Saturday, August 16, 2014

Youtube - My top Unanswered Search Questions

I'm a pretty big expert in online marketing and search marketing. I have ten years of practical experience and frequently attend sessions held by leading national experts. I consult with some of them.  Yet, there are some big questions about Youtube that nobody seems able to guide me on.

Youtube. Youtube is a huge search engine but I can't seem to find any info, even by original research, on how it works. My specific questions are in two categories. How does Youtube decide what video to suggest? And how does Youtube affect  Google's main search engine rankings?

 How does Youtube decide what video to suggest? 
1.  Which videos does it show in response to a search query?  How much is it like Facebook and does it tilt towards recently trending? How much does it operate like the traditional Google search engine and have a ranking that it mostly maintains?
2.   How does it categorize the content in videos? Does it rely on the keywords that we type in? The descriptions that the author puts in the "about"?  Or does it search it's own transcript of the audio content (as redacted by its own speech recognition software)? Does it look at other videos in the same playlists or by the same author?
3.  How does Google decide which videos to suggest at the end of a video? Does it look at other videos that might be in the same playlist?
4. What role does the number of started views and the number of completed views and the ratio of completed to started views play in these questions?
5.  Do links to a video increase the authority of a video's in its Youtube ranking? How about the number of times it is embedded?

Youtube as Content - What influence on the Google main search engine results? 
6.  What about the impact of outgoing links from Youtube? In the description section for a video on Youtube, there is a chance to link to another video or another site. Does Google count these links in ranking sites?
7.   If Google does count these links in the ranking, how does it grant authority to these links? Does it have to do with the number of views of the video?  Since the older the video, the more views, would it make sense for Google to weigh these links by views per month?

Sunday, August 10, 2014

Facebook's Advertising Strategy

I can discern over the last three years, three phases of their messaging to potential advertising clients.

2012-13.  Big focus on taking out display ads next to different targets. The emphasis was on competing with Google by having good cost per conversion.

2013-14.  Big focus on improving your company's Facebook page and getting more followers. We were encouraged to advertise our page to get more followers. Now, businesses have lots of followers but only 4% of them see the posts.

2014-forward.  The focus now seems to be on brand building on a mass market scale.  Much like TV, the emphasis in their marketing now seems to be on creating broad brand awareness in the market about the brand and its positioning which is an investment in longer term market development, not a short-term sales generation tool.

I wonder what's next....

Friday, August 08, 2014

Website Owners and Credit Cards

Credit card processing for online businesses
Care About Getting Paid?
If you have a web-based business, like it or not, you are in the credit card business.  Here's a few important points for different stages of your business.

Keep the credit card payment system simple at the start.  You can avoid the whole area by just signing up with a vendor who deals with all of the payment processing for you. For instance, use Etsy and they include the credit card processing. Or just accept PayPal. These are easy and appropriate ways to start.  But, lets assume that your business is now thriving and going up to and through $100,000 a year. Now, you are beginning to have the motivation to look at your business and you'll probably find that it's not yet worth the hassle of changing.   But, if you can get to a $100K, you can probably get to $200K, then $400K and now it is time to think about your payment processing.

What's wrong with Etsy or Paypal or any of the other real simple solutions?
- Cost. Paypal can take 3% or 4% or 5% of your revenue. That's a lot. And their reports are really difficult.
- Credit card recovery. This is a really important question if you are built on a monthly recurring billing model. Basically, if you have a gym membership and have paid attention to your credit card, you might have noticed that even when you lose your credit card and get it replaced, the damn gym continues to bill you. How do they do that?  Go over to  to learn about it.

Saturday, June 07, 2014

Facebook Cementing their Legacy or Just Another Money Grubbing Company Trying to hit this Quarter's Numbers

Chris Crum wrote a go1od article about  Facebook Says Your Organic Reach Would Be Worse If It Showed Everything In The News Feed . He starts it  like this (Paraphrased):

Facebook’s Brian Boland wrote a blog post about the decline in organic reach of Facebook  posts. It’s happening for two reasons: more and more content is created and shared every day and News Feed tries to show users content that’s the most relevant to them.

Neither article makes the point of what Facebook should do if they were a customer driven player who wanted to be popular, useful, and around for the long term. Instead, I feel that Facebook is acting like a money grubbing firm more worried about the next quarters earnings than cementing their potential long term legacy..

