How Long Until People View Google Like Microsoft?

From the Official Google blog 9 months ago

Could Microsoft now attempt to exert the same sort of inappropriate and illegal influence over the Internet that it did with the PC? While the Internet rewards competitive innovation, Microsoft has frequently sought to establish proprietary monopolies -- and then leverage its dominance into new, adjacent markets.

I expected a bit more class from Google. That would be like Microsoft publishing this

Could Google now attempt to exert the same sort of inappropriate and illegal influence over the Internet that it did with ignoring copyright and establishing a virtual monopoly on text links? While the Internet rewards competitive innovation, Google has frequently sought to establish proprietary monopolies -- pushing the rel nofollow tag, telling people broking ads similar to Google's ads that they must mark paid links in a human readable way, then banning or demoting webmasters for following that advice, and paying criminals to steal their content and wrap it in Google ads.

It is interesting to note how much Google has changed in the past couple years: buying products like FeedBurner and taking the leading position in the feed reader market, buying YouTube and owning the video market.

And their network effects are starting to show up in their ad network / approach to their ad network:

Google is finally getting to the size where they are starting to get market blowback from governments...

Google bought Russian ad network Begun, but the Russian Federal Antimonopoly Service banned the purchase.

Today Google announced they were backing out of the proposed ad partnership with Yahoo!

However, after four months of review, including discussions of various possible changes to the agreement, it's clear that government regulators and some advertisers continue to have concerns about the agreement. Pressing ahead risked not only a protracted legal battle but also damage to relationships with valued partners. That wouldn't have been in the long-term interests of Google or our users, so we have decided to end the agreement.

The Advantages Of Being Small

One of the reasons SEO is such a killer marketing strategy is that a small business can compete with, and often outmaneuver, a big business.

Compare the costs of a SEO campaign vs any other marketing channel. Television? Radio? Print? How much would it cost to get worldwide exposure using any of those channels?

We're all sold on search marketing. However, there are other advantages that the small business enjoys. In this post, we'll look at a few of those advantages, are see if there are any natural synergies with search.

First, let's consider boats.

Given a choice between being in a speed boat or being in a supertanker, which would you choose? In a storm, I'd probably rather be on the supertanker, as it can weather the waves better. However, the supertanker has a number of disadvantages. It can take a long time to maneuver, it requires a big crew to sail it, it is sluggish, it is expensive and monolithic.

The speed boat, on the other hand, can zig and zag, change direction at will, only requires one person to operate, uses a lot less fuel, and it's fast.

The small business is like the speed boat. The small business can do things the big business cannot. Speed and agility are the key weapons of the small business.

So that's the shipping metaphor beaten to death. Now let's look at the specific advantages of the small business, and marry these to search marketing strategies.

1. Exploit The Niche

A small business can focus on a very narrow area and make a profit. Big business often cannot do this, as a big business requires larger markets in order to provide enough return to cover overheads. Focus on narrow, well-defined areas in which you perform well. Ignore everything else.

Once you've identified and established your niche, it makes your SEO task a lot easier. Do you really need to rank for those competitive terms? Possibly not. You only need rank for those terms that relate directly to your narrow niche.

But what if your niche is competitive? Try narrowing your niche further, or change the niche.

For example, real estate is a competitive area. Real estate is Los Angeles is a competitive area. But the level of competition in small, well defined geographical areas is much diminished. Sure, there is less traffic, but if you're a small business, with a well-defined geographical market, how much traffic do you really need to turn a buck?

2. Strategic Partnerships

A small business can easily align with other business. Big business can be slow to do this, often due to legal issues and long sign-off procedures.

If a strategic partnership makes sense for your business, also consider the benefits in terms of SEO. If you align with an established company, ask for a write-up and a link. Announce the partnership by issuing a press release. Make it easy for your partner to talk about you, and they'll do your link marketing for you. Outsourcing can achieve much the same thing. If appropriate, have those to whom you outsource link back to you.

3. Reduce Overheads

A small business, especially an internet small business, can run on next to nothing. You need a computer. You need an internet connection. You need some time and effort.

In a down market economy, big companies spend a lot of time and effort slashing costs. The small business usually runs lean anyway, so whilst the big business is pre-occupied with restructuring and layoffs, you can focus on developing new territory.

One of the first cuts companies make in a down market is to cut marketing spend. This is often a mistake, as I outline in Eight Reasons Why Now May Be The Right Time To Invest In Your Site. What you're not spending on maintaining overhead, you can dedicate to the strategies that earn you money. There is some indication that we can expect the price of PPC to come down over the next year as some big companies, who often run PPC strategies aimed more at building brand awareness than return per click, reduce their marketing spend.

4. Bootstrap

Bootstrapping means a self-generating or self-sustaining process.

In terms of business, that means that growth is funded from - and remains in line with - revenue. Possibly one of the most successful recent examples of bootstrapping is the Wikipedia Foundation.

Take a look at Wikipedia's recent financial report.

Wikipedia have few employees. Many of those employees were brought in relatively recently, and only as the project scaled up. The Wikipedia Foundation reports $3.5 million in costs, and has a turnover of over $7 million.

A bootstrapping approach to SEO/SEM might be to focus on revenue. Pay only for those clicks that make you money, and quickly cut the losers. Once you know which keywords make you money, THEN start your SEO campaign, focusing only on these terms. Repeat and scale up.

