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Against Search Engine Optimisers…

In the middle of the comments for a fairly interesting article about the Googledance that never ends there’s a post from a professional search engine optimiser. He says:

My consulting business website ranks highly in google for a number of search terms that are pertinent to my business. I didn’t get that way using a search engine optimization service. It didn’t cost anything but my time and the sweat of my brow. And it’s really very simple how it works. I tell all my methods in How to Promote Your Business on the Internet.

In summary:

  • Put content on your site that visitors will want to read – and return to. Not just material aimed at potential customers, but stuff anyone will want to read.
  • Post new content regularly
  • Ask for links, and offer reciprocal links

That’s the method I used to make a Google search for software consultant turn up my resume as the #4 search result.

I want to make something clear. This is probably one of the best statements about search engine optimisation I’ve ever read, and it’s still horse-shit. The thing that it says that’s actually useful is that you should have a good site. First and foremost – put content on your site that people want to read and update it regularly. That’s a really really good point and something that people should remember. But it’s not something that a search engine optimiser can help you with, so that leaves you with link-exchange. Which is horse-shit. I’m going to say that again because I enjoyed it so much. It’s horse-shit.

Ladies and Gentlemen, listen very carefully when I say this: There is absolutely positively never any reason whatsoever to go to a search engine optimiser and they may damage your business as much as they help it. The reason they may damage your business is because – for the most part – they are designed to hack the system – to find short-cuts and tricks that fool a search engine into believing your site is something it isn’t. And search engines change their indexing methods all the time to compensate for these tricks. All the time. Google do it monthly! And if they find someone using them – often they’ll penalise the sites concerned.

Here – then – is the big secret of search optimisation. Search optimisation isn’t really about optimising for a search engine at all. It’s about making good quality, cleanly designed, semantically-constructed sites that people want to read, that people can link to and which people can get the gist of in a few seconds. If you make a website well for human beings, then as a side effect – more often than not – search engines will spider it well and rank it highly. And they’ll do this because it’s the best site, not because you’re trying to fool them.

For the most part this is all you need to know:

  1. Highly complex and flashy animation does not help you, it hinders you – your site needs to be easily spiderable and that means that tricky navigational elements probably won’t help. If you have to use them (like I do for my archives above), present alternative simple ways to get around your site as well that use basic boring run-of-the-mill links. This is not a search optimisation tip – this is good navigation design.
  2. Meta-tagging is not that useful any more. But if you’re going to use it, do it properly. Specifically, if you’re going to put in description and keyword metatags – keep them short (twenty words most), accurate (actually reflecting the content in the body of your page), and don’t put the same metatags on every single damn page of your site! That’s not going to help at all! None of this will affect Google, who don’t pay any attention to meta tags and make up 50% of the searches performed on the web at the moment.
  3. Make it easy to link to things! This means, don’t use frames! This means, try and put discreet chunks of content on clear separate pages. This again is not optimising for a search engine at all – it’s how to build an information-delivery site properly.
  4. Use <title> tags properly! They sit at the top of every one of your pages and they’re designed to make it easy to spot things when you bookmark them. So tell people the title of the page you’re on – and do it honestly! Keep them short and clear, don’t use marketing speech at all, don’t try really really hard to find the right keywords, just use the title that explains what’s on the page best. To help people who bookmark you then you should probably put the name of your site at the beginning or end of the title, and if you’ve got a shallow site hierarchy, you can even put the path to the current page in the title as well. These things are helpful to people! Unsurprisingly, search engines try to use the same criteria as actual people do.
  5. Use semantic content whenever possible. This means when something is the title of a page or a section, stick it in a <h1> tag and use CSS to style it appropriately (and before you say anything, I’m aware that I don’t do that – but there’s a really good reason for that). Also when you’re linking to things don’t use terrible words inside the links like “click here” but actually use read words. This is good for people and helpful for search engines. Don’t lie! People would find it more useful if you linked to a page about sportscar GT with a link that said “We have a comprehensive section about sportscar GT“. Search engines – weirdly – do too!
  6. Bugger link-exchange! Google specifically penalises people for using known link-exchange programmes because they’ve been designed specifically to circumvent Google’s attempt to find quality sites that are well-respected and rated. Don’t try and fool the search engines unless you’re prepared to pay for search engine optimisers to come in and fix your site every two weeks.

God there’s loads more stuff I could say, but the rule of thumb is the same for all of them. Build sites that are easy for people to use, try not to let the technology get in the way of delivering the information and aspire to making things that work the way the web works, and you’ll never have any trouble with search engines.

