It's wrong to think of Web 2.0 as a concrete object, it is actually a combination of various approaches like APIs, RSS and Social Networking, all of which are rapidly changing the ways we perceive web. It is also the key to many unsolved problems. The basic structure of the web is still the same; only its refurbishes and upgraded; to suit the needs of the new age netizens. Web 2.0 evolves out of the need for greater involvement with the internet, which goes beyond the basic need to just procure information. Despite being heralded as a concept that changed the way people look at internet, Web 2.0 comes under severe criticism from the Wall Street, mainly to make people revert to the earlier Web 1.0 technology. The following are some of the many advantages of using Web 2.0:

o While the earlier trend was to use the e-commerce site as a vehicle to pass on information along with your products, or announce new offers through websites and mails; today, you have to do something unique to make your customers return again and again. Web 2.0 can alter your current situation by making your website, offers and products more frequently advertised for your prospective customers. You have to use Web 2.0 carefully so that it does not damage your current visibility.

o Earlier technologies like third party forums, user groups and guest books are now relics of the past. With Web 2.0, you can use blogs and wikis to increase your search engine visibility. Their advantage is that they are automatically optimized to search engines, and also they allow you to expand your customer base. Using blogs or wikis, which are beautifully conceptualized, over user forums is an advantage as they are regularly updated and interlinked with various other websites, thereby spreading your visibility beyond your own specific area. Web 2.0 asks for a more sophisticated approach to online business by using corporate blogs and wikis to form new contacts.

o Despite so many advantages, some web 2.0 accessories like podcasts, Flash, AJAX and pidgets can virtually ruin your website search channel. These programs unnecessarily complicate net surfing by confusing users. To obtain best results out of Web 2.0, you should use leverage systems like XML, RSS and other syndicate sites to allow only referred traffic. This will also facilitate conversions and make the search channel more user friendly.

o Web 2.0 polishes the look of your website and also improves its quality. You can use web 2.0 products like SOA architecture and mash up technology to improve your applications.

With web 2.0 you are at liberty to make innovations in the look of your website; to increase its visibility. You can use your creative instincts to the fullest by using various font sizes, color schemes and special effects to make a stunning website. Furthermore, you can also enlarge your company logo. All this will ultimately result in a better looking website that will definitely bring business offers pouring in.