5. Direct & Personal

A small business can offer expertise, direct to the customer. The customer can talk directly to the person who makes all the decisions. Try doing this with a big business. A customer might get no further than a lowly paid graduate. There can be a lot of value to the client in dealing with a small operation.

Get personal. People are tired of anonymous, faceless companies. The small business can easily make a service more personal. Small means the founder deals with a far greater percentage of the customer interactions. Small means the founder is close to the decisions that matter and can make them quickly. When a visitor arrives via a search, impress upon the visitor they are dealing with a small company. Some small companies like to give the impression they are much bigger than they really are, but this is often a mistake. The customer is going to find out soon enough, so the initial impression will smack of dishonesty.

In your title tag and ad copy, emphasis the advantages of being small. Personal service, direct accountability, and availability. The people who want to deal with a big business will have gone elsewhere, anyway.

Say it once. Say it loud! I'm small, and I'm proud!

Except if you're a guy on a date...

6. Adaptation

A small business, like the speedboat, can change direction in an instant. You could be doing something totally different tomorrow than you do today. A big business cannot do this.

Always be on the lookout for new markets, and the tide of change in existing markets. Make trend-spotting a regular activity. Use keyword tools and other research methods to give you insights into new and developing markets.

7. Make Staying Small A Strategy

Decide which clients make you the most money, and cut the rest. In other words, deliberately stay small.

I've heard of a number of companies doing this, and here's one example:

"Incredible Foods quickly landed one of the biggest accounts of all: Starbucks. "They were opening new stores in northeast Ohio and Pennsylvania in 1998 and wanted me to distribute a single product, a crumb cake," says Christy.But as Starbucks locations multiplied, Christy's workload ballooned. Revenues reached $3.4 million in 2005, but soaring overhead wiped out Christy's profits.

That year, Christy decided to cut the cord. The (Starbucks) account generated 48% of Incredible Foods' annual revenues, but Christy believed that he could run a stronger company without Starbucks. So he shrank the staff from 13 to six, eliminated one of his two offices, and focused his marketing attention on local customers who closed deals with a handshake, generally without resorting to squadrons of lawyers and accountants.It paid off. Last year Incredible Foods posted an 11% increase in profits on revenues of $2.2 million, and Christy expects a 22% revenue increase this year".

Staying small can actually be more profitable. And a lot more fun. Check out Seth Godin's book "Small Is The New Big".

8. Design & Strategic Flexibility

This is a big one.

Anyone who has ever worked on an established corporate site will know the difficulty involved in reorienting the site towards SEO. There are meetings. There are conflicts with various stakeholders. Designers will be reluctant to change their ways. Copywriters will be reluctant to change their ways. Management may fail to grasp the benefits of SEO. In such situations, it is easy to lose focus, and compromise the SEO strategy.

It happens all the time.

Then, there is the small business. If there are few - or only one - of you, then it is much easier for you to incorporate good SEO. Not only can you compete with the big business, you can thrash them.

Use your speedboat to maximum strategic advantage.

The SEO Flow Chart

In the past I made an online marketing mindmap that was fairly well received, and I am nearly caught up with work stuff, so I figured it was time to start playing with flowcharts. This flowchart describes the basic SEO process.

Perhaps a bit is lost in simplification, but I think this does a great job of conveying a lot of information in a limited space...a future version might expand the box about building quality signals into a flow chart of its own (and even that could have more sub-flowcharts built from that...online marketing is sorta like fractals).

Some of the boxes are clickable, like the dance like a monkey box. :)

seo-flowchart_img.gif

 

Let me know what you think of the above, and if you want a downloadable version here is a PDF version and here is a gif image. If you have a copy of SmartDraw (free to try, $199 to buy) then you could even edit the flowchart, perhaps to make the current one better, or to use this one as a template for making flowcharts for other industries.

If you find yourself running out of things to write about on your blog, mixing up the format helps give you a new take and fresh voice. And it is more fun playing with flowchart software than it is writing the 917,432nd post titled Learn All About Digg.

Google Universal Search on Steroids?

Another Google Glitch

I nuked a recent post about sites potentially getting filtered because it become somewhat irrelevant and speculative considering Matt Cutts stated the following in a Webmaster World thread today:

I don't consider those rankings indicative of anything coming in the future. Some data went into the index without all of our quality signals incorporated, and it should be mostly back to normal and continuing to get back to normal over the course of the day.

Google glitches often reveal engineer intent, and based on that, http://216.239.59.104/ is a !!! fascinating data center right now.

The Index That Never Was

That data set does look a bit incomplete, with...

  • some sites not ranking for their own brands (or other phrases that were aggressively used in anchor text)
  • lots of internal tag pages ranking from authority sites like Wordpress.com or Amazon
  • a bunch of international sites ranking in the global search results (no noticeable local bias)
  • authority sites like media sites and listing sites like Craigslist or Indeed.com ranking for core industry phrases with a simple internal page job listing
  • sites with a lot of usage data (possibly through brand awareness and related searches driven by advertising and/or affiliate traffic?) getting a bit more of a ranking boost than they would not have seen based on the PageRank model.

