July 2006 - Posts
Those who know we well know that I am a proponent of open source software. While it does not nearly offer the same degree of support as commercial solutions, there is something to be said for utilizing shared software solutions - namely that it's free and very fun to play with. In the past month alone, I've come across specific projects from SourceForge.net that I have casually recommended over thirty times to friends and colleagues. If you're a developer it's an amazing place to collaborate and if you're an aspiring Web-prenuer then hundreds of thousands of projects are there for free use (with attribution of course).
Well, lo and behold, news comes from the blogosphere that Google has announced it will add open source project hosting to its already full stable of services. Many are expecting the new site to challenge the most popular open source project hosting sites, including SourceForge.net, and will offer software storage and debugging facilities.
Currently at code.google.com, Google’s new source code hosting service is not yet ready for production use - that's right - another perpetual beta release. The potential is interesting however that when, and if, it is indeed integrated with Google Groups and other services, the offer could become very popular with developers.
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As website owners, it's vital that we stay on top of emerging trends and changing consumer needs - whether you simply want people to sign up for your RSS feed or you're selling mouse pads.
Mailing lists are a good way to keep abreast of important industry news. Essentially, these mailing lists are nothing more than discussion forums, mostly over email. What's important for website owners is being ahead of the curve. People can join the list and you have an instant community of users that share your business interests. While it's not advised to start dropping your business name all over the place, you can certainly gain an edge by staying on top of your consumer's interests and changing needs. It's a simple way to network within your industry and you may end up driving traffic to your site by becoming a respected member of the new "community."
Yahoo! Groups is a quick and easy way to get started. It's easy to navigate and there are thousands of discussions taking place. Of course, Google has a substantial group userbase as well, found here.
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A new version of Slurp, Yahoo!'s search crawler was released this week. According to the Yahoo! Search blog, the crawler will do its Internet job a little faster and be more efficient at visiting websites - "As a result, site owners will notice as much as a 25% reduction in the number of requests and bandwidth consumed by the crawler. Yahoo has been running both versions of its crawler the past few weeks in tandem, increasing the requests to websites. Now that the full crawler is in full production, sites should see some shuffling of pages that are included in the index and some changes in ranking as well. Whether the new search crawler indicates a refreshed interest in search for Yahoo, or is just a standard update, is up in the air.
If you have fielded a few complaints about your slow loading website pages in
years past, chances are good (if not great) that this feedback has decreased in
the past year. Why? Well, maybe because
U.S. high-speed
Internet subscriptions soared 33 percent last year to 50.2 million lines
according to the Federal Communications Commission. If you've found that you are
still getting a few complaints or notice that conversions are not what you
expect, here are a few guidelines and best practices we at WSM have found help
sites go from poor performance to high performance with a modicum of tweaking.
Read our recent article: Speeding Up Slow Loading Pages
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This should make click fraud tracking nearly obsolete. Google yesterday announced the launch of a new AdWords feature which gives advertisers some tangible data regarding
invalid click activity within their advertising account. The faux clicks reported are filtered in real time which means that these are clicks which never result in a debit from advertisers account. Advertisers will also likely see noticeable increases in their invalid click reports when publishers are terminated from the AdSense program.
So how does this produce the death of click-fraud hype? Well, it probably will not in and of itself but what it will most likely do is force second and third tier pay per click providers to be more accountable for the quality of the traffic they send to advertisers. As a result, advertisers will be more informed on what produces a sustainable return on investment and at what bid price.
In the next few months I think you will start to see niche advertisersin competitive industries sharing data to determine what is most appealing (and profitable) to the "teams of click-fraudsters" and then you'll see a grand lowering of bids across the entire online advertising network to remove themselves from the "heat of the kitchen".
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Hey, when you're right... you're right. An article in the May issue of Website Services Magazine predicted the growing appeal of the medium and showed WSM readers how to create and take advantage of podcasting. Research from Nielsen Analytics (see below) released this week confirms our speculation that podcasting is a smart decision. As such we figured that a quick podcasting refresher might be in order. Read "
The Art and Science of Podcasting" now.
Statistics from Nielsen Analytics:- More than 9 million U.S. Internet users downloaded one or more podcasts last month,
- 10% of survey respondents reporting eight or more downloads every week
- The audience for podcasts is overwhelmingly male
- Frequent podcast listeners report reduced radio listening time.
