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Web 2.0 Sites for Search Engine Optimization

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web 2.0 for seo


What is Web 2.0?

Websites with interactive capabilities are referred to as web 2.0. Users of web 2.0 websites can generate content for these websites and collaborate with other users. SEO managers have loved web 2.0 websites for a while, and they’ve been a major part of link building campaigns for a couple years.

As is with any form of SEO, as the popularity increases and the ability to over-use a particular method, the risk increases of relying too heavily on them.  Even though the web 2.0 landscape has changed, they can still be a very useful part of search engine optimization campaigns.

Web 2.0 sites have reacted to heavy use from SEO “spammers” by doing two things:

1)      Making links no-follow


2)      Tightening content quality requirements

Despite these restrictions on the use of web 2.0’s, it doesn’t mean they aren’t useful.  Here are ways that these types of sites can still be utilized to give your SEO strategies a leg up on the competition.

No-Follow Links

On the properties that have more “bookmarking” functions, most of the links have become no-follow.  There has been considerable debate about whether no-follow links have any SEO benefit at all.  In theory, they aren’t supposed to help, but the general consensus is that there should be a healthy ratio of do-follow and no-follow links to make a linking strategy look natural.  In this sense, having those links is very beneficial.

In addition, these modern bookmarking sites, such as, can serve to index content that has been created that does provide valuable links to search engines.  Do-follow placements you create can get indexed quicker, even with the no-follow links.  As long as you keep things looking natural, it can speed up the time it takes to start to push rankings higher.

Another way to use no-follow social bookmarking sites is to monitor links to your websites and help that content get indexed and gain value.  We use Hootsuite and Google Webmaster Tools as part of our SEO strategy for clients.  Natural content is great, so take advantage of all those opportunities by increasing their value using creative bookmarks.  Think of it as doing a little SEO on links that are already helping you.  Again, this will speed up the indexing process and help build your tiered network to carry even more weight.

Tightened Quality Requirements

Hubpages and Squidoo  aren’t new to the SEO industry, but the quality requirements are.  As pressure has increased to remove poor content from the web, they’re undoubtedly under pressure from content networks that monetize their websites to clean up the bad content and make sure they are delivering a better user experience.  These blogging websites have to toe the line between keeping content creators happy and the search engines, so their response is to tighten quality and linking restrictions to keep the business model flowing.

What does this mean for SEO?  It means you’re going to have to work a little bit harder.  No more quick Squidoo’s from overseas contractors.  No spun content.  Nothing that is just repurposed from old eZine articles or from your website.  These blogging formats are unique and offer unique experiences, so you’ll have to use all of them.

Squidoo offers everything from polling and amazon placements to YouTube embedding and content types.  If all you’re doing is pasting in a bunch of text and adding an image, you’re doing it wrong.  Take the time to get as close to that “100% completion” as you can to get your blog featured.  Link to it like you would your own website (from those bookmarking web 2.0’s we talked about earlier too), and work to get it a little bit of traffic.  Not only will it help from an SEO standpoint, but your links could also drive traffic directly to the website as well.

A Couple More Tips on Web 2.0 SEO

–          Don’t focus just on your website.  Link your resources to each other and help strengthen people already linking to your website

–          Use co-citations.  It doesn’t look good if your resources are all just linking to your websites.  Link to some authority websites to make things look natural and associate you with the best in the business (just don’t link to competitors).

–          Update frequently. These aren’t “set it and forget it” resources.  It’s a sign of low quality if you spend a lot of time over a couple days developing something, then don’t look at it again.  Log in frequently, add new blog posts or widgets, and update your content.  These places are looking for active users, so play the game with them and you could not only get featured, but you have the opportunity to continue to add links and value to your SEO campaigns.

Web 2.0’s can be very powerful for online marketing campaigns.  Use them, but don’t try to abuse them.  Work on curating useful content, but do it in a smart way that involves a lot of your content across multiple mediums and productively links to your campaigns.


Mike LaLonde is a digital marketing specialist focusing on PPC, SEO, and web analytics.  He manages the search engine marketing at LDM, and runs a number of local small business websites as well.

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