Universal Search Gets Big

Probably even more important than that ranking reshuffle is the appearance of universal search...everywhere, with the volume at #11 (or maybe 12?)! Just take a look at this search for credit cards...if you are not an AdWords advertiser, are not in universal search verticals (like news and video), and are not wikipedia, then you don't have many organic search results that you can rank for on the first page.

Other search results I looked at had a similar bias toward universal search - with heavy promotion of Google shopping results, Google books, videos, etc.

Having seen the above search results, consider that as time passes and we learn to trust search more we generally tend to click on the top few results, and then look at these click distribution stats from the AOL data from a couple years ago:

Overall Percent of Clicks

Relative Click Volume

  1. 42.13%, 2,075,765 clicks
  2. 11.90%, 586,100 clicks
  3. 8.50%, 418,643 clicks
  4. 6.06%, 298,532 clicks
  5. 4.92%, 242,169 clicks
  6. 4.05%, 199,541 clicks
  7. 3.41%, 168,080 clicks
  8. 3.01%, 148,489 clicks
  9. 2.85%, 140,356 clicks
  10. 2.99%, 147,551 clicks
  1. 3.5x less
  2. 4.9x less
  3. 6.9x less
  4. 8.5x less
  5. 10.4x less
  6. 12.3x less
  7. 14.0x less
  8. 14.8x less
  9. 14.1x less

1st page totals: 89.82%, 4,425,226 clicks
2nd page totals: 10.18%, 501,397 clicks

Will a #1 Google ranking still be worth a lot of money? Absolutely, but the gap between winners and losers will grow much larger. If you were planning on getting a bit of traffic by ranking #5 or #6 in the organic results, that listing may end up on page 2 of the search results...yielding virtually no traffic.

The Business of Search Result Page Changes

Why would Google consider making such a large shift?

  • they keep making the web more interactive hoping to eventually replace (or at least heavily augment) offline media distribution via television and other outlets (their real competition is not so much Microsoft or Yahoo!, but other information dissemination devices)
  • if they send traffic to editorial partners they help subsidize those businesses, and get the businesses addicted to Google traffic...thus yielding significant control over to Google
  • if they chop up traffic streams they make spamming less profitable and kill the incentive to spam
  • if they promote verticals where they host information (books, video, local/maps, Google shopping) they get a second chance to monetize searchers who did not click on AdWords ads

Searchers Get Trained, Publishers (Frogs) Slowly Get Boiled

Universal search is a relevancy strategy, but it is also a business and profit strategy. There will be a role back on the above search results, but in time the search results will start looking more and more like the above. The shift will happen slowly, such that the publishers don't realize they are being boiled. *

* While the frog analogy has been debunked, it is still a memorable analogy, which is easy to use to describe gradual change.

New Ad Units & AdWords Expansion

As Giovanna noted on PPC blog, Google Checkout is spreading, and AdWords is becoming richer and more interactive. Some of the other universal search products (particularly local search, book search, music search, and shopping search) will present Google with more revenue options.

Strategies to Prepare for Universal Search on Steroids

  • If your site is fairly close to what it takes to be considered in some of Google's verticals - like Google news, then consider upping your game a bit and submitting an inclusion request.
  • Try to make some video content. Not good for everyone, but most sites could use some, and the competitive bar with video is much lower than it is with text - though I wouldn't expect it to stay that way for more than a couple years.
  • If you have some top rankings that are bouncing around consider focusing on promoting that content again - when stratification occurs you are going to be better off focusing on owning a few ideas rather than being average to slightly above average at many. Top ranked sites also benefit from self-reinforcing rankings. Read up on cumulative advantage if you have not yet done so.
  • Usage data (and/or brand searches) may become a big part of future algorithms. Get ready for that by reading about BrowseRank then invest in advertising, branding, and user experience.

Eight Reasons Why Now May Be The Right Time To Invest In Your Site

The game changed September 15, 2008.

As world markets came tumbling down, the future of many internet start-ups also turned to dust. The message from the financiers is clear - they will be no more money. Web watchers, such as TechCrunch, feature a deadpool of failed internet start-ups. That list is going to grow exponentially in the new year as company after company runs out of cash.

Not good.

However, history tells us that where there is chaos, there is opportunity.

After all, we've been here before.

Take, for example, this memo by Ron Conway, founder and managing partner of the Angel Investors LP funds who backed Google, PayPal, and more.

"....I was an active investor in 2000 when the "bubble burst" and remember it vividly and want to give you the SAME EXACT advice I gave to my portfolio company CEOs back then.I have pasted in the e-mails I sent on April 17th 2000 and May 10th 2000 and every word applies today. Unfortunately history DOES repeat itself but I hope we can learn from history and prevent the turmoil from occurring again. The message is simple. Raising capital will be much more difficult now".

Once of the benefits of market cycles is that history often repeats itself. This allows us to learn the lessons of the past, and apply them to the present.

I'd recommend you watch this presentation by Sequoia Capital, entitled RIP:Good Times.

So the good times are over. Now what? Sequoia recommends managing spending, revising growth and earnings assumptions, to focus on quality. lower risk, and reduce debt.

In 2000, Google was still a struggling start-up. The tech bubble had just burst. One year later, hijacked jets hit the Twin Towers, sending markets, and our collective notion of global security, into a tailspin.

