Web 2.0

Just when you thought that you had worked out the best SEO tactics, the Internet goes and
changes on you. And not just the rules of the game but the whole web platform. Web 2.0
changes the whole ballgame. It not only places the web user squarely in the middle of things,
but it gives that user the means and power to create and manipulate data. Web 2.0 and
interactivity dramatically changes how we view and use the web. Actually, in many respects,
it creates a whole new Internet.
Just what exactly is Web 2.0? What does it mean? Is there a precise definition that all
webmasters can get their heads around and understand? Unfortunately there is not. And many
believe Web 2.0 is just another one of those contrived buzzwords generated by some
marketing whiz kid!
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Do you need Web 2.0 on your website?
My clients are often asking 'what is Web 2.0 all about? Do I need it on my website?' That is a
good question. There is a lot of hype about Web 2.0 but it is more than a passing fad. Web
2.0 is simply a phase in the evolution of the World Wide Web. Whether or not, it is a major
development - well, the jury is still out.
The main thrust of this phase of the Internet is that the Web is no longer simply about
information, it is now more about interaction. There are new and existing applications and
technologies associated with Web 2.0 - from blogs to social networks to RSS. These new
developments enable consumers to interact with your company and your other consumers. It
also means your consumers can participate in and influence decisions made by your company
management. In this way they control their website visiting experience.
What’s in Web 2.0 for you?
So what does this all mean to your Internet business? Consumers are now better educated,
Internet-wise, and are accustomed to more interactive relationships which maybe sustained
over a longer period of time. As options for communicating with consumers expand,
companies have an increasingly difficult task of determining where to invest
their scarce resources. As we have always emphasised at Zeald.com, to make the best
investment decisions, you need a measurement strategy for your website initiatives. This
needs to be a solution that enables you to track and monitor the business impact of Web 2.0,
particularly as it relates to your Internet Marketing investments.
Those of you with a modern website will already have website analytics and measurements,
either in the backend of their website or supplied by their website host. That is nothing new
but there are new requirements for measuring in the Web 2.0 world. Companies that are able
to effectively measure all their web interactions with visitors, both Web 2.0 and conventional
websites, will enjoy a competitive advantage.
The importance of measuring unique visitors has always emphasised by all website gurus; the
Web 2.0 paradigm accentuates this importance. Succeeding in the Web 2.0 world means that
you need to measure and value the website engagement with your consumers. It is no longer
about conversion at a point in time. It is now about the nature of the relationship over time,
and the many ways that an individual website surfer can add value to your business.
Social Media and Web 2.0
Web 2.0 can be characterised by such sites as YouTube, MySpace, Del.icio.us, Digg, Flickr,
Linkedin, Bebo, Facebook... there are more popping up every month. Web 2.0 technology
involves uses website scripting languages such as Perl PHP and RSS feeds to construct
interactive platforms that websites can use to create all this user-generated content.
Many refer to these evolving formats and scripting platforms under the name AJAX
(Asynchronous JavaScrípt and XML). That comes from Google and takes web-based
interactive programs such as Google Maps, previously only associated with desktop
applications, but now being applied on the web. If you have used Google Earth, you will
realize how powerful and revolutionary these new applications can be, not to mention, they
are a whole lot of fun. The latest development is to apply these interactive web-based
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applications to mobile phones. There is a lot more benefit to be gained from having Google
Maps on your cell phone than on your desktop!