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The tradeshow here at Ad:tech Chicago is filled from floor to ceiling with attending and exhibiting companies that either want to be the next MySpace or want to provide the technologies necessary to make that happen. What does MySpace have that everybody wants? Community. Now, while you may not be catering to the Gen X or Gen Y markets like MySpace does, community is an essential component of website success. While there are literally thousands, if not hundreds-of-thousands of companies providing solutions to help you build community, Userplane is one of the leaders (they actually provide some functionality for MySpace) in this arena.
I spoke with Janet Song of UserPlane yesterday about their service offerings which are designed for both large-scale community focused sites (their White-label service) and an ad-support solution for those interested in adding some interactivity and personalized functionality to their own Web community. From chat and messengers to recorders and site search, Userplane is signing up thousands of companies per week to utilize their services. Certainly worth a look if you, as we do at Website Services, realize that in the end, it's all about community.
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Morpheus, Kazaa, BitTorrent - sounds like a guest list for an alumni meeting of Matrix cast characters, but it's not. These are some of the largest file sharing networks on the Web - sharing music, videos, movies and content across the Web network. If you think like P2P ads, then you recognize the ability to harness the power of peer-to-peer advertising.
Advertising (or content) can be delivered to millions of users across the different file sharing networks and websites with specific, targeted goals. From clickable banner ads to popup windows, P2P Ads helps deliver messages at specified intervals to help advertisers reach the "unreachables" - the 18-34 demographic.
Did you know that 52% of those between the ages of 18-29 have downloaded media online (according to the Pew Internet and American Life Project)? And that 12-24 year-olds comprise almost 50% of the file sharing community? These groups will continue to be an important part of your marketing strategy and should be viewed as an incredible opportunity to build brand loyalty that could last decades.
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Last week WSM covered Pheedo's Feed Read Spring 2006 on this blog, which highlighted plenty of valuable information for those engaging in that communication platform. What the report didn't mention is the incredibly low adoption rate (estimates range from 2-3%) from most Web businesses. Realizing that our readers may not be blogging and may have never even heard about RSS, you should know that considering the "inevitability" of almost all technologies - you will want to start paying attention now.
I had the opportunity to sit down with Dana Vanden Huevel, Director of Business Development for Pheedo yesterday afternoon and walked away with even more valuable information about RSS and RSS advertising than I had last week - and yes, all for the benefit of our readers.
WSM: Why adopt and focus on RSS? DVH: While it's still an immature technology and has lots of room for growth, there is a segment of your audience that wants to be met in the newest medium. Your job is to meet them in that medium. Videocasting, Podcasting, Blogging are all faciliated by RSS and it is becoming a more natural fit with mid-market Web companies.
WSM: Who is using RSS right now?DVH: The industries that are more "cutting edge" are most prone to use RSS. RSS is a natural fit with these enterprises because they understand that people want the persistent availability to connect, and recognize that there is a continual shift in how consumers consume information. So why RSS? RSS allows us to consume [information] at our own pace.
The trick for companies like Pheedo (and those interested in monetizing their blogging efforts or their established subscriber and reader base) is getting the right ad in the right feed at the right time - which brings us to some best practicesfor both advertisers and publishers.
- RSS advertising is much more effective when used to brand-build and less effective when used to generate immediate sales.
- RSS advertising simply will not produce if you do not have a substantial number of feed readers/subscribers. Those with the largest RSS audiences often do a great job of promoting their feeds.
- Most important, is "understanding the feed traffic," said Vanden Huevel. Pheedo works one-on-one with publishers to analyze the traffic, grow their traffic and then, and only then, monetize. "RSS advertising without RSS metrics is meaningless," said Vanden Huevel. It's not how many are subscribed, it's about your circulation - how many are actively reading your feed?
All in all, lots of good information. It seems that a loyal userbase is the best way to gain revenues from RSS.
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Leading Pay Per Call provider Ingenio has been in the Internet's public eye for quite some time, and is seeing rapid adoption from some top companies and rightly so - it's one of the more compelling technologies in Web existence. It's essentially a distributed billing and calling infrastructure that allows companies (primarily SMB's) to engage in e-commerce and sell their expertise over the phone. The big companies are paying attention and using telephony as a marketing enabler. Online and mobile distribution channels including AOL Search, AOL mobile and Infospace, to name a few, are jumping on board. Google's version of Pay-Per-Call may be on the horizon, but by all accounts Ingenio has a pretty substantial lead.
How Pay-Per-Call works: Advertisers bid not on keywords but categories and add marketing information (company description, hours of operation) whie Ingenio creates a toll-free phone number on the fly. The user then performs a routine search and is presented with sponsored listings. When those listings are clicked, an intermediary page is persented, featuring a description of the company, and a toll-free number to call.
