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Page and Brin founded Google in 1998.<ref>{{cite web|title=Co-founders of Google - Google's co-founders may not have the name recognition of say, Bill Gates, but give them time: Google hasn't been around nearly as long as Microsoft. |website=Entrepreneur |url=http://www.entrepreneur.com/article/197848|date=2008-10-15|access-date=May 30, 2014|archive-date=May 31, 2014|archive-url=https://web.archive.org/web/20140531124147/http://www.entrepreneur.com/article/197848|url-status=live}}</ref> Google attracted a loyal following among the growing number of [[Internet]] users, who liked its simple design.<ref name="bbc-1">{{cite news|author=Thompson, Bill|url=http://news.bbc.co.uk/1/hi/technology/3334531.stm|title=Is Google good for you?|work=BBC News|date=December 19, 2003|access-date=May 16, 2007|archive-date=January 25, 2009|archive-url=https://web.archive.org/web/20090125130328/http://news.bbc.co.uk/1/hi/technology/3334531.stm|url-status=live}}</ref> Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, [[meta tags]], headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings. Although PageRank was more difficult to [[Gaming the system|game]], webmasters had already developed link-building tools and schemes to influence the [[Inktomi]] search engine, and these methods proved similarly applicable to gaming PageRank. Many sites focus on exchanging, buying, and selling links, often on a massive scale. Some of these schemes involved the creation of thousands of sites for the sole purpose of [[spamdexing|link spamming]].<ref>{{cite web|author1=Zoltan Gyongyi|author2=Hector Garcia-Molina|name-list-style=amp|url=http://infolab.stanford.edu/~zoltan/publications/gyongyi2005link.pdf|title=Link Spam Alliances|publisher=Proceedings of the 31st VLDB Conference, Trondheim, Norway|year=2005|access-date=May 9, 2007|archive-date=June 12, 2007|archive-url=https://web.archive.org/web/20070612023948/http://infolab.stanford.edu/~zoltan/publications/gyongyi2005link.pdf|url-status=live}}</ref>
By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation.<ref name="nyt0607">{{cite news|newspaper=New York Times|access-date=June 6, 2007|url=https://www.nytimes.com/2007/06/03/business/yourmoney/03google.html|title=Google Keeps Tweaking Its Search Engine|date=June 3, 2007|first=Saul|last=Hansell|archive-date=November 10, 2017|archive-url=https://web.archive.org/web/20171110133529/https://www.nytimes.com/2007/06/03/business/yourmoney/03google.html|url-status=live}}</ref> The leading search engines, Google, [[Bing (search engine)|Bing]], [[Yandex]], [[DuckDuckGo]], and [[Yahoo]], do not disclose the algorithms they use to rank pages. Some SEO practitioners have studied different approaches to search engine optimization and have shared their personal opinions.<ref>{{cite web |first=Danny |last=Sullivan |url=https://www.searchenginewatch.com/2005/09/29/rundown-on-search-ranking-factors/ |title=Rundown On Search Ranking Factors |publisher=[[Search Engine Watch]] |date=September 29, 2005 |access-date=May 8, 2007 |author-link=Danny Sullivan (technologist) |url-status=live |archive-url=https://web.archive.org/web/20070528133132/http://blog.searchenginewatch.com/blog/050929-072711 |archive-date=May 28, 2007 }}</ref> Patents related to search engines can provide information to better understand search engines.<ref>{{cite web|author=Christine Churchill|url=http://searchenginewatch.com/showPage.html?page=3564261|title=Understanding Search Engine Patents|publisher=[[Search Engine Watch]]|date=November 23, 2005|access-date=May 8, 2007|archive-url=https://web.archive.org/web/20070207222630/http://searchenginewatch.com/showPage.html?page=3564261|archive-date=February 7, 2007|df=mdy-all}}</ref> In 2005, Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.<ref>{{cite web|url=http://searchenginewatch.com/3563036|title=Google Personalized Search Leaves Google Labs|work=searchenginewatch.com|publisher=Search Engine Watch|archive-url=https://web.archive.org/web/20090125065500/https://www.searchenginewatch.com/3563036|archive-date=January 25, 2009|access-date=September 5, 2009}}</ref>
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>
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