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I thought writing my book had to be a laborious, lonely, disciplined, hard, and hair-pulling-out chore! What I learned through the Messenger Network Mini Book Program was… that expectation was only…
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how to write your book in 90 days

Many site owners dream about adding deep social features allowing users to interact with their friends in external communities. However the cost and know-how required to script against various sites’ APIs have traditionally been prohibitive for all but the largest publishers. Google’s Friend Connect bridges the programming gap by offering standardized tools to facilitate "richer social experiences" to mid and small size publishers. But what are the benefits to the average site owner? Why does this matter?

Background First
The Friend Connect “preview release” announcement today may foreshadow, in palpable terms, the ultimate street level impact of OpenSocial platform-thinking. Though not fully aimed at data portability objectives," webmasters will download cross-site "widgets" using a wizard starting sometime later today. The "social gadget" engine will generate turnkey code which includes "built-in functionality like user registration, invitations, members gallery, message posting, and reviews, as well as third-party applications built by the OpenSocial developer community."

According to the press release any site which deploys Google Friend Connect widgets will be able to "see, invite, and interact with new friends, or, using secure authorization APIs, with existing friends from social sites on the web, including Facebook, Google Talk, hi5, orkut, Plaxo, and more."

Site Owner Benefits
These new tools will engage visitors and drive traffic by offering opportunities to interact with friends who publish their activities to other social sites, a technique many of us practice to various degrees. However Friend Connect offers all of this functionality without hiring a team of programmers…just download the widget, hook it up and rock.

Visualize your users inviting their Facebook and other social community friends (contacts) to "join" them to participate in your site. Users can them "publish back" to other social communities they’re active in, making the promotion of your content truly exponential as it ripples amongst friends of friends, etc… While this type of viral propagation has long been in the vocabulary of social media publishers, in past years activity has been largely limited to closed-loop thinking. In other words, what happens in one site stays in the site absent specialized configurations and a lot of know-how.

Already cross pollination add-ons like the StumbleUpon Facebook Application mingle multiple social site experiences to where recommending a site on SU results in publishing the thumbs-up to your FB profile for all of your friends to see. There are many third party widgets which accomplish similar ends including WordPress Twitter Plugs which automates pulling tweets into your blog and creating new tweets on blog posts and from within WordPress.

It takes a lot of research to put together custom suites of such tools. The excitement surrounding Friend Connect is in regards to standardization, expanding reach and lowered cost to make a wide array of previously unavailable social integration available to mid and small size publishers

If you read the headline and thought it was just a teaser to get you to read this post, think again. SEOs really do have a new trademark issue to worry about. According to a post by Sarah Bird on SEOmoz, a man named Jason Gambert has applied for a trademark of the term, “SEO.” It would be my pleasure to write this next sentence saying that Trademark Office isn’t complying with Gambert’s wish, but that isn’t the case.

On March 25, the Trademark Office notified Gambert of the following news:

“The mark of the application identified appears to be entitled to registration. The mark will, in accordance with Section 12(a) of the Trademark Act of 1946, as amended, be published in the Official Gazette on the date indicated above for the purpose of opposition by any person who believes he will be damaged by the registration of the mark. If no opposition is filed within the time specified by Section 13(a) of the Statute or by rules 2.101 or 2.102 of the Trademark Rules, the Commissioner of Patents and Trademarks may issue a certificate of registration.”

And let it be a lesson to those who quit easily, Gambert has actually been rejected several times during his application process. But he has persevered, and his persistence has paid off.

If you feel you would be harmed by the issuance of a trademark for the term SEO, it might be in your best interest to contact the Trademark Office and let them know.

In the midst of firmly responding to Microsoft’s ultimatum, Yahoo has released details of the new AMP advertising platform, designed to streamline and automate online advertising across a variety of target markets, publishers and ad type. The platform will feature an open API and will also include Yahoo! owned-and-operated inventory and more than 600 U.S. newspapers in the Newspaper Consortium.

