Over the last couple of years there has been a fundamental change in the way we use the web. Until quite recently, the web was used by boffins (its original purpose) for communication and it was used by organisations for validation. That is, you had a website to show you were a player in whatever field of expertise you had elected to operate within. However, the content presented in the organisational validation tool was “about us” and “what we do”; it was very inward looking.
The significant change to the web has come with Google. It is not so much Google as what Google allows us to do. It allows us to seek answers to our own questions and that means websites have to talk about how they can help you; they have become outward looking containers of answers.