I spoke with Ingenio CMO Mark Barach this morning about their Pay Per Call technology, which may very well be the next big thing for capitalizing on the local Internet and search market. Barach suggested that mid-market companies are adopting Pay Per Call because they gain the ability to "become personally engaged in the interaction" said Barach, a step beyond what pay per click advertising can provide. It is the qualification that is required and the personal interaction that results that brings advertisers nearer to closing a sale.
Questions abound for many however about the potential for fraud. Barach stated that Pay Per Call is much safer than Pay Per Click as it utilizes a more comprehensive review by implimenting a multi-step process which primarily includes use of the Automated Number Identification (ANI) which means no IP address spoofing as in pay per click.
If you're not yet involved in marketing your small or medium sized business on the Web, here are a few reasons toconsider Pay Per Call. The average billed call is over five minutes - that leaves lots of time to develop a personal interaction with the caller. Close rates are higher. As it's similar to Yellow Page advertising, the statistics are relevant - 33% of yellow page ads convert, compared to a much lower percentage of conversions for pay per click. Not for the faint of heart however, the average cost per call is just over $5.00 (the mode is at $2.00). Pay per call may still be out of reach for many SMBs. For many though, access to the 1.3 billion queries per month, however, is appealing enough.
Learn more at Ingenio
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Howdy folks, Website Services Magazine is at Ad:tech in Chicago this week (as if you could not tell from the post title) and we've got great interviews (Ingenio, Compete Inc., Strongmail, Userplane, 7Search, Pheedo, Zango and others) and session coverage today and tomorrow. I'll be at the booth periodically and in the press room for the majority of the day - so if you're in the area make sure to stop by and say hello!
Keep checking our blog post for interviews and insight from Ad: Tech Chicago 2006!
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Google has released a "Site Diagnostics" feature for Adsense publishers. The tool helps those using Adsense view information about the pages Google crawls to display relevant ads. The crawl report will be updated weekly and Google will not accomodate requests for more frequent crawling. The reports will not be exhaustive but should offer a good indicator to publishers whether there are problems with their site such as errors within the robtos.txt file or when specific URLs are not found. Some of the reasons your URLs may be "blocked".
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Online media and technology company LookSmart unveiled a new version of its AdCenter for Publishers this week. The platform provides publisher's the ability to sell to advertisers too small to justify human sales or service from a cost of sales perspective.
"
The next iteration of ad sales in this high growth medium will be publishers wanting to own and control all size of advertiser customers, so they can sell them additional products and maximize pricing," said Bryan Everett, LookSmart's senior vice president of sales and operations. "
Moreover, we have developed reports and management capabilities that can easily be configured for any publisher's situation. Publishers pay a small revenue share to LookSmart and then control their own destiny with all sizes of advertiser. This open attitude is something we've been working toward over the past year."
Built to provide flexibility and transparency, the platform has daily capping and pacing of campaigns; a new and easy to use user interface (UI); page design that promotes brand value for the publisher; and a new data warehouse that produces reports for both publishers and advertisers, including hourly billable revenue.
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I'll be speaking with the folks at the Pheedo
RSS Advertising network at Ad:tech next week and was looking over their
Pheedo Read Spring 2006 Whitepaper, a great whitepaper which reveals some key
findings about the current state of RSS and weblog marketing and advertising.
The following data should be of immense interest to publisher/bloggers.
Full Feeds vs Summary Feeds
The debate rages on over whether publishers and bloggers should produce
partial or full text feeds of the content. Pheedo has reviewed the readership
and click-through rates (CTR) of the top fifty RSS feeds in its publisher
network and found that the average click-through rates are nearly identical for
full and summary feeds.
Most Publishers Opt for Summary Feeds
84% of the feeds sampled for this report were summary feeds. While this may
appear to be a relatively small sample size at 50 feeds, it is representative of
an average feed consumer. According to data from Bloglines, the average
Bloglines user tracks more than 20 news feeds. It appears that a majority of
publishers are publishing in summary format.
Bloglines and MyYahoo! Drive Feed Reading Consumption Experience
Bloglines - 30%, YahooFeedSeeker (MyYahoo) - 18%, Mozilla -14%, NewsGatorOnline
- 10%, NetNewsWire - 4%, Others - 24%
RSS Ad Click-Through Normalizes; Standalone Ads Still Best Performing
The average CTR of a standalone RSS ad is 2.76%
The average CTR of an inline RSS ad is .45%
Content Category and Vertical Market Influence RSS Ad Performance
The "content category" plays a significant role in the performace of RSS and
publishing efforts and RSS advertising campaigns. The top three performing
content categories for RSS advertising are Comics and Humor (9.62%), Travel
(8.54%) and Kids/Family (7.61%). On the other end of the spectrum, the poorest
performing (in terms of click-through rate) are consumer technology (1.04%),
politics (1.40%) and computer hardware (1.85%).
