Ever since I discovered the wonderful ITConversations.com, I have become a real fan of podcasting. Podcasting is a way of delivering audio files to your PC and then to your MP3 player (e.g. your iPod) whenever they are updated — automatically at night while you sleep. Although podcasting is quite new, there are already episodic radio shows being made for delivery via podcast. It’s amazing the quality of some of the audio commentary being published out there on the web, free for the taking. Bloggers are really the driving force of podcasting right now. On the commute into the office they make a recording of themselves and post it onto their blog. The BBC really legitimized podcasting by delivering the series “In Our Time” via podcast. With plans to put all of the BBC’s radio archives online and to continue to deliver new shows online, it is possible we will see thousands of classic BBC radio shows podcast. It’s great to see a traditional broadcaster right at the cutting edge of technology!
I love the way that podcasting democratizes radio broadcasting. Literally anyone can do it — even me! It takes a bit of fiddling to get the right setup in place for good quality audio recording — particularly when there’s someone on the other end of a phone to interview — but I’ve finally nailed it.
I conducting my first successful podcast interview today. I phone interviewed Marc Holland, CEO of Sky Radio Networks. I’m not going to put it online yet, as the podcast is supposed to be released in conjunction with the publication of my upcoming MarketingProfs article on podcasting (due out within the next week or two). I will post here to my blog once the article and the podcast interviews are online.
You may wonder why I selected Sky Radio as my first interviewee. Well, while I was writing my podcasting article for MarketingProfs, it occurred to me that podcasting would be an obvious next evolution in Sky Radio’s business model. Sky Radio is the exclusive producer of the in-flight business audio programming on many of the major domestic airlines. They’re the folks you hear on the business channel when you fly United, for instance. I think their interviews would be fantastic material to make available on a podcast RSS format, as sometimes you don’t get to listen to all the shows or you want to recall something you heard half asleep 30,000 feet up. Podcasting would allow business execs who don’t even fly to regularly partake in these audio interviews as they become available. If Sky Radio developed a strong listener base and online distribution channel for the podcasts, then they could charge for this just like they charge for having professionally-produced interviews distributed to air travelers.
I’ve lined up some more great podcast interviews, so there will be lots to come! As they say in broadcasting, “Stay tuned!”
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Most email marketers agree that ethically, email address harvesting and sending unsolicited opt-out messages are taboo and should be avoided. I of course agree. It’s always fun to talk ethics, but let’s bring the discussion to a practical level. I contend that harvesting and opt-out are both impractical for legitimate email marketers.
Let’s look at why…
Harvesting of email addresses from the Web will inevitably pick up “honeypot addresses” that will end up in your opt-out database. A honeypot is an email address hidden in the page somewhere where no one will click on it, but email harvesters will still capture it. Any emails received at the honeypot address will then get the IP address of the sending mail server “blackholed” for a period of time, so that emails to other addresses on the receiving email server will not get delivered.
Frequently the ethical question is posed as to whether the opt-out email is spam if the content is squeaky clean. The answer is an unequivocal YES. It’s still spam because you do not have a prior business relationship with the recipient, you were not granted permission by the recipient in advance, and your email is unsolicited. It doesn’t have to be “bulk” to be spam. Spam is spam to the recipient regardless of whether you sent 100 or a million; it’s immaterial to the recipient what is going on outside of their inbox. And spam does not need to be a sleazy message to be considered spam. A church could “spam” people with donation requests by email if they are unsolicited.
So back to the practicality and repercussions for a moment… Imagine this: you send out unsolicited emails requesting people to opt-in and you have no prior business relationship with them. Some of them inevitably will report you to SpamCop. Your ISP will be notified by SpamCop, and they will need to either give you the boot or justify in a response to SpamCop why you don’t deserve the boot. ISPs take SpamCop very seriously, as they don’t want their SMTP servers blacklisted. More than a couple SpamCop complaints and your ISP is going to be very grumpy with you.
So in all, this whole approach is quite an impractical one. Spammers must be very good at hiding their tracks (e.g. by sending spam out through “zombies” which are PCs compromised by viruses/trojans) or must ‘move house’ constantly. Unless you’re willing to live like that too, you’ll find that the email harvesting and opt-out approaches will burn you.
Filed under: Blogs Email Marketing
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In the midst of choosing an SEO vendor to advise or implement search engine optimization for you? Don’t base your decision on just a ‘gut feel’. Effectively separating the wheat from the chaff requires that objective rather than subjective criteria be used. These include:
- PageRank scores
Review PageRank scores of your candidate SEO firms’ home pages and their clients’ home pages. PageRank is Google’s scoring system for importance; it’s logarithmic like a Richter scale. Check PageRanks with the Google Toolbar. If you don’t have the Google toolbar installed on your browser, it’s probably easier just to use the free service at http://www.seochat.com/seo-tools/pagerank-lookup/. Probably more enlightening however is to use the Google Directory to check PageRanks, because then you can see where they sit in comparison to a bunch of competitors in that same category, since the sites on each category page are listed in order of PageRank score. To do so, go to http://directory.google.com and type in the name of the business into the search box (e.g. “Netconcepts”), then when you find its listing in the search results, click on the category name (e.g. “Computers > Internet > … > Designers > Full Service > N”). Look for that company’s listing on that category page. Hopefully it’s near the top, and hopefully the little green bar in the left column is more green than gray.
