Theory of Search Engine Marketing and Search Engine OptimizationIntroduction“The biggest benefit of digital media delivery is in advertising” (Ramos & Cota 20) and almost all media get the larger share of their revenues from advertisement. The Internet has altered everything, from news, advertising, business, relation to others, getting information, and being entertained. It has change how people practice religion, how they data, how they decide on things, how they spend their leisure time, and how they work. Consequently, search engines were used to market merchandise and services. Businesses learned to use the power of search engines and engine optimization to enhance their ranking and increase their sales.
The following section discusses the functions of search engines, the relationship between the Internet and direct marketing, and the theory of search engine marketing and search engine optimization. Search Engines on the WebIn 1990, there was only the Internet and the World Wide Web does not exist. FTP or File Transfer Protocol was the common method of receiving files which gives computers a common way to transfer files over the Internet. This was the method most file sharing was done and anybody who required to share a file needs to set up an FTP server in order to make the files accessible to others.
Consequently, people who want to share files have to post messages on message board on the location of a particular file so people would know where to download. The first ever search engine according to Michael & Salter was named ‘Archie’, which was designed in 1990 by Alan Emtage. ‘Archie’ is a search engine with expression matcher that allows retrieval of files from a user typing in a search term or query.
In other words, it matched the files it had found with search queries, and returned results from its database. In 1993, ‘Veronica’ was developed by University of Nevada and was similar to ‘Archie’ but designed for Gopher files rather than FTP files. Another major advancement in search engine technology was developed by Matthew Gray which he named the ‘World Wide Web Wanderer’ and considered the first robot on the Web. Its initial function was to track the Web’s growth by counting web servers but later began to count URLs as well.
WWW Wanderer ultimately became the first database of websites but previous versions of this software caused loads of functional problems as they scoured the Web and retrieved single pages over and over in a day. However, many web programmers were enthused by Word Wide Web Wanderer and developed exceptional web robots. Consequently, at the later part of 1993, three search engines were launched that were powered by advanced robots- the JumpStation, the World Wide Web Worm, and the Repository Based Software Engineering Spider or RBSE.
However, these web ‘spiders’ do not have any actual acumen as there were not capable to work out what it was they were indexing. Because of this, ‘Elnet Galaxy’, a searchable and browsable directory resembling Yahoo was created. ‘Elnet Galaxy’s website links were organized in a hierarchical structure, which was divided into subcategories and added subcategories until users arrive to the website they need to go. The engine also includes Gopher and Telnet search features, with supplementary web page search feature. The subsequent momentous phase came with the conception of the Yahoo directory in April 1994, which contains a list of student’s favorite web pages (2-3).