Those who operate search engines recognize quickly that some web masters (specifically search engine optimizers) are making bold efforts to rank well in their search engines, even by manipulating the page rankings in search results. For Infoseek and some other search engines, optimizers were grabbing the source code of the top-ranking pages and placing it in their pages. They were successful in this way to top the search engine rankings. But, that's the old story.

Those who operate search engines recognize quickly that some web masters (specifically search engine optimizers) are making bold efforts to rank well in their search engines, even by manipulating the page rankings in search results. For Infoseek and some other search engines, optimizers were grabbing the source code of the top-ranking pages and placing it in their pages. They were successful in this way to top the search engine rankings. But, that's the old story.

An annual conference named Air Web was held 1997 to eaze the tension between SEO and search engines companies to minimize the sometimes-damaging effects of aggressive web content providers. Though, due to the high value of search results, there will always be an adversary relationship between search engines and SEOs.

The Wall Street Journal profiled a company that allegedly used high-risk techniques and Wired reported the same company sued a blogger for mentioning that they were banned. Google later confirmed that it in fact banned Traffic Power and some of its clients for black-hat techniques.

Today, many search engine optimization companies employ long-term, low-risk strategies; some SEO firms that do employ high-risk strategies for their own affiliate, lead-generation, or content sites, instead of taking the risk on client's web sites.

Google, since its early days has been gaining intelligence, it has enforced web page restrictions for years, such as for hidden-text in 2006. It punishes non-standard web sites by automatically blocking the search-results for 30-35 days or longer. It does allow for a reinclusion request, and the re-indexing of that web site might take a total of 2-4 months.

MSN Search and Yahoo! do not automatically punish the web sites for small amounts of hidden text. In early 2006, MSN Search typically re-indexed small web sites every 14 days, and Yahoo! also re-indexed quickly, much faster than Google, but all three MSN/Yahoo!/Google could require more than a month to index a new page on an old web site.

However, the condition is improving. Today search engines are competing and some have reached out to SEO industry. They organize sponsors and guests at SEO conferences and seminars. With the advent of paid inclusion, some search engines now have a vested interest in the health of the optimization community.

All of the major search engines (Google, Yahoo!, MSN and Ask) provide guidelines to help with site optimization. Google has a Site maps program to help web masters learn if Google is having any problems in indexing their web sites. It also provides data on Google traffic. Similarly, Yahoo! has Site Explorer that provides a way to submit your URLs for free, determine how many pages are in the Yahoo!. So that the web masters can drill down on in links to deep pages. It has an Ambassador Program and Google offers a program for qualifying Google Advertising Professionals.

Nobody knows for sure what the next move of search engines will be. Remember, if your business exists due to your web presence, it's always better to seek help from Search Engine Experts and remain unaffected from the love-hate relationship between SEO and search engines?