Here's more free advice for Facebook:

1.  Give the people control over their own news feed.  This is easy, just put in settings a new section which gives users some parameters and choices:
- How many items do you want a day (this could be a percent, a number, just a slider towards more or less).
-  Rate which of these people/groups/pages you want to see more or less of?
- Are you OK with the current number of ads you are seeing? If you want less, pay here.
etc etc

2. Find a business model which is not built on selling privacy and on intrusive ads. I know you covet Google's advertising-driven model. Yes, it's good. But it's best for search. Advertising plus search, natural fit.  Advertising and information selling plus social, BAD FIT.  While there is room here in some ways to make money, your aggressive behavior in this area is pissing us all off and making us think about how we can get rid of you.

My first idea for Facebook's business model was to turn into an archiving service where we store our pictures and videos.  For $10 a month, store all you want. It's a great ongrowing business.  Plus you can buy/create a little shutterfly / cafe press - type business. If you do it right, you can be profitable like all those game companies that give out free games but live well off the 1% who want to spend money on all of them.

My new idea is that as social merges with mobile, there's something in the GPS / Yelp / Find friends area that can be very profitable.   I actually have some good thoughts here but I'll let them percolate for awhile

Monday, May 05, 2014

Marketing Apps: my Pubcon take-away

I just attended the Ft Lauderdale Pubcon conference and heard Anna Talerico talk about marketing apps.

I had expected to hear about apps for phones and tablets but that's not at all what marketing apps are about. As she put it, there's nothing more tired, passee, and ineffective than offering a white paper to customers who have to first give you their email.  ( Editor's note - we have a whole business built on this apparently archaic technique.  Call me a dinosaur!)

She says that the current hot marketing technique is to take the content from your white papers and repackage it an interactive experience for your visitors.

  Examples of marketing apps (and I'm paraphrasing Anna here...)

Don't offer them a guide to vacations, provide them with a wizard or guide that asks the questions and recommends places to go.

Don't offer them a white paper about standardized tests for college admissions, create a wizard that helps them decide which test or tests they should take. And in the process, you can gather info on them including their email.

I have been thinking about this and was very amused when I received this marketing email today, a practically farcical example of "Do what I say, not what I do". It was sent to me by ClickZ. It turned out to be promoting Anna's white paper.
Marketing apps are interactive, browser-based digital experiences designed for user participation and engagement. They’re the types of things that people want to use to learn, have fun and explore. They’re engaging experiences that live within the browser, regardless of device. They’re desktop, mobile, tablet - any device, any time. As an added benefit, they can also provide your marketing team with highly valuable segmentation and sales enablement data. There are several ways you can engage with your customers through marketing apps:
  • Content Wizard
  • Conversion Path
  • Quiz
  • Calculator
  • Configurator
  • Game
  • Contest
  • Voting
  • Survey
Download this whitepaper to learn more about each of these engagement forms and get inspired to take your marketing to a higher level. Learn how to provide more value to your customers and collect more online leads and sales as a result!
Btw, since I quoted them, here's the link to their download (complete with a lot of tracking code stuff). Marketing apps are interactive, browser-based digital experiences designed for user participation and engagement. They’re the types of things that people   to use to learn, have fun and explore. They’re engaging experiences that live within the browser, regardless of device. They’re desktop, mobile, tablet — any device, any time.

Tuesday, April 15, 2014

Facebook strategy regarding the tradeoff of engagement and fan base size

There's an interesting Facebook question asked by  on WebPro News.

Chris asks whether a smaller fanbase of more involved fans a superior strategy to a larger fanbase of less involved fans?

He doesn't  ask but it seems to me to be a related question:
Would less posts with a higher level of engagement be better than less activity with a lower level of engagement?

And a key to both of these questions would be:
What is the metric for success on FB?  I would guess a good one would be how many impressions are delivered.

If you are interested, I could show you the numbers which would answer these questions. Chris Crum doesn't actually run the numbers but I'm not sure why.

While some numbers are cited from a "Komfo" study, it's not really quantitatively explained in the article in terms of exploring how less fans with more engagement would have positive results. I might work out the numbers on a few examples if anyone is interested.

Monday, March 24, 2014

Google Search and local resources

Much of my business is selling online to homeschoolers and the number one term in our market is "homeschool". I've noticed something really interesting this past week.

When I search on Google from an account which I'm NOT logged into, I now find that 3/10 of the results on the front page are locally relevant.  Now here's the interesting part.

