Sun Dec 23 00:03:13 PST 2018

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Meta Tags
Meta tags were used to help search engines organize the Web. Documents listed
keywords and descriptions that were used to match user queries. Initially these tags
were somewhat effective, but over time, marketers exploited them and they lost
their relevancy.
People began to stuff incredibly large amounts of data (which was frequently off
topic
into these tags to achieve high search engine rankings. Porn and other high-
margin websites published meta tags like ?free, free, free, free, Disney, free.?
Getting a better ranking simply meant you repeated your keywords a few more
times in the meta tags.
Banners, Banners, Banners
It did not help anything that during the first Web bubble stocks were based on
eyeballs, not profits. That meant that people were busy trying to buy any type of
exposure they could, which ended up making it exceptionally profitable to spam
search engines to show off topic random banners on websites.
The Bubble Burst
The Internet bubble burst. What caused such a fast economic recovery was the
shift from selling untargeted ad impressions to selling targeted leads. This meant
that webmasters lost much of their incentive for trying to get any kind of traffic
they could. Suddenly it made far greater sense to try to get niche-targeted traffic.
In 1998, Overture pioneered the pay-per-click business model that most all major
search engines rely on. Google AdWords enhanced the model by adding a few
more variables to the equation?the most important one is factoring ad click-
through rate (CTR
into the ad ranking algorithm.
Google extended the targeted advertisement marketing by delivering relevant
contextual advertisements on publisher websites via the Google AdSense program.
More and more ad spending is coming online because it is easy to track the return
on investment. As search algorithms continue to improve, the value of having
well-cited, original, useful content increases daily.
Advancing Search Technology
Instead of relying exclusively on page titles and meta tags, search engine now index
the entire page contents. Since search engines have been able to view entire pages,
the hidden inputs (such as meta tags
have lost much of their importance in
relevancy algorithms.
The best way for search engines to provide relevant results is to emulate a user and
rank the page based on the same things the user see and do (Do users like this
website? Do they quickly hit the back button?
, and what other people are saying