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SEO Myths I: Analyze This

January 22, 2007
· Martin Kelley

Every web design­er under the sun talks about search engine opti­miza­tion (SEO), but it amazes me to see how often basic prin­ci­ples are ignored. I’m in-between jobs right now, which means I’m spend­ing a lot of time look­ing at poten­tial employ­ers’ web­sites. I’ve decid­ed to start a series of posts on SEO myths and real­i­ties that will talk about design­ing for max­i­mum visibility.

I’m not going to focus on any of the under­hand­ed tricks to fool search engines into list­ing an inap­pro­pri­ate page. Google hates this kind of tac­tic and so do I. You get vis­its for hav­ing good con­tent. Good search rank­ings are based on good con­tent and the best way to boost your con­tent is to present your page in a way that lets both humans and search engines find the con­tent they want. Part one is on web­site analy­sis and tracking.

Don’t assume that your web­site is easy to nav­i­gate. One of the neat­est things about the web is that we have instant feed­back on use. With just a lit­tle track­ing we can see what pages peo­ple are look­ing at, how they’re find­ing our site and what they’re doing once they’re here.

Javascript Trackers:

My most advanced sites are cur­rent­ly using four dif­fer­ent track­ing meth­ods. Most uti­lize javascript “bugs,” tiny snip­pets of code that send indi­vid­ual results to an advanced soft­ware track­ing sys­tem. I put the code inside a Move­able Type “Mod­ules Tem­plate” which is auto­mat­i­cal­ly import­ed to all pages. Installing a new sys­tem is as easy as cutting-and-pasting the javascript into the Tem­plate and rebuild­ing the site.

  • AXS Vis­i­tors Track­ing System
    This soft­ware installs on your serv­er but don’t let that scare you: this is one of the eas­i­est instal­la­tions I’ve ever seen. AXS gives you great charts of usage: you can nar­row it spe­cif­ic pages on your site, or even par­tic­u­lar search engines or search phrases.
    There’s also a option to view the lastest traf­fic by vis­i­tor. I love watch­ing this! You can see how indi­vid­u­als are using the site and where they’re nav­i­gat­ing. I’ve been able to iden­ti­fy dif­fer­ent types of vis­i­tors this way and under­stand the com­plex­i­ty of the audience.
    It does­n’t seem like AXS is not being devel­oped any­more. The lat­est sta­ble ver­sion came out over two years go, which is a shame.

  • Hit­Tail
    This ser­vice watch­es search-engine links and makes rec­om­men­da­tions for new key­words. I wrote about this ser­vice yes­ter­day in Blog­ging for the Long Tail.

  • Reeferss​.com
    This is a sim­ple sim­ple bit of soft­ware. Like every oth­er track­ing sys­tem it keeps track of refer­rers: search engines and web­sites that bring traf­fic to your site. But unlike the oth­ers that’s all it does. Why care then? It pro­vides a real-time RSS feed of these vis­i­tors. I bring the feed into my “Netvibes” page (a cus­tomized start page, see below) and scan the results mul­ti­ple times a day.

  • Google Ana­lyt­ics
    The inter­net’s gate­keep­er bought the Urchin ana­lyt­ics com­pa­ny in April 2005 and relaunched the prod­uct as Google Ana­lyt­ics short­ly there­after. This is becom­ing an essen­tial track­er. It’s free and it’s pow­er­ful, though I haven’t been as impressed by it as oth­ers have. See its Wiki page for more.

Internet Trackers:

It’s easy to find out what peo­ple are say­ing about you online.

  • Tech­no­rati
    This ser­vice tracks blogs but you don’t need to have a blog to use it, for Tech­no­rati will tell you where blogs are link­ing. Give it your URLs (or those of your com­peti­tors!) and you’ll know when­ev­er a blog­ger puts in a link to you. You can also give it key­words and find out when a blog uses them.

  • Google Blog Search
    Google can also let you fol­low blog ref­er­ences or key­word men­tions on the blogs. Google will also track beyond blogs of course. Type “site:www.yourdomain.com” into the main Google search page and you’ll see who’s link­ing to your site (or to the com­pe­ti­tion). There are lots of oth­er ser­vices that track blogs and men­tions – Sphere, Blog­lines, etc. They all have dif­fer­ent strengths so try them and see what you think.