Yet, it was during these seemingly turbulent times that Google rose to become the powerhouse it is today.

Part of that success was due to a focus on quality, careful spending (Google never spent a lot on advertising), network effects, and failure of the competition to grasp opportunities. Everyone else was distracted. Google remained focused on building value.

Research shows that companies that spend money on marketing during a recession tend to benefit the most.

Over the years hundreds of studies have been conducted to prove companies should maintain advertising during a recession. In the 1920’s advertising executive Roland S. Vaile tracked 200 companies through the recession of 1923. He reported in the April 1927 issue of the Harvard Business Review that the biggest sales increases throughout the period were rung up by companies that advertised the most. ....The findings of six more recession studies to date by the group present formidable evidence that cutting advertising in times of economic downturns can result in both immediate and long-term negative effects on sales and profit levels. Meldrum & Fewsmith’s former Senior VP, J. Welsey Rosberg reports “ I have yet to see any study that proves timidity is the route to success. Studies consistently have proven that companies that have the intelligence and guts to maintain or increase their overall marketing and advertising efforts in times of business downturns will get the edge on their timid competitors.

Marketing is an investment, not just an expense. And just like in the stock market, that investment can pay the biggest dividends when assets are under-priced, because everyone else is selling, not buying.

Let's look at a few features of a down market that you can turn to your advantage.

Down Market = Cheaper Ads

Advertising markets are cracking. One of the first casualties in an economic downturn is marketing spend. Not great if you sell advertising, but great if you buy it.

In down markets, you can get a lot more advertising reach for a lot less money than during boom times.If your strategy involves building brand awareness, then now might be a good time focus on this aspect. Being visible creates a sense of familiarity, and that's much easier to do when your competition isn't flooding the channel with noise.

Note: A lot of advertising spend will shift from traditional channels to the internet as people seek value.

We forecast that the Internet advertising market will continue to expand at a strong pace in the immediate future (with a predicted 31.4% increase in expenditure in the UK in 2008), and that it will experience a less steep but steady momentum thereafter, to 2012.

Fight In Short Bursts

One idea, often used by offline marketers on television and radio, is to bombard an advertising channel with short bursts of intensive advertising and then go off the air completely for a few weeks. It is a lot cheaper than maintaining a constant advertising presence, and with fewer advertisers to compete with, you costs should be lower, and your impact higher.

It's a high impact strategy that will fit well with sites looking to build brand.

Follow Warren Buffett

Warren Buffet is the worlds most successful investor. And what is Buffett doing at the moment?

He's buying assets while everyone else is selling.

Might now be a good time to buy up websites, too?

Competitors Cutting Costs And Losing Focus

One of the problems during the 1930s depression was that government cut spending. When government started spending again, the economy picked up. Governments have learned from this mistake, which is why we're seeing government making cash injections.

It's more complex that this, but the takeaway point here is that cutting costs and losing focus on the goal might also ensure you never reach it. Going into hands-off cruise mode could be costly.

If you have the cash, then sowing the seeds of growth now, whilst everyone else is navel gazing and slashing their costs, makes it hard for them to catch up with you again when they do start spending.

Diversify Marketing Spend

Take a strategic approach. Spending aggressively in a down market doesn't mean throwing your money at everything.

In this article, Recession Marketing, Amanda Stock outlines how you can diversify within a search marketing strategy:

It is also important to take a strategic approach when you diversify your marketing budget. For example, if you are currently investing the majority of your marketing efforts in a Pay-Per-Click campaign, you may want to allocated half of that budget to an SEO campaign which, in the long term, can increase the return on investment and decrease dependency on paid search.

Key Tips: Advertisers with a solid PPC track-record have an incredible advantage for venturing into organic search (SEO) because the PPC data such as which keywords converted best and which led to the highest volume of sales or average ticket price can now be a major factor in prioritizing the SEO targets. Since SEO is long term you want to be absolutely sure you’re targeting the right keywords long before you reach the first page for them.

Build Network Effect Advantages Into Your Work

But what if you're cash strapped?

Try to build network effects into your strategy. A network effect is the effect one user of a good or service has on the value of that product to other users. An example is the telephone. The more people who own telephones, the more valuable the telephone is to each owner. Similarly, auction and social network sites become more valuable the more people use them.

One marketing advantage of a network effect is good word of mouth. Word of mouth is the cheapest and most effective form of marketing there is. Again, because the channels are quieter during a down market, chances are you'll be heard more easily if you're one of the few outfits making noise.

In this article on Forbes, Roelof Botha, the venture capitalist who backed PayPal & YouTube, advocates taking word of mouth one step further, using viral strategies to boost consumer adoption:

A truly viral business is "like a disease," says Botha. "It needs to be transmitted from one person to another"--and the other person has to catch it. Once the next person catches it, he or she becomes a carrier too. Here are some good examples:

-- PayPal. If Bob sends Mary $25, Mary has to join PayPal in order to claim her money.

-- Evite. John e-mails you an invitation to his bachelor party but in order to read the details such as when and where, and to RSVP, you have to log onto Evite. E-card vendors work the same way.

-- Plaxo. A friend or business associate sends you an e-mail asking you to update your contact information. Once you log onto Plaxo to correct your phone number, you’ve caught the virus. Other services such as Birthday Alarm use the same strategy.

