The Web Is Evolving
The history of the web is one of two counterbalancing forces: the explosive growth of information creation & the rise of new technologies to help people make sense of the available information.
- #1 Search engines are overwhelmed by a growing mass of user-generated content. Google's PageRank algorithm and other search algorithms determine relevancy based on the linking structure of the web & fail to
adequately surface this new source of information. Signal-to-noise decreases.
- #2 Social sites and social networks offer a new way to discover content: crowd-sourced & social curation. Facebook and Twitter introduce social feeds enabling friends and trusted individuals to introduce us to new
content and websites. Signal-to-noise increases.
- #3 Social filters are overwhelmed as the web optimizes for social sharing, adoption of social and real-time networks and the rate of content creation continues to grow. Signal-to-noise decreases.
- #4 A new breed of companies emerges that uses social data to power personalized experiences. The web optimizes for personalization and soon every experience on the web is tailored to the user. The systems
powering this personalization are adaptive, allowing them to learn and improve over time. Signal-to-noise increases.
Signal to noise ratio vs. volume of information
- #1 Their web: 1) AOL; 2) Yahoo!; 3) Google. Signal-to-noise decreases.
- #2 Social filters. Signal-to-noise increases.
- #3 Our web: 1) MySpace; 2) Facebook; 3) Twitter; 4) Digg. Signal-to-noise increases.
- #4 Your web: 1) Gravity. "Individual targeting technology will be so good it will be very hard for people to watch or consumer something that has not in some sense been tailored for them" - Eric Schmidt. Signal-to-noise