Seo | How did the Internet Marketing?

SEO, an acronym commonly used in the world of Internet marketing, refers in English, two related concepts and immediate. Namely, SEO Search Engine Optimization can make and appoint, then the process of advertising and outreach positions, enhances and gives visibility to a website, SEO can also mean Search Engine Optimizer and appoint, then, professional or business that designs and provides such service.

Although Spanish, like all contemporary languages, has been a huge avalanche of English voices in the field of computing, search engine does not penetrate, say, "with the same harshness? other terms. The average speaking generally refers to "search engines? or to "search engines? (The latter, a translation closer to the original).

Initially, and for decades, search engine was the generic name of the program that retrieves information on a single computer, then with the advent of the Internet, search engine came to refer almost exclusively exercised similar sites that function - retrieval, indexing, data-and not a single unit, but that "no man's zone? or, rather, in this "zone of all? we call the web.

+ A fast-changing story

If we were to choose a starting point, 1975 would be a good year.

Winds of the Cold War. In the event of a Soviet nuclear attack, U.S. defense agencies suspicious collapse of communication channels, if a strategic point, if Washington DC was down, for example, would disappear under the mushroom cloud-the other links should be maintained in contact, a break in the chain of command could have been fatal. Communication as a matter of national survival.

So in 1975, the Department of Defense United States tended experimental computer network, ARPANET, the ancestor of what we now know as the Internet.

No atomic bomb devastated the United States, as we all know, but the interest in computer networks diluted and, better yet, moved to a more peaceful and fertile territory, the universities.

At the beginning of the last decade of the twentieth century, Tim Berners-Lee worked for the European Organization for Nuclear Research (CERN, by its French name). Facilitate the exchange of data, results and news among scientists, give them a useful computer tool agilísima, such was the purpose of Berners-Lee. In 1991, the British mathematician invented the first browser, the WorldWideWeb (or, as he is known more commonly, www). What was your invention? Well, in a sort of lingua franca computer, which crossed the transfer of large amounts of information from one computer to another. Thanks to the www (the program), the Internet could be born (the physical network).

In Web addresses, see an acronym that summarizes the contribution of Berners-Lee: http (Hypertext Transfer Protocol). Key concept here, hypertext means peaceful coexistence, on a support, multi-user resources administered according to your mood or needs. (Hypertext is a step forward, if you will, on the notion of interfaces, those boundaries abstract, into a computer program, allowing orderly coexistence of disparate files). It is irrelevant to consider the web as a giant hypertext.

In the first instance, from the page of the CERN, Lee and his colleagues tried to keep a list of suppliers and information available. Soon, this effort was overwhelmed. From primitive military logic that encouraged his birth, the Internet enhanced (almost to delirium) the idea of ​​playing without center fixed, edges, to keep "alive? in case one of its components succumb.

As perhaps no other technology has done in the history of man, the Internet was developed at a speed fierce and baffling

+ Maps of chaos

Soon the site was transformed into an ocean. How to know? How virtual guide through the maze? Emerged, then, web search engines.

Huge databases that tell the navigator where to find information of interest, the search engines became "the doors?. Without them, who were drawn to the work of indexing other sites, perhaps virtual space would have been impassable.

The search engines rely on a specific program type, called a web crawler (also web spider or web robot). A web crawler traverses the virtual space on a permanent insomniac. (At this point, while someone reads these lines, thousands of crawlers are active). Unlike a traditional database, where real people draw near with relevant information on a particular case, the expansion of Web search engines are blind, automatic. The reason is clear: develop a comprehensive index exceeded the web, and exceeds most likely continue to exceed the possibilities of a single person and even a crowd of people.

The crawlers are traveling, they encounter a web site, stop, sniff it, explore it, down all the information available and then return to their barracks. Then the challenge is to index the search engines, the best way possible, all that information and have it ready for when a user requests to find out about this or that topic.

To explore the web-procedure in English is called web crawling or spidering web-each developed its own search engine technology, their own programs. The "logic? by which a crawler captures and discriminates information depends on the algorithms with which it was designed.

