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Search engines Ranking is what SEO is all about. You tweak your pages trying to "meet search engine's requirements" and gain high ranking in the search engines' results. However, what are these "requirements"? Search engines are nothing but robots, computers that follow a certain program to determine which site is more relevant to a query and which one is less useful. Yes, when chasing search engines ranking, we are just struggling against a machine—a powerful instrument with a sophisticated program though it may be, but a machine nevertheless. However, we are humans with much more flexible minds, and our creative approaches will let us crack search engines’ ranking algorithms if we input time and proficient efforts.
Search engines do not reveal their ranking algorithms, for doing so would be equal to giving each SEO a nuclear weapon and pushing them into a mortal combat against each other. The World Wide Web would turn into a giant heap of over-optimized pages stuffed with ads and nonsensical content. In other words, if search engines kept their ranking algos open, they would confine themselves to showing not RELEVANT, but OPTIMIZED pages on the top, and today, there's indeed a great gap separating these two sets.
The word SEO (search engine optimization) first sounded nearly ten years ago. Since then, many researchers, driven by financial, professional, or scientific interests, tried to crack ranking algos by experimenting. Thus, several years ago, it was discovered that putting many keywords in the META and TITLE tags can improve rankings in the search engines for these keywords, giving an optimized page a competitive edge over those probably more relevant but less optimized. The search engines' ranking algorithms of those days were really simple enough to allow invisible tags (such as META keywords and META description) influence the actual position of that page in search results.
This gap was quickly discovered by spammers of all kinds who didn't leave any chance to their competition to appear on the top of the search results. The importance and benefit of good search engine positioning and organic rankings wasn't as well-recognized then, so it was mostly advanced optimizers themselves, driven by sportive passion, who tried to outrank one another.
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