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Big news from Google, and good news for Rabbit Mountain clients

Paula Hay - Friday, May 15, 2009
This week, Google announced a change in the way it presents information in its search results. Google listings can now contain "Rich Snippets," specific tidbits of information designed to give users a clearer idea of the pages that turn up in their searches.
Rich Snippets give users convenient summary information about their search results at a glance. We are currently supporting data about reviews and people. When searching for a product or service, users can easily see reviews and ratings, and when searching for a person, they'll get help distinguishing between people with the same name. It's a simple change to the display of search results, yet our experiments have shown that users find the new data valuable -- if they see useful and relevant information from the page, they are more likely to click through. Now we're beginning the process of opening up this successful experiment so that more websites can participate.
And here's what Rich Snippets look like in Google's search results:
Rich Snippets work by encoding the appropriate information within certain kinds of XHTML tags, called "microformats" and "RDFa." When information is marked up with these tags, it is invisible to website visitors but allows search engines to "see" and record much more specific information from a web page than without them.
Currently the only kinds of information Google can read through microformats and RDFa is info about people, and about reviews. Better support is almost certainly right around the corner however, not just from Google but all search engines.
All this comes with good news for Rabbit Mountain clients. If we've done any coding for you in the past couple of years, your web pages are already set up with microformatting. The name and address located in the footer of each of your web pages, and on your "directions" page if you opted for one, is set up using a microformat called "hCard," which is precisely the "people information" Google can now include in its Rich Snippets.
This means you all have a head start in getting your information included in Google's Rich Snippets. Google already has your pages indexed, and as it runs through its new algorithm your pages will be among the first in which it finds appropriately-coded information.
As with all things search engine related however, it can take some time before your Rich Snippet information shows up in Google's search results. But keep your eyes peeled.

The entrepreneurial environment

Paula Hay - Thursday, May 14, 2009
One of my mainstay blog reads is The Entrepreneurial Mind by Dr. Jeff Cornwall, Director for the Center for Entrepreneurship at Belmont University.
It seems that the Kauffman Foundation folks are trying to lure venture capital up to Michigan.
As Mr. Gregg rightly points out -- the answer to spurring entrepreneurship is not throwing money or support bureaucracies at the problem.  From Gregg's editorial:
But in the midst of this enthusiasm about entrepreneurship, we risk forgetting that entrepreneurship's capacity to create wealth is heavily determined by the environments in which we live. In many business schools, it's possible to study entrepreneurship without any reference being made to the role played by factors such as rule of law, property rights and low taxes in stimulating wealth-creating entrepreneurship.
I could not agree more!  We need to educate entrepreneurs not only to be technically good at what they do, but informed citizens who can speak up about the issues that effect their business ventures.
I have a VC colleague whose hometown is Detroit, and just about a year ago he left for the Bay Area because the entrepreneurial environment in Detroit looks like this:
The problems faced by Detroit, and Michigan by extension, are not unique to its geography. Detroit has always been at the leading edge of industry and entrepreneurship in the US, and I believe it still is -- the city is ahead of the same downward curve the rest of the country, and indeed the world, faces for reasons that no one in business (save a handful of investment bakers) seems willing to tackle head-on.
The fact is, the world is running out of the natural resources required to sustain business-as-usual; governments have become so unwieldy as to be totally unmanageable; market structures have grown so large and so complex they defy apprehension by even the most learned scholars and businessmen; supply chains and communications systems are so fragile that even a small disruption can cause havoc in numerous nations simultaneously; erratic weather, financial boondoggling, and diversion to fuel production threatens the global food supply. Add to this an unprecedented level of blatantly obvious high-level corruption and growing unrest among populations, and the future of entrepreneurial environments looks very bleak indeed. Even macroeconomics is subservient to greater forces.
I personally believe that entrepreneurs are the ones who will resolve these intractable problems, but unless folks understand the big picture, i.e., the environment, no one will know to step up to the plate.
I highly recommend anyone involved in entrepreneurship read John Michael Greer's Theory of Catabolic Collapse. It describes concisely the nature of the current crisis (financial and otherwise) and demonstrates that at this point, further investment can only accelerate decline because our society has reached the level of diminishing returns on investment in complexity.
This is our entrepreneurial environment. The path of the entrepreneur now is very different than it was even 40 years ago: our job is to decentralize what is currently too complex and top-heavy; and to make resilient that which is currently too brittle. The current direction of economic complexity is unsustainable -- read: it has reached its physical limits and cannot continue. If entrepreneurs are too stuck in myopic views of what constitutes entrepreneurialism and reward, the work that needs to be done, and that could in fact produce very nice returns, isn't going to get done.