Addendum: There’s an interesting article on Google over at Salon today in which – yet again – some of the people who try to mischaracterise the usefulness of their own sites by gaming search engine algorithms claim that not being allowed to lie about their site’s relevancy is terribly terribly bad. I have absolutely no respect for these people at all…

Categories
Personal Publishing

My obligation to you…

I feel a personal obligation to the people who read this site and to the world at large not to lie in my posts. I feel a personal obligation not to mischaracterise the truth and to correct any mistakes I make. I feel a personal obligation not to lie by omission. I consider it part of every human being’s duty to stand up and fight for what they believe in whenever the feel capable of doing so in whatever way they feel they can. I feel an obligation to foreground any conflicts of interest I might have.

I feel a very different kind of obligation to the friends that I’ve made online and the community that has grown up around this site, and to the communities that have formed between all of our sites. I have no desire to anger anyone, frustrate anyone or humiliate anyone. I believe very strongly in the power of reasonable debate, trying – whenever possible – to avoid blatant rhetoric and appeals to emotion, territorialism and nationalism in favour of serious attempts to find some kind of reasonable, workable solution or truth.

Much like Mark Pilgrim, I feel absolutely no obligation whatsoever to write to entertain the people who read this site. This is my space to be able to speak my mind or make whatever contribution to the world that I want to make. I feel absolutely no obligation whatsoever to change what I’m interested in writing in to fit the desires or needs of people who read this site. Nor do I feel any obligation whatsoever to avoid talking about things that they are not interested in reading or comfortable reading.

I believe very strongly that my site is a representation of myself in cyberspace – and I think that’s true for a lot of people who run personal sites wth weblog software. It is not a publishing venture. I have no potential revenues. I have no obligation or desire to maximise traffic for myself simply in order to get money. And for that reason I don’t feel an obligation to target demographics precisely or maintain any form of continuity on my site other than to say, “I wrote this. The thread through all this stuff is that it matters to me“.

If I was to self-censor and self-adapt purely in order to write for our audience’s desires alone (however big, however small), then the thin cord that separates our online selves from our offline selves would be severed. Our sites would become little more than costumes we wore – and I think that would be a betrayal of ourselves and the dozens of overlapping communities that each of us belongs to.

So on the days when I write things that you enjoy – relish it! Get pleasure from it! Sometimes people out there even get commercial benefits from stuff that I write – and that’s fine! Enjoy it – I want you to! And on the days when I say something that angers and infuriates you, tell me! Write to me and correct me or explain to me why I’m wrong. I want to know. I want to learn. And if it turns out that what I want to write about doesn’t interest you, then that’s fine – go elsewhere – there’s a world of sites out there to read. And you never know – I might even register your absence and try and mend my ways…

But I swear to god, the next person who tries to tell me what I should and shouldn’t be writing on my own site – which I produce for free and for which I ask nothing in exchange – is going to get a kick up the arse so fucking hard that when they finally land again they’ll have frost in their hair…

Categories
Hacks Personal Publishing

Hacks: "On this day" links in Movable Type

Each day webloggers across the world post news, comments and little fragments of personal information onto their sites. And everything that they post will be forever associated with that specific day in history. But they’re not the only sites to connect a piece of writing or a picture with a day. In fact all over the internet there are hundreds of ‘[something] of the day’ or ‘on this day’ sites – from “Astronomical Picture of the Day” through to “Dilbert Cartoon of the Day”. There’s a whole category on Yahoo dedicated to these things.

This hack allows you to put an automated link on the bottom of each of your posts to the Dilbert cartoon (or astronomical picture, word of the day etc.) that was published on that day. You can use it to add a little context to the events on your site or just to show off your interests.

First things first – what are we trying to link to? These sites often have simple URLs that are based upon the date on which they were initially displayed. For example the “Astronomy Picture of the Day” for February 23rd 2003 has the URL:

antwrp.gsfc.nasa.gov/apod/ap030209.html

…where the six numbers near the end are the year (03), the month (02) and the day (09). The Dilbert cartoon for the same day has this URL:

dilbert.com/comics/dilbert/archive/dilbert-20030209.html

…which uses almost exactly the same format except with a the year spelled out in full (2003).

