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luni, 25 august 2014
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Seth's Blog : The idea is not the (only) hard part
The idea is not the (only) hard part
In 1989, I created and launched a new idea: videotapes of people playing video games. It was ridiculed by the hipsters of the day, and my publisher later admitted that they hadn't even bothered to bring it to market beyond a few stores. A copycat product went on to sell a few million copies.
Today, Amazon paid a billion dollars for Twitch, which is precisely the same idea, used by millions of people every day. More than a billion hours have been spent/wasted on Twitch to date, I'm guessing.
I'm not going to hold my breath waiting for a commission check.
No, the hard part isn't merely thinking of an idea. Yes, it's hard to sit with a bunch of pre-teens while they record the underlying video, and hard to get it made and hard to get the first one published, the first time.
But the truly hard part is, 25 years later, sticking with it long enough for it to actually work.
More Recent Articles
- You could wreck this (if you want to)
- Why drafting works
- The shortlist
- If you choose to be in the dog food business...
- Tone deaf
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Video SEO in a Post-Rich Snippet World
Video SEO in a Post-Rich Snippet World |
| Video SEO in a Post-Rich Snippet World Posted: 24 Aug 2014 05:16 PM PDT Posted by PhilNottingham This post can be considered a sequel to this post from 2012. Back in July, Google rolled out a bunch of changes in the way they treat rich snippets in the search results (check out this fantastic post from AJ Kohn for the details). One of these shifts was to dramatically scale back the prevalence of video snippets in universal search results, restricting them exclusively to domains where video is the core offering of the site. A list of domains receiving rich snippets as of August 2014, courtesy of Casey Henry. For me, this sparked three questions. Why has Google done this? Will it stay like this? Does this affect my video marketing strategy? Why did Google do this? Some theories...
Will it stay like this?We don't know, but we should behave as if this is the new paradigm for video SEO. My expectation is that video snippets should come back in for more and more domains over time, as Google get better at working out when video is the explicit focus of a page and domain; but even as this expands, the majority of sites doing video will not be able to secure video snippets for their own domain (this mirrors trends in other types of snippets too). Does this affect my video marketing strategy?Yes it does. Rich snippets have always been a huge part of video SEO. Whitelisting all YouTube videos while removing snippets from most other sites has a profound impact. Practically speaking, it means that hosting through YouTube is now the only way the majority of businesses will get a video snippet ranking in universal search, albeit always pointing to the youtube.com instance of a video, rather than their own site. This means that YouTube's importance and value as a marketing channel, particularly where SEO is concerned, has expanded considerably. Google's favouritism towards their own platform, alongside the continued focus on domain diversity within SERPs means YouTube can now be considered a scalable and easy way to get content ranking for some competitive terms, securing an eye-catching snippet in the process. In terms of owning Google SERP real estate, YouTube has just become one of the most powerful tools in any SEOs arsenal. For any popular search topic where you're trying to cement your brand as a key player, you should be using YouTube as part of your marketing mix. Additionally, for competitive queries, you should be considering YouTube as a way to optimise secondary pages which can take up additional spots alongside pages from your own website, thereby expanding your own presence in the search results and lessening the exposure your competitors get. A word of warning though: This tactic should be carefully tested on a site-by-site basis before rolling out at scale, as sometimes having a YouTube video ranking as well as a page on your own site can cannibalise your organic traffic. YouTube usually won't refer a huge amount of traffic to your site (rarely more than 1% of views), so the approach can prove counter-productive on occasion. As of now, If you have an SEO strategy that doesn't include YouTube, you're doing it wrong. However, while YouTube's importance and value has increased, the nature of the platform hasn't fundamentally changed. In order to get a video ranking highly in Google and YouTube search, you need to generate engagement. Shares, subscriptions and engaged views are still the metrics which will ultimately result in better rankings and to do this organically, you need to create content which appeals to audiences who find your content via YouTube search, YouTube recommended links and Google search; rather than just the audience who watch videos via embeds on your site. This means you have to create content with the "YouTube context" in mind (i.e. ensuring the videos you make are relevant and valuable for audiences when viewed in isolation), and not assuming that because a video gets good engagement when embedded on a page on your site, this will necessarily translate to engagement on YouTube. It's not true that all of your videos should live on YouTube by default. For content where retaining engagement on-site is more important than just getting more eyeballs (i.e. when you're trying to build a community, build links, generate email sign-ups etc.) securely hosting your videos and driving traffic exclusively to the canonical version on your site is usually still the best option. So, what sort of content should you be creating for YouTube? I have put together a "non-whiteboard Monday" to explain... [Editor's note: "Non-whiteboard Monday" isn't actually a new series... at least not yet. Phil is just remarkably (and often hilariously) creative. =) ] FAQsI'm confused... where should I host my videos?These changes to Google's algorithm shouldn't fundamentally change your decisions about hosting, and the core reasons for using YouTube vs securely hosting remain. If you want as many people to see your video as possible, you should be using YouTube. If you want to retain control of the traffic on your own site, you should be self hosting, or using a third-party platform like Wistia (I explicitly mention Wistia throughout this section as it's the best platform on the market right now, but there are other good options). For most businesses, you should be doing some mixture of the two, with content created specifically to take advantage of the benefits of each platform. Core advantages of different hosting options:
