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joi, 14 iulie 2011

The 18 Most Potent Things I Learned Writing An Ebook Graywolf's SEO Blog

The 18 Most Potent Things I Learned Writing An Ebook

Posted: 13 Jul 2011 10:18 AM PDT

My book on advanced SEO is finally done. The book’s printed and the PDF is ready. Last week I entered the preorder copies into the shipping fulfillment system . But it’s been an incredibly long slog … if memory serves, I started on this project sometime around fall 2009. October? So it’s now almost 2 full years later! Learn from my experience and hopefully you’ll save time and money.

1) Writing – even with an outline – takes much longer than you expect.

Don’t specify any dates until ~~the PDF is done and/or the print version is printed~~ you’re ready to launch the same day! Then specify a date in the future so you can build up to it with promotional activities.

The reason it’s not enough for the PDF to be done and your book to be printed is because there still remains work to be done on the site at that point. For example, I’m currently running usability tests. I’ve also got to set up split testing before go-live.

2) Editing takes even longer than writing.

This is particularly true if you’re editing existing blog posts into book format. I never thought I could dread writing like I did when it came time to editing my posts. It’s hard to explain why, but it was dreary, tedious work. I thought I’d be done writing it in summer 2010 and that was a flop.

3) Keep all pictures and screenshots.

If you only have them within your Word doc, ppt etc, you’ll be forced to recapture them and so waste time and money. This is particularly true for those printing books, because you need a certain minimum resolution for print, which you lack typically when a pic is in your Word doc.

4) Take preorders.

Write a couple of sample chapters, get folks on an email list by offering the samples free, and see if they’ll buy. This validated my idea and also provided some funding so I wasn’t entirely out of pocket.

5) But don’t take too many preorders.

They are a distraction because people will ask if their book is ready – and it’s only fair. It’s easy to manage with about a dozen preorders like I had, but it can be a little stressful even then.

6) Figure out shipping costs before you offer free shipping.

I assumed Canada would cost the same as the US or thereabouts. Wrong!
7) If you offer free or flat rate shipping, make sure you make foreign orders pay the proper rate.

I got an Australian preorder with a free shipping bit… that shipping charge is gonna hurt my margin. [But I honoured it because of the importance of preorders and the leap of faith the preorder customer took/trust he gave me.]

Take the initiative to offer updates to your preorder customers.

It’ll save you answering the same question (where’s my book?) over and over, and they’ll appreciate it.

9) Work with a professional layout artist and pro printers.

It costs a bit more up front, but your margins are better long term, and you get your money’s worth in design. I am working with Malloy printers – a very professional outfit with great support and customer care who answered my innumerable questions with great patience and friendliness – as well as Jacinta Calcut of Image, Graphics and Design whom they referred to me. Jacinta went way above the call of duty to provide a lot of added, extra value and if the ebook looks beautiful, it’s largely thanks to her.

10) Build an email list.

This has been the single most valuable marketing channel to me. Email marketing has gotten me feedback, pre-orders, offers to review the book, usability testers etc.

11) Promote your site via guest posts on blogs.

The conversion rate on blog traffic has been as high as 2x that of Facebook traffic – 37% vs 16%, on book.seoroi.com . (Feel free to copy the template. I got it from Tim Ash of Site Tuners at Affiliate Summit East 2009; it’s simply headline, bullets, call to action.)

Big kudos to Mike for letting me guest post here and to Ann the SEO Smarty and the SEJ team for always welcoming my posts .

12) Make sure your graphics sparkle.

I’ve used the services of Angeles Barcelina Jr for a long time now and he’s always prompt and doing good looking work .

13) Google Analytics makes mistakes – sometimes very big ones.

If you get publicity, look at Aweber’s conversion numbers, not Google’s. And Google will mix referral traffic in with direct traffic (e.g. if traffic opens a link in a new tab), so if you see a spike in one, there may be a spike in the other. I know this is true because for weeks I’d only get a couple of signups a day for the book, but then after publicity I’ve had periods of a few days where an extra hundred or so ppl subscribed .