-- Skype. In the beginning, the only way you could make a free phone call over Skype’s Internet voice service was if the person you were calling was also a Skype member.

PayPal & YouTube also made it a strategy to be part of other networks. In so doing, they grabbed those networks audience share, and without the need to go into partnership.

eBay had an open software platform, which meant sellers could insert their own HTML code such as icons and visitor counters onto their auction pages. So PayPal built a tiny piece of code that allowed eBay merchants to include a PayPal payment button. By the time eBay got around to buying its own payment service, PayPal had infiltrated its business so deeply that eBay’s customers wouldn’t hear of using anything else....YouTube similarly benefited by becoming an insidious element on MySpace and other social networks and blogs.

Focus On Quality

Word of mouth comes about when you focus on being remarkable.

Learn the lesson of Google and PayPal, both of whom flourished during economic downturns. Provide a quality service, and people will use it, and talk about it.

Go back to basics. What is your value proposition? It needs to be compelling. When people are short of cash, they focus their spending on the the essentials, not the frivolous. Are you solving a real problem for people? Do you really know your customer? Ask not what they want, ask what do they need.

Focus On Essentials And Value

People who are worried about where their next dollar is coming from are going to be hesitant about signing up for expensive items, or long term deals. If you're selling an essential service or product, as opposed to a desirable product, you're going to find it easier. When the buyer has less discretionary spend, they're unlikely to be talked into non-essential deals.

Instead, focus on building relationships. This can be as simple as communicating well, showing integrity, and being passionate about what you do. When people do have more money to spend in the future, they'll remember you.

Deeper vs Broader: Exposure vs Engagement

One of the most salient points of Seth Godin's Tribes book is that in the long run it is much more profitable for most businesses to create a deeper community with stronger and more passionate connections than it is to create a broader one that has strong reach but no message.

Without Relevancy, Nobody Cares

Do you remember the hype around the launch of John Reese's BlogRush about a year or so back? It was a blog focused ad network promoted through a MLM / pyramid scheme. The viral nature of blogs and the pyramid scheme helped it spread far and wide, but in spite of great growth it failed:

While the service is still going strong (serving a few million impressions a day) I just don’t see things improving for our users. The click-rates across the network are dreadfully low (and getting worse) as so many Internet users now ‘tune out’ links and other ads on sites.

Because of this, and many other issues, I’ve made the tough decision to shutdown the service.

John couldn't even get people to click the links because

  • everyone in the program was a webmaster
  • most of them were writing blogs targeted to webmasters
  • webmasters rarely click on ads
  • the links looked like ads
  • there was no relevancy in the ads (other than many being part of the webmaster blog demographic)

There are a wide array of ad network based start ups - with virtually all of them destined to fail, largely because they can't compete with Google on relevancy. If a person learned only one thing from search it should be that relevancy is a key to engagement.

Content Becomes Advertising

But even beyond advertising...what happens if we think this process through to content strategy? If the web keeps getting more saturated, more relevant, more biased, with more niche competitors, and people are willing to give away content to help do their marketing, then eventually the user engagement with your content becomes far more important than what you advertise. Content is advertising.

The plain truth is, great content is the most effective way to advertise online, because to be considered great content, it can’t look anything like what we consider advertising. But great content does need to naturally demonstrate that you’re knowledgeable about your field of expertise, and that’s why it works so well.

Think about it… the advertising we actually enjoy is often witty and entertaining, but it doesn’t persuade us to do anything. Even a dry article about tax savings tips has more promotional value than most hip television commercials.

Selling Ads to Yourself

One of the biggest flaws that new bloggers make is putting too many ads on a blog before they gain enough market momentum to build a strong revenue stream, thus segmenting themselves into the perceived group of "spammy" blogs by other webmasters who could offer powerful links.

If BlogRush makes so little per pageview that John Reese can't justify running it (even with the benefit of being able to give himself a large percentage of the ad impressions for free) then how could there be any ROI for an end user/publisher? Wouldn't that publisher make more money by featuring some of their own best content in the sidebar to build a deeper relationship with their readers?

Increasing User Engagement

Traffic is nowhere near as important as engagement and conversion are:

One other thing you can do is get hooked on the traffic, focus on building your top line number. Keep working on sensational controversies or clever images, robust controversies or other link bait that keeps the silly traffic coming back

I think it’s more productive to worry about two other things instead.
1. Engage your existing users far more deeply. Increase their participation, their devotion, their interconnection and their value.
2. Turn those existing users into ambassadors, charged with the idea of bring you traffic that is focused, traffic with intent.

A big part of why I changed my business model (from serving 13,000 + customers at $79 each to serving hundreds of customers at $100/month each) is because it became obvious that as the web expands and search becomes more relevant, what you can offer packaged loses perceived value (unless it is quite unique and/or you are good at doing hype driven launches), while the value of depth of interaction keeps increasing.

Why Web Design Matters

You know what would be really cool?

Your whole site redesigned in Flash!

We could really liven it up. We could do animated navigation! Edgy!

We're cutting-edge web designers. We've designed stuff that's won tons of design awards! Let's take your boring site and totally reinvent it! Make it interactive! Your visitors will love it dude!

Erm...uh-huh. Maybe not.

