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Google may display additional links within certain sites. These are called sitelinks. Here is an example of the sitelinks for NASA. (In some cases, Google may also add a search box for the site.)
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Google does this to help people quickly go to the pages they want within the website. In the search results for NASA, you can go directly to the pages for the space shuttle, current missions, jobs, and so on. If Google has added sitelinks for your site, you can see a list of your links in your Webmaster Tools (Links | Sitelinks). If there are links that you don t want in your Sitelinks list, you can ask Google to remove those links. However, you can t create links.
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Can you use SEO on Web 2.0 sites In Web 1.0, websites and search engines belong together like shoes and socks. Because there are some ten billion web pages, search engines were created to help people find information. But this doesn t really happen with Web 2.0. Many Web 2.0 sites are social networking sites. They allow people to connect to others within their communities. There aren t billions of pages of information. You don t search at Facebook for information. You connect and share with your friends. If you want to find your friends, you use the Facebook s internal search box. An external search engine is not the way to use these sites. To put it another way, the Web 1.0 website owner created pages with content. In Web 2.0 sites, the website owner only provides a platform for the members. It s up to the members to create the content. In many cases, the content of Web 2.0 is the members themselves, which means their profiles and a bit of personal information. You don t search LinkedIn for information; you search for people and connect with them. This means SEO doesn t really apply to Web 2.0 social sites. There isn t any point in making 80 million kids pages findable in search engines, because those kids won t look for each other through an external search engine. They connect to each other personally. The vast majority of those pages have no informational or transactional value.
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At best, a Web 2.0 social site can use a bit of SEO to make itself findable so investors, job applicants, and so on can find it. Navigational searches should be able to find the site. However, if the site can t get people to link to each other on their own, it won t matter whether the site is in a search engine. This could become a problem for search engines. If the Web continues to develop toward social networking, search engines won t be at the center. The top ten sites include YouTube, MySpace, Facebook, Hi5, and Orkut. You don t use external search engines to search these because those sites have their own internal search engines. Also, Web 2.0 sites have several technical issues. These sites aren t HTML pages with content. Web 2.0 sites are more like software. They are a tool with lots of features. For example, Google Maps and Facebook are sites where you do things, not just read pages. These sites are built with Flash or Ajax, which are very popular for Web 2.0 sites for several reasons. Ajax and Flash allow the site to offer lots of features to its members. With Ajax, the page isn t reloaded on every click, which means savings in terms of data transfer. This is all very good, but Ajax sites can t be indexed by search engines. Every few weeks, we meet new startups that have spent tens of thousands of dollars to build all-Ajax Web 2.0 sites, and now they wonder why they don t show up in the search engines. Don t let your developers and artists build an all-Ajax site. Your developers can use these tools, but put the result in the center of the page and include traditional HTML content at the top and bottom of the page.
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