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People don't care how much you offer them.
They care about whether you exceeded their expectations.
If you want to delight, if you want to create a remarkable experience, if you want people to talk about you or buy your stock, the secret is simple: give them more than they expected.
If I walk into your store and it looks and feels like stores I've been into before, my expectations are locked in. Now what? But if I walk into your showroom and it's like nothing I've ever experienced before, you get a chance to set my expectations, right? Marketing isn't merely bragging. Marketing creates a culture, tells a story and puts on a show.
In our rush to get picked or get noticed or build buzz, the instinct is to promise more. Perhaps it pays to promise less instead, to radically change expectations and to reset what it means to deliver on the promise of delight.
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Mish's Global Economic Trend Analysis |
Airbus to Assemble Jets in Mobile, Alabama; Start of a Global Labor War? Posted: 02 Jul 2012 04:19 PM PDT Airbus is hoping to take US market share from rival Boeing by assembling jets in Mobile, Alabama. Airbus is a French-based company, jointly run by French and German management. Senator Rick Shelby (Alabama) is supportive of the move. Boeing, as one might have expected, issued complaints of European subsidies, as if US defense contracts don't in essence amount to the same thing. Both sides have complained to the WTO. Here are a few articles to consider. Airbus Fires Shot in Labor War The Wall Street Journal reports Airbus Fires Shot in Labor War Airbus announced plans to start assembling passenger jets in the U.S. starting in 2015, a move likely to affect labor and trade relations on both sides of the Atlantic.Battle for Market Share Just what are assembly costs in Germany if it makes economic sense to ship parts from Hamburg to Mobile, Alabama for assembly? Clearly something more is at stake here, and that something is a hope by Airbus to capture more US market share. But will it? Regardless, expect more battles in the WTO and more battles from Washington state, Boeing's headquarters. Washington in not a right-to-work state and is dominated by unions. Airbus to Open Factory on Rival Boeing's U.S. Turf Reuters reports Airbus to Open Factory on Rival Boeing's U.S. Turf Flanked by local Gulf Coast politicians, top executives from European planemaker Airbus unveiled their plans to build their first U.S. factory -- a move they said that would help them take market share from rival Boeing Co.Another Warning to Unions This is yet another warning to unions. However, they will not hear the message. After all, this is just about "assembly", at least for today. Tomorrow it will be about actual production. Production is returning to the US, but it sure will not go to California, Illinois, New York and other high-costs states. Musical Tribute Clearly this calls for a musical tribute. Link if video does not play: Jet Airliner Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Click Here To Scroll Thru My Recent Post List Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Faber Says Germany Should Abandon the Euro Posted: 02 Jul 2012 10:21 AM PDT Marc Faber, publisher of the Gloom, Boom and Doom Report, spoke with Bloomberg Television's Betty Liu this morning and said that, "If I were running Germany, I would have abandoned the eurozone last week." Faber went on to say, "In the case of Greece, one should have kicked out Greece three years ago. It would have been much cheaper." Link if video does not play: Faber on Europe Faber on the eurozone crisis:Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Click Here To Scroll Thru My Recent Post List Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Posted: 02 Jul 2012 09:18 AM PDT US Manufacturing contracted this month as reported in the June 2012 Manufacturing ISM Report On Business® Economic activity in the manufacturing sector contracted in June for the first time since July 2009; however, the overall economy grew for the 37th consecutive month, say the nation's supply executives in the latest Manufacturing ISM Report On Business®.New Orders and Prices Plunge Drop Unexpected A Bloomberg Survey shows the collapse in ISM was unexpected. The median forecast in the Bloomberg survey called for a decline to 52. Estimates of 70 economists ranged from 50.5 to 53.5. The gauge averaged 55.2 in 2011 and 57.3 the prior year.Perfect Score All 70 economists polled by Bloomberg came in on the high side. Collapses are never expected. ISM and Recessions click on chart for sharper image The above chart by Doug Short (annotations in red, green, and purple by Mish) shows the importance in not relying on a single indicator as strong evidence of a recession. Since 1959, the ISM dipped substantially below the 50% mark on five occasions when there was no recession. Moreover, in the 70's oil crisis, a recession began with the ISM near 70. The reverse happened in the wake of the Dot-Com bust as a recession did not start until the ISM was near 40. No US Decoupling I am sticking with what I said yesterday in China Manufacturing Weakens 8th Month; Will the US Economy Continue to Decouple From the Rest of the World? Nearly everyone but the die-hard hyperinflationists thinks the US will decouple from the global economy. This reverse-decoupling idea is primarily based on the absurd belief the Fed will not let the economy or the stock market down (when the Fed is in fact not in control). For further discussion, please see Is There a Limit on Central Bank's Ability to Inflate?Please see 12 Reasons US Recession Has Arrived (Or Will Shortly) for detailed rational and further discussion. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Click Here To Scroll Thru My Recent Post List Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
