Alex Schultz: APIs

Facebook ads Affiliate Summit 2010

I just completed a panel on facebook advertising at Affiliate Summit West.

I always enjoy affiliate summit because it is full of people who really understand internet marketing. It’s always good to talk to people here because their entire livelihood is based on how good at internet marketing they are. I find that when someone is using their skills to put food on their table that a lot of the theoretical rubbish is thrown out and folks really really focus on doing what works. Often in a big company people get very cerebral and theoretical and engage in plumping their egos about how clever they are rather than focusing on what works. For all the well publicized negatives about the affiliate industry that is a huge positive for me. This industry really knows it’s stuff.

The single most interesting thing about the panel today for me was Markus’ point about how plenty of fish see huge branding impact from Facebook ads. He called out that when they run an ad campaign they see an up tick in total traffic well beyond the direct clicks and when they stop that campaign often a chunk of that uptick continues afterwards. This is I believe the crux to where internet marketing is going in the near term. More focus on the harder to measure branding values online… if TV can do it, so can the internet!

Anyway thank you to my fellow panelists for stepping up to talk about fb ads:

• http://plentyoffish.wordpress.com/ - markus
• http://www.shoemoney.com/ - shoemoney
• http://www.purposeinc.com/ - dk
• http://globalizer.com/ - mark
• http://www.jimkukral.com/ – jim (our moderator)

Here are some totally self interested positive twitter comments a friend sent to me which I wanted to share:

YouTube insights – further enhancements

A recent update from the youtube insights team that (it seems) didn’t even merit a blog post has made the youtube insights even better which is awesome.

Below you can see the data on my paper airplane video views for just the UK traffic. The way the new stats work you can select a region or country you want to dive into and the whole of the rest of the page will update to show you the insights for just that country: demographic, top videos, daily views vs time and in the US even state level data (TX and CA love my site ;)!

Hats off to the youtube insights team for another nice advance… I loved checking out my youtube dashboard before and will now enjoy it even more.

One practical thing which would be awesome is to make the discovery section below a little bit better:

I would love to understand which videos dominate where my key related video referrals come from (are my own videos referring other videos or is it other people’s) and then which related videos are actually being referred to. I would also love to understand what “featured video” really means in more depth and so on. I could then create more content tailored to appeal to those videos/channels.

Either way things keep getting better with youtube insights. Nice job team!

Chrome share up 200% year on year now 1 in 20 visits

Chrome launched in 2008: http://googleblog.blogspot.com/2008/09/fresh-take-on-browser.html

I am lucky enough to have 300k visitors a month to my sites which is a decent sample size to get a read on a lot of things including browser market share. A while ago I did a post on browser market share over the last 4 years but now I just want to focus on Chrome.

Chrome share over time

The above graph shows chrome usage as a percentage of my site visitors over time. It is smoothed using a 7 day moving average.

The most interesting thing for me as an internet marketer is that this growth is not organic. Organic growth tends to look exponential… a great product spreads virally where the rate of growth grows exponentially (see the trends data for twitter, youtube, facebook or any number of other recent web companies) and this growth is linear. This is a marketing driven product leveraged out of Google’s huge web audience promoting the browser.

Chrome is a home (not office) Software

The below graph shows (in PST) percentage of visits using chrome and internet explorer against time of day. You can see the % of us visits that are from IE is almost perfectly inverse to Chrome.

Chrome’s lowest % use is the start of the business day on the east coast (6am PST 9am EST) and it’s peak use is overnight in the US when (most) people are at home with internet explorer the inverse.

IE just won’t die as long as IT departments rely on it so much but it is really getting crushed in the home market by chrome and everyone else. Outside of work hours there are now a few hours a day where internet explorer isn’t even the majority of visits anymore. That’s a huge shift.

Hope you found this interesting and if you did feel free to RETWEET THIS BY CLICKING HERE

The rise then fall and maybe rise again of my tattoo empire ;)

You have heard a lot on this blog about my cocktail making and paper airplanes websites. I also created a site on butterfly tattoos in 2003 after a friend at university said it was really hard to find ideas for tattoos. I set up the site as a sub directory on cocktailmaking.co.uk/butterflytattoos. It was a typical site for me, a seed of content from me and then all user generated content with users uploading their own photos of Tattoos. Of course now I see how small I was thinking back when I launched this since less than a year later Zuck, Dustin, Chris et. al. launched facebook ;) but I was proud of it and still am.

I rapidly optimized the site into the top 10 results for “butterfly tattoos” and then to #1 in UK and #3 in US. As you can see from this graph comparing butterfly tattoo search volume to cocktail recipes search volume it’s a reasonably big term.

The traffic also was really promising. The below graph shows the traffic on this site over time reaching a peak (and looking like it was still growing rapidly) in January-February 2006.

