Web 2.0 Techniques for Search Engine Optimization: Two Case Studies

Search engine optimization (SEO) is a process that seeks to achieve a high ranking in the search engine results for certain search words or phrases. This process typically involves making certain changes to a site, as well as acquiring links from other sites. One aspect of SEO that has begun to receive much attention by practitioners is the use of Web 2.0 sites and technologies. Knowledgeable practitioners are beginning to use Web 2.0 to achieve multiple high search engine rankings for a chosen word or phrase. The two case studies presented show that the use of Web 2.0 techniques can enable sites to rank well in the search engines. In addition, use of these methods may lead to multiple top listings on the search engines. Finally, the speed and flexibility of Web 2.0 sites and methods allows search engine marketers to promote seasonal or “hot” products.