Web 2.0
Umbrella term for the second generation of the web, shaped by user generated content, social networks, and interactive applications.
Also known as: Social Web, Participatory Web
Web 2.0 refers to the phase of the web from the mid 2000s, when static pages were replaced by dynamic, interactive platforms. Users shifted from consumer to contributor, through blogs, wikis, social networks, and review sites. Technically AJAX, REST APIs, and browser based applications carried the shift.
Characteristics of the era
Typical features are profiles, comments, likes, and shares, the tools through which users create and spread content. Platforms such as Wikipedia, Facebook, YouTube, and WordPress are well known representatives. On the business side ad funded services emerged, generating revenue through reach and usage data.
Significance for marketing and SEO
Since Web 2.0, brands must deal with publicly visible user communication. Reviews, forum posts, and social media posts shape purchase decisions and search results. Pitfall: many Web 2.0 profiles are obsolete from an SEO perspective, classic link building tactics on forums and directories are devalued by search engines.
Context in today's web
Even though the term is rarely used actively, the principles of Web 2.0 still shape the current internet. Content is mostly produced by users, platforms remain the central distributors, and the attention economy drives competition. With Web 3.0 discussions on the rise, Web 2.0 has become the historical reference point that marks the difference to decentralised concepts.