  • Feed­burn­er
    The best RSS mas­sager has always focused on ways to track your RSS feed. They’ve recent­ly intro­duced page track­ing soft­ware too. It looks great but I just installed it this week. I still have to see if it’s as good as Feed­burn­er’s oth­er offerings.

Keeping on top of this flow of data:

It’s easy to get over­whelmed by all of this infor­ma­tion. Most of the track­ing ser­vices pro­vide RSS feeds (See The Won­ders of RSS Feeds for an intro). I use Netvibes, a cus­tomized start page, to pull these all togeth­er into a sin­gle page that I can scan every morn­ing. Here’s a screen­shot of part of my Netvibes track­ing page – the full page cur­rent­ly shows four­teen track­ing feeds on one screen:

So why is tracking important to SEO?

With track­ing you find out what peo­ple are look­ing for on the inter­net. This helps you cre­ate pages and ser­vices that peo­ple will want to find. You might be sur­prised to see what they’re already find­ing on your site. Some examples:

  • Ana­lyz­ing one site, I noticed that few pages I thought were obscure were bring­ing in high Google traf­fic. I looked at these pages again and real­ized they did a good job of describ­ing the com­pa­ny’s mis­sion. I con­se­quent­ly redesigned the site home­page to fea­ture them and I made sure that those pages con­tained direct links to its most impor­tant services.

  • When I start­ed work for anoth­er client I looked at their site and sus­pect­ed that they’re most impor­tant arti­cles were not being seen – vis­i­tors had to click through about four times to get to them. Six months of track­ing con­firmed my hunch and gave me the hard data to con­vince the exec­u­tive direc­tor that we made some small mod­i­fi­ca­tions to the design. Hav­ing this strong con­tent linked right off the home­page helped bring in Google traffic.

Make Noise Now: War is Not Inevitable!

September 26, 2002
· Martin Kelley

There are cer­tain moments when just about any­thing is pos­si­ble. Moments when peo­ple start ask­ing ques­tions they thought they knew the answers to. A skill­ful politi­cian will close down these moments to make their own agen­da seem all but inevitable. A strong move­ment will ask the ques­tions any­way and shout them out until answers are giv­en. Friends, it is time to shout.
Our gen­er­a­tion may well be defined by the wars we fight in the Mid­dle East and Asia but we will be just as defined by the wars we stop. There are a dozen coun­tries that could eas­i­ly erupt into vio­lence and pre­cip­i­tate an ever-larger glob­al war.

The Pres­i­dent of the Unit­ed States has set forth a new doc­trine for a mil­i­tary might. War has been declared not on nations or even on spe­cif­ic ter­ror­ist orga­ni­za­tions but instead on the slip­pery chimera of “ter­ror­ism.” A war on ter­ror can nev­er be won because ter­ror is always the bed­mate of polit­i­cal oppre­sion and where oppres­sion is left to grow ter­ror­ism will fester.

Rather than face the hard work of fix­ing prob­lems the Amer­i­can mil­i­tary hand threat­ens to crush all vio­lent dis­sent and rev­o­lu­tion. We are on the brink of his­to­ry now, where we could eas­i­ly slide into ever cra­zier cycles of ter­ror­ism between groups like Al Qaida’s and the U.S. military.

The Bush Doc­trine, if passed, would let the U.S. attack any coun­try it found hos­tile to it’s dom­i­nance and a threat to it’s ego. No cred­i­ble evi­dence of a renewed Iraqi threat has been pre­sent­ed, but then none is real­ly need­ed. Bush is ready to attack any­one inde­pen­dent of the Unit­ed States and that readi­ness increas­es with every drop of oil under its sands.

What Must Be Done

It is time to shout out about hypoc­ra­cy, to ask “why war,” “why now.” To ask who gets rich when oil flows get dis­rupt­ed. To ask whose approval rat­ings go up just because bul­lets are fly­ing. This war is not inevitable. And we must not acquience to it. We must shout out every day that this is NOT our war and that WE WILL STOP IT.

How? Over the next few weeks we need to con­tact Wash­ing­ton. I usu­al­ly smile indul­gent­ly about those who advo­cate writ­ing one’s con­gressper­son. But right now, it real­ly is need­ed and real­ly can make some changes. Politi­cians in Wash­ing­ton will do noth­ing unless the folks back home are mak­ing a stink. Call or fax Wash­ing­ton. Orga­nize speak­ers, hold signs at inter­sec­tions, give them a grass­roots out­cry which they can respond to.

