Tag Archives ⇒ week

SEO Myths II: Content Content Content, the Secret to SEO

February 27, 2007
· Martin Kelley

When­ev­er
I talk with fel­low web design­ers, the issue of “SEO” invari­ably comes
up. That’s techie slang for “search engine opti­miza­tion,” of course,
that black sci­ence of mak­ing sure Google lists your site high­er than
your com­peti­tors. Over the years a small army of shady char­ac­ters have
tried to game the search engine results.

I’ve always thought such tricks were pathet­ic and bound to lose over
the long term. Search engines want to fea­ture good sites. It’s in their
best inter­est to make sure the sites list­ed are the ones peo­ple want to
see. A search engine that returns unsat­is­fac­to­ry results quickly
becomes a has-been in the search engine com­pe­ti­tion. So as soon as a
site such as Google notices some new SEO trick is skew­ing the rank­ings they tweak their secret search algo­rithm to fix the SEO loop­hole.

Just Give Google the Content It Loves

In the­o­ry it’s easy to make Google, Yahoo, MSN and
the oth­er big search engines hap­py: give poten­tial vis­i­tors site
they’ll want to vis­it. For­get the tricks and spend your time putting
togeth­er an amaz­ing site. Search engines like text, so write, write,
write. 

I’m look­ing to join a web design house, which means I’ve been
inter­view­ing with slick web devel­op­ers late­ly and when­ev­er they ask me
the best way to increase SEO for their
clients, I tell them to start a blog. They look at me like I’m an idiot
but it’s absolute­ly true: two blog posts a week will end up being over
100 pages of pure con­tent. All of these sites full of Flash animation
get you nowhere with Google.

Just a note that any kind of text-rich web sys­tem can achieve many
of the same results – blogs are just the eas­i­est way yet to get content
on your site.

Presenting What You Already Have: Blog your Water Cooler Chat

When I talk to peo­ple about start­ing a cor­po­rate blog they quickly
start telling me how much work it will be. Bah and Hum­bug – your
com­pa­ny’s life is prob­a­bly already filled with blog­gable material! 

I used to work in a book­store where I did most of the customer
ser­vice, much of it by email. About two or three times a week I’d get a
par­tic­u­lar­ly intrigu­ing query and would spend a lit­tle time researching
an answer (most­ly by look­ing through the index­es of our books and
search­ing the arcane sites of our niche). This research did­n’t always
pan out to a book sale, but it marked our book­store as a place to get
answers and gave us a com­pet­i­tive advan­tage over Ama­zon and its ilk.
Each of my email answers could have eas­i­ly been refor­mat­ted to become a
blog post. By the end of a year, I’m sure the vol­ume com­ing from these
obscure search­es would be quite high (see yes­ter­day’s Long Tail Strategy
post on the Hit­Tail blog for an account of how atten­tion to search
engine’s one-hit-wonders helped achieve a wide­spread key­word dominance).

When­ev­er some­thing new hap­pens that breaks you out of your routine,
think about whether it’s blog­gable. At the book­store, a new book would
come in and we’d spend ten min­utes talk­ing about it. That conversation
reached half-a-dozen peo­ple at most. In that same ten min­utes we could
have writ­ten up a blog post say­ing much the same thing.

Last Spring a con­tro­ver­sial arti­cle appeared in the local newspaper
that tan­gen­tial­ly involved my employ­er. That morn­ing my workmates
gath­ered togeth­er in the recep­tion area for the bet­ter part of an hour
trad­ing opin­ions and wise­cracks. After about five min­utes of this, I
slipped back to my office and wrote my opin­ions and wise­cracks down
into my blog. I hit post and came back to the recep­tion area – to find my
work­mates still blath­er­ing on, natch. My post reached hun­dreds and took
no more time out of the work day than the recep­tion pontifications.

Humans are social ani­mals. We’re always blog­ging. It’s just that
most of the time we’re doing it ver­bal­ly around the water cool­er with
three oth­er peo­ple. Learn to type it in and you’ve got your­self a
high-volume blog that will add invalu­able con­tent and SEO mag­ic to your site.

Mix up your content: Tag Your Site

Last­ly, a point to web­mas­ters: it usu­al­ly pays to think about ways
to re-package your con­tent. My most recent­ly expe­ri­ence of this was
tag­i­fy­ing my per­son­al blog over at “Quak​er​Ran​ter​.org.” Every time I
post there a Mov­able Type plu­g­in fish­es out the key words in the
arti­cle and lists them after­wards as tags. These tags are all linked in
such a way that results send the term through the site’s search engine
to give back an on-the-fly index page of all the posts where I’ve used
that term.

