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SEO 2.0

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SEO 2.0, or Search engine optimization 2.0, refers to newer search engine optimization strategies in the era of Web 2.0. While a more traditional search engine optimization objective is to achieve first-page or even top-result for a single web page or domain in search engine results pages (SERPs), the newer SEO 2.0 strategy includes saturating the first page of SERPs with related targeted content from various Web 2.0 venues like video sites (e.g., YouTube), social networks (MySpace, Facebook, and Twitter), blogs, and images (Flickr). It also entails exploiting the nature of Web 2.0 networks to gain more user-generated backlinks and traffic to a target site or brand.

History

While the prevalence of adding "2.0" to a common term to form a new moniker is widespread, the phrase SEO 2.0 dates to 2006[1] and is sometimes credited to Clinton Cimring,[2] a co-founder of Search Engine Partner. When SEO 2.0 was first described in New Media Age in May 2006, SEO specialists were "expanding out of their silos and moving into PR and broader marketing communications".[3] The article explained that "the explosion of blogs, podcasts and community sites is giving customers the power to make or break reputations, so they can’t be ignored."


Later in 2006, Media Post's Rob Garner associated SEO 2.0 with "new difficulties" presented to webmasters and search optimizers by rich Internet applications such as Flash, JavaScript, and XML (including AJAX) that don't produce indexed pages with a unique URL address.[4]

In May 2007, Google introduced its "Universal search" program,[5] making even more important the implications of search optimization across news, images, video, and groups.[6]

By December 2007, SEO 2.0 had become a topic of expertise and debate at a professional trade conference.[7]

Techniques

SEO 2.0 techniques may includes a wide range of practices, ranging from white hat to black hat tactics. One described technique involved a commercial wedding stationer that set up a deliberately humorous gallery of wedding photos that they hoped other sites would make fun of. In only two days, thanks to posts at social bookmarking sites like Digg and Del.icio.us, the album had spawned 1,440 backlinks to the stationer’s site.[8]

Criticism

Some have questioned whether SEO 2.0 is a completely new function, or whether it is merely a change of names intended only for promotion to attract new customers, similar to how businesses might try to build their environmental image by labeling themselves "green", without really making any substantive changes in practice.[9] Breathless press releases that claim SEO 2.0 will "pull the U.S. out of recession"[10] do not add to the legitimacy of the strategy.

References

  1. ^ Google News Archives, '"SEO 2.0" search', from 1950 to 2006.
  2. ^ Cris Frankel Announces The Launch of Frankel Coaching Group, BigNews.biz press release, 2009-06-05.
  3. ^ Clare Goff. "SEARCH MARKETING: 3. Narrowing the focus", 25 May 2006. Retrieved on 6 September 2010. 
  4. ^ Rob Garner. "SEO 2.0 And The Pageless Web: The RIA Search Conundrum", 20 December 2006. Retrieved on 6 September 2010. 
  5. ^ {{#invoke:citation/CS1|citation |CitationClass=web }}
  6. ^ {{#invoke:citation/CS1|citation |CitationClass=web }}
  7. ^ Sara Arrigone. "Nel mezzo del cammin dei motori di ricerca", 7 December 2007. Retrieved on 6 September 2010. 
  8. ^ "Tipps für die Suchmaschinenoptimierung", 1 April 2009. Retrieved on 6 September 2010. 
  9. ^ Jakub Ruszała. "Marketing przyszłości, czyli nowe trendy w SEO", 6 July 2010. Retrieved on 6 September 2010. 
  10. ^ {{#invoke:citation/CS1|citation |CitationClass=web }}