blogonawire

Jul 01, 2008

Quit shouting at me!

I’m struck by the lack of focus by most Web sites.  Look at a page from a large online retailer and see how many calls to action there are on the page.  All of them are competing for your attention—like a barker at the carnival, they shout at you while you nervously ignore them and walk on by.  How likely is it that you’re going to take even one of the actions on that Web page? Not very! It’s like a chorus of people shouting at you, each one saying a different thing.  You can’t make out any one voice very clearly.

bb.jpg

In his book and lectures, “The Paradox of Choice,” Barry Schwartz demonstrates from many research studies that, given too many choices, a person will tend to make NO choice.

On the page shown above, the effect is somewhat mitigated by using various forms of visual emphasis—borders, background shading, size, placement, etc., to help give visual ‘weight’ to the various options to help the site visitor determine the more important options.  Still, there are an awful lot of choices to force on the site visitor.  They have to be really determined to identify what they want and navigate the main page to get to it. Why make it that difficult? 

It behooves those of us that can make a difference in this regard to consider the user carefully when designing a Web page or landing page:  What is the most important purpose of the page? 

We should make sure that each page of the site has a specific purpose (otherwise why include it?), and an accompanying specific and relevant call to action.  Once you start the user on the path you want them to be on, don’t distract them with many other calls to action.  Get them to finish the current action first (like buying your product), then give them additional options.

All of this seems like it should be common sense, but not many Web sites give their site visitors clear and meaningful choices.  What are you thoughts and experiences in this regard?

Jul 01, 2008

Dynamic Flash now visible to search engines? A good start, but not a panacea.

According to Adobe in a news release, it has been collaborating with Google and Yahoo!
to share its technology so that these search engines will be able to better index content within Flash, including content in dynamic Flash applications and sites. 

Here’s a little history on how Google has dealt with Flash:

Google’s Old Stance – Limited Flash Indexing
Based on an Official Google Webmaster Central Blog entry from July 2007, Google has had some limited visibility to Flash content for some time, but generally advised against overuse for content that needed to be indexed:

“As many of you already know, Flash is inherently a visual medium, and Googlebot doesn’t have eyes. Googlebot can typically read Flash files and extract the text and links in them, but the structure and context are missing.  … even if your Flash content is in our index, it might be missing some text, content, or links.”

Google’s New Stance – Improved Flash Indexing
Google has now implemented changes to index Flash more thoroughly, as they discuss in an Official Google Blog posting and in a follow up Q & A session on the Google Official Webmaster blog on June 30, 2008.

“Google has been developing a new algorithm for indexing textual content in Flash files of all kinds, from Flash menus, buttons and banners, to self-contained Flash websites. Recently, we’ve improved the performance of this Flash indexing algorithm by integrating Adobe’s Flash Player technology…

…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.”

So what does this mean?  Can all the SEO warnings about overuse of Flash be discarded, and all Flash pages and sites become immediately available through search? 

Not exactly. 

Flash indexing is still imperfect
Google’s first stab at implementing this, as they call out in their Q&A, has some notable limitations:

  • If the Flash is loaded by JavaScript, Google may not see it (and Flash is often loaded by JavaScript). 
  • External resources that are included by Flash will not be indexed as part of that Flash.  Many Flash sites will include XML, HTML, or other Flash files/SWFs that are integrated into the content, so this is an issue on many dynamic Flash sites and applications.

Yahoo! may or may not have the same limitations when it integrates Flash indexing.

It will also be interesting to see how some issues on all-Flash sites are handled.

  • If a Flash site that has multiple pages is set up as a single SWF file without deep linking, how relevant will search results be?  One issue is that the relevance of individual page content may be diluted if all the sections of the Flash are indexed together.  If a visitor is linked by the engine to the Flash site home page instead of the relevant content page, there may be a lot of visitors leaving the site right away.

What about SWFObject?
A common approach to embedding Flash is to use SWFObject, which utilizes JavaScript to both embed the Flash in the page and also serves up HTML content to those that don’t have Flash players (and traditionally to search engines).

It seems likely that SWFObject will still make the HTML content available to Google, instead of the Flash content, due to Google’s stated limitations on reading Flash loaded by JavaScript.   This has not been tested, and more will probably come out on this topic in the weeks to come. 

