Objectives of knowledge management

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)
M01_CHAF6542_06_SE_C01.indd 23
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24
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
).