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Web 2.0: The Next Generation? by: Jean Bedord

Online marketing information can change quickly This article is 8 years and 26 days old, and the facts and opinions contained in it may be out of date.

Todd’s Commentary: Finally, someone more disturbed by Web 2.0 than me!! Okay, honestly I like web 2.0 as a marketing tool, but those in the know understand that the concepts are the same – just packed in design dripping with ajax, round corners, and excessive use of gradients. Jean and I had one of my most enjoyable conversations at the conference on her excellent presentation topic. Jean is an SEO (she just doesn’t know it) – and often does “findability analysis” for website – a great term that I may have to swipe from her:) Our discussion sparked some interesting ideas for me including why SEO is more than just a process, and why it has such a negative connotation outside the circle of people that claim to be it’s artisans.
Web 2.0: The next Generation? Are you Serious? We’ve been doing this for years
What is Web 2.0?

Jean Bedord – President, eContent Strategies

Basics:
Word of Mouth Marketing
Viral marketing
Blogging/opinions/comments
Digg/ news rating
Recommendations
Reviews
Ratings

Reusable Content

Basic: Outside Services
Software as a service
On demand computing
Outsourcing
Application service provider
Service bureau
Time sharing

Basic: Search Services
Public Web search engines – google yahoo, msn
Commercial services – dialog, factive, lexis-nexis
Desktop search – Coprnic, google
Enterprise search -Fast, verity/autonomy

Users want usability, not speed, in enterprise search

Findablity
Online industry/ information scientist/ librarians
Answers to questions
Relevant information

Advertising
Search industry – agencies
Pay per click, pay per action/ impressions
Direct marketing/ direct response

Distribution
Search engine optimization
Ecommerce

Verticals
Aggregation of consumer websites
Consumer vertical search
Travel
Shopping
Job search
Real estate

Databases created by aggregators

Basic saved searches
Alerts
Persistent search
Rss feed subscriptions
Current awareness
Clips
Track-factiva
Selective dissemination of information

Basic: Categorization
User generated
Folksonomies
Tagging

Software
Search behavior
Personalization parameters

Publisher generated
Taxonomy
Ontology
Thesaurus
Controlled vocabulary

Basic: Words
Keywords
Advertiser buys ads
Search engines display on search results pages
Publishers allow on webpages

Search terms to the user
Query formulation
Synonym problem

Indexing to content producer
Basic: Ranking results
Popularity
Google pagerank
Literature citation analysis

Algorithmic relevance
Rating systems
Alphabetical
Chronological – Date of publication

Takeaways
Business basics are constant!
Human behavior
Revenue measures

Content is still challenging
Creating
Selling

Technology keeps changing
Jargon obscures evolution and functionality.

Search Engine – Google or Dialog?
Been doing this for 40 years!

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