We are currently in the era of Web 2.0. An era focused on the predominant principle of participatory based communication. New virtual mediums of communication and technology offer many social and cultural benefits, shaping the way in which we commodify ourselves. Looking to the future of communication, Web 2.0 will shift to a semantic based Web 3.0, providing full context to the information we search for online.

Taken from my presentation at the latest Brighton SEO conference. As we move from an industrial civilisation to an information civilisation we are spoilt with choice, but with the multitude of options that the proliferation of digital technologies has presented to us are we still being restricted by omniscient authors we often don't even consider. Let's reflect on the links that many of us are in the practice of building. Inbound hyperlinks are important as a vote of confidence, and this isn't going to change any time soon. In fact, they will only become more important and the actual quality of the link will become ever more prevalent too. At the start of any SEO campaign we perform some extensive keyword research, which we then refine down to a limited number of recommended keywords to target for that client. No pun intended but the key words in that sentence being 'limited number' - optimizing your clients' landing page is the first phase in restricting other users' semantic understanding of the terms.

Marketing as an Art The art form of marketing involves many non-verbal communication processes involving subtle and subliminal messages addressing specific audiences. The art form of good marketing consciously and unconsciously creates connections by playing on emotional ties and utilising certain aesthetics, creating involvement between consumers and the advertising. For example the Andrex brand uses some fundamental tools to create emotional ties to their adverts. Their image of a golden Labrador puppy connotes cuteness, playfulness and loyalty, initially from the dog but this symbolises their brand, so ultimately from the company as a whole. This results in unconscious and conscious emotional ties being developed between the consumer and the brand.

Making sense of the vast amounts of information available on the World Wide Web is no mean feat and the likes of Google, Yahoo and now Bing do their best but let's be honest - SERPs are so 2008. The aim of the semantic web is for the machines to lucidly understand the relationships between bits of data so that when the user is searching for something online the results returned are absolutely spot on. Some surfers think we're nearly there, however my own browsing experiences lead me to believe that we're still far from it.

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