Online Marketing Performance

Google (gasp!) welcomes Flash to its index

2008-07-01T07:19:02Z

Following years of second-class citizen status, Flash content is now being welcomed into Google’s index. A post on the Official Google Blog introduced the algorithm update (the wording indicates that it is currently live) and a second post on the Google Webmater Central blog presented list of anticipated questions and answers.

From the announcement post:

Now that we’ve launched our Flash indexing algorithm, web designers can expect improved visibility of their published Flash content, and you can expect to see better search results and snippets.

This is undoubtedly a step in the right direction, but there’s still a good deal of ground to cover. While .SWF files will be indexed, it will only be for text content contained within the .SWF file. Content that is pulled in by a .SWF for presentation as opposed to be included in the .SWF will be indexed separately.

As it is described in the Q&A post, the code which parses Flash files will essentially be acting like a user.

We’ve developed an algorithm that explores Flash files in the same way that a person would, by clicking buttons, entering input, and so on. Our algorithm remembers all of the text that it encounters along the way, and that content is then available to be indexed.

There are obvious limitations to overcome, in my mind specifically with the inability to index dynamic content (content pulled in from a database or external XML file), but this is a big move in the right direction, and its been a long time coming.

Thanks to Chris ‘Ubergeek’ Hill for emerging from vacation long enough to pass this info along.

Small businesses: $100 in Facebook Ads for free

2008-06-30T05:51:49Z

If you’ve ever wanted to test Facebook Ads and are a small business owner, Visa has a deal for you.

Visa is giving $100 in Facebook Ads to the first 20,000 small business owners that install their Visa Business Network app on Facebook. After installing the application and answering a few questions a $100 Facebook advertising credit notification arrives in your inbox.

What’s the Visa Business Network? Here’s what the App description provides:

A place that can help you and your business succeed.

Connect with other small business owners, learn ways to manage your business more efficiently, and grow by reaching the millions of potential customers on Facebook.

It’s free to join and easy to use. Sign up now to redeem your $100 in targeted Facebook advertising, and start connecting.

Use The Visa Business Network to:

GROW: With over 80 million users, Facebook is a great place to build your business. When you join the network, you get $100 to create targeted advertising and reach potential customers on Facebook.

CONNECT: The Visa Business Network connects you with other small businesses. Share ideas, information, opinions, and knowledge with people going through the same things you are.

MANAGE: The Resource Center features exclusive content that gives you great ways to help you manage your business. Take advantage of articles, videos, and tips from top small business sources.

ICANN: have any top-level domain your want

2008-06-26T17:51:46Z

The board of ICANN unanimously approved sweeping changes to the rules governing domain extensions today. The broad based changes allow top-level domains (.com, .org, .edu, etc.) to be created without restrictions previously in place.

The new posture opens the door for almost any domain suffix imaginable, likely with .sex and .xxx leading the way. With most memorable names consumed under “.com,” that this ruling will pave the way for more descriptive suffixes, such as “.resort” or “.books”.

The AP reports that new TLDs won’t surface for several months. Regulation? Domains will need to be proposed to ICANN at which time they will go through a review phase allowing anyone to raise an objection.

Welcome to the next domain rush. Or maybe not. Citing ICANN, Ars Technica reports that “if approved, registering the TLD will cost anywhere from $100,000 to $500,000.” Maybe it’ll be the domain rush for everyone but the little guy.

Google Labs provides popularity of keywords, sites

2008-06-24T21:52:16Z

If you’ve ever wondered what the popularity of a keyword or phrase is, Google’s got a tool that can help you. Google Trends, one of numerous experiments inhabiting the Google Labs site, provides the curious with search trends over time for a single or multiple term.

In addition to showing relative search volume trends, the site also maps news results onto the provided timeline. The graph Google Trends returned below is for the query “social networking” and “social media” (Social Networking is shown in blue, Social Media in red):

Below the graphed information Google also provides relative search volume by regions, cities and languages.

A recent addition is the ability to pull up the traffic on web sites. Google Trends allows entering multiple sites, just as it does for keywords. Regional information is also provided, as well as “also visited” sites and “also search for” keywords. Here’s MySpace.com in comparison to Facebook.com (MySpace.com is shown in blue, Facebook.com in red):

Just another tool you may want to employ when researching keywords or web sites. Don’t miss Google’s disclaimer at the bottom of the screen:

“Google Trends provides insights into broad search patterns. Please keep in mind that several approximations are used when computing these results. All traffic statistics are estimates.”