14) Get the link to your squeeze page in early for higher CTR.

People don’t read to the end.

[Conversely, when hosting guest posts, don't be a cheapass who leaves the author bio to the end of posts so as to minimize traffic 'loss'. If you're getting a guest post, nurture the relationship and send them as much traffic as possible - they'll come back to write again. And they'll return the favour in other ways.]

15) Get an editor – you’re never objective enough about your own prose.

I worked with Richard Kershaw of Quality Nonsense, whom I’d known online for a while then finally met in the flesh at PubCon 2010 in Las Vegas. He cut out loads of fat and corrected plenty of mistakes. This also helped speed things up – recall that self-editing is SLOOOOOOW.

16) Make an outline / table of contents asap.

Otherwise your writing will wander and you’ll have to cut lots and tie it back together later. partly what i did at the start and it was tough.

17) Don’t allow your preorder title to tie you down as to the book title. It’s a mistake I made n I bet the preorder customers don’t remember the exact title they saw, nor would they mind getting the same book with a slightly different title. Be willing to test this.

18) Build your Minimum Viable Product.

Don’t waste money on mobile landing pages until you first see if you can get mobile traffic! Another expense I took on which will make it harder to achieve breakeven, and yet probably wasn’t worth it.

Have questions, comments? Tweet @GabGoldenberg and I’ll answer as much as I can. And get a free book chapter!

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This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

The 18 Most Potent Things I Learned Writing An Ebook

SEOptimise

Google+ is the Greatest Discussion Forum in Human History

Posted: 13 Jul 2011 04:54 AM PDT

Over the weekend I struggled to find out what Google+ actually is and how I can use it. I didn’t even bother to use advanced features where I have to install additional software to use. I don’t want Google Installer to mess with my new computer, and I was unable to delete it from my old one. I couldn’t even stop the process that automatically started with each boot. So I don’t trust Google software anymore.

I was just using Circles to organise my friends and followers from other social sites like Twitter. It seems Google suggests all your connections from other social networks you have connected to your Google Profile. Trying to sort several hundred people into circles is not an easy task, so I added a few dozen to three main circles called SEO, blogging and social media and did what I could to add the right people to the matching circles. It’s not that easy, as dragging and dropping them into circles is quite tedious.

Then I tried to use Google+ as it was intended, or at least discover the way it was intended to be used.

I’m used to Twitter but I fail at Facebook partly because I don’t like the concept and partly because I don’t spend enough time there to matter it seems.

Google+ in a way combines features we know from Facebook and Twitter.

It’s like having Twitter lists over on Facebook. It’s also similar to Google Buzz, in that it encourages discussion. On Facebook, people tend to like and agree. They then comment and express their agreement. It’s a way of showing your peers that you are still there and you notice and respect them.

I’m not that good at it as I don’t like to disclose too much private information. Anyway on Google Buzz and Google+ the comments get used for discussions quite frequently. People use them like blog comments have been used before – the big ”thank you great post” wave to get backlinks by often automated flattering.

On Google+ it seems everybody wants to discuss.

You also see comments by those you don’t follow and you can react to them as well. So you will disagree also because you meet people you don’t even know. You can see comments by strangers on Facebook as well, so maybe other people lead discussions over there too. I haven’t noticed much of it over there though.

Anyway, even one to one conversations on Google+ tend to become discussions where two people want to convince each other that each one of them is right. I haven’t seen such discussions on Google Buzz much either, but it may be due to the fact that Google+ is still new and everybody is mainly discussing the social network itself.

Unlike a traditional forum, Google+ does not show a discussion thread to everybody but only to certain people – those you have in your circles. Also, you have to actively share a message with particular circles. Sounds good in theory, but in practice it means that you get flooded by lively discussions by Robert Scoble, Danny Sullivan or someone else much more popular than you when you follow them.

While my own questions, posts or remarks get a few comments, if at all, replying to a celebrity user means that you get notifications from this thread for days.

