In September of 1998, without herald, an infant named Alpha Google was born. Google quickly set a course of speedy, steady growth. In 1998, search engines did not seem threatened by Google. The older search engines were finding their way to a more secure footing with a « tenure system » of sorts; a respect for the age of a website entered the algorithm, along with an acknowledgement of its popularity. Search engines, tired of being sent back to the drawing board by search engine optimisation, implemented a strategy to ignore websites offering SEO, or even mentioning SEO. Still, the SEO strategy of link building continued to be effective as websites engaged in the mutual back scratching, linking to each other, regardless of relevance. Meanwhile, Google rapidly builds a following.
In 1999, Google’s Page Rank algorithm was returning superior search engine results, while making SEO shortcuts much more difficult to achieve. In addition to the appeal of its efficient search engine, Google lured web surfers in with its “look,” even though it was not much to look at. As most websites followed a trend of « more is better, » Google was uncluttered, almost barren. That austere image became Google’s unofficial Google trademark. Site visitors appreciated that the Google page loaded faster because there was little to load. Arriving on the Google site, there was no scanning over Google content required to find the Google textbox to enter queries. There was nothing to confuse or intimidate the inexperienced. Google’s popularity continued to grow quickly. The Google search engine had a simple interface with no sales pitches, yielding more relevant results. Why would you not Google?
By 2000, Google’s search engine competitors seemed to be surrendering to Google without a fight, unabashedly selling search result placement, in what appeared to be nothing short of bribery for the highest bidder. These search engine sites knew that search results returned on this basis were artificial and sub-standard. The search engines sites would drive away the last of their patrons quickly, but they could also grab fistfuls of cash on the way down. Soon, Google was the undisputed king of Internet search providers.
Google continues to be the dominant search engine. Google has owned the millennium so far, and so far as can be seen into the future, it appears to be a Google world. Microsoft came up with a catch phrase and rolled out Bing. “It’s a decision engine!” It is meaningless.
SEO has not only become Google-centric over the past decade, SEO has evolved a character that seems “Google compliant.” This is a stark contrast to the “search engine combative” approach of SEO in the previous decade. Generally, the steps required to build a website that is efficient in its “Google search engine optimisation,” are the steps that optimize the website for the visitors. SEO optimizers offer valuable expertise. They steer websites away from common detriments to ranking, and point them toward attributes favored by search engines like Google.
Patience is now a standard requirement of Google search engine optimisation. SEO implemented on Monday will not affect Tuesday’s ranking. However, when the search engine optimisation finally brings better Google ranking, it is also a relatively stable ranking. The cheats and shortcuts of the 90s do not work so easily with Google. SEO experts, who in the past were seen as hackers, are finding themselves viewed as SEO professionals, even as some prefer the ‘hacker’ image.