To those of us whose passion for the growth of the World Wide Web isexceeded only by the marketingpossibilities that emerge from thatgrowth, the Internet has become aplayground for the imagination. There isa large number of marketers, however,who are fascinated by the Web butapproach its marketing capabilities moreout of necessity than lifestyle. TheInternet’s capacity has advanced in somany areas in the past few years thatmarketers playing catch-up are at asignificant disadvantage. Marketingdirectors and account managers withtraditional media backgrounds need toexpand their breadth of knowledge inorder to make informed decisions intoday’s e-commerce. This articleprovides clarification surrounding thefairly recent buzzword “Web 2.0” andfocuses on the evolution and future ofthe search engine born occupation ofSearch Engine Optimization (SEO).SEO and its implications are expandingso fast and in so many directions that ithas never been more important for Clevel professionals and traditionallyoriented marketers to fully understandthe world of Internet search.