Local 1.0-2.0

Wanted to bring your attention to a long but good article over at Ben Saren’s blog. The title of the article is Local 1.0. I found his insights and thoughts on where local search is very good. I wanted to focus on the numbers. for this post.

You probably heard of Web 2.0, but a lot of folks probably do not understand what that means. In essense it is to describe what “version” of the web we are currently using.  Ben described is as:

  • Web 1.0 was a passive web, about adoption and about moving to an interconnected digital medium, and Web 2.0 is very much about participation, creation, and transforming that interconnected digital medium into a platform.
  • Web 2.0 are participation, web based applications, community, lighter user interfaces, richer user experiences, openness in technology, and using the Internet as a platform, among other things.

Ben goes on to comment on what “version” of local search we are on.

  • Local 1.0 is no different, it’s about adoption, going digital, getting online in an affordable way, and in a way that provides value.
  • Local 2.0 will be about engaging and participating, and openness, and most importantly, mobile, the next and most inherently natural medium for local.

Ben’s whole point and I agree with is that local search is so very young and has a lot of growing to do. There is so much potential in the area and more and more options and ways for small business to get on and participate are developing. Zvents getting $24 million to invest and build its local search event business is just one example. I am excited to see how and when Local 2.0 gets into full swing!

FYI: At the SES San Jose conference this year, there was a Special Kelsey Group Presentation: Local 2.0: The Evolution of Local Search which also discussed this subject.

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