Sitewire always advises caution when using SWFObject for replacing Flash, to keep the HTML content exactly consistent with the Flash.  The SWFObject approach was never officially condoned by the engines, and any black hat activity here may be detected more easily than ever before.

Conclusion - The Future is Bright
This is a very promising development for search.  Not every Flash movie in place today is going to instantly be indexed.  However, by knowing the limitations of the Google Flash indexing, and following coding practices to allow Google to see the relevant content, Web developers will be able to craft code to be both relevant and visible to search engines.   Search Engine indexing technology is likely to continue to improve as well. 

Did anyone else notice that Adobe’s release made no mention of sharing their code with Microsoft?  ;-)

Jul 01, 2008

Branding one’s Failures

For anyone who regularly uses the social site d’jour, Twitter, there is little doubt that it is one of the most useful social networking sites to date. It is an easy and quick way to keep in touch with people that you know and an efficient way to network.  Following someone who keeps on the forefront of new technology or industry trends can make sure that you are an early jumper as well.

Unfortunately, Twitter has one small flaw…it is ALWAYS broken. This is starting to cause dissent amongst the ranks of the internet elite, and some people are moving to other services like Pownce.  Many people have put a lot of time and effort into building and growing their follows and followers, and they are not terribly eager to drop Twitter so easily.

The brand loyalty is fairly unique in the ever-changing world of social networking but the community that so strongly supports the site is starting to use its flaws as a form of brand marketing.

Introducing…The Fail Whale.
Fail Whale

This is the image that one sees often when using the site. It is the image that Twitter is over capacity and it portrayed by the Twitter birds carrying the whale of users. The community has created many twitter products for sale, and the latest craze is the abundance of Twitter whale paraphernalia. The interesting thing about this is the fact that a site can be branded by its clever error page.

There is even a fan club of the Fail Whale, and from what I have found  there are shirts that are actually being sold by the original illustrator of the fail whale. Check out the Fail Whale Fan Club for all of the various ways that people are using this sites down time to help continue to promote it.

Fail Whale References on Twitter

T-Shirts

Jun 30, 2008

Extreme Make-Over…?

Does changing your outside really change your inside? No, I’m not shamelessly promoting my new self-help book, and no, I’m not quoting from Oprah’s latest make-over episode. I’m talking about Wal-Mart…er, Wal*Mart…ah, Walmart…

By fall this year, Wal-Mart (I’m sticking with the hyphen) stores across America are changing their logo. Instead of the non-descript white-on-blue-star-for-hyphen that has heralded cluttered aisles and ambiguously “rolled-back” prices in the past, shoppers will be sucked into bargain-Shangri-La by a soft-edged, hyphen-less, mono-word beacon, complete with a sunless starburst.

Walmart

Kevin Gardner, a Wal-Mart spokesperson, said in a written statement that, “This logo update is simply a reflection of the refreshed image of our stores and our renewed sense of purpose of helping people save money so they can live better.”

Despite the grating use of superfluous “of”s I can’t help but find this statement laughable. Burger King has recently realized that updating their marketing image with a creepy plastic king mask doesn’t do much to hide the fact that their food is still cooked in trans-fat oil. And only recently have they added healthy-option kids’ meals, something McDonald’s focused on (and succeeded in) last year.

Is changing your logo or marketing strategy really going to precipitate internal change? If it’s part of a complete reworking, I think aesthetic redesigns can have just the right affect. But if you’re relying on a new look as a quick fix for bigger problems (and Wal-Mart has its fair share of problems) I think you’re in for a disappointment.

“A reflection of the refreshed image of our stores…” A veiled statement like that can be read so many ways it sounds like a State of the Union address. What Gardner is probably thinking of is a bright new sign that can be read from the freeway…what I would hope for is, indeed, a refreshed store image…like self-check out machines that actually help check you out instead of providing an excuse to hire less cashiers; cleaner aisles so I won’t flash back to drunken nights in Tijuana alleys; who knows, maybe even a cart or two that has four working wheels.

I have to wonder if the designer of the new logo is making a statement (probably not, but it’s more poetic that way). The starburst at the end is all fiery, exciting solar flares, but there’s nothing in the middle, no change…vacuum…something you can easily buy at Walmart *insert metaphorical starburst here* for $49.97.

