Evolving Search Engine Optimization

Online marketing is a critical component to expanding brand recognition for marketers and businesses and the best way to make sure that one's process for disseminating a brand name is through search engine optimization (SEO). It seems that up until this semester I have been hidden under a rock because in at least three or four of my classes we have discussed the potential benefits for using SEO tactics to attract viewership and loyalty to a product online.

The new resume in the field of journalism is the blog. While some may think that all you need to do is create a blog and people will magically read it, the idea is ignorant and uninformed. While I was unaware of the actual term "SEO," the basic tenets of the concept are well known to most Internet users and very clearly explained in a video produced by RT Design group. Provide effective keywords. Link, link and link again until your reader develops carpel tunnel (Ok, that may be a little much, but you get the idea).

However, the whole idea of the importance of linking and page clicks/views is currently being turned on its head by Microsoft's search engine Bing. An article on MediaPost.com argues that Bing is changing the face of web analytics by bringing "more content to the people in search queries, rather than pull searchers to the Web site that house text and videos." An important feature of Bing is the "rollover" view. On many video sites that I have visited, the ones that stick out most in my mind allow me to preview the content before actually clicking on it. In my mind, this is the best way for an Internet user to interact with web content. We want more and more for less effort.

I updated to a computer with Windows 7 this past December and the adjustment has been quick, painless and completely for the better. Leaving behind the old "tab" format and creating one that lets you preview the page/program you are about to open is an extremely useful tool. No longer do you have to click over and over again. With a leisurely glide of the mouse pointer, all the content is available at your fingertips. Although this poses problems for current analytics tools, it is a must for adapting to the new technological environment. Of course this reshapes the way we view SEO, but change, no matter how begrudgingly you accept it, is usually a good thing.