I’ve seen that happening with a non-celebrity user as well, but my timeline is mostly filled with the popular people. A post I shared on G+ with approx. 150 people got 3 visits and one “+1″ vote in contrast. None of the stories I shared got re-shared, and only one I re-shared from someone else got comments.

Apparently the best use is to ask a question directly on Google+ and then collect the answers. I’ve witnessed one such thread that started as a crowdsourced post by a search marketing blogger. I may use G+ for crowdsourcing in the future as well, to follow this example.

So in a sense Google+ is the greatest discussion forum in human history; you can potentially discuss with millions of people on any topic you like.

Also you can discuss with people you might otherwise be unable to speak to or exchange opinions with. Google+ seems not to be as good for sharing links; you might want to stick with Twitter for that purpose. Facebook might be the better place for conversations with people you know and appreciate. Of course this is just my personal impression after a few days but discussing opinions with influencers seems to be the best way to use Google+ as of now.

* Image by Frederic Poirot

Seth's Blog : Half life

Half life

We define half-life as the rate of radioactive decay. The half-life is how long it takes half the material you have to decay. The half life of a substance might be a few seconds or a few years. Since Carbon 14 has a half-life of more than 5,000 years, it's easy for us to date how old something is.

Other things have half-lives as well.

The sales cycle of the typical popular book, for example, has a half-life of about two months After two months, the book will probably have made half of all the sales it will make in its entire lifetime. For an internet viral sensation, the half-life is probably closer to six hours, measured from the moment the traffic peaks.

Every once in a while, something in the media violates this rule. To Kill a Mockingbird, for example, has a half-life of perhaps fifty years.

The art is deciding whether or not your project has hit a natural peak or whether new investment and energy can boost it to a new energy level...

• Email to a friend •

miercuri, 13 iulie 2011

Mish's Global Economic Trend Analysis

Moody's Puts US AAA Credit Rating on Review, Places 7,000 Municipal Ratings on Review as a Result; Bernanke Slapped Already?
Bernanke Pledges More Monetary Stimulus, Dollar Tanks, Gold Soars to Record High
Only 22% of US Wants to Raise Debt Ceiling, 44% Don't; Senate Minority Leader Proposes Granting Obama Unilateral Power to Raise Ceiling; Gold Reacts
Moody's Cuts Ireland to Junk, Retains Negative Outlook; Ireland Should Be Thankful

Moody's Puts US AAA Credit Rating on Review, Places 7,000 Municipal Ratings on Review as a Result; Bernanke Slapped Already?

Posted: 13 Jul 2011 07:10 PM PDT

At long last the bond vigilantes have a spotlight on US debt. Please consider Japan Stock Futures Fall as Yen Rises as Moody's Reviews U.S Credit Rating

Moody's Investors Service put the U.S., rated Aaa since 1917, under review for a credit-rating downgrade for the first time since 1995 on concern the government's $14.3 trillion debt limit will not be raised in time to prevent a missed payment of interest or principal on outstanding bonds and notes even though the risk remains low. The rating would likely be reduced to the Aa range and there is no assurance that Moody's would return its top rating even if a default is quickly cured.

Federal Reserve Chairman Ben S. Bernanke told Congress the central bank is prepared to take additional action, including buying more government bonds, if the economy appears to be in danger of stalling. The Fed last month completed a program to buy $600 billion of Treasury bonds that aimed to stimulate the economy by reducing borrowing costs, boosting stock prices and spurring consumer spending.

Moody's Places 7,000 Municipal Ratings on Downgrade Review

Bloomberg reports Moody's Places 7,000 Municipal Ratings Tied to U.S. on Downgrade Review

Moody's Investors Service placed 7,000 municipal ratings on review for possible downgrade after it warned the U.S. may lose its Aaa investment grade.

Gold Soars as Bernanke Pledges More Stimulus

At 12:30 I reported Bernanke Pledges More Monetary Stimulus, Dollar Tanks, Gold Soars to Record High

The ping-pong match between the ECB and Fed to see who can make the worst policy decisions the fastest, switched back in favor of the Fed today with Bernanke's pledge to pour on the monetary stimulus if needed.

