Social Engagement is probably the most significant development on the Internet thus far. Before social web sites such as Twitter and Facebook appeared, the only aspect of web site development available was S.E.O. Firstly through Yahoo and then Google. Webmasters tried their very best to manipulate their work so as to curry favour with the likes of Google with ideas of mega back linking and sometimes dodgy campaigns such as photos of naked women, in the mistaken notion that if people didn’t want to visit the web site because of its intended content, then perhaps a picture of a nude would do the trick.
Then, you may recall, a famous court case went on in the United States where an English Nanny was accused and convicted with murder. because of the media attention that the case was receiving, the Judge decided to announce the sentence via his web site. knowing that this would cause a media frenzy around his web site with a view of getting it to develop better in the search engine results pages. (SERPs) As that was considered to be the “Best Practice” at that time.
Google came along and changed all of that by announcing a much better way of doing things. The problem with this source of marketing is that (And Google themselves admit this) The only people who benefit from his in reallity is the first two web sites mentioned on the SERP’s first page. Surfers very rarely ventured away from the first page.
Social Web sites changed all of that. Googles policy has always been; “If you don’t want to jump about shouting about your online services then, why should they.” Social Web sites gave us all the opprtunity to do just that.