The term comes from the mathematical algorithm and designates something like a sequence of instructions, specifically, in computing, an algorithm is a kind of minimum unit of programming, an equation that describes the steps to solve a problem.

At first, crawlers walked exclusively to the hunting site metatags everything was coded in HyperText Markup Language (an acronym that recognizes all Internet: HTML). There, in HTML brackets containing a technical description, brief and concise web site content. And if the metatags said that in that corner of the web, there was an unprecedented picture of Napoleon Bonaparte, in Acapulco, at 3:00 pm on June 18, 1989, as did the search engine part of your database . Are the limits of automatic operation. In fact, how can "teach? a machine to identify a lie?

+ The dishonesty of the webmasters

Soon the web site managers realized that the key lay metatags to be positioned in the top of the lists proposed by the search engines. Several studies have confirmed that the eye of the user of the website for up and down and from left to right the latter, of course, in languages ​​that read left to right, include us among the top ten addresses from a list exponentially increasing the chances of attracting surfers and became synonymous with success on the web.

Algorithms primal-crawlers the first search engines, and Aliweb Wanderer, dating from 1993 - aimed almost exclusively to the metatags, but, as mentioned above, this procedure very quickly proved unreliable, dishonest webmasters began " inflate? fraudulent products with descriptions. (To attract visitors, indeed, seek other information is a fraudulent practice, widespread, that the search engines and condemn pursue increasingly harder. This deception, in English, has been named as spamming).

+ Logical moving

When the search engines failed to comply with the HTMLs information, the question was how to improve the process? How to measure the relevance of a website? Key questions in the heart of the business, revealing questions that follow and creative programmers.

A crucial contribution came in the second half of the nineties. Two students from Stanford University, Sergey Brin and Larry Page (Google creators), decided to calculate the time that a website had been visited "from another site?, Such a variable, known as inbound link, is to Today, one of the most important criteria in defining the relevance of a page. With inbound links, Brin and Page aspired to measure the habits of the network, the ebb and flow of the user, the very flow of information: they assumed that a page of food was not to recommend other websites that are devoted to quantum mechanics. An inbound link is a kind of factual recommendation and a way to measure the popularity of a website. However, there were variable longed infallible soon, again, very soon, because everything has happened so soon, in the history of virtual space, dishonest webmasters managed to "trick? the algorithms are created "virtual farm links? (Link farms), reproduced spam links, and so on.

The fight against dishonest webmasters also mutated and fierce. In general, however, the attitude of the search engines to the administrators of the websites is not hostile. On the contrary! These huge databases ... would like to know what they are all websites! However, the speed of the Internet expands always exceeds their efforts. For when crawlers are "back in the barracks?, Nobody can guarantee that a particular web site, identified, and traveled and explored, go online. In any Internet has ever happened completing a search, select one of the links offered and run into the notice that the page "has already expired?. Of course, the crawlers are designed to go back and verify that the websites "still there?, But this information also has to" go back to the barracks?, Be processed and made available to customers and, then, no can ensure that this or that web site will continue online. A vicious circle.

The crawlers are designed not only to verify the validity of the websites, they are also measuring the length and frequency of updates. In fact, there are multiple policies that come into play, and not far from stable criteria. (Recently, for example, the tendency to "punish? To pages that change too fast or eliminate its contents, are thought content" ephemeral? Is not relevant).

+ Huge market, still a minority market

The search engines are far from the omniscience for several reasons: no shortage of evil crawlers or spambots, you, as a virus loose, travel through the web and spread prejudice and mistrust. In addition, many webmasters want their pages remain "off the radar? and for that reason, place passwords that keep the crawlers or robots rely on exclusion protocol (robots.txt), programs that can protect, and whole, as part of a website. However, the main reason is purely quantitative: the web is a vast virtual mass in motion, and any search engine will cope.

