By 1997 search engines recognized that some webmasters were making efforts to rank well in their search engines, and even manipulating the page rankings in search results. Early search engines, such as Infoseek, adjusted their algorithms to prevent webmasters from manipulating rankings by stuffing pages with excessive or irrelevant keywords.[12] Due to the high marketing value of targeted search results, there is potential for an adversarial relationship between search engines and SEOs. In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web,[13] was created to discuss and minimize the damaging effects of aggressive web content providers. SEO companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal profiled a company, Traffic Power, that allegedly used high-risk techniques and failed to disclose those risks to its clients.[14] Wired reported the same company sued a blogg...