Archive for March 2009

Can ChaCha Be Saved?

Posted by Jeb
Mar
17
2009

5
Comments

Filed Under: Everything Else

Local internet start-up ChaCha has run into some rough waters. Tech Crunch announced today that ChaCha has laid off a third of their employees and they claim, via a laid off insider, that the company’s future looks shaky at best. You can almost see the vultures circling waiting for them to fail. But I am not one of those vultures. I like their business model.

Maybe ChaCha is doing fine and the rumors are false. But if they are in danger I have some ideas. They just need to fix some things. But the fixes may not last.

On the surface the fix is simple. Bring down the cost of each answer and bring up the overall ad revenue. But getting there is a little tricky.

If you aren’t familiar with how ChaCha works, here is a simple explanation- a user texts a question to ChaCha, “Is ChaCha going out of business”- a real question I sent while writing this blog, a ChaCha guide does some research, probably on Google or using in-house databases and sends back an answer. Along with the answer “ChaCha is not going out of business….Get Fray tickets now!”- a paraphrase of what their actual response was. Or they send an ad before the answer. In either case, or both in my case, the sender gets a little text ad with a simple call to action (i.e. a keyword to text for a special or a phone number to click on). Money comes in from the advertiser and goes out via the “human guide”. Voila!

So how do you bring down the cost of the human guides and bring up the revenue via ads?

I have a couple ideas.

The first is on the revenue side.

ChaCha needs to introduce their version of Google AdWords immediately. I have heard rumors through the industry grapevine that this in development. If so, then get it in Beta mode asap! I would love to be a guinea pig for it.

My recent experience working with ChaCha for a client was clumsy at best. All I wanted to do was to log on to my dashboard, set up some test campaigns and tweak them based on results. Instead I was drawn through a near torturous quoting process that eventually ended with my client spending a considerable amount of money in very little time with no real metrics. Not good. Then we were told they couldn’t do any more business with us due to a national non-compete. I don’t think Google has said that to any client, ever!

If I could run real geo/demo targeted campaigns for specific keywords used in question queries I think I would find many uses for ChaCha. But as it stands it’s next to impossible to safely spend money with them. There are no real time metrics. Unacceptable in this world of Web 2.0 wonders!

So how about the “human guides”?

These are the real problem for ChaCha. They need real people typing out text answers. That’s their business model. So do they change their business model? I have an idea that might be a little out of the box. How about doing a Twitter/ChaCha mash up? Say they set up different ChaCha accounts based around different question categories. Surely they have this already- dining, nightlife, taxi phone numbers, bizarre, etc. Then create local filters and have Twitter post the question using # for categories. An example would be #diningindy where is a good sushi restuarant on the north side of Indy? ChaCha would filter the question to see that it is about dining “sushi” and about Indianapolis “indy” and then repost to the Twitter account ChaChaDining. All ChaCha “human guides” following that search #diningindy would be able to respond. The original Tweet and response would need to also have a unique code somewhere in it as well so that ChaCha could easily re-sync with the original question. That might pose the most difficult part of this whole deal. It also means you could start running out of room on both sides pretty quickly.

But you can see how getting a bunch of Twitter users answering questions might make sense. They are already doing it for their followers, why not do it for ChaCha and get paid. I think paying 10-15 cents an answer could be interesting to students and some active Twitter users. If you are charging 25-50 cents for each ad then you have a business model!

I know the Twitter solution is probably a tricky one to implement but there has to be a way to bring down the human cost. I would also expect that they now have a pretty nice database of questions and answers. Couldn’t they automate many of the responses and send the more complicated ones to their Twitterati?

On a higher level you have to wonder whether Twitter poses a real threat to the ChaCha business model. In some ways Twitter is doing what ChaCha is trying to do, but better just not faster. Who do you trust more? Your friends and associates or some anonymous “human guide”? The reality is that your Twitter followers aren’t being paid to answer your tax cab phone number question at 3am in the morning whereas ChaCha human guides are. They are there for you when others are not. That is the real service.

But ChaCha faces an even bigger, looming threat. As phones become smarter, faster and more connected many of us won’t the need to get this kind of quick response from a human guide. But we need to remember, those of us that are on the geeky side of things, that most cell phone users are not currently using their phones for local search. Calls and text are about as far as they get. Unless they are on a “smart phone” they have probably never even been to a website on their phone. How long this group of users stays away from mobile search may map one to one with how long ChaCha has a real business model. That is where I run out of ideas for how to save ChaCha.