Ostensibly, you need to start with what type of content you're creating and what you're trying to achieve with it. I think there are broadly three different marketing goal buckets which you might create video to support: Brand awareness, consideration and advocacy and conversion. Under this framework, your video hosting plan should be as follows: Conversion (towards the end of the funnel)Here, I am talking about video to support a context towards the latter part of the purchasing funnel. While, in some sense, all content is designed to improve conversion, I explicitly mean "a video designed to improve the conversion rates on a specific page". Examples might be videos for product pages, a home-page explainer video or a video encouraging subscriptions to a mailing list. Inherently, video created to support a specific page will only really make full sense when watched while on that page—meaning the content should be secured to retain control of the user experience. Additionally, for this kind of content, gaining a clear picture of how users are behaving after watching the video becomes incredibly valuable—which is why a secure, paid platform such as Wistia is the right way to go. Brand Awareness (at the start of the funnel)Much like with conversion video, this one is relatively clear cut. If you're goal is exposure and getting your name out there, you want to host with the platform that will maximise visibility across search and social, which is YouTube. Video to improve brand awareness typically takes the form of creative stories—videos designed to be sharable and to promote a core message that reinforces positive association. Consideration and Advocacy (the middle of the funnel)Here I refer to videos created to move your target audience from initial awareness of your business to point of considering becoming a customer or brand advocate. Videos for consideration might take the form of tutorials, how-to's or bits of thought leadership—often informational content designed to acquire links, shares and stimulate conversation. Some more promotional pieces also fit into this model, such as trailers. For this kind of video, the choice is much more complex. Often the style of video will work well for an audience on YouTube, but it can be much more valuable for you if users engage with the content on your site rather than on YouTube.com. Fundamentally here, you need to make a choice regarding what's more important to your business -- If it's more critical to retarget users and bring them into an owned ecosystem (your website), using Wistia (or similar) will be a better option for you. Similarly, if your domain isn't as strong as it could be, securing content and ensuring all views on your site will mean you can retain the equity from links and shares. However, if you have a strong site but lack core awareness of your brand—then you may decide hosting exclusively with YouTube and embedding the YouTube versions of your video is a better bet—so that you're fully optimising for your presence on YouTube. In many senses, it's the same kind of choice as guest authoring an article on a popular blog vs publishing the article on your own site. Each option has its benefits, and the nuances of the content and your target audience will determine the most sensible approach. You can also choose to embed content using Wistia (or similar), but then put the content on YouTube as well. While such an approach may have some strategic value (e.g. allow integration with Google plus, while allowing you to ensure the version on your site gets most of the shares), it does have some drawbacks… Fundamentally, it'll mean that you're poorly optimised for YouTube. In order to maximise the benefit YouTube will give you as a platform for seeding content, you want to ensure you get as many views, shares and embed as possible of the YouTube version of your video; which won't happen if you choose to embed securely and then add the video to YouTube after the fact. Additionally, if you have a reasonably weak or young domain, you can find instances where YouTube.com will end up out-ranking your site and the YouTube version of your video becoming the de facto canonical—acquiring the majority of links, shares and traffic from search. As previously mentioned, to make strategic decision about video hosting, you ultimately have to start with the goal. If you've created video without really knowing what you want to achieve with it, then your best bet is to experiment liberally to work out whether your audience find the content valuable and determine in what context it's of most use to them. Nevertheless, if you have an existing library of content and can't work out where to host it, the following flow diagram may be of use to you. Note: this is designed to be relevant for businesses doing video marketing to promote a product or service. If you are a publisher or content creator looking to monetize your content, you should likely use Brightcove to host all on-site video, while syndicating some relevant content to YouTube.) Can I not just use YouTube across the board and mark my videos as unlisted when I don't want them to appear in organic search?You can, but then you're missing out on the better analytics and marketing tools you can get from a secure third-party platform. Should I use Vimeo to host any of my videos?No. Vimeo is a great platform and community for creatives, but holds little value for businesses. Vimeo Plus and Pro can be considered cheap secure hosting solutions, but the toolset and analytics features are subpar. Wistia's free plan is both better... and free. Should I allow advertising on my YouTube channel?No. If you're a business trying to sell a product or service (and not just monetize your content), doing this just means that your customers will be distracted by ads from other organisations - and it also means your competitors can advertise on your videos if they wish. Side note: if your competitors are allowing advertising on their own YouTube channels, don't waste that opportunity…. My competitor is ranking above me with a YouTube video, what should I do?Make a better one. If you're dealing with a search query that only returns one YouTube video, the likelihood is, you can either get a second one ranking or switch out the existing result for a video which is more authoritative and better targeted. Source some user feedback on your competitor's video to determine how it could be improved, build a better version and then get as many quality views, shares and embeds as you can. I hope you found this post useful! Please hit me up in the comments with any questions and I'll answer them to the best of my ability. Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!       |
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Seth's Blog : You could wreck this (if you want to)
You could wreck this (if you want to)
Which is more satisfying: Breaking something or watching someone else break it?
