By search engines recognized that webmasters were making efforts to rank well in their search engines, andthat some webmasters were even manipulating their rankings in search results by stuffing pages with excessiveor irrelevant keywords. Early search engines, such asinine, adjusted theiralgorithms in an effort to prevent webmasters from manipulating rankings.
Due to the high marketing value of targeted searchresults, there is potential for an adversarial relationship between search engines and SEO service providers. In, an annual conference, AIR Web,Adversarial Information Retrieval on the Web, was created to discuss andminimize the damaging effects of aggressive web content providers.
Companies that employ overly aggressive techniquescan get their client websites banned from the search results. In, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed todisclose those risks to its clients. Wired magazinereported that the same company sued blogger and SEO Aaron Wall for writing about the ban. Google's MattCuts later confirmed that Google did in factban Traffic Power and some of its clients.
Some search engines have also reached out to theSEO industry, and are frequent sponsors and guests at SEO conferences, chats and seminars. In fact, with the advent of paid inclusion, some search enginesnow have a vested interest in the health of the optimization community. Majorsearch engines provide information and guidelines to help with siteoptimization. Google has a Sitemap programmable to help webmasters learn if Google is having any problems indexing theirwebsite and also provides data on Google traffic to the website. Googleguidelines are a list of suggested practices Google has provided as guidance towebmasters. Yahoo! Site Explorer provides a way forwebmasters to submit URLs, determine how many pages are in the Yahoo! index andview link information. Bing Toolbox providesa way from webmasters to submit a sitemap and web feeds, allowing users todetermine the crawl rate, and how many pages have been
indexed by their searchengine.
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