How Search Is Changing and more Twitter thoughts

Posted by Jeb
Mar
11
2009

2
Comments

Filed Under: Search Engines

I think search as we know it is undergoing its biggest change since Google came on the scene with its nifty algorithms 10 years ago.

Since friends and family is the source we trust over all others including search engines, tv, radio, yellow pages etc, at least that is what I have read, we are seeing the rise of social media (i.e. your friends and family), and in particular Twitter, as a direct threat to Google in terms of driving search for business. It is certainly not an immediate threat to Google et al’s dominance in driving business but I think around the corner we will see Peer To Peer Search emerge as a real threat to the traditional algorithm driven search that currently dominates.

Cha Cha was on the right track with their human search engine but Twitter has the right model since their search engine is essentially free and personalized to each user based on who is following them. Google can’t currently compete with a good group of Twitter followers telling you what the best Thai restaurant is or what the best project management software is, etc. Google just isn’t that intelligent, or perhaps, that human. It’s just a really smart computer program that does many things well. But Google can’t actually go eat at a restaurant and give you a first hand account. But @twitterfriend has and they are happy to share their experience. So who are you going to go to for “reliable plummer”?

This means that relationships as much as content indexed in search engines (SEO) will drive your business down the road. Social Media sites facilitate relationships in the context of meaningful content. This forces transparency on companies which is difficult at times since their culture isn’t used to it. The company culture (translation executives) is used to controlling the message. But Zappos has it right- your culture is your brand now, whether you like it or not. Just accept that the Web is a harsh light and you can’t escape it’s glare. Might as well clean house.

hmmm, so what’s Google going to do about Twitter? I bet talks are going on right now for them to buy Twitter. And I also bet Twitter isn’t going to go cheap if at all. They know what they have- a super highway that everyone has set up shop on and now they just need to figure out how to charge a small toll. Google is good at that but they aren’t the only fish in that sea.

CrossLoop: The Only Reason I Haven’t Ditched My PC

Posted by ben
Mar
11
2009

1
Comment

Filed Under: Everything Else

I’m just one app away from this!

CrossLoop is a little-known, free app that is pretty much the only reason I hang on to my 5 year old PC. After they release a version for the Mac it’ll only be sheer stuborness that keeps me hanging on to that antiquated, old beast of a computer.

So what is this killer app that’s keeping the PC market share from further eroding?

CrossLoop is a free, downloadable online collaboration tool that let’s you share your PC’s desktop with any other PC over the Internet. I’ve used this a lot to collaborate on SEO projects with free lancers, contractors and colleagues here at Small Box. It is simple, light, secure and does exactly what I need an online collaboration tool to do. Plus, it’s free.

This tool has proven most valuable in my role as the Small Box SEO trainer. As an SEO, my primary tool is a Firefox web browser bristling with add-ons and plugins. With CrossLoop I can immediately confirm that my fellow CrossLooper has all the right tools installed on her end because I can see her screen on my screen. I can also view anything that she pulls up on her desktop from spread sheets, to web sites to keyword tools to pages of code.

With this tool I can train people over the phone just as efficiently as I can in person. This reduces the need for people to commute into the office and helps make the planet just a little greener.

It allows me to train pretty much anyone who’s connected to the Internet on pretty much any aspect of SEO implementation from using keyword research tools, to installing Google Analytics on a site, to creating a sitemap and submitting to search engines, to link building. I just walk the person through the process over the phone and can see their progress in real time. This saves A LOT of time. Gone are the days of asking someone to describe their screen before moving on to the next step. If my fellow CrossLooper skips a step or makes a mistake, I can see that right away and correct it on the spot.

With a simple click of a button we can switch places instantly allowing me to share what’s on my desktop. I can even toggle whether or not I’ll let the person I’m CrossLooping with to take control of my mouse and keyboard remotely (and vice versa). These functionalities let me teach by demonstrating and not just describing or dictating.

