Content seems to matter to everyone these days. About five years ago the conversation with expecting parents inevitably focused on names for our newborns and how easy it would be to find a corresponding url. Even then we had to get out more.

All that has changed. No because in the intervening few years we suddenly discovered that blending work with home life could generate some pretty daft conversations. But because now the big challenge is to make your name as searchable as possible.

A couple of months ago a old university pal discovered that writing two line reviews for his DVD club was the best way to up his Google ranking. No need for blogging, twittering or link farms.  In short, each review was farmed out to multiple search engines and aggregation sites, which sent his online profile soaring.

Like the character in a forgotten chapter of Oliver James's Affluenza, he now sleeps soundly, safe in the knowledge that he can fine tune his identity - and that of his four year old - to search page 1. Look out for Britain's youngest film critic, coming soon to a web site near you.