The Theory of Evolution was Darwin's attempt to explain the development of species. The idea of natural selection, that the strong survive and the weak die off, has been integrated into the modern understanding of biology, but the organic world is not the only place where this survival of the fittest takes place. Quite the contrary: natural selection dominates the online business realm as well. However, while circumventing biology can be nearly impossible, utilizing the online marketplace to stay on top does not have to be as difficult.
The understanding of how to survive is the key. While companies around the world launch websites, only a select few make it to the big time. These company websites receive millions of hits and show up front and center on major search engines. In fact, being featured on the front page of a Google search results list is the best way to stay ahead of electronic natural selection. That task, however, is easier said than done.
Internet searches traditionally have displayed results through a ranking system. This system worked by examining the content of the page and rating its overall relevance to the search being performed. The search engine would then present the designated sites by their rank. There are certain drawbacks to such a straightforward approach, though, since this type of ranking only utilizes standard websites. In order to create a more comprehensive search experience, Google drastically revamped its searching capabilities in 2007 with the concept of Universal Search.
Universal Search opened up searches to include blended results listed by comparative ranking. Comparative ranking works similarly to traditional ranking, by analyzing the content and determining its relevancy to the search being performed. However, comparative ranking takes the process a step further, weighing websites alongside other online mediums, such as photos, videos, blogs, press releases and more. This goes hand in hand with blending, which provides search results for the full gamut of online mediums cohesively on a single page.
Google's Universal Search, In this way, has changed the way online prowess must be achieved. Now, companies and website developers must utilize a Search Engine Optimization (SEO) 2.0 approach, focusing not only on content with keyword rich copy, but also optimizing all of their digital media, thus showing they are the best "fit" with a strong, multimedia approach. By incorporating rich media like images and video, websites can increase their comparative ranking, being strong enough to overpower a greater variety of sources.
SEO marketers must diversify into a number of areas they may not have considered before.
* Blogs mentioning your website can now be used as marketing tools to drive traffic.
* Press releases are listed in the blended news results; used properly, this can be one of your most effective tools. News is ranked chronologically as well as by relevance; by keeping your website prominently featured through regular press releases, you can optimize your search engine results.
* Images are more important than ever before, and tagging them correctly ensures your site gets the proper recognition.
* Including your company website in local online directories gives you one more way to improve corporate visibility.
A Search Engine Optimization (SEO) 2.0 approach is the only way to achieve internet dominance, ensuring online business survival at all costs.
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