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Just a quick note... the Editorial Staff of Website Services Magazine is
putting the finishing touches on our fourth issue which should be arriving in
mid-August. Reports from those who have had a sneak preview claim it is the best
issue yet. We're focusing on the affiliate industry this time around and how
those responsible for website success can earn supplementary income with just a
few basic best practices. If you're not already subscribed you can do so on the
Website Services Magazine
subscription page - and request a print edition, a digital edition, or both
- for free!
Website Services is gearing up for an amazing second half of the year,
with a substantial presence at the following industry trade shows. If you're in
attendance, make sure to stop by and say hello!
Ad-Tech - Chicago, July
24th-25th
Search Engine
Strategies - San Jose, August 7th-10th
Search Engine Strategies - Denver, September 6th
EcomXpo - Online, October 24th-26th
Mid-Market eTail - San
Francisco, October 30th-November 2nd
Ad:Tech - New York, November 6th-8th
ISPCon Fall - Santa Clara, November 7th-9th
Search Engine
Strategies - Chicago, December 5th-6th
Maps are the latest craze. There are hundreds of people using APIs from
Google and Yahoo to integrate mapping functionality into their applications and
websites. Some of the more popular are
CheapGas which shows the best
gas prices by zip code on a Google Map,
CraigsList's HousingMaps which
uses GoogleMaps to help users visualize where to buy houses or rent rooms around
the US and ChicagoCrime.org, a
freely browsable database of crimes reported in Chicago placed on what else but
Google Maps.
While these are all fine and dandy resources as they are, you're probably
sitting back thinking to yourself "I can think of about one thousand different
maps that would be useful to the Web community... if only I could do my own map
mashups!"
If you're a webmaster, web developer or just somebody that likes maps, then you
should know that there are resources available on the Web to help you get
started with Google or Yahoo maps. What's the benefit? So glad you asked! Maps
are content and you know how much people like original content, right? Maps
enable you to build a community and collaborate with your users.
So where do you get started?
MapBuilder.net is an Web2.0
service or rapid mashup development tool to build custom Google and Yahoo maps
without any knowledge of the Google/Yahoo Maps API and JavaScript. MapBuilder
provides a decent visual interface for the map building process with geocoding
and import features. Also MapBuilder lets users tag locations on their maps, and
then publish the map either on MapBuilder.net or their own website.
Build a map and let us know in the comment section below so that we can all
enjoy!
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Services Magazine : Print & Digital
I hesitated to make this the site of the day but it certainly could have been. Yahoo! Finance released a great little tool yesterday for websites interested in displaying quotes. Not only is it free (which is always a draw - at least for me) set up is quick and simple and the information is updated automatically. There are currently three different modules that you can integrate into your site -
1) Quotes, Charts and News, 2) Quotes and Charts, and 3) just quotes. If you blog or write about public companies and their stock prices in any fashion, then it's a very interesting little tool to take a look at - your readers will certainly appreciate the content.
Check out the Yahoo! Finance badges nowSubscribe to Website Services Magazine FREE: Print & Digital
OneStat.com, a provider of real-time web
analytics recently reported that Mozilla Firefox's browsers have a total global
usage share of 12.93 percent. The total usage share of Firefox increased
1.14 percent since May 2006. The total global usage share of Internet Explorer
is 83.05 percent which is 2.12 percent less than at the of May.
"It seems that the global usage share of Mozilla Firefox starts to grow rapidly
again after a period of no growth" said Niels Brinkman, co-founder of
OneStat.com.
So what does this mean for Web business owners? Not much really; not if your
site already appears well and without errors in Firefox. If you are concerned
about how Internet users see your site through their preferred browser, check
out one of our older posts from March of this year:
Your Browser or Mine?
On the heels of that Onestate announcement, it seems Mozilla is going to release
the first beta of Firefox 2.0, a highly anticipated follow-up which may steal
even more market share from Internet Explorer 7, which is scheduled for release
later this summer.
Is 20% or 25% market share possible by the end of the year? You tell us, just
comment below.
Instant Survey: What Internet browser do you use?
courtesy of
SurveyPopups.com
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MySpace.com has overtaken Yahoo's
e-mail gateway as the single most-visited U.S. Web site, according to Internet
traffic measurement firm Hitwise.