The amount of the web surface, ie, the amount of email addresses that search engines have achieved to date is estimated at approximately 167 terabytes, but the amount of the deep web, also known as Deepnet, invisible web site or hidden, that is, the amount of pages that have not been "touched? by the crawlers, is estimated at approximately ... 91 0000 terabytes! Programmers and research teams have nightmares when they think of this data. Most of the web is not even detected!

+ Major sponsors of SEO

In 1997-the same year that the search engines dishonest webmasters admitted that they put on their lists-hand, the acronym SEO began to circulate. The site was already ocean, and its importance in daily life and business, growing. With the boom of punto.com companies, many futurists and social scientists came to predict that, in some areas, trade face disappear. Since 1997, developers were applied to the development of Focused crawlers or topical crawlers.

Although they decided to sell "sponsored links? -Advertising, these paid links that appear on the edge of the results of a search-the search engines know they can not artificially impose a site. Your business is to provide relevant information and at best "order of merit? possible, and if they do not, the surfer look elsewhere. In every business area, a customer is not misled or ill-served again, in that realm of the immediate, that is the Internet, perhaps customer loyalty is more volatile. Just one click to punish bad service.

It is common for Internet users' cross? results, it is common to consult various lists. The search engines do not respond well to these queries. The way in which users insert search words or keywords influence the results. Each search engine operates its own protocol and its own syntax. The "order of merit? are not the same, the lists are not unique.

The search engines are therefore interested in developing the first websites to appropriate the technical information about themselves in the most accurate and unambiguously as possible, the search engines "advise? to potential customers, develop and make available to them links to recommendations concerning the best technical design of websites.

+ How to participate in this democracy without control is the web?

The technology on search engines is not static, in contrast, is already said, the crawlers will vary, and their algorithms are always looking to discriminate with greater accuracy the information. A single change a single progress means that websites should adjust their consistent and tuning pegs.

Each of the recommendations that the search engines do not tire of promoting, repeat and make available to its users are called white hat SEO. Failure to follow these recommendations, if the website is not SEO friendly, that is, if it is not designed to be easily detectable by a search engine-, the risk is off a cliff in the deep web and become invisible.

Depending on the type of product you want to market, choose the right domain, preferably a top-level domain, recognizable by those little letters at the bottom of the web-address, also have to choose the correct server, there to write texts with sufficient density, repeating the keywords as often as necessary. The tools of white hat SEO, in short, must be consistent in the overall strategy that will position the product.

Be visible in the virtual space is an increasingly technical work, specialized and urgent: to compete without resorting to the Internet, today, is to run at a disadvantage. Do not forget, we are still in a developmental stage. Semantic web that Berners-Lee developed, we moved to the Web 2.0, with intercom and unintended feedback possibilities, such as, perhaps, no other media has done in the history of mankind, and on the horizon outlines Web 3.0, which is speculated, artificial intelligence will play a revolutionary role and "processed? customer information. Search engines ¿greet us, discuss and interpret exactly what you're looking for? It is difficult to predict the future, but the concept of "personalized experience on the Internet? could have a hundred and eighty degree turnaround.

When registering online, not only is there the need to contact a professional capable, but also honest. Honesty, here is a matter of survival: to seek places of privilege, fraudulently, is highly attractive, and also risky.

With equal emphasis with which they promote and near the white hat SEO Internet users, search engines are chasing the black hat SEO practitioners. In the jargon of the trade, black hat SEO is the generic name of all those tricks that dishonest webmasters are constantly concoct to "appropriate?, Fraudulently, to the top of search lists. Such practices can lead to a web site get good rankings momentary, but everything happens on the Internet faster, and the traps are no exception and are also usually discovered quickly. (In 2007, Google, the leading worldwide companies in Germany vetoed as big as BMW and Ricoh and forced them to embarrassing public corrections). Today, the chances of spreading waste of virtual space mayúsucula amounts to negligence, but drop into the temptation of a dishonest webmaster or fall, unfortunately, in the hands of a rogue search engine optimizer can lead, sooner or later in a severe injury that impalpable capital, without which any trade is sustainable over time: prestige.