When viral marketing breaks down

Paula Hay - Saturday, May 02, 2009
Fascinating article at Ars Technica -- Why Snake Oil Cures Sell:
The most ironic finding is that a very effective treatment has only a very short demonstration period, so it's very unlikely to spread unless the user continues to demonstrate it after they recover. In fact, if treatment abandonment rates are sufficiently low, harmful practices are the most effective in spreading through a population.
. . .
It also helps me understand why the meme of vaccine damage has spread. There are literally no demonstrators for the effectiveness of vaccination, making social learning difficult.
The potential upshot of this is that if your product or service solves someone's pain quickly and well, there is less opportunity for word of it to spread. On the other hand, if your product or service takes a while to meet someone's need or is otherwise mediocre, it has a greater chance of spreading virally. Taking the "virus" metaphor a bit more literally, this makes sense -- the longer a virus's asymptomatic incubation period, the faster it will spread.
Could this be the explanation for Microsoft's success in the face of demonstrably superior and free alternatives?

Print resolution & bad answers on LinkedIn

Paula Hay - Saturday, April 18, 2009
About a week ago I answered a question at LinkedIn:
Is there a way to increase the resolution of digital photos so that they can be used for print advertising?
I have some unique colour images that are 72 to 200 DPI. These need to be made large than a standard photograph (i.e. to 8 1/2" x 5 1/2") and the resolution needs to be increased to 300 - 400 DPI so that they can be used for print advertising. Is there any way to do this? Are there any organizations that can provide this service?
The questioner selected the following as the "best answer":
Hi there,
I believe the answer to your question is probably yes - you can resize an image up to a higher DPI and size so long as the image is a good quality colour photograph.
At first I assumed that the answer to this would be No, that you wouldnot be able to resize; but I took a random photo of mine here, scaled it down to loose resolution and then rescaled up - going down to 20% of the size, and then back up to full size to compare how well the image stood up to this abuse. The result was far better than I expected.
Of course, you will loose quality, but so long as you resize using a photo editing program - I used Paint Shop Pro for this test and Photoshop may do a better job even - then you may get away with it.
I have only checked quickly with one photo, and there is a quality loss naturally, but the final answer will lie in you doing this on the photo(s) that you want and your own judgement as whether the quality is acceptable or not.
And the best answer would be to retake the photo's at the highest possible resolution; but then you probably already knew this option!
This is just simply wrong.
You can rescale, resample, resize, re- re- re- any image you want on your computer and have it look great. The problem is that computer monitors can only show you your image at 72 pixels per inch in red-green-blue color space, no matter how many dots per inch your image is re'd to and whether it has been converted to cyan-magenta-yellow-black for print. I've seen this happen countless times -- a designer sends a photo to a printer that looks just fabulous on screen, but it is both low-resolution and RGB. When that sucker gets color separated at 300 dpi to CMYK plates, then re-assembled via ink or color proof, it looks like hell.
I'm sure the answerer meant well, but when the questioner follows his advice, she's going to be in for a shock -- as well as a big old bill to do everything over again.
Folks, when you submit images to a publication for print advertising, that publication will give you specifications for how to set up your images and files. These exist for a reason. If you don't follow these instructions, and instead choose to find someone on LinkedIn to tell you doing it wrong it just fine, you deserve the bad print run, extra money, and brand tarnishing you get.

How to Monitor Your Social Media Presence in 10 Minutes a Day

Paula Hay - Friday, April 10, 2009
If you use social media for business purposes, you really should take a few minutes to read this article:

