was using internet bulletin boards back in 1984, and has
been designing HTML web sites since 1992.
Brian is an acupuncturist, medical professor,
and author of Powerful Body,
Peaceful Mind: How to Heal Yourself with Foods, Herbs, and
He created PulseMed.org in 1999 to promote
his alternative medicine services and expertise. Since
then, more than half a million visitors have read
his articles, and he has honed his web design, graphic design,
and traffic building skills even further.
If you grew up in the 80s like I did, you know what WWIII means.
Nuclear Death! The End of the World!
Bombs, Explosions, Bomb Cellars, the Nuclear Winter, the End of
the Human Species!
Ok, enough negative words in big letters!
I bring up WWIII because it never happened. At least not yet.
Reagan spent buttloads of money and convinced Gorbachev to "tear
down this wall." And it didn't hurt that the cancer Stalin
had inflicted on the USSR finally yielded massive system failure.
And so far, we've kept random nukes and terrorists in check.
World War III is happening anyway.
But it's not a nuclear war like we thought. It's a war of ideas
In just two days, America will choose its new President. The
most obvious things about this election have been the polarization
of the American people and our media.
Because of the new media of the radio and internet, it
has been impossible to ignore the biases of each side. And as
one of the only people I know of who purposely listens to both
sides, I find it frustrating, disorienting, and disturbing.
The salient point is that regardless
of our niche
and our bias, our ability to get our messages to our audience
is real POWER.
Back in 1992 when a College friend of mine named "Farmer"
(Jeffrey Kean) graciously taught me some HTML and I began to explore
the just born baby world wide web, I made a big prediction.
"This is going to level the
playing field," I said.
I thought I was right, but I wasn't sure. It turns out I was.
I knew that didn't mean that just anyone would be able to play
Walter Cronkite on the web- you'd have to have credibility, and
the money of the big corporations would help them play the game,
but the barriers to entry in this new digital media were almost
Even so, I didn't even grasp the full impact of my prediction.
I continued on with my life, focusing on everything but the web.
That was probably good, because it wasn't until Google's Adsense
program came along that things changed for me.
Now I am an infropreneur. I make money providing information.
I have no employer. I am a Google 1099. And I love my new sugar
So, where am I going with this? I want to talk about what we
might as well call the Web Wide World, and by that I mean the
world as it will be after the World Wide Web is done with it.
The land-grab-of-now that is internet marketing will not last.
As we build our internet empires, the profitable keywords are
disappearing. New ones will appear as news happens, but it will
be narrower. Competition will be greater. Positions will solidify.
Rapid increases in growth will slow.
Like a new post-big-bang universe that slows as it expands, like
ice that crystalizes into a fixed matrix as it freezes, the world
wide web will solidify.
Jumping 50,000 spots in Alexa will become harder - impossible
amongst those in the top 200,000. Web marketers will freak out
as they realize all their old tricks for boosting traffic don't
work. Websites that don't contain quality content will atrophy
and die. Quality content owners will survive and buy their domain
But that's not the end of the world wide web. Our focus on expansive
growth will shift to consolidation and optimization. Google and
other search engines will reward sites that create highly navigable
And after most people have gotten on high speed internet connections,
gotten used to using the internet for daily needs, it will become
more and more clear how the Web Wide World will be changed by
My guess is that the strengths of the web that
will become most clear are these:
- All visitor behavior is recorded, tracked, and analyzed.
- Consumers will give their business to the web sites that
understand them best, since visitors that are accurately
segmented and understood will be better served.
- Offline marketing will cost more and be less efficient.
Some degree of immunity to traditional sales methods may continue
to develop, and these offline methods may be less able to evolve
- Consumers will migrate online to more personalized
"web wide world" services.
- Traditional businesses that emphasize offline marketing
will struggle, and ultimately lose to web-based businesses.
Even service businesses will be transformed by higher expectations
for sophisticated and flawless personalization.
- Niche communities will thrive, since geography will
be less of a factor
- Fragmentation: Many ideas, lifestyles, and religious
beliefs conflict with one another - yet these geographically
disparate niche communities will validate more and more (and
weirder and weirder) values and beliefs - so interpersonal communication
offline will become even more compartmentalized. Separation
of church and state will progress to separation of church and
society. Politics will be even more taboo, becoming a matter
of private and web debate. Despite the strengthening of diverse
beliefs by these niche communities, the overall effect will
be one of social fragmentation.
- More and more sophisticated and secure online processes will
allow for online voting, which will increase voter "turnout"
and provide more accurate election results.
- Even politicians will be expected to understand their constituents
better. Public tolerance of partisanship and corruption
will decrease as the digitalization of life reduces the number
of excuses and rocks under which to hide evil.
- However, secret wars between hackers may develop, unless
web technology somehow becomes impenetrable.
That's as far as I can go into the future without getting ridiculously
science fiction on you. That's my glimpse into the web wide world.
So let me give you a few words of advice based on the aforementioned
- Get online and start building something. Spend at least
an hour a day doing it. Grab as much internet land as you can
before it's all gone. This is the wild west of our day. Don't
- Migrate toward jobs that understand the new web paradigm.
Job security at unimaginative, traditional businesses will drop
- Use internet statistics, tracking, and marketing for your
own business, no matter what it is. Even authors can more
accurately predict what the public wants to read about. Be creative
about how you can implement this increased capacity for metrics.