- Rankings
Get a list of keywords from the SEO firm that they consider important to their business. Get a list of keywords from them that are important to their clients too. Check where they rank in Google for those keywords. If you have time, check rankings in Yahoo too (Yahoo has 32% market share, Google has 45%). Then, and here’s the important bit: check how popular those keywords are with searchers, using the Overture Search Term Suggestion Tool at http://inventory.overture.com (or better yet, on WordTracker.com if you have a paid subscription to it). If the keyword is searched on infrequently, then a high ranking for that keyword is not so impressive.
- Evidence of thought leadership
Everyone claims to be a thought leader. A true thought leader, however, demonstrates this through such things as:
- known reputation in that topic area by other thought leaders you know and trust
- number of published articles written in that topic area
- the caliber of those articles
- number of conference presentations given in that topic area
- the caliber of those presentations
- number of books written that adequately cover that topic area
- the caliber of those books
- the extent to which they are quoted in the media in that topic area
- a well-read, well-linked, and oft-quoted blog (web log)
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A couple months ago I shared one of my Google secrets, since that secret no longer worked. 
Specifically, it was how to obtain a list of the most important web sites according to Google.
Now, surprisingly, this little trick appears to work again (it stopped working in 2003), thanks to a bug introduced into Google’s algorithm. Two months ago, a search for http would have revealed results like HTTP - Hypertext Transfer Protocol Overview and Welcome! - The Apache HTTP Server Project. Today, these sites appear nowhere near the top of the results. Instead, the top results are occupied by a “who’s who” list of highly important web sites — sites that don’t include the word http anywhere in the text of the page.
As already noted by blogger Nathan Weinberg, this same phenonemon occurs when you search for www.
One thing I found curious is that http and www Google queries return different results. Now these results are NOT in order of PageRank score, at least not the PageRank scores as revealed by the Google Toolbar. You can verify this to be the case yourself simply by using SEO Chat’s PageRank Search tool. Indeed, it’s a well-known fact within the SEO community that the PageRank scores served up by the Google Toolbar servers are not the actual PageRanks used by Google in the ranking algorithm. PageRank debate aside, perhaps this list offers us a (now) rare glimpse at some of Google’s Chosen Ones — the most important sites on the Internet according to Google.
What makes me say this is due to a bug in Google? For one thing, these results are NOT relevant to the search query. Secondly, I’ve uncovered another bug newly introduced into Google’s algorithm, namely that the inurl: query operator does not work properly, and I think these two bugs might be related. For an example of this second bug in action, search Google for site:blogs.msdn.com scoble inurl:msnsearch and the top search result is currently blogs.msdn.com/mikehall/archive/2004/11/10/255417.aspx. Note there’s no msnsearch in that URL!
I’ve compiled a list the top 1000 results for each of the two queries for your convenience. You’ll see, they do vary quite dramatically:
(more…)
Filed under: Blogs SEO Web Marketing
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It seems a small tick-box is causing a few ructions in the world of Google Desktop. Which tick box you may ask? The one where Google Desktop, by default, indexes secure web pages.
This ‘feature’ of Google Desktop results in GD indexing and caching secure files such as internet banking pages and web-based email pages that are viewed by the user. The index isn’t providing the passwords to access these, but the pages viewed by the user once the password prompt is passed.
These cached files have previously been somewhat buried in windows, but with them easily available to GD there are obvious security concerns. For example, try a search for ‘compose’ on Google Desktop if you have used web-based email recently and you may be surprised at what GD indexes and caches.
While the tech news sites argue over whether this is or isn’t a security threat, it’s clear Google overlooked an obvious user concern when they left that GD option on by default.
It makes one wonder what secrets may be buried deep in the Google web index, just waiting for some intrepid searcher to discover!
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There is an interesting and amusing thread over at SEW. A punter asks, on the surface, an innocent question as to why his mate’s site has dropped out of Google.
A bunch of the regulars offer some suggestions for possible problems, and then on the second page, GoogleGuy appears and really wades in, revealing the site is linking to some very bad evil affiliate spammers.
Interesting that GoogleGuy would take the time to do some research on the site. Interesting that SEW allow such specifics to be discussed. Interesting that a good number of other SEO’s didn’t catch the real problem. And amusing that the punter gets his butt kicked from very high up in such a public manner. At least he had the good grace to admit he’s been a bad boy.
The lesson here people, is to be careful who you link to and who they link to in turn. Reciprocal linking is bad, you don’t know who else they have requested a link from. And do you have the time and skills to research those link properly. It took GoogleGuy to find the real problem and a bunch of professional SEO’s missed it.
