What is Web 2.0?

The term Web 2.0 is not used to describe a new technology, but rather a change in user behavior on the Internet. The internet no longer serves purely to obtain information, but now also enables the active participation of users. Accordingly, Web 2.0 represents the second evolutionary stage of the World Wide Web, with social media being one of the greatest innovations.

Explanation of terms

According to foodezine.com, the term ” Web 2.0 ” was coined in 2004 by Tim O’Reilly and is based on computer science. The number indicates the current version (so-called version number) of a software, whereby an ascending number stands for a fundamental change compared to the previous version. The addition “2.0” illustrates a significant further development of the World Wide Web. Since users are increasingly surfing the Internet with their smartphones, Web 2.0 is now part of everyday life for almost everyone and has therefore become indispensable.


In the beginning (late 1980 / early 1990), the Internet was mainly used to call up static websites or to send e-mails. Due to the complicated web creation for private individuals, the web content was mainly created by experts. Only with the appearance of chat systems and internet forums was reciprocal communication possible, so that the users themselves could communicate with one another. That is why the development of Web 2.0 represents an important evolutionary step and is also referred to as the “interactive Internet”. Because from the early 2000s onwards, users were able to create their own contentCreate and publish via blogs and social media channels – without having to have specific knowledge of HTML or other programming languages. At this time, services such as WordPress and Blogger as well as new technologies such as RSS established themselves.

The user participation also leads to a significantly easier Internet research compared to before. Internet users publish their knowledge or experience on various Internet sites so that a broad mass can access them at any time. The quality of the published information depends on the honesty and knowledge of the respective creator.

Features of Web 2.0

The Web 2.0 is characterized in particular by the interaction of users on the Internet. The user is no longer passively on the Internet, but can also create content himself and actively exchange information with other users. The features of Web 2.0 include:

  • Preparation and publication of the content (content) by the user.
  • Use of collective intelligence. The more users contribute, the more important and valuable the website can become.
  • Environment for communication and collaboration.
  • Using simple programming techniques and tools, non-experts can also work as developers (e.g. wikis, blogs, RSS and podcasts).


Web 2.0 comprises various elements that enable interaction and communication between users. The following Internet applications are assigned directly:

  • Blogosphere
    With blogs, users can publish their self-created content and the readers can write comments on the entries.
  • Techniques for disseminating content such as RSS feeds
    RSS (Really Simple Syndication) is a standardized technique that enables information to be exchanged between applications.
  • Social media channels (Instagram, Facebook, Twitter, etc.)
    Social networks serve to network users and obtain information through experience and knowledge from others.
  • Vlogosphere
    Online portals such as YouTube allow users to publish their own video content.
  • Podcasts
    The distribution and downloading of audio and video files in serial format.
  • File sharing and P2P networks
  • Use of Wikipedia
    Wikipedia is the first online encyclopedia that basically anyone can take part in.
  • Chatrooms
    This is where users can communicate with one another on the web.

Benefits for companies

Companies can benefit enormously from Web 2.0, as it enables them to significantly increase their reach and brand awareness. This can be achieved, for example, by setting backlinks in blogs or social bookmarks. The reputation of a company has become even more relevant to the Web 2.0, as users can now publicly express their opinion on products or services. Influencers in particular have a major influence on the purchasing behavior of users. These experience reports can have both negative and positive effects, which is why the targeted use of Web 2.0 is essential for successful marketing measures.

Web 2.0 and SEO

Due to the continuous development of the Internet, many marketing areas have developed, such as social media marketing. This also is search engine optimization has become increasingly complex and diverse. To calculate the popularity or relevance of a page, what are known as “social signals” are now used, among other things.

Smartphones also have a major influence on user behavior. More and more people are using their smartphones to surf the Internet. Therefore, appropriate SEO measures such as mobile first are necessary for success. The changed use of the Internet therefore requires different measures to reach the respective target group of the company. Because as soon as the company neither provides a mobile-friendly website nor has regular internet activity, users lose interest or consider it dubious. This leads to a loss of potential users and thus to lower sales.

What is Web 2.0