Some of the newspapers have already been given access to the platform. Jay Smith, President, Cox Newspapers said, “We are highly enthusiastic about the potential of this platform. We’re blown away by how Yahoo! is working with intensity and commitment to create a collaborative and very efficient platform that we expect will have a significant impact on our sales capabilities. This is a turning point for our industry.”

This is exactly what Yahoo was hoping to hear. Hilary Schneider, EVP, Global Partner Solutions, Yahoo! said, “AMP! from Yahoo will enable advertisers and publishers to connect with each other and their exact target audiences across the increasingly fragmented Internet, in a way that’s not possible with current solutions. We believe AMP! will deliver a faster, easier, and more automated and integrated way to create, buy, and sell advertising and do so across a transparent global marketplace.”

AMP is still a few months away from being released to the general public. The company expects to go live with the new platform in the third quarter of this year.

The releasing of details about AMP came in the wake of pressure from Microsoft for Yahoo to agree to their unsolicited bid for the company at $31 a share. Yahoo has until April 26th to agree to that price. With the recent positive forecast for the next 3 years of revenues and today’s announcement about AMP, Yahoo appears to be pulling out all the stops for either a better bid or more confidence from analysts about the future of the Sunnyvale search engine.

Three weeks ago, I wrote an article entitled, “Online Reputation Management Requires Cabinet War Rooms,” that reported on the Brand & Reputation Management session at last month’s Search Engine Strategies conference in London.

Last week, I got some feedback from Dr. Leslie Gaines-Ross, the chief reputation strategist at Weber Shandwick and author of Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation.

She said: “Thanks for the roundup regarding the panel discussion. I would add that companies probably do not need ‘War Rooms’ today and instead incorporate reputation monitoring as a regular course of business. Not just when in the throes of crisis. In addition, reputation recovery does not end in six months or when the negative comments leave the first page of Google. From the work we have done at Weber Shandwick on reputation, it takes nearly four years to recover reputation once it has been tarnished. Reputation recovery and management (online and offline) are never-ending. Thanks again for your thought-provoking comments.”

Now, I agree that companies should incorporate reputation monitoring as a regular course of business. But, they often don’t – until they are in the throes of crisis.

And, I agree that reputation recovery shouldn’t end when the negative comments leave the first page of Google. But, that’s often the first sign that a crisis has passed.

So, how do you convince your CEO to include offline and online reputation management as a line item in the marketing budget before it’s too late? And, if it takes nearly four years to repair a bad reputation, then how can you earn credibility for yourself and your SEO or PR firm by showing early signs of progress?

As I conducted a few news searches to find some recent information for this post, I was impressed to discover an optimized press release entitled, “Global CEO Turnover Rises 10 Percent in Past 12 Months According to New Weber Shandwick Study.”

“Given stagnant markets, fierce competition and a complex business environment, it is not surprising that CEO turnover has risen sharply,” said Weber Shandwick’s Chief Reputation Strategist Dr. Leslie Gaines-Ross in the release.

Wow. Talk about writing a press release that will get found by your target audience for relevant news search terms. And just what should CEOs do to hang on to their jobs?

“In today’s uncertain economic environment when information and news are at a premium, CEOs would be wise to actively over communicate and regularly meet employees and customers face-to-face,” said Weber Shandwick President Andy Polansky in the release.

Okay. So, I know several SEO firms that “get” online reputation management, But, here’s a PR firm that has gone beyond spouting empty platitudes about the topic and has conducted an ongoing analysis of “CEO Departures” to put “leadership communications” on the agenda.

But wait! There’s more!

I conducted another news search and found an interactive case study in BusinessWeek entitled, “The Analysis: Restoring Reputation.” Written by Dr. Leslie Gaines-Ross, it tells the story of how Xerox’s reputation has enjoyed a successful turnaround since 2001, with CEO Anne Mulcahy pulling the strings.