Most think it's a given that the stock market will soar when Bernanke starts QE3. I don't. Just because it did last time does not mean it will every time.

One of these times Bernanke is going to react in a way that spooks the bond market in a major way, and the market will slap him silly just as happened to Jean-Claude Trichet and the ECB over Trichet's "no default" insistence.

Bernanke Slapped Already?

The market was relatively giddy when I made those comments. I was on the road having lunch when I made those comments. I have internet access now at 8:46 PM, for the first time since.

This is the way things looked after the close.

S&P 500 Intraday Chart

As I type, I note that the S&P futures are down 4 points to 1308. I also note that gold held nearly all of its gains today as did the $HUI, unhedged miner index.

$HUI Intraday Chart

I caution that it is too early to say what the market is reacting to, if indeed it is reacting to anything at all. However, this could be the start of the bond and equity markets either having had more than they can take from the monetarist policies of Bernanke and/or the fiscal policies of Congress.

I repeat my caution that one of these times, the market is going to spit directly in the face of Bernanke when he pulls one of his monetarist stunts. I do not know if this is the time, but the sooner it happens the better off the US and the rest of the world will be.

University of California Economist Brad DeLong (who is calling for more monetary easing), should put this in his pipe and smoke it. DeLong is blind, but I assume he can still breathe.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com
Click Here To Scroll Thru My Recent Post List

Bernanke Pledges More Monetary Stimulus, Dollar Tanks, Gold Soars to Record High

Posted: 13 Jul 2011 10:32 AM PDT

The ping-pong match between the ECB and Fed to see who can make the worst policy decisions the fastest, switched back in favor of the Fed today with Bernanke's pledge to pour on the monetary stimulus if needed.

Please consider Fed Ready With Stimulus If Needed

Federal Reserve Chairman Ben S. Bernanke told Congress the central bank is prepared to take additional action, including buying more government bonds, if the economy appears to be in danger of stalling.

"The possibility remains that the recent economic weakness may prove more persistent than expected and that deflationary risks might reemerge, implying a need for additional policy support," Bernanke said in prepared testimony before the House Financial Services Committee in Washington today. "The Federal Reserve remains prepared to respond should economic developments indicate that an adjustment of monetary policy would be appropriate."

Bernanke acknowledged there are "uncertainties" in both directions -- about the strength of the economic recovery and the prospects for inflation -- over the medium term.

The Fed chief repeated his belief that inflation won't be a problem for the economy because gasoline and food prices, which had surged earlier this year, are now moderating.

Dollar Tanks on Bernanke's Comments

Bloomberg reports Dollar Weakens as Bernanke Says the Fed Will Respond If Stimulus Is Needed

The greenback fell the most in six months versus the euro as Bernanke said central bank is prepared to take additional action, including buying more government bonds, if the economy appears to be in danger of stalling. The Australian and New Zealand dollars led earlier gains against the currency after China's economic growth exceeded analysts' estimates. The euro advanced as Italian and Spanish bonds rose for a second day.

Gold Hits Record High

In the wake of Bernanke's statements Gold Advances to Record High

Gold futures surged to a record $1,588.90 an ounce as the dollar's slump and the European debt crisis spurred demand for precious metals as alternative assets. Silver surged the most since March 2009.

The greenback fell as much as much as 1 percent against a six-currency basket after Federal Reserve Chairman Ben S. Bernanke told Congress that the central bank is prepared to provide additional stimulus to bolster the economy. Yesterday, Ireland became the third nation in the European Union to have its credit rating cut below investment grade.

Gold futures for August delivery climbed $24, or 1.5 percent, to $1,586.30 at 12:32 p.m. on the Comex in New York, heading for the seventh straight gain. The previous intraday record of $1,577.40 was on May 2. The spot price of the metal priced in euros and pounds also rose to all-time highs today.

Since Dec. 1, 2008, gold has doubled as the Fed kept interest rates at a record low and governments spent trillions of dollars to spur global growth. The Fed's second round of so- called quantitative easing, known as QE2 among investors, ended in June.