Jun 30, 2008

The Google/Yahoo! Partnership Has All the Ingredients for a Steamy Medieval Drama…

A blogger commenting on a recent Google/Yahoo! partnership news story described the situation as follows:

“This would be like Coke paying Pepsi so they could make a 12 pack with 9 Coke cans and 3 Pepsi cans, to try and increase their sales…”

Hmmm, interesting…but I feel it’s more complicated (and romantic) than that, and if Hollywood knows what’s good for them, they’ll scoop up the rights to this whole thing fast! Once you get past all the political and technological jargon being thrown around, I can’t help but notice the essential elements of the controversy…it’s a drama of the most epic, bodice-ripping proportions!

The Other Boleyn Girl…?

Once Upon a Time…

King Yahoo was in marriage talks with Lady Micros of T. Things fell through (maybe her dowry wasn’t big enough) so Princess Google swooped in, skirts a whirlin’ and lashes a battin’. She was apparently more appealing to King Yahoo (she offered to produce $800 million worth of children) and they would remain non-exclusive! Faced with every man’s dream, King Yahoo accepted. Not to be outdone by her longtime rival, Lady Micros of T. pleaded with the Ecclesiastical Court, begging them to deem the union illegitimate and harmful to the future of the kingdom (and to buy the newest version of the iPigeon). But that’s ironic, because Lady Micros of T. was just in the Court, pleading her own case after her scandalous affair with Sir Trust.

What will happen? Will the Court favor Princess Google or Lady Micros of T.? Only the sequel will tell. But I think we can guess…

Whatever the outcome, it seems likely that King Yahoo will grow fat, have a few hunting and jousting accidents, diddle a few ladies in waiting, and then die. Did Lady Micros of T. poison him? Did Princess Google? Was it syphilis? *shrug* Who knows which feisty, corset-wearing siren will claim the throne…

Yes, the movie version is always a bit different than reality; I know Bill Gates is no longer the CEO of Microsoft, but he would look better in a dress than Steve Ballmer…besides, it looks like Steve is busy filming “Bring It On 5: Attack of the Spirit Fingers”…

ballmer.jpg

Jun 24, 2008

Ranking Sitewire

Every summer Arizona Business Magazine conducts a poll of the best businesses in the state. We were honored last year when you helped us reach the top 10. If we earned your vote this year, visit Ranking Arizona, select Advertising and Marketing, then Internet Marketing, and choose Sitewire from the drop down menu.

Thank you for your support!

Jun 16, 2008

3rd Session of Media School Begins…

Today was the first day of Sitewire’s 3rd session of Marketing and Media School. The 10-week course helps new Sitewire employees understand the inner workings of the company and the industry as a whole. With a new topic covered every week, attendees will learn about organic search marketing, pay per click marketing, industry research, copywriting, e-mail marketing, testing and reporting, online advertising, media and upcoming trends. Each session will be taught by a Sitewire employee; this is really helpful in getting to know everyone too! The course culminates in each student preparing their own media plan, incorporating everything learned throughout the process.

As was mentioned in today’s session, social media will be a topic covered with greater emphasis than ever before. Although many of us attendees are pretty social media savvy, the course will emphasize the business case for social media – something I can’t wait to learn more about.

As a student this session, I’m excited that Sitewire offers such a course. It gives new employees the chance to learn more about areas of the company and industry that they might otherwise neglect. It also helps establish a “big picture” mentality…all these areas work together to form the end result. Being educated in every area, each person can contribute more effectively to the whole, understanding how their role affects others.

Jun 16, 2008

We can all learn from Tim Russert

Since his death Friday the 13th of June, we have learned much about Tim Russert and his life.  In watching “Meet the Press” and the “Today Show” over the years, I am not surprised by reports of his character and his impact both on those who knew him directly and only through the television. 

 That said, the coverage afforded by the major networks has set a double-standard in journalism that I hope we can all embrace go-forward.  Conspicuously absent from the coverage is the ubiquitous microphone, forced in front of those grieving at a time its presence is most inappropriate.  By virtue of the amount of coverage, the professional news networks clearly deemed Mr. Russert’s death as a top news story.  Unlike most top news stories, however, they never disregarded the family and their right to privacy and dignity during a difficult period.

I hope we can all learn from this double-standard.

It should be embraced by both professional journalists and those of us who enjoy a voice through blogs, Twitter, forums and the like.  We now have the power as a democratic body of millions of journalists to bubble-up only those stories we find interesting and worthy of others’ attention.  Let’s take the high road and learn from this.  The need to know now does not relieve us of our human obligations toward others.