When I search from home (we use Comcast), Google provides three results which are specific to the state of Florida.  Local means the state level. For example:

Florida School Choice | Home Education

When I search from the office (NO idea who our ISP  is), Google provides three results which are specific to my municipality.  Local means very tight, like my part of the county or my part of Fort Lauderdale. For example:

Anybody else notice a correlation between the ISP and granularity of the local search results?
Do you think that it's a question of my ISP or just how my computer is cookied?
I suppose I should also compare browsers (I did both of these on Firefox which I only use for such tests) and how it works on my mobile devices.

BTW, here are several pages of info on homeschoolers and their curriculum:

Saturday, February 22, 2014

What Social Media Links does Google Count?

Google says that they rate sites based on whether other sites cite them as in, are there meaningful natural links.  I wondered how his applies to links on social media so I dug into Webmaster tools and found the following:

Youtube links - reported in Google's Webmaster tools. Not clear whether it's just in the original post or the comments too.

Facebook - Google apparently doesn't list them. It's been much reported that Facebook blocks the Google spiders.

Twitter - same as Facebook

Linkedin - I expected to find Linkedin reported but I did not. This is surprising to me and counter to what I've heard.  Anybody have any reaction?

Pinterest - Goolge reports these.

BTw, what you do you think of they way that our social media icons are working on Science4Us?  We have both the shares and the likes up.

Tuesday, February 04, 2014

Learning Today

I've had a site called Todays-learners for awhile.  At times, I used it with Google Adwords and as a landing page. It has 9 years of history.

Nevertheless, it is somewhat neglected and has not done well in the last four years. Annoying!!!!

It does however have some of the best writing from a few years ago.

Sunday, January 19, 2014

Amazon Pissed me off this morning...

Thank you for purchasing from
Your recent order D01-0358276-5xxxxx entitles you to a promotional credit which we have added to your account. This credit can be applied to your next qualifying purchase.
Promotion details:
Additional information on this offer can be found here.
Your recent purchase has qualified you to own or gift select science fiction or fantasy Kindle books for $0.99. The promotional code has already been applied to your account. For redemption instructions, and additional information including offer restrictions, please follow the link above. Your promotional code expires at 11:59 pm Pacific Time on January 31, 2014.
The promotional credit must be used by January 31, 2014. This offer is subject to Terms and Conditions.
Thanks again for shopping with us.
Earth's Biggest Selection

My answer:

This was an annoying email. Just crappy marketing.
If you look at my amazon account, you'll see that I spend hundreds, maybe thousands of dollars there a year.

Are you really going to send me an email, interrupt my day, to say that I have a $0.99 credit but it must be spent in the next 12 days?
Did you think I'd hustle around due to your promotion to find some $0.99 thing to read just so I didn't lose the credit?
Did you think I'd feel great about Amazon because they gave out a highly restricted $0.99 bonus?

DON't BE STUPID. Send me emails appropriately, spare me annoying near-spam promotions.
I run a small company with a fair amount of email marketing. One of our principles is not to send out stupid promotions that annoy people.


AMAZON's Answer:

Greetings from

We're sorry.  You've written to an address that cannot accept incoming
e-mail.  But that's OK--this automated response will direct you to the
right place at to answer your question or help you contact
customer service if you need further assistance.

You will find the answers to the most common questions here:

 Where's My Stuff:
 Gift Certificates:
 Shipping Options:

If your question is not answered by the above links, we invite you to
search our Help Desk at

If you need to modify an unshipped order or make changes to your
account or subscriptions, you may do so online at any time via
Your Account:

We hope our online resources meet all your needs.  If you've explored
the above links but find you still need to get in touch with us,
please click the "Contact Customer Service" link on our main Help page.

Thanks for shopping at

Sincerely, Customer Service

MY ANSWER - I've been to Amazon's Home Page. There's NO "Contact Customer Service" link (that I can find). 

Friday, January 17, 2014


I was just looking at how companies build their diversified brands. I was looking at a company called Time4Learning that does educational homeschool software.  I noticed that they also have these sites
forwarded to their core site.

There's and which are both forwarded to pages on

There's also a which seems to be associated with a college science program.   And which is an affiliated writing educational program!

There are variations on For instance, seems to be a community forum that supports  There seems also to be and both of which are forwarded to  There's also which seems to just be a navigation list to

I wonder if there is a:

Monday, November 25, 2013

Google in late 2013

This year, Penguin and Hummingbird were announced and our sites pretty much trucked along, untouched by anything. We grow.