It's little wonder that SEOs often come into conflict with the web designers. Those designers who design-for-designs'-sake can cause serious problems when it comes to internet marketing strategy, and getting seen in search engines.

Thankfully, there are also enough good designers who do understand that web design is a balancing act.

On the flip-side, there are SEOs who underestimate the power of good design. It's one thing to get a visitor to a site, but what happens once they get there? If the visitor finds a design unappealing, confusing or lacking in credibility, they are likely to click back. The cost of not spending a few hundred/thousand dollars on good design could be significant.

If you're thinking of hiring a designer, and SEO and web marketing is important to you, then you need to make sure they follow a few guidelines. Here's a checklist that will help you and your designer come up with the ultimate, well-crafted design that both appeals to your visitors, and complements your marketing efforts.

The point of synergy between SEO and design lies mostly in structure.

1. Purpose/Know Your Audience

The first, and by far the most import aspect of web design, is to clarify the purpose of the site.

Write down these three questions, and answer them in as much detail as you can.

  • Who will use the website?
  • What will people use the website to do?
  • How will people find the website?

Who Will Use The Website?

The "who" question is about meeting expectations.

If your audience are tree-huggers, they aren't going to respond to a slick, corporate site. It's like wearing a suit to an interview for a pool-guy position - the image doesn't fit the purpose.

Put yourself in the users shoes. What are their likes? Dislikes? What type of language do they use? How old are they? What is their demographic? Are they web-savvy? Can they read small fonts? Write down as many characteristics as you can in order to build up a profile of your user base.

When you first visit a competitor site targeting your audience, what attracts to you to it, and what annoys you? Why? What are your expectations?

Your site must reflect the values, needs and desires of your target audience.

Let's take a look at a couple of examples where the designer has got this right:

Smashing Magazine

The audience are web designers. People who are visually-oriented. People who want news about the latest trends and techniques. The design and format reflects these values and desires. It is based around large, bright attractive visuals. Text is kept to minimum. Smashing Magazine uses a blog format to facilitate the dissemination of news. All other functions are relegated.

UseIT

The audience for this site are people interested in usability, in particular, the writings of Jakob Nielsen. Nielsen has strong, and often divisive, views about the role of simplicity in web design. Some may say the site is not designed at all, but they'd be wrong. The site is Nielsen's theories and agenda made form. The design reinforces the idea that structure is more important than gloss.

What Will People Use The Website To Do?

What is the primary function of your site? The function needs to be crystal clear. What do you want users to do? Do you want users to sign up and discuss topics? If so, then you need to orient your design around serving that function. The layout, the graphics, and the text should all encourage a user towards taking that action. Relegate all other design aspects to secondary status. If the design gets in the way of a user completing that function, it isn't good design, no matter how pretty it looks.

How Will People Find The Website?

How the user will find the website is often overlooked be designers.

If visitors are going to use a search engine to find your site, then your site must be oriented around SEO. That means fast, crawlable, and content rich.

If users find your site because they are already aware of your brand, then seo considerations may be less important. The user merely needs to be assured they've arrived at the right site. Such sites usually put heavy emphasis on branding.

Will most of your uses find you via StumbleUpon? Again, there are design features that appeal to this audience.

2. Visual Culture

This is a summary for a course offered by the University Of Wisconsin. It sums up the nature of our visual culture well:

Ours is a visual culture. Our workplaces are visually saturated environments and our dominant pastimes (films, television, video games, and the internet) are visual media. Moreover, we communicate visually when we are trying to cross over cultural boundaries; think, for example, of the graphics devised for international signage. Knowledge is often communicated visually: scientists chart brain activity, economists graph fiscal trends, geographers map territory and detectives photograph evidence. The growth of the web as an information distribution system has made an understanding of visual design factors indispensable in every field of study. The visual also our access to the past. The earliest recorded communications are pictorial and artifacts are central to the reconstruction of history

This is where both the graphical element of web design, and spacial relationships on the page itself, play a significant role.

Graphics convey meaning in different ways to text. The saying "a picture is worth a thousand words" is apt here. Ensure your graphics reinforce the values and needs of your audience. Make sure the graphics help people, not hinder them. Too often, graphics are self-consciously used to impress.

Obviously, web design is not just about appropriate and pleasing graphics. It's also about form, and that includes text. What do you feel when you see a huge block of text in tiny print? Most people feel that, hey, this is work!

Spacial considerations are an important way to convey meaning, and also useful for SEO. Split pages up into headlines and short paragraphs. This technique serves two purposes. You can include extra keywords in heading tags, and you can focus attention where it needs to go. When people arrive at your site via a search engine, they will scan your page for their keyword phrase. Make sure they find it quickly and easily.

3. Clarity

Your website doesn't exist in isolation. How often do you glance at a website before clicking back or retyping your search query? Do you spin your scroll wheel immediately after arriving at a site, scanning for the exact information you require? No doubt you do it hundreds of times a day. Chances are, so does everyone else.

Therefore, clarity, both visually, and in terms of conveying meaning, is very important. If you can't convey to a visitor "you've found the right place" quickly, then you run the chance of losing that visitor.

All the linking and SEO in the world won't solve that problem.