The cur­rent arti­cles linked on the Non​vi​o​lence​.Org home­page are full of ideas and actions. Let’s get out there and stop this war. And let’s not be dis­cour­aged as the inevitable seems to start unfold­ing. It is time to stand for truth and time to mark our gen­er­a­tion. We must stop war and we must stop all cause of war. War is to stop today. War is to stop with us.

Dick Cheney’s Rambo Complex

March 12, 2002
· Martin Kelley

U.S. Vice-President Dick Cheney is tour­ing Eng­land this week, try­ing to find co-producers on Gulf War II, the sequel to the dis­ap­point­ing minor hit of 1991. You remem­ber the orig­i­nal: it was briefly pop­u­lar until Bill Clin­ton’s “Peace and Proper­i­ty” broke all pre­vi­ous records for an unprece­dent­ed run.
In Gulf War II, Dick Cheney is play­ing Ram­bo. It’s twelve years lat­er and he and his side­kick George Bush Jr. are going to re-fight the war against Iraq sin­gle­hand­ed­ly. No oth­er coun­tries will join them this time in their fight for justice.

Like all shot-em-up movies, this one needs a con­vinc­ing vil­lain. There’s no con­nec­tion between Iraq’s Sad­dam Hus­sein and Osama bin Laden but so what? They’re both shifty Arabs with facial hair. Throw in a spicy sub­plot if you want – “Dash­ing Amer­i­can pilots secret­ly held pris­on­er since 1991.” Amer­i­cans bare­ly notice plot and moti­va­tions. After 9/11 the White House is bet­ting that the audi­ence wants more war and retribution.

Unfor­tu­nate­ly, this isn’t a Hol­ly­wood movie. Dick Cheney and the sec­ond Pres­i­dent Bush are indeed try­ing to start a sec­ond war against Iraq. There’s no new provo­ca­tion from Sad­dam Hus­sein. There’s no con­nec­tion between him and Osama bin Laden or the 9/11 ter­ror­ist attacks. None of our allies from the first Gulf War want to join us in a second.

But Cheney and Bush want a fight any­way. It’s hard not to con­clude this is some sort of “Ram­bo Com­plex.” The U.S. is led by two men fight­ing lega­cies that won’t let them put 1991 behind them. One is the son of the pres­i­dent accused of pre­ma­ture­ly stop­ping the 1991 war before U.S. troops got to Bagh­dad. The oth­er is the dying aide to both father and son, who has wait­ed almost twelve years for a chance to prove he was right.

This week rumors of an Amer­i­can pilot sup­pos­ed­ly held for eleven years have appeared out of nowhere. Pres­i­dent Bush has been divert­ing atten­tion to Sad­dam Hus­sein even while Osama bin Laden runs free. And Dick Cheney is indeed in Eng­land try­ing to drum up sup­port for a new Gulf War.

While the Vice Pres­i­dent is off wan­der­ing the mar­gins of stage right, real tragedy and dra­ma are hold­ing the world’s atten­tion cen­ter stage. Pales­tine and Israel are close to an all-out war. The mount­ing vio­lence has wor­ried impor­tant coun­tries like Sau­di Ara­bia and Syr­ia so much that they’re propos­ing new peace plans. So much of the Mideast­’s anger against the U.S. revolves around the Pales­tin­ian ques­tion. A war there could top­ple friend­ly Mus­lim gov­ern­ments and rip apart our cur­rent alliances.

This is where the world’s atten­tion is focused. But Pres­i­dent Bush and Cheney are ignor­ing the sit­u­a­tion. They have not fol­lowed past Pres­i­dents’ lead in lead­ing peace nego­ti­a­tions. Amer­i­can pres­sure and involve­ment is cer­tain­ly need­ed to craft real peace between Pales­tine and Israel.

But Bush and Cheney are snor­ing in the bleach­er seats when it comes to the world’s most press­ing and intractable con­flict. They’re dream­ing of cin­e­mat­ic glo­ry. It’s 2002 and two lone G.I.‘s are para­troop­ing into Iraq, knives clenched in teeth, machine guns at the ready. One dreams of aveng­ing the cow­ardice and fail­ure of his father. The oth­er of win­ning just one more war before the cur­tains close in on him. 

