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Step 4 – Search Engine Optimisation

As well as suggesting search engine optimisation changes along the way, we suggested a more formal SEO 

review as Step 4. Tatu Couture has begun to implement these SEO changes in an effort to drive more organic 

traffic to the site. The changes included incorporating more keywords into the product descriptions in add‑

ition to the unique Tatu Couture copy.

Source: Smart Insights (2013)

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Part 1  Introduction

influential article by Tim O’Reilly (O’Reilly, 2005). Behind the label ‘Web 2.0’ lies a bewilder-

ing range of interactive tools and social communications techniques such as blogs, podcasts 

and social networks which are still in use today.

Web 2.0 also references methods of exchanging data between sites in standardised for-

mats, such as the feeds that merchants use to supply shopping comparison sites with data 

about products offered and their prices. The main characteristics of Web 2.0 that are still key 

characteristics of successful online brands typically involves:

(i)  Web services or interactive applications hosted on the web such as Flickr (

www.flickr.

com

), Google Maps™ (

http://maps.google.com

) or blogging services such as Blogger.

com or Wordpress (

www.wordpress.com

).

(ii)  Supporting participation – many of the applications are based on altruistic principles 

of community participation best represented by the most popular social networks such 

as Bebo, MySpace and Facebook.

(iii)  Encouraging creation of  user-  generated content – blogs are the best example of this. 

Another example is the collaborative encyclopaedia Wikipedia (

www.wikipedia.org

).