Quantcast: Giving away competitive metrics

2008-06-24T06:09:03Z

Every client I work with wants a relative measure of how they compare to their competition online. The standard measuring stick is traffic. For years Alexa has been providing a ranking based upon traffic (1st, 2nd, 3rd, etc.), but they didn’t provide what they felt those traffic numbers were. Instead, they provided (and still provide) a relative measure, rank, based upon their collection methods.

Today, there are other options, and ones that go far beyond a relative rankings system or even traffic. For the price (free), no one provides more information than Quantcast. Before we dive in, here’s how Quantcast defines themselves:

Quantcast is a new media measurement service that lets advertisers view audience reports on millions of websites and services. Only Quantcast combines directly measured audience data with panel-based estimates to deliver accurate third-party metrics and easy-to-read profiles on digital media properties.

Here’s a quick overview of some of what you can learn about your competitors on Quantcast’s web site:

Visits per month
People per month (individual visitors)
Gender, age, household income, ethnicity and more of domestic traffic

That’s far more than you’ll find over at Alexa. But, there’s more. Beyond traffic and demographic information, Quantcast also provides:

Brand and site affinities
Other sites with similar audiences

Let’s take a look at some of that data. Here’s some sample Quantcast data for John Battelle’s Searchblog (http://battellemedia.com)

Here’s some information Quantcast provides:

People - Global: 36,884
People - U.S.: 23,461
Average Page Views/Visit - US: 1.33 US
Average Page Views/Visit - Global: 1.31
62% of traffic is Male, 38% Female
The household income for 64% of visitors is between $30,000 an $100,000
The majority of visitors, 70%, are 35 or over
Visitors have brand & site affinities for telegraph.co.uk and the Washington Post

How Quantcast arrives at the information it provides is through the combination of panel data and directly measured data. Not all sites on Quantcast are providing directly measurable data, however. John Battelle’s Searchblog is, and you can tell that because on the report page for the web site, there is a “Quantified Publisher” icon toward the top of the page. This indicates that this web site has placed a tracking script on each page of the web site, allowing Quantcast to directly measure (and share) site usage information. If this icon isn’t present, the data Quantcast provides is not nearly as accurate.

Just to be clear, providing competitive metrics isn’t why Quantcast exists. That said, by the nature of the information it provides Quantcast can be used for competitive metrics. If you leverage it for competitive research be sure you understand how Quantcast collects information. If you’re making decisions based on what Quantcast (or any other data provider offers) the first step is understanding the strengths and weaknesses of your data source.

MySpace - Not a place for search engine marketing

2008-06-24T22:35:33Z

In review of a few clients’ analytics this month I kept running across an inbound referrer I hadn’t seen befoere: msplinks.com. First, I just went to msplinks.com, and saw that there is nothing but a blank page there. After trying a few of the URLs from Google Analytics, one worked. It was this one:

http://msplinks.com/MDFodHRwOi8vd3d3LnJlZGJ1bGxmbHVndGFndXNhLmNvbQ==

And this was the page it returned:

So msplinks are outbound redirections originating at MySpace. But, what is the problem that this truly solves for MySpace? They say it is a security measure, but is it (in whoel or part) to reduce MySpace usage merely for SEO purposes?

Jerry Yang and Yahoo’s internal suicide pact

2008-06-04T19:01:10Z

A quote from Karen Donovan’s Wired article on Jerry Yang and his participation in a plot to undermine a successful Microsoft purchase of Yahoo (emphasis mine):

…Yang was engineering a plan for a “massive employee walkout” in the aftermath of a Microsoft takeover by offering all of Yahoo’s 14,000 employees the right to quit his or her job and pocket 100 percent acceleration of their equity rights, if there was “substantial adverse alteration” of their jobs.

Yahoo’s compensation consultant calculated that the proposal would cost $1.5 billion, or 3.2 percent of the transaction price. “That’s nuts,” he concluded in an e-mail.

For more background, and where the documentation came from to substantiate the claims being made, read the full article over on Wired’s site

Live cashback a desperate move?