Best Search Engine
This banner is linked to with a title tag of Best Search engine
Is this a white or black hat technique?
The big question, has our traffic from Google been disrupted?

The fact is, we don't know. We don't track it that closely.  I couldn't tell if our search engine traffic has moved up or down. Generally, I think it's about the same but then, when I actually look up our SERP in Google, I get the impression that we have moved off the first page for large numbers of terms and phrases.

1.   Track SERP position.  We should be checking Webmaster tools regularly both for messages from Google and to track our SERP. We should also get some tool, perhaps Raven at $99/month or some integration with Adwords, so that we have a tracking of the historical pattern of our position.

2.  White Hat vs Black Hat is getting grey.  In the old days, I could say that we just don't do anything that would be sleezy and get us in trouble with Google. Our efforts were primarily to build content and organize it well.  We never bought text links or did anything else that Google would frown at.  Now however, it seems that some of our programs might get us in trouble.  For instance, I have participated in many forums and blogs and used the name of our site in my signature.  Google is now saying that all those links should be "no followed" but realistically, does anyone care over small volumes of such things? Also, many blogs and forums don't give you that much control over your signature on comments and blogs.

3. It seems like the press releases are now a focus for google. We have done press releases, 3-4 per year for half a decade, in which we have optimized them to focus attention on pages with keyphrases of importance to us. It turns out that we won't be doing that any more.

BTW, I'd like to keep writing this article but I've been horribly distracted by a NPR interview with Bill Cosby about his A-D-D and this page with info on the evolution of the Google logo (was I supposed to "No Follow" this too or is it that somehow wrong according the Google's New Testament?):

Friday, November 15, 2013

Our First Infographic - Confusing Words

We are going to print up our first poster for classrooms and we are adding an online infographic that we hope the educational community will share around.  The topic is primarily the confusing word of homophones, homonyms, and homographs.

Multiple meaning wordsWords that sound alikeSame spelling,
different pronunciation,
different meanings
 the spruce tree...
 to spruce up...
 addition for math
 edition of a book
 desert = abandon
 desert = area of land
 suit yourself...
 wore a suit...
 I want to go
 I like it too
 One plus one is two
 bass = fish
 bass = instrument
 weigh on the scale...
 scale the wall...
 capitol building
 state capital
 close = nearby
 close = to shut
 the price is fair...
 go to the fair...
 pick a flower
 bake with flour
 bow = to bend down
 bow = ribbon

Here's a sample of the sort of thinking and games that the site offers in this area.

Homonyms, or multiple meaning words, are words that share the same spelling and the same pronunciation but have different meanings. For example, bear.
bear (the animal) can bear (tolerate) very cold temperatures.
The driver turned left (opposite of right) and left (departed from) the main road.
Homophones, also known as sound-alike words, are words that are pronounced identically although they have different meanings and often have different spellings as well. These words are a very common source of confusion when writing. Common examples of sets of homophones include: to, too, and two; they're and their; bee and be; sun and son; which and witch; and plain and plane. VocabularySpellingCity is a particularly useful tool for learning to correctly use and spell the soundalike words.

Tuesday, November 12, 2013

YouTube - Lets have a plan

It's said that YouTube is second only to Google itself in the number of searches.  Personally, I doubt it. There are also gazillions of searches on Ebay and Amazon and Facebook and Bing. But heck, who's
counting? Most importantly, there are an ample amount of searches on YouTube so it's time to ask some questions, get some answers, and consider whether and how to improve our marketing through it.

1.  When people are in shopping mode, do they use YouTube? The magic of Google, as the Google advertisements emphasize - "Want to know who wants a new telescope? It's people Googling on 'new telescopes'!" - is that people tend to search on Google when they are shopping.  

Parenthetical note,  Amazon is even more likely to be a search as part of a sales process but somehow, they still don't accept an annual subscription as something that can be sold through them. How is that possible?  We need to find an Amazon expert to see what is possible...

Is YouTube only used for searches that are a step or two away from shopping? In this case, we should treat it as a general brand and awareness advertising opportunity (which is not something that we do a lot of).  Most specifically, 
A.  Do we think that purchasers who are considering buying Time4Learning might jump onto YouTube to look for reviews?
B.  Do we think people are more likely to go to YouTube on general questions like, "How to Homeschool?"
If they are looking for reviews, we should probably encourage the creation of reviews which compare us with other choices so that as they look for reviews on other choices, they learn about us!
C. Do we think YouTube is going to be used by Google as feedback in their ranking of websites in any way in the near future? 

