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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
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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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=http://googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html |title=Our new search index: Caffeine |publisher=Google: Official Blog |access-date=May 10, 2014 |archive-date=June 18, 2010 |archive-url=https://web.archive.org/web/20100618160021/http://googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html |url-status=live }}</ref> [[Google Instant]], real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs, the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.<ref>{{cite web |title=Relevance Meets Real-Time Web |publisher=[[Google Blog]] |url=http://googleblog.blogspot.com/2009/12/relevance-meets-real-time-web.html |access-date=January 4, 2010 |archive-date=April 7, 2019 |archive-url=https://web.archive.org/web/20190407221454/http://googleblog.blogspot.com/2009/12/relevance-meets-real-time-web.html |url-status=live }}</ref>
In February 2011, Google announced the [[Google Panda|Panda]]
In October 2019, Google announced they would start applying [[BERT (language model)|BERT]] models for English language search queries in the US. Bidirectional Encoder Representations from Transformers (BERT) was another attempt by Google to improve their natural language processing, but this time in order to better understand the search queries of their users.<ref>{{Cite web|title=Understanding searches better than ever before|url=https://blog.google/products/search/search-language-understanding-bert/|date=2019-10-25|website=Google|language=en|access-date=2020-05-12|archive-date=January 27, 2021|archive-url=https://web.archive.org/web/20210127042834/https://www.blog.google/products/search/search-language-understanding-bert/|url-status=live}}</ref> In terms of search engine optimization, BERT intended to connect users more easily to relevant content and increase the quality of traffic coming to websites that are ranking in the [[Search engine results page|Search Engine Results Page]].
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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
Regional search engines have a strong presence in specific markets:
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== Legal precedents ==
On October 17, 2002, SearchKing filed suit in the [[United States district court|United States District Court]], Western District of
In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%. On March 16, 2007, the [[United States District Court for the Northern District of California]] ([[San Jose, California|San Jose]] Division) dismissed KinderStart's complaint without leave to amend and partially granted Google's motion for [[Federal Rules of Civil Procedure#Title III .E2.80.93 Pleadings and Motions|Rule 11]] sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.<ref>{{cite web|access-date=June 23, 2008|archive-date=May 11, 2008|archive-url=https://web.archive.org/web/20080511162049/http://blog.ericgoldman.org/archives/2007/03/kinderstart_v_g_2.htm|publisher=blog.ericgoldman.org|title=Technology & Marketing Law Blog: KinderStart v. Google Dismissed—With Sanctions Against KinderStart's Counsel|date=March 20, 2007 |url=http://blog.ericgoldman.org/archives/2007/03/kinderstart_v_g_2.htm|url-status=live}}</ref><ref>{{cite web
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