Jun 11, 2008

Flickr photo in the “news”

In March I took a much awaited journey to NYC and took many, many pictures. Several of these photos ended up on my flickr account for all the world to see and enjoy. I assumed no one was really paying attention, but whatever.

While I was in the city, I went to Central Park and took a picture of the Imagine mosaic in Strawberry Fields. Fast forward to June, when I get an email from someone asking to use my photo in their story on NowPublic.com. Intrigued, and not wanting to be a part of some fan fiction about John Lennon and the cast of Battlestar Galactica meeting up in the Park, I checked it out.

Turns out the site is like Digg, but it gives ALL the power to the users. Not only do they rate the stories on the site to make them bubble up to the front page, but they write the stories themselves and gather and submit the photo documentation to accompany the story. It’s not a blog persay, but you determine what’s news, write about it, help others make their “news” all the more meaty for the inquiring public by supplying images and additonal facts, and all this without an editor breathing down your neck.

If your interested in what the everyday person sees and considers important, rather than that journalist/columnist on your more popular news sites, I recommend checking it out. It’s more convenient than a blog aggregator, and the ability to add on to these reports is pretty awesome.

The story someone wanted to use my picture for was a campaign notificaton about the new Ben and Jerry’s flavor, Imagine Whirled Peace. There are now several other Lennon-related photos on the story. Here’s the main link to the site, as well as the link to the John Lennon story/campaign. feel free to add your own content as well.

This is the photo of mine that they used:

Imagine in Strawberry Fields

I guess the campaign will also include a recreation of the infamous “bed in” with Jerry (of Ben and Jerry’s) and Maggie Gyllenhal reprising the roles of John and Yoko. The ice creams ounds delish as well.

Jun 11, 2008

To Crossover or Not to Crossover…

Blockbuster movie crossovers? No, don’t expect to see Carrie Bradshaw dumping Big and falling in love with Indiana Jones (while writing an angst-ridden column with quirky quips like “Bullwhip? Or is he whipped?”). And you probably won’t see Adam Sandler in a decent movie…that would certainly be a crossover! No, what I’m specifically referring to is the new “Incredible Hulk” movie. While not a crossover in itself, the film has been rumored to feature fellow Marvel superhero Ironman aka Tony Stark. And now we have the proof. A new TV spot for the film features Robert Downey, Jr. as billionaire playboy/superhero Tony Stark/Ironman. This news is added to the previously nerd-tastic post-credit ending to the “Ironman” movie, in which Tony Stark is introduced to Nick Fury, the leader of The Avengers (played by Samuel L. Jackson, surprisingly enough, not uttering “mother*&^$#”) which is the Marvel equivalent to DC’s Justice League. With Marvel’s announcement several weeks ago about their continued superhero franchise including “Thor” and “First Avenger: Captain America,” Marvel is setting itself up for “The Avengers” movie, which will feature, as of now, Thor, Captain America, Ironman and The Hulk. This will be the first major movie crossover. With the appearance of Downey, Jr. in “Incredible Hulk” we can safely assume that the studio plans on using the original actors in “The Avengers” movie.

This is genius. Not only is the studio saying “Look, Ironman is in this movie! If you liked “Ironman”, you’ll like this movie!” they are giving fans what they want. The short lived “Justice League of America” movie fizzled out, due in large part to confusion and distress when Christian Bale (“Batman Begin” and “Dark Knight”) and Brandon Routh (“Superman Returns” and “Superman: Man of Steel”) were not asked to portray their respective superheroes in the movie.

As a DC fan myself, I have to give credit to Marvel…they know how to make great movies and they know how to please their fans. DC could learn a thing or two from them…How cool would it be to see Clark Kent do a news story on the Joker’s rampage of Gotham City? My nerd-hackles are raised…

Are movie crossovers going to be the new trend in Hollywood? Just to be on the safe side, Carrie should pack up her Manolo’s and invest in a rhinestoned bullwhip…

Looking for more articles?

Check out the archives.

BlogOnAWire.net and all contents copyright 2007-2008 by Sitewire Marketspace Solutions, unless otherwise noted. Contents under Creative Commons License. Visual design, layout and Cascading Style Sheets may not be reused without permission. Powered by WordPress. Entries (RSS) and Comments (RSS).