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== Relationship with search engines ==
By 1997 search engines recognized that [[webmaster]]s were making efforts to rank well in their search engines, and that some webmasters were even [[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 in an effort to prevent webmasters from manipulating rankings.<ref name="infoseeknyt">{{cite news|url=http://query.nytimes.com/gst/fullpage.html?res=940DE0DF123BF932A25752C1A960958260 |title=Desperately Seeking Surfers|author=Laurie J. Flynn|date=November 11, 1996|publisher=[[New York Times]]|accessdate=2007-05-09}}</ref>
Due to the high marketing value of targeted search results, there is potential for an adversarial relationship between search engines and SEO service providers. In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web,<ref name="airweb">{{cite web|url=http://airweb.cse.lehigh.edu/|title=AIRWeb|publisher=Adversarial Information Retrieval on the Web, annual conference|accessdate=2007-05-09}}</ref> was created to discuss and minimize the damaging effects of aggressive web content providers.
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