ABSTRACT
This chapter discusses the development of Internet search engines and the analytics behind Search Engine Optimization and Search Engine Marketing. A search engine serves as the gateway to social media and helps find information. Search engines yield two types of search results: organic and paid. Search engines start by collecting and storing information about webpages. This mechanism is termed Web crawling. Meta search engines compile and display results from other search engines. Organic search engine optimization involves creating or changing website copy and site links for high search engine results. Offsite search engine optimization, or backlink optimization, creates attractive websites for search engines by having sites easily found in Web searches. Search advertising is a method of placing online advertisements on webpages displaying results from search engine queries on the desktop or mobile devices. Page tag elements are optimized metadata, or sets of data that give information about other data, which distinguishes to search engines what the page is about.