Stopping the Next War Now: More Victims Won’t Stop the Terror

October 7, 2001
· Martin Kelley

Orig­i­nal­ly pub­lished at Non​vi​o​lence​.org

The Unit­ed States has today begun its war against ter­ror­ism in a very famil­iar way: by use of ter­ror. Igno­rant of thou­sands of years of vio­lence in the Mid­dle East, Pres­i­dent George W. Bush thinks that the hor­ror of Sep­tem­ber 11th can be exor­cised and pre­vent­ed by bombs and mis­siles. Today we can add more names to the long list of vic­tims of the ter­ror­ist air­plane attacks. Because today Afgha­nis have died in terror.

The deaths in New York City, Wash­ing­ton and Penn­syl­va­nia have shocked Amer­i­cans and right­ly so. We are all scared of our sud­den vul­ner­a­bil­i­ty. We are all shocked at the lev­el of anger that led nine­teen sui­cide bombers to give up pre­cious life to start such a lit­er­al and sym­bol­ic con­fla­gra­tion. What they did was hor­ri­ble and with­out jus­ti­fi­ca­tion. But that is not to say that they did­n’t have reasons.

The ter­ror­ists com­mit­ted their atroc­i­ties because of a long list of griev­ances. They were shed­ding blood for blood, and we must under­stand that. Because to under­stand that is to under­stand that Pres­i­dent Bush is unleash­ing his own ter­ror cam­paign: that he is shed­ding more blood for more blood.

The Unit­ed States has been spon­sor­ing vio­lence in Afghanistan for over a gen­er­a­tion. Even before the Sovi­et inva­sion of that coun­try, the U.S. was sup­port­ing rad­i­cal Muja­hadeen forces. We thought then that spon­sor­ship of vio­lence would lead to some sort of peace. As we all know now, it did not. We’ve been exper­i­ment­ing with vio­lence in the region for many years. Our for­eign pol­i­cy has been a mish-mash of sup­port­ing one despot­ic regime after anoth­er against a shift­ing array of per­ceived enemies.

The Afghani forces the Unit­ed States now bomb were once our allies, as was Iraq’s Sad­dam Hus­sein. We have rarely if ever act­ed on behalf of lib­er­ty and democ­ra­cy in the region. We have time and again sold out our val­ues and thrown our sup­port behind the most heinous of despots. We have time and again thought that mil­i­tary adven­tur­ism in the region could keep ter­ror­ism and anti-Americanism in check. And each time we’ve only bred a new gen­er­a­tion of rad­i­cals, bent on revenge.

There are those who have angri­ly denounced paci­fists in the weeks since Sep­tem­ber 11th, angri­ly ask­ing how peace can deal with ter­ror­ists. What these crit­ics don’t under­stand is that wars don’t start when the bombs begin to explode. They begin years before, when the seeds of hatred are sewn. The times to stop this new war was ten and twen­ty years ago, when the U.S. broke it’s promis­es for democ­ra­cy, and act­ed in its own self-interest (and often on behalf of the inter­ests of our oil com­pa­nies) to keep the cycles of vio­lence going. The Unit­ed States made choic­es that helped keep the peo­ples of the Mid­dle East enslaved in despo­tism and poverty.

And so we come to 2001. And it’s time to stop a war. But it’s not nec­es­sar­i­ly this war that we can stop. It’s the next one. And the ones after that. It’s time to stop com­bat ter­ror­ism with ter­ror. In the last few weeks the Unit­ed States has been mak­ing new alliances with coun­tries whose lead­ers sub­vert democ­ra­cy. We are giv­ing them free rein to con­tin­ue to sub­ject their peo­ple. Every weapon we sell these tyrants only kills and desta­bi­lizes more, just as every bomb we drop on Kab­ul feeds ter­ror more.

And most of all: we are mak­ing new vic­tims. Anoth­er gen­er­a­tion of chil­dren are see­ing their par­ents die, are see­ing the rain of bombs fall on their cities from an uncar­ing Amer­i­ca. They cry out to us in the name of peace and democ­ra­cy and hear noth­ing but hatred and blood. And some of them will respond by turn­ing against us in hatred. And will fight us in anger. They will learn our les­son of ter­ror and use it against us. They cycle will repeat. His­to­ry will con­tin­ue to turn, with blood as it’s Mid­dle East­ern lubri­cant. Unless we act. Unless we can stop the next war.