Filed under: Blogs Link Building
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Google Desktop Search gives customers “Total Search Recall” capabilities - altering search engine optimization as we know it
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If you haven’t heard about RSS yet, you need to check it out! RSS (Really Simple Syndication) is a standard designed for syndicating headlines and other web content to other websites. It has evolved into a popular means for individuals to keep up with the latest articles and musings across favorite websites — using RSS newsreader software (which is starting to get built into web browsers and email clients). RSS is widely used in blogs (including this one — just check the RSS link on the bottom right column) and on news sites such as the BBC and CNN.
RSS, in my opinion, has the power to turn email marketing on its head. RSS represents a separate web-delivered channel that, quite unlike email, is impossible to spam. If the subscriber doesn’t add your RSS feed to his or her newsreader software or web-based news aggregator (like My Yahoo!), then you can’t break through to him or her. What a brilliant idea! I think it’s inevitable that most newsletters and promotional content will eventually be delivered through RSS feeds rather than to our email in-boxes. The overload of spam is driving many consumers to RSS as a secure and unspamable way of getting news and commentary. And, as David Sklar opines, RSS will hopefully become the standard for companies to actually conduct real business with their customers. David is spot-on when he calls RSS the “ultimate opt-in.”
Filed under: Blogs RSS Marketing
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There’s a brand new meta search engine on the block called Jux2. Its premise is to find the overlap between the top 10 results across two major search engines. So far I’m really impressed with it. It even has a toolbar for Mozilla FireFox.
Jux2 conducted some tests to determine just how much overlap there is in the top search results on Google versus Yahoo! The results of their tests are very interesting. Such as:
- Analysis of Google and Yahoo! search results on the 500 most popular search terms found that, on average, Google and Yahoo! shared only 3.8 of their top 10 results. Furthermore, 30% of the search terms had 2 or fewer overlapping terms, and only 17% had 6 or more overlapping results among the top 10.
- The overlapping set of top 10 results between Google and Ask Jeeves was even smaller: 3.4 out of 10. And between Yahoo! and Ask Jeeves, smaller yet: 3.1 out of 10.
- Analysis of 91 random searches on Google and Yahoo! found that the two engines share only 23% of their top 100 results. Furthermore, only 4.8 of Google’s top 10 results even made Yahoo’s top 100. And only 5.4 of Yahoo’s top 10 made Google’s top 100.
For me, Jux2’s findings were a good reminder that the algorithms of the major search engines are markedly different, more so than one might imagine. So a metasearch engine that compares and contrasts two partially overlapping sets of search results makes a lot of sense. I think I’ll try Jux2 for a while and report back on my experiences.
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Today I had the pleasure to hear web content guru Gerry McGovern speak at a full-day workshop in Wellington, New Zealand. He’s got to be one of the very best speakers I’ve ever heard! His course material, his sense of humor, his thought-provoking insights, and especially his Irish accent — had everyone in the audience mesmerized. Here’s a sampling of the day’s take-aways:
- Action vs. reaction: If a site visitor’s action results in a reaction from your web site that has a wait time exceeding that of the action, the visitor will become frustrated. That frustration will build as more . For example, clicking on the File menu tab only takes a second, so the time it takes for the menubar to appear underneath should take no more than a second.
- 80/20 rule of content: For many sites, less than 20% of the site content accounts for over 80% of the pageviews. With Microsoft.com it was 1% of their content accounted for 99% of the pageviews. In fact, 35% of their pages had never been viewed! That’s well over a million pages of content that people at Microsoft worked hard to write ? for nothing. Focus your efforts on the copy that will be read, not on the copy that won’t.
- Columns: Readers use their peripheral vision to keep track of the beginning of the next line down while they are reading across a line. So with text that has a long linewidth, it becomes difficult to read. Gerry recommends a three column format, with 20% or so of the width going to the first column (use this column for navigation), 60% or so dedicated to the middle column, and another 20% or so for the right hand column.
- Call for action: Always end your pages with a clear action for the reader to take. Never leave the reader hanging, wondering what to do next. The center column at the end of the body copy is a critical piece of real estate for these calls for action.
- Links in copy: According to Gerry, links in the middle of body copy distracts the readers making it difficult for them to read the paragraph, and it connotes “hey, click on me… the rest of this text is really boring!” Instead of embedding links within the body copy, consider using the right hand column for the related links. If there are important links there that take the reader to the “next step,” also repeat them at underneath the body copy in the center column.
- Simplicity: Einstein purportedly was quoted as saying “Everything should be made as simple as possible, but no simpler.” Apply this idea to your web copy. Keep your copy as short and simple as possible. People tend not to read long copy on the web. With a 300 word page, 50% will read it to the end; 500 words, 20%; 1000 words, 5%. Gerry recommends headings of 4 to 8 words, summaries of 30 to 50 words, sentences of 15 to 20 words, and paragraphs of 40 to 70 words.
- “Kill your darlings”: William Faulkner once said this. If there’s a particular expression or way of saying something that you’re particularly fond of, delete it from your copy, because you’re probably overusing it.
Gerry covered so much more than this, but it would take a book to cover it all. Oh, wait a minute… there is a book covering it all. Buy Gerry’s book, Content Critical.
Filed under: Blogs Copywriting Keyword Research Usability
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