CrossLoop bills this wonder app as a way to connect with IT and Windows experts when you can’t get your PC to behave the way you want it to. My PC has always been well behaved so I’ve not yet had the occasion to check out CrossLoop’s network of PC gurus. But I will be if the old beast starts acting up! However, this tool can be applied to any situation in which you need to remotely collaborate with someone on your computer (or theirs). It’s basically as powerful and useful as your imagination will let it be.

Connecting over the Internet with this app is a breeze. The CrossLoop site does a good job of describing how to connect with CrossLoop, but it’s even simpler than they make it look. I’ve used this app without a hitch with my mother in Wisconsin and she is by no means tech savvy! Connecting with CrossLoop usually takes no longer than a few seconds. Before CrossLoop I was using GotoMeeting and connecting over their interface sometimes required a good 5 to 10 minutes.

I’m no IT expert and I’ve never had the occasion to use CrossLoop to review sensitive information that had to be kept secure. However, their description of the CrossLoop Security measures is enough reassurance that someone can’t be snooping or intercepting my data while I’m collaborating.

When using CrossLoop you will experience some slight lag on the mouse and keyboard. This a product of the Internet and not CrossLoop. In fact, CrossLoop is A LOT faster than what I experienced with GotoMeeting (and since it’s free, CrossLoop doesn’t make me shell out $50 a month like GotoMeeting did).

There is one thing you should be aware that CrossLoop does not do. This tool is for 1 on 1 collaboration and that’s it. If you want to remotely collaborate with a group of people on different computers at the same time, then you’ll need to find something else. I consider this a strength rather than a weakness, though. It keeps CrossLoop simple, light and fast. When you do use something else to collaborate online, I guarantee you’ll be wishing you could be on CrossLoop instead. I know I do.

Don’t Waste Money On A Business Blog

Posted by ben
Mar
4
2009

2
Comments

Filed Under: Marketing Search Engine Optimization Search Engines SEM SEO


Doing this when you add a blog to your website?

I was recently asked by a client whether or not they should add a blog to their new website. They were particularly interested in knowing from an SEO perspective whether or not it made sense relative to the keywords they wanted to go after. I’ve been asked this question a lot. Our clients are a smart bunch and they want to allocate their limited resources effectively. If they can save some money by trimming a feature out of their web development budget while not missing out on a greater opportunity cost, then they’re going to do so.

As far as SEO goes, a blog is almost always an excellent way to build up your presence in the search engines regardless of your market, keywords and competition. Nevertheless, the answer I usually give is “You might not want to waste your money.” (I’m definitely aware of the delicious irony as I compose and publish this on the medium of a business blog!)

There’s three things you must consider when deciding whether or not to add a blog to your site:

  1. Is Search Engine Marketing a minor part of your overall marketing effort? If so, then don’t bother with a blog.
  2. Will your organization consistently commit the time and/or money into regularly creating content (i.e. 2-4 blog posts/ week for 12-18 months)? If not, then definitely don’t bother.
  3. Will your organization commit the time to socially promoting your content? If not, then you probably don’t want to bother with a blog.

I suspect I’ve already inflamed some blog lovers and blog purists out there with #1. The blog purists tend to believe that “the journey is the destination” and that blogging is it’s own reward. While I’m sure this is the case for many bloggers, our clients are savvy business owners. They can certainly trim their web development budget and get the same personal edification and benefits by keeping a personal journal using old fashioned pen and paper for less than $5. I’m not going to advise our clients to shell out the extra cash to add a blog to their site, just because it can be a personally enriching exercise. Business Blogs have to give a return on investment that justify their cost.

However, the web development cost of a blog is just the tip of the iceberg. Building infrastructure into a website is the easy and affordable part. What you really need to ask is: are you willing to invest the time, energy, money and resources into developing and promoting your blog’s content? This can be a very substantial investment, but the rewards can be even greater. Here’s why:

Google loves blogs!

There are numerous reasons Google loves blogs and most pretty much boil down to them being a social proof of value for a particular piece of web content. One metric Google looks at on a blog post is how large and how active the comment thread is. I’ve seen a prominent national brand name badgered by a “Why Brand Name Sucks” blog post that shows right beneath their site on page 1 of the Google for a search of their own brand name. It has become THE magnet for that brand’s haters on the web. Anyone with a gripe against that brand that’s ever queried Google with the brand name appears to have read the blog and then shared their beef on the comment thread. It’s now a self-perpetuating feedback loop. That post is firmly entrenched on p1 right below the brand name’s own website (even though it has minimal backlinks and PageRank) which is too bad for the brand owner.

