Getting your site to rank is about pushing your content to different places on
the Web so that the engines can find it--whether it's videos on YouTube, images on Flickr or news via RSS feeds or aggregation sites. Site owners can also push their content directly to the engines
themselves, particularly when it comes to maps and other local info, as well as shopping listings.
Aronson also notes that Yahoo's open-source "Search Monkey" initiative is part of this sea change--as site owners can push all types of info about their site (including things like rating and reviews, images and deep links) directly to the Web giant's engine. "Now, more than ever, you need to be proactively pushing the appropriate information to the search engines," Aronson says.