News Corp.'s popular social networking site accounted for 4.46 percent of all
U.S. Internet visits for the week ending July 8, pushing it past Yahoo Mail for
the first time and outpacing the home pages for Yahoo, Google and Microsoft's
MSN Hotmail.
Are you utilizing the power of MySpace yet? If not, you definitely should be.
Not only is it free, amazingly simple to get started and offer a way to keep
track of your friends and colleagues, it also provides access to a highly
influential group of people that ideally can become proponents of your business
or website and push its viral marketing messages to a broader audience. That's
right, it's mass communication in its truest and purest form.
If you want a little (or big) boost to your MySpace traffic, check out this
great code addition to MySpace pages.
Request a Complimentary Subscription to Website Services Magazine: Print & Digital!
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Does Your Website KickApps?
KickApps Corporation announced the
release of its hosted community solution for websites interested in deploying
user-generated video and social networking functionality directly on their Web
pages. The KickApps platform addresses the needs of webmasters looking to
provide their visitors with all the functionality typically found at leading Web
2.0 portals like MySpace, YouTube, Flickr and Facebook. However KickApps also
provides webmasters with a set of sophisticated media management, reporting and
administrative tools designed to protect websites from pornography, copyrighted
material and user content that may hurt their brands or offend advertisers.
“By powering brands with community-building functionality at many diverse
websites we are helping those brands aggregate audiences within specific
contexts,” said KickApps founder and CEO Eric Alterman. “We believe context is
the next major driver for Web 2.0 traffic and for advertisers looking for a
safe, effective way to promote their brands to identifiable communities with
known demographics.”
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If you know something about economics then you can see why Google's CEO Eric Schmidt's asserted that click fraud is "self-correcting" and that even if instances of fraud were "rampant", eventually the problem would "fix itself".
"Eventually, the price that the advertiser is willing to pay for the conversion will decline, because the advertiser will realize that these are bad clicks, in other words, the value of the ad declines, so over some amount of time, the system is in-fact, self-correcting. In fact, there is a perfect economic solution which is to let it happen."I see click fraud in the following way; if you don't like the traffic you are receiving - bid less. You'll take yourself out of the heat of the kitchen and see less fraud as a result. It's not as attractive to those perpretrating fraud to abuse your listings if it's not worth their time.
It's the theory of the efficient market in action.
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Need to modify some images on your website and can't afford the to purchase Photoshop? You're not alone - there are lots of decent alternatives that can do just what you need. Here are a few of our favorites.
GIMP: GNU Image Manipulation ProgramGIMP is the GNU Image Manipulation Program. It is a freely distributed piece of software for such tasks as photo retouching, image composition and image authoring. It works on many operating systems, in many languages.
Paint.NETPaint.NET is image and photo manipulation software designed to be used on computers that run Windows 2000, XP, Vista, or Server 2003. It supports layers, unlimited undo, special effects, and a wide variety of useful and powerful tools.
PhotoPlus 6.0PhotoPlus 6 is a photo editing software featuring an image export optimizer, photo enhancement, unique selection options, image slicing, editable text and smart shapes.
Looking for more great Web related resources?
Subscribe to Website Services Magazine - Print and Digital!
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There has been more buzz in the past week about
PayPerPost.com that anything I've seen in quite a while. In my opinion, it's an extremely fascinating marketing solution, but that's not the concensus.
It works in the following way (don't worry - it's simple - not like explaining SEO or PPC): Advertisers bid for bloggers to post about their products and services. If you've heard the word "payola" at anytime in you business career then you can understand the problem. the argument is that products and services should stand on their own, generate their own buzz without incentive from the makers of those products or services. In the real world however, it does not always work like that.
"Our service offering completely redefines the concepts of product placement, product endorsement, consumer generated marketing, buzz building and search engine marketing. We are leading a blogger revolution," said PayPerPost founder Ted Murphy.
"Media companies and celebrities have been compensated for endorsement and product placement for years. Finally bloggers will be compensated for all the traffic and sales they generate when they blog about products and companies."
Many bloggers scoffed at first word of the program - in my opinion unneccesarily. There's no difference between PayPerPost and traditional affiliate programs in that companise recruit others to endorse and promote the advertisers products. Personally, I don't see a problem with it and it gives bloggers access to revenue and advertisers access to the creativity of consumer generated media.
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Google Adwords advertisers will continue to see their Quality Score decrease
(and higher minimum bid requirements as a result) if the value of their landing
pages don't meet
Google's landing page and site quality guidelines. Google started
incorporating advertiser landing page quality into the
Quality Score about six months ago.
From the Google Adwords Blog today:
Landing Page Quality Update
This chang