At that time I had just left the UK and started my first job in silicon valley and I took my eye off the ball. Universal search became more and more important so all the traffic that was coming from a raw ranking started to leach to images.google.com results and the traffic collapsed. At the end of 2007 (just before I started at Facebook) I decided to revive the site again. It has a lot of links and as you can see a little traffic too so I did a bit of work and started to revive it but then I joined Facebook and the impact of having a really hard job with high focus long hours and no days off in a week was pretty clear:

So zoom forward to today. My weekends are gradually becoming my own again (although I was still in the office all day Saturday) and I am playing around with my sites (as you can probably tell from reading this). So I am going to give it another try. I have migrated the site to onlinetattoodesigns.co.uk (so that if it recovers I can give it a broader scope) and create a sitemap, google verified, 301’d everything across and so on… initially I lost all my google rankings and traffic dropped still further but in the last week traffic has been growing. Maybe I have found a way to finally turn that corner and I’ll have a third great site on my list. Here’s hoping and below is the daily page views for the last month and a bit:

Bloat vs Lite

A few colleagues here at Facebook put together a product called facebook lite. It launched last week to great acclaim (so well done to them) and really set me thinking about bloat on my sites (clearly pretty irrelevant sites to compare to Facebook but bear with me).

My paper airplanes site is where I have focused so far. All the site does is show you how to make 27 paper airplanes. There are video and diagram instructions and you can vote on something as your favorite plane. That’s it. Somehow I bloated this into 90 different php scripts to run the site ignoring include files and so on. No wonder I got hacked (it happened again in February and I failed to notice) and always felt sick when it came to planning to update the site.

I dug in a bit deeper since a lot of the components had a tonne of emotional value to me as every single bit of the site was built by me from scratch and really it was this site and each of those features that helped me get into being an internet marketer.

Videos

I specifically created a section to make my users view more pages using video: for each paper airplane on the site I created a second page that contained an embedded video from YouTube rather than just including the video at the top of each paper airplane. I have reversed this decision now making it better for the users even if less page views for me. At this stage with all this burying still 3000 people a day are viewing these videos, they are better than the diagrams. This is my most compelling feature and is buried.

Unusual/Fast/Alex’s Favorites/Gliders

Together these made up <10% of my page views and yet were linked from the main pages. They initiated <5% of my visits and when I dug in it was just because from time to time they got ranked for the word “paper airplanes” instead of planes.php as the second, indented result from my site. With all the link love and real estate they get on my site if they can’t do better they are gone.

search

On every page on my site I link to a search product from atomz. wtf?! Initially I thought I had better install Google co-op then I thought I’d look at the data first. In the last year this page was viewed a total of 1000 times. What a waste of valuable real estate. On cocktailmaking.co.uk everyone needs to search and with a similar link 30-40% of my visitors use the feature. On paper airplanes with a total of 27 pages browse is easier and when presented with the option, no one uses it. Gone.

index.php

This had 20 links to different sections to browse paper airplanes as navigation, most of these sections are now gone. Now it has one large link to browse more planes and an embedded video to start viewing the planes on the homepage itself without going any deeper. I tried replacing it with the planes index itself and decided I didn’t like how it looked. I will ab test this in the coming weeks and share the results here.

paperairplanes.co.uk does one thing and does it well: show you how to make a paper airplane. It doesn’t take 90 php scripts to do that. It takes one page for each paper airplane and a couple of navigation pages. That is it.

Getting YouTube Videos Up Again

My parents bought me a flip mino camera for my birthday this year specifically so I could start filming and uploading YouTube videos again. My paper airplanes youtube channel gets around 1-2Million views a year growing at 50% year on year and has 500 subscribers. Yesterday I uploaded 3 new videos which within 7hours had 200views 15 ratings and 5comments, including this awesome comment

Whoa! Finally a new video! Nice. You were my first subscription ever. And sometimes I thought of unsubscribing. Recently actually. But I thought... what if he makes a new video. But I also thought it was 2 years since you did. But you did make a new video. It's awesome btw.

My goal is to build this video channel further. I have never done a minute of work to optimize it and have just used it as a vehicle to store videos for my website. I am going to turn every plane page on my site into a video page primarily and probably add more planes and then start to upload videos of me creating and flying stunt planes since those are pretty easy to do then see how far it is possible to get with a video channel and I will keep you all up to date. 10MM views a year takes 27k views a day or a little under 10x where I am today. Maybe I can do that, we’ll see.

