Sometimes little brain farts set off quakes. How Entropy Is Creating Web 3.0 Right Under Our Noses is an example of just such a fart followed by quake. Entropy is the idea that everything moves from organization to randomness. My Entropy post concluded we are living in a time of high entropy. We've organized ourselves into a series of cut and paste rectangles.
Don't expect such static website design to exist for much longer.
Why?
It all Google's fault.
The Google Float
Teams I've worked on have talked predictive analytics and branching real time algorithms as the proper way to create persona based relevance for visitors to our websites for years. Google didn't talk so much. Google just created the most massively dynamic predictive analytics engine the world has ever imagined.
Google's float, the fact that what you and I see can be different even if we type the same search at the same time, is brilliance personified. The big brains at Google created their float to expand ad inventory and the innovation ended up saving the farm.
With the float ad inventory moves from a static know number to as close to infinite as any working system can approach. Google could show x ad only to y customers on every other Friday if they wanted. The beautiful poetics of Google's move away from static toward the largest predictive engine the world has ever known had unexpected positive consequences.
Google was about to drown in UGC (User Generated Content). Instead of fighting social nets Google did what all brilliant scaled Internet marketers SHOULD do - Google co-opted the signals feeding them into their engine as "social signals".
Google personifies the law of large numbers. When everything in your engine is a mathematical power distribution more data doesn't swamp you it confirms Google's decisions, more data functions as a massive Vox Populi.
Web 3.0 And YOUR Website's Future Float
Around the your website's future is a similar float. Soon your website will dance in real time and in a new three dimensional space made up of:
- Space.
- Time.
- Behavior.
The actual physical space of your Web 3.0 website won't exist in flat space. The only place the pictures and paths your Web 3.0 creates exist will be on a white board of branching algorithms and If/Then statements. Your websites space is too connected to the other dimensions to exist independent of them.
Your website will use "curation logic" to create branching paths by personas. If I am a NEW visitor from GOOGLE on keyword Y I will see presentation Truck Driving Man (where "Truck Driving Man" is the name of the logical path I'm on and my persona).
We will use TIME and BEHAVIOR to trim, in real time, Truck Driving Man's path. If Truck Driving Man rogues out by selecting a new path the website will record what is happening in order to determine if Truck Driving Man is creating a new path called Surfing Burning Man.
Creating Web 3.0 Websites
Creating a Web 3.0 website will require more creative: more headlines, more visuals, more copy. Since creative isn't FREE we will change the way we develop creative elements. Instead of one-to-one relationships between creative elements we will need creative elements that foster a one to many set of possible relationships based on tags.
Phil Buckley (@1918) showed me how to do this when he worked on my blog. Phil used creative commons images to create relationships to many archived posts. A grasshopper could go with an article about more and more, faster and faster and a piece about jumping on email marketing.
The key to this Lego-like plug and play is tapping and tagging an archive of creative elements for each persona and path. This much more dynamic future comes with a cost, but don't be so overwhelmed by the feeling you are invading Russia in the winter that you don't blow everything up and start again.
Everything we understand about web design is already blown up. Google blew it up with their float and it got good to them so expect your static web design and rectangles powered by few variables and limited "curation logic' to disappear soon. You website has no choice. Much like Google we become relevant and dynamic or drown in insignificance.
Your website will use "curation logic" to create branching paths by personas. If I am a NEW visitor from GOOGLE on keyword Y I will see presentation Truck Driving Man (where "Truck Driving Man" is the name of the logical path I'm on and my persona).
We will use TIME and BEHAVIOR to trim, in real time, Truck Driving Man's path. If Truck Driving Man rogues out by selecting a new path the website will record what is happening in order to determine if Truck Driving Man is creating a new path called Surfing Burning Man.
Creating Web 3.0 Websites
Creating a Web 3.0 website will require more creative: more headlines, more visuals, more copy. Since creative isn't FREE we will change the way we develop creative elements. Instead of one-to-one relationships between creative elements we will need creative elements that foster a one to many set of possible relationships based on tags.
Phil Buckley (@1918) showed me how to do this when he worked on my blog. Phil used creative commons images to create relationships to many archived posts. A grasshopper could go with an article about more and more, faster and faster and a piece about jumping on email marketing.
The key to this Lego-like plug and play is tapping and tagging an archive of creative elements for each persona and path. This much more dynamic future comes with a cost, but don't be so overwhelmed by the feeling you are invading Russia in the winter that you don't blow everything up and start again.
Everything we understand about web design is already blown up. Google blew it up with their float and it got good to them so expect your static web design and rectangles powered by few variables and limited "curation logic' to disappear soon. You website has no choice. Much like Google we become relevant and dynamic or drown in insignificance.
Creating Web 3.0 Websites is something most SEO do on a regular basis. Keeping them afloat is another thing though.
ReplyDeleteAdam,
ReplyDeleteAgree and somehow the "keeping it afloat" part is always left to the dirty dogs of Internet marketing. The dirty dogs willing to dig the ditches and forge the rivers :).
Great comment thanks. Marty