4. Crawlability

Obviously, a website that can't be crawled is invisible to the search engines. Include a Google Site Map, and make your navigation text based, where possible. If you must use scripted links, then duplicate the navigation for crawlers. No matter what some designers might say, navigation is not the place to get funky. It's the place to get simple.

Consider cars. If you drive one car, you can drive them all. Why? The controls are all in the same place. Car designers don't get funky with the main control mechanism. The same goes for websites. Where navigation is concerned, stick to convention.

Personally, I'd avoid any designer who tries to get clever with navigation. They don't understand the web.

5. KISS

If faced with a design decision, go for the simple over the complex.

The web favors simplicity.

It's the nature of the beast.

6. Branding Is The Experience

Brand is often thought of purely in terms of identity. But this is an oversimplification.

Take, for example, McDonalds.

If people were asked to think of the brand of McDonalds, they'd think of the big, stylized letter "M". Or Ronald McDonald. But the McDonalds brand is made up of much more. The McDonald's brand is about fast service. It's about cheap food. It's about generic, yet tasty food. It's about the layout of the store. Every aspect of McDonald's store design and process is rolled into the brand. It's the entire experience. The M is really just a badge.

It's the same with websites. The brand isn't the graphical logo. The brand is the speed your pages load at. The clear layout. The ease of navigation. The tone of your writing. The fact you answer queries quickly. The fact it's easy to contact you in the first place. Your web design must not get in the way of these aspects. It must complement and reinforce them.

7. Speed

Your pages must load as fast as your visitors expect pages to load. And these days, that means Google fast! If need be, sacrifice graphics and features for speed. Speed is not just important. Speed is everything. It is too easy for a visitor to click back.

8. Read Point 7 Again

Really important. Really :)

9. Conflicting Agenda

One conflicting agenda between designers and SEOs often has to do with style over substance.

The main point of this post is to reinforce the idea that substance and style are inseparable. Both designers and SEOs must find a middle ground in order to arrive at one goal: a successful site. Avoid designers whose aim is to win awards, unless of course, winning design awards is part of your marketing strategy. The designers agenda should closely match your own.

10. Design Is Mostly About Structure

I was having a chat recently with a web designer who has formal graphic design qualifications, has won Webby Awards, runs his own web design shop employing 50 people, and has worked on multi-million dollar web projects. He's come round to admitting - very reluctantly - that on the web, graphic design doesn't really matter much. The design is mostly about structure. The information flow. Facilitating the interaction.

And he's right.

What we've often come to think of as design is more than just graphics and appearance. That's the icing. Design is about facilitating a process. It's about the way people move around and follow steps. A web site that makes that process complicated will not work, no matter how good the presentation.

A good designer will understand this.

Many do.

Try to avoid those who don't.

Further Reading

Review of Seth Godin's Tribes

Seth recently wrote a book named Tribes, discussing the fusion of leadership, creating movements, and marketing based on word of mouth. Over the last year I have not read as many books as I would like to, but I am glad Seth wrote this one and am glad I took time out to read it. It is affordable and easy to read...I recommend you buy a copy today. :)

Here are my notes and quotes from the book

  • a Tribe needs a shared interest and a way to communicate
  • the marketplace embraces and rewards heretics "It's clearly more fun to make the rules than to follow them, and for the first time, it's also profitable, powerful, and productive to do just that."
  • growth for most new businesses comes from those who want to support change, rather than from competing businesses
  • creating a tighter tribe and/or "transforming the shared interest into a passionate goal and desire for change" usually leads to much more impact than trying to make a tribe bigger. beyond public relations and awareness related benefits, measuring the breadth of spread of an idea is not as important as looking at the depth of commitment and interaction of true fans, who end up being the people who recruit most new members
  • a movement consists of a story, a connection between the tribe and the leader, and something that needs to be done
  • "Life's too short to fight the forces of change. Life's too short to hate what you do all day. Life's way too short to make mediocre stuff. And almost everything that is standard is now viewed as mediocre." - killer quote for motivating people to embrace change
  • "Leadership is scarce because few people are willing to go through the discomfort required to lead. This scarcity makes leadership valuable."
  • "Ultimately, people are most easily led where they wanted to go all along." - a nice way of explaining the importance of bias in publishing
  • "When you fall in love with the system you lose the ability to grow."
  • "At first, the new thing is rarely as good as the old thing was. If you need the alternative to be better than the status quo from the very start, you'll never begin."
  • "Being charismatic doesn't make you a leader. Being a leader makes you charismatic."

And to appreciate how strong of a marketer Seth is, I somehow ended up with 3 copies of this book by launch date. I am not sure how that happened, but I think I got1 from Seth, 1 from Amazon.com, and 1 from speaking at a conference Seth spoke at. When I was first getting started on the web I read his book Purple Cow, and then bought a bunch of them in exchange for a one day training at his office. I was so stoked when I saw some of his marketing examples on the table matching things I took pictures of thinking they were good marketing...it was an early sign that I might have had a chance of doing ok on the Internet. :) Thanks for the great books Seth!

I also felt very privledged to be speaking at a conference that guys like Seth and Jakob Nielson were speaking at. When I was speaking I looked out into the audience and saw Jakob Nielson and felt a bit weird about being the guy at the podium...I also remembered reading Jakob's Designing Web Usability when I first got started on the web...and that was only about 5 years ago.

