Optimization Techniques for Web 2.0

Although search engine optimization (SEO) remains as important as ever, the ongoing development of Web 2.0 technologies has changed the way we look at optimization. Standard optimization techniques focus very little on the customer.

There has been much disagreement about what actually defines Web 2.0, a term coined by O'Reilly Media in 2004.

However, in the last three years there has been somewhat of a consensus on what Web 2.0 actually means. Most agree that Web 2.0 defines the internet as a platform where developers build applications uniquely tailored for the internet, rather than the internet having to adapt to suit the features of applications.

Thankfully, the nature of Web 2.0 means that good quality content gains popularity fast and has the potential to go viral. Web 1.0 techniques focused on getting links — Google's highest standard for link popularity. But, there has been a gradual shift in this technique.

Anyone with five bucks and five minutes can get a link. Search engines have been aggressively combating this scenario by discounting certain links. In Google terms, good links are "earned". How do you "earn" links? By supplying good content.

That's how Web 2.0 has vastly improved the internet as a user experience — only good content gets good links. The importance of good content has never been so great. With so many Adsense websites promoted daily, good content is becoming even more rare.

The social aspect of Web 2.0 ensures that good content will be given the attention and positive criticism it deserves. A good article, video, or web audio clip can easily make it to the top of websites such as Digg and go viral in the process.

And that's how it should work; submit good content and let it take care of itself. If it's not good content, re-work and try again.

However, Web 2.0 is not without its problems. Newer Web 2.0 technologies have been causing problems for SEO. AJAX, which stands for Asynchronous JavaScript and XML, is one of the main building blocks for many Web 2.0 websites. It, for example, allows you to open and close elements on a webpage without having to reload the whole page. A GMail inbox would be a good example of this. AJAX adds significantly to the web user's experience but is not as search engine friendly because search engines don't like JavaScript.

Problems notwithstanding, Web 2.0 and its technologies are on the forefront for online marketing. Embrace Web 2.0 and your online marketing efforts will be time well spent.

 

Written by: David C Skul - CEO

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