Ivygirl Media & Design

Are We Ready for Web 3.0?

Just as everyone seems to be grasping the full impact of the Web 2.0 evolution, I’m noticing that “Web 3.0″ is starting to pop up all over the web.

Wait a minute… 3.0??? When did that happen?

The truth is, it was inevitable as the Internet continues to grow into a comprehensive (albeit complex) money-making tool instead of just another form of entertainment. With Web 2.0, we saw the birth of social networks like MySpace, the endless slew of social bookmarking sites such as Digg, del.icio.us and Furl and a new Internet “voice” in the form of a blog. Where sites used to be static and limited, users now enjoy a full-range of interactive services that keep them connected even when they’re on the go.

So, what could Web 3.0 possibly have to offer that Web 2.0 doesn’t?

Where Web 2.0 is all about the process, Web 3.0 promises to give it some purpose. After all, what good are all these search engines if you still have to sift through the countless trash entries to find the information you’re looking for?

In his November, 2006 article for the New York Times, John Markoff writes about a web that is “guided by common sense”.

“The classic example of the Web 2.0 era is the “mash-up” — for example, connecting a rental-housing Web site with Google Maps to create a new, more useful service that automatically shows the location of each rental listing.

In contrast, the Holy Grail for developers of the semantic Web is to build a system that can give a reasonable and complete response to a simple question like: “I’m looking for a warm place to vacation and I have a budget of $3,000. Oh, and I have an 11-year-old child.”

This type of application could save users an enormous amount of time and energy, giving real meaning to the phrase “I’ll just look it up on the web”.

And as a user, I’m ecstatic. But as someone who also makes their living on the Net, I can’t help but ask the question: what does all this technology mean for the small online business?

Which brings me back to the title of this article: are we ready for Web 3.0?

If the initial expectations are accurate, Web 3.0 will create yet another brand of Internet user. One who isn’t satisfied with phrases like “contact us for a quote” because they expect to get on and get what they need without waiting. One who expects a comprehensive selection of services, seamlessly integrated into a user-friendly and eye-catching site that can be accessed in real time on the web, on their cell and who knows… maybe that holographic touch screen is just right around the corner after all.

And if you think that already describes the majority of Internet users, then just imagine what all this faster, better technology will do to our existing attention-deficit approach to the Web.

I myself, don’t hesitate to choose one site over another because I know it will include a mapping utility to give me directions or a search function to help me zero in on a particular topic. I’ll click off a site pretty darn fast if I don’t immediately spot what I’m looking for and if I have to go fishing for pricing information or an ordering process, then its goodbye Mr. Retailer… I’ll go find something else.

And if I’m inclined to click off a site within six seconds of arriving, I can expect that my potential readers are willing to do the same. You should too.

This combined with the up and coming Web 3.0 means that to keep your readers (and certainly to attract new ones), you’ll need something that catches their eye the minute they hit your site. Don’t count on anyone spending the time to surf through your offerings before making their decision to click away – its just not going to happen – and if your really “good stuff” is buried two or three pages deep, it will probably never been seen by the vast majority of your potential customers.

And for the small site that isn’t technologically inclined, that could be a problem.

But all that said, I don’t think you have to master widget programming or become the Wordpress plugin King to generate some new business. What you will have to do is start rethinking the way you approach business on the Net. While content will still be king, the way your users access it is quickly changing and although you may not be ready to become the leader in Web 3.0 technology, you are definitely going to have to at least get on the Web 2.0 bandwagon. Maybe its through free downloads or podcasting subscriptions. Maybe you finally break down and start creating your own instructional videos or build your own social networking community. Or maybe you just tap into the already existing vast social network to establish yourself as THE SITE to visit. After all, if I’m going to dig, I’m much more inclined to do so at Seth Godin’s site versus Joe Blow whom I’ve never heard of.

Whatever you choose, just remember that the Web and its users won’t wait. If you want your online business to attract the next generation of surfers, you’re going to have to learn to speak a little of their language.