Search engine optimization usually abbreviated as SEO is the process whereby the visibility of a web page or website in a search engine result can be manipulated. The higher ranked sites appear a lot in the search engine results thereby increasing the frequency of the online users visiting the website. Nowadays internet marketing is the best possible means of marketing with many companies and institutions putting up websites to facilitate their online presence. The rank or occurrence of the website in the search engine results page (called SERPS for short) thus matter a lot because that will increase their marketing coverage. SEO usually targets a broad array of search terms spanning from video searches, image searches, local searches and much more therefore incorporating everything in the internet. The high rise in number of websites has brought about a struggle in reaching the online market thus giving rise to SEO Engineers; these individuals usually try and affect the visibility or presence of websites in the search engine websites so as to create a comprehensive strategy that will ensure the site is seen by many people. In SEO both the online market and keywords or search terms are usually studied and then the website content is edited so as to increase the sites rating in the SERPS. Search engines on the other hand rank websites through indexing activities hence ensuring people gain access or are directed to the most prominent sites first, the search results are usually in descending order with respect to their ranking.
The SEO engineers or webmasters have come up with a variety of ways to increase their website dominance in the search results; they may at times increase the number on inbound links in the site so as to create a variety of searches point out to their pages. SEO began in the mid-1990s and back then all the webmasters did was submit web addresses to search engines which would then send a ‘spider’ to ‘crawl’ the website or webpage and extract the relevant information that would in turn be indexed. It was quite simple because the spider used to download page while the indexer on the other hand would extract all the relevant site information. When the site owners started seeing benefits of having a higher page ranking they began finding ways to improve their site ranking bringing about white hat and grey hat practitioners. White hat is acceptable measures taken to improve the site rating while grey hat is the unscrupulous ways by which a site rating can be enhanced some of those ways can be linking unrelated terms to the site thereby online users opening site opening websites that are not related to their searches. These attributes have made web search engines look for various means to curb grey hat since they may resort to use of other engines if they cannot get the exact they are seeking. A need for search accuracy is therefore need in order to make it preferential as compared to the other web search engines offering their services.