2008-05-30T07:46:34Z

Microsoft Live cashback

Microsoft recently announced Live cashback, a program that rewards those who search on their Live search engine and consequently buy a product from one of several hundred merchants affiliated with the program. It’s fairly straightforward. Merchants are in essence placing cost-per-action (aka pay-per-action) advertisements for which they only pay Microsoft if there is a sale. They do not pay for a visitor clicking or merely viewing their advertisement. Of that pay-per-action fee, Microsoft is only retaining a small amount, instead passing the bulk of the money collected back to the consumer.

Microsoft’s Desperate Position

My initial response was that this was a desperation move on the heels of a thwarted acquisition attempt of Google. Most of the negative commentary on Live search is based on the premise that because Microsoft lost out on its Yahoo acquisition attempt that they are now relegated to having to pay customers to use their Live search engine. And, to be clear, there is something desperate about Microsoft’s situation in search. They’ve been at this for quite some time now and their progress has been underwhelming. As it currently stands, here’s the lay of the land:

Search Market Share - April, 2008 - ComScore

Google: 61.6%
Yahoo: 20.4%
Microsoft: 9.1%
AOL: 4.6%
ASK: 4.3%

But, insofar as Live cashback itself, it may be a response to a desperate situation, but the program shouldn’t be cast in a negative light solely because it is a response to a difficult challenge for Microsoft.

Live Cashback and consumers

If the average Joe can get a few percent of what they spend back when making a purchase (assuming they know Live cashback exists), I’d argue they’d at the very least consider it. Will they actually do it? That I cannot predict. If users do make that switch over to Live, even if only when in a purchasing mindset, the needle moves in Microsoft’s favor on the back of a clear value proposition.

Live Cashback and advertisers

The other side of the coin is the advertisers. Over on Google, merchants place AdWords ads for which they pay when the ad is merely clicked upon. With Microsoft’s cashback program, the advertiser is getting a guaranteed ROI. They are only paying when a sale is made. The advertising investment has no risk.

A few participating merchants and their that caught my eye include Zappos.com (9% Cashback), Barnes & Noble (6% Live Cashback), and Footlocker (15% Live Cashback).

Will Cashback ultimately work?

For the program to ultimately work, consumers have to find value when they try the service. That requires having as many merchants as possible participating, and preferably those who are already top shopping destinations online. For merchants to want to participate, they’ll want to see search volume, which is what Microsoft doesn’t have an impressive inventory of.

Who knows. Microsoft Live Cashback could be dead-on and drive a self-perpetuating cycle of increased search traffic enticing merchants which in-turn drives more search traffic. If everything is spot on, that cycle will still move slowly. One thing that Google has online that Microsoft does not is incredible brand affinity. And, even if there is a perfect storm for Microsoft, thinking that Google will stand by and watch it all happen without doing something to slow or reverse such a cycle down is naive.

Could Cashback just fail? Absolutely.

For Microsoft, having a larger search inventory would be a great place to start. Yahoo anyone?

Where’s the online marketing community?

2008-05-07T04:17:13Z

I know two places: Sphinn and gooruze. Both are created by online marketers for online marketers. Sphinn takes a Digg-like approach whereas gooruze takes a more social route. If you’re in the industry, both are worth a look.

My gooruze page: smcandrew.gooruze.com
My Sphinn profile: smcandrew on Sphinn

Microsoft retracts bid for Yahoo!

2008-05-05T06:27:06Z

Over the weekend Microsoft officially retracted its bid for Yahoo.

I, for one, would have liked to have seen this go through. I give Microsoft a pat on the back for coming to the table with the buy. It makes it pretty transparent that Microsoft has had significant challenges in the search arena, and realizes that incremental change isn’t going to cut it at this point.

Yahoo? I don’t know what they’re thinking. There aren’t many suitors out there who can make a reasonable offer for Yahoo and then follow through with a provoking, competitive solution. Unless Jerry Yang has some magic market share dust up his sleeve, Yahoo will continue to languish in its role of nonthreatening counterweight that prevents Google from being considered a monopoly.

Here’s what others are saying about Microsoft walking away from its Yahoo! bid:

Breaking: Microsoft Withdraws Yahoo Bid; Walks Away From Deal (Updated) - TechCrunch
Yahoo Responds: “The distraction of Microsoft’s unsolicited proposal now behind us” - TechCrunch
After Deal Dies, Yahoo Weighs Its Next Move - New York Times
Microsoft: Decidedly not R.I.P. - Fortune