So in order to insert these links on a day-by-day basis, we’re going to have to put the basic URL in place without the date elements, find some way of inserting those date elements and make sure that they’re formatted so they’ll work as a link. We’re going to do this by using some of Moveable Type’s most useful and versatile features – the <$MTEntryDate$> tag. If you insert this tag into your templates by itself it will use its default setting – which is designed for reading and will look a bit like this: “September 9, 2003 11:44 PM”. But you can easily override this by using the format attribute and one or more date-tag variables. Here are a couple of examples of how you might format <$MTEntryDate$> and what the result would look like on your published page:

<$MTEntryDate format="%d %b %y"$>
would look like "09 Sep 03"
<$MTEntryDate format="%Y: %B, %e"$>
would look like "2003: September, 9"

Here are what some of those letters mean:

Month:
%b - name abbreviated to three characters
eg. Sep
%B - name in full
eg. September
%m - presented as two digits padded with a 0 if necessary
eg. 09
Day:
%d - two digits padded with a 0 if necessary
eg. 09
%e - two digits padded with a space if necessary
eg. 9
Year:
%y - two digits padded with a 0 if necessary
eg. 01
%Y - four digits.
eg. 2001

So to make those daily URLs all we have to do is change the original URLs to include the <$MTEntryDate$> tag like so:

From:
http://antwrp.gsfc.nasa.gov/apod/ap030209.html
to:
http://antwrp.gsfc.nasa.gov/apod/ap<$MTEntryDate
format="%y%m%d"$>.html
From:
http://www.dilbert.com/comics/dilbert/archive/dilbert-
20030209.html
to:
http://www.dilbert.com/comics/dilbert/archive/dilbert-
<$MTEntryDate format="%Y%m%d"$>.html

So this is what you’d put into your template:

<a href="http://antwrp.gsfc.nasa.gov/apod/ap
<$MTEntryDate format="%y%m%d"$>.html">
Astronomical Picture of the Day</a>

This hack was originally supposed to appear in the ill-fated O’Reilly “Blogging Hacks” book. I’ll be putting all my contributions online over the next few days / weeks.

Categories
Random

On "Harry Potter and the Order of the Phoenix"…

So because my brain refuses to do what it’s supposed to be doing and is finding any and all other avenues to explore, I’ve read the entire seven hundred and fifty page Harry Potter novel over the last couple of days as well as produced an interminable amount of notes and scribblings of various kinds. My verdict on the book? Gripping and entertaining but also a bit meandering and lacking a clear escalation of pace / convincingly epic conclusion at the end of it. Seemed more of an accidental ending in some ways. Doesn’t compete with books three or four. But I look forward to the final two…

Categories
Hacks Personal Publishing

Hacks: Upgrading to Movable Type from Blogger

The instruction manual for Movable Type contains detailed instructions about transferring your weblog from Blogger and Blogger Pro, and these instructions work extremely well if you have not been maintaining your site for very long. But while it’s rare for there to be a problem with the importing process, exporting weblogs from Blogger isn’t always so easy.

The normal transferral process is essentially three stages:

  1. Replacing your Blogger template with one that formats your data in a way that Movable Type will understand.
  2. Changing your Blogger settings to produce one very large file containing all your data.
  3. Inserting that file into Movable Type’s import directory and pressing the import button.

Stage one is the simplest stage and presents no problems. You simply copy this text into your Blogger template page:

<Blogger>
AUTHOR: <$BlogItemAuthor$>
DATE: <$BlogItemDateTime$>
-----
BODY:
<$BlogItemBody$>
--------
</Blogger>

If you are using Blogger Pro, you should add the title tag to your template so that it reads like so:

<Blogger>
TITLE: <PostSubject><$BlogItemSubject$></PostSubject>
AUTHOR: <$BlogItemAuthor$>
DATE: <$BlogItemDateTime$>
-----
BODY:
<$BlogItemBody$>
--------
</Blogger>

Click to save the template, and you’re done.

Stage two is a little trickier. Firstly you change your Blog Filename to something other than the name you normally use. This is just so that you don’t over-write your normal front-page while exporting. Then you set the Date/Time Format to the format MM/DD/YYYY HH:MM:SS AM|PM and turn off Convert Line Breaks.

There are two other things they tell you to do in the instructions and these are (in Archive Frequency) turn your archives off and then (in Formatting) set the ‘Show N days’ posts on main page’ to be higher than the number of days you have posted. At this point if you publish your blog, you’re supposed to get one massive file containing all your posts.

Unfortunately this often won’t work if you’ve been weblogging for a while. Firstly, you can’t put a number into ‘N day’s posts’ field that’s in excess of 999 days, which is a bit less than three years worth of posting. Secondly, even when it finally publishes the file, it is likely not to actually include even that three years of posts. In fact, you’re more likely to get around one year’s worth of exported content.

In fact the best way to import files into Movable Type turns out to be by renaming and republishing your ‘archive’ templates rather than your main template. If you transfer all of those over into the import directory instead of your main page, Movable Type doesn’t seem to have any trouble importing them all in one go, and Blogger has considerably less trouble generating the pages.

