When launching new tools or information products it helps to create a professional logo that people can spread around. But sometimes you are short on time or just want to get the idea out the door. Even if you don't have a lot of time or money you can still get a logo that looks good.
When launching the Blogger's Guide to SEO and the Website Health Check Tools my designers were busy, so I went to Istockphoto to buy a few illustrations, resized them, and then added text to them. 10 minutes work with Photoshop (download a free trial version here) and I had decent looking logos. Even the little widget pictures on my homepage were part of a $10 image set.
There is a lot of text on the web, but most of it is not branded with imagry that helps people remember it. When many people are pitching / selling / spreading the same stories and ideas, it helps to create something that is easy to remember. Naming is a large part of that, but creating a logo that reinforces helps too.
When I published the SEO glossary I made it creative commons licensed. I wanted to do that with all the blog posts on SEO Book too, but just got around to doing so. If you like any of the blog posts here feel free to do what you like with them.
The following types of websites are likely to merit low landing page quality scores and may be difficult to advertise affordably. In addition, it's important for advertisers of these types of websites to adhere to our landing page quality guidelines regarding unique content.
eBook sites that show frequent ads
'Get rich quick' sites
Comparison shopping sites
Affiliates that don't comply with our affiliate guidelines
It does not help any of the shopping aggregators that there are about a dozen competitors (BizRate, Shopping.com, Shopzilla, MSN Shopping, NextTag, Epinions, DealTime, Pricegrabber, Pricerunner, Yahoo! Shopping, etc.). From a marketing standpoint almost all of them offer near identical user experience, so few of them are remarkable or linkworthy. The whole field (including Yahoo!) compete based on renting large swaths of links.
Everyone MUST Rent Links to Compete
Given Google's recent war cries against buying and selling links, and that there are so many shopping comparison sites, it is easy for Google to whack a few of them with it going unnoticed by anyone outside the companies. But if you are in the comparison shopping field and do not rent links, how can you compete with Yahoo! when they do? You can't.
The Fall of BizRate.com
I am uncertain if the drop in Google was algorithmic or editorial, but BizRate's Alexa ranking is off sharply over the past couple weeks, and if you look at top keywords they ranked for on Google (via Compete.com, SEO Digger, or SpyFu), their site is no longer ranking for many of them. In fact, I didn't even see the US site ranking for "biz rate". For that term bizrate.co.uk ranks #1. When I visit the UK site from a Google search result for "biz rate" the site asks if I want to view the US site or the UK site.
Here is a snapshot of the plunged BizRate traffic
And here is a running historical graph:
Google's Algorithmic Whitelists Are Not Carved in Stone
Via TC, I discovered IBM released a report on how the they think the $550 billion global ad market might change in the coming years. The predictions look bleak for most ad agencies and traditional media gatekeepers, but good for niche publishers who have a solid stream of attention:
The "voice" delivering a message, along with its perceived authenticity, will become as powerful perhaps as the message or offer.
As media gets more saturated, we get better at filtering out garbage. Jakob Nielson's article about writing articles instead of blog posts does a great job of explaining why writing fewer and more in depth articles is effective for gaining and keeping attention in a competitive marketplace.
Some of the posts I write about the macroeconomic trends of online publishing and the search economy take 5 hours to write, get few or no comments, get few or no citations, and probably scare off potential customers. Those posts do not cater to people looking to buy SEO information. The short SEO videos I recently made are easier to create and easy to consume. Daily sales are near my all time high.
Once you have a trusted brand you can create low value white label brands that are given a free pass by search engine editors based on the trust of your core brand. These can feed back profits to your main site in many ways, including allowing you to:
filter link juice to your mother brand site, which is especially useful for temporal news or in categories where link building is tough
Thom Yorke told TIME, "I like the people at our record company, but the time is at hand when you have to ask why anyone needs one. And, yes, it probably would give us some perverse pleasure to say 'F___ you' to this decaying business model."
And the record executives realize what is going on
"This feels like yet another death knell," emailed an A&R executive at a major European label. "If the best band in the world doesn't want a part of us, I'm not sure what's left for this business."
Any time a big media company writes about publishing ethics, just remember how much fraud is baked into their business models. Comcast was fined by the FCC for displaying fake news about a sleeping pills. Direct to consumer drug marketing wrapped as fake news. Can a company get any sleezier?
In a recent post I stated that one of the biggest flaws from a conversion perspective with this site was that the homepage was a blog. I just made a new homepage that features more of the site's content. I think it is a bit text heavy still, but I wanted to get your feedback on what you think of the new homepage.