/1094920/leading-search-engines-by-visits-share-russia/ |access-date=2025-01-06 |website=Statista |language=en}}</ref>
===
By the early 2000s, businesses recognized that the web and search engines could help them reach global audiences. As a result, the need for multilingual SEO emerged.<ref>{{Cite journal |last1=Arora |first1=Sanjog |last2=Hemrajani |first2=Naveen |date=September 2023 |title=A REVIEW ON: MULTILINGUAL SEARCH TECHNIQUE |url=https://www.researchgate.net/publication/382274152 |journal=International Journal of Applied Engineering & Technology |volume=5 |issue=3 |pages=760–770 |via=ResearchGate}}</ref> In the early years of international SEO development, simple translation was seen as sufficient. However, over time, it became clear that localization and transcreation—adapting content to local language, culture, and emotional resonance—were
== Legal precedents ==
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