2.  How does the YouTube natural search algorithm work? Specifics:
- When I first go to YouTube, many videos are suggested to me. What algorithm?
- After I finish a video, "related videos" are suggested to me. What algorithm?
- When I do a search on YouTube, videos are suggested to me. What algorithm?

Overall, I'm thinking that the YouTube search algorithm has four general components:

Is general popularity of videos based on links?  Embeds? Plays? Completions?  Owner popularity? Likes (up and down)?  Unlike Google itself which is based traditionally on website links (ie website behavior) and is struggling to integrate human behavior (ie likes, bounce rates, other social clues from LinkedIn, G+, and Twitter back when they had access to the feed), it seems like YouTubes ranking is based primarily on human/social behavior and only slightly, on website indicators such as links and embeds. 

Is YouTube's understanding of the personal interest of the user based only on their behavior on YouTube or is Google using information from their Google searches, Google Plus, and other sources to understand the interests of users? Or, is i just their behavior on YouTube such as subscriptions, videos watched, videos completed, and videos liked?

Categories and topics. How does Google categorize and understand the content of videos? Is it 25% the category picked when the video is uploaded, 50% the title of video, 5% the interest of the author, 5% first 20 words of the descriptions, 5% the people who subscribe to it, 5% the rest of the description, and 5% a scan of the transcription of the content made by Google?

Timing: trending and time decay.  Twitter really studies and promotes hot trends.  Facebook's Edgerank algorithm has time decay as one of the top components in deciding what to put into people's newsfeed. Where does YouTube fit in this?

3. How do we find out about the popularity of certain search terms on YouTube? What sort of tools are there comparable to webmaster tools from Google (what terms are we showing up for an in what position), all  the search term popularity tools for Google, the spy-on-other-site tools for Google (major search terms, total traffic) etc

4. Advertising.  What program on YouTube is there comparable to Adwords on Google or Promote Post on Facebook. Is it pay per play (start? finish?) or pay for placement?  What are the tools for managing YouTube advertising? Are they integrated with Adsense and DoubleClick Small Business or totally apart?  BTW, the YouTube Adwords program is easily researched.

5. Programs. At one show, I met a lady from LA with a YouTube education business card. We corresponded for awhile and I pushed all of our educational materials to her for her attention. Who was she? What was she doing?  How can she help or hurt us?  How many more programs are there like that we should be part of?  

Thinking more broadly about video or song marketing, how much money could we be making by having our hugely popular YouTube songs be for sale on Itunes? Is there a comparable spot in the Android world?

6. How to leverage success. We have some kid videos that have lots and lots of videos.  I just checked and one of our kid videos has over nine million. But there is no link above the fold in the captions and the one masked advertisement for ourselves that has been placed is not that well done (poor contrast on colors).  Does this success or power just belong to that video? to the channel? How do we take advantage of it. BTW, it's tricky since the video is for very young kids and we are both COPPA 2 Compliant and we try to be decent and have common sense.  

BTW, I went to YouTube and searched on the Wheels on the Bus and found  there were two ads at the top of the first page, two video ads at the bottom and 20 Wheels on the Bus Go Round and Round videos on the first page.  We weren't there, we were on the second page in the 22nd spot. Even for me and I subscribe to that channel.

Pinterest - Lets Have a Plan

After our meeting with celebrity social media informal partner, we have renewed interest and several approaches to Pinterest to work on:

  1. Further developing our own boards. This is management work in which we figure out the topics and organization.
  2. Partnering with other people with their own boards. Pinterest is a social media and part of success with the media is socializing with other people and organizations with complementary interests. Overall, the idea is we share traffic with each other. Who, who, and how formally/informally?
  3. Work on our sites. Step 1: Better images for sharing onto Pinterest for our site. 
    1. Pinterest likes big images  but we've tended to shrink our images on some sites for faster loading times.  
    2. Pinterest likes images that are statis, we've made many of ours into rotating gifs.
    3. Pinterest images are most effective with a built-in caption and a site name or URL in the corner. Our images are designed to fit onto a page where there is already a lot of text and company logos. (Masks?)
  4. Work on our sites. Step 2:  Better placement of social media icons. We've done this across three of our four major sites, we also have five minor sites to do this one.
  5. Work on our sites. Step 3:  Lets get our web design team to take a look at implementing the Pinterest icon integrated on the images on either T4W or S4U to see how it works.  On these images, on our site, we can cover up the repetitive elements (logo, captions) with a mask.