Building backlinks and targeting keywords to rank high on search engines is not enough to build traffic for a website. With newest web technologies, search engine marketing and general search engine optimization services became less productive than it used to be. Using Web 2.0 social services, content publisher can spread information within a seconds reaching only targeted audience. Today it doesn’t matter how long it takes for search engine to find and index new document.

  Posting information online, every publisher are interested to spread the world with idea, share information, provide service, sell product etc… There are several features and services which can deliver your information to audience instantly:

• RSS feeds, XML syndication will deliver your news to subscribers, social networks, feed readers, news sites. General users of Web 2.0 social networks with certain interests create groups where they share information, subscribe to feeds, bookmark, receive e-mails from each other with lates news updates.
• Trackback - automatic service which inform website owners that you made quote, wrote, gave feedback to their resource. Almost immediately another webmaster or partner know that you featured his online resource.
• Tagging. Helps social networks and search engines what your site / blog. Through networks like Technorati people pick tags they interested and subscribe for new information which appear. Information about your site could be delivered through user accounts or e-mail notifications.
• Social bookmarking. 10 years ago only media companies collecting statistic was interested what people bookmark. Today regular people bookmark links through social networks and after this share and exchange this links with others. Page with quality content could reach hundreds and even millions people with interest in certain field. Through “word of mouth” product, service, or idea could reach every person who are interested in this service.

 There are still many sceptics who belive that active usage of social media are profitable only for rock bands, movie makers, and companies who sell supplies for iPod accessories. Not true, if you log in on FaceBook or MySpace and make search of people who are older than 25, 40, or even 80 years old you will be quite surprised. There are hundered millions active users of social networks with different education, hobbies, interests.

  Benefit of social optimization:

• Fastest way to spread information, press release, idea.
• Easy way to reach targeted audience.
• Ability to turn on “word of mouth”.
• Benefit for traffic and web recognition.
• Independence from search engine rankings.

  What should be done to optimize old website with Web 2.0 social media?

 It is always depend on how old your website and what type of software you use to build pages. Social bookmarking is easy process which requie to copy and paste URL. You can submit on Digg or Delicious old HTML documents as well as new dynamic documents. If you use old software which doesn’t provide RSS / XML feeds, trackbacks, pings, comment notifications, tagging etc you can update your software, open blog or news folder, or hire someone who will rebuild your site transferring content to newest pages which will allow you to use latest technology features.