Okay. Now, I’m really impressed. Leslie provided constructive feedback on my article about online reputation management. She was quoted in a press release that should catch the attention of CEOs in Fortune 500 companies. And she’s written a case study about how Xerox’s CEO has turned around that company’s reputation – for BusinessWeek.

Online reputation management shouldn’t require a crisis to become a line item in the budget. And it can enhance your corporate reputation as well as help you recover from a tarnished one, which can help your SEO or PR firm earn credibility with the CEO.

And, don’t just take my word for it. If you need a second opinion, check out what they’re doing over at Weber Shandwick.

I expect that about half of the attendees at the Search Engine Strategies 2008 Conference & Expo in London will be going to the event for the first time.

“And what analysis led you to that deduction, Holmes?”

It was elementary, my dear Watson, elementary.

The event being held at the Business Design Centre in Islington Feb. 19-21, 2008, will be the fourth SES London that I’ve attended. At the previous three conferences, I’ve asked attendees to raise their hands if it was their first Search Engine Strategies. About half the people in the room raised their hands in 2005, 2006 and 2007. You don’t need to be a super-sleuth to deduce that this will be case again in 2008.

“Well, what about the other half of the attendees?”

Obviously, they have returned from previous shows. This explains why attendance at SES London has grown so dramatically since 2005.

“So, are newbies at a disadvantage at the show?”

Not really. The search landscape changes so radically from year to year that even the experts come back to discover what the don’t know yet, as well as to uncover what they thought they knew that is now antiquated. So, newbies aren’t at a serious disadvantage – but they don’t know it.

“Surely you can spot the newbies when you catch them poring over the conference handbook trying to decide what session to attend next.”

This year may be different, my good friend. Only 28 of the 46 sessions, panels, and keynotes at this year’s Search Engine Strategies were listed in last year’s conference handbook. With almost 40% of the topics brand new, I suspect that we might catch some of the experts pouring over this year’s conference handbook – if there is a conference handbook. The one at SES Chicago was replaced by a new magazine. So, that dog won’t bark this time around.

“But at least the experts know about the conference at a glance on the Search Engine Strategies website. Won’t they determine in advance which of three or four concurrent sessions they should attend over the three-day conference?”

That’s an astute observation, Watson. One that I’m sure Inspector Lestrade will take credit for, if we don’t intervene. So, let’s propose a hypothetical track for the first time attendee. Of course, newbies can deviate from it. But, the Great Game will be giving a preliminary plan to help a newbie navigate his or her way through a dozen dilemmas that face anyone going to SES London for the first time.

“Excellent!”

Let’s begin with Day 1: Tuesday, Feb. 19, 2008. I propose that a newbie should attend “Introduction to Search Marketing” at 9:30 a.m. and then “Search Engine Friendly Design” at 11:00 a.m.

The rest of the day is child’s play. Attend “Google University: Basics” at noon; the “Orion Panel: All Star Analytics Team” at 1:30 p.m.; the “Google University: Masterclass” at 2:30 p.m.; Fredrick Marckini’s opening keynote at 3:30 p.m.; the “Orion Panel: Universal, Blended and Vertical Search” at 4:45 p.m.; and the Networking Cocktail Reception in the Expo Hall at 5:45 p.m.

“What about Day 2? The choices are less obvious on Wednesday, Feb. 20.”

On the contrary, the choices are quite obvious. Even to the youngest of the Baker Street Irregulars knows a newbie should attend the keynote roundtable at 9:00 a.m.; “News Search SEO” at 10:30 a.m.; “Search Term Research & Targeting” at 11:45 a.m.; the “Google University: Google Analytics and Website Optimiser” session at 12:45 p.m.; and “Compare & Contrast: Ad Program Strategies” at 2:00 p.m.

Then, our first time attendee should visit the 20 exhibitors on the trade show floor at 3:00 p.m. After that, our newbie should attend “Balancing Organic & Paid Listings” at 4:p.m.; and “Linking Strategies” at 5:15 p.m.