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Googlebot Crawl Issue Identification Through Server Logs |
Googlebot Crawl Issue Identification Through Server Logs Posted: 01 Jul 2012 07:56 PM PDT Posted by Dave Sottimano Sifting through server logs has made me infinitely better at my job as an SEO. If you're already using them as part of your analysis, congrats - if not, I encourage you to read this post. In this post we’re going to:
It’s critical to SEOs because:
I’m going to casually assume that you at least know what server logs are and how to obtain them. Just in case you've never seen a server log before, let's take a look at a sample "hit". Anatomy of a server log hitEach line in a server log represents a "hit" to the web server. The following illustrations can help explain:
File request example: brochure_download.pdf
A request for /page-a.html will likely end up with multiple hits because we need to get the images, css and any other files needed to render that page. Image credit: Media College Example hitEvery server is inherently different in logging hits, but they typically give similar information that is organized into fields. Below is a sample hit to an Apache web server, and I've purposely cut down the fields to make this simpler to understand: 50.56.92.47 - - [31/May/2012:12:21:17 +0100] "GET" - "/wp-content/themes/esp/help.php" - "404" "-" "Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)" - www.example.com -
In reality, there are many more fields and a wealth of information that can only be gained through web server logs. Googlebot crawl issues you can find with logsSpecifically in regards to SEO, we want to make sure that Google is crawling the pages we want to be crawled on our site - because we want them to rank. We already know what we can do internally to help pages rank in search results, such as:
This is all typically standard stuff and you can get this information easily without server logs, but I want more, I want to see Googlebot. I want to look for Googlebot specific issues like:
Using server logs to see Googlebot Step 1: Get some server logs. Ask your client, or download a set of server logs from your hosting company. The point is to try and capture Googlebot visiting your site, except we don’t know when that’s going to happen – so you might need a few days worth of logs, or just a few hours. To give you a real example: Example domain has a PageRank of 6, DA of 80 and receives 200,000 visits a day. Their IIS server logs will amount to 4gB a day, but because the site is so popular, Googlebot visits at least once a day. In this case, I would recommend a full day worth of logs to ensure we catch Googlebot. Step 2: Download & Install Splunk.Head over to http://www.splunk.com, sign up and download the product – free edition. Note: the free edition will only let you upload 500mb per 24 hours. Step 3: Adding your server log data to SplunkI would recommend that you put your server logs on you local machine to make this process nice and easy. I've put together a quick few screencasts, I know they sound cheesy, but whatever.
Step 4: Only displaying hits containing Googlebot as the user-agent
Step 5: Export to ExcelSimply click on the Export link and wait for your massive CSV to download. (Note: If the link doesn't appear, it's because the search isn't finished yet)
The Analysis, problem & the fixThe problemEvery time Googlebot came by the site, it spent most of it's time crawling PPC pages and internal JSON scripts. Just to give you an idea of how much time and crawl budget was wasted, please see below:
The real problem is that we had pages on the site that hadn't been indexed, and this was the cause. I wouldn't have found this without the server logs and I'm very grateful I did. A look into my Excel spreadsheet
How to confirm what you're seeing is actually GooglebotIt's possible to crawl or visit a site using the Googlebot user agent, and even worse - it's possible to spoof the Googlebot IP. I always double check a list of IPs to what I see in the server log report and I use the method officially outline by Google. How did I fix this?1) Crawling PPC pages I checked that these pages weren't indexed or receiving any traffic first, then I used robots.txt to block only Googlebot from these pages. I was very careful about this since I wanted to make sure that I didn't block Google Adbot (the robot that needs to crawl PPC pages). User-agent: Googlebot Disallow: /*/cppcr/ Disallow: /cppcr 2) Infinite GET requests to JSON scripts This was just another simple robots.txt block because Google didn't need to request these scripts. Googlebot basically got caught in a form, over and over again. Realistically, there's no reason for any bot to crawl this, so I set the user-agent to all (*). User-agent: * Disallow: /*/json/ Disallow: /json ResultsI'm pretty happy to say that a week later, there was an increase of 7,000 pages in the index as reported by Webmaster tools. Rand wrote about some good tips to prevent crawling issues, so I recommend you checking it out, as well as special thanks to the folks at ratedpeople.com for being kind enough to let me analyze and experiment on their site. Additional resources
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