Tags are like cat­e­gories except they pick up every­thing we talk
about (when we use them aggres­sive­ly at least, and espe­cial­ly when we
auto­mate them). We don’t nec­es­sar­i­ly know the cat­e­gories that our
poten­tial audi­ence might be search­ing for and tag­i­fy­ing our sites
increas­es our key­word out­reach expo­nen­tial­ly. My per­son­al blog has 239
entries but 3,860 pages accord­ing to Google.
It’s the parsed out and re-packaged con­tent that accounts for all of
this extra vol­ume. This does­n’t increase traf­fic by that near­ly that
much, but last month about 30% of my Google vis­its came from these tag
index­es. More on the mechan­ics of this on my post about the tag­ging.

Reading John Woolman 1: The Public Life of a Private Man

August 7, 2006
· Martin Kelley

Read­ing John Wool­man Series:
1: The Pub­lic Life of a Pri­vate Man
2: The Last Safe Quaker
3: The Iso­lat­ed Saint

I’ve final­ly done it. I’ve read John Woolman’s Jour­nal. Here I’ve been an activist among Quak­ers for almost two decades and I’ve read one of our Big Books.

I have tried before. Many’s the time over the years where I cracked open Moulton’s edi­tion to set­tle myself down. Chap­ter one read, chap­ter two read. Then to chap­ter three, open­ing with:

About this time, believ­ing it good for me to set­tle, and think­ing seri­ous­ly about a com­pan­ion, my heart was turned to the Lord with desires that He would give me wis­dom to pro­ceed there­in agree­ably to His will, and He was pleased to give me a well-inclined damsel, Sarah Ellis, to whom I was mar­ried the 18th of Eighth Month, 1749.

And that’s it. One run-on sen­tence about court­ing and mar­ry­ing his wife. I always put the book down here. I tuck a book­mark in with all good inten­tions of con­tin­u­ing after din­ner. But the book sits on the cof­fee table till a week or so goes by, where­upon it’s moved to the library area for a month or so until it’s final­ly reshelved. The book­marks stays put until a year or two pass­es and I re-start the Jour­nal with renewed determination.

I know why the sen­tence stops me. Through­out my twen­ties and ear­ly thir­ties a lot of my emo­tion­al ener­gy was drained in the (most­ly Quak­er) dat­ing scene. In the­o­ry I thought it a good time “for me to set­tle” and would have been quite con­tent with a “well-inclined damsel.” But the chaos of my per­son­al fam­i­ly his­to­ry com­bined with the casu­al dat­ing cul­ture com­bined to keep me dis­tract­ed with the largely-manufactured dra­ma of rela­tion­ship roller-coasters. For bet­ter or worse, if and when I ever write a jour­nal I will have to find a way to talk about the ways this dat­ing era both fed and stunt­ed my spir­i­tu­al growth.

One of the les­son I learned back in the ear­ly 90s when I was edi­tor at New Soci­ety Pub­lish­ers was that I should pay atten­tion when I put a man­u­script or book down. The temp­ta­tion is to chalk it up to tired­ness or a busy life but I found there was usu­al­ly some­thing going on in the text itself that caused me to drop it. When I picked the man­u­script back up and re-read the pas­sages on either side of my aban­doned book­mark, I found some sort of shift of tone that weak­ened the book.

I appre­ci­ate that Quak­er jour­nals are not racy mem­oirs; they have a spe­cif­ic reli­gious edu­ca­tion pur­pose. But I think it’s nat­ur­al to look to them for clues about how to live our lives. Samuel Bow­nas talks a bit about his engage­ment and David Fer­ris turns meet­ing his future wife into quite a humor­ous sto­ry. Per­haps Wool­man was such a saint­ly aes­thete that Sarah was sim­ply pre­sent­ed to him with no futher ques­tions. But still, there’s a lev­el of pri­va­cy in Woolman’s writ­ings that sep­a­rates him from us; I’ll return to this is part three.

Before I go: so how did I get through the jour­nal this time? Two things are dif­fer­ent now: first, my five year wed­ding anniver­sary is only a few weeks away; and sec­ond: Woolman’s Jour­nal is now always with me inside my Palm Pilot (cour­tesy the Chris­t­ian Clas­sics Ethe­r­i­al Library). A few weeks ago I found myself on the train with­out read­ing mate­r­i­al and start­ed reading!

Next Time: Wrap­ping our­selves in the flag of Woolman

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.