The Internet has revolutionized the world. The tool, officially born in 1969 as a military project, has become so deeply rooted in our lives that it is impossible to imagine our daily lives without it. Today, however, thanks to the advance in new technologies, we are already talking about a new concept: Web 3.0. Do you know what it is and what its main characteristics are? Read on; we will tell you about it in this article.
What is Web 3.0?
This term appeared for the first time in 2006 in an article by Jeffrey Zeldman, a critic of Web 2.0. Web 3.0 is a technological leap that has important consequences for web users. For example, it is known as the semantic web because:
- It makes more efficient use of data.
- It gives the user the power to have the control to make the changes he/she wants, directly modifying the databases.
This type of web is closely associated with the concept of personalization, which seeks to enrich the user experience. In addition, it offers a flow of information and content organization adapted to our tastes and preferences (Latorre, 2018).
How it differs from webs 1.0 and 2.0
In web 1.0, the interaction was minimal and was reduced to contact forms, newsletter registration, etc. In addition, web visitors did not have the ability to provide feedback or ask questions. There was also greater control over the use of images and comments. In short, the discourse was merely linear: sender-receiver.
In Web 2.0, the user began to play a leading role in forums, blogs, social networks, etc. In addition, desktop software was transformed into a web application. In this sense, the separation and organization of design content were done by means of style sheets. However, now, with Web 3.0, web development techniques such as AJAX are used. Thus, this type of web:
- It can be run on any device
- It is very fast and customizable (CEUPE, n.d.).
- Characteristics of Web 3.0, the Internet of the future
Now that we have addressed the differences between the different types of web, let’s introduce you to the main characteristics of web 3.0 (Universidad ESAN, 2015):
Intelligent searches
Seeks to create a new system for classifying web pages that meet the user’s needs. Even now some websites are highly personalized and search engines, for example, already advicing you the best variants of the search request, it can literally write my paper for me! In this way, users can enjoy a much more personalized platform.
Evolution of social media
Social media are growing both in number and in their level of complexity, and, consequently, the ways of connecting to these types of networks are also increasing.
Speed
The new functionalities of this type of web require a faster Internet connection. This is why the main telecommunications operators have implemented broadband connections. In this way, the user experience can be more satisfactory.
Connectivity and device integration
Personal computers are no longer the main device for users. This is thanks to the multifunctionality of cell phones and other portable devices. This new web increases the possibilities for users to connect through different devices such as:
- Desktops and laptops.
- Cell phones, tablets, and watches, among others.
- Free content without copyrights
- Free software and creative commons licenses are common. Thus, as the information is distributed freely over the web, no one owns it.
Three-dimensionality and the geospatial web
Users can access new ways of visualizing the web with three-dimensional spaces. Google Earth is a clear example of this. Moreover, taking into account their geographic location, they can access the available information.
Easier navigation
The new trends in design seek standards towards a simpler web that helps to make navigation easier and improve the user experience. In addition, it allows the creation of spaces that the user can configure as he/she wishes.
Linking and storing data in the cloud
There are more and more information services that have the ability to add data from other sources. This is with the aim of unifying the answers they offer to users. In addition, thanks to storage sites, Web 3.0 becomes a huge executable space as if it were a universal computer.
How Web 3.0 will impact digital marketing
Now that you have an idea of what web 3.0 is, it is important that you know how this evolution can affect the world of digital marketing. The personalization of content characterizes this type of web. That is, by showing the user what interests him. Therefore, this web evolution will affect the digital marketing strategies adopted by a company.
These techniques should be geared toward content personalization. For example, a company’s digital marketers need to determine which sections of the website should have dynamic content. Then it will be necessary to decide what parameters are going to be taken into account when segmenting that dynamic content. This can be done by:
- Taking into account demographic data.
- Analyzing the behavior of users on the web.
- Based on their interests, among others (Merodio, 2013).
Once all this has been defined, it will be important to measure the ROI of content marketing. This will show whether the defined strategy is profitable for the company.
Semantic SEO to improve positioning
Web 3.0 will also affect SEO positioning strategies. In this sense, the concept of semantic SEO appears. The structure formed by the subject (which is the main element of the search), the predicate, and the object, builds the relationship between semantic concepts, which is the basis of semantic SEO and this new type of web.
Semantic SEO is the new way of working SEO. Why? Because Google’s algorithm has been evolving a lot and has become more humanized over time thanks to the inclusion of artificial intelligence (Koller, 2021).
In short, Web 3.0 brings with it many changes and innovations, always focusing on the user’s needs. And in this sense, companies must adapt their digital marketing strategies to continue attracting new customers.