Challenges facing enterprise SEO marketing

Working on enterprise internet marketing (100MM’s of pages and visits) is very different from sites with 100,000s or 1,000,000s of visits are very different. I am very lucky to have had the chance to work across both of these scales with my personal sites and professional experience. This difference is becoming clearer and clearer to me and I hope to write a few posts on this over the next year or so (yes I don’t blog a lot so we’ll see what happens)

I was recently asked for my personal thoughts in a survey on the challenges facing SEO in a large internet company so I thought I’d start by sharing them:

• Understanding the addressable market & actual current marketshare
• When you address a whole market like a category of e-commerce it’s hard to figure out what  the total volume of searches truly are to get the potential addressable market. Sometimes it’s hard to even find all the keywords (esp. if you don’t own your own search)
• Even when you know what the market size is it’s hard to know what % of the potential listings you have if you are looking across a million or more keywords. What sample size should you look at to understand your total market for example?
• Duplicate content issues
• Every large company I know has or has had huge duplicate content issues either with ?ref=’s and ?src=’s etc… etc… and often for valid reasons where folks want to track things properly or change the ordering of a search result.
• Getting deep links at scale to 100MM's of pages
• Self processing huge volumes of traffic data
• Again sites like Yahoo or Craigslist or others have such traffic volumes they can’t really afford existing web tracking products and the free versions don’t scale well plus often you want custom views to understand demographic of traffic by keyword and cross multiple visits etc… this seems inevitably to lead to some kind of in house processing of huge data files.
• optimizing 100MM’s of landing pages
• calculating the value of a given potential seo change
• often it’s a trade off of resources to make SEO changes but even the best SEO experts find it hard to put a precise value on kws in the URL vs the difference between 5 and 10% kw density and so on.
• The benefit of owning a huge media vehicle is you can calculate some of this… the detriment is you don’t have full control of the resources so may not get the chance to use them without a clear value of any change
• dealing with international
• wow, content localization especially around navigational terms like “shopping” when you even want to localize the URL can be tricky

So anyway those are my thoughts on the challenges of enterprise SEO. Despite these it’s a really rewarding area to work and very possible to have success in this field.

Amazing Speakers I have heard recently

I wanted to share a little list of folks I have heard talk recently (online or in person) who I think are totally amazing and worth listening to:

• Christine Churchill http://www.keyrelevance.com/ on keyword research using advanced tools at SMX. Top tips:
• Use http://stats.grok.se/ I continually forget about this tool but it’s ace for really detailed keyword research
• Also a great reminder about the recency attribute value pair on Google
• Matt Cutts on the canonical link tag
• http://www.mattcutts.com/blog/canonical-link-tag/
• Rand Fishkin on just about anything but specifically page rank sculpting
• http://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
• Mark Mahaney http://biz.yahoo.com/a/1/137122.html on the future of the internet
• Mary Meeker on the state of the internet around the world from her numerous web 2.0 presentations
• As someone who led international paid search and affiliate co-ordination and all international internet marketing at facebook I think her analysis of which markets are the most advanced in different internet areas (esp. advertising and ecommerce) are very accurate from my experience.
• Sean Parker from the founders fund/napster/plaxo/facebook talking about viral loops
• if you ever get to listen to him on this topic it’s amazing… he has a really simple description (which I won’t spoil by sharing here) that helps you understand them extremely well.

Behavioral targeting is getting almost ridiculous

Below is kind of amazing. I am on The Guardian website (a British newspaper website) and I am being advertised to by the Mirage for rooms there (based on the fact that I have been browsing their site). On the whole I love retargeting, I think better ads are a good thing. That being said I would love to see folks being a bit more subtle about their retargeting.

Yelp linking to Yahoo!

I hope I am not slow on the uptake spotting this but are yelp and yahoo working together on local search? At the foot of the following las vegas steakhouse review (this is my favorite steakhouse in las vegas by the way): http://www.yelp.com/biz/golden-steer-las-vegas there is a link to Yahoo! local which says:

 

The link is not “no followed” and points to http://local.yahoo.com/NV/Las+Vegas/Food+Dining/Restaurants/Steak+Houses and this yahoo page is currently top ten in Google for a search for “las vegas steak houses” and is actually ahead of Yelp! I can’t see any reason Yelp! would be doing this unless it’s some kind of business relationship.

I looked into a few other verticals and the same thing is happening in Italian restaurants ( http://www.yelp.com/biz/enoteca-san-marco-las-vegas ) and so on:

Looking at the link profile for the yahoo local steakhouse page you see the following results ( https://siteexplorer.search.yahoo.com/search?p=http%3A%2F%2Flocal.yahoo.com%2FNV%2FLas%2BVegas%2FFood%2BDining%2FRestaurants%2FSteak%2BHouses&bwm=i&bwmo=d ):

All 90 back links come from Yelp. It would be great if Google is ok with this for big companies since that would totally alter my backlinking strategy but I guess that the better user experience would be for Google to contain the links to the main web location for all the las vegas restaurants that yelp or yahoo have on their search results pages (wherever their main web presence is, be that on Yelp! or a standalone website). I’m going to keep an eye on this one.