When we sense a job is going wrong, it's easy to act out and make things worse... in the moment, it might feel like it's better to get fired for something we did than to get laid off.
When a partnership hits some bumps, it might be tempting to keep score, push back on everything and get ready to fight... actually causing the change that you fear.
A challenging project, employee or situation sometimes is easier to avoid than it is to work on.
Leaning in is really difficult when you sense that there's nothing to catch you, nothing to work toward. It's a lot easier to act out, sabotage and take control of something that feels out of our control.
Agency is precious, the feeling that we're in control. Where agency backfires is when we get caught in the death spiral of bad actions leading to negative reactions, which cause us to take more bad actions.
Sure, it might break. Anything might. But that doesn't mean you have to be the one to break it.
More Recent Articles
- Why drafting works
- The shortlist
- If you choose to be in the dog food business...
- Tone deaf
- Totally and completely out of my control
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duminică, 24 august 2014
Your website on Google (now with social data and reports)
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Mish's Global Economic Trend Analysis
Mish's Global Economic Trend Analysis |
| 7,000 Trapped Ukrainian Forces; IMF to Fund Ukraine Wars? Posted: 24 Aug 2014 10:17 PM PDT IMF to Fund Ukraine Wars? Ukraine is bankrupt. It accepted an $18 Billion IMF Bailout in March, allegedly with strict conditions. Do those conditions allow war funding? I have to ask because Ukraine's President Warns of 'Constant Military Threat' along with more military spending and a military parade. Ukraine's pro-western president announced $3bn in additional defence spending on Sunday as he warned the war-torn country faced a "constant military threat" for the foreseeable future.Things are going so well for Ukraine's military that it needs to come up with $3 billion when it is flat broke. Ukraine Conflict Draining Economy, Hampering Reforms Ukraine' prime minister Arseny Yatseniuk noted last Wednesday that Ukraine Conflict Draining Economy, Hampering Reforms. Ukraine's conflict with separatist rebels is draining the economy by the day and hampering efforts to implement reforms as required by an IMF bailout programme, Prime Minister Arseny Yatseniuk said on Wednesday.Military Spending Math Ukraine wants to spend $3 billion out of a $1.4 billion tranche. How exactly does that work? While pondering that question, please note that Ukraine's currency plunged to a fresh new low today.  7,000 Trapped Ukrainian Forces On Sunday, I reported Rebels Launch Counteroffensive: 4,000 Ukrainian Forces Trapped. That may have been an understatement. Please consider a translation from Komsomolskaia Pravda "Donetsk On the Offensive" by Jacob Dreizin, a US citizen who speaks Russian and reads Ukrainian. Meanwhile, the intensiveness of the Ukrainian forces' advance had somewhat diminished. And immediately, the militia went over to a counterattack. Large units of the National Guard got caught. Within the encirclement are 8th Army Corps headquarters, the 28th and 30th Mechanized Brigades, as well as the 95th Airmobile Brigade of the Ukrainian armed forces. And with them, the Aidar, Donbass, and Shakhtersk [Ukrainian volunteer militia] battalions. All in all, around 5000 men and more than 300 pieces of equipment, including tanks, "Grad" and "Uragan" launchers are trapped.Which Side is In Trouble? If these reports are accurate, not only are the western media reports of "rebels on the run" blatantly inaccurate, but rather it is the Ukrainian forces that are in serious trouble. By the way, you may wish to click on the previous link to see shelling of hospitals and civilian areas by Ukrainian forces. This is not how you win the hearts and minds of the citizens of Donetsk. March to the Sea Finally, please consider a map of the area around the Sea of Azov.  "The Sea of Azov, a northern extension of the Black Sea, is located on the southern coastlines of Russia and Ukraine. Though somewhat difficult to navigate because of its shallowness, significant levels of freight and passenger traffic do flow through the port cities of Berdyans'k, Mariupol, Taganrog and Yeysk." If the rebels can capture and maintain a corridor between Donetsk and Mariupol, this war is not ending any time soon. Let me ask again: Which side is in trouble? If the above reports are even close to being accurate, the answer is Ukraine. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