This Internet thing can send a lot of good luck your way if you stick with it for a few years. :)

The SEO Police


I was a bit disappointed when I saw Rand out yet another website recently. Why was the site outed? Because they were ranking for SEO company and Rand didn't feel that their backlinks should count (and Rand wanted another excuse to promote his new LinkScape tool).

In his post Rand...

  • claimed that the site ranking #1 for SEO company was an embarrassment to Google and other search engines
  • wrote "Outing manipulative practices (or ANY practices for that matter) that put a page at the top of the rankings is part of our job"
  • wrote "Isn't the goal of a successful web marketing campaign to build a strategy that is legitimate to survive a manual review by the engines and strong enough to be defensible even to those who peer review or investigate?"

While some may not feel the post was outing, that was the intent of the post...to cause harm to the business highlighted, and to do so for potential personal profit. As Nick Wilsdon wrote:

Yes, Google probably already knows about them but that's not the point. Once a SERP or a naughty company becomes a public embarrassment, it then gets "cleaned up". Google can't be seen to be gamed. There's an element of politics involved.

ShoeMoney also spoke about that topic in this video, titled Don't Make Google Look Stupid

And that in itself becomes an issue. Sure most of us want to be able to have our sites pass a hand review and stand the test of time, but when things are covered with a negative connotation from a negative frame it makes Google more likely to act against the "spam"...even if it was something that was fine for years.

I had a lively conversation with a search engineer about one of my sites where he stated that he thought the site's marketing tactics were a bit spammy. 2 other search engines chose to promote that same site editorially with shortcuts. Because of who owns a site it can be seen as being spammy, while the same site is seen as the clear cut category leader worthy of promotion by other search employees who do not have anti-SEO goggles on.

Where this "out everything on principal" strategy goes astray is when a person's assumption of how the algorithms and editorial policies should work do not match what the search engineers believe. To appreciate that, consider the SEO Book affiliate program. It passed PageRank for years. And then Rand outed it and it stopped passing PageRank.

Recently Rand wrote that Google engineers said that affiliate programs should pass PageRank. So based on what Google engineers say in public, editorial links promoting my affiliate program should pass PageRank, but because Rand chose to out it, it probably never again will.

Shockingly, when asked point blank if affiliate programs that employed juice-passing links (those not using nofollow) were against guidelines or if they would be discounted, the engineers all agreed with the position taken by Sean Suchter of Yahoo!. He said, in no uncertain terms, that if affiliate links came from valuable, relevant, trust-worthy sources - bloggers endorsing a product, affiliates of high quality, etc. - they would be counted in link algorithms. Aaron from Google and Nathan from Microsoft both agreed that good affiliate links would be counted by their engines and that it was not necessary to mark these with a nofollow or other method of blocking link value.

Editorial affiliate links should count, but it was Rand asking "who does Google come down on" that was intended to harm my business to give himself a better competitive position. It was similar to the strategy of blasting Aviva to promote a list of directories people should buy - a profitable strategy, but not one with a north pointing ethical compass.

As to the absurdity to claiming that as a professional SEO's job to police the organic search results...I can only assume that a person stating such has never had a site hand edited (while seeing factually incorrect sites with spammier links and worse site designs continue to rank in the same results). If you read the Google remote rater documents you can see how things are open to interpretation. If you read the remote search quality rater documents leaked from 2003, 2005, and 2007 you can see how they changed over the years.

Years ago I might have thought reporting all spam was a good idea, but after experiencing and seeing the arbitrary and uneven nature of the editing it is not what I would consider a relevant mindset for SEO in 2008. When I was starting out in search my mentor told me "you can't really appreciate how the game works until you lose a site" and once you do, feeling like it is your job to out spam seems a bit small minded and short sighted.

If Rand really believes that "Outing manipulative practices (or ANY practices for that matter) that put a page at the top of the rankings is part of our job" then why does he offer a testimonial on the Text Link Ads website when Matt Cutts has clearly stated that buying text links is manipulative and outside their guidelines? Does he turn in his own clients for link buying?

Patrick's dedication to providing excellent services echoes in all of his employees and the company as a whole. Support and response times are exceptionally fast, and the process of buying links couldn't be easier. - Rand Fishkin

How can you suggest people should buy links and then out them for doing so? Someone is either being intellectually dishonest or economical with the truth.

SEO for Firefox - Now With SEO X-ray

We recently added an SEO X-ray feature to SEO for Firefox. You must use Firefox 3.0 or above to see these features, but if you want to see...

  • how the on page optimization of any page looks (headings, meta description, page title)
  • the keyword density of the page and popular phrases on the page
  • how many links point into a page (total links, or links from external resources)
  • how many links point out of a page (as well as the anchor text of these links, nofollow vs follow, internal vs external - all exportable in CSV format)

then this new feature makes it quick and easy to do all of that. Simply right click on the page you are viewing, scroll down to SEO for Firefox, and click on SEO X-ray.

That will show you an overlay on the screen like this

We are planning on doing another update in the next couple days, and may add...

  • the IP address of the site (and links to other sites on the same IP address)
  • character and word counts for page title and meta description body content
  • a link to the domain tools overview page for the associated site

If you are using Firefox 3 and SEO for Firefox please give this a try and let us know what you think.

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