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When it comes to the web publishers and newspapers are dinosaurs about to join the Dodo. There are good reasons for this which are as lamentable as they are logical within the confines of their particular industry.

This year Facebook became the single largest source of news on the planet, outstripping Google itself as the social networking website functioned the way social networks do and people passed around news stories they had spotted.

Google understands personalization and its struggle, always, is with how to harness its global power to serve better content at a local level. Back in 2002 it introduced Google News as a means of getting some news-related content first. Fast-forward eight years and Google has turned its Google news into and uber-customizable news aggregator designed to let joe-average surfer create a totally customizable news-gathering, news-reading experience.

Google’s core code update to its search algorithm, titled Google Caffeine, is the beginning of the impact of the social web and the real time web on websites and webmasters’ activities.

The global financial crisis is making headlines for more than the fact that we are all having to ditch our Macchiatos and opt-in for budget instant instead. It is also forcing governments to seek new ways to engage with their peoples in an attempt to forge the common bonds which can drive mutually-beneficent decisions which are hard to swallow, forward.

The days when an online presence consisted of ‘simply’ a website are long gone. In the era of direct digital marketing, inbound marketing and social networking a website has less and less importance as a means of marketing and selling and more as a central point of credibility.

If you are new to the concept of Web 2.0 then Web 2.5 is going to seem like a step too far so there is a need here to recap, briefly and explain just what is going on. When the term Web 2.0 came on the scene as a marketing ploy which was too good a soundbite not to use, at a Web Summit conference in 2005, there was no agreement on what it meant or if there was, even, a Web 1.0 concept.

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David Amerland

David Amerland is the author of the Amazon best-selling ‘SEO Help: 20 steps to get your website on Google’s #1 page’. He helps companies, organizations and individuals shape effective online publicity strategies and better reach their target customers through the use of targeted online content and social media tools. You can reach him through this site’s contact page.

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