'Black Hole SEO' and your local newspaper

Paula Hay - Friday, April 10, 2009
Mavericks owner and telecom entrepreneur Mark Cuban has quite an interesting rant on his blog today. The takeaway: digital media business models cannot be compared to analog media business models. Trying to carry over old media models, and/or attempting to stop digital media progress in the interest of protecting old media interests, its just plain flat-out stupid.
The music industry made the mistake of trying to destroy digital distribution in order to protect the physical distribution of CDs. Not only did they not have an answer to digitally distribute music in the Napster era, but they STILL DO NOT !. Fortunately for them, they have finally recognized that for the most part the CD is dead, but where revenue is being generated by their music, they deserve their cut. Imagine if they had established a digital distribution portal for audio and video, ala Hulu, that could at least attempt to compete with ITunes and Youtube. They would be in far better shape. Instead they are reinventing their business model. The CD was doomed to die, no matter what happened. Trying to protect it was a mistake.
The newspaper industry tried to protect the physical distribution of their papers. That was a mistake. Their problem was not only that they lost their ability to differentiate from content on the net, but they also lost their ability to differentiate their value to advertisers from the net. There is no inherent advantage to reading the news or advertisements via the paper vs the internet, it has become a personal or business preference. Unfortunately for the local newspaper industry, it doesn’t appear any of their publishers are creative enough to come up with options to attack digital.
That last bit was highlighted by me. With a recent journalism degree from Penn State coupled with a long history of both digital and print media production, the state of the publishing industry has been of keen interest to me and I have to say, I completely agree with Cuban on this point.
The key to local paper dominance in the digital realm, particularly the web, is to maintain its monopoly on eyeballs -- that is, to maintain its stranglehold on content distribution, so that it can deliver eyeballs to advertisers, who basically finance journalism. Much to the chagrin of publishers and newsfolk everywhere, the web has made content monopoly impossible.
Or has it?
Check out this post from SEO Black Hat from last fall. Black Hole SEO:
Black Hole SEO employs a technique that causes the normal laws of Google Physics to break down. Link juice flows into a massive body, but can never escape. When employed on a massive body, it tends to dominate the SERPs.
A black hole site is created when an tier 1 authority site ceases to link out to other sites. If a reference is needed, the information is rewritten and a reference page is created within the black hole. All (or virtually all) external links on the site are made nofollow.
The first example of a black hole site was the wikipedia. The internal links formed a network that passed link juice from one page to another allowing obscure articles with no external links to rank number 1 in the SERPs. This #1 ranking begets natural links from external links. When a webizen wants a quick reference, they consult Google and link to one of the top results. This causes more link juice to flow into the black hole and the body’s trust becomes more and more massive over time.
  1. Link juice flows in, but it can never escape.
  2. External Sites lose link juice at the expense of the black hole.
  3. The relative link juice mass of the black hole expands exponentially.
Other Google Physicists realize what is happening and are now modeling their sites and networks to become black holes as well. One example of a burgeoning black holes is The New York Times. They will not link out even when relevant to the article. All links in any of their articles will go to a “Times Topics” page.
Business Week is following suit and their practices will soon mirror the New York Time’s. However, because Business Week is not yet massive enough, they cannot yet be classified as a black hole.
Now, hard-core SEO is not my forté but in general I have found local SEO to be considerably easier and more effective than global or national SEO. This is due mainly to lack of local keyword competition -- within a geographic area, the number of business competitors willing to even think about SEO is rather small. The smaller the geographic area, the easier SEO. Given the 'black hole' effect of Google's current algorithm, local newspapers should, theoretically, not have such a difficult time turning themselves into local content black holes.
The primary #1 thing every local paper would need to do to regain monopoly of local content is to stop outsourcing important information to other domains. Just to test this theory, I ran a few stats comparisons through Compete.com. Using the keyword jobs, I compared a few local papers' traffic with that ubiquitous devourer of classifieds revenue, Craigslist.
Here's what I found for the Seattle P-I:
Seattle PI vs. Craigslist
Ouch! Craigslist is stomping the shit out of the P-I in traffic. How do they compare in the Google SERPs for the keywords seattle jobs?
As of this writing, on page 1 of the SERPs, Craigslist shows up in the #6 position and the P-I doesn't show up anywhere. I searched the first 10 SERPs and the P-I is simply absent. Why is this? Well, the P-I's "jobs" navigation link leads to a subdirectory -- http://www.seattlepi.com/jobs/ -- which promptly redirects the user to HotJobs. The landing page is not even co-branded! The P-I could easily partner up with one of those other local jobs sites on the SERP front page to keep jobs content under the P-I's domain. Both companies would dominate the local keyword "jobs" and increase their traffic, which increases their ability to sell ads.
Here's another one. The Atlanta Journal-Constitution is downsizing but so far as I'm aware they're not in danger of closing altogether:
Atlanta Journal Constitution vs. Craigslist
The AJC is holding its own in traffic against Craigslist. What does Google return for the keywords atlanta jobs?
What do you know... AJC holds the #1 spot, while Craigslist is down at #3. What's interesting about this is that AJC is also partnered up with HotJobs, but the landing page title bar includes the keywords atlanta and work, as well as being co-branded, which allows it climb the Google SERP ladder and thereby generate more traffic.
Here's one I really like -- The Los Angeles Times:
LA Times vs. Craigslist
If other local papers could figure out how to do this, they'd be in a lot better shape. Why is the LA Times doing so well against Craigslist? Well, the paper's domain leads Craigslist in the Google SERPs by a pretty wide margin. The title bar is great, the domain includes the keyword "jobs," and the landing page includes -- get this -- content that links back into the main site. This is definitely a step in the right direction for creating an LA-based content black hole, and in my opinion contributes to the LA Times' excellent keyword positioning.
I know there are folks out there who focus exclusively on newspaper SEO. My own take on this is surely rudimentary compared with those who work on this issue day in and day out. But journalism is something I actually care about, and if we can get the analog newspaper curmudgeons to start paying attention to how the digital ecosystem works maybe we can save a few local papers from the Rocky's fate.

