Continued from Part 1
Why Now?
Understanding the basic difference between the web-that-is and the web-to-be supplies a few clues as to how this change is happening and why it’s happening now:
- The democratization of online publishing in the past few years has done a lot to contribute to the Totality of the web and has without doubt been the key to its unprecedented growth. The Web still has a long way to go before it encompasses everything, but it already contains enough data to allow generating limited Semantic Web experiences, especially in “UGC-rich” fields.

UGC is a major contributor to the ascent of Semantic Web (Image by James Cridland)
- The ascent of APIs as the de-facto method for structuring inter-service communications is creating an ever increasing degree of Accessibility. Every day now greater swaths of the web are made accessible and “understandable” to automated services.
- Tagging, Natural Language Processing and other forms of hi-tech voodoo are all coming of age around now. Their evolution is having an increasingly positive impact on computers’ ability to “understand” the Web.
How will this affect me?
By now (April 2009) it’s already clear that the next evolution of the Web is right around the corner.
The first generation of companies pioneering this field, including Evri, Apture and of course ourselves, have already been active for 2-3 years. This in itself should be enough to convince you that it doesn’t matter whether you call it “Semantic Web”, “Web 3.0” or “Super Duper Web with Sprinkles” you should get your act together and start preparing for it NOW!
Rapid evolution creates opportunity
It’s worth remembering that the transformation we’re experiencing from Web to Semantic Web is a gradual one. Changes of this magnitude always are. Even so I strongly advise against complacency – “gradual” is a relevant term. I don’t remember how long it took for all of us to start using Google but I remember it wasn’t long, and I know that Yahoo and Microsoft are still trying to figure out where they lost us.

The revolution will probably begin in UGC rich segments (Image by Franco Folini)
Where will the Semantic Web revolution begin?
Although prophecy is dangerous business I think it’s safe to wager that those fields where more has been done to improve the availability of data and its accessibility to computers, are those that will enjoy the boons of the Semantic Web first.
User-generated-content heavy segments like social networking, music and photo sharing sites are some of the first places where it’s already possible to enjoy genuine Semantic Web experiences. In fact our own Headup has already been complimented by blogging heavyweights Robert Scoble and Jeff Pulver for its Twitter boosting capabilities.
Product sites like Amazon are another good place to experience Semantic Web. Their ability to offer products based on their relevance to users’ needs, intentions and social circles, is another Semantic Web early bird, albeit a rather primitive and limited one.

Looking out for your business (Image by Kevin Dooley)
How can I best prepare my business?
The best easy-to-adopt-today tips I can suggest marketers who want to prepare for the Semantic Web are all based on the points I’ve mentioned earlier:
- Be aware of the coming change, keep your ears and eyes open for developments and deepen your understanding by reading blog posts like this one. I personally recommend checking out the excellent repository of Semantic Web articles that’s been published on the ReadWriteWeb blog.
- Tag the widgets you’re marketing comprehensively so that they are readily identifiable by computers. For example: If you’re selling football jerseys make sure to tag your inventory not only with the relevant team names but also with tags defining your merchandise as “clothing”, “shirt”, “jersey” and/or “fan merchandise”. As far as the technical details of “how-to-tag” are concerned I suggest using Microformats if at all possible but linking as described below is shaping up to be a viable option as well.
- Link widgets meaningfully to assist in there identification. This is especially true for ambiguous terms. For example by linking this instance of the word “Pink” to the last.fm page dedicated to the singer of the same name I’ve effectively removed all possible ambiguity as to which “Pink” I meant.
- Connect your site to relevant APIs wherever possible. If you deal in real-estate try integrating a map service like Google Maps. Music your thing? Integrate Last.fm or Deezer, etc. A great source for following available APIs and the innovative mashups created with them is ProgrammableWeb.com.
Epilogue
In many cases timing one’s adoption of a new technology can make all the difference. The Goddess of Economics tends to bestow her blessing upon those few nimble early adapters savvy enough to identify and take advantage of the changing marketplace in order to create a unique advantage for themselves and/or their businesses. Being prepared for the Semantic Web will require you and your business to embrace the coming change. The good news is that if you do it right then this time round it’ll be the machines doing the heavy lifting…
I hope you’ve found this useful. Your comments would be much appreciated…
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