Category Archives: Publishing

Has web-traffic analysis just got better or worse thanks to Google search encryption?

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Last month, WordPress informed its customers that Google has expanded search encryption to cover any search except for clicks on ads. The impact will mean less detail about which keyword searches are driving traffic to your website. Debate among industry observers suggested that this was done either in response to security-related issues, or simply to maximise ad revenue.

I’ll leave you to decide what the real motive is, and to determine what your own response should be around SEO strategies. My sense is that content owners and social marketers will sharpen their use of keywords, and devise new tactics to maximise the value of web traffic analytics. As one commentator has observed, Google has a near monopoly on search – but in the end, it’s their platform and they’ll do what they want with it.

From my own analysis here at Content in Context, the number of “unknown search terms” far outweighs precise keyword or search strings, but thanks to the WordPress stats, I am still able to get a reasonably informed sense of what drives traffic to this blog:

  • Social networks (Twitter, LinkedIn, Facebook, etc.) account for about half of all referrals to Content in Context (including 10% from Reddit, even though I do not actively participate on that platform)
  • Search engines comprise about one-third of referrals (with Google Search accounting for over 90%)
  • Meetup is an increasingly important source of referrals
  • Embedded links (used selectively) can also be a useful source of referrals

I have found some interesting citations to my blog (including undergraduate study forums), and I figure I must be doing something right when third parties approach me to write about their products or to include advertorial content in my blog – and of course, I would declare any such interest when it arises!

Even though I do not pay for Google ad words, or undertake any paid-for SEO, this blog comes up 2nd (after paid results) when using Google search for “Content in Context”.

One outcome from Google search encryption will undoubtedly be a renewed focus on providers offering contextual search solutions, because keyword search relies primarily on frequency, proximity and assumed relevance of search terms, rather than actual contextual meaning.

So, in some ways Google’s decision to encrypt all search will make everyone else lift their game, which can only be positive.

My Top 10 Blogs

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Following on from my Top 10 Tips for Effective Blogging, I decided to list my most popular blogs so far this year. According to the WordPress stats, these are my most popular blogs this year by number of views:

1. Audiobus – a case study in app collaboration

2. In Praise of Analogue

3. Product Development 101

4. Bring back the Court Jester

5. Six Melbourne Start-Ups to Watch

6. Broadcastr signs off: 9 Challenges for Social Media

7. “If it’s not on Facebook, it didn’t happen…”

8. “Everything on the Internet should be free…”

9. Would you take career advice from a sushi chef?

10. Ten Reasons why the Lean Start-Up Model is here to stay

My conclusions?

1. Anything with numbers and lists does well

2. Anything about Start-Ups is popular

3. Anything on social media creates a buzz

4. Anything a bit leftfield (sushi chefs, analogue production, Court Jesters) gets attention

5. Audiobus is a phenomenal app!

10 Rules for Effective Blogging

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Here are 10 useful rules for effective blogging. These are my personal rules, and they work for me. Yours may differ, but that’s OK:

  1. Maintain a regular publishing schedule
  2. Say what you mean …. and mean what you say
  3. Use opinion to establish your argument
  4. Deploy relevant facts to support your case
  5. Draw on personal experience to make it real
  6. Credit your sources
  7. Sometimes, less is more
  8. Declare any vested interest
  9. Find your own voice
  10. Keep it interesting and original

Note: This post is a tribute to the late Elmore Leonard, whose recent passing has prompted many writers to revisit his 10 Rules of Writing

6 Melbourne Graduates of Boot Camp for Start-Ups

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Another Monday night in Melbourne’s silicon laneway, another Monday night meeting of Lean Start-Up Melbourne. This month’s event, generously supported by inspire9, Kussowski Brothers, BlueChilli and Alphastation, featured 6 start-ups who have recently completed the AngelCube accelerator programme.

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In no particular order, here are Angelcube’s Class of 2013:

A couple of the presenting founders, Tablo and Coinjar, have both been mentioned previously in this blog. I’m still very impressed with the simplicity of Tablo, a self-publishing platform for ebooks, and if they can figure out a B2B or aggregation model, I think they will have a great future.

As for Coinjar, the idea is right (a trading and merchant platform for Bitcoins) but there are still too many regulatory uncertainties and other risks associated with virtual currencies. And as the good people of Hong Kong know only too well, even established voucher schemes such as cake coupons backed by real money and physical goods can have a detrimental effect on local markets…

OutTrippin is a cross between 99Designs, TripAdvisor and Airbnb – selling curated travel itineraries and booking facilities for FITs (free and independent travellers). My sense is that while there is an opportunity in this space, the trick will be to successfully match trip planners and holidaymakers. Given the initial focus on the niche honeymoon market, it will be interesting to see how much traction OutTrippin can generate in the next 12-18 months (given the long-term planning logistics of most wedding events….).

etaskr is an insourcing solution for larger companies – combining elements of Elance, Freelancer, oDesk, Yammer and LinkedIn. It aims to match employee skills (not job function or department) with specific tasks, to enable organisations to better utilise available resources to meet fluctuating workflow volumes. Based on audience questions raised on the night, etaskr may need to look at back-end solutions that facilitate intra-company cost allocation and revenue recognition – good luck with that one!

I will be the first to admit that I can’t really get my head around c8apps – a mobile gaming platform for fantasy sports. I’m probably the wrong demographic for this type of offering, so I can’t really express a view – but the fact that c8apps claim to have some significant media deals in the pipeline and are engaging with several major sporting codes probably means they are doing something right; unfortunately, I just don’t get it myself.

Finally, OziRig is bringing custom-designed professional rigging equipment to the global  film and photography industry. Essentially a component sourcing and assembly model, OziRig aims to undercut the competition on price and service – but several members of the Lean Start-Up audience wondered about the risks of copyright and design infringement.

These 6 graduates of the boot camp for start-ups are now embarking on a round of investor pitches in the USA. I wish them well and every success.

Footnote: Thanks to the sponsors for some much appreciated beer and pizza on the night. And for a couple of alternative perspectives on the evening’s events, please check out my fellow bloggers: Chris Chinchilla and Innerloop.