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Web 3.0 & the Power of the Semantic Web

Web 3.0 describes the next evolution of the World Wide Web. The term “Web 3.0” has been floating around for a while now, but what exactly does it mean? The true definition of Web 3.0 has been unclear since its inception. When trying to grasp the concept, it is important to keep in mind that Web 3.0 is more of a buzzword and does not clearly define anything.

Semantic network

The term Web 3.0 is often mentioned together with the “semantic web”. Some people consider the semantic web equivalent to Web 3.0, while others consider the semantic web part of Web 3.0. But what does a “semantic network” mean?

A clever example of trying to understand the semantic web is given by Peter Berkel. Take the words of Paris Hilton; Anyone thinking of the Hilton in Paris? The meaning (semantics) of these two words can be interpreted in different ways.

To understand semantics on the web, we also need to look at syntax. If we use the sentence “Mike loves Kate”, syntax refers to the composition and structure of the sentence. The semantics show that Mike really loves Keith. If we convert “loves” to a heart symbol, the syntax will change, but the semantics will remain the same.

In the case of Paris Hilton, we see an inverted situation where there is a lot of semantics, but only one syntax.

Syntax plays an important role in communication between computers on a network. When you request a website to appear in your browser, you are actually sending a request to a web server. This server looks at your request and returns it in HTML format. Your browser reads the HTML syntax and translates it into a designed page. The meaning of what is on this page will remain unknown to the computer.

The same thing happens when you search for information on the Internet. A search engine searches billions of pages to find the keywords you require. It will then show you a list of pages that contain the keywords you searched for. The search engine knows what keywords are on these pages, but the actual content of the pages remains unknown. This can be compared to teaching a parrot a few words that it will repeat without knowing the true meaning of the words.

Using this analogy, the current Internet can be regarded as a “web of documents”. All of these documents are related to each other in one way or another, but for web applications, the content of these documents is ambiguous. However, the content is interesting to us. These documents are about people, history, companies, countries, etc. is about. Now we are no longer talking about documents, but about the “persons” inside these documents. The goal of the semantic web is to enable computers to understand the objects in these documents.

Thus, the semantic web assigns meaning to the entities on web pages and the relationships between these entities. Unlike the current internet, it would be a network of objects.

Advantages of the Semantic Web

So, now that we have a better understanding of the semantic web, how can we take advantage of it? Take Paris Hilton as an example. If the search engine understands that I am trying to find a Hilton hotel in Paris, all results about the famous Paris Hilton can be excluded. This brings us to better, more accurate and faster results. This is still a simple and basic example. The next step will be an app that understands that Hilton is a hotel in Paris and can offer me more services. If you are looking for a Hilton Hotel in Paris, a Hilton Hotel can be found, and a flight to Paris can be booked with a restaurant for meals. This makes the results for your query more valuable.

Maybe this sounds pretty familiar; When you book your flight, you will be asked if you want to rent a car. However, this question was implemented through the collaboration of many web applications. In a semantic web, no cooperation or agreement is needed because all information is universal.

The Semantic Web will access information on a large scale. Roughly speaking, there are two different approaches to lead to a semantic web: a bottom-up approach and a top-down approach.

A bottom-up approach involves adding information to all existing documents on the web and making them understandable for web applications. This “data” describes the objects on the web page and all their relationships. This can be done through RDF or Microformats.

Proponents of the top-down approach consider the bottom-up approach too impractical. They don’t believe in a fully interpretive internet. A top-down approach supports the development of applications that can better understand the information in documents. Consider tracking the meaning of objects outside the context of the page, but mostly programs that can understand natural/logical language. Hakia (hakia.com) and (powerset.com) are Search Engines that try to understand the English language in a way that people understand it.

Whichever approach is used, the web will be more meaningful and more valuable. All entities will collect a cloud of attributes and relationships. The danger can be information overload. Ideally, we only want to absorb information that piques our interest. The need for ‘personalised data’ will become increasingly important.

Personal preferences

Personal preferences may remain under the user’s control. The APML (Attention Profile Markup Language) working group is working on this concept. Your profile in APML can be seen as a file with your personal preferences. Web applications can read this file, which results in your information being filtered according to your interests.

Larger amounts of profile data will be out of users’ control. Organizations such as Google, Amazon, and Yahoo currently record the click behavior of their visitors. In the semantic network, this information will become even richer. More is known about the people who visit their websites. In addition, the Internet is becoming more widespread. We are connected to the internet all the time and will do so more and more; in our browser, mobile phone, car, home devices, etc. Web applications will be able to record data anywhere. Profiles will be full of information about yourself without you realizing it.

In this new relationship between the Web and its users, marketers will have to “enter the conversation.” Brands should match the user’s situation, circumstances and desires. When the Semantic Web is implemented and successful, it will create a huge information sharing burden between organizations and individuals, creating a new level of discoverability and knowledge sharing.

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