Yesterday, tonnage holdings in exchange-traded products backed by gold jumped 1 percent, the most in a year.

Most think it's a given that the stock market will soar when Bernanke starts QE3. I don't. Just because it did last time does not mean it will every time.

One of these times Bernanke is going to react in a way that spooks the bond market in a major way, and the market will slap him silly just as happened to Jean-Claude Trichet and the ECB over Trichet's "no default" insistence.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com
Click Here To Scroll Thru My Recent Post List

Only 22% of US Wants to Raise Debt Ceiling, 44% Don't; Senate Minority Leader Proposes Granting Obama Unilateral Power to Raise Ceiling; Gold Reacts

Posted: 13 Jul 2011 01:55 AM PDT

In disgusting turn of events, Senate Minority leader Mitch McConnell appears to have lost his mind regarding raising the debt ceiling.

Please consider McConnell Offers 'Last Choice' Debt Option

Senate Republican leader Mitch McConnell proposed granting President Barrack Obama unilateral power to raise the national debt ceiling as a "last-choice option" to avoid a default, a move intended to put the burden on the White House to identify future spending cuts.

McConnell's proposal to let the president increase the debt limit in three stages, while requiring him to propose offsetting spending cuts, offered a potential path out of the impasse over addressing the nation's long-term debt that has brought the government within weeks of a default. It also signaled the issue may continue to loom during next year's election campaign if Congress is forced to take further votes on the debt ceiling.

Backlash Against McConnell

Still, McConnell's plan drew a backlash from conservatives -- former House Speaker Newt Gingrich called it "an irresponsible surrender" -- and it wasn't clear whether it could pass the U.S. House.

The president said on "CBS Evening News with Scott Pelley" that, unless the debt ceiling is raised in time, the federal government might not be able to pay Social Security and veterans' benefits.

"I cannot guarantee that those checks go out on Aug. 3 if we haven't resolved this issue," Obama said. "Because there may simply not be the money in the coffers to do it."

Thoroughly Disgusted with "Point-Scoring" Exercise of Both Parties

The idea that social security checks would not go out on August 3rd is likely sappy hype. Other things would be cut first, unless of course Obama thought he could score political points in doing so.

The whole debate now is nothing but a political-point scoring episode.

Think back a couple months ago. Obama wanted the ceiling raised and did not offer any cuts. Republicans insisted on $4 trillion in cuts. Now, Obama wants to cut $4 trillion and the Republicans don't want it.

Obama allegedly offered cuts in Medicare, Social Security, and other items if Republicans would only hike taxes $1 trillion.

Is Obama really offering $3 trillion in cuts?

Who the hell knows? I sure don't. No one has mentioned any details. Doesn't the public have a right to know? Sadly, we have not seen any specifics from either party. The negotiations have been "hush hush" every step of the way.

Regardless, Republicans blew a big chance to insist on $3 trillion in real cuts and possibly something the US desperately needs such as the end to collective bargaining of public unions and the scrapping of Davis-Bacon prevailing wage laws.

McConnell's Backbone Limp as Overcooked Spaghetti

In return for a mere $1 trillion in hikes ($100 billion a year), Republicans could have asked for whatever they wanted. Either the president would have backed down or Republicans would have gotten some major chips in return.

Instead, McConnell proposes to piss away this opportunity for nothing. McConnell's backbone is as limp as overcooked spaghetti.

Grand Compromise of Muppetry

Both sides agree there will be a deal, but the most likely deal now is to do next-to-nothing.

ZeroHedge sums up the likely debt compromise nicely. "The final outcome on the debt ceiling will be a grand compromise of muppetry in which nothing is achieved on either spending cuts, or tax hikes."

Only 22% of Americans Want to Raise Debt Ceiling, 44% are Against

While the Muppet theater debates what to do in secret, please bear in mind the U.S. Debt Ceiling Increase Remains Unpopular With Americans

Despite agreement among leaders of both sides of the political aisle in Washington that raising the U.S. debt ceiling is necessary, more Americans want their member of Congress to vote against such a bill than for it, 42% vs. 22%, while one-third are unsure. This 20-percentage-point edge in opposition to raising the debt ceiling in Gallup's July 7-10 poll is slightly less than the 28-point lead (47% vs. 19%) seen in May.

