I would say my knowledge of Web 2.0 is certainly above average.  In the 2000s, I owned a small marketing business.  I worked on many marketing communications materials, including online materials.  During this time, I became proficient in SEO and SEM, search engine optimization and search engine marketing.  Back in the day, one would try to determine key words by which people would search.  Then, you would "optimize" the content by using the key words in the content and in the coding.  The idea was that a search engine spider would recognize the content as being relevant to a search and list it higher in the search results. Being listed at the top of search results helped ensure that content would received by a searcher.