Web 2.0, the newcomer Google Knol, and SEM

Posted by Ben on 30 July 2008 in SEO

Web 2.0 is a level of social internet interaction that is becoming an important part of online marketing, creating a multi-dimensional, multi-channel network of communications. But what does this mean?

This means that the internet does not simply operate as a two dimensional platform for information exchange, I.e. search engines and emails. Instead it finds itself becoming a great deal more interactive, with a variety of 'social' platforms.

SEM 2.0

With Web 2.0 arrives SEM 2.0 (search engine marketing 2.0). The importance of Web 2.0 to search engine marketing is that it presents optimisation opportunities...new e-marketing formats and the increasing integrations of online activity is an exciting prospect for any creative web design agency.

Previously, there has been a degree of simplicity in optimising websites to be search engine friendly and managing email campaigns, but this simplicity limits how a website, company and brand is represented - social media opens a huge number of doors for brands to enjoy.

An example of how social means can indirectly market a website in a traditionally formal, informational-rich industry, could be that you, as a company, present yourself as an expert in the field, earning respect for providing answers, sharing opinions and generally adding value on a non-sales focussed part of your website and/or through social media sites. Indirectly, this can build traffic to the sales-side of your website as, overtime, the website is recognised as a hub of resources.

Note: Web 2.0 is not to be spammed with excessively salesy articles as this demotes any level of credibility or authority opportunities that you might hope to gain, and thus waste your time.  Web 2.0 should be used to create a new level of democracy and creativity for the internet, where adding value to it's users indirectly reaps rewards.

Web 2.0, Google's Knol and Wikipedia

One week on from Google launching Knol, what is potentially a competitor to Wikipedia, we can see again the prominence social media has - if Google is drawn to it, then it must be a big deal!

Knol, meaning a unit of knowledge, is a Web 2.0 platform for people to write articles that may be then collaborated on, commented on and built socially to be authoritative articles - a typically democratic Google process. Similar to Wikipedia, internet users create content and provide answers, advice and help on a variety of topince, however Knol gives ownership of the article to the original author, unlike the collaborative-encyclopaedia approach of Wikipedia.

Wiki's, Knol and SEM

Google in particular rewards authoritive websites. This means that sites that provide good quality information, as perceived by the online commmunity, rank more highly than those isolated sites without democratically appointed 'status'. One significant cause of this is through PageRank, a measure of the quality of inbound links pointing to your website, creating a PageRank of 1-10 (10 being best).

Although link-juice (PageRank value) does not pass through from either Knol or Wikipedia (they use a <nofollow> tag for the search engine bots with their links) they do allow the articles to be viewed in an authoritive context, with exposure to people that may indeed link to you, raise your profile and thus, imporve your authority online.

Future Success of Knol

Tests on Knol's rankings to date have shown the Google search engine's algorithm to regard it very favourably in it's results already, regardless of it's relative online immaturity. This is not unexpected with Google typically favouring it's in-house content over out-house (nope that doesn't sound right!) non-in-house content. ;)

Web 2.0 Sites

The Web 2.0 umbrella is constantly growing, but here is a list of social media sites to take a peek at - check out their 'About us' pages for more information.  

A list of some of the best Web 2.0 social media sites to make your head Sphinn!

In no particular order...

• Sphinn - network, read, share and start online marketing news
• Google Knol - collaborate with other experts in a field to build authoritative articles
• Wikipedia - online community-built encyclopaedia, enabling anyone to contribute
• YouTube - an free online video host and forum, also includes commercial content
  
• Yahoo Answers - ask a question, get an answer and vote on it's quality
• Facebook - social networking, used for blogging, friend finder, campaigns, etc...
• Flickr - online image host, share and comments on photos and graphic design of others
• MySpace - social media site, with a particular emphasis on music
  
• Digg - online bookmarking site for sharing articles, blog posts, funny stuff with other users
• Furl - social bookmarking site for sharing web content with other Furlers
• StumbleUpon - a popular social bookmarking site for blogging and sharing web content with like-minded Stumblers
  
• Reddit - promotes bookmarked sites based on votes
• Del.icio.us - another social bookmarking site for sharing online content
  
• Techorati - social and interactive blog and news listing site
• LinkedIn - a networking site helping professionals develop contacts and authority in their field
• Epinions - helping users to review content, news and products
• Bebo - Social media site helping people to sharing content and staying in touch
• Yahoo 360 - online social site for blogging, sharing news and media
  
• Twitter - a micro-blogging site to capture a moments thought or share what your doing
• Skype - instant messaging and free computer-to-computer calls

Be Web 2.0, social and successful!

The internet is no longer perceived as a technology, but more of a society. People are now the internet. The important point here is that search engines are not the only source of traffic. Optimise your website, get out there, be social, and watch the traffic flood in!