“And what do you propose for Thursday?”

I must admit, Watson, the choices on Feb. 21 baffle me. The agenda looks like the handiwork of Professor Moriarty. But, let’s hope that by Day 3 our fictional newbie will have gained enough confidence to start making difficult choices without our advice.

“But Holmes, we can’t abandon our poor newbie without of clue about what to do next! Where’s you sense of honor?”

I was just pulling your leg, Watson. So, on Day 3, let’s have our newbie begin by attending “Meet the Crawlers” at 9:30 a.m. Then, let’s suggest that he or she sit in on the “Site Clinic” at 11:00 a.m. Following lunch, I’d recommend attending “Beyond Linkbait: Getting Authoritative Online Mentions.” Then, it’s off to “My SEM Toolbox” at 2:15 p.m. Finally, let’s tell our newbie to attend “Brand & Reputation Management” at 3:30 p.m.

“What about the search training classes on Friday, Feb. 22?”

Oh, those could be useful, too. I’d counsel our fictional first time attendee to sign up for the “Optimizing for Universal Search” workshop at 8:30 a.m.; and the “Making Pay Per Click Pay – Best Practices in Pay Per Click Advertising” workshop at 1:30 p.m. There are additional registration costs, if there are any seats left, of course.

“Shouldn’t you disclose that SES London is one of your clients?”

Of course I will, Watson. But, I would have thought that anyone who has read “It’s ‘Horses for Courses’ at SES London” would have known that.

And, anyone who has ever read Search Engine Watch or The Strand Magazine already knows that I have shown myself to be a master of disguise from my earliest cases, adopting personas from all walks of life.

Finally, deductive reasoning, Google and Wikipedia should have led to this obvious conclusion. How often have I said to you that when you have eliminated the impossible, whatever remains, however improbable, must be the truth?

Nearly all things "search" blend known algorithmic ranking attributes with mysterious black box elements. Much like the Federal reserve, even a stray comment from the kingmakers sends legions of search marketing minions scurrying for cover.

Best-practices surrounding Google Map business category optimization, are amongst the most annoying partially unknowns. The local SEO answer to "how the heck do we optimize for that" has always been "gee, we just don’t really know for sure."

Landing your business in the appropriate Google Maps business category has always been something of a mystery for SEM professionals and small business owner alike.. Most marketing professionals have asked the question in annoyance: "Why can’t I be in the same category as my competitor?"

Respected local search guru Mike Blumenthal in his blog, "Understanding Google Maps & Yahoo Local Search," has been researching the map category matter for a couple of years. In previous articles, which deserve attention in themselves, research indicates that "Google is pulling categories from SuperPages.The categories are not available in Local Business Center and small business owners are frustrated to see only their competitors shown in hotly contested niches.

Now, in what could be a gem of functional street wisdom, Blumenthal has published research which seems to offer a solution to help garner placement in coveted Google Maps business categories.

The recommended strategy is to remove all category information from your Google LBC listing and optimize the business title and description to include SuperPage categories. It can take 6-8 weeks for Google to plow through and update your record. Findings strongly support the theory that, that by following this method, your business listing will display for the desired category in applicable searches.

To the best of my knowledge, no one suggested that Google was pulling a gigantic bait and switch - laying out candy and comfortable chairs, and then chaining its employees to their desks.  But the lack of such a plot has been confirmed, since Google has won Fortune’s "best place to work" award for the [...]

Wal-Mart is pulling more than 1,000 magazines from its stores.

Just about every major publisher will be affected. The retailer is thought to be responsible for generating more than 20 percent of all retail magazines in the U.S.
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I announced before that we have joined Pay Per Play - from Net Audio Ads - and they will be starting audio ad service on February 1st, 2008.  Right now they are playing silence - as part of an audit that is going on through an independent auditing service.  This audit will allow them to [...]