The beginning of search engine optimization can roughly be located inthe middle of the 90s. Backthen, search engine optimization was mainly a manipulation of the search results, with the aim of bringing dubious pages to the front or disrupting the way the search engine works. Common useswere so-called black hat methods such as keyword stuffing or cloaking.
When Larry Page and Sergei Brin integrated the PageRank algorithm into the Google search engine in1998, the Black Hat search engines at the time began to “optimize” massive spam links on other sites.The background to this was how the PageRank algorithm works: the more links point to a page, the higher the relevance of this website is for a particular keyword.
Today’s commercial search engine optimizers have moved as far as possible from the black hat methods of the 90sand 00s. This is due to the regular updates and anti-spam measures by Google,which uncover and punish practically every single black hat method. On the other hand, based on the experience that a white hat methodology pays off and pays off in the long term. In addition, SEOs are communicating ever more closely with Google: If Google’s goal is to offer the user the best result for their search query, it is also worthwhile for SEOs whose customers want to be found when a user searches for the respective offer of the customer. Scattering losses are to be minimized in this way.
The success of today’s SEOs is based on a technically clean structure and programming of the website,a flawless user experience on the website and content marketing (or public relations)online. The terms On Page-SEO for working on the website and Off Page-SEO for working on their pages to generate links have prevailed in the industry, but are currently losing some of their definition due to a constantly changing market.
On Page means all measures on the content and (HTML) structure of a website. There is a rough distinction between technical and content-based OnPage SEO.Technical SEO Everything that aims to better index the website by the search engines is part of technical SEO. This includes things like the page loading speed, the control of the crawlers, the (logical) page infrastructure and the setup of the server. The HTML structure is not considered technical SEO.Content SEO / OnSite SEO
The entire creation and setting ofthe content of a page as well as the HTML structure are included inthe content-related SEO, also called On Site SEO. The goal is twofold: On the one hand, the crawler ofa search engine should be given the correct data about the content and intention of the website. For this, the mainly textual content of a website is created. On the other hand, the user should be able to navigate the website as intuitively as possible (e.g. through breadcrumb navigation) and be given informational added value. These goal scan also be transferred to commercial online offers: The customer of an online shop wants to have all the important information about and about a product and to experience the simplest possible process when ordering.
Depending on the company’s goal, there are sometimes differences in the content of on-page optimization. The aim of local search engine optimization is to rank well in one region and to leave other regions out. An online shop places different demands on the know-how of an SEO than a blog or astatic company presence on the Internet. Conversion rate optimization is also included in on-site optimization.
OffPage SEO means all measures that aim to generate backlinks for a website and is fully part of what SEO is today.
Link building-link exchange, link purchase, spam links
With the use of the PageRank algorithm, link building was born. In the past, this was limited to placing as many backlinks to a page on the net as possible with all possible means. So-called spam links still exist today: the comment function is often flooded with tons of spam comments just to leave a link.The “hacking” of websites in order to place camouflaged links on the page still occurs in exceptional cases. With the 2012 Penguin Update and the penalty for obviously purchased links, Google was able to shift the focus of offpage optimization from link building to link marketing.
So there is a very quick insight into what SEO is and a short history which we hope you have found information! Courtesy of Web2Nation and their information on What SEO is