• ISEdb, Monday, March 10, 2008 11:31 AM

SEO used to be about making changes to a Web site (like uploading new content or tweaking meta data) and waiting for the search engines to pull it into their index. With Universal Search, that wait-and-see approach is no more, according to Rob Aronson. "Now it is time to get pushy," he says.

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.

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