The only other thing to bear in mind is the number of Movable Type entries. Movable Type will number your entries in order of file name and then from the top of the page down. If you manage to export everything from Blogger in one go, then the layout means that the most recently created post will be given assigned the MT post number 1, with each subsequent post’s number increasing incrementally even as you go back in time. While your posts will always be displayed in date order, this post numbering can be confusing. You might wish to explore ways of reversing the order of the posts in your import file. This is particularly true when you’re importing from multiple archive templates, as it will start with the earliest dated file, and then with the oldest (first) within it – effectively completely messing up the order of you posts… Either way, good luck!

This hack was originally supposed to appear in the ill-fated O’Reilly “Blogging Hacks” book. I’ll be putting all my contributions online over the next few days / weeks.

Categories
Random

Awesome Apple Updates…

The big news from Cupertino via the WWDC:

Categories
Random

Mac linkage..

While I could be out with Cory I have to do loads of work and stuff. very frustrating. So here’s just a few annoying quick Mac links to end the day with while I’m doing this stuff:

Categories
Hacks Personal Publishing

Hacks: Mailing Lists with Blogger Pro

One of the neat features that comes with Blogger Pro is the ability to have your weblog posts e-mailed off somewhere when you publish them. And this presents opportunities to extend your tiny empire right off the web and into people’s inboxes. Why not set up a one-way e-mail list which people can sign up to instead of slogging over to your site each day? Or maybe you would like to start a full discussion list with new debates inspired by your daily fevered rantings!

In order to set something like this up, the first thing you need to do is find a free mailing-list site like Yahoogroups (http://www.yahoogroups.com). Set yourself up a basic list to start off with – and decide whether you want everyone to be able to join in with conversation on the list or not. The only thing you have to do is make sure that the e-mail address you (or you and your friends) use in your Blogger settings are signed up as members to the mailing list and are able to post new messages. When Blogger sends out an e-mail containing the text from your latest post, it will make it look as if it came from your e-mail address. So if that e-mail address is not a member of the mailing list, then it will just bounce right off and no one will get to read it.

The last thing you have to do is go to the settings page on Blogger under the e-mail tab and put the e-mail address of your mailing list in the Blogsend field. If you are using Yahoo then this will be formatted like so:

[name of group]@yahoogroups.com

And you’re done!

Just two more tips for turning your weblog into an effective mailing list. As soon as you click on publish, your post will be sent out to everyone on your list and can’t be taken back. So make sure to edit and revise your post carefully before you publish it – saving it as a ‘draft’ when you’re not working on it. And secondly think carefully about how many e-mails people like to receive in a day – if you’re a prolific poster, why not encourage people to receive all your posts in a ‘digest’ form once a day. That way they’ll never want to kill you with axes.

Categories
Net Culture

e-flight.biz – unethical spammers…

So yesterday I got a comment on an older entry of mine. The comment read, “This wonderful site is worth dropping a line in your guestbook to say thanks!” How nice, I thought to myself. How sweet to send me a note like that… But then I noticed the name of the person who had left the comment – Mr http://www.e-flight.biz. How nice. How… blatant…

So clearly this company is spamming my comments. That much seems clear. Probably they’re after a little extra Google page-rank of some kind – they’re clearly trying to dredge a little traffic their way, get some page impressions, make a little money. That’s all fine, of course – we all have to make a living – but it seems to me that I shouldn’t really be just expected to help them make that living. It seems odd that they should be trying to make money by exploiting the traffic and reputation of my site. I should have a say, surely? I should be asked? Even if – unsurprisingly – the answer would certainly be, “No”.

So I’ve done some research, and it turns out that http://www.e-flight.biz (note that I haven’t linked to them yet) has a bit of a habit of spamming other sites. A quick search on Google finds 591 links to their site, pretty much all of them on guestbooks. But those 591 links don’t seem to be enough. That’s the only reason I can find from moving from guestbooks to sticking adverts in the comments sections of weblogs. Do they not think I’ll mind? Do they not think I’ll object to the precendent they’re trying to set?

So the question is, how do we stop them spamming all of our sites? What’s the best approach? What’s the best way to compensate for every frustrating piece of false advertising they stick on someone else’s online home? What’s the best way to communicate that e-flight.biz spends its time with unethical advertising and unsolicited spam and are therefore untrustworthy? Has anyone got any ideas?

Categories
Random

Stunning Buoys…

During a break from the Aula event we explored the island. Sneaking over a gate, we wandered down by the shipyards. A lone seagull went nuts and tried to kill us. I got a nice picture of some stunning buoys, which may have meaning only for me…

Buoys on the beach at AULA