Gallup Question: From what you know or gave read about the discussion of raising the debt ceiling would you want your member of Congress to ...

vote in favor of raising the debt ceiling
vote against raising the debt ceiling
or you don't know enough to say

By Political Party

Public's Fear of Runaway Spending Evident

President Barack Obama has emphasized that not raising the debt ceiling would force the U.S. to default on its debt payment obligations, leading to economic catastrophe, while Republicans have made their support for raising it contingent on a budget agreement that sharply limits future spending.

A follow-up question finds Americans more sympathetic to the Republicans' argument than Obama's. Specifically, when asked to say which is their greater concern, 51% say raising the debt ceiling without plans for major future spending cuts concerns them more, while 32% are more concerned with the risk of a major economic crisis if Congress does not take action.

Reaction in Gold

In a reaction to inaction in the US to do anything about the budget and/or to the inaction or futility of political leaders in Europe to address the Eurozone crisis, gold is responding as it should.

Gold is a fraction of a percent from making a new all-time high.

Bloomberg reports Gold May Extend Rally, Nearing Record, as European Debt Crisis Escalates.

That reaction in gold is not just over Europe. It is about budget stress in the US, credit stress in Europe, rampant inflation in China, and central banker actions in general, globally.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com
Click Here To Scroll Thru My Recent Post List

Moody's Cuts Ireland to Junk, Retains Negative Outlook; Ireland Should Be Thankful

Posted: 13 Jul 2011 12:07 AM PDT

Moody's just effectively spit in the face of EU commissioner Michel Barnier who wants to prohibit rating debt of countries in rescue programs.

Please consider Ireland Cut to Junk Rating by Moody's

Ireland joined Portugal and Greece as the third euro-area nation to have its credit rating reduced to below investment grade as European Union finance ministers struggle to contain the region's sovereign debt crisis.

Moody's Investors Service cut Ireland to Ba1 from Baa3, citing the probability that Ireland will need additional official financing and for investors to share in losses before it can return to the private market to borrow. The outlook remains "negative," Moody's said in a statement yesterday.

In Spain, Finance Minister Elena Salgado said the nation might need to endure even deeper spending cuts in 2012 than those currently planned. Ireland, which had a top Aaa rating just over two years ago, has suffered after a real-estate boom collapsed, fueling bank bailouts and a surge in the country's debt.

"The downgrade underlines the need for something more radical in terms of a European solution," said Austin Hughes, chief economist at KBC Ireland Plc in Dublin, which publishes a monthly index of consumer sentiment. "You really need Europe to come up with a solution rather than pushing it into the future. A solution needs to be found sooner than later."

Ireland's government criticized the Moody's downgrade, Dublin-based broadcaster RTE reported, citing a finance ministry spokesman. Ireland has met the targets so far under its bailout program and the downgrade is a "disappointing development," the spokesman was cited as saying.

Massive Irony

The irony in this mess is that Ireland benefits from that downgrade. If yields keep rising, and they are likely to do just that, the EU will cut Ireland's interest rate, Ireland will default, or (most likely) both, and cost to taxpayers will drop.

The best thing for Ireland is to default. Any action that takes Ireland towards that outcome benefits Ireland and Irish taxpayers to the detriment of stupid banks that made stupid loans to Ireland in the midst of a huge property bubble.

The sooner Ireland defaults, the better off it will be. Thus, Ireland should be thankful for this downgrade.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com
Click Here To Scroll Thru My Recent Post List

joi, 14 iulie 2011

The 18 Most Potent Things I Learned Writing An Ebook Graywolf's SEO Blog

The 18 Most Potent Things I Learned Writing An Ebook Graywolf's SEO Blog

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Seth's Blog : Half life

Half life

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miercuri, 13 iulie 2011

Mish's Global Economic Trend Analysis

Mish's Global Economic Trend Analysis

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joi, 14 iulie 2011

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