Coburn shared his thoughts about the fragmentation of the Web and how to utilize the trend through the type of distributed online strategies he covers on his Sexy Widget blog, including toolbars, application programming interfaces (APIs) and widgets.

A speaker and moderator at four PubCon sessions in Las Vegas, Coburn told Zamora why he feels that people are starting to discover Web content in new ways beyond just the Google search engine, how social media company Facebook is looking to beat out search, and how search and social media companies can work together.

Coburn also shared his thoughts about a future that he sees including an ever-steadier flow of customizable content, a prospect RateItAll has sought to promote with its own new open API, currently in a test version. With more than one million unique visitors monthly, RateItAll offers consumer ratings and reviews of nearly anything, Coburn told Zamora, from the latest products and travel destinations to politicians.

In their interview Coburn offered his insight into implementing a new Facebook-style newsfeed for RateItAll and a follower-based system centered on topics of interest, and he also told Zamora about using RateItAll as a distribution channel for marketers.

Coburn talked about methods to overcome review systems where consumers are reluctant to be the first to leave a comment, and also shared what he considered his own favorite parts of a 2008 PubCon conference that he called “Twitter’s coming-out party” for the PubCon crowd.

Contributed by Lane R. Ellis, Lead Editor at SearchEngineWorld.