Also Google can be “gamed” via on-site structural tricks. Just repost identical content across multiple URLs and then shuffle those unique URLs across multiple keyword targeted category pages. Wash, rinse, repeat and presto! Instant and effective on-site SEO without the need for messy link building. Some might call that fishy, spammy or gamey, but no one disputes that it’s currently working.

Lastly and perhaps more compellingly, well written blogs that serve as linkbait can be a cornerstone of an organic link building campaign. For instance Jeb’s blog post on Compendium was interesting and controversial enough to get some in the blogosphere to join in the conversation and link back to his post that started the whole fracas. More natural backlinks coming into your site = better SEO! This is an SEO benefit that will survive many, many changes to the Google algorithm.

But here’s the catch!

After seeing all these SEO and SEM benefits to blogging you might think only an idiot wouldn’t bother adding one to their business website. However, there are two big catches you need to be aware of.

First, creating effective content takes time (or money to pay someone else to do it for you). Blogs start losing their value when you aren’t committed as an organization to blogging (i.e. to creating the content). At a minimum you’re looking at blogging at least 3-4 times a week for the first 12-18 months. Once your domain and blog get established and build some authority you can start to ease up the pace.

You can’t reasonably expect your web developer to write the content for you b/c it’s not their core competency. Jeb and I met with one of the owners of a local company that blogs on behalf of businesses for the business blog. It’s all they do. He seemed like a nice and able fellow and I’ve been wanting to try them out for some time. For some businesses with less time than money this could be a great solution.

Second, blogs have to be promoted which also takes time. If you build it, they will NOT come. Social bookmarking sites like Digg and Mixx, social networking sites like Facebook and SmallerIndiana, and the emerging wunderkind, Twitter, are all necessary tools. In the early days of Internet marketing you could use primitive, mechanical, spammy methods to promote a blog (or any site for that matter). But those don’t really work anymore. Successfully promoting a blog amounts to building a community around your brand and/or products/services.

So, for these tools to be effective you have to be social (after all they are first and foremost social media). This means seeking out like minded individuals that share common interests and having a conversation with them OUTSIDE your blog and ON the various social media channels. You might cringe at allocating resources to building content on other people’s sites, but it is a necessary evil. Building up a social network around each of these tools will require an investment of your organization’s time. Our own blog didn’t really take off until after Jeb built up his own Twitter network and then started using it to promote his blog posts.

If you have to pick one social media tool to focus your energy on, I’d currently recommend Twitter. It’ll one day implode under it’s own weight (like a super nova or MySpace), but should be good for at least a couple more years.

Well there you have it. Don’t waste your money on a business blog (unless search engine marketing is an important piece of your overall marketing efforts and you’re going to invest the time and effort into making it work). I defy you to get me to change my mind.

Talking Tech with Newbies and Older Generations

Posted by Jeb
Mar
4
2009

0
Comments

Filed Under: Everything Else

SEO, PPC, Cloud Hosting, Twitter, Blogging, Social Media…

To many people these are just letters and words with little meaning. It’s easy for those of us who live and breathe the web to forget to slow down and explain what we are talking about. I often make the comparison to a farmer. I don’t have the slightest idea how to raise and bring cattle to market. It’s like an enigma to me. I enjoy and appreciate the end product but beyond a vague understanding I really don’t know how it gets done.

The same with technology. Tech newbies, and often these are people from an older generation than us techies, are easily overwhelmed by technology. Why do we expect them to get it? It’s not their business to get it, it’s our business to get it and then translate it to them. Do we think we are impressing them with all our knowledge? Chances are we are intimidating them. We need to stop, slow down and listen, ask questions, understand where they are coming from and then meet them where they are at. It isn’t condescending or patronizing to slow things down and start with the basics.

Just remember that when we get outside our comfort zone of technology and its wondrous gadgets we often need others to “dumb it down” for us. Remembering that and staying humble will go a long ways to building meaningful relationships with clients. I’m as guilty of this tech talk as much as anyone but I try to remember this whenever I see that familiar “I have no idea what you are talking about” glaze come over a client’s face. I repeat the mantra “slow down, slow down”.
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