| Rebels Launch Counteroffensive: 4,000 Ukrainian Forces Trapped; Federalism to Save Ukraine? Posted: 24 Aug 2014 12:36 PM PDT If you believe mainstream media then you believe the rebels are surrounded, on the run, and a victory party for Kiev is on the way. Other reports tell a far different story. If you believe pro-Russia news sources, the rebels are on the march, headed towards the Black Sea, and a counteroffensive in Donetsk and Lugansk is underway. In this version of the story, the Ukrainian army is stretched way too far, support lines are cutoff, and the army is suffering huge losses of men and equipment. "Donbass Donetsk - We Are Advancing" To a cheering crowd, Donetsk Peoples' Republic leader, Aleksandr Zacharchenko, announces the counteroffensive. In the video, Zacharchenko announces "My dear ones, my dears, dear brothers and sisters. Yesterday we began a counteroffensive. As of today, Amvrosievka, Kuteinikova, Blagodatnaya are totally surrounded. Around four thousand men (of the Ukrainian forces) are trapped. Now there are battles in the direction of the town of Elenovka. I hope we will liberate it by evening." Translation above provided by Jacob Dreizin,Jacob Dreizin, a US citizen who speaks Russian and reads Ukrainian. Dreizin comments ... Zakharchenko is referring to a rapid advance yesterday that took the Donetsk forces from Ilovaisk (where they had been fighting three Ukrainian volunteer militia battalions for several days) to points over 15km south, or possibly as much 50km if we count today's advances. Rebel Tanks Advancing The translated YouTube headline reads Battle in Zeleniy and Grabskoe near Ilovaisk. Unit of the Donetsk militia commander "Senia" Dreizin comments "The rebel tanks appear to be T-64s with applique / ERA armor plates. These are the most common tanks in the Ukrainian army and may have been seized from the Ukrainians." Lugansk Front Video Here is some footage of a Ukrainian "Grad" battery that was destroyed near Lugansk in the last few days. The translated YouTube headline published August 23, says Militias destroyed column MLRS "Grad". More Comments from Dreizin The rebels have advanced north of Lugansk city, and their recon units have reportedly reached as far as the suburbs of Severodonetsk (which they had evacuated roughly a month ago.) Hence, the remaining positions of the Ukrainian army near Lugansk are looking increasingly hopeless.Germany's Vice-Chancellor Backs 'Federalization' in Ukraine Meanwhile, the story out of Germany is rather interesting where Germany's Vice-Chancellor and economy minister Sigmar Gabriel came out in support of 'Federalization' in Ukraine. Chancellor Merkel immediately claimed Gabriel did not mean what he said. Germany's vice chancellor has spoken out for a "federalization" of Ukraine once fighting between Ukrainian and Russian separatist forces in the eastern part of the country has ended.Choose Federalism to Keep Ukraine Together Flashback May 15, 2014: The Globe and Mail says Choose Federalism to Keep Ukraine Together Chancellor Angela Merkel of Germany is right to be nudging Ukraine toward a federal structure. That is the best hope for bringing restive provinces such as Donetsk and Luhansk back into the fold of democratic politics, and the best way of accommodating those who may feel themselves somehow both Ukrainian and Russian, or somewhere in between. It's the best hope for removing disputes from the hands of masked men with guns, and back into the realm of politics.The US does not want "federalism" for Ukraine, it prefers scorched earth. Unfortunately, scorched earth is precisely what we have. Independence Rally in Donetsk  Question of the day: Do those look like terrorists? Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
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Seth's Blog : Why drafting works
Why drafting works
The other day, a speedster on a bike passed me as I rode along the bike path. For the next ten minutes, I rode right behind him, drafting his progress.
Sure, there's an aerodynamic reason that this works--there's less wind resistance when you ride closely.
But the real reason is mental, not based on physics. Drafting works because, right in front of you is proof that you can go faster.
Without knowing it, you do this at work every day. We set our pace based on what competitors or co-workers are doing. One secret to making more of an impact, then, is figuring out who you intend to follow. Don't 'pace yourself,' instead, find someone to unknowningly pace you.
More Recent Articles
- The shortlist
- If you choose to be in the dog food business...
- Tone deaf
- Totally and completely out of my control
- Squidthanks
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