Marketing and the decline of the nation-state

Paula Hay - Wednesday, April 01, 2009
One of my favorite bloggers is John Robb, author of Brave New War: The Next Stage of Terrorism and the End of Globalization and Global Guerrillas blogger. From Robb I learned about the concepts of the decline of the nation-state, the rise of the market-state and of the hollow state, and primary loyalties. Robb writes:
The modern nation-state is in a secular decline, made inevitable by the rise of a global market system. Even developed nations, like the US, are not immune to this process. The decline is at first gradual and then accelerates until it reaches a final end-point: a hollow state. The hollow state has the trappings of a modern nation-state ("leaders", membership in international organizations, regulations, laws, and a bureaucracy) but it lacks any of the legitimacy, services, and control of its historical counter-part. It is merely a shell that has some influence over the spoils of the economy. The real power rests in the hands of corporations and criminal/guerrilla groups that vie with each other for control of sectors of wealth production. For the individual living within this state, life goes on, but it is debased in a myriad of ways. . . .
As the deprivation becomes commonplace, people turn to primary loyalties for support and services -- loyalties to a corporation, tribe, gang, family, or community. These groups, energized by new levels of loyalty but deeply obligated to reciprocate this loyalty with support, become extremely aggressive in pursuit of their survival.
It is within this context that I view Royal Caribbean’s "Nation of Why Not" campaign. Intentionally or not, this campaign plays into political concerns surrounding the decline of the nation-state and presents Royal Caribbean as a "primary loyalty" above and beyond existing citizenship. From the press release:
MIAMI, Nov. 10 /PRNewswire-FirstCall/ -- In an unprecedented move, Royal Caribbean International has officially seceded from land and declared itself The Nation of Why Not, in the first new integrated advertising campaign for the global cruise line in nearly ten years. Created in partnership with Royal Caribbean’s lead agency, JWT NY, and a group of WPP agencies, including Mindshare and RMG, the campaign will be rolled out today in North America and globally in 2009 and includes print and online advertising, television commercials, collateral, as well as a new social networking website -- www.nationofwhynot.com.
The Nation of Why Not kicks off with two television commercials (30-second and 60-second versions) inviting vacationers to secede from land and become citizens of "the nation."
Yes, I understand that this is marketing and is not intended to be taken seriously as any kind of political statement. But the message here closely mimics the recruiting message of guerrilla groups; that it would resonate with first-world vacationers is certainly a sign of the times. In fact, "primary loyalty" marketing messages are cropping up all over the place, and I would expect to see the trend intensify as economic conditions worsen and governments lose legitimacy in the first world.

Welcome to my blog

Paula Hay - Wednesday, April 01, 2009
My name is Paula, I am founder and principal here at Rabbit Mountain, and this is my blog.

This blog has been a long time in formation. In the past I have run rather successful blog sites covering politics, economics, and sustainability issues; in 2006, my now-defunct online 'zine, Adaptation, garnered me an invitation to speak at what was then the largest peak oil conference ever assembled. These issues still interest and concern me a great deal, but I have struggled with how they merit voice at my business website. Rabbit Mountain is a web design and development firm — the issues with which I deal on a daily basis involve internet marketing, technology, and small business. My clients are, by and large, not familiar with peak oil, sustainability, and relocalization. They are interested in establishing and/or growing their businesses, especially during the current economic downturn. How do my interests in more wide-ranging issues translate into information useful to my prospective blog readers?

What I have been noticing over the past couple years, and especially since the economy began tanking in earnest, is that the subjects which fall under the canopy of peak oil, sustainability and relocalization are mirrored in the business realm. My knowledge of the long-term economic picture informs everything I do for my clients. Usually I keep this knowledge to myself, and explain various strategies and implementations in terms of short-term business goals. These are certainly sufficient for most clients, but there is huge backstory that seldom finds a proper forum in my everyday work.

My goal with this blog is to fill in the missing backstory — to explicitly delineate the connections I see between marketing strategy and techniques, and the economic map with which I became familiar during my previous blogging efforts. 

My own view is that the Panic of '08 and the Crash of '09 represent something more profound than just another turning of the business cycle. The global system of finance has become divorced from the realities of resource availability and production; what we are seeing now is a correction of historic proportions in which all wealth not directly tied to something of actual value is being cancelled. And those resources that represent actual value have largely been destroyed: fertile cropland, clean water, stable climates, energy stores, education, health, knowledge of how to produce things, the rule of law... we are in for a protracted period of adjustment in which the definition of "value" reverts to the obvious from the occult, and when this adjustment is completed the economy will emerge in a completely new configuration.

The connections between this wider view and small business, especially with regard to marketing, are fascinating and everywhere. I hope you find them as interesting and informative as I do.