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No there really is a guy named SeGuru. Se's was simple then. Altavista loved an image and a domain name and a link out with an H1 header. Yahoo was a bit harder because of real people doing the listings, but Altavista fed Yahoo's listings, before google. Lycos was simple it liked words 250 words with a key weight of 2 to 4%. Then there was also what was called the engine back door. You wanted your site listed high in any of the engines, you gave it a third tier, now very much illegal as it will get you sued. But setting up a domain as yahoo.yourdomain.com was a way to get high in the listings. Then the killer came to pass, Dmoz. Dmoz was this little known engine, when Aol bought Netscape, Netscape had this search engine called Dmoz hand edited. Aol was all jumpy about it, they used it at search.aol.com. What they key there was make the editors happy, get listed, then when Aol picked it up do a server side and redirect the traffic straight to a sponsor. Dmoz would still this nice clean site, Aol surfers got jacked to a sponsor. Then some editors got greedy and started charging for listings and doing some other crap that they shouldn't of been doing. I had over 2000 listings with Dmoz and Aol. There was a little note on my monitor that said "Build for Dmoz, the money is in Dmoz.
Google uses a lot of the old stuff from the old engines. I have a bunch of sites using differnt stuff from the old engines that are listed in the top 10.
How I made my way to the pond back in the day was Dokk was giving an irc workshop on seach engines. Now there was a search engine master.
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May all your hits be clicks and all your clicks be $$$
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